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PLAYBOOK

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TABLE OF CONTENTS
CIRCLE PROSPECTING SCRIPT ................................................................................................................... 3
SPHERE OF INFLUENCE/PAST CLIENT SCRIPT ............................................................................................ 4
FSBO 1.0 SCRIPT ...................................................................................................................................... 6
FSBO 2.0 SCRIPT ...................................................................................................................................... 7
EXPIRED LISTING SCRIPT 1.0..................................................................................................................... 8
EXPIRED LISTING SCRIPT 2.0..................................................................................................................... 9
FRBO SCRIPT .......................................................................................................................................... 10
ABSENTEE OWNER SCRIPT ..................................................................................................................... 11
PROBATE SCRIPT.................................................................................................................................... 12
REFERRAL PARTNER SCRIPT ................................................................................................................... 13
HOME VALUE SCRIPT ............................................................................................................................. 14
ZBUYER SCRIPT ...................................................................................................................................... 15
PRICE ADJUSTMENT SCRIPT ................................................................................................................... 16
FOLLOW UP SCRIPTS .............................................................................................................................. 17
UPFRONT LISTING AGREEMENT SCRIPT ................................................................................................. 18
RESPONDING TO OBJECTIONS ............................................................................................................... 19
REVERSE SELLING APPOINTMENT SETTING SCRIPTS ............................................................................... 24
DISCOVERY ............................................................................................................................................ 25
SETTING THE AGENDA ........................................................................................................................... 26
CMA PRESENTATION ............................................................................................................................. 27
VALUE PROPOSITION PRESENTATION .................................................................................................... 29
NET SHEET PRESENTATION .................................................................................................................... 30
REVERSE SELLING LISTING CONSULTATION SCRIPT................................................................................. 31

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CIRCLE PROSPECTING SCRIPT

1. Hi, (Name)?
2. (Name), This is Brandon with Brookstone Realtors and I’m calling because there are buyers
looking for a home just like yours in your neighborhood willing to pay a premium and I was
curious if you had plans on moving in the future?
3. Ok great! I absolutely love your neighborhood, what has you thinking about moving?
4. Got it and where are you planning to move once this home sells?
5. Makes sense, and ideally, when would you like to make the move?
6. All of that sounds exciting, well let’s do this and really, I don’t mind, I’ll email you a copy of my
resume for you to review and when the time comes, I’d love to see your home and share what I
do to get homes like yours sold, would that be fair?
7. Ok what’s the best email for you typically?
8. I’ll send you an email and I’ll follow up in “Timeframe Discussed”, fair enough?

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SPHERE OF INFLUENCE/PAST CLIENT SCRIPT

January Call - Annual Real Estate Review

1. Hi, (Name)?
2. Hi (Name), it’s Brandon Mulrenin, how are you?
3. That’s good to hear, I’m calling because as you know, in the beginning of the year I like to touch base
to see what your real estate plans are for the year?
4. Ok got it and are you planning to do any home renovations?
5. Ok great and with mortgage rates being around (X), do you think it might make sense to consider
refinancing?
6. Makes sense, well like I do every year, I’ll be emailing you a detailed pricing analysis on your home
for your records, any big changes to the house that could impact the value?
7. Ok great, well it was great catching up, is there anything else I can help with at this time?
8. Yes no worries, and please, if you hear of anyone out there looking to buy or sell their home, would
you call me to let me know?
9. Thank you for that! Well look out for the pricing analysis and let me know if you have any questions,
talk soon!

April Call - AC/Water

1. Hi, (Name)?
2. Hi (Name), it’s Brandon Mulrenin, how are you?
3. That’s good to hear, I’m calling because as you know, in the beginning of spring, I like to remind
everyone to get their water turned back, get their sprinklers going and get their AC unit checked out,
do you need any help with those items this year?
4. Ok great, well it was great catching up, is there anything else I can help with at this time?
5. Yes, no worries, and please, if you hear of anyone out there looking to buy or sell their home, would
you call me to let me know?
6. Thank you for that! Well, look out for the pricing analysis and let me know if you have any questions,
talk soon!

July Call - Annual Client Event

1. Hi, (Name)?
2. Hi (Name), it’s Brandon Mulrenin, how are you?
3. That’s good to hear, I’m calling to invite you and the family to my annual client appreciation event on
(date), do you know if you’re around?
4. Ok great, it should be a good time, we’re going to have…
5. I’m also going to send you a reminder in the mail and I’ll look forward to seeing you guys soon!

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October Call - Furnace/Water
1. Hi, (Name)?
2. Hi (Name), it’s Brandon Mulrenin, how are you?
3. That’s good to hear, I’m calling because as you know, in the beginning of fall, I like to remind
everyone to get their water turned off, sprinklers blown out and get their furnace checked, do you
need any help with those items this year?
4. Ok great, well it was great catching up, is there anything else I can help with at this time?
5. Yes, no worries, and please, if you hear of anyone out there looking to buy or sell their home, would
you call me to let me know?
6. Thank you for that! Well, look out for the pricing analysis and let me know if you have any questions,
talk soon!

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FSBO 1.0 SCRIPT

TIP: This script is designed to get you a high quantity of FSBO preview appointments. You want to use
this script and approach for your first 30-60 days going after FSBO’s or until you’ve gone on about 20-30
FSBO preview appointments. Once you’ve mastered this, you can move to FSBO script 2.0.

