1. real estate

Ignite
skills to spark a great career
Power Session 16: Market and Service Your Listings
Sell the Listing; Win a Client for Life
Roger Higle
Table of Contents
Power Session 16: Market
and Service Your Listings.............................................. 16-1
Checkpoint.................................................................. 16-2
Report on Your Results.. ................................................................... 16-2
The Daily 10/4............................................................. 16-3
Get Your Head in the Game.......................................... 16-4
Today’s Plan of Action. . .................................................................... 16-5
Gear Up.. .......................................................................................... 16-5
Affirmation of the Day..................................................................... 16-5
Make It Happen........................................................... 16-6
1. Stage the Property........................................................................ 16-6
2. Market the Listing...................................................................... 16-10
3. Communicate with the Sellers.. .................................................. 16-16
Aim High................................................................... 16-20
Customer Service Focus................................................................. 16-21
Recap What You’ve Done............................................................... 16-22
Get to Work............................................................... 16-23
Your Action Plan............................................................................ 16-23
Your Job Aids. . ................................................................................ 16-23
Your Daily 10/4 Assignment. . ......................................................... 16-24
Aha’s.. ............................................................................................. 16-25
7. The Buyer
Consultation
Market Center
Topics
15. Price Right
and Present
Your CMA
1.Rev Up
6. Prepare to
Work with
Buyers
Market Center
Topics
14. Your Prelisting
Packet
and Listing
Consultation
Tuesday
2. Your
Database
Monday
Accountability
– Check in on
Your Goals
and Big Why
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
18. Accountability
– Check
in on Your
Numbers and
What’s Next
17. Contract-toClose and
Postclose
Systems
16. Market and
Ser vice Your
Listings
13. Accountability
– Check in on
the 4-1-1
12. Find Seller
Leads
11. Negotiate
Win-Win
Agreements
10. Accountability
– Check in on
Time Blocking
5.
Friday
9. Make and
Receive Offers
4. Prospecting
Thursday
8. Find and Show
Homes
3. Open Houses
Wednesday
Ignite Power Session Training Calendar
Power Session 16: Market
and Service Your Listings
You are here!
16-1
Checkpoint
Report on Your Results
STOP
and DO
Your Daily 10/4
Four Habits
Build and Manage Your
Database
Add 10 people to your
database.
Prospect
Connect
with 10 people.
Follow Up
Write 10 notes.
Know Your Market
Rating:
Results/
Ratings
Daily Goal
Wins and
Opportunities
Preview 10 homes/week.
() Met the goals of 10
() Exceeded the goals of 10
(–) Didn’t quite meet the goals of 10
Time: 1 minute
STOP
and DO
Your Milestones
Milestones
Results
Appointments
Agreements Signed
Contracts Written
Contracts Closed
Time: 1 minute
16-2
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
The Daily 10/4
1. “Power Up” and get a head start on today’s 10/4 goal.
• Watch the KW MAPS Coaching daily Power Up video
with Dianna Kokoszka.
• Shout this affirmation:
My business is growing abundantly!
2. Use the scripts you’ve been practicing from earlier sessions.
• Ask your Mets for referrals—leads as well as business
resources.
• Invite people to your open house.
• Interview potential Allied Resources.
3. Smile and dial!
• Make as many calls and write as many corresponding
note cards as you can in 15 minutes.
4. Your results count toward your Daily 10/4! Be sure to
include them in myTracker.
Real-Play Results
I made _________ calls.
I made _________ connections.
I got _________ referrals.
I got _________ appointments.
What went right?
What were the challenges?
TIP
Find KWConnect on
mykw.kw.com. Search
for “power hour.”
How can you power through the challenges next time?
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
16-3
Get Your Head in the Game
Win for ...
You:
Be recognized as
an agent who gets
listings sold, and be
a premier provider
of customer ser vice.
You win a customer
for life!
Marketing and servicing a listing has several crucial objectives.
