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The Real Estate Agent's Guide to FSBOs

Book Description

According to the National Association of Realtors, 86% of new real estate agents don’t make it past their first year. The majority give up due to frustration and the overwhelming start-up costs involved in the industry. But there is an untapped resource that will help agents take their careers to new heights—the For-Sale-By-Owner (FSBO) listing. Many homeowners try to sell their home, without an agent, believing that they can find a buyer just as quickly and avoid paying a commission. But often, nothing can be further from the truth. Author John Maloof has built a stellar career by farming FSBOs. He made six figures his first year as a real estate agent using his prospecting plan. Now, in The Real Estate Agent's Guide to FSBOs, he shows other agents how they can do the same. Using these proven techniques, agents will learn how to: • find FSBOs • approach a prospect • make a listing presentation that will convince even the most reluctant homeowner • handle rejections • formulate a marketing plan • service listings • build a referral base • stage open houses • close the sale Complete with Internet resources and a sample resume and log sheet, this is the one book that will show new agents and experienced Realtors alike how to make more money than they ever thought possible.

Table of Contents

  1. Cover
  2. Half title
  3. Title
  4. Contents
  5. Acknowledgments
  6. Introduction
  7. Chapter 1: The FSBO
    1. What Is a FSBO?
    2. Why Do We Need FSBOs?
    3. Why Do Sellers Go FSBO?
    4. Why Sellers Go Broke Selling FSBO
  8. Chapter 2: Understanding What It Takes
    1. Overcoming Emotional Hurdles
    2. Self-Management
    3. Taking Action
    4. Living Healthy
  9. Chapter 3: FSBO Prospecting Plan
    1. Defining Your FSBO Boundaries
    2. How to Find FSBOs
    3. Where to Find FSBOs
    4. Using the Internet to Find FSBOs
    5. Bringing FSBOs to You
    6. Using Open Houses to Find FSBOs
  10. Chapter 4: Know Thy Competition
    1. FSBO Websites
    2. Discount Brokers
    3. Other Agents
    4. Preparing Yourself for the Competition
    5. Being Aggressive
    6. Offering Full Service
  11. Chapter 5: The FSBO System
    1. The Tools
    2. FSBO Number Check
    3. The FSBO Journal
    4. Ranking the FSBO by Personality
    5. If You’re an Excel Pro
    6. Subcribing to FSBO Lead Provider Services
  12. Chapter 6: FSBO Sales Techniques
    1. Preparing for the Phone Call
    2. Using Questions to Control the Conversation
    3. Closing Techniques
    4. Making the Calls
    5. Three Calls to the Listing
    6. What to Do After the Call
  13. Chapter 7: Special Telephone Techniques
    1. Communicating Effectively
    2. Handling Objections
    3. Dealing with Tough Sellers
    4. Discussing Fees, Discounts, and Incentives
    5. Summing Up
  14. Chapter 8: The FSBO Listing Presentation
    1. The Listing Appointment
    2. The Presentation Setting
    3. The Presentation
    4. Pricing the Listing
  15. Chapter 9: The Marketing Plan
    1. Market Exposure
    2. Six Great Marketing Ideas
    3. Having More to Offer Than the Competition
    4. The Bottom Line
    5. Your Resume
    6. E-Mail Drip-Marketing
    7. Direct Mail
    8. Written Testamonials
  16. Chapter 10: Farming for FSBOs
    1. Finding the Most Profitable Farm
    2. Tracking Your Farm
    3. Automating Your Farm Mailing System
    4. Keep Mailing!
    5. Farm FSBOs
    6. Farm Fuel
    7. Your Mug Shot
    8. Your Slogan
    9. Your Mission Statement
  17. Chapter 11: Putting Your For-Sale Signs to Work
    1. Converting Calls into Sales
    2. Three Types of Buyers
    3. Converting Buyers into Sales
    4. Sign Call Dialogue
    5. Putting a “Sold” Rider on Pending Listings
  18. Chapter 12: Servicing Your Listings
    1. How to Professionally Service Your Listings
    2. Open Houses
    3. Revising Your CMA
    4. Taking Multiple Photos
    5. Making Professional Brochures
    6. Getting MLS Training: Using Reverse Prospecting
    7. Sending Mass E-Mail Flyers
    8. Mailing Proof of Advertisements
  19. Chapter 13: Building a Referral Base
    1. 80/20 Rule
    2. Keeping Your Clients Forever
    3. Mailing Your Past Clients
    4. The Automated Referral System
    5. Belonging to Something
  20. Appendix A: Resources
  21. Appendix B: FSBO Facts
  22. Appendix C: Sample Forms
  23. Index
  24. About the Author
  25. Copyright