Top producer Brad Korn of RE/MAX Professionals never goes to a listing presentation without his “list.” You know, the list of buyers from the REALTOR.com® XLerator™ feature of your i-LEAD™ XL Web site. Didn’t even know you had a “list” of your own?  Well, read on to see how you can tap into a real gold mine of new leads within your i-LEAD™ XL Web site and leverage them even further as a powerful listing price conversation tool.

According to Brad, “If you’re not using XLerator for your sellers, you’re crazy! It takes only minutes and should be included with every CMA.” Brad puts into practice what works by logging in at http://iLead.REALTOR.com, accessing his list of active buyers on REALTOR.com® through the XLerator Prospect Viewer and proactively printing out this list for every listing opportunity. Brad offers, “This tool is included with your membership, costs nothing to add to your presentation and provides a big WOW for your sellers.”

Try incorporating this technique and dialogue at your next listing presentation:

“Mr. & Mrs. Seller, when you list with me, I will access this list (present list) of hundreds of buyers currently looking to move to this area on REALTOR.com, and I will market your home to them via electronic post cards. I market to online consumers because they typically spend more* and look at fewer properties before making a decision**.”

*NAR Report: Profile of Home Buyers and Sellers, 2000
**C.A.R. Internet vs. Traditional Homebuyers, January 2002

Give it a try. Brad is currently carrying 26 listings — so it’s worth dipping your toe in!

Now, let’s say you’ve won the listing. Woohoo! But the sellers have fought you on selling price. (Oh, that never happens, right?)  Imagine the seller suggesting a price reduction to you. No… can it be?  Is it possible?!!! YES - by sending your sellers their listings traffic reports from REALTOR.com®. I suggest you email the reports every 1-2 weeks to keep your sellers abreast of all the online folks you’re bringing to their property. If you listen closely, you may hear jaws dropping!

Brad Korn likes to “under-promise and over-deliver” by sharing these reports after he takes a listing. ”Usually, the seller will suggest a price reduction once I’ve shown how many people I’ve brought to them through REALTOR.com® Featured Home™ advertising and the standard listing. It works like a charm when I’m in an over-priced situation!” It’s difficult to argue with numbers. (I’ve tried. Those rascals can be so stubborn.) Access your Reports by logging in at http://iLead.REALTOR.com and click on Reports. Yup, it’s that easy!

I turn cartwheels (literally!) when buyer/seller needs are matched so precisely with agent solutions! Bottom line: people like me (i.e. The Internet Empowered Consumer) love numbers. And now you can provide them so easily to win listings and inform decisions.

Brad suggests, “Offer more value, more truth, and more instant information and no one balks at commission.” Great advice from a guy no who longer relies on newspapers for lead generation and sees 2-3 email leads from REALTOR.com® daily. Focus your time, energy and dollars on online advertising. It’s where more people like me prefer to go for homes and where we expect you to market them. Now leverage the numbers to get more of what you want from what you already have!

For additional help on maximizing your return on XLerator, the Reporting Tool or Featured Homes™ DELUXE, contact your local Account Executive for REALTOR.com® or call 800-878-4166.

A SPECIAL NOTE FROM Mr. Internet: We are excited to announce KRISTI’S KORNER as our latest regular guest-column addition to ePOWER! NEWS. Kristi Kennelly has been with REALTOR.com® for nearly four years and is a National Trainer/Speaker. After a successful career on Broadway in such shows as Cats, She Loves Me, and How to Succeed in Business Without Really Trying – she discovered the Internet and used the tools available to move from NY back home to CA. Kristi now writes the training presentations for REALTOR.com® and is their premiere speaker for industry shows. Kristi has a very unique, spunky, and refreshing style, and I can’t think of anyone more capable of helping you get the most bang for your REALTOR.com® buck!

Kristi Kennelly is our KRISTI’S KORNER columnist and senior sales trainer for REALTOR.com®. You can contact her via e-mail at kristi@kristiskorner.com

(NOTE: Mr. Internet, his company and staff receive no compensation whatsoever from REALTOR.com®, Homestore, or any other third party vendor or service provider.)