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From Script to Sale
Perfecting Your Pitch with Proven Real Estate Scripts
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Table of Contents
Buyers ……….……………………………………………………….…………………………………………………… 5
The Buyer has a “fear of the future” and worries that he might lose his job. 12
The Buyer has a “fear of the future” and is worried that they will pay too high an interest rate. 15
The Buyer sees the market shift but does not understand that it is a good time to buy. 17
The Buyer has a "fear of the future" and is concerned that property values will continue to go down. 21
The Buyers sees the market shift and believes that he has all the time in the world to look and buy. 25
A buyer has fallen in love with a home that is over their budget. 29
Determining the Buyer’s Motivation 30
Financially Qualifying the Buyer 31
Financially Approving a Buyer 33
Relocation Buyer – Control Your Time 35
Setting Expectation When Working with Buyers 36
To a Buyer that Wants to See 20-plus Homes Before Deciding 37
Buyer – Setting Expectations of Trust 38
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Table of Contents
Sellers ……….……………………………………………………….…………………………………………………… 47
Seller Objection: The other Realtor said he would reduce his commission to 4%. 49
The Seller sees the market shift and has unrealistic expectations. 51
Seller Objection: “We know we can always come down later.” 53
The Seller has fear of selling at the wrong time. 57
The Seller has unrealistic expectations about the value of their home. 59
The Seller is afraid that the sale price will not cover what is owned on the Mortgage. 61
The Seller may not be willing to bring his property up to standard. 64
“I want to list my house with you, but I’m not 100% sure you’re a luxury brand.” 69
Your seller wants to price their home for $500,000, but you know it’s worth $450,000. 71
“You’re amazing! And, I also want to interview other agents.” 72
“...But everyone in my neighborhood uses ‘brand x’ and you’re ‘brand y.’” 73
“I just have another agent who will list the house and take 1% on the listing side.” 74
Setting Expectations When Working with Sellers 78
Showing Homes – Seller Present and Wants to Tour the Home with You 79
Post NAR Settlement Dialogues 80
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Table of Contents
Conversations from the Houston Properties Team …….…………………………………………………………………………. 89
Open House ……….……………………………………………………….…………………………………………………….. 95
The Greeting 96
The Greeting: While They are Signing In 97
Other Rapport Building and Impact Questions 100
Sending Them to Another Property & Setting the Callback Appointment 101
FSBO ...……….……………………………………………………….…………………………………………………… 103
Cold Call 104
Other Scripts ..….……………………………………………………….…………………………………………………………. 115
Expectations 118
Negotiating 119
Showing the Difference Between Agents 120
Glover U Post-NAR Settlement Dialogues 2.0 ……………………………………………………………………………………. 122
Sellers 127
Buyers 139
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Buyers
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General
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The Buyer sees the market shift and now believes he can make any offer he wants and that the Seller will have to accept it.
Buyer’s Objection
“There are so many houses on the market. Let’s just low ball them and see what the Seller comes back with.”
Option A
AGENT: [Insert Buyer’s name], that sounds like it would work, yet let’s say you are the seller. How would you react when someone gave you a really low offer on the home you love and have cared for?
BUYER: I’d probably be upset.
AGENT: You’re right. They do get upset and they react by wanting to come back full price, or reject the offer all together and they have bad feelings towards you as a buyer. Here’s an idea. Let’s offer them a price that makes them think. A price that makes them think about accepting the offer rather than countering it. If you’re the seller, what would you accept?
BUYER: I think I would come down some.
AGENT: Great, let’s write an offer that we think they would take and stand firm if necessary. That way you get a fair price and a great interest rate, which is what you want, right?
BUYER: Right.
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The Buyer sees the market shift and now believes he can make any offer he wants and that the Seller will have to accept it.
Buyer’s Objection
“There are so many houses on the market. Let’s just low ball them and see what the Seller comes back with.”
Option B
AGENT: [Insert Buyer’s name], let’s take a look at this as a money issue. To a seller, $1,000 is $1,000. What I mean by that is when we ask the seller to give up $1,000 they reach into their pocket and take out $1,000. To a buyer, $1,000 is $6 per month or 20 cents per day. You see, at 6% interest rate $1,000 off the price results in $6 off the monthly payment.
BUYER: Well I want $20,000 off so I can save $120 per month.
AGENT: $120 per month. I understand saving money is important. Let me ask you how long do you think you will live in the home?
BUYER: About 5 years.
AGENT: 5 Years. Then let’s do the math, [Insert Buyers’ name]. $20,000 divided by $120 = 166.66 months you would have to live in the house to make up the $20,000. Now that’s 13.88 years. Do we really want to upset the seller since we might not be living there for more than 5 years?
BUYER: No, if you put it that way.
(cont.)
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The Buyer sees the market shift and now believes he can make any offer he wants and that the Seller will have to accept it.
Buyer’s Objection
“There are so many houses on the market. Let’s just low ball them and see what the Seller comes back with.”
Option B
(cont.)
AGENT: Why don’t we offer a price that is a win/win for both parties? One that you feel like you received a great payment and the seller feels like they received a great price. After all you like the home and we haven’t seen anything else that you like as much. Right?
BUYER: Right.
AGENT: Let’s write the offer that makes them accept it rather than counter it, and costs you more money in the long run. You do like the home, don’t you?
BUYER: Yes.
AGENT: Let’s write a fair price for both parties. OK?
BUYER: OK.
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The Buyer sees the market shift and now believes he can make any offer he wants and that the Seller will have to accept it.
Buyer’s Objection
“There are so many houses on the market. Let’s just low ball them and see what the Seller comes back with.”
Option C
AGENT: [Insert Buyer’s name], I can certainly understand why you might take that approach and indeed it might work. Let me ask you this, are you going to try to buy just any house for your family or the best one?
BUYER: The best, and at a lowball price.
AGENT: So, best is your priority, and if you can get it under value that would really make you happy? Right?
BUYER: Yes.
AGENT: Well, which should I do, look for the best properties that meet your family’s needs or for a real steal?
BUYER: Can’t you do both?
AGENT: Well, yes and no. See, no smart seller is going to just give their house away and unless they’re desperate they won’t advertise that you can steal it from them. Right?
(cont.)
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The Buyer sees the market shift and now believes he can make any offer he wants and that the Seller will have to accept it.
Buyer’s Objection
“There are so many houses on the market. Let’s just low ball them and see what the Seller comes back with.”
Option C
(cont.)
BUYER: Right.
AGENT: So, what we’ll do is search for the best home for you and then do our own quick market study to verify the value and then you can decide how to prepare your offer. Fair enough?
BUYER: Fair enough.
AGENT: [Insert Buyer’s name], if you had to pay fair value, in a down market for the home your family is going to live in and love, that would be alright, wouldn’t it?
BUYER: Yes.
AGENT: Good. You’re thinking like a smart buyer who loves his family.
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The Buyer has a “fear of the future” and worries that he might lose his job.
Buyer’s Objection
“With everything that is happening in the economy, we are afraid we might lose our jobs and not be able to make payments on a home.”
Option A
AGENT: [Insert Buyer’s name], I can appreciate that. So what it looks like you want is to make certain you can make the payments. Is that correct?
BUYER: Yes.
AGENT: Great. You are currently making rent payments. Is that correct?
BUYER: Yes.
AGENT: So there are people, like you, that rent property, right?
BUYER: That’s right.
AGENT: So let’s say you lose your job and can’t make the payments. Where would you go?
BUYER: I’m not sure. We would have to find a place.
(cont.)
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The Buyer has a “fear of the future” and worries that he might lose his job.
Buyer’s Objection
“With everything that is happening in the economy, we are afraid we might lose our jobs and not be able to make payments on a home.”
Option A
(cont.)
AGENT: Fantastic. So regardless of where you live you are going to have to pay something for your living expenses, right?
BUYER: Right.
AGENT: So you could rent your home to someone else and still earn equity. Wouldn’t that be great to have someone else helping you save money?
BUYER: Yes.
AGENT: [Insert Buyer’s name], let me assure you: What you are going through is normal. We call it “buyer’s remorse before you buy.” Generally, buyers wake up at 2 in the morning with buyer’s remorse. Thank goodness you have it over with and can sleep tonight knowing you’ve made a great business decision. Let’s own the home and have positive thoughts about how you are going to enjoy living here with your family. Fair enough?
BUYER: Sounds great.
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The Buyer has a “fear of the future” and worries that he might lose his job.
Buyer’s Objection
“With everything that is happening in the economy, we are afraid we might lose our jobs and not be able to make payments on a home.”
Option B
AGENT: [Insert Buyer’s name], I understand how you feel. Don’t you think many buyers might have the same concern right now?
BUYER: I don’t know, is that what they say?
AGENT: Sure, people are just evaluating their options more closely right now. When I look back on the many changes in the market, there are always buyers that buy in every market, and there are always sellers that chose to sell. You have a place to rent don’t you?
BUYER: Well, yes we do.
AGENT: Now all we have to do is decide today whether you want to take advantage of the lower interest rates and better housing prices or if you want to throw your money away on rent. What is it going to be?
BUYER: I guess we were just nervous. Since we aren’t the only ones that feel that way, we should just buy and not pay rent.
AGENT: Great, let’s do that.
BUYER: OK.
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The Buyer has a “fear of the future” and is worried that they will pay too high an interest rate.
Buyer’s Objection
“What if we buy now and the interest rates go down again?”
Option A
AGENT: That’s an interesting point. Sounds like you want to save as much money as possible, right?
BUYER: Yes.
