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01

Listing Appointment Checklist: Your Guide to a Successful Meeting

As real estate agents, we understand the importance of being thoroughly prepared for a listing appointment. It's crucial that we make a stellar first impression with potential clients, which often translates into establishing a foundation of trust from the onset. Having a checklist ensures that we cover all essential steps, starting from comprehending the seller's needs to finalizing the listing strategy. We bring our professional expertise to each appointment, armed with a comprehensive market analysis and a clear plan to guide our clients throughout the sales process. A desk with a checklist, pen, and calendar. A phone and laptop nearby. A welcoming room with comfortable seating and natural light Our commitment is to deliver a transparent and efficient experience for our clients, whether it's touring the property to pinpoint its unique selling points or developing a tailored marketing plan. Through these actions, we not only foster a strong relationship with our clients but also set the stage for a successful property listing. Keeping these objectives in mind, we approach every listing appointment with meticulous care and the aim of exceeding our clients' expectations.

Key Takeaways

  • Establishing trust with clients is essential for a successful listing appointment.
  • Comprehensive preparation, including market analysis, is key to a confident presentation.
  • A tailored marketing strategy ensures the property is showcased effectively.

Understanding the Seller's Needs

A desk with a laptop, pen, and paper. A checklist with "Seller's Needs" at the top. A comfortable chair and a professional atmosphere Before we dive into the specifics, it's essential to recognize that understanding the seller's needs is a foundational step in the listing appointment process. It involves establishing a connection and gaining a thorough insight into what drives their decision to sell.

Building Rapport With the Seller

Building rapport is our first step in making a genuine connection with the seller. This involves engaging in open and friendly dialogue, showing genuine interest in their situation, and empathizing with their needs and concerns. It's important for us to be attentive and respectful; this creates an atmosphere of mutual trust and sets the tone for a successful professional relationship. Our interactions should always be professional, but it's equally important for them to be personable to ensure the seller feels valued and understood.

Determining Selling Motivations

To effectively meet the seller's needs, we must identify their selling motivations through careful questioning. It's our job to ask the right questions to ask sellers that can reveal not only the practical factors such as timing and financial expectations but also any emotional aspects or challenges they're facing in selling their property. Are they downsizing, relocating for a job, or seeking a lifestyle change? KNowing why they're selling allows us to tailor our services and advice to align with their specific circumstances and goals.

Preparing for the Appointment

A desk with a pen, paper, and laptop. A printed checklist labeled "Listing Appointment" lies next to a smartphone and a set of keys Before we meet with our potential seller, it's crucial that we come to the listing appointment completely prepared. Having our pre-listing package ready and a complete checklist of required documents ensures a professional and efficient meeting.

Assembling the Pre-listing Package

In preparation for a successful listing appointment in real estate, we start by putting together a pre-listing package. This package acts as a representation of our expertise and sets the tone for the appointment. It typically includes:
  • Our professional biography: Showcasing our experience and past successes.
  • Marketing plan: Outlining how we plan to sell their home quickly and for the best price.
  • Comparative Market Analysis (CMA): Providing data-driven pricing insights.
  • Testimonials: Building trust through past clients’ experiences.
  • Agency disclosures: Maintaining transparency regarding our duties and responsibilities.

Checklist of Required Documents

Next, we ensure all required documents are gathered to guide the conversation with the seller and cover all legal and informational bases. Here's our succinct checklist:
  • Listing Agreement: A comprehensive contract establishing our working relationship.
  • Seller's Disclosure: A form detailing the property's condition and history.
  • Lead-Based Paint Disclosure: Necessary if the home was built before 1978.
  • Property's Title: Confirming the seller's legal right to the property.
  • Recent Utility Bills: Helping to estimate ongoing costs for prospective buyers.
  • Home Improvement Records: Demonstrating added value through renovations or repairs.

Market Analysis and Pricing

In our approach to securing the success of your real estate venture, we emphasize the significance of a detailed market analysis and a strategic pricing plan.

Conducting Comparative Market Analysis

When we conduct a Comparative Market Analysis (CMA), our aim is to ensure the valuation of your property stands on solid ground. We meticulously gather data on recently sold properties that resemble yours in features, location, and size. Here's a simple breakdown of how we approach this:
  1. Selection of Comparables: We choose homes that match the specifications of yours within a proximity that ensures relevance in the competitive market.
  2. Adjustment for Variables: Differences such as renovations or unique features are accounted for to adjust the price accurately.
  3. Timeframe Analysis: Our focus is on recent sales, generally within the past three months, to reflect the current market status.

Discussing Market Data and Pricing Strategies

Our discussion on market data revolves around being transparent and informed. Here is how we strategize with you:
  • Current Market Trends: We analyze the market data to gauge whether we're in a buyer's or seller's market and what that means for your listing.
  • Pricing Philosophy: Together, we establish a pricing strategy that not only reflects the property's worth but also aligns with your goals and timelines.

Touring the Property

When we tour a property, our keen eye for detail helps us assess the overall condition and pinpoint areas that may benefit from updates or repairs.

Assessing Property Condition

As we walk through each room, particularly the bedrooms and bathrooms, we take note of the property's condition. We're looking for signs of wear and tear, as well as any features that may outshine the competition. It's essential to identify both the strengths and the areas in need of improvement to ensure homeowners can make informed decisions.
  • Bedrooms & Bathrooms: Check for any damage or outdated features.
  • Common Areas: Evaluate the state of floors, walls, and lighting.
  • Systems: Verify the condition of the electrical, plumbing, and HVAC units.

Suggesting Updates and Repairs

Based on our assessment, we'll recommend updates and repairs that can enhance the property's appeal. We consider the potential return on investment for each suggested upgrade and how it aligns with current market trends. Our suggestions always aim to strike a balance between cost and impact.
  • Cosmetic Upgrades: Fresh paint, new fixtures, or updated hardware.
  • Major Repairs: Address significant issues that could deter buyers, such as a leaky roof or an aging HVAC system.
We also inquire about the terms of the homeowners association, if applicable, to understand any additional factors that may affect the property's condition and the potential for upgrades or repairs.

The Listing Presentation

In a stellar listing presentation, we highlight our tailored marketing strategy, the value we bring to the table, and how we address any concerns upfront. Let’s explore each component.

Showcasing Your Marketing Strategy

Our Marketing Strategy: We meticulously plan on demonstrating our marketing prowess. Here's how we intend to do it:
  • Online Platforms: Utilize a variety of online platforms, ensuring property listings receive maximum exposure.
  • Social Media: Leverage social media networks to target potential buyers effectively.
  • Professional Imagery: Highlight the importance of high-quality photos and videos to captivate interest.
We tailor each campaign to reflect the unique qualities of your property, making sure it stands out in the marketplace.

Presenting Your Value Proposition

Our value proposition is simple and compelling:
  • Experience: Our track record and expertise in the real estate field underscore our ability to handle transactions smoothly.
  • Dedication: We’re committed to achieving your goals and securing the best possible deal.
During the presentation, we use clear and informative presentation slides to articulate our points, ensuring that you can visualize the benefits of partnering with us.

Handling Common Objections

We're well-prepared to address common objections that may arise. Here's our approach:
  • Pricing Concerns: We present a comprehensive market analysis, bolstering our rationale for the property's pricing strategy.
  • Timeframe for Selling: Outline realistic timelines, and clarify how we expedite the selling process without compromising on price.

Discussing the Sales Process

When we meet with sellers, one of the most imperative points we cover is the sales process from contract to closing, ensuring transparency and clarity. We want our clients to feel informed and comfortable with each step they will encounter.

Explaining Contract to Closing

After we've listed your home and found a buyer, the process from contract to closing involves several key steps. Firstly, the buyer presents a purchase offer, which we can either accept, reject, or counter. Once both parties agree on terms, the signed listing agreement transitions into a binding contract. This contract outlines every aspect including price, contingencies, and closing date. It's our job to navigate you through appraisals, inspections, and any renegotiations that might arise.

Describing the Role of Real Estate Agents

As real estate agents, our role is multi-faceted and pivotal in guiding you throughout the entire sales process. We're here to strategize the listing agreement, market your home effectively, and negotiate with potential buyers to secure the best possible terms. It's crucial that we maintain clear communication with you, ensuring every document and requirement is managed efficiently from the moment the listing agreement is signed to the final handover of keys.

Marketing and Listing Strategy

A successful listing hinges on our ability to showcase a property in its best light. We craft a comprehensive marketing plan and fully leverage online listing platforms for maximum exposure.

Detailing the Marketing Plan

Our marketing plan focuses on creating eye-catching marketing materials that highlight each unique aspect of your property. We understand that every home is different, and our strategy is designed to illuminate these distinctions. Our materials aren't just visually appealing—they're informative, providing potential buyers with all the details they need to imagine themselves in their new home.
  • Professional Photography: High-quality images capture your home's best features.
  • Virtual Tours: Interactive experiences for prospective buyers who prefer digital browsing.
  • Custom Flyers and Brochures: Printed takeaway materials for potential buyers.
  • Direct Mail Campaigns: Targeted outreach to interested parties.
By cautiously crafting our approach, we ensure our marketing resonates with the right audience.

Optimizing Online Listing Platforms

Optimizing our listings on platforms like Zillow and other real estate websites is a critical component of our strategy. We'll:
  • Use high-quality photos and write compelling property descriptions.
  • Ensure your property is easy to find and ranks high in search results.
  • Share listings across social media to reach a vast audience.
Consistently presenting your home across various channels increases our chances of finding the perfect buyer, and we're dedicated to doing just that.

Closing the Appointment

We've reached a crucial stage in our listing appointment where we ensure all parties are clear on the next actions and the listing agreement gets finalized. This ensures a smooth transition to the selling phase with all necessary paperwork in order.

Summary of Next Steps

At this point, we should provide a clear and concise summary of the next steps that need to be taken post-appointment. This typically includes:
  • Verifying Information: Ensure all property details are accurate.
  • Preparation for Sale: Discuss and schedule any necessary staging or home improvements.
  • Marketing Strategies: Outline our planned approach for listing and promoting the property.
  • Communication Plan: Agree on how and when we will update you on the selling process.
By summarizing these steps, we foster transparency and set the stage for a successful sale.

Finalizing the Listing Agreement

Finalizing the listing agreement is a pivotal moment where we:
  1. Review Terms:
    • Commission: We'll go over the commission structure and answer any questions.
    • Duration: Confirm the length of the agreement.
    • Exclusivity: Discuss the exclusivity terms of our agreement.
  2. Sign Documents:
    • Paperwork: All parties will review and sign the necessary documents, solidifying our partnership.

Frequently Asked Questions

Preparing for a listing appointment involves careful planning and attention to detail to ensure the best chances of success. Let's explore some of the most common questions to help us stay on track.

How should I prepare for a listing appointment?

