KW Spotlight | 2022 Open House Professional Marketing Plan

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OPEN HOUSE PROFESSIONAL MARKETING PLAN

TABLE OF

CON T E N TS

04 Daily Planner | Monday & Tuesday

06 How to Prospect for Leads: 101

10 Daily Planner | Wednesday & Thursday

12 Quick Responses to Objections

16 Daily Planner | Friday, Saturday & Sunday

18 FAQ & Tips

FR OM YOU R COACH The goal of this plan is to help you make prospecting through open houses a fun, foundational, and organized piece of your business plan, that makes you FAST MONEY. I created this system to help you understand how to utilize this opportunity to its MAXIMUM potential, and to get the “ready-willing-able” prospects to chase you.

From capturing leads all week before your open house, to captivating people with current and urgent information - your goal is to set an appointment, rather than just collecting information. From setting appointments right then and there, to building the relationship with them long after you leave the house, the activities in this plan will lead you toward success, and ultimately toward your own rewarding

SONIA ROLLAND

Life By Design.

Realtor & Director of Productivity (805) 637-2392

My hope is that you find value in this guide and that it helps you think

soniarolland@kw.com

differently about open houses. Think POSSIBILITIES! Now it’s your

spotlightrealtornetwork.com

turn to take action! Find, Prospect, and Host the most productive

DRE# 02096015

OPEN HOUSE!

-Sonia Rolland 3

MONDAY 4

Find an open house to host • Weekly new listings emails • Walk around the office and ask • Facebook Groups • MLS Search *See tips on page 18

Text your coach the address!

• Get a circle prospecting list

TUESDAY

Daily Planner

Call and invite the neighbors to your open house Ask the question: “Who do you know, who is looking to move into your beautiful neighborhood?” *See Scripts* 5

HOW TO PROSPECT FOR LEADS: 101

ASKING PROSPECTS FOR LEADS: SCRIPT #1 Bizzy Blondes, Los Angeles, CA - Millionaire Real Estate Agents

AGENT: Good morning. My name is ________ . I’m from the ________ realty group. We just listed a home in your neighborhood.

OR AGENT: We have a home for sale right here in your neighborhood. I’m walking through the neighborhood to pass around a little information to everyone and to ask you: who do you know that’s looking to move into the neighborhood that we may help out?

PROSPECT: No one that I can think of right now.

AGENT: Great. Thanks for thinking about that. Who do you know that’s looking to just buy or sell, in general?

PROSPECT: I don’t know of anyone.

AGENT: How about yourself? When do you plan on moving?

PROSPECT: Probably no time soon.

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AGENT: Thank you very much for your time. The next time I’m in the area, or when I have an open house, I’ll stop by and say hello. Goodbye.

ASKING PROSPECTS FOR LEADS: SCRIPT #2 Bizzy Blondes, Los Angeles, CA - Millionaire Real Estate Agents

[This is a script to follow once you’ve got the prospect talking about their home.]

PROSPECT: How much is your home worth?

AGENT: Well, I could certainly give you a range that we could consider at this point in time. Are you thinking about selling your home in the next three to six months or in the next three to six years?

PROSPECT: In the next three to six years.

AGENT: What I could tell you now has absolutely no bearing. The market will change between now and then.

If the Prospect says they are waiting for a year or more before selling: AGENT: Well, is there any financial advantage to waiting for a year before putting your home on the market?

ASKING PROSPECTS FOR LEADS: SCRIPT #3 Keller Williams University - Lead Generation

AGENT: Hi, this is _________ with Keller Williams Realty. We just listed a home for sale in your neighborhood on _________ Street. It has ___ bedrooms and ___ baths and the listing price is $_________ . I was wondering...who do you know that would like to move into your area? [Listen to response.] By the way, when do you plan on moving?

