Module 6: How to Conduct Successful “Show ‘n’ Tell” Meetings · These are not mandatory but...

Module 6: How to Conduct Successful “Show ‘n’ Tell” Meetings

© 2014 Power of Choice Coaching Inc. • Web: www.mortgagemarketingcoach.com • 1



Table of Contents

About the Author…………………......................................................... Introduction…………………................................................................... Getting Started………………………………………………………………

Required Resources………………………………………………………..

Conducting Successful Show and Tell Meetings……………..………... Implementing the Meeting…………….……………..………..…………... 27- Point Marketing Checklist……………………………………………..

Top 12 Most Effective Ways to Help Realtors Sell Their Listings..……

15 Additional Strategies……………………………...……..……………... Step Eight: Get a Commitment…………………………………………….

Questions and Answers…………………………………………………….

Conclusion……………………………………………………….................

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ABOUT THE AUTHOR

Considered by many to be the nation's leading mortgage marketing coach, Doren Aldana is the founder of several highly acclaimed training programs including the Mortgage Superstar Coaching Program, Autopilot Referral Systems, Meetings with Mortgage Masters, and the FastTrak Coaching Program. He is a contributing author for The Mortgage Journal, MBABC Magazine, AMBA Magazine, CMP Magazine, The Niche Report and many other mortgage industry publications. Doren has trained thousands of mortgage professionals on how to utilize his marketing

secrets to generate a predictable stream of new business...regardless of market conditions! Due to his high-value, high-impact mortgage marketing solutions, Doren was recently awarded the prestigious "Best Industry Service Provider" award two years in a row at both the 2012 Canadian Mortgage Awards and 2013 Canadian Mortgage Awards. Doren considers himself to be very blessed and fortunate to have discovered one of his life's greatest passions: MARKETING! He absolutely loves the art and science of marketing. To Doren, it's fun! Very fun! And because of that natural inborn passion, he has become an absolute piranha for marketing education. He has invested tens of thousands of dollars and hundreds of hours studying the secrets of some of the world's top marketing experts like Dan Kennedy, Jay Abraham, Alex Mandossian, David Frey, Ted Nicholas, John Reese, the list goes on and on.



Doren's products and services are founded upon the timeless principles of emotional direct response marketing, niche marketing, and harnessing the unparalleled power of education to magnetically attract clients to you without having to give a sales pitch. Doren has delivered his dynamic content-rich seminars and teleseminars to thousands of mortgage professionals throughout North America. His client list includes some of the largest mortgage firms across the nation, as well as several mortgage associations. He has been quoted in the media from coast-to-coast. At the very core of Doren's life is his faith in God. It is the cornerstone of his beliefs, actions and decisions. On October 19th, 1997 he made a personal decision to dedicate his life to Jesus Christ. That decision was the single most important decision he has ever made and has allowed him to find clarity of purpose and true meaning in his daily life. Doren's faith in God has become the guiding force behind all of his relationships, including his interactions with clients and employees. His hope is that by seeking God's direction in everyday business interactions, whether speaking to a group, coaching a client, or training an employee, he can inspire people to live an abundant life filled with purpose and meaning.



INTRODUCTION

My inspiration for this course lies in an online survey I recently sent my subscribers asking what they most needed help with when it came to growing their business. They all told me the same thing: they want to get more referrals from Realtors.

Having assessed that need, I responded by creating this 7-module course: The Ultimate Realtor Marketing System. This module is the sixth of a complete 7-volume series. Each module will provide you with the know-how, tools and systems you need to attract more referrals from top-producing Realtors.

This module is action-packed and full, yet presented in such a manner as to ensure that you will easily work through the material and master it. In fact, I have prepared an ACTIONGuide to accompany each and every module in the series and you can grab the guide for this sixth module at: budurl.com/URMSguide6.

