Getting to Know You, Getting to Know All About You (Part 1)

In this competitive market, having information is essential to make an informed decision. And making sure your prospects have that information is a key to being successful

For a seller, you want to them to know WHO they are considering hiring to list their home and what you offer them in terms of services, knowledge, and experience

In the case of a buyer, making the decision to work with a prospect must be based on the essential information you learn up front, and in the first meeting

In either case, as an agent you want to know who your potential client is and what their needs are so you can decide if the relationship is one that makes sense, or not. Some of that discovery will occur during your meeting, but some if this can, and should, occur up front.

Let's talk about getting to know the seller first.

Whether you are of the 1-visit or 2-visit listing presentation opinion, you will have a conversation of some sort with the prospect before sitting down to present your CMA and discuss the potential listing. Doesn't it make sense to know as much as you can in advance of that meeting so you can really address their needs and questions. I know that the more I know the better prepared I feel. Playing 20 questions during the listing presentation is probably not the best approach:

• Assessing the problem - do they want value information because they are curious or do they truly want to sell? Are they exploring the market and perhaps want to test it? Are they interviewing other agents and if so who? Who IS the seller (owner of record, trustee, divorcing couple; who has authority to sign the agreements, and who will be attending the listing presentation?)
• Assessing the motivation - why do they want to sell and what is the time frame. What are their plans once they do sell. If they plan to move IF they can sell, you obviously have someone who is less motivated than the seller who tells you they are relocating for a new job, or because they have bought a home.
• Gathering important information about the home- address, financial status (are they needing to do a short sale?), basic details about the property itself (amenities, upgrades, things the seller thinks are selling points, improvements, ) and anything else you need to know so you can prepare a good CMA without actually seeing the interior (unless you do the 2-visit appointment). Do they already have a sense of value and what might that be? And are there homes in the area that they know have sold that they think are comparable - what if THEY think a home is a comp and you do not use it in your analysis?
• Prepare them for the meeting - who needs to be there, time frame, any paperwork you wish to see as part of the process (deed, restrictions)
• A drive-by is useful, too, rather than waiting for a last minute surprise. How often do you go to a home and find a huge surprise waiting that could have impacted your CMA? A quick poke around the neighborhood, if you are unfamiliar with it, can be to your advantage. And you can take pictures to use in your presentation or a mock-up of a virtual tour or feature sheet.
• Google your prospect- it might help you gain an understanding of the person in advance. You never know what you might learn that could help you better address their particular situation. I Googled a prospect once and learned she was the head of a software company - you bet I used that information to my advantage.
• Check out the MLS and the property records - ever get a call from a seller whose home is already listed? Or whose contract just expired after 1 year and they did not tell you? (and you didn't ask). And a previous listing will give you some useful information about the property, as will the tax record. No rocket science here, as this, I suspect, is standard SOP for you.

The goal is to know more than the seller about the property, the comparables, and more in order to do the best presentation AND convince them to list with you. You NEED to know your audience.

And you can bet they will appreciate your thoroughness and taking time to learn as much as you can.

Stay tuned for the next step in the preparing for a bang-up listing presentation.