Presents

1. Services Nevada Presents The Art of the Phrase

2. I feel happy… I feel healthy… I feel terrific!

3. This class is a study in the art of sales eloquence and logic. To paraphrase Aristotle, “the proper use of speech is to persuade.” Students in this course will be introduced to speaking techniques that are useful in conversations with clients and working with other agents. The information in this class will include, but is not limited to: Ice breakers and humor Appropriate style of conversation How to take charge of a conversation Building trust and relationships Using FORD as a tool

4. The value in the use of vowels Words, tones and body language Using and understanding idioms The power of metaphors and adages Writing effective real estate ads This class will provide students with an insight to some of the ways to communicate without a “canned presentation.” By learning to be passionate, sincere and different, you will stand out among the competition and also satisfy your clients. Upon completion of this class, a student will be ready to act like “an old dog, breaking a new chain.”

5. Definitions Phrase: A sequence of words intended to have meaning Persuasion: Communication intended to induce belief or action Passion: An intense powerful emotion Logic: The analysis of inference and reasonable judgment Eloquence: Powerful and effective language

6. Ice Breakers • Jokes and Humor • Brain games • 2 second rule

7. Appropriate Styles of Conversation • Get an attitude (confidence, gratitude and appreciation) • Use a transformational vocabulary (angry, enraged or annoyed) • The first 10-30 seconds (vs 2 minutes) • Dress for Success

8. How to Take Charge of a Conversation • Asking permission = respect • Levels of certainty (opinions, beliefs, convictions) • Use their name (the most important sound) • Be a good listener, encourage other to talk about themselves; everything before the but, is bull • 10 points to remember

9. Begin Dramatically. The first few seconds of a speech are critical, and there is nothing like a good story to grab the audience’s attention. Ideal sources for such dramatic beginnings can be found in a letter to an advice columnist, an inspirational story from Reader’s Digest or a personal experience that has a strong human interest factor. • Be Brief. CBS correspondent Charles Osgood put it best in his book Osgood on Speaking: “The standard length of a vaudeville act was 12 minutes. If all those troupers singing and dancing their hearts out couldn’t go on longer without boring the audience, what makes you think you can?” Anything over 20 minutes (10 double-spaced, typewritten pages) is asking too much of your audience.

10. Be Organized. The best speakers I know follow this formula; one hour of research, preparation and writing for every minute of the speech. Rehearsal time is included in that estimate. Go over your speech five or six times until it feels natural to you. Mark Twain used to say that it took three weeks to prepare a good “informal” talk. The confidence that comes from preparation and rehearsal is the antidote to stage fright. • Use Humor. Never underestimate the power of laughter to endear you to your audience. Thomas Edison was introduced once as the inventor of the “talking machine.” He took the podium and opened with a correction: “God invented the talking machine; I invented the first one that

11. can be turned off.” Much of Ronald Reagan’s success as a public speaker came from his ability to use humor. • Keep It Simple. Don’t overload your audience with data. You aren’t writing a report to which they can refer as often as necessary; and they don’t have total recall. Speak in concrete, practical terms. Also, avoid words they will have to look up in the dictionary. Nobody in your audience will have one. • Woodrow Wilson, one of the few presidents who wrote his own speeches, said it would take him two weeks to prepare a 10-minute talk and one week to prepare an hour-long talk. How long for a two-hour speech? “Oh, I’m ready now,” Wilson said.

12. Never Read. All effective speakers have one thing in common: they talk to their audience. In your entire life, did you ever see anyone read an interesting lecture. • Take Charge. Once you’ve been introduced, pause before taking the podium. Remind yourself that the audience needs to hear what you have to say, that your remarks are very important and that you know the subject better than anyone. This envisioning of a successful speech will give you the energy, enthusiasm and confidence. • Be Sincere. Be real. Believe in what you’re saying. Sincerity wins the audience’s trust.

13. Consider Conditions. Effective speakers are always aware of their environment. A friend of mine was invited to deliver a speech in January in Chicago. The heating system had broken down and it was below zero outside. By the time it was his turn to speak, the audience was uncomfortably cold. He began by saying, “I am painfully aware that I am the only thing that stands between you and a hot cup of coffee.” The audience roared with appreciation. He also condensed his speech to less than 10 minutes. • Tell Stories. An anecdote humanizes the information contained in the speech and gives the audience a way to remember it. Norman Vincent Peale, a famous public speaker if ever there was one, commonly works at least five or six stories from life into a 20 minute speech. That’s a pretty good rule of thumb.

