CINC

CONVERSION DAY

WWW.CINCCOMMUNITY.COM
Agenda 9:00am – 9:15 am :: Let’s Get This Party Started

9:15 am – 10:00 am :: How to Win Before the Battle Begins

(Opening Lines)

10:00 am - 10:45 am :: Game Time - Crush the Call: Opening Lines

10:45 am - 11:00 am :: Change Your Words, Change Your World

11:00 am - 11:30 am :: Pieces of Resistance - Don't get Derailed

11:30 am - 12:00 pm :: Game Time - Overcoming vObjections

12:00 a.m. - 12:45 p.m. :: Lunch

12:45 p.m. - 1:15 p.m. :: Set the Appointment

1:15 p.m. - 1:45 p.m. :: Game Time! -

Crush the Call: Setting the Appointment

1:45 p.m. - 2:15 p.m. :: What We Learned in Action

2:15 p.m. - 2:30 p.m. :: Break

2:30 p.m. - 3:45 p.m. :: Power Hour – Let's Make Money!

12:45 p.m. - 1:15 p.m. :: Set the Appointment

3:45 p.m. - 4:15 p.m. :: Scenarios, Questions, and Thoughts

4:15 p.m. - 4:45 p.m. :: Staying Committed to Your Commitments

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Notes:

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 CINC Playbook

The 5 W's To Win The Game

Before it Starts

1. What - Goals
2. Why
3. Where - Sales Journal
4. Wow - State/Energy
5. Winning - Confidence

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GAME TIME!
Realtor:  -Hey, this is John with the home search site, I know you were looking at some homes in
the area. While I have you are you looking to make a move in the next 3-6 months or just browsing?

Customer: I’m just browsing.

Realtor: (Pick one)

1- Perfect! That’s exactly what the site is for. Tell me, what’s prompting you to browse?

2- Perfect! That’s exactly what the site is for. Tell me, why are you browsing?

3- Perfect! That’s exactly what the site is for. Tell me about your situation.

*If they open up then dive into the WHY of it all

If neither go below:
Customer: I am just looking at this point.
Realtor: (WHY) Totally understand, So I can make sure you are looking in the right direction, let’s
start with how many bedrooms are you looking for 3 or 4?

Customer: ...responds.
Realtor:  X amount of bedrooms perfect, and WHY is that important?

Customer: ...responds.
Realtor: Tell me about your current situation

Customer: ...responds.
Realtor: So what would it mean to you to have that extra room for __________

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Realtor: X amount of bedrooms perfect, and WHY is that important?

Customer: ...responds.

Realtor : Tell me about your current situation

Customer: ...responds.

Realtor: So what would it mean to you to have that extra room for X

*YOU REPEAT THIS AND STAY IN THAT SPECIFIC

WHAT UNTIL YOU GET A WHY BEHIND IT WHILE
BUILDING GREAT RAPPORT..

**3 WHYS DEEP for EVERY WHAT**

Realtor: ...(location questions)...

I noticed you’re looking in [favorite city] why are you looking to move there?

Customer: Responds ( Stay in that because this is where they usually give you great bait to go
after the WHY and drive it home, so build pain or pleasure whatever matches. Example- Better
schools, then you dig on current schools and the pain and pleasure of new schools.

Realtor: RESPOND with WHY 3 deep. Ask about current  situation and dig at pain.

*ONCE THATS ESTABLISHED*

Customer: ...Responds

Realtor: Perfect, let’s go ahead and show you our smart home buying strategy this way you get
clarity on our processes we use to help get you the home you want in the price that makes sense for
you.  So why don’t we set up a 15 minute meeting X day at Y time or X day at Y time. What works
better?

Continued on Next Page

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Customer: ...Neither works

Realtor: Totally understand. What day and time do work?

If they say no to the close...

Realtor: Totally understand, let me ask you this “ If I were to  find you that
WHAT that got you MOTIVATION would you CONSIDER moving sooner?

So what time does work for you?

That’s understandable! Why don’t we at least do this to make sure we are

not wasting your time and sending you stuff you don’t like, maybe go see a
few homes in some areas to at least get an idea so we can tweak our saved
search and then go from there. Reason why is I see a lot of people get sent
hundreds of listings and waste TONS of time searching through each one
and then realizing after seeing a few that maybe that’s not where they
wanted to live or maybe not what they truly valued in a home, does that
makes sense?