ASKING PROSPECTS FOR LEADS: SCRIPT #4 Keller Williams University - Lead Generation

AGENT: Hi, this is _________ with Keller Williams Realty. We have recently sold a home on ___________ Street. It has ___ bedrooms and ___ baths and it sold for $__________ . We know when someone sells a home that usually two or more sell right away. I am curious to know if you plan on moving in the near future.

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PROSPECT IS RUDE: SCRIPT #5

Peggy Richey, Richardson, TX - Millionaire Real Estate Agents PROSPECT: What do you want? You know, I’m just not even interested in buying or selling my house, so don’t call. [hangs up] [Write a quick little note and mail it to the caller:] AGENT NOTE: Dear Prospect. I could tell by your voice that I interrupted your morning. I’m very sorry. The reason for my call was to ask for your help. I’m having an open house on Sunday in your neighborhood. I wanted to ask you if you have a family member or friend interested in moving into your neighborhood. I would love to invite you or them to our open house. I’m hoping you get this note in time. The event is Sunday ___________ (time) at __________ (address).

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• •

How many did you invite?

Add to your database

“You don’t know exactly how the way you treat people today will affect you longterm. When somebody hangs up, is rude, or never gives you a chance to finish, always send them a card so they know that your intention was not to waste their time. You won’t know what kind of response that will produce, but you never know.”

- Peggy Richey

9

WEDNESDAY 10

Partner with the Title Company • Ask how they can support you Partner with Lender for a Mortgage Chart Flyer OR Create/Obtain Flyer & Eblast Graphic Via Command or Marketing Department • Print 50 color copies • (30) for Door Knocking • (20) for your Open House

THURSDAY

Daily Planner

Go Door Knock the neighborhood • 10 homes to the right • 10 homes to the left • 10 homes on the opposite side of the street Offer to share your app with everyone!

1

QUICK RESPONSES TO OBJECTIONS I’VE GOT A FRIEND WHO’S A REAL ESTATE AGENT: Keller Williams University - Lead Generation

AGENT: Something you might want to think about is when you start to buy or sell a home, your life becomes an open book, including your financial situation. Also, real estate can be a risky business and something could go wrong. You might want to reconsider using your friend. Would you like to learn more about what is involved in buying/selling a home?

YOU HAVE NOT SOLD ANY HOMES IN MY AREA, HAVE YOU: Keller Williams University - Lead Generation

AGENT: Not yet. But my company has homes for sale all over this community and North America; this means that we can expose your home to all kinds of buyers. When can we meet to talk more about this?

YOU’LL HAVE TO TALK TO MY HUSBAND/WIFE: Keller Williams University - Lead Generation

12

AGENT: When would be a good time to call him/her? Say, do you know of anyone else who might be buying or selling?

WE DON’T HAVE THE MONEY RIGHT NOW TO BUY A HOME: Keller Williams University - Lead Generation

AGENT: You might be surprised how little it costs to buy a home these days. Would you be interested in a no-obligation meeting with me to learn more? Say, do you happen to know anyone else who might be buying or selling?

ACTUALLY, WE PLAN ON SELLING OUR HOME, BUT NOT UNTIL WE FIX IT UP. CALL BACK THEN: Keller Williams University - Lead Generation

AGENT: I think I might be able to help you. I have a list of contractors and suppliers that I’ve worked with in the past. Plus, I can give you pointers on what to fix and what not to fix... sometimes, homeowners fix things that really don’t need fixing. Could we meet to talk more about this?

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ADDITIONAL SCRIPTS [Your responses to objections should be short and to the point. When you get an appointment to do a presentation/consultation, then you will have more time to go into detail.]

WE’RE NOT INTERESTED:

Keller Williams University - Lead Generation AGENT: Do you know of anyone else who is thinking of buying or selling a home?

OR AGENT: Okay. You have a good day!

I DON’T HAVE TIME TO TALK: Keller Williams University - Lead Generation

AGENT: When would be a better time for me to call back?

