1. © 2011 Cengage Learning

2. Preparing for the Listing Appointment Chapter 8 © 2011 Cengage Learning

3. RATIONALE FOR CHAPTER This chapter provides the basic knowledge needed to prepare an effective presentation of what you and your company have to offer someone who is contemplating selling his or her home.

4. © 2011 Cengage Learning Focus of Presentation This chapter focuses on gaining credibility when meeting with potential sellers by thoroughly researching recent sales data about the sellers’ neighborhood and combining that data with an array of company and personal sales and marketing materials that demonstrate to the sellers the agent’s ability to effectively represent them.

5. © 2011 Cengage Learning Focus of Presentation How to create an effective marketing plan. How to prepare and effectively explain a competitive market analysis is discussed. How to use an estimated seller’s net proceeds form to calculate the net cash proceeds of a sale is discussed.

6. © 2011 Cengage Learning CHAPTER EIGHT OUTLINE 8.1 RESEARCH THOROUGHLY FIRST 8.2 COMPETITIVE MARKET ANALYSIS (CMA) 8.3 THE LISTING PRESENTATION MANUAL 8.4 ESTIMATED SELLER’S PROCEEDS FORM

7. © 2011 Cengage Learning RESEARCH THOROUGHLY FIRST Importance of being thoroughly prepared and what the outcome often is when an agent goes on a listing appointment without proper preparation.

8. © 2011 Cengage Learning RESEARCH THOROUGHLY FIRST Steps that keep an agent in control of the listing presentation process.

9. © 2011 Cengage Learning RESEARCH THOROUGHLY FIRST Importance of neighborhood knowledge as a credibility issue. Why it is so important to get comparables from MLS data and drive around the neighborhood in advance of the listing presentation meeting?

10. © 2011 Cengage Learning COMPETITIVE MARKET ANALYSIS What is competitive market analysis? what it is used for its “kinship” to an appraisal why real estate agents can’t call it an appraisal

11. © 2011 Cengage Learning COMPETITIVE MARKET ANALYSIS How do you use the three best “comps,” and the method of comparison that appraisers use called “bracketing?”

12. © 2011 Cengage Learning COMPETITIVE MARKET ANALYSIS Why is competitive market analysis (CMA) not a valid way to value income properties? Relationship between the asking price of a property and the amount of time necessary to sell it, and how this can be very important to many sellers.

13. © 2011 Cengage Learning THE LISTING PRESENTATION MANUAL Prepare a listing presentation manual. Where should CMA should be placed in the manual? Other sections of the listing manual and the importance of each one in building a success story about you and your company.

14. © 2011 Cengage Learning THE LISTING PRESENTATION MANUAL Effectiveness of stating a feature then tying it to a benefit to the sellers. Features such as “I’m number one in your neighborhood” don’t impress sellers

15. © 2011 Cengage Learning THE LISTING PRESENTATION MANUAL But features that are tied to a benefit to the sellers, such as “I’m number one in your neighborhood because I get homes sold faster and for more money than any of my competition,” will get the sellers’ attention!

16. © 2011 Cengage Learning THE LISTING PRESENTATION MANUAL Benefit of getting complimentary letters from past clients to include in the what my clients say about me section.

17. © 2011 Cengage Learning THE LISTING PRESENTATION MANUAL What goes into the about my company section?

18. © 2011 Cengage Learning THE LISTING PRESENTATION MANUAL Importance of carefully going over your personal marketing plans and your company’s’ as well.

19. © 2011 Cengage Learning THE LISTING PRESENTATION MANUAL Preparing an estimated seller’s net proceeds sheet Net proceeds rather than price. C.A.R. form Estimated Seller’s Proceeds. (Figure 9.4)