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REALTOR® Emeritus |  |  | | ||
|  Listing Prep Powerful Prelisting Advanced tip Advanced tip For the Broker: The Listing Presentation Advanced tip Listing Facts in an Instant Top Listing Presentations Making Your Best Pitch Step by Step Through the Listing Presentation Advanced tip Perfecting Pricing Countering Objections Advanced tip Special Presentations for Special Groups (FSBOs, Relos) Quiz: Listing Bright Ideas: Listing More Resources: Listing Code of Ethics: Listing | POWERFUL PRELISTING 4 Prelisting Mistakes to Avoid 1. Providing too much information. Yes, people want to get to know you, but they don’t want to read a dissertation-length packet about why you’re so great. 2. Getting there too late. Your competition is nipping at your heels; so don’t delay in delivering your package promptly. Eleanor Mowery-Sheets, Coldwell-Banker—Paula Stringer, Dallas, has her prelisting packet in prospects’ hands via courier within two hours of the initial contact. 3. Failing to personalize the materials. Use basic computer merge technology to add people’s names and a special paragraph reiterating a statement each made to you during your prequalifying phone call. For example, merge in a special paragraph such as: “Your husband’s new job in Seattle sounds very exciting, and I understand your concern about making the move in time for your children Sean and Tabitha to start school in the fall.” 4. Asking what other salespeople have said. Such a question only makes you look insecure; you don’t want to compare yourself to others. By asking questions about what others have said about the market and your skills you appear less confident.-Lauren Harper-Haden, Lauren Harper-Haden Seminars, Hoffman Estates, Ill. For the Advanced Salesperson A Personality Page Develop a distinct page of information geared to the sellers’ personality types, using your computer and color printer, and insert it in your prelisting package. Depending on the personality type, the page can include:
3 Things to Do Before the Appointment 1. Visit the house and take digital pictures. Incorporate the photos into your competitive market analysis and marketing plan presentations. 2. Decide on a suggested price. Know what you consider a fair price so that you can lead the prospects in the right direction. 3. Practice your presentation. Review your presentation before arriving. Remind yourself what to emphasize, the benefits of choosing you and your company, and your strategy for addressing objections. Homework for the Seller Ask the seller to have the following materials ready for your listing appointment:
(Excerpted from Terri Murphy’s Listing and Selling Secrets for the Technologically Clueless, Real Estate Education Company, 1996) Listing Presentation, next page > | |