Some listing presentations go better than others. I happen to believe that preparation is key to success.
Yesterday, I spent much of the afternoon assembling material for a presentation to a couple of sellers. Both of the sellers are either current or former real estate licensees in another state, so I knew that I was going to have to get this one right the first time.
I started by pulling up the "Comparative Market Analysis" template from our NorthstarMLS website. The template isn't heavily branded, even when customized, but it's clean-looking and it's easy to make it suit your needs. There's room for a property photo or company logo, agent information and personalized client info.
After generating the cover sheet, I add comparables generated off NorthstarMLS. I use a "Customer Short" format, rather than running the full-page "Customer Full" report. I like to stress pending and recent sales, which can be a challenge in the particular area where this listing is located, in this case Madeline Island (rural Wisconsin, in a recreational community).
I keep my listing presentation light on the Company self-promotion. Keeping things simple is a virtue, especially when you're presenting to colleagues in the real estate industry, who aren't interested in reading a lot of "rah-rah" hype about your company.
Where I do promote what our company can offer a seller, I add items like the great "Ultimate TOUR" presentation from TourFactory. It's nine pages, but you can whittle that down and select the pages that are most pertinent to any particular listing. The best part of this TourFactory marketing piece is that it stresses the benefits of syndication on the Web, as well as the look and feel of their real estate Virtual Tours.
When I actually present the CMA packet in person, I open my laptop to a selection of virtual tours of my current listings. I also prepare a slideshow of photos of the seller's property, where that's feasible. My goal is to give them a vivid idea of what I will do to market their home and where it will be syndicated on the Web. We discuss the differences between how our firm markets property and what our competitors do. I show them our print materials, our photography, our brochures and flyers, as well as our descriptive copy. I want to give them a total picture of how their property will appear and how it will compare in the same market niche with other properties.
This listing presentation went particularly well. The sellers were impressed and we agreed to move forward with their listing. Again, sometimes the process of arriving at a price and agreeing on marketing can be complicated, but with preparation and a little extra care, it can go quite smoothly.
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