The first thing that we do and this is taught in different ways, I kinda made my own for simplicity, but when you make a call for someone and you schedule a listing appointment, we have an email that says “seller after first conversation”.
It’s an email template that’s gonna set you up for success when you’re on the phone with someone and you're a, set up your appointment let them know that our procedure is I'm gonna send you and then introductory email it has some a brief synopsis of what we’re gonna go over in the email or in the appointment so please take a look at that.
There’s a couple of videos that can be very important for you to watch and will save us time on our listing appointment, right? listing consultation, right? So you send the email then you send them an invite that says “listing consultation” not listing appointment, but listing consultation.
And you send that to them so when you go to the house, you know what I normally do is you know, you got your bag with you, you walk, knock on the door, you introduce yourself and you ask them if you could put yourself on the counter, right or the kitchen table.
You're trying to get a little bit of control in the listing appointment and gain trust. Then the next thing you want to do is you will be going to want to ask them to get a tour of the home, right, so as you're getting the tour the home, usually whoever, especially if you're with the husband and wife, and you’re walking around whoever is leading the tour is usually the one that’s in control of the conversation.
So you ask them to give the tour as you're going through the house you're trying to find, you know, first of all, you’re analyzing the home, you’re trying to find common ground. If you see you went to the same college as them, or they took a trip to Costa Rica, you know you're good also trying to really break the ice from a professional level to, you know, a personal level as well.
There was a guy, Jeff Cook, that he will walk the house, he says I will not even sit down at the table until I get some kind of laugh with them, right? So you’re trying to build rapport while you're doing that and then you're also analyzing the home as well. Right? And your offering suggestions as you're going to the home, and you will go to speak in terms of what we are going to do when we’re listing the home.
Like okay, we will take care of the taking out these pictures, you're being a little assumptive of about how you're going to work with them. So as you're going through the home and you've finished the tour, at this point you don't your rapport, you figured out who is the decision-maker in the household, and you’ve done some assumptive statements about how you're going to handle the listing when you get it right at this point.
You’re going to ask them if you can sit on the kitchen table and then with that said, ask them for a glass of water. Right again you’re establishing a little bit of control. It's not meet might be a little bit manipulative but the same time you want to gain control of the situation, doesn't mean you get the listing, it’s just strategy, that’s a good point.
So when you sit down at the table we have had this before, this is a listing questionnaire when I first adopted this from a familiar broker, it was like five pages long way I like to do is to sit down at the table I said look I'm going to whole song and dance of our listing but what I like to do is go through a series of questions to see what's important to you. Right, so we recently shortened this down from seven questions to five.
The first question is have you ever sold a home through a real estate agent before? Yes or no. If the answer is yes, you say what was that experience like, if the answer is no then you skip down to number three and say, okay what is important to you in a real estate agent?
National Association of Realtors said that the number one complaint that consumers have is lack of communication. So there's a 70% chance that they're going to say communication, right? So when they do say that you start with, ok will we get into contract, we start a group text with you know my listing coordinator, myself, and the stager. As you know if you're listing a home with us we offer complimentary staging consultations so we will let them know that through that group text you'll be able to get in touch with all three of them.
Sunny and I have been doing this for years, it's been really good when I'm not available, she is, and vice versa. So people really respond to that they talked about the team. When you get a number four says what marketing do you think is important?
We have literally been working on this for months, okay. It’s taking a long time but you're going to go through like the, this is the process of the home, research, interpret, prepare, present, promote, negotiate, coordinate, facilitate, and execute. Okay, with us we focus on two different things, one is the presentation of the home, and two is the marketing of the home.
Okay, so you're going to you know the staging, right, and I usually go through this really fast, by the way, I only got this weekend and I'm only, and then two listing appointments this weekend so I'm very new with this but it's very seamless, right.
You go through it and you say okay we look at the condition of the home we can get a pre-inspection if you like, and by the way guys I would start pushing these pre-inspections again. The market has started to soften up and tell them you know because when you when you get a pre-inspection we’re allowed to negotiate in a position of strength because everything is transparent.
So first of all when it says you know your home's condition and you know getting it ready to market when a consumer puts an offer on a home and you give them a pre-inspection, you're able to eliminate the big surprises, and either you fit what needs to be done the big-ticket items which will cost you on average three times as much during negotiation than doing it before negotiation. Or you let them know, but a little items and say know, we don't want to be nitpicked, you see the pre-inspection, you know that these things are coming, right, you need to tell your client.
Like, they will always ask for something this cause they do, but they're more likely to ask for a lot less if anything at all when they represent with the pre-inspection. Okay, so the pre-inspections, $500 they easily make their money on that. Getting the home prepared our stager will go through, give you a business plan on room by room, what needs to be done with a home, what needs to be eliminated, decluttered, depersonalized, paint, whatever it is right.
And then we go into the marketing part of it, right, so with ours, but what we’re telling them with the marketing. What I tell these guys all the time that our marketing is designed to bring attention to the home before it is listed.
The difference between us and of other brokerages is that we typically will not allow anyone in the home until the day it is listed so we’re creating demand, we’re creating a bottleneck of consumers that want to see the home so the day that the home is listed, we open up that bottleneck and we have the demand and the goal for our marketing is to create the conditions that lead to multiple offer situations. Right? You guys go right that down.
Is that our goal is to create the conditions that lead to multiple offer situations. Do we always do it? No. But we do it often and if we do it right, prepare your home in the right way and you take their suggestions for staging, and our suggestions for pricing, then very often this happens. Okay. just kinda go through, these are coming soon, we also do retargeting for the home, we have AdWords for every neighborhood in town so that we show on top of the list and we can market to them.
So then, and then we’ll also have syndication, we can put your home on top agent network, and then the rest of it just going through the transactional basis, by the way, this is our new sign, you’ve probably seen that so and then finally, you get to determining value and I usually kinda stop here and so and say that it brings us to the last question on our list is what do you think your home is worth? Right.
I had people say, well that’s why you’re here. Say I have an idea of what your home is worth, I wanna know what you think and if you don’t want to tell me without me telling you, let’s just you know have a fun exercise and tear up a piece of paper and I’ll give you my price I’ll give me yours. I always give them a range and what I found works the best is, especially if it’s not a cookie-cutter neighborhood that what I tell them is hey look, guys, here’s the range of $30,000.
I did not know what your home is gonna look like before I got here, things are going to move if you're six weeks away, there could be another comp that occurs, so what I’d like to do is if we agree on this range, let’s put to be determined, TBD, on the contract so that when we get closer to the time we can analyze the comps, I’ll give you a better idea, you now in the next week right, now they’ve seen your home I need to really dig into the comparables.