Beverly-Hanks & Associates

Marketing Presentation

Materials you will receive during this class:

1) A hardcopy of the Listing Presentation or an online download

2) A Clipboard

3) A Seller’s Listing Kit

4) A Sample Marketing Folder

Marketing Presentation 1
 Money Making Verbiage

1. Let’s pretend.

2. You sure? (When you get a weak yes)

3. Replace the word “but,” with the word “however.”

4. SMILE-one of the biggest moneymakers ever!

5. No problem.

6. IGNORE-(don’t say it, do it the first time you hear an objection!)

7. If I could _______________, would you?

8. That’s your decision.

9. I can appreciate that.

10. I have got an idea; let’s see what you think of it.

11. Something you said earlier sparked a thought in my mind.

12. Just to clarify my thinking…

13. Just out of curiosity…

14. Fair enough?

15. Makes sense doesn’t it?

16. I know how you feel…

17. You owe it to yourself.

18. Wouldn’t you agree?

19. Are you mad at me?

20. Might consider seeing

21. Share an idea…

Marketing Presentation 2

“I WANT TO THINK ABOUT IT”

LISTEN
Listen and smile

AGREE
Fine, I can appreciate that…

QUESTION
Just out of curiosity, what is it you want to think about?

COMMITMENT
In other words, if it weren’t for the fact that you want to
_________________ you would be ready to go ahead
with me tonight/today, am I right?

Marketing Presentation 3
 When You First Meet the Sellers
their PERCEPTION
of YOUR VALUE
versus YOUR COST
looks like this.

COST VALUE

Your Professional Marketing Presentation

will raise their PERCEPTION of YOUR VALUE
to justify YOUR COST

COST versus VALUE

You can change their “perception” of your
High cost versus your value with the quality of
YOUR PRESENTATION SKILLS.

A Great Presenter of Information Understands:

1. The “Give/Get” Theory.

GIVE information and the GET feedback.
2. It is important where each person is seated.
3. It is important to have confident body language
(and when to change body language based on their feedback).
4. The ability to have communication skills to “send” a message that makes
sense to the seller and answers the sellers question “What’s in it for me?”
5. Point to the visual…get agreement on the value of the service to them
rotate from the presentation manuals to “samples” you brought…back to the
manual…etc.
Marketing Presentation 4
When is the professional presentation most important?
When you are COMPETING for a listing. Sellers are interviewing
agents and EXPECT to see your presentation of your services.

What is the benefit of perfecting your presentation?

You will handle most of the seller’s objections, questions and fears
BEFORE THEY COME UP. Can you get the listing without it? You
may. This presentation allows you to get the listing easier and faster.

OTHER TIPS:
1. Demonstrating the “Setting the Stage for Listing Success”. See
Sharon to obtain a suggested script for presenting this system.
When well-presented, this is one of the best closing tools you have.
2. Stop your listing presentation after presenting the “Setting the Stage
for Listing Success” and proceed with presenting the CMA and then
“close.” And by the way, closing is not a dirty word! It just means
ask. You very often can get the listing at this point, however if you
cannot get it at this point…SHOW MORE SERVICES.
3. Go back to your presentation manual and sell a little more! You have
more ammunition in your manual that you have not shown them
yet…Commercial Department, RELO. Keep presenting services,
asking tie down questions and keep CLOSING.

Marketing Presentation 5
 WHEN OPPORTUNITY KNOCKS . . .
WILL YOU BE PREPARED?

Take a “Seller’s Kit” and remove the following listed items from the kit and
place them on your clipboard. Leave the rest of the kit (internal MLS/B-H
paperwork), in your car or at your desk. Have the listing contract and any
other documents already filled in as much possible so that when they are
ready to go ahead and list with you, you don’t have to start from scratch
filling in the paperwork. In this order load your clipboard:

1. Listing agreement all filled out except for price and signatures.
2. Working with Real Estate Brochure.
3. Residential Property Disclosure.
4. Offer to Purchase and Additional Provisions Addendum.
5. Listing/Seller Request for Information.
6. Disclosure of Business Relationships.
7. Both Home Warranties.
8. Green Referral Form.
9. Mortgage Protection Program.
10. Home Inspection Pamphlet.
11. Utilities Information.
12. Permission to Call Card.

Also, include any other addenda that is applicable to this particular

property, i.e.:
- Lead Based Paint Addendum
- Synthetic Stucco Addendum

Marketing Presentation 6
 FOR THE FSBO LISTING APPOINTMENT:
Take the listing clipboard and also take:
The For Sale by Owner Marketing Guide and the FSBO “kit” you have put
together using the 8 ½ x 11 Beverly-Hanks Presentation folder.

Include the following:

On the right side of your folder… On the left side of your folder…

1. Residential Property Disclosure 1. Beverly-Hanks Welcome

(Highlight the first line and Magazine
highlight the boxed “Note to 2. Beverly-Hanks Don’t Make a
Purchasers”) Move Without Us
2. Offer to Purchase 3. Area map
(Write the word Sample on the 4. Area climate
front in red pen) 5. Area economic indicators
3. Additional Provisions Addendum 6. County School Information
4. Preparing your Home for Sale 7. City School Information
5. Utilities for the last 12 months
6. Utilities contact numbers
7. Radon booklets
8. Lead paint pamphlet *if
applicable
9. Existing septic systems
information *if applicable
10. HO Association Addendum
11. Cardinal Title form

Marketing Presentation 7
 THE 4-STEP…ONE-STOP LISTING APPOINTMENT

Use L.I.S.T. when you are competing for a listing and the property is in an
area where it is fairly easy to obtain information to do a CMA.

