My Listing Sales Book - a Valuable Sales Tool: Benefit to both Seller and Buyer

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My Listing Sales Book - a Valuable Sales Tool: Benefit to both Seller and Buyer

My Listing Sales Book - a Valuable Sales Tool

When I list a property for sale, I prepare a Listing Sales Book that I keep in the kitchen or on the dining room table where the Buyer’s agents and Buyers will easily find it. In it, I include several items that may answer the Buyer’s questions while they are viewing our property. Lori Cain's Listing Sales Book

I include the Seller’s disclosure. Having the disclosure on site will be a quick reference for the Buyer’s agent if the Buyers want to know the age of the roof or ask if there have been any foundation repairs.

I include a CMA (Comparative Market Analysis) to show how the Sellers and I arrived at the price. I’m getting ready to list a property in a neighborhood where 1-car garages are the norm. Out of the last 19 properties sold, only four had a 2-car garage. So, yes, I’m going to prepare a CMA of only homes with 2-car garages because our listing is priced to reflect the desired and rare 2-car garage.

I include a list of features that might otherwise go unnoticed. If the Seller has added extra insulation in the attic or has high quality shingles on the roof, I want to point that out. Here’s our opportunity to toot our horn!

I include the average utility costs. I currently have a 3,000 square foot, totally-electric home listed with an average monthly utility cost of $145 -- don’t you know we want to BRAG about that? That definitely goes in the Listing Sales Book.

I include a list of nearby amenities -- shopping, groceries, restaurants -- maybe even distance to the airport or access to major highways. Why make Buyers wonder where the closest grocery is located or what would be the best route to drive to work?

If the property is located in a desirable school district, I include information about the schools. If the property is located in an area with an active HOA (Homeowner’s Association), I include information about the cost of the Association (if any) and what benefits the Association provides. If the Association provides a quarterly newsletter, that goes in the Listing Sales Book as well.

More and more often, I am asking my Sellers to provide a square-footage appraisal. If that’s available, it goes in the Listing Sales Book.

If I’m listing a property in the dead of winter and all the landscaping is looking shabby, I ask the Sellers if they have photos of their home when the azaleas are in bloom. If that’s available, it goes in the book. Photo of home with flowers in bloom - included in the Listing Sales Book

If new appliances have been purchased or if repairs have been made, receipts and instruction manuals go in the book.

Not only am I providing the prospective Buyers much needed information that may positively affect their purchasing decision, they are going to stay IN THE HOUSE longer perusing the information provided in the Listing Sales Book. Maybe during that time, one Buyer will wonder off to inspect something mentioned and they will begin to feel at home.

My Listing Sales Book - a Valuable Sales Tool

What goes in the book:

Seller’s Disclosure
CMA
List of features
Utility bills
List of nearby amenities
School, HOA information, neighborhood newsletter
Appraisal
Photos taken when flowers are in bloom
Repair receipts, appliance warranty information

Lori is a residential Realtor serving the greater Tulsa area, and specializing in midtown Tulsa real estate. Please visit Lori’s web site, LoriCain.com or call 918-852-5036.

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Lori is a residential Realtor with Chinowth & Cohen Realtors serving the greater Tulsa area and specializing in downtown Tulsa and midtown Tulsa real estate.

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Posted by Lori Cain - Midtown Tulsa Real Estate www.tulsahomeforsale.net 918-852-5036 on 02/01/2010 08:24 AM

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108 Comments on My Listing Sales Book - a Valuable Sales Tool: Benefit to both Seller and Buyer

FEB

2010

I love your listingbook! I do similar things, but provide them for the buyers to take with them ....

Yours may be a better idea- not so much work!

Lori - great post and good for you! I also include a 'property profile' book on my listings and make it available at the property. I include the Pest Inspection as well as the Environmental/Hazard/Tax Reports. Thanks for the ideas on other items I can include in the report!

Lori, it looks like you covered all the bases. A valuable and informative tool for prospective buyers to peruse while they are preview the home. Thanks for the info.

Good morning all!

Dagney - why make the Buyer's agent work? They're helping me sell my listing!

Terri - if pre-inspections are done, I definitely include those!