Here is just a quick overview of what we will be covering in this course:

Module 1: How to Create Your “Hit List” and Developing your UVP

Module 2: How to Use Direct Mail to Attract Realtors

Module 3: How to Use Email to Attract Realtors

Module 4: How to Use the Phone to Book Face-to-Face Meetings

Module 5: How to Conduct Successful “Discovery” Meetings


Module 7: How to Conduct Successful “What’s Next” Meetings



REQUIRED RESOURCES To ensure you get the most value from this 7-module course, there are a few prerequisite resources that you should study and use. These are not mandatory but would certainly help you to get a deeper understanding of the underlying principles and strategies that are instilled in each module of this series, like a golden thread woven throughout the entire course.

Here are the three prerequisite resources:

1. 9 Secrets For Attracting Realtor Referrals Like Crazy. This is an eBook that explains “call capture” and “text capture” and details how you can use both strategies to attract more buyer leads. It actually comes in an audio version as well, if you prefer to listen as opposed to just reading. So, you can exploit both modalities, by reading and/or listening. Additionally, callouts and note taking margins have been made available at convenient locations throughout the 51-page guide.

If you are still a little foggy, confused or unclear as to how to go about attracting leads using call capture and/or text capture, you will certainly want to check out that report.

To download the material, simply navigate to http://budurl.com/Realtorreport.

2. The Unfair Advantage Webinar. If you have not yet heard of this groundbreaking system, you will surely need to take a look at it. It allows you to assist your Realtors to generate more buyer leads and win more listings by using text capture and single-property websites for each one of their listings. This webinar explains all of the features and benefits of the system so you can get a complete picture of what it can do for you and your Realtors. To learn more, go to: http://budurl.com/unfairsystem

3. The Ultimate Realtor Marketing System Checklist. This is a comprehensive, paint-by-number, A to Z, step-by-step blueprint for marketing to Realtors. It also includes “quick links” to downloadable templates, tools and systems so you can implement these techniques like a pro – rapidly and efficiently. You can download this at: http://budurl.com/Realtorchecklist



CONDUCTING SUCCESSFUL SHOW & TELL MEETINGS Module six will prepare you for the all-important “Show ‘n’ Tell” meeting. This is the second meeting you have with Realtors where you pull out all the stops and you share your best, most effective strategies, systems, tools, and techniques that can help your Realtors turn their challenges into opportunities as you offer solutions to their biggest problems. It is crucial that this meeting is successful if you are going to acquire a partnership arrangement with these Realtors. A thorough preparation for your “Show and Tell” Meetings will allow you to feel confident and poised for success during your presentation. You will explore how to prepare and also what samples, examples, and exhibits you should bring to the meeting so you are well equipped to illustrate your points. You will discover how to get the Realtor to make a commitment not just to marketing, but to marketing more effectively using your systems and how to have them come on board as an official “VIP Partner.” These partners are receiving a much higher level of service and value from you.

In the previous modules, an in depth approach was set forth for compiling a hit list of Realtors to contact and communicate with, the development of a unique value proposition to market to that contact list and the creative use of both direct mail and email to attract Realtors. The creation of exciting videos with content very specific to Realtor interest and the promotion of you as their trusted adviser were investigated in detail. The exact words to use when conducting follow up phone calls were examined along with tips for enhancing your presentation and scripts for derailing objections. The secrets to successfully administering the initial meeting with the Realtor were revealed in the last module. Here you discovered how to present all of the extraordinary tools in your arsenal that would increase their profits, if they qualify. This is where

At this meeting, you “show” all of your samples, examples and exhibits.



you become an indispensable and irreplaceable asset to their business. Module seven culminates in “What’s Next” Meetings where you examine your new partnership to determine the highest leverage activities that impact you both. Here you have a VIP Partnership and you review accomplishments and plan and implement new methods and techniques. The entire course has the potential to transform your business, your sales and your profits, forever.

STEP SEVEN: IMPLEMENT THE “SHOW ‘N’ TELL” MEETING

The first step in my 9-Step System was to make a hit list of your top-achieving Realtors, one with “warm” contacts and one with “cold” contacts. The second step in that system was to create a unique value proposition to ignite the hot buttons of your target market, in this case Realtors, and to get them pumped about working with you. The third step involved the use of direct mail to entice top-producing Realtors. The fourth step investigated all of the potential that email has for enticing top Realtors to join your team, especially when coupled with compelling videos containing content addressing areas of significant importance to Realtors. Step Five gave you all the “words that work” when speaking on the phone to Realtors. The sixth step ensured that you knew everything you needed to conduct your “Discovery” Meeting successfully. This seventh step walks you through the essentials of a triumphant “Show and Tell” Meeting.