SORRY, I DON’T KNOW OF ANYONE WHO IS THINKING OF BUYING OR SELLING A HOME: Keller Williams University - Lead Generation

AGENT: I understand. Do you mind if I send you some market data and interesting articles so that if you or anyone else is thinking about buying or selling, you’ll have the latest and greatest data on home prices, mortgage rates, and the real estate market in general?

PLEASE STOP CALLING:

Keller Williams University - Lead Generation

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AGENT: Okay. I will stop calling. Have a good day.

IT’S GOING TO BE A LONG TIME BEFORE WE’RE READY TO BUY/SELL A HOME: Keller Williams University - Lead Generation

AGENT: Really? When do you think you might be buying/selling? Do you know of anyone else who might be buying or selling? Do you mind if I send you some market data every now and then so that when you’re ready to buy or sell, you will know about the latest trends in prices, mortgages, and the real estate market in general?

I’M IN A LEASE FOR ANOTHER TWO MONTHS - I’M NOT READY: Linda Laitinen-Schultz, Columbus, WI - Millionaire Real Estate Agent

PROSPECT: I appreciate the call, but my lease doesn’t expire for 2 months. Call back in a month or so.

AGENT: Now is a good time to start looking. In most cases, 30 days have passed by the time an offer is written, negotiated, accepted, the inspection completed, and the title insurance ordered.

Your lease runs out in 60 days. You don’t want to wait until the last minute to look. You need time to move and pack. I suggest starting the process three to four months before your moving date.

I’M NOT BUYING OR SELLING RIGHT NOW: Keller Williams University - Lead Generation

AGENT: I understand. Do you know anyone else who might be buying or selling? Do you mind if I send you some market data every now and then so that when you’re ready to buy or sell, you know about the latest trends in prices, mortgages, and the real estate market in general?

PLEASE TAKE ME OFF YOUR MAILING LIST: Keller Williams University - Lead Generation

AGENT: Okay. I will stop calling. Have a good day.

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Daily Planner

FRIDAY SATURDAY SUNDAY

• Run Facebook ad for the Open-House • Shop for refreshments • Create Landing Page in Command so you have a sign-in “sheet”

YOUR DAY IS HERE! • Go set up your signs around the open house, EARLY. • Study Listings • Check which neighborhood listings also open today

• Add everyone to 36 Touches Smart Plan and Open House Follow-Up • Call and Thank visitors for coming • Ask what you can do for them 17

FAQ AND TIPS: HOW CAN I FIND AN OPEN HOUSE TO HOST? 1.

Do a search for active listings around you, on the MLS. a. Look for agents from your office first. b. Sticking to agents within the company, call anyone with one or more listings, introduce yourself, and ask if they would like to have any of their listings held open this coming weekend. Be polite. You can add that you do a whole week of marketing for the property, including cold calling, social promotion, and door knocking to find multiple buyers for them. You will also provide a detailed update on feedback from anyone who came through. (Feedback - not contact info.) i. If they say “NO,” just say “No problem - I’ll text you my contact info just in case anything comes up for you, but good luck and congrats on the nice listing! I look forward to doing business with you in the future!” Make sure to text them. You’ll be surprised how many times an invite to a weekend BBQ changes things.

2.

Do a search on the MLS for open houses that are already scheduled. Ask if you can do a “Twilight Open House” on Friday or Monday night. a. Monday nights are great for new listings, since many people will tour the property over the weekend, and then may want to bring a friend or come take a 2nd look before considering putting in an offer. The agents could avoid doing extra showings if an open house is booked already. This may not bring immediate results, but coming from contribution can help you build trustworthy relationships with top agents, and get you future open houses with them. b. Fridays are great for any listings - best served with happy hour beverages! They make for great photos at sunset for your social media, too. c. Any weekday open houses are best on busy streets, since people will be driving home, picking up kids from school, and running other errands. Be sure to make your signs visible on busy streets.

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3. Walk around your office and ask!

4. Ask your coach!

HOW MANY SIGNS SHOULD I HAVE AND WHERE DO I GET THEM? 1.

