listingbook sales philosophy & principles –create caring and needs based selling environment...
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ListingbookSales Philosophy & Principles
– Create Caring and Needs based selling Environment
– Prove and Quantify ROI– Demonstrate Incremental Cash Flow– Enhance a Company’s ability to Retain
and Grow agents & Market Share
The Sales Cycle Close Significant Business within 30 Days of First Appointment
Appointment 1Goal:
BEST - Decision Maker agrees we should do business together, complete the Needs Analysis, and schedules Appointment 2
FALL BACK – ContinuanceSchedule Office Presentation and First Agent Training, to prove
ourselves we do this at our expense)
• Listingbook Overview• Broker Value Proposition• Needs Analysis
Appointment 2Goal:
BEST - Signed Contract, Implementation Plan Discussion, next Meeting Date.
FALL BACK – Review of proposal, re-schedule another meeting
• Review Value Proposition• Present Proposal
– This presentation customized to Single Sales Objective.– Needs to be addressed from a long term partnership building perspective.
» Implement one program at a time.
Appointment Preparation:
Mandatory Research:Who are the decision makers?
Salesforce:# offices# agents# ListingsRun Broker Matrix for Listingbook usage
System adoptionRun Property Promotion HistoryOnline:Review their website:Do they capture leads?Property Search is IDX, VOW or both?
Additional Research might include:Online:Review Trulia, Zillow, Yahoo, etc. for indications that they Syndicating their listings. Also, are they purchasing any other special promotion for their company on these sites?SEO - Where do they appear in the major search engines? Social Network Sites: Twitter, Facebook, Linked In
Other Media:Look in print (newspaper, homes magazines, yellow pages), bulletin boards, television, radio and any other media for their presence.
Checklist Appointment 1:
SCOTT HAS A LIST OF THINGS TO BRING
Printed:Needs Analysis – Company Specific including Broker Matrix data Property Promo History/TargetsCP Products Handout: Bulk AE+/Property Promos Discounts, iFrame, ABA Advertising
Equipment: ComputerProjectorExtension CordPresentation on thumb drive
Appointment 1
1. Listingbook Partnership Philosophy2. Listingbook Overview3. Broker Value Proposition4. Needs Analysis
Transforming Real Estate
From The Inside Out
Client for Life?
Listingbook Value Proposition to Brokers
Adopt Listingbook as the way to service clients and prospects and see increased profits from seller
satisfaction, a more efficient sales cycle for buyers, all while creating an environment that retains agents and
makes them more productive.Today’s Agenda:
Listingbook OverviewNeeds AnalysisNext Steps
Listingbook Basics
Optimize, Increase and MaximizeListingbook is a System for Success Works in Tandem with Your MLSMLS Member BenefitEasyAgents are in Control Comes in two flavors
Agents Get Account and Give Personalized Accounts to their Clients and Customers
When Clients are on these sites, you may never know it!
• 80% of buyers and sellers use the Internet in their home-shopping experience
• The average buyer uses 6 Web sites to find a Realtor and 8 Web Sites when searching listings
Maintain control of the Web, increase agent productivityand create happier clients with Listingbook.
Clients get ALL the information, in an Easy to use tool, from their Agent!
Cultivate Prospects into ClientsClients into ContractsContracts in Closings
0 50 100 150 200 250 300
Trulia.com
AOL Real Estate
Apartments.com
Homes.com
Yahoo Real Estate
Century21
Zillow.com
RENT.com
Listingbook.com
REMAX.com
Zip Realty.com
Realtor.com
Average Monthly Page ViewsAverage Monthly Page Views
Source: National Association of REALTORS®, Profile of Home Buyers and Sellers, 2008
Listingbook currently ranks as the 4th most viewed Real Estate
Website
THIS GRAPHIC NEEDS WORK!!IT LOOKS LIKE RENT.com/ZILLOW AREAS BIG OR BIGGER!!
