Real estate sales basics

Everything You
Need
For Success in
Real Estate Sales
"I am Totally Committed to my Success"

The first step in your real estate career should be
the preparation of goals.

 What do I have to do to achieve my Listing
income?
 What do I have to do to achieve my Sales
income?

 You must close 30 deals this year
 You must get 10 appointments every month
 You MUST make 17 contacts each day!!
Your homework is to come to terms with the fact
that although this will not be easy, it will be
well worth it. Decide now that making excuses
will not earn you any money.
$100K or more is in your future!!

Prepare a list of 100 friends and acquaintances
with addresses and phone numbers.
Handwrite or Type a list of
EVERYONE you know or
May know you!!
This must be completed tonight!
No fail! No excuses!!
“Do or do not… there is no try!”
- Yoda, Jedi Master

(You are calling people you know!)
Hi, this is _____. How are you? I have a question for you…do you
have a minute?
I am just calling to let yow know that I am now officially a real
estate agent with Century 21 and I need your help.
Who do you know that needs to buy or sell real estate ?
Can you think of anyone in your (church group, family,
neighborhood, and office) … that may need my services at
this time?
Would you mind if I gave them a call?
By the way … when do you plan on moving?

(You are calling people you know!)
Hi, this is _____. How are you? I have a question for you…do you
have a minute?
I am just calling to let yow know that I am now officially a real
estate agent with Century 21 and I need your help.
I am updating my database and I realized I do not have your
home address. Can I get that from you? Thanks!
By the way… If you were buying or selling real estate or knew
someone who was, am I the agent you would refer them to?
Do you know anyone right now?

YouTube channel
Linked-In –Business Network
Facebook - Dinner Party Theory
Twitter—Link to Your FB, use
hashtags
Pinterest—focus on driving traffic
Instagram—Choose a niche
SnapChat—Create story and share
Real Satsified
Realtor.com/socialb
ios
Zillow.com Profile
Trulia.com Profile
Biz.Yelp.com Profile
Google Business
Brandyourself.com
About.me
Branded.me
Automatic Follow up: MLS
Every Inquiry->Search->Criteria->Add New Client->Save
Search
Email Manager ZAP, FACEBOOK
Slydial site, # or app Www.slydial.com
Facebook—Send IMs, Post and Boost
Ads
TWITTER—Search term “moving to
San Antonio”
FB MESSENGER – Send msgs “ Do
you know anyone needing to buy or
sell real estate?”
STATUS POST:
I have clients that are looking to
purchase a new home but we have
not found anything yet. My clients
need to close in less than 30 days! If
you or someone you know are
considering selling, please let me
know ASAP! I may be able to sell
your home without it even going on
the market. Comment below, email
me at ____or call/text me at (your
cell #) right away. I look forward to
hearing from you!

Compile List of 100 name and phone #’s
Set Short Term and Long Terms Goals
Use Cheat Sheet to Create Online
Presence
Create a Daily Schedule
Memorize Prospecting Scripts
Create Buyer and Seller Brochures
Create Expired Listing Marketing Piece
Role Play Scripts
Start Creating Craigslist Ads

What is it? – Calling people who may need your services
What do I say? – Use Scripts provided
1.SOI – Update Database Call
2.Expired Listings
3.FSBO
4.Just Listed
5.Just Sold
6.Apartment Tenants

For every 100 homes you visit or call,
You should get 5 listing appointments,
Secure 3 listings, of which 2 will sell.
Example:
Average listing commission $2250
Total commissions (Line 1 x 2 Sales) $4500
Hourly rate (Line 2/8 hours) $56/hr
Dollars per home visited (Line 2/100) $45

 90 Percent of all FSBOs will end up listing with an agent
 5% of the agent population say the work FSBOS
 REALLY GOOD ODDS!!
 When you think of a FSBO, think of someone testing you to
see how aggressive you are. Most FSBO’s eventually list with
an agent, usually the agent who worked the hardest to get
the listing. You may have to go back to the FSBO 5-6 times
before you get a contract signed; keep in mind that most
agents stop after 1-2 contacts, hang in there, be the most
persistent. Follow up is critical, don’t give up!

