More Expired Real Estate Scripts: Avoid the Traps

By Cheri Alguire

I have had an enormous response from you all about the first set of Real Estate Scripts. I had a couple of you send in more examples of objections and some that felt like they were being trapped by the expired real estate leads they were talking to.

It is true; some consumers like to set traps for unsuspecting agents. Armed with an attitude of sincerity and motivated by the opportunity to secure a new listing, every agent needs to avoid the traps set by expired home owners.

They say: “If I can’t get $XXX,000 for my house, I can’t afford to sell.”

This statement sounds innocent, but sets a major condition for taking the listing. A pre-set price without clarification or reasons is a trap to avoid. I suggest you simply reply: “I am just curious, how did you determine that price?” The objective for your curiosity is to ‘peel-back-the-onion’ or to reveal the expired seller’s motivation for having a pre-set price, not to mention the expectations that may exist with that price. Because the property has expired from the market, the price was probably rejected by the market. (But always keep in mind the possibility of location and condition as reasons for a property expiring.) Peeling back the seller’s motivation is key in determining your next step. An expired seller’s motivation for pre-selecting a price can range from: simple greed to having a second mortgage to another agent priced the home to the seller looked on-line at Zillow to the price reflects current tax assessed value to the cost of their new home or future lifestyle costs. Once you determine the motivation or reason behind the price tag, you can select your next step in successfully listing or walking away from the seller. Without peeling-back-the-onion, you may foolishly spend your time and money AND emotional energy. Avoid the trap of motivational ignorance.

They say: “How come you did not sell it while it was on the market before?”

There is nothing innocent about this statement, and it likely makes every agent cringe. This is the ‘blame trap’ and caution needs to be exercised. There are two clear directions an agent can take to avoid the pitfalls of the blame trap: One is to address the emotional feelings of failure of the expired seller. I suggest using the ‘feel-felt-found’ strategy. “I understand how you feel. I have spoken with many other sellers who have felt the same way. What they found is once we go through the factors that impact a home successfully selling, they understand why all buyers and agents may not see or show every home on the market.” “Would you be able to meet this evening or tomorrow to discuss these factors?” The second strategy is to directly address the factors or reasons all agents and buyers do not see every home. I suggest an introduction like…”There are several reasons that every buyer or agent may not see or show a home for sale. All of the reasons are related to five factors: Price, Location, Condition, Amenities, and the Exposure your home was receiving while it was on the market.” I like to follow-up this statement with a series of questions related to the results of the previous agent’s marketing. “How many showings did you have?” “How many open houses did you have?” “And, how many lookers were at the open houses?” “Did you have any second showings?” “Did you have any offers?” My intent should be clear. I am taking control of the conversation and collecting valuable information as I show real interest in the expired seller’s home. Avoid the blame trap.

They say: “Can you send me some information on your experience first?”

This request comes in many forms and I call it the ‘pre-condition trap’. It may be worded as: “Can you send me the price you think you can sell my house for before we meet?” Another way the ‘pre-condition trap’ is used is when a consumer suggests you drop off your market ahead of time. And the most common ‘pre-condition trap’ is, “how much do you charge?” In an attempt to be respectful of the seller’s wish, I immediately close for a time when they will be home, giving me the opportunity to meet them and quickly review the information they have requested. It sounds like this: “I have a brief resume of discussion points on my brokerage and my personal experience. When would you be available for twenty minutes?” Avoid the pre-condition trap.

They say: “Have you ever sold a house in my neighborhood?”

This is a challenge for the majority of agents. After all, we can only have a definitive number of sales in a year’s time. More important than the direct question is the motivation behind the question. The seller’s motivation for asking will determine your response and course of action. You may want to ask: “I am just curious, did your last agent have a lack of knowledge about your neighborhood?” Or, “Are there some benefits of living in your neighborhood we can use to market your home?” Or, “Are you asking if I can service a listing in this location?” Do not dodge the question, but do ask for clarification. Usually, only one agent will dominate a neighborhood and it is probably the expired agent. I call this the ‘statistically improbable trap’ and it can be tricky if you are not prepared. Avoid the statistically improbable trap.

They say: “How about if we just list it with you for a month and try it out?”

The ‘test-drive trap’ is very common among expired sellers and we cannot blame them for being a little cautious. After all, they may have endured a six month contract with zero showings and very little contact with their previous agent. Embrace the ‘test-drive’ with empathy and a guarantee. Here is a possible response: “I understand that you want to be cautious about entering another long contract. How would you feel about a ‘seller service guarantee’? If we do not provide the service you are expecting, we will cancel the contract --- no fees?” This response is not for every agent. If you do not intend on servicing the listing and providing a list of service points with a guarantee, then you will need to respond differently. Avoid the test-drive trap.

They say: “I am frustrated that our house has not sold yet.”

This is not an objection. This is a statement of feeling. Use empathy and paraphrase their feeling. But, do avoid the possible trap of becoming their counselor. Remember, you run a real estate business not a counseling center. You want to establish yourself as their real estate market expert, not the human emotions expert. Try this: “I understand how you feel. I have spoken with several other people that have felt the same way. They have found some comfort in understanding the current market conditions. When would you have twenty minutes for me?” This should sound familiar; it is the ‘feel-felt-found’ strategy. Avoid the counselor trap.

They say: “I don’t think our agent did their job.”

Remember OUR Code of Ethics and stay true to its spirit and avoid the ‘mud-slinging trap’ at all costs. Try a response like this: “What did your last agent do that you liked?” And follow with, “How could have the last agent improved their performance?” This is a great opportunity for you to hand-craft a marketing program for your new listing. The expired seller is giving you their personal list of dos and don’ts. What could be more valuable when listing a home? Take advantage of this opportunity. Avoid the mud-slinging trap.

