Not-So-Secret Secrets To Real Estate Agent Perpetual Success

The Not-So-Secret-Secrets
To Perpetual Real Estate Success

Ken Brand, Sales Manager
The Woodlands Office
Office: 281-367-3531
Cell: 832-797-1779
Email: KenBrand@GaryGreene.com 1
Blog: BrandCandid.com

To Become Someone
You’ve Never Been Before
Will Require You To Do Things
You’ve Never Done Before

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How Do You Get From Here 3

To There? 6/9/09

Don’t Drink
The Bad Kool-Aid 6
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Permission. Solutions. Service. Knowledge.
7
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How Do People You Know
View You? 8
6/9/09

You Have
To Transform
Yourself
From Civilian
To
Real Estate
Butterfly.

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You Are Doing All The Business You Will Ever Do
Based On People Who Who Are Aware Of You
Now (As a Realtor) ~ Steve Rand
You’re Either Interesting/Visible or Invisible
~ David Freeman

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Lost In A Sea Of Sameness?

Top Of Mind Awareness 11
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Salvation

Secret Agent
Damnation6/9/09
17

The Electric Pinball Principle

It’s not “who” you know 21
It’s “who” knows YOU…as a trustworthy, Realtor Icon
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The 3 People Principle

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The Mysterious Magic Of 3
3 Genie Wishes. 3 Bears. 3 Musketeers. 3 Blind Mice. 3 Stooges. MP3. Holy Trinity. 3 Magic Beans. 3
Leaf Clover. Menage-a-3. 3 Wise Men. Mind, Body, and Soul. Lights, Camera, Action. Of The People, By
The People, For The People. Blood, Sweat, and Tears. Shake, Rattle, and Roll, On your mark, Get Set, Go!

It’s Not Scientifically Proven
It is evident. Mysterious energy dances, dips and butterfly kisses things in threes.
3 dances with real estate agents too. Do you have a pair of comfortable dancing shoes?

The 3 People Principle - Everyone Knows 3
You can test the “3 People Principle”.
1. Walk to your car. Get in. Fasten your seat belt. Start your car. Drive to your bank. Withdraw 3 crisp
Franklins.
2. Drive to your nearest Starbucks. Lock your car. Walk inside. Approach anyone.
3. Pull out your 3 crisp $100 bills. Smile. Ask, “I will give you $100 for the name of each person you
personally know who sold or bought a house in the last 12 months. It can be a coworker, friend or neighbor,
someone from church, bunco, Yoga….anyone you know by name? Smile, listen and hand it over.

Odds are, you’ll leave Starbucks with a Latte, an empty wallet and a by-golly belief in the 3 People Principal.

Point your newfound belief like a platinum plated hand cannon and like Jack’s 3 magic beans, you’ll turn 3
$100 bills into a sky climbing money vine and crowds of grinning clients.
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The 3 People Principle X People You Know
Here’s the deal. Average agents focus their prospecting on people they know and chasing or attracting
strangers - fine. Here’s where average, mediocre and poor agents pollute the program. They focus on
people in their sphere/network asking themselves, “Who in my sphere/network is going to buy or sell
soon?” They focus on a lonely tree, not the rich green forest. Wrong mindset! Like Agent Orange
murders a felt green forest, ill-focused mindset strangles your personal forest of potential, possibility
and prosperity.

Why?

Statistically, people move every 7-12 years. Know 100 people, on average, at best, maybe 7 of the 100
will move this year. Assume these 100 fine folks know you, like you and trust you. Assume you touch
base consistently. Assume you have routine on-purpose, in-person conversation. Of the 7 possible
moves, how many can you reasonably expect to list and sell? Half would be fantastic, probably less is
realistic, right? So, you know 100 people, with luck, skill and strategy, you might be hired 2-4 times.
You can’t thrive on that number, can you?

Focusing your minds eye on the 3 People Principal you will comfortably Sansabelt Stretch your
potential, possibility and profitability. Stop, soak and swallow. Digest, rest and assimilate - your 100
know 300 who will make a move in the next year. If you’re having in-person, on-purpose contact and
conversation with 200, they know 600. If you know 300 they know 900 and so on. Holy crap right?

The 3 People Principle Packs A Punch
Don’t drop friendly, good people to chase strangers. Even when
you know your friendly, good people won’t move in this century,
this year they will know 3 people who move. Do stay in on
-purpose, in-person touch, build trust, create Top Of Mind
Awareness and earn the opportunity to politely, professionally
and consistently ask for referrals. They’ll gladly give them to
you, if you ask.

Do visualize a Mike Tyson style tattoo on their forehead, inked in
regret green, it reads, “I know 3 - Ask Me Who?”

Don’t ask people in your sphere/network when they are going to
move. Because you’re engaged in frequent, relevant contact and
conversation, you’ll discover these opportunities naturally.

Do ask, “Of your friends at (fill in the blank, ie., work, in your neighborhood, at Yoga, in Bunco, Tennis
League, etc.) who is the next to make a move?”

It’s that simple. Kicking to the curb people who like you, trust you and aren’t moving soon is paving a
deep path to mediocre and broker. When you create a new relationship with someone you like, stay in
touch forever, it’s easier than ever with the phone and all the social media tools (Facebook, Twitter,
eCards, eNewsletters, Blogs, etc.).

Get to it, grow your network, deepen your relationships, start conversations and bam-boom your business. 26
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It’s NOT Rocket Surgery 28
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What Do
You Fear

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Hit The Brakes?

Swerve?