1. Hi (Name)?
2. Hi (Name), this is Brandon with Brookstone Realtors and I’m calling about that home for sale on
main street and I understand you're selling for sale by owner, is that right?
3. Got it, I absolutely respect that and think it’s smart in this market regardless of what other
realtors may say, I was curious if you’re open to the idea of a realtor bringing you a potential
buyer for the home?
4. Perfect! I was planning to preview some homes like yours this week before getting to work and
was hoping to see yours as well, will you be home tomorrow afternoon between 4 & 6pm to
show me the home if I was able to stop by quickly?
5. Great! I’ll plan on seeing the home tomorrow right around 4pm and in the meantime, I’ll email
you my agent information so you have that on file, what’s the best email for you typically?
6. Got it, I’m looking forward to seeing your home tomorrow, have a great day!

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FSBO 2.0 SCRIPT

TIP: This script is designed to identify potential listing opportunities and increase the quality of your FSBO
preview appointments. Your goal is to present the FSBO backup plan and set the preview appointment
with the intention to review this plan with the seller. It’s perfectly normal to not get as many
appointments with this script as your goal is to identify listing opportunities that will come over the next
4-6 weeks through follow up.

Quality Lead Qualification: 1. The FSBO is open to buyer agents. 2. The FSBO is open to meeting with you
if they can’t sell the home on their own.

1. Hi (Name)?
2. Hi (Name), this is Brandon with Brookstone Realtors and I’m calling about that home for sale on
Main Street and I understand you're selling for sale by owner, is that right?
3. Got it, I absolutely respect that and think it’s smart in this market regardless of what other
realtors may say, I was curious if you’re open to the idea of a realtor bringing you a potential
buyer for the home?
4. Perfect! I love your neighborhood and the home looks great from what I see online, what has
you thinking about moving?
5. I see and in a perfect world, how soon would you like to move?
6. Makes sense and with the market being so hot right now, I’m sure you’ll have no issues selling
on your own but if for some reason 30 days go by and you can’t sell it, would you consider
meeting with me down the road to discuss other options?
7. Great, well what I’ll do and really I don’t mind, is email you a copy of my FSBO backup plan, take
a look at it and if it’s something you’d like to review at a later time, we can do that, fair enough?
8. What’s the best email for you typically?
9. If you thought my plan made sense, would you consider meeting with me now if I could show
you my plan that would get your home sold and net you the money you need in your pocket
bottom line? (If yes, set the listing appointment)
10. Got it, I was planning to preview a few homes that just hit the market and was hoping to see
yours too. Will you be around tomorrow between 4pm & 6pm if I was able to stop by quickly?
11. Perfect, I’ll plan on being there tomorrow around 4pm and while I’m there I leave you a copy of
my FSBO backup plan, sound fair?
12. Great, I’ll see you tomorrow.

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EXPIRED LISTING SCRIPT 1.0

Tip: When calling expired listings, you want to be genuinely curious. With script 1.0, your focus should be
on getting the face-to-face appointment.

1. Hi (Name)?
2. Hi (Name), this is Brandon with Brookstone Realtors and I’m calling about the home for sale on
Main St. that came off the market, did you end up accepting an offer?
3. I was curious, are you still considering offers on the property if it made sense?
4. Ok great, I was hoping to stop by one day this week to preview the home before getting to work,
are you able to show me the home quickly tomorrow afternoon or would Thursday evening be
better?
5. Ok great, well I’ll email you a copy of my information as soon as we hang up for your records,
what’s the best email for you typically?
6. I’ll plan on stopping by around 4pm tomorrow and if anything changes, I’ll let you know.

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EXPIRED LISTING SCRIPT 2.0

Tip: When calling expired listings, you want to be genuinely curious. Don’t give in or give up on the initial
resistance, push through to the next question on the script.

1. Hi (Name)?
2. Hi (Name), this is Brandon with Brookstone Realtors and I’m calling about the home for sale on
Main St. that came off the market, did you end up accepting an offer?
3. I was curious, are you still considering offers on the property if it made sense?
4. Great, and with the market being so hot, I was a little surprised that the home didn't sell, what
kind of feedback did your last agent give you?
5. Aww...I see, what do you think stopped the home from selling?
6. I see, and if the home had sold, where were you planning to move?
7. That's exciting! If I was able to get the home sold in the next 30 days and get you to XYZ, would
that be a problem?
8. So here’s what I recommend, let’s not agree to anything at this time. I’d like to see the home
and discuss a plan that will cause the home to actually sell and then you and I can decide if
working together would make sense or not, does that seem reasonable?
9. Perfect, I have some time today at 4pm or tomorrow at 6pm, which works better for you?

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FRBO SCRIPT

1. Hi (Name)?
2. Hi (Name), this is Brandon with Brookstone Realtors and I’m calling about the home for rent on
Main St. and was curious with the market so high right now if you’d consider selling the home?
3. Great, well what I’d like to do and I really don’t mind is do a price analysis on the property, email
you the results and if the numbers make sense, we can talk about possibly getting together to
discuss a plan to get the property sold, sound fair?
4. Perfect, what’s the best email for you typically?
5. Great, I just have a few questions about the property so I can be as accurate as possible with the
analysis without seeing the home:
a. Any major updates that would impact the value of the property?
b. Finished basement?
c. Garage?
6. Let me get to work on the analysis and I’ll circle back with you this afternoon or this evening, fair
enough?