First and foremost, it is about getting the listing sold by attracting
buyers to the listing. Do that job well and you will also generate
additional benefits for your business.
Meeting your sellers’ needs in a focused and communicative way
does more than get you on the road to an immediate payday. It
builds your reputation as a top listing agent, generating referrals
and other leads that will convert to more clients, sales contracts,
and paydays ahead.
Countdown to Payday
Your Customers:
They get what they
wanted most: a sale
for the best possible
price in the least
amount of time, and
with the least hassle.
Leads
Appointments
Market and Service
Your Listings
Agreements
Contracts
Closings
$
C
hris Heller, mega agent and president
of KW Worldwide, says he has always
believed in under-promising and overdelivering as the key to great service. It’s about
setting expectations up front.
According to Chris, “We say this is when we
work; this is when we are available. Here’s when and how you can
reach us. Here’s how we will update you.”
“The second part is doing what you say you will do—always. If you
say, ‘I’m going to call you Thursday with an update on showings,’
you better make darn sure you do it.”
“Over-deliver means to go above and beyond. If I said to a seller, ‘We
will call you once a week with feedback from any buyers who see your
home,’ that really meant they would get two calls a week—even if
the second call was to say there’s nothing new to report since we last
called. Do this and the seller will never feel like you are unavailable,
or giving the marketing and sale less than your very best.”
16-4
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
Today’s Plan of Action
This Power Session gets you going in five easy steps:
1. Discover the techniques for, and advantages of, staging a
listing.
2. Review the elements of your Fourteen-Point Marketing
Plan in action.
3. Learn the essentials of great service to sellers—from the
moment they sign the listing agreement all the way through
closing and beyond.
4. Study strategies and tips for great communication and
problem solving.
5. Discover what it means to provide SUPER service.
Gear Up
Here are the items you’ll need to complete the exercises in today’s
session:
Your Value Proposition and/or your
experience and transferable skill
points from Power Session 1: Rev Up
Value Proposition page from either
your prelisting packet or your listing
consultation in eEdge
“Your clients aren’t
loyal to you; they
are loyal to the
standards you
represent … your
unique services are
a by-product of
your standards.”
The Millionaire Real
Estate Agent
Your Fourteen-Point Marketing Plan
in eEdge
Access to eEdge, to customize one or
more seller service communication
pieces for a touch campaign
Affirmation of the Day
I always give more in value than I receive in cash!
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
16-5
Make It Happen
Fiduciary
A person who is
legally or ethically
entrusted to manage
money or proper ty
between two or more
par ties.
Your service to sellers begins the moment they sign a listing
agreement with you. You are now their advocate, their sales
representative, and their fiduciary. You are also in charge of
customer service.
It’s a big responsibility. If you show your clients every day that you
know the job of marketing and selling their home and are taking
every step necessary to get the job done, you will win a sale and
their loyalty in the future. If you think this sounds like a lot of
words but not really a lot of work, think again.
There are three steps in this critical phase of your listing
relationship with any seller:
1. Stage the Property
2. Market the Listing
3. Communicate with the Sellers
1. Stage the Property
TRUTH
“Homes in good or
excellent condition
will attract the most
buyers and command
higher prices. Homes
in better condition
sold for an average
of 96 percent of the
list price compared
to homes in poorer
condition, which sold
for an average of 92
percent of the list
price.”
KW Market Navigator
16-6
Staging is right near the top of your marketing plan. It’s what you
do to make sure your sellers’ home presents its best face to the
market. It’s so important that it receives special attention in this
session.
The following nine steps capture what staging is all about at its
most basic level. Follow these steps with all sellers:
1. Provide a checklist: Provide the sellers with the eEdge
“Preparing Your Home for Sale” checklist (pictured on the
next page).
2. Stay spotless: Make sure the entire house is immaculately
clean and stays that way.
3. Create a mood: Appeal to all senses. One way to do this is
with smell. Baking cookies or bread is a great way to make
the house smell warm and inviting. On the other hand, if
there are existing offensive odors in the home (smoke, pets,
etc.), air out the home or rent an air purifier to eradicate
them.
