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Copy of Listing Presentation Template
Transcript of Copy of Listing Presentation Template
OUR DISCUSSION FLOW
TELL ME ABOUT YOUR HOUSE
About Our Company
 became a REALTOR®
2007 joined [ABC Realty]
won award for [production]
What drew you to this home when you bought it?
What is your favorite feature of this house?
What do you like about your neighborhood?
What are some nearby amenities such as restaurants or shopping?
What don’t you like about it?
Why are you moving?
How soon do you need to move?
Is price or timing more important?
What are you looking for from your agent?
Do you anticipate major challenges to selling your home?
What will you do if your home doesn’t sell?
My Unique Selling Proposition:
Put your unique selling proposition here. This should explain the benefits of your services. It’s what differentiates you from the competition and makes you the logical choice that will best fit with the client’s needs.
My Signature Approach
MY SIGNATURE APPROACH
I believe in an upfront no-nonsense approach to selling real estate
I will tell you if either I or my company is not the best fit for your situation.
I will be honest about the pricing of your property
I TAKE QUARTERLY CLASSES TO STAY UP TO DATE WITH MY INDUSTRY … (REWRITE WITH YOUR OWN INFO)
WHY I'M DIFFERENT
Only Real Estate Agents who are members of the National Association of Realtors® can use this term.
Realtors subscribe to a higher code of ethics.
Realtors are required to have additional education.
I’m a member of the Local, State, and National Association.
WHAT DOES REALTOR® MEAN?
ABOUT MY ORGANIZATION
We service this geographic area
We were established (date here)
We are locally owned and have roots in this community (and any other info that is relevant)
THE PRICE DERIVATIVE
Every property will sell and has the potential to sell quickly, the price is the No. 1 factor controlling this outcome.
THE PRICE DERIVATIVE
I’m going to ask you to imagine… this is no longer your home. You have actually jumped forward in time and you now live in the home and the neighborhood where you plan on moving to next.
ABOUT MY CMA
Comparables include sales from all real estate agents and companies
I check public records in addition to MLS
The best measure of value is sold listings
Active listings demonstrate supply and competition
Withdrawn/expired listings usually demonstrate an overpriced listing.
MARKETING YOUR PROPERTY
Much of my marketing starts today, when we agree on a price for your home. The best marketing in the world will never sell an overpriced home.
FACT vs. FICTION
When it comes to online marketing, many agents will try to convince you they have the “secret sauce.”
The fact is, every agent’s listing is syndicated out by the MLS to hundreds, if not thousands, of web sites.
The fact is, if a buyer is house shopping online and your home matches their criteria, it would be almost impossible for them not to find your home.
My brand has the following unique online marketing methods:
I offer the following unique marketing methods:
1-800 Call Capture
Getting started is easy. Once we have agreed on a price and I have answered all of your questions, we have a little paperwork to complete. Then I can have your home on the market in as little as 48 hours.
Selling your home is a big deal and I take the task very seriously. The fact that you have considered me to help you accomplish this means the world to me!
ABOUT ME PROFESSIONALLY
About Our MLS Board
OUR DISCUSSION FLOW
Our Marketing Plan
Our Pricing Plan
married to [name here]
[X] children [Names]
Hobbies [snowboarder, auto enthusiast, camping, real estate investing]
ABOUT ME PERSONALLY
your casual photo here
About The MLS
Helping You To Understand Its Role In Selling Your Home!
Real Estate Companies Join The MLS Board
Why? To allow agents from other companies the opportunity to view and sell their listings.
MLS Companies Cooperate With Each Other
This means any Realtor on the board will be able to show your home to their buyers.
How We Reach MLS Agents
When we get into our marketing plan for your home, we’ll show you how we get MLS agents excited about your home.
So You Have Me, My Company ,& All MLS Realtors Working For You!
This is the current market value of your home.
This section outlines the value of your home based upon data gathered on recent sale of similar homes in your area.
On How We Sell Your Home Will Be Divided Into Two Segments!
Selling A Home Is EASY… When Handled PROFESSIONALLY!
The Marketing Plan For Your Home!
A marketing plan will vary from real estate company to real estate company.
A marketing plan will also vary from agent to agent depending upon experience.
The Pricing Plan For Your Home!
