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 Australia(cid:129)Brazil(cid:129)Japan(cid:129)Korea(cid:129)Mexico(cid:129)Singapore(cid:129)Spain(cid:129)UnitedKingdom(cid:129)UnitedStates Copyright 2011 Cengage Learning, Inc. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. 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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.