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Breakthrough Ideas for Greater Real Estate Success!

How to Use Kisses to Close More Listings

Would you like a powerful idea for increasing your closing rate on listing presentations?

No, you don't need to kiss anyone - especially any frogs!

I've shared this quick and easy strategy with agents over the years, and several told me it boosted their listing presentation closings to over 97%. Of course, it will never replace a first-class professional presentation, but it could become a powerful closing tool for you.

It's based on an important psychological element called, "Obligation and Reciprocation." What is "obligation and reciprocation"?

Basically, we, as humans, are programmed to return the same kind of treatment we receive from others. So, for example, if someone opens a door for you, you're more likely to open a door for them. When someone lets you into traffic, you're more likely to return the favor.

This "quid pro quo" is culturally ingrained in our behavior as a society.

Why is this so important to you as a real estate professional? Because when you learn how to bond people to you by doing things that are genuinely thoughtful and helpful, you will naturally receive the same kind of treatment in return from them.

And when that "return" is making a decision to work with you, this little element becomes a very powerful tool in your sales arsenal (just don't abuse it).

So here's the idea you can start using tomorrow morning. I learned it years ago from a friend, who closed over $35 million in homes last year, and I now want to get it into our Agent Inner Circle™ archives.

During a lunch meeting she said to me, "I've got a secret weapon I use to close my listing presentations.

When I show up for my meeting, I carry a simple coffee mug filled with Hershey's kisses or some other chocolate treat. I had it made by calling one of those marketing specialty companies you can find in the yellow pages.

On one side of the mug, I've written boldly: "SUSAN IS MY REALTOR" and a big red heart. And on the other side, I simply put my phone number, but an agent could add their email or web site address if they want.

When I show up at a listing presentation I present the coffee mug with Hershey's kisses as a gift to my potential clients. I've never received anything but overwhelmingly positive response.

Now, at first glance this doesn't seem to be such a brilliant strategy, but you have to think deeper.

First, I am subconsciously (and overtly) telling them who they should select as their agent by placing my name on that mug with the statement, "Susan Is My Realtor." Believe it or not, very few agents are this confident, and that makes a tremendous difference.

Second, I am giving them a gift, which naturally compels them to reciprocate, and as they munch on those chocolate treats day after day they keep thinking of me.

And third, you should see the look on other agent's faces while they're trying to give a listing presentation sitting in front of a coffee mug staring them in the face, filled with Hershey's kisses that says,

"[[My Name]] Is My REALTOR"

Try using this idea or something similar with both listing and buyer prospects and watch your client relationships and closing rates take-off to new heights.

Look Who's Now the Proud Owner of a
Brand New FLIP Video Camera!!

Flip video camera winners

Why is Helaine Forte smiling these days? (No, she's no relation to Craig.) Because she just won a brand new FLIP video camcorder for submitting a great idea to our agent community! Congratulations, Helaine, and thanks for being an important part of our network. (By the way, you can see her idea presented in Issue 1130)

Want to get your very own FLIP camera? It's easy. Just submit your very best marketing or success strategy (or Quick-Tip or Horror Story) by Clicking Here. Then, every month we select the ideas we used in the last 2 issues and throw'em into a hat where the winner is selected randomly. The better your idea (examples help!), the more likely we'll use your idea, and the greater your chances of winning…just like Helaine here.

The Best Time to Ask for a Referral is…

“When is the best time to ask a new buyer for a referral (other than all the time!)?

Before I discovered this "secret-best time", I would have answered, "Right after they close." I don't think so anymore. The closing is when they have just signed the 30-yr. mortgage, been just been told what their monthly payments will be for the next 360 months, what will happen if they don't stay current with their payments, what the taxes and insurance costs will be. It can be a sobering time for a lot of buyers.

I have found the best time to get the best referrals is during the contract to closing period. This is when they are most excited about owning their property. It's at a time when I am communicating frequently with my client the most, giving them advise and council to help them that will make their purchase easier, all the while I am assisting them in getting something they really want. I become their source of happiness and they want to help me in return.”

Quick Tip…

I've always liked “It's a Wonderful Life” and I've taken one thing from that movie and use it in my closings. I get together a nice basket, 2 wine glasses, a loaf of fresh bread from a local baker, bottle of olive oil, jar of dipping spices, and a small plate for dipping. I include a card (with my business card on back) that says: Bread - So this house may never know hunger. Spice - So life may always have flavor. Wine - So joy and prosperity may reign forever. The smiles and tears when I present this basket are priceless. I'm only 3 years in the business so I don't have repeat business yet, but I can say I've gotten referrals!

Here's a Great Listing Prospecting Strategy

One of the most powerful ways to build credibility and prospect for new clients at the same time is to use education as the cornerstone of your marketing.

By educating people about the important aspects of buying and selling, you're differentiating yourself from other agents in a very professional way (making you the stand-out choice) and building exclusive relationships that will bring you more clients and referrals over the years.

Here, agent Bill Brannon offers residents of a subdivision or area a free Home Selling Course (not a "seminar") where they'll learn important topics like staging, how to appeal to buyers, how to price your home, how to work with real estate agents, and more.

Offering a course like this will certainly create credibility and bring more clients, but perhaps even more importantly, when you host educational courses, you can add every one of the attendees onto your House List for sending a monthly direct-response prospecting tool such as Service For Life! (

Do you think you could do the same thing as Bill and offer regular educational courses to are residents?

This is a terrific way to infiltrate any geographic market and make yourself the stand-out expert. But remember to capture these folks into your House List and continue to nurture the relationship month after month.

Do just that and you'll be building a strong personal market share generating profits for years to come.

Here's the invitation Bill uses. I would suggest you test not only a post card, but a very personal letter ("A-Pile" mail) sent to area residents.

sample 1

sample 2

Horror Story: Agent Learns the Value of a Buyer-Broker Agreement

I had a buyer who wanted me to write a contract, send the contract to the seller (not the listing agent) hoping to get a better deal.

When I refused, the buyer fired me, went directly to the seller, had the seller cancel the listing and they made a deal without either REALTOR®. Lucky for me I had a Buyers Agreement and I got my commission, but the other agent did not.

I felt really bad, so I split the commission I SUED for and the other agent was happy about that. You need to watch your clients. They want all the information they can get, and then they feel they can get a better deal without you. In this case, he lost.

Issue #1131