kw agent training - the power of a prelisting package presentation
DESCRIPTION
This is the powerpoint presentation from the Keller Willliams Realty Family Reunion 2009 Breakout Training Session: Presold - The Power of a PrelistingTRANSCRIPT
Pre-Sold: The Power of a Prelisting Package
KW063
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PresenterSteve Schlueter
1. Round Rock, TX2. Agent, Owner, and International Master
Faculty Member
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Pre-Sold: The Power of a Prelisting Package
TruthThe presentation of a prelisting packet to the
seller before the appointment is a differentiating factor in many markets.
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Pre-Sold: The Power of a Prelisting PackageMain Ideas1. Get Ready for a Winning Appointment2. Make a Prelisting Packet3. Property Research and Prequalification4. Use Checklists to Stay on Track 5. Be Prepared—Mindset and
AppearanceA copy of this presentation is available for download at www.kellerwilliamsuniversity.com
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Pre-Sold: The Power of a Prelisting PackageNOTE: The CMA and Pricing are covered in
depth in other breakouts—065 (presentation) and 066 (panel)
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Get Ready for a Winning Appointment
1. Prelisting Elementsa. Packet: Marketing materials (some off
the shelf, some custom); Seller homework
b. Prequalify sellersc. CMA preparation (template)d. Presentation preparation
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Get Ready for a Winning Appointment (continued)1. Prelisting Timeline
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Make a Prelisting Packet
1. What the Packet Doesa. Opens communication with prospectb. Provides paperwork they need to sign—
in advancec. Saves time in the consultationd. Lets DISC ‘C’ and ‘S’ profiles
dig into data on their own timea. Lays the groundwork for success
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Make a Prelisting Packet (continued)
2. Packet Essentialsa. Statement of USPb. Description of Value Propositionc. Education for sellersd. Homework for sellerse. Ways to handle competing agentsf. A memorable value-adding item
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Make a Prelisting Packet (continued)
3. Packet Essentials in Detaila. USP—Features and benefits that set
you apart, personallyb. Value Proposition—What you do for
clients that solves problems and adds value to transaction, their lives
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Make a Prelisting Packet (continued)USP Value Proposition
Biography Our marketing planSample brand advertising Sample property
advertising and promotionMission and values Sales statistics
Information about your assistant or team
About Keller Williams Realty
Testimonials Just listed/just sold cards
How I Stay in TouchEasy Out
Cancellation/Guaranteed Sale Program, etc.
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Make a Prelisting Packet (continued)3. Packet Essentials in Detail
c. Education—What you know that will benefit them; what they need to know about the process
d. Homework—Documents they need to complete; things you need to know from them; facts they need to review
e. Handle Competing Agents—Tips for their conversations with other agents
f. Memorable Value-Adding Item—For staging, for marketing,etc.
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Make a Prelisting Packet (continued)Sample prelisting handouts Sample sales contract Explanation of listing process Seller net sheet Importance of accurate pricing Pricing misconceptions Myths about why homes sell Pricing and/or staging your home DVDs Value of inspections, appraisals and warranties Sample inspection report Preparing your home for sale checklist
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Make a Prelisting Packet (continued)
Sample seller homework items Seller’s information sheet List of best and worst features of home Rate your concerns Property disclosure instructions and forms Agency disclosure Listing contract, partially complete Recommended vendor list
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Make a Prelisting Packet (continued)Sample Agent Interview Questions for Seller What is the average number of days your listings
take to sell? Will you service our listing personally or will we be
working with your assistants? How many other clients are you currently serving? Can I have your direct cell number, or will I be talking
with an assistant? How quickly will you respond to my calls? Are you a full time or a part time agent? Will you personally attend the closing?
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Make a Prelisting Packet (continued)
4. Customization strategya. Off the shelf materialsb. Customize select elements to make
personal (cover page; cover letter, etc.)
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Make a Prelisting Packet (continued)
5. Delivery Optionsa. ASAP (24-72 hours)b. You, a teammate, or a messengerc. At their workplace, if possible—have
someone sign for it
Top agents report a dramatic decreasein time spent to get the listing since
they began using a prelisting packet!
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Property Research and Prequalification1. Know their mortgage and equity
position (current; short sale, etc.)2. Know appraised value, square footage
tax records3. Check title database for issues4. Get current HOA rules (CCR’s)5. Know all the interior and
exterior details
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Use Checklist to Stay on Track1. Add prospect to database2. Add prospect to drip program3. Prep prelisting packet4. Deliver packet5. Get tax information6. Get title information and history7. Complete CMA
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Use Checklist to Stay on Track (continued)
8. Review MLS history on street9. Print map and directions10. Locate key proximities—flight paths,
dumps, floodplains, etc.11. Double check listing paperwork12. Call to confirm appointment and check
their mindset
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Be Prepared—Mindset and Appearance1. Script practice
Think of role-play not as practice, but ashow to earn money through closed listing
appointments, and closed sales.Tony DiCelloDirectorMAPS
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Be Prepared—Mindset and Appearance (continued)
2. Prepare Physicallya. Have a checklist for this too
3. Prepare Your Mindset—”Get on the Listing Channel”
a. Affirmationsb. Presentation pointsc. Key scripts
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Ideas into ActionYour Prelisting Packet Sets You Apart
1. Standardize … and Customize too2. Deliver quickly
Use Checklists 1. Prelisting Packet Contents2. Physical Preparation3. Mindset Preparation
Preparation Pre-Sells!
Thanks for Being Here!Don’t forget to complete your evaluation! KW063