AGENT: Great. Let’s look at the last year and the trend of interest rates. If you’ve had an opportunity to watch the business news in the last year you already know that interest rates have been going up every time the Fed meets, and they are looking at them to continually rise. So since you are concerned about saving money we should make an offer today while the interest rates are at a low [Insert current rate]. Don’t you agree?
BUYER: OK, that makes sense.
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The Buyer has a “fear of the future” and is worried that they will pay too high an interest rate.
Buyer’s Objection
“What if we buy now and the interest rates go down again?”
Option B
AGENT: [Insert Buyer’s name], if the interest rates dropped would that mean you would not want to own your own home?
BUYER: No, not exactly, but we would like the lower interest rate.
AGENT: Interestingly enough, most buyers want the lowest rate they can get. The question is, is the absolute best home that you chose to raise your family in more important or is the absolute best interest rate more important?
BUYER: The home we raise our family in is more important.
AGENT: [Insert Buyer’s name], then doesn’t it make sense to go ahead and just buy the home you really want now and refinance it later if the rates drop significantly?
BUYER: That makes sense.
AGENT: Then let’s do the right thing and buy today.
BUYER: OK.
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The Buyer sees the market shift but does not understand that it is a good time to buy.
Buyer’s Objection
“We don’t know if it’s really a good time to buy. Who knows what’s going to happen?”
Option A
AGENT: [Insert Buyer’s name], you’re right. No one knows what will happen in a minute, an hour, a day, or years from now. All we know is what is happening right now, this minute. And right now home prices are the best they have been in a long time and interest rates have been steadily increasing. Let me ask you, are you interested in finding a great home for your family and saving money?
BUYER: Yes.
AGENT: Then we need to buy now. May I explain?
BUYER: OK.
AGENT: Today we know the price and we know the interest rate. If the economy picks up what generally happens to interest rates?
BUYER: I think they go up.
AGENT: Right. And what do you think happens to prices?
(cont.)
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The Buyer sees the market shift but does not understand that it is a good time to buy.
Buyer’s Objection
“We don’t know if it’s really a good time to buy. Who knows what’s going to happen?”
Option A
(cont.)
BUYER: They will also go up.
AGENT: That’s correct. So doesn’t it make sense to save money and care for your family by buying today?
BUYER: I guess so.
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The Buyer sees the market shift but does not understand that it is a good time to buy.
Buyer’s Objection
“We don’t know if it’s really a good time to buy. Who knows what’s going to happen?”
Option B
AGENT: [Insert Buyer’s name], what specifically makes you think this is not a good time to buy?
BUYER: Prices could go lower.
AGENT: Yes they could and while you’re waiting for prices to go lower the interest rates could go higher. What do you think would have to happen for you to save money?
BUYER: I’m not certain.
AGENT: [Insert Buyer’s name], a home at $300,000 at 6% interest has a principle and interest payment of $1,798. If interest rates go up to 7% -- just a 1% increase -- then the house would have to drop in price to $270,479 to have the same payment. Do you think a seller is going to drop his price by almost $30,000, which is 10% of his asking price, and then buy a home where he’ll be paying a higher interest rate and making larger payments, or do you think he’s going to raise the sale price of his home to help him when he buys?
(cont.)
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The Buyer sees the market shift but does not understand that it is a good time to buy.
Buyer’s Objection
“We don’t know if it’s really a good time to buy. Who knows what’s going to happen?”
Option B
(cont.)
BUYER: I guess he would just raise his price.
AGENT: You’re right. Let’s buy now so we can save money and take advantage of the interest rate and lower prices right now. OK?
BUYER: OK.
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The Buyer has a "fear of the future" and is concerned that property values will continue to go down.
Buyer’s Objection
“We are really worried that the property's value will go down and we'll lose money.”
Option A
AGENT: [Insert Buyer's name], I understand. Other than property values possibly going down, is there any
other reason you wouldn't buy today?
BUYER: No, that's what I'm afraid of.
AGENT: Let me ask you, how many years do you plan on living in this home?
BUYER: [Buyer will answer].
AGENT: Terrific! And when do you feel you would lose money? Isn't it when you sold the home?
BUYER: Yes.
AGENT: Let's go back and look at the recession cycles. Other than the Great Depression no recession has ever lasted more than 16 months and, historically, nationwide average home prices have always gone up. So let me ask you, are you willing to have someone else living in this house tomorrow knowing you could own it today?
(cont.)
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The Buyer has a "fear of the future" and is concerned that property values will continue to go down.
Buyer’s Objection
“We are really worried that the property's value will go down and we'll lose money.”
Option A
(cont.)
BUYER: Well, we do like the house.
AGENT: Great, let's buy it.
BUYER: We're still concerned about losing money.
AGENT: Just out of curiosity do you enjoy paying rent and helping someone else earn equity?
BUYER: No.
AGENT: Well whether you buy this home or not, you will still have to pay money to live somewhere, correct?
BUYER: Yes.
AGENT: As long as you're paying to live somewhere, don't you think you deserve to have the tax advantages and build equity for yourself by owning your own home today?
BUYER: Yes.
(cont.)
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The Buyer has a "fear of the future" and is concerned that property values will continue to go down.
Buyer’s Objection
“We are really worried that the property's value will go down and we'll lose money.”
Option A
(cont.)
AGENT: Let's get started today on building your equity. Go ahead and sign the contract and let's buy this home. OK?
BUYER: OK.
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The Buyer has a "fear of the future" and is concerned that property values will continue to go down.
Buyer’s Objection
“We are really worried that the property's value will go down and we'll lose money.”
Option B
AGENT: [Insert Buyer's name], I'm curious, what makes you feel prices are coming down?
BUYER: That's what I've heard and I've seen price reduction signs on homes everywhere.
AGENT: I agree. Now let me ask you what has been happening to interest rates over the past few months, have they gone up or down?
BUYER: They have been going up.
AGENT: Right. Well looking at this mortgage calculation graph you'll see that a $200,000 loan at today's interest rate of 6.5% would be $1264.14 a month, and when interest rates take another jump to 7% it would be $1,330.60 a month which means that you would pay $66.46 more per month. So the price of the home would actually have to come down $10,500 to have the same payment as today. Do you think that we should hold off on buying in hopes that prices will drop before the mortgage rates go up? Or should we make an offer based on the reality of today?
BUYER: Let's go with reality and make the offer.
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The Buyers sees the market shift and believes that he has all the time in the world to look and buy.
Buyer’s Objection
“There really is no rush; there are a lot of houses on the market.”
Option A
AGENT: [Insert Buyer's name], you're correct; there are many homes on the market. Let me ask you how many homes are in great shape and would be a home your family would love and enjoy?
BUYER: I don't know. I would assume many of them.
AGENT: You know, as a buyer specialist I look at homes every day and there are many homes that look great on the outside and need a lot of work on the inside. Are you willing to pay thousands of dollars to fix up a home?
BUYER: No, not really.
AGENT: Then we only want to look at the great homes that you'll enjoy, correct?
BUYER: Correct.
AGENT: Buyers are looking at homes every day and when you look, you shop by comparisons correct?
(cont.)
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The Buyers sees the market shift and believes that he has all the time in the world to look and buy.
Buyer’s Objection
“There really is no rush; there are a lot of houses on the market.”
Option A
(cont.)
BUYER: Yes.
AGENT: Well when a buyer finds a home that fits their needs and it is in great shape, they usually react quickly and buy the home taking it off the market and leaving what's left. Do you want someone else's leftovers or do you want to choose the home that you and your family will enjoy?
BUYER: I don't want someone's leftovers.
AGENT: Great. Then we need to look now and buy a great home. Don't you agree?
BUYER: Absolutely
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The Buyers sees the market shift and believes that he has all the time in the world to look and buy.
Buyer’s Objection
“There really is no rush; there are a lot of houses on the market.”
Option B
AGENT: [Insert Buyer's Name], there certainly are many homes on the market. Let me ask you, has there ever been a time when you were out shopping and you saw something on sale that caught your eye, and yet you didn't have the time right then to stop and buy it and you thought "there are so many I can come back later and buy it" only to find when you went back the best ones weren't available anymore?
BUYER: Yes.
AGENT: Well this time is like that time, may I explain?
BUYER: Sure.
AGENT: Even though there are many homes on the market the good ones always sell. Everyone is looking for the best home for the best value. So regardless of the number of homes the best ones still sell quickly. You do want the best home with the best value, don't you?
BUYER: Yes.
(cont.)
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The Buyers sees the market shift and believes that he has all the time in the world to look and buy.
Buyer’s Objection
“There really is no rush; there are a lot of houses on the market.”
Option B
(cont.)
AGENT: Then let's buy today and make this a great home for your family. OK?
BUYER: OK.
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A buyer has fallen in love with a home that is $300,000 over their budget. How do you bring someone into reality if they can’t afford what they’ve picked out?
AGENT: “You know what? I can totally see why you love that house. And you know what? I want one like that too. In fact, my husband says that I have the same problem. I always want things that I can’t afford. I wish that I had a little bit more money that I could just give to you. But at the end of the day, I’m not a real estate magician such that I can shave $300,000 off of the house.
But what I am really great at – what my value proposition is for you and your family and number one goal – is to help you build wealth through real estate. And, I think we can both agree that buying a house that is not within your budget – that doesn’t support providing your family with the life that you deserve. So let’s revisit your goal and your motivation to find the perfect house in the perfect budget so we can start to build your perfect life.”
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Determining the Buyer’s Motivation
AGENT: “I’d like for my motivation to match your motivation – and what I mean by that is, if you want to buy a home yesterday then you would love it if I called you every day with new listings for you to look at. Wouldn’t you agree? And if you don’t want to buy a home for 6 months to a year, I would drive you crazy if I called you every day, right?