To prepare for a listing appointment, it's essential that we gather as much information as possible about the property beforehand. We also need to complete a Comparative Market Analysis to provide accurate pricing, and it's beneficial to bring marketing materials that demonstrate our past success.

What should be included in a listing appointment checklist?

A listing appointment checklist should include items such as preparing marketing materials, completing property research, a Comparative Market Analysis, and planning for photography. It's also important to develop a clear communication plan for how we'll keep the seller updated.

What are the key steps to take during a listing presentation?

During a listing presentation, we should make sure to tour the property with the seller, discuss possible improvements, present our Comparative Market Analysis, outline our marketing plan, and establish expectations for communication and next steps.

What is the main goal of a listing appointment?

The main goal of a listing appointment is to secure a contract with the seller to represent them in the sale of their property. We aim to demonstrate our expertise, share our marketing strategy, and show that we understand the seller's needs and goals.

What items are typically sent after a listing appointment?

After a listing appointment, it's customary to send a thank-you letter and any follow-up information promised during the appointment, such as additional market analysis data or a marketing plan outline. This helps show our professionalism and attention to detail.

Which questions are essential to ask the homeowner during a pre-listing appointment?

During a pre-listing appointment, we should ask questions about the seller's timeline, their expectations for the sale, any prior home-selling experiences, reasons for selling, and their financial situation. Understanding their motivation and situation helps us tailor our services to meet their needs.

Listing Appointment Checklist: Your Guide to a Successful Meeting

As real estate agents, we understand the importance of being thoroughly prepared for a listing appointment. It's crucial that we make a stellar first impression with potential clients, which often translates into establishing a foundation of trust from the onset. Having a checklist ensures that we cover all essential steps, starting from comprehending the seller's needs to finalizing the listing strategy. We bring our professional expertise to each appointment, armed with a comprehensive market analysis and a clear plan to guide our clients throughout the sales process. A desk with a checklist, pen, and calendar. A phone and laptop nearby. A welcoming room with comfortable seating and natural light Our commitment is to deliver a transparent and efficient experience for our clients, whether it's touring the property to pinpoint its unique selling points or developing a tailored marketing plan. Through these actions, we not only foster a strong relationship with our clients but also set the stage for a successful property listing. Keeping these objectives in mind, we approach every listing appointment with meticulous care and the aim of exceeding our clients' expectations.

Key Takeaways

  • Establishing trust with clients is essential for a successful listing appointment.
  • Comprehensive preparation, including market analysis, is key to a confident presentation.
  • A tailored marketing strategy ensures the property is showcased effectively.

Understanding the Seller's Needs

A desk with a laptop, pen, and paper. A checklist with "Seller's Needs" at the top. A comfortable chair and a professional atmosphere Before we dive into the specifics, it's essential to recognize that understanding the seller's needs is a foundational step in the listing appointment process. It involves establishing a connection and gaining a thorough insight into what drives their decision to sell.

Building Rapport With the Seller

Building rapport is our first step in making a genuine connection with the seller. This involves engaging in open and friendly dialogue, showing genuine interest in their situation, and empathizing with their needs and concerns. It's important for us to be attentive and respectful; this creates an atmosphere of mutual trust and sets the tone for a successful professional relationship. Our interactions should always be professional, but it's equally important for them to be personable to ensure the seller feels valued and understood.

Determining Selling Motivations

To effectively meet the seller's needs, we must identify their selling motivations through careful questioning. It's our job to ask the right questions to ask sellers that can reveal not only the practical factors such as timing and financial expectations but also any emotional aspects or challenges they're facing in selling their property. Are they downsizing, relocating for a job, or seeking a lifestyle change? KNowing why they're selling allows us to tailor our services and advice to align with their specific circumstances and goals.

Preparing for the Appointment

A desk with a pen, paper, and laptop. A printed checklist labeled "Listing Appointment" lies next to a smartphone and a set of keys Before we meet with our potential seller, it's crucial that we come to the listing appointment completely prepared. Having our pre-listing package ready and a complete checklist of required documents ensures a professional and efficient meeting.

Assembling the Pre-listing Package

In preparation for a successful listing appointment in real estate, we start by putting together a pre-listing package. This package acts as a representation of our expertise and sets the tone for the appointment. It typically includes:
  • Our professional biography: Showcasing our experience and past successes.
  • Marketing plan: Outlining how we plan to sell their home quickly and for the best price.
  • Comparative Market Analysis (CMA): Providing data-driven pricing insights.
  • Testimonials: Building trust through past clients’ experiences.
  • Agency disclosures: Maintaining transparency regarding our duties and responsibilities.

Checklist of Required Documents

Next, we ensure all required documents are gathered to guide the conversation with the seller and cover all legal and informational bases. Here's our succinct checklist:
  • Listing Agreement: A comprehensive contract establishing our working relationship.
  • Seller's Disclosure: A form detailing the property's condition and history.
  • Lead-Based Paint Disclosure: Necessary if the home was built before 1978.
  • Property's Title: Confirming the seller's legal right to the property.
  • Recent Utility Bills: Helping to estimate ongoing costs for prospective buyers.
  • Home Improvement Records: Demonstrating added value through renovations or repairs.

Market Analysis and Pricing

In our approach to securing the success of your real estate venture, we emphasize the significance of a detailed market analysis and a strategic pricing plan.

Conducting Comparative Market Analysis

When we conduct a Comparative Market Analysis (CMA), our aim is to ensure the valuation of your property stands on solid ground. We meticulously gather data on recently sold properties that resemble yours in features, location, and size. Here's a simple breakdown of how we approach this:
  1. Selection of Comparables: We choose homes that match the specifications of yours within a proximity that ensures relevance in the competitive market.
  2. Adjustment for Variables: Differences such as renovations or unique features are accounted for to adjust the price accurately.
  3. Timeframe Analysis: Our focus is on recent sales, generally within the past three months, to reflect the current market status.

Discussing Market Data and Pricing Strategies

Our discussion on market data revolves around being transparent and informed. Here is how we strategize with you:
  • Current Market Trends: We analyze the market data to gauge whether we're in a buyer's or seller's market and what that means for your listing.
  • Pricing Philosophy: Together, we establish a pricing strategy that not only reflects the property's worth but also aligns with your goals and timelines.

Touring the Property

When we tour a property, our keen eye for detail helps us assess the overall condition and pinpoint areas that may benefit from updates or repairs.

Assessing Property Condition

As we walk through each room, particularly the bedrooms and bathrooms, we take note of the property's condition. We're looking for signs of wear and tear, as well as any features that may outshine the competition. It's essential to identify both the strengths and the areas in need of improvement to ensure homeowners can make informed decisions.
  • Bedrooms & Bathrooms: Check for any damage or outdated features.
  • Common Areas: Evaluate the state of floors, walls, and lighting.
  • Systems: Verify the condition of the electrical, plumbing, and HVAC units.

Suggesting Updates and Repairs

Based on our assessment, we'll recommend updates and repairs that can enhance the property's appeal. We consider the potential return on investment for each suggested upgrade and how it aligns with current market trends. Our suggestions always aim to strike a balance between cost and impact.
  • Cosmetic Upgrades: Fresh paint, new fixtures, or updated hardware.
  • Major Repairs: Address significant issues that could deter buyers, such as a leaky roof or an aging HVAC system.
We also inquire about the terms of the homeowners association, if applicable, to understand any additional factors that may affect the property's condition and the potential for upgrades or repairs.

The Listing Presentation

In a stellar listing presentation, we highlight our tailored marketing strategy, the value we bring to the table, and how we address any concerns upfront. Let’s explore each component.

Showcasing Your Marketing Strategy

Our Marketing Strategy: We meticulously plan on demonstrating our marketing prowess. Here's how we intend to do it:
  • Online Platforms: Utilize a variety of online platforms, ensuring property listings receive maximum exposure.
  • Social Media: Leverage social media networks to target potential buyers effectively.
  • Professional Imagery: Highlight the importance of high-quality photos and videos to captivate interest.
We tailor each campaign to reflect the unique qualities of your property, making sure it stands out in the marketplace.

Presenting Your Value Proposition

Our value proposition is simple and compelling:
  • Experience: Our track record and expertise in the real estate field underscore our ability to handle transactions smoothly.
  • Dedication: We’re committed to achieving your goals and securing the best possible deal.
During the presentation, we use clear and informative presentation slides to articulate our points, ensuring that you can visualize the benefits of partnering with us.

Handling Common Objections

We're well-prepared to address common objections that may arise. Here's our approach:
  • Pricing Concerns: We present a comprehensive market analysis, bolstering our rationale for the property's pricing strategy.
  • Timeframe for Selling: Outline realistic timelines, and clarify how we expedite the selling process without compromising on price.

Discussing the Sales Process

When we meet with sellers, one of the most imperative points we cover is the sales process from contract to closing, ensuring transparency and clarity. We want our clients to feel informed and comfortable with each step they will encounter.

Explaining Contract to Closing

After we've listed your home and found a buyer, the process from contract to closing involves several key steps. Firstly, the buyer presents a purchase offer, which we can either accept, reject, or counter. Once both parties agree on terms, the signed listing agreement transitions into a binding contract. This contract outlines every aspect including price, contingencies, and closing date. It's our job to navigate you through appraisals, inspections, and any renegotiations that might arise.

Describing the Role of Real Estate Agents

As real estate agents, our role is multi-faceted and pivotal in guiding you throughout the entire sales process. We're here to strategize the listing agreement, market your home effectively, and negotiate with potential buyers to secure the best possible terms. It's crucial that we maintain clear communication with you, ensuring every document and requirement is managed efficiently from the moment the listing agreement is signed to the final handover of keys.

Marketing and Listing Strategy

A successful listing hinges on our ability to showcase a property in its best light. We craft a comprehensive marketing plan and fully leverage online listing platforms for maximum exposure.

Detailing the Marketing Plan

Our marketing plan focuses on creating eye-catching marketing materials that highlight each unique aspect of your property. We understand that every home is different, and our strategy is designed to illuminate these distinctions. Our materials aren't just visually appealing—they're informative, providing potential buyers with all the details they need to imagine themselves in their new home.
  • Professional Photography: High-quality images capture your home's best features.
  • Virtual Tours: Interactive experiences for prospective buyers who prefer digital browsing.
  • Custom Flyers and Brochures: Printed takeaway materials for potential buyers.
  • Direct Mail Campaigns: Targeted outreach to interested parties.
By cautiously crafting our approach, we ensure our marketing resonates with the right audience.

Optimizing Online Listing Platforms

Optimizing our listings on platforms like Zillow and other real estate websites is a critical component of our strategy. We'll:
  • Use high-quality photos and write compelling property descriptions.
  • Ensure your property is easy to find and ranks high in search results.
  • Share listings across social media to reach a vast audience.
Consistently presenting your home across various channels increases our chances of finding the perfect buyer, and we're dedicated to doing just that.

