Listing presentation training C21 Redwood

Century 21 Redwood Realty Listing Presentation Primary Goal of Any Listing Presentation: Get the Listing at an attainable price. Helpful Hints: Show how Century 21 Redwood Realty is different. Make that Difference a necessity Preparation for the Listing Appointment

1. Know your product 2. Shop the competition-Make sure you get brochures from the competition 3. Make sure that your materials are assembled in a presentable package

Items to Include in Your Presentation 1. CMA (Bound, easy to understand) 2. 4 Page Glossy Fold Over (available in your office or customizable on accessRedwood) 3. Redwood Listing Rewards Marketing Piece (only use if you plan on utilizing these tools!) 4. Sample brochure 5. Public Tax Record of their home 6. Examples of Personal Marketing Materials 7. Brochures from Comparable Listings 8. Your business card 9. Listing Agreement

Order of a listing presentation 1. Think about price range prior to entering property 2. Greet owners 3. Tour the home-Conversational, let them lead, listen-You’ll learn plenty! 4. Marketing Presentation 5. Comparative Market Analysis – Give the Prospect a Price! 6. Sign the Listing Agreement

Note: If you do not sign agreement at meeting, make sure that you reassemble the packet and leave the complete listing folder with the Prospect.

ToolkitCMA: The Century 21 Redwood Realty Listing Presentation is created using Toolkit CMA. You have the ability to select the pages that you want to include in your presentation as well as add custom pages. The program is easily accessed using accessRedwood. During your listing presentation, you can present using your laptop, tablet or hardcopy.

If you need help with using Toolkit, instructions to use Toolkit are in Paperless Pipeline under the Reference Section Sales Techniques to Improve your Listing Presentation:

1. Use Verbal Examples a. Examples help people understand concepts. b. Clients remember and relate to real life examples.

2. Provide Materials that the prospective client keeps a. The visual clues will help the prospective client remember the important points of your

presentation after you are gone. b. Actual examples of your superior marketing materials will be compared to your competition’s

marketing materials after you are gone. c. Do NOT give the prospect all of your materials at once! Give them each marketing example at a

relevant time during the presentation. 3. Bring your materials in a neat package and reassemble your materials back into a neat package and

present to the prospective client at the end of the presentation. 4. Whether review the presentation via computer or printed materials, do not just read the presentation!

Comparing Yourself to the competition - Indirectly? Directly? When should each method be utilized?

What gives you confidence? There should be something in your listing presentation that gives

you confidence that you are better than all of your competitors

Know you Marketing Package – You should have a consistent marketing package for your

clients and you should be well-versed in all aspects of your marketing package

Practice, Practice and Practice some more!

Page Title: Listing Presentation Cover Page

Purpose: Cover Page of Listing Presentation.

This page includes the Address of the Property.

Comments:

The user has the option to select a version that includes a photo of the Subject Property in Toolkit CMA

How to Present This Page during Your Listing Presentation:

Agent Notes:

Page Title: Local Agents, Global Reach

Purpose: To demonstrate that Century 21

Redwood Realty hires the best local agents and provides these agents with Superior Industry Connections and Technology to sell more houses than competing firms

Comments: This page is a play off the “Smarter,

Bolder, Faster” Marketing Campaign

How to Present This Page during Your Listing Presentation: “Century 21 Redwood Realty only

accepts the best and brightest minds in the industry and an agent must be invited to join. Typically, there’s a low barrier to entry at many real estate firms. In other words, if you have a pulse and a license, you have a job at most real estate companies. Not Century 21 Redwood Realty! So, when I had the opportunity to join Century 21 Redwood Realty, I didn’t hesitate because they offer so much more for my clients than my previous company.”

Agent Notes:

Page Title: Redwood Will Sell Your Home for the

Highest Price Possible

Purpose: Set up page for the 5 Categories of the

Listing Presentation featured around the wheel.

