I Spent 10,000 Hours Perfecting My Listing Presentation - Here’s The Script! — Transcript

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1. 0:00all right team we're going to go ahead and get  started appreciate everybody being here today
2. 0:04appreciate all the Elite Builders in the room  let's clap it up if you're an elite builder
3. 0:07in the room at the beginning of my real estate  career I was uh selling real estate in Gainesville
4. 0:12Florida which if you've ever been there outside  of the university is a very Sleepy Hollow town
5. 0:18it's just cows and churches not as though there's  anything wrong with cows and churches but that's
6. 0:22all there is the broker that I decided to partner  with at the time and good for them they had a boot
7. 0:29camp that you had to go through before they would  let you in to the company right and it consisted
8. 0:36of two weeks of sales training you know things  like contacts equals contracts and making calls
9. 0:42and things of that nature and it culminated in  a listing presentation that you actually had to
10. 0:49give in front of all of the rest of the company  and they partnered you with another uh new agent
11. 0:55for those of you who may not know me I am somebody  who's very motivated by significance and I'm also
12. 1:00incredibly disgustingly competitive so I wanted  to win I wanted to be the absolute best of the
13. 1:06whole presentation in front of the whole company  right so I took it super seriously and they told
14. 1:11us to print out this information about like  their listing presentation their marketing
15. 1:16thing and everything was like these piece of  paper and they told us to go to Office Depot
16. 1:19and to print it out and to get a flip chart so I  dutifully went to Office Depot printed it all out
17. 1:24got my flip chart ready to rock got my script and  I went home to my wife Carla and said hey we need
18. 1:29to start role play playing not that type of role  play but we need to start we need to start role
19. 1:36playing okay she's like Okay cool so we start  practicing and I'm diligently practicing like
20. 1:42you know all day all night and it comes the big  day it's time to present so my partner is a all
21. 1:50shucky kind of guy you know like a grandpa  is kind of guy and he goes first and it's
22. 1:58embarrassing he clearly did not prepare okay he  was dressed in jeans and a t-shirt okay and he
23. 2:09stumbled through the presentation it was very  clear that he didn't practice at all okay now
24. 2:14I show up I'm the only person wearing a suit  now it's from the dead man collection and let
25. 2:19me explain what I mean by that the first suit  that I ever bought I bought it in estate sale
26. 2:23cuz I had no money and a guy died who happened  to be my shape and S uh I going going through
27. 2:31the closet at the estate so I look at my wife  I'm like suit's pretty nice bought the suit for
28. 2:3720 bucks add a little pocket square there let's  go so forever and ever it'll always be from the
29. 2:43dead man collection first suit ever got right so  I show up dress fresh like a million bucks got my
30. 2:47little pocket square in there and now it's my turn  to present and because I had spent a lot of time
31. 2:52doing what and preparing I was able to get through  it now it wasn't perfect okay cuz I'd only spent
32. 2:59you know 48 Hours practicing but I I took it  really seriously and in my mind I was so worried
33. 3:05and concerned like oh my God what if he asked me  how much my commission is anybody besides me have
34. 3:09ever been worried or concerned about that yeah  more hand should be going what if they say I've
35. 3:13never heard of your company before anybody ever  been worried about that yeah anybody on the way
36. 3:18there you're like holy [ __ ] I hope they don't  ask me that I hope they don't ask me that right
37. 3:22you has happened to you before right so I'm all  concerned but like this guy didn't even prepare
38. 3:25for the damn presentation so he just doesn't ask  me anything so I'm like right but I never forgot
39. 3:30that because the money is not in the service the  money is in the selling of the service and if you
40. 3:35want to get paid like a professional you need to  practice like one so there's out of 20,000 agents
41. 3:40in the multiple listing service there's only a  100 that do 20 million in volume myself included
42. 3:44that's it you have 20,000 people competing for  100 jobs like what time would you get up what
43. 3:51would your schedule be like if you really wanted  to compete for one of those jobs not just [ __ ]
44. 3:56around not just treat this like a vending machine  that when you make a few bucks you go to co
45. 3:59R and post it on Instagram so since that boot camp  I have spent 10,000 hours in roleplaying practice
46. 4:09I've gone on thousands of listing appointments and  I've spent probably $400,000 and counting in my
47. 4:15own personal growth and development getting access  to the best teachers the best trainers the best
