Week 3 - Seller Journey by HomeServices KOI Companies: Semonin | Rector Hayden

Seller Journeys: Sufficiently motivated to go through the challenges of marketing & selling to make a move

Session 4 Assignments

Dialog Practice __________________________ __________________________ __________________________ __________________________ Other Assignments Bring in your List of Names

Honesty & Integrity | Mutual Respect & Caring | Continual Pursuit of Excellence | Family Takes Priority | Loyalty in our Relationships

Customers to Clients Where are we in the Big Picture?

Seller Journeys: Sufficiently motivated to go through the challenges of marketing & selling to make a move

SELLERS Your Journey Before, During & After

Honesty & Integrity | Mutual Respect & Caring | Continual Pursuit of Excellence | Family Takes Priority | Loyalty in our Relationships

SELLERS Before Your First Seller Meeting • A Seller has a real estate need which you become aware of • Agents sets an appointment to meet seller(s) • Prepare yourself and practice your dialog • Agent gathers information necessary for the meeting • Determine motives for moving (The Why) • Gather property information (style, age, bedrooms, baths, etc.) • Length of time in the home • Equity position • Ask: “What do you think your home is worth?” • Agent researches • MLS (history of the house - closings, expires, etc.) • PVA • Check for liens (if you have any doubt) • Completes CMA • Prepare listing presentation (Conversations) • Prepare “leave behind” • Prepare much of paperwork ahead of time • Do a “drive-by” of the property • Prepare for successful visit (paperwork, camera, measuring tape, yard sign, directional signs, supra box, hotline link rider, etc.) • Consider sending a pre-listing packet to them before your first meeting=

Seller Journeys: Sufficiently motivated to go through the challenges of marketing & selling to make a move

SELLERS Meet with Me

Honesty & Integrity | Mutual Respect & Caring | Continual Pursuit of Excellence | Family Takes Priority | Loyalty in our Relationships

SELLERS Meet with Me • Attends appointment (Understand Your Objective) • Put on your “game face” • Put on a smile, walk up to the door • Give them a friendly greeting • Pay them a compliment • Take them to the kitchen table • Break the ice and establish rapport • Explain how you work • Set the stage for the appointment - “The Decision Process” • Ask a few more questions • Take a tour of the home • Explain marketing plan • Discuss CMA to agree on a price • Make a decision • Ask questions to further determine motivation for selling • Tour the home • Return to the kitchen table • Begin listing presentation (Conversation) • Explain your marketing plan • Review your CMA

Seller Journeys: Sufficiently motivated to go through the challenges of marketing & selling to make a move

SELLERS Meet with Me • Close for the listing • Handle objections • Seller says - “Well, we have several other agents we’re going to talk with, we’ll get back to you” • Seller says - “Well, we think we will try to sell ourselves” • Seller says - “Well, Iike what you have shown us but, agent B will list our house for 5%. Will you do that?” • Seller says - “Well, we need to wait. Our uncle Eddie said... if we ever sold, he wanted to buy the house” • Seller says - “We have a cousin who is in real estate and we want to talk to her” • Seller says - “Well, we thought we would wait until spring, summer... fall” • Seller says - “Well, agent B said we could get a lot more money for our house” • Close for the listing again • Repeat the previous two steps until you get a YES or NO • Whatever the outcome, write a thank you note for the opportunity

Honesty & Integrity | Mutual Respect & Caring | Continual Pursuit of Excellence | Family Takes Priority | Loyalty in our Relationships

SELLERS Agree On Selling Plan

• Get agreement on price and marketing • Explain that we are going to “test” the market. The market will tell us if the home is “in the market” or just “on the market” • If we don’t get showings or offers in the first 30 days, we need to adjust our strategy and take a look at pricing • Explain the marketing tools agents use versus marketing tools consumers use (MLS versus sydication)

Seller Journeys: Sufficiently motivated to go through the challenges of marketing & selling to make a move

SELLERS Stage Home

• Provide listings/staging improvements to the sellers • Stories of curb appeal, cleaning, painting and reducing clutter • Show them a staging video from your Semonin.TV website • Remind them if they are serious about selling then... think about this... they are currently living in someone else’s home. Go ahead and de-personalize the home • Staging of the home will show you how comitted they are to moving foward with life in a different home.

