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When I first started selling real estate, I was educated on how to do a listing presentation. I was told that the presentation was the opportunity to sell myself as an agent. I learned that my best chances of getting that listing was if I could be either the first agent or the last agent to be interviewed.
There were so many ways to win over the seller. In my mind, I was taught to pressure the seller to list with me. One of the tactics was to prepare a listing presentation that was all about me, my agency, etc.
What I found to be true was quite the opposite. Yes, I still prepare my future clients with a preconsultation packet and expectations, but I do the actual listing presentation (I call it a consultation because that is truly what I do, consult) a little differently. Here are five steps to an exceptional consultation.
Step 1
I start with walking through the house. I take measurements of all the rooms. I take into account the furniture placement and the size of the furniture compared to the room size. The type of pictures on the walls. The condition of the house.
I pretend that I am the future buyer. I have my notebook in hand, and I make a list of all of the good and the bad from that perspective.
[Tweet “I pretend that I am the future buyer. I make a list of all of the good and the bad from that pov.”]
Step 2
I always sit in the kitchen. To me, the kitchen represents family time. A time of great socialization. It makes it easier to break that “What is it going to take to get you to list with me?” attitude, and I like to have a table similar to my desk. It makes me feel like I am in my office.
[Tweet “I always sit in the kitchen. To me, the kitchen represents family time.”]
Step 3
Price the property. As you might have noticed from my previous infographic on preparing for the consultation, I have already included several active and closed comparables.
But I am sure that the forms were a little confusing, and your future clients are going to need an explanation of your price recommendations.
I also visit the homes that I am going to compare at my consultation from a buyer’s perspective and show my notes to my sellers.
This task does take some extra time, but it not only shows that I am the expert, it allows me to justify the price I suggest.
Step 4
You must present an excellent marketing plan. I always show a spreadsheet of my marketing plan along with the prices. It is important that the sellers know that I pay for marketing, and it is not cheap.
[Tweet “It is important that the sellers know that I pay for marketing, and it is not cheap.”]
There are times that I give a 1 percent listing discount, but only if my sellers pay for marketing upfront.
Step 5
It is important to follow up weekly. You presented a marketing plan. Is your plan working? Your sellers need to know what you are doing and how you are doing it.
Maybe they even have some ideas that might help with selling the home (sometimes two minds are better than one).
You also need to send your sellers recent solds, price reductions and canceleds in their area. These examples are your power to reduce the price when needed. They are smart and need to be aware of what is happening in their market.
Hopefully, this checklist will help you at your next consultation.
Read last week’s infographic “3 steps to prepare for a listing consultation.”
Melinda Goodwin is Luxury Home Division director with Re/Max First Realty in St. George, Utah. Follow her on Twitter or Facebook.
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