Comments: All pages after this page will feature

the Wheel with the relevant section of the wheel for the page’s content highlighted. The point that “Redwood Will Sell Your Home for the Highest Price Possible” cannot be restated enough.


Most agents will tell you that they are capable of selling your home. But, do they have a plan? I know that I am the most qualified agent to sell your home for the Highest Price Possible because we do have a plan and the tools. This report highlights the 5 reasons why we’re the best company to sell your home.

Agent Notes:

Page Title: Century 21

Purpose: To highlight the History and

Background of the Century 21 Brand.

Comments: This page is the first page of the

wheel in the upper right corner of the presentation highlighted with “Local Agents, Global Reach”.

How to Present This Page during Your Listing Presentation: It’s important to let Sellers know that

it’s dramatically in their advantage to hire a brokerage that reaches beyond the local market. “Today, there is a greater chance that the Purchaser of their home will be from outside the local market. This is why Century 21 Redwood Realty’s presence regionally and Century 21 presence globally is vital. The next several pages will highlight how Century 21 Redwood Realty represents their clients locally, regionally and globally Century 21 has been around since 1971 AND…” TURN PAGE

Agent Notes:

Page Title: The Iconic Century 21 Brand

Purpose: To demonstrate that Century 21 is the

most recognized and respected real estate brand in the industry

Comments:

How to Present This Page during Your Listing Presentation: “Compared to the other real estate

brands, we’re the most Recognized and Respected Brand in the Industry AND…” TURN PAGE

Agent Notes:

Page Title: JD Power

Purpose: Demonstrate that Century 21 Swept

the Four JD Power Award categories related to Satisfaction for Home Buyers and Home Sellers for the Second Consecutive Year!

Comments:

How to Present This Page during Your Listing Presentation: “JD Power only has four categories

related to Home Seller and Home Buyer Satisfaction. Century 21 won ALL four Categories for the past two years! No other brand has ever accomplished this! And…” TURN PAGE

Agent Notes:

Page Title: Connecting with Buyers Worldwide

Purpose: To show that Century 21 has a far

bigger reach than the local market

Comments:

How to Present This Page during Your Listing Presentation: “We’re big! We have a network of

over 102,000 Agents in 47 Countries!”

Agent Notes:

Page Title: Cartus Broker Network

Purpose:

Comments:

How to Present This Page during Your Listing Presentation: “Century 21 Redwood Realty a

Principal Member of the Cartus Relocation Network – the largest Relocation Network in the World! It’s a big deal, because only 3 real estate brokers are Principal Members in our area. Why is this a big deal?” TURN PAGE

Agent Notes:

Page Title: Full Service Relocation Department

Purpose: To show that potential relocations of

these companies are using us to find their employees homes

Comments:

How to Present This Page during Your Listing Presentation: “Because this is just a sample of the

firms in our area that use Cartus to relocate their employees to this area. Ever heard of USAA or Navy Federal? These are companies that utilize Century 21 Redwood Realty to manage their business in the area. The point is that we represent a significant number of buyers relocating to our region. This doesn’t mean that we only show them our listings. But, if we have a listing that may suit their needs, it’s definitely getting shown!”

Agent Notes:

Page Title: Locally Owned and Operated

Purpose:

Comments:

How to Present This Page during Your Listing Presentation: “On the local level, we are a

powerhouse with 10 offices in the Region and over 1 Billion in sales in 2015.”

Agent Notes:

Page Title: Regional Footprint

Purpose: To demonstrate that we have a

substantial presence in the Mid-Atlantic Region.

Comments:

How to Present This Page during Your Listing Presentation: “Not only do we have a strong

presence here locally, we have multiple Century 21 Redwood Realty offices in the Region”

Agent Notes:

Page Title: Complimentary Warranty Coverage

Purpose: No charge/obligation Warranty

Coverage until settlement

Comments: Contact your Warranty

Representative for details.