 Hi, this is ______ with ______, and I’m calling about the home for sale … is this the owner?
 I'm doing a survey of all the FSBO's in the area and I was wondering …
 1. If you sold this home … where would you go next? Great!
 2. How soon do you have to be there? (3 months) Fantastic!
 3. How would you rate your motivation to move … on a scale of 1 to 10? (5)
 Good for you!
 4. What methods are you using for marketing your home? (Sign and ads) That’s great!
 5. How did you determine your sales price? (Other agents) Fantastic!
 6. Are you prepared to adjust your price down when working with a buyer? (Within reason) Terrific!
 7. Why did you decide to sell yourself … rather than list with a real estate agent? (Save the commission)
Great!
 8. If you were to list … which agent would you list with? (None in mind) Fantastic!
 9. How did you happen to pick that agent? ( ) Ok. Great!
 10. If you were to list … what would you expect the agent to do … to get your home sold? ( ) That’s great!
 11. How much time will you take … before you will consider … interviewing the right agent for the job of
selling your home? ( ) Excellent!
 12. What has to happen … before you will consider … hiring a powerful agent … like myself … for the job of
selling your home? ( ) Perfect!
 13. Are you familiar with the techniques I use to sell homes? (no ) You’re kidding!
 14. What would be the best time to show you … __________ or __________?

May I speak with the owner of the home for sale please?
This is the owner.
This is ________ with Century 21. Tell me - have you sold your home yet?
No, we haven’t sold it yet, and we are not listing with an agent.
I understand that. Let me ask you this, are you cooperating with real estate agents -by that I
mean if an agent brought you a qualified buyer at a price acceptable to you, would you
being willing to pay at least a partial commission?
Well, we might pay a couple percent.
Great. My office is currently working with a lot of qualified buyers, and over the years we
have sold a lot of for sale by owner homes on a partial commission basis. What I need to do is
stop by your home to take a quick look to see if it matches up with the needs of any of our
current buyers. It will only take 10 or 15 minutes, and I will not be trying to pressure you to list
or anything like that.
In fact, I have a new special report called How to sell your home yourself, for the highest
possible price, without paying a big commission. It is very informative and I will bring a free
copy to leave with you when I stop by. I can stop by this afternoon or tomorrow morning,
which is best for your schedule?

 Prospecting expired listings can be the core of anyone's business in the real estate field. You
can create a system that will give you repeatable results for your effort.
 Easy to Find
 They Want to Sell
 Looking for an Agent

Hello. My name is ________________with Century 21 Northside. How are you?
I am sure you know the reason I’m calling is that I noticed your listing expired today and I would like
to apply for the job of getting it sold for you. 
(You may get some objections here. If so, acknowledge and empathize then move on to the rest)
There are only 3 reasons a home will sit on the market this long and not sell. If it is priced right and
good condition, it must be that it needs better marketing.
I have a SUPER-AGGRESSIVE marketing plan that I would like to share with you at your
convenience.
Of course I’m sure you are going to want to get your home back on the market as soon as possible
so I can arrange to meet with you this afternoon or later this evening….whichever works better for
you.
(SILENCE UNTIL THEY SPEAK)

1.    Use www.theRedX.com Username : ricktankersley Passoword: foxtrot1
2.    Call every lead before 10AM
3.    Make notes on each expired that was not reached
a.    If voice mail - Call back later
b.    If no answer – Make plans to visit the home
c.    If disconnected - Make plans to visit the home
d.    Place unreached leads with phone #s in a stack to be called later
4.    Hand pick 10 expireds you would like to list according to price and location
a.    Hand address 10 envelopes
b.    Mail expired letters (for less than a Starbucks latte per day, you can mail 10 l
leads)
5.    Pick 5 expireds to visit based on price, location and proximity to each other
a.    Visit each of the 5 between 6pm and 7pm
b.    Go to the door, knock and speak to the seller
c.    Offer to be the solution to the problem
6.    Gather all unreached leads with phone numbers and call them before 9pm
a.    Place all unreached leads with phone numbers to call with new leads
tomorrow.
7.    This is the consistent success cycle: Calls -> Letters ->Visits-> Calls -> Follow UP