Buyers and Sellers LOVE agents who give them access to Listingbook…
“Love the reports! Let’s me know what’s happening with my home without having to bother my busy agent”
– Olivia Foster, Home SellerClearwater, Florida
“I found a beautiful home and really appreciated this service and my wonderful agent who made it possible”
– Dawn Hawley, Home BuyerSouthern California
And because the Clients & Agents use it…
Gets Listings Priced Right and SoldImproves (shortens) the sales cycle for buyersIncreases Agent ProductivityHelps Agents Provide Exceptional ServiceMakes Agents Look more ProfessionalDecreases per Listing Advertising CostsMORE Effective Sales Management
??? INSERT EMILY’s GRAPH? Or should we wait (SHAM-WOW)and use graphon next screen?
Source: National Association of REALTORS®, Profile of Home Buyers and Sellers, 2008
0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000 Huge GrowthHuge Growth
By Nov. 2010 Listingbook will surpass 250 million
page views/month
250+
Million Views
SO how does it work? Agent opens “FREE” AccountEnters/Imports ClientsClients are invited to open an account - “Search like an Agent”Agent and client are now collaborating (two way street)
Clients can see all data that agent allows Client can change Search criteriaClient and Agent can communicate via notes and messagesBuyer Clients are automatically notified of new properties meeting their criteria Seller Clients are automatically notified of new competition for their propertyAND Agents can see everything that they are viewing!
ALL IN ONE FULLY INTEGRATED SYSTEM! THERE’s NO REASON FOR THE CLIENT TO GO ANYWHERE ELSE!!
Buyer Morning Report
Property Detail Page
Much more too…Showing Package
And Complete Information
COMMUNITY TAB
Clients don’t need to go anywhere else!
Seller Morning Report
FIX THIS SO IT SHOWS THE COMPETITION!! NOT THE HOMEFINDER ACTIVITY…
Seller Tools - Cyber CMA
Enhanced Listing Reports for Price Reductions and Listing Retention
Agent Morning Report
Client Manager
Agents stay “in the know” on ALL client activity
Add Prospects Easily
Agent Testimonial
“Listingbook makes my job easier and eliminates the mind games. You can see what people want without having to play ‘guess what I’m thinking now.’”
– Scott Gaines, Century 21 American Homes, NY
PUT AE+ IN HERE
EMILY’s Slide-Impact on BuyersYEAR 0-3
Average # Sales Closed in Past YearBuyer Agents
0
1
2
3
4
5
6
7
8
9
10
1 MonthSt. Louis
1 YearJacksonvil le
2 YearsFt. Myers
3 YearsDetroit
Non-LB
AE
AE+
Until now, the MLS has been the most powerful tool for real estate brokers and agents to market properties -- Listingbook’s community of Buyers, Sellers and Agents adds a whole new dimension, one that makes the most powerful real estate marketing tool to date!
Introducing –LISTINGBOOK PROPERTY PROMOTIONS
TRANSITION SLIDE
0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
1997 1999 2001 2002 2003 2004 2005 2006 2007 2008
2004: More buyers found their home on internet than from signs
2002: Internet surpassed print ads
Source: National Association of REALTORS®, Profile of Home Buyers and Sellers, 2008
Internet
Signs
Print Advertising
Where Buyers Find THE HOME They Purchase
Average Spending is Still Serious Money
Don’t waste your marketing dollars on efforts that are:• Unreliable• Outdated• Untraceable
Property Promotions…Generate real buyer interest from a community
of active and MATCHING buyers and their agents.
FEATURED LISTING PROMOTION
Display your listing over and over again to matching buyers.
OPEN HOUSE PROMOTION
Drive more buyers through the door!
“I love the property promotions! I sent one out that was an open house and had 10 people come from Listingbook and 4 calls.” - Sheri Wegand, Agent
Before the purchase of a promotion, Listingbook analyzes the listing to tell you the number of potential buyers…
Promotions Get Noticed
…During the promotion the buyers see it in their morning reports, on the search results screen, are invited to the open house, and it’s on Listingbook.com!
It’s displayed on Search Results
Everyone who should know about the listing will know about the listing!
