Question:

Walter,

A few years ago, I attended a convention where you were a featured speaker.  While at the expo, I bought your books.  That is a lot of information, which I am still digging through!  But now I am searching for scripts.

Are there any in these books that would walk me through with a new buyer?  I want to make more calls, but want to ask the right questions.  Thank you again for your time and help.

Marcia Holcomb

Realty World First Coast Realty

Answer:

That is a huge question, Marcia!  The information in my products is much easier to use if you understand the basic philosophy of high production real estate.

Start the lead generation for the sellers and everything falls in place.  Get two or three pro-active methods that are consistently done to generate seller leads using the system entitled Grow Your Leads: Just Add Wa(l)ter.

Next, improve your listing presentation with Beating the Competition Every Time and simultaneously utilize the book Phone Scripts and Moving Beyond Do Not Call to answer objections, create price reductions, and supplement your lead generation activities.

Utilize the Super Emails, Letters, and Web Content book to design your automatic response systems, website, and general correspondence.  You will then see a need for the Teaming Up system to get your affiliates involved and Time-Saving Checklists to organize your operation.

You will need our Fast Lane Buyer Systems product to handle the inquiries that your listings will generate and then our Top Dog Marketing System to help in making you a local real estate celebrity.

These systems will soon lead you to profit.  If a portion is saved, it will take you to the next step in your career and that is real estate investing.  The Insider Trading for Real Estate Agents product, which will show you how to exactly develop a rental business for your own property while you are still selling a ton of real estate.

Many people use the system If I Could Start Over Again as a guide for implementing the above as well.

Obviously, the buyer operation should be disregarded until you develop the listing side of the business.  In Fast Lane Buyer Systems (which is still under production), you should develop a system for buyers that contains the following steps:

1.       Have a list of questions to ask buyers over the phone or at the first meeting.  I would skip the first meeting if the questions do not get handled, but then again some people think I am harsh!  The questions will determine whether the buyer is realistic and motivated.  You will need to give the buyer many value-filled reasons why answering so many questions early in the relationship will be valuable to them.  You will have to be an expert at selling your system, your team, and most importantly how you will be able to find them secret property than no other agent will ever show them if they help you to understand their needs better (the questions).

2.       Direct the answered questions to your lender who will give you a third-party endorsement to the buyer and pre-approve the buyer.

3.       After pre-approval, invite the buyer to your office for more value that you have produced like your system of showing them old expireds and FSBOs or sending direct mail to the neighborhood of their choice to find them inventory that is outside the confines of the MLS.

4.       Re-check their motivation at the meeting, and create security.  With the value you give these people, ask for exclusive representation by way of a loyalty agreement.

5.       Advertise your buyer’s needs rather than your listings, because that is what sellers want to see!

Nothing is easy in this business, but I want my clients to be high-volume producers.  The only way you can do that is work a preponderance of listings, eliminate many buyers through the above hoop system, and use the buyer system to create more listings and more double-ended transactions.  That’s putting your genius to work!

An oil and gas lease lottery millionaire by age 16, Walter S. Sanford was in massive debt by the time he was 22.  Taking his winnings, he invested in over 400 units and found that high leverage real estate can be detrimental to your financial health.

Obtaining his real estate brokerage license during the 80s, Walter went on to become what some believe to be one of the top agents in North America.  He built his career on systems that are in demand by virtually ever major franchise and top producing agent in the world.  1995 was Walter’s best year, in the midst of a real estate depression in Southern California, where he personally closed 316 transactions.

Walter Sanford now coaches some of the top agents and travels internationally to deliver his seminars based upon systems with velocity increased by technology.  He is the author of 10 ground-breaking books and software that assist top real estate producers in not only beating the competition but also providing lasting estates for their future.  Systems are his passion.

Walter has been buying or selling real estate for the past 35 years.  It took a long time for Walter to find balance, but today, he runs a successful coaching and training business.  He enjoys life in “small town America” with his wonderful wife and two darling daughters.

