Listing presentation

Listing presentation

Listing Presentation: Agenda: [Walk through the property with the owners, connect with them and gather intelligence. Then, sit down at the kitchen table.] Thank you for having me over. Today, I’ll be covering three questions:

1. First, we’ll talk about how much your home is worth and what you can expect to receive net in your pocket after the sale.
2. Second, we will talk about how long it will take to sell a home in today’s market and the importance of time.
3. And lastly, we’re going to go over exactly what we’re going to do to get your home sold and if everything we say makes sense, we’ll discuss the possibility of us working together. There are three of them. One, after you hear how we work and like most other clients we sit down to talk to, you may decide to list your property with us. Two, there is an off chance you may decide not to list your property with us. And three, we may humbly decline the opportunity to list your home. And any one of these options is ne Does all of this sound fair? I want to make something clear right from the start. Most agents will be telling you what they think you’d want to hear in hopes of getting your listing. We, on the other hand, will only be sharing facts with you, so that there are no unpleasant surprises at any point in the process. Ok? One other thing. It is our intention to deliver the result and the service at such a high level, that when we’re sitting at the closing table and handing you a vendor balance cheque, you’re so happy with the experience that you had with us that you would recommend us to anyone you love and care about. Does all of this sound reasonable?Motivation: Before we head into the conversation about pricing, I want to make sure that we’re on the same page when it comes to your motivation and intentions. We covered a great deal of that on the phone and I want to make sure there is no disconnect anywhere, so we could do a great job for you and your family. Ok? Where are you moving to? This is a great property and a great neighbourhood, what compels you to think about moving? In the ideal world, what’s your timeframe for completing the move? Do you have a plan “B” of not selling the property? Based on our previous conversations you want to position this property to sell without giving it away and your pricing expectation is at …, correct? Are you thinking about buying before you sell or after? What keeps you up at night when you’re thinking about this move?

Pricing analysis

Ok, let’s jump into the pricing report for your property. The first thing we need to discuss and this is something that a lot of agents fail to mention is that your home sells in three steps. Can I explain? [1. offer terms and conditions and the price; 2. inspection; 3. appraisal] When buyers look for a property they do comparison shopping and one of the big concerns for them, after they earmarked the house for a showing, is …, and this is something again, that a lot of agents fail to mention, the days on market or DOM. This is a metric that shows you how many days have elapsed since the property first came on the market and just like with produce at a grocery store, the longer it sits on the shelf, the less valuable it becomes until eventually, it becomes unsaleable. Are we on the same page here? Buyers compare the DOM for your home against the average days on market for your area. Let me give you an example. Consider that you’re looking for a home in this area all over again and come across this house here … (involve them into a compelling story of the sellers buying their own house all over again)… theaverage DOM in your area is …, so it becomes our main objective to position your home in such a way that it becomes the obvious choice for the buying public out there within the first days of listing it. Does all of this make sense? Here is a one-page analysis of what’s going on in the current market. And please remember, the sooner we get an offer on your property after we hit the market, the more power we’ll have in the negotiation process. Now, let’s look at what we are up against and the rst set of properties we’re going to review is what’s currently on the market, i.e. our competition. … Now let’s look at the pendings… One of the most important parts of the pricing analysis is recently sold homes. This is crucially important when we’re establishing the price for your home… Based on everything we see, the market suggests that your home should see anywhere from … to … After looking at this data, did you come to the same conclusion? The market price is crucial, but there is one more thing to consider before we put the home up on MLS and that is how we’re going to position the property price-wise. There’re three options: 1. The wholesale price (multiple offer price) 2. Retail price (market price), 3. Someday price and advantages (in ated price, the seller may want). Cover the three options.

UVP

[Now that we’ve talked about the price, it’s time to discuss what it is we offer for you the seller.] When you’re talking to a real estate agent you have very little to go by to try and predict whether the promises made will be the promises kept. Would you agree with this? And we nd that there are two general ways to protect the sellers. The rst is to look at the agent's past performance facts and past client testimonials. This will give most sellers an idea of how well this agent will perform for them as well. Do you agree? And the second is, to give the average DOM in your area is …, so it becomes our main objective to position your home in such a way that it becomes the obvious choice for the buying public out there within the rst … days of listing it. Does all of this make sense?sellers the right to get out of the listing contract if the agent's promises are empty. Do you follow? Well, we’ve combined the two in “Seller Guarantee”. We’ll give you the right to get out of the contract with us, no questions asked, within the time you need to complete your due diligence on us and are 100% satis ed with what you see. Does this sound fair to you? Next, regarding our commission. Here we have our “Smart Seller” program where the seller is a part of the sale process and gets rewarded for participation. This is how it works.

1. The seller is looking for her buyer and if the offer is satisfactory, we take on the role of negotiators and transaction coordinators, where we help you negotiate the best price for your property, we help you either prepare or verify all of the submitted paperwork, we qualify the buyer for their ability to obtain the necessary nancing to close, we work with the home inspector and the appraiser to make sure there are no surprises there and nally we make sure that the closing process is smooth and painless. For this, we charge a commission of 1%. Is this clear so far?
2. We start marketing the property to our database of buyers and agents that we’ve accumulated over the years and start running ads for pay-per-play platforms like FB, IG, Google and Youtube. And if we happen to nd a buyer, we will charge you x%.
3. And nally, if the property is on MLS and there is a cooperating broker that’s involved in the transaction, your total commission will be x% and this is your worst-case commission scenario. Does this commission structure seem like a fair arrangement to you?

Close

Now, to recoup. We’ve covered what’s happening in the market around you and the market is indicating a price point of … that we are all in agreement with, correct? We talked about how you, the seller, is protected no matter what happens and have the time to do the due diligence on the agents before committing long-term, correct? And nally, we talked about our commission structure with the“Smart Seller” program, which is the most comprehensive commission program out there, correct? Now, for my part, I feel very comfortable working with you and have full con dence that we’ll get you the money that you need within the timeframe that we discussed. Do you feel comfortable and con dent with us and are you ready to get started? Perfect, let’s get the paperwork out of the way and get your property on the market!