Contents of the Book

The Buyers – for those wanting to buy a property

Chapter 1 deals with the characteristics of an estate agent. It will allow you to understand what drives your estate agent and the subconscious reasons he uses to justify his actions against innocent members of the public. This chapter lays the foundations needed for understanding what goes on in the estate agents head so that you are able to understand the nature of beast you are up against.

Chapter 2 exposes the different ways in which an estate agent begins to break you down from the moment you walk into his office. How he prioritises you into specific categories that allow him to calculate the amount of time he will spend with you and how important you are to his agenda. It will reveal the tools he uses to gain your trust, lay the foundation for selling other products and ways in which he will convince you to view properties you may not even want to see through effective closing techniques.

Chapter 3 talks about how an estate agent will use structured viewing patterns to nudge you toward specific properties on his books and how he uses tactics such as angled selling to turn negative points about a property into positives. It will also show how estate agents use “Emotion Spotting” so they can pick out your emotions towards a property and use them against you, as well as using a fear of loss to get you to offer on the property.

Chapter 4 reveals the ways in which estate agents communicate offers and negotiate the price. It will expose the tactics they use to get the maximum price out of a buyer. It also deals with the infamous subject of “Gazumping” and provides some useful tips on how to avoid it.

Chapter 5 deals with the subject of estate agents and mortgages. It will show how estate agents use some unorthodox and at times illegal tactics to close you into using their in-house financial services, how they can exploit your lack of knowledge about the industry and show you what they earn as a result.

The Sellers -  for those wanting to sell a property

Chapter 6 is an introduction to the valuation process. It shows how your estate agent begins to gain your trust and relate to you by using a number of unsuspecting tactics. It also reveals how estate agents ask structured questions in order to obtain private information about you and your property so that they can assess your situation and pick out certain bargaining chips they can use to their advantage when coming to value your home.

Chapter 7 deals with the topic of the Valuation. From the moment the estate agent steps into your home The Sales Show has begun with one objective in mind at all times, “ to get you to sign on the dotted line”. It will show you how the agent comes to price he values your home at and how he may overvalue your property just to get it on the market. It will also explain the way in which the agent achieves a high commission rate as a result of over valuing your property and ways in which he gets you to sign with his company.

Chapter 8 exposes how estate agents use a tactic called “ Vendor Care” to reduce the price of the property they over-valued in the first place. It will show how they achieve this reduction whilst maintaining the high level of commission they charge you and as a result sell your property for thousands less than promised whilst losing little money from their own pockets.

Chapter 9 talks about other sales tools an estate agent may use that are naked to the eye. How an estate agent uses word structures, different voice tones and physical gestures to subconsciously sell you their products.

Chapter 10 reveals how estate agents have certain relationships with a number of investors, recommended conveyancers and tradesmen that exploit innocent buyers and sellers. It also shows how estate agents benefit from "Back-handers" whilst we lose thousands from our own pockets.

Chapter 11 is an introduction to the Home Information Pack. This chapter introduces you to what they are as well as the pros and cons to buyers and sellers.

 

 

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