Closing the Appointment

We've reached a crucial stage in our listing appointment where we ensure all parties are clear on the next actions and the listing agreement gets finalized. This ensures a smooth transition to the selling phase with all necessary paperwork in order.

Summary of Next Steps

At this point, we should provide a clear and concise summary of the next steps that need to be taken post-appointment. This typically includes:
  • Verifying Information: Ensure all property details are accurate.
  • Preparation for Sale: Discuss and schedule any necessary staging or home improvements.
  • Marketing Strategies: Outline our planned approach for listing and promoting the property.
  • Communication Plan: Agree on how and when we will update you on the selling process.
By summarizing these steps, we foster transparency and set the stage for a successful sale.

Finalizing the Listing Agreement

Finalizing the listing agreement is a pivotal moment where we:
  1. Review Terms:
    • Commission: We'll go over the commission structure and answer any questions.
    • Duration: Confirm the length of the agreement.
    • Exclusivity: Discuss the exclusivity terms of our agreement.
  2. Sign Documents:
    • Paperwork: All parties will review and sign the necessary documents, solidifying our partnership.

Frequently Asked Questions

Preparing for a listing appointment involves careful planning and attention to detail to ensure the best chances of success. Let's explore some of the most common questions to help us stay on track.

How should I prepare for a listing appointment?

To prepare for a listing appointment, it's essential that we gather as much information as possible about the property beforehand. We also need to complete a Comparative Market Analysis to provide accurate pricing, and it's beneficial to bring marketing materials that demonstrate our past success.

What should be included in a listing appointment checklist?

A listing appointment checklist should include items such as preparing marketing materials, completing property research, a Comparative Market Analysis, and planning for photography. It's also important to develop a clear communication plan for how we'll keep the seller updated.

What are the key steps to take during a listing presentation?

During a listing presentation, we should make sure to tour the property with the seller, discuss possible improvements, present our Comparative Market Analysis, outline our marketing plan, and establish expectations for communication and next steps.

What is the main goal of a listing appointment?

The main goal of a listing appointment is to secure a contract with the seller to represent them in the sale of their property. We aim to demonstrate our expertise, share our marketing strategy, and show that we understand the seller's needs and goals.

What items are typically sent after a listing appointment?

After a listing appointment, it's customary to send a thank-you letter and any follow-up information promised during the appointment, such as additional market analysis data or a marketing plan outline. This helps show our professionalism and attention to detail.

Which questions are essential to ask the homeowner during a pre-listing appointment?

During a pre-listing appointment, we should ask questions about the seller's timeline, their expectations for the sale, any prior home-selling experiences, reasons for selling, and their financial situation. Understanding their motivation and situation helps us tailor our services to meet their needs.
02

The Ultimate Checklist: Before and After Getting the Listing

 I want to talk to you about two things. Especially if you are a listing agent.

There are a lot of things that you need to prepare even before the listing goes live on the MLS. So much goes on behind the scenes, and there are a lot of things we might miss. That’s why I am sharing the checklist of the things we do and prepare, as early as three weeks before Day 0, or the day the listing goes up on MLS.

The second thing I want to talk about is something that I think some agents forget, but in my opinion, it is as important as all the work you have to get done before the listing goes live. That is communication with the seller post-listing, or after Day 0.

We’ve forgotten the basics when it comes to listing because of the “pandemic frenzy” in the housing market. Now that the market is shifting back to a neutral market, I hope this serves as a helpful refresher for you.

Pre-listing Marketing

In a neutral market, premarketing is important. This wasn’t as important in the past couple of years because houses were flying off the shelves in the blink of an eye, but in a neutral market, the average number of days a home stays on the market is around two to three, sometimes four, months.

Generally, it is better to be more prepared than unprepared, and if you can, the more lead time you have to get all the premarketing preparations done, the better and smoother the selling and marketing process will proceed. 

When we take a listing, as much as possible, we tell the seller we want to start way ahead of the launch. That way, we can produce the quality materials needed to sell the house.

Typically, we prepare three weeks before the listing goes up on the MLS. This is a checklist of what our team prepares before Day 0:

Three Weeks Before Day 0:

Prepare all the assets you will need for marketing. These include photos and videos, as well as the Seller Story. Let’s break it down:

  • Professional snapshots

Have a professional take a photo of the house. You want to highlight the appeal that the home already has, and who knows the job better than the pros, right? If you can get drone footage, it will be an added plus to your marketing. Aerial photos, drone shots, and exterior and interior shots, all of these turn out better than using assets taken from your phone. It makes editing and packaging the photos much easier.

  • 3D Tours and Box Brownie

For 3D tours, we use Matterport, and there are other companies that do that.

Box Brownie is a company that edits some of the pictures. You can check out their services. There are also a lot of other companies that do a wonderful job; you can Google them. But we use Box brownie to edit the first photo, and typically it is things like removing objects, including some furniture (like tables, chairs, couches). In one case, we had them completely renovate one whole room—from a disco room, they redesigned and reconceptualized it to something that would look amazing.

  • The Seller Story

 The one thing we really push on is the Seller Story. We tell their story on social media, and we write a blog, sometimes a video, about “Why did the seller buy this home?” 

We want to get the story out there because that might be the reason somebody else is buying this home as well.

  • Just Listed Postcards and Neighbor Letters

We make it a point to make Just Listed postcards for almost all of our listings, especially now that we’ve got time. Because the market is shifting to neutral, we expect that homes aren’t going to sell in a week or two weeks. 

We also ask our sellers to make a letter to their neighbors. It is something simple: just a letter addressed to their neighbors saying that they are selling their home, the reason why they are selling, and asking them to let them know if they know anybody who might be looking to buy a home. 

The way it is so personal makes it more powerful than just having the usual, where agents act as the messenger and tell neighbors about a house going up for sale in their neighborhood. But if you are with another broker, ask them first if they will allow this.

We mail those, or door-knock hand-deliver them, and we let the sellers know we will be door-knocking around their neighborhood, in case they know someone who is looking to buy.

  • Home details and pre-inspection

As the listing agent, you want to get the home details early in case you come up with any marketing remarks to share with your client. That way, for any tweaks or changes you might want to make, you and the seller will have enough lead time to get around to it.

You would also want to do a pre-home inspection three weeks before the listing goes up on the MLS. Some home inspectors charge less for that. This is necessary if you want to know what problems still need fixing in the home you’re going to list for sale.

  • Floor plans

If you can't find anybody, Home Depot does an amazing job of floor plans. There are also tons of other companies that can do this for you.

Two Weeks Before Day 0:

Two weeks before the listing goes up on the MLS, we combine everything we’ve gotten: home details, the great pictures from Box Brownie, the aerial photos, the seller's story, etc., and start planning our marketing schedule.

  • Marketing Graphics

Everything we got ready for week three, we used to create amazing marketing graphics. These marketing graphics are going to be used on all social media, ads, and in our newsletter. 

  • Schedule

Make a checklist of all the marketing assets from week three, and make sure that everything is ready so that you know when they are going to be released once it goes live.

When it will be posted on social media, when will you send out the just listed postcard and neighbor letters, when will you do the newsletter, and when are the videos going to go out? 

  • Walk the Home

Walk through the home again on week two, and take note of any information that you might be missing. Because there will be something that you missed the first time you walked through the home and sat with the seller during your listing presentation.

  • Hire a Pest Inspection

Next is to hire a local termite inspector (most houses in California have termites). You can also hire a general insect, rodent, or pest inspection.

  • Make Invitations for Your Past Clients and Sphere

We also invite past clients to an event. We get a list of everybody and get ready to invite our past clients to the event on the day, or on the day before the listing goes live. 

  • Order the Signs

Order the signs two weeks before the listing goes up.

One Week Before Day 0:

The preparations will start to get a little more hectic five to seven days before the listing goes up on the MLS. Buckle up.

  • Ads

Start creating the Facebook ads, Instagram ads, YouTube and TikTok ads (if you’re doing them too), and all the lead ads once you have all the graphic and video assets and the seller's story so that they are ready to go. Remember that lead ads (i.e. FB ads) sometimes take 24 hours to get going. In some cases, it takes a little bit longer because sometimes the ad (or payment) doesn’t go through.

  • Call the Neighbors

Get the neighbors ready too. Make a call list. Call them the day before it goes live. The best thing about any brand-new listing is that it lets the neighbors know before they actually see the sign. Try to do it on day -1 (not on day 0) because it works extremely well. That is how you garner or pique maximum interest. We use REDX for this.

Also, don’t forget the 10-10-20 rule: within 12 months of a property being listed, the 10 houses to the right, 10 houses to the left, and the 20 houses (10 on each side) across the property will also list their home.

Remember to do these when you are able to legally (the day before, on the day, or a day after the listing goes live on MLS).

  • Get the Mailers and the Letters Ready

We also get the mailers ready ahead of time because they usually take 4-5 days to go out on our end. So on week one, we are already processing it 5-6 days out, so that they go and get mailed on time.

If you are going to mail letters to the neighbors, get them ready ahead of time as well. Those take about a day or two, get closer.

  • Send Out the Invitation to Your Database

Text your clients. We use Chime or Follow Up Boss. In Chime, it is really easy to find all of our people that are looking at the same price points. We use that in our reverse prospecting, and if the house about to go live falls within that price point, we add it to the text list. Then send out the text to everyone on that list a day before or on the day the listing goes live, with the link attached.

  • Get Your Graphics Coordinated

Make sure that all of your graphics are ready to go for the whole team so that everything looks like it is coming from one place and it is all in unison with the same story.

  • Tap on Your Seller’s Database

One thing we do sometimes (we don’t do this often) is if we know the seller has a great database, and if they want to participate in this, we ask them to send the email to their database. We provide them with the content to send out, typically one of the pieces that we’ve made: a flyer, a graphic, an explainer or video, etc. This way, we catch their database as well.

Post-listing Communications

You’ve got the listing live, now what? It’s all about communication. Communication matters as well as the cadence, meaning how often.

Remember, this isn’t like what we were used to in the past couple of years, where houses sold like hotcakes and your seller wouldn’t have the time to freak out about “Why is my house not selling?”

In a neutral market where it takes months for a house to sell, it is easy for sellers to feel anxious, especially when their listing agents don’t communicate with them. They start thinking, “Maybe my seller is slacking off; that’s why my house isn’t selling.” And you don’t want that.

How do we avoid that? We tell our sellers during the pre-listing pitch that after the house goes up on the MLS, we will call them every week, on these days, to talk about this. That way, they know when to expect a follow-up report and what information they can expect when they get a call.

This is how we do it:

  • Updates on the listing

On Mondays, I would call them and give an update on how many calls I got about the home and how many showings I did. I would also relay any interest or feedback from prospective buyers or their agents.

