1. Define the Process
Never set it and forget it. Continually develop and refine the elements of your presentations to ensure they remain effective. Critique each meeting to determine what cinched to the listing or – maybe more importantly – what didn’t work. Don’t be afraid to ask why a seller chose another agent, and use the information to make adjustments to your presentations.
2. Qualify the Client
Fairbanks uses a two-page interview form and completes it during her first contact with sellers. This information gathering helps her begin building and personalizing the presentation right away. The script is constantly evolving, but the goal is always to determine whether the seller is serious or just exploring their options.
3. Send a Packet
Fairbanks’ listing presentation is delivered in two parts, the first of which is sent days before she meets with homeowners. This folder includes information on the RE/MAX brand and Fairbanks’ success, as well as testimonials from clients. She also provides MLS paperwork for the seller to complete.
4. Be a Smart Scheduler
Fairbanks advises sellers to allow 90 minutes for the meeting and never schedules appointments past 5 p.m. While she needs time to pull together comps for a CMA, she doesn’t want too much time to go by between the interview and the presentation. She also stresses the importance of being the first agent the seller meets with, and says she always asks for the first interview time slot – as long as she still has time to properly research the price.
On the drive to her appointment, Fairbanks mentally creates the best case for why the seller should list with her.
5. Price with Precision
Use all of the information at your disposal to develop your recommended price for listing the home.
“I use the same guidelines appraisers use when coming up with comps and recommending a price,” Fairbanks says. “My credibility depends on presenting them with the most accurate information and being able to show how I arrived at my price recommendation.”
6. Establish Rapport
Fairbanks asks to tour the house first. It’s also her opportunity to connect with homeowners on a personal level. She looks for clues to build rapport such as common hobbies or grandchildren.
“The more questions I ask, the more I learn about them: What’s motivating them to sell or what may be holding them back.”
7. Make the Winning Pitch
After the tour, Fairbanks sits down with homeowners, opens her book and the presentation kicks into high gear. She starts with the pre-listing package she sent ahead of time, answering any questions they may have. She then talks about how she markets listings, including maximizing the benefits of the RE/MAX brand.
“If you use the presentation to establish your credibility and show them you’re the expert – before you ever start talking price – you’ll get that listing,” Fairbanks says.
As she reviews the comps in her CMA, she explains why she selected each one, current market trends and how she arrived at her pricing recommendation. If the seller’s ideal price is within reason, she runs the numbers to show them what they can expect for their return. When they like what they learn, it’s time to sign the listing agreement.
“If I sense they’re not ready to make the decision that day, I tell them it’s best to get the paperwork signed, with the agreement that it will go on the market at a specified time, when they are ready.”
If that doesn’t work? “Never let them keep your CMA unless you have a signed listing agreement,” she stresses.