Greetings!
IF YOU ARE READING THIS LETTER THEN YOUR REALTOR HAS NOT SOLD YOUR HOME.
My name is Rick Tankersley and I am Century 21 Northside. I have noticed that your house was
recently taken off the market so I am writing to see if you still have an interest in selling.
I welcome the opportunity to meet with you to go over your Real Estate needs and update
you on current market conditions in San Antonio. Together we can devise a plan that will get
your home sold.
In this more competitive market you need a Realtor experienced in your area who will get your
home sold for full market value in a reasonable amount of time. I will offer you my 20 years of
experience selling homes in San Antonio and an unconditional 45 day listing agreement that
you can cancel at any time with no fees to you. I get paid when you get paid…at closing.
I promise to talk to you personally during the listing period at least twice a week with updates. I
promise to answer my phone when you call or return your call within 30 minutes Mon-Sun 8am-
8pm. Try it! 210-788-9690.
Folks, if you are serious about selling your home then give me a call today and start packing! I
look forward to hearing from you.

Hello, is this _____________________________This is
_______________________________ at Century 21. How are you today?
The reason I’m calling is, we just listed a property at ____________________________
a couple of streets over from your home.
As a result of our marketing we’ve generated a lot of interest in the neighborhood and
need other homes to sell.
So, tell me have you considered selling your home? (No!!)
Well, would you happen to know of anyone else thinking of selling?
IF PROSPECT KNOWS SOMEONE ELSE THINKING OF SELLING
Would you mind sharing their name and phone number?? (F A N T A S T I C)
Would it be OK if I told them you referred me? (T H A N K S)
I’ll be sure to get back in touch to let you know how things went!!
(H A V E A G R E A T E V E N I NG)

Hello, is this _____________________________This is
_______________________________ at Century 21. How are you today?
The reason I’m calling is, we just SOLD a property at ____________________________
a couple of streets over from your home.
As a result of our marketing we’ve generated a lot of interest in the neighborhood and
need other homes to sell.
So, tell me have you considered selling your home? (No!!)
Well, would you happen to know of anyone else thinking of selling?
IF PROSPECT KNOWS SOMEONE ELSE THINKING OF SELLING
Would you mind sharing their name and phone number?? (F A N T A S T I C)
Would it be OK if I told them you referred me? (T H A N K S)
I’ll be sure to get back in touch to let you know how things went!!
(H A V E A G R E A T E V E N I NG)

Use the Criss-Cross to
Call Renters in Apartment Complexes
YOUR SCRIPT
Hi! My name is Rick with Century 21. I am calling
Because studies show that most renters would rather be
homeowners. They are tired of wasting their money and
making the land lord rich. If you could rent a bigger home for
the same or less than you pay in rent, wouldn’t you?

Dear Home Owner,
Rise and Shine!
Believe it or not, there are more buyers looking for homes than homes to sell! A market once clogged and over-
run with foreclosures and short sales has changed and for the better! Due to demand, home prices are on the
rise. Home prices are approaching DOUBLE-DIGIT appreciation and sales are dramatically increasing by the
day. The market is rising and shining!
Is it Time?
Over the past 3 decades, the average home owner stayed in their house 4.9 years. Due to recent economic
uncertainty, families today have stayed in their home for more than 9 years, postponing the move they wanted
or needed to make.
Well, the financial storms are behind us and the sky is starting to clear. So is now a good time to move? The
answer is “yes!”
See and Believe
I have information you might find surprising. Your home may be worth more than you think!
It would be a privilege to give you insight into today’s market. I’ll give you details on the rising market and an
accurate assessment of your home’s value. Thirty minutes is all you’ll need.
Please call me at (210) 788-9690 to schedule your no-obligation meeting.
FYI, interest rates are still low, making it a very affordable time to buy as well.
Thanks,
Rick Tankersley
Century 21 Northside


I MAY HAVE A BUYER FOR YOUR HOME

Dear Mike and Sharon,
I am currently working with a buyer who’s been unable to find a home in your area.
Your home has many of the features my buyers find desirable.
If you have any interest in selling your home, I would be more than happy to
arrange a one-party showing of your property.
Please contact me at (210) 788-9690 to discuss.

Thanks,

Rick Tankersley
Century 21 Northside

 Lists the name of the homeowner by property
address
 Criss-Cross is available in software


1.http://mysapl.org/
2. Click on DATABASES
3.Scroll through the directory for REFERNCE USA
4.Enter your name and library card #
5.Under ‘Active Databases” choose U.S. Standard White
Pages
6.Choose “Custom Search
7.Choose Geography and then Radius
Enter Street Address and .5 in the “number of miles” field
You will the see a list of everyone within a half mile of your
listing. (be sure to comply with all “do not call” regulations)
CALL THEM!!

