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Lead Generation 36:12:3 Power Session 7: Open Houses
| Date post: | 16-Dec-2015 |
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Lead Generation 36:12:3
Power Session 7: Open Houses
Lead Generation 36:12:3 Slide 2
In this Power Session …1) Introduction
2) Open Houses Work!
3) Before: Prepare and Promote
4) During: Build Trust and Qualify Leads
5) After: Follow Up!
6) Be The #1 Market Agent
7) Putting It All Together
Page 1
Power Session 7
Lead Generation 36:12:3 Slide 3
Ground Rules1) Arrive on time.2) Form groups quickly.3) Limit side conversations.4) Turn off cell phones and pagers.5) Be comfortable.6) Respect time.7) Respect each other.8) Help each other.9) Respect confidentiality.10)Have fun!
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IntroductionPower Session 7
Lead Generation 36:12:3 Slide 4Page 4
Introduction
How You Will LearnLearning Methods
1) Manual• Models/Systems• Exercises/Discussion• Stories
2) Classroom• PowerPoint slides• KWConnect videos• Classmates/Instructor
Power Session 7
(continued)(continued)
Lead Generation 36:12:3 Slide 5Page 4
Introduction
How You Will LearnAccountability Methods
1) Lead Generation Action Plan
2) Accountability Partner/Program
Power Session 7
1. Set Goals
2. Do Key Activities
3. Measure Results
4. Evaluate Process
5. Make Adjustments Accountability
Feedback Loop
Lead Generation 36:12:3 Slide 6
EXERCISEWhere You Are Today
1) Lead Generation Activities
2) My aha’s from these activities
3) The most difficult part of these activities
4) What I will do differently in the next 24 hours
Time: 10 minutes
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IntroductionPower Session 7
Lead Generation 36:12:3 Slide 7
Why You Are Here
Open Houses Turn Haven't Mets into Mets
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IntroductionPower Session 7
Hav
en’t
M
ets Leads
Met
s
Buyers
Sellers
Lead Generation 36:12:3 Slide 8Page 6
Introduction
“Open houses are the easiest, simplest, fastest, and cheapest way to grow your business.”
Ron Cathell
Arlington, Virginia
Power Session 7
Lead Generation 36:12:3 Slide 9
Why You Are Here
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IntroductionPower Session 7
You are here!
Lead Generation 36:12:3 Slide 10
Introduction
What Will Make This a
Great Training Experience• • •
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Power Session 7
Lead Generation 36:12:3 Slide 11
Open Houses Work!
Answer
You are there to do both.
Page 9
Power Session 7
Question
Are you at the open house to sell the house or pick up buyers and sellers?
Lead Generation 36:12:3 Slide 12Page 10
Open Houses Work!
What buyers and sellers think about open houses
Power Session 7
47 Visit anOpen House
7 Buyers Use Agent from the
Open House
40 Buyers Leave Open House
Unrepresented orRepresented by Another Agent
100 Buyers
Lead Generation 36:12:3 Slide 13
Open Houses Work!
EXERCISEBest Open House Ever!
1) Recount to the group the best open house you ever attended (or held).
2) What made it special and memorable?3) If you attended, how were you treated by the agent?4) If you hosted, what were the results? How many leads
were generated?
Time: 10 minutes
Page 11
Power Session 7
Lead Generation 36:12:3 Slide 14
Open Houses Work!
Myth
Open houses are only for new agents looking for buyers.
Experienced agents continue to leverage open houses to generate both buyer
and seller leads.
Truth
Page 12
Power Session 7
Lead Generation 36:12:3 Slide 15
Open Houses Work!
Myth
I don’t have any listings, so I can’t hold an open house.
Use another agent’s listing.
It’s a win-win for both of you.
Truth
Page 13
Power Session 7
Lead Generation 36:12:3 Slide 16
Open Houses Work!
Myth
Agents “sit” open houses.
Great agents “work” open houses.
Truth
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Power Session 7
Lead Generation 36:12:3 Slide 17Page 14
Open Houses Work!
Sharon Ketko – “The Builder’s Wife”
• 5-6 homes open every Sunday
• Prospecting and marketing to the open house
• Results from open houses!
Power Session 7
Lead Generation 36:12:3 Slide 18
Takeaways for Agents in the Growth Phase
• Open houses produce buyers, sellers, and referrals.
• Set a goal for your open houses.
• Do everything to get many people there.
• Hold consistent weekend open houses.
• Team up with others and hold 5-6 together.
Power Session 7
Page 15
Open Houses Work!
Lead Generation 36:12:3 Slide 19
Power Session 7
Page 16
Open Houses Work!
Open House Model
Lead Generation 36:12:3 Slide 20Page 17
Before:Prepare and Promote
Preparing for an open house
1. Set open house goals.
2. Decide which house(s) to hold open.
3. Stage the house.
4. Prepare to build relationships.
5. Prepare to be the neighborhood and market expert.
6. Be safe!
Power Session 7
Lead Generation 36:12:3 Slide 21
Before: Prepare and Promote
Preparing for an open house1. Set open house goals.
