I\u2019ve seen some elaborate pre-listing packages; fancy-bound booklets full of colorful charts and graphs, lists of awards, etc.<\/p>\n\n\n\n
Impressive! <\/p>\n\n\n\n
I guess that\u2019s the idea. To impress.<\/p>\n\n\n\n
But isn\u2019t that what the listing presentation is for?<\/p>\n\n\n\n
What if you\u2019ve got the greatest pre-listing package in the world, and you suck at the listing presentation?<\/p>\n\n\n\n
Do you think anyone\u2019s going to say, \u201cWell, he\u2019s kind of an idiot, but that pre-listing package! Wow-za!\u201d<\/p>\n\n\n\n
Not likely. <\/p>\n\n\n\n
The listing presentation itself is about 1000 X more important than your pre-listing package. Knowing this is true, it\u2019s a total waste of your limited time creating an elaborate pre-listing package, compared to improving and practicing your actual listing presentation.<\/p>\n\n\n\n
\u201cBut it saves time at the appointment!\u201d<\/em><\/strong><\/p>\n\n\n\n I think not. \u23f1\ufe0f<\/p>\n\n\n\n 1. How many of your potential clients actually take the time to read your elaborate pre-listing package? I mean, they know you\u2019re coming over anyway, right?<\/p>\n\n\n\n 2. Do you still think that people care about all your rewards and previous accomplishments? They don\u2019t. They care about what you\u2019re going to do for them<\/em>. Now. And you\u2019re going to need to show them that in person.<\/p>\n\n\n\n 3. How many listing appointments do you get every year? You\u2019ve spent a lot of time, energy, and probably cold hard cash to finally arrive at the kitchen table, ready to present. Is it really your highest priority to now burn through the appointment as quickly as possible? <\/p>\n\n\n\n The Essentials<\/strong><\/p>\n\n\n\n I send two things ahead of my listing appointment, both by email. <\/p>\n\n\n\n 1. A Pre-Presentation letter <\/em>\u2014 It\u2019s about half a page long and contains the most important information I will need from them for the appointment, as well as a brief outline of what we will discuss. It\u2019s designed to create excitement and anticipation, and people actually read it because it\u2019s short.<\/p>\n\n\n\n 2. The Sold Listing data \u2014 This is a big subject in the Master\u2019s Program, so it\u2019s impossible to get into detail in a short blog post, but sending the right <\/em>sold listing data is the biggest time saver there is. It also eliminates the most significant cause of stress in your entire listing presentation.<\/p>\n\n\n\n What about a Buyer Package?<\/strong><\/p>\n\n\n\n Remember, we\u2019re in a relationship-based business. Spend your time building relationships, asking the right questions, explaining to your clients what they should expect when it comes to writing an offer, and all the other important things you should be discussing <\/em>with them during a buyer-client meeting.<\/p>\n\n\n\n Instead of a written Buyer Package, build a checklist of items that need to be discussed with your buyer, whether that\u2019s at a formal buyer-client meeting, in between showings, or over the phone. <\/p>\n\n\n\n If you try to put this information into a fancy booklet, you\u2019re removing the opportunity to build trust and rapport with your client. Besides, they\u2019re not going to read it, anyway!<\/p>\n\n\n\n Never forget. You\u2019re building relationships. You build relationships by having discussions \u2014 not writing \u201cHow-To\u201d guides. <\/p>\n\n\n\n New! Rate your current REALTOR\u00ae skills with the 70-Skills Challenge<\/a><\/p>\n\n\n\n This article was inspired by module #9 – Setting the Stage – part of the Agent Skills Master\u2019s Program<\/a>. <\/p>\n\n\n\n In \u2018Setting the Stage,\u2019 I explain step-by-step how to ask the right questions and ensure you are confident and thoroughly prepared before your listing appointment. Create strong anticipation and eliminate the most significant cause of anxiety – the price – before you arrive.<\/p>\n\n\n\n
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