There are four things every listing presentation package should have:

1.  Media Kit
2.  Pre-Appointment Package
3.  Marketing Strategy
4.  CMA or comparables

1.  Media Kit

Here’s what I mean by a media kit.  Let’s say I’m on the phone with a prospect who’s interested in selling but doesn’t want to see any real estate agents right now.  The prospect knows when they want to sell (eg. after their son finishes high school and leaves for university in late August) and asks you to call them in the fall. In the past, real estate sales people would just send a business card and thank you card to the prospect.  Some sent a personal brochure along too.

Today, you need to send much more than that to stand out from your competitors.

A day or two before a listing presentation you should send out a pre-appointment package.  About 85% of the information in your media kit should be in your pre-appointment package.  The latter should have a few extra items not found in the media kit.

2.  Pre-Appointment Package

There are three items which should only be in the pre-appointment package:

1) The Listing Contract.  Make sure you include a copy of the listing contract.  If it’s a condo, include a condominium listing agreement.  With Microsoft Publisher you can take agreement templates from the internet and easily add your own wording to suit the situation (eg. Specimen Only).  You can still use a stamp if you don’t know how to modify these documents.  However you do it, make sure you provide a sample listing contract.

2) The Agreement Of Purchase And Sale.  There is a version of this agreement available online from OREA written in layman’s terms anyone can understand, so make sure you always include this version.  If you want to include the actual agreement as well, it’s not presumptuous to do so.  Just make sure you have a lawyer review the agreement before including it.

3) Local Market Snapshot.  This is the single most important item for the pre-appointment package.  This is an overview of what’s currently happening in the seller’s local real estate market.  This snapshot talks very simply about things like the area’s average home price, the number of listings for that area in that year, how many local homes were sold, the number of days on market, interest rates, and anything directly relevant to the seller’s area.  Only compare the current year to the previous year in each of these areas.  Never include your appraisal price of their home in the pre-appointment package.  Also remember not to include this market snapshot in the media kit because this information becomes dated and inaccurate very quickly and may not apply to all prospects’ local areas.

Other than these three things, these are the other things you should include in your media kit.  You should include a photo of the house and a customized letter with information on the home itself.  Many top real estate sales reps have many pre-appointment packages and media kits printed and ready to go whenever they need them.

My course Advanced Listing In A High Tech World teaches what you need for the other two essential listing presentation ingredients: a marketing strategy and your CMA.  This course has been approved by the Registrar, REBBA 2002 and qualifies for 12 Credits.  It course helps you take your listing presentations to the next level by showing how to wow listing prospects with your online marketing strategy.