Overview
Module 1
Mindset, Marketing, Positioning &
Transaction Fees
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Today’s discussion
1.
2.
3.
4.
5.
6.
New Way of Real Estate
Do the opposite
Money hang ups
Mindset – words = influence
Positioning
BONUS: Implementation $ this week.
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Today’s discussion
1.
2.
3.
4.
5.
6.
New Way of Real Estate
Do the opposite
Money hang ups
Mindset – words = influence
Positioning
BONUS: Implementation $ this week.
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New Way Of Real Estate
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100 years of a messed up system
Attorneys, Stock Broker
Middlemen
Barriers to entry
Gate Keepers with the secrets to profits
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Doing the opposite
• Agent that is not positioned is doing……….
• Work ethic, Schedule, Hours open, Appt’s
• If you are doing the same thing as everyone else,
then you are worth the same. If you look, walk
and talk the same, then why would anyone ever
think they would need to pay you any
differently……
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Is it LEGAL ?
Doing the opposite
• Anti trust laws
• B: Monopolizing trade a felony; penalty
• guilty of a felony,
• punished by fine not exceeding $10,000,000 if a corporation, or, if
any other person, $350,000, or by imprisonment not exceeding
three years, or
• by BOTH
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Doing the opposite
• Cost will only be an issue in the absence of value
• You wouldn’t dream of doing business with
anyone without building in this fee.
• If you type it into the paperwork, it has greater
feeling of professionalism and you are less likely
to get objections on it.
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Money Hang-ups
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If I needed a hair cut. How much could I pay ?
If I need a mechanic – how much could I pay ?
If I need a painter – How much could I pay ?
If I need a doctor – How much could I pay ?
If I need an lawyer – How much could I pay ?
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Getting Over Your Money
Hang-ups
• Agents will say that we should not be paid more than
offered …
• essentially that we are commodities and have no right.
• At the same time a table full of agents will have just
paid $1 for a soda that costs 2 cents to make and
another 2 cents to can – they have no problem with
this or have a Starbucks in front of them that cost $5
for coffee they could come close to making on their
own for 25 cents.
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Money Hang-up’s Cont’d
• Go to a restaurant and you pay a premium for an
experience. Hamburger rarely goes from 99 cents
to $15 …. you are paying for the environment,
service and presentation mainly.
• I have no issues with the restaurant charging
these fees – they offer an experience and service
… just like you!
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Money Hang-ups from the
industry
• Review Articles about Compensation
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Getting over your money
hang-ups
• If I was an employee in a sales company, and the guideline was that
my company charged $5.00 for a cup of coffee, how would I feel ?
What if they charged $6.00 what about $7.00 is there a point at
which it’s too much ? How do you know when it’s too much ???
• REALTOR’S are humans and like all humans, they have comfort
zones. If you are an agent that specialized in the Luxury end of the
market, then you might spend a lot of money to market and sell
homes. Who’s money should that be ?.....
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Getting over your money
hang-ups
• If you come from a blue-collar background, then you’re
probably not very comfortable asking for a marketing
budget when selling homes but it’s really critical that
you take a few minutes and write out your beliefs
about from an awareness standpoint because as we
move through this program, it’s something you will
need to address within yourself and with your team.
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Questions: a few Money
Questions
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What is the most I should be paid per hour ?
What is the most that anyone should be paid ?
Should everyone be paid the same in real estate ?
What is the most per hour I’ve ever been paid anywhere ?
How much money do I need to make, to make a profit ?
Is there a reasonable amount of profit that is ok to make ?
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Money Hang-ups
• Doctors and lawyers used to go to school for 6 –12 years
and make $350,000 … now many if not most doctors and
lawyers earn far less than $100,000
• One of the biggest factors limiting the profit of agents
today is the lack of the ability to persuade another person
to take action.
• The first thing to making loads of money and profit is to
develop a healthy mindset and belief about persuasion,
real estate sales and profits!
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Money Hang-ups
• If you don’t value yourself and what you offer
very highly, how can anyone else?
• How is it possible for some agents in real
estate to sell more than me? Profit more than
me?
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Mindset
Words = Influence
• How important or powerful are your words ?
• MY WORDS CAN MAKE ME RICH!
• Highest paid people in our society - Authors, talk
show hosts, TV personalities = they all know that
their words make them rich
• You are a word merchant.
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Mindset
Words = Influence
• You can offer EXACTLY the same products and services as
another agent, but the other agent could be 10 times more
successful than you are? How is that? Better words!
• Nothing to do with grammar, syntax, spelling or
punctuation. It has to do with moving people, with
motivating people to take action, and bonding with people.
• Hard Truth – If you are not a highly profitable agent, it is
most likely because your words are not good enough.
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Mindset
Words = Influence
• You can be good most of the time – but it is the weak
points of your scripts and presentation that turn
prospects off and it is the weak points they remember.
• If you’re not rich it is because your words are not rich
…. The words you use to describe your services are not
persuasive enough.
• Change your words and you will change your life.
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Mindset
Words = Influence
• Everyone uses scripts – use of organized thought patterns
and organized words. The alternative is unorganized words
and winging it.
