Prelisting Packages

If you want a leg up on the competition develop a dynamite pre-listing package. A Pre-package is just what it sounds like-a package of information that gets delivered to the seller prior to you actually making your listing presentation. This is a key tool in your real estate marketing tool kit.

Before we get into what should be in the package let's talk about when and how it should be delivered. Although the gurus have different beliefs, the most important thing to do is to get it delivered. The timing is a personal preference item and is effected by the sellers circumstances and the actual time frame you have to work with. If you have competition, you definitely want to get it into the sellers hands prior to when the seller meets with them. If your package is good, it gives the other agents a standard to meet before you even have to say a word. If your package isn't good-Today's task-Put together the best one in the marketplace.

Delivery can take place on a preliminary walk-thru/fact-finding visit, during a seemingly random just in the neighborhood visit, by mail, by courier, by an assistant, federal express or any other way you can think of. Many agents have used some kind of a special type of delivery for effect. Make sure it gets there.

What actually goes in the package again is personal preference. Your goals may be to answer as many of the seller's questions and objections up front, establish rapport, establish you as the expert, neutralize the competition or qualify the sellers motivation and ability to sell or any combination of those. It doesn't have to be the encyclopedia. What you should put in the package should line up with your goals.

Here is a list of some of the items that could be included:

• Introduction letter
• Your resume
• Information about your support team
• General market statistics
• CMA Guarantees
• Articles
• Information about staging
• Marketing plans
• Information about proper pricing
• Questions about what the seller is looking for in an agent
• Questions about the seller's house
• Questions about sellers situation or reasons for moving
• Pre-made flyer
• Copy of brochures
• Information about property web site
• Checklist of questions to compare agents
• Testimonials
• Past customer surveys
• Net sheet
• List of things they get only after they list with you
• Disclosures
• List of items to have ready for you when you come so you get the home on the market

Your experience and track record along with your general comfort level will influence what you choose. If done right, the pre-listing package will shorten the time of your appointment, give you direction on what to emphasize, give you a competitive advantage and let you know where you stand. If they have the keys, survey and the other items you requested to put the home on the market sitting on the table, don't go through your whole listing presentation, just ask if they have any other questions and pull out the listing agreement.