48. 4:19mentors and now I no longer am at all concerned  as to what somebody might say to me on a listic
49. 4:26bation I've spent the last 17 years of my career  we selling 2,000 properties what we're going to do
50. 4:33today is I'm going to go over with you the listing  presentation the exact presentation that I've used
51. 4:40to list hundreds of properties a year it's broken  down into three separate sections and then we're
52. 4:45going to go over some frequently asked questions  common objections so that way you're fully
53. 4:48prepared guys because when we go from 6 million  transactions in a calendar year to a projected 3.8
54. 4:53million that means there are more people competing  for the same opportunities and if you don't have a
55. 4:59competitive Advantage don't compete the year I  don't know why you guys think this is a lot of
56. 5:03money let's do the math on this 150 you have  taxes don't you about 50 Grand now you got
57. 5:14100 you got business expenses don't you how much  are those 20 30 grand yeah now you're at 70 you
58. 5:20got a rent or your mortgage payment car payment  you want to take one nice trip a year how much
59. 5:25money's left over zero amateurs practice until  can get it right professionals practice until
60. 5:31they can't get it wrong I should be able to wake  you up in the middle of the night and be like bro
61. 5:34give me your listing presentation you're like  hi my name is Aaron and I really appreciate the
62. 5:38opportunity to be here and you just run right  into it because Go Guys these conversations are
63. 5:41worth 10 15 20,000 bucks it's immature to not be  prepared there's three separate sections of the
64. 5:48listing presentation from the time you hit the  door till the time you start to talk about price
65. 5:54then there's the pricing portion of the listing  presentation then there's handling objections and
66. 5:58closing okay it's a map you just follow it now I'm  curious let's say you got on a plane and the pilot
67. 6:06said you know what we're not going to go with the  checklist today we're just going to wing it would
68. 6:12you get on that plane no no imagine you went  to a surgeon surgeon has a checklist they're
69. 6:17like you know what we're just going to bypass the  checklist today I got this [ __ ] I'm just going
70. 6:22to wing it would you be okay with that why are you  guys okay with going on listing presentations and
71. 6:26wing it they typically take seven NOS before  somebody says yes and somebody's going to be
72. 6:31in control I want it to be me so what do I mean  by that how does how do we incorporate this into
73. 6:35the first section so if you're taking notes put  like from the time I hit the door till the time
74. 6:39I start to talk about price okay from the time I  hit the door time I start talking about price so
75. 6:44the moment that you hit the door all of this is  crafted and scripted so the first thing that I
76. 6:49would remind you guys to do because you're all  serious and [ __ ] is to smile when you knock
77. 6:54on the door I had to remind myself to do that  because I used to be like here to do business
78. 7:02right so you knock on the door they open the  door you're like hi Arona nice to meet you
79. 7:06somebody's going to be in control I want to  be in control because if I if I let them be
80. 7:10in control there's going to be a little [ __ ]  dog running around we're going to be sitting on
81. 7:12the couch drinking tea like nothing's going to  happen now what I want to start to do is I want
82. 7:16to start to immediately start to close you guys  wait till the end to close I don't know why and
83. 7:23remember it takes seven NOS to get to one yes  so I want to get all those seven in right away
84. 7:28so the first thing I'm going to say to them is  like well you know your home is really lovely
85. 7:32Chris it's Tastefully furnished so I'm curious  when we have offers come in are we going to be
86. 7:35including the contents do you want to take that  with you to your next destination taking it with
87. 7:39me good what just happened there when who has  offers come in we have offers come in it's called
88. 7:47an assumptive close being assumptive is yeah I  know she was like being assumptive is a function
89. 7:53of confidence and confidence is a function of  roleplay and practice he's going to be like no
90. 7:57we want to take that with us okay fantastic and  then he continues to show me through and I'm like
91. 8:00yeah you know if I remember correctly Chris you  were kind enough to share with me that you aren't
92. 8:04planning on making any changes or modifications  before I start to bring buyers through you just
93. 8:08want me to help you to sell it as it is where it  is is that right that's right what just happened
94. 8:14close number two right right so two closes have  we talked about commission have we talked about
95. 8:19my [ __ ] snazzy marketing plan which by the way  is the same as everybody else is but don't tell
96. 8:24me so then we we've done those couple something  closes and now it's time to sit down again you