4. Make the house seem more spacious: Eliminate clutter,
in garages, closets, cabinets, and on bookshelves and
countertops.
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
5. Make the front entry/doorway inviting: Buyers will often
stand outside the home for a few minutes while they
wait to enter. Place potted plants outdoors and repaint if
necessary. These few improvements will help to create the
buyer’s first impression of the property.
Enter Client Name
Preparing Your Home for Sale
Did you know well-placed furniture can open up rooms and make them seem larger than they are? Or
that opening drapes and blinds and turning on all lights make a room seem bright and cheery?
It’s a fact: acquiring the highest market value and elevating your home above others in the
same price range often comes down to first impressions.
Here are some inexpensive ways to maximize your home’s appeal:
Exterior
• Keep the grass freshly cut.
• Remove all yard clutter.
• Apply fresh paint to wooden fences.
• Paint the front door.
• Weed and apply fresh mulch to garden beds.
• Clean windows inside and out.
• Wash or paint home’s exterior.
• Tighten and clean all door handles.
• Ensure gutters and downspouts are firmly attached.
Interior
• Remove excessive wall hangings, furniture and knickknacks
(consider a temporary self-storage unit).
• Clean or paint walls and ceilings.
• Shampoo carpets.
• Clean and organize cabinets and closets.
• Repair all plumbing leaks, including faucets and drain traps.
• Clean all light fixtures.
For Showings
• Turn on all the lights.
• Open drapes in the daytime.
• Keep pets secured outdoors.
• Play quiet background music.
• Light the fireplace (if seasonally appropriate).
• Infuse home with a comforting scent like apple spice or vanilla.
• Vacate the property while it is being shown.
Keller Williams Realty International
1221 S. Mopac Expy Ste 400
Austin, TX 78746
Each Office is Independently Owned and Operated
KW Market Navigator
6. Remove personal effects: Pack up personal pictures,
drawings, etc. Your goal is to make the house feel like a
model home, so that buyers can easily picture themselves in
it.
7. Ensure there is a lot of light: Replace lightbulbs with the
highest and safest wattage, trim back hedges or shrubs to
let in light, and keep blinds and curtains open.
8. Create curb appeal: Keep the lawn mowed and hedges
trimmed at all times. Improving the landscaping is one
of the most inexpensive ways to dramatically improve the
appeal of a home.
9. Pay special attention to the areas of the home that will
influence buyers the most: The entryway will serve as their
first impression, so focus here. Research shows the master
bedroom/bathroom and the kitchen are the rooms that are
most important to buyers in their home search.
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
47%
of sellers
enhanced their
curb appeal
KW Market Navigator
16-7
TIP
To help make your
staging pitch to
sellers, review the
“Preparing Your Home
for Sale” and “Staging
Your Home” guides
in the eEdge Listing
Consultation Guide
and Prelisting Guide.
Share with your
clients data from the
KW Market Navigator,
showing that staged
homes sell faster and
for more money than
competing proper ties
that were not staged.
Explain the importance of staging
Although you’ve discussed staging in your listing consultation,
when it comes time to actually do it, sellers may show reluctance
and raise a variety of questions.
Introduce staging by emphasizing its importance to getting their
home sold quickly, for the best possible price. Use this script:
The Importance of Staging
Have you ever wondered why builders hire professional
decorators for their model homes? (Wait for response—
most people will say because it helps them sell more homes.)
Exactly. That’s why it is important to show your home to its
best advantage, to help it sell faster and for more money.
Handle staging objections
Sometimes, sellers resist making any changes to improve the way
their house is staged. In these instances, stress how the home’s
appearance helps to achieve a quicker sale and higher price. Some
common objections and effective responses are shown below.
I Don’t See Why This Is So Important.
Let’s say we have three apples for sale and they are all the
same, except one has been cleaned and shined. Which
apple do you think people will buy?
