Nationally renowned real estate guru shares his secrets for the perfect listing interview. Follow these tips and you will also score the job! http://www.blog.househuntnetwork.com/pre-listing-presentation-preparation/#.UzNk7cRDv-Q

4. IF YOU ARE NOT THE FIRST AGENT
TO PRESENT, OR IF THE MEETING
IS DELAYED:
• Presentation booklet
• Video/DVD
• Uniqueness to package
• No price indicators
• Professional appearance
• Personal delivery

5. A unique tool that
teaches a seller how to
interview an agent. And,
it prepares the seller to
pre-select your services.
Benefits:
1) Great pre-listing package tool.
2) Pre-sells your services.
3) Provides you with an educated homeowner.
4) Eliminates competitors.
5) Pre-handles objections.
6) Tremendously improves presentation impact.
7) Totally unique! Very professional!

6. UNDERSTAND THE SELLER:
• Highest possible net
• Fewest hassles
The above is accomplished by the
agent who can attract the greatest
possible number of potential
buyers into the property.
(The supply & demand factor.)

7. DETAILS ARE EXTREMELY
IMPORTANT:
• Be punctual
• Parking & entrance
• You must do the presentation
at a table
• Be very respectful and
courteous

8. BEGIN WITH A WALK-THRU:
• Develop rapport
• 100% focus on homeowner
• Do not take notes
• Do not discuss price
• Compliment honestly & do
not suggest repairs

9. THE TOOLS:
• Pre-List DVD
• Hardcopy booklet
• PowerPoint presentation
• Comps & paperwork
• Stake sign & postcards

10. ORGANIZED WITH A
PURPOSEFUL FLOW:
• Focus on the seller
• About you & your company
• Education
• 6 Factors – stress marketing &
price
• Summary

11. Selling Your Home:
A Custom Marketing System Created for
Mr. & Mrs. Jones
Your Name
Company Name
Phone E-mail
Web address

12. Your Home:
24250 Wayman St.
If available, insert photo of
seller’s home here.
Otherwise remove this photo
and move text below
upward.
Square footage: 3200
Bed / Bath: 4 bedrooms + 3.5 baths
Year Built: 1998
Date Purchased: July 1998
Amenities: Pool, spa and horse facilities
Lot dimensions: 2.5 acres

13. • Preview your home
• Introduce myself
• Introduce my company
• Educate you about the selling process
• Discuss our “Profit Maximizing” marketing
system
Today’s agenda:
Game
Plan

14. • Determine that we can work together, as a
team, to market your property
• Price your home correctly
• Complete the paperwork
• Begin the process of maximizing your home’s
appeal
• Implement our “Profit Maximizing”
marketing plan
Game
Plan
Today’s agenda:

15. Goals:
• Your goals are:
a) To maximize the net
profits from selling your
home.
b) To minimize the
inconveniences
experienced while your
home is moving
through the selling
process.
c) Do you have any
additional goals?
• My goal is:
a) To assure that your
goals are reached.

16. Your Past Experiences:
We understand that in every
service industry there are
individuals who offer
incredible service and others
who offer very poor service.
How have your past
experiences with the real
estate community been?

17. • May I ask why you are planning to sell?
• Will you be purchasing another
residence? If so, where?
• Do you have any special needs or
concerns of which I should be aware
while marketing your property?
• Is there anything I can do to make the
selling process easier for you?
Your Needs:

18. An Introduction:
May I introduce myself?
• My background / resume’:
A resume’ is included in the hardcopy portion of my presentation.

19. My Qualifications:
• My credentials & education/training

20. My Accomplishments:
• My awards and successes
A reference list is included in the hardcopy portion of my
presentation.

21. a) As your agent of choice, my responsibility goes
far beyond placing a sold sign in front of your
home. My job is to make the selling process
one that is stress free, easy to understand and
as enjoyable as possible.
b) To fulfill my obligation, I must meet and exceed
your every expectation.
c) My goal is the good life for my clients and my
good clients for life. ©drozcorp2001
My Philosophy:

22. • Strengths
• Brand recognition
• Awards/accomplishments
• Unique marketing tools
My Company:

23. • Internet presence
• Advertising
• Referral network
• Successes
My Company:

24. Choose List
Price
The Selling Process:
Choose an
agent
Choose time
frame
Negotiate
sale
Marketing
effort
Accept a
contract
Clear
Contingencies
Open
Transaction
Loan
approval
Close
transaction
Coordinate
move
Complete
Inspections

25. • When a home is exposed to the marketplace,
there are Six Factors that determine whether
it will, or will not, sell. They are:
“Critical Six” Factors:
1)Terms/financing
3) Home’s Location
5) Agent marketing
2) Home’s condition
4) Market conditions
6) Price
• Working together, we can position your home
as advantageously as possible with regard to
these six factors.