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ABSENTEE OWNER SCRIPT

1. Hi (Name)?
2. Hi (Name), this is Brandon with Brookstone Realtors and I’m calling about the home on Main St.,
are you still the owner?
3. Ok great! I was curious if you would consider selling that property while the market is so high?
4. Great, well what I’d like to do and I really don’t mind is do a price analysis on the property, email
you the results and if the numbers make sense, we can talk about possibly getting together to
discuss a plan to get the property sold, sound fair?
5. Perfect, what’s the best email for you typically?
6. Great, I just have a few questions about the property so I can be as accurate as possible with the
analysis without seeing the home:
a. Any major updates that would impact the value of the property?
b. Finished basement?
c. Garage?
7. Let me get to work on the analysis and I’ll circle back with you this afternoon or this evening, fair
enough?

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PROBATE SCRIPT

1. Hi (Name)?
2. Hi (Name), this is Brandon with Brookstone Realtors and I’m calling about the property on Main
St. and I understand that you might be the person handling the estate at this time, is this
correct?
3. Now (Name),I understand how overwhelming the process can be and that’s why I’m calling,
4. I specialize in working with people that have real estate going through the probate process
(Name), and I was curious, are you planning to keep the property or do you possibly need help
preparing the property in the future to be sold?
5. Makes sense, now (Name), I work with a team that can help you get the property cleaned out,
make any small repairs and handle an estate sale if needed, I’m wondering if it makes sense for
us to possibly schedule a time to meet at the property one day to assess what needs to be done,
I’m available tomorrow afternoon or Thursday, would one of those days work for you?

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REFERRAL PARTNER SCRIPT

TIP: Every real estate agent should have the following referral partners in their business. 3-4 divorce
attorney’s, 3-4 financial planners, 3-4 probate/estate attorney’s, 3-4 CPA’s, 3-4 mortgage loan officers,
3-4 property and casualty insurance agents.

1. Hi (Name)?
2. Hi (Name), this is Brandon with Brookstone Realtors and I’m calling because I understand you
specialize in X, is that correct?
3. Ok perfect! Believe it or not my real estate practice also specializes in X and based on what I see
online it seems like you focus mainly in the X area, is that correct?
4. Ok great! Now (Name), I’m looking to work with a top X in X where we can potentially refer
business to each other and I was curious if you have a true real estate professional that
specializes in X that you work with?
5. No! Ok well if you thought it made sense, I’d be happy to grab breakfast or lunch with you one
day this week, are you free tomorrow or maybe Friday?

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HOME VALUE SCRIPT

1. Hi (Name)?
2. Hi (Name), this is Brandon with Brookstone Realtors and I’m calling because I just received
notification that you’re looking for an accurate home value analysis, is that right?
3. Ok great! Now (Name), I just had a few questions about the property and then I can email you a
detailed analysis, now are you considering selling the home at some point if it made sense?
4. Got it. So I'll firm up some details about the home really quick and then I’ll email you the
analysis, if the numbers make sense, you and I can talk about possibly getting together to review
a plan to get the home on the market and getting it sold, sound fair?
5. Perfect, now tell me, what major improvements have you made to the home that would impact
the value…?

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ZBUYER SCRIPT

1. Hi (Name)?
2. Hi (Name), this is Brandon with Brookstone Realtors and I’m calling because I received
notification that you’re considering selling the home on Main Street if it made sense, is that
correct?
3. Ok great! Now (Name), I’m just curious, what has you thinking about selling this property?
4. I see, and if everything works out the way you plan, when would you ideally like to move?
5. Got it, well if you want and really, I don’t mind, I can stop by one day, take a look at the property
and when I’m there, I can share a plan with you that will cause the home to sell for top dollar
and we can talk about if working together might make sense or not, does that sound fair?

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PRICE ADJUSTMENT SCRIPT

1. Hi (Name), this is Brandon, is now still a good time?

2. Great, so I sent you an email with a few reports that I’d like to review with you, are you able to
review those with me now?
3. Perfect, so the biggest concern I have is the length of time we’ve been on the market in
comparison to the other homes that are selling on average of 17 days, like we’ve discussed, do
you see that on the report?
4. Ok so you can see that the other homes that we’re competing with have been on the market for
less time than we have and have already accepted an offer which means,
5. Our home is helping the other homes to sell vs. the other way around,
6. So, we have to make a decision to either adjust the price to stay in line with the market or risk
becoming a stale listing if we stay on the market too long, so I’m
7. Going to recommend we adjust the price to X, immediately, what are your thoughts?

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FOLLOW UP SCRIPTS

FSBO
TIP: The purpose of the follow up call is to 1: Set a listing appointment and 2. Stay top of mind. You must
be transparent and ask for what you want and listen closely for the opportunity to set the listing
appointment.

