Pricing and marketing listings correctly

1. How to Market Listings
and create raving fans

2. The Truth: What clients do not want to hear

3. The Truth: What Sales Agents Choose to Ignore

4. The Truth
Over Priced homes do not sell (delaying the inevitable causes more problems)
Location issue can only be solved by changing the price
Condition issues can be solved by Spending Money to FIX the issue or adjusting
the price to compensate
Updating a home does not increase value over the comps
Upgrading home does not add more value if all homes in area are upgraded
The numbers do not lie. Appraisals are based on current SALES

5. “Perception is Reality” Works Both Ways
Seller’s perception is money/time invested should be recouped
Reality is there is nothing really special that every other seller hasn’t done
Buyer’s perception - the longer home is on the market means there must be something wrong with it
Reality is that it’s a great house but languished on the market for too long due to price
Seller Perception is ‘“if they want it, they will make an offer”
Reality is buyers overlook properties that overpriced properties.
Buyer Perception is when property sits on market a long time they have permission to low-ball
Reality is the seller and agent created a no-win scenario by over pricing and an already frustrated seller
will get angry when receiving a low offers.

6. THE BIG LIE
Seller perception is Even though his home is overpriced, it will eventually sell for
this price. It is worth it and the agent just needs to market it better.
Reality is NO AMOUNT OF MARKETING can overcome bad pricing.

7. Before Marketing - Get the Price Right

8. WHEN SELLER’S ASK WHY
THEY ARE GETTING NO
SHOWINGS OR OFFERS...

10. Your opinion is your opinion. Your perception is
your perception. ... But people still don't
understand the simple fact that perception is
different from reality, and that everyone has their
own perception of the world. Everyone thinks
their perception is reality.

11. Create Raving Fans (and get Referrals)
● YOU MUST STAND OUT!
● Why use you when your like
everyone else?
● How can you ask for full
commission or more if you’re
exactly like the other guys?
● How can you own mindspace
when you’re forgettable?
● Lounge singers don’t have
fans but ROCK STARS do!
You’ll Never Build a Referral Business if You Don’t Stand Out!

12. HOW TO CREATE RAVING FANS (AND GET REFERRALS)
ALWAYS DO WHAT YOU SAY YOU WILL DO… SOMETIME MORE BUT
NEVER LESS.
COMMUNICATE MORE THAN YOU NEED TO
LET THEM SEE YOUR HARD WORK AND CONSISTENT EFFORT
UNDER-PROMISE AND OVER-DELIVER
BE A PROBLEM SOLVER
SELL HOME QUICKLY OR AS QUICK AS OTHERS IN AREA
FOLLOW UP AFTER THE SALE

13. TO CREATE RAVING FANS
PROVIDE STELLAR CUSTOMER EXPERIENCE

14. First Step to Stellar Marketing
PRICE THE HOUSE RIGHT!
#NoExcuses #WarriorRealtor #Thetruthwillsetyoufree #nottodaysatan

15. Set Up the Pricing Strategy Conversation
“Mr. and Mrs. Seller, we have to decide tonight
in the marketing of your property when we unveil
the home and do everything we’re going to do, to
have the world see your house. We have to
decide what pricing strategy we’re going to
choose to get you the highest possible sale for
your home.”

16. There are THREE Possible Strategies
BELOW COMPS
So, number one is, the bidding war or frenzied price strategy, and this is where we know homes are
selling at a price range of X, or a per square footage of Y, and we, we just price it slightly below that, and
then guess what happens? I turn on the marketing and everybody goes, oh my goodness, it’s a deal. “Mr.
and Mrs. Seller, generally speaking, when people think there’s a deal and they hear that there’s multiple
buyers writing offers on this property, what do you think happens to the price? (It goe up!) Exactly.
WITH COMPS
Well, option number two, is we go right at fair
market value and we simply look at the comps
and we see the price trends, and we price it
perfectly, and those properties sell in this market
very quickly as well.
OVER COMPS
And then obviously, you might say to me, but
we’re really looking for you to find the needle in
the haystack. Meaning that over priced homes
just do not sell.”

