STAND OUT & WINMORE SELLERS:48 NEW ways to inform, delight andseal the deal at a listing presentation

If you read the headlines, you know that:

FSBOs and Expireds are drying up

Repeat clients are less likely than ever

We’ve been fretting about low inventory for years…and despite prices rising topre-recession levels (and above!), homeowners are still reluctant to list

They’re often called the holy grail of real estate, but even after decades of research and a crop of new tech solutions appear on the market, it’s harder than ever for real estate agents to win over the most elusive client of all — local sellers.

This year, we polled dozens of top practitioners from around the country to ask themhow they seal the deal when meeting with potential sellers.

The result? 48 brand-new listing presentation tactics ranging from market stats toone-line scripts to marketing promises that will stand out from the competition.Read on to get the competitive advantage you need to succeed — and help win more listings this year!

INDEX

3 Set High Expectations

5 It’s a “Listening” Presentation

7 Follow a Two-Step Approach

9 Customize the Presentation

11 Show Off the Numbers

13 Showcase Your Tech-Savvy Marketing

16 Ditch the PowerPoint and Be Yourself

17 Get the Full Package: Peek Into Four Full Presentations from Top Agents

19 Close with an Easy Script

3

SET HIGH EXPECTATIONS

Aside from the promise of a high closing price, what do sellers look for during a listing presentation? Several dynamic listing agents shared that their #1 tactic when talking to sellers is to clearly differentiate themselves from other agents.

Here are five ways you can set yourself apart from the competition — while reinforcing that your brand proposition is exactly what potential sellers are looking for.

I provide the market reports that show the absorption rate, so sellers know [how] long their homecould be on the market. I also show them my single property website [and] how their listing willappear on a mobile device. [I] show them a sample of how it works when a buyer submits an inquiry:how this comes to my phone, the special ringtone and text tones so I know it’s a lead [and] that I actquickly to connect with potential buyers for their home. What makes me different from other agentsis; I care about getting their home sold. They are not just another listing. And, I always answermy phone.

Karen Simms | Queen Creek, AZ

One of the key elements has become personal appearance. Many agents have gotten sloppy with their personal images and those who act and look professionally have an advantage. Having a smooth presentation rather than trying to “wing it” also makes a big difference.

Roy Kelley | Gaithersburg, MD

1. You have to make a great first impression — have great curb appeal.

2. You have to understand that this is a LISTENING PRESENTATION.

3, Your materials have to be impeccable and beautiful.

4. Send a handwritten thank you note after the presentation.

Alexandra & Ron Seigel | Carpinteria, CA

4

I arrive a few minutes early. I arrive impeccably dressed and well-groomed. I park in front of their house, not in the driveway. I have with me a still camera, a video camera and a laptop with a wireless hotspot. I have all of the recent comps, neighborhood data, both printed out and opened in windows on the laptop. I also have windows open for their property as it shows (now) on zillow.com,realtor.com®, and trulia.com. I have a folder with all of the necessary forms and disclosures.

I have a couple of blank legal pads (one for me, one for them) with ballpoint pens (all with my company name on them). I have tape measures, both laser and old-fashioned metal. There is a sign in my trunk, and a lockbox. I have all of the tools necessary.

Fred Griffin | Tallahassee, FL

I can start by saying that before I even walk into a listing presentation I feel confident in what our company offers sellers. I 100% believe that we are the best, and that no one else in our area compares. That confidence is key, and it showcases your worth and professionalism to potential clients. I also find that confidence can be contagious — it empowers sellers to feel certain that they are making theright decision.

I am also able to have such confidence because our company works as a team. We communicate, share, and help one another. I am always proud to highlight some of the great details of what makes our team stand out. We strive to let our clients know that they are taken care of. When you love your job, it shows!

Joy Daniels | Harrisburg, PA

5

IT’S A “LISTENING” PRESENTATION

Real estate agents are known to be chatty but top listing agents from across the country surprised us when they said that the key to winning more sellers is to host a “listening presentation” instead of a listing presentation.

