Satisfaction Guaranteed: Sellers today need reassurance, and John Morley knows how to give it to them. He aggressively advertises on TV and radio, touting his "No Stress Listing Program" that allows sellers to cancel at any time and not pay a dime of commission if they find a buyer on their own. He also guarantees sellers that he’ll be in touch at least once a week—otherwise, he’ll pay them $100. "Sellers just want to know: ‘Can you get my house sold?’" he says. His answer, of course, is yes. Last year Morley sold 60 homes for $11.2 million in volume.
Honesty matters: "It’s best to tell people the truth, not just what they want to hear," he says. "Sellers have to take emotion out of the picture and look at their house from the buyer’s perspective."
Finding new ideas: Being exposed to new marketing ideas and selling strategies is essential, says Morley, who’s a huge fan of Howard Brinton’s Star Power Systems. Every year he attends the Star Power conference, where he walks away with "more ideas than I could ever implement."