Mastering the Art of Selling Real Estate

Mastering the Art of Selling Real Estate

Hardback

By (author) Tom Hopkins

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  • Publisher: PORTFOLIO
  • Format: Hardback | 380 pages
  • Dimensions: 160mm x 226mm x 36mm | 590g
  • Publication date: 31 August 2004
  • Publication City/Country: New York
  • ISBN 10: 1591840406
  • ISBN 13: 9781591840404
  • Edition statement: Revised, Updated ed.
  • Sales rank: 140,357

Product description

Thirteen years ago, Tom Hopkins, the top real estate sales trainer in the country, published How to Master the Art of Listing and Selling Real Estate--the industry's bible--which has consistently sold well despite information that has become somewhat outdated. But now Hopkins gives a cutting-edge revamp to his still- popular classic. Along with its new title, readers can expect a complete elimination of dated material and inclusion of the most current information on the role of the Internet and computer software needed by every real estate professional.Full of anecdotes, sales scripts, and proven tactics, Mastering the Art of Selling Real Estate will show readers how to: Find the best listing prospectsWin over "For Sale by Owner" sellersEarn the seller's trustWork an unrealistic price down to marketArrange the final agreementAnyone who's serious about real estate can take charge with Mastering the Art of Selling Real Estate.

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Author information

Tom Hopkins is one of the world's leading authorities on salesmanship and selling techniques. He has presented his seminars to more than three million people on five continents. He is the author of a number of bestsellers, including How to Master the Art of Selling, The Certifiable Salesperson, and Selling for Dummies.

