car magnets, 146–147
Carnegie, Dale, 71
classified ads, as source of
FSBOs, 35–36
clients, past
automated referral system, 203
keeping them forever, 198–200
mailing ideas for, 201–203
closing techniques, 81–85
alternative-choice, 84–85
common mistakes, 85
converting objections,
106–108
tie-downs, 81–84
communication
common mistakes, 100–102
effective techniques, 102–104
listening, 104–105
replacing negative words,
102–103
comparables, for measuring
market value, 11
Comparative Market Analysis
(CMA), 130
frequent revision of, 193
over-the-phone, 148
competition
differentiating yourself from,
152–155
discount brokers, 50–51
FSBO websites, 48–50
other agents, 51–52
tactics to use against, 52–54
confidence, need for, 14–15
direct mail, 158, see also
marketing
discount brokers, 50–51
discounts
dual agency, 119
future, 120
incentives in lieu of, 119
temporary, 119
verbal cancellation listing in
lieu of, 120–121
“DO IT NOW,” as key to action
plan, 26
Do Not Call Registry, 74–75
website, 208
early start, importance of, 30
easy seller, sample dialogue,
90–91
eating smart, 28–29
e-flyers
making your own, 195–196
services, 195
ego arguments, 100–101
Einstein, Albert, 187
e-mail drip-marketing
defined, 156
resources, 157
sample schedule, 156–157
emotions, tips for controlling,
14–19
energy, appropriate level of, 31
exercise, 28
farm
competition in area, 164
defined, 161
key elements, 162–164
mailing system for, 166–169
mapping of area, 165
median market price, 163–164
optimum size of, 163
turnover rate in area, 162–163
type of homes in area, 163
fee, seebrokerage fee
flyers, 147–148, see alsodirect
mail; marketing
e-flyers, 195–196Index