How To

Niche, Click, Stick and Succeed

In A Trust Starved Society

Ken Brand, Sales Manager -The Woodlands Office

Office: 281-367-3531 / Cell: 832-797-1779 1

Ken@KenBrand.com / BrandCandid.com
 Ken Brand

Cell: 832-797-1779
Office: 381-367-3531
Blog: www.BrandCandid.com
KenBrand@GaryGreene.com
FaceBook.com/KenBrand
Twitter.com/KenBrand
YouTube.com/KenBrand
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 To Become Someone
You’ve Never Been Before
Will Require You To Do Things
You’ve Never Done Before

3
How Do You Get From Here 4
To There?
The Secret To Success
Is NOT A Secret.

It Is . . .

Knowing What
Others Don’t

Doing What
Others Won’t. 5
6
 7
Your Modern Mind Set = What and Why.
Your Skill Set. The How? The When? 8
 Don’t Drink
The Bad Kool-Aid 9
Do NOT Shout, Chase, Capture,
Convert & Close.

Do Listen, Converse, Share,

Solve and Serve. 10
You Must
Transform
Yourself
From
Civilian
To
Real Estate Monarch.

11
You Are Doing All The Business You Will Ever Do
Based On People Who Who Are Aware Of You
Now (As a Realtor) ~ Steve Rand
You’re Either Interesting/Visible or Invisible
~ David Freeman

12
Lost In A Sea Of Sameness?

How Can You Rise UP?

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How Do People You Know
View You? 18
Flip The Script
Create

Top Of Mind
Awareness 19
 How Do We Create
Top Of Mind Awareness? 20
21
 How To Find Out
What’s Relevant.

Contact

Chosen Conversation
& &
Recommended Connection

Sharing Solutions
Discovery
& Service.

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The Golden Rule Is BROKEN
23
04/01/10
 24
http://www.flickr.com/photos/marcosanchez/1481288935/ 04/01/10
Joe Dirt Get’s The
Golden Rule 2.0

25
53
04/01/10
 Golden Rule 2.0
Do Unto Others As You THEY
Would
Have Done Unto Themselves
26
56
04/01/10
The Future Of Your Future Is Psychographic.
Think tribes, niches, pods and personas.

Interests
Activities
Opinions
Behavioral
patterns
Habits
Lifestyle
Perception
Hobbies

Created With: http://www.Wordle.com

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2. R emarkable
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20
04/01/10
 What Does

R emarkable
Mean To YOU?

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20
04/01/10
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You Don’t Have To Be Super-Woman.
You Do Have To...

1. Show up.
2. Listen.
3. Deliver.
4. Be consistent.
5. Keep your promises.
6. Don’t brag.
7. Don’t push.
8. Follow-up.
9. Follow-through.
10. Pay attention.
11. Be generous.
12. Show up on time.
12. Have a sense of humor.
13. Don’t complain.
14. Don’t make excuses.
15. Accept responsibility.
16. Have patience.
17. Be passionate.
18. Be thoughtful.
19. Don’t blame.
20. Don’t shame.
21. Be positive.
22. Be empathetic.
23. Be thankful.
24. Etc.

You Don’t Have To Be

Superwoman. Just Show Up
and Be A Good Person and
Most Of All...
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Be TRUSTWORTHY.
04/01/10
3. R epetition 32
21
04/01/10
http://www.flickr.com/photos/yushimoto_02/4251723517/
 Repetition
Monologue Marketing =
Advertising

Direct Mass Mail

Personal Mail

eMail

eNewsletter

Twitter.com

Facebook.com

LinkedIn.com

Video - Youtube.com/Vimeo.com

Blog Author

Conversation Marketing =
eMail

Text

Chat

Twitter

Facebook

Blog Comment Conversation

Phone 33
21
In Person 04/01/10
 The Electric Pinball Principle

It’s not “who” you know 34

It’s “who” knows YOU…as a trustworthy, Realtor Icon
The 3 People Principle

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It’s NOT Rocket Surgery 37
38
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What Do
You Fear

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 Fail Faster
Succeed Sooner
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When You Feel Fearful,
Do You…
Hit The Brakes?
Swerve?
Turn Into It & Floor It?
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 Social Media

Destiny Accelerator

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20
Chris Brogan Share 100 Personal Branding Tactics Using Social Media
http://www.chrisbrogan.com/100-personal-branding-tactics-using-social-media/ 04/01/10
45
DO NOT Run Off Twitch & Half Cocked.

Lions Be There!

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Social Media? Fad or Future?
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48
 If you’re “I Want To BE Choosable” serious,
I recommend this Chris Brogan book
Social Media 101.

http://www.chrisbrogan.com/social-media-projects-you-could-start-today
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In Person and On Purpose
&
Contact and Conversation 50
“Don’t Get Through, Break Through;
Don’t Hide Out, Shine Out; And
Don’t Meet The Standard,
Set The Standard.” 51
~ David McNally
Speak Perpetual Success Into Existence 52
 It Matters!
What You Say.
How You Say It. 53
 The Story Of A Sign.
How You Say It.
It Matters.

This is mostly a silent film. Watch for the sub-titles at the very end. 54
 Story Telling
Know How It Ends
Choose A Beginning
Include Details
Your Reticular Activating System
Broca & Surprise
Laws of Attraction

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 How’s That
“Real Estate Thing” 56
Working Out?
 Be
A

Purple Cow
The Book By Seth Godin
57
 Beam Savvy

1. Be prepared - know exactly

what you are going to say

2. Levitate above the Sea of

Sameness.