Check out what these seven agents said about how they tailor their conversations naturally to show that they are empathetic problem solvers (and not sales agents circling a commission).

The easiest, and probably the most “real” answer is, I’m me! And, that’s the only part of “me” that enters the listing presentation equation.

I go with THEIR flow — do they want to meet at the office or their home? If at their home, do they want to give me the tour first or would they prefer to sit and chat first?

I go at their pace and in the order that I feel “directed” by THEM. I LISTEN and answer THEIR questions — this meeting is NOT about me — it’s about THEM. I listen intently — both with my ears and my gut — and make sure that they have every single question answered thoroughly, with the level of detail that they want them answered.

Too many agents go into listing appointments bragging about themselves. The sellers don’t want to hear that, they want to know what we can do FOR THEM!

Debe Maxwell | Charlotte, NC

Listen to the sellers. Ask questions that speak to their objectives.

Propose a strategy that helps them meet their objectives.

Discuss what you, the listing agent, commit to do for the sellers, that it will be in writing in the listing agreement, and that they can terminate the listing agreement if you fail to meet those commitments.

Suzanne & Tony Marriott | Scottsdale, AZ

We approach the listing as a project and work with the property owner as a team. We define goals and if they want to hire us, we develop a marketing plan specific to their property so we can meet those goals. I have seen others’ presentations — they are all agent-centric. We get listings because the sellerrealizes that we aim to solve their problem, not just add to our production numbers.

Candice A. Donofrio | Fort Mohave, AZ

6

Ask questions and listen closely to the answers. Tell the truth, don’t sugar coat anything!

Wayne Martin | Chicago, IL

My listing appointment is always about the seller. I spend little time on myself. I use a professional folder that has information about my qualifications [and] they can read if it matters to them.

But I spend most of the time asking them questions and listening carefully to their answers. Why are they selling? When do they need to move? Where will they move to? What do they think their houseis worth?

The answers to these questions help them to decide on how they need to price the home. I give them a range I am comfortable with so they can see high to low and where their need and time frame will be placed in the range. We talk about what may need some work before the house is ready to show,and I give them a list of 45 tips on how to help the house sell faster. My responses are geared totheir answers, which really tell me how motivated they are.

John Wiley | Cape Coral, FL

When I arrive, after pleasantries are exchanged, I lay the lockbox and the forms folder on the table. I set down the legal pads, and the pens. I put a mostly-completed listing contract on the table in plain sight.

Then, the listening session begins! I use what some would the “Dale Carnegie” method of engaging a potential client. Starting not with their property, but with their name: “The Public Record shows John Doe and Jane Doe as the owner of this house. Is that your correct legal name? Do you like to be called John, or do you prefer to be addressed as Dr. Doe or Mr. Doe?” I LISTEN to their answer, and make a hand-written note of their name, and repeat it back to them.

Then, more about them: “The record shows that you bought this house in 1999, for X dollars. Tell me about that time, when you bought the house.” Again, I LISTEN. I make more hand-written notes.

Then, more about them, this time what they want to achieve: “You said you want to sell the house, that is obvious, but tell me what you want to do, what you are trying to achieve, what your plans are...” I LISTEN some more. I take some more hand-written notes.

“Now, could you show me your house?” I LISTEN and ask questions while they give me the tour, both inside the house and in the yard.

Fred Griffin | Tallahassee, FL

7

Great preparation, due diligence, a friendly smile, AND I LISTEN!

Bob Timm | Minot, ND

FOLLOW A TWO-STEP APPROACH

While some agents show up ready to present 10 minutes after seeing a house for the first time, others prefer a two-step approach where they can assess the home and prepare for a second visit.

Read on for tips on how to nail the two-step approach without turning off busy sellers who may be ina rush to select an agent.

