How to List and Sell Real Estate: 30th Anniversary Edition

572 Pages·2010·3.1 MB·English

by  Danielle Kennedy

A D V A N C E P R A I S E F O R
H O W T O L I S T & S E L L
R E A L E S T A T E
30th Anniversary Edition
How to LIST & SELL Real Estate is a valuable resource that has
helped put countless real estate professionals on track for a long and
successful career. The 30th Anniversary edition of this industry classic
offers a winning blend of tried-and-true techniques with best practices
for mastering real estate’s new technology landscape to show agents
how to get results regardless of market conditions.
Mary Banen, Vice President of Training Weichert, REALTORS®
As a 30þ year veteran in the real estate industry, I must admit a big
part of the foundation for my success in real estate is owed to the fun-
damental and time-tested principles of Danielle Kennedy. Still today
many of my daily practices are from Danielle’s teaching and advice. If
you are truly serious about the real estate profession, you need to in-
vest the time and money into How to LIST & SELL Real Estate. It
will pay huge dividends for your real estate career.
John D. Mayfield – Real Estate Broker, Author, Speaker
2010 President, Council of Real Estate
Brokers and Managers
Therealestateindustryhasexperiencedsignificantchangesoverthepast
decade. But, one thing has always remained the same. Anyone who
wants to turn their real estate practice into a profitable and sustaining
business must consistently apply the core fundamentals that guide suc-
cessful real estateagents.HowtoLIST&SELLRealEstate clearly out-
lines these time-tested guiding principles. Danielle Kennedy’s book
shouldberequiredreadingforrealestateprofessionalseverywhere.
Stefan Swanepoel – Motivational Speaker, Real Estate
Trends Expert, Best-Selling Author
Copyright 2011 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
Danielle Kennedy’s book influenced me from the start of my real estate
career.WithinmyfirstthreeyearsIbecameknownas“theUpperEast-
side Lady” thanks to following her sound advice in How to LIST &
SELL Real Estate. Later, I owned my own brokerage firm and all our
agentsusedherbookasaguide.Now,astheCEOofaREALTOR®As-
sociation wehave relied onDanielle andherbook to helpour members
learn the art of delivering superior service to their sellers and buyers.
Readthebook;usetheideas.Iknowitwillonlymakeyourcareerbetter!
Kathleen Schule, Executive Director
Northwest Montana Association of REALTORS®
EveryrealestateprofessionalcanbenefitfromDanielleKennedy’sexperi-
ence,knowledgeandinfectiousenthusiasm.Thisbookprovidesthevalu-
ableinsightsandtoolsREALTORS®needtoachievesuccessinrealestate
today.Danielleknowswhatshe’stalkingabout.She’sbeenthere,doneit,
learned from it, and educated others how to make the most of their real
estatecareer.I’mconfidentherbookwillinspireandmotivateyoutotake
anewapproachtoyourrealestatebusiness.BecausetimeandtimeagainI
alwayscomeawaylearningsomethingnewfromDanielleKennedy.
Christy O’Connell, Director of Education & Events
Tallahassee Board of REALTORS®
YoumayhaveseenDanielle’sresuméorherpictureonacourseflier.But,
untilyouexperienceherinperson,youdon’tseetheheartandsoulthatis
DanielleKennedy.She’ssuchavibrantinstructorthatyouhavenochoice
buttolearn-and,notonlylearn,RETAIN!Daniellecouldbeatransplant
toMauiandpersonifythetruemeaningof“Aloha.”
Terry Tolman, Chief Staff Executive REALTORS®
Association of Maui, Inc.
I’ve been a Danielle Kennedy fan for many years and have reviewed her
books for my book review column in the Real Estate Professional maga-
zine.I’veattendedseveralofherdynamicliveworkshopsandusedherma-
terial as research in writing my own real estate career guide. If you’re
considering a career in real estate, new to the profession, or just an old-
timer looking for a much needed motivational boost, I strongly recom-
mendyoureadDanielle’sguidanceinherlatesteditionofHowtoLIST&
SELLRealEstatetowhathasbecomeagenuine“classic.”Danielle’sbeen
there,donethat,andhasdocumenteditall–brilliantly!
Dr. Kenneth W. Edwards, GRI Real Estate Broker/Author/
Educator/Book Review Editor/Columnist
Copyright 2011 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
How to
LIST & SELL
Real Estate
Copyright 2011 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
F O U R T H E D I T I O N
How to
LIST & SELL
Real Estate
Dominate Every
Turn of the Market
Danielle Kennedy
Warren Jamison
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DominateEveryTurnoftheMarket
