Tools of the Listing Trade Master the Consider It Sold System

0:00I understand you're deciding to sell and it it might not even be the right time for you to sell right now. You know I've told my sellers I say you know it's probably not a right a good time for you to sell. Then again it might be see what that did was it just defused see it's like a pressure cooker you ever had a pressure cooker and it's got that little thing on the top that lets the steam out you know just imagine if you if you close that little that little valve and and the water's boiling the water's boiling the water's boiling that's like your seller and then you just come in and you just pop the little thing and it's and it's you just defuse you know they think you're there to convince them to sell so you can get a big fat commission but when you walk in confident you're like look it's it may not even be the right time for you to sell either it's fine with me if you don't if you decide not to sell I'm good okay but I just want to walk you boom they just got defused it just like you let the air you let the steam out welcome to the success with

1:00listings podcast where we help you get success in the real estate game the easy way now you can get off the roller coaster a feast and famine and out of the rat race of competing with every other agent in town hi I'm Knowledge William I took over a thousand listings during my first 10 years in the real estate game and in this podcast I show you how to have success with listings let's go all right here we go Monday mastery who's ready to get who's ready to master it today what's up Jim's ready I see Jim's ready Michelle's ready Daniel's ready Paul's ready I'm ready so with this week we're still continuing our series by the way I'm in a new location all right I'm in Austin Texas now we did I got to give you guys the update so we did close on our house in Puerto Rico oh and so that was a three-year chapter that that we completed so excited for what God did there

2:02we we got our money we came back to Austin and we got here it's there Wednesday Wednesday we got here Thursday we got here Thursday and we put a contract on a house on Friday that we're buying here and it was the same exact house that we lost out on this past January so our February is when we were supposed to close on it anyway on a contingency so God is good the house was it actually went through had several offers but it's kind of a long story but God saved it for us and we're so happy so we put that contract on Friday or offer offer was accepted and we just sent the everything to title this morning they just got it and to open title and we should be closing hopefully hopefully we'll close next week that's that's our that's our goal so we are back state side with that you're

3:04going to see a lot more live events from Uncle Naly yeah I don't have to cross the water to do them and a lot more just involvement sometimes it's hard to get anything done on an island but we did have a great time and we're still going to travel so thank you offer your prayers and your support during that whole transition we're back in we're back in Texas in Austin today and we're continuing our series which is the tools of the listing trade what you're learning now this is part 4 what you're learning by the way if you didn't go to the other parts make sure you go back if you're watching this after the fact make sure you go back and listen to the other parts but what we're learning is that there are certain tools of the trade that if you have those tools in your business it will make your life easier and you'll be able to win more listings before you ever meet with your sellers okay that's the time to really win it because and a lot of agents don't realize this

4:10Paul they don't realize that the phone call that they never received the the reach out that they never got the DM that they never got was simply a result of someone might have been thinking about hiring you okay like you know maybe I should hire that person and then what do they do they look you up they you know they they they look at your credentials maybe they don't know you have a book okay and they get sidetracked they go on to do something else they go to church somebody introduces them to another agent right and then maybe they don't reach out to you okay and maybe you're not reaching out to them okay you're not on top of your S.O.I. like you should okay and so you just never even know and then you find out has hopefully it's not it's not happened to you but you find out eight months or a year later that they bought a house with someone else or they sold their

5:14house through someone else okay and when you have a structure in place when you have tools in place this doesn't happen to you because everyone knows that they're going to list with you it's period if you're you're you're that gal you're that guy right psychologically you've already trained them and that's what it really is all about some people call it indoctrination I don't really like that term but that's essentially what we're doing okay we're planting seeds into their subconscious mind remember when I told you guys and I taught you that 95% of the things that happen in your life originated from the subconscious that's science that's scientifically proven well what we're doing is we're embedding into the psyche of every single person that you know and even those that you don't know that you're the only person they should think about when they think about roasting okay that's all we're doing with this and so it just makes your life so much easier when you are the go