97. 8:29need to be in control okay so what I like to do  is like we can go ahead and take a seat here at
98. 8:33the kitchen table that be all right cuz if you  don't do that you're going to end up sitting
99. 8:36on a little shitty couch somewhere and it'll be  awkward and weird okay now in terms of where I
100. 8:42want to sit I want to sit where I'm the center  I want the people to be sitting here right so
101. 8:48if husband and wife here so I can direct to both  of them if I'm sitting across from you what does
102. 8:52that create an adversarial position and there's  a border and a boundary between me and you now
103. 9:00I will say first and foremost I just want to  begin our time together Fatima just by saying
104. 9:03thank you smiling again for providing me the  opportunity to share some information with you
105. 9:08and potentially help you with the sale I always  like to begin these conversations just by asking
106. 9:12a few quick questions to make sure we're on the  same page would that be okay yes perfect so the
107. 9:16first question I have which I'm pretty positive  I know the answer to based on what you shared
108. 9:20with me on the phone before we connected you  guys have definitely decided that you're going
109. 9:23to sell the home you're not interested in like  holding on to it or doing something else with
110. 9:26it is that correct yes okay yes notice I said  would that be okay if I asked you questions and
111. 9:32she said yes I asked her another question she  said yes that's establishing a pattern of what
112. 9:39yes so okay great and then that leads me to my  second question which I'm also pretty sure I know
113. 9:46the answer to Is you guys want to position the  property pricewise to sell you definitely don't
114. 9:50want to give it away that's for sure at the same  time you don't want to have it sit on the market
115. 9:54for like six or seven months just testing the  market is that correct yes she said yes three
116. 9:58times in a row I know shit's a Jedi right and  then that leads me to my third question you
117. 10:06know I'm aware I sent you over some information  and preparation for connecting I'm sure you did
118. 10:09some due diligence you checked me out online  you saw track record and reviews so have you
119. 10:13and your family have you guys already decided  that you would like for me and my team to help
120. 10:17you with the sale yes yeah she couldn't even help  it like as her do it she's like yes yes but what
121. 10:24are we doing there look two assumptive closes now  I directly ask her she's already decided to hire
122. 10:30me yet what do you guys do pick me pick me pick me  please please please please please so I love yeses
123. 10:37I love NOS I hate Mayes but I'm cool with either  one because now I know what direction to take you
124. 10:42see if you don't do this and you don't do a close  right up front you don't know what the hell's
125. 10:45going on when you ask upfront they might be like  well we're not sure yet we're going to talk to the
126. 10:52other agent good now I know that isn't it better  to know that now than to know it at the [ __ ]
127. 10:56end 100% if say we're not sure we want to think it  over cool I know that right but if I don't ask up
128. 11:06front I want to get out of the way so we've closed  three times remember take seven closes before we
129. 11:11get to a yes typically on average unless it's like  your mom's sister's cousin that wants to list the
130. 11:15property and then they just list it so let's say  she says uh no directly right to my face I'm like
131. 11:24that's no problem you know uh I want you to make  the decision that you feel is best I want to be
132. 11:28clear that is my intention Fatima so provided that  what I say makes sense and you feel comfortable
133. 11:32and confident with me and my team that we can help  you get the most into it quickly and efficiently
134. 11:36I have all of the appropriate paperwork with me  and I'm prepared to go to work for you today fair
135. 11:40enough yes yeah what happened there she tried to  tell me she's the boss I'm like no you're right
136. 11:47she's like we're not going to do this you know  how many times people said Aaron I am not signing
137. 11:51anything today and I'm like that's cute and along  those lines you were kind enough to share with me
138. 11:59that in terms of the selection process of an agent  you were looking for somebody that had a great
139. 12:02track record that had sold properties in this  geographic area had a really good marketing plan
140. 12:06it would communicate you ve with you very well is  there anything else you'd be looking to hear from
141. 12:10me today that will cause you to feel comfortable  and confident just to proceed and put me to work
142. 12:15for closes tell me commission um what's your  commission that's a good question and I'm more
143. 12:20than happy to have a conversation with you with  regards to that so it sounds as though provided
144. 12:24that we check off all those other boxes and  we're in agreement in terms of the professional