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C O N T E N T S
FOREWORD xviii
ACKNOWLEDGMENTS xxi
ATTENTION: BROKERS AND MANAGERS xxii
ABOUT THE AUTHORS xxiv
1
Super-Turbo, High-Speed Breakaway 1
Social Networking 3
Barriers and Fundamentals 7
Everyone’s Problem: Seeing Personal Weaknesses 7
If You’re New to Real Estate 8
Join a Buyers-Only Firm? 8
Take Off Strong from the First Day 9
Check with Your Broker 11
Surface Details 11
If You’re Not So New 12
What Do You Need to Begin Your Breakaway? 12
To Finish Your Breakaway into High Earnings, You Also Need 13
Planning to Meet the Breakaway Challenge 13
Formula III Schedule 14
2 Real Estate on Demand: Instant Delivery for Today’s
Impatient Buyers 16
The Concept 17
Buyers’ Phobia 18
The Quick-Speak Inventory 19
vii
Copyright 2011 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
viii CONTENTS
Moneymaking Games with Your QSI 20
The Rocket-Powered Selling Tool 21
3
Build Moneymaking Skills Fast with Hyperlearn and the
Latest Software and Technology Tools 23
Hyperlearn’s Seven Easy Steps 24
Hyperlearning Techniques 25
Know and Use the Hyperlearn Process Constantly 30
Hyperlearn Applications 30
4
Build Stronger Client Relationships with Acting
Techniques 38
Practice the Art of Becoming Memorable 40
Learn Scripts Easily 50
5
Convert More Fizzbos Faster with the Proven 30-Year
Danielle Kennedy Method 53
Start with Fizzbos 54
Fizzbo Starts 56
Bring in 100 Listings with One Winning Move 56
Make Money with Five Fizzbo Tactics 58
Give Fizzbos the Full Treatment 68
Put Your Winning Move to Work 69
The Four Kinds of Buyers Listing Close 70
Avoid Futile Double-Calling with the Fizzbo X-File 73
Call Fizzbos from Open Houses 74
Fizzbo Details 74
6
Explosive Listing and Selling: Build the Brand, Sow the
Seeds, and Reap Rewards Every Season 80
Learning My First Farming Secret 82
People Farms and House Farms 83
Four Sizzling Starter Letters 87
Selecting Your Farm 91
Annual Turnover Rate 93
Organize Your Farm 93
Working Your Farm File 100
Coping with E-Agent 100
The Evergreen Listing Farm 101
Copyright 2011 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
CONTENTS ix
More Farming Secrets: It’s a Numbers Game 106
Farming-Tool Decision Day 109
Professionalism 110
Your Attitude on the Farm 111
Avoid Careless Slips 111
Every Door Is Different 111
Speed Counts 112
Humility Helps 112
Success Breeds Success 112
The Best-Looking Homes 113
Exceptional Properties Deserve Special Attention 114
Winning Scripts 114
7
Twelve Months of These Promotions Will Brand
Your Farm with Your Name 119
Blog Your Farm 120
Blitz Your Farm 121
Farm Methodically 121
“I’ve Seen You Around” 121
Operating in a Vacuum 122
Plan and Review 123
Two Vital Points 124
Rating Scale 125
Special Events 126
January Through December: Giveaways, Super-Promotions, and
Winning Scripts 126
8
How to Make Great Money in Challenging
Markets 137
Social Networks Are Must-Dos 138
The Sweat-Effort Plan Guarantees Your Income in All Markets: Make
Its Magic Perform for You 139
Build Revenue Streams in Eight Niches 140
Three Additional Niches Where You Add More Income Streams 144
9
Open House Frenzy 148
Open Houses Are a Hot Option 149
Open Houses Clean Up the Inventory 150
The Odds 150
Copyright 2011 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.
x CONTENTS
Make Vital Preparations for Every Open House 150
Hold the Right Houses Open for the Right Reasons 151
Twig or Berry? 151
Productive Open Houses Are Planned 153
Multiple Open Houses 155
Partner Open Houses 155
Weekday Open Houses 156
Virtual Open Houses 156
Invite Success 156
Hand Out Flyer Packets 159
Before the Open House 161
Use Low-Cost Automatic Selling Devices 161
More Moneymaking Open House Ideas 163
During Open House 168
Winning Scripts 174
Capturable Customers and Clients 176
Keep the Sellers Informed 180
Lock Up and Turn Off Lights 180
Bring Your Own Banana 181
10
Any Time Is Up-Time 182
You’re Up 183
The Best Opener 183
Winning Scripts for Ad and Sign Calls 184
Spotting Phony Numbers 188
Putting Someone on Hold 188
Spirited Teams Make More Money 188
Create a Trust-Enhancing Environment 189
What Walk-ins Fear 190
Tea Cart, Be-Back Book, and Sign-Out Sheet 191
Five Winning Scripts for Walk-ins 192
Up-Time Is Opportunity Time 194
11
How Listings Are Sold in the Best and Worst
of Times 195
Strong Listers Have the Best Protection 197
Before the Listing Presentation Appointment 198
The Delicate Art 218
Listing the Caseys: A Role Play in One Act 219
Copyright 2011 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part.