Customer: Yes

Realtor: Great! So does X day or Y day work best? (They will tell you a one
of those days or a completely different day, either way, it’s good)

CLOSING: ASK FOR THE APPOINTMENT! Then the tie down, how they
like to communicate, google calendar, etc.

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“One of the most powerful closes”
If they still want to wait to set an appointment

“ Let me ask you this, if I were to find you that 4 bedroom 2 bath home
downtown( INSERT THEIR WHAT HERE), that allowed you to
(INSERT MOTIVATION HERE, THEIR TRUE WHY, paint the picture with
their 3 levels deep why) would you consider moving sooner?”

Client: Yes

Agent: Great, then let’s do this, we can show you our strategy and make
sure we are good fit and this way if there any homes that you like then you
know you have the right person with the right strategy this way you do not
miss out on something that checks off all the boxes. How does that
sound?

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Conversation Funnel
WHY
• Just curious, why did you decide it was time to make a move?
• What brings you to the area?
• What activities are you most interested in?
• It’s a perfect day in the life of “name”, you have no worries and
nothing but free time, what does it look like for you?
• What does the perfect neighborhood look like for you?
• Do you have friends and family in the area?
• What do you do for work? How long have you been doing that?
**Interesting tell me more & I’m curious, can you elaborate!
WHEN
• If everything was perfect for you, when do you want to be
situated in your new home?
• Do you need to sell before you buy?
• If you found the perfect home opportunity tomorrow, would you
jump on it?
WHAT
• What neighborhoods are your favorite(s) & WHY?
• How did you find out about “neighborhood”
• What do you like most about “neighborhood”?
• Are there any other neighborhoods that may be of interest?
• What Price Range fits your needs?
• Do you have a home to sell before you can buy?
• Are you going to paying Cash or do you require financing?
• If you were painting the perfect picture of your next home, what
does it look like?
• What kind of floor plan? Ranch / 2 Story / Condo, etc
• How many bedrooms and baths?
• How big in terms of square footage?
• Is the size of the lot important?
APPOINTMENT
• When will you be in town / When will you be free to get in and see
some of these homes?

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 Alternate Test
Close Offers
Selection: (Choices)

“Hey Mr/Mrs____, We have access to properties that aren’t the MLS.

These properties represent GREAT DEALS a lot of times and include
expireds, fsbo, etc.” (Go to Close)

“Hey Mr/Mrs____, We may know of a few other properties not on the MLS
with (property description), that meets (lifestyle), wouldn’t you want to
know about those as well?” (Go to Close)
Affordability: (Price)

“Hey Mr/Mrs______, If we come across a really good deal that is in

(neighborhood), that is in (price range), would you want us to notify you
before other buyers?”  (Go to close)

“Hey Mr/Mrs_____, We know of some ultra competitive lenders here in

(neighborhood) and a lot of times they are able to save our clients a lot of
money, wouldn’t you find that useful?”
(Go to close)

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Convenience: (Time & Easy Process)

“Hey Mr/Mrs___, We want to make it easy for you to see homes when
the time is right. If you hit the Heart button to save your
favorites, the Property Inquiry button when you have questions, we’ll
try to respond in record time.  That way we can communicate
efficiently, get the best understanding of your needs and help you find
the best deal” (Go to Close)

“Mr/Mrs_____, When you’re ready to see properties, we’ll schedule a

tour and get you in? Sound good?” (Go to close)

****Handling Objections****
“I already have a Realtor.”
Realtor- (Ignore) - Perfect! So what are you looking for?

Realtor: Our goal is to provide you with excellent service and ac-
curate search information, not spam you with a bunch of random
properties. If we did that, you wouldn’t like us very much, would
you? Haha- make it light, funny & conversational.

Realtor: Have you signed anything with that Realtor yet? Mr/Ms
____________, If we could give you access to a property that has
(insert buyers criteria) and that isn’t on the MLS, with a ridiculous
low price, would you want us to send it to you before other
buyers?

Realtor: (Realtor is friend) Is it worth jeopardizing your friendship

for?  What happens when the transaction goes south? What
would that do to your friendship?