– Number of leads you want to get– Number of Haven’t Mets converted to Mets– Number of buyers– Number of sellers– Percentage of attendance to number of invitations– Number of open houses you will work in given time
Power Session 7
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Lead Generation 36:12:3 Slide 22Page 17-18
Before:Prepare and Promote
Preparing for an open house2. Decide which house(s) to hold open.
– Is the house in a high-traffic area?– Does the house have special features?– Is the house in a desirable neighborhood?
Power Session 7
Lead Generation 36:12:3 Slide 23Page 18
Before:Prepare and Promote
Preparing for an open house3. Stage the house.
– Does the house have curb appeal?– What do you see when you walk in the door?– Do you have a seller’s open house checklist?
Power Session 7
Lead Generation 36:12:3 Slide 24Page 20
Before:Prepare and Promote
Preparing for an open house4. Prepare to build relationships.
What questions will you ask your guests to build rapport?
Power Session 7
Lead Generation 36:12:3 Slide 25Page 20
Before:Prepare and Promote
Preparing for an open house5. Prepare to be the neighborhood and market
expert.
– How will you tell the neighborhood history?– What do people really want to know?– Have you prepared an Information Packet?
Power Session 7
Lead Generation 36:12:3 Slide 26Page 22
Before:Prepare and Promote
Preparing for an open house6. Be safe—Five tips for safety
1) Check rooms for “escape” routes.
2) Check backyard for high fences.
3) Check cell phone’s strength.
4) Notify friend to call at set time.
5) Walk behind guests during tour.
Power Session 7
Lead Generation 36:12:3 Slide 27
Before:Prepare and Promote
Preparing for an open house
What do buyers want to know?
What do sellers want to know?
Power Session 7
Page 22
Lead Generation 36:12:3 Slide 28Page 23
Before:Prepare and Promote
Prospecting around open houses
Should I prospect, or should I market?
Power Session 7
Lead Generation 36:12:3 Slide 29
Before:Prepare and Promote
Prospecting
Proactively seeking leads
Page 23
Power Session 7
Lead Generation 36:12:3 Slide 30Page 24
Before:Prepare and Promote
Todd ButzerRegional Director
Edina, Minnesota
• What are your aha’s?• How do you prospect with the neighbors before an
open house?• What has worked? What hasn’t?
Power Session 7
Lead Generation 36:12:3 Slide 31Page 25
Before:Prepare and Promote
Debbie ZoisMega Agent
Las Vegas, Nevada
What is your experience with knocking on doors?
Power Session 7
Lead Generation 36:12:3 Slide 32
Before:Prepare and Promote
Marketing
Passively attracting leads
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Power Session 7
Lead Generation 36:12:3 Slide 33Page 28
Before:Prepare and Promote
The Power of Signage
Power Session 7
Your
Listing
Competitor has dominant market share
Lead Generation 36:12:3 Slide 34Page 29
Before:Prepare and Promote
The Power of Signage
Power Session 7
Your
Listing
Now who has dominant mindshare?
Lead Generation 36:12:3 Slide 35
Before:Prepare and Promote
Signage Design, What Matters?
• Brand yourself.
• Be sure to put your name in large print on all signs.
• Goal: people will see your name over and over again!
Power Session 7
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Lead Generation 36:12:3 Slide 36
Before:Prepare and Promote
Signage Placement
Open Sun.2:00-4:00
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Power Session 7
Lead Generation 36:12:3 Slide 37
Before:Prepare and Promote
Tips for Signs:• Invest in a large quantity of signs• Your name in large print• Use colorful balloons• Place 10+ signs out• Put out signs five days before open house• Ask neighbors with corner lots to place signs• Place directional signs at every turn (max. 3 turns)• Put your phone number on open house lawn sign
Power Session 7
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Lead Generation 36:12:3 Slide 38Page 32
Before:Prepare and Promote
Sign Design
How would you improve these signs to make them more effective?
Power Session 7
Lead Generation 36:12:3 Slide 39Page 33-35
Before:Prepare and Promote
Great ideas for promoting your open houses• Local and Metropolitan Newspapers• Mail-outs• MLS system• Craigslist.com• Internet Marketing• KW Coaching and Courses• www.HomesOpenToday.com
Power Session 7
Lead Generation 36:12:3 Slide 40Page 36
Before:Prepare and Promote
Bob O’BryantTop producer
Orlando, Florida
• “10 Minute open houses”
• Goal: to get listings
• Marketing opportunity
Power Session 7
Lead Generation 36:12:3 Slide 41Page 37-38
Before:Prepare and Promote
Open House Checklists
Review open house checklists on pages 37-38.
Power Session 7
Lead Generation 36:12:3 Slide 42
EXERCISEGroup Discussion
1) What actions can an agent take to build trust with buyers and sellers?