On top of that, I also tell them about the local market stats. Which homes went up for sale in their neighborhood? How are those homes doing? Which ones were sold and which are still for sale? What are the price points of those homes? This way, they know where their home stands in terms of the market trends.

After the call, I packaged that up and emailed it on Tuesday.

  • Updates on the marketing

On Thursdays, I, or my assistant, or someone from my team, will call the seller again. This time we give an update on what marketing strategies have been done so far for the listing and what we’re planning to do next.

We also update all the activities that have been done and any feedback on any stats from social media. Basically, a progress report on the marketing side.

Then I do the same thing on the Monday call and recap the things we talked about on the Thursday call in an email, and I send that email out on Friday.

This way, I’ve managed to communicate with them throughout the week. A lot of sellers are frustrated with their agents if they don’t communicate. Sometimes, some agents don’t know what to say to the sellers they are representing. This is a prime example of what you can say.

This kind of transparency and communication makes the seller feel that they are involved in the process of getting their home sold. If you keep them updated regularly, it also alleviates whatever anxieties they might be feeling about the selling process.

You haven’t seen it fully right now, especially if you’re new to the market. But this is going to be extremely important now that the market shift will make the average days on the market longer—as you’re into month two and a half or month three, and it is not selling, it becomes very powerful to communicate updates with your seller.

Make a checklist of the things you want to communicate with them.

There are a lot of tactics and strategies you can employ, but it is how you communicate with the seller that makes the difference.

The Ultimate Checklist: Before and After Getting the Listing

 I want to talk to you about two things. Especially if you are a listing agent.

There are a lot of things that you need to prepare even before the listing goes live on the MLS. So much goes on behind the scenes, and there are a lot of things we might miss. That’s why I am sharing the checklist of the things we do and prepare, as early as three weeks before Day 0, or the day the listing goes up on MLS.

The second thing I want to talk about is something that I think some agents forget, but in my opinion, it is as important as all the work you have to get done before the listing goes live. That is communication with the seller post-listing, or after Day 0.

We’ve forgotten the basics when it comes to listing because of the “pandemic frenzy” in the housing market. Now that the market is shifting back to a neutral market, I hope this serves as a helpful refresher for you.

Pre-listing Marketing

In a neutral market, premarketing is important. This wasn’t as important in the past couple of years because houses were flying off the shelves in the blink of an eye, but in a neutral market, the average number of days a home stays on the market is around two to three, sometimes four, months.

Generally, it is better to be more prepared than unprepared, and if you can, the more lead time you have to get all the premarketing preparations done, the better and smoother the selling and marketing process will proceed. 

When we take a listing, as much as possible, we tell the seller we want to start way ahead of the launch. That way, we can produce the quality materials needed to sell the house.

Typically, we prepare three weeks before the listing goes up on the MLS. This is a checklist of what our team prepares before Day 0:

Three Weeks Before Day 0:

Prepare all the assets you will need for marketing. These include photos and videos, as well as the Seller Story. Let’s break it down:

  • Professional snapshots

Have a professional take a photo of the house. You want to highlight the appeal that the home already has, and who knows the job better than the pros, right? If you can get drone footage, it will be an added plus to your marketing. Aerial photos, drone shots, and exterior and interior shots, all of these turn out better than using assets taken from your phone. It makes editing and packaging the photos much easier.

  • 3D Tours and Box Brownie

For 3D tours, we use Matterport, and there are other companies that do that.

Box Brownie is a company that edits some of the pictures. You can check out their services. There are also a lot of other companies that do a wonderful job; you can Google them. But we use Box brownie to edit the first photo, and typically it is things like removing objects, including some furniture (like tables, chairs, couches). In one case, we had them completely renovate one whole room—from a disco room, they redesigned and reconceptualized it to something that would look amazing.

  • The Seller Story

 The one thing we really push on is the Seller Story. We tell their story on social media, and we write a blog, sometimes a video, about “Why did the seller buy this home?” 

We want to get the story out there because that might be the reason somebody else is buying this home as well.

  • Just Listed Postcards and Neighbor Letters

We make it a point to make Just Listed postcards for almost all of our listings, especially now that we’ve got time. Because the market is shifting to neutral, we expect that homes aren’t going to sell in a week or two weeks. 

We also ask our sellers to make a letter to their neighbors. It is something simple: just a letter addressed to their neighbors saying that they are selling their home, the reason why they are selling, and asking them to let them know if they know anybody who might be looking to buy a home. 

The way it is so personal makes it more powerful than just having the usual, where agents act as the messenger and tell neighbors about a house going up for sale in their neighborhood. But if you are with another broker, ask them first if they will allow this.

We mail those, or door-knock hand-deliver them, and we let the sellers know we will be door-knocking around their neighborhood, in case they know someone who is looking to buy.

  • Home details and pre-inspection

As the listing agent, you want to get the home details early in case you come up with any marketing remarks to share with your client. That way, for any tweaks or changes you might want to make, you and the seller will have enough lead time to get around to it.

You would also want to do a pre-home inspection three weeks before the listing goes up on the MLS. Some home inspectors charge less for that. This is necessary if you want to know what problems still need fixing in the home you’re going to list for sale.

  • Floor plans

If you can't find anybody, Home Depot does an amazing job of floor plans. There are also tons of other companies that can do this for you.

Two Weeks Before Day 0:

Two weeks before the listing goes up on the MLS, we combine everything we’ve gotten: home details, the great pictures from Box Brownie, the aerial photos, the seller's story, etc., and start planning our marketing schedule.

  • Marketing Graphics

Everything we got ready for week three, we used to create amazing marketing graphics. These marketing graphics are going to be used on all social media, ads, and in our newsletter. 

  • Schedule

Make a checklist of all the marketing assets from week three, and make sure that everything is ready so that you know when they are going to be released once it goes live.

When it will be posted on social media, when will you send out the just listed postcard and neighbor letters, when will you do the newsletter, and when are the videos going to go out? 

  • Walk the Home

Walk through the home again on week two, and take note of any information that you might be missing. Because there will be something that you missed the first time you walked through the home and sat with the seller during your listing presentation.

  • Hire a Pest Inspection

Next is to hire a local termite inspector (most houses in California have termites). You can also hire a general insect, rodent, or pest inspection.

  • Make Invitations for Your Past Clients and Sphere

We also invite past clients to an event. We get a list of everybody and get ready to invite our past clients to the event on the day, or on the day before the listing goes live. 

  • Order the Signs

Order the signs two weeks before the listing goes up.

One Week Before Day 0:

The preparations will start to get a little more hectic five to seven days before the listing goes up on the MLS. Buckle up.

  • Ads

Start creating the Facebook ads, Instagram ads, YouTube and TikTok ads (if you’re doing them too), and all the lead ads once you have all the graphic and video assets and the seller's story so that they are ready to go. Remember that lead ads (i.e. FB ads) sometimes take 24 hours to get going. In some cases, it takes a little bit longer because sometimes the ad (or payment) doesn’t go through.

  • Call the Neighbors

Get the neighbors ready too. Make a call list. Call them the day before it goes live. The best thing about any brand-new listing is that it lets the neighbors know before they actually see the sign. Try to do it on day -1 (not on day 0) because it works extremely well. That is how you garner or pique maximum interest. We use REDX for this.

Also, don’t forget the 10-10-20 rule: within 12 months of a property being listed, the 10 houses to the right, 10 houses to the left, and the 20 houses (10 on each side) across the property will also list their home.

Remember to do these when you are able to legally (the day before, on the day, or a day after the listing goes live on MLS).

  • Get the Mailers and the Letters Ready

We also get the mailers ready ahead of time because they usually take 4-5 days to go out on our end. So on week one, we are already processing it 5-6 days out, so that they go and get mailed on time.

If you are going to mail letters to the neighbors, get them ready ahead of time as well. Those take about a day or two, get closer.

  • Send Out the Invitation to Your Database

Text your clients. We use Chime or Follow Up Boss. In Chime, it is really easy to find all of our people that are looking at the same price points. We use that in our reverse prospecting, and if the house about to go live falls within that price point, we add it to the text list. Then send out the text to everyone on that list a day before or on the day the listing goes live, with the link attached.

  • Get Your Graphics Coordinated

Make sure that all of your graphics are ready to go for the whole team so that everything looks like it is coming from one place and it is all in unison with the same story.

  • Tap on Your Seller’s Database

One thing we do sometimes (we don’t do this often) is if we know the seller has a great database, and if they want to participate in this, we ask them to send the email to their database. We provide them with the content to send out, typically one of the pieces that we’ve made: a flyer, a graphic, an explainer or video, etc. This way, we catch their database as well.

Post-listing Communications

You’ve got the listing live, now what? It’s all about communication. Communication matters as well as the cadence, meaning how often.

Remember, this isn’t like what we were used to in the past couple of years, where houses sold like hotcakes and your seller wouldn’t have the time to freak out about “Why is my house not selling?”

In a neutral market where it takes months for a house to sell, it is easy for sellers to feel anxious, especially when their listing agents don’t communicate with them. They start thinking, “Maybe my seller is slacking off; that’s why my house isn’t selling.” And you don’t want that.

How do we avoid that? We tell our sellers during the pre-listing pitch that after the house goes up on the MLS, we will call them every week, on these days, to talk about this. That way, they know when to expect a follow-up report and what information they can expect when they get a call.

This is how we do it:

  • Updates on the listing

On Mondays, I would call them and give an update on how many calls I got about the home and how many showings I did. I would also relay any interest or feedback from prospective buyers or their agents.

On top of that, I also tell them about the local market stats. Which homes went up for sale in their neighborhood? How are those homes doing? Which ones were sold and which are still for sale? What are the price points of those homes? This way, they know where their home stands in terms of the market trends.

After the call, I packaged that up and emailed it on Tuesday.

  • Updates on the marketing

On Thursdays, I, or my assistant, or someone from my team, will call the seller again. This time we give an update on what marketing strategies have been done so far for the listing and what we’re planning to do next.

We also update all the activities that have been done and any feedback on any stats from social media. Basically, a progress report on the marketing side.

Then I do the same thing on the Monday call and recap the things we talked about on the Thursday call in an email, and I send that email out on Friday.

This way, I’ve managed to communicate with them throughout the week. A lot of sellers are frustrated with their agents if they don’t communicate. Sometimes, some agents don’t know what to say to the sellers they are representing. This is a prime example of what you can say.

This kind of transparency and communication makes the seller feel that they are involved in the process of getting their home sold. If you keep them updated regularly, it also alleviates whatever anxieties they might be feeling about the selling process.

You haven’t seen it fully right now, especially if you’re new to the market. But this is going to be extremely important now that the market shift will make the average days on the market longer—as you’re into month two and a half or month three, and it is not selling, it becomes very powerful to communicate updates with your seller.

Make a checklist of the things you want to communicate with them.

There are a lot of tactics and strategies you can employ, but it is how you communicate with the seller that makes the difference.