“Just Looking / Browsing”

Realtor- You’re just looking? Awesome! What are you looking
for?
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 “Can you email me the property information?”

(Version 1)
Realtor: We’d be happy to do that! Let me ask you, are you looking
for someone to do a good job or a great job for you? We pride
ourselves on doing a great job and by sending you a bunch of
listings that may or may not meet your criteria is not what we
consider doing a great job for you. When can we meet for about 15
minutes depending on the amount of questions you have, where I
can find out exactly what you are looking for in a home and get you
set up on the VIP Buyer’s program? From there, you will get listings
emailed to you on a regular basis.

(Version 2)
Realtor: Mr/Ms_____________, Here’s the thing, we have a form with
about a 100 or so questions related to your home search… if we get
together and we fill that out, then you will be taking charge of your
home search because you will be arming us with exactly what you want
to find, and we can do a way better job for you. If we were to ask you
a few general questions on the phone then you’re going to think we’re
a pretty crappy Real Estate team when you’re getting homes that don’t
match what you want, make sense?

(Version 3): - My favorite and I use this for a lot of other objections

Realtor: Do you feel this is the biggest transaction of your life?

Customer: Yes
Realtor: I agree, let me ask you this, if you ever had to go to trial for
murder, would you want to meet your lawyer the day of trial?
Customer: YES
Realtor: Why?
Customer:.....
Realtor: Exactly why I don’t want you doing that for the biggest
transaction of your life, I want you to get CLARITY on the strategy that
is going to get you the home you want in the price you want and time
you want and we are a good fit, does that make sense?

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“Other agents sending me properties already”
Realtor- Other agents are sending your properties already? That’s great. So the
biggest difference is other Agents only send you what they know is available on
the MLS for sale. We’ll send you those properties as well, and we’ll ALSO send
you properties not available on the MLS, and a bunch that aren’t available to
other agents, like Pocket Listings, Expired listings, For Sale By Owners,
Distressed Sales etc.  Would you be interested in getting a list of those
properties that match your criteria?

“I’ll give criteria over the phone”

Realtor- Absolutely! We should definitely get your basic criteria over the phone.
When we get together we’re going to get you more than just the properties that
are available to other buyers.  We’re also going to give you access to homes that
aren’t Active on the MLS such as Bank Owned Properties, Estate Sales, For Sale
By Owners, Distressed Sales etc. Would you be interested in all those properties
that we find that meet your criteria?

“I’ll get back to you”

Realtor- We definitely would like if you got back to us! In the meantime, one of
the greatest things about our team, is not just having the most powerful Real
Estate Website in our area, it’s also that we can send you listings from ALL Real
Estate companies, and even listings that aren’t on the Internet, like Bank Owned
Properties, Distressed Properties, Estate Sales, For Sale By Owners, our Pocket
Listings and much more. All we need is to get together with you for about 10-15
minutes depending on the questions you come up with, and we’ll get it all setup
for you. (Insert close)

“Speak with my spouse first”( COWS, Can’t Operate Without Spouse)

Realtor- Absolutely! We would definitely want you to do that! Would you mind
bringing him/her in with you? Because, we’ll go over a lot of great information
that will help you all tremendously. Let’s do this, why don’t we just schedule a
time for us to get you some clarity so you don’t waste your time and if for some
reason your spouse can’t make it just call me a head of time, sound fair?

“Not sure what I’m looking for yet”

Realtor- What we’ll do when we get together is go over everything so that you
don’t WASTE time. We’ll talk about the things that you feel are important, and
the things you feel aren’t. We’ll determine any areas or types of homes you want
to eliminate. You’ll find, like most, that there are things you probably never
considered that may be important to you! We’ll never try to sell you anything
and you’re never obligated to buy! That being said, (Close)
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 “I’m too busy or I don’t have time”
(version 1)
Realtor- I can appreciate that. I’m sure you’re super busy and that’s
why I’m offering this free service to you. Our VIP Buyer’s service will
only send you properties that meet your criteria. That way, you’ll
know exactly when they come available and you won’t have to look
at all the different websites, real estate books, 100’s of emails, and/
or calls from 100’s of real estate agents to see if a property works for
you or not. When can we get together for about 15 minutes where I
can find out exactly what you are looking for in a home and get you
set up on the VIP Buyer’s program? From there, you will get listings
emailed to you on a regular basis.

