Are You a 1 Step or 2 Step Listing Agent ??!!!

By
Real Estate Agent with KW Elite

     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 !

Posted by

 

Michael J. Perry

KELLER WILLIAMS Elite

www.lancaster4sale.com  

 

1280 Plaza Blvd. , Lancaster, PA 17601

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Karen Fiddler, Broker/Owner
Karen Parsons-Fiddler, Broker 949-510-2395 - Mission Viejo, CA
Orange County & Lake Arrowhead, CA (949)510-2395

Hmmmm well I'm probably in a different catagory. I always assume that if I'm going to a seller to talk about a listing, they have already decided to work with me....I need to solidify WHY. Anyone can bring comps....I always have them memorized in advance.....but I bring myself to the table, and that's what I'm there to "sell." I send them the listing agreement for an esignature after we meet and develop a plan. I have never lost a listing yet :)

Mar 30, 2010 06:21 AM #1
Rainmaker
1,862,430
Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

Karen- Yet another listing paradigm to consider !!! Just what I was looking for ! Thanks for sharing !

Mar 30, 2010 06:29 AM #2
Rainmaker
507,032
Cal Yoder
Keller Williams Elite - Lititz, PA
Homes For Sale in Lancaster PA - 717.413.0744

I find it difficult to do a one step presentation. The interior of a house is essential to doing accurate comps. I find it easier to do a two step approach. However, I have lost some listings because I have not pushed hard enough to close the deal on the first appointment. I am learning to go with the third approach believing I can go in with a basic enough knowledge and tweek my presentation from what I learn and offer a pretty decent price suggestion. I just need to work much harder on closing the deal. I learned today in BOLD you need to ask at least 5 times for them to do business with you.

Cal

Mar 30, 2010 01:46 PM #3
Rainer
62,574
Bob Dunn
Sutton Group West Coast Realty - Abbotsford, BC

After many years I've learned that I must be prepared to deal with price and close on the first appointment. There will always be exceptions but I'd sooner deal with price after I have the listing than watch someone else list and sell it.

Mar 30, 2010 05:15 PM #4
Rainmaker
272,487
Jim Palmer
Chipola Realty - Chipley Office (850) 638-2777 - Sunny Hills, FL
Washington County, Florida

This could be an interesting debate. I generally tend to favor the two step approach, but try to come to the first meeting pre armed with a general price range so that if all of us just "click" right away, I can tweak on site.

I think that the seller will be more impressed with the amount of time and effort that you put into the research and presentation with a two step, than if you just "wing it" on site.

Of course, the only thing "absolute" about this business is that there are no "absolutes". 

Mar 30, 2010 10:33 PM #5
Rainer
93,588
Celesta Funk
KELLER WILLIAMS Realty - Millersville, PA

Right now I wouldn't rush, because pricing is very important !!!!!!!!!!!!!!!!!!!!!!

Apr 03, 2010 12:14 AM #6
Rainmaker
423,537
Suzanne Strickler
Realty Mark Associates - Havertown, PA
School is never out for the Successful.

Michael - My first brokerage trained us the 2 step approach is the only way. After I lost a few listings believing that rhetoric, I switched gears.

Now I go in ready with all my facts, figures and photos for a one step approach but if the situation calls for another appointment, I'm flexible enough to change to that. 

The comfort level between the sellers and me has to work and it's all about them.

Apr 14, 2010 03:01 AM #7
Rainmaker
261,876
David Monsour
Keller Williams Keystone Realty - Gettysburg, PA
ABR - www.realty-insights.com

I'm a two stepper.  Although there have been situations where I've been prepared to do a one step.  I like to be able to preview the house verify the tax information and then put my comps together.  I've seen some houses that really surprised me.

Apr 14, 2010 12:38 PM #8
Rainmaker
918,389
Joy Daniels
Joy Daniels Real Estate Group, Ltd. - Harrisburg, PA

I am a one step list agent - at least most of the time.  I speak to my clients ahead of time and email them a "questionnaire" to help me complete my "prelisting homework". . . I do my research on the market, the home, etc. along with the answers they have provided.  I know that depending on condition, etc. my "number" may change - but I know believing that I will leave their home with a signed listing contract.  Most of the time I do!  I go with lots of statistics, my marketing plan and a true impression that I really care about what is best for them. 

Jan 20, 2011 12:19 PM #9
Rainer
263,196
Gary J. Muccio, Associate Broker
Keller Williams of Central PA - Camp Hill, PA
Exceptional Customer Service!