Proven Results for You and Clients
Average 10X more activity
20% – 30% OPEN rate
More Showings Scheduled
Retain Listings
Average Showings Per ListingBefore and After Featured Listing Promotion
9%Increase
16%Increase
36%Increase
0.15
0.2
0.25
0.3
0.35
0.4
2 Weeks Before 1 Week Before Week of Promotion 1 Week After 2 Weeks After
Ave
rage
# o
f Sho
win
gs
Summary
Listingbook will help you & your agents:
Get Listings Priced Right and Sold – Property Promotions & Seller Reports!Property Promotions & Seller Reports!
Decrease per Listing Advertising Costs- Property Promotions cost a fraction of Property Promotions cost a fraction of traditional advertising!traditional advertising!
Increase Agent ProductivityProductivity-Working with more people, more efficiently, and more Working with more people, more efficiently, and more effectively, makes real estate professionals more moneyeffectively, makes real estate professionals more money
Provide Exceptional Service – Keep Buyers & Sellers happyKeep Buyers & Sellers happy
Look more Professional – Don’t miss anything! You and your Agents are always in the know
Maintain control of the Web
And provides MORE Effective Sales Management!
Company Partner ProductsCompany Partner Products
ADVERTISINGADVERTISINGBRANDINGBRANDINGDISCOUNTSDISCOUNTS
END APPOINTMENT WITH
RESTATEMENT OF PHILOSOPHY
GET NEXT APPOINTMENT DATE
Needs Analysis –
Objective: Establish a level of trust and rapport so that we may then proceed down the path most important to the customer.
Pathway to a Relationship:
• Buyer / Lead Centric Approach• Seller Centric Approach• Recruiting/Retention/Sales Productivity
Approach
Reference 6 Degrees Needs Analysis
Conducting the Needs Analysis
SPINSituationProblemImplicationNeed Payoff
END OF TRAINING SESSION 1
OCT 6th Session Tee up the Oct 7th Session Tee up the Oct 8th Session
APPOINTMENT 2
Company Partner ProductsCompany Partner Products
ADVERTISINGADVERTISINGBRANDINGBRANDINGDISCOUNTSDISCOUNTS
reminder
BENEFITS TO BUYERS AGENTS
BENEFITS TO SELLERS
PRICE DROP
proposal
Discounts on bulk purchases of Agent Essentials Plus for your Agents
With AE+, Your Agents Get:Branded Listingbook, Morning Reports, CMAs, Additional Seller Reports-Price it right ListingsCommunity TabBBWReferrals
Bulk annual license agreements are purchased and distributed to agents at broker’s discretion Minimum purchase of 20 to qualify
Normal Agent Essentials Plus Annual Fee: $120
Qualifying Discounts Price Example
50 Licenses = $4,500
200 Licenses = $16,000
1000 Licenses = $70,000
$90
$80
$70
20 - 99
100 - 499
500+
SCOTT – SHOULD WE REVEAL PRICING? OR JUST GIVE AN OVERVIEWOF each PRODUCT then commence Needs aNAlysis?
Benefits of upgraded accounts
FRONTPAGE
Your clients will be reminded that you are working for them each time they log into their Listingbook account.
FRONTPAGE
Brand yourself and your company to all of your clients! Your photo and company logo appear when your clients use
Listingbook.
BUSINESS BUILDER WEBSITE
Listingbook provides a basic web presence for agents.
BUSINESS BUILDER WEBSITE
Listingbook’s upgraded website preloads and automatically updates your listings & your company’s listings for display.
Capture online leads, easily!
MORNING REPORTS
Provide exceptional customer service with powerful and complete daily reports.
MORNING REPORTS
Stay front and center!
Your clients’ Morning Report will include your personal branding.
COMMUNITY TAB
Enhanced Listing Reports for Price Reductions and Listing Retention
BULK Property Promos
INSERT PP PRICING CHART…unless SCOTT Thinks NO!
