Winning United Country

Listing Presentations

Session Objective: Gain 1 Incremental Listing Minimum

• Earn an Extra $5,000 - $15,000 in GCI this year.

Agenda• Why Effective Listing Presentations Matter

• Proven Listing Techniques

• Listing Presentation Marketing Materials

• Niche Marketing Expertise

• Expert Support on a Listing Presentation

• Using Technology in a Listing Presentation

• Top Listing Agents Roundtable

Dominate Listings and You Will Succeed

• There is a 89% Correlation Between Listing Growth and GCI Growth Among UC Offices.

• United Country is the most powerful listing program in the United States.

• Top UC Agents Carry 20-30 Active Listings.

• The largest Auctioneers are Doing 1-2 Auctions per Week.

• Use the United Country Program to Demonstrate How A Property Owner Can Get the Best Service and Marketing From Your Office.

Top 100 Growing Office Survey InputWhat Advice Would You Give Other UC Offices?• “Make getting listings a priority…everything else will fall into place”• “Learn how to do a good listing presentation and focus on good, solid, well

priced listings”• “When the going gets tough, the tough get BACK TO BASICS... Listings.”• “Inventory cures so many ills…for the agent and the office.”• “Work inventory…listings, listings, listings”• “Sellable listings…”• “Keep a good listing inventory, consistent, fresh and well priced”• “…get back to basics – INVENTORY!”• “Listings precede Sales”• “Don’t worry about buyers, let the other agents work for you”• “We are more aggressive than ever…pursing larger deals…”

Why Listing Presentations Matter

• Sellers are more educated, with higher expectations– Over time they can do the basics themselves– Show them what they cannot do

• It differentiates you, your office and services to…

1. Win More Listings

2. Earn Higher Commissions

3. Grow Personal Income and Office Profits

Listing Techniques1. Circle of Influence

– Write it Down– Family, friends, past clients, business associates, neighbors, community

group members, bankers, lawyers– Communicate at least quarterly– Ask for Referrals

2. Business cards– 3-10 per Week Minimum

3. Office Inserts in Catalogs Distributed Around Town4. Virtual Postcards to All Contacts5. Just Listed / Just Sold Postcards (Adjoining Property Owners)6. Expired Listings7. FSBOs8. Out of Area Property Owners9. Newspaper Ads

– Too Many Buyers, Need Properties to Sell, Welcome Buyers to Town10. Reverse Confidentials

– Determine what local confidentials are looking for, then visit or mail those property owners

Listing Techniques11. Garage Sales; Many are Getting Ready to Move12. Adjoining Property Owners

– Talk to Them About Buying and Many Will Want to Also List Their Property With You.

13. Social Networking– Add your real estate interests and information to all social networks.

14. Milk Run– Plan daily stops at different coffee shops, restaurants, businesses each

week and repeat it every month just to say hello.15. Get Involved in Community Events and Groups.

– This is the best way to increase your circle of influence.16. Introduce yourself to the local DU Chapter and John Deere Dealer17. Office Newsletters / E-Newsletters 18. Mail to Property Owner Lists (Out of Area, Local, Adjoining)19. Office Listing Events

– Designate a day to do nothing but hit the town, shake hands and hand out business cards, catalogs and lifestyle brochures.

20. Weekly Listing Strategy Office Meeting

Listing Techniques Newspaper Adverting for Listings

• Use Your Office Confidentials in the Ad

• Run in the Real Estate Section

• This and many other listing ads on the Intranet

UNITED COUNTRY® IN BIG TROUBLE!

[Your name(s) goes here] has more BUYERS than sellers. If you’re a seller& you need a buyer, call now.

We have had hundred of buyers contact us looking for properties in this area and we are extremely short of properties to meet this demand.

Here are a few of our recent buyer inquires we have received.

BURKE, VIRGINIA, BUYER – Looking for large acreage with water,mature trees, views and hills - interested in hunting land w/o a cabin.

OUTER BANKS, NORTH CAROLINA, BUYER – Inquired about a house w/wo acreage in Williamsburg, VA, area - Also interested in a waterfront home in the Outerbanks, NC, area.

VT BUYER – Looking for a large old farmhouse, Victorian orfederal style home - can be in town or in a rural tourist area - could be used as a bed & breakfast inn or a private home.

BLOOMINGTON, MINNESOTA, BUYER – Within 1 hour drive of theWilliamsburg- interested in country homes - looking for a hobby farm orhunting land w/wo a cabin or home.

NORFORK, ARKANSAS, BUYER – Interested in an earth-shelteredhome, also a wooded lake view acreage with a home.

If you have a property you need to sell, we need your help. Contact us today;

OFFICE NAMENAMEADDRESSPHONE NUMBERSINTERNET ADDRESSE-MAIL ADDRESS

Listing Techniques RUN YOUR “MILK ROUTE” !

