Do you need help getting together an effective pre-listing presentation? Not sure how to do it? How do you get it done, where is it, and where do I start? The pre-listing package is one of the most extensive things that we coach you on. As such, it's not something you can complete in an afternoon and just burn it out and get it over with. This will get you through about 80-85% of your listing presentations. The more competitive ones, the more high end ones, the more complicated, you'll need the proven home selling system. That's the listing presentation, which we'll talk about on a different call.
The pre-listing package – what is it? What is it supposed to do? I have given you these links to a whole bunch of things. This is really taking you to the pre-listing second section of our website. You should listen to things in order and complete things in order. This is not one of those topics with just the bare essence of things and, hey start here but then go do more on the website. You really must do the pre-listing package as a step-by-step process. It will be worth it. This is what represents you to the public, to your listing prospects, and I suspect you want to put the highest level of polish on the pre-listing package that you can.
I have given you the document customization link for our recommended providers unless you want to format it yourself. Most of you will want to get help from one of our providers who are used to doing this project and do it at a high level and get done quickly. If you use one of our recommended providers, they're going to ask you to (this is very close to already being done for you, the only reason that it's not readymade is because you need to customize it) add your name, your phone numbers, your logo, your look, your banners, etc. so that it will look like you. We don’t want everyone in the country in our coaching organization to have the same exact cookie cutter pre-listing package. This is going to be personalized to you using your testimonials. It’s going to be personal to you. You're going to get all of that stuff packaged up and then delegate this to one of our providers, (or you can certainly do it yourself) or you can probably find some local people that might help you. Maybe you've got a niece or nephew who's really good at this type of formatting, but if you don't, you will want to use one of our providers. A word to the wise is that you shouldn’t send it to them in seventeen different emails. Here's my logo. Here's my business card. Here's something maybe you could use as a banner you're going to drag out the process. It will end up taking forever and things will get lost in the shuffle and then you'll complain to me that they didn't get it done. Get it all in one place and then send it in just one email.
We’ve given you a link called Document Customization. We also have a link to some great student examples that you can click on that are in zip files. Again, keep in mind that this is not something that you create for yourself in fifteen minutes. Take a break session between appointments, it's supposed to take a while especially look absolutely super fantastic when you're done. Take your time. Do it right. Even with that being said, you should set a deadline for completing it. For most of our premier coaching members, once you've gathered all of your materials, this is probably a two-week project from beginning to end with a finished product. Expect that kind of timeframe. If you're taking longer than that, reach out and let us know what your hang up is, or if there is something you don't understand.
The pre-listing package, (or PLP for short) what does it do? Number one, it presents you in a professional light before you even get there. It presents for you before you show up. Two, it answers the most common objections before you even arrive, and it answers them in the way that you really want to answer the objections. Some of you, when you hear an objection, go into panic mode or BS mode, or you just don't say anything at all. That's not good. We want you to have handled those objections before you even get there, in the way that you want to handle them. The most common objections that the package handles are: commission and terms of the contract, what makes you so different? Why would I list with you? You’re not just the person that sold me the house. For example, the PLP showcases your testimonials and your charitable work, both of these things help you appear as the real person that you are. That means that when you show, up the prospects feel like they already know you. That's great because they have a higher comfort level and a lower level of suspicion.
As a result of the above, you will shave time off your appointment. In reality, people don't actually want you there for two or three hours at a time. They want to get on with their life and their family and whatever they had planned for this evening. Saving time is good for them and also good for you. A lot of people say that the longer you spend at a listing appointment, say, more than an hour or so, the less likely you are to get the listing. It isn’t that you're terrible if you take an hour and fifteen minutes, but be aware that the pre-listing package serves you well, as it does the clients by getting you in there and out of there with time to answer some questions and to get the documents signed or the paperwork done. Use the PLP. It is ultra competitive.
