Pre-Sold: The
Power of a
Prelisting
Package
KW063

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Presenter
Steve Schlueter
1. Round Rock, TX
2. Agent, Owner, and International Master
Faculty Member

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Pre-Sold: The Power of a Prelisting
Package
Truth
The presentation of a prelisting packet to the
seller before the appointment is a differentiating
factor in many markets.

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Pre-Sold: The Power of a Prelisting
Package
Main Ideas
2. Get Ready for a Winning Appointment
3. Make a Prelisting Packet
4. Property Research and Prequalification
5. Use Checklists to Stay on Track
6. Be Prepared—Mindset and
Appearance
A copy of this presentation is available for
download at www.kellerwilliamsuniversity.com

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Pre-Sold: The Power of a Prelisting
Package
NOTE: The CMA and Pricing are covered in
depth in other breakouts—065
(presentation) and 066 (panel)

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Get Ready for a Winning Appointment
1. Prelisting Elements
a. Packet: Marketing materials (some off
the shelf, some custom); Seller
homework
b. Prequalify sellers
c. CMA preparation (template)
d. Presentation preparation

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Get Ready for a Winning Appointment
(continued)
1. Prelisting Timeline

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Make a Prelisting Packet
1. What the Packet Does
a. Opens communication with prospect
b. Provides paperwork they need to sign—
in advance
c. Saves time in the consultation
d. Lets DISC ‘C’ and ‘S’ profiles
dig into data on their own time
f. Lays the groundwork for success

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Make a Prelisting Packet (continued)
1. Packet Essentials
a. Statement of USP
b. Description of Value Proposition
c. Education for sellers
d. Homework for sellers
e. Ways to handle competing agents
f. A memorable value-adding item

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Make a Prelisting Packet (continued)
1. Packet Essentials in Detail
a. USP—Features and benefits that set
you apart, personally
b. Value Proposition—What you do for
clients that solves problems and adds
value to transaction, their lives

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Make a Prelisting Packet (continued)
USP Value Proposition
Biography Our marketing plan
Sample brand advertising Sample property
advertising and promotion
Mission and values Sales statistics
Information about your About Keller Williams
assistant or team Realty
Testimonials Just listed/just sold cards
How I Stay in Touch
Easy Out
Cancellation/Guaranteed
Sale Program, etc.

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Make a Prelisting Packet (continued)
1. Packet Essentials in Detail
a. Education—What you know that will benefit them;
what they need to know about the process
b. Homework—Documents they need to complete;
things you need to know from them; facts they need
to review
c. Handle Competing Agents—Tips for their
conversations with other agents
d. Memorable Value-Adding Item—
For staging, for marketing,
etc.

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Make a Prelisting Packet (continued)
Sample prelisting handouts
 Sample sales contract
 Explanation of listing process
 Seller net sheet
 Importance of accurate pricing
 Pricing misconceptions
 Myths about why homes sell
 Pricing and/or staging your home DVDs
 Value of inspections, appraisals and warranties
 Sample inspection report
 Preparing your home for sale checklist

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Make a Prelisting Packet (continued)
Sample seller homework items
 Seller’s information sheet
 List of best and worst features of home
 Rate your concerns
 Property disclosure instructions and forms
 Agency disclosure
 Listing contract, partially complete
 Recommended vendor list

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Make a Prelisting Packet (continued)
Sample Agent Interview Questions for Seller
 What is the average number of days your listings
take to sell?
 Will you service our listing personally or will we be
working with your assistants?
 How many other clients are you currently serving?
 Can I have your direct cell number, or will I be talking
with an assistant?
 How quickly will you respond to my calls?
 Are you a full time or a part time agent?
 Will you personally attend the closing?

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Make a Prelisting Packet (continued)
1. Customization strategy
a. Off the shelf materials
b. Customize select elements to make
personal (cover page; cover letter, etc.)

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Make a Prelisting Packet (continued)
1. Delivery Options
a. ASAP (24-72 hours)
b. You, a teammate, or a messenger
c. At their workplace, if possible—have
someone sign for it
Top agents report a dramatic decrease
in time spent to get the listing since
they began using a prelisting packet!

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Property Research and
Prequalification
1. Know their mortgage and equity
position (current; short sale, etc.)
2. Know appraised value, square footage
tax records
3. Check title database for issues
4. Get current HOA rules (CCR’s)
5. Know all the interior and
exterior details

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Use Checklist to Stay on Track
1. Add prospect to database
2. Add prospect to drip program
3. Prep prelisting packet
4. Deliver packet
5. Get tax information
6. Get title information and history
7. Complete CMA

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Use Checklist to Stay on Track (continued)
1. Review MLS history on street
2. Print map and directions
3. Locate key proximities—flight paths,
dumps, floodplains, etc.
4. Double check listing paperwork
5. Call to confirm appointment and check
their mindset

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Be Prepared—Mindset and
Appearance
1. Script practice
Think of role-play not as practice, but as
how to earn money through closed listing
appointments, and closed sales.
Tony DiCello
Director
MAPS

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Be Prepared—Mindset and Appearance
(continued)
1. Prepare Physically
a. Have a checklist for this too
2. Prepare Your Mindset—”Get on the Listing
Channel”
a. Affirmations
b. Presentation points
c. Key scripts

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Ideas into Action
Your Prelisting Packet Sets You Apart
1. Standardize … and Customize too
2. Deliver quickly
Use Checklists
1. Prelisting Packet Contents
2. Physical Preparation
3. Mindset Preparation
Preparation Pre-Sells!

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KW063