The Power of a Prelisting Package - Do The One...

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The Power of a Prelisting Package

TRUTHTRUTH

The presentation of a prelisting package to the seller before the appointment is a

differentiating professional impact in many markets.

TRUTH

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


1 M k P li ti P k M i t i S l1. Make a Prelisting Package—Maintain a Supply2. What the Package Does3. Package Contents4. Delivery Options

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1. Make a Prelisting Package

a Marketing materialsa. Marketing materials• 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


2. What the Package Does

a Opens communication with the prospect and a. Opens communication with the prospect and immediately increases their confidence in you

b. Provides data or documents they need to gather in advance

c. Saves time in the consultation

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d. Lets C and S DISC profiles dig into data on their own time

e. Prepares them for the consultation

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3. Package Contents

a Statement of USPa. Statement of USP• 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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and adds value to the transactions and their lives.


3. Package Contents (cont.)USP Value Proposition

Biography Our marketing plang p y g p

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• Things you need to know from them

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g y• Facts they needs to review

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



e. Ways to Handle Competing Agents (cont.)y p g g ( )

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 i li i ll ill b

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Will you service our listing personally or will we be working with your assistants?

How many other clients are you currently serving?


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e Ways to Handle Competing Agents (cont )e. Ways to Handle Competing Agents (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?

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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?



f Memorable Value Adding Itemf. Memorable Value-Adding Item• For staging, for marketing, etc.


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Sample Prelisting Package ContentsSample 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 d/ t i h DVD

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• Pricing and/or staging your home DVDs • Value of inspections, appraisals, and warranties• Sample inspection report • Preparing your home for sale checklist


4. Delivery Options

a ASAP (24 72 hours)a. ASAP (24-72 hours)b. You, a teammate, or a messenger c. At their workplace, if possible—have someone

sign for it

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Top agents report a dramatic decrease in timespent to get the listing since they began using a prelisting package.


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S Summary 1. Make a Prelisting Package—Maintain a Supply2. What the Package Does3. Package Contents4 Delivery Options

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4. Delivery Options


Perfect Your Listing Consultation—

Why Lose Any Listings?

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15 Steps to Getting the Listing

1 Fi d S ll L d G ti1. Find a Seller—Lead Generation2. Prelisting Phone Conversation3. Preparation of the CMA4. Use a Checklist to Stay on Track5 Confirm the Appointment

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5. Confirm the Appointment



6 E t i th H d B i i th 6. Entering the Home and Beginning the Consultation

7. Explain Agents vs. Consultants8. Begin CMA Presentation/Consultation9. Staging Services

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9. Stag g Se v ces10. Focus on the Seller’s Needs


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11 Ch k f C it t11. Check for Commitment12. Handle Objections13. Negotiate to Resolve Any Issues14. Win/Lose and Setting Expectations15 Closing

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15. Closing


1. Find a Seller

L d G ti St t iLead Generation Strategies


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2. Prelisting Phone Conversation

P li ti Q ti ia. Pre-listing Questionnaire Determine their “How, When, Where, Why, and

What.” What is their motivation?




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b D t il f th P tb. Details of the Property Must-have information for the CMA




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3. Preparation of the CMA

Th G la. The Goal 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 d h h i bj i ill b

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become reassured that their objectives will be realized.


3. Preparation of the CMA (cont.)

b The Mindsetb. The Mindset 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?

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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. Add the prospect to the database.b Add h d i ib. Add the prospect to a drip campaign.c. Prep the prelisting package.d. Deliver the package.e. Get tax information.f. Analyze the MLS and the previous sale history of

th t

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the property.g. Review the MLS history of the same street,

neighborhood, MLS area, and competing MLS areas.


4. Use a Checklist to Stay on Track (cont.)

h Look at the map and Google Earth to factor in h. Look at the map and Google Earth to factor in 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.

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k. Select the best comparables and complete the CMA.

l. Professionally package the CMA and all handouts.


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5. Confirm the Appointment

“Did t th k ?”a. “Did you get the package?”b. “Did you complete the homework section?”c. “If not, it would be great if you could before I

came …” d. “As we discussed, you and your husband will

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. s we scusse , you a you usba w both still be there, right?” If not, then reschedule!


6. Entering the Home

a. Build rapport. Use FORD (Family, Occupation, pp ( y, 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

l h d

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accomplish today.e. Ask about their dreams, goals, objectives, and

timeline.


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6. Entering the Home (cont.)

f “After we help you sell your house what is next for f. After we help you sell your 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 Ask for a tour—show interest and take notes about

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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.


7. Explain Agents vs. Consultants

A t t ll d ll It’ ft i /la. Agents assume, tell, and sell. It’s often win/lose.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. Educate the seller: Inform the seller about the current market

conditions using “hard” data about the local economy, the real estate market (city or region-wide) and for the specific neighborhood.

Each month always memorize 3-4 data talking

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y gpoints.

This builds confidence and trust in your knowledge.



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8. Begin CMA Presentation/Consultation

a. Take control in a professional, soft-spoken, very p p yconfident, 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 lli i i h i hi hi h h

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selling price or a very tight range within which the 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!


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8. Begin CMA Presentation/Consultation (cont.)

d Al it th CMA th t th i d d. Always write on the CMA that the price and DOM is dependent on the home being in “updated, staged, and pristine condition.” As-ishomes are priced much lower.

e. Then ask, “Out of curiosity, how much had you

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estimated that your house would sell for, based on comparables?”


9. Staging Services

St i i i l di th St i DVD th a. Staging services, including the Staging DVD, the 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.

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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

U th da. Uncover those needs. Get their most desired outcome. Then add two more highly desired outcomes.

You are uncovering their success criteria

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You are uncovering their success criteria.


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10. Focus on the Seller’s Needs (cont.)

b Prioritize those needsb. Prioritize those needs. Price Time needed to sell Communication quality

R k d h l

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Rank needs with simple scenarios …

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


11. Check for Commitment

“H l lt d ti f i a. “Has anyone else consulted you on satisfying these needs?”

b. “If I show you how we can satisfy or exceed these needs, would you commit to working with me?”

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c. If yes, “Great!” d. If no, “What would it take?”


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12. Handle Objections

a. Be agreeable. Remember, it’s b. Don’t debate.c. Don’t jump to conclusions.d. Talk slowly and softly.e. Persist and stay calm.f. Give an answer.g. Keep it simple and logical.

not about you—it’s about them!

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g p p gh. Anchor conclusions back to data.i. Don’t get attached to your

desired outcome.


13. Negotiate to Resolve Any Issues

You’ve learned what the issues are as you answered yobjections.

a. “That’s interesting …” b. “Tell me more about that …”c. “Out of curiosity, why it that?”d “What about is important to you?”

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d. What about ______ is important to you?e. “How did you arrive at that price?”f. “Which of the comparables led you to that price?”


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14. Win/Lose and Setting Expectations

a “How does someone win with you?”a. How does someone win with 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 li t?”

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from you as my client?” e. “If I see an issue keeping the home from selling,

how should I approach you?”


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?”

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“What me to handle this sale for you?” “Are you ready to take care of the

paperwork?”


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15. Closing (cont.)

a. Cover your immediate next stepsCom letion of the a er ork and the seller’s Completion of the paperwork and the seller’s homework

Scheduling the staging and emphasize again the linkage between staging and updating and selling the house at the highest price in the

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g g pshortest time.

Premarketing


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