The price range of your home will not vary between companies since it is determined based upon current market facts that are:
a) Available to all companies
b) Not in the control of any one particular company.
To Hire A Realtor Is Based Upon The Plan… Not Just The Price!
Realtors Control MARKETING PLANS But Never Market Price!
There Are 12 Reasons
Why You Will Benefit By Having Me Represent You!
1. Identify Your Selling Goals!
2. Attract More Buyers!
3. Market “Inside-Home” Effectively!
4. Market “Outside-Home” Effectively!
5. Reach Buyers Through The MLS!
6. Reach Buyers Through The Internet & SmartPhone!
7. Qualify The Buyer!
8. Negotiate With The Buyer!
9. Assist The Buyer With Financing!
10. Keep The Buyer After The Sale!
11. Stay Informed At All Times!
12. Determine The Best Asking Price!
My 12 step marketing plan ensures maximum exposure of your home to all buyers and aftercare service to keep the buyer in the contract.
Reason # 1 Helping You To Identify Your SELLING GOALS!
What You Want Is…
The MOST MONEY you can get!
As QUICKLY as you can get it!
And with the FEWEST PROBLEMS!
Now Let’s See How I Can Help You DO JUST THAT!
Reason # 2 Helping You To Make Your Home More Attractive To Buyers!
Through My Experience…
I know the reasons why people buy and, more importantly, do NOT buy homes!
Most buyers are concerned about having enough space to place their furniture in the family room.
Yet many sellers have so much furniture in the family room it tends to make it look smaller and unsatisfactory… turning away an otherwise interested buyer.
Can YOU See This Kind Of Thing Happening?
There’s MORE… To Selling A Home Than Simply Putting A Sign On The Lawn!
Do You Know…
The average buyer inspects 10 homes before deciding on the one to purchase?
There are 9 other homes competing against yours.
The Winner Will Be…
The seller who can best bring out the details of a home in such a way as to encourage the buyer to MAKE AN OFFER.
Don’t Worry… We Have A System That Puts The Odds In Your Favor!
My 21 Proven Tips For A Quick And Carefree TOP DOLLAR SALE!
I Am Absolutely Determined To…
Make sure your home COMPETES SUCCESSFULLY against the competition.
I Am Absolutely Determined To…
Make sure your home has every possible SALES ADVANTAGE.
My Simple Solution For Success!
It is accomplished through a 21 POINT CHECKLIST.
It reviews, and resolves, key buyer sensitive issues when viewing a home.
We’ll Review This List Later Should You Decide To Hire Me!
Reason # 3 Helping You To MARKET “Inside-Home” Effectively!
Two Time-Tested and Proven…
Showing STRATEGIES to cause a buyer to take notice when viewing your home!
GOOD Features Highlighted…
How? Through in-home DISPLAY BROCHURES providing a feature summary of your home.
IMPORTANT Features Highlighted…
How? Through in-home DISPLAY CARDS used to highlight a specific feature during showing.
It’s In The SMALL DETAILS That Your Home Is Noticed!
Good Features Are… Highlighted Within A Feature Summary Brochure!
What We Do Together!
We’ll make a summary list outlining all the good features in your home.
I’ll then make enough copies so buyers can take one home after their viewing.
When buyers are viewing homes they usually do so in groups of up to 11 homes at a time.
Since they are viewing so many homes they may forget, or confuse your home’s features, with the features of the other homes.
Can you see this kind of thing happening if feature brochures were not used?
Feature Brochures Can Tip The Odds In YOUR FAVOR!
Important Features… Are Also Highlighted Through In-Home Display Cards!
What We Do Together…
We will make a list highlighting specific features we want the buyer to notice during a showing.
• We’ll then place in-home display cards throughout the home.
• MLS agents will bring their buyers to view your home.
But The Problem Is…
Each agent will show your home their own way.
In fact… some agents will not show your home properly at all!
This Presents Us With A MAJOR PROBLEM!
I Am Absolutely Determined…
ALL BUYERS be given every opportunity to view your home properly.
The In-Home Display Card Strategy Is…
Our only solution to ensuring all buyers see your home in the SAME WAY.
Can you see how this allows your home to compete successfully against other homes within your price range?
We Simply CAN’T… Allow Their Inexperience To Cause Us To Lose A Buyer!