145. 12:27fee which I know we will be it won't be a reason  why we don't do business I'm sure we'll come up
146. 12:30with something that's mutually beneficial to all  parties then we'll be able to proceed and go to
147. 12:34work does that sound about right sure yeah what  just happened what do you guys do when she asked
148. 12:38about the commission [ __ ] your [Music] pants oh  my God I that's what I didn't want them to ask me
149. 12:45about at the culmination of our time together  then there are a few potential outcomes right
150. 12:52the first which we really seem to be moving in  that direction it's an assumptive close we really
151. 12:59seem to be moving in that direction is that you  may decide to list your home with me and by the
152. 13:03way when I say list your home with me what is that  it's an embedded command it's neural linguistic
153. 13:09programming list your home with me do you hear  it now it's like I'm commanding you to do it and
154. 13:15we're really excited to have that opportunity you  know again I have all the appropriate paperwork
155. 13:18with me I'm pray it go work for you today the  second potential outcome is there's an outside
156. 13:23chance for whatever reason you may decide not to  list the home with me and that's okay too most
157. 13:29you guys would never say that out loud because  you're like oh please pleas please pleas pleas
158. 13:33please and then that leads us to the third  outcome and this was just as important as
159. 13:39the other two is if for any reason at all Fatima  if I feel honestly truly that I wouldn't be able
160. 13:44to help you get what you wanted in the time that  you wanted I may decide to very humbly decline the
161. 13:49opportunity to list your home the reason I would  do that is I much rather earn your business with
162. 13:53Integrity being honest and straightforward about  what's reasonable and realistic versus promising
163. 13:57you something I know is not going to happen and  not be able to deliver and any one of those three
164. 14:01I feel comfortable with fair enough we pursue  that wi Retreats I'm demonstrating to you I'm
165. 14:05completely unattached to this [ __ ] outcome  okay I may decide humbly now it's important
166. 14:12how you do this if you're like I may decide  not to take your [ __ ] that's not going to
167. 14:15work you know what I mean and remember this is  still in the but we haven't even talked about
168. 14:22price yet okay I've closed five times already  I may decide to humbly decline the opportunity
169. 14:29right and when anyone El there I feel perfectly  comfortable fair enough and you're like yeah
170. 14:31that's fair great so what I'd like to do now is  just review some of those questions I asked you
171. 14:34over the phone just to make sure that I'm fully  prepared and I can do a great job for you and
172. 14:37your family would that be okay what what is so I  can do a great job for you and your family we're
173. 14:43already working together is that okay you're like  yeah it's great great so you were kind enough to
174. 14:47share with me that the main reason you want to  sell the home you guys are moving to Texas is
175. 14:50that right yep and you also kind enough to share  with me that time frame wise you really want to
176. 14:54make this move happen in the next 120 days is that  correct so what that would mean I was thinking
177. 14:59about this on the way over here is that in order  for us to make that happen in the time that you
178. 15:02want we would have to be under contract in like  30 to 45 days because it usually takes 30 to 45
179. 15:07days to close does that make sense to you yes yeah  and that's something we can certainly accomplish
180. 15:12we just need to get started right away okay okay  are you going to need some help or assistance as
181. 15:16far as like uh finding a new property out in Texas  would you want me to refer you an agent or do you
182. 15:20already have that under control you can refer  me Agent like as we progress with this and with
183. 15:26showings and stuff like are is someone typically  home most of the time or or how does that work
184. 15:31it would be my mother and then for your mom to  make it convenient for her we can make it like by
185. 15:35appointment only or do you want us to call you  first and then you'll let your mom know or do
186. 15:38you want to let your mom know and what's the best  absolute best number for me to reach you at what's
187. 15:43happening here she's already like she's already  working with me people want to say yes you just
188. 15:48got to need to give them a reason to say yes now  that is from the time I hit the door we haven't
189. 15:52to the time I start to actually present price key  phrases this is an option you're the boss whatever
190. 15:56you decide I'll support you 100% and again stop  trying to lead with authority okay stop trying
191. 16:03to be like I know and you don't because they have  access to all the same information because of the
192. 16:06internet this is more collaborative right you're  going to share with them information help them