I recommend sending three videos to potential sellers in advance, which allows them to get more familiar with my work and approach, as well as the process of listing a home. I’ve found that by reinforcing my value proposition, rather than introducing it, at a listing presentation, I can cover my services better, while also incorporating the client as an involved partner in the process. Here’s a quickrundown of the videos I send:

VIDEO ONE: Preparation - Before a home goes to market, it first needs to be staged, cleaned, and repaired. In the first video, I talk about each of these aspects of preparation and share stats on how staging helps a home sell for more; I even refer the seller to a local cleaning company. By sharing thisinformation before the listing presentation, I’ve found that it’s easier to convince the seller of the importance of preparation.

VIDEO TWO: Price - In the second video, we covers the ins and outs of pricing a home and make sure to cover the dangers of overpricing. We make sure to explain that price is a tool for attracting buyers and offers, and that it’s important to price a home in a way that attracts buyer interest and inspires multiple offers. We also reinforce that multiple offers give sellers leverage to negotiate for ahigher price, and that pricing a home strategically is key to making this happen.

VIDEO THREE: Promotion - In the final video, we explains the details of our marketing strategy, including both the pre-listing and post-listing stages. It’s really important that the homeowners understand the amount of work you’ll be putting into their sale. It’s not just about a yard sign and an online listing; it’s about finding the right buyer who will come in at a fair price and in the shortestamount of time.

Garry Wise | Austin, TX

8

When I meet with a potential seller, they already know what to expect. I send a proposal upfront that outlines my capabilities, listing terms, fees and a marketing strategy.

When we meet, it is a matter of answering some questions and in most cases writing up a listing agreement. Should a potential seller not like or agree with my proposal, I will follow up with them to answer any questions and determine if we should schedule an appointment. This is a two-step approach and [it] saves a lot of time for both parties.

Michael Setunsky | Woodbridge, VA

I rarely need to present. By the time I get there, we are done.

This is why working out who your avatar is and talking to them is critical to niche marketing success.I don’t compete in the general market. Horse property sellers find me and if we agree on terms, they hire me. Other listings are from buyer clients or referrals and the same is true.

Corrine Guest | Barrington, IL

Our presentation is verbal and visual. We leave a three ring binder for them to keep (and hopefully show it to others, including other listing agents). The pre-listing binder tells them who we are; what we do; and how well we do it.

The second visit is all about the house, price, showing instructions, staging arrangements, photography and so on. We rarely miss a listing... our marketing is online and offline [and] trumps what others do.

Barbara Todaro | Franklin, MA

With regard to follow-up after a listing appointment, I will normally follow up with an email when I get home. The email will summarize what we discussed earlier, as well as provide them links to the comparable listings that we viewed. That way, they can look at all of the pictures and details on their own devices, whether it be a desktop computer, laptop, notepad or phone.

Brian England | Gilbert, AZ

9

I had a seller lead for a vacant lot last year. The sellers live in Florida. I called them as soon as I saw the lead in my email and also replied by email. I spoke with the seller and said I would look up comps. I emailed my marketing plan [and] comps the same day and suggested a listing price. The sellers said they will be talking to some other agents.

I followed up in three days. The sellers said they are waiting to hear from the other agents. I emailed them something about the township. I followed up. I emailed some information about the neighborhood and houses on the street etc.

I followed up again.

After two weeks, the sellers said that I was the only one who stayed in touch, returned phone callsright away and that they had seen my website, etc. They listed with me.

Gita Bantwal | Warwick, PA

CUSTOMIZE THE PRESENTATION

Pop quiz: Should your listing presentation for a high-rise condo differ from the one you give at a sprawling family home in the suburbs?

The answer: Yes, of course it should! See how top listing agents customize their listing presentationsso the homeowner feels valued and supported from day one.

1. We come prepared with a 3-ring listing binder with all the basic information they might like to access after the appointment. Front and center is an attractive picture of their home basked in a blue sky.

