Mastering the Art of Selling Real Estate: Fully Revised and Updated

4.3 avg rating
( 57 ratings by Goodreads )
 
9781591840404: Mastering the Art of Selling Real Estate: Fully Revised and Updated

Thirteen years ago, Tom Hopkins, the top real estate sales trainer in the country, published How to Master the Art of Listing and Selling Real Estate—the industry’s bible—which has consistently sold well despite information that has become somewhat outdated. But now Hopkins gives a cutting-edge revamp to his still- popular classic. Along with its new title, readers can expect a complete elimination of dated material and inclusion of the most current information on the role of the Internet and computer software needed by every real estate professional.

 

Full of anecdotes, sales scripts, and proven tactics, Mastering the Art of Selling Real Estate will show readers how to:



   · Find the best listing prospects

   · Win over "For Sale by Owner" sellers

   · Earn the seller’s trust

   · Work an unrealistic price down to market

   · Arrange the final agreement

Anyone who’s serious about real estate can take charge with Mastering the Art of Selling Real Estate.

"synopsis" may belong to another edition of this title.

About the Author:

Tom Hopkins is one of the world’s leading authorities on salesmanship and selling techniques. He has presented his seminars to more than three million people on five continents. He is the author of a number of bestsellers, including How to Master the Art of Selling, The Certifiable Salesperson, and Selling for Dummies.

Excerpt. Reprinted by permission. All rights reserved.:

Introduction

Welcome to the wonderful world of real estate! I began my career in real estate in the 1960s. It was wonderful then and has evolved into something even more wonderful today. What a joy it is for people to own real propertyùto have a place they can truly call home. And you get to delight in helping people achieve their dreams of home ownership, while earning a good income for yourself and your loved ones. ItÆs a truly satisfying career choice.

Back in the 60s, real estate was primarily an older manÆs business. There were few young men choosing real estate as a career and even fewer women.

Fortunately for all of us, times have changed. I know of some young people these days who got their real estate licenses while still in high school and had a jump start on their careers on graduation day! Due to its flexibility of working hours, the field has provided excellent opportunities for thousands. IÆve seen many exciting changes over the years and congratulate you on your choice of a career in real estate.

When I wrote the first version of this material, it was actually two separate books. One just covered the listing aspect of real estate. The other, selling. They were first printed in the 1980sù back before computers, wireless phones, pagers, and the Internet. You are so fortunate today. Much of the research you need to do is available with the click of a few keysùand in minutes. I used to invest hours in researching data for Comparable Market Analyses, and reading through the Multiple Listing Service book (yes, it was a book, back then).

While the times have changed, some important aspects of buying and selling real estate have not. These include: the reasons people need your services; motivations for wanting a particular type of home; how husbands and wives relate to each other during real estate transactions; and how you must relate to them. ThatÆs the power of this book. In it are step-by-step strategies for getting started in this business, for finding people who need your services, for helping them like and trust you and your expertise in the field, how to prepare for a listing presentation, what to expect from potential buyers, what to say when they give you the most common questions or objections, how to negotiate offers and counteroffers, and how to close people on either listing their property with you or buying the home youÆve helped them find that best suits their needs.

In this revised edition, I have kept the best of the original books, deleted old strategies that may not be as effective today as they once were, and have added strategies that work phenomenally well in todayÆs marketplace. I cover the use of technology to save you time and increase your appearance of competence with clients. This book is designed to help you achieve a certain level of comfort within the real estate industryùbeing comfortable with the knowledge of what to expect and how to succeed in this truly wonderful career. Treat it as a textbook. Read it with a highlighter, a pen, and a notebook. Let it become your quick reference guide and your study guide as you grow. There is enough material here to help you through many years in this business. And, to help you find the success you dream of more quickly than you would without it. My wish for you is to find as much joy and satisfaction from your real estate career as I did mine.

MASTERING THE ART OF SELLING REAL ESTATE

Chapter 1

Portrait of a Professional
Real Estate Salesperson
If you are reading this book, you may already have had a day that stands out as your worst day in real estate. If youÆre new to the business and havenÆt had such a day, donÆt worry, you will. Just donÆt let it deter you. Perseverance has made all the difference in my life.

My worst day is one I will always remember. I was new to real estate, nineteen years old, and I didnÆt own a suit. So, I wore my black and silver high school band uniform to work. My car was a beat-up, old convertible with holes in the roof and springs popping through the back seat. Needless to say, I didnÆt present the most professional image.