Michael - Oh, I'm sure I forgot something. :-)

Lori, Excellent idea, I should do the same, can you send me one?

JK.

Rich - happy to send you a copy of my utility bills - want to pay them? :-)

I just buy a 3-ring notebook from Staples and use the plastic sheets where I can insert items. Each book is tailored to the individual listing.

Hi Lori ~ I love this idea! It really makes an impact. I saw one at a listing the other day that had a very cool page I'd never seen before. It was a form the listing agent has the seller fill out with questions (and answers!) like where do you vote, what day is trash picked up, what are the schools and do kids get the bus or walk, etc. It was nifty. I took pictures of it to remind myself.

Liz

Hi Lori: Great way to have all of the information directly in front of the potential buyer! I bet your sellers love you for this!

Liz - that is an awesome idea to add something about where to vote and trash day -- might add recycle pick-up days also. Really - that's a GREAT suggestion!! Thanks!

Jane - you are sweet. Actually, I have great Sellers and they all love me. :-)

Very nice idea, Lori. We need to incorporate some of these into our Listing Book. I'm sure your Seller and the Buyer appreciate your attention to details.

Lori....a great idea indeed.

I start the book off with a copy of the flyer that is also available as a take away for the Buyer. And I do everything you mention.

It really impresses the Sellers, and when working with a Buyer, I have often looked at the Disclosure Statement to answer questions the Buyer's have!!

Drives me nuts when there IS not a book in a listing..and then I wonder how the heck that agent got that listing!

Lee & Carol - you'll find it a useful tool!

Thom - yes, I include flyer copies that the serious Buyer can take along -- also extra copies of the feature sheet. Glad to know that you are doing the same thing!

Lori, awesome ideas! I would add a survey if the lot is unique.

I like to have my sellers write a letter to the prospective buyers - telling them why they love the house, their favorite features, and a positive message about how much they know the new buyer will love the home.

Thanks for sharing your great ideas! You rock!

Lori, I think these listing books are very valuable. My buyers always take the time to look at the important info! I loved your idea of adding photos of flowers that were in bloom. Sure beats the brown grass of winter and gives the buyer a vivid picture of how beautiful the yard is :)

I have done this before, too! It always adds a lot of value, especially if the buyer already likes the house! Way to go the extra mile!

Funny to realize in reading this that we used to do this routinely & kind of got away from it for who knows what reason. Time to start it up again - so thanks for the reminder! And one thing I agree is useful is a sketch of the shape of the lot (with approx. dimensions) and/or an aerial view so buyers have some idea of the shape of the lot and where the house sits on it.

We use a home buyer book also. All pertinent information concerning the home, features and amenities is included. We also include the plat information. Great Post!

Hi Lori -- Great tips. Very valuable, especially when a buyer is serious and really wants to know the details.

That's a great list. A great reminder of items that make it easier for a buyer and the agent to access info on the property. Thanks

This is a great list and something that my sister suggested several years ago.

FEB

2010

Lori, I love finding a listing book when I take a buyer to view a home. There is only so much detail we can put in the multiple listing service, so a book in the home really is that extra that people want to see. I do think it can be a useful tool for short sales as well since maintenance may be lagging a bit. It's especially important to highlight the upgrades and features that might not be found in a competing listing.

Lori - great list. I used to do a similar book however with the amount of REO's I've had over the past couple of years, I've gotten away from doing this. Thanks for the reminder.

Excellent list, Lori. And I am printing it up and plagiarizing it. With your permission, of course. Oh wait, then I won't be plagiarizing it :)

I am glad to know this is working for you, I have been wanting to implement this with my listings. Thanks for posting this.

Lori, great tool. I have a buyers book that works good. Have you thought about putting a copy of a blog you've done on the property?

I have done this too but have not been consistent. It is very useful.

Lori,

I'll bet your Sellers (and Buyers) love that! These are the things that help to set top agents apart. And sometimes in ways you don't realize. For instance, a Buyer coming to an open of one of your listings may be so impressed that he/she calls you for a listing appt. on their house.

As far as I can remember I have seen it done once last year in an Open House I did for another agent. I think the book was done by the sellers themselves and it was very impressing with most of the items you are including.

Melissa - that personal touch would definitely be benefitial! You ROCK too!

