© 2011 cengage learning. preparing for the listing appointment chapter 8 © 2011 cengage learning
TRANSCRIPT
© 2011 Cengage Learning
Preparing for thePreparing for theListing AppointmentListing Appointment
Chapter 8Chapter 8
© 2011 Cengage Learning
© 2011 Cengage Learning
RATIONALE FOR CHAPTERRATIONALE FOR CHAPTER
This chapter provides the basic knowledge needed to prepare an effective presentation of what you and your company have to offer someone who is contemplating selling his or her home.
© 2011 Cengage Learning
Focus of PresentationFocus of Presentation
This chapter focuses on gaining credibility when meeting with potential sellers by thoroughly researching recent sales data about the sellers’ neighborhood and combining that data with an array of company and personal sales and marketing materials that demonstrate to the sellers the agent’s ability to effectively represent them.
© 2011 Cengage Learning
Focus of PresentationFocus of Presentation
• How to create an effective marketing plan.
• How to prepare and effectively explain a competitive market analysis is discussed.
• How to use an estimated seller’s net proceeds form to calculate the net cash proceeds of a sale is discussed.
© 2011 Cengage Learning
CHAPTER EIGHT OUTLINECHAPTER EIGHT OUTLINE
8.1 RESEARCH THOROUGHLY FIRST8.2 COMPETITIVE MARKET ANALYSIS
(CMA)8.3 THE LISTING PRESENTATION
MANUAL8.4 ESTIMATED SELLER’S PROCEEDS
FORM
© 2011 Cengage Learning
RESEARCH THOROUGHLY FIRSTRESEARCH THOROUGHLY FIRST
Importance of being thoroughly prepared and what the outcome often is when an agent goes on a listing appointment without proper preparation.
© 2011 Cengage Learning
RESEARCH THOROUGHLY FIRSTRESEARCH THOROUGHLY FIRST
Steps that keep an agent in control of the listing presentation process.
© 2011 Cengage Learning
RESEARCH THOROUGHLY FIRSTRESEARCH THOROUGHLY FIRST
• Importance of neighborhood knowledge as a credibility issue.
• Why it is so important to get comparables from MLS data and drive around the neighborhood in advance of the listing presentation meeting?
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COMPETITIVE MARKET ANALYSISCOMPETITIVE MARKET ANALYSIS
What is competitive market analysis?what it is used for
its “kinship” to an appraisal
why real estate agents can’t call it an appraisal
© 2011 Cengage Learning
COMPETITIVE MARKET ANALYSISCOMPETITIVE MARKET ANALYSIS
How do you use the three best “comps,” and the method of comparison that appraisers use called “bracketing?”
© 2011 Cengage Learning
COMPETITIVE MARKET ANALYSISCOMPETITIVE MARKET ANALYSIS
• Why is competitive market analysis (CMA) not a valid way to value income properties?
• Relationship between the asking price of a property and the amount of time necessary to sell it, and how this can be very important to many sellers.
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THE LISTING PRESENTATION MANUALTHE LISTING PRESENTATION MANUAL
• Prepare a listing presentation manual.• Where should CMA should be placed in
the manual?• Other sections of the listing manual and
the importance of each one in building a success story about you and your company.
© 2011 Cengage Learning
THE LISTING PRESENTATION MANUALTHE LISTING PRESENTATION MANUAL
• Effectiveness of stating a feature then tying it to a benefit to the sellers.
• Features such as “I’m number one in your neighborhood” don’t impress sellers
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THE LISTING PRESENTATION MANUALTHE LISTING PRESENTATION MANUAL
But features that are tied to a benefit to the sellers, such as “I’m number one in your neighborhood because I get homes sold faster and for more money than any of my competition,” will get the sellers’ attention!
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THE LISTING PRESENTATION MANUALTHE LISTING PRESENTATION MANUAL
Benefit of getting complimentary letters from past clients to include in the what my clients say about me section.
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THE LISTING PRESENTATION MANUALTHE LISTING PRESENTATION MANUAL
What goes into the about my company section?
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THE LISTING PRESENTATION MANUALTHE LISTING PRESENTATION MANUAL
Importance of carefully going over your personal marketing plans and your company’s’ as well.
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THE LISTING PRESENTATION MANUALTHE LISTING PRESENTATION MANUAL
• Preparing an estimated seller’s net proceeds sheet
• Net proceeds rather than price. • C.A.R. form Estimated Seller’s Proceeds.
(Figure 9.4)