You should have about 10 signs to start with. Not every sign has to be an A-frame. Get at least 5 generic open house directionals and some A-frames that are branded to you.

2.

You can ask your office what their preferred vendor company is, and your local Board of Realtors usually has directionals handy. If you have more time, you can also order online at places like: a. www.allthingsrealestatestore.com b. www.customrealestatesigns.com c. www.vistaprint.com d. www.alternativesigns.net

WHY DO AN OPEN HOUSE ON SOMEONE ELSE’S LISTING? 1.

You get to keep the leads (anyone who comes through is now your buyer)

2.

People see your name in the community

3.

You can use it all week long to advertise and talk to people.

4. It’s awesome social media exposure!

5.

You get to know the market.

WHAT ARE SOME BEST PRACTICES FOR OPEN HOUSES? 1.

Show up early and put signs out. If your open house is at 1pm, put signs out by 9am. You can either doorknock in the meantime, go get supplies, or go home.

CAN I ADVERTISE THE OPEN HOUSE ON SOCIAL MEDIA? 1.

Ask the agent for permission to run paid ads.

2.

It’s an ethics violation to make your announcement seem like it’s your listing. You can always write/say *Listing courtesy of X Agent”.

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SHOULD I HOST OPEN HOUSES BY MYSELF? 1.

Always tell someone where you are and how long you’ll be there.

2.

You may want to carry pepper spray.

3.

Have an exit strategy. We will talk about this in coaching.

4. You can always invite your allied resources to come and help you do open houses. This can be a lender, home warranty, title, escrow, inspector - anyone wanting to partner with you to get more business!

5.

If you partner with another agent, you will want to agree on a fair split BEFORE the open house, for any clients that come in.

HOW DO I GET VISITORS TO SIGN IN? 1.

Offer something of value. “Does your lender give you a coupon for closing costs at the end of your transaction? I have some “friends+family coupons” if you’d like me to email/text you one? They’re usually worth thousands at our price point, in fac we can look on the app for the approximate value.”

2.

Have a physical sign-in sheet. Create one or google it. Say “the owner requires anyone coming in to sign in here”

3.

Sign-in cards work great too! These can have more questions on them, like: a. Refer a friend b. I need an estimate on address: c. I’m looking for a lender d. My dream house is under $______ and in ______________________ area. e. You can enter them into a fishbowl for a contest / raffle. f. If you invite a goodie vendor to come (ie. ice cream or taco truck) you can offer 1$ or any $ discount for filling in the card, or offer free goodies in exchange for a filled out card.

4. Walk around with a clipboard and say “to avoid germs, I am signing everyone in today. Your name please? Email? Phone?”

5.

02

Make a landing page and then make the URL into a QR code. For the open house, print the QR code and place it in a picture frame on the kitchen counter for people to scan. Say “ the owner would like for everyone to please sign in.”

I CAN’T FIND ANY OPEN HOUSES WITHIN THE COMPANY. CAN I HOST OPEN HOUSES FOR AGENTS OUTSIDE OF THE COMPANY? 1.

Yes.

2.

Some great outside sources can include: a. New Construction properties in your area. b. Any developers who have something being built in your area. Host an out of the area OH and become the go-to agent for your area when they are done building! c. Any agents you’ve met on Broker Tours!

WHAT SHOULD I BRING WITH ME TO AN OPEN HOUSE? 1.

Make a generic “Open House Basket” that fits in your car’s trunk. It can include things like: a. Paper towels b. Toilet paper c. Windex d. Febreeze e. Booties (ask you title company for these) f. Business cards g. Bluetooth Speaker h. Candle i. Fold-out chair! j. Drinks/snacks/serveware

2.

Your laptop and phone

3.

If you can use an ipad for clients signing in, bring that.

4. A Preliminary Home Report (ask your Title Rep) 5.

Flyers you made with your lender - these should include monthly payment charts and current interest rates, and can be co-branded (ask your lender to produce these for you).