Turn Into It & Floor It? 6/9/09
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Level One

Unconscious Incompetent

6/9/09

Level Two

Conscious Incompetent 38
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Level Three

Conscious Competent
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Level Four

Unconscious Competent 40
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Social Media? Fad or Future?
DO These

6/9/09

”What’s Your Real Job ”

You and I could write a multi-chaptered book about the answer. Maybe we will someday. In the meantime,
here’s a shortish answer in blog post form. Basically, you have to behave like a Super Hero with multiple
personalities. You’re smart, you can do it if you choose.

Consider this…news flah…Your Job Is Not Selling Real Estate.
Happy buyers and sellers are the byproduct of successful service, not Bad-Ass Sales Technique, Shazam
Geek Savvy, Cheesy Chest Thumping or Faux Posing. To grow, last, laugh and enjoy success, don’t focus
on selling. Focus on service. Here’s what I think our real jobs are, and a few role models who light the
way.

Surprise and Stupify - Forest Gump Style
Gump didn’t run around shouting “I’m NUMBER ONE”, “Dig ME”. He wasn’t brain surgeon smart. He
was candid, curious and sincere. He ran and ran and ran. He was humble. He didn’t brag. He surprised.
He over-delivered. He had a quirky sense of humor, too.
Are you about “YOU” or “THEM”? Do you surprise or bore, underwhelm or….? Are you killjoy serious
or ???? 42
6/9/09

Lead - Joan of Arc Style
Joan didn’t complain and whine. She didn’t talk about what she was going to do. She didn’t wait, mope and
hope. She took charge. She acted. She committed. She was passionate about her cause.

Do you lead or bend and noodle with the lemming masses?

Advocate - Johnnie Cochran Style
Johnnie didn’t engage half-assed. He went strong. He beamed grace, charm and substance. He clawed,
battled and rhymed a stone cold killer out of the electric chair. For grins, say it with me, ” If the glove
doesn’t fit….”

Do you drift limping through the motions or are you gracefully fierce?

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Love All, Serve All - Mother Teresa Style
Mother Teresa loved all. Served unselfishly. Forgave. Burned with quiet compassion. Shined ego free.
Lived in the now.

Do you hold grudges, prejudge and ego-bloat yourself up or do you flow, give, share, seek to understand and
serve?

Connect & Inspire - Obama Style
Think about the odds. The audacity. The journey. The endurance. The clarity. The assuring confidence.
The message and the method. The passion.

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Prevent Forest Fires - Smokey Style
Smokey preached prevention - fire prevention.

Don’t let tempers flare. Keep fiery emotions in check. Don’t fan the licking flames of gossip. Keep things
and people cool, fresh and fizzy light as a tall glass of chilled Perrier. Be proactive.

Do you start and fuel emotional forest fires or do you prevent them?
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
Are you devolving Old School or evolving New School? Do you inspire and arouse or deflate and fast
forward flaccidity?

That’s it. Focus on attractive, empowering characteristics and what you strive for will find you. Focus on
sales, transactions, units, leads and prospects - you’re swimming upstream my friend.

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The Golden Rule Is Broken!
6/9/09

The Golden Rule 1.0
It was 44 years ago. I was 8. Our steel chairs were painted
shiny brown, my tiny butt was sore from steel sitting and
I was fidgety. So were my shined shoes, hair combed,
dresses pressed Sunday School mates - fidgety I mean.
Gravelly voiced, Mr Lafon read the good word from his
scuffed and worn-familiar Holy Bible. His was the King
James version. The one with red sentences, golden edges
and Thee’s, Thou’s and Verily’s . He shared, “Do unto
others as you would have done unto you.”

Words taught early. Wise words we’ve strived to live by.
My blog title, “The Golden Rule Is Broken” isn’t exactly
true, it’s not broken, I just said it to attract attention.
Forgive me. Now that you’re here, perhaps you’ll humor
an upgrade.

The Golden Rule 2.0
Here’s version 2.0. “Do unto others as they would have
done unto them.”

Think about that for 30 seconds. Reread it: “Do unto others as they would have done unto them.”

How do YOU want to be treated, serviced and tended too? The way YOU want. The way YOU like it best.
Or do you prefer your preferences and proclivities be poo-pooed?

Would we agree? Poo-pooing on someone’s desires and preferences leads to FAILURE.

Here Are Four “Fail” examples:
1.  There are 5 Love Languages - suppose your personal love language is “affirmation”, your lovers is
“gifts”. If you yammer and blather validations because YOU like them, and you skip the gifts, you’re
gonna be lonely Friday night, Saturday night, Sunday night. No sugar for you!

2.  I love chick flicks, you love Friday the 13th movies. If I drag you to see Sex In The City, Sisterhood Of
The Traveling Pants and Dirty Dancing because I love them, we’d have relationship problems wouldn’t
we? No Dirty Dancing for me, maybe a hammer to the head, right?

3.  We’re friends, we bump into each other at the bar. “Hey, how’s it goin? Great to see you! Let me buy you
a drink?”, I offer. You smile and thirstily nod. I don’t ask you, “What’ll you have?” I order you what I
like. I rub-up to the bar and order you a Stupid White Wine Spritzer. Your mouth waters for Miss Mojito,
now you have a fist full of foo-foo and your smile is upside down. It’d be kinda rude of me right? Looks
like I’ll be drinking alone. Again:-(

4.  Suppose I was a masochist? Should I treat you like-I-like? Ouch shouts! For one of us at least.

See what I mean? Treating others like-you-like can lead to fractures. Relationship fractures, the compound
kind, with jagged bones poking out. 47
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Treat Others As They Want - Please
This is the easy part. How do you know how others want to be treated? The answer is the same for work,
play and love.

Ask of course.

Ask conversational, candid questions about what others want. Then you give it to’em. Simple.

