Peter is a 17-year real estate veteran in the market of Bethlehem, Pennsylvania. His average sales price is approximately $270,000 and he carries an average of 15 to 25 listings at any given time. Prior to real estate Peter was in the construction business.

ASSISTANTS/TEAM

The team consists of three professionals:

• Transaction coordinator
• Buyer agent
• New listing assistant ‘

Peter does not handle files at all. Once a transaction goes “pending” he hands it off to his transaction coordinator.

Expectations are set for the seller and include assurance that much of their ongoing contact will be with the listing assistant. The clients love the availability and access.

This team structure allows Peter to work 5 days a week and protect two days a week for family.

SYSTEMS

Prospecting calls begin early in the day with the objective of being their first call. On the day listings expire prospects receive a package from him and then Peter calls again in the

evening. The system continues with Peter calling every day thereafter until they list or ask him to stop. Peter uses a planned listing presentation that consists of 10 to l2 different elements that explain his record, approach, and what to expect, step-by-step.

MARKETING

The best return-on-investment marketing technique used is direct mail to people he knows. Additionally, he sends birthday cards and special seasonal cards… Thanksgiving and Valentine’s Day as examples.

Peter is a prospector and calls FSBO’s and expired listings every day. He points out that one of the keys to his success starts with a phone call matching and pacing style, speed and tone with that of the prospect.

A pre-listing package is delivered in advance of his arrival to the listing appointment where he runs through a thorough l0 question pre-listing questionnaire.

The team’s database is over 1,000 people and it is segmented A, B, C. They are called every 90 days and direct mail is sent every month. Peter maintains a goal to call at least 10 past clients per day.

KEY ELEMENTS OF SUCCESS

Presentation - Peter clearly lays out to prospects why he has the best program there is and assumes he’ll get the listing - then he executes an aggressive follow-up program.

Prospecting - Peter prospects every day for new business in an organized and systematic fashion. Sixty calls per day will result in 8 closings per month. This produces an income for Peter of $500,000 to $800,000 per year. FSBOs comprise 30%, expired listings 40% and referrals 30% of his clients.