By this point you have already contacted your Realtors via direct mail and email and you followed up on that correspondence and made a personal connection with each Realtor. You now have hosted the all-important initial face-to-face meeting where you diagnosed the Realtor’s business and determined if he was a suitable candidate for partnership. In this meeting you will show the Realtor several irresistible strategies, tools, and solutions that perfectly address the Realtor’s biggest challenges and frustrations, and entice the Realtor to make an ongoing commitment to you in the form of a VIP Partnership.



Twenty-Seven Point Marketing Checklist.

The most powerful tool to initiate your meeting is the Twenty-Seven Point Marketing Checklist. You can find the download link for it in your Ultimate Realtor Marketing System Checklist. It is the perfect tool to help your Realtors market their listings in a more sophisticated, robust, comprehensive fashion, rather than the ineffective marketing plans that most Realtors have. This is a very expansive, comprehensive way to market their listings. By no means can you expect them to promote their listings using all twenty-seven of these marketing tactics, but if you can get them to implement even a few more than they are now, that should increase the number of qualified buyer leads they generate for their listings and increase the likelihood that they sell their listings faster, and for top dollar. As you present the Twenty-Seven Point Marketing Checklist you will want to show samples, examples, and exhibits of each item in the list. In some cases there will not be an applicable exhibit or sample or example, but in most there will be. You are provided with these templates and samples so that you can use them to impress your Realtor and stand out among all of your other competitors. You have powerful marketing systems at your disposal that can indeed attract more quality listings, sell them faster and for top dollar, generate more buyer leads and help them convert more of their listing presentations into signed listing agreements.

The Twelve Most Effective Ways to Help Realtors

First, you will want to share these top twelve strategies with your Realtors. These are the most effective ways to help your Realtors sell their listings fast and for top dollar and to generate motivated buyer leads.

1. The Fusion Ad

The Fusion Ad is essentially a text capture advertisement that looks very similar to the “insert of the month” ad or any of the “text capture” type advertisements that I have presented in the past. It reads:



“Get free instant property info via text message. Text the code below to 79564 and receive more information, including price and financing options.”

Each particular featured property has its own unique text code, in this case “Buy124” but it withholds the price. If someone wants to get more information, including price and financing options, they will need to enter that code in their Smartphone and instantly a text message will be returned with additional information, including price. As soon as they enter the text code, you and your Realtor get an email notification that you have captured a new lead. You or the Realtor, depending on how you arrange it, will follow up on that lead as soon as possible using the scripts I provide so that you can convert that lead into a pre-approval and hopefully a closed deal.

2. Just-Listed Cards

The second tool is the “Just-Listed Card.” As the name implies, it is a just-listed card, but a rather unusual one. This card incorporates call capture and text capture. The headline reads: “Free 24 recorded real estate and financing tips! Call 1-800-000-0000.” Below this are two lists, one with extension numbers for various real estate tips and the other with extension numbers for various finance tips. They must enter the assorted extension numbers to access the free recorded consumer tips. The bottom left corner displays the photo of the real estate professional or the mortgage professional.

3. Call Capture Rider Signs

Call Capture Rider Signs utilize both call capture, at the top, and text capture, at the bottom. They are both effective, however, text capture seems to be a more modern approach. In fact, most people prefer text capture over call capture. There are still instances where call

Get your Realtors to use Text

Capture in order to generate more buyer leads.



capture works well, however most Realtors tend to be inclined to use text capture because it’s more innovative, trendy and cutting-edge.

