1. Create a powerful listing presentation manual

2. Quickly overcome the FSBO objection

3. Successfully price every listing taken

4. Present yourself as the market expert

Create a powerful

listing presentation

manual

Enough Trust to Let You…

Sell possibly the largest

asset their family owns

Set the correct market

value on that asset

Set the time schedule for

the liquidation of that asset

Set the fee for the services

required to liquidate that asset

Build Rapport BEFORE you even get there!

According to Google, 2 of 3 people searching

for a prospective agent research them

“extensively online prior to working with them".

SELLERS’ MAGAZINE

Winter Edition

The 2 Biggest Mistakes agents make at the beginning of their listing presentation

1. Bragging about Themselves

2. Bragging about Their Company

What are the fundamentals of

your company’s marketing plan?

How do you find and qualify

prospective purchasers?

What is your company’s ability to

manage the overall process?

If you subscribe to services that help you

stay abreast of market conditions (like

KCM), let them know.

If you have any previous work experience or

industry designations that separate you from

other agents now is the time to mention it.

If you’ve taken a negotiation class in the

past and received a certificate for it, take the

syllabus or the brochure for the class and

make it part of your presentation.

Building Trust is Crucial

“Weary of mis­information, people are

making integrity a new form of

competitive advantage…

More important than ever to building

brand equity and differentiation,

trust has become a

precious commodity.”

Ford

The percentage of homes selling as a FSBO has

decreased from 19% to 9% in the last 20+ years

FSBOs as a Percentage

of all Home Sales

$209K

$235K

By FSBO By AGENT

*The ‘typical’ price is actually the average price in the survey. However, studies have shown that people are more likely to FSBO in markets with lower price points.

Typical Sold Price* FSBO vs. Agent

Where Buyers Find the

Home They Purchase

Over the Last 10 Years by Percentage

Newspapers

Yard Signs

The Internet

% of Buyers who used an Agent

NAR

FSBOs Must Be Ready to Negotiate

Here is a list of some of the people with

whom you must be prepared to negotiate:

• The buyer

• The buyer’s agent

• The buyer’s attorney

• The home inspection company

• The termite company

• The buyer’s lender

• The appraiser

• The title company

• The town or municipality

• The buyer’s buyer

• Your bank (in the case of a short sale)

Reasons to Hire a

Real Estate Professional 5 They help with all disclosures and paperwork necessary in

today’s heavily regulated environment.

They are well educated in and experienced with the

entire sales process.

They act as a ‘buffer’ in negotiations with all parties

throughout the entire transaction.

They help understand today’s real estate values when

setting the price on a listing or on an offer to purchase.

They simply and effectively explain today’s real estate

headlines and decipher what they mean to you.

Home Prices

The Impact of Monthly Housing

Inventory on Home Prices

LESS THAN

6 MONTHS

BETWEEN

6-7 MONTHS

GREATER THAN

7 MONTHS

SELLERS

MARKET

Homes prices

will appreciate

NEUTRAL

MARKET

Homes prices

will only

appreciate with

inflation

BUYERS

MARKET

Homes prices

will depreciate

BUYER

3X Greater

Months Inventory of HOMES FOR SALE

NAR 2/2015

S&P Case Shiller 2/2015

Year-Over-Year PRICE CHANGES

Case Shiller

FHFA

Year-Over-Year Percent Change in Price by Region

FHFA

Year-Over-Year Percent Change in Price by State

FHFA

Quarter-Over-Quarter Percent Change in Price by State

CoreLogic 3/3/15

1-Month Home Price Change

CoreLogic 3/3/15

Price & Time Since The Peak

A nationwide panel of over one hundred

economists, real estate experts and investment

& market strategists.

Home Price Expectation Survey 2015 1Q

Average Annual %

APPRECIATION

Pre-Bubble

Bubble

Bust

Recovery

To Date

PROJECTED Mean Percentage Appreciation

Home Price Expectation Survey 2015 1Q

Present yourself as the

MARKET EXPERT

NAR 2/2015

4.82M

4.62M

EXISTING Home Sales increase of 200K from last year

This January

Last January

PENDING Home Sales

Last four months of 2013

and January 2014

Last four months of 2014

and January 2015

last year vs. this year

NAR 2/2015

100 = Historically Healthy Level

NAR 2/2015

PENDING Home Sales

Census

New Construction Homes Sold

Up 5.3% over January 2014

“Buying a Home” trend on Google

Google

Google Trends is much better at gauging mindshare rather than the total number of

searches for each term. The higher the number the larger share that topic had at that

time compared to EVERY other thing that people searched for.

Months Inventory of HOMES FOR SALE

NAR

Mortgage Credit

Availability

Quarter Fannie Mae

Freddie Mac

MBA NAR Average of all four

2015 1Q 3.7% 3.7% 3.7% 3.8% 3.7%

2015 2Q 3.8% 3.8% 4.0% 4.0% 3.9%

2015 3Q 3.9% 4.0% 4.4% 4.3% 4.2%

2015 4Q 4.0% 4.2% 4.6% 4.7% 4.4%

Mortgage Rate Projections

2/2015

5.25 $ 2,208 $ 2,154 $ 2,098 $ 2,044 $ 1,988

5.00 $ 2,148 $ 2,094 $ 2,040 $ 1,986 $ 1,932

4.75 $ 2,086 $ 2,034 $ 1,982 $ 1,930 $ 1,878

4.50 $ 2,026 $ 1,976 $ 1,926 $ 1,874 $ 1,824

4.25 $ 1,968 $ 1,919 $ 1,869 $ 1,820 $ 1,771

4.00 $ 1,910 $ 1,862 $ 1,814 $ 1,766 $ 1,719

3.75 $ 1,852 $ 1,806 $ 1,760 $ 1,714 $ 1,667

$ 400,000 $ 390,000 $ 380,000 $ 370,000 $ 360,000

-2.5% -5% -7.5% -10%

RA

TE

Principal and Interest Payments rounded to the nearest dollar amount.

Buyer’s Purchasing Power

According to Google, 2 of 3 people searching

for a prospective agent research them

“extensively online prior to working with them".

Multiple studies have shown that roughly

70% of the buying decision is now made before the prospect ever talks to a sales person face to face – and this number is growing daily.

CoreLogic 3/3/15

Price & Time Since The Peak

Here is a great article

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