3. Tell an interesting story,

include a information
nugget or factoid, conclude
with a request for referral
business. Lastly, after
asking for something…you
must give something…a58
commitment or a promise
Give Before you GET
I know you’re busy, did I catch you at a good time?
I PROMISE to…

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 I’ve thoroughly researched and analyzed the real estate
market. I’ve interviewed all the prominent real estate firms in our
market place. I feel that I can provide my clients with the best
services and results by partnering with Prudential Gary 60
Greene, Realtors.
 Can I ask you a
semi personal
question? If a
close friend or
co-worker asked
you to recommend
a real estate agent,
who’s name pops
into your head?
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 Get Permission To Follow-Up
Earn Respect
Feel Good

“Would you be offended if I touched base

every so often…to say hi and see if there’s
anything I can do for you? 62
It’s Official. Congratulations! You’re a Realtor. What can you say to your
friends, neighbors, relatives and former coworkers that will begin transforming
their current perception of you as _ _ _ _ _ _, into a shiny new perception…the
professional, successful, productive, elite Realtor, worthy of referrals?

Your makeover begins be creating fresh impressions. You can begin crafting
your new Elite Realtor Icon identity by uniquely responding to common
questions asked of new real estate agents.

A few tips before we begin:

1. Be prepared - know exactly what you are going to say
2. Levitate above the Sea of Sameness.
3. Tell an interesting story, include a information nugget or factoid,
conclude with a request for referral business. Lastly, after asking for
something…you must give something…a commitment or a promise.

They Say: How’s the real estate thing coming?

You Say: Great. I’ve thoroughly researched and analyzed the real estate
market. I’ve interviewed all the prominent real estate firms in our market place. I
feel that I can provide my clients with the best services and results by
partnering with Prudential Gary Greene, Realtors. So, I’m very busy building
my real estate business. I don’t want you to get the wrong impression though,
although I’m busy, if there is ever anything real estate related I can do for you or
someone you know…I promise I’ll make time to help you or anyone you refer to
me. In fact, if you ever have a real estate related question or need…for example,
you need a contact number for a reliable painter, flooring company, etc., or you
need property tax information or anything like that…I would be happy to help.
Also, if you ever hear of anyone in your neighborhood or at work, who is
thinking of selling or buying a home, I would consider it a huge favor if you
referred me to them. I promise to do a great job and I treat my clients like
family.
If not now…WHEN?

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Option Two

They Say: How’s the real estate thing coming?

You Say: Great. I’ve interviewed all the prominent real estate firms in our
market place and I’ve chosen Prudential Gary Greene, Realtors as my partner
and the company I believe will provide me the best opportunity to offer the best
real estate marketing, services and most importantly results for my clients. I’m
off to a busy start, thanks for asking. Can I ask you a semi personal question?
If a close friend or co-worker asked you to recommend a real estate agent,
who’s name pops into your head?

They Say: I can’t think of anyone.

You Say: Perfect. I’d like the opportunity to earn the privilege of being the
Realtor you would call on if you should ever need any real estate related help…or
if a neighbor or coworker asked you to recommend a real estate agent, I would
consider it a huge favor if you passed my name along. With your permission
I’d like to touch base with you every so often and see if there is anything I can
do for you or anyone else you might know who might need real estate services or
help. Would that be ok? Great…here’s a my contact numbers.

If They Say: Bill Big Shot with XYZ

You Say: Great. Betty Big Shot Diva is a good agent. Should you ever need a
second opinion or a second alternative, I’d like to earn the privilege of being
the realtor you could rely on should Betty Big Shot Diva be unavailable. With
your permission, I’d like to touch base with you every now and then to see if
there is anything real estate related I can do for you or anyone else you know who
might need real estate service or help. Would that be ok?

Those who get noticed, Get Ahead.

~Tom Peters

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Send A Note + 2 Cards After Every Conversation
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Wheeeee…..I Passed My Test.
I Can Sell Real Estate Now.
Hello World…Here I Come!
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Calling Behind Your “I’ve Partnered With Prudential Gary Greene
Realtors” announcements is the first critical step in creating “Top of Mind
Awareness” and a prosperous referral based business. Your first call/personal
contact is designed to inform everyone that you are; open for business, discover
immediate opportunities, explain how your business works and respectfully,
conversationally and courteously ask for permission to stay in touch and ask for
referrals.
Step One: Mail your announcements, including one to yourself. When you
receive your announcement in the mail, go to Step Two.
Step Two: Set a goal for how many personal contacts you will make per day.
Pick up the phone and call as many people as it takes to reach your goal. The
faster you are, the more persistent and committed you are (you’re a PRO right?)
the more successful you will be!
Step Three: When they answer, you might use a dialogue similar to this.
They Say: Hello
You Say: Hi (their name), this is (Your Name). I know you’re busy, do you
have a couple of quick moments? (Always provide an opportunity for a
graceful exit.)
They Say: Yes.
You Say: Great. I’ve got my real estate hat on today and besides calling to say
hello, I dropped a couple of my Realtor business cards in the mail and I wanted
to double check and see if you received them?

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Calling Behind Your… -- continued
They Say: Yes….

