subject: Tips to Creating a Powerful Pre-Listing Package! by:Kevin Wright [print this page] A Pre-Listing Package is the most powerful impression you can make on a buyer or seller. This is a package of information that introduces you and your company to a client and explains to them how you are best qualified for all their real estate needs. However, only a small percentage of real estate professionals use this tool that has the potential to rocket them over the competition. Not only will this tool get you more listings and cut your listing presentation time in half, it will assist you in showing the client that you are competent, organized and professional. It is designed to establish credibility and build trust with the client before ever meeting with them. Here's what your package should include:
1. Introduction / Cover Letter. This is a brief introduction thanking the seller for the opportunity to list their home with you.
2. Agent Resume/ Profile. Your probably asking yourself "Why do I need to include a resume?" Well, after all, you are applying for the job of selling a clients home aren't you? You want outline your experience, education and accomplishments. Don't be shy. Make it clear to the client that you offer superior service and are qualified for the job.
3. Team Profile. You may want to highlight each team member's responsibilities within your company and their experience. Include a team picture to make it more personal.
4. Marketing Plan. Including this information will let the client know exactly how you will find them a new home or get their home sold. This will enable you to reduce the time spent on educating the client about your marketing tactics and focus on the price.
5. Sample Marketing Flyer. Include a sample-marketing flyer so that the client can get a good idea of how your company will market their home. It is a very impressive tactic to take a quick snapshot of their home and include it in the package. This will show them that you are serious about getting their home sold.
6. Comparative Market Analysis (CMA). A CMA compares a property to comparable homes in the neighborhood that are currently on the market or have sold within the last six months. This information should be provided to the client in your Pre-Listing Package. It will show your client that you have done your research and are listing their home at the best price.
7. Charts and Graphs. You may want to include an easy to understand graph or chart explaining the importance of pricing and how the current market trend affects the selling price.
8. Testimonials / References. Include a list of testimonials from 3 to 5 clients. It's very effective to have someone else speak positively about your services.
9. References / Track Record - Include a list of names and phone numbers of past clients for your potentials to follow up with. If you don't have any references, include a list of properties that your company has sold recently. You may also want to include a track record of all the homes you sold in the past three months. If you're new to real estate and don't have a track record, then focus on what the company has accomplished instead.
10. Preparing Your Home. If the client is selling their home they need to know what changes to make in order for it to be more saleable. Giving them tips on what they should do shows them that you are there to help and coach them through the process.
11. Common Mistakes Sellers and Buyers Make. You want to make the seller or buyer aware of common mistakes to avoid so that they can have smooth real estate transaction.
12. Selling and Buying Process Flow Chart. It's important to educate your client on the process of buying or selling a home. This is your job, so you should know exactly how it works. However, this may be the client's first time, so guide them through the process gently so they know exactly what to expect. A flow chart is a perfect way for clients to understand these processes.
11. Aspects of Buying and Selling. As stated above, you really want your client to understand the process. Include a section on buying and selling that will go a little more in depth compared to the flow chart. It is also a good idea to include a page on the most important aspects of the process such as: Title Insurance, Home Inspections and Escrow.
13. Questions to ask other agents. This is a very important piece to include in your package as you can eliminate other agents with these questions. However, you should already know the answers to these questions so you can be prepared and know exactly what you're talking about.
14. Disclosures. Include all the pertinent disclosures you need them to fill out. You can include them with the package and have all the documents completed before you arrive. This will allow you to cut your listing presentation time in half. Most importantly, don't forget to include the listing agreement!
15. Personal Marketing Brochure or Business Card. Include the same brochure or business card that you use for your personal marketing.
16. Video. Some agents use videos in their package. Although it's not necessary, it does add a nice touch and shows a higher level of professionalism and dedication. The video should focus on you and your real estate team. Show them just how great your company is and how you get homes bought and sold. If possible, you should include testimonials from past clients, as this is very effective.
17. Referral Sheet. This should be the very last piece they see in the package. Let them know that you appreciate their business and you want to give other people the same great service you've given them. You'll be surprised how many leads and referrals you will receive.
18. Homework for the client. Let your client know exactly what you need from them beforehand. This will reduce your listing presentation time and allow you to dedicate your time to more important tasks.
19. Notes. Include a blank sheet of paper for your client to jot down questions that may arise.
If possible, arrange the package to be delivered within an hour of getting the lead, so that it arrives before the actual appointment. If personal delivery cannot be done, then you should overnight the package. It is imperative that you get the Pre-Listing Package to the client as soon as possible. This demonstrates your commitment to exceptional service and adds professionalism prior to the appointment. It is important to understand that less is more. You want to convey professionalism and knowledge to the client, but you don't want to overwhelm them with information. Keep the package to a maximum of 30 pages. Clients don't want to read a novel. They just need to know if you can get the job done! Also, learn your listing presentation like the back of your hand. You want to practice the listing presentation script until it becomes natural, not rehearsed. There you have it. You have all the tools needed to create a powerful Pre-Listing Package! You are on your way to getting all the listings and income you deserve! 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