Do We Really Have to Make This Repair?
We can sell it just the way it is, but it’s likely to take
longer and we probably won’t get as much money. My
recommendation is to have it repaired so that we can get
the best price possible in the shortest amount of time. The
choice is yours. What would you like to do—make the repair
or take longer to sell?
Why Can’t We Sell the House “As Is”?
Would you prefer to pay a few hundred dollars to paint
a room, or do you prefer to deduct $500 to $1,000 from
the sales price? Since buyers use outstanding repairs to
negotiate a lower price, it’s usually in your best interest to
make repairs rather than have to negotiate with the buyer.
16-8
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
Role
With a partner, take turns role-playing the staging scripts.
Time: 5 minutes
Staging Plan for One of Your Daily 10/4 Preview Homes
Play
STOP
and DO
Work with a partner. Choose one of the Daily 10/4 homes you’ve previewed
recently and evaluate that property’s staging needs.
• Must Do: What would you recommend this seller do right away to
improve their property’s first impression, both inside and out?
• Nice to Do: What other steps would you encourage them to do
but not insist upon?
• Consultation Options: How would you handle this property’s
staging requirements? Is a staging professional needed? If so, why?
If not, why not?
Be prepared to share your staging approach with the class. Tie your
recommendations to specific features of the home.
Remember that choosing to use a staging vendor is a decision made jointly
with the seller based on your recommendation.
Staging Worksheet
Property Address:
Must Do
Immediately
Nice to Do But
Not Essential
Staging Consultant
Needed?
Exterior Items
Interior Items
Time: 7–10 minutes
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
16-9
2. Market the Listing
Tech Tip
Use QR codes in your
marketing material—
including signs—to
provide direct links
to listing information.
QR codes help people
with camera-enabled
mobile devices, by
connecting them to a
URL for your mobileenabled website.
What you are doing now is unleashing your marketing plan—
the one you presented in your prelisting packet and your listing
presentation.
Here are the things you pledged to do in your Fourteen-Point
Marketing Plan—now do them!
Implement your fourteen-point marketing plan
1. Price strategically to compete and sell: You learned how
to do this in Power Session 15: Price Right and Present Your
CMA.
2. Stage home to present it in its most positive light: You
learned about the importance of staging earlier in this
session.
SOLD
Leverage eEdge
The Four teenPoint Marketing
Plan appears in
both the prelisting
presentation and
listing consultation,
which can be found in
eEdge myMarketing.
Click > Market Me>
Create Marketing
> Presentations>
Marketing to Sellers.
In both presentations,
you will also find The
Home Selling Process
about other homeselling topics including
staging.
16-10
3. Place “for sale” signage: Signs
should be at the property and
at strategic drive-by locations
in the neighborhood. Scout the
neighborhood for traffic patterns
and traffic volume. Where will your
signs get the most visibility? Where
can you put them so they’ll be seen
and stay in place? What permission
may you need—from property
owners or a homeowners association? What are the local
ordinances about real estate signs?
4. Use interactive voice response (IVR) to capture buyer
inquiries and contact information; follow up on every
call: IVR systems are a proven way to get buyer leads from
listings. The key is to use a system that notifies you of a
call immediately, wherever you are—so you can call back
fast. The goal: call them back while they’re still looking at
the house.
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
5. Distribute “just listed” notices in the neighborhood:
Postcards and fliers for this purpose are readily available in
eEdge MyMarketing. Use them so that the neighborhood
knows you are an active, hardworking listing agent. People
in the neighborhood may recommend the listing to friends
and family.
6. Optimize the home’s online presence through the Keller
Williams Listing System (KWLS) and its online partners
(more than 350 websites), as well as in the local MLS—
with plenty of photographs. This is especially important in
a time when the Internet drives so many consumers’ real
estate property searches.
TIP
Enter Client Name
Extended Marketing Reach
When you list with me, we’ll have access to the Keller Williams Listing System, or KWLS. This
proprietary, exclusive system ensures your property is marketed online 24/7 through more than 350 of
the most popular search Websites.