6:18to gal or the go to guy and you get so much more opportunity just imagine if you went if if I believe that that just having these systems in place can double or easily triple your production just having the systems in place because what you're doing is you're not just having systems in place you're embedding within the subconscious psyche of individuals what they should be doing and why okay so we're gonna get more into that today we're gonna get more into the psychology and then we're actually gonna create or we're gonna look at how the covers created okay the cover of the book after this we might take a break and do an aka day you think that'd be fun Paul just doing like an aka yeah let's do that we'll take a break from the series we'll do an aka which just ask not only anything we'll do a full next week we'll do that and then we'll get into after that we're gonna get into the pre listing package and I'm gonna go through every single document

7:23in the pre listing package why you should use it how to structure it how to create it and how to how to the scripts that go around it as well because there's scripts every single one of these things tools that you use have scripts that go with them okay so I'm gonna get into all the scripts that go around them as well okay and then you're gonna get an editable version of every document okay so this is gonna be just a lot of fun that we have for the next however many weeks it takes to go through everything so with that let me share my screen and I'm gonna give I'm gonna let I'm gonna let them see my whole desktop Paul so yeah you guys are this is family so everybody that's on this call gets to see everything that I'm doing all my behind the scenes everything okay so again we're talking about the tools of listing trade we we announced last time the

8:24the different cop producers right so we don't have to do that again but remember there's a calendar that's in school that's in our in our in our classroom we have a leader board all right and and then if you're brand new if you haven't been here before we have a start here section I'll show you that in a minute we looked at this last week these are all of our people that are making a quarter million or more a year and I'll show you this because sometimes you're at a point where you're like hey I need advice from somebody well guess what you can reach out to and we got a new list coming out I think it's coming out well like a month right Paul yeah about a month um and then my promise is that you're gonna leave every weekly session with a new strategy idea or mindship that will elevate your business so that you can spend more time doing what you love while making more money okay that's what it's about do what do what God put you on earth to do

9:26and make the good income while you're doing it why not I mean I don't know about you but I figured out it it cost a lot of money um to live in the United States of America you know it costs more than you think sometimes you know it's it's expensive to live here all right let me go to our group and actually if you some of you might have noticed I changed it to Nali Realty coaching and the reason I did that is because I actually have um a life coaching group okay I don't want to distract you but anybody that sent my Nali Realty coaching you get access to life coaching anyway it's already embedded into Nali coaching club but I'm doing a separate group just for people that want to excel at life not necessarily even real estate um so this is the coaching Nali coaching club main page this is the community anytime you have a question about anything you can type it here and then just make sure that you select the category of aka ask Nali anything

10:32and then you just title it put your question in and I promise I will answer it most of the time I answer within 24 hours um yeah this is the classroom here those are you the brand new coming in for the first time you're gonna start here that's gonna walk you through everything click on that and it's gonna be a sort of a introduction into KCC yeah and I know my camera is still acting wonky I am gonna try everything that Paul suggested that I try to fix this before I buy a new computer because it's not the camera I've already tried three cameras and in none of them work it's the computer so remember the calendars here so you can anytime you want to know when the classes are they're here and I encourage you to add them to your calendar okay do that because that way you'll never miss a single episode um if you want to look up a member you can look on

11:34the members area and then um there's a map to show you guys where you are okay um so all the all the members if you want to look up somebody or you've got a referral go to the members map first okay before you send that out to someone um this is our leaderboard and the leaderboard shows our top people and Carol still crushing it I mean she is so active in the community that she is just killing it right so uh Carol Smith is our number one and we got Daniel de Jesus number two on our leaderboard this week um and then Pam Washbun is number three and all you've got to do to get on the leaderboard is uh just be active in the community make you know comment light posts comment on posts ask questions you know just be active in the community and you gain points by doing that and Paul and I are giving away prizes in fact I was looking at a really cool prize yesterday that um that I'm gonna be ordering uh as one of our prizes so we'll we'll be

