Mastering the Art of Selling Real Estate

Mastering the Art of Selling Real Estate

Fully Revised and Updated

Format
Hardcover
Price
$26.95
 
  • Hardcover
  • ISBN 9781591840404
  • 400 Pages
  • Portfolio
  • Adult

Overview

Thirteen years ago, Tom Hopkins, the top real estate sales trainer in the country, published How to Master the Art of Listing and Selling Real Estate—the industry’s bible—which has consistently sold well despite information that has become somewhat outdated. But now Hopkins gives a cutting-edge revamp to his still- popular classic. Along with its new title, readers can expect a complete elimination of dated material and inclusion of the most current information on the role of the Internet and computer software needed by every real estate professional.

Full of anecdotes, sales scripts, and proven tactics, Mastering the Art of Selling Real Estate will show readers how to:

  • Find the best listing prospects
  • Win over “For Sale by Owner” sellers
  • Earn the seller’s trust
  • Work an unrealistic price down to market
  • Arrange the final agreement

Anyone who’s serious about real estate can take charge with Mastering the Art of Selling Real Estate.

Table of Contents

Contents

Acknowledgments vii
Introduction xvii

1 : Portrait of a Professional Real Estate Salesperson 1
WHAT IS A PROFESSIONAL SALESPERSON? 000
COMMON CHARACTERISTICS OF THE PROS 000
STEPS TO PROFESSIONALISM 000
2 : What to Do When YouÆre New 000
STEPPING INTO BUSINESS 000
WHAT YOU CAN LEARN AT THE OFFICE 000
GET OUT THERE 000
GET PUBLIC NOTICE 000
3 : Selling with Emotions 000
CREATING POSITIVE IMAGES 000
BUILDING YOUR REFLEXES 000

PART ONE: BECOMING A LISTING CHAMPION
4 : Why You Should Become a Listing Champion 000
5 : How to Acquire Listing Power 000
GETTING BEHIND CLOSED DOORS 000
TURNING DOORBELLS INTO DOLLARS 000
CANVASING THAT COUNTS 000
GETTING PEOPLE TO LIKE AND TRUST YOU 000
CONVERTING FOR-SALE-BY-OWNERS INTO MONEY-MAKING INVENTORY 000
GATHERING LISTINGS ON OPEN HOUSES 000
CREATING A PROFITABLE LISTING BANK 000
6 : Liquidating Your Listings 000
HOW TO LOSE BY WINNING 000
SERVICING YOUR LISTINGS WITH STYLE AND CONTROL 000
HOW AND WHEN TO GET PRICE REDUCTIONS 000
7 : The Typical SellerÆs Pricing Method 000
8 : Being Prepared and in Control During Your Listing Presentation 000
THE TOOLS FOR GETTING THE JOB DONE 000
USING YOUR LISTING TOOLS WITH FLAIR 000
BALANCED RESEARCH 000
9 : Reflexive Listing Techniques 000
THE ASKING SECRET 000
THE ALTERNATE OF CHOICE SYSTEM FOR SUCCESS 000
PIGGYBACKING 000
LOGICAL LISTING 000
YOUR BIGGEST CHALLENGE WITH THE LISTING FORM 000
HOW STRONG LISTERS KEEP MOVING WHEN THE SELLERS TRY TO STOP THEM 000
HOW TO TIE THE MINOR YESES DOWN 000
THE FOUR STYLES OF THE TIE-DOWN 000
THE IMPORTANCE OF THE PLANNED PAUSE 000
10 : Learning to Love Objections 000
HOW TO ADDRESS CONCERNS 000
GETTING PERMISSION TO PLACE A SIGN ON THE PROPERTY 000
GETTING A KEY TO THE PROPERTY 000
THE PORCUPINE 000
THE FOUR MOST COMMON CONCERNS AND HOW TO HANDLE THEM 000