Keller Williams Realty International
1221 S. Mopac Expy Ste 400
Austin, TX 78746
Each Office is Independently Owned and Operated
7. Produce and place a virtual tour of the home in the
listing: The best agents recommend that listings in the
MLS and posted elsewhere on the Web should include a
substantial number of high-quality, color photographs of
the property. Most say at least a dozen images or more is
essential. Not all non-KW real estate websites are able to
handle that many, however.
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
Keller Williams
Realty has provided
agreements that link
MLSs to its KW.com
website—and tools
for providing the
same links to your
personal real estate
website. That means
all the most current
property status and
pricing data is posted
for buyers and sellers.
However, some of
the largest real estate
websites—while
they provide terrific
exposure—do not
receive real-time data.
So, buyers and sellers
who consult them
may be misinformed
about a proper ty’s
status or price when
they contact you.
16-11
8. Create a home book, comment cards, and fliers for the
property:
• A home book is usually a binder containing
information sheets about the property—your marketing
material as well as neighborhood information, school
information, and legal information about the property
from title company and local tax records.
• Comment cards are used by some agents to encourage
buyers or agents who come to the property to leave
feedback for you and the sellers. Most agents check
their lockbox’s electronic record to see which agents
visited the property each day—so they can call them
and get direct showing feedback.
• Below is a sample flier from eEdge myMarketing, ready
to be customized by you:
9. Target market the home to active real estate agents in the
community: Use eEdge touch campaigns for marketing
to agents you have met as well as to consumers. At a
minimum, every agent in your Market Center should know
about any property you have listed. Get to know other
top-performing agents in the community and be sure they
receive an announcement of your new listings.
16-12
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
10.Include the home in company- and MLS-sponsored tours:
Agent property tours provide good exposure and you don’t
have to organize them. Just be sure your new listing is
added to the schedule for the first available tour for your
Market Center.
Leverage eEdge
eEdge includes a
“pro” level of ser vice
for an additional
monthly charge. It
makes additional tools
available including:
• Vir tual tours
• eNewsletters
• Custom directmail pieces
• Single proper ty
websites
• Bonus designs
for marketing
materials
11.Produce a direct mail campaign and advertising placement, as
agreed with the seller: eEdge offers a great set of customizable
postcards for “just listed” direct mailings.
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
16-13
12.Create an open house schedule and market the open
houses using the level seven approach: This method was
introduced in Power Session 3: Open Houses.
Level 1
Sign in
Sign
in yard
yard
Level 2
Sign in
yard
Sign in
+
Sign in yard
yard with
with balloons
balloons
and
ryders
and riders
Level 3
Sign in
yard
+
Sign in
Sign
yard
yardinwith
with balloons
balloons
and ryders
and riders
Directional
signs with
+ balloons
and riders
Level 4
Sign in
yard
Sign in
+
Sign
yard
yardinwith
with balloons
balloons
and ryders
and riders
+
Fliers the
Directional
week before,
signs with
balloons + evites, and
posted on
and riders
websites
Level 5
Sign in
yard
+
Sign in
Sign
yard
yardinwith
with balloons
balloons
and ryders
and riders
+
Fliers the
Directional
week before,
signs with
evites, and
balloons +
+
posted on
and riders
websites
Go invite
neighbors
(100
minimum)
Fliers the
Directional
week before,
signs with
balloons + evites, and
+
posted on
and riders
websites
Go invite
neighbors
(100
minimum)
Level 6
Sign in
yard
+
Sign in
yardinwith
Sign
yard
with
balloons
balloons
and
ryders
and riders
+
+
Get on the
phone that
morning and
remind
everyone
Level 7
Sign in
yard
+
Sign in
yard with
balloons
and riders
+
Directional
signs with
balloons +
and riders
Fliers the
week before,
evites, and
posted on
websites
+
Go invite
neighbors
(100
minimum)
+
Get on the
phone that
morning and
remind
everyone
+
Hold four
other open
houses in the
area in various
price ranges
13.Target market the home to investors and active buyers in
your database who are looking in your community and in
this home’s price range: You can use eEdge touch programs
to market your listings to targeted buyer groups—and
to keep track of all your listing marketing efforts. The
“Market My Listings” options in eEdge help you keep track
of your listings and your marketing activities.
