missing link – market your listings to sell are you sitting on listings that won't sell? or...

Missing Link – Market Your Listings to Sell

Are you sitting on listings that won't sell? Or do they get a lot of views, but no solid

offers? Learn the steps that you can take to market your listings so they end up "sold"

and not "expired."

2

When the Listing Doesn’t Sell

• The cost of a listing that doesn’t sell can be as high as $10,000 due to:– Cost of your time– Maintenance of the listing– Lost commission

• Don’t let another listing go unsold!


Ensure Every Listing Gets SOLD!

1. Price2. Condition3. Marketing Plan4. Feedback 5. Closing the Deal

3

SOLD!

Price

Condition

Closingthe

Deal


4

Price

• Must be right for you to market it!• Must attract buyers.• Must match the neighborhood.• Most important component of getting a listing

sold!


5

Understanding the Real Estate Market

• If our house is not being shown, it means the agents think our price is too high for that neighborhood.

Recommendation: A significant price adjustment

• If our house is being shown, but we are not getting any offers, it means the buyers are finding nicer homes for the money.

Recommendation: A moderate price adjustment

• If our house is in the running, but the buyers buy something else, or if the buyers view the house a second time, it means that we are close.

Recommendation: A minor price adjustment


6

Price

According to the National Association of Realtors,Priced correctly, we should get:

– 1 offer every 10 showings.

In a normal market, we should get:– 1–2 showings a week.


7

Price Right – Attract Buyers

Pricing your property competitivelywill generate themost activity from agentsand buyers.

Pricing your property too highmay make it necessary to dropthe price below market value to compete with new, well-priced listings.


8

What Sells – Right Price, Great Condition

To get your home sold for themost money in the least amountof time, we have to price it“in the market.”


Condition (It’s a Beauty Contest!)

• Must be in good condition for you to market it!– Staging– Photos– Videos– Showings– Open Houses

9Missing Link – Market Your Listings to Sell

10

35 Questions and Suggestionsto Help Your Home Sell Faster

Get Ready … Start Outside!Stand across the street, and take a look at your home from a potential buyer’s viewpoint …

• Too many cars parked in front?• Is the lawn trimmed and are spots in need of reseeding? Get landscaping in top shape. In

the winter, is the driveway and pathways shoveled clear of snow?• Remove all refuse, leaves, or clutter from yards, sidewalks, porches and decks. In the

summer, plant flowers.• Is the fencing straight? Does it need stain or paint? Does any part of the house, trim,

decks, gates, and front door need to be painted?

Remember, when a buyer comes to look at your house, the first thing he sees is your front door.


11


Freshen Up the Inside …The emotions you’re trying to stimulate are triggered by sensory experiences. Aim for the senses, especially smell and sight. Clean, fresh-smelling homes will sell faster!

5. In the summer, wash screens and windows outside and buy things that will enhance the house for showing that you can take with you … a new welcome mat, big potted plants for inside, pots of geraniums for the patio or deck.

6. Badly faded walls or worn woodwork reduce appeal … selective painting will help to add a fresh look.

7. Dress up windows in freshly laundered curtains. Colorful curtains in harmony with countertops and floors add warmth to kitchens, baths, etc.

8. Check all lightbulbs and detail all light fixtures.


12


9. Are the oven ranges and sink clear and neat?10.Take things out of closets and cabinets that are not essential to your life and

pack them away.11.Remove unnecessary articles, which have accumulated in basements/utility and

storage areas.12.Clear stairway and hallways to open them up.13.Too much furniture? Put it in the basement/garage, or better yet … store or sell

it.14.Brighten dull basement and storage areas by painting the walls and using high-

watt bulbs.15.Bathrooms that sparkle sell homes and the opposite is true … dirty baths can

turn off a buyer.


13


16.New towels are an excellent investment.17.Does the interior need to be painted? $100 worth of paint may balance $500 in

a price cut. Make rooms sparkle.18.Keep all steps clear of hazards.19.Have all light sockets filled with bulbs. Illumination is like a welcome sign.20.Wash dishes, put away clothes, straighten up newspapers, etc.21.Does the carpet need cleaning or replacing?22.Are all appliances clean and in good working order?23.Remove an ornate item that a buyer may want as part of the house that you

intend to keep, for example a special chandelier.


14


Minor Repairs Make Sense …Get all those minor flaws fixed since they detract from your homes value. Don’t make major changes, except for new carpeting and new paint (in a neutral color).

24.Dripping faucets lead buyers to question the plumbing system.25.Loose doorknobs, sticking drawers or doors?26.Fix all caulking, especially in the bathrooms.27.In general, if it’s busted … fix it!


15


Okay, It’s Showtime …28.Turn off the television. It is very difficult for an agent to keep the attention

of a prospect focused on your home when an interesting special is on the tube competing for their attention.

29.Turn on the stereo. Tune in your best stereo station to a soft “easy listening” station, and turn the volume down low. Most buyers will imagine themselves living in a peaceful, serene environment.

30.Let the sun shine in! Open all window shades, drapes, and curtains.31.Build a fire … if you have enough notice.


16


32.Remember the Golden Rule … treat your prospective buyer the way you would like to be treated. Most feel they are imposing on you when looking at your home. It is natural for them to want to get out as soon as possible. Make them feel welcome—invite them to take their time looking and tell them you’ll be leaving to run errands.

