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Effective Real Estate Sales and Marketing

ISBN: 9780324222890 | 0324222890
Edition: 3rd
Format: Paperback
Publisher: Cengage Learning
Pub. Date: 7/5/2006

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SummaryTable of Contents
Effective Real Estate Sales and Marketing provides the reader with an overview of the relationship between marketing and sales and has a logical sequence of preparation steps for successful selling. These proven techniques can serve as an effective tool for beginners in the field and as a reminder for the sales veterans looking to review approaches that work. The authors explain the marketing of real estate, the uniqueness of the sales process, and some of the advantages and disadvantages to being a real estate salesperson. Rosenauer and Mayfie... MORE
Prefaceix
Part I The Planning Stage---Getting Yourself Ready to Sell
1(62)
An Overview of Sales and Marketing
3(22)
... MORE3(2)
Factors Influencing the Marketing Concept
4(1)
Overview of the Sales Process
5(3)
Selling Defined
6(1)
Marketing, Sales, and the Uniqueness of Real Estate
7(1)
Traits of a Successful Salesperson
8(3)
Identifying What We Sell
10(1)
Advantages and Disadvantages of Selling Real Estate
11(2)
Professionalism
13(9)
Summary
22(3)
Review Questions
22(1)
Discussion Questions
22(1)
Situation
23(2)
The Technology of Real Estate Sales and Marketing
25(14)
An Overview of Technology
25(1)
Developing a Technology Budget
26(1)
Computer Needs
26(2)
Cellular Phones/Smart Phones
28(1)
Digital Photography
29(1)
Software
30(5)
Contact Management
31(1)
Database Needs
32(1)
Calendar Tasks/Needs
32(1)
Desktop Publishing
32(1)
Accounting and Bookkeeping
32(1)
PDF (Portable Document Format) Software
33(1)
Word Processing
33(1)
Presentation Software
33(1)
Photo Editing Software
34(1)
Specialty Programs
34(1)
Web Sites
35(1)
Putting It All Togethe
36(1)
Summary
37(2)
Review Questions
37(1)
Discussion Questions
38(1)
Defining Your Marketplace
39(12)
Selling Your Knowledge
39(1)
Deciding Where to Work
39(2)
Gaining Market Knowledge
41(4)
Establishing Boundaries
41(1)
Schools
42(1)
Houses of Worship
43(1)
Public Facilities
43(1)
Public Services
43(1)
Commercial Facilities
43(1)
Government Structure
44(1)
Real Estate Developments
44(1)
Knowing Your Marketplace History
45(4)
Keeping Up with Activity
45(1)
Keeping Up with Appreciation
46(3)
Summary
49(2)
Review Questions
49(1)
Discussion Questions
49(1)
Situation
50(1)
Personal Management
51(12)
Self-Discipline
51(1)
Personal Motivaton
51(3)
Keep Setbacks in Perspective
52(1)
Expect Problems and Attempt to Minimize Them
52(1)
Remember Victories
52(1)
Give Yourself Some Time Away
52(1)
The Bike Approach
52(2)
Time Management
54(3)
Guidelines to Improve Time Management
54(3)
Goal Setting
57(3)
Goals Must Be Personal
57(1)
Goals Must Be in Writing
57(1)
Goals Must Be Flexible and Subject to Review
58(1)
Goals Must Be Measurable
58(1)
Challenging Yet Realistic Goals
59(1)
Summary
60(3)
Review Questions
60(1)
Discussion Questions
60(1)
Situation
61(2)
PART II The Marketing Stage---Putting Your Knowledge to Work
63(102)
Developing a Prospecting System
65(18)
Applying Your Knowledge
65(1)
Suspect or Prospect?
65(1)
How Prospecting Works
66(1)
Developing a System
66(14)
The Satisfied Customer
67(1)
Centers of Influence
67(3)
Farming
70(6)
For Sale By Owners and Expired Listings
76(2)
Open House
78(2)
Summary
80(3)
Review Questions
80(1)
Discussion Questions
81(1)
Situation
81(2)
The Listing Presentation
83(16)
Listings
83(1)
The Importance of Listings
83(3)
Exposure in a Marketplace
84(1)
Generating More Business
84(1)
The Stability of a Listing
84(2)
Other People Working for the Agent
86(1)
Guidelines for Making a Listing Presentation
86(4)
Plan for the Presentation
86(2)
Explain the Agent's Role
88(1)
Explain the Seller's Role
88(2)
The Listing Presentation Kit
90(5)
Contents of Kit
92(3)
Summary
95(4)
Review Questions
95(1)
Discussion Questions
95(1)
Situation
96(3)
Advertising and the Communications Process
99(18)
Communicating with the Consumer
99(2)
How People Learn
99(1)
Communication
100(1)
Communication Barriers
101(1)
Advertising
102(1)