14.Provide weekly updates on marketing, showings, buyer
feedback, and agent feedback: Your eEdge Dashboard helps
you keep track of these service communications—so you
always stay on schedule, and so you always know what was
communicated in your last contact with them.
16-14
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
Marketing Action Steps for One of Your Daily 10/4
Preview Homes
STOP
and DO
Choose one of the Daily 10/4 homes you’ve previewed recently and evaluate
that property’s features through these points from your Fourteen-Point
Marketing Plan:
• Signage: Must be placed according to any homeowners association
restrictions, and with local traffic patterns in mind. Where will
your signs be?
• Images: What features of the home will you want emphasized in
online photographs and the virtual tour?
• Buyer Profile: What is the buyer profile for the home you’ve
chosen? First-time buyers? Young families? A larger family
relocating for professional reasons?
• Special Considerations: Do the features of the home require
particular feedback from agents who see it on tour or buyers when
they visit the property?
As you work on these points, be sure to note the types of vendor services you
will need to implement the points you’ve jotted down.
Check your plans with a partner for feedback.
Be prepared to share your ideas with the class.
Signage:
Images:
Buyer Profile:
Special Considerations:
Time: 10 minutes
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
16-15
3. Communicate with the Sellers
In NAR’s annual survey of buyers and sellers, buyers say that two of
the top five qualities they value most in an agent are responsiveness
and communication. Sellers also put those same two qualities in
their top five. So update your sellers regularly, not only on their
home’s showings, but also on anything that affects their home’s sale;
for example, market conditions, new listings, or financing changes.
At least once a week, call your listings to provide them with an
update. If the seller regularly uses email, it is a great way to keep
in touch, but don’t substitute emails for the weekly phone call.
The best time to schedule this call is Monday or Tuesday morning,
since most of the activity on your listings will likely happen on the
weekend. Be sure to block time on your calendar for this follow up
with your sellers and be sure these updates happen—even if there
is no news to report!
Communication principles
The KWU course Seller Mastery teaches that four principles
should govern your service communications for sellers:
1. Early and Frequent Contact: Make an extra effort to
communicate, beyond your promised plan, during the first
week or two of the listing. It’s the time when clients are
most anxious. They want to know you are on the job for
them, doing what you said you would do.
2. Systematic Contact: After the initial week or two, get into
a programmed frequency of contact, and means of contact,
that you and your client have agreed on. Speedy reporting
of all buyer feedback from home shows is the most essential
part of this. Here’s a script you can use:
KW MAPS Coaches
Corner with Tony
DiCello
Tony DiCello, director
of KW MAPS Coaching,
likes to use this story to
make it clear why proactive
communication with sellers
should be a top priority for
any listing agent.
What is your preferred means of communication?
Is it email, text messaging, or a phone call?
Whichever it is, let’s agree that I will contact you at
least once a week for an update on marketing your
proper ty. Is there a par ticular day of the week or
time of day you would prefer?
Tony says, “When you call
the seller, it’s a 5-minute
update. When the seller has
to call you, it’s a 20-minute
complaining and venting
session.”
3. Proactive Contact: Never wait to be called about service
issues; make the call yourself first.
16-16
4. Calm Response: You will inevitably find yourself in the
center of some issue or concern. Your role should always be
to inject reason into the situation—just calmly take care of
whatever comes up.
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
Communication checklist
Communication Tips
I Do
1. Follow Preferences: Always ask and learn about
your customer’s preferred communication method
and timing—is it phone, email, text message? Twice
a week?