Table of contents

Contents Acknowledgments vii Introduction xvii 1:Portrait of a Professional Real Estate Salesperson1 WHAT IS A PROFESSIONAL SALESPERSON? 000 COMMON CHARACTERISTICS OF THE PROS 000 STEPS TO PROFESSIONALISM 000 2:What to Do When YouÆre New000 STEPPING INTO BUSINESS 000 WHAT YOU CAN LEARN AT THE OFFICE 000 GET OUT THERE 000 GET PUBLIC NOTICE 000 3:Selling with Emotions000 CREATING POSITIVE IMAGES 000 BUILDING YOUR REFLEXES 000 PART ONE: BECOMING A LISTING CHAMPION 4:Why You Should Become a Listing Champion000 5:How to Acquire Listing Power000 GETTING BEHIND CLOSED DOORS 000 TURNING DOORBELLS INTO DOLLARS 000 CANVASING THAT COUNTS 000 GETTING PEOPLE TO LIKE AND TRUST YOU 000 CONVERTING FOR-SALE-BY-OWNERS INTO MONEY-MAKING INVENTORY 000 GATHERING LISTINGS ON OPEN HOUSES 000 CREATING A PROFITABLE LISTING BANK 000 6:Liquidating Your Listings000 HOW TO LOSE BY WINNING 000 SERVICING YOUR LISTINGS WITH STYLE AND CONTROL 000 HOW AND WHEN TO GET PRICE REDUCTIONS 000 7:The Typical SellerÆs Pricing Method000 8:Being Prepared and in Control During Your Listing Presentation000 THE TOOLS FOR GETTING THE JOB DONE 000 USING YOUR LISTING TOOLS WITH FLAIR 000 BALANCED RESEARCH 000 9:Reflexive Listing Techniques000 THE ASKING SECRET 000 THE ALTERNATE OF CHOICE SYSTEM FOR SUCCESS 000 PIGGYBACKING 000 LOGICAL LISTING 000 YOUR BIGGEST CHALLENGE WITH THE LISTING FORM 000 HOW STRONG LISTERS KEEP MOVING WHEN THE SELLERS TRY TO STOP THEM 000 HOW TO TIE THE MINOR YESES DOWN 000 THE FOUR STYLES OF THE TIE-DOWN 000 THE IMPORTANCE OF THE PLANNED PAUSE 000 10:Learning to Love Objections000 HOW TO ADDRESS CONCERNS 000 GETTING PERMISSION TO PLACE A SIGN ON THE PROPERTY 000 GETTING A KEY TO THE PROPERTY 000 THE PORCUPINE 000 THE FOUR MOST COMMON CONCERNS AND HOW TO HANDLE THEM 000 11:Getting Your Foot in the Door with For-Sale-by- Owners000 HOW TO TAP THE BY-OWNER GOLD MINE 000 PHRASEOLOGY FOR THAT ALL-IMPORTANT FIRST CALL TO A BY-OWNER 000 PHRASEOLOGY FOR CALLING ON PRINCIPALS-ONLY ADS 000 12:What to Do and Say at the By-Owner Home000 TOURING THE HOME 000 13:Be Ten Times More Successful Than Average with Effective Follow-Up000 YOUR OWN FOR-SALE-BY-OWNER SIGNS 000 FOR-SALE-BY-OWNER FIRST AID KIT 000 FOR-SALE-BY-OWNER SQUAD 000 SUMMING UP 000 14:Real EstateÆs Royal Road to Riches Is Called Prospecting000 ADOPTING ORPHANS 000 TRADING UP 000 EXPIRED LISTINGS 000 LEARNING TO SCRATCH AN ITCH 000 THE NEWSPAPER AS A LEAD SOURCE 000 START A SWAP MEET 000 COMMUNITY INVOLVEMENT 000 BEING REMEMBERED 000 SPEAKING ENGAGEMENTS 000 15:When Knocking on Doors Works000 THE FUNDAMENTALS 000 THE WARM CANVAS DOOR 000 THE MOST PRODUCTIVE DOOR IN THE WORLD 000 16:Developing Your Listing Bank into an Income Gusher000 STEP 1: CHOOSE THE RIGHT AREA 000 STEP 2: GET YOUR LISTING BANK INFORMATION SET UP 000 STEP 3: OBTAIN THE OWNERSÆ NAMES 000 STEP 4: SET UP A VISUAL CONTROL BOARD 000 STEP 5: USE LETTERS OF INTRODUCTION 000 STEP 6: KNOCK ON THE DOOR 000 STEP 7: USE A MARKET SURVEY 000 STEP 8: PUT THE MARKET SURVEY TO WORK 000 STEP 9: MAKE YOUR FIRST SWEEP IN 60 DAYS OR LESS 000 STEP 10: DRIVE YOUR LISTING BANK AT LEAST ONCE EVERY OTHER DAY 000 STEP 11: HAND OUT A SMALL GIFT ON YOUR SECOND VISIT 000 STEP 12: IDENTIFY THE NICEST 10 PERCENT 000 STEP 13: MEET EVERYONE IN YOUR LISTING BANK ONCE EVERY TWO MONTHS FOR ONE YEAR 000 STEP 14: ORGANIZE A SPECIALIZED PROGRAM 000 STEP 15: LOOK FOR TWO SPECIAL TYPES YOUR FOURTH TIME THROUGH 000 STEP 16: ASK FOR THE BUSINESS 000 17:Listing Preparation Techniques That Will Build Your Fortune000 