2. We focus on them and all their objectives of selling.

3. We discuss agency and offer a discount if we act as dual agents.

4. We put “skin in the game” by paying for an appraisal to confirm our price recommendation, provided they agree to hire us. [We agree] to list their home no higher than 3% above appraised value and undertake inspections and address major repairs prior to listing.

5. We show them our typical virtual tour, which takes hours to prepare but usually sells the home.

6. We are the consistent point of contact so they are not bounced around.

Betsy N. Robinson | Whispering Pines, NC

10

My presentation is personal. I research the home and neighborhood before I even arrive. I often drive by the home as well. I prepare a market analysis before I arrive. I pull area sales and listing comps to bring with me. Although I have a base “intro speech,” I never give the same speech twice, as I alwaysadapt to the seller, their needs and the home they want to sell.

My listing presentation is both verbal and a visual array of tools. My goal is to leave there with a signed listing agreement. I do not hard sell. I take the lead of the seller and through my ability to communicate,I stress what I can offer, what makes me stand out and what makes me different (in the best wayof course).

Scott Godzyk | Manchester, NH

[I have] a personalized, full-color, bound listing presentation with no fluff in hand, plus a digital version to refer to during the appointment. [I’m] never pushy, [I listen] to their wants and needs, then only relate pertinent facts back and ask for the opportunity to be hired.

Wanda Kubat-Nerdin | St. George, UT

At a listing appointment a few years ago, Jean and the female seller talked about bakeries. [The seller] waxed reminiscent about a strawberry shortcake she had gotten years ago from a bakery in Bayonne. One phone call later told us that the bakery was still in business, still made strawberry shortcake, andwas happy to deliver it to her the next day. We got the listing.

We use the same approach when a homeowner indicates a type of candy or flowers they like, or even a book they’re planning to read. The key is to listen.

Jean Marie & Wayne Zuhl | Clark, NJ

11

One thing I learned early is the importance of being remembered in sales, so I choose my ad specialty items with great care. At the conclusion of the listing appointment, regardless of whether or not an agreement was executed, I always leave one or two items besides the usual business cards. I carry avariety of ad specialties with me in my briefcase and leave what best fits each seller. One size does not fit all so this is an important step in being remembered.

Diana Zaccaro | Cocoa Beach, FL

Go by the house the previous day and take a picture. Make a flyer using the photo, write a description based on what you found out about the house and take it with you to the appointment. Tell them you will make changes and write the price in the flyer.

Gita Bantwal | Warwick, PA

SHOW OFF THE NUMBERS

You know the market inside and out — from the listing price on the crown jewel of the neighborhood, to the days on market of the sagging rambler across from the park. And by the time you reach the listing presentation, you likely know dozens of stats about comparable homes nearby, their average price per square foot and more.

Potential sellers know that their listing agent is the key to getting to the closing table for their desired price, so don’t be afraid to talk stats in detail at your listing presentation. Here are the market numbers that top agents use when they’re trying to seal the deal.

I come prepared — not only with market reports, comp analysis and listing tips, but also with all the paperwork that is needed to actually list the property. [I also bring] a sample contract so sellers can see what they will be dealing with when offers come in!

Silvia Dukes | Spring Hill, FL

12

I have my “numbers” ready — the stats include median price, market action index from Altos Research and details from [Top Producer®’s] Market Snapshot®.

Most of the time, the myth is broken when we share that not all homes are selling over asking price — and the proof is in sharing the details. This usually wins me the listing.

And of course, the ultimate statement seals the deal. “You can trust me!” Works all the time.

Praful Thakkar | Andover, MA

As a former real estate appraiser, I offer a complimentary, independent pre-listing appraisal oftheir home.

This leaves no doubt as to the home’s value and removes the seller’s desire to want to overpricetheir property.

Ron Tissier | Atlanta, GA

One thing I always bring to the listing presentation is a seller net sheet. I fill it out beforehand, with all the information that I already know. It shows the sellers exactly where they end up financially after all expenses are paid at closing.