So I know how to follow up with you best, tell me, on a scale from 1-10, with 10 meaning you have an immediate need to buy a home and 1 means you’re just curious, how would you rate yourself?
(Anything less than a 10) – What would have to happen to bring your motivation to a 10?”
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Financially Qualifying
the Buyer
(To begin the financial qualifying of a buyer, we suggest using this strategy.)
AGENT: “Are you paying cash or do you require financing?”
(This is a smooth lead in to all of the financial questions you’ll be asking.)
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Qualifying a Buyer
(Rather than asking – are you working with a Realtor – we suggest the following.)
AGENT: “I assume that because you contacted me directly that you’re not currently obligated to another Agent, is
that correct?”
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Financially Approving a Buyer
AGENT: “There are two numbers that are important here. One is the amount of money that you feel you can spend on a house, the other is what the bank feels you can spend. As long as those two are in agreement, we’ll have no problem. However, if those two numbers are a little out of sync, you may run into a problem. So, when is the best time for my lender to give you a call to make sure that those two numbers are in alignment – weekdays, weekends, or in the next 15 minutes?”
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Relocation Buyer
AGENT: “Let me explain how I work ...
The first day we’ll be looking at 3-4 homes in 3-4 different areas. You’ll need to tell me exactly what you like and dislike about each of them. Based upon that information, I’ll be able to get a clear picture in my mind of what will ultimately meet or exceed your expectations. The next day we’ll look at another 3-4 homes, any one of which you’ll be able to buy. We’ll decide on which home is the best, write and negotiate the contract, and by noon – at the latest 3:00 – you’ll be under contract. Now, that’s the way that it works, do you have any questions before we start the process?”
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Relocation Buyer – Control Your Time
AGENT: “Mr./Mrs. Buyer, I understand you are anxious to find a home. Tell me, has your company stipulated that you must look on the weekends only? I ask this because most people prefer to show their homes and negotiate during the week. Since you have a short time scheduled, I would suggest a weekday rather than a weekend, so we have more homes to view. Would seeing more of the homes available be of benefit to you?”
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Setting Expectation When Working with Buyers
AGENT: “If I am able to listen properly and you are able to articulate what your needs are, we should be able to find the home you’ll buy within the first five homes we look at. If I find that within the first five homes we’re not doing that, then we have a problem. At that point, I’ll ask you more questions so I can re-evaluate your needs. Fair enough?”
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To a Buyer that Wants to See 20-plus Homes Before Deciding
AGENT: “I would be incompetent if I showed you that many homes. You are interested in finding the home
you’re going to buy quickly, aren’t you?”
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Buyer – Setting Expectations of Trust
AGENT: “I’m going to tell you everything about the homes we will be viewing together, both good and bad. My job is to provide you with enough information so that you can make an intelligent and informed decision. Fair enough?”
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Buyer Wants to Think About It
AGENT: “You’re looking at this house today and you want to go home tonight and think about it, and what if there was another couple who saw this home yesterday and they thought about it last night? What if you lose this home? How will you feel if I call you tomorrow and tell you that it’s already sold to someone else?”
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Post NAR Settlement Dialogues
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If They are Convinced That They WILL Have to Pay as a Buyer
AGENT: “What you pay over your lifetime, will still be mostly the SAME as what you are paying now, you are just paying it more evenly, instead of only when you sell. For instance, you’ve been paying 6 (or somewhere near there) when you sell and nothing when you buy, right? Now, you're paying 3 (or whatever you negotiate) each time instead of 6 and 0. Works out to be nearly the same over the course of several transactions.”
This script is property of Glover U
42
Thinking of Waiting - Buyer Who is Not Selling
AGENT: "Under the new rules, buyers are responsible for paying their buyer agents and there's no guarantee a seller would be willing to contribute towards the amount we charge so you have a unique opportunity to get out there, secure a home with safe and secure buyer representation and potentially avoid paying a dime for my services.
Getting something secured before the changes take place could end up saving you thousands in upfront fees as our (and many others) company policy is to collect a ______% fee on the buy side to find, negotiate and close a home for you.
Now, if we do come across a listing that is offering less than ____ % in concessions, you will be obligated to pay the difference at close but again, the amount would most likely be less than what it'd be when sellers can't use the MLS at all to offer compensation.
You can see how waiting could wind up costing you more, right?"
This script is property of Glover U
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“Does this mean I have to pay you now?”
AGENT: "Not necessarily no, and quite honestly, as a buyer you have indirectly been paying your agents' commission the entire time. Think about it, the seller has a price in mind and it's usually based on a few factors such as market value and what they'll net. Well, what factors into their net? Their costs!
Therefore, even though we were paid out of the listing agent's commission when buyers buy, it was really paid for by the buyer in the final selling price of the home, does that make sense?"
Now, today, buyers will pay the commission directly to the brokerage as a closing cost, as opposed to the seller in their sale price, and that's only if we can't get the seller to provide a concession to help you cover it, make sense?"
Buyer Objection After the Change
This script is property of Glover U
44
“What if I can’t afford it?”
AGENT: "The good news is, getting help with closing costs is an absolute acceptable ask and it will be my number one priority in making sure the seller understands the need to help you with your closing costs so you may purchase their home with minimal out of pocket.
Now, if we find ourselves in a multiple offer situation, I may suggest that you don't ask for help from the seller to cover your costs, and in that case, you would be responsible for covering them. If you THINK you're going to be unable to do so, I suggest we get on the phone with your lender right away to discuss options so we are crystal clear on your buying power if we find ourselves in a multiple offer position, sound good?"
Buyer Objection
This script is property of Glover U
45
“Sounds like I’ll save money if I work with the listing agent.”
AGENT: "You most certainly could, at least on costs and let me ask you... how do you plan on getting the best deal on a home by working with the agent that was hired to get the best deal for the seller?
Most sellers today have already budgeted an amount to go towards the buyers broker since they've been doing so for decades. This entices agents to show their home versus the competition. If you made the decision to work with me, I will fight tooth and nail and will do everything I can to help the seller understand just WHY they should work with us and sell to you, that's my job.
Finally, let's just say you do end up having to pay all or a portion of my ______ %, but you save ______% on the sales price and/or secure the home in a sellers market, wouldn't it be worth it?"
Buyer Objection
This script is property of Glover U
46
“I’ll just hire an attorney to represent me.”
AGENT: "You can most certainly do that and in my experience, attorneys are really good at understanding contract law and do you know what they don't do day in and day out?
They don't handle price and term negotiations, they don't handle inspection issues, they don't get involved with appraisal negotiations, they don't touch any finance issues and they certainly don't have experience like / do in getting a deal to a closing table.
- You see the difference now?"
Buyer Objection
This script is property of Glover U
47
Sellers
48
General
49
Seller Objection
“The other Realtor said he would reduce his commission to 4%. That would save us a lot of money.”
AGENT: Boy, that sounds great up front. Let me tell you what concerns me about that. Look at all the number of homes on the market and look at the number of homes that have sold. Quite a difference, huh?
SELLER: Yes.
AGENT: You said you had to be in [Insert Seller's destination] and you wanted to be there in [Insert Seller's Timeframe] days with your family, which means this home has to be sold and closed in [Insert Seller's Timeframe] days. Right?
SELLER: That's right.
AGENT: So if your home is offering less money to agents who show your home and another home that is close in square footage and floor plan to yours is offering the agent more money, which one are they going to show?
SELLER: The one that offers them the most money.
(cont.)
50
Seller Objection
“The other Realtor said he would reduce his commission to 4%. That would save us a lot of money.”
(cont.)
AGENT: That's right. No different than you going to work and being presented with two jobs that are identical, take the same amount of time and effort, and yet one pays more than the other. You would take the one with the most pay just like the Realtors. Right?
SELLER: Yes.
AGENT: So [Insert Seller's Name], do you want me to keep helping other homes sell or do you really want to be in [Insert Seller's Destination] in [Insert Seller's Timeframe] days? The choice is yours. Still on the market in [Insert Seller's Timeframe] days or possibly sold and closed in [Insert Seller's Timeframe] days?
51
The Seller sees the market shift and has unrealistic expectations.
Seller’s Objection
“We just want to try a higher price for a couple of weeks, and then we'll reduce it if we don't get an offer.”
AGENT: [Insert Seller's name], here's one of the most important reasons you hire a fiduciary consultant instead of a salesperson. Wouldn't it be a lot easier for me to just agree with you right now?
SELLER: Yes. I guess it would.
AGENT: The sale of your property is simply too important for me to do that. I choose not to fall into the category of just another salesperson telling you what you want to hear. To be perfectly candid with you, it's much like the old saying: "You never get a second chance to make a first impression." Have you ever thought about who you are actually marketing your property to?
SELLER: Well the buyers of course.
AGENT: Certainly the buyers are important and in reality who is going to bring you those buyers?
SELLER: Oh, I guess you're referring to the Realtors.
AGENT: That's exactly right. Now let's think about it for a moment, if you overprice your property, how quickly do you think the word will get around to the Realtor community?
(cont.)
52
The Seller sees the market shift and has unrealistic expectations.
Seller’s Objection
“We just want to try a higher price for a couple of weeks, and then we'll reduce it if we don't get an offer.”
(cont.)
SELLER: Based on what you're implying, it will happen pretty quickly.
AGENT: [Insert Seller's name], once the Realtors know your property is overpriced, what's the likelihood of them showing it in our current market?
SELLER: Pretty slim, I guess.
AGENT: You're right. And even if they did show it at this price, isn't there a very real possibility they would be using your property to sell another home that is priced right?