You Say: Great. I’m launching a new Real Estate Business and I’ve chosen
Prudential Gary Greene, Realtors as my business partner. I wanted to make
sure you had my contact numbers… if you ever have a real estate related
question…like X Y Z , or if you hear of a neighbor or coworker who is thinking
of making a move…I would be happy to help. Although I’m busy, I’ll always
make the time to help you or anyone you refer to me and I promise I’ll do a
great job. Oh…one other thing….would it be ok to touch base every so often
to see if there is anything I can do for you. I wanted to get your permission.

Step Four: Send a handwritten “note card”, with 2 business cards.

Step Five: In your “contact manager” note the date of contact and any relevant
information which will aid in making your follow-up contact unique.

Step Six: Send them a direct mail piece at least once per month. (Creates Top of
Mind Awareness!)

Step Seven: After your first monthly “direct mail” piece has been delivered
follow up with a telephone call. This call is designed to discover new
opportunities, create “Top of Mind Awareness” and receive permission to
continue mailing. Your dialogue might go something like this…

You Say: Hi. Do you have a quick minute or two…I know you’re busy. I
was calling to see if you received my Post Card…the one with the real estate
information?

They Say: Yes

You Say: Great, I would like to send you real estate related information from
time to time and I was calling for two reasons…to see if you received it and get
your permission to continue. I didn’t want to assume it was ok, without
checking with you. Is it ok? “Life is either a daring adventure 68 or
nothing.” Helen Keller
Calling Behind Your…– Continued
They Say: Sure.
You Say: Thanks. If I can ever help you with anything real estate related, don’t
hesitate to call on me. Although I’m busy, I’ll always make time to take care
of you or anyone you refer me to. I promise I’ll do a great job. Take Care.

Step Eight: Make personal contact every 70 days…ask for referrals. Your
conversation for the second call might go something like this….

You Say: Hi (Their Name), this is _________ with Prudential Gary Greene…I
know you’re busy, do you have a couple of quick moments?
They Say: Sure.
You Say: Great, the reason I was calling was to touch base and see if there was
anything real estate related I could do for you. When we last visited, I shared that
I would be touching base every so often and I wanted to keep my commitment
and check in with you. Can I do anything for you?
They Say: Nope
You Say: Thanks for visiting with me, if you hear of a neighbor or coworker
who is thinking of making a move in the next 30 days or so, I would consider it a
huge favor if you would pass along my card and contact numbers, or let me know
and I’d be delighted to contact them. I’m busy, but, I will always make time to
help you or anyone you refer me to. I promise I’ll do a great job and treat
them like family. Would it be ok to touch base with you in a couple of months
or so?
Step Nine: Practice, Drill, Rehearse. Plan your work and work your plan.
Consistent, personal contact will insure your success…today and tomorrow.

“The problem is never how to get new innovative thoughts into your mind,
but how to get the old ones out.”
~Dee Hock~

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 Tell US….
What Commission
Do YOU CHARGE?

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Q: What commission do you charge?
Answer: Our Marketing Fee is 3%. This fee includes massive broadcast
internet marketing, targeted advertising, and all the selling services required to
get your property SOLD for Top Dollar and in a time frame that works best for
you. We manage, coordinate and orchestrate the entire process from day one
through a successful and trouble free closing.

When we advertise your property in the Multiple Listing Service, we will be

competing with sellers who are offering agents working with qualified buyers a
3% commission…we will also compete with New Home Builders who pay a 3%
commission as well as the occasional bonus. We recommend that our selling
clients offer a 3% selling commission as well.

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Of course, we only get paid for a successful outcome…there are no upfront fees
and we offer a guarantee.
Growing YOUR Top Of Mind
Awareness 73
Monthly Direct Mail sent to everyone in your data base is a critical step in
generating “Top Of Mind Awareness” and positioning yourself for successful
personal contact. Direct mail should be sent consistently, without fail…at
least once a month. It is also recommended that you also send Direct Email.

Step One: Go to http://online.garygreene.com and Sign up for your

personalized, monthly direct mail post card.

Step Two: Go to HAR.com and sign up for your personalized, monthly Email
Newsletter

Step Three: Follow up your first monthly direct mail/ENewsletter/Ecard with a

personal call. Your dialogue might go something like this…

You Say: Hi (their name), this is (Your Name) with Prudential Gary Greene
Realtors, I know you’re busy, do you have a couple of quick minutes.

They Say: Yes

You Say: Great. (Their name), the reason I called is, I sent you a post
card/Enewsletter/Ecard, it had (describe the piece) and I was calling to see if you
received it.

They Say: Yes.

You Say: Great. With your permission, I would like to send you real estate
related information from time to time, but I thought I should ask you if it was ok
before I started. Would that be ok with you?

They Say: Yes.

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Monthly Direct Mail & Email Newsletter – Continued

You Say: Thanks, I appreciate it. If I can ever help you with anything real estate
related, please don’t hesitate to give me a call. Although I’m busy, I promise
I’ll always make time to help you…or if you hear of anyone in your
neighborhood or a coworker who is thinking of making a move…I’d be happy to
help them and I promise I’ll do a great job and treat them like family. Again,
thanks for your time….take care.

Step Four: Follow up your personal contact with a note card and two business
cards. Note your conversation in your data base. Go meet more people, engage
in conversations….YOURSELF SKYWARD, ABOVE THE SEA OF
SAMENESS!