Every single time, I have been told that I’m the only agent that did this. I also have the ability to send it to them online so they can fuss with the figures and add the items that I didn’t know for sure — like mortgage balance or liens.

Margaret Goss | Winnetka, IL

Our listing presentation is data-driven. Sellers want to know what percent of the local market we list and sell, they want to know what percent of our listings sell and at what percent of list price they sell for. They want to know how many showings we typically have per week, how long it takes to get an offer, and, often most importantly, how much we think their house is worth.

Jean Marie & Wayne Zuhl | Clark, NJ

13

SHOWCASE YOUR TECH-SAVVY MARKETING

Most homeowners haven’t sold a house in years, so today’s rapidly evolving marketing tactics can blow them away. Whether you use targeted Facebook ads, 3D tours, drones or can show off organic SEO that rivals national real estate sites, don’t be afraid to share how your marketing plan will benefit potential sellers starting on day one.

Here are seven marketing promises that help convert homeowners who haven’t listed since the days of car phones and CD players.

I offer every listing, regardless of price, a real video — which includes the home, the area, local parks [and] restaurants. This is not a collage of photos, but a real-life moving video walk-through. [I] aim to have it set at 2-3 minutes at the most.

Trudy & Nick Vandekar | Devon, PA

I stand out by writing an [Active Rain blog] post on the address before my presentation. When I go on the presentation, I hand the sellers my iPad and ask them to Google their address. VOILA! My AR post shows up as #3 or #4 on the first page of Google, [which] seals the deal!

Melissa E. Spittel | Westminster, MD

We live in a place that’s very geographically difficult, with a bunch of mountains and lakes where it may be a 15-20 minute boat ride across the lake to see one property, or a 2-3 hour car ride to the other side of the lake. So the ability for agents and clients to pre-visualize homes, to eliminate them or include them in the showings for the day, is hugely beneficial.

Everyone always thinks of Matterport 3D tours in terms of luxury properties, but we’ve had fantastic success with [3D tours], taking it into the entry level of the market or even REO’s where you have people making cash offers on homes they’ve never seen before. And [3D tours] certainly give them the confidence do that, especially in this competitive buyers’ market we have right now. You can download the tours onto your iPad or iPhone and you have an elevator speech when you’re out at the bar or out to dinner. I’ve never seen the consumer NOT be wow-ed by the technology. [They] want to list the home with an agent who has that technology.

Charles Nitschke | Spokane, WA

14

What I’ve discovered through listing conversations is that sellers want to sell for the most money in the shortest period of time, but they’re also looking to not be inconvenienced. They do not want a bunch of looky-loos running through their house just because they happen to be in town and want to see some homes.

So, we use Matterport 3D tours as a screening tool. We ask, ‘Have you seen the 3D tour? Because if you’ve seen the 3D tour and you’re prequalified, then we’ll let you see the home.’ Otherwise, we’re not going to have our seller leave the house for an hour or two, with their dogs in tow, just so you can lookthrough a house that may not be the floor plan you’re interested in, or the view or kitchen layout you want. Some agents would worry that this will mean less traffic to the house, but we remind sellers that it’s not just about the traffic, it’s about the quality of the traffic.

Lisa Larkin | Phoenix, AZ

Most sellers today are aware of the importance of online marketing, even if they have little experience of what that entails. And every agent competing for the listing is going to state that the home will appear everywhere on the internet. But we use a simple tool to show exactly what that looks like — copies of relevant page one search results.

If we have a shot at, for example, a 4 bedroom home in the $600K price range, we’ll do several simple long-tailed searches for homes like that: “4 bedroom homes for sale in Fort Collins CO,” “Luxury homes for sale in Fort Collins CO,” and address searches for similar homes we have sold in the past. We’ll include printed copies of those pages but if at all possible, we’ll encourage our prospects to run them for themselves on their own computer.