 Eyecatching Headline with a good hook
 Ie School District, Unique Feature, Bargain. HUD, foreclosure, low
payment, etc
 A few good pictures (no more than 4)
 Short Description
 Call to action and phone #
Use www.Northside.C21.com for our listings
Try www.hudhomestore.com for more homes
Use www.RealtyPak.com for new construction homes
Post 2 ads at noon and 2 at 7pm
Make sure to include your name and broker.

 Be Prepared
 Use Script
 Get the Appointment
 Offer to take Another Agent’s Phone Time


Thank you for calling Century 21. How may I help you?     (I am calling about a home at 123 Happy St)
Oh yes! That must be a great home… we have gotten a lot of calls on it today.
When would you like to see it?           (I just have a question about it.)
Ok. Let me pull it up on the computer. Can I get your name and number in case we are cut off? Thanks!
I am pulling the info up now…
How long have you been looking for a home?
How many homes have you looked at?
What methods are you using to find the homes.
Are you working with a realtor?
Are you renting or buying your home?
Alright! I have the info pulled up. It really is a great looking house!! What would you like to know?  (How much is it?)
It’s _____... is that in your price range?  (yes)
Great! We should go see it before it is gone!! I can arrange my schedule to meet with you today around 3 or 4. Which one is better for you?
(4 is best)
Awesome! I will schedule this one and a couple of more in the neighborhood like it.
I will call you back once I confirm the showings.
BY THE WAY… are you PAYING CASH or will you NEED FINANCING?
(Financing)
No Problem! I will get someone to call you and take care of that before 4pm.
I will call you back with the scheduling info.

Internet Leads
SPEED + TENACITY + SCRIPT = HIGHEST CONVERSION RATE POSSIBLE
____________________________________________________________________________

Contact IMMEDIATELY!!! SET APPOINTMENT!!
Call 6 TIMES
Call on MINUTE ONE, MINUTE 10, MINUTE 30 , HOUR ONE, HOUR TWO, DAY TWO
TEXT “I just got your information from Zillow. Can you talk?” – MINUTE 1, HOUR ONE, HOUR TWO
If EMAIL ONLY  -
“I just got your information from Zillow. Is now a good time to speak?” – Send  MINUTE 30, HOUR ONE,
HOUR TWO.
HOUR THREE - “The home you’re inquiring about is fantastic! When would you like to see it?”
DAY TWO:  Subject Line: Checking In   - Message: I was just checking in to see if you needed anything from
me today.
Place in CRM/ZAP and set up auto follow up.

Most widely done (and done wrong) activity in real estate
We hold open houses for ONE REASON ONLY: TO GENERATE LEADS!
STOP trying to sell the house and start trying to CONVERT attendees
into APPOINTMENTS
Most agents do not like open houses because they are getting poor
results
YOUR OBJECTIVE IS TO NOT JUST GET NAMES AND NUMBERS BUT TO
SCHEDULE APPOINTMENTS

1. 2 Hours of pre-work for every 1 hour of Open House
2. Choose the right property
a. Easy to Find
b. Accessible
c. Great Curb Appeal
d. Newest on the Market
3. Make it EASY TO FIND
a. 2 Directionals = not enough!! The More Signs the Better!
b. Invest a little bit of money into your signs
c. Use balloons, streamers or banners to draw attention to each directional
4. PRE SELL THE EVENT
a. Put a sign out in advance with times of the open house
b. Post ads on Craigslist and FB in advance
c. Fliers to Neighborhood stores
d. Invite the neighbors (maybe an hour earlier for “exclusive” viewing)
e. Invite your entire database
f. Post in 21online, realtor.com, mls, etc
g. Door knock the neighbors a week in advance “Hi. I was just visiting your neighbor. We are doing an open house this Saturday from 1-4. However, from 1-2 is exclusively
for neighbors. Do you think you could make it?” (Ask Rick about the rest of the script)
h. MAKE SURE FSBOS AND EXPIREDS GET AN INVITATION!!!
5. LOCATE SWITCH PROPERTIES
a. 94% of visitors will have no interest in the property (6% will)
b. Find the TOP 5 HOTTEST BUYS in the Market Area
c. By asking for emails to send more properties.. you are losing them
6. ARRIVE EARLY
a. Know the house
b. Know where you will start and finish with each person
c. 40% of visitors will have a home to sell. (Sellers not Buyers)
d. Have your GIVE AWAY in place
e. Make Sure Your entry cards are ready and accessible
f. Fliers ready to go

