YESMASTERS OBJECTION SCRIPTS

Transcription

1 YESMASTERS OBJECTION SCRIPTS 1. Objection-Handler #1: How to respond to the first objection at or near the end of your presentation: RESPONSE: That is a great question. Let me ask this, ---because I like your house and I m ready to get to work for you, ---besides (the objection), do you feel good about hiring me to sell your home? ( ) Great! So besides that---are there any other questions or concerns before you re ready to get started? a. Your goal is to identify ALL the objections BEFORE you start answering them. This way you know what you have to overcome in order to get a decision before you leave the house. 2. We only want to do a 30/60/90-day listing. RESPONSE #1: I understand. Unfortunately, 6 months is our company policy. Can I tell you the good news? (Sure.) I am going to be doing everything it takes...through my action plan every day to... get your house sold for top dollar in the best time possible with the least amount of hassle...because that s what you want, right? (Yes.) Exactly. And...I understand...you don t want to be stuck with an agent not doing what you hired them to do, right? (Right.) And...I want you to understand... Number one, I m not willing to be stuck with a listing that won t sell. And, number 2, if we re not getting the results we want in the next 2 weeks, we re going to be discussing as a team what adjustments need to be made immediately. So I can guarantee you...that I m as committed as you are to getting the results you want, fair enough? That is what s most important to you, right? (Yes.) Perfect. Copyright Kevin Ward. All rights reserved. YesMasters.com

2 So let s...finish the paperwork... so I can...get started...helping you get to by (their motivation)! Won t that be exciting!? RESPONSE #2: What are you most concerned about that you have to have the house sold within the next 30/90 days, or is it that you want to make sure you don t get stuck with a bad realtor?.terrific! Then here s what let s do let s agree that every days we will reevaluate the listing together. By then we will know, first, if we need to reduce the price or not, and second, whether or not we want to keep working together. If at that point you don t feel like we are being aggressive in marketing your home, I will agree in writing to give you the listing back after 30 more days. That way it s a win-win for both of us? It protects you from being trapped in a long-term listing Right? And it gives me enough time to get you the results you re hiring me for, fair enough? Excellent! Then I m ready for you to...put me to work! Are you ready to...let me help you...make this move happen? (YES.) Fantastic! RESPONSE #3: If after days your house hasn t sold, we will review the action we ve had on your property...and review what the market is telling us...and decide whether we need to: #1. Adjust the price. #2. Adjust our marketing strategy...or #3. I ll give you the listing back. Our goal is the same, and just like you, I have nothing to gain from an unsatisfied client or a listing that I can t sell, right? Then I m ready for you to...put me to work! Are you ready to...let me help you...make this move happen? (YES.) Fantastic! Copyright Kevin Ward. All rights reserved. YesMasters.com

3 3. We are considering (X) Company or we ve never heard of your company. RESPONSE #1: I hear you. So which is most important to you: the company your agent belongs to, or having an agent that will do what it takes to deliver you the best results? Do you feel that...i have the plan and the commitment to do what it takes to...sell your home for top dollar? (Yes.) Terrific! Then I m ready for you to...put me to work! Are you ready to...let me help you...make this move happen? (YES.) Fantastic! RESPONSE #2: What specifically do you see as the advantage of using (X) Company? ( ) Yes! And you know what.they do have a lot of signs in this immediate area and you obviously appreciate the importance of having a strong market presence, don t you? That s why, you can clearly see the power of our market presence, not just in, but all over the area because buyers for your house can come from anywhere, can t they? In addition, now that I m your agent, I ll be contacting every home in your neighborhood to find out who they know who s looking to move in, as well as communicating directly with the top agents in your market. That will be perfect, won t it? Then I m ready for you to...put me to work! Are you ready to...let me help you...make this move happen? (YES.) Fantastic! Copyright Kevin Ward. All rights reserved. YesMasters.com