Many speakers and trainers have never been involved in real estate brokerage aspects and none have ever been involved to Walter’s extent.  If you would like to know more about Walter, please visit www.waltersanford.com.  You’ll find more information about how to hire Walter as a speaker or coach and how to obtain his ground-breaking products for your library.  Walter can also be reached at 800.792.5837 or walter@waltersanford.com.

Well, it’s my favorite topic – lead generation! Below is an exchange that I had recently with an inquisitive agent.

Question:

Which is your current favorite in seller lead generation?

Steve

Answer:

I have many, but in an effort to not overwhelm you…let’s time block a once-a-quarter letter and phone call to the largest operations in your town.  The hospitals, universities, industries, and large businesses in your area need help with their incoming and outgoing personnel.

First, go to the local Chamber of Commerce and get all your big players.  Start with the top twenty largest organizations within your market area.  Check their website or research online to find the head of the human resource department. Send them the following letter.  Follow-up with a phone call referring to the services mentioned in the letter and mention your desire to meet and determine their needs of a local top real estate agent.

Date

Name

Company Name

Address

City, ST ZIP

Name:

My name is (name), and I have been helping clients with their real estate decisions for many years.  Many of my clients in the past have been a part of (company name) and have experienced some of the services that I offer in relocating individuals.

I’m aware that you might already have a relationship with a relocation firm and I am happy to cooperate with them.  I have found when an agent has the “account” all tied up with a firm such as yours that they may not feel it necessary to go above and beyond what is expected.

For your associates or employees moving away, I can offer the following:

1.   The free 24-phone value analysis, allowing a seller to determine what their homes value is in this market.

2.   A pre-listing analysis where the goal will be to make inexpensive changes to the property, prior to marketing so a maximum sales price can be obtained.

3.   A no-obligation, counseling session at the home or even a presentation to a group of transferring employees as to….

A. What can be expected in this market?

B. What to disclose as to condition?

C. What repairs to make?

D. What will an appraiser be looking for?

E. How much time will it take from listing to close?

4.   A written and guaranteed marketing plan

5.  A written and guaranteed net proceeds analysis

This only scratches the surface of what I offer a seller! For associates and employees coming in to your company, I will —

1.   Consult with them regarding the differences in neighborhoods and help them in determining which meet their goals after an exhaustive tour highlighting all that we have to be proud of here in (city name).

2.   A complete team approach to lenders, inspectors, and title and closing companies.

3.   A secret inventory list where I will not only highlight MLS properties that meet the incoming employees’ needs but also show them properties that no other agent will ever show such as:

A. Old expired listings after I call to determine there is still a desire to sell

B. Current for sale by owner offerings

C. Direct mail sent to unlisted owners in the neighborhood of your employees’ choice looking

for property not yet on the market but possibly for sale.

D. Guaranteed first look at any new listings that meet the employees’ criteria.

These are just a few of the services that I offer, making the transferring employees’ experience satisfying and profitable.  It is my goal to meet you in person and determine if there are needs that are not currently being met.  I look forward to speaking with you soon.

Sincerely,

Name

Company Name

Enclosure: Personal (or Company) Brochure

It’s that simple. Find those who help their employees moving in or out of town. Write them a letter. Call them. Meet with them to discuss what might be lacking in their current situation.  Time block this system for 4 times a year and add the HR department head to your database.

This is just one of nearly 40 quick and easy proactive seller lead generation activities that my coaching clients do every year.   C’mon – get started now!

I recently received an inquiry about working with divorce attorneys, a practice that I did regularly as an agent in “no-fault” California! I thought the exchange of information might be helpful to you in your lead generation systems, too.

Question:

I purchased 5 of your books last year at an educational seminar held in Washington, and I have used them extensively. I am just now working on attorney referrals, and in your Super Emails, Letters, and Web Content book, you have a letter entitled “Divorce Attorneys — I Want to Get Your Client’s Home SOLD.” At the end of that letter, you refer to an outline of 20 services you have for divorcing couples. Can you please tell me where I find that outline?

Answer:

Hi, Kathleen. I solicited attorneys of the divorce sort for years. They are easy to find. They almost always need to sell real estate to settle a case and get paid. I would send them a letter about the services that we could offer then follow up with a phone call after making it past the gate keeper.