(version 2)
Realtor- I can understand you’re busy and your time is valuable, and
that’s EXACTLY why I’m calling. We have a VIP Buyer service that will
ensure that you don’t WASTE your time by scouring the newspapers,
magazines, and Internet on a daily basis looking for new listings, our
Team will do all that for you. All we have to do is get you setup in our
specialized search, where we send you properties that are on the
MLS, and more importantly those great deals that aren’t on the MLS
like Estate Sales, Distressed Properties, Auctions, Price Reductions,
etc… Doesn’t that make sense? (Go to close)

“When we see it, we’ll fly in and buy it”

Realtor: When you see it, you’ll fly in and buy it? So it sounds like
finding a great deal is something that’s very important to you,
correct? That’s Awesome! So, when we find a home that has (insert
buyers criteria) you’ll bring your checkbook and fly in and buy it?
Great! If you decide to work with us, we’ll do everything in our power
to find you the perfect home.  We’ll drive around, stay up late, tour
properties for you, etc. When would be a good time to get some time
on the Calendar with you and our Buyers Specialist on a skype or
google hangout, so that they can share with you all the properties
that aren’t on the MLS, such as Bank Owned, Distressed Sales, Es-
tate Sales, For Sale By Owners, and Pocket Listings?

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“Too far out or Year+ out”

(Option 1)
Too far out?  Nothing wrong with that! So when you say Too Far Out, what
does that mean for you?  (Customer Answers)

Do you think (price of homes / interest rates) are going to be (higher/lower

or more expensive/less expensive) a year from now?  **bounce to home of
your dreams close

(Customer name), Are you aware of what home prices are doing here in
X? (No).  Home prices are rising anywhere from 8-12%, in some cases we
were getting 18%! So in 5 years, using 10% appreciation, that means that
a $300,000 home today will cost $483,153 in five years.  The reason I bring
this up is that we get a lot of buyers here that elect to buy now, collect rental
income Annnnnd the Appreciation, in this case $183,153. So my question
is, If I could show you a way to capitalize on the home appreciation, and
also collect some rental income with minimal hassle, would that be
something that you would be interested in at least exploring?

(Option 2- Home of your Dreams)

If I were able to find the home of your dreams, in the price point that you
want, would you consider moving sooner?  “Yes” Awesome! Would you be
offended if I made it my personal goal to make that happen for you? “No”
Great what works better for you?  Mornings or Afternoons?

“Only Interested in that property”

We’d be happy to show it to you!  The owners have requested that the
property only be shown to buyers that have been pre approved by a
Reputable Mortgage Company. Would you be able to email us a copy of
your pre-approval so we can get that all setup for you?  Or, when can we
get together so I can help you with getting pre-approved and at the same
time, I’d be happy to print out all the listings that meet your criteria...
(Go to close)

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 Closes
Customized Home Buyer Program Close:
When we get together for about 15 minutes, depending on the
amount of questions you have, we’ll get you enrolled in our
customized VIP Home Buying Program.  Once enrolled we’ll start our
search for properties for sale that meet your criteria, not just on the
MLS, but properties that are off the MLS like Expired Listings, Pock-
et Listings, FSBO’s, Preforeclosures, Estate Sales, Probates, etc. In
this way you can beat out other buyers to some of the best deals on
the market and possibly find the home of your dreams a lot faster and
a lot cheaper. Sound Good? What works better for you? Morning or
Afternoon?

Pre-Close Special Access:

I have a list of a few properties that are (insert some of buyers criteria
here) and they are REALLY REALLY good deals, like Pocket Listings,
Expireds, For Sale By Owners, Distressed Sales and the best part is
they aren’t on the market yet. It’s a free service and you’re never
obligated to buy a home. Isn’t that something you would be interested
in?

Investor/Long Term Buyer Close:

(Customer name), Are you aware of what home prices are doing here
in X? (No).  Home prices are rising anywhere from 8-12%, in some
cases we were getting 18%! So in 5 years, using 10% appreciation,
that means that a $300,000 home today will cost $483,153 in five
years.  The reason I bring this up is that we get a lot of buyers here
that elect to buy now, collect rental income Annnnnd the Appreciation,
in this case $183,153. So my question is, are you the type of person
that would want to take advantage of the Rental Income Benefit and
the Home Appreciation Benefit and purchase now, or are you the type
person that would rather take your chances and spend $483,153 for
the same house 5 years from now?