Elizabeth - I think all my Sellers are digging through scrapbooks right now. We've had an unusually hard winter in Oklahoma and it's hard to imagine a beautiful garden right now!

Dawn - extra miles are what sets us apart, yes?

Nancy - maybe we got away from this because so much info is available on the internet? Lot sketch or survey is definitely a good idea!

Ron, Chris, Frank, Christene - thanks - now that I have it all in writing PLUS all these great suggestions in the comments, I'll build a better book!

Sherry - definitely highlight what might not be found in a competing listing!

Lori - thank you. Back to basics.

Jane - what's mine is yours. Except for my husband, of course. :-)

Toni - try it - you'll get great feedback from Buyer's agents!

Charita - get pumped about organizing one for your next listing!

Marianne - hadn't thought about that, but you're exactly right. When Buyers who are shopping for a home and need to sell their current home, they will be noticing which Realtors go the extra mile for their Seller!

Cathy - all the more reason we should start the trend again!

Thank you all for your wonderful comments and suggestions. I'm expanding my list now! And including a blog post written about the listing is an excellent idea!

Lori:

When I show a property to buyers those listing books are extremely important to me. I spend quite a bit of time with them. Yours is very thorough. I like the fact that you include the CMA in it. We need as much information as possible to help the buyers make a good decision.

You are doing a fabulous job for your sellers.

I haven't seen a listing book in a while, but having information like monthly utilities, any upgrades like you mentioned will really benefit a sellers home and separate it from some of the competition.

Lori - This is excellent information for potential buyers and their agents. The first thing I do when I spot a listing book is flip it open and check out the contents. I wish more listing agents were as thorough as you!

Really good tips. Thanks for posting

Lori, what if the school district ins't desireable? What do you do then? Say nothing? Leave it out? My question is based on the discussion going on over at my blog about Fair Housing Laws.

Lori, glad you posted this, as we have just stopped doing this ! I agree that it is a great tool for interested buyers inside the house. We were using graphs from E-Neighbors also in the content .

Why we stopped is that we want to create a virtual property book online, using a single property website to display everything we put in the hardcopy. Reading your post does have me thinking that we might need to do both yet !

Claudette - not everyone knows how to do a CMA in some areas. I'm selling a home in Florence Park and there's not an exact FP subdivision. Buyer's agents unfamiliar with that neighborhood don't know to "map" the area.

Morgan - I saw another top producer leave a similar book in her property and found it so helpful - so I copied the idea.

Judy - glad that you find them helpful!

Doug - hope they're helpful!

Bob - the school district will be listed on the flyer, along with the property taxes -- that's standard information that my Brokerage puts on all flyers. If the property is within walking distance of a desirable private school, such as Cascia Hall, or Eliot public school, you bet I'm going to include some information about those schools. If the school district is not one that's sought after, I won't hide the information - I simply won't "promote" it. Just as I might mention that a quality grocery store is around the corner, but would not include that a busy "gentleman's club" is six blocks away. Does that answer your FH question?

Michael - graphs from E-Neighbors sounds like a good addition! I also do single property websites and HIGHLIGHT that link on the flyer that I hope the Buyers will take when they leave!

Lori -- Great idea.

In this information era you can never provide buyers or sellers with TMI (too much information). They will always have just one more question......

The CMA? Really? Your sellers must be more realistic than mine, or, you are stacking the deck. But, you sound like an agent that really provides good service to her listing clients. Good for you.

now this is a great idea. I had done one with details on the stone, roof appliances etc...but yours completes the job. thank you.

Great idea, Lori. Often title companies come up with some good statistics for a book like this.

Excellent idea, have you ever had one taken?

Just curious, I use to leave a packet for the buyer agents, but since we can now upload documents to the MLS I don't leave anything.

Congrat's on being in the Newsletter.

Lori,

Thanks for this blog. It sounds like a great idea. Already bookmarked to review later.

This listing book is a no brainer. I have seen them when showing a home but never put one in a property of mine. Thank you for pushing me to follow through on this idea........................chris

Lori, I love the fact that Oklahoma real estate law allows us to share CMA's with buyers, even though we work with sellers in a listing agreement. Alos, too many times when i work with buyers and go into a house, the only thing their is the MLS printout, and sometimes it is the full one with orignal list price and days on market. I would much rather encounter your book.