Three Don’t and Do examples:

1.0 = Ms. Seller, let me tell you what I’m going to do for you. Others love it. I love it works well for me, I’m
a big success. Let me press it on you, here it is…. [Telling]

2.0 = Ms. Seller, what are the three most important things your real estate agent can do for you? What
criteria will you use to select your agent? [Asking]

1.0 = Ms. Seller, you said communication was important. Here’s the good news, I’m real good at it. I email a
written report every two weeks. I’ll touch base every 30 days with an updated market analysis. If you have
any questions call me. I return all my calls within 24 hours. Like I said, people say I’m great at staying in
touch. [Telling]

2.0 = Ms. Seller, you shared that communication is important, how would you like to be communicated with
and how often. Do you prefer phone calls, emails, written reports or? To give you a feeling of security and
that you in-the know, what form would you like our communication to take and how often would you like it?
Communication I mean. [Asking]

1.0 = Ms. Seller, you said that internet marketing is important and you’re right. I have a great blog. I
broadcast your property information all over the web. I’m web savvy, I’m even on Facebook and Twitter.
Nobody can do a better internet job than me. [Telling]

2.0 = Ms. Seller, you shared that internet marketing was important. Can you elaborate for me? What
methods or mediums, sites and types of internet marketing do you feel are most effective and have the
biggest impact? Which one’s do you feel are a waste of time? [Asking]

You get the picture right? Bottom line. Before you gatling gun style ramble and tell, tell, tell, ask questions.
Discover what they want, expect, desire and need. Then, simply give it to them Golden Rule 2.0 style - “Do
unto others as they would have done unto them.”

Even Joe Dirt gets It
In this video Joe Dirt Explains The Golden Rule 2.0. It’s the consumer dude!

So, What’s next for you?

What questions will you begin asking?

What will cool things will people start give YOU when YOU start giving THEM what THEY like, desire and
want? 48
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Rock On friends.

Joe Dirt Knows
Golden Rule 2.0

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Golden Rule 2.0
Do Unto Others As They Would
Have Done Unto Themselves
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Self Shhh Is Suicidal 6/9/09

Do Not Self Shh! Conversate.

Do you ever feel like you’re working harder than a humming bird flaps her wings and your success is as
gravity bound as a Chinstrap Penguin? Odds are, you’re a victim of Self-Suicidal Shoushing. If you
continue self imposed silence, personal things wilt and eventually die. Things like your spirit, your
faith, your bank account and your real estate career.

Worry not. Vibrant success can be created, amplified and Miracle Grown by engaging in daily
purposeful personal conversations. Not cyber contact or direct mail contact! Purposeful personal
conversations that connect and thicken relationships. Conversations that make others feel significant.
Conversations that lead to listing presentation invitations, buyer representations, referrals and
recommendations. Let me ask, “How many interactive tuned-in, in-person conversations do you have in a
day?” Dictionary.com defines the word “converse” like this:

1.To talk informally with another or others; exchange views, opinions, et., by talking.
2. To maintain a familiar association.
3. Familiar discourse or talk; conversation.

So how many people do you converse with in a day? Not Email, direct mail, Twitter, Text or Facebook.
I’m talking about personal one-on-one, verbal conversations, in-person or on the phone. How many of
those daily conversations include you listening with cat eared intent. Cat eared to crystal clear hear.
Intent to listen hard. Intent to connect. Intent to make the other feel significant. Intent to discover what
another needs, wants and desires.

Financial success and fun begins and ends with personal contact and rich conversation. If you’re not
having rich, on-purpose, in-person conversations (with civilians not colleagues) every day, you’re
strangling your success. If your daily conversations are tainted with aimless yammering, me, me, me and
yada, yada, yada, you’re poisoning your performance.

Impressive flight begins with personal, interactive contact. Not every form of contact is equal. There are
three types of contact:

1. The VERY Best Contact = Face to Face Contact
2. Second Best Contact = Telephonic Voice to Voice Contact
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3. The Rest - Email, Video Mail, Text, Twitter, Direct Mail, Facebook, Linkedin, etc. 6/9/09

Contact Leads To Conversation.
When conversation takes place, like bees buzz, possibilities bloom. Magical wonders manifest when two
people start talking, especially if one of them is listening with cat eared intent. Email, direct mail,
twitter, Facebook and texting are flaccid conversation mediums and fantastic marketing sparks that lead
to one-on-one conversation - but alas, they are not a replacement for in-person, one-on-one conversation
is everything.

Conversation Leads To Connection.
The more intently we listen, the better questions we ask, the more we understand each other. The more we
understand each other the more we appreciate each other. As we discover and appreciate each other, our
connections deepen. Our relationships thicken and colorize as we uncover multiple levels of mutual
interest and importance.

Connection Leads To Discovery.
As our conversational connection deepens, so does our trust, so does our sharing. We discover another's
dreams, desires, unmet needs, challenges, likes and dislikes. Through personal conversation we discover
how we can help, support or serve. The Golden Rule 2.0 is possible. “Treat others at they want to be
treated.”

Discovery Leads To Service/Help.
This part is important. When I speak about service and help, I’m not suggesting you focus on listing
and selling real estate. Relationships are built on trust, sharing and attraction. The goal is to be the “Go
To Gal/Guy” for all things community, family, home, real estate, entertainment, lifestyle. By providing
solutions, services, help and recommendations for unmet needs, you become the de-facto “Top Of Mind”
real estate agent for them and the referred real estate agent to their friends, family, co-workers, neighbors,
relatives, etc. 54
6/9/09

Specifically, by engaging in one-on-one, in-person conversation, listening intently and being curious
engaged, you will discover how you can help and serve. Examples might include, recommendations for
youth sports leagues for their kids, a cleaning service, a restaurant recommendation, a house of worship
recommendation, the perfect hotel in the city they will vacation in next month, the dry cleaner that
doesn’t break buttons, the lawn maintenance crew that shows up, the newly released movie, an interesting
blog post on something they care about, a color copy of a relevant article you read in a
magazine…..whatever (ummm, keep it legal).

