Do you successfully close most all of the listing appointments you go on, or could your batting average be better? With the hot markets prevalent in many areas of the country, listings are becoming more valuable than ever - but also harder to get. As the competition for listings intensifies among agents, it is vitally important to give yourself every competitive edge possible.

By the time you figure in the marketing/prospecting that produced the lead, and the time preparing for and going on the appointment, a listing appointment usually involves a substantial investment of time and money. Unfortunately, this investment usually goes down the drain if you don’t get the listing.

One tool that can dramatically increase your listing appointment conversion ratio is a "Pre-Listing Package". While the concept has been around for years, and is fairly inexpensive and easy to implement, relatively few agents actually use one.

A Pre-Listing Package is an assortment of materials that you send or deliver to a potential client once you have scheduled an appointment with them, but before you actually meet. A properly constructed package will accomplish eight primary objectives:

1.Arouse curiosity.

2. Establish the foundation for rapport.

3. Position you as an expert/respected authority.

4. Educate the potential client.

5. Pre-sell them on using your services.

6. Lessen the chance the seller will ask for a reduction in your commission.

7. Decrease your time spent at the listing appointment.

8. Reduce the likelihood of the seller listing with another agent before you.

Getting the maximum results from your Pre-Listing Package requires understanding a critical point: Your package needs to focus on the seller(s,) not on you!

As with all of your marketing materials, it is imperative that your Pre-Listing Package address the needs of the potential client. They are only interested in what benefits you can provide them, not a bunch of sales hype about how great you are!

Every element needs to convey how you are the agent that will help them achieve their goals, and that you will put their needs first. They don’t care how great you are. They only care about how their life will be better as a result of hiring you to handle the sale of their home.

Items you can include in your package:

• Cover letter reinforcing their decision to meet with you and confirming the appointment
• The steps in the selling process and the benefits you provide throughout
• References
• Testimonials
• Mission statement
• Copies of any articles printed featuring you
• Personal brochure/resume/biography
• Pictures & job descriptions of your assistants/staff
• Personal marketing video
• List of homes successfully sold
• Marketing action plan
• Sample advertisements and marketing pieces
• Satisfaction guarantee
• Facts about pricing
• Internet exposure plan
• How you attract nationwide relocation referrals
• Contract and negotiation basics
• Suggested questions to ask potential listing agents
• Form for seller to list their biggest concerns and any questions they want to ask you at the appointment

Since the Pre-Listing Package shows up before you do, it is part of the first impression you make. So use a quality paper stock and printer (preferably color). And don’t just stuff it all into an envelope! Take a few extra minutes to make it look sharp and professional by securing everything in an attractive binder.

Remember - the package is designed to be sent or delivered to potential clients prior to your meeting with them, so once you schedule a listing appointment, immediately dispatch a package to them.

Keep in mind the purpose of your Pre-Listing Package, and do not underestimate the powerful impact it can have on your listing appointment conversion ratio. Used consistently, a well designed Pre-Listing Package can be a tremendous benefit to your bottom line!

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Published: November 23, 1999

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