healthy lifestyle (continued)
not smoking, 29–30
right level of energy, 31
Hopkins, Tom, 9, 19
Internet
FSBO prospecting on, 40–41
personal websites, 148–150
resources, 207–209
intimidation, overcoming of,
15–16
“Journal Pro”
sample, 65
use of photographs, 65–66
King, Billie Jean, 55
lead provider services, seeFSBO
lead provider services
listening, importance of,
104–105
listing presentation, seeFSBO
listing presentation
listings
as backbone of business,
142–143, 175
effective servicing of, 188–190
publishing advertisements of,
196
tracking actuals vs. goals,
143–144
magazines, as source for FSBOs,
35–36
marketing
business cards, 150–151
car magnets, 146–147
direct mail, 158
e-mail, seee-mail drip-
marketing
flyers, 147–148
name rider signs, 151–152
over-the-phone CMAs, 148
personal websites, 148–150
written testimonials, 158–159
marketing mediums,
comparative analysis, 53
mission statement
elements of, 172
sample, 173
motivation, need for, 18–19
Multiple Listing Service (MLS),
training for use of, 194
negative words, replacing,
102–103
objections
action plan, 106
converting into benefits,
110–111
converting into minor closes,
106–108
handling of, 105–111
sample counters, 108–110
open houses
advertising to real estate
offices, 191–192
broker’s open, 192–193
follow-up, 97
of FSBOs, 96–97
keeping sellers away, 44
partnering with loan officer,
191
questioning the neighbors,
45–46
tips for staging, 43–44
organization
importance of change, 21–22
as key to effective listing
presentations, 22Index