They say: “My last agent was not able to sell our house in six months, what makes you think you can?”

Repeat after me: “We are not interchangeable parts!” And believe it! As many different and unique brokerages as there are, there are equally as many levels of training and agent proficiency. I like to answer this question with a simple statement: “When can we sit down and compare what you experienced over the last six months with what I am offering?” Or, “There are three basic reasons I think I can secure a buyer for your home. When can we sit down and discuss them?” Remember: Not all agents are created equal, and we all need to develop our personal Value Proposition. Avoid the interchangeable-parts trap.

They say: “My last agent did not do much to sell my house. I think I am going to try it myself.”

The ‘give-up’ trap is a signal of readiness for a hungry agent who wants to work side-by-side with a motivated seller. And treat this opportunity just that way: “It sounds like you are motivated to sell your home and have some ideas on how to get the job done. Am I right?” “Would it be all right if I stop over tonight to discuss your ideas and possibly make a plan for your home?” The key is to dignify the seller’s ideas and see if they fit your marketing plan. It may be as simple as having the seller preview the flyers, MLS input, photos and 800 recording prior to the list start date. Some sellers just want to be empowered. Do it! Avoid the give-up trap.

Tip from the Coach: When a consumer offers an objection in the form of a statement or question, the consumer has an underlying motivation, reason or concern. The key to successfully handling all objections is to reveal that consumer’s motivation.

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Coach Cheri Alguire has helped hundreds of Real Estate Professionals take their business to the next level of success. If you would like to submit some objections for an upcoming article, or would like to know more about Coach Cheri’s coaching programs, go to http://CoachCheri.com

Expired Real Estate Leads Scripts

By Cheri Alguire

With so many agents working on getting expired listings, my clients have been asking me to help them work on scripts during our coaching sessions for advice on how to deal with objections from expired real estate leads.

Remember, the expired listing is going to be bombarded with calls from other agents who are also trying to get the listing. It is very important to build rapport with the seller and to set an appointment. Once you are sitting with them, you will be better able to explain how you can help them get their home sold.

If you are using these scripts on the phone or even at their front door, always try to set an appointment to present your listing presentation when all decision makers can be present for as soon as possible. That same day would be great.

These are only some of the objections my coaching clients have received in the past few weeks. These are the responses we came up with to learn and use to handle those objections and questions. What kinds of objections and questions are you getting? Submit your question here http://www.prorealestatecoach.com/pages/contact-us.htm and we will get back to you on a specific response as well as include the best questions on a future Scripts posting.

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They say: “If I can’t get $xxx,000 for my house, I can’t afford to sell.”

You say: “I understand your concerns. Have you looked at what you will net if you get that amount? Let’s take a closer look at the numbers including what it is costing you each month that you don’t sell and have to pay for expenses with the property. Could I stop by and explain those numbers to you later today?”

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They say: “How come you did not sell it while it was on the market before?”

You say: “With the current market we are in, there are so many houses that are similar on the market. In order to get your house to stand out on the Multiple Listing System that agents use to search for available houses for their buyers, it is important to market it so that it stands out among the rest. Can I share with you how I market homes differently on the MLS than I do for potential buyers in, say, the newspaper? Can we meet later today?”

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They say: “Can you send me some information on your experience first.”

You say: “I would be happy to get you a brochure and some information on how I can help you get your home sold. I would hate for you to miss any time on the market, however. Can I drop it off with you this evening? That way you can get your home listed again as soon as possible. What time is best for you?”

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They say: “Have you ever sold a house in my neighborhood?”

You say: “Even though I have not sold a home in your specific neighborhood, my marketing philosophy is to really market the home’s strengths. I believe one of your homes strengths is being in the (insert neighborhood name) and it’s proximity to the elementary school. What do you think are your home and neighborhood’s best features? I would love to show you how I’ll fit those strengths into my marketing materials. Can we set up a time for me to come over and explain my marketing plan later this evening?”

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They say: “How about if we just list it with you for a month and try it out?”

You say: “With today’s current marketing conditions, it is taking longer for some properties to sell with the competition on the market. Let me explain the marketing plan I would use on your property and explain what I would be doing in the first month as well as the next months after that. I am sure you will be impressed. “

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They say: “I am frustrated that our house has not sold yet.”

You say: “I understand your frustration. With the changes we have seen in the real estate market over the past year, the average days a home is listed on the market has increased. One thing that I offer is an updated market analysis on a regular basis to make sure we have your home listed at the right price even with new homes selling and new properties being listed in competition with you. To help ease your frustrations, how often would you like to receive this information while your house is listed?”

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They say: “I don’t think our agent did their job.”

You say: “I am sorry you feel that way. I know your past agent and he is a good agent. However, what would you want from your next agent that would make it a better experience?”

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They say: “My last agent was not able to sell our house in 6 months, what makes you think that you can?”

You say: “I know it is frustrating that it is taking longer to sell your home than you anticipated. I have a marketing plan that has helped me sell (insert your numbers) % of my listings and my average days on market is (insert your numbers.) What do you think would help your home sell more quickly?”

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They say: “My last agent did not do much to sell my house. I think I am going to try it myself.”

You say: “I can understand your frustrations. Sometimes it seems like it would be easier to sell it yourself because you don’t see what your agent is dong to promote your house to the other agents in your area. Can I explain what I do to promote your house in the MLS and to other agents?”


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Real Estate Coach Cheri Alguire has helped thousands of Real Estate Professionals answer tough questions from Expired Real Estate Leads like these. If you have a tough question that you have trouble answering, submit it here: http://www.prorealestatecoach.com/pages/contact-us.htm and she will email you a possible script and post the most best questions in a future Scripts posting.