- I did it, like, I did it!
Like, I never thought that I could do X,
and I did it and I won five listings.
(upbeat music)
My expectation is never
that you're gonna implement 15 ideas, right?
I'm very clear.
Pick the two or three or four that are really right for you
and go all in on them where you get maximum result.
And then just the barrage of data that we get
from our coaches and personal notes,
and messages, and books, and you know Facebook messages
from clients saying I did it!
Like I did it!
Like I never thought I could do X,
and I did it and I won five listings!
Like, that's brand new business
that they would never have experienced,
but because they were in that environment,
and whether it was us or the validation
of the person on their right or left,
they took the right action
and they got a magnificent result.
And you know what that does?
It breeds confidence.
It breeds confidence that I can do this.
And you know it's like you're starting to climb
and you realize you can get to a certain peak,
and then you look up and there's another one.
You know now you were able to get there.
Now you can go to that next level.
And that's what I see what happens at the Summit.
Grab your seats, move up front.
Find an open seat.
Ruth Pugh is in the house.
Hello, hello!
All right!
We went through 29 different ways to attract more listings.
Whether you're inside this room
and you've been a Buyer Specialist,
you need to help people get listings, right?
Especially when there's nothing on the market.
If you're growing your business,
it's all about having inventory to sell.
That is running a business.
So, you got the tools to attract them.
The next three people we're gonna just go into
how do we make sure you win the listing?
And I very intentionally selected
three very different personality types,
three very different styles,
three very different markets, right?
A kind of San Diego, right, local rock star,
North county, does a tremendous amount of business
known him for you know 30 years,
average sales price probably a million-two.
And then the guy that listed the Playboy Mansion, right,
and sells these you know $100 million properties,
and what do you have to do establish trust
and be the agent of choice to win that?
And then Jacquie in Toronto, right?
Big shout out for Jacquie
who just takes it to whole new level.
And they all do things differently but the same.
So you guys up for that?
So, let's invite our three guest experts up.
Alan, and Jacquie, and Gary, come on out.
Give them a huge round of applause.
(upbeat music)
♪ And all my people say ♪
♪ Na, na, na, na ♪
♪ Hey ♪
♪ And now my people say ♪
♪ Na, na, na, na ♪
- This is just in case it gets visual.
All right, so why don't we start?
Let's start very quickly with a simple question.
To pre-listing pack or not?
Do you send pre-listing packages or not?
- First of all, I don't always
do the same thing all the time.
It's always different.
I always think about really,
what is this particular situation call for?
I've done it.
I've done it many times, but in general I do not.
I want to meet with them.
I don't want to give them any reason
to eliminate me before I get in the door.
- Awesome.
Alan, do you send a pre-listing package or not?
- To send or not to send, huh?
That's the question.
I do not send a pre-listing package.
I think there's different strokes for different folks,
and it all works.
I had an experienced probably 15 years ago
where this one agent was doing
a tremendous amount of business,
and I was sending these amazing packages ahead of time.
And I said well what do they send?
And it was like a one page letter, and I went (gasps).
Well, what's going on?
So for us and where we're positioned in the marketplace,
it's not something we do.
- Got it.
Jacquie do you send a pre-listing package?
- [Jacquie] Yes.
- What was the answer?
- Yes, yes.
- [Tom] And why do you send it?
Do you think these two are both knuckle-heads?
- No I think if there's enough lead up time
and we can bring it, we bring it.
I don't think, sometimes I've not delivered it in advance,
and we leave it at the end of the presentation.
Because they're always looking to grab on to something,
and it's the only thing that we actually leave behind.
- [Tom] Okay.
- So whatever works for you.
I like to leave it with a personal handwritten card
that says looking forward to meeting you.
Please have a look at our material.
I'm excited to see you.
- Give us an example 'cause we were talking backstage
that there's no right or wrong answer.
That the answer is which one gives you
in your mind more swagger?
Do you guys got the answer?
Is everybody with me on this?
Which one gives you more confidence?
If sending it gives you confidence, send it.
If it doesn't, don't worry about it.
What's inside yours?
Just give them some highlights.
- So a little bit about the team,
talks about all of our services, high-level snippets.
We introduce our photographer.
We introduce our videographer.
We show them what personalized websites look like.
So just a little bit high-level,
and we focus also on how we stage properties
so they can, it's very visual, not a lot of words.
It was inspired by Jason Mandel's piece years ago.
