Brian Buffini Scripts

I titled this post ‘Brian Buffini Scripts’ because that is a search term used frequently to find this blog. I think I mentioned Brian’s Scripts in a post or two, so people, trying to find a free dialogue come here searching. I could have easily called this ‘Mike Ferry Scripts,’ or ‘Tom Hopkins Scripts,’ or ‘Danielle Kennedy Scripts.’ The point is: REALTORS seem to always be searching for the magic words that will turn their business around. Somehow, we think we’re failing because we don’t have the right words. If we just had the words . . . the magic script . . .

Trust me: there is no magic in the words. You’re not failing because you have a bad script. You’re failing because you don’t know your business.

All good scripting is the same thing: packaging something that is true in a powerful way that consumers can understand. When the script master says, ‘There are three factors that influence the sale of any home: Price, Condition and Exposure,’ it is true. It’s also true when the marketeer says ‘The single most important thing we can do to make your home marketable is to price it right.’ In these examples, truth is packaged numerically: ‘Three Factors,’ and ‘Single most important thing.’ Breaking down concepts into a few key components makes them easier for consumers to grasp and remember.

You can’t package something that is essentially un-true and expect the packaging to make it believable. Telling a FSBO, ‘There is no way you will ever be able to sell your home yourself,’ would be a good example. It’s a false statement. People sell their homes themselves all the time. Telling a FSBO, ‘You may well be able to sell your home yourself in today’s market. What I’d like to do is stay in touch every few days to see how you’re doing. My hope is that, if the time comes that you need help, you’ll think of me.’ . . . well, that’s about as honest a statement as you might make. It’s so straightforward that it may be disarming. The agent who takes this tack and then follows up every few days with ideas and suggestions that might help the FSBO is going to be at the head of the pack when – somewhere around week three – the FSBO gets stood up again . . . and that becomes the straw that breaks the camel’s back.

Don’t get me wrong: I’m not anti-script. I think scripts are fine, when you are learning your business. Good scripts will help you see, understand and remember the truths about selling real estate. They can be the fast track to mastery. I guess I’m a good example. My first six months in the business, I sucked. I was so bad I had serious doubts about my ability to sell real estate at all! But then, one frustrating day, I wandered down to my Board library and checked out a set of Tom Hopkins’ tapes (it was 1977). I’d drive around in my car listing to Tom reciting his scripts, thinking to myself, ‘There’s no way I’ll ever do that. It’s not me. It’s so phony!’

And then I called on a FSBO. I arrived at the door prepared, as usual, to get absolutely nowhere. But when the door opened, out of my mouth came Tom Hopkins’ words. As I talked, I could see the seller relax just a little. Then she asked a question, and another Tom Hopkins’ script came out of me. Next thing you know I had the listing. And then I got her son’s listing. And then I sold both of the houses and sold them each replacement homes! I still didn’t like Tom Hopkins’ scripts, but I sure was glad they’e found their way into my brain.

As the years went by, I learned everyone’s scripts. And I also realized that what I was doing was learning key bits of information about the home buying and selling process that I could call up whenever they were needed. I learned that, despite Tom’s near constant harangue to ‘Use the script exactly as it is written, word-for-word,’ I did best when I simply spoke the truth contained in the script. I came across as genuine and sincere . . . because I was. I was telling the truth and if felt good – to me and my clients.

So, good luck finding Brian Buffini’s scripts for free. When you do locate them learn them well, recognize the truth in them and then make them your own. And if you want some of the very best scripts and information about the home buying and selling process, get Danielle Kennedy’s book, ‘How to List and Sell Real Estate.’ It’s absolutely the best thing ever written for a real estate salesperson to read. It’s in its quadrillionth printing and was revised just last year to reflect new market realities. I’m serious: go get it.

Short Sale Prospecting

I know, I know:  you hate Short Sales.  They are unpredictable and frustrating to say the least.  But, the reality is almost every REALTOR hates Short Sales . . . and that’s what makes them such a great opportunity. 

Mike Ferry, the great real estate trainer and motivator, used to talk about the 180 degree theory of real estate sales success:  find out what everyone else is doing and do the opposite.  He’d probably agree that in a world where agents hate Short Sales, the smart thing to do is to specialize in them. 

