The Real Estate Agent’s Guide to FSBOs

Author John Maloof has built a stellar career by farming For-Sale-By Owner (FSBOs) listings. He made six figures his first year as a real estate agent using his prospecting plan. Now, in The Real Estate Agent's Guide to FSBOs, he shows other agents how they can do the same. This is the one book that will show new agents and experienced Realtors alike how to make more money than they ever thought possible.

Contents Acknowledgments ix Introduction 1 Chapter 1: The FSBO 7 What Is a FSBO? 8 Why Do We Need FSBOs? 9 Why Do Sellers Go FSBO? 10 Why Sellers Go Broke Selling FSBO 11 Chapter 2: Understanding What It Takes 13 Overcoming Emotional Hurdles 14 Self-Management 19 Taking Action 25 Living Healthy 28 Chapter 3: FSBO Prospecting Plan 33 Defining Your FSBO Boundaries 34 How to Find FSBOs 34 Where to Find FSBOs 37 Using the Internet to Find FSBOs 40 Bringing FSBOs to You 41 Using Open Houses to Find FSBOs 42 Chapter 4: Know Thy Competition 47 FSBO Websites 48 Discount Brokers 50 Other Agents 51 Preparing Yourself for the Competition 52 Being Aggressive 53 Offering Full Service 54 Chapter 5: The FSBO System 55 The Tools 56 FSBO Number Check 56 The FSBO Journal 60 Ranking the FSBO by Personality 63 If You're an Excel Pro 65 Subcribing to FSBO Lead Provider Services 67 Chapter 6: FSBO Sales Techniques 71 Preparing for the Phone Call 72 Using Questions to Control the Conversation 77 Closing Techniques 81 Making the Calls 85 Three Calls to the Listing 93 What to Do After the Call 95 Chapter 7: Special Telephone Techniques 99 Communicating Effectively 100 Handling Objections 105 Dealing with Tough Sellers 111 Discussing Fees, Discounts, and Incentives 117 Summing Up 123 Chapter 8: The FSBO Listing Presentation 125 The Listing Appointment 126 The Presentation Setting 132 The Presentation 134 Pricing the Listing 139 Chapter 9: The Marketing Plan 145 Market Exposure 146 Six Great Marketing Ideas 146 Having More to Offer Than the Competition 152 The Bottom Line 152 Your Resume 155 E-Mail Drip-Marketing 156 Direct Mail 158 Written Testamonials 158 Chapter 10: Farming for FSBOs 161 Finding the Most Profitable Farm 162 Tracking Your Farm 165 Automating Your Farm Mailing System 166 Keep Mailing! 168 Farm FSBOs 169 Farm Fuel 170 Your Mug Shot 170 Your Slogan 171 Your Mission Statement 172 Chapter 11: Putting Your For-Sale Signs to Work 175 Converting Calls into Sales 176 Three Types of Buyers 176 Converting Buyers into Sales 177 Sign Call Dialogue 182 Putting a "Sold" Rider on Pending Listings 184 Chapter 12: Servicing Your Listings 187 How to Professionally Service Your Listings 188 Open Houses 191 Revising Your CMA 193 Taking Multiple Photos 193 Making Professional Brochures 194 Getting MLS Training: Using Reverse Prospecting 194 Sending Mass E-Mail Flyers 195 Mailing Proof of Advertisements 196 Chapter 13: Building a Referral Base 197 80/20 Rule 198 Keeping Your Clients Forever 198 Mailing Your Past Clients 200 The Automated Referral System 203 Belonging to Something 204 Appendix A: Resources 207 Appendix B: FSBO Facts 211 Appendix C: Sample Forms 215 Index 219