“We have a “strategic” plan. 75

It’s called doing things”
~Herb Kelleher~
76
 How’s The Market?
Tell A Super Simple Story
Include Facts = Believable
Plot = Offer A Benefit or Ask For Help
End Your Story With A Request – Who can use your benefits or
can they help you solve your problem? 77
Cool House On Tour Story
78
 Your Next
Open House Palloza 79
 Recent Closing.
New Beginnings Story

80
 Your New Listing Needs A Buyer.
Your Recent Buyer Needs Replacing.

81
The Cool People Your Working With
Can’t Find The Perfect Home

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 The
Domino
Effect

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The Transaction You’re Working On Is Only The Surface!
You’ve faithfully marketed, advertised, networked and promoted yourself. Your
hard work has paid off, you have a client who trusts you enough to employ you.
It’s now time to build on your success.…set expectations and earn at least one
referral recommendation during the transaction and two or three additional
referrals every year.
Step One: Inform your clients that your goal is to deliver such a positive
experience, that if anyone should ask them or they know of anyone who needs
real estate help…they could and would enthusiastically, confidently and
comfortably refer you to their friends, neighbors and coworkers. Use dialogue
similar to this at the end of your Listing Presentation/Marketing Proposal/Buyer
Service Presentation:
You say: In conclusion, simply stated, my goal is to deliver results and a level of
service that creates such a positive experience for you and your family that if a
friend or relative asked you for the name of Realtor, you could comfortably and
confidently recommend me to assist them with all their real estate selling and
buying needs. Being recommended is one the highest compliments a Realtor can
receive.
Step Two: During the transaction, at an appropriate time (when the clients say
“thank you”), respectfully, consistently and conversationally thank your clients
for selecting you and ask for referrals. Use dialogue similar to this….
When the clients say: Thank you so much for all you do…you are the best
realtor on the planet.

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“If you don’t like change, you’re going to like irrelevance even less!”
The Transaction You’re Working On Is Only The Surface
You Say: Thank you, I am so pleased this experience is so positive. As I shared
with you when we first met…my goal is to deliver a level of services that would
allow you to confidently and comfortably refer me to your friends, neighbors and
coworkers when they need real estate help too. I’m glad things are going well.
Please keep me in mind when you hear of someone needing real estate services.
If you share their name with me, I promise to call them promptly and do a great
job for them as well. Can you think of anyone (neighbor/friend/coworker) who
has mentioned selling or buying in the next 60 days? Oh, just in case…here’s a
couple of cards, feel free to pass these along to anyone who you feel needs help.
OR
You Say: Thank you, my pleasure. Oh, by the way... if you know of anyone
who's thinking of buying or selling in the next 60 days or so and would appreciate
this same level of service,  just give me a call with their name and number and I'll
promptly follow up. I promise I’ll do a great job and deliver the very best in
service and results for them as well. Oh, I almost forgot, here’s a couple of
business cards, feel free to pass them along to anyone you feel needs real estate
help.

It’s not the strongest of the species that survives, nor the most intelligent,
but the one most responsive to change.
~ Charles Darwin 85
The Universal Law Of
Reciprocity

86
Someone “Calls” And Asks You To Do Them A Favor. You Do A Favor.
They Thank You. You Say, “Your Welcome”, Then Give Them An
Opportunity To Return The Favor.

The Universal Law of Reciprocity!

Congratulations, people view you as a real estate expert and begin to call on you
for real estate related favors and answers to their burning questions… telephone
numbers for painters, roofers, neighborhood real estate activity information,
information to dispute their taxes, refinance information, community information,
etc. Let’s keep the cycle of favors circulating by giving the “favor asker” an
opportunity to repay you…with a referral
When they say: “Thank you so much for your help…you’re the best!”
You say: No Problem, I know you could have called any of a dozen other
realtors to help you…I really appreciate your thinking of me. Call on me any
time for anything you need…also, I would consider it a huge return favor if, when
you hear of a friend, neighbor or coworker who needs real estate help, you would
recommend my services to them, maybe pass along my phone number. Or, even
better, if you could give me a call, I would be happy to contact them…I promise
to do an excellent job for them. Can you think of anybody off the top of your
head?
They say: Nope
You Say: You take care now, thanks for calling on me and if you hear of anyone
who needs help, I would greatly appreciate you referring them to me. Bye.
Follow-up: Be sure to send them a “Note Card” and two of your business cards.
“You must BE the change you wish to see in the world.”
~Gandhi~

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 White Gossip
Cheerleaders
Commission Checks 88
89
90
91
She’s Seducing…
Your Clients
Your Friends
Your Prospects
Your Suspects

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 She’s Flying Her Purple Cow Freak Flag.
Listen. All the people you know, she knows. She knows
you’re a pro, respected, savvy and well connected. She
wants to seduce your people. She knows she has to
delight, surprise, entertain and fly her Purple Cow Freak
Flag. Next week, while your chapped lips and paper cut
tongue heal and you’re waiting for your Ho-Ho-Hum
Christmas Cards to land in the sea of sameness, she’ll be
inviting everyone you know to two hours of star
bedazzled fantasy, Technicolor surround sound, woot
worthy, red carpet entertainment.

She’s 1 in 499

Here’s How Brad Pitt, Will Smith, Jennifer

Aniston and Hugh Jackman Are Helping.
She’s inviting your friends, clients, suspects and
prospects to a Hollywood Holiday Blockbuster. An
afternoon matinee.

Here’s a stolen copy of her Simple 10 Step Plan (Don’t tell her I told you.):

1. Log on to the website for my local multi-screen mega theatre.

2. Check movie schedule. Pick movie - pick time. (Midweek, midday works best.)

3. Write fun email; include a picture of the movie poster or movie star. Send to everyone.

4. Wait 1 day. Call all. Say hello. Confirm receipt. Personally invite. Chitchat. Let conversational magic
bloom. Share excitement for a “yes”, express regrets for a “no” (Either way, the “Halo Effect” shines it’s soft
blessing on her relationship).

