Benefits of Using a Pre-Listing Package by:Kevin Wright
The purpose of a Pre-Listing Package is to create a distinction in services and reinforce
that your personal brand is centered on the consumer and not the agent. This simply means that you should not include ego inflated information about your past achievements, track record, etc in your package. This is of little importance to today's homeowner. They are mainly concerned with two things:
1) Performance
2) Results
Proving these two things to a seller can make or break a deal. If you want to emulate today's real estate top producers then a pre-listing package is a real estate marketing tool you need to implement. This is the single most valuable marketing piece you can use. It should be delivered to all prospective clients prior to your listing presentation. Nothing is more powerful than showing prospective sellers beforehand about your techniques and qualifications as a real estate professional. Firstly, the purpose of a pre-listing package is to establish credibility as a real estate professional; secondly, it educates the prospective client on the flow of the transaction; and lastly, it should cover the importance of pricing, home and market condition and answers to common questions. By using a package you don't need to sell yourself, it does all the selling for you.
Once the client receives your pre-listing package, it instantly sets you apart from other agents. It conveys to the prospect that you are professional and that you know exactly what you're talking about. By the time of the listing appointment, the client will be more willing to work with you and more inclined to take your advice on how to price their home competitively on the market. It's important to include pertinent disclosures and forms in the package so that the sellers will be prepared for the appointment.
Did you know that with the right package, you could get 90% of all your prospective clients to sign with you? That's 9 out of every 10 clients you set an appointment with. It's not the only benefit you'll receive; you can double your sales, listings and referrals, but only if you use it effectively. So why aren't all agents using a proven system that can guarantee listings? It could be that they don't know about it or they're not willing to come out of their comfort zone and try new a marketing strategy. If you keep doing the same old marketing routine, then you're going to get the same results. There are numerous benefits to using a pre-listing package, but here is just few:
Saves time - If you provide each and every prospect with a package, you are letting it do all the work for you. It does all the selling for you because it lets the seller know what your role is and exactly what you're going to do for them. When you use an effective package it should answer most of the sellers questions and make them feel comfortable with your services. You can use the same package for every seller while customizing a few details to make it more personal. By using a package you're saving valuable time in consultation and you are providing disclosures in advance for them to sign, which will save you a great deal of time as well.
Shows professionalism - When you use a Pre-Listing Package you no longer look like a salesman. With a package you will be respected as a real estate professional as you should be. When a client receives a package it says a lot about who you are as a person. It reflects that you actually care about your clients, especially if you personalize the package to their home.
Sales - You can dramatically increase your listing and sales potential in short period of time. Using a package can allow you to close 90% of all your listing appointments and many agents reported that their sales and listings doubled within a few months of using this tool.
If you want to create your own package, here are some items you should include in order for it to be most effective and save you time.
Marketing plan - A good package will include your marketing plan. An example of your marketing plan is absolutely essential in your package. The seller needs to know how your going to market their property and get it sold.
Pricing - It is imperative that you help the sellers determine the best listing price of their home. You are the market expert and should provide evidence as to how you came up with this figure. Using a Comparative Market Analysis allows the sellers to make an educated decision on how they should price their home.
Educational material - Include information in the package that will benefit them and explain what they need to know about the process.
Tips - Including tips on questions to ask other agents and how to properly stage their home is very beneficial. It is important to know the answers to the questions you provide you so you know what you're talking about.
Seller's Homework Sheet - This is a list of documents as well as any other information you might require to help you efficiently market the property. For example, asking the seller to gather important papers like mortgaging documents, deeds, tax documents, utility bills, title reports, surveys, two keys, etc. Remember, almost 85% of agents don't even contact the client before the appointment, so your request to have the paperwork ready, further indicates that you are proactive and professional. Why should you waste your time while they are sorting through old paperwork? When you arrive at your appointment and see the paperwork and keys are ready, then there is a very high probability that you will be walking out with a signed listing agreement.
It is important to not create a novel when developing your package. Many agents make a big mistake in thinking that more is better. Well, this is not the case when it comes to creating a pre-listing package. Your clients don't have a lot of time to read through a pile of paperwork. They are only concerned if you have the confidence and experience to get their home sold. The package should be delivered to the prospective client within 24 - 72 hours of speaking with the lead. You really want to make sure they get it as soon as possible because you don't want them listing with another agent. I hope you incorporate a pre-listing package into your marketing and see your business grow. Good luck and much success!
About the author
Kevin Wright is a real estate marketer, business coach and mentor. He has assisted many real estate agents build a profitable business in a short period of time by using a proven system. This revolutionary system can be found at
http://prelistpackage.com
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