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LISTING Getting The Matthew Rathbun ABR/M, AHWD, BPOR, CDPE, CRB, ePRO, GREEN, GRI, SFR, SRS Copyright 2013 © Four Pillars, Inc.

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LISTINGGetting The


Copyright 2013 © Four Pillars, Inc.

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EliteScoop.com/GetListingsFour Pillars 2010-2013©

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I’ll be(somewhat)

PRAGMATICIf you’ll be



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Congratulations!You GotThe


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Preparing For Your Appointment• Gathering Data

• Create CMA

• Update Presentation

• Understand the Client’s Needs

•Previous Advertising Efforts

• Market Conditions

• Subdivision Amenities

• Competing Listings

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Referred by Friend/Family 38%Used Agent Previously 23%Agent Initiated Contact 5%RELO 4%Saw Agent Listing 4%Agent Referral 4%Met at Open House 4%Website 3%Office Walk-in 3%Called Office 2%Direct Mail 2%Newspaper 1%Ad Speciality 1%Other 7%

Methods Used To Find a Listing Agent

Source: NAR Profile of Home Buyers and Sellers 2012

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5%3%1%1%1%Reach Timeframe - 22%

Market Home - 21%Find Buyer - 19%Price Competitively - 18%Fix Up Advice - 10%Negotiations - 5%Paperwork - 3%Help Seller Buy - 1%Post Videos - 1%Other - 1%

Source: NAR Profile of Home Buyers and Sellers 2012

What Sellers Want From Their Agents

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Reputation - 37%Honest/Trustworthy - 19%Referred - 13%Neighborhood Knowledge - 12%Firm Affiliation - 4%Personality/Good Listener - 4%Commission Charged - 3%Use of Technology - 3%Designations - 1%Other - 5%

Considerations when Choosing An agent

Source: NAR Profile of Home Buyers and Sellers 2012

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2 Step Approach

Step 1• It’s All About Them• Walk The House• Copious Notes• Measurements• Basic Photos• General Presentation

Step 2• Review CMA• Answer Objections• Obtain Listing • Complete Photos• Mark Sign Placement

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Presentation Resources




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Market Plans

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Putting The Seller At Ease• Understand Seller’s Needs• Unique Value Proposition• Demonstrate Understanding

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1. Tell me about your past experiences with real estate agents.

2. What did you like most/least about what your last agent did?

3. What made YOU fall in love with your home?

4. How will we know if we have priced your home correctly?

5. Do you have a network to sell the home yourself, such as an attorney, home inspector, termite inspector, escrow officer?

6. If you are considering selling your home yourself, have you considered security issues about people being in your home?

7. Tell me what you want our experience to look like?

8. Tell me about the reasons behind you deciding to sell?

9. How long have you been considering the sale of your home?

10. Tell me about the conversations you have had with each other or family members about selling your home?

Some Questions You May Want To Ask

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11. Have you worked with an agent before? Tell me about that experience.

12. What one thing could I do today to make my service perfect?

13. Have you interviewed others? What was your impression?

14. What do you think the biggest challenge will be getting it sold?

15. How long are you willing to wait to find the right buyer?

16. Are there others who will be assisting you with the decisions?

17. What types of marketing do you think would work best? Why?

18. Have you searched the internet and looked for other homes for sale? Which sites did you visit?

19. If this process were any way you wanted,what would you like?

20. Have you visited other homes for sale in your neighborhood? Tell me what you learned by doing that?

Some Questions You May Want To Ask

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21. Do you have a sales price in mind for your home? Why?

22. What are you most concerned about regarding the sale?

23. What one thing is most important to you in your sale?

24. If you had the opportunity to tell a buyer just one thing about your home, what would that be?

25. How often would you like to receive status reports? When you contact me, what do you consider to be an acceptable response?

26. Do you have an amount of money in mind that you would like to walk away from this transaction with? Why is that number important to you? What would you do with those funds?

27. If I meet all of your goals are you willing to hire me tonight?

29. Where are you relocating to? Do you want some assistance?

30. Do you know that I also help my clients as buyers while we are in the process of selling their home?

Some Questions You May Want To Ask

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Presentation• Less Than 90 minutes• Listen First; Speak Second• Deliver Marketing Plan• Show Marketing Examples

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You can only feel comfortable with what YOU’VE created.

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What’s Your Commission?

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Objections ToPrice Recommendations

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Now That You’ve Got The


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In MLSListing

Understand The “Why” Of The Data

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Search Stats 2012 MRIS MLSItem Searched Times Per Day

Schools 100,203

Rooms 10,687

Amenities 13,083

Appliances 14,306

Transportation 18,850

Exterior Features 20,247

Community Rules 29,828

Square Footage / Living Area 38,052

Cooling Systems 38,052

Current Financing 46,326

Basement Type 49,488

Parking 55,241

Property Condition 64,298

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Imagine setting in your cozy sunroom on a warm spring morning, reading a book or laughing with family in Ladysmith,VA. This amazing sunroom comes with 4 bedrooms, 3 full baths & 2 car garage. Enjoy over half an acre while playing volleyball, enjoying a garden or having a family cookout. Seller also including the private master with oversized closet, private bathroom, jacuzzi, cherry hardwoods, fireplace, granite counters & tall cabinets.


...or This?

Home has 4 bedrooms, 3 full baths, 2 car garage and over half an acre of land. Great house. Motivated Seller, bring all offers. Home is subject to Short Sale.

Property Descriptions

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SellersListings to

Let them know their market

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Ask The Seller For Their Photos

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HDR Listing Photos(High Dynamic Range)

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Show Me The LifeStyle

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Experienceis better than Possession

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Magic Plan

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Setting the Stage For Buyers

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Virtual Staging

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Open HousesOnLine and Offline

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Single Listing WebPages

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Easy, Free and Setup for Real Estate43

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OffLine Distribution

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The HomeBook and CD

• Letter from Sellers• Listing Information• Utility Information• School Information• Floor Plans• Photos• Community Information• Video (CD)• POA Documents (CD)

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Business Cards

HomeBooksFor Sale Sign

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[email protected]