01

Listing Appointment Checklist: Your Guide to a Successful Meeting

As real estate agents, we understand the importance of being thoroughly prepared for a listing appointment. It's crucial that we make a stellar first impression with potential clients, which often translates into establishing a foundation of trust from the onset. Having a checklist ensures that we cover all essential steps, starting from comprehending the seller's needs to finalizing the listing strategy. We bring our professional expertise to each appointment, armed with a comprehensive market analysis and a clear plan to guide our clients throughout the sales process. A desk with a checklist, pen, and calendar. A phone and laptop nearby. A welcoming room with comfortable seating and natural light Our commitment is to deliver a transparent and efficient experience for our clients, whether it's touring the property to pinpoint its unique selling points or developing a tailored marketing plan. Through these actions, we not only foster a strong relationship with our clients but also set the stage for a successful property listing. Keeping these objectives in mind, we approach every listing appointment with meticulous care and the aim of exceeding our clients' expectations.

Key Takeaways

  • Establishing trust with clients is essential for a successful listing appointment.
  • Comprehensive preparation, including market analysis, is key to a confident presentation.
  • A tailored marketing strategy ensures the property is showcased effectively.

Understanding the Seller's Needs

A desk with a laptop, pen, and paper. A checklist with "Seller's Needs" at the top. A comfortable chair and a professional atmosphere Before we dive into the specifics, it's essential to recognize that understanding the seller's needs is a foundational step in the listing appointment process. It involves establishing a connection and gaining a thorough insight into what drives their decision to sell.

Building Rapport With the Seller

Building rapport is our first step in making a genuine connection with the seller. This involves engaging in open and friendly dialogue, showing genuine interest in their situation, and empathizing with their needs and concerns. It's important for us to be attentive and respectful; this creates an atmosphere of mutual trust and sets the tone for a successful professional relationship. Our interactions should always be professional, but it's equally important for them to be personable to ensure the seller feels valued and understood.

Determining Selling Motivations

To effectively meet the seller's needs, we must identify their selling motivations through careful questioning. It's our job to ask the right questions to ask sellers that can reveal not only the practical factors such as timing and financial expectations but also any emotional aspects or challenges they're facing in selling their property. Are they downsizing, relocating for a job, or seeking a lifestyle change? KNowing why they're selling allows us to tailor our services and advice to align with their specific circumstances and goals.

Preparing for the Appointment

A desk with a pen, paper, and laptop. A printed checklist labeled "Listing Appointment" lies next to a smartphone and a set of keys Before we meet with our potential seller, it's crucial that we come to the listing appointment completely prepared. Having our pre-listing package ready and a complete checklist of required documents ensures a professional and efficient meeting.

Assembling the Pre-listing Package

In preparation for a successful listing appointment in real estate, we start by putting together a pre-listing package. This package acts as a representation of our expertise and sets the tone for the appointment. It typically includes:
  • Our professional biography: Showcasing our experience and past successes.
  • Marketing plan: Outlining how we plan to sell their home quickly and for the best price.
  • Comparative Market Analysis (CMA): Providing data-driven pricing insights.
  • Testimonials: Building trust through past clients’ experiences.
  • Agency disclosures: Maintaining transparency regarding our duties and responsibilities.

Checklist of Required Documents

Next, we ensure all required documents are gathered to guide the conversation with the seller and cover all legal and informational bases. Here's our succinct checklist:
  • Listing Agreement: A comprehensive contract establishing our working relationship.
  • Seller's Disclosure: A form detailing the property's condition and history.
  • Lead-Based Paint Disclosure: Necessary if the home was built before 1978.
  • Property's Title: Confirming the seller's legal right to the property.
  • Recent Utility Bills: Helping to estimate ongoing costs for prospective buyers.
  • Home Improvement Records: Demonstrating added value through renovations or repairs.

Market Analysis and Pricing

In our approach to securing the success of your real estate venture, we emphasize the significance of a detailed market analysis and a strategic pricing plan.

Conducting Comparative Market Analysis

When we conduct a Comparative Market Analysis (CMA), our aim is to ensure the valuation of your property stands on solid ground. We meticulously gather data on recently sold properties that resemble yours in features, location, and size. Here's a simple breakdown of how we approach this:
  1. Selection of Comparables: We choose homes that match the specifications of yours within a proximity that ensures relevance in the competitive market.
  2. Adjustment for Variables: Differences such as renovations or unique features are accounted for to adjust the price accurately.
  3. Timeframe Analysis: Our focus is on recent sales, generally within the past three months, to reflect the current market status.

Discussing Market Data and Pricing Strategies

Our discussion on market data revolves around being transparent and informed. Here is how we strategize with you:
  • Current Market Trends: We analyze the market data to gauge whether we're in a buyer's or seller's market and what that means for your listing.
  • Pricing Philosophy: Together, we establish a pricing strategy that not only reflects the property's worth but also aligns with your goals and timelines.

Touring the Property

When we tour a property, our keen eye for detail helps us assess the overall condition and pinpoint areas that may benefit from updates or repairs.

Assessing Property Condition

As we walk through each room, particularly the bedrooms and bathrooms, we take note of the property's condition. We're looking for signs of wear and tear, as well as any features that may outshine the competition. It's essential to identify both the strengths and the areas in need of improvement to ensure homeowners can make informed decisions.
  • Bedrooms & Bathrooms: Check for any damage or outdated features.
  • Common Areas: Evaluate the state of floors, walls, and lighting.
  • Systems: Verify the condition of the electrical, plumbing, and HVAC units.

Suggesting Updates and Repairs

Based on our assessment, we'll recommend updates and repairs that can enhance the property's appeal. We consider the potential return on investment for each suggested upgrade and how it aligns with current market trends. Our suggestions always aim to strike a balance between cost and impact.
  • Cosmetic Upgrades: Fresh paint, new fixtures, or updated hardware.
  • Major Repairs: Address significant issues that could deter buyers, such as a leaky roof or an aging HVAC system.
We also inquire about the terms of the homeowners association, if applicable, to understand any additional factors that may affect the property's condition and the potential for upgrades or repairs.

The Listing Presentation

In a stellar listing presentation, we highlight our tailored marketing strategy, the value we bring to the table, and how we address any concerns upfront. Let’s explore each component.

Showcasing Your Marketing Strategy

Our Marketing Strategy: We meticulously plan on demonstrating our marketing prowess. Here's how we intend to do it:
  • Online Platforms: Utilize a variety of online platforms, ensuring property listings receive maximum exposure.
  • Social Media: Leverage social media networks to target potential buyers effectively.
  • Professional Imagery: Highlight the importance of high-quality photos and videos to captivate interest.
We tailor each campaign to reflect the unique qualities of your property, making sure it stands out in the marketplace.

Presenting Your Value Proposition

Our value proposition is simple and compelling:
  • Experience: Our track record and expertise in the real estate field underscore our ability to handle transactions smoothly.
  • Dedication: We’re committed to achieving your goals and securing the best possible deal.
During the presentation, we use clear and informative presentation slides to articulate our points, ensuring that you can visualize the benefits of partnering with us.

Handling Common Objections

We're well-prepared to address common objections that may arise. Here's our approach:
  • Pricing Concerns: We present a comprehensive market analysis, bolstering our rationale for the property's pricing strategy.
  • Timeframe for Selling: Outline realistic timelines, and clarify how we expedite the selling process without compromising on price.

Discussing the Sales Process

When we meet with sellers, one of the most imperative points we cover is the sales process from contract to closing, ensuring transparency and clarity. We want our clients to feel informed and comfortable with each step they will encounter.

Explaining Contract to Closing

After we've listed your home and found a buyer, the process from contract to closing involves several key steps. Firstly, the buyer presents a purchase offer, which we can either accept, reject, or counter. Once both parties agree on terms, the signed listing agreement transitions into a binding contract. This contract outlines every aspect including price, contingencies, and closing date. It's our job to navigate you through appraisals, inspections, and any renegotiations that might arise.

Describing the Role of Real Estate Agents

As real estate agents, our role is multi-faceted and pivotal in guiding you throughout the entire sales process. We're here to strategize the listing agreement, market your home effectively, and negotiate with potential buyers to secure the best possible terms. It's crucial that we maintain clear communication with you, ensuring every document and requirement is managed efficiently from the moment the listing agreement is signed to the final handover of keys.

Marketing and Listing Strategy

A successful listing hinges on our ability to showcase a property in its best light. We craft a comprehensive marketing plan and fully leverage online listing platforms for maximum exposure.

Detailing the Marketing Plan

Our marketing plan focuses on creating eye-catching marketing materials that highlight each unique aspect of your property. We understand that every home is different, and our strategy is designed to illuminate these distinctions. Our materials aren't just visually appealing—they're informative, providing potential buyers with all the details they need to imagine themselves in their new home.
  • Professional Photography: High-quality images capture your home's best features.
  • Virtual Tours: Interactive experiences for prospective buyers who prefer digital browsing.
  • Custom Flyers and Brochures: Printed takeaway materials for potential buyers.
  • Direct Mail Campaigns: Targeted outreach to interested parties.
By cautiously crafting our approach, we ensure our marketing resonates with the right audience.

Optimizing Online Listing Platforms

Optimizing our listings on platforms like Zillow and other real estate websites is a critical component of our strategy. We'll:
  • Use high-quality photos and write compelling property descriptions.
  • Ensure your property is easy to find and ranks high in search results.
  • Share listings across social media to reach a vast audience.
Consistently presenting your home across various channels increases our chances of finding the perfect buyer, and we're dedicated to doing just that.

Closing the Appointment

We've reached a crucial stage in our listing appointment where we ensure all parties are clear on the next actions and the listing agreement gets finalized. This ensures a smooth transition to the selling phase with all necessary paperwork in order.

Summary of Next Steps

At this point, we should provide a clear and concise summary of the next steps that need to be taken post-appointment. This typically includes:
  • Verifying Information: Ensure all property details are accurate.
  • Preparation for Sale: Discuss and schedule any necessary staging or home improvements.
  • Marketing Strategies: Outline our planned approach for listing and promoting the property.
  • Communication Plan: Agree on how and when we will update you on the selling process.
By summarizing these steps, we foster transparency and set the stage for a successful sale.

Finalizing the Listing Agreement

Finalizing the listing agreement is a pivotal moment where we:
  1. Review Terms:
    • Commission: We'll go over the commission structure and answer any questions.
    • Duration: Confirm the length of the agreement.
    • Exclusivity: Discuss the exclusivity terms of our agreement.
  2. Sign Documents:
    • Paperwork: All parties will review and sign the necessary documents, solidifying our partnership.

Frequently Asked Questions

Preparing for a listing appointment involves careful planning and attention to detail to ensure the best chances of success. Let's explore some of the most common questions to help us stay on track.

How should I prepare for a listing appointment?

