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1. Create a powerful listing presentation manual2. Quickly overcome the FSBO objection3. Successfully price every listing taken4. Present yourself as the market expert
Create a powerful listing presentation
manual
Enough Trust to Let You…
Sell possibly the largest asset their family owns
Set the correct market value on that asset
Set the time schedule for the liquidation of that asset
Set the fee for the services required to liquidate that asset
Build Rapport BEFORE you even get there!
According to Google, 2 of 3 people searching for a prospective agent research them “extensively online prior to working with them".
SELLERS’ MAGAZINE
Winter Edition
The 2 Biggest Mistakes agents make at the beginning of their listing presentation
1. Bragging about Themselves2. Bragging about Their Company
What are the fundamentals ofyour company’s marketing plan?
How do you find and qualify prospective purchasers?
What is your company’s ability tomanage the overall process?
If you subscribe to services that help you stay abreast of market conditions (like KCM), let them know.
If you have any previous work experience or industry designations that separate you from other agents now is the time to mention it.
If you’ve taken a negotiation class in the past and received a certificate for it, take the syllabus or the brochure for the class and make it part of your presentation.
Building Trust is Crucial“Weary of mis information, people are making integrity a new form of competitive advantage…More important than ever to building brand equity and differentiation, trust has become a precious commodity.”
Ford
The percentage of homes selling as a FSBO has decreased from 19% to 9% in the last 20+ years
FSBOs as a Percentage of all Home Sales
$209K
$235K
By FSBO By AGENT
*The ‘typical’ price is actually the average price in the survey. However, studies have shown that people are more likely to FSBO in markets with lower price points.
Typical Sold Price* FSBO vs. Agent
Where Buyers Find the Home They Purchase Over the Last 10 Years by Percentage
Newspapers
Yard Signs
The Internet
% of Buyerswho used an Agent
NAR
FSBOs Must Be Ready to NegotiateHere is a list of some of the people with whom you must be prepared to negotiate:
• The buyer • The buyer’s agent • The buyer’s attorney • The home inspection company • The termite company • The buyer’s lender • The appraiser • The title company • The town or municipality • The buyer’s buyer • Your bank (in the case of a short sale)
Reasons to Hire a Real Estate Professional5
They help with all disclosures and paperwork necessary in today’s heavily regulated environment.
They are well educated in and experienced with the entire sales process.
They act as a ‘buffer’ in negotiations with all parties throughout the entire transaction.
They help understand today’s real estate values when setting the price on a listing or on an offer to purchase.
They simply and effectively explain today’s real estate headlines and decipher what they mean to you.
Home Prices
The Impact of Monthly Housing Inventory on Home Prices
LESS THAN 6 MONTHS
BETWEEN6-7 MONTHS
GREATER THAN7 MONTHS
SELLERS MARKETHomes prices will appreciate
NEUTRAL MARKETHomes prices
will only appreciate with
inflation
BUYERS MARKETHomes prices will depreciate
BUYER
3X Greater
Months Inventory of HOMES FOR SALE
NAR 2/2015
S&P Case Shiller 2/2015
Year-Over-Year PRICE CHANGES
Case Shiller
FHFA
Year-Over-Year Percent Change in Price by Region
FHFA
Year-Over-Year Percent Change in Price by State
FHFA
Quarter-Over-Quarter Percent Change in Price by State
CoreLogic 3/3/15
1-Month Home Price Change
CoreLogic 3/3/15
Price & Time Since The Peak
A nationwide panel of over one hundred
economists, real estate experts and investment & market strategists.
Home Price Expectation Survey 2015 1Q
Average Annual % APPRECIATION
Pre-Bubble
Bubble
Bust
RecoveryTo Date
PROJECTEDMean Percentage Appreciation
Home Price Expectation Survey 2015 1Q
Present yourself as the MARKET EXPERT
NAR 2/2015
4.82M
4.62M
EXISTING Home Salesincrease of 200K from last year
This January
Last January
PENDING Home Sales
Last four months of 2013 and January 2014
Last four months of 2014 and January 2015
last year vs. this year
NAR 2/2015
100 = Historically Healthy Level
NAR 2/2015
PENDING Home Sales
Census
New Construction Homes SoldUp 5.3% over January 2014
“Buying a Home” trend on Google
Google Trends is much better at gauging mindshare rather than the total number of searches for each term. The higher the number the larger share that topic had at that time compared to EVERY other thing that people searched for.
Months Inventory of HOMES FOR SALE
NAR
Mortgage Credit Availability
Quarter Fannie Mae
Freddie Mac MBA NAR Average
of all four
2015 1Q 3.7% 3.7% 3.7% 3.8% 3.7%
2015 2Q 3.8% 3.8% 4.0% 4.0% 3.9%
2015 3Q 3.9% 4.0% 4.4% 4.3% 4.2%
2015 4Q 4.0% 4.2% 4.6% 4.7% 4.4%
Mortgage Rate Projections
2/2015
5.25 $ 2,208 $ 2,154 $ 2,098 $ 2,044 $ 1,988
5.00 $ 2,148 $ 2,094 $ 2,040 $ 1,986 $ 1,932
4.75 $ 2,086 $ 2,034 $ 1,982 $ 1,930 $ 1,878
4.50 $ 2,026 $ 1,976 $ 1,926 $ 1,874 $ 1,824
4.25 $ 1,968 $ 1,919 $ 1,869 $ 1,820 $ 1,771
4.00 $ 1,910 $ 1,862 $ 1,814 $ 1,766 $ 1,719
3.75 $ 1,852 $ 1,806 $ 1,760 $ 1,714 $ 1,667
$ 400,000 $ 390,000 $ 380,000 $ 370,000 $ 360,000 -2.5% -5% -7.5% -10%
RA
TE
Principal and Interest Payments rounded to the nearest dollar amount.
Buyer’s Purchasing Power
According to Google, 2 of 3 people searching for a prospective agent research them “extensively online prior to working with them".
Multiple studies have shown that roughly
70% of the buying decision is now made before the prospect ever talks to a sales person face to face – and this number is growing daily.
CoreLogic 3/3/15
Price & Time Since The Peak
Here is a great article
Consumer Magazines
Social Media Content
Presentation Materials