14. 6 Sure-Fire Objection Stoppers • Don’t let these common objections stand between you and a sale. • The Price is Too High. Stopper: If you think the price is too high, what would you consider a fair price? • The Offer is Too Low Stopper: I don’t really decide what you home is worth, the market makes that decision. In my opinion this offer reflects the fair, current market price. • Your Commission is Too High Stopper: I’m an experienced salesperson who averages more than $X million in sales a year. I’m an experienced negotiator, who usually sells homes at X percent of full list price. I’m an aggressive marketer, who averages a sale in X days. I think you’re getting a bargain.

15. Another Company Will List My Home for Less. Stopper: Real estate companies offer a range of commissions. My company isn’t a discount company. Instead we’ve chosen to provide a full- service plan that sells your house for the highest amount of money with the least inconvenience. • I’ll Only Sell for X Amount. Stopper: I’m certainly willing to do my best to sell your home at this price. But I want you to agree that you’ll be willing to reconsider the price if the home doesn’t sell in 30 days. • I’m Going to Sell on my Own. Stopper: Would you try to set your own broken arm, or would you hire a professional? I have expertise that you don’t. For example, I have access to the MLS to market your property effectively to other salespeople. I know what documents are required to close a sale and I can help you secure them.

16. Building Trust and Relationships • Smile – on your face, in your voice & eyes; the secret to living is giving • Identification of values • Righting wrongs & learning from mistakes • Thank you for your opinion, I’ll definitely think about it • Leadership

17. Ten Ways to be a (Good) Leader By Dale Carnegie (1888 – 1955) • Begin with praise and honest appreciation • Call attention to people’s mistakes indirectly • Talk about your own mistakes before criticizing the other person • Ask questions instead of giving direct orders • Let the other person save face

18. Praise the slightest improvement and every improvement • Give the other person a fine reputation to live up to • Use encouragement • Make the fault easy to correct • Make the other person happy about doing the thing you suggest

19. Tom Hopkins’ Thank You Notes • Telephone Contact. • Thank you – For talking with me on the telephone. In today’s business world time is precious. You can rest assured that I will always be respectful of the time you invest as we discuss the possibility of a mutually beneficial business opportunity. • In-Person Contact • Thank you – It was a pleasure meeting you, and my ‘thank you’ is for the time we shared. We have been fortunate to serve many happy clients, and it is my wish to someday be able to serve you. If you have any questions, please don’t hesitate to call.

20. Thank you After Demonstration or Presentation • Thank you – For giving me the opportunity to discuss with you our association for the mutual benefit of our firms. We believe that quality, blended with excellent service, is the foundation for a successful business. • Thank You After Purchase • Thank you – For giving me the opportunity to offer you our finest service. We are confident that you will be happy with the investment towards future growth. My goal now is to offer excellent follow-up service so that you will have no reservation about referring others to me who have similar needs as yours.

21. Thank you for a Referral • Thank you – For your kind referral. You can rest assured that anyone you refer to me will receive the highest degree of professional service possible. • Thank You After Final Refusal • Thank you – For taking time out to consider letting me serve you. It is with sincere regrets that your immediate plans do not include making the investment at this time. However, if you need further information or have any questions, please feel free to call. I will keep you posted on new developments and changes that may benefit you.

22. Thank You After They Buy from Someone Else • Thank you – For taking the time to analyze my services. I regret being unable at this moment to prove to you the benefits we have to offer. We stay constantly informed on new developments and change, so I will keep in touch with the hope that in the years ahead, we will be able to do business. • Thank You After They Buy from Someone Else, Bur Offer to Give You Referrals • Thank you – For your gracious offer of giving me referrals. As we discussed, I am enclosing three of my business cards, and I thank you in advance for placing them in the hands of three of your friends, acquaintances, or relatives that I might serve. I will keep in touch and be willing to render my services as needed.

23. Thank you to Anyone Who Gives You Service • Thank you – It is gratifying to meet someone dedicated to doing a good job. Your efforts are sincerely appreciated. If my company or I can serve you in any way, please don’t hesitate to call. • Anniversary Thank You • Thank you – It is with warm regards that I send this note to say hello and again thanks for your past patronage. We are continually changing and improving our products and services. If you would like an update on our latest advancement, please give me a call.

24. Using FORD (Family, Occupation, Recreation, Dreams) Talk in terms of the other person’s interests

25. The Value of Vowels • Sounding out a vowel = passion and compassion • Slower speech = impact

26. Words, Tone and Body Language • Words are less than 10% of a message (2% in the English language) • Tone is 40% +/- of a message • Body language is 50% +/- of a message • Communication wonders and blunders

27. Communication Wonders Pay with Words Money can’t buy happiness, but your words can. Be generous with your words of appreciation. Disagree Without Being Disagreeable Before you disagree with someone’s opinion, ask, “What are your reasons for saying that?” Listen to his answer before you respond. Get a Green Light Before you delve into an important conversation with someone, ask, “Is this a good time for you?”