4 4. Let s list high, we can always come down later. RESPONSE: You know how fast homes are selling in our market.don t you? It s important that we all realize this is a 30-day market can I tell you what that means? It means that once a house has been on the market more than 30 days, buyers and agents begin to wonder why it hasn t sold. That would obviously be a negative, wouldn t it? Also, your best chance of getting a full price offer, or competing offers is in the first 15 to 30 days. After that, chances of getting top dollar, actually begin to disappear so as you can clearly see it s to your benefit that we price it right from the beginning...do you see what I mean? 5. We want to think about it/sleep on it. RESPONSE #1: Sure...after all it is a big decision, right? Just so I m clear...what are the main things you still need to think about? ( ) That s great! Besides that...is there anything else? Obviously the most important thing is to...get the house sold...so we can get you to by...correct? If you can identify and answer their objection or concern...help them think through it...and then close for the decision again...if NOT: Let s do this...let s go ahead and...take care of the paperwork tonight that way you can be able to review it also...and I can answer any questions you have about the paperwork...so you ll have all the information you need to make a decision...make sense? And then you guys can sleep on it tonight with no pressure...and then we ll connect tomorrow...and you can let me know if you re ready to...put me to work to help you...make this move happen. Fair enough? Copyright Kevin Ward. All rights reserved. YesMasters.com

5 RESPONSE #2: Do you need more information, or are you just wanting to make sure you don t make a bad decision? Great. Specifically what would make you know for certain that you were making a right decision? RESPONSE #3: Just so that I can have it clear in my head, let s clarify what issues you need to decide about. It appears to me that they are really three issues: first, whether or not to sell..second, the price.and third, which agent is the best one to do the job. Are there any other questions or issues that you re undecided on? Great! So once those are settled in your mind, your decision should be fairly easy, right? So on the first question...are you definitely ready to...sell this property...or are you still undecided on that? (Yes.) Excellent. Second...is the price. Is that something you re still undecided on...or are we in agreement on the right price? ( ) Good. And then third, is simply the decision to...choose me as your agent, right? ( ) Awesome! So it s sounds like...the decision is made. And...I m ready for you to...put me to work! Are you ready to...let me help you...make this move happen? (YES.) Fantastic! 6. I have a friend in the business. RESPONSE #1: I hear you. I think all of us know multiple real estate agents. So let me ask you this...which is more important to you...doing your friend a favor, or getting your home sold for the top dollar so you can net the most money in your pocket? Obviously you had me out for a reason right? Copyright Kevin Ward. All rights reserved. YesMasters.com

6 Do you feel good about what I m going to do to get you the results you want? Terrific! Then I m ready for you to...put me to work! Are you ready to...let me help you...make this move happen? (YES.) Fantastic! RESPONSE #2: And I am sure you ve thought about the dilemmas that you can get into when you mix business with friendship, right? (Yes.) Good! Have you also thought about what would happen if you listed with your friend and then you end up having to fire him/her? ( ) That s the worst. Sometimes it protects you...and your friend...when you keep personal relationships and business separate. Know what I mean? (Yes.) Excellent! (OPTIONAL) I ll tell you what I can do. If it will make it easier...i ll be willing to pay your friend a referral fee at closing...that would help, right? And if he/she brings a buyer, I ll just split the entire commission with them...fair enough? (OK.) Great! Then, I m ready for you to...put me to work! Are you ready to...let me help you...make this move happen? (YES.) Fantastic! RESPONSE #3 (before the appointment): And you know what? You re friend may be the right person to help you but wouldn t you feel better knowing that you were not just making a friendship gesture, but that you were also making the right business decision? Can I explain how us getting together could really protect you and your equity? Two ways it will protect you: First is on the marketing plan. By looking at my marketing strategies you can make sure that whichever agent you use will give you the aggressive marketing you need to get your house sold for top dollar. Copyright Kevin Ward. All rights reserved. YesMasters.com

7 And second, is having another market analysis makes sure you put the right price on the house to get the most money possible in your pocket. Doesn t that make sense? So all we need to do now is simply set up a time to get together so we can make sure you get the best results possible, right? Which would be better for you or at 4:00? 7. Another agent said they could sell it for more. RESPONSE #1: Really! Yeah...that happens occasionally. And it s a real challenge...can I explain? A lot of agents are so determined to just get a listing that they will go along with the price the homeowner wants...even knowing it s overpriced. And what they do it take the listing now and then start beating you up for a price reduction week after week after week after week. I assume...that s not what you want, correct? They re afraid if they tell you the truth up front that you won t give them the listing. do you want the truth? Of course you do. That s why I m suggesting a price based on what the market is telling us...because it s the truth...and it will get you the best price possible in this market. Are you with me? (Yes.) Excellent! Then I m ready for you to...put me to work! Are you ready to...let me help you...make this move happen? (YES.) Fantastic! RESPONSE #2: What did you think about the agent s price? (It s too high) Isn t that amazing you know your market better than someone who is considered a professional. Why do you think he/she gave that price? RESPONSE #3: I understand. And of course I don t have to tell you that the price you set on a house doesn t necessarily have anything to say about what it will actually sell for does it? Copyright Kevin Ward. All rights reserved. YesMasters.com