Don't be the agent that doesn't send a prelim package. Some of you will say, “Well, nobody in my market uses a pre-listing package.” I can virtually guarantee you that you are wrong about that and I'll give you a specific example to prove it. I distinctly remember going on a listing presentation and it was just a standard cookie-cutter, nothing special, $125,000 condo/townhome. A single guy called and gave easy answers to all the prequalification questions and it should’ve been a slam dunk, no problem. He was about my third appointment of the day after I’d had a long closing and a buyer appointment. Then I'm going to do this listing. I almost did not send the pre-listing package just because of being tired and the temptation of being lazy. I can get this no problem...just a little townhome. I didn't think I was competing. But I did make myself send it because I follow our own rules. Send out the pre-listing package every time, no matter what. I don't care if it's your mom or your best friend. Send it out anyway. I always ask the question when I walk in the door, “Remind me again, will you be speaking with other agents, or are we here to get this on the market?” That's part of your typical scripting. You know what he said? (Remember now, this is the single guy, should be a slam dunk, nothing special, not talking luxury/competitive or anything.) He said, “Well, I was going to talk to the other two agents that one of my friends had recommended. But after I saw what they sent before the appointment, I called and cancelled each of them.” After that, I thought to myself, thank God I sent our nice-looking pre-package because if I hadn't sent it, he would have been calling me to cancel the appointment and I probably wouldn't ever have known why. So why do I point out that this is cookie cutter? Because my assumption was that I wasn’t competing with anybody. It didn’t seem like the type of situation where the pre-listing package would make much difference. I assumed it wasn’t a competitive, knock down, drag out type of thing. I was wrong. I asked him if I could see what the other two agents sent. This is typical. One of them was a very corporate looking, nice, polished, decent stock, but standard issue. It looked like the office had clearly put it together for them, (or their broker had), and probably every agent in that office was using the same thing. There was nothing really neat about it, but it didn't look terrible, just really boring and corporate. The other one was in one of those yellow envelopes, the kind you send your taxes to your accountant in, the yellow fold down. The thing didn't even have a professional folder to it and it was just the most disastrous miss matched bunch of junk ever, no coherency, no nothing. He called each of them to cancel. He said, “I've looked at your stuff. I'm ready to sign.” The moral of the story is don't be the one who doesn't have a prelisting package. Don't make the assumption that nobody in your market is using one, or that you should use it only in certain neighborhoods or certain offices or certain brokers. Don't be the one who only sends at certain times under certain circumstances. Your life will be a lot easier in real estate when you do things the same way every time regardless.
When you use a pre-listing package, it increases your chances of two things: not just getting the listing, but also getting it then and there and not having to do a second appointment because they are so comfortable with you. They don't have to see you a second time even if this means that you’re post-dating the contract because they're not quite ready yet and they need staging help or the timing isn't quite right. You are much more likely to get it signed on the spot when you send your pre-listing package.
Another question to address here is that a lot of people will ask, “Should I send the C.M.A. in the pre-listing package?” The answer is that you can send general C.M.A. information, but do not specify a price. You can highlight your comparables if your subject property is say, 3,500 square feet and your comparables range from around 3,000 to 4,000 square feet. You will want to highlight that so they know that that matters because they're not all used to looking at your C.M.A. information like we all are. You need to highlight what matters you highlight the new subdivision for example and what makes it a comp. You might even have some handwritten notes, for example, their kitchen looks just like your kitchen that sold thirty days ago for this price but you're not going to say your home is worth exactly $650,000. We address how to handle that at the appointment in the Working with Listings section on the website. We won’t cover this specifically here, but we do help you with how to get around that conversation.
Your homework is to systematically go through the links one at a time and get it done. Here's how you get to listening package done ideally. The first thing to do is just listen to all the coaching calls about it. We gave you kind of an essence of the pre-listing package now, but it's so much more extensive than that. You need to listen to all of the coaching call that I've given you right here so that you understand why each page is so critical and I don't want you to modify very much. So listen to all of the coaching calls first, then get all of your materials together. Next, decide if you're going to format this yourself, or more likely, you're going to delegate this to one of our providers and connect with them by phone. Find out what their timeframe is to get it done. Maybe interview different providers and decide which you want to use. Then package all of your materials into one email and send it to them. Follow up in two or three days until it gets completed. That's how you get it done. Why are you listening to so many coaching calls? Because in most cases, this is essentially your listing presentation. You want to know how to present each and every page. You don't want to just show up after you send it to them and then wing it. Now if you're already using a free listening package, you probably want to integrate what you're doing into this format and again, you’ll understand more about this as you listen to the different coaching calls. Make sure you listen first and execute second if you have questions about this or anything else.
Don't be afraid to bring your questions and I'll address them on our next call, or you can email me directly if you need to. Now is the time to take action. This is something that you'll be spending a lot of time on. Hopefully I made that very clear. So take action. Listen first; implement second. The pre-listing package is presenting you in the best light possible and you should use a nice paper, nice presentation quality, with beautiful colors, nice font, with consistency. Make yourself shine in this because you will be using it over and over. Here's the interesting thing that happens. Once you've got a kickass pre-listing package, you will be dying to do your lead conversions, your lead follow up, and your prospecting in your marketing. You're going to take so much more action because you can be fearless. Don't delay in getting this done!