The letter would detail how we were specialists in real estate sales for divorcing couples. I would include testimonials from attorneys that we had helped in the past. I would also include items that we include as value-added services:

1. Free analysis of guaranteed sales value within 48 hours.
2. Free marketing plans, customized to the owner’s needs and including a time analysis so both parties can plan their moves.
3. Complete discretion. There will be no disclosure to the agents who work at my company or to the buyers who make offers on the subject property regarding the litigation status of the property owners.
4. Appointments will be made with the resident, prior to any showings.
5. Future living arrangements can be made should the need be rentals or a new purchase.
6. If a new purchase, submittals for consideration will be sent regularly during the marketing of the jointly-owned home.
7. Pre-approval with a local “power” lender will provide as much leverage as possible on any new purchase.
8. A credit repair facility will be offered, should that be necessary to achieve the best rates on any new loan.
9. Should either party require a purchase in any city in the world, we can suggest one of the top agents of that area.
10. Should either party require a new home, inventory not regularly shown to customers will be generated. I show the normal MLS submittals in addition to currently off-market properties in the area of their choice, old expireds, FSBOs, and other potential sellers which are not normally shown. These options would be considered as “secret properties.”
11. All information will be presented individually or together to the divorcing couple, based on their desire. No information will be shared about the other’s business, unless permission is obtained.
12. Weekly updates will be provided to both parties, together or separately.
13. Updated comparable sales, current comparable listings, and current comparable expired listings will be provided weekly.
14. All marketing, value updates, offers, and negotiations can be submitted to the clients, their attorneys, or both.
15. Repair suggestions will be submitted to maximize value. All repairs are guaranteed to be worth 125% of cost towards ultimate sales price.
16. Feedback from every showing will be submitted to the designated interested parties.
17. Re-pricing matrixes will be submitted every 30 days to make sure the property keeps pace with the market.
18. Any contracts submitted will be explained to all interested parties. A net proceeds analysis will be submitted. A suggested counter offer will be tendered with the reasons for the changes and how they will help achieve the client’s goals.
19. I will be available for phone calls and online consultation with a guaranteed same day answer.
20. I will monitor the closing while having the goal of a seamless move into new properties.

The letter would go on to ask if they have ever heard of an agent who would take on this much trouble to help clients who are going through turmoil. Explain how a referral from them would reflect well on me.

These letters are sent regularly with new marketing concepts and success stories to the attorneys. Follow-up calls will need to be made. When I followed this plan, I dominated my area.

This is just one more demographic for a seller lead generation system that you can dominate as my clients continue to do. It is time you got started on the road to dominance in one of the greatest businesses ever and get on the road to becoming rich.

~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

An oil and gas lease lottery millionaire by age 16, Walter S. Sanford was in massive debt by the time he was 22. Taking his winnings, he invested in over 400 units and found that high leverage real estate can be detrimental to your financial health.

Obtaining his real estate brokerage license during the 80s, Walter went on to become what some believe to be one of the top agents in North America. He built his career on systems that are in demand by virtually ever major franchise and top producing agent in the world. 1995 was Walter’s best year, in the midst of a real estate depression in Southern California, where he personally closed 316 transactions.

Walter Sanford now coaches some of the top agents and travels internationally to deliver his seminars based upon systems with velocity increased by technology. He is the author of 10 ground-breaking books and software that assist top real estate producers in not only beating the competition but also providing lasting estates for their future. Systems are his passion.

Walter has been buying or selling real estate for the past 35 years. It took a long time for Walter to find balance, but today, he runs a successful coaching and training business. He enjoys life in “small town America” with his wonderful wife and two darling daughters.

Many speakers and trainers have never been involved in real estate brokerage aspects and none have ever been involved to Walter’s extent. If you would like to know more about Walter, please visit www.waltersanford.com. You’ll find more information about how to hire Walter as a speaker or coach and how to obtain his ground-breaking products for your library. Walter can also be reached at 800.792.5837 or walter@waltersanford.com.