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Reverse Selling – The Secret to Getting FSBO Listings

Most FSBO strategies work the same way. The agent calls and runs through a script that somehow convinces the seller to agree to a listing presentation. Strategies like this do work – occasionally.

As a whole, however, they’re just not very effective. For every listing appointment the agent manages to set, they burn through dozens of leads.

For FSBO expert Brandon Mulrenin, there are two big problems with the standard approach to FSBOs. Not only are low-converting strategies like this a waste of time, but they can also actually hurt your business.

Think about it: calling these sellers and desperately trying to set up a meeting doesn’t come off as genuine or helpful. At best, it’s a mild annoyance. At worst, it casts a negative light on you and your business, making it unlikely that these prospects will consider using your services now or in the future.

To avoid both of these issues, Brandon created his own strategy for converting FSBOs, something he calls “reverse selling.”

Brandon’s Reverse Selling Script for FSBOs

He doesn’t actively try to convert them; he doesn’t even push for a listing appointment.

So, how does Brandon get in the door with FSBOs without setting a listing appointment? Find out by reading his FSBO script below. Alternatively, you can hear it roleplayed in the following clip from the podcast interview.

Brandon: Hey Pat, it’s Brandon. I’m an agent and listen; I know you’re getting a ton of phone calls from people trying to list your home. Am I right?

Pat: Yes, definitely.

Brandon: I know that you’re selling your home on your own and I respect that. In this market, why wouldn’t you try to sell your own home? You don’t have to pay a commission, so obviously it makes more sense financially for you, correct?

Pat: Yep, that’s the reason I’m doing it.

Brandon: Okay, that makes sense. I have a simple question for you: with your strategy right now, are you open to an agent bringing you a fully qualified buyer?

Pat: Yes, but what’s in it for you? Would I owe you any money?

Brandon: Good question. Most sellers in your situation are open to buyer’s agents. So, if an agent comes in, they’ll pay them a two- or three-percent commission. They just don’t want an agent to list their home. Is that what you’re doing now?

Pat: Okay, yeah, I’m open to that.

Brandon: Great. So, what I’d like to do is stop by quickly to take a look at the house before getting to work. Do you want to try to get together Thursday or Friday?

Pat: No, I don’t get it. I mean, what are you talking about? I’m not interested in selling with an agent.

Brandon: Oh, I get it; I’m not interested in listing your property. I’m just going to stop by and look at the home. My job is to actually know the inventory, to know the properties that are out there for sale. I’m planning to just stop by and preview the property. Before you or I agree to do anything, I need to stop by to see what you have. Is that fair?

Pat: Okay, so you just want to check it out?

Brandon: That’s it.

The First Face-to-Face Meeting

With his initial call, Brandon’s primary goal is to meet with the seller face-to-face, not to set a listing appointment or pitch his services. When he first meets a FSBO, he continues with his no-pressure approach.

Brandon doesn’t worry about handling objections or pushing pre-listing packets, but he still manages to get far more FSBO listings than the average agent by following a simple five-step system during each initial meeting. 

Here’s what it consists of:

Step 1: The Home Tour

When Brandon meets with the seller for the first time, he sticks to his word; he doesn’t push the idea of listing their property. Instead, he tours the property as discussed during the call and ensures that the interaction is as pleasant as possible.

Step 2: Zillow Ad Review

If the seller is open to it, Brandon looks through their current Zillow ad, basically performing a free-of-charge audit. When going through the ad, he compares their views to those of neighboring properties, critiques photos, and makes suggestions on marketing language.

Step 3: CMA Presentation

Unlike most CMAs, Brandon’s FSBO-tailored CMA presentation isn’t the slightest bit salesy. During this step, Brandon simply presents market-related information in a helpful, no-pressure manner.

Step 4: Value-Proposition Presentation

Here, Brandon briefly covers the services he offers to FSBOs who do elect to hire him as an agent. However, he prefaces this by stating that today is not the day for them to move in this direction and that it may never come, this is just information he presents so that the seller knows how he can help if they need it.