Great post. I hope more agents grab onto to this extremely valuable tool!

Lori,

I am new agent and have never heard or seen something like this before. This would help me so much when showing a home. Thanks for sharing! I think I will start doing this right away.

Lori - the listing book is a great idea (I call mine a Homebook) and I do this for every listing. The contents are a little different but I try to share as much as I can about the area (the Internet and town websites are a great help - parks, hiking trails, employers, demographics, etc.). I use this when meeting with prospective sellers, too. It always makes a good impression.

Jeff

Lori, This is a great idea for showing off a listing and getting the seller involved with their own personal touches! I have a suggestion that might help take this up a notch or two while not causing you any additional pain (READ work). I learned about a service during the NAR summit last week called ISSUU http://issuu.com/ where you can take documents that you have created, turn them into a PDF, and post on-line for others to use. The NAR demonstration showed a virtual magazine that you could "flip" through and was really cool looking. I have not used it yet but the website says there is a FREE and PRO version. I was thinking about using it to add documents to my website and create property specific blogs on ActiveRain so prospects could print it off. That is where I thought this could help you. If you had magnets, cards, brochures, etc. with the web address for the property on them you could allow buyers to pull up the informaton on the web and print at home. That way they still have a take away to keep you top of mind, allows them access to all of the information when they are ready, and reduces your printing costs. I am going to steal your idea for my market but I hope this tip is "payment" for your help. Thanks - Donnie

Lori, This is such a good idea! I will definitely implement this in my listings. Thanks for the posting!

I think it would be really cool if u took this concept and put it on a laptop or ipad. That way u would add in the wow factor.

I have never seen one; but I have only been in the business 3 years. However, I do assemble what I call an "Evidence Book", which contains all of the pieces of paper related to marketing the house. Every time I post a new blog about the house, or run a newspaper ad, or collect agent business cards, a paper copy goes into the Evidence Book. I meet with sellers once a week, break out the Evidence Book and show the sellers what I have done to market the house in the previous week. It also contains a Service Report that details all the time I spend on the transaction, including phone calls, emails, showings, etc. When I go on a new listing appointment, I have a full Evidence Book for a previous listing, where I show the sellers the book, and they are really amazed at how much work I do to promote and sell a property. After showing them a complete Evidence Book, then I pull out a fresh binder that has a picture of their house on the outside of it, and the property profile and CMA inside, and I say, "Oh, by the way, I have already started one for you." Sellers love it.

I wish all listing agents made this information available. We provide much as attachments in the MLS such as the sellers disclosure and then still agents call and ask for it or make an offer without attaching it.

Great for your sellers! The Wow factor indeed.

This is a great tool, but I usually only put this out at open houses. All other showings are accompanied, so the listing agent has this information on hand.

I've seen this left out when showings are unaccompanied and it backfires on the listing agent. You are not "selling the property" when you are not there - all you are doing is giving the buyer ammunition to combat the comps and find faults with the disclosures or incompleteness of the information.

This is an AWESOME thing to do and something that is bound to really stand out in my market. To this day I've NEVER seen anyone prepare one so I know that it will be a huge plus once I implement into my listings. :-)

Missy asks an interesting question - has anyone ever 'taken' the book? My fear is that I'll go through all the work of putting one together and then it will be gone in a flash. Obviously I won't be preparing such a book for my REO listings or otherwise vacant homes but I still have a fear that it will quickly turn up missing....

Thank you for sharing, I want to add that to my repertoire for each home I will be selling.

Lori- I think that is a great list for your book. I love the idea of a FAQ page where seller answers questions like trash days, where to vote, closest grocery store, etc...

Lori, That is a great tool and I imagine that you are well remembered for this 'extra' effort.

Hi Lori, Your list is excellenrt and goes beyond what I have done in the past. Your sellers are lucky to have your help.

Excellent idea and tactic. I have seen things like this when showing homes and they do get attention.

Lori...I just suggested this idea to my sister and her husband last week. However, you gave me some more ideas for thier book. Thanks so much!

Didn't make it through all the great comments, so maybe this already mentioned. . .

