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21	Don’t try to motivate buyers to buy. [ ] Motivated prospects [ ] Find motivated prospects
22	Get to the real feelings and motivations Acceptance Pride Achievement Privacy Comfort Profit Convenience Romance Family Security Fear of loss Self-fulfillment Freedom Independence Social Friendship Love Status Recognition
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24	Tape 10 Buyer Counseling
25	I. The First Meeting A. When to meet 1. Before you show homes B. Where to meet 1. Home: you’ll learn about them 2. Office: meet here before the showings
26	II. Precounsel the Buyers A. Personal information 1. Lifestyle 2. Hobbies 3. Children and family B. Reason/Urgency 1. How soon would you like to move? 2. Why is that an important time?
27	"C." C. Authority 1. What issues need to be resolved? 2. Buy first or sell first? D. Experience 1. How many homes have you owned? 2. How long have you lived here? E. Needs and priorities 1. Location 2. Rooms 3. Features
28	III. Motivation A. After buyers say WHAT they want… B. Ask them WHY that is important
29	IV. Financial Qualifying A. What price range did you have in mind? B. How did you decide on that amount? C. Four criteria 1. Cash 2. Income 3. Debt 4. Credit
30	V. Prepare the Buyer A. Loyalty and Agency B. How many homes to see C. Pay market value D. “May like the first home” E. Decision making: Think it over F. Third party involvement G. Review purchase agreement H. Closing and settlement problems
31	VI. Fast Markets A. Prepare for hot market 1. Limited supply of inventory 2. Need for quick decisions B. Prepare for multiple offers 1. High earnest money 2. Full or over-full price 3. Clean 4. Match seller’s dates
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33	Tape 11 Showing Homes Closing the Buyer
34	I. Sequence Your Showings A. Theory of relativity (Law of Contrast)
35	"B." B. Homes A, B, C, D. Which order?
36	II. Avoid ‘Sticker Shock’ A. Play ‘The Price is Right’ B. Have them guess the prices of recently sold homes in the area
37	III. Showing Guidelines A. Delay technical info B. Silence is golden; be quiet C. Let them discover the home
38	IV. Feedback Reference Points A. Watch the buyers 1. Mirror 2. Pace B. Non-verbal buying signals 1. Re-inspection or lingering 2. Private glances 3. Eyes ‘light up’ 4. Smile or nod 5. Silence 6. Stare into a room 7. Relax to nervous, or vice versa
39	"C." C. Verbal buying signals 1. Favorable comments 2. Possessive pronouns 3. Re-decorating, placing furniture 4. Ownership questions 5. “We’ll take it”
40	V. Trial Close A. Questions to ask 1. “How would you feel living here?” 2. “Would you like to see it again?” 3. “Would you like to sit down and discuss the purchase of this home?” B. Where to close 1. In the home they’re buying 2. In their home 3. In the office 4. Neutral place
41	VI. Writing the Purchase Agreement A. Close 1. Watch for the attitude of acceptance 2. Physical action 3. ASK B. Get a decision 1. Get a “yes”...or 2. Get a “no”, but 3. Don’t take maybe for an answer
42	"C." C. How to get a full price offer 1. Verbalize the full price, then write it in 2. Buyers make any first concession 3. Small increments 4. Call to see if there are other offers 5. Question their position: “...What will you do with the money you save?”
43	VII. Handling Other Types of Offers A. The low offer 1. Demonstrate the value 2. Position of strength 3. Explain the outcomes 4. Prepare for counteroffer B. The very low offer
44	"C." C. The multiple offer 1. Explain the outcomes 2. Call the listing company 3. Explain the competition 4. Write a strong contract
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52	When Rob’s YOUR Real Estate Agent You Will Enjoy The Following
53	1. I pledge to treat your purchase as if it were my own. 2. I pledge not to promise more than I can deliver. 3. I pledge to deliver more than I promise. 4. I pledge to listen to you. 5. I pledge to protect you. 6. I pledge to let you make the decision. 7. I pledge to keep you informed. 8. I pledge to take the mystery out of home buying.
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66	A Brief Biography of YOUR Real Estate Agent Robert Rooks (Rob) has in excess of 27 years in the real estate industry, 24 years as a Real Estate Broker/Appraiser. His background includes the development of 206 Condominium units at La Habra, California in 1974-76, where he also practiced general real estate and enjoyed selling single family homes, commercial real estate and apartment buildings.
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