Two Step To Success - Dance Around the Competition

Real Estate Agent with Keller Williams Realty

western clipart boots

Got the call from a seller ... they want to place their home on the market and are ready to go.  They wonder if you can come over tonight to visit and they are most concerned about "What their home is worth?".  Now ... how to proceed?  Your next steps depend on the urgency of the appointment, the familiarity of the home,neighborhood and if there will be other agents visiting for the listing opportunity.  Your best strategy is what I call your Two Step Visit.  This sets you up to be well informed, prepared, accurate, professional and also to position your main appointment at your best strategic placement if there are other agents involved.


When you get that call then Whoa ... put the brakes on.  Ask the seller if they wish to have a well researched CMA on their home and that you would like to preview their home first.  Explain that this quick walk through enables you to visually appreciate their layout, amenities, etc. and will give you accurate information as you compare their home to others to determine value.  It is almost impossible to sit at an appointment and pull out a meaningful CMA.  Tell them you want to individualize their analysis and not do a price per foot CMA.  You want to provide information that accurately reflects their home and how it will present itself on the market. 

On the first appointment, take a pre-listing packet about yourself, company, etc.  Do not put your marketing plan in or any material you will be utilizing on the appointment.  Walk through the home and thoughtfully take notes.  Also note the children's names, animal names, etc. so when you return you can greet little Fluffy by name at the door.  Use this time to build a relationship as well.  Note all areas of the home that you will use in your analysis.  Find out when the other Realtors are lined up and set your second appointment to fall where you wish to be in the interview lineup.  Ask them to visit your website and read over the info on the pre-list package.

Now you have all the great information to do an excellent analysis instead of flying by the seat of your pants like a lot of Realtors tend to do.  Prepare your reports get your listing presentation together and dazzle them on appointment number two.

The second appointment should be where you continue to demonstrate your professionalism and go over your findings.  You can also discuss ideas on staging that you noted from your first appointment.  It amazes me how many Realtors just rush for the listing and do so poor in preparation.  By doing a two step you will win their respect and listing.  Dance all over your competition by your two step process .. you don't even have to be from Texas to put this in your business practice.


Comments (7)

Diane Daley
Caron's Gateway Real Estate - Northumberland, NH

Very well written post. thanks for sharing

Feb 09, 2009 09:36 AM
Gary Woltal
Keller Williams Realty - Flower Mound, TX
Assoc. Broker Realtor SFR Dallas Ft. Worth

Connie, there is an advantage and a disadvantage with the two step. The advantage is you are more thorough with the details. The disadvantage is you may lose the signed listing agreement if you wait too long to respond to step two.

Feb 09, 2009 09:42 AM
Dona Reynolds
Berkshire Hathaway Home Services Stein Summers - Saint Joseph, MO
St. Joseph MO

Hi Connie!  I am like Gary, here, I do think there is some disadvantages to the two step.  I prefer the one step.  Nice points you have made, may work for some and not for others.

Feb 09, 2009 01:13 PM
Christina Ward
Keller Williams Realty - New Bern, NC
New Bern NC

Great way to make a good point. Thank you fellow kw family member!


Feb 09, 2009 01:31 PM
Toula Rosebrock
Diane Turton, Realtors, Forked River, NJ - Lacey Township, NJ
Broker/Sales Associate, Realtor, Lacey Township,

Hi Connie:

I've done the two step but I really try to do the one step anymore, even if I have to do a little dance during the appointment!

Feb 10, 2009 10:55 PM
Russel Ray, San Diego Business & Marketing Consultant & Photographer
Russel Ray - San Diego State University, CA

Oh, Connie. You are good. Really good. I just have three things to say about your post here:

  1. Connie rocks!
  2. Connie rolls!
  3. Connie rules!

Back when I was a Realtor in Texas many decades ago, I wasn't hesitant to let my Clients know that each home was different, and I wanted to know how theirs was different, perhaps even unique, so that I could market those differences and uniqueness.

It's all about managing their expectations. When done properly, there's rarely an objection.

Feb 13, 2009 03:48 AM
Cherimie Crane
Cherimie Crane & Associates - Beaufort, SC


Another AWESOME post! I am sure your prospects/clients are always appreciative of your professionalism and the effort you give.

Feb 15, 2009 09:56 PM