4. Open House Feedback Forms

The Open House Feedback Form works both like a guest registry and a feedback tool. It allows the Realtor to gain a wealth of information. It sports a compelling headline, such as: “Thank you for coming to our open house. Please give us your feedback and enter to win a $100 gift certificate.” Guests invited to view a suite or home, fill out the form prior to leaving. The allure of a gift certificate prize motivates the guests to provide their contact information and also encourages them to describe their thoughts and feelings about the property. This provides valuable feedback to both the selling agent as well as the home seller in terms of assessing their presentation and price. This timely feedback allows them the opportunity to make adjustments quickly and easily. There is also a place for the person filling out the form to indicate if they have a buyer’s agent yet. This is more applicable to the Realtor, but it is another great way that you add value to the Realtor, in addition to automatically capturing buyer leads. Finally, you have the chance to gain a potential client as they specify whether or not they are “pre-approved.” If they are not already pre-approved, you will want to follow up with them and alert them to the benefits of becoming pre-approved, as well as the advantages of working with you rather than choosing any of the other options that are available to them. If they are already pre-approved, you can invite them to get a free, no-obligation “cost of borrowing” analysis to ensure they are getting the absolute best mortgage with the best rates and terms available. Either way you have an excellent opportunity to convert those leads into closings using this powerful open house feedback form.

The Open House Feedback Form allows you to

capture leads and provide valuable feedback to both the seller and the selling agent.



5. The Email Promo

The Realtor will promote his listing to his list of buyers, his database of past clients, etc. You, the mortgage professional, can also do the same. Once a month you can send an email to your database with the top ten listings of the month, the very best value properties that are for sale in your database’s neighborhood. Generally most of your clients will be in the neighborhood that you are marketing, whether it is a vast area or a relatively isolated, concentrated area. Your email will notify the clients in your database of the top ten listings of the month, those worth checking out regardless of whether they are thinking of buying or not. It keeps them apprised of what is available. The same tactic can be enacted on other professionals that the Realtor might be working with, whether they are landscapers, house painters, lawyers, interior decorators, etc. These professionals might be willing to do likewise and email their database once a month as well with the top ten listings of the month. You could compile the top ten listings of the month in conjunction with a few of your VIP Realtor partners and then invite your Realtors to offer that ready-made template to their other referral partners to send to their databases as well. The template is already assembled; you have done the work for them.

Having professionals in complementary businesses promoting their databases allows you to use the borrowed credibility of having someone who the recipient knows, likes, and trusts endorsing the Realtors’ theme of “Top Ten Listings of the Month.” Everyone is promoting to their respective databases. The Realtors are promoting to their databases, you are promoting to your database and the other complementary businesses and professionals that the Realtor knows are also promoting to their databases. This is a very powerful way of promotion. A sample email promo might start off with a subject line like: “Top Ten Listings for the Month of April.” It might continue with:

“Hi Frank” – you would use a data merge with their names. “I asked my preferred Realtor partners to send me a list of their



very best, highest-value properties available for sale in your neighborhood. Since prices often change, we decided to make that information available to you, including financing options via text message. It’s quick and easy. Here’s the TOP-TEN LIST for April 2014.”

Another headline will say: “Get FREE Instant Property Info via Text Message. Text the code below to 79564 and receive more information, including PRICE & FINANCING OPTIONS.”

The description of each property along with its separate code would follow. The number of top listings in your list is not important, it could be five or ten or any number instead. The strategy and the technique of using text capture and using email to promote it is the key. After the list you can add:

“So there you have it! Regardless of whether you’re thinking of buying in the near future, or you’re just curious to see what’s out there, this list is worth checking out. Please share this list with any friends or family who you think might be interested. Cheers! Your trusted mortgage advisor for life...”

Finish with your signature and your contact information. You add value to your clients, which translates into more business for you and, you add value to your Realtor, which favors the law of reciprocity to work for you as they are more inclined and more motivated to respond by sending you business in return.

6. The Facebook Promo

You apply a strategy similar to the email promo, except here you replace the marketing media with a social media network, in this instance, Facebook. Essentially, you are going to promote the listings on Facebook. If you use the

Teach your Realtors how to use Facebook to build exposure for their listings.



