New Agents: Use This Script to Break Into the Luxury Market (This Works!)

Most real estate agents think that it's the script that wins the listings, and it is, but it's not. And so in this video, a clip from a recent live training that I did, I'm going to do a deep dive into the ninja skills that landed a rookie agent his very first luxury listing. And it wasn't because of what he said, it was because of how he said it. I'll also say this: if you like the idea of luxury listings, you want to break into the luxury listing market fast, then watch on because this video is gonna blow your mind about how quickly you can become a luxury listing agent. Let's go. So this is the exact script that one of my longtime coaching members, Dave, it got him his first luxury listing in Southlake, Texas with no track record. So I want you to pay attention to this. I'm gonna give you the script and we're gonna break it down of how it works, why it works, and how you can do it right now even with no experience. With no track record, and it's how he got a luxury listing, his first over a million dollar listing that he had ever gotten in his market. And as I train you on this, I want you to right now in your mind make the decision to go after luxury. Can I tell you why luxury is so important? Number one, they're used to paying professionals for service, okay? They don't cut their own hair, they don't wash their own car, they don't clean their own house, they don't do their own taxes. So they're used to paying professionals good money to do stuff for them that they're— that are better than them at that thing. So guess what? They're less likely to beat you up on commissions. So luxury homeowners pay commissions. They are used to trusting professionals, okay? They're not first-timers at this, so they're easier to deal with. They tend to have better credit, they tend to have more money, they tend to have more equity. These people can sell, and they're less affected by what's happening in the economy right now. In fact, many of them have gotten richer and richer and richer over the last 3 or 4 years. They're easier and better, and they're moving up, not down. So many times when you get in with them, you will live off repeat and referral business because they are loyal. And people that are in that price point, once they have an agent, they'll tell their friends about them. Okay, the more ultra luxury you get, the more likely they're going to work with somebody they already know, or somebody that they know already knows. So once you get in with one person, you're in with their entire personal circle and all their neighbors. Next, less competition. Why? Most agents will not go after luxury listings. They're scared. They don't feel— they don't feel worthy. They don't feel confident. And final reason, why is the biggest reason you should go after luxury listings? More cash, bigger commission checks. It takes the same amount of effort to sell a $4 million listing as a $400,000 listing. Virtually takes the same amount of effort. And one, you get a $12,000 commission check. The other one's $100,000 commission check. All right, here's how you do it. Now, it was the scenario Dave was calling expireds, and I challenged him to quit calling all the cheap crap. Why are you calling all the cheap stuff? You're in because I feel more comfortable there. He grew up poor, he was raised by a single mom, he didn't have money, didn't come from money. And I'm like, okay, and here's how you do it. So I trained him. He had the listing process down, the selling system down. So he starts calling expired listings in the high end, and Dallas-Fort Worth, Southlake is the high end. So he starts calling them and he calls this expired $1.5 million or whatever it was. And she's like, so how many homes have you sold over $1 million? Holy crap. He's a newer agent. He's never sold a luxury listing, never taken a luxury listing. It's like, how many of you sold over $1 million? What's the truth? Zero. So here's the answer. He said, how many homes have I sold over $1 million? That is a great question. And The answer is you will be my first. But can I share with you something else? She's like, what? He goes, I sell every single home that I list regardless of the price and location. I know exactly what to do to get your home sold, and I'll guarantee it. Now, those are the results you're looking for, right? How do you say no to that? She's like, yeah. He's like, awesome. He just went straight to those results you're looking for, right? Perfect. So when can we get together to take a look at how I can make that happen for you? Would tomorrow at 4:15 work? Would 2:15 be better? He got the appointment, went out and got the listing. This is how you get nos to yes. It was leadership. He led her to stop thinking about what he hadn't done to what he had done. Of what he would do, and it's what we call an audacious promise. So I want to break down why this was so powerful, why this is so powerful. So first, whenever they ask the question, the objection was, how many homes have you sold over a million dollars? So first thing is you want to repeat and affirm. Anytime somebody asks you, throws an objection or asks you a question, it's repeat and affirm. How many homes I sold over a million? Great question. So he acknowledges the question, which says, I hear you, I'm listening to you. Number 2, no BS. He doesn't lie to her. He doesn't BS her. He doesn't beat around the bush. He answers the question with the truth. The answer is, you'll be my first. But what I want you to notice here is the reframe. Does he say to her, no, none, zero? How many homes you sold over a million? None. He reframes it from what he hasn't done to what he's gonna do. You'll be my first. So he's reframing it from no experience to absolute certainty. You're going to be my first. And then there's a power shift. How many of you have been taught never to use the word but? All right, don't use the word but. Never use the word but. But is a very powerful word because it negates what you just said, right? So it's like, I like you, but it cancels out what you just said. So it's like, well, I like you a lot, but— and the minute, moment they say but, you're like, okay, well, forget what they just said. They like me, but they don't really like me, right? So it's like, you're going to be my first, which is like, I haven't ever sold the house over a million, but what does that do? Cancels out what you just said. Can I tell you something else? That this is what we call a control hook. Who is in control of the conversation? Who is the person asking the questions, right? So when they say, how many homes have you sold over a million, what are they doing? They are taking control of the conversation. If you just say, well, uh, honestly, I haven't sold any, then they're going like, well, that's not what I hear. So what are you going to do? I mean, how can I trust you? As long as they're asking the questions, they're in control. So what I'm doing is I'm answering the question with