INSERT THE VALUE STATEMENT OF PPs to BROKERS HERE!! USE SOME of the verbiage from the Listingbook Helps 2…
A super-targeted marketing service that reaches real buyers and their agents
See the number of potential buyers BEFORE you launch your campaign
Less risky, more efficient use of your marketing dollars
The property is prominently displayed to the RIGHT buyers and their agents
Branding
INSERT iFRAME GRAPHIC
Advertising
Company Partners Additional Value
INSERT GRAPHIC of ALL items listed below
EXAMPLES ARE ON SLIDES 52-
Management Reports:Agent Activity
Office HotSheet
Appointment System
Company Partner Program
All of your agents can manage more clients in less time
Keeps sellers happy until you get their listing sold!
Promote your brand, along with your affiliates, to your clients
RESTATE VALUE PROP!
Serving Broker Needs with Listingbook
1. Appointment System2. Management Reports3. Marketing Solutions ?? (Property Promos?)4. Revenue Generation Opportunities (ROI)5. Customized Agent Training & Productivity
System
Appointment 2
1. Re-cap of Listingbook Sales Philosophy & Principles
Slide #1-We Care about what you need2. Re-cap of Broker’s Needs Analysis
A. Insert Value Proposition and which piece of it we are focusing on.
3. Customized Solution for Broker 4. Close Deal5. Next Steps – Implementation Plan
INDIVIDUAL PLANS
• Buyer / Lead Centric Approach• Seller Centric Approach• Recruiting/Retention/Sales Productivity
Approach
BUYER CENTRIC APPROACH
DISCOUNT ON BULK AE+ FOR AGENTS: COMPANY BENEFITS:Leads Generation (improved LB.com)Management ReportsComplimentary AE+ for ManagersCustom Implementation Plan includes:
Management/Administration Staff TrainingScheduled Review of Company Adoption with Listingbook Staff Assistance with Integration of Listingbook into Company Training ProgramAssistance with Integration of Listingbook into Company Marketing PlanOn Site Training & Custom Webinars
Listingbook Appointment SystemListing Exposure on the Improved Listingbook.comListing Presentation in PPT format on DVDAdvanced Reporting for sellers
AGENT BENEFITS:Agent/Company Branded BBWCommunity TabAgent/Company Branded Tour PackagesAdvanced Reporting for sellersAgent/Company Branded CMAAgent branded Morning ReportsAgent/Company branded LB Client Accounts
Listingbook Value Proposition to Brokers
Adopt Listingbook as the way to service clients and prospects and see increased profits from seller
satisfaction, a more efficient sales cycle for buyers, all while creating an environment that retains agents and
makes them more productive.
Listingbook Agents Close More Transactions
Average Annual Increase
Custom Calculation for Your Market
82 Average Fewer days to sale using Listingbook Property Promotions
Assumptions Ask how many showings it typically takes to find a buyer for the listing12 Average # of showings before finding a buyer
310 Days to sell average property without Promotions228 Days to sell average property with 1 or more Promotions
Across Appt Desk Markets Avg Showings 2 Weeks Before 0.2707371 Week Before 0.267882Week of Promotion 0.3676701 Week After 0.3132002 Weeks After 0.294385
Assuming a standard showing base rate, Promoting a Property with a Featured Listing or Open House can increase showings by as much as 62% over time.
Only Appointments thru our appointment setting service.Average Showings Per ListingBefore and After Featured Listing Promotion
36%Increase
16%Increase 9%
Increase
0.15
0.2
0.25
0.3
0.35
0.4
2 Weeks Before 1 Week Before Week of Promotion 1 Week After 2 Weeks After
Ave
rage
# o
f Sho
win
gs
Property Promotions Increase the Number of Showings!
A More Efficient Sales Cycle for Buyers
$XXX from Increased Lead Conversion, Shorter Sales Cycle, and Fewer Lost Buyers
– Put all of your prospects and leads into Listingbook prospect manager
– We are asking for all of your agents to open a Listingbook account and put in all of their clients into the client manager and all of their prospects into the prospect manager.
– Ensure AE+ for All of your Agents
(Superior system = Buyer Retention/Stickiness: we have better data and interface then the consumer facing sites e.g. REALTOR.com, Trulia.com, and Franchise sites, etc.)