SELLER: Yes.
AGENT: So why don't we list your house at a fair price that will get it sold quickly? OK?
SELLER: OK.
53
Seller Objection
“We know we can always come down later.”
Option A
AGENT: Yes, you could do that. Now let me ask you again where are you moving to?
SELLER: [Seller will answer].
AGENT: And you need to be there by when?
SELLER: [Seller will answer]
AGENT: [Insert Seller's name], with homes taking [Insert average sales time] days to sell, we are already behind your goal aren't we?
SELLER: Yes.
AGENT: So the question is do you want to be at a higher price and continually lower it or do you want to be in [Insert Seller's destination] as quickly as possible?
SELLER: I want to be in [Insert Seller's destination]
(cont.)
54
Seller Objection
“We know we can always come down later.”
Option A
(cont.)
AGENT: Great let's price it right and get it sold so you can be where you need to be in the time you need to be there. OK?
SELLER: Ok.
AGENT: So simply sign the contract and put me to work for you.
SELLER: OK.
55
Seller Objection
“We know we can always come down later.”
Option B
AGENT: You could do that. Out of curiosity has there ever been a time when you saw a home on the market for a long time?
SELLER: Yes.
AGENT: And what were your thoughts about that home?
SELLER: I wondered what was wrong with it?
AGENT: [Insert Seller's name], that's exactly what buyers think. So the real question is do you want buyers to think something is wrong with your question is do you want buyers to think something is wrong with your home and that's why you have to drop the price or do you want to price it right and make the most money?
SELLER: I want to make the most money.
(cont.)
56
Seller Objection
“We know we can always come down later.”
Option B
(cont.)
AGENT: Great. So that automatically tells us we need to price it right after all. If we priced it at $299,900 and it sold, wouldn't that bring you more money than pricing it at $350,000 and then dropping the price every month until the buyers start thinking something is wrong with it and you end up getting an offer at $279,900? After all, which is better: $299,900 or $279,900?
SELLER: $299,900, of course.
AGENT: Great. I'm glad you agree on the price of $299,900 so we can sell your home. Simply sign the contract and put me to work for you, OK?
SELLER: OK.
57
The Seller has fear of selling at the wrong time.
Seller’s Objection
“We just can't afford to sell now when the prices are down.”
AGENT: [Insert Seller's name], I understand the price you get for your home is important to you and you want the highest price possible. Right?
SELLER: Right?
AGENT: Here is the number of all the properties for sale and here is the number of all the properties sold. So you can see the sold number is much smaller than the for sale number. Right?
SELLER: Right.
AGENT: Luckily you are becoming aware that only the homes that are priced right make it on to the sold list. Does that make sense?
SELLER: That makes sense.
AGENT: [Insert Seller's name], you want to buy a new home and want your home to be sold [Insert Seller's timeframe]. Correct?
(cont.)
58
The Seller has fear of selling at the wrong time.
Seller’s Objection
“We just can't afford to sell now when the prices are down.”
(cont.)
SELLER: Correct.
AGENT: In order to sell your home we need to price it right. Don't you agree?
SELLER: I guess.
AGENT: [Insert Seller's name], you want the highest price the market will bear. Frankly you need a Realtor that understands the market and can interpret it. Like me. Let's choose a price that will get it sold, OK?
SELLER: OK, let's do it.
59
The Seller has unrealistic expectations about the value of their home.
Seller’s Objection
“We just don't think that the market is nearly as bad as everyone thinks, and our house is a lot nicer than the others in the neighborhood.”
AGENT: [Insert Seller's Name], I can appreciate where you are coming from, and let's take a quick look at the market statistics for your area. Today there are [Insert Date] times the number of houses on the market than there were just a year ago and as you can see sales are down approximately [Insert data] percent. From a marketing standpoint this theory is called supply and demand. Therefore when the supply goes up and the demand goes down what has to happen to pricing? Does it go up or down?
SELLER: Down.
AGENT: Let's do the right thing and do it based on the shifting market and price the home where it will sell, not a price that will cause it to expire.
SELLER: Well our house is better than the others.
AGENT: I completely respect your belief in the value of your home. And I'm curious, has there ever been a time in your life when you were surprised when you saw the asking price of something?
(cont.)
60
The Seller has unrealistic expectations about the value of their home.
Seller’s Objection
“We just don't think that the market is nearly as bad as everyone thinks, and our house is a lot nicer than the others in the neighborhood.”
(cont.)
SELLER: Yes.
AGENT: Then let's make the wise decision to price it right so that you can move forward with your plans. OK?
SELLER: OK.
61
The Seller is afraid that the sale price will not cover what is owned on the Mortgage.
Seller’s Objection
“We have to get a higher price or we won't be able to pay our closing cost.”
AGENT: [Insert Seller's name], I can appreciate your concerns, and let me ask you: Have you ever bought stocks or known of someone who has?
SELLER: Yes.
AGENT: Well let's say that you bought stock at $39 per share and now you need to sell the stock and it is worth $29 per share. Does the stock market care that you are going to lose money?
SELLER: NO.
AGENT: Well the real estate market is just like the stock market. It dictates what properties will sell for. In essence, the buyers tell us what they are willing to pay for a home in this area at this time which makes the market. The market is telling us this is the price your home will sell for. Let me ask you, do you have friends, family, or a credit card we could borrow the extra money from to cover the deficit?
SELLER: Yes, but I don't want to do that.
(cont.)
62
The Seller is afraid that the sale price will not cover what is owned on the Mortgage.
Seller’s Objection
“We have to get a higher price or we won't be able to pay our closing cost.”
(cont.)
AGENT: Well I understand and what are your options? First one, we place the home on the market at a high price and let it sit. Now, in our market, prices are going which way: up or down?
SELLER: Down.
AGENT: That's right. So it will never sell. Second, we could price it right and borrow the money from friends, family or a credit card and get it sold. Or, third, we could not sell at all and stay right where you are, losing money every month. Which is the best choice for you?
SELLER: I don't like any of those choices.
AGENT: I don't blame you and yet it is reality. You did want me to be honest with you didn't you?
SELLER: Yes.
(cont.)
63
The Seller is afraid that the sale price will not cover what is owned on the Mortgage.
Seller’s Objection
“We have to get a higher price or we won't be able to pay our closing cost.”
(cont.)
AGENT: Remember I am here to help you. Has there ever been a time when you had to give up one thing in order to move ahead to get another?
SELLER: Yes.
AGENT: Well this time is like that time. Let's give up some now and cause the pain to go away, knowing you will heal and be back on your feet soon. This will be something you'll look back on and say I'm glad I moved forward with my life. OK?
SELLER: OK.
64
The Seller may not be willing to bring his property up to standard.
Seller’s Objection
“All the agents that have been through have loved our home and have told us how nice it is.”
Option A
AGENT: [Insert Seller's name], I can appreciate that. You do have a very nice property, otherwise I wouldn't be here. The ultimate question is: are those Realtors going to buy your house?
SELLER: Well, no I don't think so.
AGENT: Just out of curiosity, let's pretend you were a Realtor and in order to make money you had to attract buyers so you could sell them a home and you know that most buyers call from the signs in front of homes. How many signs would you want to have out to attract buyers?
SELLER: As many as I could.
AGENT: That's right, all Realtors would. And let's say you came to my home and you didn't care if my home sold as long as you could get a sign in front and attract a lot of buyers. Might you tell me anything I wanted to hear in order to get your sign in front of my house, attract a lot of buyer calls and sell them other houses?
SELLER: Yes.
(cont.)
65
The Seller may not be willing to bring his property up to standard.
Seller’s Objection
“All the agents that have been through have loved our home and have told us how nice it is.”
Option A
(cont.)
AGENT: The agents that were here before me may not have as high of standards that I do. Maybe that's why the homes that have my signs in front of them also have sold signs on them. You want an agent who tells you the truth right?
SELLER: Yes I do.
AGENT: Believe me, if I didn't care if your home sold for top dollar and I just wanted the buyers off your sign, I would be telling you the same thing as all the others. It is important that you know: (1) I tell the truth no matter how uncomfortable it is, (2) I get sellers more money than almost any other Realtor in my area and (3) I get more money in less time because the standards I have for my sellers are placing their home on the market in the best possible condition so it screams value over all the other homes a buyer is comparing their home to. Because my sellers want the most money and the quickest sale possible they bring their home to the highest standards and you do want the most money right?
SELLER: Absolutely.
(cont.)
66
The Seller may not be willing to bring his property up to standard.
Seller’s Objection
“All the agents that have been through have loved our home and have told us how nice it is.”
Option A
(cont.)
AGENT: Since buyers will look at about 10 to 12 homes before deciding which one to buy, it means your home will be in competition with 9 to 11 other homes at all times. Let's show as much value to the buyers as possible and make the other homes pale in comparison to yours. Doesn't that make sense?
SELLER: Yes.
67
The Seller may not be willing to bring his property up to standard.
Seller’s Objection
“All the agents that have been through have loved our home and have told us how nice it is.”
Option B
AGENT: [Insert Seller's name], I can appreciate that. Do you remember when you were buying this house?
SELLER: Yes.
AGENT: Think back to when you saw a room that needed to be painted. Did you think in terms of the cost of the paint, or did you go, oh we'll have to get a professional painter and that will cost $1,000?
SELLER: If I'm honest, I'm sure we thought of how much a painter would cost.
AGENT: That's how 99% of the buyers think. So does it make more sense for you to paint the three bedrooms yourself or have the buyers deduct another $1,000 from your asking price?
SELLER: Why do you say $1,000? Why wouldn't you say $500?