11 : Getting Your Foot in the Door with For-Sale-by- Owners 000
HOW TO TAP THE BY-OWNER GOLD MINE 000
PHRASEOLOGY FOR THAT ALL-IMPORTANT FIRST CALL TO A BY-OWNER 000
PHRASEOLOGY FOR CALLING ON PRINCIPALS-ONLY ADS 000
12 : What to Do and Say at the By-Owner Home 000
TOURING THE HOME 000
13 : Be Ten Times More Successful Than Average with Effective Follow-Up 000
YOUR OWN FOR-SALE-BY-OWNER SIGNS 000
FOR-SALE-BY-OWNER FIRST AID KIT 000
FOR-SALE-BY-OWNER SQUAD 000
SUMMING UP 000
14 : Real EstateÆs Royal Road to Riches Is Called Prospecting 000
ADOPTING ORPHANS 000
TRADING UP 000
EXPIRED LISTINGS 000
LEARNING TO SCRATCH AN ITCH 000
THE NEWSPAPER AS A LEAD SOURCE 000
START A SWAP MEET 000
COMMUNITY INVOLVEMENT 000
BEING REMEMBERED 000
SPEAKING ENGAGEMENTS 000
15 : When Knocking on Doors Works 000
THE FUNDAMENTALS 000
THE WARM CANVAS DOOR 000
THE MOST PRODUCTIVE DOOR IN THE WORLD 000
16 : Developing Your Listing Bank into an Income Gusher 000
STEP 1: CHOOSE THE RIGHT AREA 000
STEP 2: GET YOUR LISTING BANK INFORMATION SET UP 000
STEP 3: OBTAIN THE OWNERSÆ NAMES 000
STEP 4: SET UP A VISUAL CONTROL BOARD 000
STEP 5: USE LETTERS OF INTRODUCTION 000
STEP 6: KNOCK ON THE DOOR 000
STEP 7: USE A MARKET SURVEY 000
STEP 8: PUT THE MARKET SURVEY TO WORK 000
STEP 9: MAKE YOUR FIRST SWEEP IN 60 DAYS OR LESS 000
STEP 10: DRIVE YOUR LISTING BANK AT LEAST ONCE EVERY OTHER DAY 000
STEP 11: HAND OUT A SMALL GIFT ON YOUR SECOND VISIT 000
STEP 12: IDENTIFY THE NICEST 10 PERCENT 000
STEP 13: MEET EVERYONE IN YOUR LISTING BANK ONCE EVERY TWO MONTHS FOR ONE YEAR 000
STEP 14: ORGANIZE A SPECIALIZED PROGRAM 000
STEP 15: LOOK FOR TWO SPECIAL TYPES YOUR FOURTH TIME THROUGH 000
STEP 16: ASK FOR THE BUSINESS 000
17 : Listing Preparation Techniques That Will Build Your Fortune 000
START BY BEING PREPARED 000
THE COMPARABLE MARKET ANALYSIS 000
PACKING LISTING POWER INTO THE CMA 000
INSIDE ANOTHER HOME 000
OTHER BROKERSÆ LISTINGS 000
FIND AN REO WHILE YOUÆRE KNOCKING ON DOORS 000
GATHERING DATA BEFORE CALCULATING VALUE 000
INSPECTING THE PROPERTY 000
SURPRISE IS A LISTING WORD 000
ROLL YOUR OWN BOILERPLATE 000
LISTING IN TWO STEPS 000
THE MAIN REASON YOUÆRE THERE 000
PREPARATION BACK AT THE OFFICE 000
THE FINAL PSYCHE-UP 000
18 : The Mood of the Move 000
19 : Creating a High-Scoring Listing Presentation 000
HOW TO TAKE CONTROL 000
CREATING LISTING POWER WITH A VISUAL AID BOOK 000
FOUR EASY WAYS TO POLISH YOUR PERFORMANCE USING THE VISUAL AID BOOK 000
AFTER THE TOUR 000
POWERFUL TURNAROUND PHRASES 000
HANDLING THE ôWE CAN RENT ITö BALLOON 000
WORKING THE PRICE DOWN TO MARKET 000
CLOSE FOR THE PRICE 000
OPERATING ON THE PRICE WITH THE DOM STUDY 000
LISTING THE HOUSE BY ITS BARBECUE 000
HOW TO TURN DOWN A TURKEY 000
SET UP THE SELLERS FOR FUTURE EVENTS 000
TWELVE TRICKS OF THE TOP PRODUCER 000