12:37announcing that as we uh as we could get along all right so with that let's now if you have a question as I'm going through this um make sure that you throw your question in the chat and then we're gonna have a good amount of time I think for Q&A at least 20 minutes today and then next week's going to be off uh a Q&A day it's going to be aka day so let's go back into the psychology and last week what I did was I broke down every single chapter of the book uh consider it sold and I gave you some uh scripts to use for every single chapter and those scripts should save you at least write this down at least your saving should be a minimum of 10 hours on every listing okay they should save you because and I've done the math on it I already know uh those those scripts and that book will help you save 10 hours on the life of every listing so you don't have to repeat

13:41yourself go back over information over and over again now what is it doing psychologically okay it's very important for you to understand whenever you're selling okay you're selling what is sales anybody remember what sales is okay my definition of sales okay write it down if you don't remember sales is finding out what people need and making it easy for them to get it okay that's what sales is if you had a different idea of what sales was I don't know what book you read but that's all sales is someone is not going to buy something they don't want or need now they could but what's going to happen later what are they going to think of you okay when I when I do my transactions I do them in such a way whereas I'm as I'm closing the transaction I'm confident that that person's kids and grandkids are going to want to do business with me

14:46because when they look at that file 10 15 20 remember Bradford when we were doing short sales at pre four closures and we knew we were treating people right because we knew that in at some point that file might be audited right they're going to go back and say okay what happened here this guy was almost in four closure Bradford worked on the deal was everything done above board you know those files can get audited and we want to make sure that when they look at it they're like wow man Bradford actually treated me better than he could have like he really had an he really had an opportunity to take advantage of me but he did he did the right thing with me and I'm a trust in for life right we're building trust for life so we find out what it is that people need we make it easy for them to get it but a lot of times people get stuck and they don't want to make the right decision what's the right decision the right decision is you should hire Jim okay the right decision

15:48is the higher Daniel that's the right decision but they just get stuck and so here's from the psychology behind it how this helps them okay so on the chapter deciding to sell the psychology is this chapter speaks to the emotional and practical reasons someone might decide to sell it validates their feelings and affirms their decision reducing cellar anxiety okay very very important how many of you know the number one tool that that people use when they make a purchase or when they make a sale right here feelings okay that's what that's what we use we are we are we are electronic we're electrical beings we have a central nervous system and we operate on feelings that's the way God created us okay now many of us have learned to control our feelings okay that's part of being civilized but nonetheless the feelings are there and so we basically we don't

16:52try to pretend that they're not there we work with them in the psychology of where they're at so the positioning who how does this how does it position you well this chapter basically by empathizing with the decision making process you position yourself as someone who understands both the emotional and financial sides of selling so what that chapter does is says look I understand you're deciding to sell and it it might not even be the right time for you to sell right now you know I've told my sellers I say you know it's probably not a right a good time for you to sell then again it might be see what that did was it just defused see it's like a pressure cooker you ever had a pressure cooker and it's got that little thing on the top that lets the steam out you know just imagine if you if you if you close that little that little valve and and the water's boiling the water's boiling the water's boiling that's like your cellar and then you just come in and you just pop the little thing and it's and it's you just defuse you know they think you're

17:52there to convince them to sell so you can get a big fat commission but when you walk in confident you're like look it's it may not even be the right time for you to sell either it's fine with me if you don't if you decide not to sell I'm good okay but I just want to walk you boom they just got defused it just like you let the air you let the steam out okay so that's deciding to sell now they're like hey I want to sell if it's not your decision it's their decision now see people will never buy from you until it becomes their decision did you know that you know I learned that with sales with recruiting it can't be my decision for you it's got to be your decision that you came up with psychologically and I'm like man Daniel that's a good decision I like the decision you came up with okay now I'm supporting you in your decision see what I'm saying I'm not I'm not I'm not really instigating okay even though the book does kind of so it's a guide okay that's the best way to think about it's a guide just like you are so now marketing your home

