Ryan explains why scripts fail in listing presentations: you need to discover what the seller actually wants, not just their price range. He shares a case where learning a seller's health urgency let him price at $600,000 while showing expected value of $525,000–$540,000, which sold near $540,000. The trap is running 500 appointments a year without real conversation.
Questions this video answers
November 29, 2014
500 listing appointments
$800,000
He recommended listing at $600,000 and presented a value range of $525,000–$540,000; the eventual offer came around $540,000.
Ryan says, I've been listening to Tony Robbins lately and he talks about good salesman finds. The why in a seller find the deeper meaning on what this move is going to mean to a seller. Does this group have any scripts that are great questions to ask seller during listing presentation? Yeah, so part of our. I've got a good example here and it sort of drives my team crazy when I tell this example. So, so my team is sort of, you know, the dangers of having so many appointments, like our goal next year is 500 listing appointments. The danger is that they kind of just see them like, oh, this person, you know, they think their home is worth too much. Keely gets a lot of information on the phone, the reason why they're moving, what they think, you know, their home is worth, what homes are selling for in the neighborhood if it expired. You know, we have that information as well. But I have an example, like I went out, I got a guy on the phone, he was a D personality. He's an older guy. His home expired at 800,000. He responded to a mailer. This was when I was still listing homes and I was talking to him on the phone. And this was probably even before Kelly. And he was so firm about don't come out here and tell me my home is worth less than 800. I'm listing at 800 again no matter what. So I got together with him and it was a very traditional household. His wife was in the kitchen and she really didn't meet with us. And you know, I sat down with him and it's, it's, it's just kind of building enough rapport where you can sort of ask questions about, you know, really what's the motivation for selling the home. So in this guy's case, he shared with me that he was, you know, his health wasn't, he wasn't doing well health wise. And, and he probably wasn't going to be around in a year or two. And he wanted to kind of get his wife into the next, you know, next place and get the home sold. And so once I knew that, and it wasn't a tactic necessarily, but it made it really easy for me to help him price his home. So when I was presenting the data, I was no longer. And he was a sharp guy. I went to Harvard for his mba. He had owned several businesses. Once I had that piece of information, it was sort of game over. I was able to price the home at 600. I told him it was worth 525 to 540. But he agreed to price it at 600. And then when an offer came and I got them to. I think 540 was where they came to. So it was right in line. I told him, he, no, no, I got the 525. He wanted more. He wanted, like, 550. And I told him, I said, listen, what, you think this 25 grand, in the grand scheme of things, is going to mean anything if you don't sell this home and you leave it and you leave your wife alone to deal with this situation when you pass away? And obviously, I had built up rapport with him, and, you know, I could say that, but I don't think there's a script. I think it's just. It's just when you're sitting down at the kitchen table, you know, you've done a tour of the house, and you're sitting down at the kitchen table, you're picking up, hopefully someone else has done this, done the seller consult for you to position you as the expert. And. And when you're sitting down, you're saying, well, you know, I know Diane had a conversation with you, and she got a little information about why you guys were moving. You know, let's talk about that a little bit. What does this mean? What does this move mean for you? You know, what if you don't get the home sold? Is there any impact? And a lot of people are gonna be a little standoffish. That's why it's important to build that rapport during the home tour. So I think it's just being personable and asking questions about what does this move mean to you, and, you know, when is the ideal team, the ideal time to move?