5. Follow-up all my conversations with a short, handwritten note card. Mail.

6. Meet everyone at the movies. Sport my real estate name badge. Hand out movie tickets. Greet everyone
with watermelon smile and warm “your welcome” hugs, as they gush, “Thank you so much, how thoughtful.
I needed a break. You’re the greatest friend and Realtor of all time.”

7. Bring digital camera. Take pictures. Go inside and enjoy the movie.

8. Say good-bye. Give everyone a warm repeat hug, well wishes and appreciative “You Rule’s”

9. Post “We’re having fun!” pictures to my Facebook account.

10. Write fun post movie follow-up email. Include pictures of grinning attendees and a link to my Facebook
photo album. Tweet about it too. Send Email to all invited. 93
Here’s What She’s Thinking:
She never mentions real estate; her invitations are wrapped in her branded email stationary. Postage is free.
Whether people can enjoy or not, all appreciate the gesture and invitation. Other agents are doing nothing or
sending Holiday cards; she’s giving the gift of entertainment, spectacle and delightful experience. People will
talk about her invitation, and the movie; people don’t talk about Holiday cards or invisible agents. She can
touch people five times in one week; email invitation, phone call follow-up,/chit-chat, follow-up handwritten
note card, at the movies thank you’s and well wishes, post movie follow-up email.

What are you going to do about it?

That’s it. Like I said, only 1 in 499 will do this. The question is, will that 1 in 499 be doing it with your soon
to be seduced friends, clients, prospects and suspects or are you that unique 1 in 499 person?

For you 1 in 499’s, let me know how it goes. For the other 498, I’m sorry.

See you at the movies.

BONUS: Oh, I almost forgot, there’s a sample eMail invitation on the next page.

“You can cut all the flowers but you cannot keep spring from coming.” ~ Pablo Neruda

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95
Generate fire hose force referral business by leveraging contact with your
current buyer/seller prospect/suspects when following-up.
At the conclusion of your follow-up conversation…
You Say: Great talking to you. Oh, one last thing…between now and the next
time we meet, if you hear of a friend, neighbor or coworker who is thinking about
making a move in the next 30 to 60 days, I would consider it a huge favor if you
pass along my name and contact number or I would be happy to call them. I
promise I’ll follow up promptly and I’ll do a great job. Of your friends at XYZ,
who will be the next to move?
They Say: Nope.
You Say: Thanks…talk to you soon. Send a note card and two business cards.
96
Three months from now you may wish you had started today.
~ Karen Lamb
Confident Persuasion

Seductive Odd Angle Conversation

Speak Your Way To Perpetual Payoff

97
Unique Selling Propositions
Transition Phrases

Would you be open minded….

Would you be offended…

Let me propose this…

Can we work together on that basis…

Can you see any disadvantage to..

Of all your friends at XYZZ, who will be the next to make a move?

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Unique Selling Proposition - SELLER
Transitional Bridge ~ Conversational Portal

You: Would you be open minded to fresh ideas that would help sell your
property for more money, save you time and eliminate all the hassles and
wicked surprises?

Or if you hear a commission related blast…

Listen…I hear you. I’m like you and everyone else…nobody wants to over pay
for anything. We’ve all been promised the moon and what we got was a fist full
of air, broken promises and mealy mouth excuses.
~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

Let me propose this idea.

Let’s meet and I’ll share my uniquely tailored world wide marketing plan with
you. I’ll share advanced, top tier, ultra effective marketing, advertising,
merchandising strategies that will broadcast-blast your property information to
the far corners of the world…viewable electronically in digital full high-impact
Technicolor, locally, regionally, nationally and globally ~ maybe even galactilly
if any aliens are picking up our signals.

These critical broadcast factors effect the sales price…your net bottom line
proceeds…thin and weak marketing = meager and stunted net proceeds, thick,
powerful and persuasive marketing = more money for you.

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Unique Selling Proposition - SELLER
Transitional Bridge ~ Conversational Portal Continued…

Also, briefly or in as much detail as you like, I will share how we

communicate, manage and lead all the various role players in transaction…for
example, the co-op brokers, mortgage lenders, home owner’s insurance,
mortgage appraisers, title insurance, property inspectors, survey people, home
warranty details and others.

Keeping you informed every step of the way, insuring that all the big and fine
details are handled in a timely fashion…all leading to a stress free closing and
trouble free receipt of funds. More convenience, ease and safety for you and
yours…it’s all guaranteed.

At the conclusion of our meeting if your feel I’m the right person for the job…
that I can get you home SOLD for more money with less hassle and stress…
then you’ll hire me. That would be exciting. If not, then you won’t…no
worries…I’ll wish you well, our meeting is complimentary and some of the
gems/bright ideas I share with you will help you sell your home for more
money no matter who you choose.

Can you see any disadvantage to our getting together on that basis?

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Unique Selling Proposition - Buyer
Transitional Bridge ~ Conversational Portal

You: Sounds to me like you’re looking for something special? Let me

propose this…The reason it’s hard to find that special house is when HOT new
listing inventory tumbles onto the market…I’m talking about homes that are
priced great, show fantastic, stunning curb appeal, lush landscaping, fabulous
floor plans and perfect location.