Marketing Presentation 8
L. ead In

1. Ring ________________ _______________________

2. Smile

3. Pay __________ ____________________________

_____________________

4. Take them to the ______________________

________________________

5. Break _________ _____________

Talk about something ______________ ______________ Real Estate

I. NVESTIGATE

1. Ask _______________ __________________ _______________

________________ __________________.

2. Ask them to ______ ________________ ________ _____.

3. Stand up and say __________________________________________

_______________________________________________________
_____________________________________________________.

4. As you go through the house it is important to

______________ ______ _________________
and ______ _____ _____________ ________________
______________.

Example of TRIAL CLOSE QUESTIONS:

5. If you ask a trial close question and they say something like “We
didn’t say we were going to list with you”…DON’T PANIC! JUST
RESPOND: No problem in the event we do end up doing business
together we’ll have all the pertinent data and save us time later on.
Fair enough?

Marketing Presentation 9
S. HOW AND SELL

When you return to the kitchen table and they say

__________________________________________________.

YOU SAY:
As I said when we talked on the phone; I did come professionally prepared with that
important information. Before we look at that I’m going to share some important
information regarding B-H Marketing Program (OPEN BOOK and START…at
Beverly-Hanks we…)

Remember: Point, use eye contact, know the benefit of each page, the “talking
points” of the manual, ask mini closing questions explaining benefits, etc.

T. IE DOWN

Present the CMA.

CLOSE! ASK!

This is the agreement that says you trust me with the marketing of your property. All
I need is your okay right here.

Marketing Presentation 10
 Presenting the CMA
PRESENTING THE CMA, AGREEING ON PRICE, AND CLOSE

1. “Mr/Mrs. _________________, now that you have seen Beverly-Hanks’ Marketing

Plan, let us look at some market data that I have prepared.”
2. Hold the CMA so everyone can see it clearly. Use the presentation skills you have
already learned. Pointing with your pen, pulling eye contact back at appropriate
times, ask tie-down questions such as “This fact is important for you to know,
wouldn’t you agree?
3. Discuss COMPETING properties on the market FIRST.
4. Discuss SOLD properties next. Proceed: “In my opinion, based on this information,
the range of value for your property would be from $__________________ to
$______________. How do you feel about that range?
5. IMPORTANT: Sit back, relax, and do not talk. Let them respond.
6. WAIT for them to answer. You must know what THEIR thoughts and feelings are.
7. CLOSE (ask) based on the information they gave you at Step 2 of the Listing
Presentation.
8. Involve them in the process of agreement on what the price should be within the
range of value shown by the CMA you have prepared.
9. COMMAND RESPECT.
10. “This is the Beverly-Hanks Marketing Agreement that says you trust me with
the marketing of your property. Let us take a look at it now.” Walk through the
agreement and proceed as if they have already said “yes.”
11. When you finish, “All I need to get the ball rolling and get the Beverly-Hanks’ team
working for you is your okay right here.”
12. CUSHION (ask a MINOR POINT QUESTION as you hand the pen to one of them.
13. If they want to overprice, go to the “Pricing Right Triangle” at the end of the Listing
Presentation.
14. Continue if necessary:
“There is something holding you back. Could you share with me what it is?”
“I would rather you say ‘no’ tonight than let me down in three or four days.”
“I know you are not ready tonight, but let us pretend you are.”
15. Go to listing presentation manual to “Triangles.”

Marketing Presentation 11
 Objection Handling

HANDLING OBJECTIONS

1. How many objections are there?

2. Understand that handling objections is ________________________________

_.

3. The best time to handle objections is _________ ______________

___________.

4. How do you handle objections before they happen?

By developing your professional ___________________ skills.

5. The three most common objections are:

~ _________________________
~ _________________________
~ _________________________

TALK TO OTHER BROKERS

Agree ________________________________________
“I can appreciate that…”

If it were not for the fact that you want to talk to other brokers,
___________________________________________________
___________________________________________________
___________________________________________________

(First close) “Just to clarify my thinking, if you talk to other brokers, what do you think
they might have to offer in comparison to Beverly-Hanks?”
Whatever the answer, show Beverly-Hanks results! After showing results, ask for
signatures! And if they are still not ready…

(Second close) “Let me share a thought with you. I respect your feelings about
talking to other brokers. I would not want you to make a decision you were not
comfortable with. I would not want you to list tonight unless you were sure of these
three things:

Marketing Presentation 12
 1) price
2) timing (in other words , you are convinced that listing and selling is what you
really want to do)
3) you have confidence in me.

SAVE THE COMMISSION!

___________________________________-. It makes sense that any one would

want to save money.

If it were not for the fact that you want to save money, you would
__________________ _______________ _______________________
__________________ _____________. Am I right?

Let us talk about what you could do for yourself and what Beverly-Hanks &
Associates can do for you.

FRIEND IN THE BUSINESS

Understand you ____________ _____________ _____________

________________.

____________________________________________

Sell _____________________ _______________________

____________________________ (raise your ______________________)

Close again. “I‘ve got an idea. How about if you could entrust me with the marketing
of your property and your friend could still get paid? Would that be okay? Let me
tell you what I will do.”
_____________________________________________
_____________________________________________
_____________________________________________

Marketing Presentation 13