How to Present This Page during Your Listing Presentation: “All of our Listings are eligible for

Complimentary Warranty Coverage while your home is on the market”

Agent Notes:

Page Title: Connecting Through Technology

Purpose: To explain why technology is so

important in the listing process

Comments: This is the first slide of the second

section of the “wheel” in the upper left corner. This part of the listing presentation highlights our Industry Leading Technology

How to Present This Page during Your Listing Presentation: “Now, let’s talk about Technology.

First of all, technology doesn’t sell houses – that’s my job! We utilize technology better than anyone one else to promote your home. Real Estate is a numbers game. The more people that I can communicate about your home online, the more showings you’ll have. The more showings you have, the more opportunities I will have to engage potential buyers about buying your home. The next few pages of my presentation will highlight how I connect with potential buyers online”

Agent Notes:

Page Title: C21REDWOOD.com

Purpose: To show that our Century 21 Redwood

Realty’s website is better than the competitors

Comments:


“Remember how we spoke about how Century21.com beats the competition on a Global Level. Well, our Company site, c21redwood.com, beats the competition on a Regional Level according to the Washington Post and Inman News”

Agent Notes:

Page Title: Your Home’s Own Website

Purpose: Demonstrate the Unique Property

Websites produced for our listings

Comments:

How to Present This Page during Your Listing Presentation: “I’m also going to create a website just

for your home!”

Agent Notes:

Page Title: Optimized at all Levels

Purpose: Our firm’s technology promotes your

home to buyers at all levels from international to local

Comments:

How to Present This Page during Your Listing Presentation: “The buyer of your home could be

anywhere! So, it’s important to hire someone that has the tools to promote your home at all levels – from the local level to the international level”

Agent Notes:

Page Title: It’s a Social World

Purpose: We’ll promote your listing via Social

Media as well

Comments: Only utilize this slide if promote

through Social Media

How to Present This Page during Your Listing Presentation: “I promote all my listings through

Social Media utilizing…” Examples – Office Facebook group, Local Realtor Facebook group, Association Facebook group, etc.

Agent Notes:

Page Title: May We Present: Your House!

Purpose: To show that there’s a dramatic

difference in the quality of photography used in listings

Comments: This is the first page of the section

of the wheel titled “Maximum Traffic” The next few pages can be the difference-makers between you and the competition! Only utilize a page if you use the service.


“The next several pages will highlight the tools that I will use to present your home better than the competition in order to Maximize Traffic” “I’m going to hire a professional photographer to shoot your home with a wide angle lens utilizing fusion photography. A lot of agents are still cutting corners by trying to take their own photos. I’m a real estate agent, not a professional photographer. I want to make sure that your brochures and the online photos of your home look incredible”

Agent Notes:

Page Title: Live Action Video

Purpose:

Comments: Only use this slide if you are

shooting video.

How to Present This Page during Your Listing Presentation: “We’re going to shoot a video of your

home! Let me show you the video from one of my (or our) recent listings” SHOW VIDEO “Our videos are true walk-through videos. A lot of our competitors string still photography together and pass it off as a video”

Agent Notes:

Page Title: Game-Changing 3D Tours

Purpose: Demonstrate matterport 3D tour.

Comments: Only use if you are providing 3D

Tour to listing.


“Our virtual tour is a 3D Model of your Home that allows prospective buyers to virtually walk-through your home and view floorplans from anywhere in the world!”

Agent Notes:

Page Title: Where the Buyers Are

Purpose: Professional Staging Service Available

Comments: Only provide if you offer

How to Present This Page during Your Listing Presentation: “Believe it or not, a potential buyer will

form a first impression of your home in about eight seconds! I work with a professional staging service to guarantee that your home looks its absolute best!”

Agent Notes:

Page Title: It’s Not A Coincidence

Purpose: To show that we focus our marketing

energy on where buyer find the home they purchased

Comments:


“The National Association of Realtor produces and annual report which indicates where homebuyers found the home that they purchased. We have you covered!”