START BY BEING PREPARED 000 THE COMPARABLE MARKET ANALYSIS 000 PACKING LISTING POWER INTO THE CMA 000 INSIDE ANOTHER HOME 000 OTHER BROKERSÆ LISTINGS 000 FIND AN REO WHILE YOUÆRE KNOCKING ON DOORS 000 GATHERING DATA BEFORE CALCULATING VALUE 000 INSPECTING THE PROPERTY 000 SURPRISE IS A LISTING WORD 000 ROLL YOUR OWN BOILERPLATE 000 LISTING IN TWO STEPS 000 THE MAIN REASON YOUÆRE THERE 000 PREPARATION BACK AT THE OFFICE 000 THE FINAL PSYCHE-UP 000 18:The Mood of the Move000 19:Creating a High-Scoring Listing Presentation000 HOW TO TAKE CONTROL 000 CREATING LISTING POWER WITH A VISUAL AID BOOK 000 FOUR EASY WAYS TO POLISH YOUR PERFORMANCE USING THE VISUAL AID BOOK 000 AFTER THE TOUR 000 POWERFUL TURNAROUND PHRASES 000 HANDLING THE ôWE CAN RENT ITö BALLOON 000 WORKING THE PRICE DOWN TO MARKET 000 CLOSE FOR THE PRICE 000 OPERATING ON THE PRICE WITH THE DOM STUDY 000 LISTING THE HOUSE BY ITS BARBECUE 000 HOW TO TURN DOWN A TURKEY 000 SET UP THE SELLERS FOR FUTURE EVENTS 000 TWELVE TRICKS OF THE TOP PRODUCER 000 PART TWO: YOUR SELLING REAL ESTATE CAREER 20:How to Handle the Telephone Effectively000 INGREDIENTS OF A GOOD AD 000 PREPARATION FOR TAKING A CALL 000 HOW TO DO THE CALL RIGHT 000 COMMON TELEPHONE QUESTIONS 000 21:Open House Opportunities000 INVITE THE NEIGHBORS 000 SIGNS 000 A LITTLE HELP 000 BLACK OR WITH CREAM AND SUGAR? 000 INFORMATION TO GIVE AND TO GET 000 KEEPING BUSY 000 OPENING THE HOUSE 000 THEYÆRE HERE! 000 THE PERFECT HOME 000 GETTING TO KNOW YOU 000 22:Qualifying the Buyer000 BUYERÆS ANALYSIS FOR BETTER SERVICE 000 URGENCY QUESTIONS 000 DECIDING WHAT PROPERTY TO SHOW 000 23:Demonstrating the Property000 SETTING UP A SHOWING SEQUENCE 000 GETTING THEM INTO YOUR CAR 000 DRIVING TO THE HOMES 000 ARRIVING AT THE HOMES 000 DEMONSTRATING THE PROPERTY 000 COMMON OBJECTIONS 000 FIXER-UPPERS 000 24:How, When, and Where to Close the Sale and Get the Commitment000 WHEN TO CLOSE THE SALE 000 WHERE TO OBTAIN THE COMMITMENT 000 STEPS TO FILLING OUT THE PURCHASE AGREEMENT 000 25:Getting a Commitment on a Property000 THE DEFINITION OF CLOSING 000 THE IMPORTANCE OF CLOSING 000 AT WHAT POINT DO YOU CLOSE? 000 THE ANATOMY OF A CLOSE 000 CONCERNS 000 STEPS TO HANDLING CONCERNS 000 REDUCTION TO THE RIDICULOUS CLOSE 000 ORDER BLANK CLOSE 000 BEN FRANKLIN BALANCE SHEET CLOSE 000 THE SIMILAR SITUATION CLOSE 000 THE ôI WANT TO THINK IT OVERö CLOSE 000 THE BEST THINGS IN LIFE CLOSE 000 THE SECONDARY QUESTION CLOSE 000 THE WISH IÆDA CLOSE 000 TWO-PARTY INDECISION CLOSE 000 MULTIPLE CLOSING 000 SILENCE IS GOLDEN 000 MENTALLY PREPARING YOUR BUYER 000 26:Presenting the Proposal000 SETTING THE APPOINTMENT 000 PREPARATION PRIOR TO THE APPOINTMENT 000 THINGS THE SELLER WILL WANT TO KNOW 000 STEPS TO THE SIGNATURE 000 NORMAL SELLER OBJECTIONS 000 THE COUNTERPROPOSAL 000 27:Building a 100 Percent Referral Business000 THANK-YOU NOTES 000 REMEMBRANCES 000 HOW TO ASK FOR A REFERRAL AFTER THE SALE 000 28:Implementation000 NET WORTH STATEMENT 000 GETTING A FIRM GRIP ON THE SLIPPERY MINUTES 000 THE THREE BASICS OF TIME SAVING FOR SUCCESS 000 FLICK THROUGH THE FILES DAY 000 THE ACTION-ORIENTED DESK 000 PLANNING/APPOINTMENT SYSTEM 000 THE STRENGTH OF THE STANDARD WEEK 000 FINDING MORE HOURS THROUGH TIME PLANNING 000 DAILY ACTIVITY CHART 000 FIGURING RATIOS 000 29:How to Defeat Failure and Create a Winning Attitude000 HOW TO CHANGE OVERNIGHT 000 REJECT THE FEAR OF REJECTION 000 THE CUBE OF 20 PUTS $10,000 A MONTH IN YOUR POCKET 000 THE CREED OF THE CHAMPION 000 Recommendations for Continued Training 000 Index 000 "