Pre-Sold: The Power of a Prelisting Package

KW063

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Presenter

Steve Schlueter

1. Round Rock, TX

2. Agent, Owner, and International Master Faculty Member

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Pre-Sold: The Power of a Prelisting Package

TruthThe presentation of a prelisting packet to the

seller before the appointment is a differentiating factor in many markets.

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Pre-Sold: The Power of a Prelisting PackageMain Ideas

1. Get Ready for a Winning Appointment

2. Make a Prelisting Packet

3. Property Research and Prequalification

4. Use Checklists to Stay on Track

5. Be Prepared—Mindset and

AppearanceA copy of this presentation is available for download at www.kellerwilliamsuniversity.com

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Pre-Sold: The Power of a Prelisting Package

NOTE: The CMA and Pricing are covered in depth in other breakouts—065 (presentation) and 066 (panel)

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Get Ready for a Winning Appointment

1. Prelisting Elements

a. Packet: Marketing materials (some off the shelf, some custom); Seller homework

b. Prequalify sellers

c. CMA preparation (template)

d. Presentation preparation

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Get Ready for a Winning Appointment (continued)1. Prelisting Timeline

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Make a Prelisting Packet

1. What the Packet Doesa. Opens communication with prospectb. Provides paperwork they need to sign—

in advancec. Saves time in the consultationd. Lets DISC ‘C’ and ‘S’ profiles

dig into data on their own timea. Lays the groundwork for success

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Make a Prelisting Packet (continued)

2. Packet Essentials

a. Statement of USP

b. Description of Value Proposition

c. Education for sellers

d. Homework for sellers

e. Ways to handle competing agents

f. A memorable value-adding item

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Make a Prelisting Packet (continued)

3. Packet Essentials in Detail

a. USP—Features and benefits that set you apart, personally

b. Value Proposition—What you do for clients that solves problems and adds value to transaction, their lives

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Make a Prelisting Packet (continued)

USP Value PropositionBiography Our marketing plan

Sample brand advertising Sample property advertising and promotion

Mission and values Sales statistics

Information about your assistant or team

About Keller Williams Realty

Testimonials Just listed/just sold cards

How I Stay in Touch

Easy Out Cancellation/Guaranteed

Sale Program, etc.

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Make a Prelisting Packet (continued)

3. Packet Essentials in Detailc. Education—What you know that will benefit them;

what they need to know about the processd. Homework—Documents they need to complete;

things you need to know from them; facts they need to review

e. Handle Competing Agents—Tips for their conversations with other agents

f. Memorable Value-Adding Item—For staging, for marketing,etc.

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Make a Prelisting Packet (continued)

Sample prelisting handouts Sample sales contract Explanation of listing process Seller net sheet Importance of accurate pricing Pricing misconceptions Myths about why homes sell Pricing and/or staging your home DVDs Value of inspections, appraisals and warranties Sample inspection report Preparing your home for sale checklist

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Make a Prelisting Packet (continued)

Sample seller homework items Seller’s information sheet List of best and worst features of home Rate your concerns Property disclosure instructions and forms Agency disclosure Listing contract, partially complete Recommended vendor list

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Make a Prelisting Packet (continued)

Sample Agent Interview Questions for Seller What is the average number of days your listings

take to sell? Will you service our listing personally or will we be

working with your assistants? How many other clients are you currently serving? Can I have your direct cell number, or will I be talking

with an assistant? How quickly will you respond to my calls? Are you a full time or a part time agent? Will you personally attend the closing?

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Make a Prelisting Packet (continued)

4. Customization strategy

a. Off the shelf materials

b. Customize select elements to make personal (cover page; cover letter, etc.)

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Make a Prelisting Packet (continued)

5. Delivery Options

a. ASAP (24-72 hours)

b. You, a teammate, or a messenger

c. At their workplace, if possible—have someone sign for it

Top agents report a dramatic decrease

in time spent to get the listing since

they began using a prelisting packet!

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Property Research and Prequalification

1. Know their mortgage and equity position (current; short sale, etc.)

2. Know appraised value, square footage tax records

3. Check title database for issues4. Get current HOA rules (CCR’s)5. Know all the interior and

exterior details

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Use Checklist to Stay on Track

1. Add prospect to database

2. Add prospect to drip program

3. Prep prelisting packet

4. Deliver packet

5. Get tax information

6. Get title information and history

7. Complete CMA

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Use Checklist to Stay on Track (continued)

8. Review MLS history on street

9. Print map and directions

10. Locate key proximities—flight paths, dumps, floodplains, etc.

11. Double check listing paperwork

12. Call to confirm appointment and check their mindset

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Be Prepared—Mindset and Appearance1. Script practice

Think of role-play not as practice, but ashow to earn money through closed listing

appointments, and closed sales.Tony DiCello

DirectorMAPS

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Be Prepared—Mindset and Appearance (continued)

2. Prepare Physically

a. Have a checklist for this too

3. Prepare Your Mindset—”Get on the Listing Channel”

a. Affirmations

b. Presentation points

c. Key scripts

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Ideas into ActionYour Prelisting Packet Sets You Apart

1. Standardize … and Customize too2. Deliver quickly

Use Checklists 1. Prelisting Packet Contents2. Physical Preparation3. Mindset Preparation

Preparation Pre-Sells!

Thanks for Being Here!Don’t forget to complete your evaluation!

KW063