Those pages make our case. Our IDX search site is right there on page 1, along with all of the big guys — realtor.com®, Zillow.com, Trulia.com, etc. And it’s also notable that we are usually the only local agents or company on page 1. It’s a compelling case that our marketing efforts are positioned to generate results. And in the case of seller leads, it generates some huge extra benefits — credibility for our marketing plan and a way to stand out from the competition.

Dick Greenberg | Fort Collins, CO

15

I visited the property, and had to agree that there was a lot of value in the lot and where it was situated. I then had an “Aha!” moment and knew exactly what to do. The next day, I came back with a videographer and his drone, equipped with a GoPro camera. He didn’t do anything fancy, just provided me with a link to 55 seconds of raw footage that really showed the situation of this home to it’sadvantage.

When I met with the sellers four days later, I went through my normal flip-book listing presentation on my iPad, showed them sample single property websites, collateral materials and how people could text for info from my sign riders. But then I showed them the drone footage and explained that this was the type of footage that would be included in the video I would do for the property. I have to say, their jaws dropped. They had never seen an aerial view of their home. They had to watch it at leastfour times! They loved it! They even noticed a loose tile on the roof that they wanted to get fixed before listing.

Marti Steele Kilby | San Diego, CA

I share a blog series I wrote called “4 Keys to Selling Quickly and for Top Dollar.” I explain my 4 — Best Looking, Best Marketed, Easiest to See and Priced Appropriately — and show them how well that has worked, since 2013, with my stats.

Dan Tabit | Sammamish, WA

16

DITCH THE POWERPOINT AND BE YOURSELF

Some agents love scripts, while others aren’t afraid to speak off the cuff (and in the moment). The idea of entering a seller’s home without a plan can be daunting, but these top listing experts make it sound like a challenge worth taking.

Below, get ideas for how to channel this cool-as-a-cucumber vibe the next time you head into a listing presentation. The key? Focus on simple relationship-building and casual conversation to win their trust — and the contract.

No 1: The law of attraction. The agent needs to discover whether they are in sync with the owner on results and make them aware of that match being more important than getting the listing. They will respect your ability to say no or to share honestly.

No 2: No death by PowerPoint. I love technology but I also know that we primarily think with the lizard brain and make subconscious decisions that have to have an emotional backing. Let your eyes dothe talking.

No 3: Show them your plan before the contract, during the process, and after the contract to closing. This is where a linear approach sells your service — after you made the emotional connection.

No 4: Let them know that time is of the essence. Of course, don’t hard sell them but if you have made the emotional and logical pitch, then they will know that a buyer is waiting for that listing to hit publication. You don’t ask, you don’t get.

Joe Pryor | Oklahoma City, OK

No-nonsense listing presentation. Tour the house, show the competition and the comps, work with the seller to arrive at the proper price. No 80-page booklets with flashy pictures, just straight to the point.[We are] direct, honest and [show] that we’re there to see if we want to work with them as much as they’re there to see if they want to work with us.

Ryan Huggins | Thousand Oaks, CA

I try to go in to my listing presentation as prepared as possible, but [I] also know that people want to do business with people they like. So I try to relax and be myself and try to make them feel at ease.

Shanelle Cahill | Kokomo, IN

17

THE FULL PACKAGE: PEEK INTO FOUR FULL PRESENTATIONSFROM TOP AGENTS

Each of the previous segments help you focus one part or another of your listing presentation, but are you wishing you could have a quick view into a listing presentation from start to finish? You’re in luck!

Four agents provided the full outline of exactly what they do, say and show to potential sellers in their listing presentations. If you’re starting from scratch, read their expert advice and begin creating and plan that matches your skills and personality.

I approach the sellers as being their trusted adviser. I’m not there to tell them what to do, but to advise them in the best approach to take, the most likely price that the home will sell for, the most effective things they can do to present the home in the best possible light. And with each recommendation, Iask them if that makes sense.

Of course that is after I ask lots of questions to find out what their motivation is and what their expectations and past experience is, which I incorporate into my recommendations. If everything makes sense to them, there is no reason for them not to work with me.