When providing information/service/help you never have to mention real estate, simply deliver it wrapped
in your Real Estate Agent wrapper. Example: Email an article, link, etc., your Real Estate Agent email
signature is your wrapper. If you mail something, add a couple of business cards, your stationary/logoed
envelope is your real estate agent wrapper.

Always follow up your emailed or snail mailed information with a phone call - this phone call begins the
Conversation Circle all over again.

I suggest your purpose in this real estate life is to have conversations so you can help people with
anything and everything. Do that and you’ll earn your way to everything you want.

Service/Help Leads To Hired or Referred.

The fun part. By helping, serving and supporting you grow a natural bouquet of appreciation,
attraction, trust and confidence. You will brain tattoo your Technicolor self in “Top Of Mind
Awareness Indelible Ink” into their subconscious. When they or their friends, family, neighbors, co
-workers or relatives need information, especially real estate information/service/help, you will be the
first person they think of.

Bonus
In addition to all the mid-term benefits, creating conversational interaction is the premier method for
conjuring “Collission Principal” magic. Positioning yourself in the direct path of someone asking you a
real estate related question, or shared referral. You see, people are way to busy to pick up the phone and
call you, but if you call them, they will gladly ask the question, extend an invitation or refer you to a
friend.

The Beginning…
It’s simple. Have more conversations every day.

Does this make sense?

Will you have more conversations?

How many on purpose per day?

When will you start?
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Let me know how it goes? Rock on!
6/9/09

It Matters!
What You Say.
How You Say It. 6/9/09
56

Story Telling
Know How It Ends
Choose A Beginning
Include Details
Your Reticular Activating System
Broca & Surprise
Laws of Attraction

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How’s That “Real Estate Thing” Working Out? 58
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Be
A

Purple Cow
The Book By Seth Godin
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Forge An Image Of Fired Steel & Savvy

1.  Be prepared - know exactly what you are going to say

2.  Levitate above the Sea of Sameness.

3.  Tell an interesting story, include a information nugget or factoid,
conclude with a request for referral business. Lastly, after asking for
something…you must give something…a commitment or a promise
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I’ve thoroughly researched and analyzed the real estate market.
I’ve interviewed all the prominent real estate firms in our market
place. I feel that I can provide my clients with the best
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services and results by partnering with Prudential Gary
6/9/09
Greene, Realtors.

Give Before you GET
I know you’re busy, did I catch you at a good time?
I PROMISE to ……
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Can I ask you a
semi personal
question? If a
close friend or
co-worker asked
you to recommend
a real estate agent,
who’s name pops
into your head?
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Get Permission
Earn Respect
Feel Good

“Would you be offended if I touched base
every so often…to say hi and see if there’s
anything I can do for you? 64
6/9/09

Send A Note + 2 Cards After Every Conversation
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Wheeeee…..I Passed My Test.
I Can Sell Real Estate Now.
Hello World…Here I Come!
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Calling Behind Your “I’ve Partnered With Prudential Gary Greene
Realtors” announcements is the first critical step in creating “Top of Mind
Awareness” and a prosperous referral based business. Your first call/personal
contact is designed to inform everyone that you are; open for business, discover
immediate opportunities, explain how your business works and respectfully,
conversationally and courteously ask for permission to stay in touch and ask for
referrals.
Step One: Mail your announcements, including one to yourself. When you
receive your announcement in the mail, go to Step Two.
Step Two: Set a goal for how many personal contacts you will make per day.
Pick up the phone and call as many people as it takes to reach your goal. The
faster you are, the more persistent and committed you are (you’re a PRO right?)
the more successful you will be!
Step Three: When they answer, you might use a dialogue similar to this.
They Say: Hello
You Say: Hi (their name), this is (Your Name). I know you’re busy, do you
have a couple of quick moments? (Always provide an opportunity for a
graceful exit.)
They Say: Yes.
You Say: Great. I’ve got my real estate hat on today and besides calling to say
hello, I dropped a couple of my Realtor business cards in the mail and I wanted
to double check and see if you received them?

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Calling Behind Your… -- continued
They Say: Yes….

You Say: Great. I’m launching a new Real Estate Business and I’ve chosen
Prudential Gary Greene, Realtors as my business partner. I wanted to
make sure you had my contact numbers… if you ever have a real estate related
question…like X Y Z , or if you hear of a neighbor or coworker who is thinking
of making a move…I would be happy to help. Although I’m busy, I’ll always
make the time to help you or anyone you refer to me and I promise I’ll do a
great job. Oh…one other thing….would it be ok to touch base every so often
to see if there is anything I can do for you. I wanted to get your permission.

Step Four: Send a handwritten “note card”, with 2 business cards.

Step Five: In your “contact manager” note the date of contact and any relevant
information which will aid in making your follow-up contact unique.

Step Six: Send them a direct mail piece at least once per month. (Creates Top of
Mind Awareness!)

Step Seven: After your first monthly “direct mail” piece has been delivered
follow up with a telephone call. This call is designed to discover new
opportunities, create “Top of Mind Awareness” and receive permission to
continue mailing. Your dialogue might go something like this…

You Say: Hi. Do you have a quick minute or two…I know you’re busy. I
was calling to see if you received my Post Card…the one with the real estate
information?