Honesty & Integrity | Mutual Respect & Caring | Continual Pursuit of Excellence | Family Takes Priority | Loyalty in our Relationships

SELLERS Listing Paperwork

• Assume you need to explain the paperwork as if they did not know anything about real estate. They may have moved more times than you but markets change and local market practices change over time • Explain how the paperwork kicks off the listing process • Put for sale sign in yard. Get house key and put in supra box. Find out how the seller wants to communicate • Reference sq ft measurements, complete the paperwork and turn into Semonin staff • Check the listing information in the MLS. It drives the rest of listing syndication © Copyright 2016 all rights reserved

Seller Journeys: Sufficiently motivated to go through the challenges of marketing & selling to make a move

SELLERS Photos Taken

• Decide to take your own photos or to have them done professionally • Coordinate with seller to have the house clean and ready for photos. You may need to wait for sunny days. You may need to take more photos when the seasons change from “no leaves” to “leaves and green grass” • Take lots and lots of photos so you can choose the best kitchen photo... the best living room photo • Rememeber to place the photos on the MLS in a “Marketing of the Home” order NOT a “Documentary” order © Copyright 2016 all rights reserved

Honesty & Integrity | Mutual Respect & Caring | Continual Pursuit of Excellence | Family Takes Priority | Loyalty in our Relationships

SELLERS Market Exposure

• Let them know both traditional tools and electronic tools will be used • Explain which tools you will be using • Explain the timing of your tools. You may NOT pull the trigger on every tool at your disposal the first week or two of the listing • As a new tool is activated, call the seller and let them know it is active now (listing syndication, virtual tours, flyers, video tours, etc.) • Remind them how the different tools work as you activate them

Seller Journeys: Sufficiently motivated to go through the challenges of marketing & selling to make a move

SELLERS Showings

• You might have explained how showings will take place in the listing presentation You should also assume sellers will forget what you said. • Explain the process again. • Buyer’s agent contacts you, you contact seller and confirm • Provide seller with showing guidelines (Have house ready for showings. Lights on/curtains open. Showings usually have a 1-2 hour window. Seller should not be present for showing. Explain that you will try to get feedback after showings.)

Honesty & Integrity | Mutual Respect & Caring | Continual Pursuit of Excellence | Family Takes Priority | Loyalty in our Relationships

SELLERS Price Adjustments (if any)

• Remind sellers you test the market with pricing • Remind sellers that markets change within areas and neighborhoods which may require price adjustments • Remind sellers that no showings mean price adjustments needed • Remind sellers that no offers mean price adjustments needed • Remind sellers price adjustments are a NORMAL part of many seller journeys

Seller Journeys: Sufficiently motivated to go through the challenges of marketing & selling to make a move

SELLERS Offer Presented

• Gather as much information on the buyer as possbile through the buyer’s agent • Prepare to offer presentation (Set up appointment with seller, review offer, do current comps, do market review, gather conclusions/recommendations, prepare presentation) • Visit with sellers and present the offer (price, terms, financing, special requests) • In a seller’s market, be prepared for multiple offers and time sensitive offers

Honesty & Integrity | Mutual Respect & Caring | Continual Pursuit of Excellence | Family Takes Priority | Loyalty in our Relationships

SELLERS Negotiations

• This is one of the many times you earn your commission • Remind seller that negotiations are a normal part of the journey. Buyers are coming from a different vantage point than the seller • Test the waters to see if the buyer’s agent and potential buyer desire a win-lose or win-win negotiation approach • Keep researching and asking the buyer’s agent for more information on buyer’s motives and reasoning

Seller Journeys: Sufficiently motivated to go through the challenges of marketing & selling to make a move

SELLERS Counter Offer

• Help seller prepare counter offer. Provide sellers with ranges, not specifics • It is not always price to counter, look at the contract terms for flexibility (applicances, curtains, yard accessories, etc.) • Help sellers understand there may be counter offers from buyers • Help sellers understand time frames to counter and accept offers

Honesty & Integrity | Mutual Respect & Caring | Continual Pursuit of Excellence | Family Takes Priority | Loyalty in our Relationships

SELLERS Accepted Offer

• Turn in accepted offer paperwork to Semonin staff along with escrow deposit • Coach sellers on the steps which come next like inspections, repairs, and more • Remind sellers this is again where you really go to work and ensure the accepted offer will get to closing by keeping on top of next steps and staying in contact with buyer’s agent

