5 Super Tips To Win The Listing Every Time! [PODCAST]

Written by Posted On Wednesday, 20 May 2020 05:00

Have you ever thought about how a listing appointment is much like a job interview? That’s because it is! You would never show up at a job interview without a resume, and the capability to discuss your plan of action to tackle the job and provide testimonials as to your expertise and suitability for the job.  Why wouldn’t you do the same type of preparation for the interview to get the job of listing and marketing their property? 

So, it makes good sense to market yourself BEFORE the listing appointment by setting up your sellers with enough information to make certain you’re their listing agent of choice! 

Looking for more ways to build your prelisting package?
Listen to Terri's full podcast below:

When you study success, the agents that list and sell over 100 properties a year help the seller as a RESOURCE and not as a self-promoting marketing initiative.   Smart agents study their marketplace and have learned that over 62% of the properties sold last year were bought by buyers under 45 years old.  This consumer segment detests self-aggrandizing techniques, marketing ploys and is looking more closely at “what’s in it for them”.  

One of the most proven ways to get in the door as an agent and out the door as their “listing” agent is to launch the “WOW” process right from the first point of contact.  It is not that hard to be so different from your competition today. It does take a couple of extra steps to create distinction for yourself, but they are well worth it!

Start the WOW experience with the delivery of the pre-appointment package before the actual appointment.  With a pre-meeting experience, and having to sign for the package, we demonstrate our intention to create a highly differentiated experience from any competitors.   Having a pre appointment package delivered conveys an “experiential” type of differentiation that says you are serious about committing the time and energy to market their property.  This action demonstrates solid proof that by organizing the event ahead of the actual meeting, you have a plan that is professional, and your goal is to maximize both time and efficiency.

If you are willing to step up your game, here are a few tips to make that listing YOURS with strategies to set you apart even before the actual appointment!

1. Develop a pre-listing system that creates the first of a series of unique experiences before the actual appointment occurs. 

Have a package delivered by courier when possible before the appointment that requires a signature of acceptance.  Some agents have the package delivered with a small premium that brands the agent to set themselves apart at the first encounter.  The packet” of information that is included is NOT company-centric but BENEFIT centric for your consumer.   The idea is to include the exceptional service offerings with the emphasis on the many differentiated services and strategies that are available to the seller when working with you.    Include information about your specialization, (staging, senior designations, social media channel promotions, single property websites, etc.) and include services of your strategic partners, processes, and more.  You can still include information about your company, but the idea is to focus on you and your team services and not appear to be a marketing piece provided by the company. The seller hires YOU and the company, although important, is not a person or entity they are likely to meet.  Sell the value of working with you that is backed by a great company. 

2. The most important step is this one! Have a process that verifies that the package was delivered.

This provides verification of delivery so you can follow up with your confirmation call and ask that their “ It is “homework”, that was included in the packet  to be completed prior to the actual meeting.  By drawing attention to the homework, you are asking the seller to be prepared for the actual appointment.  This brings to their attention your name and brand before you even get there.   If the circumstances don’t allow for a physical delivery, use  a courier or a special mailing envelope.  If your prospect is technically sophisticated, definitely use a video email, or email.

3. Give them homework! Include a homework page for the seller to complete prior to your meeting.

When they see how organized your system is, and how another agent never required the preparation work, they will easily see that you are different from your competition.

4. Engage your strategic partners to participate in the pre-positioning process.

Confirm the appointment prior to the meeting and then thank them for the opportunity to serve.  Ask your lender partner to call or email a testimonial letter that states as part of your service team they work with you to qualify any and all possible buyer candidates to make the transaction confidently close on time.

5. And finally, the day of the presentation, consider what medium of presentation will best suit your prospect’s style.

Depending on your marketplace, a paperless, real time CMA evaluation is the most transparent.  Using your iPad or laptop  work with the seller through the evaluation process so they are part of the discovery.  You can easily demonstrate various videos you have prepared for other properties, virtual tour upgrades, share Facebook events for previous open house events, social media “push” posts and more. You can always “send” a printed CMA for those more analytical sellers who want to “study” the information.  When you do deep and expert research, and you demonstrate transparent access to similar properties and statistics, you invite the seller to participate in the pricing of the property.  This is key to not only to getting the property priced right but also to get their buy-in.  By offering a comprehensive combination of both digital and traditional marketing initiatives, you present a unique and customized service model that makes the value of your work and systems worth the compensation. 

Creating differentiation in our crowded marketplace does take some creativity and having a pre-appointment strategy will help you to win you the listing every time! For a short video with more tips click here. 

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Terri Murphy

Terri Murphy, Communication engagement specialist, author, speaker, consultant, and Master Coach with Workman Success. She is the author of 5 books, TedTalk speaker and co-radio host on KWAMtheVoice.com. Contact: TerriMurphy.com or Email: [email protected]


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