Every great story has a beginning, a middle and an end. A great listing presentation follows the same formula. Having a system keeps you on track.
First, tour the home. Ask lots of questions and listen closely to the answers. Take notes. This is your chance to learn the seller’s motivations, concerns, and timing.
Next, set expectations as to what you need to discuss and the items you will cover. This is where you explain your WHY, your values, and how you do business. Resist the urge to jump right into the comparable sales or the marketing – this is important stuff! This is your opportunity to set expectations for how you work, your communication style, and what your past clients say about you.
Be prepared to discuss stats and numbers. Your competitors will also show comparables sales, so come equipped with more information. You should compile your own stats, such as your average list to sale price ratio vs. local average, or even your average days on market vs. other listings. Present these as case studies or visually for the most impact. Remember, you are educating the sellers on the market trends at this stage. You aren’t just promoting yourself. This is where you start to set expectations about the local market, inventory, pricing trends and days on market.
Include your industry partners — stagers, home inspectors, professional photographers, contractors, pest inspectors, lawyers, mortgage reps – the list goes on. You won’t be helping them navigate the sale of their home alone – you have a team of people who will assist them too. Each of them plays a really important role.
Once you have explained the value of great photos and visuals, it’s a good time to explain the ways you’ll be marketing the home to get the maximum number of eyeballs on it. Include examples from previous sales. Because the potential buyer is likely looking at the listing online, explain the value of a virtual showing experience. Features like iGUIDE floor plans will help the buyers emotionally move into the home, even before seeing it in person.
Remember the piñata? At this stage in the conversation, show them a sales process flowchart, outlining all of the steps in selling a home. Include everything that could happen along the way. Take the time to educate the seller not only on all of the potential challenges along the way but also what your role will be in helping them navigate each one.
Don’t forget the details. Keep in mind that most people don’t sell a house every day, so they’ll need a refresher on the showing, offer, and negotiation process.
Lastly, talk about your pricing strategy. Outline how and why you will suggest pricing the home above, below, or at market value. Once you have talked about pricing strategies, it’s time to show them their competition in the market. Prepare your CMA to showcase all of the recently sold properties in the area. Then show them what is currently on the market, and how it is similar or different to theirs. Take a look at the prices. Here is where your neighborhood experience and expertise comes into play. Your goal is to show them when in the spectrum their home would fall, and why.