2. Match Style: In person or on the phone, always seek
to match their communication style.
3. Always Update: Updates should happen even when
there may be no new information to share.
4. Be Prompt: Always respond as soon as possible, or
on the expected schedule.
5. Never Talk Down: Always communicate as a
par tner with your customer.
6. Keep a Log: Maintain a communication log in your
eEdge database so you are always reminded of what
was said in the last contact.
7. Decision-Maker Focus: Always include all true
decision makers.

8. Great Attitude: Always be enthusiastic and positive.
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
16-17
Be a first-rate problem solver
When you are a salesperson and service-provider problems
happen, they need to be addressed swiftly. When there is a bump
in the road, when things don’t run smoothly, be prepared by
keeping the following guidelines in mind.
Problem-Solving Guidelines
1. Focus on facts, not emotions—issues, not personalities.
2. Apologize for any error and validate their concern.
3. Own your statements personally—say “I,” not “we” or “they.”
4. Paraphrase the concern to make sure you have it right.
5. Ask multiple “whys” to get at the root cause of the issue.
6. Discuss a variety of possible solutions that speak to the root
cause.
7. Once you have agreement on the solution, move fast to
implement it.
8. Build any lessons learned into your business for the future.
Remember too, it’s easy to think of problems that might arise
between you as listing agent and your seller. However, open your
eyes to the challenges you may experience with the co-op agent
representing the buyer.
BOLD Experience teaches many things,
including foundational principles called the
“BOLD Laws.”
h
it wit
s
u
l
P
BOLD
One of the laws KW MAPS Coaching
President Dianna Kokoszka quotes most
frequently is “Be, Do, Have.” It communicates
the idea that, in order to have what you seek,
you must first decide how to be and act—in
ways that create the result you want.
In customer service, to be seen as a top-flight
service provider, first you must decide to
literally be that person—to make the principles
of great communication and problem solving
the foundation of how you do business every
day.
16-18
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
Service summary checklist
Here’s a summary of specifics you will likely be providing as you
market and service the listing—all of which involve a commitment
to clear, planned communication.
Service You
Provide
Value to Customer
Showing
Feedback
Shows you are on top of things; may show
them why pricing or staging needs to
improve.
IVR (Interactive
Voice Response)
Feedback
Answer all calls promptly—they may be leads
for this or other proper ties; let sellers know
how many calls their proper ty is attracting.
Open House
Feedback
Same as “Showing Feedback.”
Pricing Reviews
Shows you are a good fiduciary and are
committed to getting their home sold; keep
them current, whether the news is good or
bad.
Marketing
Activity Repor t
Again, shows you are doing what you said
you would do to find a buyer.
Service Survey
At the end, have a simple survey ready and
make it easy for them to answer.
Vendor
Performance
Shows your sellers you are on top of service
by asking for their feedback on any vendors
you supply during the listing.
Personal FollowUp
Get in touch with sellers about 90 days after
the sale; get a referral.
Touch Program
Keep your past sellers on a 33 Touch
program. Shows you value a long-term
relationship with them during the time
between moves.
Done/
In Progress
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
16-19
Aim High
“The future of
your real estate
business depends
directly on your
ability to focus
in the proper
direction. Aim
low and you will
probably only
have the option of
hitting a variety of
low targets. Pull
your aim higher,
and you’ll have the
option of hitting
higher targets. Just
remember, when
you aim low, only
a stray bullet hits a
higher target.”
The Millionaire Real
Estate Agent
16-20
Great customer service makes friends and influences people. Get
good at customer service, and crank it up from there. We all know
we love to be treated well by service providers: Make sure you give
what you love to get.
Always under-promise and over-deliver
This idea should be a hallmark of your business. Here are some
examples:
• If you say you will communicate once a week,
communicate twice a week or until your seller asks you to
scale down!
• Say your staging expert will be in touch with the sellers
that week, and then make sure the stager calls them the
next day.