• Establish Daily Route to Office / Home

• Select Contact Locations For Referrals

• Distribute “Samplers”

• Distribute Local Advertising

• Hand out 10 Business Cards per Day

Listing Presentation Marketing Materials

1. Why List with UC • Local Office and Agent

2. Marketing Plan• Local Marketing Plan

3. Pricing Strategy• CMA• Est. of Net Proceeds

4. Real Estate Coaching

5. Take A Ways• Listing Agreement• References• Referral Form

6. CD• Customizable Templates

Listing Presentation Marketing Materials

Print Samples:

• Catalogs Samples

• Magazine Ad Samples

• Newspaper Ad Samples

• Postcards

Listing Presentation Marketing Materials

Advertising “Broadside”

Show All The Listing Advertising You Offer

• Catalogs• Newspapers• Magazines• UC Websites• 3rd Party Websites• Postcards• Email

• Show Sellers you can offer everything

– Custom Property Website– Custom High-end Property Brochure– Custom Property Print, Radio or TV

Advisements– Custom Postcards and Emails– Special PR Campaigns– Custom Marketing Plans– Custom Listing Presentations

• Anything they would hire a local advertisingcompany to do, but we only do real estate.

• Even if it is never used…it works!

Listing Presentation Marketing Materials

• Leveraging a Laptop, iPad or Their Computer

• Pre-Evaluated Winning Google Search Terms (SEO Power)

• UnitedCountry.com, Office and Agent Website Tour

• Specialty Site Tour

• iPhone App Demo

• Automated Marketing HTML Email Examples

• Confidentials

• Intranet Tour– Specialty Marketing Support, Technology Listing Slides

• Power Point Listing Presentation

Using Technology in the Listing Presentation

Social Media

All Listings on Searches with Maps and MLS offer Social Media sharing

Using Technology in the Listing Presentation

Niche Marketing Listing Presentations

• Sellers only care about their property type– Almost all of your competitors will offer a standard program

• The difference today is you can customize your listing presentation to the sellers specific property type - INSTANTLY.– You will be the only realtor that specializes in their property type

• Lets Demonstrate How Easy It Is…Click

Bring In the Reinforcements

• Specialty Marketing Experts– Volunteer to Help You– Network With Other Offices

• Call for Home Office Telephone Support– Dan, Mike D/J, David Dickey, Shawn, Kevin, Nate, Tonya

• Schedule a Meeting for Extremely Large Listings

Bring In the Reinforcements

All – The home office team, like many of you, are involved in dozens of listing pursuits monthly.  Providing counsel and support to our agents when needed is critical. 

Measuring what role we should play is also critical.  This requires a quick assessment of the feasibility of the opportunity and importance of the listing.  Engagement will range from a quick “here are some ideas for you” or “go to the intranet resource center for X and Y” to “we are going to directly support you in the listing presentation process for this large or important opportunity”.  We do not have unlimited resources so knowing how much time and resource to apply to a given pursuit is vital.

With a 24 hour turn, Kevin tuned our capabilities deck that will blow the seller away and we are having a listing webinar in support of our local agent pursing this $10 million + deal that is being heavily competed for.

Any UC office that plays the cards of UC should win 100% of the listings they pursue AND can back it up by delivering marketing/technology that is far superior to any competitor…period.

Dan Duffy

CEO - United Country Real Estate

Listing Presentation Check Lists Listing Kit Materials

Catalog(s)

1928 Catalog

National Advertising Example

Advertising Broadside

List of Confidentials(or Special Confidentials)

InfoUSA Names

Niche Marketing Expert Brochure

#1 Franchise Flyer

Postcard Examples

Referral Form Home Warranty Flyer

Home Mortgage Flyer Equipment Finance Flyer

Case Studies, News Articles SME or Home Office Support Niche References Relevant Strategic Partners EMS Flyer Auction Services Flyer Local Marketing Plan and Examples

Office History and Point of Difference

Agent Bio / References

Listing Agreement

CMA

Laptop Websites; Office, Agent, National,

Specialty Google Search Demonstrations (SEO) Peak Performance Marketing

To: Mike Duffy

I want to thank you and all of the other folks at the Home Office for the powerful start in our new affiliation with United Country Real Estate. My wife & Business Partner Ali and I completed the United Power Class in February.  

We got home and got some much needed rest and I started making a few listing calls on Monday. It kind of took off on me I made eight or ten listing presentations by phone and in person this week resulting in 7 new listings and securing another two extensions.

I attribute this directly to United Country Real Estates Listing presentation and the many differentials setting us apart from everyone else.

The Total amount listed this week is $6.5 + Million.

Sincerely,

Rich Cloutman Broker

Yreka, CA  #45 Nationwide, Triple Digit Growth in 2010!

Summary• Make Listings the #1 Priority for Your Office

– The Number of Listings Determines Your Income

– Quality of Listings is Also Important

• Show Property Owners Why You Are The Best Choice

• Use The UC Differentiators

• Call In Others When You Need It

• Charge What Your Worth– Everyone Pays More For More.

Listing Tips from the Pros

#1 Listing Office• Robert Hicks – 773 Listings – Savannah,

TN

Top Listing Agents• Tony Alcott II – 222 Listings – Savannah,

TN• Meryl Brown – 167 Listings – Ahoskie, NC• Jesse Gathright – 147 Listings – Starke, FL• Jason Ingram – 145 Listings – Starkville, MS• Fred Bennett – 142 Listings – Bethany, MO

Winning United Country

Listing Presentations