28. Appreciate Criticism When someone give you uncalled-for criticism, say, “Thank you for giving me your opinion. I will definitely give it some thought.” Complain with Impact Whenever you tell someone about a problem, be prepared to offer a solution to that problem at the same time.

29. Communication Blunders It is a blunder to miss an opportunity to praise someone in public for something he or she did well. Giving someone unsolicited advice is a communications blunder. It is a blunder to assume that you don’t need to reply to an e-mail because the sender didn’t ask you to. It is a blunder to repeatedly tell one person about a problem you have with another person. It is a blunder to offer negative after-the-fact information about a person’s choice when the decision cannot be changed

30. Using Idioms A speech form or an expression in a language that is peculiar to itself grammatically or cannot be understood from the individual meanings of its elements, as in “keep tabs on”.

31. The Power of Metaphors and Adages • Metaphors: The process of comparing something • Adages: Time tested lessons • Mistakes: Success is the result of good judgment, good judgment is the result of experience, and experience is often the result of bad judgment! • “Redman” Top 10

32. The “Redman” Top 10 • “Wandering around like a cow in a cornfield” – aka: The most important thing is to have a point, a direction you’re headed. Remember: Seek and ye shall find. • “Pigs get fat, Hogs get slaughtered” – aka: Don’t push your luck. • “Minds are like parachutes, they work best when they are open” – aka: Listen and learn. • “It’s only a movie” – aka: Stuff happens, just change your focus. • “Busier than a one-legged man in a butt kicking contest” – aka: I’m in a hurry.

33. “No matter where you go, there you are” – aka: Enjoy life’s mud puddles; nothing is going to be perfect • “Since Moby Dick was a minnow” – aka: That was a long time ago. • “Happier than a Gopher in soft dirt” – aka: Things are great! To be happy, make others happy. • “Fake it, until you make it” – aka: Remember, whatever you consistently think about and focus upon, you move toward • “That dog ain’t going to hunt” – aka: That’s not going to work.

34. Writing Effective Real Estate Ads • Tips • Headlines that work • Effective closing lines • Buzz words to avoid • Amenities and descriptions

35. 10 Tips for Writing Effective Real Estate Advertising • Mention Price (or price range) of Home • If there is no indication of price, buyers often think it was intentionally left out because the property is too expensive • Always Give Location • Buyers are generally interested in specific areas because of school district, recreational facilities, proximity to work, etc. When the location is omitted, there is a risk that buyers will pass over the listing.

36. Feature the Home with a Good Quality Photo • Research has shown that 41% of Harmon readers report that the picture influenced them to contact an agent. A good quality photo draws the reader’s eye to the ad. • Create a Catchy Headline • Headline are attention-getters. Make sure that the one you choose attracts the reader’s attention and is enticing enough to encourage them to read on. • Body Copy: Include a Few Key Amenities that Communicate Benefits • A benefit answers the question “what’s in it for me?” Body copy that clearly states the benefits of the property is the best way to involve the reader. Remember: People buy benefits.

37. Keep Your Header and Logo Consistent • Harmon readers look at an average of four to five magazines in a three-month period. A consistent look makes your ad more recognizable and increases the chance that it will be remembered. • Target Your Audience • Each buyer is interested in properties for specific reasons. To gain their interest you must communicate the benefits which will appeal to their needs – not the needs of the entire market. Think like a buyer! • Tap the Seller for Ideas • Sellers know more about their property than anyone else. They can tell you what motivated them to buy the house and what makes it special. Use this information in your ad to attract someone with the same interests.

38. Close with a Call to Action • All salespeople know the importance of closing the sale. Give the reader a reason to call and then ask them to do it! • Don’t Forget Your Name and Phone Number • Often the name of the firm (or agent) and phone number are overlooked. Make sure you include both of these elements in your ad.

39. Features of House Headlines That Work

40. Headlines That Work Investment

41. Headlines That Work Luxury Homes

42. Headlines That Work Charm, Beauty

43. Headlines That Work Acreage, Yard, Setting

44. Headlines That Work Size of House

45. Headlines That Work Price, Value

46. Headlines That Work Miscellaneous

47. Headlines That Work Miscellaneous

48. Headlines That Work Miscellaneous

49. Effective Closing Lines Urgency

50. Effective Closing Lines Urgency