I prepare a customized brochure for each listed property including many of the things listed in this post and I like for the sellers to list their 10 favorite things about living at 123 Neat Street. I tell them it can be absolutely anything including things about the area, good neighbors, HOA has an annual street party, whatever they like to include.

Wonderful! I too have a listing book in the home and you just gave me a couple more ideas!

Lori: i am in the process of doing one for one of my listings and I need to incorporate some of the ideas you mentioned - good ideas - thanks!!!

Awesome book! I do these too and learned in my CRS listing class that anything that will help sell the home faster should be included in these books! Thanks for sharing your contents with us!

Thank you. Great reminder to EARN the listing. The conversation leading into putting the CMA in the book will be priceless.

This is wonderful Lori! A book like this will definitely take out a ton of the guesswork! Thanks for sharing!

Great ideas. We see agents do this on high end homes around here, but not "average" houses.

What a great idea! I do one for serious buyers to take; however, you gave some extra items I had not thought of.

Thanks for sharing,

Linda

Yes - this is a wonderful tool. I do it for all of my listings. Also include a copy of the deed, which hellps when there are easements or beach rights. Great post!

Lori, Thanks for the post I bookmarked it. I have never thought about leaving a listing sale book or have I seen one in any of the homes I have viewed.

Wow! What a great idea, Lori! I, too, am a new agent and I think this could help tremendously! I will let you know my results!

Craig - I'm in favor of TMI!

Gregory - My Sellers price right, or I don't list.

Lynne - thanks!

Glenne - haven't seen one prepared by a Title Company. Interesting.

Missy - haven't had one taken yet! It would be too easy to track through our Supra keyboxes.

Brian - thank you! I need to go back through and read a few I have bookmarked!

Chris - glad to help!

Joe - yes, I've seen the ones that leave the full MLS sheets - arrghh!

Jenna - glad you liked it!

Jeff - I will think about adding employers and some demographics. I do include parks, hiking trails - each book is unique!

Donnie - thanks for sharing the link - I will definitely check that out! I don't know about the magnets - don't think the Buyer's agent would want his/her Buyers taking more of my contact information than what's already on the flyer - but I see where you're going with that.

Sandra - thank you and good luck!

Team Laven - have thought about leaving a few CDs for Buyers to take - am giving that serious consideration.

Bob - that is so slick. I haven't taken my Listing Book on listing presentations before - duh!

Mark - I hear ya!

Susie - thank you!

Weichert - that has not been my experience.

Michael - I just can't see an agent taking the book. Our electronic keyboxes record who opened the door and when - it would be too easy to track if the book were missing.

Clark - hope it works well for you!

Kristi - I love the idea of the FAQ page also - going to ADD that to my list!!

James - yes, I think my Sellers appreciate it!

Bill - thank you very much!

Gene - often Realtors thank me for providing the book when I call for feedback.

Claire - I've gotten some great ideas while reading through the comments!

Stephanie - something similar was suggested, but I like your idea too.

Sally - we're all getting great ideas today!

Jeani - happy to help!

Linda - EARN the listing indeed!

Stephen - you're welcome - good luck with it!

Erica - I market a $100K home the same as I would a $500K home.

Linda - take what ideas you think will work for you!

Kathryn - copy of the deed? Great idea!

Eva - now you can start a trend!

Ramsey - let us all know how it works for you!

Thank you all for your great suggestions and input!

Wow...i really love how everyone hear added on to an already winning idea. In addition to the nuts and bolts, I love all the personalization ideas...top ten things i love about living here...where the bus stop is, where to vote, trash days....such fab ideas! I can't wait to put them all into use!

Thanks Lori and all you clever Rainiacs!

A simply excellant idea. Still yet another way to go the extra mile and get referrals

Thanks Lori, coming from the commercial world good tips are always appreciated. Now if I could only get the combination to the REO safe!!!

Great Tip. I'm going to do it.

Lor,

Great way to go that extra mile! This has to be one of the better tips that someone would pick up on AR. Great post and you're such a geat lady for sharing with everyone. proud that you're in Oklahoma!

I have done this after I took a CRS Listing Class and then moved on to more online methods. Sometimes, simple is best so I may revisit this concept.