Mike - nice explanation of the two approaches. I've done both depending on the situation. Fortunately, I've built and maintain a stong referral base. If it's a past client, I know they are hiring me based on their experience with my service and I do a one-step listing. If it's a referral from a past client and I can determine their motivation based on our initial telephone conversation, then again a one-step. However, when it's someone I'm not familar with and they've not shared much information with me during our initial conversation, I go prepared for a one-step, but reserve the "right" to a two-step if my visit provides reason to do so.

Jan 20, 2011 02:21 PM #10
Rainer
2,030
Steven Slotter
Villager Realty, Inc. - Selinsgrove, PA

Mike -I can see where depending on the situation you might have to be prepared to be a one or a two stepper! I would say that I am a two step listing agent.  I do my best to go into the first meeting with as much information as I can including sold comps and active comps.  Hopefully I have had time to drive by the property before I research the property history in the MLS and county records.  I also like to use county GIS mapping for larger parcels. I shy away from completing my CMA before seeing the interior of the home and verifying the square footage of the home. I like to use my first visit as a rapport building time and final information gathering time before finalizing my CMA and individual marketing plan for the property.  I think that clients really respond to seeing what you have done for them before you even meet them and then can be equally impressed with your final presentation when you explain the CMA and why you are the best fit for the marketing of their property. 

Jan 24, 2011 02:14 PM #11
Rainer
4,749
Ralph Miller
Jack Gaughen Realtor ERA - Dillsburg, PA

Mike, Pricing is always key. Price it right to sell. I usually always use a two step process. It builds repore with the sellers and gives you a chance to investigate for a better price to sell quickly.

Jan 24, 2011 02:43 PM #12
Rainmaker
270,237
Don Hess
KW Elite Keller Williams 1280 Plaza Blvd. Lancaster, PA 17601 - Quarryville, PA

In the past I've used both and have experienced success with both. I probably favored the two step because I've always believed that I should qualify my customer / client to make certain that we're both on the same page. That we're both motivated and that we make a good match. I do that better with two visits. However failing to sign them on the first visit always runs the risk of putting them "back on the street." Someone else may steal them out from under your nose. Your third scenario intrigues me. I have to think about that one for a bit.

Don

Jan 31, 2011 06:56 AM #13
Rainer
44,647
Kimberly F. McCanna
Prudential Homesale Services Group - Elizabethtown, PA

After our class yesterday, I'm planning to be a 2 stepper.

Feb 22, 2011 12:45 AM #15
Rainer
7,683
Randeen Orner
Murry Management Company - Mount Joy, PA

Usually a 2 stepper, but  I come prepared in-case they are a one stepper, I had it happen to me.

Feb 22, 2011 03:07 AM #16
Rainer
4,999
Curtis Wagner
Prudential Homesale Services Group - Manor Township, PA

I am a two step man......because I do not know what I am doing enough to get it done in one. 

Feb 22, 2011 12:02 PM #17
Rainmaker
10,151
Sandy Myers
Golden Realty Company Inc. - Hanover, PA

I think moving forward, I'm taking a 2 step approach. But being prepared to give a range of value if I encounter a 1 step type seller...

Feb 23, 2011 02:43 AM #18
Rainer
10,418
Christopher A. Yeyna
House Sale Advisors Real Estate - Myerstown, PA

We use a two step approach in our office. Personally I see the logic in it. Of course if the prospective cliet insists on moving forward during first visit it would be hard to refuse.

Feb 23, 2011 05:59 AM #19
Rainer
9,509
Christina Reid
RE/MAX Town & Country - West Grove, PA
Associate Broker- SRS, ABR, SFR, SRS

I favor the 2 step because I want them to bond with me over some time, but I always scan their behavior, motivation, words to see if I have the opportunity to strike and get it in one. Always be prepared to close in 1- can't hurt!

Nov 06, 2011 04:09 AM #20
Rainer
17,960
Steve D'Ercole
Lancaster, PA

I was trained to use the 2-step method, but as I become more comfortable and confident in my presentation, I prepare mentally and physically to be able to turn it into a one step process based on how my client was reacting to the process...some are on point with you from the get go and just want it done and listed then and there based on the info you brought....other prefer you gather info from the first visit and want the second visit to feel that you did your due-diligence based on there home after a walk through.....either way, I prepare for both a 2 step and the ability to turn it into one step! 

Jan 27, 2014 01:47 PM #21
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