| Listing Presentation: | ||||||||||||
| Preparing for the meeting: | ||||||||||||
| Materials to Prepare to Bring to a Listing Presentation: | ||||||||||||
| CMA – Supply & Demand Analysis-be prepared to give the 5 minute version unless the Seller is a Knowledge-type. | ||||||||||||
| Listing Agreement | ||||||||||||
| Realist | ||||||||||||
| Property history | ||||||||||||
| Agency Disclosure Form | ||||||||||||
| Lead Paint Disclosure Form (if necessary) | ||||||||||||
| Talk about the $1:$3 or $3:$1 ratio | ||||||||||||
| Price Reduction Timing Chart | ||||||||||||
| Marketability Checklist | ||||||||||||
| For Expired Listings-be a detective: Why hasn’t the house sold? | ||||||||||||
| Dress your best no matter what: you are a respectable professional. | ||||||||||||
| Organize your materials neatly in a folder &/or portfolio for best impression. | ||||||||||||
| Review notes & research just before you go to meet the sellers so you can relate better. | ||||||||||||
| Breath freshener as needed. | ||||||||||||
| Stage 1 – Arrival: | ||||||||||||
| Be early. | ||||||||||||
| Take a deep breath & access your inner confidence. Have faith in your training & in your team. You got this. | ||||||||||||
| Dress well. | ||||||||||||
| Get out of the car looking confident. Of course you can – you’re prepared! | ||||||||||||
| Ring or knock & step back so they see your face & smile. | ||||||||||||
| Greet with a smile, look in the eye & a firm handshake. | ||||||||||||
| Stage 2 – Beginning To Build Rapport: | ||||||||||||
| Take a tour of the house, ask “Show me the good stuff.” | ||||||||||||
| Compliment stuff in their house sincerely – acknowledge the person, not just the thing (i.e. “nice choice”). | ||||||||||||
| Build rapport based on something they have in the house. Listen well & match their energy. Be fully attentive & present. | ||||||||||||
| Ask about memories & listen to them talk about their feelings. | ||||||||||||
| Be empathetic. | ||||||||||||
| Tell a story about a potential buyer & family. | ||||||||||||
| Create some staging ideas – how to grab the buyer’s imagination – create some surprise vinettes. | ||||||||||||
| Advise them to hide the cash & jewels when marketing a house. | ||||||||||||
| Stage 3 – Asking deeper questions: | ||||||||||||
| Ask permission to ask a lot of questions – say your curiosity is based in your passion &/or deep commitment to serve the seller extremely well. | ||||||||||||
| What about the home will attract the potential buyer? Ask lots of questions related to that theme. | ||||||||||||
| Stay present & match body language & eye contact. | ||||||||||||
| Ask open ended questions, starting with W & H: “Who, What, Where, When, Why, How, How long, etc.” & be a good listener & acknowledge what they say. | ||||||||||||
| Be a great listener with deep curiosity in getting to know the person you will serve so closely. | ||||||||||||
| Acknowledge what they say. Nod your head, say “Wow, I understand.” Be active in the conversation. | ||||||||||||
| Watch carefully for facial expressions: happy, sad, concerned, interested, confused, etc. & adjust accordlingly. | ||||||||||||
| Be a positive person that people want to work with. | ||||||||||||
| Get to know & acknowledge their concerns. | ||||||||||||
| Find out where they’re going & what are their plans. | ||||||||||||
| Talk lighly about staging, smells, other professional ideas for selling the home that relate to their sharing. | ||||||||||||
| Ask a few more questions than you usually would – this creates an experience of true interest in the person – create a bond! | ||||||||||||
| Stage 4 – Presenting Why Us?: | ||||||||||||
| Sit at the kitchen table (or dining room). | ||||||||||||
| Make sure the decision makers are present. | ||||||||||||
| Tap into your enthusiasm & good feelings about YOUR choice to work with GLR. | ||||||||||||
| Why you & why GLR? | ||||||||||||
| Point: One reason that so many people choose us is: See the page on our website: Why Choose Grand Lux Realty | ||||||||||||
| Benefit: What that means to you is… | ||||||||||||
| Alternative: Or you could choose a company that doesn’t…(fact), but then you run the risk of losing…(emotion) | ||||||||||||
| Agreement: Would something like that be of benefit to you? | ||||||||||||
| Reverse Case Study (closing): | ||||||||||||
| Voice inflection – pause often for the seller to digest new information, ideas, & to process their thoughts. | ||||||||||||
| Again, watch carefully for facial expressions: happy, sad, concerned, interested, confused, etc. & adjust accordlingly. | ||||||||||||
| If they ask, “How will you go about selling my house differently?” Answer with a short, 3 part set of observations you made earlier. | ||||||||||||
| Stage 5 – Closing/Handling Objections: | ||||||||||||
| When you end the reverse case study with “We started just like this – would you like us to start a process like this with you now?” | ||||||||||||
| Hand them the pen & the Agreement: | ||||||||||||
| Is there anything I can do to earn your business tonight? | ||||||||||||
| What’s holding you back? | ||||||||||||
| Is that the only objection to us getting started now? | ||||||||||||
| If I can overcome that, can we get started now? | ||||||||||||
| If they bring up money as an obstacle, i.e. commission, then they have not experienced YOU as valuable enough…acknowledge that, then come around later & ask “What is missing from what I offer you that would make the difference?” | ||||||||||||
| Based on everything you’ve seen so far, would there be anything preventing you from listing with me tonight? | ||||||||||||
| Get the Agreement signed. | ||||||||||||
| Stage 6 – Confirming The Next Steps: | ||||||||||||
| Thank the client enthusiastically & show great excitement & confidence that you will be working together well. | ||||||||||||
| Let that energy simmer for a minute or two. | ||||||||||||
| Then explain the next steps. | ||||||||||||
| They may include: | ||||||||||||
| Staging, | ||||||||||||
| Photos, | ||||||||||||
| Lock box, | ||||||||||||
| Signs, | ||||||||||||
| Open house – we’ll contact you to schedule all of the above. | ||||||||||||
| See The Seller Order Of Events From Listing To Closing. | ||||||||||||
| 5 Steps to Marketing a house during the listing period: | ||||||||||||
| Realtor marketing-OH, MLS, postcards, pro-photos, websites, reverse prospecting | ||||||||||||
| Physical items in the house-construction, repairs, staging, landscaping | ||||||||||||
| Price adjustments – Price positioning | ||||||||||||
| Increased incentive to the Buyer’s Agent | ||||||||||||
| Increased incentive to the Buyer |