2) How does building trust affect the rapport you have with buyers and sellers?
Time: 5 minutes
Page 39
During: Build Trust and Qualify LeadsPower Session 7
Lead Generation 36:12:3 Slide 43Page 40
During: Build Trust and Qualify Leads
The Trust Mindset – Consistency is Key
1. Have you prepared and promoted your open house with consistent high quality?
2. Have you internalized your scripts?
3. Have you written goals and an action plan for the open house?
4. Have you considered what your guests will be looking for?
Power Session 7
Lead Generation 36:12:3 Slide 44
During: Build Trust and Qualify Leads
Greet and Build Rapport
• Look for clues for how you can meet their needs.
• Find out what is motivating your guests to come to your open house.
• Ask about their family and school needs.• Ask, “What, Where, Why, When and Who”
questions.
Power Session 7
Page 41
Lead Generation 36:12:3 Slide 45
During: Build Trust and Qualify Leads
Tour the Home
• Balance your conversations.• Qualify quickly when multiple groups arrive
at the same time.• Tell your guests something positive and
distinctive about the home, right when they come in.
• Set a positive tone!
Power Session 7
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Lead Generation 36:12:3 Slide 46
During: Build Trust and Qualify Leads
The Contribution Principle
• Ask your guests what market information they need.
• Arrange to drop off or send the real estate information to them.
• Once you contribute to their needs, then ask them to sign your guest book.
Power Session 7
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Lead Generation 36:12:3 Slide 47
During: Build Trust and Qualify Leads
Ask for Business Ask for Referrals
“Would you like to buy the house?”
If not, suggest other homes in the neighborhood, or other neighborhoods that may meet their needs.
“Who do you know who might like to see this house?”
Power Session 7
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Lead Generation 36:12:3 Slide 48
During: Build Trust and Qualify Leads
Thank Guests• At the end of the tour, make an appointment to
see them again
Make Notes• Jot down specific information about guests
Activities when no guests are present• Make calls, send notes, email, and work your
database!
Power Session 7
Page 44-45
Lead Generation 36:12:3 Slide 49Page 46
During: Build Trust and Qualify Leads
Nikki UbaldiniPalm Harbor, Florida
• Scripts for conversations
• Why do you want to be in control of your conversations?
Power Session 7
Lead Generation 36:12:3 Slide 50
During: Build Trust and Qualify Leads
EXERCISERole Model Demonstration
1) Watch as your instructor demonstrates some of the key open house scripts in this section.
Time: 5 minutes
Page 47
Power Session 7
Lead Generation 36:12:3 Slide 51
During: Build Trust and Qualify Leads
EXERCISEScript Role-Play
1) Basic Open House Scripts (See pages 48-53)
2) Qualifying Scripts
Time: 10 minutes
Page 47
Power Session 7
Lead Generation 36:12:3 Slide 52Page 55-56
After: Follow Up!
The One Main Action Step: Follow Up!
• Update your database
• Follow up with seller and listing agent
• Follow up with guests
• Follow up with visiting agents
Power Session 7
Lead Generation 36:12:3 Slide 53
After: Follow Up!
Importance of follow-up with all attendees
You guests could be:• Buyers who will buy with you• Sellers who will list with you• Haven't Mets waiting to be converted to Mets• Agents who could be recruited• Any of the above who may refer business to you
Power Session 7
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Lead Generation 36:12:3 Slide 54Page 57
Be The #1 Market Agent
Chris CormackAshburn, Virginia
Discussion
What did Chris do to be the #1 Market Agent?
Why would you want to be the #1 Market Agent?
Power Session 7
Lead Generation 36:12:3 Slide 55Page 58
“The tragedy in life doesn’t lie in not reaching your goal. The tragedy lies in having no goal to reach.”
Benjamin Mays
Power Session 7
Be The #1 Market Agent
Lead Generation 36:12:3 Slide 56Page 58
Be The #1 Market Agent
What is your goal toward becoming
The #1 Market Agent?
Power Session 7
Lead Generation 36:12:3 Slide 57
1. Power Session Aha’s
2. Your Lead Generation Action Plan
3. Open House Action Plan
4. Lead Generation Action Planning Worksheet
Putting It All Together
Page 59-61
Power Session 7
Lead Generation 36:12:3 Slide 58
Putting It All Together
Your Lead Generation Action Plan
1. What are you currently doing with open houses?
2. What is your open house goal, by what date?
3. What activities will you do to ‘close the gap?’
Power Session 7
Page 59-61
Lead Generation 36:12:3 Slide 59
Putting It All TogetherPower Session 7
Page 62-64
The 3-Hour Habit
1) Time block 3 hours every workday before noon.
2) No skipping. If you must erase, then you must replace.
3) Allow no interruptions (unless they truly are emergencies).
Lead Generation 36:12:3 Slide 60
Thank Youfor Being Here!
Don’t forget your evaluations!
