Here are a few things your listing presentation package must have:

1.  Media Kit

Here’s how I define a media kit.  You have a prospect who wants to sell, but not for a few months, so they don’t want to see you or any other real estate professionals at the moment.  They know when they’ll be selling, so they ask you to call them around that time.  In times past, real estate professionals only sent a business card and perhaps a thank you card and personal brochure to the prospect in this waiting period.  But today, you should send a lot more than that if you want to beat out any competitors they’re considering listing with.  When the time finally comes that you get an appointment booked, send them a pre-appointment package a day or two before the meeting.  Your media kit should consist of about 85% of the information in your media kit.

2.  Pre-Appointment Package

These are the three items which should only be found in your pre-appointment package, not your media kit:

1) The Listing Contract.  It’s essential you provide the listing contract here.  Have the right contract too: if they have a condo, put a condo specific listing agreement in.  You can find many contract templates on the internet editable with Microsoft Publisher.  Be sure to modify them accordingly for your seller (eg. Specimen Only).  As in times past, it’s still ok to use a stamp if you don’t know how to modify such documents.  Just ensure the client is seeing a sample listing contract.

2) Purchase And Sale Agreement.  You can usually find this agreement from your local real estate board.  It’ll be written in normal, layman’s terms so your clients can understand it.  It’s also ok to include the actual agreement you’d be using too.  Before doing this, have your lawyer review and approve it.

3) Snapshot Of The Local Market.  This is your package’s most important part.  It’s an overview of the conditions in the seller’s local property market.  This report gives some basic data on the market such as the area’s average home price, the number of homes that have been listed so far that year, the number of solds in the area for that year, the average number of days on market, and anything else you think is relevant about that particular market.  You only need compare the current year to last year.  Don’t bother giving them a history lesson on their area’s market.

Learn more about how to do dynamite listing presentations by taking my course Advanced Listing In A High Tech World.  This course has been approved by the Registrar, REBBA 2002 and qualifies for 12 Credits.