Homes that really shine and sparkle, often sell in a couple of days, if not the first
day. These homes never show up in an ad, open house, even the internet…they
sell too fast.

These homes are sold by fast acting, eagle eyed Realtors who monitor the
market and notify their preferred clients as soon as something appears on the
market. I have a computerized market monitor program that rushes me via
email, auto-notification when HOT new listings hit the market.

My question is, when a HOT new listing hits the market and it matches your
specific criteria, would you like detailed information rushed to you via email?
Then you’d be the person with insider information, knowing what’s available
before the masses.

It’s pretty simple, free and no hassles…all I need is a couple of quick minutes to
better understand what you’re looking for…then I’ll have the information I need
to program my Homefinder Software and bada-bing-bada-boom, you’re poised
to WIN.

Is this free service something you could benefit from? Can you see any
disadvantage to knowing about HOT properties before anyone else?

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Home Work Assignment
To Be Shared With
Classmates Tomorrow
Morning

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Just Listed and Just Sold Announcements lead to Golden Opportunities –
New Listings, Qualified Buyers & Referrals

Go to http://www.quantummail.com/prudentialgarygreene to order your

cards. Use this convenient, fast, affordable service to send your Just Listed/Just
Sold announcements. Log in, choose your card, choose your message, pick the
streets for delivery, order the names, address and telephones numbers, order a
confirmation card. After you receive your conformation card, follow up your
direct mailing with a prospecting telephone call. Your conversation may go
something like this.

Just Listed Announcements

Acknowledge the party called by name: “Hello, may I speak to Mr. or Mrs.
XXX, please.”

You Say: “Hi, this is your name with Prudential Gary Greene Realtors, I
know you’re busy, do you have just a couple of quick seconds? The reason
I’m calling is we just listed the Smith’s house down the street and I sent out a
“Post Card” announcement…do you recall receiving it? We wanted to let the
neighbors know, so that if you knew of anyone who would like to move into
the area, we would be happy to show them the property and it’s a chance for
you to pick your new neighbors. Also, when we sell this property would you
like to know what price it SOLD for?”
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“It takes contacts to make contracts”
~Marilyn Eiland~
Golden Opportunities - Continued

They Say: Sure

You Say: Great. Confirm their address. End the conversation: “Thanks for
your time, it’s been nice talking to you, I’ll be in touch.”

Just SOLD Announcements

Acknowledge the party called by name: “Hello, may I speak to Mr. or Mrs.
XXX, please.”

You Say: “Hi, this is your name with Prudential Gary Greene Realtors, I
know you’re busy, do you have just a couple of quick seconds? The reason
I’m calling is we just SOLD the Smith’s house down the street and I sent out a
“Post Card” announcement…do you recall receiving it? We wanted to let the
neighbors know that they would have new neighbors soon and if you knew
anyone in the neighborhood who was thinking of selling in the next 30 days…
our marketing efforts have generated additional interest and we may have other
buyers interested in your neighborhood. So, can you think of a neighbor who
might be thinking of making a move, looking for a buyer?”

They say: Nope

“You are the storyteller of your own life, 104

and you can create your own legend or not.”
~Isabel Allende
Golden Opportunities - Continued

You Say: When the sale closes, would you like to know how much the
property sold for?

They Say: Sure

You Say: Great. Confirm their address. End the conversation: “Thanks for
your time, it’s been nice talking to you, I’ll be in touch” or “Thanks for your
time, it’s been nice talking to you.”

If these contacts were positive…write a short “thank you” note and include two
of your business cards. Add this person to your data base and begin mailing at
least monthly (Enroll them in your Anti-Chaos/Perpetual Payoff Program.
After your first mailing call to see if they received it, ask for permission to
continue mailing and touching base from time to time. Update them on any
new activity in the neighborhood (auto-notification). Give them a call when
the property goes under contract and once it’s closed. In any event call every
90 days to say hello.

If things seem under control, you’re not going fast enough.

~ Mario Andretti 105
 Easy Expired Listings
Expired Listing Victims Are Mad As Hell!

Rightfully So.

Why Should You Call On Them?

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 Easy Expired Listings – Star System
The Expired Listing Mindset
1. Frustrated
2. Angry
3. Distrustful

Six Steps to successfully working with Expireds

1. Be quick & persistent.
2. Confirm that they want to sell.
3. Understand their frustration,,empathize,,listen and let them express themselves.
4. Renew their motivation.
5. Do not blame the price or the property.
6. Your goal is to get an appointment not make a presentation on the phone.

Contacting the Expired Listings – No MAIL! Call on the phone or stop by in person.
Dialogue
You Say: “This is “Your Name” with Prudential Gary Greene Realtors. I see on the Multiple Listing Service
computer that your home is no longer listed “For SALE”. Do you still want to get your home SOLD?”

The Seller will respond…..the game begins. You can anticipate one or more of the following…
We relisted…don’t you know anything?
We’re going to sell it ourselves.
We’re going to relist with a friend.
You’re the fifth person to call…where were you when I had it for sale?
Have you seen my property? Why are you calling me now?
Do you have a buyer for my property?
What do you charge? We aren’t paying 6%!
All you realtors do is put a sign in the yard, put it in MLS and disappear…I hate all realtors!
What makes you so special?
What can you do for me that hasn’t been done?
We’re going to take it off the market for awhile.
We don’t need to sell unless we get our price.
We don’t know what we’re going to do.

Your goal is to keep them talking long enough to discover how you can get an appointment to offer a solution
to their problems.

