(RAM readers: Read this post and find out how to join me next week for a full demonstration of my Listing Presentation.)
In my last post, I talked about How to Make a LOT More Money with a LITTLE More Effort.
The first step is to book your listing appointments 3-4 days ahead to ensure you have sufficient time to prepare properly. After all, we’ve all got 1,000 other things to do, right?
I know! You’re scared that if you book the appointment too far ahead, some other agent might scoop the listing. Right?
But, if you know how to make a solid impression on the phone and you follow up quickly with the correct information, it’s easy to build anticipation and loyalty BEFORE your meeting.
Here’s how I do it:
I’ve designed a Seller Information Form that covers all the basics, PLUS it helps me identify the prospect’s communication style, motivation level, price expectation, and which other agents they are interviewing.
It’s a massive advantage (and a time saver) to have all this information ahead of time, and it’s EASY to get if you know how to ask the right questions in a non-confrontational way.
(Note: The exact Seller Information Form I use is included within module #9, ‘Setting the Stage’ in the Agent Skills Master’s Program.)
During this initial call, I also provide a very brief overview of the various topics I will cover during our meeting, including:
1. A Comprehensive Market Overview – How current market conditions may affect the listing.
2. Pricing Strategy – How to get the highest possible price in the shortest possible time.
3. Pre-listing Preparation – What steps can be taken before you list to maximize the sale price?
4. Marketing – My exact strategy on how to generate the most high-quality showings.
5. Communication Plan – How I keep my clients thoroughly informed throughout the process.
I also tell them that I’ll be emailing a list of recent SOLD listings (not ACTIVES) before the meeting, including the list price, sale price, days on the market, full description, and all the pictures.
This is all designed to create excitement about our upcoming meeting!
After I’ve hung up, I email my Pre-Presentation Letter (also included in ‘Setting the Stage’), which summarizes everything above. Some people are better at auditory information, and some are better at visual, so between the phone call and the letter, I cover all my bases.
Then, I get to work on the CMA, and I send off the SOLD comparables at least one full day (preferably two) before our appointment. Of course, there’s a whole strategy around this, which I cover in ‘The Big Picture CMA.’
Two key points:
1. 99% of your competitors have no system whatsoever for gathering and conveying information during prospective listing calls. If you have a solid professional system, you’ve already made a powerful impression.
2. After you send your Pre-Presentation Letter and the sold comparables, you’ve now solidified your position as the most knowledgeable and professional agent they are planning to interview. Of course they’re going to wait for you!
If you do it right, your prospects will be primed and squirmy-wormy anticipating your listing presentation. And—even more importantly—your execution is going to be exceptional because you’ve allotted the necessary time to be thoroughly prepared.
(Reminder: Check my previous post for a solid game plan on how to prepare for a listing presentation.)
Having easily repeatable systems and procedures and knowing the right questions to ask goes a long way towards building loyalty long before you’ve ever met your prospects.
(Master’s Program Members: Make an Appointment with Yourself to review ‘Setting the Stage’ one more time! And keep working on fine-tuning that presentation!)
Watch my Listing Presentation
If you’re a licensed Real Estate agent anywhere in North America, and you’d like to see my listing presentation, simply respond to this email, and I’ll send you a link to a Zoom presentation next Thursday, December 9, at 10:00 a.m. (MST).
I’ll walk you through my entire presentation from start to finish.
Note: I will NOT be recording the presentation, so please block off one hour in your calendar right now. The reason it’s a full hour is to allow sufficient time to explain the psychology behind each segment of the presentation. It’s powerful.
Ted Greenhough,
Agent Skills, Corp.