Sales Strategy InfoTo Be Delivered from Emily
Shorter time to get more showingsGet X more showings Getting to a Lower List Price FASTER will help you
sell more listings while you still have the Listing.Using LB Advanced Tools to get more showings so
the listing will sell faster.
SELLER CENTRIC APPROACH
Property Promotions:Management ReportsComplimentary AE+ for ManagersLeads Generation (improved LB.com)Listing Exposure on the Improved Listingbook.comAdvanced Reporting for sellersListing Presentation in PPT format on DVDListingbook Appointment SystemCustom Implementation Plan includes:Management/Administration Staff Training
Scheduled Review of Company Adoption with Listingbook Staff Assistance with Integration of Listingbook into Company Training ProgramAssistance with Integration of Listingbook into Company Marketing PlanOn Site Training & Custom Webinars
< Toll Free Support for participating agents>
See increased profits from seller satisfaction
$XXX resulting from Shorter Sales Cycles, Retained Listing Increases, And more Efficient Marketing Efforts.
– Put every one of your sellers in Listingbook and give them an account.
• This will improve listing retention and speed market times by giving sellers the information they need to make better pricing decisions.
• Make Listingbook part of your home marketing plan presentation for potential sellers to capture a greater market share.
– Purchase Buyer Links for a minimum of 50% of your listings and promote them 2 times per month.
• This will create more activity for your listings. More online views = more showings = shorter market times and happier sellers.
PRODUCTIVITY FOCUSED APPROACH
i-Frame/ABA Impressions-No Ads:
Company branded LB for all Client AccountsComplimentary AE+ for ManagersManagement ReportsLeads Generation (improved LB.com)Custom Implementation Plan, includes:
Management/Administration Staff TrainingScheduled Review of Company Adoption with Listingbook Staff Assistance with Integration of Listingbook into Company Training
ProgramAssistance with Integration of Listingbook into Company Marketing
PlanOn Site Training & Custom Webinars
Listingbook Appointment SystemListing Presentation in PPT format on DVDListing Exposure on the Improved Listingbook.comAdvanced Reporting for sellers< Toll Free Support for participating agents>
Create an Environment that Retains Agents and Makes them More Productive
Retain, Train, and Coach optimally using Listingbook Reports.
– Meet with us once per month so that we may demonstrate through industry leading reports the successful impact Listingbook is having on your business.
– Use these reports to help manage your business, retain agents, and optimally coach agents.
– Ensure AE+ for All of your Agents
Making Money to Reduce Your Out of Pocket Risk
Reseller – Listingbook offers an Authorized Reseller Program that helps pay for the cost of your Investment
– AE+– Property Promotions– Directory & Concierge Services
Revenue Share – Earn revenue from Listingbook adoption within your company
– National Display Advertising
Partnership Opportunities -Increase cash flow and subsidize Investment.
– Co Branded LB Experience helps promote Affiliated Businesses.
WHAT IS THIS? RESELLER OPTION?
Let’s Do Business (The Close)
Why LBRecap of Economic ImpactRecap of Subsidize program (optional)
The Schedule and Next Steps
High Level of what they purchased:– Iframe– Property promos– AE+
Then HIGH LEVEL of what they’ll get:– Management Reports
– Complimentary AE+ for Managers
– Leads Generation (improved LB.com)
– Listing Exposure on the Improved Listingbook.com
– Advanced Reporting for sellers
– Listing Presentation in PPT format on DVD
– Listingbook Appointment System
– Custom Implementation Plan includes:
– Management/Administration Staff Training
– Scheduled Review of Company Adoption with Listingbook Staff
– Assistance with Integration of Listingbook into Company Training Program
– Assistance with Integration of Listingbook into Company Marketing Plan
– < Toll Free Support for participating agents>
We have a turnkey program to:– Train your agents– Train your staff– Deliver your Marketing Promotions– Follow up for Success
Next Steps
Questions?
Partnership Agreement and Terms
Training and Adoption Plan
– A partner approach to training your managers and agents
Promote the use of Listingbook
Appendix