The HOW TO Guide of Listing Presentations
Instructor: John Henderson
Module 2 Lesson 3 – The Answer
The goal of The Answer is to inform your client and establish agreement between you.
Your clients called you for a reason. Answer their main questions first. Clients think they only have 2 questions for you:
How much am I going to make?
What are you going to do for me?
Answering questions and removing objections along the way will clear the path to getting a “yes” to listing. As a professional, you are going to answer these questions and a few more before they are even asked. That will help clients clear their thoughts so they can focus on what you have to say.
Before pulling out any paperwork, have a candid conversation about what they’re really wondering about. Start by answering these questions:
What is the range of value of my home? Never pinpoint an exact value for a property. Market conditions change rapidly and you may have to eat your words later. Our crystal balls are not that perfect. Instead, I bring all the data I can to an appointment including a CMA, RPR, Appreciation Forecaster and Zillow. Then, based on that information and a walking tour of the house, I suggest a reasonable listing price. Test the waters by asking if that number is within the range of what they were expecting.
How are homes selling in this area? Clients need to know what to expect regarding a marketing timeline. Explain what a balanced market feels like (6 months of available inventory) Explain the benefits and drawbacks of the current selling environment and whether it is a buyer’s or seller’s market. Make them aware of the average DOM on your CMA.
What do I need to do to make the house market ready? This is the point where you must address any issue regarding preparing the house to be listed. Divide issues into repair/safety and staging/cleaning concerns. Discuss everything. Hold nothing back. Do it gently. Explain your concerns from a buyer’s perspective.
Be conversational. There will be time later to support your information and start placing documents on the table. Does your client have a reasonable perspective about the valuation, timeframe and effort needed to prepare their house to sell? If they are reasonable and willing to accept your recommendations, move to the next step. If they need more data before agreeing with you, pull out all the valuation information you have. Working with printed information may help clear any questions.