Lead Generation 36:12:3
Power Session 7:
Open Houses
Power Session 7
In this Power Session …
1)
2)
3)
4)
5)
6)
7)
Introduction
Open Houses Work!
Before: Prepare and Promote
During: Build Trust and Qualify Leads
After: Follow Up!
Be The #1 Market Agent
Putting It All Together
Lead Generation 36:12:3
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Power Session 7
Introduction
Ground Rules
1) Arrive on time.
2) Form groups quickly.
3) Limit side conversations.
4) Turn off cell phones and pagers.
5) Be comfortable.
6) Respect time.
7) Respect each other.
8) Help each other.
9) Respect confidentiality.
10)Have fun!
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Power Session 7
Introduction
How You Will Learn
Learning Methods
1) Manual
•
•
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Models/Systems
Exercises/Discussion
Stories
2) Classroom
•
•
•
PowerPoint slides
KWConnect videos
Classmates/Instructor
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(continued)
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Power Session 7
Introduction
How You Will Learn
Accountability Methods
1) Lead Generation Action Plan
2) Accountability Partner/Program
1. Set Goals
5. Make
Adjustments
Accountability
Feedback Loop
4. Evaluate
Process
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2. Do Key
Activities
3. Measure
Results
Slide 5
Power Session 7
Introduction
EXERCISE
Where You Are Today
1)
2)
3)
4)
Lead Generation Activities
My aha’s from these activities
The most difficult part of these activities
What I will do differently in the next 24 hours
Time: 10 minutes
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Introduction
Power Session 7
Why You Are Here
Open Houses Turn Haven't Mets into Mets
Buyers
Haven’t
Mets
Sellers
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Leads
Mets
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Slide 7
Power Session 7
Introduction
“Open houses are the easiest, simplest, fastest, and
cheapest way to grow your business.”
Ron Cathell
Arlington, Virginia
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Slide 8
Power Session 7
Introduction
Why You Are Here
You are
here!
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Slide 9
Power Session 7
Introduction
What Will Make This a
Great Training Experience
•
•
•
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Power Session 7
Open Houses Work!
Question
Are you at the open house to sell the house or pick
up buyers and sellers?
Answer
You are there to do both.
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Open Houses Work!
Power Session 7
What buyers and sellers think about open houses
100 Buyers
47 Visit an
Open House
7 Buyers Use Agent
from the Open
House
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40 Buyers Leave Open
House
Unrepresented
or
Represented by
Another Agent
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Power Session 7
Open Houses Work!
EXERCISE
Best Open House Ever!
1) Recount to the group the best open house you ever
attended (or held).
2) What made it special and memorable?
3) If you attended, how were you treated by the agent?
4) If you hosted, what were the results? How many leads
were generated?
Time: 10 minutes
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Open Houses Work!
Power Session 7
Myth
Open houses are only for new agents
looking for buyers.
Truth
Experienced agents continue to leverage
open houses to generate both buyer
and seller leads.
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Power Session 7
Open Houses Work!
Myth
I don’t have any listings, so I can’t hold an open
house.
Truth
Use another agent’s listing.
It’s a win-win for both of you.
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Power Session 7
Open Houses Work!
Myth
Agents “sit” open houses.
Truth
Great agents “work” open houses.
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Power Session 7
Sharon Ketko –
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•
•
Open Houses Work!
“The Builder’s Wife”
5-6 homes open every Sunday
Prospecting and marketing to the
open house
Results from open houses!
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Power Session 7
Open Houses Work!
Takeaways for Agents in the Growth Phase
• Open houses produce buyers, sellers, and
referrals.
• Set a goal for your open houses.
• Do everything to get many people there.
• Hold consistent weekend open houses.
• Team up with others and hold 5-6 together.
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Power Session 7
Open Houses Work!
Open House Model
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Power Session 7
Before:
Prepare and Promote
Preparing for an open house
1.
2.
3.
4.
5.
Set open house goals.
Decide which house(s) to hold open.
Stage the house.
Prepare to build relationships.
Prepare to be the neighborhood and market
expert.