- [Tom] Yep.
- So it's just a little taste.
- [Tom] Good.
Just a little taste. - Not enough for them
to sum it up.
No talk about commission, just services.
- Awesome, awesome.
Walk us through, each of you,
if you were to take analytically the process
before we kind of get into the deep
and wild and crazy stuff,
like, what do you first?
What do you do second?
What do you do third?
What do you do fourth?
What's the process you go through?
- So and to take that back,
if we take a pre-listing package
and we were to say I would send a digital version of one.
I have a few slides that I'll send out ahead of time
to sort of let them know who I am, confirm our stats,
where we're positioned.
We're proud of what we've done
as far as the marketplace, our positioning.
We were number one in San Diego last year,
and so we will take that and we'll make sure
that the client knows that to the best of our ability
and try and keep a humble approach at the same time.
To know that we are approachable, we are human,
we do care about them, and we're not just a numbers machine,
which we're not.
So at the right time we'll send that over.
When I do show up, and I brought that out,
I just have an iPad.
And for me, I think Jay Abraham was talking about it,
and I was trying to resonate with many of the big producers
throughout trying to say okay, I do that.
I need to this better.
I do that, I need to do this better.
Bottom line is I'm trying to really, really understand
who I'm talking to.
If they really want to know about marketing,
yes, at that point I'll open up the iPad.
I do have slides on there.
I'll talk about, okay, here we do photos.
We have drones, we do this, we do that.
We do staging if this is what's important to you.
If you pay attention to them,
you see their eyes glazing over,
you know you've got to change directions here quickly.
Make them talk.
Ask them questions.
If you can't do that, you're not getting the listing.
I don't care what you're bringing or showing them,
I don't think it's happening.
- Yep, love it.
Okay, Gary, same question, right?
I mean, now Gary, you have a very different deal.
- I do.
One of the big differences is I list 20 houses a year.
So I can--
- [Tom] What's your average sales price, just for context?
- I don't look at an average amount.
I'll list, right now the cheapest thing I have
is selling for three,
and I have something for 300,
something for 21, and 10, and five.
- Did you guys here that?
I got one for three million,
and I got one for 300 million.
What do you need?
I got you covered.
- I'm gonna sell 20 houses a year, 15 houses a year,
and hopefully a few of them were monsters.
And that's my model.
- [Tom] Yeah.
- So I have the, I can afford,
if you're somewhere in Omaha, Nebraska,
and you have $250,000 houses and you have to sell 100,
you probably can't spend three hours
preparing for a listing presentation.
When I go to a listing presentation,
I am prepared, and I have my iPad.
And on my iPad not only have,
I've anticipated what this appointment's gonna be like,
and I've done a lot of research, and I've talked to them.
And I've found out who is important
in this particular transaction.
I want to make sure I'm talking to the right person.
But when I show up, I show up with my iPad,
not only with what I've prepared for them.
And I've got that cued up on my iBooks,
a few different PDF's.
I also have comps.
And I also have hard copies
of everything I'm gonna give them.
I went on a listing appointment once,
which I thought was the best performance of my lifetime,
and I didn't get the listing.
And I asked her why I didn't get the listing,
and she goes, well,
they left this really good marketing book.
Which I showed her on my iPad but I didn't leave her,
and she was tactile.
So I'm prepared for anything.
But the reason I don't like to put
and give it in advance unless it's called for
is most people aren't gonna read
the whole listing presentation.
And I anticipate, and I'm being tactile,
and I'm thinking about at the moment
what these people need to hear.
And I'm gonna point out the two, or three,
or four things on my presentation
that's gonna resonate with them.
And I'm not gonna go over the stuff
that will turn them off,
or it'll just be a bunch of noise.
So I really focus.
I think it's insane to go over all these things
that you can just see them rolling their eyes.
I think you lose them.
You know when you're starting to do all these things
and kind of solve problems for them
and tell them how you're gonna do things,
that's how I get my listings.
I become their agent before they give me the job.
- So Jacquie, what's your process?
- So I do very much what the two of them do.
I build rapport.
I establish myself as an agent in their community.
But above all that, we talk very little about ourselves
when we're at listing presentations.
We talk about their needs,
what's brought us here that day.
I usually ask people if they want
to give me the tour of the house
before the presentation or after.
I leave it to them.
Most people if they have a burning desire
to get things off their chest,
they want to talk first, and that's fine.