Unfair Advantage System, which was a prerequisite system you were invited to watch via webinar in Module One, you can do this with push-button ease. With the Unfair Advantage System, a click of your mouse accesses E-Property Sites, automatically. You can do this manually if you do not have E-Property Sites, but it is much simpler if you use E-Property Sites.

For example, Frank has his Facebook fan page, and he has a list of fans that are following him. He clicks the mouse on the E-Property Sites or the Unfair Advantage System; they are in effect the same. Here he can promote that Realtor’s listing and his promotion will appear in his news feed. As his followers “like” the property on his Facebook fan page, all of the other people are going to see that listing as well in their news feed. This can start to go viral through social media when people start commenting on and liking the posts. When someone clicks the link using E-Property Sites or the Unfair Advantage System, they see a beautiful, stunning, full-color, single-property website which features that property. It is very professional and includes all the financing information under the finance details along with your photo and your contact information. In essence, you co-brand with a Realtor for each property using this system. This is the single most powerful co-branding fusion marketing system I know of for attracting Realtors to you and adding massive value to them day after day, week after week, and month after month. It even has a mortgage calculator, so it is a very sophisticated, powerful tool that I highly recommend you use. The Realtor promotes their listing for sale, on their fan page. You promote the same on your page and then their referral partners can do likewise.

7. The YouTube Promo

By uploading pictures of the listing and then clicking the “create YouTube promo” button inside of E-Property Sites, the Unfair Advantage System (or E-Property Sites) automatically creates a YouTube video of that property. It uses still images to create a virtual tour of the property and it is done instantly for you. In addition, each



one of these videos has an invitation for people to acquire more information using the text capture strategy. By texting the code, they receive more information on the property that is featured in the video. All of this is published in YouTube on the YouTube video. You can also publish that same video on Facebook. The Realtor can publish it on his Facebook fan page, both his personal profile news feed, and his business fan page. You can post it through your Facebook fan page, along with all the Realtor’s other referral partners. The opportunity for exposure is incredible. Google owns YouTube therefore exposure is increased through Google’s organic search engine. When people search for properties in that particular market, the video can come up in organic search listings and here, too, it can go viral as people comment on it and like it and share it.

8. The Fusion Newsletter

This is another of the exceptional services we provide all of our platinum members and it is somewhat similar to our direct-mail monthly client newsletter, except for two aspects. On the first page of the document there is a place for two photos instead of one. The newsletter is designed to go to the Realtor’s database, so you can approach the Realtor and say something like this:

“How would you like to mine the gold from your database and have a system, a tool that allows you to do that and is 100% done for you. You can build more top of mind consciousness and attract more repeat and referral business by mailing a monthly client newsletter that was all done for you. I provide you all of that content, all formatted, so all you have to do is pop in your photo, your contact info and you’re good to go. Would that be something you might consider using?”

As a Platinum Member, you’ll receive a sizzling red-hot, ready-made newsletter

that you can send to your clients each and every month.



Realtors know that the only equity they have in their business is their database and if they ignore it, their equity is going to dissipate over time and eventually vanish. If they build that equity and cultivate it, it will instead grow over time. The monthly client newsletter is one of the most effective ways to do just this through a direct-mail monthly newsletter. By adding this value, you are ensuring more pain of disconnect if they choose to not work with you, because they no longer have access to your provision of the monthly client newsletter. In addition, it enacts the “law of reciprocity.” As a result, they will send you business more often and they will concede to one catch, posting your photo on the first page along with their photo. This implies that you are a partner with the Realtor. It is implicit, not explicit, but still is very persuasive. This borrowed credibility presents many business opportunities for you, as the newsletter is going out to hundreds, sometimes thousands of potential clients and it costs you nothing. The Realtor is covering all of the postage and print expenses.

The other unique difference between this and the monthly client newsletter is found on page two. Here there is a place for the four featured listings of the month. Otherwise, it still has the text capture, the call to action, the withholding of price, and the invitation to request more information, including price, by texting the code to the number. This same advertising template is repurposed in the Fusion Newsletter.

