The Real Estate Agent’s Guide to FSBOs

Make Big Money Prospecting For Sale By Owner Properties

Author: John Maloof
Pub Date: 2007
Your Price: $24.95
ISBN: 0814400434
Format: Hardcover

• The Real Estate Agent’s Guide to FSBOs
• Sample Chapter
• Table of Contents
• Request an Evaluation Copy, INSTRUCTOR ONLY!

Table of Contents

Acknowledgments ix

Introduction 1
Chapter 1: The FSBO 7
What Is a FSBO? 8
Why Do We Need FSBOs? 9
Why Do Sellers Go FSBO? 10
Why Sellers Go Broke Selling FSBO 11

Chapter 2: Understanding What It Takes 13
Overcoming Emotional Hurdles 14
Self-Management 19
Taking Action 25
Living Healthy 28

Chapter 3: FSBO Prospecting Plan 33
Defining Your FSBO Boundaries 34
How to Find FSBOs 34
Where to Find FSBOs 37
Using the Internet to Find FSBOs 40
Bringing FSBOs to You 41
Using Open Houses to Find FSBOs 42

Chapter 4: Know Thy Competition 47
FSBO Websites 48
Discount Brokers 50
Other Agents 51
Preparing Yourself for the Competition 52
Being Aggressive 53
Offering Full Service 54

Chapter 5: The FSBO System 55
The Tools 56
FSBO Number Check 56
The FSBO Journal 60
Ranking the FSBO by Personality 63
If You’re an Excel Pro 65
Subcribing to FSBO Lead Provider Services 67

Chapter 6: FSBO Sales Techniques 71
Preparing for the Phone Call 72
Using Questions to Control the Conversation 77
Closing Techniques 81
Making the Calls 85
Three Calls to the Listing 93
What to Do After the Call 95

Chapter 7: Special Telephone Techniques 99
Communicating Effectively 100
Handling Objections 105
Dealing with Tough Sellers 111
Discussing Fees, Discounts, and Incentives 117
Summing Up 123

Chapter 8: The FSBO Listing Presentation 125
The Listing Appointment 126
The Presentation Setting 132
The Presentation 134
Pricing the Listing 139

Chapter 9: The Marketing Plan 145
Market Exposure 146
Six Great Marketing Ideas 146
Having More to Offer Than the Competition 152
The Bottom Line 152
Your Résumé 155
E-Mail Drip-Marketing 156
Direct Mail 158
Written Testamonials 158

Chapter 10: Farming for FSBOs 161
Finding the Most Profitable Farm 162
Tracking Your Farm 165
Automating Your Farm Mailing System 166
Keep Mailing! 168
Farm FSBOs 169
Farm Fuel 170
Your Mug Shot 170
Your Slogan 171
Your Mission Statement 172

Chapter 11: Putting Your For-Sale Signs to Work 175
Converting Calls into Sales 176
Three Types of Buyers 176
Converting Buyers into Sales 177
Sign Call Dialogue 182
Putting a ìSoldî Rider on Pending Listings 184
Chapter 12: Servicing Your Listings 187
How to Professionally Service Your Listings 188
Open Houses 191
Revising Your CMA 193
Taking Multiple Photos 193
Making Professional Brochures 194
Getting MLS Training: Using Reverse Prospecting 194
Sending Mass E-Mail Flyers 195
Mailing Proof of Advertisements 196

Chapter 13: Building a Referral Base 197
80/20 Rule 198
Keeping Your Clients Forever 198
Mailing Your Past Clients 200
The Automated Referral System 203
Belonging to Something 204

Appendix A: Resources 207

Appendix B: FSBO Facts 211

Appendix C: Sample Forms 215

Index 219

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