8 In fact if an agent were to overprice your house where it didn t sell, he wouldn t be able to get you any money would he/she? So based on what you ve seen is this an issue of them being able to get more money than the market will bring you for this house, or is it just them asking for more money than the market is saying? 8. You haven t sold any homes in this area OR we re looking for a local agent. RESPONSE: That makes sense. So let me ask you this...which is more important to you...where the agent s office is, or that the agent can get you the best results that you want? ( ) Good. Can I tell you the good news? (Yes.) When sellers...list their property with me...i know what it takes to...get the property sold...for the best price possible, in the best amount of time, with the least amount of hassle. And that s really what s more important, right? (Right.) Perfect! 9. You haven t sold many homes in this price range? OR We re looking for a luxury agent (OR any specialty). RESPONSE: That makes sense. So let me ask you this...which is more important to you...the title/designation/company an agent has, or that the agent knows how to get you the best results? ( ) Good. Can I tell you the good news? When sellers in any price range...list their property with me...i know what it takes to...get the property sold...for the best price possible, in the best amount of time, with the least amount of hassle. And that s really what s most important to you, right? (Right.) Perfect! Copyright Kevin Ward. All rights reserved. YesMasters.com

9 10. We want you to cut your commission. RESPONSE #1 (at the listing presentation): I appreciate you asking... Can I tell you why you don t want to pay discount commissions? (Chuckle...) Because when it comes to hiring a professional to handle one of your largest assets...don t go cheap. Do you understand what I m saying? ( ) You don t consider your home to be something cheap, do you? (No.) Exactly. Can I tell you my commitment? (Sure.) My commitment is to help you get the best price for you property, in the best amount of time, with the least hassle...because ultimately...that s the kind of result you want, right? And...can I tell you something even better? (Yes.) You ll probably end up with as much or more money in your pocket...because I know how to maximize the price we get. That would be OK with you, right? (Of course.) Perfect. RESPONSE #2: (On the phone before the presentation). Great question have you had other agents tell you they would discount their services? I ll make a note of that and when you meet with me we ll make sure we work out something that we all feel good about fair enough? Perfect. So all we need to do now is simply set up a time to get together. Which would be better for you...monday at 2:15 or would 4:15 be better?! 11. The other agent(s) said they would reduce their commission. RESPONSE #1 (at the presentation): I can appreciate that can I tell you why that would scare me? If an agent does not have the strength and belief to stand up to you regarding their own value how strong could they possibly be defending you and the value of your home You do want an agent that will protect your equity and not just be going after the easy Copyright Kevin Ward. All rights reserved. YesMasters.com

10 sell...right? (Right.) Then don t turn it over to an agent who only knows how to make a deal by offering a discount... Doesn t that make sense. (Yes!) Terrific! ADVANCED RESPONSE #2: (at the presentation): An agent who gives away their commission...will do the same thing with your equity...can I explain? (Yes.) Whenever they are talking to a buyer or another agent about your house and they ask, So...will the Sellers take less for the house?...guess what will happen...just like they gave away their commission they will give away tens of thousands of dollars of your equity! And you know what s the worst part?...you ll never even know. Doesn t it make sense to hire an agent that has the confidence and strength to protect your equity...and to get you the best terms and price for your home and actually net you more money? Because that s what you want...correct? RESPONSE #3 (at the presentation): Wow! Have you stopped to think about why an agent would discount their services by 50/70%? Can I tell you why? Either because they re desperate for a listing or they don t feel they re services are worth that much. Can you afford to entrust the sale of your house to that kind of an agent? When you hire me to sell your house you get an agent working to sell your house with skill and knowledge, not out of desperation I think I can tell that you recognize the difference. Am I right? RESPONSE #4 (at the presentation): You know that sounds really great and yet has there ever been a time in your life when you were making an important purchase, and you found something that looked like a bargain but you soon realized that we weren t getting near what you thought. This time is just like that one. You get what you pay for, right? (Yes.) Exactly. Copyright Kevin Ward. All rights reserved. YesMasters.com