6. Be safe!
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Power Session 7
Before:
Prepare and Promote
Preparing for an open house
1. Set open house goals.
–
–
–
–
–
–
Number of leads you want to get
Number of Haven’t Mets converted to Mets
Number of buyers
Number of sellers
Percentage of attendance to number of invitations
Number of open houses you will work in given time
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Power Session 7
Before:
Prepare and Promote
Preparing for an open house
2. Decide which house(s) to hold open.
– Is the house in a high-traffic area?
– Does the house have special features?
– Is the house in a desirable neighborhood?
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Power Session 7
Before:
Prepare and Promote
Preparing for an open house
3. Stage the house.
– Does the house have curb appeal?
– What do you see when you walk in the door?
– Do you have a seller’s open house checklist?
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Power Session 7
Before:
Prepare and Promote
Preparing for an open house
4. Prepare to build relationships.
What questions will you ask your guests to build
rapport?
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Power Session 7
Before:
Prepare and Promote
Preparing for an open house
5. Prepare to be the neighborhood and market
expert.
– How will you tell the neighborhood history?
– What do people really want to know?
– Have you prepared an Information Packet?
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Power Session 7
Before:
Prepare and Promote
Preparing for an open house
6. Be safe—Five tips for safety
1)
2)
3)
4)
5)
Check rooms for “escape” routes.
Check backyard for high fences.
Check cell phone’s strength.
Notify friend to call at set time.
Walk behind guests during tour.
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Power Session 7
Before:
Prepare and Promote
Preparing for an open house
What do buyers want to know?
What do sellers want to know?
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Power Session 7
Before:
Prepare and Promote
Prospecting around open houses
Should I prospect, or should I market?
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Before:
Prepare and Promote
Power Session 7
Prospecting
Proactively seeking leads
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Power Session 7
Before:
Prepare and Promote
Todd Butzer
Regional Director
Edina, Minnesota
•
•
•
What are your aha’s?
How do you prospect with the neighbors before an
open house?
What has worked? What hasn’t?
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Power Session 7
Before:
Prepare and Promote
Debbie Zois
Mega Agent
Las Vegas, Nevada
What is your experience with knocking on
doors?
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Power Session 7
Before:
Prepare and Promote
Marketing
Passively attracting leads
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Power Session 7
Before:
Prepare and Promote
The Power of Signage
Competitor has dominant market share
Your
Listing
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Power Session 7
Before:
Prepare and Promote
The Power of Signage
Now who has dominant mindshare?
Your
Listing
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Power Session 7
Before:
Prepare and Promote
Signage Design, What Matters?
• Brand yourself.
• Be sure to put your name in large print on all
signs.
• Goal: people will see your name over and
over again!
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Power Session 7
Before:
Prepare and Promote
Signage Placement
Open Sun.
2:00-4:00
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Power Session 7
Before:
Prepare and Promote
Tips for Signs:
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Invest in a large quantity of signs
Your name in large print
Use colorful balloons
Place 10+ signs out
Put out signs five days before open house
Ask neighbors with corner lots to place signs
Place directional signs at every turn (max. 3 turns)
Put your phone number on open house lawn sign
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Power Session 7
Before:
Prepare and Promote
Sign Design
How would you improve these signs to make
them more effective?
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Power Session 7
Before:
Prepare and Promote
Great ideas for promoting your open houses
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•
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Local and Metropolitan Newspapers
Mail-outs
MLS system
Craigslist.com
Internet Marketing
KW Coaching and Courses
www.HomesOpenToday.com
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Power Session 7
Before:
Prepare and Promote
Bob O’Bryant
Top producer
Orlando, Florida
•
“10 Minute open houses”
•
•
Goal: to get listings
Marketing opportunity
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Power Session 7
Before:
Prepare and Promote
Open House Checklists
Review open house checklists on pages 37-38.
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Slide 41
Power Session 7
During: Build Trust
and Qualify Leads
EXERCISE
Group Discussion
1) What actions can an agent take to build trust
with buyers and sellers?
2) How does building trust affect the rapport you
have with buyers and sellers?
