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Expired Listing Script
The following expired listing script is a guideline for
you to follow when speaking with the home owner of an expired listing. You
will want to practice this script and be prepared to modify it on the fly.
Every conversation with a homeowner of an expired listing is different and you'll have to adapt to be successful when
speaking to a prospective client.
"Hello Mr. Smith, my name is Johnny On The
Spot
with Expired Listing Realty. I was updating a few of my listings and I noticed
that your home is on the expired listing report. Have you sold it?
No.
Are you still interested in selling the house?
Yes, we're meeting with the agent to relist it tonight.
Mr. Smith, I see that your home was on the
market for over 160 days. How many offers was your previous agent able to
present you with? Why didn't any of those offers work for you?
What has your agent said he will do this time
that will produce results different from the last 167 days? Do you believe
that will make the difference? Can you afford to have your home listed and
unsold for another 5 months? What will you do if you list it for an
additional 167 days without selling it again?
Mr. Smith, I can appreciate that you're
frustrated with your results over the past 167 days, but I don't want you to
relive the past and get the same result! I specialize in selling
previously listed but unsold homes and my aggressive marketing campaign is the
reason why I can attract buyers for homes that have sat on the market with other
agents for several weeks or several months.
Tell me Mr. Smith, why do you think your home
hasn't sold? (Give the seller as much time as he/she needs to vent here...
many times they will tell you how to close them when the time comes)
Answer #1:
The market is slow right now and there aren't any buyers in the market
to buy.
Agent: You tell them how many homes
sold in the past 90 days in your city, let them know that there are plenty of
buyers out there, and your aggressive marketing plan is designed to find those
buyers and expose your home to them.
OR
Answer #2: I
don't think my agent did A,B, or C.
Agent: If this happens, the seller
just explained to you EXACTLY what you need to do/say to close the deal and get
the listing. Don't take anything the seller just said lightly!!!
Proceed:
You don't know how many times I hear sellers explain their frustration in
exactly the same way you just did. Fortunately for many of those people, I
was able to explain why my agressive marketing campaign gets results where other
agents come up short.
In my experience, there are 3 reasons why a
listed home doesn't sell...
1. The property doesn't show well (especially when compared to the
competition).
2. The property wasn't priced properly (especially when compared to the
competition).
3. The property wasn't properly marketed as to reach the highest number of
motivated, potential buyers.
Assuming that your agent has prepped you with
the basics, your home was probably staged properly & priced within the top 5
homes it competes with. Knowing this... the most likely reason that your
home didn't sell would be inadequate MARKETING. This is where most agents
fail. Most agents simply have you sign on the dotted line, add your home to their local MLS system, order a
sign for the front yard, and fill the box at the property with an inadequate
number of poorly designed flyers which give the prospective buyers all the
information they need without having to call or see inside (mistake).
Did your agent inform you that over 80% of
buyers are using the internet to search for homes? How many websites did
your agent have your home featured on? Other than the MLS?
Mr. Smith, when would be a good time for us to
get together and discuss how my marketing plan for your home can produce the
results you expected 5 months ago, by exposing your home to the highest possible
number of potential buyers?
If the seller asks
you about commission or pricing, defer an answer and state, "Mr.
Smith, I would be doing you a disservice if I spoke to you about your home value
or what my fee to sell your home would be WITHOUT seeing your home personally,
doing some research about your home, and researching what your competition has
to offer the buyers we're trying to attract.
Would this evening be a good time for us to
meet and discuss my marketing plan for your home, or would tomorrow during the
day be better?
Perfect, I'll be at your place tomorrow at
4pm.
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Revised:
01/29/11
Expired Listing Script
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