11 12. We re thinking of going with a Flat Fee listing/discount broker. RESPONSE #1: You know that sounds really great and yet if what they were offering for such a reduced cost really worked, wouldn t it make sense that everybody would list with them? Yet the reality is that those companies have been around for years, and they still only have a tiny fraction of the market. You ve heard the saying you get what you pay for? well, you get what you pay for, right? (Yes.) Exactly. RESPONSE #2: Have you thought about what type of buyers.discount brokers attract? They attract discount buyers. How can you expect to get more from an agent who specializes in LESS? Are you beginning to see how an agent that discounts their commission will also discount your equity? 13. How much commission do you charge? RESPONSE: Great question...and obviously when we meet we ll go over the commission and all the numbers. Fair enough? 14. (If they persist...) What is your standard commission? RESPONSE: I charge the ordinary 6%...but what you get in return is way beyond ordinary in what I do for you...and that is what you ll see when we get together... Sound good? Copyright Kevin Ward. All rights reserved. YesMasters.com

12 15. The other agent(s) said they would do it for less.(on the phone before appointment:) RESPONSE: Really! They told you that on the phone? (Yes.) Can I share with you something that will save you thousands of dollars in lost equity? (What?) I assume you do want to all the equity out of your house, correct? (Of course.) And you would want an agent that knows how to protect your equity so you get as much money in your pocket as possible, right? (Yes.) When you find an agent that is willing to give away 30-70% of their commission...on the phone...guess what they are going to do with your equity when negotiating an offer on your home....that s right...they re going to give it away to make the deal. Does that makes sense? Do you want an agent who is willing to give up whatever it takes to get a deal done...including your equity? Or do you...want an agent...who has the skills and commitment to negotiate in your best interest and who gets the deal done while at the same time maximizing your equity? 16. We ve already selected an agent. RESPONSE: You have good for you! How did you select that agent? RESPONSE #1: (If it was a referral or they have only talked to one agent) If I could give you an idea that might save you a lot of time and money, would you give me just a couple of minutes to explain it? Terrific! And it doesn t matter even if you don t list with me since you already have an agent There are at least two ways that us getting together could protect you and your investment can I explain? Copyright Kevin Ward. All rights reserved. YesMasters.com

13 First is on the marketing plan. By looking at my marketing strategies you can make sure that the agent you hire will give you the aggressive marketing you need to get your house sold. But second, is having a second market analysis to make sure you put the right price on the house to get the most money possible in your pocket. Doesn t that make sense? So all we need to do now is simply set an appointment so we can make sure you ll be getting what you want in the time you want won t that be great? Which would be better for you or at 4:00? RESPONSE #2: (Already interviewed several) Wow. It s amazing, isn t it, the difference in individual agents marketing plans? (They all seemed pretty much the same?) You re kidding! It s fortunate we re having this conversation now can I explain why? If all the agents seemed to be saying the same thing, there s a 99% chance you were talking to traditional agents using passive marketing strategies. A common conception is that all Realtors do the same thing to sell houses. Can I explain why that is definitely not the case? Last year the avg. agent in our area sold 5 homes in the entire year! My partner and I sold homes. So you can see there is something that some agents do that is very different than what the average agent does. Copyright Kevin Ward. All rights reserved. YesMasters.com

14 17. We already have it sold, thank you. RESPONSE: Congratulations! Do you already have a contract signed on the house? ( ) Good for you. When is it set up to close? So, if this deal does not go through for some reason, would you be open to talking to me about getting your home sold...if you could get more money in your pocket? (How would you do that?) That s a great question...and if we get to that point, I ll be happy to meet with you and go over that. 18. Why are you asking me all these questions? RESPONSE: Great question! Short answer...because your needs are important to me. I simply ask questions to find out how I can be of service to you. Does that make sense? Copyright Kevin Ward. All rights reserved. YesMasters.com