18:53for sale the psychology behind this chapter is sellers want assurance that their home will be marketed aggressively and professionally now what's the positioning for you this chapter gives a sneak peek into your marketing system and builds trust your your showing sellers you have a proven plan not just throwing it on the MLS and praying we talked about that last week okay you have a proven plan now they're like they're not even worried about what's what's about to happen to their property now what sellers are doing when they give you their property is they're trusting you with their most valuable asset just imagine a jeweler okay that has a diamond like the a certain kind of diamond that's only the like the rarest one you can find and it's it's their most prized possession and then you come in asking to see it and they're like you can see it through the glass but you're like but could you unlock it for me and let me see it up close can I hold it well

19:59I don't know if I'll let you hold it I tell you what let me hold it and let me take it with me is that okay how many jewels are gonna let you do that with their most price it's not gonna happen now what you're asking a seller to do is you're asking them that for their life savings their life savings that rolled up into this one asset called a house and you're asking them to trust you with that it's a very hard thing for them to do and that's why it's a loving thing to give them a tool that helps give them give you know give them over all the psychological frustration and the angst of what you're asking them to do okay now number three is about price okay this is very important obviously so this taps in the the seller's fear of underpricing how many of y'all know that sellers are afraid of underpricing okay or sitting on the market a long time those are the two fears that they have I'm gonna price it too low or it's gonna sit on the market too long they'll never say that they're gonna over price it because in their mind there's no no

21:00such thing as an over price my house is worth a million dollars yeah yeah yeah to you it is all right might might might have to keep it right so it educates them so that they feel empowered now the positioning of this chapter is you establish yourself as a market expert someone who uses real data okay and strategy to price homes right from the start so the pricing is the most important piece and the reason why we don't start off with price is because that's too obvious most sellers don't think that the price is the only thing that matters and so instead of fighting them on their beliefs it's just like hey let's play along okay you think it needs all this marketing great we're gonna do a lot of marketing you think that it needs to be staged that's fine we'll stage it you think it needs great photos which I agree it doesn't need great photos we're gonna do a professional photography session you know all we're gonna we're gonna do all these things that you think you need

22:01we're gonna you think it needs you know all you know all this stuff that's fine we're gonna do that and we're gonna price it the correct way okay it's a tip for tech I'm gonna give you what you want what I want is the right price you want all this other stuff I'll do that for you but in exchange you need to price it according to what the market says okay and by the way I get I got rid of this language it used to be years ago I would tell a seller here's what I think the price is I got rid of that so many years ago it's ridiculous okay I don't have an opinion of the price they say what do you think the price here I I have no I have no opinion on price if Jim was to ask me today what I think his house is worth and I look at all the data I say Jim I have zero opinion on what your house is worth I have no I just don't even have an opinion on it but I can tell you what the market's saying okay let's look at what the market's saying about it okay well what do you think I

23:01don't have any thoughts I you know I have no thoughts on it but the market is here's what the market's thinking let me show you the last four sales and here's what they got okay so the market is saying that it's always that's the language you want to use you understand you guys understand what I'm saying this is very this is gold I'm putting down for you because when you start telling a seller what you think I think this and I think that's cool for the ego but it's not it's not a good positioning for you it's like look here's what the market is saying oh but what do you think well let me show you what I think I think that the market says this and according because the reality is what is what is pricey prices subjective it's not even a science okay all what is market price it's what a buyer is willing to pay that's all it is okay so what a buyer is willing to pay is what the that's the value that's the property value that's it or what if they're willing to pay a million