9. The Insert of the Month

This again shares similarities with both the second page of the Fusion Newsletter and the Fusion Ad. You have no doubt noticed that the same strategy is repurposed over and over again in different media types. This tool gives your Realtors an opportunity to get more exposure by placing a free-standing insert in your monthly client newsletter. This letter is sent to your database to maximize the repeat and referral business from your prospects, clients, and referral partners, all of whom should be on your distribution list. You can convey this idea to your Realtor and say



“How would you like some added exposure for your listings? What if I put a free-standing insert in along with my newsletter?”

Your other Realtor partners are not going to want to see an ad from a competitor so you will need to make certain that the newsletter is not sent to your Realtor list, only to your prospects and clients. You do this for free and trust that the law of reciprocity will work itself out and earn you more repeat and referral business from your Realtors over time because of another added value service you provide. You can even subsidize your newsletter by charging the Realtor a token fee for the insert. This subsidy reduces your printing or mailing costs, if you choose to exercise this option.

10. The Craigslist Ad

This is another tool that exploits the Unfair Advantage System or the E-Property Sites system and automatically allows you to publish full-color ads that look like websites in Craigslist. A click on anything in the ad will automatically hyperlink to a live single-property website for that property. Any request for finance information or other inquiries will result in the acquisition of a buyer lead. Craigslist and other sites like Backpage represent another way to add exposure to your Realtor’s listings. The Unfair Advantage System or E-Property Sites allow you to publish these ads instantly with a click of your mouse. The Unfair Advantage System also allows you to syndicate with the world’s fourteen most visited property sites and get exposure on all of those different platforms for each one of your Realtor’s listings instantly. With push-button ease, you have another added value service.

11. Financing Sheets

As the name suggests, this is a financing sheet that you can provide for each of your Realtor’s listings, for them to distribute at their open

With the click of your mouse, the Unfair Advantage System publishes your Realtor’s full-color listing ad!



houses. This adds value not only to your Realtor but also to their respective or prospective buyers. People visiting open houses are often curious about the different payment options available, dependant on how much of a down payment they make, amortization length, and payment amounts. We have a template in Excel© that you can customize for each one of their properties in the download library so that you can have that mortgage financing option sheet available at every open house.

12. The Closing Costs Discount Card

The front of the card has a teaser like “Save $500, here’s how.” On the back it says:

“Here’s how you can save $500 off your closing costs when buying or refinancing your home!”

You can customize the denomination; it can be whatever amount you think is appropriate for you. You will want to specify a minimum mortgage amount to make the numbers work as well. The card continues:

“Dear friend, I’d like to offer you an opportunity to save $500 off your closing costs with your next home purchase or refinance. Simply present this card at the time of your mortgage application and save up to $500 off your closing costs (with a loan amount of $250,000 or higher.) Eligible closing costs include home appraisal, home inspection, legal fees, and moving services.

You might be thinking that we charge higher interest rates or fees to offset this steep discount. Actually that’s not the case. You see, most lenders spend a ton of money on advertising. We don’t. As mortgage originators we rely primarily on word-of-mouth from our happy clients, and as a result, we can afford to extend special discounts like this without compromising our first-class service or competitive rates.



For a free no-obligation consultation, call me today at 123-456-7890 or visit ABCmortgage.com. Cheers!

Your mortgage advisor for life,

John Smith ABC Mortgage

P.S. This special $500 discount is valid until December 31st, 20XX. Feel free to pass this on to a friend.”

These can be distributed to your clients, as well as your Realtor’s clients. In many cases you can get your lenders or your vendors to concede a certain amount to contribute to the discount. For example, you can get the appraiser to concede a discount, or the home inspector to concede a discount or the lawyer to concede a discount and all of that can be counted as part of the $500 closing costs, enabling you to share the cost of the $500 discount. You may be out-of-pocket for a small portion but the rest involves the discounts you get for promoting and endorsing your preferred vendors and affiliates. They win by getting more business, you win by attracting more business with this special offer, and the client wins because they are getting an aggregate total discount that is quite significant, up to $500, and the minimum mortgage amount makes it all viable because you are making a hefty profit based on that minimum mortgage amount. The default template for this card is currently in Canadian dollars but a USD version can be created if someone requests it.