AGENT: Think about it. Have you ever watched anyone buy a house and be realistic about the actual fix-up or repair amount?
(cont.)
68
The Seller may not be willing to bring his property up to standard.
Seller’s Objection
“All the agents that have been through have loved our home and have told us how nice it is.”
Option B
(cont.)
SELLER: Well, no, probably not.
AGENT: Of course not. When buyers go through the property, aren't they typically looking for excuses to reduce the price they want to offer on the property? Doesn't it make more senses to eliminate those excuses up front?
SELLER: I guess so.
AGENT: Good! Let's walk through your home and look at it through the eyes of a buyer and determine what we need to do to get you the most money, OK?
SELLER: OK.
69
“I want to list my house with you, but I’m not 100% sure you’re a luxury brand.”
AGENT: “Absolutely, <seller name>, I can appreciate that and get it a lot, because you probably see this luxury brand’s signs in the yards. I actually came prepared with their solds and our solds.
The great news is – we have already sold 150 homes in your area and they have only sold 30. Now, that doesn’t mean that they haven’t listed more. But here’s the kicker, their average days on market is 101. When you hire us, our average days on market is six.
And, <name>, we are averaging our clients 99% list price. They’re averaging their sellers only 95% list price. You told me that top dollar was half a million on your house. And that’s 4%. What is the difference? $20,000. What could you do with an additional $20,000 in your pocket?”
Seller Objection
70
“I can’t list until I find somewhere else to move. I’m just not doing it. And, I’m not interested in having the contingent offer.”
AGENT: <Name>, I completely get it. I mean, this is a very tough market for a lot of sellers in your position. So tell me, what is giving you the desire to move right now?
SELLER: I need to get into a bigger house.
AGENT: Absolutely. We have a couple of different options, and all of those options are going to be up to you; my job is to deliver the options and then you choose.
There are lots of different options, and my job is just to help you determine what’s best for you.
Seller Objection
71
Your seller wants to price their home for $500,000, but you know it’s worth $450,000. What do you say?
AGENT: “I completely understand you’re passionate about the price in which you’ve found. Let me provide you some insight on how I get homes sold.
If we come out the gate with your home over price, all of the agents that show your property instantly write your property off because, at that point, because you’re overpriced, you’re considered an unmotivated seller. In this market, ‘unmotivated seller’ means you’re highly priced above the market.
If any agent actually sees that your property is overpriced and we come back and we try to reduce the price later, you’re still seen as an unmotivated seller. With that, it also puts in the eyes of those agents that you’re an unrealistic seller who will not cooperate when the time comes for us to be under contract.
I’ll make you a deal. Sign the agreement with me today. I’ll get an appraiser out tomorrow. And, if the appraiser comes back at your price, I’ll pay for the appraisal and vice versa if it’s the other way around.
Fair enough?”
72
“You’re amazing! And, I also want to interview other agents.”
AGENT: I can clearly see you’re a strategic person. And, have you considered that by waiting and interviewing other agents, you may actually be jeopardizing the equity position you have in your house?
SELLER: No, I mean, I’m sure it’s just going to be a few days. You think that’ll make a difference?
AGENT: Let me explain. Because, while you’re interviewing those agents, the buyer that’s willing to pay the most money for your house may be out looking. So what we need to do is get started. And, when you hire me and my team, we immediately go to work identifying that buyer and driving them to your house, as well as other buyers that may be in the marketplace looking. So do you agree that I would be able to get your house sold?
SELLER: Yeah, sure.
AGENT: Great. Then let’s do the right thing and get the contract signed tonight and put me to work getting your home sold.
73
“You’re great and I want to list my house with you, but everyone in my neighborhood uses ‘brand x’ and you’re ‘brand y.’ I mean, the same Realtor sends me mail every single week. I think I should probably go with brand X.”
AGENT: Hey, <name>, you know what? I can appreciate that. And I like you, too. <name>, let me ask you a question. Do you want your home sold by a brand or a business?
SELLER: I don’t really know the difference.
AGENT: Here’s the thing with the brand. It’s just a name. It’s not personal. I mean, we’re even seeing right now in this time that people are switching brands because they just don’t relate anymore. What you need is a business, someone like me, that’s here with you right now. I can focus on making sure you get your home sold according to the way that fits you best.
Now, I appreciate that other company. In fact, we co-op with them all the time. But during times like this, you need a business that cares most about you. And that’s me. So let’s go ahead and do the right thing. Let’s get your home sold. I have the contract right here.
What do you say we go ahead and sign?
74
“I think you’re great. I just have another agent who will list the house and take 1% on the listing side. I just need you to match that and then we can do business.”
AGENT: I appreciate the fact that you’re willing to ask that. I mean, let me ask this. Do you want me to do it for a reduced fee, or do you want to walk away from the closing table with the largest check possible?
SELLER: I’m not sure what you mean. To get the largest check possible, you’re going to have to come down on your fee.
AGENT: Well, that’s not necessarily true. Can I explain?
SELLER: Please.
AGENT: In the absence of value, price becomes a conversation. And for a team like us with 35 members spending over $80,000 a month to market your home, we can guarantee you that we’re going to net you and gross you the most money possible in this market. Does that make sense?
SELLER: Yeah, that makes sense.
(cont.)
75
“I think you’re great. I just have another agent who will list the house and take 1% on the listing side. I just need you to match that and then we can do business.”
(cont.)
AGENT: What happens is you have other agents out of the marketplace that maybe can’t match that value or don’t feel like they offer the value that they should.
I’ve done the market research, and I can tell you that my team lists and sells homes for 101% of the list price on average. The average agent in our area, on the other hand, sells for 96%. So that’s a 5% difference in price.
So, let me ask you this. If the other agent did it for 0%, wouldn’t you still be losing 2% by not hiring me?
SELLER: I guess I would.
AGENT: Well, what we want to do is make you the most money in closing. And we went through the price of the home and the marketing. And, let me say this, if you’re not absolutely in love with the job that I do and the money that we make you in this transaction, we’ll have a conversation about commission when we get to the closing table. Does that sound fair?
SELLER: Fair enough.
AGENT: Great! Sign here.
76
Seller’s Motivation
AGENT:
“Do you really want to sell your house?”
“Are you willing to price your house to sell or do you want it to sit on the market?”
“Do you want me to sell it for you?”
77
Seller’s Goals / Emotion
AGENT:
“Where are you moving to?
When do you need to be there?
What is important to you about that?
Ultimately, what will all of that do for you?
Don’t you think you deserve that?
Then let’s DO THE RIGHT THING and get your house on the market right away.”
78
Setting Expectations When Working with Sellers
AGENT: “The National Association of Realtors states that if we go two weeks without a showing, or we have ten showings without a single offer, then it’s time to adjust and improve the price of your home. So, if we go two weeks without a showing or we have ten showings without an offer, then I want you to expect a call from me. At that time I’m going to ask you adjust and improve the price so that we can accomplish our goal of selling your house. Remember, I don’t make the market, I simply interpret it – does that make sense?”
79
Showing Homes – Seller Present and Wants to Tour the Home with You
AGENT: “Hello Mr./Mrs. Seller, my name is ________ with Keller Williams Realty and this is Mr. / Mrs.
__________. We appreciate the opportunity to look at your home. If it would be all right we’ll just go
through ourselves. Where will you be in case we have any questions?”
80
Post NAR Settlement Dialogues
81
Thinking of Waiting - Seller Who is Buying
AGENT: "You could absolutely wait and the total amount you pay to me and my brokerage to list, market and close your property will remain the same.
Now, on the buy side, because many buyers will still be used to not paying much or nothing at all in commissions, there's a good chance you'll be asked to contribute towards that side of the transactions commission in the form of seller concessions, especially during the initial iteration of this until there's a new "norm". Additionally, to be competitive, if other listings are offering out compensation outside of the MLS, we would have to follow suit to be competitive regardless.
So in the end, you COULD save a point or maybe even two if the buyer/buyer broker doesn't ask you to contribute towards their fee but since you're also buying, you may end up paying a commission on that side that you wouldn't have to pay in the current environment we've been operating from.... Which means, your total out of pocket will end up being very similar to what it d be if you did business today versus waiting. -- So based on that, you can see there's no value in waiting, right?"
This script is property of Glover U
82
Thinking of Waiting - Seller Who is NOT Buying
AGENT: "You could absolutely wait and the total amount you pay to me and my brokerage to list, market and close your property will remain the same.
Now, on the buy side, because many buyers will still be used to not paying much or nothing at all in commissions, there's a good chance you'll be asked to contribute towards that side of the transactions commission, especially during the initial iteration of this until there's a new "norm" AND to be competitive, if other listings are offering out compensation outside of the MLS, we would have to follow suit to be competitive regardless.
In the end, you will most likely be contributing something, so if you'd like to offer out less than what our competitors are offering because you don't want to wait, you can certainly do that too, however, given that the majority of our competing listings are offering _ %, I recommend picking a number
reasonably close to that (or above that) so we can still remain competitive.
Based on that, there is really no value in waiting until the changes go into effect, make sense?"
This script is property of Glover U
83
Thinking of Waiting - Double End Script
AGENT: "Our company policy to handle both sides of the transaction is a __% fee to the seller, which will save you a little if we end up representing both sides but the likelihood of that happening today is less because buyers want buyer representation.
In other words, if you were to wait, the commission to handle both sides of the transaction is ___% and that would still be paid by the seller, regardless of the new rules.
If you're wondering "yeah, but wouldn't a buyer be paying a portion of that?" The answer is not necessarily because it's not customary yet and may not ever be."