Advertising to Attracting Sellers and Buyers
102(1)
Enhancing Your Agency's Image
102(1)
Exposure in the Marketplace
103(1)
Educating the Public
103(1)
Satisfying the Seller
103(1)
Types of Advertising
103(2)
Classified Advertising
105(2)
Headings Attract Readers
105(1)
The Body Gives the Facts
105(1)
The Conclusion Brings Action
106(1)
Effective Ad Techniques
107(4)
Monitoring Ad Results
107(1)
Ad Location
107(1)
Concise Wording
107(1)
Conveying the Right Image
108(1)
Reverse Advertising
109(2)
General Guidelines for Ad Writing
111(1)
Other Media
112(2)
Summary
114(3)
Review Questions
114(1)
Discussion Questions
115(1)
Situation
115(2)
Telephone Techniques
117(16)
People Contact
117(1)
Receiving Incoming Calls
118(6)
Prepare for the Calls Beforehand
118(1)
Be Aware of Telephone Image
119(5)
Placing Calls
124(2)
Plan Calls in Advance
124(1)
Identify Yourself and Clear Time to Talk
125(1)
State Purpose of Call
125(1)
Don't Waste Time on Hold
126(1)
Give a Timetable for Return Calls
126(1)
General Telephone Techniques
126(3)
Keep in Touch
126(1)
Handle Messages with Care
127(1)
Return Calls
127(1)
Don't Tie Up the Lines
127(1)
National Do Not Call Registry
127(1)
Practice, Practice, Practice
128(1)
Summary
129(4)
Review Questions
129(1)
Discussion Questions
130(1)
Situation
130(3)
The Qualifying Process
133(16)
What Is Qualifying?
133(1)
Why Does an Agent Qualify?
134(1)
Time Savings
134(1)
Client Relations
135(1)
Buyer-Property Match
135(1)
Increasing Confidence
135(1)
When Does an Agent Qualify?
135(1)
How Does an Agent Qualify?
136(1)
Avoid Insulting Suspects
136(1)
Explain-and-Request Method
136(1)
Areas of Investigation
137(5)
Qualifying Issues Checklist
137(5)
Qualify versus Afford
142(3)
Buying Motives
145(1)
Summary
146(3)
Review Questions
146(1)
Discussion Questions
147(1)
Situation
147(2)
Presenting the Property
149(16)
Role of Showing in the Sales Process
149(1)
Why Showing Is Necessary
149(3)
To Sell
150(1)
For Involvement
150(1)
To Point Out Features and Benefits
151(1)
Further Qualifying
151(1)
Some Showing Guidelines
152(10)
Preview the Property
152(1)
Plan the Showing
153(9)
Summary
162(3)
Review Questions
162(1)
Discussion Questions
163(1)
Situation
163(2)
PART III The Closing Stage: Making the Sale and Keeping It Together
165(54)
Handling Objections and Closing
167(18)
Why People Object
167(2)
Slowing Things Down
167(1)
Gaining or Maintaining Control
168(1)
Misunderstanding
168(1)
Hiding the Real Reason
168(1)
Valid Objections
169(1)
Five Steps for Handling Objections
169(3)
Closing
172(11)
Buying Signals
172(3)
Closing Techniques
175(3)
Guidelines for Closing
178(5)
Summary
183(2)
Review Questions
183(1)
Discussion Questions
184(1)
Situation
184(1)
Presenting the Offer and Negotiating Counteroffers
185(12)
Presenting the Offer
185(2)
Plan the Presentation
185(2)
Contact the Seller
187(1)
Work to Maintain Control
187(3)
Bring the Seller Up-to-Date on the Marketplace
187(1)
Personalize the Offer
188(1)
Answer All of the Seller's Questions
189(1)
Close the Sale
189(1)
Keep Cool!
190(1)
Negotiating Counteroffers
190(4)
Keeping Personalities Out of the Negotiations
90(100)
Deal Only with the Differences
190(1)
Concentrate on Real Needs
191(1)
Zero In on the Offer
191(1)
Attempt to Balance the Differences
191(1)
Remain Positive
192(2)
Summary
194(3)
Review Questions
194(1)
Discussion Questions
195(1)
Situation
195(2)
Keeping the Sale Together
197(12)
The Salesperson's Responsibilities
197(5)
Review the Earnest Money Contract
197(1)
Process the Earnest Money
198(1)
Help the Parties Fulfill Terms of Agreement
198(1)
Keep Everyone Informed
199(2)
Be Prepared to Close
201(1)
Follow Up after Closing
202(1)
The Sales Process Revisited
202(4)
Summary
206(3)
Review Questions
206(1)
Discussion Questions
207(1)
Situation
207(2)
Broker Selection and Legal Awareness
209(10)
What to Look for in a Broker
209(4)
Hiring the Best Broker
210(3)
Legal Awareness
213(5)
Fair Housing
213(1)
Equal Credit Opportunity
214(1)
Truth in Lending
214(1)
Anti-Trust
215(1)
Deceptive Trade Practices
215(3)
Summary
218(1)
Review Questions
218(1)
Discussion Questions
218(1)
Situation
219


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