1. Hi (Name), it’s Brandon from Brookstone Realtors and I’m calling to see if you accepted an offer
over the weekend or if the home is still available by chance?
2. I sent you an email last week that shows what’s going on with the other homes you’re
competing with, did you see that home on 123 Main St. (go up for sale, accept an offer, sell?)
3. Did you have a chance to review my FSBO backup plan that I emailed you last week?
4. Great, and I’m wondering if we should meet this week to discuss my plan to get the home sold
assuming I can get you the money you need, would you be open to meeting one day this week?

Hot Lead
1. Hi (Name), it’s Brandon with Brookstone Realtors and I’m calling to see if we can schedule a
good time to meet, I’m actually going to be in your neighborhood tomorrow, can you meet at 4
or 6pm?

Nurture
1. Hi (Name), it’s Brandon with Brookstone Realtors and I was calling because, when we spoke last,
you were thinking about selling your home in X, is that still the case?
2. Great! I’d like to schedule some time to come see the home and review a plan that will cause
your home to sell for a premium, are you around today at 6pm or would tomorrow work better?

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UPFRONT LISTING AGREEMENT SCRIPT

1. I have a few questions to ask so that I’m prepared for our meeting so that you get the most from
our time together, is that fair?
2. When the home sells, where are you planning to move?
3. Got it, and how soon would you like that to happen?
4. Will you need time after we close to live in the home as you’re making the move?
5. Got it, now, is it an option to stay in the home, maybe rent it or have you decided that you’d like
to sell at this point?
6. What improvements have you made to the home since living there that might impact the homes
selling price?
7. I’m going to send you an email with a detailed pricing analysis that will allow you to look at the
comparable homes and my listing plan of action, can you review that prior to our meeting?
8. Our meeting should be about 30 min and we’ll cover a pricing strategy that will cause your
home to sell for a premium, we’ll review all the numbers and then at the end of our meeting, we
can discuss if working together makes sense, does that sound fair?
9. Perfect, now how much should I use for the mortgage payoff as I’m working up the #’s, roughly?
10. Got it, and do you have any questions at this time or is there anything you want to be sure we
cover when we meet?
11. Great, I’ll look forward to our meeting on X & X.

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RESPONDING TO OBJECTIONS

5 STEPS TO RESPOND TO ANY OBJECTION

1 – Agreeable Acknowledgement

2 – Strategic Empathy

3 – Assumptive Statement

4 -Value Statement

5 – Gain Agreement

“I’m no longer interested in selling”

1. Makes sense,
2. and If I was you, I’d feel the same way, so let me ask you,
3. If you got a great offer, it made sense and it helped you move to XWZ, is the something you at least
consider?
4. So let’s do this, let’s not agree to anything over the phone, what I’d like to do is stop by the home
one day this week, share new information that will cause your home to sell and from there, you can
decide is working with me might be an option down the road, does that sound reasonable?

“Do you have a buyer?”

1. Great question,
2. And I’m sure you’re getting a ton of calls from agents,
3. I don’t want to mislead you and tell you I have a buyer right now when I don’t, I’m previewing some
homes that just went up for sale just like yours and was hoping to see yours too, are you around
tomorrow between 4-6pm to show me the home quickly?

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“I want to wait to sell”
1. That makes sense,
2. And I can see why you would wait until…, so let me ask you,
3. Obviously you’re not going to do anything unless it made sense but, If I showed you a plan that
caused your home to sell for a premium right now and allowed you to move to X, would you consider
meeting with me one day this week?

“I have a friend in the business”

1. Certainly, and
2. It’s rare to talk to someone these days that doesn’t know a realtor,
3. Which is why it might still make sense for us to meet, because
4. Obviously, you’re not going to do anything unless it made sense, but what I’ve found is that people
value more than one option to get perspective and chances are that you do business with your
friend, but,
5. If the day ever came where you decided to hire an agent, maybe we can still meet so you can see
what other top agents are doing to sell homes like yours and you could at least explore all your
options, does that sound reasonable?

“I’m not interested in working with an agent”

1. I totally understand, and
2. In this market, you’ll probably have no issue selling the home on your own, which is why I’m
calling,
3. If in 30 days from now, for some off chance you’re not able to sell on your own, would you at
least consider meeting with me to review other options?

“I’m going to use the same agent”

1. (Name), that makes sense and,
2. Using the same agent certainly is the easy choice which is why it might still make sense for us to
meet because let’s face it,
3. You’re not going to do anything unless it makes sense, and so if we met to review a new plan
and a different strategy to get your home actually sold that maybe your current agent is not
doing, having all your options on the table before making any decisions would make sense,
would you agree?

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“How much do you charge?”
1. Great question and the money you net after the sale is critically important which is why,
2. I offer my flexible commission program which will be one if the first things we discuss when we
meet to ensure you net the most money bottom line which is obviously our goal,
3. Right?

“We’re going to keep the property as a rental”

1. Makes sense with the rental market being so hot, and so,
2. If property values keep going up, would you consider selling the property in the future to cash
out if you end up not wanting to be a landlord?

“Will you cut your commission?”

