SUMMER LISTINGS –
Key Components = Increase your LEADS, ROLE PLAY and PRACTICE OBJECTIONS, protect your SCHEDULE, MAKE THE CALLS!
USE a proven script for leads, calls and presentation.
Know the stats of summer sales in the past year and put them in terms of percentage. For example – In the sunshine MLS, in 2011, 4,588 homes SOLD between May 1, 2011 and Sept. 1, 2011. The total for the year was 12,585… or 37%. Can you only afford to have a 63% chance of getting to ____________________ (motivation).
(Sellers think that nothing happens here in the summer). Take the time to know what’s sold in the neighborhood in the last month (or in their price range, if none)… so you can quote that – and say “buyers are clearly here buying…wouldn’t it be great if yours was one of those?”
Do the competition comparison by script – “So we know that most sellers act alike and take their homes off the market in the summer. Do you think, then, that you may have more or less competition NOW by… thinking differently…. and having yours out there? <<less>> Absolutely! And doesn’t less competition often mean a better opportunity of getting it sold at the best price? <<yes>> So, let’s do this right and get your home AHEAD of the competition this year.”
Use The WINDOW OF OPPORTUNITY discussion…. “Mr. Seller… are you aware there’s a unique window of opportunity to sell property right now?” <<no>> “I’m glad I called you because we’re in a market now where FOUR factors are creating a seller market.. may I share them with you? <<yes>> First, buyers are more serious than anytime in the past 4 years – statistics are showing this Second, interest rates are at historical lows and we know that will change, THIRD we haven’t had any regional economic influences (such as hurricanes or oil or the beach) to affect buyer thinking, and FOUR inventory has dropped 44% which means there’s less competition out there – we know that will change as builders start to build newer, better product this year… so, let’s not gamble this window away … let’s get this done right – CLOSE.”
JUST SOLD calls…. Inventory is down 44% over last year, and so are listings. When we get to this point in the market – we need to begin educating people to SELL who may have moved to the sidelines. Look at the statistics – it doesn’t have to be your own sale – make the call here’s the script… “Calling with great news! <<what>> You have a new neighbor! <<really>> Yes, ________ (address) sold recently in your neighborhood. Would you like to know what it sold for? <<yes>> give price… within ____% of list! We know when one sells, usually 2 or 3 more sell right away because the buyers missed that opportunity… so do you know anyone looking to sell that could use my help? <<no>> OK, and when do you plan on moving?”
TERMINATED – we have more terminated listings now than ever before. 1,656 YTD Why? Get back to them and call them; be ready to educate them quickly on 2 or 3 that have sold in their price range in the last month.
Make a SUMMER FLYER part of your eEdge marketing or part of your newsletter. Remind sellers of the following 1) the statistics of what’s sold 2) that this is a destination market and families with kids travel in the summer – the average age of our buyer has dropped from 63 in 1999 to 49 in 2012 – with that in mind, more families are buying here 3) European travelers buy in the summer when they’re on “holiday” (btw – they love smaller homes that are rentable and easily maintained with low HOA fees… if you’re going for a listing like that, point that out)… 12% of annual Florida sales are by euros and 93% of those sales happen in the summer (source: FAR).
MOTIVATION RELATED – window of buyer time (IF they are moving up or down… the window for buyer deals is CLOSING…. Don’t they want to get into the buyer seat as quickly as possible?
Don’t let hurricane shutters stop you! Objection – OUR HOME IS CLOSED UP for the summer. “Yes, I anticipated that… most are! My team can evaluate how the home shows, and make any minor changes necessary. It’s our experience that buyers here for the summer actually appreciate the care certain owners… like you… take to protect the property. It usually becomes a plus!” So let’s move forward today… how can I get access to the home, do you have a homewatch company or neighbor with a key here?”