To prepare for a listing appointment, it's essential that we gather as much information as possible about the property beforehand. We also need to complete a Comparative Market Analysis to provide accurate pricing, and it's beneficial to bring marketing materials that demonstrate our past success.

What should be included in a listing appointment checklist?

A listing appointment checklist should include items such as preparing marketing materials, completing property research, a Comparative Market Analysis, and planning for photography. It's also important to develop a clear communication plan for how we'll keep the seller updated.

What are the key steps to take during a listing presentation?

During a listing presentation, we should make sure to tour the property with the seller, discuss possible improvements, present our Comparative Market Analysis, outline our marketing plan, and establish expectations for communication and next steps.

What is the main goal of a listing appointment?

The main goal of a listing appointment is to secure a contract with the seller to represent them in the sale of their property. We aim to demonstrate our expertise, share our marketing strategy, and show that we understand the seller's needs and goals.

What items are typically sent after a listing appointment?

After a listing appointment, it's customary to send a thank-you letter and any follow-up information promised during the appointment, such as additional market analysis data or a marketing plan outline. This helps show our professionalism and attention to detail.

Which questions are essential to ask the homeowner during a pre-listing appointment?

During a pre-listing appointment, we should ask questions about the seller's timeline, their expectations for the sale, any prior home-selling experiences, reasons for selling, and their financial situation. Understanding their motivation and situation helps us tailor our services to meet their needs.

Listing Appointment Checklist: Your Guide to a Successful Meeting

As real estate agents, we understand the importance of being thoroughly prepared for a listing appointment. It's crucial that we make a stellar first impression with potential clients, which often translates into establishing a foundation of trust from the onset. Having a checklist ensures that we cover all essential steps, starting from comprehending the seller's needs to finalizing the listing strategy. We bring our professional expertise to each appointment, armed with a comprehensive market analysis and a clear plan to guide our clients throughout the sales process. A desk with a checklist, pen, and calendar. A phone and laptop nearby. A welcoming room with comfortable seating and natural light Our commitment is to deliver a transparent and efficient experience for our clients, whether it's touring the property to pinpoint its unique selling points or developing a tailored marketing plan. Through these actions, we not only foster a strong relationship with our clients but also set the stage for a successful property listing. Keeping these objectives in mind, we approach every listing appointment with meticulous care and the aim of exceeding our clients' expectations.

Key Takeaways

  • Establishing trust with clients is essential for a successful listing appointment.
  • Comprehensive preparation, including market analysis, is key to a confident presentation.
  • A tailored marketing strategy ensures the property is showcased effectively.

Understanding the Seller's Needs

A desk with a laptop, pen, and paper. A checklist with "Seller's Needs" at the top. A comfortable chair and a professional atmosphere Before we dive into the specifics, it's essential to recognize that understanding the seller's needs is a foundational step in the listing appointment process. It involves establishing a connection and gaining a thorough insight into what drives their decision to sell.

Building Rapport With the Seller

Building rapport is our first step in making a genuine connection with the seller. This involves engaging in open and friendly dialogue, showing genuine interest in their situation, and empathizing with their needs and concerns. It's important for us to be attentive and respectful; this creates an atmosphere of mutual trust and sets the tone for a successful professional relationship. Our interactions should always be professional, but it's equally important for them to be personable to ensure the seller feels valued and understood.

Determining Selling Motivations

To effectively meet the seller's needs, we must identify their selling motivations through careful questioning. It's our job to ask the right questions to ask sellers that can reveal not only the practical factors such as timing and financial expectations but also any emotional aspects or challenges they're facing in selling their property. Are they downsizing, relocating for a job, or seeking a lifestyle change? KNowing why they're selling allows us to tailor our services and advice to align with their specific circumstances and goals.

Preparing for the Appointment

A desk with a pen, paper, and laptop. A printed checklist labeled "Listing Appointment" lies next to a smartphone and a set of keys Before we meet with our potential seller, it's crucial that we come to the listing appointment completely prepared. Having our pre-listing package ready and a complete checklist of required documents ensures a professional and efficient meeting.

Assembling the Pre-listing Package

In preparation for a successful listing appointment in real estate, we start by putting together a pre-listing package. This package acts as a representation of our expertise and sets the tone for the appointment. It typically includes:
  • Our professional biography: Showcasing our experience and past successes.
  • Marketing plan: Outlining how we plan to sell their home quickly and for the best price.
  • Comparative Market Analysis (CMA): Providing data-driven pricing insights.
  • Testimonials: Building trust through past clients’ experiences.
  • Agency disclosures: Maintaining transparency regarding our duties and responsibilities.

Checklist of Required Documents

Next, we ensure all required documents are gathered to guide the conversation with the seller and cover all legal and informational bases. Here's our succinct checklist:
  • Listing Agreement: A comprehensive contract establishing our working relationship.
  • Seller's Disclosure: A form detailing the property's condition and history.
  • Lead-Based Paint Disclosure: Necessary if the home was built before 1978.
  • Property's Title: Confirming the seller's legal right to the property.
  • Recent Utility Bills: Helping to estimate ongoing costs for prospective buyers.
  • Home Improvement Records: Demonstrating added value through renovations or repairs.

Market Analysis and Pricing

In our approach to securing the success of your real estate venture, we emphasize the significance of a detailed market analysis and a strategic pricing plan.

Conducting Comparative Market Analysis

When we conduct a Comparative Market Analysis (CMA), our aim is to ensure the valuation of your property stands on solid ground. We meticulously gather data on recently sold properties that resemble yours in features, location, and size. Here's a simple breakdown of how we approach this:
  1. Selection of Comparables: We choose homes that match the specifications of yours within a proximity that ensures relevance in the competitive market.
  2. Adjustment for Variables: Differences such as renovations or unique features are accounted for to adjust the price accurately.
  3. Timeframe Analysis: Our focus is on recent sales, generally within the past three months, to reflect the current market status.

Discussing Market Data and Pricing Strategies

Our discussion on market data revolves around being transparent and informed. Here is how we strategize with you:
  • Current Market Trends: We analyze the market data to gauge whether we're in a buyer's or seller's market and what that means for your listing.
  • Pricing Philosophy: Together, we establish a pricing strategy that not only reflects the property's worth but also aligns with your goals and timelines.

Touring the Property

When we tour a property, our keen eye for detail helps us assess the overall condition and pinpoint areas that may benefit from updates or repairs.

Assessing Property Condition

As we walk through each room, particularly the bedrooms and bathrooms, we take note of the property's condition. We're looking for signs of wear and tear, as well as any features that may outshine the competition. It's essential to identify both the strengths and the areas in need of improvement to ensure homeowners can make informed decisions.
  • Bedrooms & Bathrooms: Check for any damage or outdated features.
  • Common Areas: Evaluate the state of floors, walls, and lighting.
  • Systems: Verify the condition of the electrical, plumbing, and HVAC units.

Suggesting Updates and Repairs

Based on our assessment, we'll recommend updates and repairs that can enhance the property's appeal. We consider the potential return on investment for each suggested upgrade and how it aligns with current market trends. Our suggestions always aim to strike a balance between cost and impact.
  • Cosmetic Upgrades: Fresh paint, new fixtures, or updated hardware.
  • Major Repairs: Address significant issues that could deter buyers, such as a leaky roof or an aging HVAC system.
We also inquire about the terms of the homeowners association, if applicable, to understand any additional factors that may affect the property's condition and the potential for upgrades or repairs.

The Listing Presentation

In a stellar listing presentation, we highlight our tailored marketing strategy, the value we bring to the table, and how we address any concerns upfront. Let’s explore each component.

Showcasing Your Marketing Strategy

Our Marketing Strategy: We meticulously plan on demonstrating our marketing prowess. Here's how we intend to do it:
  • Online Platforms: Utilize a variety of online platforms, ensuring property listings receive maximum exposure.
  • Social Media: Leverage social media networks to target potential buyers effectively.
  • Professional Imagery: Highlight the importance of high-quality photos and videos to captivate interest.
We tailor each campaign to reflect the unique qualities of your property, making sure it stands out in the marketplace.

Presenting Your Value Proposition

Our value proposition is simple and compelling:
  • Experience: Our track record and expertise in the real estate field underscore our ability to handle transactions smoothly.
  • Dedication: We’re committed to achieving your goals and securing the best possible deal.
During the presentation, we use clear and informative presentation slides to articulate our points, ensuring that you can visualize the benefits of partnering with us.

Handling Common Objections

We're well-prepared to address common objections that may arise. Here's our approach:
  • Pricing Concerns: We present a comprehensive market analysis, bolstering our rationale for the property's pricing strategy.
  • Timeframe for Selling: Outline realistic timelines, and clarify how we expedite the selling process without compromising on price.

Discussing the Sales Process

When we meet with sellers, one of the most imperative points we cover is the sales process from contract to closing, ensuring transparency and clarity. We want our clients to feel informed and comfortable with each step they will encounter.

Explaining Contract to Closing

After we've listed your home and found a buyer, the process from contract to closing involves several key steps. Firstly, the buyer presents a purchase offer, which we can either accept, reject, or counter. Once both parties agree on terms, the signed listing agreement transitions into a binding contract. This contract outlines every aspect including price, contingencies, and closing date. It's our job to navigate you through appraisals, inspections, and any renegotiations that might arise.

Describing the Role of Real Estate Agents

As real estate agents, our role is multi-faceted and pivotal in guiding you throughout the entire sales process. We're here to strategize the listing agreement, market your home effectively, and negotiate with potential buyers to secure the best possible terms. It's crucial that we maintain clear communication with you, ensuring every document and requirement is managed efficiently from the moment the listing agreement is signed to the final handover of keys.

Marketing and Listing Strategy

A successful listing hinges on our ability to showcase a property in its best light. We craft a comprehensive marketing plan and fully leverage online listing platforms for maximum exposure.

Detailing the Marketing Plan

Our marketing plan focuses on creating eye-catching marketing materials that highlight each unique aspect of your property. We understand that every home is different, and our strategy is designed to illuminate these distinctions. Our materials aren't just visually appealing—they're informative, providing potential buyers with all the details they need to imagine themselves in their new home.
  • Professional Photography: High-quality images capture your home's best features.
  • Virtual Tours: Interactive experiences for prospective buyers who prefer digital browsing.
  • Custom Flyers and Brochures: Printed takeaway materials for potential buyers.
  • Direct Mail Campaigns: Targeted outreach to interested parties.
By cautiously crafting our approach, we ensure our marketing resonates with the right audience.

Optimizing Online Listing Platforms

Optimizing our listings on platforms like Zillow and other real estate websites is a critical component of our strategy. We'll:
  • Use high-quality photos and write compelling property descriptions.
  • Ensure your property is easy to find and ranks high in search results.
  • Share listings across social media to reach a vast audience.
Consistently presenting your home across various channels increases our chances of finding the perfect buyer, and we're dedicated to doing just that.

