Become a Listing Legend Gee Dunsten, CRS

Strategic Thinking

Two Critical Questions: 1. What am I doing better than my competition? 2. What am I not doing that my competition is doing better ?

Real Estate Industry is Not Strategic

Strategic Thinking Focus on what consumer wants

“All wisdom begins with the use of proper names”.

Listing Presentations vs. Marketing Proposals

Rectification of Names

Insurance Industry

Listings

Listing Agent

Time to do Critical Thinking

Listing Agent vs. Marketing REALTOR

Four P’s of Marketing 1.Product 2.Pricing 3.Positioning 4.Promotion

Introducing the one “P” of Marketing …….. Pricing

Eric Sever ide

Wisdom Knowledge Information Data

Pricing begat a long lasting love affair with listing

Not Focused on What Consumer Wants

Harris Poll

Listing begat “Listing Presentation”

Listing Presentation begat “reason homes don’t sell” …… Price

Homes don’t sell because of price begat ….. “The buyer must determine the price.”

The buyer determines the price begat ……. “The market must determine the price”.

“The Market” Homes aren’t commodities X

The market must determine the price begat ….. names/words:

Comps Commodity Similar Homes CMA

Let’s look a the properties that your future buyer will be looking at.

Comps, Commodity, Similar Homes, and CMA begat …… Data Driven Presentations

CMA vs. CPA C ompetitive Property Analysis

SMS Strategic Market Strategy

Pricing Staging Negotiating Positioning Promoting

Who Determines / Influences the Final Price 1.Seller 2.Seller’s Agent 3.Buyer 4.Buyer Agents 5.Bank

Pricing Is Like Throwing a Dart on a Dart Board

What Percentage of Agents Have: Access to the market data? Ignore data when pricing their own home?

Adaption to the Consumer Behavior

Introducing the SMS begat …… Three Critical Thinking Questions

CREATING a Culture of Confidence

Arrive Early

Take Notes

Who’s idea was this?

Customization

Three Critical Thinking Questions:

These Three Questions Lead to a Three Point Presentations:

Based on your knowledge of the current market for homes similar to yours, do you feel that the market is improving in your favor or going in the wrong direction?

Become a Marketing Consultant

What do you expect from the agent you select to market your home?

“Is there anything else you want?”

With all due respect; you really aren’t asking / expecting enough!

You seem to be asking the things that any average real estate company can provide. Things that any agent can do.

We want to market your home in a more customized fashion.

Conventional marketing is no longer enough in today’s market place.

Create Awareness a.Internet Consumer b. Top Buyers Agents

Staging

Sellers Top 5 Benefits Living Here

Primary Defender of Their Equity

Suggested Marketing Plan Time Activity Person Specific Update Every Thirty Days

“If you can’t explain it simply, you don’t understand it well enough.”

New vocabulary:

List Price vs. Initial Market Position

ListingPresentationManual X

MarketingConversation

Price Reduction Reduction X

Market Position PositionAdjustment

Certified Serious Seller Pricing the home at or below an independent appraisal or according to absorption rate positioning Having a qualified home inspection Repairing items identified in a home inspection Pest inspection Property disclosure CLUE report Home warranty Watch Pricing your home to sell Watch Preparing your home to sell

Advantages for Sellers

Marketing Plan Time Activity Person Specific Update Every Thirty Days

- Will Rogers - “Going to church on Sunday will no more make you a Christian, than sleeping in a garage will make you a Chevrolet.” 77