VI
1. Great question,
2. And obviously if I’m you, I would look to ensure I net the most money, bottom line,
3. which is what you want, regardless of the commission right?
4. Makes total sense,
5. And I’m sure there are many agents that would drop their commission in a second to get your
listing which would absolutely be a red flag, can I share why?
6. If an agent is that quick to lower their OWN income, they use to feed their family, how fast do
you think they would want you to lower your price or worse yet, negotiate a lower offer price
with another agent just to get the deal done?
7. So, let’s do this, I feel 100% confident that I can get your home sold and if you’re comfortable
with me, let’s go ahead and move forward and if there’s ever a day that you feel different, you
have the right to fire me at anytime, is that reasonable?
V2
1. Great question,
2. And obviously if I’m you, I would look to ensure I net the most money, bottom line,
3. which is what you want, regardless of the commission right?
4. Makes total sense,
5. And I’m sure there are many agents that would drop their commission in a second to get your
listing, which would absolutely be a red flag, can I share why?
6. So if we look at the real estate commission structure, it’s important to understand how it
works...If we take a 3% commission, I think the assumption sometimes is that the entire 3% goes
to the agent however here’s how it actually works: 1% goes to Broker, 1% is used for
professional photography and to market the property and then 1% goes to the agent, before
they pay taxes, now,

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 7. If an agent is going to discount their commission, do you believe the agent's Broker is going to
get their money?
8. Do you believe the agent is going to get paid their portion to take home to their family?
9. What do you think will be left out with agents that discount?
10. This is why we see agents that discount their commission not able to market their listings and
therefore the property takes longer to sell, which causes the property to sell for less money, so,
11. On the outside, it looks like having an agent that will discount their commission might be better
but if you ended up getting 10%-12% less for your home than you could have gotten, would that
be acceptable?
12. So let’s do this, I feel 100% confident that I can get your home sold for a premium which will net
you the money you need and if you’re comfortable with me, let’s go ahead and move forward
and if there’s ever a day that you feel different, you have the right to fire me at anytime, is that
reasonable?

“We want to interview other agents”

1. That makes sense,
2. And interviewing more than one agent is smart, so
3. Can I ask you, are you ok with the pricing strategy we talked about?
4. Great and the numbers we talked about with my flexible commission all makes sense and
sounds fair?
5. Perfect and are you comfortable with me as your agent if we did decide to move forward?
6. Ok got it so you just want to make sure that before we commit to working together, you at least
have some perspective of what another agent would have to say, is that right?
7. Makes total sense and so let’s do this, if you want, we can go ahead get the paperwork
completed now and if for some reason you meet with another agent and decide not to work
with me, I’ll personally come back, rip up the paperwork with you and we can shake hands and
walk our separate way, fair enough?

“We think our house is worth more money”

1. Absolutely,
2. And if I’m you, I want to make sure I don’t leave any money on the table and get the most for
my house as possible, which is what you want, right?
3. Totally makes sense, and so let’s do this, we can enter the market at the price you feel confident
with, and given that the average time it takes for homes like yours to sell is 17 days, one of three
things will happen:
a. We should anticipate tons of traffic and showings and an offer within the first two
weeks.

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 b. Or, we get a ton of traffic and showings, but no one writes an offer which means the
buyers don’t agree with our price, make sense?
c. Lastly, if we hit the market and don’t get any traffic, while all the homes around us are
selling, this is the market's way of telling us the price is NOT in line and we’d need to
adjust within the first two weeks to avoid becoming a stale listing, does that seem
reasonable?

“We want to think it over and get back to you”

1. That makes sense,
2. Obviously, this is a big decision
3. Can I ask you, are you ok with the pricing strategy we talked about?
4. Great and the numbers we talked about with my flexible commission all makes sense and
sounds fair?
5. Perfect and are you comfortable with me as your agent if we did decide to move forward?
6. Ok got it so you just want to make sure that before we commit to working together, you at least
have some time to think it through, is that right?
7. Makes total sense and so let’s do this, if you want, we can go ahead get the paperwork
completed now and if for some reason you decide not to work with me, I’ll personally come
back, rip up the paperwork with you and we can shake hands and walk our separate way, fair
enough?

“We want to list with a flat fee broker”

1. I totally understand,
2. And if I was you, listing with a flat fee broker to save money might make sense,
3. Can I share with you some red flags to consider when working with those companies?
4. Obviously, it looks appealing to work with those companies to get your house in the MLS for a
low fee to get the home sold but netting the most money bottom line is the ultimate goal, right?
5. Right and are you familiar with their “List to Sold Price Ratio?”
6. Flat fee brokers only get about 75% of the sellers asking price on average vs. listing with full
service brokerage which gets about 97% depending on the agent, so
7. Let’s do this, why don't get move forward together and if the day ever comes where you don’t
think I’m earning my commission, you can fire me and hire a flat fee broker anytime you want,
8. Is that fair?

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REVERSE SELLING APPOINTMENT SETTING SCRIPTS

Tip: These scripts use all 6 of the skills in the reverse selling hexagon. Listening, AARA, Removing
Resistance, Gaining Agreement, Socratic Questioning, Reverse Close.

1. Let’s not agree to anything over the phone, LET’S SIMPLY schedule time to meet and review a
plan that will cause your home to sell and then after we’ve had a chance to meet, you can
decide if working with me makes sense or not, fair enough?

2. (Name,) what I’d like to do, is stop by one day, take a look at the home and when I’m there, we
can review a plan to get the home sold and then after we meet, you can decide if working with
me as your agent makes sense or not, does that sound fair?

