THREE WAYS TO NOT GET A LISTING | Kevin Ray Ward

Here are the three fastest ways to not get a listing. Those movies several years ago called how to Lose a guy in 10 days. Well, this is how to lose a listing in 10 minutes. And these three mistakes that are most common mistakes that agents make when they go on listing appointments and try to get the listing. Because these three things pretty well guarantee you're not going to get them to make a decision and to sign the listing agreement while you were there at the house. Hey there. My name is Kevin Ward, the founder of yes Masters Real Estate Success Training and the author of the number one best selling the Book, the Book of yes. Over my career I've taken over 600 listings. I have coached agents who, agents that I've coached have taken tens of thousands of listing and made tens of millions of dollars. And I have dialed in this framework of how do you go and lead the seller to a decision to list on with you at the right price on the first appointment. So here are three mistakes that I see agents making that will pretty much guarantee you don't get the listing. Number one is you do a listing presentation to half a couple, meaning you go to the listing presentation. But if it's a couple, a husband and wife, traditionally if you go and half of the couple, either the husband is not there or the wife is not there and you go try to do a listing presentation when one of the decision makers is not actually present, you are not going to get the listing. Okay, so what do you do? Hey, I appreciate that. When it be a good time, we can get together when both of you can be here. Because obviously I'm going to be working for both of you. I want to make sure we both like each other and I want to make sure I answer both of your questions. So when would be a better time for us to get together when you and your wife can be here? I could come back tomorrow afternoon. Tomorrow afternoon at 4:15. Or would Thursday be better and you reschedule the appointment. Never try to list half a couple. You, you will not get a decision because there's half a couple there. They can't make a decision when there's only half a couple. Okay, mistake number two, how to lose a listing in 10 minutes. Mistake number two is what I call a couch potato presentation. A couch potato presentation. And that is you go to do the listing presentation and you sit in the living room and a couch or a lazy boy, they sit there sitting in the recliner and it's just like the moment that you sit back and their body does this or this. And they're sitting in an armchair or a couch, cross their legs, feet on the coffee table. That's small talk. This is what people do when they're not making decisions. This is what people do when they're socializing. It's what people do when they're just hanging out. But this is not what people do when they're making decisions, especially financial decisions. They tend to be sitting at a table and sitting there face to face in a meeting. And they're not hanging out in the living room on the couch. Okay, I've done this many times. I've done. Again, I've done nearly a thousand listing presentations in my career. I have never, ever taken a listing where we did the listing presentation on the couch. It just doesn't work. Not going to work. Okay, so you always want to sit at the table where they typically eat their meals. You want to sit at a table. Like if there's a breakfast bar, the dining table, whatever it is, the table where they typically sit, tend to eat and have meals because that's where they discuss things like, like husband and wife, family make the family discussions. They make decisions. I want to be at a place where we can sit there with each other and I can lay everything out. Okay, so the script is basically this. After you preview the house, say, awesome. I tell you what, if it's okay, let's use the kitchen table here so we can lay everything out. Let's use the breakfast bar here so we can lay everything out. You kind of watch and look. Where does it look like they sit when they're actually doing. Having serious conversations and making decisions in that household? And that's where I want to sit to do that. And then that way you can sit with them. You can go over your. Your cma, the market analysis. You're able to share it with them at a table, not where they're sitting across from you on the couch in the living room. And you can't really share anything with them. And it's weird to go sit next to them on the couch. It's just kind of weird, right? So never do a couch potato presentation. All right, mistake number three. Gotta lose a listing in 10 minutes. Is competing with other entertainment competing with entertainment or other entertainment? Okay, what does that mean? Well, it means they got something else going on while you're at the house trying to do the listening presentation. And it could be the baseball games on television or football game or basketball games on television, or their favorite show is on television or whatever it is, or it may be A child. And they're trying to babysit a child or feed a child dinner while you're trying to do a listening presentation. Okay? You can't compete for the attention when it's being drawn away from you, right? So it's like, okay, this is not going to work. Okay, so how do we deal with that? Let them take care if it's like a child or whatever. It's like, I tell you what, let's do this. You guys, you know, spend time for the child. We'll be getting them ready for bed here in 15, 20 minutes. I tell you what, let's do this. I've got some calls