6. Neighborhood information: a. Other open houses that weekend. b. Other similar houses for sale in the neighborhood. c. School districts and ratings (greatschools.org or from your own website) d. Neighborhood Snapshot - things to highlight around there. Ask agents in your office. e. Air-quality report (research) f. “Recently sold”-list in the neighborhood.

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WHAT SHOULD I KNOW ABOUT THE PROPERTY/ BACKGROUND? 1.

Read the full MLS description before you enter the property.

2.

Ask the agent.

3.

How old is the roof?

4. Any potential issues?

5.

Is there anything specific that made them come up with the price?

6. Is there an HOA? What does it cover? Anything new planned around the neighborhood?

7.

If it’s a condo - where are the parking spaces? How many? Are there photos to show people walking in?

8. What are the amenities?

9. What technology is on the property and what’s included in the sale? a. Smart devices like RingCamera b. Solar panels (are they leased or owned?) c. Appliances (what is included/not) d. Garage door openers etc. e. Is there AC/heat? f. Where is the water heater? g. Where’s the property boundary? h. Beware of any cameras and whether or not they record sound. Ask the agent. This must be disclosed on the entry/door. Notify clients verbally.

2

HOW DO I GET IN? 1.

Is there a combo lock or Supra/E-key? Ask the agent. Make sure you know how to use these and show up early.

2.

Is this property occupied or vacant?

HAVE FUN! 1.

Feel free to serve drinks/food/any brochures you made etc

2.

Converse! Ask open-ended questions. What, who, where, when, how, why. a. “Are you already working with a lender?” b. “Are you working with a realtor?” c. “What are you looking for in a house?” d. “What is your current living situation - timing - need to sell before buying?”

3.

Show more property in the neighborhood - one of the benefits of hosting open houses with another agent is that you could walk across the street to show more property to a buyer.

4. BUILD RELATIONSHIPS. It’s not about now. It’s about getting to know the people and what their needs are. Then showing up appropriately.

WHAT SHOULD I DO WHEN I AM DONE? 1.

Notify the listing agent you’ve left the property and you’ll send them an update shortly.

2.

Pick up ALL your signs. How many did you have?

3.

Send an update on feedback and amount of traffic to the listing agent. Notify them of any issues - for example - “there was lots of dust on the patio furniture” or “people made comments/complained about _”

4. Put everyone who signed in, into your database and on open-house follow-up smartplans!

5.

Send thank you notes/texts/emails to those who came.

6. Call agents who left you their card and ask for feedback as well as their client’s interest on the property. Build a relationship.

ROOKIE MOVES - WHAT NOT TO DO: 1.

2.

3.

4.

5.

Take the key out of the lockbox to get in, and not put it back - MAKE SURE YOU PUT IT BACK. In the right lockbox.

Show up late. “On time” is 30 minutes early to turn on lights and open windows/doors.

Show up and not know where the key/lockbox is, or how to use the lockbox - YouTube is your friend. Do your research and ask the agent for the location of the box.

Lock yourself out - pay attention to how doors lock behind you and never leave the key inside.

Set off the alarm. Ask the agent if there is one and what the code is. Be sure the police won’t come.

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Tie -Down Questions

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Does that make sense?

Don’t you agree?

Does that work?

How does that sound?

Are you with me?

Isn’t that right?

Do you see what I mean?

Sound reasonable?

Does this help?

Good solution, right?

Understand?

Agreed?

Got it?

Isn’t that correct?

Correct?

Isn’t that true?

Right?

Okay?

Isn’t that right?

True?

What do you think?

Won’t that be great?

Don’t you?

Aren’t you?

Isn’t it?

Couldn’t we?

Won’t it?

Wouldn’t you?

Shouldn’t you?

Hasn’t it?

MY THOUGHTS.

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CONGRATULATIONS !

SCAN FOR MORE RESOURCES

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SONIA ROLLAND Realtor & Director of Productivity (805) 637-2392 soniarolland@kw.com spotlightrealtornetwork.com DRE# 02096015