193. 16:11interpret it help them to make a decision that  that that works for them and their family okay so
194. 16:18closing is a different skill than presenting okay  what do you think I mean by that that closing is
195. 16:23a different skill than presenting I know you you  notice the energy in the room it's like oh [ __ ]
196. 16:27I've been doing that that whole time man I'm doing  this wrong [ __ ] how is closing different than
197. 16:31presenting closing is actually asking for a it's  actually asking you know what closing is you know
198. 16:35the analogy I like to give it's taking off all  your clothes and being like it's what it is we
199. 16:41doing this or not right that's what closing is but  you guys are afraid to do it okay there's a book
200. 16:52it says knock and the door shall what open ask and  you shall what receive it requires you to do what
201. 16:59ask so so it seems like we're in agreement with  regards to strategy and approach right in terms
202. 17:05of how to position the property so do you have  any other questions or concerns for me before
203. 17:08we take care of the appropriate paperwork um  yes so because of the price I'm listing lower
204. 17:12than expected I just met with an agent who said  that he can list at 6:30 and get me and he's also
205. 17:19uh lowering his commission okay awesome and I  appreciate you you know bringing those things
206. 17:22up I'm concerned because the next property I'm  buying I'm really going to need to make as much
207. 17:26money to put my yeah and I totally respect that  and I appreciate your straightforwardness right
208. 17:30like if we're going to enter into some sort of  agreement with each other it's got to be based
209. 17:33on trust and part of that trust is being able  to have open conversations with one another so
210. 17:37I guess here's my question to you having looked at  the information together as a team just trust me I
211. 17:44I would like it to be more as well knowing that  those other two sold how do you think it would
212. 17:48serve you and benefit you to list it at 6:30  when you need to be out to Arizona in 120 days
213. 17:53does that seem like a realistic expectation no no  now you do want an agent that's going to have the
214. 17:57intestinal fortitude to earn your your business  with Integrity telling you the truth up front
215. 18:01don't you I appreciate that yeah you know what  the good news is you found what you're looking
216. 18:05for so here's my question is if we can come to  an agreement in terms of the professional fee
217. 18:08today because I'm open having a conversation and  I know we'll be able to work that out like I'm
218. 18:13interested in win-win Dynamics I want us both  to feel good about what we're doing otherwise
219. 18:16we won't do it if we could agree on that today  would there be any other reason why we couldn't
220. 18:19proceed right now no most of you guys verbally  vomit when she mentions commission I'll do it for
221. 18:24four yeah you're still not talking numbers and I  isolated both of the the objections one was price
222. 18:34and I leveled with you I'm like does that seem  like a realistic expectation no you do want an
223. 18:39agent that's like gonna be honest with you don't  you yes that other agent just is out I just took
224. 18:43like a [ __ ] sniper gun done now most of you guys  jump into the commission what's the problem with
225. 18:51answering an objection right away one might be  right behind it you haven't figured out if what
226. 18:57I want it all to get on the table again closings  it's what it is we doing this or not so I want it
227. 19:04all to get out so what I did is I did what's  called a set aside so imagine like there's a
228. 19:09boulder between me and you like this impediment  so I'm like if I grab this I put it over here
229. 19:13and I'm like you see that thing over there if we  could deal with that over there can we do this
230. 19:17and you're like look at she's like yes we can do  this right so we can do this you that's what I'm
231. 19:23doing I isolated the objection and I set it aside  and then you're like yeah I don't think so now
232. 19:28I say to you great what were you thinking we're  negotiating and who do I want to speak first her
233. 19:32her so you just have to have like the discipline  to follow this process it's like a checklist like
234. 19:37a pilot's checklist you [ __ ] it up it'll get  messed up you'll verbally vomit you'll tell her
235. 19:41and she'll be like well I'm G to think about I'm  talk to your other AG leave and then you get in
236. 19:45your car you're like I really think we connected  so she's like 5% yeah that's an option and you
237. 19:52know what's interesting for me is I never want  to put you in a situation that actually wasn't
238. 19:55beneficial to you as a homeowner can I explain to  you what I mean yes who's that about by the way
239. 20:01who do you guys make it about you me I got bills  to pay I got a new baby I got diapers and [ __ ]
240. 20:05Bro right that's what happens you go on  your head so instead it's like yeah can I
