[WC Workshop] The Pre-Listing Package

[WC Workshop] The Pre-Listing Package

 

Supporting Downloads: 

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  • Pre-Listing Presentation Template (PPT)
  • Seller’s Homework template (WORD)
  • Pre-Listing Package emails (WORD)

 

Why Use a Pre-Listing Package?

  • Set yourself apart from the competition as a professional
  • To effectively communicate your unique value proposition of why sellers should hire you to market and sell their property
  • Shorten the amount of time spent at the actual listing presentation
  • Educate and inform the sellers on the home selling process
  • Encourage the sellers to get necessary items and complete some documentation prior to your meeting
  • Sending them your pre-listing package allows adequate time for all parties to review your track record, your testimonials and your approach to marketing homes before you meet face-to-face.

  

Pre-Qualify the Sellers 

Typical pre-qualification questions include:

  • Why are you selling?
  • Where are you planning to go after your sale?
  • When do you need to be there?
  • Do you have a price in mind that you are seeking?
  • How did you arrive at that price?
  • Do you need the proceeds from the sale of your current home to purchase your next home?
  • Are you interviewing any other agents?
  • Is there anyone else we would need to include in our discussions about selling your home – a spouse, a parent, etc.?

Let the seller know you will be sending them important information to review and some prep (homework) for them prior to your meeting.

Explain how that reviewing the information, in advance, could save an hour or more of time when you meet.

We recommend that your stick to the phrase, “sending over some important information” or something similar and not “I’m going to send you my pre-listing presentation.”

  • We don’t recommend sending the CMA or copies of the paperwork
  • If sellers have reviewed your pre-listing presentation, you may find that you can focus primarily on reviewing the CMA, Pricing the property, discussing condition, staging, repairs and answering any specific questions or concerns.
  • Your “Listing Presentation” is the Pre-Listing Presentation with some additional optional materials:
    • Support material & graphics for Pricing the Home to Sell
    • Samples of Your Marketing & Advertising
    • The formal CMA report

  

Pre-Listing Package Contents

  • A branded cover and catchy title like “Preparing for a Successful Home Sale”
  • A brief introduction letter
  • A brief personal bio
  • Your track record of results compared to the market
  • Client testimonials
  • An explanation of how buyers search for, and evaluate homes.
  • An explanation of how you prepare the homeowner, and their home, for a successful sale.
  • A brief description of how you generate interest and showings.
  • A list of the items the seller needs to provide (homework)

 

Seller’s Homework 

Provide the seller with a list of the items you will need to market their home. You can also optionally include those forms/disclosures that will require time to complete or information from them.

“Please have these items ready for our review when we meet to help save you time and make the process more efficient.”

Options include (customize based on the requirements or what is typical in your market area):

  • A copy of the floor plan, if available
  • Copies of utility and property tax bills
  • Alarm codes, if applicable
  • Current Loan Information
  • Copies of any transferable warrantis
  • Copies of user manuals for major appliances, alarm systems, irrigation
  • Keys for front door. If there are doors that are keyed separately that a buyer will want opened (e.g., storage shed) please include copies of those keys as well.
  • Example Forms:
    • Seller’s disclosure statement
    • Homeowner’s Association Information
    • Loan Verification Request Form

 

Customizing the Pre-Listing Presentation

Introduction Letter 

Your introductory letter should briefly state your appreciation for the opportunity to present your proven approach to marketing homes.

Additionally, you should use the letter to identify the four or five primary services the seller can expect you to provide, such as;

  • helping them to prepare their home for sale, determining an appropriate price,
  • providing additional services such as staging and professional photography, and
  • attentive one-on-one service

 

Personal Bio

Your personal bio should be short, yet informative. A well-written bio lets the reader know:

  • who you are,
  • why you got into the real estate business
  • what makes you unique, and
  • what benefits they receive should they hire you

Include a recent professional photo

 

Your Company & Individual Stats

Your track record of results, along with your client testimonials, will do more to establish your credibility and expertise than anything you can communicate with the seller.

If you are newer to the business and do not yet have an established track record, talk with your broker about obtaining the statistics for your office or company as they relate to your specific niche market.

The statistics you may want to present include:

  • Your total sales volume vs. the “typical” agent in your niche.
  • Your total completed sales within your niche compared to the typical agent in your niche.
  • Your percentage of listings that sell during the first, or initial, listing period compared to the market average.
  • Your average days on market compared to the market average.
  • Your percentage of the original list price to the final sales price compared to the market average.

 Include any applicable stats, graphics, or charts for your company:

  • Market Share
  • Sales volume
  • Size of company
  • Closed transactions
  • History

  

Testimonials

Check out the WBNL February Marketing Kit for our guide on getting more testimonials and reviews.


Explain How Buyers Will Search For, And Evaluate, Homes

  • 92% of Buyers Search for Homes Online
  • Buyers Want Photos, Detailed Property Info, Virtual Tours
  • Features & Condition of Property
  • Price

Explaining what factors influence price in your pre-listing presentation enables the seller to digest, and hopefully accept, the information prior to your in-person meeting.

  • Pricing your home accurately is the most effective way to ensure a successful sale.
  • No amount of marketing can sell an overpriced home.
  • Many sellers are tempted to list their home with the agent who quotes the highest price.
  • Please keep in mind, the agent doesn’t set the price, the seller doesn’t set the price – the market will determine the price – or value – for your home based on recent similar sales and other active listings.
  • To be effective, your home should stand out as one of the top two to three best values in your immediate market place.
  • If your home has more features that appeal to buyers – or your home is priced lower than comparable homes – your home will stand out as the better value.
  • Conversely, if your home lacks the features that potential buyers desire, your only option is to compete on price.

Factors that influence market value

  • Supply & demand
  • Economic conditions
  • Asking & selling prices of comparable homes
  • Your home’s condition
  • Buyer’s perception of your home

Factors with little or no influence on market value

  • The price the seller paid for the house
  • The seller’s expected net proceeds from the sale
  • The amount spent on improvements

 

Importance of Home Staging and Professional Photography

Include Photos of Before and After

  • Assistance with staging your home by professional designers if you so elect
  • Home improvement consultation with recommended vendors
  • With 95% of buyers using the Internet to search for homes, professional photography is essential to any comprehensive marketing plan.

 

Generating Traffic through Marketing & Promotion

Explain the tools you will use to promote the seller’s home to the public as well as to the agent community.

  • Your company web site
  • Your personal web sites
  • Custom property website
  • Syndicated web sites
  • Featured Listing on Realtor, Zillow, Trulia
  • Your MLS
  • Signage
  • Social media
  • Direct mail
  • E-mail marketing
  • Open houses / Broker Open Houses
  • Agent caravans

 

Promotion and Marketing Ideas

VIDEOS

  • Create an Intro Video
  • Series of Videos:
    • Dangers of Overpricing
    • Marketing
    • Staging your house to sell
    • Home selling Process
    • Helpful Hints to sell your Home

 

Slideshare.net

Here is a link to your member training on How to use Slideshare.net

  • Upload your presentation to Slideshare
  • Add it to your LinkedIn Profile
  • Embed the presentation on:
    • Web sites
    • Facebook pages
    • LinkedIn pages

Once your presentation is on Slideshare, you can promote the link:

  • Email signature
  • Postcards
  • Letters
  • Emails
  • Brochures
  • Web sites
  • Business cards
  • In ads you place for community, sports or school directories
  •  On your social media profiles
  • Guides or e-books
  •  Email to expired listings
  • Other digital and/or print marketing materials
Skills

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Posted on

September 27, 2016