They Say: Yes

You Say: Great, I would like to send you real estate related information from
time to time and I was calling for two reasons…to see if you received it and get
your permission to continue. I didn’t want to assume it was ok, without
checking with you. Is it ok? “Life is either a daring adventure or 70
nothing.” Helen Keller 6/9/09

Tell US….
What Commission
Do YOU CHARGE?

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6/9/09

Q: What commission do you charge?
Answer: Our Marketing Fee is 3%. This fee includes massive broadcast
internet marketing, targeted advertising, and all the selling services required to
get your property SOLD for Top Dollar and in a time frame that works best for
you. We manage, coordinate and orchestrate the entire process from day one
through a successful and trouble free closing.

When we advertise your property in the Multiple Listing Service, we will be
competing with sellers who are offering agents working with qualified buyers a
3% commission…we will also compete with New Home Builders who pay a 3%
commission as well as the occasional bonus. We recommend that our selling
clients offer a 3% selling commission as well.

Of course, we only get paid for a successful outcome…there are no upfront fees 74
and we offer a guarantee. 6/9/09

Growing YOUR Top Of Mind
Awareness 6/9/09
75

Monthly Direct Mail sent to everyone in your data base is a critical step in
generating “Top Of Mind Awareness” and positioning yourself for successful
personal contact. Direct mail should be sent consistently, without fail…at
least once a month. It is also recommended that you also send Direct Email.

Step One: Go to http://online.garygreene.com and Sign up for your
personalized, monthly direct mail post card.

Step Two: Go to http://realtyezine.com and Sign up for your personalized,
monthly Email Newsletter or send the FREE GG Newsletters at:
http://online.garygreene.com/Promo/e-news

Step Three: Follow up your first monthly direct mail/ENewsletter/Ecard with a
personal call. Your dialogue might go something like this…

You Say: Hi (their name), this is (Your Name) with Prudential Gary Greene
Realtors, I know you’re busy, do you have a couple of quick minutes.

They Say: Yes

You Say: Great. (Their name), the reason I called is, I sent you a post card
/Enewsletter/Ecard, it had (describe the piece) and I was calling to see if you
received it.

They Say: Yes.

You Say: Great. With your permission, I would like to send you real estate
related information from time to time, but I thought I should ask you if it was ok
before I started. Would that be ok with you?

They Say: Yes.

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6/9/09

Speak Perpetual Success Into Existence 6/9/09
78

How’s The Market?
Tell A Simple Story
Include Facts
Plot = Offer A Benefit or Ask For Help 79

End Your Story With A Request [Referral/Help]6/9/09

Cool House On Tour Story

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Your Next Open House Palloza 81
6/9/09

Recent Closing.
New Beginnings Story

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Your New Listing Needs A Buyer.
Your Recent Buyer Needs Replacing.

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The Cool People Your Working With
Can’t Find The Perfect Home

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The
Domino
Effect

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The Transaction You’re Working On Is Only The Surface!
You’ve faithfully marketed, advertised, networked and promoted yourself. Your
hard work has paid off, you have a client who trusts you enough to employ you.
It’s now time to build on your success.…set expectations and earn at least one
referral recommendation during the transaction and two or three additional
referrals every year.
Step One: Inform your clients that your goal is to deliver such a positive
experience, that if anyone should ask them or they know of anyone who needs
real estate help…they could and would enthusiastically, confidently and
comfortably refer you to their friends, neighbors and coworkers. Use dialogue
similar to this at the end of your Listing Presentation/Marketing Proposal/Buyer
Service Presentation:
You say: In conclusion, simply stated, my goal is to deliver results and a level of
service that creates such a positive experience for you and your family that if a
friend or relative asked you for the name of Realtor, you could comfortably and
confidently recommend me to assist them with all their real estate selling and
buying needs. Being recommended is one the highest compliments a Realtor can
receive.
Step Two: During the transaction, at an appropriate time (when the clients say
“thank you”), respectfully, consistently and conversationally thank your clients
for selecting you and ask for referrals. Use dialogue similar to this….
When the clients say: Thank you so much for all you do…you are the best
realtor on the planet.

90
“If you don’t like change, you’re going to like irrelevance even less!”
6/9/09

The Transaction You’re Working On Is Only The Surface
You Say: Thank you, I am so pleased this experience is so positive. As I shared
with you when we first met…my goal is to deliver a level of services that would
allow you to confidently and comfortably refer me to your friends, neighbors and
coworkers when they need real estate help too. I’m glad things are going well.
Please keep me in mind when you hear of someone needing real estate services.
If you share their name with me, I promise to call them promptly and do a great
job for them as well. Can you think of anyone (neighbor/friend/coworker) who
has mentioned selling or buying in the next 60 days? Oh, just in case…here’s a
couple of cards, feel free to pass these along to anyone who you feel needs help.
OR
You Say: Thank you, my pleasure. Oh, by the way... if you know of anyone who's
thinking of buying or selling in the next 60 days or so and would appreciate this
same level of service, just give me a call with their name and number and I'll
promptly follow up. I promise I’ll do a great job and deliver the very best in
service and results for them as well. Oh, I almost forgot, here’s a couple of
business cards, feel free to pass them along to anyone you feel needs real estate
help.

It’s not the strongest of the species that survives, nor the most intelligent,
but the one most responsive to change.
~ Charles Darwin 91
6/9/09

The Universal Law Of
Reciprocity

92
6/9/09

White Gossip
Cheerleaders
94
Commission Checks 6/9/09

She’s Flying Her Purple Cow Freak Flag.
Listen. All the people you know, she knows. She knows
you’re a pro, respected, savvy and well connected. She
wants to seduce your people. She knows she has to
delight, surprise, entertain and fly her Purple Cow Freak
Flag. Next week, while your chapped lips and paper cut
tongue heal and you’re waiting for your Ho-Ho-Hum
Christmas Cards to land in the sea of sameness, she’ll
be inviting everyone you know to two hours of star
bedazzled fantasy, Technicolor surround sound, woot
worthy, red carpet entertainment.

