Agent Academy: How I Prepare for a Listing Appointment
There are 4 steps you need to take to win every listing appointment that you go on.
It takes a lot of time and energy to get those listing appointments. Now you need to make sure you show up with an advantage, so the clients are already predisposed to choose you.
- Pre-Listing Package
To best position yourself you need to start with the pre-listing package.
As soon as that appointment is set you need to have a pre-listing package that you are sending off in the mail. Use a business delivery service like FedEx or DHL, because that is what a business person would do.
You want to make the pre-listing package a shock an awe package. When they open it up, there is so much information that builds authority. This is the most important step of this package.
This is not meant to present for you or replace the listing presentation. This is intended to position you as the authority, that it is a no brainer to choose you.
In our package, we have our VIP package and our 129 steps to sale a home package. Both these booklets are built to overwhelm the seller with information.
We also include pages and pages of testimonials.
There are thousands of agents in the market, and only a handful are going to do something as professional as this. This will make you immediately differentiated from the pack.
- Get Their Price
It is critical that you push to get what they think the home is worth on the phone before going into that listing presentation.
Make sure you are asking something like, “What do you think the home is worth today?” Be prepared for some push back, but you need to understand where they are on the price.
Depending on where they are, comparing to the actual price, will dictate how much data you will need to present on the listing appointment.
More likely than not they will give you that price over the phone but if they don’t ask them at the appointment, “How much have you been tracking the market or sales around the neighborhood.” If they do or don’t will help you understand where they may be on that price.
- Understand Competition
I don’t like to ask, “How many agents are you interviewing?” Because if they are not interviewing other agents, you just gave them the idea that they should.
I do like to ask, “What is going to be your process to getting your home to market?”
The client may tell you that they need your help to get started or that they are interviewing other agents.
This will let you know if you are competing, without giving them the idea to compete.
- Know The Data/Not Comps
Every other agent comes in and just talks about the comps. If that is all, you do you have not differentiated yourself.
Money flows to difference, not similarity.
Know the data, such as; when each market was for sale, if it failed to sale, if they switched agents, know the story behind the data!
It is the expert that is going to get the listing; it’s the expert that is going to have the most authority.
Taking these 4 steps will make you show up ahead of the competition and immediately build rapport so you can focus your energy at the listing appointment and become the expert.
Take your business to the next level with Dan’s Millionaire Farming Protocol!
Leave a Reply