26. Terms/Financing

27. • The monthly cost of homeownership is an
important determining factor in a buyer’s
decision making process.
• Affordable monthly payments encourage a
buyer to write an offer on your home, and to
pay fair market value for the property.
• I have knowledge of, and access to, the most
affordable financing available for any buyer.
• Plus, I team with a financial expert to find the
best possible loan for each individual buyer.
Factor #1: Financing

28. • A financial worksheet will be placed in
your home for potential buyers. It provides
the monthly cost of various down
payment/ loan option combinations.
• I sell monthly affordability.
1234 EASY ST.
Price: $450,000
30 year fixed: ARM
Down: $45,000 $90,000 $45,000
1 TD: $405,000 $360,000 $405,000
Payment: $2559.00 $2275.oo $1818.00
Taxes: $375.00 $375.00 $375.00
Insurance: $200.00 $200.00 $200.00
Total: $3134 $2850 $2393
Factor #1: Financing

29. Home’s Condition

30. • If a home has emotional appeal, it sells
with the fewest possible inconveniences
and for the highest net to the seller.
• One of my goals is to assist you in
making your home as emotional as
possible.
• Do you have any repairs/improvements
that you think can/should be done to
maximize your home’s appeal?
Factor #2: Condition

31. • I provide you with a video and/or guide
sheet entitled “Maximizing Your Home’s
Appeal.”
Factor #2: Condition

32. • Once we have determined I am your
agent of choice, and after viewing the
video, we will walk through your home.
Our goal will be to view your home as a
prospective buyer would view it.
Factor #2: Condition
Subtle
changes
enhance
a home’s
appeal!

33. • During the walk-through, I offer
suggestions as to how you can make
your home as emotionally appealing as
possible.
Factor #2: Condition
No emotion Some emotion Very emotional
More
emotion
= a
higher
net
profit!

34. • I also give you a list of service-providers.
These service-providers can help with
any repairs and/or improvements you
may wish to complete.
Factor #2: Condition

35. Home’s Location

36. • A home’s location is a factor over which
the homeowner and the marketing agent
have no control.
• Location is a critical consideration when
pricing a home.
• The most desirable locations create
higher demand and, therefore, sell for
higher prices. Locations with
negative considerations sell
for less.
Factor #3: Location

37. • To price your home correctly, you must
know the advantages, and the limitations,
of its location.
• From your experiences while owning this
property, what would you consider to be
the advantages and limitations of its
location?
• When we price your home, it is critical
that I be forthright while discussing
your home’s location. Thank you
for understanding!
Factor #3: Location

38. Market Conditions

39. • The real estate market moves through
cycles. These cycles are caused by supply
and demand issues.
• What have you heard about today’s
real estate marketplace?
Factor #4: Marketplace
Supply
Demand
Home Values
Supply
Demand
Low
High
High
Low

40. • It is critical that
your agent of
choice knows how
to attract the
greatest number of
potential buyers
into your
home, in all market
conditions.
=
A
higher
net
profit.
Factor #4: Marketplace

41. • My view of the current marketplace is . .
• I have the knowledge needed to adapt
my “Profit Maximizing Marketing
System” to today’s market environment.
• My greatest responsibility is to
implement a plan to attract as many
potential buyers as possible into your
home. Rest assured that I will be
extremely aggressive in
fulfilling this obligation.
Factor #4: Marketplace

42. Agent Marketing

43. • Advertising campaign
• Multiple Listing Service
• Encouraging cooperating agents
Factor #5: Marketing

44. • Worldwide Internet exposure
• Just Listed / New Listing marketing
• Direct neighborhood marketing
Factor #5: Marketing

45. • Other direct marketing (IE: Move-up buyers)
• Repeat and Referral sources of buyers
• Incentives and convenience items
Factor #5: Marketing

46. • Open Houses
• Unique sources of potential buyers
• Brochure marketing
Factor #5: Marketing

47. • Showing follow-up
• Communication
• “Added value” marketing ideas
Factor #5: Marketing

48. • Signs
• Caravans
• Company recognition
Factor #5: Marketing

49. • A complete service team
• A powerful referral network
• Community recognition / image /
reputation
Factor #5: Marketing

50. • Weekly market analysis
• Written guarantee
Factor #5: Marketing

51. • What makes my “Profit Maximizing
Marketing System” different?
– It is aggressive and unique!
– It accesses more than 100% of the buyer pool
– It eases stress
– I invest time and money
– My company attracts millions of buyers
– I have a structured, organized plan
– My performance is GUARANTEED!
Factor #5: Marketing

52. Pricing

53. • Homes priced correctly sell for the
highest net and with the fewest
inconveniences.
• I provide you with the information and
guidance you need to price your home
correctly.
Factor #6: Pricing

54. • What determines a property’s value?
– Competing properties.
– Available financing.
– Your home’s condition & appeal.
– General economic conditions.
– What buyers have been willing to pay for
like properties.
– Supply & demand factors.
– Location.
Factor #6: Pricing

