- Most agents, unfortunately, don’t use a pre-listing packet.
- The pre-listing packet is a clear way to add value and differentiate yourself.
- By setting expectations up front, it makes the rest of the process run more smoothly.
The pre-listing packet is essential in executing the perfect listing process and helping sellers get educated with how selling real estate works. Unfortunately, many agents are not using a pre-listing packet.
If that’s you, you need to start using one — right now.
And if you are using a pre-listing packet, do you have the key elements that make it perfect?
A pre-listing packet is a packet of valuable information that includes everything sellers need to know about the process of selling their property and what it will be like to work with you and your brokerage.
You do your research on the sellers and their property, so why not help the seller out with a little bit of research on you?
Here are six must-have elements in your perfect pre-listing packet.
1. Testimonials
It’s important that the seller knows who you are and your resume of experience. More important than that is what others say about you.
Third-party validation is something we are all used to. You read reviews of a new restaurant before trying it out, right?
Include some testimonials from your clients of all different personality types. One or two are bound to connect with your new potential seller.
2. A complete marketing plan
Most agents stick with simple information about their brokerage and distribution channels.
Go beyond the basics and provide a point-by-point marketing plan that details everything including recommendations for pre-inspections and staging, custom Facebook advertising, detailed showing follow-up and everything in-between.
3. Market statistics
Data is helpful, and sellers are always looking for market statistics. Instead of just telling them what is happening in the market, show them!
Provide charts and data on what is occurring in their town or neighborhood. Be careful to not go into too much detail, as you have yet to prepare your pricing consultation.
4. Questions every seller should ask their real estate agent
Help your sellers by arming them with knowledge. They don’t know what they don’t know. Provide a list of questions that a every seller should ask their real estate agent.
Because you are providing the list, you will be prepared to answer any of the questions and other real estate agents interviewing for the job might not.
5. Listing paperwork — filled out
Listing agreements and associated paperwork can be daunting for sellers who have never seen it before. Provide copies of everything the seller would need to sign, so that when it is time for them to list with you, there are not as many questions.
Make sure you fill out the paperwork completely with exception of listing price and term; and yes that means you are filling out what you charge for commission.
6. Seller’s homework
In addition to listing agreements, property disclosure forms can be cumbersome and confusing. Provide your sellers with this paperwork up front so they can start to go through it. This way you will not have to chase them for it when it’s time to hit the market.
Of course, your perfect pre-listing packet can include more information that just these six elements, and it should, but make sure you don’t skimp out on these items.
Customize the particulars of the packet for each seller you meet to ensure an experience that doesn’t feel generic.
Remember, the interview for a listing starts from the moment you first start speaking to the seller, so be sure to continuously add value.
Matt Bonelli is a manager and broker associate at Turpin Real Estate, Inc. in Chatham, New Jersey. Check out his blog or follow him on Facebook.