A leader is a dealer in hope. ~ Napoleon

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Expired Listings - Continued
Allowing the seller to vent and asking “smart” questions will keep the conversation moving
forward and help you discover what the original motivation for selling was and how you can help
the seller achieve their goal. Ask for an appointment to present your solutions.

The following questions will help you with an effective approach. Be professional, candid, positive,
honest and proactive. The seller needs your services to succeed.

Questions to ask the Seller…

Where did you want to move to?

Why were you originally selling?
Are you still open minded about different marketing ideas for your home?
Has anybody told you why your home hasn’t SOLD? There is only one reason that a home doesn’t
sell in our market place. And that’s because of the marketing. I’d like to come over and show you
how we can UPGRADE the marketing of your home.
Why do you feel your home didn’t sell?

After discovering the seller’s original motivation for selling and determining how you might help, ask
for an appointment. Example: I understand how frustrated you must be. Let me ask you a question, if
you could get your property SOLD for a price and terms that were acceptable to you, and you could have
a guarantee that the services would be delivered as promised, would you be open minded to new ideas
that would (renew their motivation): help you get your home sold and move your family into a new
home closer to work with a shorter commute, so you could spend more time with your family. Or, help
you move your family into a home with a big pool? Or, help you move into that new home that would
have the extra bathroom for the kids. Or, help you make that move to Colorado so you can enjoy your
time fishing? Or, help you make that move to a new home with a big back yard so the kids can roam
around? Or, help you make that move to a home with a three car garage so you can set up that workshop
you’ve wanted for so long?

If an appointment is not granted, follow through & follow up – Anti-Chaos/Perpetual Payoff

If the seller will not grant you an appointment, ask permission to follow up from time to time to see if
there is anything you can do for them ( “Would you be offended if I followed up from time to time?”).
Follow up your conversation with a “Thank You” note and a personal visit to introduce yourself. Add
this prospect to your mailing and email lists and follow up with a weekly telephone call. One reason to
contact them is to update them on new activity in their neighborhood.

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Practically Fool Proof
For Sale By Owner
System
109
Practically Fool Proof For Sale By Owner System
Mind Set of the FSBO…
1. Believe they can do it themselves
2. They want to save the commission

What NOT to do…

1. Try to list on the first try. The purpose of the first contact should be simply to build rapport, not to
convert them to a listing.
2. Discourage the owner. Telling the owner how difficult the process is will only alienate them. They're
excited about the possibility of selling it themselves so don't ruin their day. They'll soon discover the
difficulty on their own and then be ready to talk.
3. Sell all of your services. If you're not buying a car, you're not interested in all of its features. Same with
FSBOs. They're not ready to hire a real estate agent, so they don't want to hear about your company...yet.

Success Steps.
1. Find a FSBO – Driving Neighborhoods/Yard Signs, Newspaper Ad, Bulletin Boards, etc.
2. Make Contact Ask for an appointment - Contact Dialogue: Hello, I’m (Your Name) with
Prudential, Gary Greene Realtors. I’m calling because I see you’re selling your home. Are you
cooperating with Realtors? I would like to make an appointment to view your property…what are
your visiting hours? (Get in the door honestly…do not say you have a buyer unless you do.) Your goal
is to build a relationship that may lead to a future listing or referrals.
3. Anticipate resistance, concern and cooperation. Be prepared for questions like…
FSBO: Do you have a buyer?
YOU: “Candidly, I’m not calling because I have a buyer for your property yet. What I have found is
that I can do the best job of creating interest in a property if I’m familiar with it. I was hoping you
could show me through the property. Then I could intelligently and enthusiastically promote your
property…and match a qualified buyer prospect with your property. Does that make sense?
Great, when would be a good time to tour the property?”
FSBO: We are not going to list the property!
YOU: I understand. I was wondering if you would be open minded to cooperating with a Realtor if they
had a qualified buyer interested and willing to meet your price and terms…would you be open minded to
saving the listing fee and only paying the selling fee?
FSBO: We will only pay you a 3% Commission!
YOU: Perfect, when can I visit?

"Just 'cause you can't walk on water

doesn't mean you can't cross the river.“
Dink Weber

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Practically Fool Proof For Sale By Owner System

FSBO: We are not working with REALTORS! A: I understand. Because I’m busy in this area, it’s
possible that I may be working with buyers and they may see your sign and ask me about your
property. I understand that you’re not interested in paying any fees…would you be open minded to my
previewing the property…then I could answer my buyers potential questions and if they were
interested, I’d have them contact you directly. Would you be opened minded to my taking a quick
peek. Can you see any disadvantage to that, a quick peek I mean…I understand you’re not paying
any fees?
FSBO: We are not paying any commissions! A: Same as above
FSBO: Sure, come on over. A: Kneel and pick your jaw up from the floor…the three second rule
applies! Thanks, I’ll be right over.

5. Preview the home, remember, you’re on a curiosity inspired discovery mission. Be yourself,
attentive, in the moment and inquisitive. Ask questions, don’t sell and tell. You have two ears and one
mouth for a reason. Ask for a tour: “Would you tour me through the home as you would a qualified
buyer” ?

6. While touring, casually and conversationally, discover their “Time/Motivation” factor by asking
conversational qualifying/discovery questions.
A. Key question: “When would you like to have the property sold and the check in your hands?”
B. Key question: “If for some weird reason you don’t find the right buyer, do you have a “Plan
B?”