She’s 1 in 499

Here’s How Brad Pitt, Will Smith, Jennifer
Aniston and Hugh Jackman Are Helping.
She’s inviting your friends, clients, suspects and
prospects to a Hollywood Holiday Blockbuster. An
afternoon matinee.

Here’s a stolen copy of her Simple 10 Step Plan
(Don’t tell her I told you.):

1. Log on to the website for my local multi-screen mega
theatre.
2. Check movie schedule. Pick movie - pick time. (Midweek, midday works best.)

3. Write fun email; include a picture of the movie poster or movie star. Send to everyone.

4. Wait 1 day. Call all. Say hello. Confirm receipt. Personally invite. Chitchat. Let conversational magic
bloom. Share excitement for a “yes”, express regrets for a “no” (Either way, the “Halo Effect” shines it’s
soft blessing on her relationship).

5. Follow-up all my conversations with a short, handwritten note card. Mail.

6. Meet everyone at the movies. Sport my real estate name badge. Hand out movie tickets. Greet everyone
with watermelon smile and warm “your welcome” hugs, as they gush, “Thank you so much, how thoughtful.
I needed a break. You’re the greatest friend and Realtor of all time.”

7. Bring digital camera. Take pictures. Go inside and enjoy the movie.

8. Say good-bye. Give everyone a warm repeat hug, well wishes and appreciative “You Rule’s”

9. Post “We’re having fun!” pictures to my Facebook account.

10. Write fun post movie follow-up email. Include pictures of grinning attendees and a link to my Facebook
photo album. Tweet about it too. Send Email to all invited.
99
6/9/09
Here’s What She’s Thinking:
She never mentions real estate; her invitations are wrapped in her branded email stationary. Postage is free.
Whether people can enjoy or not, all appreciate the gesture and invitation. Other agents are doing nothing or

Here’s What She’s Thinking:
She never mentions real estate; her invitations are wrapped in her branded email stationary. Postage is free.
Whether people can enjoy or not, all appreciate the gesture and invitation. Other agents are doing nothing or
sending Holiday cards; she’s giving the gift of entertainment, spectacle and delightful experience. People
will talk about her invitation, and the movie; people don’t talk about Holiday cards or invisible agents. She
can touch people five times in one week; email invitation, phone call follow-up,/chit-chat, follow-up
handwritten note card, at the movies thank you’s and well wishes, post movie follow-up email.

What are you going to do about it?
That’s it. Like I said, only 1 in 499 will do this. The question is, will that 1 in 499 be doing it with your soon
to be seduced friends, clients, prospects and suspects or are you that unique 1 in 499 person?

For you 1 in 499’s, let me know how it goes. For the other 498, I’m sorry.

See you at the movies.

BONUS: Oh, I almost forgot, there’s a sample eMail invitation on the next page.

“You can cut all the flowers but you cannot keep spring from coming.” ~ Pablo Neruda

100
6/9/09

Unique Selling Proposition - Transition Phrases

Would you be open minded….

Would you be offended…

Let me propose this…

Can we work together on that basis…

Can you see any disadvantage to..

Of all your friends at XYZZ, who will be the next to make a move?

104
6/9/09

Unique Selling Proposition - SELLER
Transitional Bridge ~ Conversational Portal

You: Would you be open minded to fresh ideas that would help sell your
property for more money, save you time and eliminate all the hassles and
wicked surprises?

Or if you hear a commission related blast…

Listen…I hear you. I’m like you and everyone else…nobody wants to over pay
for anything. We’ve all been promised the moon and what we got was a fist full
of air, broken promises and mealy mouth excuses.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Let me propose this idea.

Let’s meet and I’ll share my uniquely tailored world wide marketing plan with
you. I’ll share advanced, top tier, ultra effective marketing, advertising,
merchandising strategies that will broadcast-blast your property information to
the far corners of the world…viewable electronically in digital full high-impact
Technicolor, locally, regionally, nationally and globally ~ maybe even galactilly
if any aliens are picking up our signals.

These critical broadcast factors effect the sales price…your net bottom line
proceeds…thin and weak marketing = meager and stunted net proceeds, thick,
powerful and persuasive marketing = more money for you.

105
6/9/09

Unique Selling Proposition - SELLER
Transitional Bridge ~ Conversational Portal Continued…

Also, briefly or in as much detail as you like, I will share how we
communicate, manage and lead all the various role players in transaction…for
example, the co-op brokers, mortgage lenders, home owner’s insurance,
mortgage appraisers, title insurance, property inspectors, survey people, home
warranty details and others.

Keeping you informed every step of the way, insuring that all the big and fine
details are handled in a timely fashion…all leading to a stress free closing and
trouble free receipt of funds. More convenience, ease and safety for you and
yours…it’s all guaranteed.

At the conclusion of our meeting if your feel I’m the right person for the job
…that I can get you home SOLD for more money with less hassle and stress
…then you’ll hire me. That would be exciting. If not, then you won’t…no
worries…I’ll wish you well, our meeting is complimentary and some of the
gems/bright ideas I share with you will help you sell your home for more
money no matter who you choose.

Can you see any disadvantage to our getting together on that basis?