PART TWO: YOUR SELLING REAL ESTATE CAREER
20 : How to Handle the Telephone Effectively 000
INGREDIENTS OF A GOOD AD 000
PREPARATION FOR TAKING A CALL 000
HOW TO DO THE CALL RIGHT 000
COMMON TELEPHONE QUESTIONS 000
21 : Open House Opportunities 000
INVITE THE NEIGHBORS 000
SIGNS 000
A LITTLE HELP 000
BLACK OR WITH CREAM AND SUGAR? 000
INFORMATION TO GIVE AND TO GET 000
KEEPING BUSY 000
OPENING THE HOUSE 000
THEYÆRE HERE! 000
THE PERFECT HOME 000
GETTING TO KNOW YOU 000
22 : Qualifying the Buyer 000
BUYERÆS ANALYSIS FOR BETTER SERVICE 000
URGENCY QUESTIONS 000
DECIDING WHAT PROPERTY TO SHOW 000
23 : Demonstrating the Property 000
SETTING UP A SHOWING SEQUENCE 000
GETTING THEM INTO YOUR CAR 000
DRIVING TO THE HOMES 000
ARRIVING AT THE HOMES 000
DEMONSTRATING THE PROPERTY 000
COMMON OBJECTIONS 000
FIXER-UPPERS 000
24 : How, When, and Where to Close the Sale and Get the Commitment 000
WHEN TO CLOSE THE SALE 000
WHERE TO OBTAIN THE COMMITMENT 000
STEPS TO FILLING OUT THE PURCHASE AGREEMENT 000
25 : Getting a Commitment on a Property 000
THE DEFINITION OF CLOSING 000
THE IMPORTANCE OF CLOSING 000
AT WHAT POINT DO YOU CLOSE? 000
THE ANATOMY OF A CLOSE 000
CONCERNS 000
STEPS TO HANDLING CONCERNS 000
REDUCTION TO THE RIDICULOUS CLOSE 000
ORDER BLANK CLOSE 000
BEN FRANKLIN BALANCE SHEET CLOSE 000
THE SIMILAR SITUATION CLOSE 000
THE ôI WANT TO THINK IT OVERö CLOSE 000
THE BEST THINGS IN LIFE CLOSE 000
THE SECONDARY QUESTION CLOSE 000
THE WISH IÆDA CLOSE 000
TWO-PARTY INDECISION CLOSE 000
MULTIPLE CLOSING 000
SILENCE IS GOLDEN 000
MENTALLY PREPARING YOUR BUYER 000
26 : Presenting the Proposal 000
SETTING THE APPOINTMENT 000
PREPARATION PRIOR TO THE APPOINTMENT 000
THINGS THE SELLER WILL WANT TO KNOW 000
STEPS TO THE SIGNATURE 000
NORMAL SELLER OBJECTIONS 000
THE COUNTERPROPOSAL 000
27 : Building a 100 Percent Referral Business 000
THANK-YOU NOTES 000
REMEMBRANCES 000
HOW TO ASK FOR A REFERRAL AFTER THE SALE 000
28 : Implementation 000
NET WORTH STATEMENT 000
GETTING A FIRM GRIP ON THE SLIPPERY MINUTES 000
THE THREE BASICS OF TIME SAVING FOR SUCCESS 000
FLICK THROUGH THE FILES DAY 000
THE ACTION-ORIENTED DESK 000
PLANNING/APPOINTMENT SYSTEM 000
THE STRENGTH OF THE STANDARD WEEK 000
FINDING MORE HOURS THROUGH TIME PLANNING 000
DAILY ACTIVITY CHART 000
FIGURING RATIOS 000
29 : How to Defeat Failure and Create a Winning Attitude 000
HOW TO CHANGE OVERNIGHT 000
REJECT THE FEAR OF REJECTION 000
THE CUBE OF 20 PUTS $10,000 A MONTH IN YOUR POCKET 000
THE CREED OF THE CHAMPION 000

Recommendations for Continued Training 000
Index 000



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