Steps to increase your presentation-to-listing conversion ratio Keys to preparing a winning listing presentation Strategies to stand out from your competition Keys to dispelling homeowners’ myths about the sales process
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TODAY’S FEATURED GUEST
Martha Goodwyn Picinich Seattle’s Best Agents www.marketleader.com
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SUCCESSFUL LISTING PRESENTATIONS Key Principles
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Our philosophy • • • •
There’s no one canned presentation that wins listings Set expectations Use a consultative approach Know your ultimate goal
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Two-step process Visit 1: Learn about the sellers and their home Visit 2: Consult and share your customized presentation
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Two-step process: Win more listings • • • • •
Your analysis is more accurate Sellers are more responsive to a customized presentation Sellers appreciate your approach You’ll develop high client satisfaction You’ll win more listings!
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THE INITIAL VISIT
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Initial visit: It’s all about the seller Goal #1: Build rapport Goal #2: Understand your home owner • The sale • Relationship to their home • Personalities • Relationship to each other (if multiple people involved)
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Keys to learning about your sellers Ask questions • Their home • Neighborhood • Previous home sales experience • Sales goals • What want in an agent
Agenda for your meeting What to expect in the sales process Pricing Their home Marketing strategy Reference sheet
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Agenda for your meeting • Share it at the beginning of your second meeting • Organize and control the conversation
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What to expect in the sales process • Discuss this with all sellers • Bring documents – The sales process – The closing process
• Representation
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PRICING AND POSITIONING
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Market trends • Discuss this with all sellers • Current market • What they can and cannot control
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Set up listing alerts for their neighborhood
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Pricing • The importance of accurate pricing • Share your CMA • Discuss relevant properties
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THEIR HOME
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Their home • Preparing their house for the market • Getting a buyer’s perspective
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MARKETING STRATEGY
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Marketing strategy • To sell or not to sell?
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Marketing strategy • Unique selling proposition
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BUYER PROFILES
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Buyer profiles • Profile the potential buyer • Develop a marketing strategy based on the buyer profile(s) Examples • Move-down buyer • Investor • Gen Y first time home buyer • Sandwich families
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Move-down buyer What they want • Condensed space • Low-maintenance • Close to amenities Listing type • One level Marketing strategy • Emphasis on print
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Gen Y first time home buyer What they want • Close to work and social gathering places • Environmentally and tech-friendly • Smaller, open-plan living Listing type • Lower price • Near an urban center Marketing strategy • Social media and internet • Keep it short and sharable
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Investors What they want • Potential for return on investment Listing type • Quality single family • Rentals without a rental cap Marketing strategy • Data and facts • Information that’s to the point
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Sandwich families What they want • Separate spaces for adults, seniors , children Listing type • Homes with a separate unit • Owner occupant and tenant downstairs Marketing strategy • Highlight information about separate spaces
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MARKETING PLAN OPTIONS
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Marketing plan options • • • •
Professional photography Social media marketing Single property website Special marketing pieces – – – –
Flyers Postcards Business cards Property emails
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References • List of past client seller references
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WHEN TO SAY “NO”
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When to say “no” • Home owner cannot be objective • Home owner isn’t realistic • Cannot reach homeowner’s goals in today’s market
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Today You Learned Presentation Strategies • • • •
Steps to increase your presentation-to-listing conversion ratio Keys to preparing a winning listing presentation Strategies to stand out from your competition Keys to dispelling homeowners’ myths about the sales process
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Next Steps: Make Sellers Say YES! • Create your Seller Commitment Agreement • Create an agenda for your next appointment • Experiment with a 2-step appointment • Identify and market to buyer profiles • Watch today’s recording www.marketleader.com/best-practices
Please fill out the post class survey! www.marketleader.com
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JOIN US NEXT WEEK! Win and Sell More Listings: Marketing to Buyer Profiles • Identify buyer profiles for your listing • Discover the best marketing approaches • Where to market to reach your target buyers
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Want More? • Class Notes: Fill out post-class survey • Customer Support: 1-877-450-0088 • Power Hour recordings & handouts – http://www.marketleader.com/best-practices
• Short Tutorials: – http://www.marketleader.com/agent-steps-to-success
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Make More Sellers Say Yes! Market Leader Power Hour