7. GREAT GREETING IS IMPORTANT
a. SMILE
b. Give your name to get a name
c. Give them a flier (not mls sheet) Use this line on flier: “Hi I’m Rick Tankersley. Thank you for coming to my open house. If you would
like to know how easy it would be to own this home, be sure to ask me.”
8. ASK THE RIGHT QUESTIONS
a. ARE YOU LOOKING FOR A NEW HOME FOR YOURSELF??
b. DO YOU HAVE A PROPERTY YOU NEED TO SELL BEFORE YOU CAN BUY?
c. CAN YOU TELL ME A LITTLE BIT ABOUT WHAT YOU ARE LOOKING FOR IN A HOME?
(This will tell us if we need to demo this home or switch them)
9. LET THEM LOOK
a. Show them the highlights of the home
b. Stay within ear shot of them
c. Answer questions as they come up
10. DEPARTING COMMENTS
a. CAN YOU GIVE ME A LITTLE FEEDBACK I CAN SHARE WITH THE SELLER?
b. IS THIS A HOME YOU WOULD BUY?
c. I HAVE 5 MORE OF THE “HOTTEST BUYS” IN THE AREA
d. WOULD YOU LIKE TO SEE THEM TODAY AROUND 4PM?
11. MEASURE YOUR SUCCESS
a. Not based on if you pleased the seller
b. Success is based on how many LEADS you generated
c. FOLLOW UP WITHIN 48 HOURS

Thank you notes:
 Should be Handwritten
 Use the Owner’s Name
 Insert Business Card
 Use a Stamp, not Metered
 Send at least 5 per day

Remember to make 17 meaningful contacts
every day. SOI, EXPIREDs, FSBOs,
JUST LISTED, JUST SOLD
(use your scripts)

Schedule Your Day and Stick To It!
Bottom line is that if you do not prioritize and schedule money making
activities, you will be distracted by everything else.

Kiss a lot of Frogs!
You will find that a large number of leads you generate, no matter the source, will
not be ready ready to do anything immediately (or in some cases – never).
However, you must keep talking to people, placing ads, taking phone duty,
holding open houses, etc.

Follow Up – Relentlessly
70% of all closings are a result of follow up. Once you are in the swing of making
contacts and generating leads, you will tend to focus only on the ones that look
like “instant money.” Other good leads will fall through the cracks and disappear
because they were placed on the back burner and forgotten. Deliberate and
consistent follow up with all leads and referral sources will result in more closings!

Track your results
Track how many contacts, leads, appointment and contracts you have each week. By
doing so will see where you are strongest and where you need to improve.
Tracking your numbers is the only way to know for sure you are on the right
track. Allow someone else to hold you accountable for your results. Share your
numbers with them weekly.

Join coaching group
Being involved in a coaching will provide you with the
accountability and business advice needed to propel your
business to above average levels.

Ask a lot of questions!
Many times agents bog down because they are stuck in a
process. A simple answer or conversation will allow you to
quickly and easily move forward. Ask an agent, manager or
staff member to help get you over the hurdles

Act before you think!
Many agents have been caught in the trap of over-thinking. Worrying about
the “what-ifs” will build roadblocks you do not need. Trust your
knowledge, training and instincts and GO FOR IT! When in doubt, refer
to the previous step and reach out for help and guidance.

Don’t get discouraged and
Never, Ever Give Up!
There is no doubt that this is a tough business. There are times in the
beginning when you will be wondering what in the world you were
thinking by getting into the real estate business. We will be disappointed
by bad leads, mean people, flaky prospects, and deals that do not close.
Keep moving forward! Ask for help, coaching, guidance from your office
staff, management and fellow agents. We have all been exactly where
you are! We will help you and everyone will tell you that it always gets
better.

Real estate sales basics

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