Closing the Appointment

We've reached a crucial stage in our listing appointment where we ensure all parties are clear on the next actions and the listing agreement gets finalized. This ensures a smooth transition to the selling phase with all necessary paperwork in order.

Summary of Next Steps

At this point, we should provide a clear and concise summary of the next steps that need to be taken post-appointment. This typically includes:
  • Verifying Information: Ensure all property details are accurate.
  • Preparation for Sale: Discuss and schedule any necessary staging or home improvements.
  • Marketing Strategies: Outline our planned approach for listing and promoting the property.
  • Communication Plan: Agree on how and when we will update you on the selling process.
By summarizing these steps, we foster transparency and set the stage for a successful sale.

Finalizing the Listing Agreement

Finalizing the listing agreement is a pivotal moment where we:
  1. Review Terms:
    • Commission: We'll go over the commission structure and answer any questions.
    • Duration: Confirm the length of the agreement.
    • Exclusivity: Discuss the exclusivity terms of our agreement.
  2. Sign Documents:
    • Paperwork: All parties will review and sign the necessary documents, solidifying our partnership.

Frequently Asked Questions

Preparing for a listing appointment involves careful planning and attention to detail to ensure the best chances of success. Let's explore some of the most common questions to help us stay on track.

How should I prepare for a listing appointment?

To prepare for a listing appointment, it's essential that we gather as much information as possible about the property beforehand. We also need to complete a Comparative Market Analysis to provide accurate pricing, and it's beneficial to bring marketing materials that demonstrate our past success.

What should be included in a listing appointment checklist?

A listing appointment checklist should include items such as preparing marketing materials, completing property research, a Comparative Market Analysis, and planning for photography. It's also important to develop a clear communication plan for how we'll keep the seller updated.

What are the key steps to take during a listing presentation?

During a listing presentation, we should make sure to tour the property with the seller, discuss possible improvements, present our Comparative Market Analysis, outline our marketing plan, and establish expectations for communication and next steps.

What is the main goal of a listing appointment?

The main goal of a listing appointment is to secure a contract with the seller to represent them in the sale of their property. We aim to demonstrate our expertise, share our marketing strategy, and show that we understand the seller's needs and goals.

What items are typically sent after a listing appointment?

After a listing appointment, it's customary to send a thank-you letter and any follow-up information promised during the appointment, such as additional market analysis data or a marketing plan outline. This helps show our professionalism and attention to detail.

Which questions are essential to ask the homeowner during a pre-listing appointment?

During a pre-listing appointment, we should ask questions about the seller's timeline, their expectations for the sale, any prior home-selling experiences, reasons for selling, and their financial situation. Understanding their motivation and situation helps us tailor our services to meet their needs.
02

The Ultimate Checklist: Before and After Getting the Listing

 I want to talk to you about two things. Especially if you are a listing agent.

There are a lot of things that you need to prepare even before the listing goes live on the MLS. So much goes on behind the scenes, and there are a lot of things we might miss. That’s why I am sharing the checklist of the things we do and prepare, as early as three weeks before Day 0, or the day the listing goes up on MLS.

The second thing I want to talk about is something that I think some agents forget, but in my opinion, it is as important as all the work you have to get done before the listing goes live. That is communication with the seller post-listing, or after Day 0.

We’ve forgotten the basics when it comes to listing because of the “pandemic frenzy” in the housing market. Now that the market is shifting back to a neutral market, I hope this serves as a helpful refresher for you.

Pre-listing Marketing

In a neutral market, premarketing is important. This wasn’t as important in the past couple of years because houses were flying off the shelves in the blink of an eye, but in a neutral market, the average number of days a home stays on the market is around two to three, sometimes four, months.

Generally, it is better to be more prepared than unprepared, and if you can, the more lead time you have to get all the premarketing preparations done, the better and smoother the selling and marketing process will proceed. 

When we take a listing, as much as possible, we tell the seller we want to start way ahead of the launch. That way, we can produce the quality materials needed to sell the house.

Typically, we prepare three weeks before the listing goes up on the MLS. This is a checklist of what our team prepares before Day 0:

Three Weeks Before Day 0:

Prepare all the assets you will need for marketing. These include photos and videos, as well as the Seller Story. Let’s break it down:

  • Professional snapshots

Have a professional take a photo of the house. You want to highlight the appeal that the home already has, and who knows the job better than the pros, right? If you can get drone footage, it will be an added plus to your marketing. Aerial photos, drone shots, and exterior and interior shots, all of these turn out better than using assets taken from your phone. It makes editing and packaging the photos much easier.

  • 3D Tours and Box Brownie

For 3D tours, we use Matterport, and there are other companies that do that.

Box Brownie is a company that edits some of the pictures. You can check out their services. There are also a lot of other companies that do a wonderful job; you can Google them. But we use Box brownie to edit the first photo, and typically it is things like removing objects, including some furniture (like tables, chairs, couches). In one case, we had them completely renovate one whole room—from a disco room, they redesigned and reconceptualized it to something that would look amazing.

  • The Seller Story

 The one thing we really push on is the Seller Story. We tell their story on social media, and we write a blog, sometimes a video, about “Why did the seller buy this home?” 

We want to get the story out there because that might be the reason somebody else is buying this home as well.

  • Just Listed Postcards and Neighbor Letters

We make it a point to make Just Listed postcards for almost all of our listings, especially now that we’ve got time. Because the market is shifting to neutral, we expect that homes aren’t going to sell in a week or two weeks. 

We also ask our sellers to make a letter to their neighbors. It is something simple: just a letter addressed to their neighbors saying that they are selling their home, the reason why they are selling, and asking them to let them know if they know anybody who might be looking to buy a home. 

The way it is so personal makes it more powerful than just having the usual, where agents act as the messenger and tell neighbors about a house going up for sale in their neighborhood. But if you are with another broker, ask them first if they will allow this.

We mail those, or door-knock hand-deliver them, and we let the sellers know we will be door-knocking around their neighborhood, in case they know someone who is looking to buy.

  • Home details and pre-inspection

As the listing agent, you want to get the home details early in case you come up with any marketing remarks to share with your client. That way, for any tweaks or changes you might want to make, you and the seller will have enough lead time to get around to it.

You would also want to do a pre-home inspection three weeks before the listing goes up on the MLS. Some home inspectors charge less for that. This is necessary if you want to know what problems still need fixing in the home you’re going to list for sale.

  • Floor plans

If you can't find anybody, Home Depot does an amazing job of floor plans. There are also tons of other companies that can do this for you.

Two Weeks Before Day 0:

Two weeks before the listing goes up on the MLS, we combine everything we’ve gotten: home details, the great pictures from Box Brownie, the aerial photos, the seller's story, etc., and start planning our marketing schedule.

  • Marketing Graphics

Everything we got ready for week three, we used to create amazing marketing graphics. These marketing graphics are going to be used on all social media, ads, and in our newsletter. 

  • Schedule

Make a checklist of all the marketing assets from week three, and make sure that everything is ready so that you know when they are going to be released once it goes live.

When it will be posted on social media, when will you send out the just listed postcard and neighbor letters, when will you do the newsletter, and when are the videos going to go out? 

  • Walk the Home

Walk through the home again on week two, and take note of any information that you might be missing. Because there will be something that you missed the first time you walked through the home and sat with the seller during your listing presentation.

  • Hire a Pest Inspection

Next is to hire a local termite inspector (most houses in California have termites). You can also hire a general insect, rodent, or pest inspection.

  • Make Invitations for Your Past Clients and Sphere

We also invite past clients to an event. We get a list of everybody and get ready to invite our past clients to the event on the day, or on the day before the listing goes live. 

  • Order the Signs

Order the signs two weeks before the listing goes up.

One Week Before Day 0:

The preparations will start to get a little more hectic five to seven days before the listing goes up on the MLS. Buckle up.

  • Ads

Start creating the Facebook ads, Instagram ads, YouTube and TikTok ads (if you’re doing them too), and all the lead ads once you have all the graphic and video assets and the seller's story so that they are ready to go. Remember that lead ads (i.e. FB ads) sometimes take 24 hours to get going. In some cases, it takes a little bit longer because sometimes the ad (or payment) doesn’t go through.

  • Call the Neighbors

Get the neighbors ready too. Make a call list. Call them the day before it goes live. The best thing about any brand-new listing is that it lets the neighbors know before they actually see the sign. Try to do it on day -1 (not on day 0) because it works extremely well. That is how you garner or pique maximum interest. We use REDX for this.

Also, don’t forget the 10-10-20 rule: within 12 months of a property being listed, the 10 houses to the right, 10 houses to the left, and the 20 houses (10 on each side) across the property will also list their home.

Remember to do these when you are able to legally (the day before, on the day, or a day after the listing goes live on MLS).

  • Get the Mailers and the Letters Ready

We also get the mailers ready ahead of time because they usually take 4-5 days to go out on our end. So on week one, we are already processing it 5-6 days out, so that they go and get mailed on time.

If you are going to mail letters to the neighbors, get them ready ahead of time as well. Those take about a day or two, get closer.

  • Send Out the Invitation to Your Database

Text your clients. We use Chime or Follow Up Boss. In Chime, it is really easy to find all of our people that are looking at the same price points. We use that in our reverse prospecting, and if the house about to go live falls within that price point, we add it to the text list. Then send out the text to everyone on that list a day before or on the day the listing goes live, with the link attached.

  • Get Your Graphics Coordinated

Make sure that all of your graphics are ready to go for the whole team so that everything looks like it is coming from one place and it is all in unison with the same story.

  • Tap on Your Seller’s Database

One thing we do sometimes (we don’t do this often) is if we know the seller has a great database, and if they want to participate in this, we ask them to send the email to their database. We provide them with the content to send out, typically one of the pieces that we’ve made: a flyer, a graphic, an explainer or video, etc. This way, we catch their database as well.

Post-listing Communications

You’ve got the listing live, now what? It’s all about communication. Communication matters as well as the cadence, meaning how often.

Remember, this isn’t like what we were used to in the past couple of years, where houses sold like hotcakes and your seller wouldn’t have the time to freak out about “Why is my house not selling?”

In a neutral market where it takes months for a house to sell, it is easy for sellers to feel anxious, especially when their listing agents don’t communicate with them. They start thinking, “Maybe my seller is slacking off; that’s why my house isn’t selling.” And you don’t want that.

How do we avoid that? We tell our sellers during the pre-listing pitch that after the house goes up on the MLS, we will call them every week, on these days, to talk about this. That way, they know when to expect a follow-up report and what information they can expect when they get a call.

This is how we do it:

  • Updates on the listing

On Mondays, I would call them and give an update on how many calls I got about the home and how many showings I did. I would also relay any interest or feedback from prospective buyers or their agents.