Like most new licensees, I didnÆt know what to do with myself. The training program in my office consisted of the sales manager giving me the thumbs up signal and telling me to ôhang in there.ö I was warm and friendly with all my prospects, but didnÆt know how to close a sale. In fact, I was so nice that sometimes when people didnÆt buy from me, they would send apologetic notes to my broker, saying how nice I was.

Until I discovered that there was such a thing as sales training, my earnings averaged $42 per month. That was for my first six months! It doesnÆt matter how you budgeted, even in the early 1960s, $42 a month didnÆt make it.

My enthusiasm was beginning to fade. In fact, there was a low period during which I decided real estate wasnÆt for me. Three sales had fallen out in one week. One day I walked into my brokerÆs office and said, ôIÆm thinking about quitting.ö He had no answer for meùthe thumbs up signal wasnÆt good enough anymore.

I was so depressed that I went back to my desk and started looking at the classifieds. Then the telephone rang. To my surprise, through the receiver came, without a doubt, the most beautiful voice I have ever heard. It was an absolute melody. She said something that I had never heard before. ôSir, my husband and I would like to buy a home.ö I thought someone was playing a joke on me. Then, she said, ôSir, weÆd like to spend around $200,000.ö This really shook me up because the area I worked in was Simi Valley, California, and then the average home sold for between $18,000 and $20,000.

I felt like saying, ôMaÆam, would you like half of the valley, a quarter of the valley, or what?ö I didnÆt though. Somehow I kept my composure and set an appointment for 2:00 p.m. that day. To say I was nervous after this phone call would be a terrible understatement. I didnÆt even know of a home that was worth that much in Simi Valley. After driving around for a few hours, I finally found the right home on the top of a hill. It was absolutely perfect! It had a phenomenal view. It was a $187,000 mansion. My career finally looked like it was turning around.

On the way back to the office, they announced on the radio that it was the hottest day of the yearù105 degrees, 75 percent humidity. I didnÆt care, though. My enthusiasm was zooming off the charts! Back in the office, I pulled out a piece of paper, like any starving real estate person, and figured out what 6 percent of $187,000 was. People around me could hear me say, ôAll right! IÆm going to make some big money here!ö

Right at 2:00 p.m., in walked this gorgeous creature. She had on a $300 outfit and diamonds everywhere. Her hair was beautifully styled, her makeup exquisite. It must have taken at least two hours to put it on. I jumped up to meet her.

Being such a nervous wreck, I donÆt even remember how I got her into my car. As we drove down the street, I couldnÆt think of a thing to say to her. I was embarrassed by my car and nervous about the possibility of selling such a high-priced property.

All of a sudden, my car started to jerk. In my excitement about finding the right home, I had forgotten to check my gas tank. It was empty! Rolling the car to a stop at the side of the road, I turned to my potential new client and said, ôMaÆam, IÆve never had anything like this happen before. Please forgive me. ThereÆs a gas station only half a mile away. IÆll be right back.ö

There I was in my newly dry-cleaned, wool band uniform jogging down the street with my gas can. I wish you could have been there when I got back to that car. Not only was I a sweaty wreck, the woman had sat in that closed car at 105 degrees the whole time I was gone. Everything that had been on her face was now on her chest. Her hair even looked like it was melting. ôMaÆam, IÆm so sorry,ö I said. ôIÆve never had this happen. You can have all the air.ö I turned all the vents on her and drove on to the house.

By the time we got to the house, I had decided nothing could be worse than selling real estate as a career. Trying to regain my composure, I thought IÆd show her the beautiful view from the patio. She would have to be impressed with it and might forget what had happened with the car.

Walking over to the sliding door, I said, ôMaÆam, I think youÆll enjoy this view.ö I held the curtain back for her to see it. Well, she thought the sliding glass door was open and walked right into it. She hit her head hard and was obviously stunned. She looked at me for a split second with an expression I cannot describe and ran to lock herself in the bathroom.

Luckily, the sellers were gone. But now I had to get her out of the bathroom. I began knocking on the door, pleading with her to come out. Upon hearing a noise behind me, I turned to see that the sellers had returned ahead of schedule. Needless to say, they wanted to know what was going on. With the help of the sellers, the lady came out of the bathroom, and I got her back to my car. Not a word was spoken on the trip back to the office. When we got there, like a zombie, she got out of my car, walked to hers, and drove away.

I went into the office and took some aspirin. This was definitely the end of my real estate career. Nothing could be worse than what IÆd just gone through. Out came the classifieds again. Then, there was a phone call for me. When I answered, the man on the other end said, ôYes, Mr. Hopkins, you just showed my wife a home. I just canÆt believe what sheÆs told me. I want to see it, too.ö I felt like fainting dead on the spot!