Step 5: “The Seed Plant”

Finally, Brandon finishes his initial home visit with what he calls “the seed plant,” this is where he tells the seller that they’re in good shape and will likely sell the home on their own. However, he does encourage them to call if they run into issues. More often than not, they do.

Brandon’s Follow-Up Process for FSBOs

Over the next month or so, Brandon follows up with the FSBO seller multiple times per week. On Mondays, he calls them. On Wednesdays, he sends a video email with helpful advice for FSBOs. Finally, on Fridays, he sends a text to check in.

These follow-up attempts help Brandon maintain top-of-mind awareness while simultaneously providing FSBO sellers with value.

When these FSBOs have trouble selling on their own, Brandon is the first agent they call. Providing value without pressure helps him build excellent relationships with these sellers, and this gives him a considerable edge when it comes to getting FSBO listings in his market.

Altogether, Brandon’s script, five-step system, and follow-up process have had a significant impact on his listing business. Typically, he gets two FSBO listings per week, and the conversion process on average only takes 37 days.

For more details on reverse selling, additional FSBO scripts, and more, listen to the complete podcast with Brandon Mulrenin .

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KW Productivity Academy

The listing presentation role plays.

In this program, you'll watch some of the top coaches in America deliver their listing presentation via Role Play. While there is no such thing as the "perfect listing presentation", this sampling will give you ideas to incorporate into your own.

Course curriculum

Welcome aboard.

A Welcome Message Message From Coach Hal

1. The Classic "Mike Ferry" Listing Presentation

1a. What Did You Learn? - Mike Ferry

2. KW Master Faculty Bruce Hardie's Listing Presentation

2a. What Did You Learn? - Bruce Hardie

3. Kevin Ward's Listing Presentation

3a. What Did You Learn? - Kevin Ward

4. Jeff Glover's Listing Presentation

4a. What Did You Learn - Jeff Glover

5. Brandon Mulrenin's Listing Presentation Roleplay - With Tough Seller Objections

5a. What Did You Learn? Brandon Mulrenin.

6. The Pricing Conversation with MREA Terry Story.

6a. What Did You Learn? Terry Story

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About this course

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How to Become a Listing Agent with Brandon Mulrenin

• May 27 2021
• Length: 38 mins

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On this episode of the Market Authority Show, I am joined by Brandon Mulrenin who shares his expert strategies on becoming a listing agent. To learn the latest social media strategies and business systems to get more clients for your real estate biz, subscribe on YouTube here: https://bit.ly/3vYLfBC

Brandon's Resources:

Remine: https://www.remine.com/

The Share Group: https://bit.ly/34mtJdY

✅ COACH WITH ME! Book a 1:1 Coaching Consultation here: https://bit.ly/3yRn5uD

Brandon Mulrenin is an expert when it comes to positioning yourself as a listing agent in real estate, and his strategies to connect with sellers are never salesy, spammy, or complex! Any agent can use these tricks and tips to generate seller leads this week.

During our chat, we cover:

• Hidden niches for seller opportunities
• How to capitalize on absentee owners, move-down demographics, and FSBOs
• Brandon's favorite scripts
• and sooo much more!

Connect with Brandon:

Youtube: https://youtube.com/c/BrandonMulrenin

Instagram: https://www.instagram.com/brandonmulrenin/?hl=en

RESOURCES 👇

➡️ FREE TRAINING: Have you been thinking of using social media to grow your business but you’re not sure where to start and you're scared of wasting time on the wrong steps? Let me be your guide! I'll show you the right steps on how to connect with more buyers and sellers on social media without paying for ads, and exactly how to convert them into forever clients. Sign up for the Free Training here: https://bit.ly/3wDTm6h

➡️ WANT TO COACH WITH STEFANIE? Let's triple your business! Stefanie is accepting applications to the Market Authority Academy now to work with us in a small group. Serious inquiries only pls. Check out the details and book a call here: https://bit.ly/3yRn5uD

