Through the years I've heard all sides of the Great Listing Debate. Are you a 1 step or a 2 step listing agent ? Both sides have strong opinions that they attempt to elevate as listing truths . Sales classes have been nearly derailed when experienced 1 steppers voice their position. So what's this all about ?
One Step Approach - These agents insist that their familiarity with a market place allows them to shorten the listing process. They are completely convinced that they have the ability to run comps and prepare a CMA in advance of meeting the sellers personally. On their first and only pre-listing visit , they come armed to close for the listing agreement !
Two Step Approach - These agents view listing as a process. They believe their first visit is all about Reconnaissance ! They strive to interview the potential client and get a clear understanding of the assignment. Besides fact finding they use this first visit to build rapport and commonality. They tour the home with the sellers , take copious notes and seek out the owner's opinions and motivation. They leave behind some form of prepresentation brag(marketing)book. They leave visit # 1 totally convinced that they've gathered enough key information to fit(the assignment) like a glove on the second trip.
On the second trip , which often is several days later, they cover both their Marketing Plan(now tailored for the seller's property) and their pricing strategies. Familiar with all the details of the seller's property, they take painstaking efforts to price the property correctly, often still tweaking between appointments. Under-standing the seller's motivation also allows them to bring the correct real estate tools/programs to address their needs. Usually they have returned on the second listing appointment with all of the necessary listing paperwork completely filled in and ready for signature.
THE BEST OF BOTH WORLDS ? - These agents arrive at the house armed with complete Marketing Plans and clearly demonstrate "Why should I list with you !" After delivering their marketing presentation, they close for the listing ! They explain to the seller's that their first fiduciary act on behalf of the seller's will be to perform a Market Analysis. That this will be steeped in Confidentiality and allow clear dialog between all parties. Seller's will now be able to share their bottom line without fear it might become knowledge of the buyer side of the transaction. The agent's personal reasoning is that arriving at a correct price and spending several hours of research and report preparation should only be done for someone who has committed themselves to hire you !
Well there you have it ! Three different ways to deliver a Listing Presentation. Which one do you favor ? And why do you do so ? Let's create some interesting dialog !