So you can see there really is no value in waiting, even if we end up representing both sides of the transaction, make sense?"
This script is property of Glover U
84
“What do I pay you and what do I pay the buyer’s agent?”
AGENT: "I assume you are asking because of all the latest announcements in the media? May I explain how commissions work? You actually do not pay the buyer agent anything. Let me explain…
Our professional fee is ______. I share a portion of that if an agent brings a qualified buyer to purchase your home. By doing so, we enlist ______ Realtors in _____ to help me market your home to their buyers, thus driving more traffic to your property, which ultimately gives you more leverage when negotiating offers. Make sense?"
Seller Question BEFORE
The Change
This script is property of Glover U
85
“Can I negotiate to pay you less than __%? I heard it’s negotiable.”
AGENT: "Commission has always been negotiable, and keep in mind, whatever amount you would like to reduce to, I will have less to offer out to the buyer agent for bringing buyers to us and ultimately keeping their buyer interested to make it to a closing table during negotiations. Would you like to know what the other competing listings are offering so we can remain competitive?"
[SHOW EXAMPLES]
"So based on that, I suggest you offer out __ % and my minimum fee is __ % to handle the listing side from start to finish, sound good?"
Seller Question BEFORE
The Change
This script is property of Glover U
86
“What do I pay you and what do I pay the buyer’s agent?”
AGENT: "I assume you are asking because of all the recent announcements in the media? May I explain how commissions work?
Our professional fee is ____. In addition, we recommend you offer concessions to the buyer to not only help them pay their agent since that's what they have been used to in the past several decades, but also because our competition is offering concessions for the same.
This will allow us to remain competitive so we enlist ___ Realtors in _____ to help me market your home to their buyers, thus driving more traffic to your property, which ultimately gives you more leverage when negotiating offers and gets you top dollar for your home. Make sense?"
Seller Question
AFTER
The Change
This script is property of Glover U
87
“Can I negotiate to pay you less than __%? I heard it’s negotiable.”
AGENT: "Commission has always been negotiable, and keep in mind, whatever amount you would like to reduce to, we will have less to offer in concessions to the buyer to help them pay their agent for bringing them your home in the first place! I recommend we offer __% to not only entice them to bring their buyer but to keep their buyer interested in making it to a closing table during negotiations. Would you like to know what the other competing listings are offering in concessions so we can remain competitive?"
[SHOW EXAMPLES]
"So based on that, I suggest you offer out __ % and my minimum fee is __ % to handle the listing side from start to finish, sound good?"
Seller Question
AFTER
The Change
This script is property of Glover U
88
“What if I don’t want to offer out anything to the buyer to pay out their agent?”
AGENT: "You can most certainly do that and since most offers that are written today are asking for closing cost help for the buyers, you'll most likely wind up paying it anyways and you won't get to take advantage of the marketing power that promoting that you're offering concessions will give you, make sense?"
Seller Question
AFTER
The Change
This script is property of Glover U
89
Conversations from the Houston Properties Team
90
Mirroring
Seller: “Hey, can you give me a discount on my listing?”
Listing Agent: “Discount?”
Seller: “Yeah, I think it’s really important for us to make sure that we are not paying full price.”
Listing Agent: “Full price?”
Seller: “It’s really important for me to net the most amount of money.”
Listing Agent: “What about netting the most amount of money is so important?”
91
Labels
(It seems like…/It feels like…)
Seller: “Hey [agent’s name], will you give me a discount on the listing?”
Listing Agent: “[Seller’s name], it seems like netting the most amount of money is important to you.”
Seller: “You’re exactly right. I really want to make sure that I can net the most amount of money because I’m going to need this money in my next home.”
Listing agent: “It sounds like it’s important for you to buy your next home and you want to ensure that you can afford it.”
92
Feel, Felt, Found
Seller: “Hey (agent’s name), will you give me a discount on my listing?”
Listing Agent: “I completely understand how you feel. We’ve had a lot of clients who felt the same way, and what we’ve found is netting the most money was most important to them.”
93
Calculator Conversation
Seller: “Hey [agent’s name], will you give me a discount on my listing?”
Listing Agent: “Would you be okay with the 2.75% commission?”
Seller: “You know, I’m really looking for half a point off, I want 2.5%.”
Listing Agent: “Okay, would you be able to do me a favor and get your calculator out?”
Seller: “I can do that.”
Listing Agent: “Perfect. So you’re talking about half a percent, correct?”
Seller: “Yes, I’m talking about half a percent.”
Listing Agent: “On a $500,000 home?”
(cont.)
94
Calculator Conversation
(cont.)
Seller: “Yes, I’d like to list my house for $500,000.”
Listing Agent: “Okay, so about $2,500?”
Seller: “That’s exactly what my calculator shows, $2,500 is what we’re talking about here.”
Listing Agent: “Perfect. So why don’t we list for $502,500 and if we can get you that, would you be happy?”
95
Open House
96
The Greeting
AGENT: “Welcome, I’m (Agent Name) with ________. Thank you for coming today!”
“What is your name? (Buyer’s Name) it’s so great to meet you! Come on in!”
Lead them to a sign-in sheet.
“Do you mind signing in for me? Thank you so much.”
Stand there and watch them sign in, and ask open ended questions.
Approach with a smile, shake their hand, ask their names, and use them.
97
The Greeting
AGENT: “How did you hear about the open house today?”
ATTENDEE: “We saw the sign”
AGENT: “Ahhh, perfect! I’m glad they worked! So, it sounds like you live in the area? Where do you live? I love that street. How long have you lived there? Amazing”�“Great... thank you! Looks like your phone number is XXX-XXX-XXXX.”
ATTENDEE: “Oh, actually that’s an 8 not a 3”
AGENT: “OK, got it. Glad I asked. And WHO is your agent?” (Ask this question exactly like this. It tells you whether they really have an agent, or if they are just trying to bluff and push you away.)
ATTENDEE: “We are working with Agent Annie”
AGENT: “Agent Annie is awesome!”
While they are signing in…
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The Greeting
ATTENDEE: “We don’t know their name or We don’t have one yet.”
AGENT: “Sounds like you’ve been looking for a long time?”
ATTENDEE: “Actually no... just getting started.”
AGENT: “Well you came to the right place to get started! Let’s get you looking at the house!”�“This (positive adjective) home has # bed, # bath and is offered at ($ price). Here is a flier with all of the details.”
�Give direction for their Tour, but at a busy open house, don’t accompany them - it’s your job to stay at the front and greet the next guest. Determine the route that would best reveal the home and give them something to notice or not to miss.
AGENT: “If you walk through (the kitchen) you will find (the living room) next, then proceed upstairs. Be sure to notice (SPECIAL HOME FEATURE). When you are finished, please come find me, have a cookie and let me know what you think!”
While they are signing in…
OR
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After Their Tour
AGENT: “So, (BUYER NAME) you are probably ready to buy this one!” (Smile while you say this, pause for laugh)�“What are your thoughts on this home?”
“So, do you want to buy this home? Is this the one?!?” (Insert a playful comment or easy joke)
If they want to buy, make a plan to write the offer.
Confirm their information and make a plan to follow up: If they haven’t fully filled out the register, pick up the clipboard and take charge here with a smile!
AGENT: “What is your best phone number?” 310...
Pen to paper and start writing assumptively. Read email address back to them and clarify spelling.
�AGENT: “And your agent is? Oh, you don’t have one at this time?”
Attempt to close!
100
Other Rapport Building and Impact Questions
101
Sending Them to Another Property & Setting the Callback Appointment:
AGENT: “What are you looking for that this home didn’t offer?”
�“What did you like about this home?”
�“There is another home open on (STREET NAME) with # beds, # baths and has (SPECIAL FEATURE) that you are looking for. The address is (ADDRESS). Can you go by now?”
�Use Map of Area and Open House List to Illustrate the Conversation.
“We are here and this home is here. It is open until (TIME)”
�“Here is a list of a few other houses that will help to give you more perspective on the neighborhood. If you have some time, I’d encourage you to go by.”
“Here is my card. Please sign in with my name and let them know that I sent you! I’d like to hear what you think about the home. I can call this evening between (TIME and TIME). Does work for you? Great.”
102
A Memorable Goodbye
Check that they have everything they need.
AGENT: “Looks like you have plenty of information for now! Do you have any other questions at the moment?”�“Did you get a cookie? Do you need some water for the road?”
Say something unique so they remember the good-bye!
“Are you in town on the 4th of July? If so, will you be at the parade? It’s so fun, I hope to see you there!”�“(NAME, NAME) I so enjoyed meeting you! Go see those additional homes, and I’ll call you at (TIME)!”
103
FSBO
104
Cold Call
AGENT: “Hi I’m calling about your house for sale.
Is it still available?”
“This is ____ with ____ , what’s your name?
(First name) I’m calling because I work with a lot of buyers and sellers in your area and wanted to find out what I could do
to help you.”
“How much longer are you going to try to sell this property on your own, before you decide to explore other options?”
“Why did you decide to market the house yourself instead of hiring a professional agent?”
“And do you have any flexibility on the price or are you firm?
[Name], If I could get your home sold at top-dollar in a time frame you were comfortable with, is that something you would be excited about?
Then when would be the best time we could get together and discuss how we can make that happen? Would Wednesday at 4:15 or Thursday at 4:15 be better?”
105
Handling Objections
AGENT: “The good news is that, I have a simple cancellation policy with my agreement. If you’re not happy with my services, you can cancel the agreement.”
“I don’t want to be tied down with a listing agreement.”
106
Handling Objections
AGENT: “The good news is I work with a lot serious buyers. When would you want me to bring one over?”
