Powerful Prelisting Packets
TIP: Only a small percentage of real estate salespeople send prelisting materials, so this technique is a great way to differentiate yourself from the competition. —Carla Cross, Carla Cross Seminars, Issaquah, Wash.
Prelisting packets may be the first and most important impression you make on sellers. The goal of the kit, according to David Knox of Minneapolis-based David Knox Productions, is to establish credibility, not to sell. Focus on materials that focus on you.
Here’s what your prelisting packet should include:
- Cover letter. Remind prospects when you’ll arrive and how to contact you.
Outline of your skills. Be sure your brochures and resume describe your qualifications, experience, and designations.
- Don’t assume prospects understand what designations mean. Explain them in one sentence. For example, “Completed the professional education needed to receive the designation Graduate, REALTOR® Institute.
- Personal marketing brochure. Reuse the same brochure you mail for personal marketing efforts. Be sure your materials explain your selling philosophy, marketing approach, and commitment to top-notch service.
- Brief bios of your team members. Highlight each person’s experience and the functions they’ll perform for the seller. Include a friendly, informal picture of team members so that the sellers feel they know them.
Testimonials from past clients. It’s always more effective if someone else says something positive about you than saying it yourself, says real estate marketer and author Danielle Kennedy, International Speakers Bureau, Dallas.
- To create a clean, professional presentation, excerpt a quote from several past clients on one page. Be sure and include the full name, title, and location of each client you quote.
- A few press clippings about you and one or two articles you have written. Nothing creates credibility better than the endorsement of a third party.
- A property disclosure for the sellers to complete. Ask questions on the age of the house, appliances, roof, and furnace. Ask them to note any environmental issues, give costs of annual property taxes and assessment, and point out any special features connected with the house.
- A blank piece of paper so that prospects can write out any questions they have for you ahead of time. Matt Russo, Century 21 Alliance, Folsom, Penn., contends that an effective prelisting package has cut the time of his average listing appointment in half.
For the Advanced Salesperson
Add a video about yourself to your prelisting package. Michael Lee of Seminars Unlimited, Castro Valley, Calif., sends video clips of past clients talking about how he helped them sell their house and overcome the problems they encountered. Author and marketing expert Ralph Roberts of Ralph Roberts Real Estate, Warren, Mich., sends a personal introductory video about himself and a package of microwave popcorn. A professionally shot video can cost around $7,500 or more if done by a professional production company.
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