Fifteen Additional Strategies

This is a quick overview of fifteen additional strategies that you can offer your Realtors to help them market their listings and sell their

Often you can encourage your other vendors to share in the cost of your “closing cost” discount so you keep more profit.



listings faster for top dollar by generating more buyer leads for those listings. These are all on your Twenty-Seven Point Marketing Checklist so we will just review them quickly. To reiterate, the goal is not to get your Realtors to implement all twenty-seven of these marketing strategies. Maybe have them implement three and work from there so they are not overwhelmed.

13. Send email to your database of Realtors, especially the top ten percent agents, promoting the new listing and asking if they have any buyers.

14. Create a fan page for each listing and add the virtual tour video to it.

The virtual tour video is added to get more exposure through social media.

15. Post on other websites like EBay, ActiveRain, blog, etc as well.

16. Business card stickers.

E-Property Sites or the Unfair Advantage System will do this for you.

17. Offer Realtor tours to agents.

You can promote this by phone, fax, and email to the other agents in your office and other offices.

18. Distribute flyers to all agents in your real estate office and board offices.

This refers to real estate agents, not mortgage agents.

19. Follow up with all real estate agents who have shown your listing by email, fax, or phone. Get feedback and answer questions.

20. Discuss feedback from showing agents with seller to determine if changes will accelerate the sale.



This can include feedback from the open house feedback form and feedback from other agents to determine if they are asking the right price.

21. Announce listing at Real Estate Mastermind.

For example, you can designate the third Thursday of every month to be a mastermind with other top-producing Realtors. One of the conversations you could have at the mastermind deals with what the top one or two or three listings that you want to sell fast and for top dollar are. See if anyone else in the room may have buyers for those properties. Although you have the property other people might have the buyers. A group of top producers in one room together masterminding make some magical things happen. Properties can sell rapidly because there is a spirit of cooperation and collaboration. All it takes is one buyer and that property is sold.

22. Make information box or tube available to install under the for sale sign, making feature sheets available.

As people walk by, they can pull a feature sheet out.

23. Promote at Board of Real Estate Meetings, lead groups, etc in order to maximize the power of networking.

24. Promote at office sales meetings.

Most offices host sales meetings once a week or every second week.

25. Include in office tours of new listings.

This is generally something that they do anyways, but it is worth being on the list.

26. Include in the MLS caravan of new listings.

A group of top producers

masterminding together can make magic happen!



Again, this usually happens, but mention in case it is being overlooked.

27. Repost all classified ad websites to get back on top of the list.

Basically this refreshes the ad so that it stays at the top of the list and therefore gets more exposure.

Once you have shared these strategies with your Realtor, get them to commit to at least three of the strategies you presented. You do not need to share the entire list; you can instead choose your favorites. Getting a commitment entails step eight.

STEP EIGHT: GET A COMMITMENT

You do not want to waste your time with someone who is not going to take action. You want someone who takes action, who can work with you at a higher level. A favorite strategy to accomplish this is the VIP Partnership Agreement. You are going to want to customize this VIP Partnership Agreement to your satisfaction so you feel good about the items listed in terms of presenting, promoting and fulfilling those obligations to your Realtors. You have shown samples and examples of many of the items in your VIP Partnership agreement. You now want to present the customized VIP Partnership Agreement as it is the key tool you use to get a commitment.

Five Tips for Getting the Commitment

Tip one: Speak to Their Hot Buttons. You have had an opportunity to find out exactly what is important to your Realtors. You know their needs, their wants and their hot buttons. You have built rapport and a connection in the “Discovery” Meeting. You have taken notes. Gather all of this information and use it to talk about what is important to them. Translate what you learned in all of your meetings to hit their

Customize your VIP Partnership Agreement so you feel good about the services you will provide.



hot buttons. For example, if “For Sale by Owner” is something they want to pursue, bring a sample of the “For Sale by Owner” marketing system to the meeting so you can show them how you can help them implement this easily with a proven system.