Seller Journeys: Sufficiently motivated to go through the challenges of marketing & selling to make a move

SELLERS Inspections

• Remind sellers why buyers want inspections • Make home ready for inspection. Clean + Organized = “Well maintained home” perception • Remind sellers to replace the furnace filters before the inspector comes • Stay in touch with sellers when inspection time arrives. You do not know who they are talking with at their workplace. How many bad inspection stories are they hearing which you can help ease their frustrations and concern? • Walk them through any repair needs © Copyright 2016 all rights reserved

Honesty & Integrity | Mutual Respect & Caring | Continual Pursuit of Excellence | Family Takes Priority | Loyalty in our Relationships

SELLERS Repair Requests (if any)

• Connect with other Semonin agents and staff to get recommendations for your sellers on vendors that can do various repairs requested • Remind sellers that repairs may be needed from both home inspectors and appraisal companies to meet certain loan guidelines • Remind sellers that not completing repairs can affect the closing

Seller Journeys: Sufficiently motivated to go through the challenges of marketing & selling to make a move

SELLERS Buyer Closing Process (waiting)

• Stay in touch with the buyer’s agent to see how well the financing and due diligence is going for the buyer • Relay that information to the seller to keep them informed • Remind the sellers once again that this is where you earn your commission dollars as well... keeping the deal moving to the closing table • Help coordinate the closing date and time with the buyer’s agent and your sellers

Honesty & Integrity | Mutual Respect & Caring | Continual Pursuit of Excellence | Family Takes Priority | Loyalty in our Relationships

SELLERS Closing

• Review HUD closing statement to ensure it is correct • Review the HUD closing statement with your sellers • Attend the closing • Provide a closing gift (optional based upon your personal business model) • Ask for referrals since the transaction closed and they like you now... hopefully • Return all monies and paperwork to office staff. Look at using a system to stay in touch with these sellers, assuming the journey went well. • Collect your personal check for a job well done © Copyright 2016 all rights reserved

Seller Journeys: Sufficiently motivated to go through the challenges of marketing & selling to make a move

Sellers After the Closing • Set a goal for how many future referrals and closings you would like to obtain from this particular selling transaction • Ask permission to stay in contact with Sellers. Update your contact management system to remind you to follow up with them • First year follow-up contacts with sellers • Contact sellers 1 week after the closing. Check to see how things are going. See if there is anything you might be able to help with. Ask for referrals! • Contact sellers 1 month after the closing. Do the same things as week 1. Ask for referrals! • Contact sellers 6 months after closing. Remind them you are an agent that cares and stay in touch. Ask for referrals! • Contact the seller exactly one year from closing to wish them a happy transition to their latest lifestyle. Ask for referrals! • Following years - Keep contacting them by phone and handwritten notes on every annual anniversary of the transaction. Keep asking for referrals!

Honesty & Integrity | Mutual Respect & Caring | Continual Pursuit of Excellence | Family Takes Priority | Loyalty in our Relationships

Seller Journey Guest Semonin Agents

Seller Journeys: Sufficiently motivated to go through the challenges of marketing & selling to make a move

Assignments - Session 3 - Student Class Semonin Way Activity Tracking THANKS FOR Interactive COMING TODAY!! Exercises

NOW... Be prepared ASSIGNMENTS to discuss any role play exercies in the quick reference guide.

Other Session 3 Assignments

1. Be prepared to tell the class three highlights you got from the Semonin Way program. 2. Bring your new names added to your Book of Business over the next week.

Honesty & Integrity | Mutual Respect & Caring | Continual Pursuit of Excellence | Family Takes Priority | Loyalty in our Relationships

Assignments - Session 3 - Reviewed Class Interactive Exercises

Semonin Way Activity Tracking

Be prepared to discuss any role play exercies in the quick reference guide.

Other Session 3 Assignments

1. Be prepared to tell the class three highlights you got from the Semonin Way program. 2. Bring your new names added to your Book of Business over the next week.

_________________________ Agent Name / Office

______________________________ _______________________________ Agent Signature

Manager Signature

Seller Journeys: Sufficiently motivated to go through the challenges of marketing & selling to make a move