On top of that, I also tell them about the local market stats. Which homes went up for sale in their neighborhood? How are those homes doing? Which ones were sold and which are still for sale? What are the price points of those homes? This way, they know where their home stands in terms of the market trends.

After the call, I packaged that up and emailed it on Tuesday.

  • Updates on the marketing

On Thursdays, I, or my assistant, or someone from my team, will call the seller again. This time we give an update on what marketing strategies have been done so far for the listing and what we’re planning to do next.

We also update all the activities that have been done and any feedback on any stats from social media. Basically, a progress report on the marketing side.

Then I do the same thing on the Monday call and recap the things we talked about on the Thursday call in an email, and I send that email out on Friday.

This way, I’ve managed to communicate with them throughout the week. A lot of sellers are frustrated with their agents if they don’t communicate. Sometimes, some agents don’t know what to say to the sellers they are representing. This is a prime example of what you can say.

This kind of transparency and communication makes the seller feel that they are involved in the process of getting their home sold. If you keep them updated regularly, it also alleviates whatever anxieties they might be feeling about the selling process.

You haven’t seen it fully right now, especially if you’re new to the market. But this is going to be extremely important now that the market shift will make the average days on the market longer—as you’re into month two and a half or month three, and it is not selling, it becomes very powerful to communicate updates with your seller.

Make a checklist of the things you want to communicate with them.

There are a lot of tactics and strategies you can employ, but it is how you communicate with the seller that makes the difference.

The Ultimate Checklist: Before and After Getting the Listing

 I want to talk to you about two things. Especially if you are a listing agent.

There are a lot of things that you need to prepare even before the listing goes live on the MLS. So much goes on behind the scenes, and there are a lot of things we might miss. That’s why I am sharing the checklist of the things we do and prepare, as early as three weeks before Day 0, or the day the listing goes up on MLS.

The second thing I want to talk about is something that I think some agents forget, but in my opinion, it is as important as all the work you have to get done before the listing goes live. That is communication with the seller post-listing, or after Day 0.

We’ve forgotten the basics when it comes to listing because of the “pandemic frenzy” in the housing market. Now that the market is shifting back to a neutral market, I hope this serves as a helpful refresher for you.

Pre-listing Marketing

In a neutral market, premarketing is important. This wasn’t as important in the past couple of years because houses were flying off the shelves in the blink of an eye, but in a neutral market, the average number of days a home stays on the market is around two to three, sometimes four, months.

Generally, it is better to be more prepared than unprepared, and if you can, the more lead time you have to get all the premarketing preparations done, the better and smoother the selling and marketing process will proceed. 

When we take a listing, as much as possible, we tell the seller we want to start way ahead of the launch. That way, we can produce the quality materials needed to sell the house.

Typically, we prepare three weeks before the listing goes up on the MLS. This is a checklist of what our team prepares before Day 0:

Three Weeks Before Day 0:

Prepare all the assets you will need for marketing. These include photos and videos, as well as the Seller Story. Let’s break it down:

  • Professional snapshots

Have a professional take a photo of the house. You want to highlight the appeal that the home already has, and who knows the job better than the pros, right? If you can get drone footage, it will be an added plus to your marketing. Aerial photos, drone shots, and exterior and interior shots, all of these turn out better than using assets taken from your phone. It makes editing and packaging the photos much easier.

  • 3D Tours and Box Brownie

For 3D tours, we use Matterport, and there are other companies that do that.

Box Brownie is a company that edits some of the pictures. You can check out their services. There are also a lot of other companies that do a wonderful job; you can Google them. But we use Box brownie to edit the first photo, and typically it is things like removing objects, including some furniture (like tables, chairs, couches). In one case, we had them completely renovate one whole room—from a disco room, they redesigned and reconceptualized it to something that would look amazing.

  • The Seller Story

 The one thing we really push on is the Seller Story. We tell their story on social media, and we write a blog, sometimes a video, about “Why did the seller buy this home?” 

We want to get the story out there because that might be the reason somebody else is buying this home as well.

  • Just Listed Postcards and Neighbor Letters

We make it a point to make Just Listed postcards for almost all of our listings, especially now that we’ve got time. Because the market is shifting to neutral, we expect that homes aren’t going to sell in a week or two weeks. 

We also ask our sellers to make a letter to their neighbors. It is something simple: just a letter addressed to their neighbors saying that they are selling their home, the reason why they are selling, and asking them to let them know if they know anybody who might be looking to buy a home. 

The way it is so personal makes it more powerful than just having the usual, where agents act as the messenger and tell neighbors about a house going up for sale in their neighborhood. But if you are with another broker, ask them first if they will allow this.

We mail those, or door-knock hand-deliver them, and we let the sellers know we will be door-knocking around their neighborhood, in case they know someone who is looking to buy.

  • Home details and pre-inspection

As the listing agent, you want to get the home details early in case you come up with any marketing remarks to share with your client. That way, for any tweaks or changes you might want to make, you and the seller will have enough lead time to get around to it.

You would also want to do a pre-home inspection three weeks before the listing goes up on the MLS. Some home inspectors charge less for that. This is necessary if you want to know what problems still need fixing in the home you’re going to list for sale.

  • Floor plans

If you can't find anybody, Home Depot does an amazing job of floor plans. There are also tons of other companies that can do this for you.

Two Weeks Before Day 0:

Two weeks before the listing goes up on the MLS, we combine everything we’ve gotten: home details, the great pictures from Box Brownie, the aerial photos, the seller's story, etc., and start planning our marketing schedule.

  • Marketing Graphics

Everything we got ready for week three, we used to create amazing marketing graphics. These marketing graphics are going to be used on all social media, ads, and in our newsletter. 

  • Schedule

Make a checklist of all the marketing assets from week three, and make sure that everything is ready so that you know when they are going to be released once it goes live.

When it will be posted on social media, when will you send out the just listed postcard and neighbor letters, when will you do the newsletter, and when are the videos going to go out? 

  • Walk the Home

Walk through the home again on week two, and take note of any information that you might be missing. Because there will be something that you missed the first time you walked through the home and sat with the seller during your listing presentation.

  • Hire a Pest Inspection

Next is to hire a local termite inspector (most houses in California have termites). You can also hire a general insect, rodent, or pest inspection.

  • Make Invitations for Your Past Clients and Sphere

We also invite past clients to an event. We get a list of everybody and get ready to invite our past clients to the event on the day, or on the day before the listing goes live. 

  • Order the Signs

Order the signs two weeks before the listing goes up.

One Week Before Day 0:

The preparations will start to get a little more hectic five to seven days before the listing goes up on the MLS. Buckle up.

  • Ads

Start creating the Facebook ads, Instagram ads, YouTube and TikTok ads (if you’re doing them too), and all the lead ads once you have all the graphic and video assets and the seller's story so that they are ready to go. Remember that lead ads (i.e. FB ads) sometimes take 24 hours to get going. In some cases, it takes a little bit longer because sometimes the ad (or payment) doesn’t go through.

  • Call the Neighbors

Get the neighbors ready too. Make a call list. Call them the day before it goes live. The best thing about any brand-new listing is that it lets the neighbors know before they actually see the sign. Try to do it on day -1 (not on day 0) because it works extremely well. That is how you garner or pique maximum interest. We use REDX for this.

Also, don’t forget the 10-10-20 rule: within 12 months of a property being listed, the 10 houses to the right, 10 houses to the left, and the 20 houses (10 on each side) across the property will also list their home.

Remember to do these when you are able to legally (the day before, on the day, or a day after the listing goes live on MLS).

  • Get the Mailers and the Letters Ready

We also get the mailers ready ahead of time because they usually take 4-5 days to go out on our end. So on week one, we are already processing it 5-6 days out, so that they go and get mailed on time.

If you are going to mail letters to the neighbors, get them ready ahead of time as well. Those take about a day or two, get closer.

  • Send Out the Invitation to Your Database

Text your clients. We use Chime or Follow Up Boss. In Chime, it is really easy to find all of our people that are looking at the same price points. We use that in our reverse prospecting, and if the house about to go live falls within that price point, we add it to the text list. Then send out the text to everyone on that list a day before or on the day the listing goes live, with the link attached.

  • Get Your Graphics Coordinated

Make sure that all of your graphics are ready to go for the whole team so that everything looks like it is coming from one place and it is all in unison with the same story.

  • Tap on Your Seller’s Database

One thing we do sometimes (we don’t do this often) is if we know the seller has a great database, and if they want to participate in this, we ask them to send the email to their database. We provide them with the content to send out, typically one of the pieces that we’ve made: a flyer, a graphic, an explainer or video, etc. This way, we catch their database as well.

Post-listing Communications

You’ve got the listing live, now what? It’s all about communication. Communication matters as well as the cadence, meaning how often.

Remember, this isn’t like what we were used to in the past couple of years, where houses sold like hotcakes and your seller wouldn’t have the time to freak out about “Why is my house not selling?”

In a neutral market where it takes months for a house to sell, it is easy for sellers to feel anxious, especially when their listing agents don’t communicate with them. They start thinking, “Maybe my seller is slacking off; that’s why my house isn’t selling.” And you don’t want that.

How do we avoid that? We tell our sellers during the pre-listing pitch that after the house goes up on the MLS, we will call them every week, on these days, to talk about this. That way, they know when to expect a follow-up report and what information they can expect when they get a call.

This is how we do it:

  • Updates on the listing

On Mondays, I would call them and give an update on how many calls I got about the home and how many showings I did. I would also relay any interest or feedback from prospective buyers or their agents.

On top of that, I also tell them about the local market stats. Which homes went up for sale in their neighborhood? How are those homes doing? Which ones were sold and which are still for sale? What are the price points of those homes? This way, they know where their home stands in terms of the market trends.

After the call, I packaged that up and emailed it on Tuesday.

  • Updates on the marketing

On Thursdays, I, or my assistant, or someone from my team, will call the seller again. This time we give an update on what marketing strategies have been done so far for the listing and what we’re planning to do next.

We also update all the activities that have been done and any feedback on any stats from social media. Basically, a progress report on the marketing side.

Then I do the same thing on the Monday call and recap the things we talked about on the Thursday call in an email, and I send that email out on Friday.

This way, I’ve managed to communicate with them throughout the week. A lot of sellers are frustrated with their agents if they don’t communicate. Sometimes, some agents don’t know what to say to the sellers they are representing. This is a prime example of what you can say.

This kind of transparency and communication makes the seller feel that they are involved in the process of getting their home sold. If you keep them updated regularly, it also alleviates whatever anxieties they might be feeling about the selling process.

You haven’t seen it fully right now, especially if you’re new to the market. But this is going to be extremely important now that the market shift will make the average days on the market longer—as you’re into month two and a half or month three, and it is not selling, it becomes very powerful to communicate updates with your seller.

Make a checklist of the things you want to communicate with them.

There are a lot of tactics and strategies you can employ, but it is how you communicate with the seller that makes the difference.

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