15 FSBO PRE-APPOINTMENT OBJECTION-HANDLERS We re not ready to list with an agent I m not saying you should...hire me right now. All I m going to do is give you some valuable information to help you... get more money in your pocket. Obviously, you do want as much money in your pocket as possible...correct? (Yes.) Exactly! 2. When would be the best time for you to... get together with me... so we can go over that...wednesday at 4:15 or would Thursday at 2:15 be better? We re still going to keep trying For Sale By Owner for at least another month. 1. I m not trying to get you to...stop trying to sell it yourself. I m simply interested in helping you get the result you want...which is to...get your home sold...in the best time possible, with the least amount of hassle, and that nets you the most money possible in your pocket, right? (Yes.) 2. Because that s what you want, isn t it? (Yes.) Excellent! 3. When would be the best time for you to... get together with me... so we can go over some options... Wednesday at 4:15 or would Thursday at 2:15 be better? Copyright Kevin Ward. All rights reserved. YesMasters.com

16 FSBO LISTING APPOINTMENT OBJECTION-HANDLERS: We ll save the commission by selling it ourselves. APPROACH #1: 1. It s true...you could save the commission by selling it yourself and are you aware that generally less than 10% of all For Sale By Owners actually sell on their own? (No.) 2. Most of them will eventually...hire an agent...to actually...get the property sold. And what s more alarming is that over 50% of all contracts of people selling the house themselves don t even close! Did you know that? (No) 3. Can I explain why? (yes) Because many of these buyers either are not qualified or...they don t do what it takes to get financing because they simply don t know what to do. And in today s market.getting a loan is infinitely more difficult today than in the past.i m sure you re aware of that, right? (yes) Exactly. 4. And then, after that deal falls apart, the sellers have already bought or rented their next house, and end up having to...list the house... and take less for it to make it...sell fast...and avoid those double mortgage payments...and the cost and liability of a vacant home. Obviously, you don t want that to happen, right? (Right) Good. 5. Would you prefer more financial risk...or less financial risk? (Less.) Of course. 6. I will help you dramatically...reduce your risks...that come with trying the Do-ityourself approach. Won t that be nice? (Yes) Excellent. APPROACH #2 1. It is possible for a person to sell themselves [chuckle] I could also cut my own hair, right? (Yes) Of course...but the reason most people are willing to...pay for a professional service...is that they realize that the value of the service they get is worth additional cost, right? (yes) Exactly. 2. Here s what most For Sale By Owners that list with me discover: They make as much or more money by deciding to...let me handle it....and they also... avoid all the stress and hassle...and risk of costly do-it-yourself mistakes. Doesn t that make sense? (yes) Perfect. Copyright Kevin Ward. All rights reserved. YesMasters.com

17 3. And maybe by now...you re beginning to realize that most buyers who shop For Sale By Owners are either...looking for owner financing because they re not qualified or they re bargain-hunters wanting a steal since there are no commissions, right? ( ) Have you already seen that happening? (Yes) Ouch. 4. So you end up wasting your time with unqualified buyers, or you end up giving the commission to the buyer and you still have to do all the work yourself plus all the risk and legal liability. Does that make sense? (Yes) Excellent! LEADING TO THE YES. 1. Is the commission your biggest concern or is it really the bottom line that s most important to you? (Bottom line) Good. 2. Usually, I can net you the same amount or more in your pocket at closing as you can. Wouldn t that be great? (Of course.) Excellent! 3. I ll do all the work and it really costs you nothing, right? (yes) Great! MOTIVATED BUYER SCENARIO: Let s say I m a qualified, serious buyer. Which is what you re looking for, correct? (Yes.) Great! I need to buy a house this week.ok? I have two options: Number one...i can get a newspaper or look on internet, find some FSBO s, and then use my own car, my own gas, and my own energy and go look at a limited selection of houses, not really knowing what I m going to find when I get there. And then do all the work myself and hope I find a house I like... Or number two...i can find a professional buyer s agent.use their car, their gas, their expertise, and their knowledge of the market to find the perfect house at a fair price without the hassle. And you know what? (What?).That s what almost all motivated, qualified buyers do. Does that make sense? (Yes) Good. Wouldn t it be nice to...let me help you...get motivated, qualified buyers... in your house this weekend? (Yes) Absolutely. Copyright Kevin Ward. All rights reserved. YesMasters.com

18 ASK FOR THE DECISION All you need to do now is simply give me the go ahead...and...put me to work so I can help you...get this done...and get you to [motivation] Won t that be great! (Yes) Perfect. Copyright Kevin Ward. All rights reserved. YesMasters.com