They were both coming to the office right then. This time I had a goal for when they arrived. My goal was to get them from the front door to my desk without incident.

Now, there are certain types of people that we instantly likeùpeople we can build a rapport with very quickly. This ladyÆs husband was one of those types for me. After a few minutes, he and I were talking easily and getting along really well. All the while, his wife watched us both very carefully.

All of a sudden, this horsefly flew by. We had each shooed it away a couple of times during our conversation. This time, though, as a joke, I reached out for the fly, acted like I had it, and popped it in my mouth. Much to my surprise, I really did have it! It was moving around in there.

Now, I could do one of two things. I could swallow it and say something like, ôMmm, we love them here!ö Or, I could spit it out. I chose the latter. When I looked up, that couple had this amazed look on their faces. The wife was nudging the husband with her elbow and saying, ôI told you so.ö

Needless to say, I didnÆt make that sale. In fact, a letter came from them a day later that said, ôBased on our short exposure to the people in Simi Valley, weÆre staying where we live!ö

Around that time, I found out there was such a thing as sales training. I invested my last $150 of savings on a seminar to learn how to sell. If that didnÆt work, I was going to quit for sure. I was amazed by the things I learned at that seminar. Now that I could see where IÆd been going wrong, I started getting my enthusiasm back. I took notes and memorized them until my brain ached. Once I was able to apply the material, I was thrilled with the results. My career really started turning around.

Hopefully, you will never have as terrible a day as I did. Unfortunately, some of your days may be just as bad or, even worse. WhatÆs important is to anticipate those days and learn in advance the best ways to handle them. YouÆve made the first important step just by picking up this book. By reading and internalizing this material, you can become more prepared to meet the daily challenges of a career in real estate and succeed.

As a real estate salesperson, you are paid in direct proportion to your ability to communicate with people and serve their needs. If you canÆt do that, youÆll go nowhere in this businessùfast. IÆm assuming youÆve already learned that lesson the hard way and thatÆs part of the reason why you are now reading this book. You want to learn how to become a real estate professional.

Every profession has certain tools, which, once mastered, will allow you the opportunity to become one of the great ones in that field. For example, a professional golfer is paid in direct proportion to his or her ability to take a piece of steel at the end of a stick and bring it down to touch a small, white ball at the right time and place to send it hundreds of yards, eventually dropping into a small hole. Someone like Tiger Woods is a very successful professional because he has mastered the use of his tools.

A professional fighter is paid for how well he uses his fists; a surgeonùa scalpel; a carpenter must master the use of saws, hammers, and power tools. The people in each of these lines of work develop their skills through years of study, practice, and experience before they consider themselves professionals. If theyÆre smart, they learn not only by their own experiences but through the experiences of others.

The same thing applies to you in real estate. You canÆt become a real estate professional without learning what one does, can you? My goal in this book is to make you realize that youÆre no different from any other professional. As a real estate agent, you must primarily learn how to use your eyes, ears, and mouth because one of your most important tools is your ability to create exciting, colorful images, thus leading people to the decision to own real estate.

You see, selling real estate is no different from any other profession. As I mentioned above, people in most professional fields are paid in direct proportion to the amount of service they give. You, as a real estate salesperson, are as professional as the income you earn. So, in other words, if youÆre not making enough money, youÆre not giving enough service.

To learn how to give more service, you must learn from a professionalùsomeone who has done what you want to do: real estate. The problem with too many people is that they are taking advice or ôtrainingö from people who are not professionals. How can they teach you something theyÆve never accomplished themselves? Why would you want to learn from someone whoÆs not a top producer? IÆm not saying you canÆt learn from someone else, but be aware that you are limited to their experience. If theyÆre already way ahead of you because youÆre new, go ahead and let them help you. However, once you begin to master what they teach, youÆll likely find yourself needing to learn from someone who is better at this businessùthat is if you plan to achieve the most you can from it.

You might be concerned about how well youÆll do in this business because youÆre not a natural born salesperson. You just donÆt have that gift of gab. Trust me, thereÆs no such thing as a natural born salesperson. All youÆre doing if you accept that myth is keeping yourself from achieving your true potential. We all start out with pretty much the same abilities. ItÆs what we do with them along the way that counts. In other words, great salespeople are not born, theyÆre trained. If you love ...

"About this title" may belong to another edition of this title.

Top Search Results from the AbeBooks Marketplace

1.

