stellar seller services - kcrar.comkcrar.com/websites/kcrarar/images/2020 pdfs/seller...
TRANSCRIPT
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Stellar Seller ServicesPRESENTEDBYFRANCASHION
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Agenda
All sellers are not the same Creating value Pre-listing interview/packet The Code of Ethics The Appointment Market Analysis/Pricing Marketing plan Overcoming seller objections Successful open houses Creating customer satisfaction
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Getting to Know You!
The sellers first impression of you…..
Who are your sellers?AmiableAnalyticalDriverExpressive
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Getting to know you
What generation do they represent? Seniors or Boomers Gen X or Gen Y/Millennial
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Creating Value
Honest conversations Being a good listener Negotiation skills Trustworthiness Communicating their way Advisors, counselors, consultants,
advocates Why “kids” are important
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Seller Data from NAR SurveySell my home within a specific
time-framePrice my home competitivelyReputation – Honesty – Integrity
are important to sellers
2018 NAR Buyer/Seller Survey
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Pre-listing Interview
A written questionnaire On the phone or on the property
walk-through Delivering a pre-listing packet Less talking, more listening Determining seller expectations
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Pre-listing Packets
Are they necessary? What do they contain? Why are they important? What will they tell the seller? Here is what I need from you
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Checklist for Sellers
Prior year’s tax, utility bills, water & sewer bills
Declarations, covenants, deed restrictions
Age and documentation of “new” appliances, roof, etc.
Items to be excluded Copies of recent inspections Completion schedule for repairs
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Setting Yourself Apart With the Kids
Kid’s Listing Agreement Moving Checklist for Kids Special Moving Boxes to Color Rewards for Kids
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The Code of Ethics
Article I – Protect & promote the client’s interests
SOP 1-3: True market value SOP 1-9: Confidentiality
Article II – Avoid exaggeration, misrepresentation, or concealment of pertinent facts relating to the property or the transaction
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Pricing and Preparation
Seller’s motivation? The “Market” sets the price, but have
a range in mind Utilize your MLS charts & graphs Use your MLS history and expired
listings Every property does not sell What is the condition and location? Know when to say “no”
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The Appointment Preparation (tax records, Google, ?) Punctuality Should you take off your shoes? Consultation vs presentation Perception (value in buyer’s eyes) Reservations of the seller Listen for tone, watch body language…
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Marketing in the 21st
Century How will you find the buyer? What is the competition? Staging Print media – is it “old-fashioned”? Social media – what NOT to do Creating Seller Wows! Inspections to Closing – Staying in
touch Check Lists
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Statistics/Data on your current market
MLS most recent data Average Days on Market in your price
range/location ??
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The Sellers want to “Test the Market”
You won’t fool most buyers or their agents
You will miss the right buyers It might not appraiseWe might miss the true market
value
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A “Show Ready” Home
Seller “to do” checklist Pre-inspections? Smart sellers remove these items Buyer turn-offs What do sellers love about the house …and a reminder “Your house is not
sold until we have completed the inspection period.”
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Essential Disclosure Rules The reason for the Sellers Disclosure Make all existing reports known to buyer Disclose anything that may materially affect value
or desirability Never fill out the disclosure form
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Essential Disclosure Rules
Properly attribute information (zoning, size of lot, restrictions in development)
Don’t be someone you are not (inspector, appraiser, lawyer, contractor)
When in doubt, disclose! Once completed READ the
Sellers Disclosure Form
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Truthful Property Descriptions
Ask the sellers to describe their home… Favorite features, favorite room – Why? Compliment photos with text Watch grammar and spelling
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Good ideas to share with your seller…. Copy of purchase agreement Explanation of inspection process
and resolution of unacceptable conditions
The Appraisal and how it affects the seller
The Buyers process…..
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Seller Pricing Myths
“We will always make money on the sale of our home”
“Pricing our home higher will net us more money”
“Pricing too low will lose money for us” “Our renovation costs should be added
to the sale price” Cost vs Value Report
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Seller Objections Can’t we try it at this price for three
weeks? We can’t afford to fix anything. Our pets are our “children” …and what do you hear?
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Seller Safety Tips
Hide valuables in a safe place – remove keys, credit cards, jewelry, guns and other valuables from the home or lock them away.
Don’t leave mail or bills out in the open Don’t show the house yourself Sellers are responsible for their pets NAR safety tips to share with sellers
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Successful Open Houses Should you or shouldn’t you? Pro-active vs. reactive Whom do you invite? Getting the neighbors involved Consider a drawing Give out useful information -
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You got the listing! Write a thank-you note Organize and complete paperwork Write your ads Take professional quality pictures Send “Just Listed” postcards Create a follow up plan to discuss price reductions,
marketing changes, etc. Seller “Wow”….order flowers for the day the house goes
on the market. Other “Wows”?
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Worth Checking….. Accurate MLS Information Color brochures Sign & lockbox Don’t forget the keys!