1	Listing Presentation Cerritos College Intern Program Class 8
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64	Tape 7 Listing Presentation Closing the Seller
65	Show David Knox Film 8 43 Minutes
66	I. Open the Presentation A. Visual Listing Presentation Manual 1. Benefit 2. Elements B. Re-establish rapport, review seller needs and motivations
67	"D." D. Introduce your presentation to the seller 1. Three Questions: Why a real estate agent? Why my company? Why me? 2. Three levels of marketing Fundamental Unique Targeted 3. Marketing vs. Selling
68	"4." 4. Sources of Buyers 55% Agent sources 16% Signs 9% Ads 6% Open Houses 3% Magazines 2% Builders 10% Owners friends, relatives
69	"5." 5. Marketing process: Net equity Closed transaction Processing complete Financing approved Purchase agreement signed Demonstrate benefits of home Financially qualified buyers Understand prospect’s needs Secure prospects Exposure to market Target marketing 6. Divulge weakness
70	II. Create Acceptance A. People seek to attain pleasure or avoid pain
71	"B." B. Present benefits 1. Feature: what something IS, a service, a fact or characteristic 2. Benefit: what it DOES, how it fills a need, what it means to the client 3. Answer the questions; why list with: A real estate agent Your company You
72	"4." 4. Sellers generally want: Most amount of money Least amount of time Least inconvenience Frequent communication Sale
73	C. Need-Feature-Benefit Statements
74	III. Present Your Marketing Plan A. Capability 1. Market share 2. Company size 3. Number of agents 4. Percentage list to sale price 5. Expirations 6. Days on market
75	"B." B. Service assurance C. Selling skills D. Marketing materials E. Communication F. Relocation
76	"G." G. Target Marketing Plan 1. Identify the prospective purchaser 2. Research past sales for validation 3. Tailor a plan to reach that customer
77	"H." H. Unique Selling Proposition 1. Don’t be a commodity 2. Don’t let price be your only difference 3. Value added benefit 4. Net Gain 5. Exclusive feature
78	IV. Close for the Listing A. Ask for the listing 1. Watch for the attitude of acceptance 2. Take physical action 3. ASK B. Secure a decision 1. Get a “yes”...or 2. Get a “no”, but 3. Don’t take maybe for an answer
79	V. Servicing and Marketing A. Servicing and preparation 1. Full disclosure 2. Fair housing responsibility 3. Agency 4. Ad Policy 5. Tour (schedule, benefits) 6. Open house (privacy, schedule) 7. Showings (privacy, silence, lock box)
80	"8." 8. Communication (Weekly, Status) 9. Progress report (showings, comments) 10. Market position update 11. Price adjustment 12. Condition, marketing improvements 13. Quick sale potential 14. Contract presentation and negotiation
81	"B." B. Marketing 1. Promote team effort 2. For sale sign 3. Suggest ad copy 4. Distribution of property information 5. Multiple Listing Service 6. Tour & meetings 7. Neighbors (tell 20) 8. Target marketing 9. Current prospects
82	"10." 10. Sphere of influence 11. Co-op sales associates 12. Special interest (plane, boat, racing, horses. 13. Lower priced homes/apartments 14. Special flyers, photo brochures 15. Local businesses 16. Local organizations 17. Relocation services
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