106
6/9/09

Unique Selling Proposition - Buyer
Transitional Bridge ~ Conversational Portal

You: Sounds to me like you’re looking for something special? Let me
propose this…The reason it’s hard to find that special house is when HOT new
listing inventory tumbles onto the market…I’m talking about homes that are
priced great, show fantastic, stunning curb appeal, lush landscaping, fabulous
floor plans and perfect location.

Homes that really shine and sparkle, often sell in a couple of days, if not the first
day. These homes never show up in an ad, open house, even the internet…they
sell too fast.

These homes are sold by fast acting, eagle eyed Realtors who monitor the
market and notify their preferred clients as soon as something appears on the
market. I have a computerized market monitor program that rushes me via
email, auto-notification when HOT new listings hit the market.

My question is, when a HOT new listing hits the market and it matches your
specific criteria, would you like detailed information rushed to you via email?
Then you’d be the person with insider information, knowing what’s available
before the masses.

It’s pretty simple, free and no hassles…all I need is a couple of quick minutes to
better understand what you’re looking for…then I’ll have the information I need
to program my Homefinder Software and bada-bing-bada-boom, you’re poised
to WIN.

Is this free service something you could benefit from? Can you see any
disadvantage to knowing about HOT properties before anyone else?

107
6/9/09

Home Work Assignment
To Be Shared With
Classmates Tomorrow
Morning

108
6/9/09

Golden Opportunities - Continued

They Say: Sure

You Say: Great. Confirm their address. End the conversation: “Thanks for
your time, it’s been nice talking to you, I’ll be in touch.”

Just SOLD Announcements
Acknowledge the party called by name: “Hello, may I speak to Mr. or Mrs.
XXX, please.”

You Say: “Hi, this is your name with Prudential Gary Greene Realtors, I
know you’re busy, do you have just a couple of quick seconds? The reason
I’m calling is we just SOLD the Smith’s house down the street and I sent out a
“Post Card” announcement…do you recall receiving it? We wanted to let the
neighbors know that they would have new neighbors soon and if you knew
anyone in the neighborhood who was thinking of selling in the next 30 days
…our marketing efforts have generated additional interest and we may have
other buyers interested in your neighborhood. So, can you think of a neighbor
who might be thinking of making a move, looking for a buyer?”

They say: Nope

“You are the storyteller of your own life, 110
and you can create your own legend or not.” 6/9/09
~Isabel Allende

Easy Expired Listings
Expired Listing Victims Are Mad As Hell!

Rightfully So.

Why Should You Call On Them?
112
6/9/09

Easy Expired Listings – Star System
The Expired Listing Mindset
1. Frustrated
2. Angry
3. Distrustful

Six Steps to successfully working with Expireds
1. Be quick & persistent.
2. Confirm that they want to sell.
3. Understand their frustration,empathize,listen and let them express themselves.
4. Renew their motivation.
5. Do not blame the price or the property.
6. Your goal is to get an appointment not make a presentation on the phone.

Contacting the Expired Listings – No MAIL! Call on the phone or stop by in person.
Dialogue
You Say: “This is “Your Name” with Prudential Gary Greene Realtors. I see on the Multiple Listing
Service computer that your home is no longer listed “For SALE”. Do you still want to get your home
SOLD?”

The Seller will respond…..the game begins. You can anticipate one or more of the following…
We relisted…don’t you know anything?
We’re going to sell it ourselves.
We’re going to relist with a friend.
You’re the fifth person to call…where were you when I had it for sale?
Have you seen my property? Why are you calling me now?
Do you have a buyer for my property?
What do you charge? We aren’t paying 6%!
All you realtors do is put a sign in the yard, put it in MLS and disappear…I hate all realtors!
What makes you so special?
What can you do for me that hasn’t been done?
We’re going to take it off the market for awhile.
We don’t need to sell unless we get our price.
We don’t know what we’re going to do.

Your goal is to keep them talking long enough to discover how you can get an appointment to offer
a solution to their problems.

A leader is a dealer in hope. ~ Napoleon 113
6/9/09

Expired Listings - Continued
Allowing the seller to vent and asking “smart” questions will keep the conversation moving
forward and help you discover what the original motivation for selling was and how you can help
the seller achieve their goal. Ask for an appointment to present your solutions.

The following questions will help you with an effective approach. Be professional, candid, positive,
honest and proactive. The seller needs your services to succeed.
Questions to ask the Seller…
Where did you want to move to?
Why were you originally selling?
Are you still open minded about different marketing ideas for your home?
Has anybody told you why your home hasn’t SOLD? There is only one reason that a home doesn’t
sell in our market place. And that’s because of the marketing. I’d like to come over and show you
how we can UPGRADE the marketing of your home.
What type of internet marketing was used to promote your property?
Why do you feel your home didn’t sell?

After discovering the seller’s original motivation for selling and determining how you might help, ask
for an appointment. Example: I understand how frustrated you must be. Let me ask you a question, if
you could get your property SOLD for a price and terms that were acceptable to you, and you could
have a guarantee that the services would be delivered as promised, would you be open minded to new
ideas that would (renew their motivation): help you get your home sold and move your family into a
new home closer to work with a shorter commute, so you could spend more time with your family. Or,
help you move your family into a home with a big pool? Or, help you move into that new home that
would have the extra bathroom for the kids. Or, help you make that move to Colorado so you can enjoy
your time fishing? Or, help you make that move to a new home with a big back yard so the kids can
roam around? Or, help you make that move to a home with a three car garage so you can set up that
workshop you’ve wanted for so long?

If an appointment is not granted, follow through & follow up – Anti-Chaos/Perpetual Payoff
If the seller will not grant you an appointment, ask permission to follow up from time to time to see if
there is anything you can do for them ( “Would you be offended if I followed up from time to time?”).
Follow up your conversation with a “Thank You” note and a personal visit to introduce yourself. Add
this prospect to your mailing and email lists and follow up with a weekly telephone call. One reason to
contact them is to update them on new activity in their neighborhood.