Hopkins, Tom
ISBN 10: 1591840406 ISBN 13: 9781591840404
New Quantity Available: > 20
Seller:
Pbshop
(Wood Dale, IL, U.S.A.)
Rating
[?]

Book Description 2004. HRD. Book Condition: New. New Book.Shipped from US within 10 to 14 business days. Established seller since 2000. Bookseller Inventory # IB-9781591840404

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 16.84
Convert Currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, Rates & Speeds

2.

Hopkins, Tom
ISBN 10: 1591840406 ISBN 13: 9781591840404
New Quantity Available: 1
Seller:
Paperbackshop-US
(Wood Dale, IL, U.S.A.)
Rating
[?]

Book Description 2004. HRD. Book Condition: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Bookseller Inventory # KB-9781591840404

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 17.24
Convert Currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, Rates & Speeds

3.

Hopkins, Tom (Author)
Published by Penguin Random House
ISBN 10: 1591840406 ISBN 13: 9781591840404
New Quantity Available: > 20
Seller:
INDOO
(Avenel, NJ, U.S.A.)
Rating
[?]

Book Description Penguin Random House. Book Condition: New. Brand New. Bookseller Inventory # 1591840406

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 17.77
Convert Currency

Add to Basket

Shipping: US$ 3.50
Within U.S.A.
Destination, Rates & Speeds

4.

Hopkins, Tom
Published by Portfolio 8/3/2004 (2004)
ISBN 10: 1591840406 ISBN 13: 9781591840404
New Hardcover Quantity Available: 5
Seller:
BargainBookStores
(Grand Rapids, MI, U.S.A.)
Rating
[?]

Book Description Portfolio 8/3/2004, 2004. Hardback or Cased Book. Book Condition: New. Mastering the Art of Selling Real Estate. Book. Bookseller Inventory # BBS-9781591840404

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 22.21
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

5.

Hopkins, Tom
Published by Portfolio
ISBN 10: 1591840406 ISBN 13: 9781591840404
New Hardcover Quantity Available: 1
Seller:
BookShop4U
(PHILADELPHIA, PA, U.S.A.)
Rating
[?]

Book Description Portfolio. Hardcover. Book Condition: New. 1591840406. Bookseller Inventory # Z1591840406ZN

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 22.56
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

6.

Hopkins, Tom
Published by Portfolio
ISBN 10: 1591840406 ISBN 13: 9781591840404
New Hardcover Quantity Available: 1
Seller:
Bookhouse COM LLC
(Philadelphia, PA, U.S.A.)
Rating
[?]

Book Description Portfolio. Hardcover. Book Condition: New. 1591840406. Bookseller Inventory # Z1591840406ZN

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 22.56
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

7.

Hopkins, Tom
Published by Portfolio
ISBN 10: 1591840406 ISBN 13: 9781591840404
New Hardcover Quantity Available: 1
Seller:
Vital Products COM LLC
(Southampton, PA, U.S.A.)
Rating
[?]

Book Description Portfolio. Hardcover. Book Condition: New. 1591840406. Bookseller Inventory # Z1591840406ZN

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 22.56
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

8.

Hopkins, Tom
Published by Portfolio
ISBN 10: 1591840406 ISBN 13: 9781591840404
New Hardcover Quantity Available: > 20
Seller:
Mediaoutlet12345
(Springfield, VA, U.S.A.)
Rating
[?]

Book Description Portfolio. Hardcover. Book Condition: New. 1591840406 *BRAND NEW* Ships Same Day or Next!. Bookseller Inventory # SWATI2122548328

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 18.82
Convert Currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, Rates & Speeds

9.

Tom Hopkins
Published by Portfolio (2004)
ISBN 10: 1591840406 ISBN 13: 9781591840404
New Hardcover Quantity Available: 1
Seller:
Irish Booksellers
(Rumford, ME, U.S.A.)
Rating
[?]

Book Description Portfolio, 2004. Hardcover. Book Condition: New. book. Bookseller Inventory # M1591840406

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 23.07
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

10.

Hopkins, Tom
Published by Portfolio (2004)
ISBN 10: 1591840406 ISBN 13: 9781591840404
New Hardcover Quantity Available: 14
Seller:
Murray Media
(North Miami Beach, FL, U.S.A.)
Rating
[?]

Book Description Portfolio, 2004. Hardcover. Book Condition: New. Never used!. Bookseller Inventory # 1591840406

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 21.42
Convert Currency

Add to Basket

Shipping: US$ 1.99
Within U.S.A.
Destination, Rates & Speeds

There are more copies of this book

View all search results for this book