“Bring me a buyer, and then we can talk.”
Option A
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Handling Objections
AGENT: “When would be a good time for me to stop by your property? I’d like to pre-check the property before I bring a client buyer before they make an offer, just to make sure it’s exactly what they are looking for.
But, before I stop by, I am curious, do you happen to have a number in mind?”
“When you do sell this home, where do you plan in moving to next?”
“[Name], I am super excited for you to go to ___! I would love to be able to help you to get one step closer. As a matter of fact, the next step for me is to set up an appointment so that we can talk about a game plan to get you one step closer to ____.
Which one works better for you, an afternoon or an evening?”
“Thank you, I am looking forward to meeting with you on _________ at _________.”
“Bring me a buyer, and then we can talk.”
Option B
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Handling Objections
AGENT: “Would it help if you’ll only pay a commission if we secure a byer at or above the asking price?”
“I’m not willing to pay for a commission.”
109
Handling Objections
AGENT: “What’s your experience working with a full service agent?”
“I’m going to list with a discount broker.”
110
Handling Objections
AGENT: “Just out of curiosity, do you know why the average consumer sells their own home for significantly less than when represented by a professional real estate agent?”
“I can sell my house without you.”
111
Handling Objections
AGENT: “If I can prove to you that I will generate serious buyers for your home, would you be open minded to listing me down the road?”
“I’m not in a hurry.”
112
Handling Objections
AGENT: “I can totally appreciate that this is a big step, but can I ask you why you are hesitant?”
“I can totally appreciate that. Have you heard enough to make your decision today?”
“I want to think about it. / It’s just not right now.”
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Handling Objections
AGENT: “Can I ask why that is important to you?”
“Can I ask why you wanted to sell the property yourself?”
“Have you ever listed with a broker before?”
“It sound like you had a previously bad experience. Can you tell me about that?”
“Other than the commission, is there any other reason why you would not list with a professional?”
“[Name], if I could show you a plan that can net you exactly what you’re looking to net, even after paying my commission, does it really matter how much you pay me?”
“Ok, great! Why don’t we set up an appointment later this week. What works better for you, an afternoon or an evening?”
“Thank you, I am looking forward to meeting with you on _________ at _________.”
“I don’t want to work with a broker.”
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Handling Objections
AGENT: “That’s a fantastic question, [name]!
It’s actually the first thing we’ll cover (at the listing presentation) when I sit down with you at the appointment. What works better for you, afternoons or evenings?”
“Thank you, I am looking forward to meeting with you on _________ at _________.”
“What is your commission”
Or
“What is your marketing plan?”
Or questions related to the details of the service
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Other Scripts
116
Request Referrals
AGENT: “When we’re successful in (finding you a home or selling your house), I’m going to ask a favor. I’m going to ask you to refer us and our services to someone whom you feel is in need of them. I’m not going to ask you now; first, I’ve got to earn your trust and confidence by accomplishing your goals. Then once that’s done, I’ll ask you. Does that sound fair? By the way, it doesn’t matter what part of North America they are in; I have a network of almost 80,000 Keller Williams Agents that I can refer them to so that they can experience the same level of professionalism that I intend to provide for you – fair enough?”
117
Isolate the Objections
AGENT: “Other than ___________, is there any reason you wouldn’t _________________ today?”
118
Expectations
AGENT: “No one will work harder or more professionally for you than our team. Our team promises to ______________________ at the best possible price, get you to the closing table with the least amount of hassle possible, and do it within the time frame that you desire.”
119
Negotiating
AGENT: “You know, they say price is only an issue when you don’t want something. Your family’s happiness holds far greater value than the small difference in price, doesn’t it? Let’s go write it up and get you on your way to years of happy memories. Sound good?”
120
Showing the Difference Between Agents
AGENT: “The traditional agent is a “jack of all trades” and a master of none. I’m a buyer specialist, which means all I do is work with buyers. My sole job is to find you the perfect home. So I have to ask, what kind of an agent would you like to work with? One who works with buyers 100 percent of the time, or somebody who works with buyers, sellers, mortgage companies, inspections, and everything else in between? You want my kind, right?”
121
Setting Expectations
AGENT: “I don’t try to sell you any particular home. What I do is sell you on our service. You pick the home and we will help you buy it at the best possible price and terms. Fair enough?”
122
Post NAR Settlement Dialogues 2.0
123
Quick One Liner Response to the Public When Asked About the Change
AGENT: “While commissions have always been negotiable, WHAT you pay is most likely not going to change, HOW you pay it is what’s changing.”
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Full Response to the Public When Asked About the Changes
AGENT: “The U.S. Department of Justice was concerned that Real Estate agents were making consumers feel
like they couldn’t negotiate commissions, especially on the buyer side. This stems from the average 3%
commission that has long been offered out to buyer agents via the Multiple Listing Service.
Prior to the change, when a seller would hire a listing agent, a commission would be negotiated and
an agent would then typically split that amount with the agent that brings the buyer and would then
communicate that via the MLS. Because it has been promoted via the MLS all these years, the DOJ has
stepped in and said that it’s not fair to buyers because they should be aware of their agents fees and
should be able to negotiate them, instead of the buyers broker getting what is offered via MLS, no matter
what the terms of the transaction were.
(cont.)
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Full Response to the Public When Asked About the Changes
(cont.)
Now, to prevent steering and to encourage negotiations between all parties, a set buyer agent commission
amount may NOT be offered via the MLS, but it may be offered elsewhere (websites, flyers, email
communication, etc). However, seller concessions may still be offered via the MLS, which can be used
towards buyer agent commissions and any other closing costs the buyer may have. While it’s ultimately up
to the seller, offering closing cost help up front to the buyers may entice them to make an offer on homes
offering concessions, versus the competition, since buyers are not used to paying commissions and
listings not offering concessions could wind up costing the buyer more. (Please note: if your brokerage or
MLS is not allowing a “set” concession or buyer agent commission, you will have to modify your language
to fit the above paragraph)
(cont.)
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Full Response to the Public When Asked About the Changes
(cont.)
Finally, to further encourage transparency of fees, the DOJ is requiring Real Estate agents to have a signed
buyer agency agreement with a buyer so that the buyer is fully aware of the commission that their agent is
being paid. This same document will explain to the buyer that IF the seller is not willing to cover the costs
of the buyer agent, the buyer is responsible for any difference between what’s negotiated from the seller
and what’s expected per the buyer agency agreement.”
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The NEW compensation model to a Seller if seller concessions are allowed in your MLS and common in your marketplace:
AGENT: “You may have heard there’s been some changes to the way agents get paid?
You are probably familiar with the “old” way it worked... you paid somewhere around ______ to a list agent and that agent split their commission with the buyer’s agent, sound familiar?
Today, while commissions have always been negotiable, the amount you pay hasn’t changed much, even though costs for nearly every good and service have increased... it’s HOW it’s paid that has changed.. So here’s how it works now...
We charge _________ on the list side and we recommend you offer ________ in concessions to the buyer to put towards their closing costs, which may include paying their agent.
By doing so, we can remain competitive and attract ALL of the buyers and their agents to your home by
promoting these concessions to the buyer to use towards their closing costs in the MLS. Make sense?
So in essence, the amount is a total of ________ and there’s now a portion that goes to the buyer as a concession so they can turn around and use that to pay their agent and/or some of their mortgage costs, make sense?”
Seller Presentation
Sellers
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The NEW compensation model to a Seller if seller concessions OR buyer agent commissions are allowed but you are NOT able to promote a specific amount:
AGENT: “You may have heard there’s been some changes to the way agents get paid?
You are probably familiar with the “old” way it worked... you paid somewhere around ______ to a list agent and that agent split their commission with the buyer’s agent, sound familiar?
Today, while commissions have always been negotiable, the amount you pay hasn’t changed much, even though costs for nearly every good and service have increased... it’s HOW it’s paid that has changed.. So here’s how it works now...
We charge _________ on the list side and we suggest you promote that you are willing to offer concessions to the buyer to put towards their closing costs, which may include paying their agent. (or buyer agent commission if concessions aren’t allowed)
By selecting yes you are willing to offer concessions/buyer agent commissions, we can promote that to all of the agents and buyers who may have interest in your home and when they submit their offers, they will ask for an amount to help them cover their closing costs, which may include paying their agent. While I can’t predict what amount they will ask for, I do want to prepare you for the amount that we have been seeing so far in our brokerage since the change and that amount has ranged anywhere from ____ to ____.”
Seller Presentation
Sellers
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The NEW compensation model to a Seller if seller concessions are NOT allowed in your MLS and/or are
NOT common in your marketplace:
AGENT: “You may have heard there’s been some changes to the way agents get paid?
You are probably familiar with the “old” way it worked... you paid somewhere around _______ to a list agent and that agent split their commission with the buyer’s agent, sound familiar?
Today, while commissions have always been negotiable, the amount you pay hasn’t changed much, even
though costs for nearly every good and service have increased... it’s HOW it’s paid that has changed.. So
here’s how it works now...
We charge _______ on the list side and we recommend you offer ______in buyer agent compensation and
you have the option to offer it now (recommended) or you can wait until time of offer to negotiate that.
So in other words, Instead of the total commission going to the listing broker and then the listing broker
promoting usually half of that amount to the buyer broker, the buyer broker commission is now dictated by
the seller and although we can’t use the MLS to promote it, we are able to use other mediums to do so.
(cont.)
Seller Presentation
Sellers
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The NEW compensation model to a Seller if seller concessions are NOT allowed in your MLS and/or are
NOT common in your marketplace:
(cont.)