114
6/9/09

Practically Fool Proof
For Sale By Owner
System
115
6/9/09

Practically Fool Proof For Sale By Owner System
Mind Set of the FSBO…
1. Believe they can do it themselves
2. They want to save the commission

What NOT to do…
1.  Try to list on the first try. The purpose of the first contact should be simply to build rapport, not to
convert them to a listing.
2.  Discourage the owner. Telling the owner how difficult the process is will only alienate them. They're
excited about the possibility of selling it themselves so don't ruin their day. They'll soon discover the
difficulty on their own and then be ready to talk.
3.  Sell all of your services. If you're not buying a car, you're not interested in all of its features. Same
with FSBOs. They're not ready to hire a real estate agent, so they don't want to hear about your
company...yet.

Success Steps.
1. Find a FSBO – Driving Neighborhoods/Yard Signs, Newspaper Ad, Bulletin Boards, etc.
2. Make Contact Ask for an appointment - Contact Dialogue: Hello, I’m (Your Name) with
Prudential, Gary Greene Realtors. I’m calling because I see you’re selling your home. Are you
cooperating with Realtors? I would like to make an appointment to view your property…what are
your visiting hours? (Get in the door honestly…do not say you have a buyer unless you do.) Your
goal is to build a relationship that may lead to a future listing or referrals.
3. Anticipate resistance, concern and cooperation. Be prepared for questions like…
FSBO: Do you have a buyer?
YOU: “Candidly, I’m not calling because I have a buyer for your property yet. What I have found
is that I can do the best job of creating interest in a property if I’m familiar with it. I was
hoping you could show me through the property. Then I could intelligently and
enthusiastically promote your property…and match a qualified buyer prospect with your
property. Does that make sense? Great, when would be a good time to tour the property?”
FSBO: We are not going to list the property!
YOU: I understand. I was wondering if you would be open minded to cooperating with a Realtor if
they had a qualified buyer interested and willing to meet your price and terms…would you be open
minded to saving the listing fee and only paying the selling fee?
FSBO: We will only pay you a 3% Commission!
YOU: Perfect, when can I visit?

quot;Just 'cause you can't walk on water
doesn't mean you can't cross the river.“
Dink Weber 116
6/9/09

Practically Fool Proof For Sale By Owner System

FSBO: We are not working with REALTORS! A: I understand. Because I’m busy in this area, it’s
possible that I may be working with buyers and they may see your sign and ask me about your
property. I understand that you’re not interested in paying any fees…would you be open minded to
my previewing the property…then I could answer my buyers potential questions and if they were
interested, I’d have them contact you directly. Would you be opened minded to my taking a quick
peek. Can you see any disadvantage to that, a quick peek I mean…I understand you’re not paying
any fees?
FSBO: We are not paying any commissions! A: Same as above
FSBO: Sure, come on over. A: Kneel and pick your jaw up from the floor…the three second rule
applies! Thanks, I’ll be right over.

5. Preview the home, remember, you’re on a curiosity inspired discovery mission. Be yourself,
attentive, in the moment and inquisitive. Ask questions, don’t sell and tell. You have two ears and
one mouth for a reason. Ask for a tour: “Would you tour me through the home as you would a
qualified buyer” ?

6. While touring, casually and conversationally, discover their “Time/Motivation” factor by asking
conversational qualifying/discovery questions.
A. Key question: “When would you like to have the property sold and the check in your hands?”
B. Key question: “If for some weird reason you don’t find the right buyer, do you have a “Plan B?”

7. When the seller sez… “We can sell it ourselves!” Agree with them, don’t disagree, argue or share
perilous stories of danger, defeat and folly. Yes, they can successfully sell their property. Your
challenge is to position yourself as the best alternative when they become frustrated and generate
referrals during their FSBO experience.

8. Follow Up & Follow Through
A. Number one reason for failure - failure to follow up.
B. Minimum Follow Up – Weekly in person or by phone.

117
6/9/09

Open
House 6/9/09
120

Tell US….
What Commission
Do YOU CHARGE?

124
6/9/09

Q: What commission do you charge?
Answer: Our Marketing Fee is 3%. This fee includes massive broadcast
internet marketing, targeted advertising, and all the selling services required to
get your property SOLD for Top Dollar and in a time frame that works best for
you. We manage, coordinate and orchestrate the entire process from day one
through a successful and trouble free closing.

When we advertise your property in the Multiple Listing Service, we will be
competing with sellers who are offering agents working with qualified buyers a
3% commission…we will also compete with New Home Builders who pay a 3%
commission as well as the occasional bonus. We recommend that our selling
clients offer a 3% selling commission as well.

Of course, we only get paid for a successful outcome…there are no upfront fees 125
and we offer a guarantee. 6/9/09

Key Concepts
People buy and sell real estate every day…
why not with you?

Creating Top Of Mind Awareness.

The Positioning

The Sticky Pinball Principle

The 3 People Principle

It’s not who you know…it’s who knows you….as a Realtor

How do people who know you….define you? How do you want to
be defined?

The Solution Secret – Solve – Don’t Sell

Rocket Science? Nope. Action!

4 Levels Of Competence.

What do your fear?

Definition of insanity: Doing the same things over and over,
expecting a different result.

What’s the answer? Race Car Wreck. Perfect Practice.

Follow-up – Follow Through – Or Fail
“Persuasion is merely a transference of confidence.”
~ Roy Williams
126
6/9/09

Not-So-Secret Secrets To Real Estate Agent Perpetual Success

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