Contents
viii
- Introduction Acknowledgments ix
- Chapter 1:The FSBO
- What Is a FSBO?
- Why Do We Need FSBOs?
- Why Do Sellers Go FSBO?
- Why Sellers Go Broke Selling FSBO
- Chapter 2:Understanding What It Takes
- Overcoming Emotional Hurdles
- Self-Management
- Taking Action
- Living Healthy
- Chapter 3:FSBO Prospecting Plan
- Defining Your FSBO Boundaries
- How to Find FSBOs
- Where to Find FSBOs
- Using the Internet to Find FSBOs
- Bringing FSBOs to You
- Using Open Houses to Find FSBOs
- Chapter 4:Know Thy Competition
- FSBO Websites
- Discount Brokers
- Other Agents
- Preparing Yourself for the Competition
- Being Aggressive
- Offering Full Service
- Chapter 5:The FSBO System
- The Tools
- FSBO Number Check
- The FSBO Journal
- Ranking the FSBO by Personality
- If You’re an Excel Pro
- Subcribing to FSBO Lead Provider Services
- Chapter 6:FSBO Sales Techniques
- Preparing for the Phone Call
- Using Questions to Control the Conversation
- Closing Techniques
- Making the Calls
- Three Calls to the Listing
- What to Do After the Call
- Chapter 7:Special Telephone Techniques
- Communicating Effectively
- Handling Objections
- Dealing with Tough Sellers
- Discussing Fees, Discounts, and Incentives
- Summing Up
- Chapter 8:The FSBO Listing Presentation
- The Listing Appointment
- The Presentation Setting
- The Presentation Contents
- Pricing the Listing
- Chapter 9:The Marketing Plan
- Market Exposure
- Six Great Marketing Ideas
- Having More to Offer Than the Competition
- The Bottom Line
- Your Resume
- E-Mail Drip-Marketing
- Direct Mail
- Written Testamonials
- Chapter 10:Farming for FSBOs
- Finding the Most Profitable Farm
- Tracking Your Farm
- Automating Your Farm Mailing System
- Keep Mailing!
- Farm FSBOs
- Farm Fuel
- Your Mug Shot
- Your Slogan
- Your Mission Statement
- Chapter 11:Putting Your For-Sale Signs to Work
- Converting Calls into Sales
- Three Types of Buyers
- Converting Buyers into Sales
- Sign Call Dialogue
- Putting a “Sold” Rider on Pending Listings
- Chapter 12:Servicing Your Listings
- How to Professionally Service Your Listings
- Open Houses
- Revising Your CMA
- Taking Multiple Photos
- Making Professional Brochures
- Getting MLS Training: Using Reverse Prospecting
- Sending Mass E-Mail Flyers
- Mailing Proof of Advertisements
- Chapter 13:Building a Referral Base
- 80/20 Rule
- Keeping Your Clients Forever
- Mailing Your Past Clients
- The Automated Referral System
- Belonging to Something
- Appendix A: Resources
- Appendix B: FSBO Facts
- Appendix C: Sample Forms
- Index
- About the Author