We then do the tour.
Then I've got all the information
that's in the back of my mind,
and I'm already preparing
what I'm actually gonna put on their table
because I have a sense of what they need
and what they don't need.
and what they have an appetite for or not.
We offer a lot of services,
but with everything we're very careful
to ask whether they have an interest in these services.
We come back, and I have the slides here.
Probably won't show you them all,
but what we do is we laminate
just an eight by 10 piece of paper
of every single service that we provide.
And we have 33 of them.
Okay, so we talk about the power of MLS.
We talk about the difference
between an MLS listing and an exclusive listing.
If I'm sitting with somebody
and they want to do business with me,
and we know we're signing a listing today,
I sign an exclusive listing today
so that another agent doesn't come behind us
and take their business.
That also gives us prep time to make sure
that they get into our schedule.
And I tell people if you don't sign an exclusive listing,
we can't get to work for you right away.
So if you want us to get to work and book our trades,
and book a photographer, videographer,
and start the schedule rolling,
and the prep work, it's best we take it.
We also loop that into a coming soon campaign.
So if I don't have an exclusive listing signed,
we're not starting a coming soon campaign for the client.
- This was on my list. - This is really important.
The schedule at a glance
is the very last thing we talk about.
And so I show them a sample,
and I say this is what it looks like once you're listed.
The first thing that goes out to you as a client
is you get our welcome letter,
and you'll also get a schedule at a glance.
And so when someone says, well,
I want to go to market in two weeks.
I'm gonna say all these things have to get done,
and I need to get to work today.
That's my securing the listing with an exclusive.
So normally when we get to this,
we'll all open our calendars
and say so when do we want to be on the market?
Because I've got to book the cleaners.
I've got to book the photographer.
I've got to book the videographer.
We door knock as a team
before your listing goes live,
and we have to make sure our mega open house has enough time
to get exposure and traction so that it's a success.
- Awesome.
You won the Playboy Mansion.
You shared this a few years ago.
I watched a whole lot of clients freak out.
You called it something like the reverse engineered--
- That's not how I got the Playboy Mansion.
- Okay, so explain.
- How I got the Playboy Mansion?
Well on the Playboy, and as I said,
I do different things for different situations.
I use this reverse-marketing listing presentation a lot.
And what I like to do with that
is I show up and go you know what?
I can tell you how great I am and I--
- Hang on, stop.
He's about to give you
one of the world's greatest pre-framing
your appointment script on the planet.
And if you're just watching and not video recording,
or taking notes, or on the live-cast,
you know saying to yourself,
go back to this moment in time.
'Cause when you, you shared this four years ago,
and the clients were like this.
Oh, got it! (claps hands)
- So one of my tools is I'll just say,
listen, I could sit here and tell you how great I am,
and I like doing that,
but I don't think you really care.
Let me show you what I will do for you.
And I'll demonstrate it by showing you
a similar house in the marketing,
and how it is working with me.
And I pull out a marketing report.
I give marketing reports
about once a month to all my clients.
So I keep them on top of it.
And then I use it as a listing presentation.
And it also, it's really good on expires.
If your showing them here's all the showings I have.
I give, on every showing I give what,
who the people are, what the results were.
I show them also every bit of social media I've done,
and I do it beautifully.
I think my marketing report looks better
than most people's advertising
because I'm taking care of their baby,
their multi-million dollar property,
and I need to impress them more than almost anybody.
I would say most people lose listings
'cause they didn't,
the seller didn't know what was going on.
- You said most agents walk in
and they start here and they say,
hi, I'm Gary and this is what we're gonna do.
And then I'm gonna put it in the MLS,
and we're gonna do professional photography,
and we're gonna do this.
Rather than doing that,
I just sold a $20 million house
down the street similar to yours.
Let's start here.
You guys want it sold.
Let me show you what happens before then.
We're in a multiple-offer situation.
We get into negotiations.
Let me explain how that's gonna be.
And he went backwards in the presentation.
Now here's the thing.
If five agents all show up and do this,
and he shows up and goes backwards,
who is the one that stands out?
- If you've got this idea of this genius thing
that you're gonna do,
and you're doing it to the wrong person at the wrong time,
and that's not happening, you're gonna lose.
- Can we give them a huge round of applause for sharing?
This was awesome. (audience claps)
I'm putting your plan together,
so you are safe to leave here and dominate.