17. Three-Option Pricing Strategy Conversation
“Most agents have one pricing strategy. I believe there are actually three.”
“You can price your home above the comps, which I call the ‘needle in the haystack’
approach. You’re hoping just the right buyer comes along and falls in love with your
home enough to buy it at an above-market price.
“You can price it right in line with fair market value.
“Or, for my most savvy clients, we price it just below market value to create a bidding
war opportunity. Of these three pricing strategies, which is better for you?”

18. When a home is priced right - MARKETING MATTERS
Your client has to see what you are doing.
You need to be proactive and show your work
Don’t make the client hunt and wonder
Don’t make it seem quick and easy

19. Purpose of Aggressive, Unique Marketing Plan
1. Make Seller Happy (Raving Fan)
2. Create Referrals
3. Earn Your Commission
4. Generate Leads
5. Supplement Sales Process

20. Smart Marketing Action Plan
Use your Market Presentation as a checklist
Set expectations that you will be rolling out the marketing and it takes 48-72 hours
for everything to be live
Do everything as quickly as possible (ie, put on mls, skyslope, order pictures, etc.)
Then send individual emails over 2-3 days
1. Send link to MLS - Make Sure The photos and description are both AWESOME and COMPLETE
2. Send Realtor.com and Zillow Link
3. Send Photos
4. Send Virtual tour
5. Send Youtube Link
6. Send individual site/squeeze page link

21. Smart Marketing Action Plan
Set Up CSS Auto feedback
Call to Schedule an open house
Take flyers to the house
Send copy of Social Media Posts
Send Copy of Craigslist ad
Start weekly call
Set up automatic MLS search for new, pending and sold

22. Tools of the trade
Single Property Site - KVCore Squeeze Page, godaddy, retailmenot
Just Listed Script
Method for Obtaining J/L Phone Numbers
Hire a professional photographer (one that does virtual tours)
Have a “stand out” yard sign
Get a LOT of nice open house signs made
Set up a youtube channel
Set up email Distribution list (all contacts get real estate emails: new listing, deal of the week, open
houses) - ***You may use Constant Contact or Mail Chimp***

23. mySapl.org -> Services -> Databases ->ReferenceUSA -> Log in - >U.S. Standard
White Pages - Search
Choose advanced search ->Under Geography choose “Radius” -> Fill out form
using subject address, enter .25 or .50 for Number of Miles -.> View Results

25. Just Listed Script
Hi! My name is ________, with Exp Realty. I (we) just listed a home in your
neighborhood at 123 Happy Hollow and it’s going for $_____ .Our marketing has
generated a lot of interest in your area and we are looking at needing more homes
to sell. Have you considered selling your home now or in the near future?
Great! Well, this is a great time to choose your new neighbor. Do you know
anyone looking to move?

26. Progressive
Marketing Strategies
to Get Your Home SOLD

27. One Story to the Next
When you look to sell a home with an
eXp agent, you can trust that you’ll be
supported throughout the entire
process. From marketing, to showing
your space before potential buyers, our
agents will walk with you toward a
transaction that you can be delighted
with. Backed with professional
experience, market reports, and
personalized data, we're ready to
make your transition as smooth as
possible.

28. EXP Realty, LLC is the largest residential real estate brokerage by geography in North America.
We are changing the way agents, brokers and consumers work together
in an adaptive, sustainable environment.
When you chose EXP Realty, you are choosing leading edge technology, state-of-the-art marketing and
the most enthusiastic, motivated agents in the country!
EXP Realty is ranked among the top producing brokerages on the REAL Trends 500, according to the
annual ranking and reporting published by REAL Trends, Inc.
EXP is currently ranked in the TOP 3 of the highest producing companies in the
San Antonio and surrounding areas.

29. In addition to all of the things you would normally expect from your
agent, I have several Unique Strategies that are
above and beyond the scope of the average Realtor.