Be solutions oriented
Hone your problem-resolution skills. Make it a habit never to
communicate with a client about a problem without having one or
more solutions to recommend. Your clients are looking to you to
be the expert—to have the answers.
Develop staging resources
You’ll discover with a little practice you can become a great firsttier staging adviser. However, you’ll also want to get to know a few
staging professionals who will work with you and enhance your
professional reputation. Professional resources will be essential
when staging is a bigger issue—and when you sense the seller is
receptive to professional assistance.
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
Customer Service Focus
Terrific service that under-promises and over-delivers is the cement
that holds a great seller business together.
SUPER is a great acronym for helping to remember the critical
dimensions of great service.
Communication Tips
Sincerity – Search for the win-win.
Understanding – Focus on needs, wants, and values.
Predictability – Deliver what is promised and expected.
Exceptionality – Provide the extraordinar y and uncommon.
Responsiveness – Respond quickly and reliably.
Providing Super Service forges relationships with customers that
are the foundation for growth including:
• A possible next purchase through you
• An opportunity to refer them to another agent if they’re
moving out of your area
• More referrals from them over time—and from their
friends, relatives, and business acquaintances
Stay in touch with your sellers correctly with an eEdge touch
program and personal contact, and you can become their “top of
mind” resource for real estate over the years. You want to be their
real estate agent for life.
The relationship is worth more than the money.
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
16-21
Recap What You’ve Done
With the information and exercises in today’s session, you have
accomplished the following:
Well
Done
16-22

Completed Lessons and Tasks

Learned the basics of implementing your
marketing plan.

Studied the essentials of great seller
service.

Learned the basic principles of staging
and scripts that suppor t it.

Practiced scripts to use throughout the
marketing and servicing por tion of a
new seller relationship.

Learned tips and techniques for longterm customer communications and
great service that extend through the
sale and beyond—skills that win repeat
business and referrals.
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
Get to Work
Your Action Plan
Time block and complete the following activities before the next
Power Session.
Done
My Action Plan
By
When
Time block to practice seller staging scripts.
Time block an appointment with a staging
professional to get acquainted.
Explore sources of IVR systems or use
of QR codes to promote listings. Get a
recommendation from an experienced agent
on the approach they prefer.
Your next session is Power Session 17:
Contract-to-Close and Postclose Systems. To
fully par ticipate in the class exercises, bring
the following:
• Your database
• Your phone
• Your daily planner
• Your Daily 10/4 tracking and results
• A few notecards, envelopes, stamps,
and business cards
Your Job Aids
The following job aids can be found in the toolkit on the Ignite
course page at kwu.kw.com/ignite:
• Communication Checklist
• Problem-Solving Guidelines
• Service Summary Checklist
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
16-23
Your Daily 10/4 Assignment
In your calendar, time block and then complete the following
activities before the next Power Session.
16-24
Four Habits
Daily Goal
Build and
Manage Your
Database
Add 10 people to your database.
Prospect
Connect with 10 people.
Follow Up
Write 10 notes.
Know Your
Market
Preview 10 homes this week.
Done
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
Aha’s
STOP
and DO
My Aha’s
1. Write down your three most powerful aha’s from this Power Session.
1.
2.
3.
2. Share one aha with the class.
Time: 5 minutes
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
16-25
16-26
Ignite Power Session 16: Market and Service Your Listings – v3.3 © 2011 Keller Williams Realty, Inc.
Ignite Correction and Suggestion Log
Instructor Name: ________________________________________________ Date: ________________
Market Center: _________________________________________________
Content Type
(instructor manual, student
manual, job aid)
Page
Type of Correction
(misspelling,
wrong reference to
Number
resource, etc.)
Power Session #: _______
Description of
Correction or Suggestion
Suggestions for this Power Session:
__________________________________________________________________________________________
Please send this completed form to KWU
email: [email protected], attn: KWU Ignite
fax: 512-328-1433
mail: 1221 South Mopac Expressway, Suite 400 Austin, TX 78746