Display Cards Give A Reason For The Buyer To ASK QUESTIONS!
What You Need To AVOID Is…
OVERESTIMATING the power of open houses and home specific advertising!
LESS THAN 5% of homes sell directly through an open house.
Home Specific Newspaper Advertising…
LESS THAN 3% of homessell through all the various newspaper advertising of Realtors.
But This DOESN’T Sound Right… Does It?
Reason # 4 Helping You To MARKET “Outside-Home” Effectively!
Open Houses… Lead Gathering!
Their primary use is to gather leads as open house visitors tend to be lookers and NOT qualified buyers.
Realtors understand it will take as long as one year for a few of these leads to become serious qualified buyers.
Newspaper Ads… Three Reasons!
1. To build name recognition for the Realtor.
2. To gather leads.
3. To find first-time buyers.
Rather We Employ The MOST EFFECTIVE METHOD- The MLS!
Then WHY Are… Open Houses And Ads Used By Realtors?
Who Must We Reach FIRST When Selling Your Home?
The answer is MLS Realtors!
Because at least one of them will have the buyer for your home.
That’s why we need an MLS Marketing Strategy that causes MLS Realtors to want to show your home to their buyers!
Understanding The MLS Is CRITICAL For Your Success!
Reason # 5 Helping You To Reach Buyers Through The MLS!
It’s Designed For Sellers… Not Buyers!
The MLS is a service dedicated to move-up sellers.
Move-Up Sellers Are Your Target Buyers!
These move-up sellers can only buy when their current home sells.
Move-Up Sellers Represent 95%!
Typically, only 5% of buyers in the market are first time buyers while 95% are move-up sellers.
The MLS Allows You To EASILY TARGET Your Potential Buyer!
Understanding The MLS Who Is The MLS For?
This group buys
NON-ENTRY LEVEL HOMES
This group buys
ENTRY LEVEL HOMES
95% of the total buyer group
FIRST TIME Buyers
5% of the total buyer group
Understanding The Buyer Market The MLS Buyer Market Consists Of Two Groups!
Which Group Would Be Most Interested In YOUR Home?
If It Is A First Time Buyer Home…
Then the MLS will not be the best source for targeting your buyer.
In Such Cases… We Need To Depend On Ads!
And not just our own company ads but the collective ads of all real estate companies.
The Power of MLS Collective Advertising!
Through the collective advertising efforts of all companies the first time buyer is found.
If Your Home Is A REPEAT Home Then We Focus On The MLS!
Advertising… And The First Time Buyer Home!
Let’s Suggest Your Home Is Worth $200,000
After you sell you will mostly likely ‘move up’ to a more expensive home. (You are called a ‘move up’ buyer.)
This Is The ‘Find Your Buyer’ Secret!
The average seller converted to buyer moves up 20% to 30% in value.
How Do We Find Your Buyer?
All we do is take the asking price of your home and subtract 20% to 30%.
Then we go onto the MLS board and find all listings within this price range.
Let’s DO THE MATH To Find Your Buyer!
The MLS Secret! Understanding Where Your Buyer Is Currently Located!
Your Buyer’s Home Listing Range Is...
Top: _______ Bottom: _______
It’s As Easy As Pie!
This exercise will assist us in targeting your buyer through a simple calculation.
Your Home Value Is
Top Of Range Is
Home Value - (Home Value x 20%) =
Bottom Of Range Is
Home Value - (Home Value x 30%) =
Let’s Do The Math… And Find Your MLS Buyer!
Through Email Marketing!
I send a LETTER and a copy of your listing to the listing agents for these homes informing them about your new listing.
Through Telephone Contact!
I then CALL the listing agents for these homes reminding them about your home.
Through Internet Marketing!
Another EMAIL is then sent to the Realtor asking him to view your home both on the MLS’s website and on my website as well.
Finally… We Need To MONITOR The Sale Of These Homes!
How Do We Reach This Target Group?
Monitoring These Homes Is ESSENTIAL!
Each Home Is Tracked Daily!
The MLS releases DAILY the homes that just sold within the system.
When A Target Home Is Sold!
I IMMEDIATELY call the listing agent to let him know once again about your home.
Another Email Is Sent!
