Create A Kick Ass Pre-Listing Package

Why choose us?  This is the whole point of creating a kick ass pre-listing packet.  So you can prepare your clients to work with you BEFORE you actually go out to meet with them for the first time.  The goal of the pre-listing package is to answer as many questions for your clients, before you meet with them, so you don’t have to have a 2 hour listing presentation, doing your best dog and pony show as to why you are the #1 agent for the job.

When done correctly, it also arms your clients with powerful questions to ask any other agent (your competition) they may be interviewing as well.  The goal of this package is to better your odds of walking in that listing appointment and saying: “Other than price, is there anything else we need to discuss today, before we sign the paperwork?”…and getting them to say “No, we are ready to sign!”

You can shave anywhere from 1 to 1.5 hours off of each appointment this way.  If you are putting in the effort to prospect, using your scripts to the fullest, and closing for daily appointments, you may just save yourself between 5-10, or more hours a week!  Do the math and work out your individual earning per hour when you reduce that time down.  You are probably going to see you will be earning more than most other professionals per hour this way!

Do you know what the best part is?

FREEDOM!

Freedom give you the ability to have choices.  You can choose to go on more appointments and make more money.  You can choose to volunteer your extra time in the community.  You can choose to spend that extra time with family and friends.  Time is your biggest asset, and you need to protect it fiercely.  Having a pre-listing package that does the heavy lifting for you before you arrive is one of the many ways that you can leverage your time in this business.  So today, I am going to break down our team’s pre-listing package for you page by page, to give you a good foundation for creating, or perfecting your own package.  Let’s get started.

The Get To Know Us Page

This will be your bio page.  You will want to have all the members of your team (check state laws as far as photos of unlicensed assistants, etc) to have a short written blurb about themselves, along with a headshot.  I always end my pre-qualification call with: “I will be sending you out a package about our team, our marketing plan, and how we operate.  This way you can put a face to the name and know whom you’ll be meeting with, as well as allow you to formulate any questions, so we can make maximum use of our time together.  Can I count on you to review this information for me, before our appointment on X day at Y time?”  This sets the stage for the question we discussed earlier: “Other than price, is there anything else we need to discuss…”

Team/Office Statistics Page

Obviously, having strong team stats helps to impress the client.  It also helps when we are competing against other agents for the listing.  If you are an individual agent that is just starting out, you can use your office stats and say “we” while on your appointment.  There is plenty of ways to beat out both mega single agents, when you are on a team, as well as beating out mega teams when you are an individual agent.  I will go into more details on this in a future post, but for now, just understand that statistics are king.

You will notice we include our office stats as far as profitability in our package.  You may be thinking to yourselves “Why the hell do they do this?  The consumer couldn’t care less about whether or not Keller Williams Blue Bell makes a profit.”  You would be correct in thinking that!  However, we use it to beat out other top companies in our market by explaining why Keller Williams is different, and how that ultimately helps the consumer.

The script goes something like this:

“You see, Mr. and Mrs. Seller, because we at Keller Williams are a profit-sharing company, we make sure we do everything we can to promote the listings of our colleagues in our office, even if we find ourselves competing against each other from time to time on individual appointments.  Agents have a vested interest in the profitability of the company, and thus, the more we sell as a whole, the more profit that gets split amongst the agents.  It’s a win-win for you as a consumer, because now you have 200 agents promoting your home, while just paying one commission, and the agents win by sharing in more profits!”

If you are a Keller Williams agent, you obviously know how this works.  If you are not with KW, and your company isn’t offering you profit share that is perpetual, and can be willed to your heirs, and you want to know more about how this works, feel free to contact me at pete@thewadsworthteam.com

Now back to the show….

The Marketing Plan Page

You want your marketing plan to be very specific and precise.  If everything is spelled out, that will be fewer questions you have to spend time on during the listing appointment, and that means more time for yourself.  You also want to differentiate yourself in your marketing in some ways.  Everyone is going to put the house in the MLS, put a sign in the yard, throw it up on Zillow.  What are you going to do that makes you different?  Sure, a lot of agents hold open houses, and they suck at it.  Don’t hold an open house unless you are going to do it at least at a level 5, and ultimately at a level 7.  (If you aren’t sure what a level 7 open house looks like, email me and we can discuss it).  For our team, one of our differentiators is our ability to crush Just Listed/Just Sold calls, as well as canvasing the neighborhoods via door knocking, to generate proactive buyers for our listings.  What’s yours?

Testimonials Page

 

The reason you want a testimonials page is so your potential new clients can see you have performed well for others.  Having a statement such as: “We don’t share these testimonials to impress you, but to impress upon you our continued commitment to your success in getting your home sold.”  New in the business, and don’t have any testimonials yet?  No problem, reach out to your past clients from your previous position, family, friends, and colleagues, and ask them for a referral on your character, your work ethic, your integrity, etc.  You get the idea.

Questions To Ask Other Agents Page

This is a real killer to the competition!  If you know you are competing against other agents, always try and be the first agent in.  First of all, you may be able to close them on the listing appointment, and you can offer to cancel their other appointments for them.  Secondly, if they are absolutely going to interview other agents, arm them with the questions (and your answers in red ink) so they can make a fair comparrison.  Formulate the questions not only based on your strengths, but more importantly, give them those questions that they should be asking to make sure they are getting the best agent for the job, even if it’s not you.  Don’t forget, your #1 role is to be a fiduciary for your clients, and that means always acting in their best interest.

Mistakes To Avoid Page

This page will help your clients save money, save time, avoid unecessary stress, and ultimately make more money form the sale of the home.  The best part?  It also helps you condition the client to your processes, systems, and operations.  It allows you to do your job at the highest level, with the least amount of interference from the seller.

Tips On How To Price Your Home Page

You will want to use this page as a pre-sell for your clients.  This will help them to understand the importance on proper pricing strategies, so that when you are reviewing the comps with them, you can refer to this as a guide for helping the seller determine the proper price for their home.  You and I both know, 3 things affect the sale of a home:  location, condition, and price.  We can’t fix location, and condition generally drives price.  So it all comes down to price.  Get them to price the home correctly upfront and avoid weekly price reduction calls with your clients.

This is our Pre-Listing package.  I would be happy to share with you the entire package as a .pdf.  Just contact me and we will take it from there.  One last question before I go though…

Are you getting the desired results from your pre-listing package?