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 Pre-List Training Module
The Prelisting Pack That Gets
You to the Table and Beyond
  
Rand Smith's 41-page pre-list package is constructed with two aims: pre-sell his professional qualities, and pre-frame what he intends to discuss in the listing appointment. This approach has helped Rand achieve a 100% success rate in converting presentations into listings. Along with laying out his most important pre-list contents in this module, Rand also explains how to amplify a packet's power with his proven scripts for strategically placed follow-up calls. As a real estate sales practitioner, Rand engineered one of the greatest success stories in the industry. In the span of about two years, he went from closing 8-10 transactions a year to closing more than 150.
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| Create an Effective Pre-list Package |
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 Emotional response ads must contain three facets:
- A compelling story.
- A call to action.
- An easy way for prospects to respond.
Your listing pack needs to reflect these same three facets:
- Write your headline the to seller.
- Hone in on the biggest emotional block: pricing strategy.
- Give an easy call-to-action to ensure the listing.
In the listing packet, I always use a headline at the beginning of each page to identify the person that I want to speak to. In this case, it's the seller or an expired listing seller.
Then there's an emotional
story that will get a point across that I want to make - the pricing strategies
to talk about. I want to make sure they're pre-educated.
Then finally, the
call-to-action is an easy way for them to list their property with me.
The listing package
is designed to do one thing and one thing only: Pre-sell me. At the same
time it pre-frames the sellers for the things that I want to discuss with
them, so that when I show up, all we are doing is getting down to business.
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Cost of the Pre-list
Package
It's 41 pages. We
use a high-end copy machine, photocopy it and spine-bind it. Then we send
it out in a bright red package marked "Urgent."
It costs just under $1 because we use the photocopier. The sellers don't care if it's not
a four-color brochure.
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| Customize the Package to Address Prospects' Concerns |
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I have one of my
assistants deliver the package to their door. They also are required to
sign for it just like a UPS package or a Federal Express package; it has
a lot more kicking power.
The cover letter
addresses the homework that I ask them to do and the pricing strategies.
We enclose my 10-minute video, "Pricing Your Home to Sell."
There's two pieces
of homework for them. One is called "There's no place like home.
Tell me why your home is special." The sellers are dying to tell
you about their home. They want you to know everything. If
I show up and they haven't filled that out, I ask them to do so while
I take a look around. That allows me to preview the property alone instead
of the seller going with me.
There is also a sheet
that let's me know what they're concerned about. Circling from 1 to 5
. . . 1 being low, 5 being high their major points of concern.
 Every
time the homework is completed, I have a listing. They have subconsciously
made the commitment to hire me or use me for the services.
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Use Phone Calls
to Amplify the Power of the Packet
I won't leave the
office until they have not only received the listing pre-listing package,
but we have confirmed that they have gone through the content. This is
about 3 days before.
 One
day before, we call to confirm that they have the homework filled out
and have had a chance to look through it. If not, we tell them what they
need to look through before I arrive.
And that way we have
a pre-listing confirmation call.
If the pre-listing
package has been delivered, we verify that they have gone through it and
have their homework filled out. When I show up, I do a 20-minute listing
presentation and we get the listing not some of the time, but every single
time.
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Perfect Your Pre-list Technique
We are continually
making modifications and changes based on the seller feedback and interviews
we do right after we take the listing. And right now we're hitting 100%.
We use surveys for
everything. The reason for that's really simple. I would rather know exactly
what people want and need by asking them rather than trying to use my
best guess.
I used to think I
knew what they wanted and would impact them, but when I started asking
questions, it changed the way that I did business forever.
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| Use Follow-up Surveys to Improve Your Service
Contents of follow-up survey:
- What can I improve on?
- Who did they choose instead?
- Why did they choose that person?
- If your property doesn't sell, would you consider using my services?
The follow-up survey
was used when I didn't get the listing, I would send out the survey and
ask them some of the things that I could have improved on or more importantly,
who they chose and why they chose that person. The most important question
was the last one that "If your property doesn't end up selling up
with the agent you did choose, would you consider using my services?"
Now, 100% of the
time they always say "yes" they would. And if that listing doesn't
sell, I've got a listing if for no other reason than the law of reciprocity.
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