24:05dollars and that's that's that's the value it's what a buyer is willing to pay period okay so I don't I kind of remove myself from the process of that because I don't want to get them that I don't want to get caught up in their emotional baggage if you guys understand what I'm saying so that's a very important distinction for you now number four is getting your home ready for sale yes I want it to look good okay and so the psychology this this addresses the seller's desire to make a great impression and their anxiety about what needs to be done like exactly what do I have to do okay there's checklist and things like that so how does this provision you you're the calm in the chaos right now they're going through a lot of chaos and you're the calm man you provide clarity and direction on how to prepare the home efficiently and effectively without overspending and I have conversations with my sellers and I say look Jim let me be honest with you I know you don't want to spend another dime on this house you're not going to be living here anymore and I get it so what we're

25:11going to do we're going to do some low to no cost things to get your home sold okay low to no cost and I always tell them that the top three is to clean declutter and paint those are the top three things they don't cost a lot of money you clean get your house clean you don't want to hire somebody clean it yourself okay get it clean I want it clean I want it declutter okay half the stuff you have in this house you can live without it I learned that in Puerto Rico when all of my stuff was on the back of a moving truck and my buyer three days after we're supposed to go sign the papers and all we were waiting for was the time and date when we're going to go sign to sell the house I'm on the back of a moving truck I jump off the moving truck check my emails and I close the truck because we just pack all our stuff in there and I get a message that he's not going to buy my house okay so but then I lived in that house for months without all that stuff

26:17all my stuffs and story and I was like you know we can live in a you know my neighbors brought pots and pans just neighbor brought over a couple of glasses that neighbor bought in some some plates you know Josie organized all this stuff people brought over stuff but we lived in the house with like 90% less stuff than we had and we live fine so it's like hey let's declutter clean the house let's declutter get rid of half this stuff put it in storage put it out get it out of here and let's put a little bit of paint on there you know let's paint these walls let's do this let's touch at least touch ups okay let's let's get it looking good and so um so so that's what now there could be a lot of other things that you have your sellers do but I tell them at least those three if they're on a tight budget now choosing the right agent now this is a very subtle chapter okay so psychology this helps sellers see that not all agents are created equal because they do believe that work we're commodity most sellers believe that agents are like a can of corn

27:20am I going to get damn money or am I going to get this price that's all they think this is going to be jammer Bradford that's it okay which one who do I like more but when they when they go through this guy they're like wait a minute hold on a second there's a big difference between agents right it empowers them to choose wisely okay and I give even when someone says that they're going to go with another agent I say hey no problem you've already got an agent you love oh your cousin no problem here's a copy of my book it's going to help you and if you ever get into a jam just give me a call but make sure you read this chapter in that chapter read that tonight in fact I want you to read chapter five if you don't do anything else you want to make more money right oh yeah yeah yeah okay with your cousin just go ahead and read chapter five if you have any questions call me and have a great sale with your cousin and I walk and then guess what happens my cousin says they're not going to do okay well hey you know you you get to choose who you

28:20who you hire right so obviously this chapter is a subtle but powerful credibility builder without bragging you showcase what to look for in an agent traits you just so happen to embody right all right so that's choosing right agent six handling showings the psychology behind this is that showings can feel invasive or frustrating now this chapter sets expectations and minimizes surprises right here's how it positions you you become their trusted guy helping them maintain control and reduce stress during this potentially disruptive part of the process you know strangers coming into my house I don't know what to expect you know et cetera so you that's empathetic to kind of you beat them to the punch and you're showing them here's how we're going to work with that now working with offers the psychology working with offers

29:23this chapter deals with hope fear and negotiation now think about this for a minute they have hope and fear whenever you see that in the same sentence you can that that is an emotional cocktail like anybody ever had one of them what do they call them like a call espresso cosmopolitan espresso have y'all seen those espresso martini yeah yeah okay you can tell I don't drink and come but have y'all seen those it's got caffeine and alcohol okay anybody seen those before yeah so some of y'all don't want to raise your hand like I've never seen it I've had one they're pretty good actually but you you got a you got two different things going you got uppers and downers going and and and they got hope and fear combined like oh there it that's that's a that's an interesting recipe of feelings okay it prepares a seller for different scenarios now the positioning now and and and I will say this a lot of times when the seller