While you have the choice of determining that now and offering out whatever amount you want to the buyer broker so their clients won’t have drastic increases in their costs, under the new rule, we are not able to use the MLS to promote that. Instead, we would use email, text, social media and any internet site that does not receive a feed from the MLS to promote the existence of the buyer agent commission you are offering.
Would you like me to share with you what the competition is offering so we can remain competitive or would you prefer to wait until we receive an offer?”
SHOW EXAMPLES IF POSSIBLE
Seller Presentation
Sellers
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“What are the benefits of waiting until we receive an offer and why wouldn’t I choose that option?”
AGENT: “You most certainly can and since most buyers aren’t used to paying buyer agent commissions, most
offers we are seeing are asking for those to be covered by the seller since there’s a high probability you are going to be paying them anyways. So if you wait to negotiate them and we are not able to promote any sort of concession/commission, you lose all of the marketing power that offering a commission (or concessions) give you when buyers and their agents are considering what homes to look at and make offers on. Make sense?”
AGENTS PLEASE NOTE: You are never to steer a client away from a listing because of the concessions or
compensation they are offering, however, you may let your client know that they would be responsible for the
difference if the listing is not offering a concession or commission that covers your costs.
Seller Question
Sellers
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“What Do I Pay You and What Do I Pay the Buyer’s Agent?”
AGENT: “Our professional fee is _____. In addition, we recommend you offer concessions to the buyer of ______ to not only help them pay their agent since that’s what they have been used to in the past several decades,
but also because our competition is offering concessions for the same. (IF ALLOWED)
This will allow us to remain competitive so we enlist __________________ Realtors in __________________ to help me market your home to their buyers, thus driving more traffic to your property, which ultimately gives
you more leverage when negotiating offers and gets you top dollar for your home. Make sense?”
If not allowed, refer to the above script to explain that you can still pay a buyer agent commission and
advertise it everywhere BUT the MLS or any MLS provided feeds.
Seller Question
Sellers
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“Can I Negotiate to Pay you Less Than _____? I Heard it’s Negotiable.”
AGENT: “Commission has always been negotiable, and if you’d prefer to pay less, I am going to suggest you offer
less in concessions to the buyer versus taking dollars away from the marketing that’ll drive traffic to your
home. Question for you... what would you like the total commission you pay to look like?
Based on that, I suggest we offer __________ in concessions/commissions, which would put you at a total
of _______, sound good?
(I suggest this in a situation where it’s a matter or getting the listing or walking away from it so please be
sure to help them understand that we don’t recommend this as something that will increase their net)
Seller Question
Sellers
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“Yeah, but I meant will you reduce YOUR fee from _____?”
AGENT: “I am sorry, I can’t do that. The fee to list, promote, sell and ultimately get your sale to the closing table is the same for every client. As I am sure you can appreciate, if I reduced it for you, it wouldn’t be fair to the others that have paid our minimum rate. Fair enough?”
Seller Question
Sellers
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“Well what if I don’t want to offer out anything to the buyer to pay their agent?”
AGENT: “You can most certainly do that and since most offers that are written today are asking for closing cost help for the buyers you’ll most likely wind up paying it anyways and you won’t get to take advantage of the marketing power that promoting that you’re offering concessions will give you, make sense?”
Seller Question
Sellers
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“What if there is no buyer’s agent?”
AGENT: “Then we all win because the amount you pay is reduced on the buyer agent side to _____ so instead of paying ____ in commissions/concessions to another agent, you now pay ____ and that buyer may use that to pay us to represent them and help them get their side of the transaction to a closing table, make sense?”
(Could be reduced concessions or reduced listing fee. Either way, determine up front in the listing agreement)
Seller Question
Sellers
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“So you get paid more if there’s no other agent?”
AGENT: “The amount you pay me to list, market, sell and ultimately close your property does not change, however,
the amount you pay in buyer commissions/concessions will be reduced to __________. These concessions will go to the buyer to use towards their closing costs, which includes our brokerage fees to handle the buy side of the transaction.
This creates a win/win scenario because the buyers could secure an agent to represent them and ask for more to cover their costs, which understandably would be higher. Instead, my brokerage and I work for less to create a win/win for all parties involved, which includes putting more money in your pocket... Does that sound good?”
(again, could be reduced concessions or reducing the listing fee but either way, should be determined up
front in the listing agreement)
Seller Question
Sellers
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“What happens if I pay your fee to list my home and I offer out a Buyer Agent Incentive or Concession to a buyer and when I go to purchase the seller does not offer a concession or agree to pay a portion of your commission, does that mean I will be paying commission three times?”
AGENT: “That’s an understandable concern and, I may be wondering that as well if I am in your shoes and what I can tell you is that it’s my job to negotiate as much of my buyer agent fee as possible to be covered by the seller and if they do not agree to that, you do not have to buy their home. Furthermore, if we do find ourselves in a situation like that, I will work with you on the buyer side commission so that you are minimal to nothing out of pocket on another commission, fair enough?”
Be prepared to put that in writing.
Seller Question
Sellers
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Presenting the Buyer Contract concept to Buyers PRIOR to meeting them:
AGENT: “You may or may not have heard that agents are now required to have signed agreements with buyers
prior to opening a lockbox to show you a home. Because we have not met yet, I would never expect you to
enter into an agreement with me this early in the process, so I am going to have you sign what is called a
____________(non exclusive, one property, buyer services, etc.) agreement, and know that it only applies to
this/these showings and does not lock you into using me for anything relating to your real estate purchase
outside of this/these homes. I will email it to you to review and we can connect prior to the showing for me
to walk you through it. Sound good?”
Buyer Presentation
Buyers
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Presenting the NEW Compensation Model to Buyers during the Buyer Consultation:
AGENT: “Based on everything we’ve covered today, do you feel that I can help you secure the right home in a
reasonable timeframe?
Perfect! Then you’re probably wondering what all of this is going to cost you, right? The good news is that all of this and everything I do to help buyers secure homes may cost you nothing at all and here’s how...
Part of my job is to negotiate the best deal for you and as part of those negotiations, I’m going to ask the
seller to contribute closing cost concessions which could cover some or all of my ________ fee...The even
better news is, you don’t have to pay me anything until we’re sitting around the closing table and I’m getting
you your new set of keys. Sound good?”
Buyer Presentation
Buyers
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“Does this mean I have to pay you now?”
AGENT: “Not necessarily, and quite honestly, as a buyer you have indirectly been paying your agents’ commission
the entire time. Think about it, the seller has a price in mind and it’s usually based on a few factors such as
market value and what they’ll net. Well, what factors into their net? Their costs! Therefore, even though we
were paid out of the listing agent’s commission when buyers bought, it was really paid for by the buyer in
the final selling price of the home, does that make sense?
Now, today, buyers will pay the commission directly to the brokerage as a closing cost, as opposed to the seller in their sale price, and that’s only if we can’t get the seller to provide a concession to help you cover it, make sense?”
Buyer Question
Buyers
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“What if I Can’t Afford it?”
AGENT: “The good news is, getting help with closing costs is an absolute acceptable ask and it will be my number one priority in making sure the seller understands the need to help you with your closing costs so you may
purchase their home with minimal out of pocket.
Now, if we find ourselves in a multiple offer situation, I may suggest that you don’t ask for help from the
seller to cover your costs, and in that case, you would be responsible for covering them. If you THINK
you’re going to be unable to do so, I suggest we get on the phone with your lender right away to discuss
options so we are crystal clear on your buying power if we find ourselves in a multiple offer position, sound
good?”
Buyer Question
Buyers
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“Sounds Like I’ll Save Money if I Work With The Listing Agent”
AGENT: “You most certainly could, at least on costs and let me ask you... how do you plan on getting the best deal
on a home by working with the agent that was hired to get the best deal for the seller?
Most sellers today have already budgeted an amount to go towards the buyer’s broker since they’ve been
doing so for decades. This entices agents to show their home versus the competition. If you made the decision to work with me, I will fight tooth and nail and will do everything I can to help the seller understand just WHY they should work with us and sell to you, that’s my job.
Finally, let’s just say you do end up having to pay all or a portion of my _______ fee, but you save ________ on
the sales price and/or secure the home in a sellers market, wouldn’t it be worth it?”
Buyer Question
Buyers
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“I’ll Just Hire an Attorney to Represent Me”
AGENT: “You can most certainly do that and in my experience, attorneys are really good at understanding contract law and do you know what they don’t do day in and day out?
They don’t handle price and term negotiations, they don’t handle inspection issues, they don’t get involved
with appraisal negotiations, they don’t touch any finance issues and they certainly don’t have experience like I do in getting a deal to a closing table.
You see the difference now?”
Buyer Question
Buyers
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“What if I don’t want to sign an agreement to work with you yet?”
AGENT: “Totally understand, we just met! If you’d prefer, we can work in a non exclusive capacity until we feel comfortable with one another, so long as you are aware of the way commissions work today and that you would be responsible for your side of the commission if we are unable to get a seller to cover them for you should you purchase any of the homes we show you, sound good?”
They will still need to sign a document showing what you charge should they buy from you.
Buyer Question
Buyers
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“I have heard there are “no cost” agreements to see homes, do you honor that as well?”
AGENT: “Of course, it will never cost you anything to view homes with us as you only pay for an agent’s services at closing, and you may not have to pay anything at all, may I explain?
Part of my job is to negotiate the best deal for you and as part of those negotiations, I’m going to ask the
seller to contribute closing cost concessions which could cover some or all of my ________ fee...The good news is, even if you did have to pay a portion, you don’t pay a dime until we’re sitting around the closing table and I’m getting you your new set of keys. Sound good?”
Buyer Question
Buyers
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