The Real Estate Agent's Guide to FSBOs

JOHN MALOOF is currently the top producer at the second-largest Century 21 office in the Chicago area and is a member of the National Association of Realtors. He is the recipient of 4 awards including the Century21 Platinum Award 2005, and Century21 Masters Diamond Award 2005.

Contents Acknowledgmentsix Introduction1 Chapter 1: The FSBO7 What Is a FSBO?8 Why Do We Need FSBOs?9 Why Do Sellers Go FSBO?10 Why Sellers Go Broke Selling FSBO11 Chapter 2: Understanding What It Takes13 Overcoming Emotional Hurdles14 Self-Management19 Taking Action25 Living Healthy28 Chapter 3: FSBO Prospecting Plan33 Defining Your FSBO Boundaries34 How to Find FSBOs34 Where to Find FSBOs37 Using the Internet to Find FSBOs40 Bringing FSBOs to You41 Using Open Houses to Find FSBOs42 Chapter 4: Know Thy Competition47 FSBO Websites48 Discount Brokers50 Other Agents51 Preparing Yourself for the Competition52 Being Aggressive53 Offering Full Service54 Chapter 5: The FSBO System55 The Tools56 FSBO Number Check56 The FSBO Journal60 Ranking the FSBO by Personality63 If You're an Excel Pro65 Subcribing to FSBO Lead Provider Services67 Chapter 6: FSBO Sales Techniques71 Preparing for the Phone Call72 Using Questions to Control the Conversation77 Closing Techniques81 Making the Calls85 Three Calls to the Listing93 What to Do After the Call95 Chapter 7: Special Telephone Techniques99 Communicating Effectively100 Handling Objections105 Dealing with Tough Sellers111 Discussing Fees, Discounts, and Incentives117 Summing Up123 Chapter 8: The FSBO Listing Presentation125 The Listing Appointment126 The Presentation Setting132 The Presentation134 Pricing the Listing139 Chapter 9: The Marketing Plan145 Market Exposure146 Six Great Marketing Ideas146 Having More to Offer Than the Competition152 The Bottom Line152 Your Resume155 E-Mail Drip-Marketing156 Direct Mail158 Written Testamonials158 Chapter 10: Farming for FSBOs161 Finding the Most Profitable Farm162 Tracking Your Farm165 Automating Your Farm Mailing System166 Keep Mailing!168 Farm FSBOs169 Farm Fuel170 Your Mug Shot170 Your Slogan171 Your Mission Statement172 Chapter 11: Putting Your For-Sale Signs to Work175 Converting Calls into Sales176 Three Types of Buyers176 Converting Buyers into Sales177 Sign Call Dialogue182 Putting a "Sold" Rider on Pending Listings184 Chapter 12: Servicing Your Listings187 How to Professionally Service Your Listings188 Open Houses191 Revising Your CMA193 Taking Multiple Photos193 Making Professional Brochures194 Getting MLS Training: Using Reverse Prospecting194 Sending Mass E-Mail Flyers195 Mailing Proof of Advertisements196 Chapter 13: Building a Referral Base197 80/20 Rule198 Keeping Your Clients Forever198 Mailing Your Past Clients200 The Automated Referral System203 Belonging to Something204 Appendix A: Resources207 Appendix B: FSBO Facts211 Appendix C: Sample Forms215 Index219