3. (Name,) obviously you’re not going to do anything unless it makes sense, which is why maybe
we can schedule time to meet one day this week, review a plan that will cause your home to sell
and then after we’ve had a chance to meet, you can decide if working with me makes sense or
not, does that sound reasonable?

4. At this point, I think it makes sense for us to schedule time to get together one day, I can take a
look at your home, I’ll give you an honest assessment of the value and what I would do to get
you top dollar and after our meeting, you can simply decide if working with me is a good fit or
not, does that sound fair?

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DISCOVERY

1. So, before we get started, I want to make sure I’m on the same page, can you share with me
what has you wanting to move/sell?
2. Makes sense, and ideally, when would you like to be done with this process and be moved to
your new home?
3. Got it, now just so I understand, is it an option to just stay here and not sell at all?
4. I see…and with all of the moving pieces to selling a home and making a big move, what would
you say is your biggest concern right now?
5. (Paraphrase what you heard and move on to the next step)

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SETTING THE AGENDA

1. Ok so there’s really 3 things we’ll go through today..

a. How to get your home sold for the highest price and not only the highest price, but attract
buyers to pay you more than what other homes in the area are selling for
b. How we’ll ensure that you NET the most money in your pocket bottom line
c. After we go through my plan of action, we can discuss whether or not it makes sense for us to
work together, does all that sound fair? (Reverse Trial Close)

2. Great, so I’d like to clarify something before we start, most agents will try and tell you what you want
to hear and try to make things sound better than they are in hopes you’ll list your home with them, I
would prefer to be 100% upfront and honest so that we can have a great experience working together,
would that be ok?

3. Ok perfect because it’s my goal at this time that at the end of the process when we’re sitting at the
closing table together that you’ll feel comfortable and confident to possibly introduce me to people in
the future that may need to buy or sell, sound fair?

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CMA PRESENTATION

TIP - Email the details of each of the comparables from the MLS with photos BEFORE the appointment.

Part 1 - Selling the Home 3 Times

Part 2 - Local Market Snapshot Report
Part 3 - Days on Market Presentation
Part 4 - Price Bracketing Presentation
Part 5 - Active Listing Analysis
Part 6 - Pending Report
Part 7 - Sold Report
Part 8 - Pricing Recommendation

1. So, let’s start off with understanding the market and creating your pricing strategy and to do so,
the home must sell 3 times, can I explain? (Offer, Inspection, Appraisal)
2. So, in order for you to control the process instead of the buyer, we have to have a pricing
strategy that gives you all the leverage, make sense?
3. So, here’s a snapshot of the local market so we can understand what we’re up against. (Show
Market Snapshot report)
4. So, in order to ensure your home sells for a premium and you have the leverage in the
negotiation process, it’s all going to come down to how long it takes to generate an offer that
we accept, I’ll refer to this as Days on Market, here’s how it works...
5. Homes that get offers immediately after hitting the market will always have a higher list-to-sold
price ratio than homes that sit on the market for a long period of time and many times will get
more than what they're asking for this reason…
6. If you’re the buyer for this home and it’s been on the market for 1 day with multiple buyers
interested, what kind of offer would we need to present to the seller?
7. That's right! Because if the home you wanted was on the market for a long time, we’d be able to
be more aggressive in our negotiations, that makes sense, right?
8. Now obviously, when we hit the market, you want to be the seller who gets an offer right away
and has all the leverage, would you agree?
9. Perfect! The question then becomes how? It’s simple, we need to be the obvious choice when
we hit the market so buyers are attracted to your home like a magnet so let’s jump into the
analysis and I’ll show you what I mean.
10. Price Bracketing - First, it’s important that we understand the price bracketing strategy. When
we get to the actual pricing, we need to position your home in the right bracket so that your
home clearly stands out from the crowd as the obvious choice to potential buyers.

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11. Here’s an example: (Use a price range that does not reflect their price) - Buyers search homes
online in price brackets just like you and I. $200-$250, $250 - $300, etc which makes sense right?
12. A home that has a value range of $240,000 - $260,000 should be priced at $250,000, not
$249,900 or $259,900, can you see why? (Explain the power of being in both brackets)
13. Active Listing Analysis - Homes for sale now act as our competition. Our goal is to use them to
help us stand out. We do that by closely analyzing the features, benefits and price of each home
for sale and how that might affect our pricing strategy. (Review with seller and how those
homes compare)
14. Pending Listing Analysis - Homes that have accepted an offer will give us the best data because
they tell us what buyers like and how much they are willing to spend RIGHT NOW. (Review with
seller and how those homes compare)
15. Sold Listing Analysis - Homes that have sold in the past give us the facts and most likely the
homes that will be used on your appraisal. We have to get the appraiser to agree. (Review with
seller and how those homes compare)
16. Now based on the data, the market suggests the home should sell for somewhere between X-X
and my recommendation is that we enter the market at X so that we are the obvious choice and
have buyers competing for your home, does that make sense? (Only move on when a price has
been agreed to)

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VALUE PROPOSITION PRESENTATION

