Periodic tips and reminders to help focus your by-owner marketing and win your commission-free sale - from Canada’s by-owner web-site, www.privatelist.com.

THIS ISSUE:      Coupon Savings / “Language Techniques”

ARCHIVES:     www.privatelist.com/newsletter.htm

COUPON SAVINGS

In his book The Eight New Rules Of Real Estate, John Tuccillo (economist and consultant to the National Association of Realtors in the US), tells how traditionally realtors could demand high fees because they served as gateways to all the services (mortgages, lawyers, appraisors) involved in a purchase or sale.

Information on the market was hidden from the public by being translated into MLS-speak, and with realtors controlling access to the MLS, the public (and other service providers) had to come to them.

Now however,

"Technology has broken the information monopoly. The Internet has provided a whole new avenue for consumers to access property information previously available only through the real estate office. ’Outsiders’ [ie. other service providers] are taking priority places at the settlement table and in the compensation line.

The real estate professional seeking to command payment for listing a home to be sold or screening property for a potential buyer now finds that these services . . . are being given away." [the PrivateList full-meal deal - display, photo session and sign - costs 1/40 the average MLS fee]

Case in point: growing traffic to www.privatelist.com now make it an excellent potential meeting-place for buyers, sellers and the services they require (lawyers, moving companies, house inspectors, etc.)

So we’re currently working on the programming and, starting with Nova Scotia, will soon be offering printable online coupons from local businesses eager to provide real savings when you use their services as part of your purchase or sale. (We will NOT be plastering the site with annoying banner ads; rather, discrete links will lead to pages where you can review genuine savings opportunities, to follow-up at your convenience whether you’re PrivateList client or not.)

So keep an eye on us! And please let us know of any particularly-worthy candidate businesses.

LANGUAGE TECHNIQUES

Most realtors have many opportunities during their career to attend seminars where they do nothing but memorize - word for word - phrases, sentences and paragraphs designed to get them listings and close sales.

Some of these "language techniques" are manipulative and evasive, but others simply help all parties dispense with red herrings and focus on the issue at hand. Here are a few examples of the latter:

• to line up a showing: "Would SATURDAY or SUNDAY be more convenient for you to drop by?"
   
• to obtain a buyer’s phone number: "I’d better get your phone number - just in case I have to re-schedule the showing."
   
• an offer with a very small deposit: "Would you be prepared to add to the deposit once your financing is approved?"
   
• an offer with a very iffy condition: "This condition is pretty uncertain, but we’re prepared to offer you first right of refusal . . ." (see newsletter No. 8)
   
• to avoid negotiating verbally: "We’ll consider very seriously any offer in writing."
   
• a realtor says they’ve sold 16 houses in the last week: "By all means, show the house, bring us a written offer and negotiate whatever commission you wish with the buyer - but our price is based on what we need to NET."
   
• a realtor says their office has a list of 16 buyers transferring into the area: "By all means, show the house, bring us a written offer and negotiate whatever commission you wish with the buyer - but our price is based on what we need to NET."
   
• prospect is uncertain about financing or legalities: "www.privatelist.com has all kinds of how-to information online - just click their ’buyers’ link."
   
• an objection during negotiations: "Why don’t we put that aside for a moment and see what we CAN agree to . . . ?"
   
• when asked why you’re selling: "We just decided it’s time for a change."
   
• to get a prospect’s comments a few days after a showing: "We’d appreciate any impressions - positive or negative - you’d care to share."

As long as they’re not misleading, there’s nothing wrong with using concise "formulas" like these to avoid confusion and wasted energy, and cut to the chase.

As a last example, next time you hear: "Oh, you’re selling? What kind of property do you have?" - will you have you a ready response (say, 25 words or less)?

FRIENDLY REMINDERS . . .

It's important to maintain an active marketing focus until your property is sold. Just an hour every week-end, spent reviewing progress to date and mapping out a response, can pay real dividends.

Therefore, each e-mail version of PrivateList PROACTIVE ends with a series of reminders, and links to tips and tools for your on-going campaign.

To access these resources, press here.

©2000 PrivateList