Time: 5 minutes
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Power Session 7
During: Build Trust
and Qualify Leads
The Trust Mindset – Consistency is Key
1. Have you prepared and promoted your open
house with consistent high quality?
2. Have you internalized your scripts?
3. Have you written goals and an action plan for the
open house?
4. Have you considered what your guests will be
looking for?
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Power Session 7
During: Build Trust
and Qualify Leads
Greet and Build Rapport
• Look for clues for how you can meet their
needs.
• Find out what is motivating your guests to
come to your open house.
• Ask about their family and school needs.
• Ask, “What, Where, Why, When and Who”
questions.
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Power Session 7
During: Build Trust
and Qualify Leads
Tour the Home
• Balance your conversations.
• Qualify quickly when multiple groups arrive
at the same time.
• Tell your guests something positive and
distinctive about the home, right when they
come in.
• Set a positive tone!
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Power Session 7
During: Build Trust
and Qualify Leads
The Contribution Principle
• Ask your guests what market information
they need.
• Arrange to drop off or send the real estate
information to them.
• Once you contribute to their needs, then ask
them to sign your guest book.
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Power Session 7
Ask for Business
During: Build Trust
and Qualify Leads
Ask for Referrals
“Would you like to buy the house?”
If not, suggest other homes in the
neighborhood, or other neighborhoods that
may meet their needs.
“Who do you know who might like to see this
house?”
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Power Session 7
During: Build Trust
and Qualify Leads
Thank Guests
• At the end of the tour, make an appointment to
see them again
Make Notes
• Jot down specific information about guests
Activities when no guests are present
• Make calls, send notes, email, and work your
database!
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Slide 48
Power Session 7
During: Build Trust
and Qualify Leads
Nikki Ubaldini
Palm Harbor, Florida
• Scripts for conversations
• Why do you want to be in control of your
conversations?
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Power Session 7
During: Build Trust
and Qualify Leads
EXERCISE
Role Model Demonstration
1) Watch as your instructor demonstrates some of
the key open house scripts in this section.
Time: 5 minutes
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Power Session 7
During: Build Trust
and Qualify Leads
EXERCISE
Script Role-Play
1) Basic Open House Scripts (See pages 48-53)
2) Qualifying Scripts
Time: 10 minutes
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Slide 51
Power Session 7
After: Follow Up!
The One Main Action Step: Follow Up!
• Update your database
• Follow up with seller and listing agent
• Follow up with guests
• Follow up with visiting agents
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Slide 52
Power Session 7
After: Follow Up!
Importance of follow-up with all attendees
You guests could be:
• Buyers who will buy with you
• Sellers who will list with you
• Haven't Mets waiting to be converted to Mets
• Agents who could be recruited
• Any of the above who may refer business to you
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Slide 53
Power Session 7
Be The
#1 Market Agent
Chris Cormack
Ashburn, Virginia
Discussion
What did Chris do to be the #1 Market Agent?
Why would you want to be the #1 Market Agent?
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Slide 54
Power Session 7
Be The
#1 Market Agent
“The tragedy in life doesn’t lie in not reaching
your goal. The tragedy lies in having no goal
to reach.”
Benjamin Mays
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Power Session 7
Be The
#1 Market Agent
What is your goal toward becoming
The #1 Market Agent?
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Power Session 7
1.
2.
3.
4.
Putting It All Together
Power Session Aha’s
Your Lead Generation Action Plan
Open House Action Plan
Lead Generation Action Planning Worksheet
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Power Session 7
Putting It All Together
Your Lead Generation Action Plan
1. What are you currently doing with open houses?
2. What is your open house goal, by what date?
3. What activities will you do to ‘close the gap?’
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Slide 58
Power Session 7
Putting It All Together
The 3-Hour Habit
1) Time block 3 hours every
workday before noon.
2) No skipping. If you must
erase, then you must
replace.
3) Allow no interruptions
(unless they truly are
emergencies).
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Slide 59
Thank You
for Being Here!
Don’t forget your evaluations!
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Slide 60
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Lead Generation 36:12:3