Tip Two: Scarcity. Only allow a certain number of people to become VIP Partners, to have the privilege of being one of your VIP Partners. You can decide to limit based on quantity, perhaps stopping at four or five VIP Partners. Once you reach this limit, you are not accepting any more. The other method you can limit by is area exclusivity. Geographically speaking, you can break up your city, your market area, into different municipalities, counties and cities. You can only accept one VIP Partner per county, per municipality, per city, or one VIP Partner per market area.

Tip Three: Sell Themselves. You do not want to try and sell them; you want to get them to sell themselves. This part takes a little gumption. You have what they want. You have the solution they are looking for. As long as you believe that you have something powerful and of significant value, you can ask them a question like: “Why should you consider them as one of your four or five qualifying VIP Partners?” You want to be very selective with who you work with so it makes sense at that point that you ask them “You know, tell me, why I should consider you over my other options. I’ve only got four spots available for this VIP Partnership, why should I consider you over the other options I have available to me?” This is where you get them to sell themselves on being a partner. Get them to sell themselves on why you should consider them to be one of your VIP Partners. It only works with exclusivity. If it was not exclusive, you could not take this route and ask this kind of a question.

Tip Four: Sign the Agreement. This is not a legally binding contract but it is an agreement that delineates what each of you is bringing to the table. It makes it very clear that this is a win-win reciprocal relationship and that you are both contributing so it needs to be reciprocal. It is an agreement of understanding. Once you explain the



agreement and they confirm that they want in, invite them to sign it. I had a client who got a VIP Partner to come on board and sign the VIP Partnership Agreement and within three weeks she got four deals.

Tip Five: Start Small. Invite them to allow you to help them to market just one listing. Do not try and implement all twenty-seven points on the Twenty-Seven Point Marketing Checklist. Start with one, two or three strategies, and go from there. In the next module, you will learn to use the “What’s Next” Meetings as a continual relationship-building opportunity to explore these strategies and implement more of these strategies with more listings. There is no limit to how many of these strategies you can implement and how many listings you can help the Realtor promote if you just stay slow and steady using a proven formula.

At this point, a great closing question, a gentle, elegant soft close, is: “Well. How would you feel about being one of my VIP Partners?” You have shown them all the tools, all the systems, the VIP Partnership Agreement, and the Twenty-Seven Point Marketing Checklist. You have painted a picture that makes it pretty much irresistible to refuse.

ACTION LIST

Here are the steps you are going to want to take next. Ensure that you have completed all of the prerequisite research recommended earlier so you will be able to make discerning choices in your agreement.

1. Customize the VIP Partnership Agreement for your business. 2. Print out all the exhibits/samples for the benefits you are including in your VIP Partnership Program.

Start small, you do not have to

implement the entire 27-Point Marketing

Checklist when you begin.



3. Conduct a “Show ‘n’ Tell” Meeting this week.

WHAT TO EXPECT IN MODULE SEVEN

1. How to prepare for your “What’s Next” Meetings so you can add massive value to your VIP Partner. 2. The anatomy of a highly-effective “What’s Next” Meeting. 3. How to build more and more momentum – and referrals – with each meeting.

4. And much, much more!

QUESTIONS & ANSWERS

1. Where can we get a sample for the financing options list?

Go to the Ultimate Realtor Marketing Checklist that you downloaded already. Find the Show and Tell meeting section, which is step seven. There will be links for downloading various items. One of the items is the Ultimate Realtor Marketing Toolkit. In the toolkit, you can find the financing sheets. You can also find it by typing “sheet” in the download library search field.

CONCLUSION

The sixth module of The Ultimate Realtor Marketing System course has delved into the intricacies of conducting a successful “Show and Tell” Meeting. The first twelve steps of the Twenty-Seven Point Marketing Checklist were examined in detail. The remaining fifteen steps were outlined next to present additional strategies and tools. The topic of getting a commitment was broached with attention to five additional tips to ensure success. You are now ready to move on to the final step in the series, the “What’s Next” Meeting.

Date post:	09-Sep-2020
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Module 6: How to Conduct Successful “Show ‘n’ Tell” Meetings · These are not mandatory but...

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