1. Now anytime a seller looks at hiring an agent, I believe that the seller takes on a huge risk…why?
Because they don’t really know what they’re getting and can only go off what the agent is
saying…
2. So, I’ve designed a program to transfer the risk and accountability off of you as the seller and on
to me to perform which is the way it should be, would you agree?
3. So if we thought it made sense to work together, the first thing is that I have a ONE DAY
AGREEMENT.
4. It’s very simple, as long as things are moving the way we both want, we keep moving forward
but if there comes a time where you think I’m not holding up my end, you’ll have the right to
fire me, does that seem fair?
5. Great and it goes both ways. (Make a joke about you the agent having the same right if the
seller turns out to be difficult)
6. So the next thing is what I call the “Savvy Seller Agreement”.
7. This gives you the right to bring a buyer to the table, is it likely, no, but if a friend, family
member, or co-worker wants to buy your house,
8. I would act as the “Transaction Coordinator” and coordinate the contracts, addendums,
disclosures, inspections, appraisal, title work and the closing and you’d only end up paying a 1%
commission, make sense?
9. Perfect and lastly, that leads me right into my “Flexible Commission” structure,
10. We just discussed what happens if you bring a buyer but there’s two other ways I’ll generate the
buyer,
11. The first is if through my own marketing efforts directly to buyers I find a buyer who does not
have their own agent, you’d only end up paying a 4% commission and,
12. Lastly, through marketing to other agents, I get them to bring one of their buyers, we’d pay 3%
to that agent's company and my company would get 3%, all that make sense?
13. Perfect, now going through all of that, are those terms something you’re comfortable with and
do they seem fair? (Reverse Trial Close)

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NET SHEET PRESENTATION

1. So, let’s break down the numbers so you can get a good idea of how much you’ll net from the
sale,
2. What we’re looking at right now are three worst case scenarios as these numbers assume
another agent brings the buyer and NO TAX PRORATIONS are included so,
3. There are really only 3 things a seller is responsible for, real estate costs, title and transfer tax,
and the rest is the covered by the buyer
4. Now, transfer tax is always .876% of the sales price, which is this number here…
5. And the seller is responsible for providing an owner’s title policy which is about $400-$500 per
$100K in sales price and that is this number here
6. And this number represents the real estate costs
7. And here’s what you can expect to walk away with in your pocket when the home sells, worst
case scenario, (point to the most likely number), can you live with this? (Reverse Trail Close)

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REVERSE SELLING LISTING CONSULTATION SCRIPT

Part 1 - Discovery (After Home Tour WITH The Seller)

Part 2 - Setting the Agenda
Part 3 - CMA Presentation
Part 4 - Value Proposition Presentation
Part 5 - Net Sheet Presentation
Part 6 - Plan of Action Presentation
Part 7 - Reverse Close

PART 1 – Discovery
1. So before we get started, I want to make sure I’m on the same page, can you share with
me what has you wanting to move/sell?
2. Makes sense, and ideally, when would you like to be done with this process and be
moved to your new home?
3. Got it, now just so I understand, is it an option to just stay here and not sell at all?
4. I see…and with all of the moving pieces to selling a home and making a big move, what
would you say is your biggest concern right now?
5. (Paraphrase what you heard and move on to the next step)

PART 2 - Setting the Agenda

6. Ok so there’s really 3 things we’ll go through today..
a. How to get your home sold for the highest price and not only the highest price,
but attract buyers to pay you more than what other homes in the area are
selling for
b. How we’ll ensure that you NET the most money in your pocket bottom line
c. After we go through my plan of action, we can discuss whether or not it makes
sense for us to work together, does all that sound fair? (Reverse Trial Close)

7. Great, so I’d like to clarify something before we start, most agents will try and tell you
what you want to hear and try to make things sound better than they are in hopes you’ll
list your home with them, I would prefer to be 100% upfront and honest so that we can
have a great experience working together, would that be ok?
8. Ok perfect because it’s my goal at this time that at the end of the process when we’re
sitting at the closing table together that you’ll feel comfortable and confident to possibly
introduce me to people in the future that may need to buy or sell, sound fair?

Page | 31
PART 3 – CMA Pricing Presentation

9. So let’s start off with understanding the market and creating your pricing strategy and
to do so, the home must sell 3 times, can I explain? (Offer, Inspection, Appraisal)
10. So, in order for you to control the process instead of the buyer, we have to have a
pricing strategy that gives you all the leverage, make sense?
11. So here’s a snapshot of the local market so we can understand what we’re up against.
(Show Market Snapshot report)
12. So in order to ensure your home sells for a premium and you have the leverage in the
negotiation process, it’s all going to come down to how long it takes to generate an
offer that we accept, I’ll refer to this as Days on Market, here’s how it works...
13. Homes that get offers immediately after hitting the market will always have a higher list-
to-sold price ratio than homes that sit on the market for a long period of time and many
times will get more than what they're asking for this reason…
14. If you’re the buyer for this home and it’s been on the market for 1 day with multiple
buyers interested, what kind of offer would we need to present to the seller?
15. That's right! Because if the home you wanted was on the market for a long time, we’d
be able to be more aggressive in our negotiations, that makes sense, right?
16. Now obviously, when we hit the market, you want to be the seller who gets an offer
right away and has all the leverage, would you agree?
17. Perfect! The question then becomes how? It’s simple, we need to be the obvious choice
when we hit the market so buyers are attracted to your home like a magnet so let’s
jump into the analysis and I’ll show you what I mean.
18. Price Bracketing - First, it’s important that we understand the price bracketing strategy.
When we get to the actual pricing, we need to position your home in the right bracket
so that your home clearly stands out from the crowd as the obvious choice to potential
buyers.
19. Here’s an example: (Use a price range that does not reflect their price) - Buyers search
homes online in price brackets just like you and I. $200-$250, $250 - $300, etc which
makes sense right?
20. A home that has a value range of $240,000 - $260,000 should be priced at $250,000, not
$249,900 or $259,900, can you see why? (Explain the power of being in both brackets)
21. Active Listing Analysis - Homes for sale now act as our competition. Our goal is to use
them to help us stand out. We do that by closely analyzing the features, benefits and
price of each home for sale and how that might affect our pricing strategy. (Review with
seller and how those homes compare)

