There have recently been several posts asking for information and opinions on listing presentations. My team members are listing agents, and I market for listings. We are prepared to compete with everyone who is asked to give their presentation, and we usually do have competition.
We do a two-step process, and there are two brochures that are prepared. The first visit of the listing presentation is to collect information about the home for the market analysis and to listen to the details of the sellers' situation. It's our opportunity to establish a good rapport with the seller and our listening skills are critical during this appointment. It's totally "fact finding" and "rapport building." Prior to the completion of this first visit, we hand the seller their first brochure.
This is a thin, white three ring binder with a clear pocket on the front for a custom designed insert with contact information. This brochure contains e neighborhood (a reflection of a 50 home radius of the subject property,) Power point charts of the market, production information for the team from RE/MAX of New England, a resume and most importantly marketing information which includes samples of our direct mail marketing and a brief narrative on Internet marketing. The information in this first brochure will provide the seller with information about the agent and the marketing that we offer. A listing agent is a "marketing agent."
The second visit is "show time." There is no dress rehearsal on a listing presentation!! The brochure we deliver for the second visit contains Toolkit CMA. This is the visit that focuses on the value of the home and the marketing that we provide. All of this information is delivered within the brochure, but the agent (Lorraine Kuney) also has a Motorola Xoom that is used during the entire presentation. She uses this to show the comparable properties and the photo of those properties; and she uses it to show the seller the Internet exposure that they will receive with our marketing.
There is a detailed explanation regarding the importance of Internet marketing and how a potential buyer will use this method to find homes and an agent. We are there....everywhere!! Our inventory is there....everywhere!! It's important for sellers to know this, but it's very powerful for them to see it!!!
Other agents may talk about it. We show them, and they love it. They want to see their home online, and we make a commitment to provide that marketing. Our closing ratio is fantastic, and it's the marketing that provides those results. No one markets as intensely as we do. Market like you mean it...and show the sellers what you do.
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