241. 20:17share with you like I never want to put you in  a situation that wasn't beneficial to you as a
242. 20:19homeowner can I explain to you what I mean  and they're like well yeah well it's like
243. 20:23you know agents don't control people bu but they  definitely have influence over what they see right
244. 20:29so let's say that there's like right now I did  some homework in preparation for our appointment
245. 20:33and there's 25 other properties here in Deerfield  that are in your price point between 600 and
246. 20:38700,000 did you know that I didn't know that yeah  and in the last 30 days do you know how many of
247. 20:42those sold no idea eight so what that means is  there was you know 17 of them that are still there
248. 20:50unsold and we don't want to be in that position  do we no no and let's say of those 25 that are
249. 20:56available for sale 20 of them are offering out  what's customary in terms of a co- broke so like
250. 21:002 and a half% maybe 3% and the rest are offering  out some sort of discount right 2% 1% so let's
251. 21:07imagine that you're a full-time commission-based  salesperson and you have an opportunity to show
252. 21:13properties remember agents don't control people  buy but they do have influence over what they see
253. 21:16honestly as an agent which properties do you think  you'd be more excited about showing and selling
254. 21:20the ones with the full commission and why is  that because I'm going to take home Morey that's
255. 21:24exactly right it's just human nature isn't it  yeah so just by you saying that demonstrates that
256. 21:28you're beginning to realize that the professional  fee is a marketing tool that we use to help you to
257. 21:33get top dollar so so the commission on our end  to help you with the sale is 3% now what we're
258. 21:39just talking about is what we're going to offer  out in terms of a cob broke to another agent and
259. 21:42we have a couple options at our disposal whatever  you decide I'll support you fair enough fair so
260. 21:47the first option is is we offer out something less  than what's customary so something less than like
261. 21:51two and a half percent right so maybe like 2%  2.25% and in doing so we just need to know and
262. 21:56understand it could end up affecting show in some  way right and I know you said you want to maximize
263. 22:01value and do it quickly and efficiently so that's  something to consider the second option is is we
264. 22:05offer out what's customary maybe two and a half  3% and in doing that we dramatically uh widen
265. 22:10the exposure and that'll increase the probability  we'll get you an offer in the time frame that you
266. 22:14want and you know net you the most either one's  okay based on what you're looking to accomplish
267. 22:19and why what do you think we should do 5% what if  you bring the buyer if you bring the buyer yeah
268. 22:24I appreciate that so uh if we bring the buyer you  know what we can do is um I I guess what were you
269. 22:29thinking um so the total is 5.5 so if  we bring the buyer like what were you
270. 22:36thinking because remember we're going to be  handling both sides of the transact 4.5 you
271. 22:42know I normally wouldn't do that but like I  appreciate where you're coming from and as
272. 22:48a way for me to demonstrate that like I'm equally  committed to you as you are to me we can go ahead
273. 22:52and do that fair enough Fair thank you why why did  I say first of all when I go like if I would have
274. 22:59said yes really quick what does she think could  ask for more I'm G to make her feel better by
275. 23:05going I normally wouldn't do that not only that
276. 23:11what's the probability that I'm  going to bring the buyer [ __ ]
277. 23:14zero you guys get all hung up on that was I  hung up on that at all no you're only going to
278. 23:23get few common objections and guys they're  not going to school trying to figure out
279. 23:28objections to give you they're not sitting  in classes like this sellers it's the same
280. 23:33[ __ ] all the time I want to wait my sister's  an agent never heard of your company how much is
281. 23:37your commission what do you do to Market to home  where's your office it never changes we just need
282. 23:44to take the time to learn the answers how many of  you guys feel more prepared to go on a listenting
283. 23:48presentation after this time together no it's  unacceptable to me everybody your hands should
284. 23:52be raised good so if this has been helpful or  useful to you if you want to get a recording
285. 23:57because we got our boy here recording it take a  picture of that if you want to book a call with
286. 24:01me talk to me about coaching or training or  anything like that um you can do that there
287. 24:06so what I would suggest is if you have an agent  that you know and trust you should call them and
288. 24:11tell them that you want to list the property  now what's also true I happen to have a real
289. 24:15estate license in the state of California we  did 80 plus million dollar in sales last year