Stavrula “Sam” Crafa | Seminole, FL

The trick is not to say something stupid. I provide things that other agents do not, like what is currently going on in that particular town. I do market reports so I sound credible because I am. So it’s average price, days on market and [percent] under contract each month and how that [affects] the seller.

Then my fabulous list of websites & other Houdini-type things I do on social media. The home gets [featured at the top of national real estate search sites, it’s] not at the bottom of the page. [I share] average days on the market for my listings [and show] how I price things “tight” so there are no price reductions. We go out there priced well and expect great results.

[Last, I offer] staging advice, room by room.

Lyn Sims | Schaumburg, IL

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For me, I:

Listen to their needs.

Make note of their past experiences when applicable.

Answer their questions honestly.

Have prepared comparatives for their review and discussion.

Summarize my qualifications.

Focus and outline my strengths.

Discuss my internet presence.

Produce current and past sales and testimonials for their review.

[And I] always leave them wanting more of me!

Jennifer Mackay | Panama City, FL

I provide an introductory letter listing my intentions on what I will do to sell their property. I use this list and check off each item as I complete each task. The list includes:

Hire a professional to take pictures and use a drone to take aerial views.

I receive a virtual tour and quality pictures, which sell the property aesthetically.

Host open houses and I [use a weed whacker] and sweep to make the property have curb appeal.

Monitor the property to make sure signage is visible.

I have a pet peeve with signs that are falling down or aren’t visible because grass is too tall.

Communication to the client is imperative.

Monthly reports are mandatory.

Marketing and promotions outline.

References are provided to help sell ME!

Being tenacious in securing a seller lead includes constant communication. That is my strongest quality.

Anne Corbin | Fredericksburg, VA

I show them how their home will look both online and in print by showing them samples of my current listings’ marketing materials. I share with them the marketing plan that will work best for their particular property, including staging suggestions.

Of course, at the point in time that they are ready, we review the comparable properties. If I feel they need better clarification on their competition, I offer to set up a tour of the homes that are currently their competition — either the following day or on the first available day for them. If they are thinking of over-pricing, I have also begun asking the sellers, “If you were a buyer, taking into consideration your competition, what would you think of your price?” i.e. “Would you pay $50K more for 1,000 less square feet than your competition?”

Debe Maxwell | Charlotte, NC

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CLOSE WITH AN EASY SCRIPT

You’ve made it through the comps, the marketing plans, the tricky conversation about price… and now, it’s clear your time is up. Do you have a one-liner, or a few sentences, that help you summarize your pitch and then explicitly ask for their business?

If not, follow the lead of these brazen, but proven listing experts. Their final scripts will help you say what it is you really want to say — “So, are you going to hire me?”

“John and Jane, you know that every credible real estate broker is going to take professional photos and put your house on [national real estate websites]. Everyone will put you in the MLS. Those things are a given; I am no exception.

Let me share with you, on this listing agreement, how we will address the commission, [and what happens] if I sell the house and no other company is involved.

And, what if you change your mind? Several companies will charge you a significant fee; you can see it here on this line on the listing contract. Some companies won’t let you back out at all. Let me tell you what my company does.”

Then we agree on the price; I hand them the pen. “When I get back to my desk, I will start the wheels turning to get your house sold. I will call my photographer, I will upload everything else to the MLS.It will go live as soon as the photos come in, probably tomorrow or the day after tomorrow.Thank you!”

Fred Griffin | Tallahassee, FL

“Are you willing to work with me exclusively? I don’t want you dating other people. :)”

Rachel Adams Lee | Sacramento, CA

“I’m a boutique style company. You get me. You’re not on a conveyor belt. I have assistance, but you have me from start to finish. Does that work for you?”

Claire Killen | Minneapolis, MN

“I like what I heard and I’m choosing to move forward to take you on as a client. How do you feel about me and my services?”

Eric Hatch | Auburn, CA

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The information contained herein is deemed reliable but is not guaranteed.