Table of Contents

Introduction: Battling THE Big Lie:
Reducing the Broker's Commission Nets More Money for the Seller

Chapter 1
Survey the Battlefield Customize Your Battle Plan How to Use this Book The Outcome Reports from the Field: Demand Your Self Worth!

Chapter 2
Start with Yourself:
Winning the Psychological War Fighting the Internal Battle Reports from the Field: This Is Not a Chinese Restaurant Are We Our Own Worst Enemy?

Chapter 3
Winning the Psychological War Part 2:
How to Avoid Shooting Yourself in the Foot Don't Yield to Temptation If You're Playing Defense, You're Losing

Chapter 4
Winning the Agent Campaign Wage War Unconventionally Hit the Bull's-eye by Marketing to Allies

Chapter 5
Basic Weapons to Win the Public Campaign Search for the Perfect Buyer

Chapter 6
The Public Campaign:
Seize the Golden Moment of Opportunity Capture More Listings with Call Capture

Chapter 7
The Public Campaign:
Aim Your Remote Control at a Full Commission
Outflank Discounters with Cable Television Advertising
Crafting Your Advertising Strategy
Creating a Simple Television Ad
Placing Your Commercial
Reports from the Field: Television Creates Instant Credibility

Chapter 8
The Public Campaign:
Capture Rush Hour Business Be the First Agent to Capture Rush Hour Business

Chapter 9
Winning the Web Campaign:
Kill the Competition with a Killer Website
Defend Your Commission with a Killer Website
Reports from the Field: When You Pay Peanuts, You Get Monkeys
A Great Website is Easy to Find and Easy to Remember
Capture Your Neighborhood
Capture the Property Address
Reports from the Field: This Is SO Far above the Others, We're Using You!
Immediacy: The Most Important Weapon in Your Arsenal

Chapter 10
Winning the Web Campaign:
Rev Up Your Search Engines
Putting Your Website to Work
Gobble Up the Competition with Google
Positioning Yourself for Victory
Meet Alexa: A Not-So-Secret Secret Weapon
Reports from the Field: I Used to Work for an On-line Discounter

Chapter 11
Winning the Web Campaign:
Ditch Discounters with a Global Marketing Plan
Create an International Marketing Strategy
Reports from the Field: Most Agents Look at Us Like We're a Lab Experiment
Plan Today to Win Tomorrow

Chapter 12
Winning the Customer Service Campaign:
Setting the Stage for Victory
"All the World's a Stage"
Feng Shui: the Ultimate Staging Strategy
Ten Strategies to Create a Fortunate Environment
Reports from the Field: Balance the Yin and the Yang

Chapter 13
Overcoming the Big Lie—Do the Numbers
Gather Your Ammunition
Calculate the Seller's Proceeds
Reports from the Field: Show Them the Expireds

Chapter 14
Uncover Your Opponent's Hidden Weaknesses:
What Your Competitor Fails to Disclose Leaves the Seller Exposed
Avoid Litigation Minefields
Ten Guidelines to Keep You Out of Trouble
Reports from the Field: Just Say No to Litigation!
A Knock Out Risk Management Strategy

Chapter 15
Waging War Using Competitor Reconnaissance
The Best Defense is a Good Offense
How to Conduct Competitor Reconnaissance
Battle Plan #1: Strategic Marketing
Full Service Brokerage Means More Dollars in Your Pocket!
Battle Plan #2: 25 Reasons Our Company Sells Your Property Faster for More Money
Reports from the Field: Sellers Don't Save the Commission, They Earn It!

Chapter 16
The Waging War Listing Consultation
Part 1: Final Preparations
Listing Consultation Checklist—Overview of What to Do Before the Appointment

Chapter 17
The Waging War Listing Consultation Part 2:
Take Aim Listing Consultation Outline
Part 1: Making the Connection
Part 2: Differentiating Your Service
Reports from the Field: Call 'Save-a-Bug!
Part 3: Market Statistics: How to Realistically Price the Property

Chapter 18
The Waging War Listing Consultation Part 3:
Fire Away! Capitalize on Your Competitor's Weaknesses
Reports from the Field: Show the Sellers How Important It Is to Get Their Property Closed
Don't Tell Them, Show Them!
Be Prepared for an Ambush
Reports from the Field: My Commission is Three Percent

Chapter 19
Trouncing Traitors within Your Ranks
Hanging "Benedict Arnold"
The Big Lie vs. The Big Truth
Win the War, Not Just the Battle

Chapter 20
Overcoming the Big Lie:
Limited Service Brokerage Programs
Sellers Just Think It's Cheaper—They're Wrong
Reports from the Field: Discounters Are Wonderful!

Chapter 21
Overcoming the Big Lie:
On-line Discount Brokerage
Eight Ways to Overcome On-line Competitors

Chapter 22
Battling Commission Compression on the Buyer's Side
Buyers' Agents Beware!
Reports from the Field: If It's Not Listed in the MLS, You're on Your Own
Protect Yourself Against Landmines
More Minefields for Buyers' Agents
Nightmares from the Field of Battle

Chapter 23
Defending Your Turf It's Their Property, Not Yours
Ten Strategies to Defuse Difficult or Angry Situations

Chapter 24
The Ultimate Secret Weapon—The "A-bomb"
The Five Core Principles of Attraction
Reports from the Field: Are You One of a Thousand Guppies?

Chapter 25
Crouch in Cowardice or March Nobly Into Battle