The Power of a Prelisting Package - Do The One Thing

1/30/2014

The Power of a Prelisting Package TRUTH The presentation of a prelisting package to the seller before the appointment is a differentiating professional impact in many markets.

TRUTH It gives you the confidence that propels you into the consultation appointment.

Perfect Your Prelisting Package and Listing Presentation

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The Power of a Prelisting Package 11. 2. 3. 4.

Make M k a Prelisting P li ti Package—Maintain P k M i t i a Supply S l What the Package Does Package Contents Delivery Options


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1. Make a Prelisting Package a Marketing materials a. • 90 percent one-time preparation, 10 percent custom • These materials help them get to know you.

b. Seller homework • Involves the seller in the process


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2. What the Package Does a Opens communication with the prospect and a. immediately increases their confidence in you b. Provides data or documents they need to gather in advance c. Saves time in the consultation d. Lets C and S DISC profiles dig into data on their own time e. Prepares them for the consultation Perfect Your Prelisting Package and Listing Presentation

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3. Package Contents a Statement of USP a. • Contains the features and benefits that set you apart personally

b. Description of the Value Proposition • Details what you do for clients that solves problems and adds value to the transactions and their lives.


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3. Package Contents (cont.) USP

Value Proposition

Biography g p y

Our marketing plan gp

Sample brand advertising

Sample property advertising and promotion

Mission and values

Sales statistics

Information about your assistant or team

Information about Keller Williams Realty

Testimonials

Just listed/Just sold cards How I stay in touch Easy out cancellation/Guaranteed Sale Program, etc. Flexible fee plan, etc.


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3. Package Contents (cont.) c. Education for Sellers • What you know that will benefit them • What they need to know about the process • Market statistics

d. Homework for Sellers • Documents they need to complete g you y need to know from them • Things • Facts they needs to review

e. Ways to Handle Competing Agents • Tips for their conversations with other agents


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3. Package Contents (cont.) e. Ways y to Handle Competing p g Agents g (cont.) ( ) Agent interview questions for seller:  What is the average number of days your listings take to sell?  At what percent of asking price do your listings sell?  Will you service i our listing li i personally ll or will ill we be b working with your assistants?  How many other clients are you currently serving?


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3. Package Contents (cont.) e Ways to Handle Competing Agents (cont e. (cont.)) Agent interview questions for seller (cont.):  Can I have your direct mobile number, or will I be talking with an assistant?  How quickly will you respond to my calls?  Are you a full-time or a part-time agent?  Will you personally attend the closing?  How many homes have you (or your company) sold in this neighborhood? Perfect Your Prelisting Package and Listing Presentation

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3. Package Contents (cont.) f.f Memorable Value-Adding Value Adding Item • For staging, for marketing, etc.


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3. Package Contents (cont.) Sample Prelisting Package Contents • • • • • • • • • •

Sample sales contract Explanation of listing process Seller net sheet Importance of accurate pricing Pricing misconceptions Myths about why homes sell P i i and/or Pricing d/ staging t i your home h DVDs DVD Value of inspections, appraisals, and warranties Sample inspection report Preparing your home for sale checklist


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4. Delivery Options aa. ASAP (24-72 (24 72 hours) b. You, a teammate, or a messenger c. At their workplace, if possible—have someone sign for it Top agents report a dramatic decrease in time spent to get the listing since they began using a prelisting package. Perfect Your Prelisting Package and Listing Presentation

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The Power of a Prelisting Package S Summary 1. Make a Prelisting Package—Maintain a Supply 2. What the Package Does 3. Package Contents 4 Delivery Options 4.


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Perfect Your Listing Consultation— Why Lose Any Listings?

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15 Steps to Getting the Listing 11. 2. 3. 4. 5 5.

Find Fi d a SSeller—Lead ll L dG Generation ti Prelisting Phone Conversation Preparation of the CMA Use a Checklist to Stay on Track Confirm the Appointment


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15 Steps to Getting the Listing 6 EEntering 6. t i the th H Home and d Beginning B i i the th Consultation 7. Explain Agents vs. Consultants 8. Begin CMA Presentation/Consultation 9. Stag Stagingg Services Se v ces 10. Focus on the Seller’s Needs


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15 Steps to Getting the Listing 11. Check 11 Ch k for f Commitment C it t 12. Handle Objections 13. Negotiate to Resolve Any Issues 14. Win/Lose and Setting Expectations 15 Closing 15.


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1. Find a Seller L d Generation Lead G ti St Strategies t i


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2. Prelisting Phone Conversation a. Pre-listing P li ti Questionnaire Q ti i 



Determine their “How, When, Where, Why, and What.” What is their motivation?


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2. Prelisting Phone Conversation


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2. Prelisting Phone Conversation b D b. Details t il off the th Property P t 

Must-have information for the CMA


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2. Prelisting Phone Conversation


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3. Preparation of the CMA a. The Th G Goall 



To create your mindset that gives you confidence that you can help the seller accomplish their goals better than any other agent. This confidence is infectious and the seller will b become reassured d that h their h i objectives bj i will ill be b realized.


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3. Preparation of the CMA (cont.) b The Mindset b. 

It’s all about them: Their needs, their goals, and their timeline.

c. The Game Plan  

 

Master your inventory and know the neighborhood. Compare the seller’s property to the competition—if not ours, which one will they buy? Profile the likely buyer. Memorize and internalize your dialogues and scripts— rehearse your consultation with a peer or present it as a class in your Market Center.


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4. Use a Checklist to Stay on Track a. b b. c. d. e. f.

