Getting The                                      LISTING                                                   Matthew Rathbun...
EliteScoop.com/GetListingsFour Pillars 2010-2013©
I’ll be  (somewhat)PRAGMATICIf you’ll be    (totally)OPEN-MINDED
Congratulations!     You GotThe    Appointment!
Preparing For Your Appointment• Gathering Data• Create CMA• Update Presentation• Understand the Client’s Needs•Previous Ad...
Methods Used To Find a Listing Agent                                          Referred by Friend/Family 38%               ...
What Sellers Want From Their Agents  Reach Timeframe - 22%                       3%1% %                                   ...
Considerations when Choosing An agent                 5%            1%           3%         3%       4%                   ...
2Step ApproachStep 1  • It’s All About Them  • Walk The House  • Copious Notes  • Measurements  • Basic Photos  • General ...
Presentation Resources                   www.RBIntel.comwww.NARRPR.com                          www.MRIS.com
Market Plans
Putting The Seller At Ease           • Understand Seller’s Needs           • Unique Value Proposition           • Demonstr...
Some Questions You May Want To Ask1. Tell me about your past experiences with real estate agents.2. What did you like most...
Some Questions You May Want To Ask11. Have you worked with an agent before? Tell me about that experience.12. What one thi...
Some Questions You May Want To Ask21. Do you have a sales price in mind for your home? Why?22. What are you most concerned...
Presentation• Less Than 90 minutes• Listen First; Speak Second• Deliver Marketing Plan• Show Marketing Examples
www.EliteScoop.com/PresentationList You can only feel comfortable with what YOU’VE created.
What’s Your Commission?
www.ClarusTouchCMA.com
MRIS CMA ToolKit
Objections To   Price Recommendations
Seller’sEstimated  Cost  Form
Now That You’ve     Got The        Listing...
Listing                  In MLSUnderstand The “Why” Of The Data
Search Stats 2012 MRIS MLS           Item Searched        Times Per Day Schools                           100,203 Rooms   ...
Lifestyle      Marketing
Property Descriptions                                                  This?Home has 4 bedrooms, 3 full baths, 2 car garag...
Listings to       Sellers        Let them know         their market
Listing                PhotosAsk The Seller For Their Photos
HDR Listing Photos    (High Dynamic Range)                      30
Show Me The LifeStyle
Experience is better than Possession
www.PicMonkey.com                    33
Magic Plan
StagingSetting the Stage For Buyers   35
Virtual Staging
Listing      Videos
www.Videolicious.com
OnLine and Offline  Open Houses
www.EliteScoop.com/OpenHouse2
Single Listing WebPages
Google.com/sites  Easy, Free and Setup for Real Estate                                         43
Listing       Promotion OffLine Distribution
The HomeBook and CD            • Letter from Sellers            • Listing Information            • Utility Information    ...
Business Cards                 For Sale Sign   HomeBooks
www.TheAgentTrainer.com matthew@realtor.com Facebook.com/mattrathbun  @mattrathbun  YouTube.com/MattRathbun1
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Getting thelisting slidedeck

  1. 1. Getting The LISTING Matthew Rathbun ABR/M, AHWD, BPOR, CDPE, CRB, ePRO, GREEN, GRI, SFR, SRSCopyright 2013 © Four Pillars, Inc.
  2. 2. EliteScoop.com/GetListingsFour Pillars 2010-2013©
  3. 3. I’ll be (somewhat)PRAGMATICIf you’ll be (totally)OPEN-MINDED
  4. 4. Congratulations! You GotThe Appointment!
  5. 5. Preparing For Your Appointment• Gathering Data• Create CMA• Update Presentation• Understand the Client’s Needs•Previous Advertising Efforts• Market Conditions• Subdivision Amenities• Competing Listings
  6. 6. Methods Used To Find a Listing Agent Referred by Friend/Family 38% Used Agent Previously 23% 7% 1% 1% Agent Initiated Contact 5% 1% 2% 2% RELO 4% 3% 38% Saw Agent Listing 4% 4% Agent Referral 4% 4% Met at Open House 4% Website 3% 4% Office Walk-in 3% 4% Called Office 2% 5% Direct Mail 2% Newspaper 1% 23% Ad Speciality 1% Other 7% Source: NAR Profile of Home Buyers and Sellers 2012
  7. 7. What Sellers Want From Their Agents Reach Timeframe - 22% 3%1% % 11 % 22% Market Home - 21% 5% Find Buyer - 19% 10% Price Competitively - 18% Fix Up Advice - 10% Negotiations - 5% Paperwork - 3% 18% 21% Help Seller Buy - 1% Post Videos - 1% Other - 1% 19% Source: NAR Profile of Home Buyers and Sellers 2012
  8. 8. Considerations when Choosing An agent 5% 1% 3% 3% 4% 37% 4% 12% Reputation - 37% Honest/Trustworthy - 19% Referred - 13% Neighborhood Knowledge - 12% 13% Firm Affiliation - 4% 19% Personality/Good Listener - 4% Commission Charged - 3% Use of Technology - 3% Designations - 1% Other - 5% Source: NAR Profile of Home Buyers and Sellers 2012
  9. 9. 2Step ApproachStep 1 • It’s All About Them • Walk The House • Copious Notes • Measurements • Basic Photos • General PresentationStep 2 • Review CMA • Answer Objections • Obtain Listing • Complete Photos • Mark Sign Placement
  10. 10. Presentation Resources www.RBIntel.comwww.NARRPR.com www.MRIS.com
  11. 11. Market Plans
  12. 12. Putting The Seller At Ease • Understand Seller’s Needs • Unique Value Proposition • Demonstrate Understanding
  13. 13. Some Questions You May Want To Ask1. Tell me about your past experiences with real estate agents.2. What did you like most/least about what your last agent did?3. What made YOU fall in love with your home?4. How will we know if we have priced your home correctly?5. Do you have a network to sell the home yourself, such as an attorney, homeinspector, termite inspector, escrow officer?6. If you are considering selling your home yourself, have you considered securityissues about people being in your home?7. Tell me what you want our experience to look like?8. Tell me about the reasons behind you deciding to sell?9. How long have you been considering the sale of your home?10. Tell me about the conversations you have had with each other or familymembers about selling your home?