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The Alternative Choice Close: “What works better for you? Meeting today, sometime
this afternoon, or tomorrow morning?”

The Tie-Down: “Wouldn’t it make sense for us to meet in the next day or so?”

The Take-Back Close: “I’ve really enjoyed visiting with you. To be honest, I’m not
sure if I can be of help or not, but I’d be honored if we could meet to find out.”

The Negative-Positive Close: “Would you be offended if I asked if we could meet to

go over this?”

The Assumptive Close: “I think you would agree that we have gone over enough
today that meeting would be our next step?”

The Trial Close: “Have we gone over enough today that meeting would be our next
step?”

The Indirect Close: “Would it be OK if I got you some information to look over and
then we can meet to discuss?”

The Direct Close: “Can we meet today?”

The Soft Close: “I’ve really enjoyed spending time talking with you. Wouldn’t it make
sense to get together to discuss this further?”

The Hard Close: “Let’s Meet!”

The Invitational Close:  (Is a simple, yet low-key, classy, and powerful way to
conclude the transaction. But how do you do it well? The Invitational Close is
preceded by a Trial Close such as:)   “Mr. Prospect, do you have any questions or
concerns that I haven’t covered up to now?” Or, “Mr. Prospect, does this make sense
to you, so far?”

Probe for Lingering Objections-

(You ask these questions to be doubly sure that the prospect has no final objections
lurking in the back of his mind that would block the closing of the sales process. You
then invite the customer to make a buying decision by saying,)

“If you like what I’ve shown you, why don’t you give it a try?”

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 Pre-Closing
Analogies
Brain Surgery:
(Buyer first name), If you were in desperate need of brain surgery, would you
want a doctor that took the time upfront to create a good strategy to ensure the
best outcome? (Yes) It’s no different when making one of the biggest and most
important investments in your life.  When buying a home, if you spend the time
upfront like smart home buyers do, you’ll save lots of time and money by
creating a good strategy. Doesn’t that make sense?

Murder Trial:
(Buyer first name), If you were on trial for a murder you didn’t commit, would
you want a lawyer that created a good strategy before showing up for trial?
(yes).  Then it’s probably safe to say that you’ll agree that creating a smart home
buying strategy upfront can also save you thousands of dollars and save you
lots and lots of time by locating the property a lot faster.  Doesn’t that make
sense?

Ok job vs Great Job:

(Buyer name), When you decide to move forward with the purchase of a
home, would you want a Realtor that does just ok, or would you want a
Realtor that does a great job? (Great job) Right! We want to do a great job
for you and not only earn your business but also earn the business of your
friends and family through referrals.  We can accomplish this by spending
some time upfront getting to know your wants and needs, must haves,
and non-negotiables up front, thus creating a smart home buying strategy.
Doesn’t that make sense?

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GOALS
Moving 0-4 months…IN TOWN (Goal: Set the appointment asap) We
would love to earn your business! (Move to Close!)
-Find out if which properties (if any) they know they want to see.
-Ask lead to click on Red Heart to save listings to their favorites- (Want
them to stay on our websites!)
-Tell the lead that ANY property whatsoever that they want to see we’ll
make it happen. Ask the lead to save Team’s number to call with any
questions regarding listings.
-Tell the lead that we’re going to put a lot of time and effort into finding
them listings and getting prepared for their showings and to please call
“us” (the team) if they can’t make the appointment or need to reschedule.
(Make them feel guilty for canceling.)

Moving 0-4 months…OUT OF TOWN (Goal: Schedule face to face

over Skype, Google Hangout, or set appointment for when they come to
town.) I’m going to make some adjustments to your search, based on the
criteria you gave me. If you click on the Red Heart, it will save your
favorites to your notebookb and help us compile a nice list of homes to
show you when you get here. (Move to Close!)

--Find out if which properties (if any) they know they want to see.
-Ask lead to click on Red Heart to save listings to their favorites- Want
them to stay on our websites!

--Tell the lead that ANY property whatsoever that they want to see we’ll
make it happen. Ask the lead to save Team’s number to call with any
questions regarding listings.