Agent Notes:

Page Title: Real Estate Sites: Total Unique

Visitors

Purpose: In addition to our sites, we list your

home on all the top industry sites

Comments:


Your home will be listed on all the top industry sites in addition to our sites.

Agent Notes:

Page Title: We Enhance Our Listings – Zillow,

Trulia, and Realtor.com

Purpose: To show that we will Enhance their

listings on these four sites to show additional content and to assure that any inquiry goes directly to the listing agent

Comments:


“This is important! You’re home with be Enhanced on Zillow, Trulia, Realtor.com and Homes.com. What does that mean? It means that prospective buyers will see more content regarding your house AND inquiries on your home will go to me – no matter where a prospect clicks!” Automatic Feeds to Zillow and Trulia every 15 min

Agent Notes:

Page Title: Where do People Start Their Online

Search

Purpose: Only use if you do this OR if we are

currently running a google campaign in your area!!

Comments:


“Check this out, when someone types XXXX in Google, here’s my website” DEMONSTRATE

Agent Notes:

Page Title: We Put Your Home on 851+ Websites

Purpose: To show that our listings receive

maximum online exposure

Comments:


“Our systems automatically import your listing data from the MLS and then broadcast it to over 851 websites. This not only gives you maximum exposure. But, it ensures that the online representation of your home is accurate!”

Agent Notes:

Page Title: Local Ads (only include if relevant)

Purpose:

Comments:


“In certain markets, we found that print ads still work. So, in those markets we go big with large listings promoting our listings”

Agent Notes:

Page Title: I Sell Houses

Purpose:

To illustrate the sales process and show the value of having an experienced real estate salesperson to represent them in the sale of their home

Comments:

This is the first page of the “Sales Skills” section of the wheel in the upper right of the page.


“At the end of the day, all of our marketing will result in a contract offer and it’s important to have a qualified real estate sales person representing you! For instance, a contract is so much more than a sales price! Prior to presenting any contract to you I will evaluate any contingencies, determine if settlement is contingent on the sale/settlement of another property and speak to the buyer’s lender.” Example – Multiple contract situation

Agent Notes:

Page Title: Brochures That Make Buyers Want to

Come Back!

Purpose: Demonstrate the quality of our glossy

brochures

Comments: This is a good time to break out one

of the lower quality brochures to show the difference (indirect comparison)


“The brochures that I produce are full-color, glossy brochures to present your house better than other homes on the market. The goal of a good brochure is to sell your home at the 3 points of sale:

Before a prospect views your home (brochure off the signpost) – a good brochure will encourage a prospect to want to see the home and not eliminate it. For instance, that’s why I do not include an MLS printout in the brochure. If a prospect is going to take the time to read a tedious document like an MLS printout, they’re interested. Why eliminate them?

During a showing – a good brochure will highlight the features of your home and community as the buyer tours the home. If the buyer’s agent is unfamiliar with the neighborhood, the prospect primary source of information will be the brochure

After the showing – at the end of a day of touring homes. A prospect will be sitting in their home recounting the homes they saw. It’s up to my brochure to stand out from the competition”

Agent Notes:

Page Title: Smarter, Bolder Lead Capture

Purpose: Demonstrate Text to Lead Capture

Service

Comments:

Only use if you utilize this service. Available under the Unique Property Website Section of 21online


“I will be placing a sign rider on your listing that enables a prospective buyer to text a number to be sent a link to your Unique Property Website. In turn, I will capture the cell phone number of any prospect requesting the link!!”

Agent Notes:

Page Title: Century 21’s LeadRouter System

Purpose: Demonstrate how LeadRouter works

Comments:


“The key to any leads is response time. The problem with internet leads is that typically they go to an agent’s email inbox. We have a system that takes any online lead from virtually every major website and send the lead to me in a variety of ways. Let’s say that someone inquires about your home on Zillow:

LeadRouter converts the text in the inquiry to voice and calls me with the lead in about 1 minute

LeadRouter emails me the lead information

LeadRouter records the leads contact information in and inquiry in my CRM

LeadRouter reminds me to follow-up with any lead that I haven’t responded to! In other words, I can’t miss a lead on your home! This technology is unique to Century 21 because they bought the technology.”