I can make, got some emails to check, and all this. Let me run back out. I'm gonna sit in my car, and I'll just kind of hang out for 15 minutes while y' all get her taken care of. Your kids in bed, whatever it is. You. Y' all take care of that. And then I'll be back in. We can sit down and we can. We can be focused, and that way we're not. I'm not having to compete for their attention or you're not having to worry about them, get them taken care of, and then we can meet or if it's the television. Now, I've had this happen many times on listing appointments. I go in and the TVs on. Now, some people just have their TV on all the time. They don't think they're paying attention to it, but it's always a distraction. And I discovered this. I'd be sitting there doing a listing presentation, and I could tell because, like, a baseball game's on. And so all of a sudden, I look up, and the husband, you know, I'm talking. I'm here talking. He's over there doing this, and he's not looking at me. He's not listening. He's not paying attention. He's not there in the conversation. He's watching the baseball game. Okay, so here's how I discovered to deal with this is. I remember going into a listing appointment. This was happening, and it was Texas Rangers on. Because I lived in Dallas, Fort Worth, and there was a Texas Rangers game on. And I don't remember if it was a playoff or what, but I could tell, like, he was into. You know, he was kind of into the game, but he had agreed to meet. He was willing to sit with me and meet, but the TV was on. And so I. I was like, okay, how do I. How do I get him to turn the TV off? Because I'VE been through this before. I know this isn't going to work. How do I get him to turn the TV off without getting all, you know, without him being offense, offended or, you know, feeling like I'm trying to tell him what to do? So I was like, Mr. Seller, don't remember his name, but I was like, so, Mr. Seller, could I get you to do me a favor? I love Texas Rangers and I know the game's on. I want to be completely focused and here present with you guys. Can we. Would it be okay if we turn the TV off so I'm not distracted by the game? Like, oh, yeah, sure, no problem. And he goes, turns TV off and we go. We have a great listing appointment. I get the listing. Everything's cool. Now that, my friend, is what you have to do. Now, here's what that takes. Number one takes courage. It takes the courage to be willing to lead a conversation and to be able. Be able and willing to. To set the parameters up in a listing presentation, in a conversation with the sellers where you can actually lead them to a decision. And you can't lead people to a decision when they're distracted or their capacity to make a decision is not present, as in having half a couple there, okay? And this whole thing is the. Is the frame of leadership, okay? This is the frame of leadership. This is the key to becoming a list master. This is the key to becoming a listing nominator in your market is your ability to lead sellers to a decision. And your ability to do that shows up in the little things like little objections or little issues or little questions. Is your ability to solve that problem in the moment and lead them on the path where that you're controlling the frame and you're controlling the conversation where you can lead them to a good decision to help them hire you, to inspire them to hire you so that they can get their house sold for the most money and move on. And you don't want to do it in a way where you're confronting them and it becomes adversarial and going like, well, I don't do a listing appointment unless the husband and wife are here and you put your foot down. All that does is runs the high risk of just, you know, upsetting them and making say, well, then if you don't want to meet with just me, if you don't think I'm important enough just to meet with me alone, then I guess we don't have any business to do together. And I've had that happen too. When you put your foot down and say, I don't do this or I'm not going to do this or whatever. If you just do that, like straight up in a confrontational or adversarial way, you just run the risk of creating resistance. Right? And we don't want resistance. We want all the resistance to just melt away so that they say, yes, absolutely. Awesome. Okay. They want to sit at the couch and relax. I don't give them that option. I don't say, where would you like to sit? Okay, how do you get them to sit at the kitchen table? Real simple. You say, if it's okay, let's use the kitchen table so we can. So I can lay everything out. You lead, my friend. This is the frame of listing Domination is your ability to lead sellers. This is not manipulation because you're doing it because you care about them and helping them make a good decision. Now if you want to learn more about this, you want to learn the entire process of listing domination, then go to yesmasters.com live. I'm doing a free webinar called Listing Domination Blueprint where I'm going to lay out for you this whole framework of how to make master the game of listing not just the strategies, but the art of leading people to a decision of leading sellers to say yes to you so that you're not having to push people into signing with you, but you're inspiring people to hire you. Inspire the hire, Inspire the hire. And learn to get yes without the bs. If this video is helpful for you, make sure you give it a thumbs up and subscribe to the channel if you're your first time here, excited to see it, and looking forward to sharing with you on the next video.