Turning Conversations Into Closings: How to Add Value That Gets You Hired

Sherri Johnson (00:00.364)

People that I'm working with don't have they don't have to move they're in a house they want to move into a larger home maybe in the same school district right and their needs are not as immediate and I show them houses you know once every month or so and they're looking for really a specific area and so they're not as immediate as some of the other clients I work with who have to buy a house in the next two weeks and then you say to that person where do you fall

in that spectrum, know, that spectrum of here and here. And they'll say to you, we have time. And you say, what's going on in your life in the next 90 days? And they say, well, we're getting married or I have a job change. I need to know these things. I need to know these things so I can better help you. you know, saving the seller time and money is really the biggest. If you think about it, I can add

and tremendous value people get in a listing appointment just from that just from this line right here I can save you time and money and really remember that when you'll get copies of this if you if you would like there's a link that has all of these scripts and written out so that you don't have to literally have the exact words to say but imagine saving someone time and money and again I don't want you to go to the listing appointment by the way and give away every

every secret you have about staging or your ideas for yielding the most amount. I want you to just use this to get the appointment. And then once you're there, be careful as to how much you're giving away because of course you would, you don't want to give them all of your knowledge and then have them list with someone else. So once you have the listing agreement, then you can really dive into all of your good advice that you have. And again, remember in,

I can help in your home search process. That's really critical because again, I'm going to go out and find you a home. And the best way that I can do that is to know what you currently live in. And people respond really well to this. They say to themselves, that makes sense. They actually say out loud, that makes sense. should come and see. No one's ever offered to come and see our house. And you're really going to just add tremendous value. whether they're working

Sherri Johnson (03:07.663)

immediately and need you to start looking for a house because so many times we discount the person who is just starting out and gathering information, right? And you might write something like this in your home buyer guide. Congratulations on your decision to move. I'm here to help you through all of the steps in the home buying process. It's a huge undertaking. You need my help.

I'm invaluable to the process. And again, I work at your pace and your speed. So whether that's immediate or you're thinking about making this move down the road, I'm not going anywhere. I'm going to be here and I want to earn your business. people really respond well to the no pressure, just results line. Because again, someone who says they're not moving, by the way, for

six months or 10, you know, 10 months or a year. If you stay in touch with them and put them on a pipeline list and nurture that lead, their plans change. And instead of being 10 months from now, they might move in two months. You know, a C buyer turns into an A buyer sometimes overnight because their plans change. And if you're the one who's there, you'll maximize the opportunity. But take the pressure off, you know, if they don't want to buy right now, that's okay. Put them on a pipeline.

stay in touch with them and you'll sell them a house maybe six or eight months down the road. And I've had many people say to me, you were the only agent that kept in touch with us. Imagine that. And again, the other one is, I love this line, it's very presumptive. Between now and the time we actually list your home. Sounds like I'm listing their house, right? I may have a buyer for you and we can do a creative showing.

And they say, that sounds good too. And again, another value added script and this home buyer guide that I really, I really would like you to, to create something, even if it's a couple of pages right now and you just build it as you go. Because that is going to you, you, give it one of these away. If they, if anyone does coaching with you, I think that's what you said. We do. We have a home, we have a home buying a package that we help you.

Sherri Johnson (05:29.98)

create your listing presentation, your buying presentation, as well as something that you would give to people. And again, remember, people want things that are free. You offer a free home buyer guide to every buyer. You'll pick up a lot of business, especially in our social media campaigns. That's one of the big campaigns we do is the free home buyer guide in my exclusive home buying program.

So here are the handouts you'll get when at the end you'll receive the link that will direct you to a forum. You fill that out and you get them immediately. As soon as you subscribe, these will be in your inbox and you're waiting for you. And again, these have maximizing your open house traffic and make $50,000 at your next open house. And you know,

Everyone says to me, those scripts are great. The value is there. I get it. How do I actually ask for the appointment? Because this is where we get a little bit, where we lack confidence. And you just have to have confidence in what you're saying and ask for the appointment right then. And I mean, right then. Okay, you have a 90 % success rate if you ask for it right then. You do not have to wait a day. In fact, if you wait,

they may get picked up from somebody at another open house, right? And I've always said, you can tell people, I'll show you houses today at four o'clock. I'm done with my open house and I can even start showing you houses this afternoon. I had an agent do that. They said yes, they met at Starbucks at 415. She had scheduled some appointments. She sold them a house that was on a Sunday. She sold them a house on Tuesday. you can ask for the appointment right then and even schedule them.

to go look at houses that same afternoon. You're dressed, you're working anyway. You might as well ask. The presumptive closing really works. And this is how I say it. And you never ask, when can I come or if I can come, or yes or no questions. When we want a yes or no answer, we ask them. But in this case, I urge you to say things like this.

