Clear and concise set up of the expectations of the seller is perhaps the single most important way you can create trust and loyalty. As you explain your marketing plan, if you take the opportunity to let the seller know what to expect from you in respect to quantity and type of feedback and activity, you can begin to create partnership with them

Front stacking communication in the beginning phases of the marketing creates a strong perception of service and activity. Craig LaMar from Huntsville, AL reports that he sends a series of 10 letters that go out every 3 days during the first month, as well as courtesy calls, and a monthly update. Nan Mackstaller of Tucson, AZ produces color brochures within 24 hours of taking the listing, using her digital camera and color printer to give the seller a feeling of immediate activity.

Following up after the first 30 days, with regular consistent contact, combined with more informational material to begin to condition the need for price adjustments further strengthens the relationship and satisfaction. You almost can’t communicate TOO much!

Pat Argo of Titusville, FL uses her prerecorded 800# (she uses the ARCH system) as an automatic update for her sellers. She assigns them their own mailbox number. At their convenience, they can call in and get an update on what is happening. These updates are revised on a weekly basis. Other agents have assigned passwords and a page on their websites for the clients to access. Make it EASY for folks to get information in the way they want it.

Use action plans in your real estate software to automatically prompt you to all the activities for servicing of listings, from the letters and communications with the sellers, to the activities to market and advertise. Customize the action plans to include all the details and little things, so consistent service is provided to EVERY listing. Similar to the consistency we expect in the fries at McDonalds, extraordinary agents provide service that is unwaveringly complete even when really busy because of systemizing and use of technology.

Preparation and use of marketing materials that exceed the expectations of the sellers give you an advantage. Evelyn Witt of Randolph NJ prepares a bound 15 page color brochure on each property and send it out to the top agents, as well as using it for the in house marketing. Relocation information and school reports are part of her package.

How the property shows when first put on the market is crucially important in how quickly it will get sold. Many agents also provide resources and/or discounts on services that will help spruce up the property for the best.

John Torke of Denver, CO often will put a sign with a rider on a property with a date of when it will go on the market and he uses the week previous to prepare the property in A-1 shape.

Since the majority of listings are sold through MLS and other agents, spending marketing dollars on promotions to the other agents can increase showings and speed the sale. All the agents reported that color photos and promotional materials increase the activity. John Torke uses color photographs on his flyers and says people don’t throw away photographs like they do flyers.

Agents that are aggressively marketing their properties and websites are positioned in the minds of the clients as visionary. Educating the seller to the different ways you will be found and why your site provides them with extra exposure and advantages is very important. Even if they are not technologically savvy, they want you to be.

Educating the consumer and communicating to them builds the feeling of partnership and loyalty. Under-promising and over-delivering also contribute to a satisfying relationship. Those little extras really count. Be extraordinary and watch those details!

Writer's note: I’d like to thank the following REALTORS® for their contributions to this Top Ten List: Bill Sheffield, Craig LaMar , Evelyn Wiit, Pat Argo , John Torke, Nan Mackstaller, Sandra Kane, and Terry Farrell.