It’s a good fit for Help-U-Sell, too.  After all, our whole program is built around helping people solve their real estate problems in a way that saves them money.  Who better to help today than the homeowner who, through no fault of his or her own, is upside down and desperate for an answer? 

It’s that kind of thinking that’s led Dan Desmond, Robin Rowland, Marty Castro and so many other sharp Help-U-Sell Brokers to take courses, revise marketing materials and gear up to go after this growing niche in their local real estate market.  If market trends and history mean anything, that’s a smart strategy most of us should adopt.

A couple of weeks ago, on the Tuesday Broker Roundtable call, Ken Kopcho shared a flyer a competitor was using in his marketplace to solicit Short Sale listings.  This Broker created the flyer in English on one side, Spanish on the other, put them into plastic door knob hangers and had them delivered in target neighborhoods around town.  Ken reported a noticeable spike in the competitor’s listing inventory. 

Ken Faxed me the flyer and I wordsmithed it a little and have reproduced it below.  If Short Sales are a significant part of your market, why not use this bit of verbiage to begin a prospecting campaign for these special listings?  You could use this to create door hangers as originally done or convert it to postcards or even telephone dialogue.  Whatever you do, I’d love to hear how it works for you. 

Dear Neighbor,

Many homeowners in today’s market have little or no equity; that is, they owe more in mortgage debt than their property is worth.  In these situations, lenders may accept less than the full amount due when the property is sold – a practice that is commonly known as a Short Sale.   Today, more than ever before, you may be able to take advantage of this option.

My company has been negotiating between 10 and 20 Short Sales a month.  We will negotiate with your lender to accept less than the amount owed and forgive the difference.

I am convinced that, with our approach, we can help you sell your home.  With a Short Sale, you can basically list your home for FREE, since my fee is paid by the lender – all the while protecting your credit rating!

If you find yourself behind on your payments or owing more than your home is worth, complete the following questionnaire and call me TODAY at XXX-XXX-XXXX.  You may also email me at XXXX@XXXX.com or Fax the form to XXX-XXX-XXXX. 

****

(English)

Quick Short Sale Survey Form

Property Address _____________________________________

Are you behind or struggling to make your mortgage payments? Yes     No

Do you NEED to sell this home?     Yes     No

Do you owe more on your home than it is worth?     Yes     No

Are you living in the property now?     Yes     No

Additional Information  _____________________________________

Call XXX-XXX-XXXX or email this survey to XXXX@XXX.com or fax to XXX-XXX-XXXX

For more information, call me today.

Sincerely

J. Sellingman

Listing and Foreclosure Specialist

****

(Spanish)

Quieridos Duenos de Casa

Muchos propiedades in el mercado de hoy tienen poca o ninguna equidad; es decir el vendedor debe cerca de o más que la propiedad merece.  En estas situaciones, los bancos pueden aceptar menos que la cantidad llena debida, comúnmente conocido como “una Venta Corta.”  Ahora más que alguna vez, usted puede aprovechar esta opción.

Nuestra oficina hace ventas cortas con un promedio de 10-20 mensuales.  Negociaremos con su prestamista para aceptar menos que la cantidad debida y perdonar la diferencia.

Soy convencido que, con nuestro programa, podemos ayudarle a vender su casa.  Con una Venta Cort, usted puede poner básicamente su casa en la marketa gratis, ya los costos son pagados por el prstamista Y mentras co proteccion de su credito!

Si usted se encuentra detras en sus pagos o debido más que su casa merece llene el cuestionario abajo y me llman HOY al XXX-XXX-XXXX or correo electronico, XXX@XXX.comor numero de fax al XXX-XXX-XXXX.

****

Cuestionario de Venta Corta

Dirección de propiedad:______________________________

Esta Retrasado o batallando para complir con su pago de casa?    Si     No

NECESITA vender su casa?     Si     No

Se debe mas que el valor de su casa?     Si     No

Vive usted en esta propiedad?     Si      No

Informacion Adictional: _____________________________

Para mas informacion llame al XXX-XXX-XXXX

Sinceramente,

 

J.Negocios

Especialista de Venta Corta