✅Free CRM Guide: https://bit.ly/2FphkNt

🙋🏻‍♀️ CONNECT WITH STEFANIE

Follow me on Instagram: www.Instagram.com/BryceandStefanie

Facebook: www.Facebook.com/officialstefanielugo

Youtube: https://bit.ly/3vYLfBC

Blog: www.TheLugos.com

🎙LISTEN TO THE PODCAST

iTunes: https://apple.co/3u0jo2t

Spotify: https://spoti.fi/3lQkpak

💁🏻‍♀️ ABOUT STEFANIE LUGO:

Stefanie Lugo, along with her husband, Bryce, is a top-producing REALTOR® with My Home Group Real Estate in Scottsdale, AZ. She and her "small but mighty" team have redefined real estate marketing in 2020 and beyond, and have helped hundreds of families buy and sell while they're at it.

Through her proven strategies for a 6-figure business, Stefanie is obsessed with helping real estate agents become the go-to authority in their markets. These methods have helped thousands of real estate agents across the country create game-changing results in their businesses!

Stefanie's unique marketing strategies create automated lead generation for your business while building your brand and influence in your area. This means a lifetime return of investment without spending a dime on advertising.

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748: Reverse Selling: The Secret to Getting FSBO Listings with Brandon Mulrenin

Are you burning through dozens of FSBO leads without setting a single appointment? Listen to today’s podcast with FSBO expert Brandon Mulrenin and learn how to have FSBOs calling you for help! Brandon has a new way to convert FSBOs, something he calls reverse selling. Find out what it is, why it works, and how to master it on this Real Estate Rockstars. Plus, Brandon shares his most effective FSBO scripts and the best CRM system for following up with prospects.

Listen to today’s show and learn:

• Brandon’s brief bio [1:27]
• The number of homes Brandon sold last year [2:15]
• Brandon’s GCI and profit figures [4:41]
• Where Brandon gets his listing leads [6:09]
• What reverse selling is [7:49]
• A roleplay with Brandon’s reverse selling script [9:09]
• Why Brandon’s script works [12:40]
• Five steps for beating other agents for FSBO listings [14:54]
• How Brandon follows up with FSBOs [17:48]
• Another script for on-the-fence FSBOs [20:54]
• The real estate technology Brandon relies on [27:37]
• Why 14 manila folders are better than any CRM on the market [27:51]
• Brandon’s donation to the Agent Success Toolbox [33:46]
• How to break through your goals.
• Plus so much more.

Brandon Mulrenin

Brandon Mulrenin is top producing real estate agent and real estate coach who has been ranked in the top 5% of all real estate agents and has helped agents from all over become top producing agents in their markets.

Brandon started his career in the mortgage business as a loan officer. Shortly after he started, he became one of the top loan officers in the one of the largest mortgage companies in the world. He then went on to lead a team that developed sales leaders that where responsible for thousands of loan officers before entering the real estate business.

Brandon found his true calling in real estate. After investing in real estate for years, he then became a full time real estate agent after leaving the mortgage business. He quickly become one of the top producing agents and was the #1 listing agent in Keller Williams Realty North Oakland in 2014 with over $30 million in sales volume.

After becoming a top agent in the industry, Brandon then went on to build a real estate mega sales team that was named one of the top team in the country by the Wall Street Journal.

Brandon is a world class sales trainer and coach helping agents across the country to become top agents in their markets. He also specializes in leadership development and helps real estate agents go from being top producers to building mega sales teams and helps them to become CEO’s of their own business.

Related Links and Resources:

• Grow Your Real Estate Profits with Our Agent Success Toolbox
• Brandon Mulrenin | Coaching, Training and Consulting for Real Estate Agents 
• Episode 583 with Brandon Mulrenin
• Download Brandon’s FSBO Script from the Agent Success Toolbox

Thanks for Rocking Out

Thank you for tuning in to Pat Hiban Interviews Real Estate Rockstars, we appreciate you! To get more Rockstar content sent directly to your device as it becomes available, subscribe on  iTunes  or  Stitcher !  Reviews on iTunes  are extremely helpful and appreciated! We read each and every one of them, please feel free to leave your email so that we can personally reach out and say thanks! Have any questions?  Tweet me ,  Facebook me  and ask Pat anything. Don’t forget to head on over to Bare Naked Agent for Pat’s answers, and advice. Thank you Rockstar Nation, and keep rockin!

