The listing call to set up a listing appointment is the most eagerly awaited call in our industry. It is the payoff moment that attests to our marketing, farming, and personal contacts and networking.

However, it is also an opportunity not to be lost in the triumph of the moment. The listing call is an ideal time to gather information about the prospective seller, their motives and expectations, and learn about the home they wish to sell. This is vital information that allows us to craft a presentation that gets the listing, or allows us to make an informed decision to take the listing, or to pass on it.

Every agent that has ever gone on a listing appointment can attest that no two appointments are ever the same. Even though you just sold a similar home a few doors down on the same street, this seller may have a totally different mix of needs and concerns than their neighbor who was a pleasure to work with. Circumstances such as divorce, financial difficulty, job transfer, downsizing and retirement are just a few or the reasons a person may sell their home. So each selling experience may be quite different than another.

Sound familiar? We must acknowledge that the sellers' temperaments, needs, motivations, realistic expectations, and finances may be very different from one household to the next. Since it will be our time, efforts, reputation and marketing dollars on the line, we must weigh out all the factors. Keep in mind that whatever the sellers' needs are to sell their home, once disclosed they are opportunities to rate the sellers' motivation levels.

The listing appointment is an opportunity to take the listing (if you want) that has the potential to return you a decent commission when it closes. Be selective and thorough, because if it doesn't sell there's no pot-of-gold at the end of the rainbow -- just disillusionment that could be avoided. It is important that if you take the listing, you do so on your terms.

The initial contact is a great time and opportunity to grade the seller's motivation. Questions of why, where, when and for how much are great openers for dialogue, and determinants of seller motivation. Instead of using a script on these calls, (that sound mechanical) it makes more sense to ask some general questions that give you enough information to begin seeing a profile of the home and seller.

Information to be obtained at the initial contact:

Published: October 29, 2003

Use of this article without permission is a violation of federal copyright laws.

Jim Crawford, ABR, e-PRO 500 is currently licensed as a Broker Associate with RE/MAX Greater Atlanta in Atlanta Georgia, and as Broker Associate with Distinctive Realty Inc. in McLean Virginia. Jim and his wife Ellen work as a husband and wife team in the northern Atlanta suburbs. As the team's rainmaker, Jim is a self-taught webmaster and designer, and he relies exclusively on the Internet for marketing. He is considered an expert on marketing, nationwide relocation, cutting edge technology, Search Engine Optimization (SEO) for real estate, and Internet marketing. Jim's seminars, online contributions, and technology ideas assist real estate agents to maximize their business results, and raise the industry's professional service level skills. His common sense marketing ideas have been published and quoted regularly in trade publications. He has also consulted and advised NAR offices regarding Internet issues, and Internet ethics for Realtors. In between sales, Jim is a popular speaker at national and regional real estate seminars, and retreats. He is also an online real estate coach, with a self-tutorial coaching site for real estate professionals. Jim was a featured speaker at the November 2004 National Association of REALTORS® convention in Orlando, and has spoken at the several REALTORS® conventions both in the United States and Canada. Visit his website at RealEstateTechCoach.com, or e-mail him at .