Listing Presentation Summary

Purpose

In this procedure, the Sales Consultant appraises a property and presents a sales proposal to the

Prospective Seller. This procedure starts when the Sales Consultant agrees to appraise the property. It

ends when the sales consultant has completed the presentation.

This procedure applies to all sales appraisals and presentations.

Procedure

The best way to obtain a sales listing is to have the best product and to explain it so that it appeals to the client. After years of experience this company has developed a high standard of service with procedures that promote success and prevent errors. If Sales Consultants communicate this well to clients they can be confident of a sales listing. If they do not, clients will go elsewhere and the company’s reputation will suffer.

The aim of this procedure is for the Sales Consultant to come away from the presentation with a

completed agency agreement, provided it is in the best interests of the client.

Verbal sales appraisal reports and formal presentations

Verbal sales appraisal reports:

• Need little sales consultant time
• Are for unmotivated sellers, who may be just curious about their property value; formal presentations are for motivated sellers

Sales Consultant (verbal sales appraisal report)

• Receives a request from a client for a sales appraisal
• Estimates the property’s selling price
• Writes a summary of the sales appraisal, including property facts and features and suggesting its      place in the market
• Telephones the client and delivers the report verbally
• Posts a copy of the report to the client
• Contacts the client after a week, then occasionally afterwards.

Sales Consultant (formal presentation)

• Receives a request from a client for a sales appraisal
• Records details of the property and the seller on a New Sales Listing Checklist
• Estimates the property’s selling price
• Writes a summary of the sales appraisal, including property facts and features and suggesting its      place in the market
• Drafts a property marketing plan
• Prepares an agency agreement for signing
• Arranges a meeting with the client with all decision makers present.
• Creates a pleasant, positive atmosphere for the meeting
• Presents the information to the client, educating them about the sales process and about how their  property can do well in the market, using the Four Ps (see below)
• Invites the client to sign the agency agreement (see Closing Sales)

The Four Ps

In a sales presentation you are educating the Prospective Seller about their property and your

service, explaining why your service is ideal for their needs.

The clients need to know the Four Ps:

• Preparation. Advise the client about preparing their property for sale
• Price. Advise the client of an appropriate price for the property
• Promotion. Advise the client of the best marketing strategy for the property, showing them your      draft marketing plan
• Paperwork. Explain to the client the company’s exacting standards of paperwork, describing      pitfalls that the company avoids through this. Explain what happens at each stage of the sale      process and the way the company conducts this, showing how the company can provide a ideal      solution for the client. For example:
• All offers must be confirmed in writing
• The company does not apply a Sold sticker until the property is under an unconditional      contract.

Sales presentation checklist

Bring the following to the sales presentation:

• Agency agreement
• Pens
• Descriptions of property and market position
• Draft marketing plan