the truth. You're reframing it from what I haven't done to what I'm gonna do. A power shift of, but don't worry about that, but 'Can I share with you something else?' Which is another question that now I take control back of the conversation. Because what does she have to say when I say, 'Can I tell you something else?' She's got to say yes, because she's in her brain, she's talking to you. Remember, if they're talking to you, they're interested. They're interested in hiring you, they would not be talking to you. She was like, 'Can I say— but can I say something else?' She goes like, 'Sure, what?' Like, 'How are you gonna overcome that? You haven't sold them.' He goes like, Here's what I do. I sell every single listing I take regardless of the price and location. I know exactly what to do to sell your home, and I will guarantee it. So notice what we have. We have certainty. His answer is, I have absolute certainty. I know I sell every single home on my list. I know regardless, I don't care how much cost or where it is, I know what to do. I have a system, right? I know exactly what to do to get yours sold. What is he telling her? I have a process for top dollar and I will guarantee it. Now, this is what we call risk reversal. Why does a seller not want to hire an experienced agent? Because it's risky. I'm going to trust you with my house. I don't know if you're going to sell it or not. I don't want to take that risk. What I just did when I guarantee it, I just said you— there's no risk to you. I'm going to take the risk. Now, I'm not— they— how do you do a guarantee like that? How can you do that? Real simple. Like, because some of you have been taught never to guarantee. Okay, I was taught, oh, I can't guarantee anything. Like, they say, well, can you guarantee that? And be like, well, no, I can't guarantee anything. And then I found somebody who could guarantee it. Okay, his name is Darren Hardy. He used to be the owner and publisher of Success Magazine. He was a real estate agent, and I interviewed him one time, and his guarantee was this. He said, I will sell your home, satisfaction guaranteed, or my commission back. That's a guarantee, right? I'll do it and you'll like it, or I'll give you the commission back. That was his guarantee. Now, I'm not going to recommend today that you do that big of a guarantee. You can later, but not yet. But you can do a simple guarantee that says, hey, if I haven't got your home sold in 30 days and you don't feel like I'm doing my job with your written request, I will cancel the listing and release you from the listing. No fine print, no hassle. The 30-day satisfaction guarantee. Now, the way you frame that, everything matters. So I'm not teaching you how to do that yet. I'm just giving you— at Listing Domination Live, I'm going to give you the way to do guarantees. I'm going to give you 4 different types of guarantees that are no BS, that are epic, just different levels. But what I'm doing is I'm taking the risk off them. And then what do we do? Again, we redirect. Those, those are the results you're looking for, right? Not, are you looking for an agent that had never sold a house in your price range? No. Are you looking for the great results, top dollar guaranteed? That's what I'm looking for. So we're redirecting them away from what they don't want or what they're afraid of to focus on what they do want. And then we do what's called a tie-down. Those are the results you're looking for, right? And the tie-down is when you ask a question or when you give a statement of agreement and you force them, not in a power way, but just like naturally, they have to say yes to you. They have to put you in agreement. Now, a couple other little things. There's an influence trigger here, because those are the results you're looking for, right? Because it's a very powerful influence trigger. I don't have time to explain why, but we'll be training on that. It is one of the most powerful influence triggers that you'll be learning at the event. So when can we get together to take a look at how I can make that happen for you? So we use a friendly invitation. Never say, when can we set an appointment? We set appointments with doctors, dentists, attorneys, our kids' principals, people we do not want to meet with. We set appointments. Okay, we don't set appointments, we get together. Why? Because you get together with friends, people that you want to meet with. So I was like, when can we get together? It's just to get together. It feels less threatening. Powerful way to get people to say yes to you. And take a look at how I can make that happen for you. It, this is what I call the what's in it for me benefit. We don't say we're gonna take a look at how good I am. It's like, how can I make this happen for you? Which is get her the most money, best results, and so forth. When will be the best time for us to get together? Tomorrow at 4:15 or would Thursday at 2:15 better? We're giving options. People like options, so we're giving them what we call The alternative choice. Would you like A or B? We don't just say, can you meet tomorrow at 3? No. What about 6? No. So we— I'll train you on why this works so well. Alternative choice is insanely powerful and you can use it in so many different ways. It's amazing. There's more language patterns to get yes. I don't have time to train you on this, guys. These are like, these are specific language patterns to get yes that we just gave you an example of. You're going to learn how to do these over and over and over again. And how do I— they become second nature. That's when it gets powerful, because now I'm not having to think about, oh shit, what do I say, right? It's like it just comes out natural. That's when it gets absolutely powerful. So that's how you do it. Scripts don't get you listings. It's the right words delivered with that kind of tonality and certainty and influence. That's what gets you listings. So if you've liked this video, make sure you give it a thumbs up. Make sure you subscribe to the channel if it's your first time here. Also, post any questions in the comments, things you're struggling with or things that are challenging you in getting listings. And if you'd like to really get started in the listing game, go to my website, YesMasters.com. You can download a free copy of my Listing Power Pack. It's gonna really get you started with the scripts, what to say and how to say it. And if you wanna accelerate and you really wanna go all in on this, you heard me mention my event that's coming up, Listing Domination Live. If you'd like to join me for 3 days 3 days of intense immersive training on how to do that, what you just saw, how to master that game, 3 days of that, then join me at Listing Domination Live. I'll also put that link in the description. If you want to create and dominate your listing game fast, this is the time, this is the place to do it. So click on the link below, check it out, and I look forward to seeing you hopefully at the event, or I'll see you on the next video.