30. Did you know...
90% of home
buyers use the
internet to
search for a
new home!

31. Strategy #1
My job is to make
sure your listing
gets seen. That’s
why I syndicate my
listings to ALL the
major property
portals including
but not limited to:

32. Strategy #2
A Unique Property
Deserves a Unique Property Site
By creating a Unique Property Site for each of my listings, I am able to attract online buyers
as well as provide local buyers with fast and comprehensive information about your
property.
These days, it’s easy for properties to get lost among the thousands of real estate listings
added to the market each and every day.
Your Unique Property Site will ensure that your property stands out from the crowd!

33. Strategy #3
Unique Professional Photography
Daytime View Twilight View

34. Virtual Staging

35. Color Pop Drone Photography

36. Strategy #4
Videos and Virtual Tours are the most compelling form of web content! I
will create a beautiful, compelling, informative Virtual Tour.

37. Strategy #5
Video Marketing
I use the professional photos of your property to create a visually appealing
virtual tour that will be featured everywhere your listing is found.
The online based tour will be sent directly to buyers and other real estate agents.
I will also convert it to video to be uploaded to YouTube.
YouTube is an important part of my marketing strategy to get your listing noticed.
YouTube receives over 2 BILLION visits per day

38. Strategy #6
There are over a BILLION social media users!
Using an strategic combination of posts, video, squeeze pages , paid and
organic ads, I will put your home where the
homebuyers are spending their time.

39. Online Classifieds, such as CRAIGSLIST
and FACEBOOK MARKETPLACE Are
powerful tools for generating tons of
views and interested buyers.
The ads I create are professionally
designed to get more buyers to your
listing. Your property will stand head
and shoulders above the competition.
Strategy #7

40. • Hold Home Open Quickly and Often
• Above average number of signs and directionals
• Social Media
• Video
• Online Classified Ads
• eMail Blasts to entire database
• Professional Flyers and Brochures
• Invitations to neighborhood
• Invitations to other agents
• Canvass Area with flyers
• Large Yard Display and balloons
• Provide a PRIZE GIVE AWAY to ensure correct
info
• Receive and provide feedback
• Follow Up with Every Prospective Buyer
UNIQUE
Strategy #8

41. This is one simple step that most of our competitors
never think to take.
I am going to call the 5 agents who most recently
have participated in recent sales in your area.
Chances are good these agents might have other
buyers looking in the neighborhood.
PLUS…. I am going to call everyone in your
neighborhood and with a mile radius to announce
your listing and ask for a referral.
Strategy #9
The Phone

42. Strategy #10
Consistent and Helpful
Communication
• Weekly Scheduled Call
• Automatic feed back from showings
• Automatically receive New Listing, Pendings and
New Solds in the neighborhood
• Review Pricing Weekly and Notify you of market
changes

43. The ugly truth is that most agents employee the “3 Ps Marketing System:”
1) Put up a sign.
2) Put in on the MLS.
3) Pray a buyer writes up an offer on it.
While most of my competitors are skipping the first 10 items in this list, I’m busy
making sure your property is exposed and presented to as many buyers as
possible.
I want you to become a RAVING FAN as opposed to just another client.
I will go above and beyond to ensure you have the best client experience
possible .
My mission is to sell you home QUICKLY for the HIGHEST PRICE
possible with MINIMAL inconvenience to you.
Not Your Average Agent

44. My Reviews
"I am 110% satisfied will all aspects of the sale of my
property. Rick went above and beyond to make sure to
make sure I received the price I wanted with the terms
that worked best for me. I highly recommend Rick. I will
definitely use him again in the future.
"This was my first sale of a property and Rick made it
very easy He kept me informed and handled all of the
details . I could not be happier with the entire
experience. I highly recommend Rick for anyone buying
or selling real estate."
Rick Tankersley was a blessing. We were able to
purchase a new home and sell our current home with
no issue. Rick was personable, knowledgeable, familiar
with the market, and communicated well and often. I
would highly recommend the Rick Tankersley as a
purchasing and selling agent.

45. CONTACT INFO
Rick Tankersley, Broker
P: 210-788-9690
E: rick@ricktankersley.com