30:23um is in the negotiating process they feel like it's adversarial okay they feel that it's they're kind of on the defense about it but the reality is the seller wants to sell and the buyer wants to buy so you and I know that they actually are on the same team but they don't know that okay so we've got to rearrange their psychology we've got to rearrange their thinking on how they look at the buyer the buyer is actually a partner in your goal your goal is to go to Washington so because you're you know you want to be closer to family your grandkids right yeah you want to go to Washington all right right now you're here you're in South Carolina and the buyer is a team member part of our team that's helping you do that okay so they have to understand that um and a lot of times the seller just doesn't so that's our job is to help them understand it all right hold on one second guys I need to I need to plug in see if I can get

31:27it if you have any questions so far on what we talked about um throw them in the chat we're almost done with this part okay uh I'm on low battery sorry I had to how to do that okay so positioning how does this position you everything that you do you want to think about in terms of how does this affect the psyche of the seller and how does it position me so positioning you're the savvy negotiator someone who protects their bottom line while keeping the deal together you you'll find a lot of times the sellers try to over negotiate when they don't trust you they don't believe but when they start to believe in you they start to know they're like man Jim look whatever you say I'm good you're I trust you when they start talking like that that's that's when you know you've got and and and and I even push back I say hey Jim I get it you trust me it's whatever I say

32:29but I want you to be an active participant in this I want you to be you know because sometimes I gotta go push it but because when you use your tools the right way you so you sell yourself to such a degree that they completely trust you you've had that happen right Bradford where the seller just says look Bradford I man whatever you say we'll do it I know Daniels had it happen so and this is the place where you want them to be right but then sometimes it can become too much where you like you push it a little bit back on man so now finally closing the sale the psychology the finish line okay so but sellers may still have concerns and confusion this chapter brings it all home pun intended all right it brings it all home for them right and then they want to know okay what do they bring to closing how does that process work that it has been six years since I close the house I don't remember that kind of stuff um position you wrap it up with professionalism and

33:32care you reassure them that you've got this handle all the way to the end you know a lot of times all I have to tell my seller when they're overthinking I have to say Paul let me just ask you a quick question and you know how many homes have you sold again they say well I've already you know because they started acting cocky like they know what they're doing well I've already you know I've sold five home I say look Paul I get it you know you're you're on the high end of most of my sellers in terms of your savvy you're super savvy I've sold over a thousand Paul now here's what I've seen in my experience boom and I just shift it down I start and then they start they start seeing things from a different lens okay or if you sold 50 or you sold 20 um if you don't have that experience then you you leverage your upline okay you know hey our team has sold over a thousand and our team sold over a hundred whatever it is you know you leverage your upline um finally the conclusion is all about you becoming the go-to listing expert okay that's what this is all about um it's about

34:38it it's essentially there's a psychological purpose um in helping sellers feel comfortable understood and confident in their decision to work with you okay and it methodically this is this is a method this is something this is a strategy okay it methodically addresses their concerns educating them and offering strategic guidance okay and you become the trusted authority to their in their eyes by breaking down the steps uh of the selling process in this way remember these are bite size chunks you're positioning yourself not just as an agent but as an expert who truly understands and not only understands but cares okay about every aspect of the listing and selling journey this trust is what leads to future business referals and consistent success a lot of times i can't stress this enough and this is the reason why we birth Paul and I put this series together a lot of times people think that these tools are just cute cute little things to have

35:43and it's not that okay this is a this is like it's like needing a screwdriver and you don't have one you're trying to use your your you know fingernail or or let me get a spoon or let me get no no no no this is the right tool for the job well thanks so much for tuning into this episode of the successful listings podcast if you are serious about taking your real estate career to the highest heights making more money and helping more clients while working less hours and spending more time with your family be sure to get your copy of my free book triple my listed absolutely free at successwithlistings.com now you want to be sure that you subscribe to the podcast and check out successwithlistings.com to get your copy of my free book hey i'll see you on the next one