33.Pets underfoot? Keep them out of the way, preferably out of the house.34.Check the temperature … toasty warm in the winter, please.35.Turn on every light in the house just before leaving the house. Turn on all lights

including closet lights and special heat lamps in the bathrooms. This makes the house seem bright and cheery.


17

Marketing Plan

• You must have a plan that provides maximum exposure for your listing.

• You can have the best looking home, priced aggressively, but if no one knows about it, what do you gain?


18

Marketing Plan

• You must communicate your plan to your seller. – Set expectations and standards.

• (under-promise, over-deliver)

– Overcome objections.


19

Market Your Listings to Sell

• Emphasize unique and sellable aspects of the home.• Establish the home on MLS, new listings sheets, real estate

publications, etc.• Make sure your comments help invoke emotion to the buyer.• Think like a buyer.• Sell “sizzle not the steak”.• Proof read your comments.• We send to our seller to approve!


20

The Missing Link

• Our Buyer Database• Investors• Neighbors (Circle

Prospecting)• Inside Sales – Inbound

– Speed to Lead– Book Appointments on

Live Calls– Promote Demand for Our

Listings

• Word of Mouth• Open Houses• Brand Recognition of

Listing Agent (be known for taking good listings priced right)


21

Market Through the Internet

• Utilize the Internet and websites to make the listing highly visible.

• MLS listings must be complete and accurate.• Use 25 plus photos per listing.• Use virtual tours and videos.• Participate in IDX.

• Add “Featured Listings” to your homepage.


22

Online Strategy

“A picture may be worth a thousand words, but in real estate there are two rules of thumb. One–make sure the online consumer can find them, and two–leave them speechless.”


MarkSpain.com


Our Web Strategy


HomesOfGreaterAtlanta.comHigh Powered MLS IDX website with Automatic E-mail Campaigns


HomeFinderofAtlanta.com


kw.com


Market with Signage

• Yard signs• Place signs prominently

– Directional signs

• Call capture


They Shopped Day and Night

24-hour advertising means 24-hour tracking—and that’s just what we’ll provide. Buyers will hear instant information about your home in multiple languages 24 hours a day. Better still, the moment their call comes in your Realtor will know and be able to follow up with the caller. The toll free number will be displayed on your front yard sign. Buyers want information immediately, and with ObeoConnect and The Mark Spain Team we are providing them with all the important facts about your home immediately—they can even have the photos sent to their phone! Rest easy knowing you will never miss out on a buyer again.


We Never Missed a Call!

National Association of Realtors


33

Feedback (Communication Is KING!)

• Track your showings.• Collect feedback. (We use an automated system.)• Update sellers weekly via a phone call.• Email Showing Report weekly!


Home Feedback System

Sellers love showing time because it is simple to stay informed and easy to confirm appointments. Sellers can easily be notified of showings automatically, see feedback from potential buyers, and view all activity that is happening for their home during the home selling process!


Text Message and Email NotificationsDon’t have time to make or take a phone call? That’s Okay! Electronic notifications are perfect for the busy homeowner. Easily confirm, decline, or reschedule showings by text message or email. Don’t need to confirm appointments but want to be notified of any and all showings? That’s Okay too! Sellers can be notified of just confirmed or canceled showing appointments by text message and/or email as well.

35

Home Feedback System

Homeowner’s Listing Activity Website

Every email notification includes a “Quick Link” that takes sellers directly to their personalized “Listing Activity Website.” Here sellers can see all activity documented for their home such as showings, feedback and more! No need to remember a username and password; simply click the “Quick Link” provided within the email notification and you’re in!


36

The Purpose of FeedbackThe reasons we email the agent who showed your house are:

• To jog the agents memory about the house so that we may be able to get a second showing.

• To answer any questions or concerns that the buyer expressed so that the house will be reconsidered.

• To get an impression of the buyer or agent so that it might help us to better market your home.

Note: Don’t expect agents to give a full critique of the house. If they showed 15 houses, they honestly may not remember it in detail. Also, if an agent doesn’t call us back, it means the buyers are not interested.


37

Interpreting Feedback

What the agent says - versus - What the agent meant

Agent says: “The buyer thought the house was too small.”Agent meant: The buyer found larger homes for the same price.

Agent says: “They liked the house, but bought another one.”Agent meant: They found other houses that were better values.

Agent says: “They liked the house, but bought a new home.”Agent meant: Buyers will pay 10–15% more for a new house.


38

Interpreting Feedback

Agent says: “They didn’t like the carpet.”Agent meant: Seller should replace carpet because of age and color.Agent says: “They thought the yard was too small, and the street too busy.”Agent meant: They found other homes with larger yards and quieter streets.Agent says: “They didn’t like the floor plan.”Agent meant: They didn’t like the floor plan.

******Price objections are always clothed in different terms.******SELLERS GOAL: TO BE THE NICEST HOUSE IN THE PRICE RANGE


39

Closing the Deal

• Price• Condition• Marketing

When you’ve done it all correctly you get the listing SOLD!


Action Plan

List at least ONE action you will take as a result of what you’ve learned.

1. _________________________________________

2. _________________________________________

3. ___________________________________________________________


Thank You!Please complete an evaluation for this session.

Use any mobile device!

www.kwueval.com.

missing link – market your listings to sell are you sitting on listings that won't sell? or...

Documents

deal missing link market

home sell

market value

normal market

price condition

doesnt sell

price right

right price