  14. 14. Some Questions You May Want To Ask11. Have you worked with an agent before? Tell me about that experience.12. What one thing could I do today to make my service perfect?13. Have you interviewed others? What was your impression?14. What do you think the biggest challenge will be getting it sold?15. How long are you willing to wait to find the right buyer?16. Are there others who will be assisting you with the decisions?17. What types of marketing do you think would work best? Why?18. Have you searched the internet and looked for other homes for sale? Which sitesdid you visit?19. If this process were any way you wanted,what would you like?20. Have you visited other homes for sale in your neighborhood? Tell me what youlearned by doing that?
  15. 15. Some Questions You May Want To Ask21. Do you have a sales price in mind for your home? Why?22. What are you most concerned about regarding the sale?23. What one thing is most important to you in your sale?24. If you had the opportunity to tell a buyer just one thing about your home, what wouldthat be?25. How often would you like to receive status reports? When you contact me, what doyou consider to be an acceptable response?26. Do you have an amount of money in mind that you would like to walk away from thistransaction with? Why is that number important to you? What would you do with thosefunds?27. If I meet all of your goals are you willing to hire me tonight?29. Where are you relocating to? Do you want some assistance?30. Do you know that I also help my clients as buyers while we are in the process of sellingtheir home?
  16. 16. Presentation• Less Than 90 minutes• Listen First; Speak Second• Deliver Marketing Plan• Show Marketing Examples
  17. 17. www.EliteScoop.com/PresentationList You can only feel comfortable with what YOU’VE created.
  18. 18. What’s Your Commission?
  19. 19. www.ClarusTouchCMA.com
  20. 20. MRIS CMA ToolKit
  21. 21. Objections To Price Recommendations
  22. 22. Seller’sEstimated Cost Form
  23. 23. Now That You’ve Got The Listing...
  24. 24. Listing In MLSUnderstand The “Why” Of The Data
  25. 25. Search Stats 2012 MRIS MLS Item Searched Times Per Day Schools 100,203 Rooms 10,687 Amenities 13,083 Appliances 14,306 Transportation 18,850 Exterior Features 20,247 Community Rules 29,828 Square Footage / Living Area 38,052 Cooling Systems 38,052 Current Financing 46,326 Basement Type 49,488 Parking 55,241 Property Condition 64,298
  26. 26. Lifestyle Marketing
  27. 27. Property Descriptions This?Home has 4 bedrooms, 3 full baths, 2 car garage and overhalf an acre of land. Great house. Motivated Seller, bringall offers. Home is subject to Short Sale. ...or This?Imagine setting in your cozy sunroom on a warm springmorning, reading a book or laughing with family inLadysmith,VA. This amazing sunroom comes with 4bedrooms, 3 full baths & 2 car garage. Enjoy over half anacre while playing volleyball, enjoying a garden orhaving a family cookout. Seller also including the privatemaster with oversized closet, private bathroom, jacuzzi,cherry hardwoods, fireplace, granite counters & tallcabinets.
  28. 28. Listings to Sellers Let them know their market
  29. 29. Listing PhotosAsk The Seller For Their Photos
  30. 30. HDR Listing Photos (High Dynamic Range) 30
  31. 31. Show Me The LifeStyle
  32. 32. Experience is better than Possession
  33. 33. www.PicMonkey.com 33
  34. 34. Magic Plan
  35. 35. StagingSetting the Stage For Buyers 35
  36. 36. Virtual Staging
  37. 37. Listing Videos
  38. 38. www.Videolicious.com
  39. 39. OnLine and Offline Open Houses
  40. 40. www.EliteScoop.com/OpenHouse2
  41. 41. Single Listing WebPages
  42. 42. Google.com/sites Easy, Free and Setup for Real Estate 43
  43. 43. Listing Promotion OffLine Distribution
  44. 44. The HomeBook and CD • Letter from Sellers • Listing Information • Utility Information • School Information • Floor Plans • Photos • Community Information • Video (CD) • POA Documents (CD)
  45. 45. Business Cards For Sale Sign HomeBooks
  46. 46. www.TheAgentTrainer.com matthew@realtor.com Facebook.com/mattrathbun @mattrathbun YouTube.com/MattRathbun1
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