Would winning the listing before you even arrived at your prospect's house be of interest to you? If you believe in emulating today's production superstars then a personal pre-appointment or "pre-listing" package is a marketing tool you may want to consider.

Today's marketing strategy calls for personal "branding," combined with a unique selling proposition that creates a distinctive aura of you in the marketplace. A professional marketing piece designed to brand your "presence" even before the initial meeting can win for you -- no, earn for you -- the listing.

If you think of the listing appointment as a job interview, preparing the consumer with what to expect is not only smart, it is respectful. Few go through the home-selling process regularly, so any assistance you can provide shows concern, and your ability to deliver valuable services before you actually begin the process. 
 
 

When you are looking to create awareness of your abilities, set a new, higher standard. A deviation from the norm of just plain "good" service would get their attention. Make an arrangement to have your pre-listing package delivered by personal courier to the consumer prior to the arranged meeting time. Top agents say they arrange the delivery of the pre-list package within an hour of getting the lead, so it arrives well in advance of the actual appointment. This allows for the study of the pre-list package before the listing appointment.

If a personal delivery is not possible, an overnight delivery service also demonstrates your commitment to services and helps establish control. It becomes clear that the appointment is one you prepared for and adds professionalism prior to and during the meeting.

Some other major considerations:

a.) Enclose a confirmation letter
A letter should confirm the time and date of the appointment. In addition, to maximize the meeting time, ask the seller to locate and assemble important papers like average utility bills, title reports, surveys, condo and townhome declaration documents, and special assessment information. There is no need to waste time while they rummage through old files trying to find these documents. Asking them to be prepared allows you both to be efficient and productive at the listing table, and lets them know quite clearly you plan to arrive prepared and ready to work.

b.) Make it personal
Take every opportunity to personalize your packages whenever possible. A great way to get attention is to print a colored digital photo of the property that is being listed on the very front of the envelope when the package arrives. With today's technology tools, it is an easy thing to do with your digital camera, and this makes for a great first impression.

On the first page of your comparative market analysis, label the introductory cover letter with their name and address. In some areas, you can include a full tax report that includes tax assessor verifications of square footage, year built, current tax amounts and purchase price. This information dramatically demonstrates you are savvy enough to do your homework.

c.) Pick a comfortable style
There are many different styles of pre-appointment packages. Many top agents include similar components. Inclusions range from:


-- Personal Mission Statement -- This statement allows the homeowner insight into your vision, personal philosophy and commitment to the industry.
-- Introduction of the Team -- If you don't have your own personal assistant or team, introduce the office staff whose collective efforts will assist in the marketing efforts to sell the home.


-- Seller's Homework Sheet -- As referred to above, this is a list of documentation that needs to be ready for the listing appointment. Provide a checklist that organizes the paperwork you would prefer to have at the meeting, like old mortgage papers, survey, declarations, special assessment information, average utilities, and so forth. Having this information available optimizes time and promotes efficient organization.


-- Your Extended Team -- Today's smart agent understands the demands of the 21st Century consumer. Include in your package a handy list of service-contractors for your homeowner to refer to if necessary. Your list should include phone numbers and referrals for contractors and services most needed in the home-selling process. However, it is important you add a disclaimer stating your list is for referral purposes only, and not intended to be an endorsement.
 
 

-- Direct Mail -- Including copies of your standard direct mail gives the homeowner a strong idea that you have a full direct mail program available and designed to begin professionally marketing their home immediately.

-- Your Internet/E-side -- Pre-sell your Internet presence. Include copies of your Web site, the company Web site and other affiliate Web sites that you feel enhance your network and would help the seller to recognize your expanded global marketing strategies and services. Let the homeowner know the many places their property will be featured on the Internet.

-- Virtual Tour Capability -- Some of the hottest technology tools today are the services provided by virtual tours. Let the homeowner know if you use this resource. Go a step farther and include a copy of a virtual tour disc that features a competitive home with a personalized label, your photo, company and e-mail address. Define for the homeowner how you use an "E-Gallery" of tour discs to promote the home in addition to printed brochures when providing information about their home to interested buyers or other selling agents. 

-- Testimonials -- Include testimonials from happy customers and past clients. Get their permission to include them in your package. Include phone numbers or e-mail addresses for easy access. 

-- Biographical Information -- Let the homeowners find out for themselves why you are far above average in your area. Have a full resume of credentials available for those who are interested. Remember, however, the consumer is more interested in what you can do for them, rather than your past accomplishments. Nevertheless, having the information pre-assembled is wise, in case it is needed.
 
 

Many of the top pre-listing packages are robust. Some include safety reports, statistics on volume and productivity, moving tips, equity balance sheets, copies of print media, postcards, and other information that can be customized to suit your marketplace. Be creative and include those things that would be of interest to your particular clientele.

Packages are bound differently. Some are organized with spirals and printed in color with costs that can range from $4 - $8 per book. Others are single sheets that are inserted into a folder. Style is individualistic, and should rightly depend on your market and your budget. However, the impact of employing this system of pre-listing packages cannot be over-estimated.

Today's agent will soon be totally dependent on such systems to be effective in this time-demanding world. A sure way to cope is to have your pre-listing package printed and ready to go at a moment's notice. Have four or five of your packages ready for last minute customization to convey to the seller you are fully prepared, professional and the right choice to mark their property sold! 

© Copyright 2000 by Terri Murphy. All rights reserved. May not be reproduced in any fashion without her written permission.