Another EMAIL is sent to the listing agent asking him to take his seller, now converted to buyer, to view your home.
This Cycle Is Repeated Over And Over Until Your Home Is SOLD!
The Big Internet
This would be traditional desktop computers found in homes and in offices.
How We Big Internet Market
1. Through the MLS online website system.
2. Through my personal agent website.
3. Through a 24-7 ‘Open House / Listing Info’ web site.
4. Through Report web site marketing.
5. Through email marketing to my existing prospect database.
6. Through Facebook, Craigslist, and local home sites.
It’s The MOST Effective Internet Marketing System Available Today!
Reason # 6 - Part A Helping You To Reach Buyers Through The BIG INTERNET!
SmartPhones Are The Latest Craze!
BlackBerry, iPhone, Android, etc.
How We Small Internet Market
1. Your home is displayed on my SmartPhone website.
2. When buyers drive up to the Yard Sign they can immediately access all the details of your home, view pictures of your home, and request a viewing… right from the comfort of their cars.
3. Often buyers will read newspaper ads when they are ‘on the go’. They can quickly access your home online right from their SmartPhones… regardless of where they happen to be!
My SmartPhone Website Means Your Home Is Always Available!
Reason # 6 - Part B Helping You To Reach Buyers Through The SMALL INTERNET!
There Are 5 Buyer Types!
1. A never buy buyer.
2. A bargain basement buyer.
3. A not in a hurry buyer.
4. A not prepared but serious buyer.
5. A pre-approved serious qualified buyer.
But We Only Want The 5th Type… A Pre-Approved Qualified Buyer!
Reason # 7 Helping You To Qualify The Buyer!
He’s A Move-Up Homeowner!
We have two types of serious buyers:
It’s a buyer who wants to buy but does not have to buy since they have yet to sell their home.
It’s a buyer who must buy because they just sold their home.
They are called move-up sellers.
Only move-up sellers are pre-approved serious qualified buyers!
Only this buyer type is ready to buy now.
And Only Through The MLS Are Move-Up Sellers Found!
What Is… A Pre-Approved Serious Qualified Buyer?
We Can Get You More Money!
Negotiating an offer is not easy for emotions tend to get involved. A good example would be Unions & Management.
Real Estate Is Often The Same!
Should the seller and buyer negotiate directly often the emotional difficulties of negotiation causes the seller to lose the buyer.
A Realtor serves as a third party and is in a much better position to maintain the buyer to current market value.
A Realtor Uses Market Data To PROVE Home Value To A Buyer!
Reason # 8 Helping You To Negotiate With The Buyer!
Being Ready To Step In!
Sometimes even pre-approved buyers can find themselves in some mortgage trouble.
We Know Additional Sources!
Should this happen we refer the buyer to additional sources of financing to make sure the sale closes on time.
Can you see how we may be able to ‘save a sale’ when the buyer needs some extra help?
FINANCING ISSUES Represent 87% Of All Closing Related Problems!
Reason # 9 Helping You To Assist The Buyer With FINANCING!
It’s Called Buyer Remorse!
All of us experience buyer remorse… be it a purchase of a car or a home.
But Some People Experience It More!
Some buyers actually develop an acute case of buyer remorse.
When this happens I step in to prove their purchase through a competitive market analysis.
Were you aware a buyer can suffer from this condition?
BUYER REMORSE Represents 11% of All Closing Related Problems!
Reason # 10 Helping You To Keep The Buyer After The Sale!
When you list with me I promise to keep you up-to-date on the progress of the sale each and every week.
2. After Each Showing…
I know you want to know what the buyer thought when viewing your home. For this reason I promise to contact you after each showing to give you an update.
3. Personal Contact…
I promise to make myself available to you at all times during the sale of your home.
Service To Me Means Making Myself AVAILABLE To YOU 24-7!
Reason # 11 Keeping You Informed About The Progress Of The Sale!
Before We Discuss Price…
Do you have any questions about our marketing plan?
Other Than Price…
Based upon our marketing plan… would you feel comfortable about listing your home with my company?
My Service Guarantee!
Are you aware you can fire me if I do not do all the activities I said I would concerning the marketing of your home?
Let’s Review The GUARANTEE And Then We’ll Discuss Price!