Page | 32
 22. Pending Listing Analysis - Homes that have accepted an offer will give us the best data
because they tell us what buyers like and how much they are willing to spend RIGHT
NOW. (Review with seller and how those homes compare)
23. Sold Listing Analysis - Homes that have sold in the past give us the facts and most likely
the homes that will be used on your appraisal. We have to get the appraiser to agree.
(Review with seller and how those homes compare)
24. Now based on the data, the market suggests the home should sell for somewhere
between x-x and my recommendation is that we enter the market at x so that we are
the obvious choice and have buyers competing for your home, does that make sense?
(Only move on when a price has been agreed to)

PART 4 – Value Proposition Presentation

25. Now anytime a seller looks at hiring an agent, I believe that the seller takes on a huge
risk…why? Because they don’t really know what they’re getting and can only go off what
the agent is saying…
26. So, I’ve designed a program to transfer the risk and accountability off of you as the seller
and on to me to perform which is the way it should be, would you agree?
27. So if we thought it made sense to work together, the first thing is that I have a ONE DAY
AGREEMENT.
28. It’s very simple, as long as things are moving that way we both want, we keep moving
forward but if there comes a time where you think I’m not holding up my end, you’ll
have the right to fire me, does that seem fair?
29. Great and it goes both ways. (Make a joke about you the agent having the same right if
the seller turns out to be difficult)
30. So, the next thing is what I call the “Savvy Seller Agreement”.
31. This gives you the right to bring a buyer to the table, is it likely, no but if a friend, family
member, or co-worker wants to buy your house,
32. I would act as the “Transaction Coordinator” and coordinate the contracts, addendums,
disclosures, inspections, appraisal, title work and the closing and you’d only end up
paying a 1% commission, make sense?
33. Perfect and lastly, that leads me right into my “Flexible Commission” structure,
34. We just discussed what happens if you bring a buyer but there’s two other ways I’ll
generate the buyer,
35. The first is if through my own marketing efforts directly to buyers I find a buyer who
does not have their own agent, you’d only end up paying a 4% commission and,
36. Lastly, through marketing to other agents, I get them to bring one of their buyers, we’d
pay 3% to that agent's company and my company would get 3%, all that make sense?

Page | 33
 37. Perfect, now going through all of that, are those terms something you’re comfortable
with and do they seem fair? (Reverse Trial Close)

PART 5 – NET Sheet Presentation (we give 3 scenarios on price, high, most likely, low)
38. So, let’s break down the numbers so you can get a good idea of how much you’ll net
from the sale,
39. What we’re looking at right now are three worst case scenarios as these numbers
assume another agent brings the buyer and NO TAX PRORATIONS are included so,
40. There’s really only 3 things a seller is responsible for, real estate costs, title and transfer
tax, and the rest is the covered by the buyer
41. Now, transfer tax is always .876% of the sales price, which is this number here…
42. And the seller is responsible for providing an owners title policy which is about $400-
$500 per $100K in sales price and that this number here
43. And this number represents the real estate costs
44. And here’s what you can expect to walk away with in your pocket when this home sells,
worst case scenario, (point to the most likely number), can you live with this? (Reverse
Trail Close)

PART 6 – Plan of Action Presentation

45. Awesome, so let's walk through the process so you can understand what to expect as
we move forward (Assumptive)
46. Everything starts with our professional photo shoot (Short explanation of the
importance)
47. Now typically we get photos back and the listing is ready for you to review, 2-3 days
after the shoot,
48. So when do you think you could have the house ready for photos? (Reverse Trial Close)
(Right down date and time)
49. Now, once we get everything back, we’ll send you the listing to review and approve
50. Once you approve the listing, I’ll install the lockbox and the sign will get installed, so let’s
talk about how showing the home will work,
51. When there’s a fully qualified buyer who wants to view your home, I can notify you a
couple different ways, I can call you, text you or email you and then you can approve or
decline that time, which would work best? (Reverse Trial Close)

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PART 7 - Reverse Close
52. Does all this make sense so far?
53. Perfect! So, after talking with you, I feel 100% comfortable working with you and
confident that I can sell your home, do you feel comfortable with me as your agent and
are you ready to get started? (Be confident and ask for the business)
54. Perfect, well, let’s go ahead and get some paperwork completed and then I can get to
work, let's start with the seller disclosure statements

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