• Categories: Podcast ,
• Real Estate Rockstars
• # FSBO listings
• # getting FSBO listings
• # improving lead follow-up
• # real estate CRM
• # real estate scripts

Aqua Lawn, Inc. is a local, family owned business that has been servicing the Washington & Idaho Palouse for over 20 years! It was founded back in 1995 By Dave & Gayle Marsh who saw a need for an irrigation company in the area & decided to fill that need. In 1997 the current owner Brandon Briggs moved to the Moscow, ID area to attend college & began working at Aqua Lawn as a summer job through his college years. After taking a break from school & working at Aqua Lawn full-time for a couple of seasons Brandon returned to finish his degree at the University of Idaho in 2004 with an emphasis in Landscape Architecture & Business. Upon his graduation he was offered a partnership with Dave & Gayle and with his already adept ability running the day to day operations he blossomed into a key role for the company. In 2006 Dave & Gayle approached Brandon & his wife Harmony about buying them out of the business so they could pursue their dreams of living in a warmer climate & following their drive to serve their Lord in new avenues in Phoenix, AZ. Brandon & Harmony officially took over the business in January of 2007. Harmony, having grown up on the Palouse in a farm family soon quit her job working in elementary education & took over running the office full-time.

In the winter of 2007, Brandon took the courses required to become a Select Contractor recognized by the RainBird Corporation as one of the industry’s leading pacesetters in irrigation design & installation. RainBird is known for its innovative and water-efficient products used to design the most ecologically aware sprinkler systems to date. Brandon went on to obtain his EPA Water Sense Certification and through further study was recognized by the national Irrigation Association as a Certified Landscape Irrigation Auditor. Aqua Lawn is also a member of the National Association of Home Builders and the Building Industry Association of Washington.

In 2008 another local company YardQuick Landscaping, with which Aqua Lawn had worked closely for many years, approached the couple for a buyout and soon hydroseeding & fertilizer enhanced the day to day services provided by the company. Brandon’s skill in landscaping soon brought the company into full-scale landscape construction mode as Aqua Lawn became a power-house in the local landscaping arena.

Brandon has been asked to speak at the local Palouse Basin Water Summit and is dedicated to environmental awareness in collaboration with the landscaping industry. He has been handpicked by the City of Moscow to spearhead the irrigation design & installation on all of the city’s “Wisescape” Projects including the City Water Dept. & the newly renovated City Hall. In collaboration with the University of Idaho and Palouse Clearwater Environmental Institute Aqua Lawn lead the irrigation for the Army Corps of Engineers Relocation of Paradise Creek in 2010.

Twelve years later the couple has grown the company from its small beginnings to one of the leading area irrigation & landscape service providers. Their roots on the Palouse run deep & they are committed to bringing quality products & services to their customers far & wide. With a working radius of 80 miles from their Pullman location they have been meeting the needs of their residential & commercial customers for over a decade and will continue to pass along new ideas & innovations in landscaping & irrigation as these advances hit the market.

When it comes to your existing or future yard, there’s nothing we can’t do!! Give us a call or email to discuss your ideas! We’ve got you covered!

Want to find out more? Give us a call below!

Want to find out more? Give us a call or contact us below!

THE PEOPLE BEHIND THE PROMISE

The A-Team’s mission is to Create Confidence and Prosperity in Others. We look forward to finding a way to add value to your journey at whatever stage you are at

Office Phone: 208.874.0784

Address: 110 E Third St, Moscow, ID 83843

  Denise Disla  

Team Loan Officer

NMLS: 2128524

Cell: 208.997.1685

[email protected]

  David Schultz 

Approval Manager

NMLS: 1318433

[email protected]

  Josiah Rosendahl  

NMLS: 1907235

[email protected]

  Brandon Allen  

Owner – Fulcrum Home Loans

NMLS: 1146848

Cell: 208.957.3567

[email protected]

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