55. • What does not determine a property’s
value?
– What you need or want from the home.
– An appraisal done by a bank or tax assessor.
– What you heard was the selling price of your
neighbor’s home.
– Value of your home’s insurance.
– What you have spent on the home.
– The cost of the next home you want
to buy.
Factor #6: Pricing

56. • Warning signs that a home is not priced
correctly or does not show well
– Realtors are not previewing your home, or
they preview and do not show it. It is being
eliminated by price and/or condition.
– Buyers are being shown your home with no
results. Buyers are finding better properties
to purchase. They are eliminating your
home from consideration because it
is not competitive in the marketplace.
Factor #6: Pricing

57. • If you price your home competitively, at
the beginning, you will most likely
receive a greater net profit!
• The longer a home is For Sale, the greater the
difference between the asking & the selling price. On
average. . .
• On market 4 weeks or less = near or above full price
• On market 4 to 12 weeks = 5% less than the initial
asking price.
• For Sale 13 to 24 weeks = 6.5% less than the
original asking price.
• Available 24 weeks or more = only 90% of
original asking price.
Factor #6: Pricing

58. 84%
86%
88%
90%
92%
94%
96%
98%
100%
4 weeks
or less
4-12
weeks
13-24
weeks
24
weeks
or more
The
longer a
home is
on the
market,
the more
its value
declines.
= % of asking price
Factor #6: Pricing

59. • The hazards of overpricing include:
– Lowers agent & buyer response.
– Minimizes profit.
– Creates a reputation problem.
– Increases risk of appraisal problems.
– Lengthens marketing time.
– Reduces net profits.
– Causes frustration, false hopes and
inconveniences.
Factor #6: Pricing

60. • My responsibility is to help you price
your home correctly. I do so by
educating you as to what buyers have
been willing to pay for like properties in
today’s marketplace.
• I provide you with all the information
you need to price your home
correctly.
Factor #6: Pricing

61. • Because a home’s value is determined
by the current market’s “supply and
demand issues,” we must discuss:
– Recent closed sales of comparable
properties
– Competing, currently available comparable
properties
– Comparable properties that were
listed and failed to sell
Factor #6: Pricing

62. When discussing comparables, we
must consider:
• The location and a detailed description of each
subject home, including amenities.
• The asking price of each competing property
or the asking price and final selling price of
each sold home, plus the date each sold
property closed escrow.
• How many days each comparable home
has been or was on the market.
Factor #6: Pricing

63. • A discussion of the pluses and minuses of
each comparable property as they compare
to your home. Value adjustments should be
made for these positives and negatives.
• The compensation that was or is being
offered to cooperating agents.
• And, for the properties that were on the
market and failed to be purchased, a
discussion regarding the reasons these
houses did not sell.
Factor #6: Pricing

64. • The last pricing consideration is whether
the inventory of available homes is
growing or shrinking? Is buyer activity
increasing or decreasing?
• After discussing all of the aforementioned
information, with my guidance, you will
determine the “asking price” for your
home.
Factor #6: Pricing

65. Additional
Consideration

66. Additional Consideration:
• Be careful to focus more on net
profits than on expenses.
Because a minimal-service broker doesn’t
have the money to spend on marketing
and/or the ability to offer fair
compensation to cooperating brokers, he
will not attract the number of needed
buyers.
A minimal-service broker, who may appear
to save money for you, can cost you
thousands of dollars in lost net profits.

67. Understandin
g the
brokerage
system:
Often the
listing agent
nets as little
as 1% of the
selling price.
Additional Consideration:

68. • The four most expensive things in the
world are:
– A cheap accountant
– A cheap attorney
– A cheap brain surgeon
– A cheap real estate agent
• Remember it is a supply and demand
issue. Your agent must create a
maximum demand for your home.
Additional Consideration:

69. In Summary:

70. • Because there is a direct correlation
between the number of potential buyers
who view your home and its final selling
price, I implement a structured, well-
organized plan to attract the maximum
number of buyers into your home.
In Summary:

71. In Summary:
I access
100%+ of
the
available
buyer
pool.

72. • I communicate constantly during the
marketing and closing process.
• My marketing system is guaranteed in
writing.
• I take pride in my performance. I will do
everything possible to exceed your
expectations, and to maximize your
profits while minimizing inconveniences.
• I sincerely care about you!
In Summary:

73. 1) Do you still feel the need to interview
other agents? May I ask why?
2) I would be willing to cancel your other
appointments.
3) You may forget what it is we discussed.
Presentations will blend one into
another. May I ask for a promise to
allow me a brief second appointment
prior to your final decision. . .

74. Do you have any
questions?

75. I am excited about
being your agent of
choice.
May I have the
privilege of working
for you?

76. 1) Continue building a database of all the people with
whom you have worked in the past, a database of all the
people in your sphere of influence, a database of
appropriate local businesses (homeowner related) and
databases of all the appropriate people in your
targeted groups. Finish this process!
2) Personalize and master your listing presentation. Do a
“demo” listing presentation to your office
manager/broker.
3) Complete your Accountability/Progress report and
submit the same.