Reason # 12 Helping You To Determine The Best Asking Price!
The Last Way You Will Benefit…
By having me represent you is I can help you to determine the very best asking price for your home.
My Goal Is Simple…
To get you the highest possible price the market is willing to bear at this time.
To Realize This Goal…
We need to understand how to analyze the market and how it is affecting the value of your home.
Why Is This Important?
Because NO ONE Controls Market Value… Be It A Realtor, A Company , Or Even The Seller!
Our Discussion… Will Now Turn To The Pricing Plan For Your Home!
We Work From A CMA!
A Competitive Market Analysis is the standard in the industry as a tool for determining the current value of a home. It contains three significant factors: 1. Similar Homes Recently Sold
This tells us what buyers are willing to pay for this kind of home in this area at this time.
2. Similar Homes Now For Sale
This tells us about our competition. Buyers will compare your home to these homes.
3. Expired Listings
This tells us what buyers are not willing to pay for this kind of home in this area at this time.
Do You Agree This Approach Will BEST Help You Determine Price?
How Is Pricing… Determined When Selling A Home?
But Who Needs To Be Excited?
To get a home sold once… we actually need to sell it twice.
1. To other MLS Realtors
2. Then to their buyers!
To get the most money, in the least amount of time, and the fewest problems…
We need to have MLS agents excited about your home.
Pricing your home according to current market value achieves this goal.
EXCITEMENT Breeds ENTHUSIASM Which Generates SHOWINGS!
Sales Excitement… Produces Fantastic Results When Selling Your Home!
There Are 4 Price Factor Showing Points
Each point impacts sale success and final sale price.
1. Overpriced But Showable
Generates low buyer & MLS acceptance.
2. Priced Right But Not Showable
Generates medium buyer & MLS acceptance.
3. Overpriced & Not Showable
Generates big problems for the sale.
4. Priced Right & Showable
Generates maximum showings, as both buyers and MLS agent are excited about your home.
#4 Creates Excitement, Showings, And A TOP DOLLAR SALE!
How Price Affects… Excitement And Therefore The Number Of Showings To Expect!
1 Curb Appeal: Bring it to the best appearance possible.
2 Driveway: Fix needed repairs, wash it or clean it.
3 Roof: How is the condition?
4 Mailbox: Make it attractive.
5 Front Door: Must be in the best shape possible.
6 Windows: Clean and crack free?
7 Exterior Paint: How is the condition?
8 Garage Door: How is the condition?
9 Front, Side & Back Yards: Must be in the best shape.
10 Your Cars: If not in good shape, remove them from driveway for showings.
11 Front Entry: Clean & free of clutter
12 Closets & Rooms: Remove as much clothing and furniture as possible.
13 Carpet: Must be clean.
14 Door Leading to Garage: Have door unlocked and garage clean.
15 Interior Paint: Must be in the best shape possible.
16 Light Bulbs: Make sure all work.
17 Furnace & Air Conditioner: Clean them up and working good.
18 Home Clutter: Eliminate it.
19 Kitchen: Clean and bright at all times.
20 Baths & Bedrooms & Pool: Clean and bright at all times.
21 Home Smell: Must be fresh. If you smoke… use air freshener.
21 Tips For Selling Success!
Experience Is Measured By RESULTS…
Not Just Years Of Service!
IMPROVE YOUR ODDS OF SUCCESS
What is the Leading Real Estate Companies of the World®?
It's a global real estate network of the most powerful independent brokerage firms in the world. Only the best of the best are part of the select group whose names says it all. The Network is comprised of 550 firms with 4,600 offices and 140,000 sales associates in 30 countries. Our affiliates are responsible for $225 billion in annual home sales.
The Marketing Plan For Your Home
This is the reason why you pay a fee to hire a Realtor to sell your home.
This section outlines the various strategies we use when selling your home.
The Pricing Plan For Your Home
“Our experience with (your name) was simply the best. (Your name) understood our needs, and when above and beyond to make the entire process easy, comfortable, and stress-free!”
– Dave and Sally Jones, Fort Collins, CO
“Another great testimonial can go here, and here.
– Jim Smith, Greeley, CO
What My Clients Say About Me:
ABOUT MY COMPANY
What My Clients Say About Me:
Proven Experience You Can Count On!