--Tell the lead that we’re going to put a lot of time and effort into finding
them listings and getting prepared for their showings and to please call
“us” (the team) if they can’t make the appointment or need to reschedule.
(Make them feel guilty for canceling.)

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Other Important Tips Language- The language that you use is critical- NEVER
saym, “No worries” or “No Problem”. Take those out of your
vocabulary immediately and replace with, “My Pleasure!”

ALWAYS tell customers, “I look forward to earning your busi-

ness” and/or “I look forward to serving you”

Moving- When asking when they might be making a move

and they say they don’t know. Say this: If you had to guess,
when do you think it might be? OR If everything was perfect,
when would the ideal time frame be? OR if they say they are
moving in “X” time, say “ Perfect, thats exactly when people
start getting their strategy together”

Lifestyle / Interests- When customers are trying to decide

where they want to land- Ask questions about their interests,
(boating/fishing, golfing, biking etc) and offer suggestions.
For examplem, If they enjoy boating & fishing you would
recommend Cape Coral. The Cape has more canals than
anywhere else in the world...even Venice, Italy! With over 400
miles of canal, the Cape is considered to be a “Waterfront
Wonderland.”

Zillow/Trulia- When people mention they’ve been searching

anywhere other than our site. I always let them know why our
site is better. For example: Zillow and Trulia have bad or
outdated information on their website, roughly 40% of the
data is inaccurate. Here’s where I tell a short story- I’ve had
numerous customers call me over the years, and they get
REALLY excited over a home that they seen on Zillow or
Trulia, and I look it up only to find out it sold 6 month or a
year ago. Our website updates from our Realtor MLS every 5
minutes, so they’re always going to get the latest and
greatest information on our website. When a property goes
off the market, and is no longer available, it will automatically
disappear from our website.
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Things to tie down a
small yes to create a big
YES:
Makes Sense?

Wouldn’t  you agree?

Sound good?

Fair enough?

Just Curious

When someone doesn’t like to answer use: “If you had to

guess- no right or wrong- when do you think that it might
be”

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The 10 steps to
Conversation
Mastery
1: Prep
2: Simplify the opening line
3: 3 WHYS DEEP for every WHAT
4: Best way to be interested is to be interesting
5: Closing is an attitude, confidence is a skill, so BUILD it
6: Look at a ‘NO” through a different lense..NEXT
7: Your income is proportionate to the questions you ask your
prospects and your quality of life is proportionate to the quality
of questions you ask yourself
8: To increase your pay increase your role play
9: Find their TRUE Pain or Pleasure, their first why os always alie
10: You have one shot at life, take advantage of it, be the best at
what you do, change your life and families while creating massive
impact on this world through what you do

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 Notes
Opening Lines

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Notes
Objection Handling

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 Notes
Closing Lines

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Notes
 Notes

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Notes
Notes

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 MUST CRUSH List Today (priorities with equity):
(Do this page before you respond to any emails or social media)
Date: ____________________

Equity TASK/ACTION Time? Completed?

Business/
Career

Health/M&P

Finances

Personal/Leisure

Spiritual

Relationships

Eat the Frog Task

My Goal for today (this is a place to put a business goal. Number of calls, sales,
appointments. Whatever you track that drives income):
1)__________________________________________________________
2) _________________________________________________________

Who do I need to contact today and what’s the outcome that I want?
NAME OUTCOME I WANT AND ACTUAL Time I will be
OUTCOME calling/emailing

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 I AM:

1)__________________________________________________________
2) _________________________________________________________
3) _________________________________________________________
4) _________________________________________________________
5) _________________________________________________________

Non-Negotiables
“Our habits create our future” — John Marrone

3 Minutes of stretching (Morning) No phone for the first 2 hrs. (Morning)

5 Minutes of controlled breathing 10 Minutes of journal (handwriting)

(meditation) (Morning) (Morning)

30 Minutes of activity any type 45 Min.personal development (Morning)

1 Minute cold shower (Morning) Gave gratitude to someone intentionally

Gallon of water (start when you wake) Wake up before 6am (Morning)

Followed a healthy eating plan First 60 seconds of grattude (Morning)

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w w w . c i n c c o m m u n i t y . c o m