You must have wondered why certain agents are able to come up with so many real estate listings. This maybe because of skills, reputation, effectiveness, personality, commitment, results, referrals, etc. And you must have wondered why you didn’t get a specific listing but someone else did. It is important to become more adversarial and provide homeowners with information they should receive and provide the best possible informed decision. There are 6 components to include in a listing presentation.
- COMPETETIVE MARKET ANALYSIS (CMA)
A professionally prepared agent should not just advertise the properties which have sold but instead use comparable properties to provide a price range. In order to achieve that, one should follow a procedure similar to but with lesser detail by that used by bank appraisers. What features the house has, which ones you can compare the other houses to, what others possess that this does not. Compare on the basis of size, location, features, rooms, style, condition, etc.
2. SUGGESTED LISTING PRICE
A homeowner must set the price he wishes his house to be listed at and it is incumbent upon a real estate professional to present information clearly and help him make the wisest decision. Listing and selling prices are different but often the listing price impacts how many potential buyers view the home and how competitive you might be. It is therefore helpful if the agent provides a range and reviews the positive and negative when especially concerning marketing and showing, each price might affect.
3. WHY YOU?
Why should someone choose you to represent their best interests, which for many people is a single largest financial asset. Be careful to explain in positive terms, what you offer and avoid accusations, blame others or express negatives. Review your approach and why it matters.
4. MARKETING PLAN
What is your marketing plan and why is it. What kind of approach would be more suitable for a particular kind of property. Review the homeowner’s as well as the agent’s responsibilities.
Identify a niche market which will be more identifiable to the market and will be more attractive. How will you go after the segment of the market and still pursue a broader market. You need to assure that the owner, client and agent all remain on the same page.
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6. MEETING OF THE MINDS BETWEEN THE AGENT AND HOMEOWNER
The information should be informative on a technical and strategic level while also getting to know you one. Don’t rush over any aspect of the house and explain fully and carefully a frank discussion on what some fear the most; the dreaded Commission discussion.
A listing presentation doesn’t have to just be a selling experience but also an opportunity for a homeowner to learn which agent is best for him and why. The client deserves a thorough review of all these 6 components.