Hot Breakout: Win More Listings with a Pre-Listing Packet that packs a punch

Feb 12, 2012 12:00:14 PM

Gary_Gentry_WinListings2A 7:45 a.m. session didn’t faze any of the attendees at the Win More Listings with a Pre-Listing Packet that Packs a Punch Breakout Session on Sunday. And their first stop: A Family Reunion breakout session covering powerful sessions agents can implement to position themselves as knowledgeable experts who are prepared to earn their clients trust and WIN MORE BUSINESS.

“Don’t be afraid of the competition,” says one panelist. “Most will not be as prepared as you are. Be confident; and remember, you are the expert.”

Based on Ignite, Keller Williams University’s latest course, the session broke down into three parts: Preparedness, Knowledge & Rapport and the components of the Pre-List Package.

What do you do to prepare?

Start gathering knowledge about the client and their home from the initial discussion. Build rapport with the client from the initial discussion. Don’t be afraid to ask questions during the initial discussion. Confirm that all of the owners will be present for your CMA presentation.

What is your knowledge of the neighborhood?

  • Inspect all active listings that are in direct competition for the client’s home before your appointment.
  • Make sure that you have a general understanding of recent sales activity in the neighborhood.
  • Make sure that you know the schools, parks, builders, builder models, community centers, and general amenities in the neighborhood.

What do you know about the potential client?

Most realtors spend not enough time building rapport with their clients, and too much time and money on marketing and trying to sell the listing. Building a solid rapport with the client will not only help you get the listing, it will also help you with future consultations including pricing and reductions. And don’t be so quick to talk business. Do however, ask the below questions.


  1. Married, engaged, divorced, single?
  2. Have children? If so, how old?
  3. What are children's names?
  4. Do they have pets? What kind, how many, what names?
  5. How long have they owned the home?
  6. How long have they lived in the community?
  7. Where do they work?
  8. Are they planning to re-purchase in the community?
  9. Will they be upsizing or downsizing?
  10. What is their timing for listing?
  11. What is their timing for closing?
  12. Have they ever sold a home before?
  13. Do you have their home phone number?
  14. Do you have their cell phone numbers?
  15. Do you have their business numbers?
  16. Do you have their email address?
  17. How do they prefer to get communication?
  18. Is there a preferred time to call if you do so prior to the appointment?

Why is the client considering a move?

It is imperative to determine the client’s motivation for moving! You must establish early in the listing process, why they want to move. If you don’t, you run the risk of losing the listing.

Create a winning Comparative Market Analysis

  • The research section is typically broken down into 3 sections: your street, currently for sale, and solds.
  • The inserted MLS data for each section should have your comments and should have the pertinent facts of each listing highlighted.

How does your Pre-List package compare?

  • General information about the company
  • Statistics about the company
  • Awards you may have received
  • Your sales statistics
  • Your average days on market
  • Your list to sale price percentage
  • Your listing success rate
  • Testimonials
  • Sample feature sheet
  • Sample advertisements
  • Your personal marketing brochure
  • Information about your website
  • Information about the company's website
  • Tips on home staging
  • Guide to selling costs
  • Business card
  • Fridge magnet
  • Sample of your newsletter
  • Your Personal Service Guarantee
  • Your Step-by-Step Marketing Guide

Now onto you …

What are you going to sincerely tell them that sets you apart from all other Realtors?

Make them a heartfelt promise that you intend to keep. Look them in the eyes and re-assure them that you will do whatever it takes to protect their interests and sell their home for as much as possible.