Sherri Johnson (07:54.287)

Mr. Mrs. Buyer, now that I've shared with you all the reasons why I need to come over, I can save you time and money. I'd like to look at your home so I can see how you live and where you live. And also I may have a buyer. What would be better for you, Thursday at five or Saturday at 10? Because I'm coming, right? So you have to be, you have to just say it like, what's better for you Thursday at five or Saturday at 10?

and give them one of two options. And then they'll look at each other and they'll say, oh, I guess Saturday at 10 works or Thursday at five. And, you know, I think we get jammed up by not asking. We just think, I'll wait, I'll wait. And the best part about having this appointment, in my opinion, is that you're one step closer to closing the sales cycle. And that's what you're trying to do. You're trying to get from meet someone in an open house,

and then sell them home or list their home. And so the only way you can do that is in that middle where you get an appointment. so cementing the relationship is what happens when you go to someone's home. You're in their house. They've given you a tour, Deb, of their entire home, their master bedroom. You're a complete stranger, right? You sit at their kitchen table. You have water or tea. The dog that doesn't like anybody, or the cat rather, that doesn't like anybody likes you.

And you're building a relationship with these people. And now you're no longer just an email address in their inbox, right? Because that's what we've become. So to me, if you're using any type of video, video emailing, which is just great, Bomb Bomb is one that is great. can send somebody this, hey, it was great meeting you, the open house.

I'm looking forward to coming over Thursday at five and I'm going to bring my proven marketing strategy. Now, remember you told these people you weren't coming to listed. You're coming to see it and you're coming to help them with their list before they go to Home Depot. So it's a very aggressive way to get an appointment without being too pushy. So we covered most of this in our last slide. I'm going to take us over.

Sherri Johnson (10:18.757)

Yeah, more questions? Ellen wants to know, you make the appointment and then they cancel it. What's your suggestions? Yeah, it's not fun when people cancel. So one of my best script lines is it's either in your best financial interest or it's not in your best financial interest. And so if someone just cancels and I don't have an opportunity to talk to them in the cancellation process, that's not really

fun because I can't overcome the objection of why we're canceling. So I would say depending on what their motives are for canceling, like if I've already identified that these people have a motivation to sell, is also huge, I would say, gee, is that, know, why are we canceling? Is something, you know, is there a family issue? Or I would say, what's the next time, you know, would re-secure another appointment immediately.

During the cancellation, so that's always a tough one depending on why they're canceling. mean if there's family emergency, obviously that makes sense, but there are times when Yeah, people if they're not committed You know what one of the biggest scripts that I can strategies I can tell you is when people You know we over feature and benefit people and Then we don't get their commitment So we have to get a commitment

through getting there, engaging with them and getting their buy-in to what we're saying. We were solving a problem. They have pain, we have the solution, we add value, we get hired. And if I get a yes from them, if I get them to say, and I'll say, this in your best financial interest? Or if we cancel, I've got a broker's open next week that everyone is, this is the kickoff. We really need to put your house on the market. And people would say, we'll say, okay, then come over.

They're stressed out. When they think about selling a house, the first thing they think about is how stressful it is and the fact that they have to go clean that one room that they've neglected, the basement, whatever. Sherry, it's great you just said that because Morgan asked, Sherry, can you talk about pain, doubt, value, hired? And you just spoke about pain, value, and hired. You didn't talk about doubt,

Sherri Johnson (12:45.265)

Always create doubt. Creating doubt, like if you're in competition with somebody, you gotta create doubt. You have to say things like, gee, help me understand that strategy or is that in your best financial interest? That's a real, it's one that gets a lot of doubt because they have to think to themselves.

wait, this may not be my best financial interest. It's great stuff. Any other questions? Yeah, there's a bunch actually. I'll go up from here.

Bill has a question, great value, added strategies, including mortgage into the equation just makes the process stronger. So that's just a... Yes, yes it does. Put it in there. If you like what you're hearing on this podcast, then you will absolutely love our coaching programs. Schedule your free 30 minute strategy call now at sherryjohnson.com forward slash event and find out how our exclusive strategies can double or triple your income.

I want to help you gain the confidence you need to compete, give you the tools you need to win, and help you build the team you need to succeed.