• Mark Twain “The difference between the right word and
the wrong word is the difference between lightning and a
lightning bug.”
• Every great communicator uses scripts – Jay Leno – Barack
Obama – Bill Clinton – Ronald Regan … even teleprompters
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Mindset
Words = Influence
• Best investment you can make is to invest time in
scripting and practicing scripts.
• If you are down and depressed about your profit
or sales it is probably because your phone and
presentation scripts are not good enough.
• Whoever has the best words – wins!!!!
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Mindset
Words = Influence
• You need to look at every word and phrase. Get
rid of lazy or ineffective words. A fair percentage
of what salespeople say to prospects is
unnecessary, non-persuasive, or
counterproductive.
• You can never be too powerful in your sales
presentations unless every single person signs.
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Mindset
Words = Influence
• If you are afraid or unprepared – you will not
get on the phone or get in front of enough
people.
• AWARENESS is the first step to growth and
profits! First need to be aware that others are
doing it.
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SIX UNIVERSAL PRINCIPLES OF SOCIAL INFLUENCE –
ROBERT CIALDINI
1. reciprocation – we feel obligated to return
favors performed for us
2. authority – we look to experts to show us the
way
3. commitment / consistency – we want to act
consistently with our commitments and values
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SIX UNIVERSAL PRINCIPLES OF SOCIAL INFLUENCE –
ROBERT CIALDINI
4. scarcity – the less available the resource, the
more we want it
5. liking – the more we like people, the more we
want to say yes to them
6. social proof – we look to what others do to
guide our behavior
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Positioning
• Bail bondsman get’s calls during the day about
his rates and at 2am, the calls are…. GET ME
OUTTA HERE !!!
• You are just one decision away from a
breakthrough in your business !
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Positioning
1. What message are you sending ?
• Stage yourself – what does your wardrobe say
before you meet your client ?
• Marketing, Image & Reputation…
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Positioning
2. What are others saying about you and do
your clients know it….
• What other people say about you is 10x more
powerful that what you say about yourself…
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Positioning
• 3. Be the expert
• Position yourself so that your consultation and opinion
are valued and respected not just FREE ADVICE.
• The more likely they are to value your service when it
comes down to decision-making.
• They give you referrals
• Less likely to shop you
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Positioning
• 4. Make them come to you
• CITO – don’t have an office… WHY NOT ? It’s no
wonder that you’re not getting paid.
• Stand out and deliver…. Do everything possible to be
different..
• The least important person travels….
• Environment is key
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Positioning
• 5. Charge a premium and get the
commitment up-front
• Wealthy are paid in advance
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Positioning
• 6. Do you want a job or do you want a
business ?
• Trading time for money… when do you run out
of time?
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Positioning
• 7. Go BIG !!!!
Rn or Chief of Staff
• LEVERAGE or open lockboxes for the rest of your
life…..
• BUT leveraging yourself BEFORE you are
positioned for profits is R E Suicide!!!
• Salespeople are unemployed every morning and
have to get up and go make a sale…..
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Implementation this week
• Implementation BONUS
• $144.00 Transaction Compliance Fee
• Not like other programs – not a big binder and
asked to figure it all out.
• There is a world of difference between reading
about a skill and actually acquiring that SKILL
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Implementation this week
• Could read what Tiger Woods wrote and not
shoot a 70 … could read what Michael Jordan
wrote and not dunk … could read what Will Smith
wrote and not be a great actor.
• Reading is great but you need to have interaction,
application and coaching in order to change
behavior!
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Implementation this week
• When things get tough agents spend 38% less
time in lead generation – more time in saving
deals and feeling sorry for themselves
• Trapeze – can’t hold both sides of the rope –
either you are on the program or you’re out this is not a swing – start dreaming again
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Implementation this week
• It’s great that this is not easy – if it were easy everyone
would be doing it
• Close the sale at the appointment - 95% of all seminar
sales take place at the event – almost everyone that
says they will get involved later doesn’t!
• If you wanted to learn how to fly – would you learn
from a pilot or a BMX champion?
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Implementation this week
• Level One - $144 Transaction & Compliance
Fee
– Paid at closing - obviously only if it closes - no
close - no fee
• Credit back if you don’t perform if needed to
comfort client
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Implementation this week
• Seller: “right here we have $144.00
‘transaction and compliance fee’ that is part of
your closing costs.”
• Simpler, the better
• Must give ‘your fee’ a name
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• Introduce the drop close
• Credit it back at closing, if they’re not totally
thrilled with the service they receive
• Next module we’ll show you how this might
appear on your listing paperwork….
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What we covered in
Module 1
1.
2.
3.
4.
5.
6.
New Way of Real Estate
Do the opposite
Money hang ups
Mindset – words = influence
Positioning
BONUS: Implementation $ this week.
41
What is coming in
Module 2
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New Way: Hunting vs. Attracting
WISGAT & What That Means To You Is …
Intro calls on leads – set the appointment
The Mindset Mastery Of The Worlds Most Successful
Agents And Entrepreneurs!
• Transaction Fees at closing
• CJ's 7 Step System To Change Anything In Your Life
• 7 Step Formula For GUARANTEED Success
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