7. When the seller sez… “We can sell it ourselves!” Agree with them, don’t disagree, argue or share
perilous stories of danger, defeat and folly. Yes, they can successfully sell their property. Your
challenge is to position yourself as the best alternative when they become frustrated and generate
referrals during their FSBO experience.

8. Follow Up & Follow Through

A. Number one reason for failure - failure to follow up.
B. Minimum Follow Up – Weekly in person or by phone.

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Open
House 114
Why do we hold Open Houses?
Which House should we hold OPEN?
1. Located where directional arrows can generate traffic.
2. Priced competitively.
3. Maximum curb appeal.
What should you do if you don’t have a suitable listing? Go get one. Hold OH for another team member.
Productive Open Houses requires PLANNING.
A. Set the Open House date.
B. Using the simple/fast/free/professional online web based Flyer Maker @
http://online.garygreene.com – Print 1 – Make 87 Color Open House Flyers
C. Mail 20 OH flyers (invitations) to your current buyers prospects/suspects and 20 of your most
enthusiastic cheer leader friends. Follow up with phone calls. Follow phone calls with a written
short/ sweet note, mail with 2 business cards. Hand deliver the OH Flyer/Invitation to 20 neighbors.
Personally invite them, end your conversations with a question. “When we sell this home, would
you like to know how much it SOLD for?” If they say yes, get their contact information, add to
your data base, enroll in your personal anti-Chaos, Perpetual Payoff marketing campaign, keep them
informed of new activity, write a short/sweet note, mail it with 2 business cards. If you are placing
an OH sign on the edge of anyone’s property, knock on the door, ask for permission and invite them
to your OH.
D. Remind sellers to “Keep the Stage Set”.
E. Get the sellers ‘Out of the property”, gracefully.
F. Do your homework about the neighborhood: Current listings, recent sales, schools, parks, etc.
G. Use a Guest Register to record names, physical and email addresses and telephone numbers.
H. Set the stage - lights, blinds, aroma, music – No TV
I. Prepare “Flyer Packets - Your business card or personal brochure goes on top. Include property
fliers of your other listings or listings in varying price ranges. The last page of the packet should be
your personal profile sheet.
J. During slow traffic periods, use your cell phone – Invite the neighbors, call people in your data
base and follow up with your expired listing and FSBO prospects.
At the conclusion of the open house. Send Thank You Cards to attendees. Consult with your Sales
Manager or Trainer to create a “follow-up” strategy.

What we do today, right now,

will have an accumulated effect on all our tomorrows.
~Alexandra Stoddard~

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And in Conclusion, I’d like to thank you for your time and attention. I wish you mighty sales
118
success. And leave with you with this inspirational poem by Mya Angelou
 Still I Rise
Maya Angelou
You may write me down in history
With your bitter, twisted lies,
You may trod me in the very dirt
But still, like dust, I'll rise.
Does my sassiness upset you?
Why are you beset with gloom?
'Cause I walk like I've got oil wells
Pumping in my living room.
Just like moons and like suns,
With the certainty of tides,
Just like hopes springing high,
Still I'll rise.
Did you want to see me broken?
Bowed head and lowered eyes?
Shoulders falling down like teardrops.
Weakened by my soulful cries.
Does my haughtiness offend you?
Don't you take it awful hard
'Cause I laugh like I've got gold mines
Diggin' in my own back yard.
You may shoot me with your words,
You may cut me with your eyes,
You may kill me with your hatefulness,
But still, like air, I'll rise.
Does my sexiness upset you?
Does it come as a surprise
That I dance like I've got diamonds
At the meeting of my thighs?
Out of the huts of history's shame
I rise
Up from a past that's rooted in pain
I rise
I'm a black ocean, leaping and wide,
Welling and swelling I bear in the tide.
Leaving behind nights of terror and fear
I rise
Into a daybreak that's wondrously clear
I rise
Bringing the gifts that my ancestors gave,
I am the dream and the hope of the slave.
I rise
I rise 119
I rise.
Who’s Ken?
A: At age 4, at 3:42pm on Christmas Eve, he set fire to his home playing pirate in his living room.
Fitting that things have come full circle. Ken’s eager to help you spark your success, fly your flag,
burn down convention, help you explore uncharted territories and discover your buried troves
of treasure.

A reformed pyro, a coach, mentor, parent, amateur athlete, gadget guy, real estate
psychologist and self-taught social media anthropologist, Ken’s been involved in more than
15,700 transactions since 1978 in San Diego, Austin, Aspen, and in he and Robyn’s (his wife of
27 years) current home, The Woodlands, Texas.

Through both spectacular failures and shared triumphant victories, Ken’s seen, heard, and
most importantly felt it all. Now that their three kids have scattered across the country to live and
learn, he’s eager to listen and advise, coach and counsel, commit and (in all likelihood) be
committed.

When not helping, Ken’s typically floor-burning up the racquetball court or unearthing third
gravitating bodies in films, books, social media, the majesty of life’s daily spectacle, or his own
murmured musings (two short Wild Fiction stories and guest writer at AgentGenius.com).

Work – Live – Play: Residential real estate services, bright ideas, candid consultations, anti-chaos
systems, elite performance coaching, creative communication arts solutions & 31 years of fun,
shared triumph, boom, bust, blood, sweat and tears experience.  Sales Manager @ Prudential Gary
Greene, Realtors – The Woodlands Area Regional Marketing and Sales Center.

Ken Brand
832-797-1779
Kens411@Gmail.com

Click THERE To
Connect With Me.
Cheers.

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