how to list homes in 27 minutes - a modern approach

How To List Homes In 27 Minutes

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Most agents view listing appointments as an

opportunity to persuade sellers to list with them.


This is what I did for 35 years.


It's what I teach in my most popular webinar,

"The Perfect Listing Presentation."


But what if your Perfect Listing Presentation was accomplished before you walked in the door?


The strategy is to sell sellers on listing with you before you arrive.


The purpose of the listing appointment becomes "sealing

a deal" that's 95% done. You focus on two things.


1. Take clients from 95% to 100% sure by being genuine and likable. If you can't do that you need to work on

your people skills.

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2. Decide on asking price. This is easier if you have pre-vetted the sellers' perception of value.


7 Advantages of Selling Clients On

You Before You Arrive


Time Savings


Presentation variation

eliminated


Concerns addressedin advance


Presentation sharable

and scalable


Differentiate yourself from competitors


Flush out sellers’ perception of value


Introduce agent disablers early


How to SellSellers

on Listing Before You

Arrive


2 STEP STRATEGY


STEP 1: THE PRE-

APPOINTMENT CALL


When you receive a listing inquiry, schedule a pre-listing

appointment call by explaining that you will do a better job

of valuing the home if you can ask the sellers a few questions before you arrive for the appointment. Do not try to do this as part of the call

when sellers first inquire. It will carry more weight if it's scheduled separately and you have time to learn about the sellers and the

home via online research.


The perceived purpose of this pre-appointment call

will be to help you better value

the home when you arrive.

But you will have 3 additional purposes, 4

in total.


1. Build Commonality: Check out the sellers on Facebook,

LinkedIn and Google to find areas you have in common. Kids in the same school. You grew up in the same city, graduated from the same

college, like the same hobbies or belong to the same

organizations. People like to do business with people like them. Use the first few minutes of the call to

build commonality.


2. Valuation Questions (this is expected): Ask 3-5 questions relating to information you couldn't determine on your own and

wouldn't know simply by seeing the home. EXAMPLES: Has the home been appraised? If so, ask for a copy to review. Have they improved the home? If so, how much did they spend and what have they done. Are there dog walkers, baby sitters and other

not-obvious benefits of living in the neighborhood? If so, obtain specifics.


3. Positions Against Tradition ("PAT"): PATs should be focused on what other agents do wrong

in marketing homes and why this results in sellers taking lower sale prices and netting less at closing than they should. Your amount of commission should not be

the #1 focus. It should be the icing on the cake, positioned as different from other agents, more fair to

sellers, and a logically transparent, better value than fees charged by other agents. One impactful

"PAT" is pre-MLS marketing.

https://www.flickr.com/photos/61479955@N05/5599939279/4. Winning Listing Video (or Audio): Ask if you may email a link to a 3-minute video/audio that explains your home selling strategy. If you are paralyzed at the thought of personally recording

a video, all you have to do is write the script. You can hire voice talent and animated video producers

reasonably… total production cost $500-$650 if you do the writing. You can also hire writers.

Check out freelancer.com or fiverr.com.


STEP 2. LISTING VIDEO


Most agent's listing presentations are mushy and unfocused. Craft your video presentation so that every point reinforces what sellers want most.


It's not service. It's not experience. It's not company affiliation. It's not

speed of sale. It's not even that you sell the home

for more.


Answer: HIGHEST NET PROCEEDS

AT CLOSING.


Unless the listing decision is based on family or

friendship, sellers list with the agent they believe is more likely to net them

the most at closing. Never forget this. If you win

on this point, you win the listing unless relationship

stands in the way.


TAKEAWAY: MAKE THE FOCUS OF YOUR VIDEO

HIGHER NET PROCEEDS.


Don’t forget to deliver a personal brochure and small gift.

This is one of the most powerful listing strategies I ever

developed.


AGAIN: EMPHASIZE THE IMPORTANCE OF NET

PROCEEDS IN YOUR VIDEO


If you'd like a video of

"The Perfect Listing

Presentation" email Jenn@

RealEstateMavericks.com


BIG TAKEAWAY: Combine a pre-

appointment phone call, a presentation video,

a gift and personal brochure to sell sellers on

you before you arrive.


If you enjoyed this webinar, please leave a recommendation on LinkedIn under

my Real Estate Mavericks brand.

https://www.linkedin.com/in/greghague