Annie - that's the BEST thing about Active Rain. I often learn more reading the comments than the actual post. We brain-storm and we share. I love the top ten idea and will add it immediately!

Jim - thank you! Excellense is what I strive for!

Rick - can't help you with the combo to the REO safe. Let us know if you figure that out!

Elva - hope it works well for you!

Judi - proud that I'm an Okie also! Happy to share and anxious to meet you at Dallas RainCamp!

Cheryl - I don't have my CRS, but evidently this is encouraged in that course. Online is essential, but it doesn't mean that you throw out some of the basics!

Lori thanks for sharing this with us and all the additional inclusions of ideas from comments. I haven't seen one done in my area, but I think it's a great idea that most buyers would appreciate and definitely will set you apart in the eyes of potential sellers.

Great Tool! I see some agents use this when I show their listings and I always have a lot of appreciation for it.

Leah - try one on your next listing and let me know how it turns out!

Richard - glad it's helpful to you.

I'm going to incorporate MANY of the suggestions made in the comments of this post - GREAT feedback!

FEB

2010

You should also include a section on you - training, statistics (closings, listing, average DOM, ect), include well written, informational articles you published (posting on ActiveRain/internet is considered published), what sets you a part, etc.

Aaron

Thanks for the suggestion Aaron, but I really feel the Book is to promote the property - not me. The information you suggested is definitely included in my Listing Presentation, but I fear the Buyer's agent would not be happy if I promoted my services to the Buyers in the Book. Just my opinion.

Hi Lori! EXCELLENT information! I do a very similar piece for mine and like you said, one very important thing is to get those great shots taken in the spring when we're in the dead of winter! It really helps the buyers visualize the property the other 8 or so months of the year!

Lori...Thank you for these useful ideas for a listingbook. I will plan to use them in mine.

Jerry Gray CRB,CRS,GRI,SFR / Allen Tate Realtors / Winston Salem, NC / 336-918-2433

Debe - the photos are key, aren't they? It's discouraging to sell your home during the winter months when a large portion of what makes your home desirable is the beautiful landscaping.

Jerry - hope it helps - good luck to you!

Loved your posting.... copied it to my reference file along with quite a few of the comments... thanks all!!!

FEB

2010

Jon - often the comments are better info than the original post. I've gotten some GREAT ideas from the comments!

Lori

I am sure your listings sell quicker, show more often than others all because of your effort. Your sellers are very fortunate!

FEB

2010

What a great idea! I will have to include this in my listings. Thanks for the post!

FEB

2010

Tremendous idea Lori! I just sold a $500k listing a few months back in which the agent had done the same thing, and my clients joking referred to it as the house's BIBLE. However, we went to that book on more than once occassion during the initial walk-thru, home inspection, and final walk through and it was a huge help! I will definitely be doing the same on my future listings.

FEB

2010

Ty - thank you - they do!

Chandie - hope it works well for you.

Matt - House's BIBLE indeed - I've referred to it as that myself!

FEB

2010

You have given me some great ideas to include in the listing book for open houses! Thanks!

FEB

2010

good marketing information thanks

Georgina and Dana - hope you find the info useful! Lots of good suggestions in the comments!

FEB

2010

Lori,

Great idea! I've done these in the past, but for some reason, they always "walk" out of the unit! I'm not sure whether it's a buyer who wants the info or an agent who wants to COPY IT!

Kathy Opatka

FEB

2010

I agree with #41. We load a lot to MLS. But I guess it's useful to have some things on hand for them to stay longer. Interesting idea.

MAY

2010

LOVE this idea! So glad I stumbled across this post. Like many, I've done info packs for buyers to take with them but haven't included everything you listed. Can't wait to start implementing this! Thanks!

MAY

2010

Michele - glad you stumbed across it also - hope it works well for you!

JUN

2010

Great list Lori! Love the utility bills idea!

FEB

Lori excellent idean and very professional. I leave the prelim title report and terminte report as well. If the home is in an excellent school district that also is beneficials

Paul - great suggestions - thank you so much for your input!!

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Lori Cain - Midtown Tulsa Real Estate www.tulsahomeforsale.net 918-852-5036

Tulsa, OK

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