Agent Notes:

Page Title: Old Fashioned Networking and

Follow-Up

Purpose: To show that we have contacts within

the industry and our company is well respected

Comments:


“I will obviously be forwarding your listing to other Century 21 Redwood Realty agents – we sold over $1 billion in 2014. I’m also very involved in XXXX and I will be sharing listing with this group as well. Further, it cannot be understated the industry respect that my company holds. We have 2 past Virginia Association of Realtor Presidents on staff and numerous local association presidents. Needless to say, our reputation within the industry is steller. This may not make prospect like your house more. But, our reputation goes a long way in dealing with realtors from other companies.”

Agent Notes:

Page Title: 21 Step Marketing Plan

Purpose: Summary of the marketing process.

Indicates the vastness of the tasks you will be performing

Comments:

This is the first slide of the “Expert Advice” section of the wheel in the upper right corner of the page If you don’t do all these items, don’t use this page

How to Present This Page during Your Listing Presentation: “Getting a home ready for market is an

involved process! Here’s a summary of the tasks I will be performing”

Agent Notes:

Page Title: Determining Price

Purpose: Shows that there are a variety of

factors, both fixed and controlled, that affect the price of a home.

Comments:


“There’s certain factors that we cannot control that affect your price. But, there are factors that are controllable. It’s my job to use those factors to your advantage so we can sell your home for the most money”

Agent Notes:

Page Title: Consequences of Overpricing

Purpose: To demonstrate that if a home is

overpriced, it is likely to sell for less than a comparable property priced correctly

Comments:


“The goal is to price your house as high as possible, without overpricing your home. We only get the buzz of being the “new house on the market” once. So, we want to put our best foot forward on day one. Also, overpriced houses typically sell less than a comparable property that was priced correctly.”

Agent Notes:

Page Title: Expert Negotiators – It’s Not Just the

Price

Purpose: To show that selling a house is

complicated.

Comments:


“The reality is that everyone likes to concentrate on the process before a contract offer is presented. But, the reality is that the most critical components of the transaction happen after we receive an offer”

Agent Notes:

Page Title: CMA Summary Page

Purpose: Shows a summary of all the

comparable properties together

Comments:

Please feel free to highlight listings and make notes. It shows that you put in the work.


Agent Notes:

Page Title: Map of Comparable Properties

Purpose: Shows where the comparable

properties are located in relation to the subject property

Comments:


Agent Notes:

Page Title: Comparable Properties – 3 Properties

Per Page Option

Purpose:

Comments: Best if you have a lot of properties

in your CMA


Agent Notes:

Page Title: Comparable Properties – Single

Property with Aerial View and Map

Purpose:

Comments: Best if you do not have many

properties in your CMA


Agent Notes:

Page Title: Comparable Properties – Columnar (5

Properties Per Page w/Photos)

Purpose:

Comments: Best if you have a lot of properties

in your CMA


Agent Notes:

Page Title: CMA – Group By Statuses

Purpose: Graph illustration of homes currently

on the market

Comments:


Agent Notes:


Purpose: Graph illustration of homes under

contract

Comments:


Agent Notes:


Purpose: Graph illustration of Sold Properties in

your CMA

Comments:


Agent Notes:

Page Title: We’ll Sell Your Home For More!

Purpose: Brings it all together in a summary.

Comments:


Agent Notes:

Page Title: Next Steps

Purpose: Prospective Sellers typically do not

know what’s next. It’s your job to guide them.

Comments:


“So, how did I do? Do you have any questions?” “You’re probably wondering what’s next. Well, we sign the listing agreement, developing our staging plan, shoot the photos, prepare the marketing and hit the market”

Agent Notes:

Listing presentation training C21 Redwood

Education

Transcript of Listing presentation training C21 Redwood