Add the prospect to the database. Add the h prospect to a drip d i campaign. i Prep the prelisting package. Deliver the package. Get tax information. Analyze the MLS and the previous sale history of th property. the t g. Review the MLS history of the same street, neighborhood, MLS area, and competing MLS areas.


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4. Use a Checklist to Stay on Track (cont.) h Look at the map and Google Earth to factor in h. surroundings. i. Locate key proximities—flight paths, dumps, floodplains, busy streets, any notable noise level, schools, and commercial property. j. Have the listing paperwork virtually completed. k. Select the best comparables and complete the CMA. l. Professionally package the CMA and all handouts. Perfect Your Prelisting Package and Listing Presentation

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5. Confirm the Appointment a. “Did you gett th the package?” k ?” b. “Did you complete the homework section?” c. “If not, it would be great if you could before I came …” d.. “Ass we discussed, scusse , you aand your you husband usba will w both still be there, right?” If not, then reschedule!


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6. Entering the Home a. Build rapport. pp Use FORD ((Family, y, Occupation, p , Recreation, and Dreams). b. Go to the kitchen. c. Ask permission to rearrange chairs by the kitchen table and next to you. d. Ask client to verify what they would like to accomplish l h today. d e. Ask about their dreams, goals, objectives, and timeline. Perfect Your Prelisting Package and Listing Presentation

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6. Entering the Home (cont.) f.f “After After we help you sell your house house, what is next for you?” g. Ask, “What are your time constraints so I can be sure to honor them?” h. Verify info you have preassembled about the house: review tax records, mortgage balance, etc. i.i Ask for a tour—show interest and take notes about the features and condition. Don’t volunteer staging or repair suggestions. j. Return to the kitchen table. Perfect Your Prelisting Package and Listing Presentation

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7. Explain Agents vs. Consultants a. Agents A t assume, tell, t ll and d sell. ll It’s It’ often ft win/lose. i /l b. Consultants ask, listen, and consult. It’s win/win.


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7. Explain Agents vs. Consultants (cont.) c Educate the seller: c. 





Inform the seller about the current market conditions using “hard” data about the local economy, the real estate market (city or regionwide) and for the specific neighborhood. Each month always y memorize 3-4 data talkingg points. This builds confidence and trust in your knowledge.


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8. Begin CMA Presentation/Consultation a. Take control in a p professional, soft-spoken, p veryy confident, friendly way—smile! b. Rely heavily on visuals and market statistics to anchor your credibility. Good solid data, as well as market and neighborhood knowledge, is very persuasive. c. Once all comparables are identified, recommend a selling lli price i or a very tight i h range within i hi which hi h the h house will sell, and commit to a probable number of days on market. If you can’t do that, you haven’t done enough homework! Perfect Your Prelisting Package and Listing Presentation

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8. Begin CMA Presentation/Consultation (cont.) d Al d. Always write it on th the CMA th thatt th the price i and d DOM is dependent on the home being in “updated, staged, and pristine condition.” As-is homes are priced much lower. e. Then ask, “Out of curiosity, how much had you estimated that your house would sell for, based on comparables?”


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9. Staging Services a. St Staging i services, i iincluding l di th the St Staging i DVD DVD, the th Great Adventure Moving DVD for Kids, any recommendations, and the amount of cost or effort required are NEVER shared or scheduled until a listing agreement is signed. b. This is a very enticing carrot for many and a fearful topic for others.


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10. Focus on the Seller’s Needs a. Uncover U th those needs. d  

Get their most desired outcome. Then add two more highly desired outcomes.

You are uncovering their success criteria. criteria


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10. Focus on the Seller’s Needs (cont.) b Prioritize those needs. b. needs   

Price Time needed to sell Communication quality

R k needs Rank d withh simple l scenarios …

“If this happened, but not that, how would you feel?”


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11. Check for Commitment a. “H “Has anyone else l consulted lt d you on satisfying ti f i these needs?” b. “If I show you how we can satisfy or exceed these needs, would you commit to working with me?” c. If yes, “Great!” d. If no, “What would it take?”


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12. Handle Objections a. b. c. d. e. f. gg. h. i.

Be agreeable. Don’t debate. Don’t jump to conclusions. Talk slowly and softly. Persist and stay calm. Give an answer. Keepp it simple p and logical. g Anchor conclusions back to data. Don’t get attached to your desired outcome.


Remember, it’s not about you—it’s about them!

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13. Negotiate to Resolve Any Issues You’ve learned what the issues are as yyou answered objections. a. b. c. d d. e. f.

“That’s interesting …” “Tell me more about that …” “Out of curiosity, why it that?” “What What about ______ is important to you? you?” “How did you arrive at that price?” “Which of the comparables led you to that price?”


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14. Win/Lose and Setting Expectations aa. “How How does someone win with you? you?” b. “How does someone lose with you?” c. “What do you feel you have the right to expect from me as your listing agent?” d. “What do you feel I have the right to expect f from you as my client?” li t?” e. “If I see an issue keeping the home from selling, how should I approach you?” Perfect Your Prelisting Package and Listing Presentation

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15. Closing a. Through closing, the seller self-discovers what a successful relationship is. b. Closing questions:  “Any reason not to move ahead?”  “Ready to move ahead?”  “Anything need to be done before we get started?”  “What me to handle this sale for you?”  “Are you ready to take care of the paperwork?” Perfect Your Prelisting Package and Listing Presentation

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15. Closing (cont.) a. Cover your immediate next steps  Completion Com letion of the paperwork a er ork and the seller’s homework  Scheduling the staging and emphasize again the linkage between staging and updating and g price p in the sellingg the house at the highest shortest time.  Premarketing Perfect Your Prelisting Package and Listing Presentation

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The Power of a Prelisting Package - Do The One Thing

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