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A Listing Presentation Like No Other: 99% Conversion Explained · The Real Estate Agent Playbook

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  What's up guys.
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  I today am going to share with you my listing strategy.
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  Some people often ask me, do you have a listing presentation
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  you can share with me?
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  And the truth is, this is my listing presentation.
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  I can't send you a PDF because it's all about myself for
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  poor building with the seller.
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  So stay tuned and we're going to dive in next.
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  What's up guys, Jeremy Kane with the real estate agent playbook.
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  Today I am opening my very own playbook for you, giving you a
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  strategy that I use that has converted at over 99 percent in my career.
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  I've lost one listing appointment, so we're going to, we're going
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  to share the secret sauce with you in my 10 year career.
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  This is something that I've, I've developed and certainly
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  take some confidence to kind of roll in there and do it this way.
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  But I think that you can do it and I think it'll put you far and above any
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  other agent that rolls in with a self prepared, you know, listing presentation
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  with all the things, including a price of the home before they've even been in it.
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  So stay tuned for that.
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  However, if you're here for the first time, thank you so much for joining me.
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  Throw me a subscribe if you want to be notified of further videos that I release,
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  I'm all about helping agents win every single day at the game of real estate.
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  So do that for me.
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  If you say something, you know, that you have a question about, or you don't
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  like comment, I love to argue in the comments, kind of kidding, not really.
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  Please comment anyways.
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  I'd love to, go back and forth with you.
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  And while you're here, we also have this show on the podcast.
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  So you can share that while you're on the road.
• 1:32
  Share it with your favorite real estate agent.
• 1:34
  So now let's get into the juice.
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  So first and foremost, my goal when going into a home One to build
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  rapport with the seller and to take a look at the asset, take a look at
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  the home itself and go from there.
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  So first things first, I typically show up with maybe a folder
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  with some branding content.
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  Maybe some examples of flyers or links to my YouTube videos
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  that I've done on property tours or all of that marketing stuff.
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  But the truth is everybody has that at every single brokerage.
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  I don't care if you're at one of the quote unquote luxury brokerages.
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  Or you're at, you know, your independent brokerage.
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  Typically people have the marketing, we all market the
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  property pretty much the same.
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  Over the last five, six years it's been MLS, you know, go, whatever.
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  We still do the marketing as long as we're not lazy agents.
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  But it is what it is.
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  The truth is, is that does not separate your experience with me
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  from the next agent down the block.
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  So, that's first things first.
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  So I'm there to build rapport with the, the client.
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  And I typically say.
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  You know right away because I just have this folder.
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  I say hey, here's this folder of some marketing stuff We
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  can go through it later.
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  Not super important, but just wanted you to have some tangible Examples
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  of how we market the property but You know, I do not have a Value of
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  your home written down anywhere.
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  I feel it would be disingenuous to walk into a home with a prepared cma Or you
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  know market analysis that gives a price of the home until i've seen it, right?
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  I want to see everything that you have done to the home In order to
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  offer you the best price and create a pricing strategy in order to get you
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  the most for your money right there.
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  I eliminate all the other agents that have come in that I'm in
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  competition with because they all come with the same preprinted thing.
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  Maybe it's on an iPad, a fancy PDF.
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  Right, but at at some point they have a market analysis in there and
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  they have a price That's written into that document somewhere of the house
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  that they have never seen before Right, so that is my first separator.
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  Okay, so I say so With that said, I'd love for you to walk me around the house, tell
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  me everything that you've done, tell me everything that you have questions about.
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  If you have an older furnace, we can talk about that.
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  All of the things, right?
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  And so we're going through the house and building rapport, making jokes,
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  complimenting, doing all the things that I can to show my personality.
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  and connect with them.
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  During that time, I am really trying to dive into, okay, why are they doing this?
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  Right?
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  What, why is this move happening?
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  Why are they selling this home?
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  Right?
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  It's not like they're selling something on Craigslist.
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  This is a home where they have had memories, whether good or bad, and we
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  need to dive into their why, right?
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  Simon Sinek, start with why.
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  You dive into your clients.
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  Why can you really get a grasp for that?
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  You can absolutely knock it out of the park no matter what, right?
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  You've all heard my story where I went into a 1.
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  2 million dollar listing It had been on the market and the you know, hot fall,
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  you know prior was a hot market didn't sell and she constantly said, you know,
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  you can walk to the grocery store the elementary middle and high school and
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  Without crossing a major Street This was clearly important to her because
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  she said it several times throughout the tour And then again at the end, when we
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  were talking, I took that phrase, put it right at the front of my video, put
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  it in the public remarks in the MLS.
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  And what do you think, where do you think that went, right?
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  We sold the property for more than she had it listed for
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  before when it couldn't sell.
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  And right on top of my testimonial, Jeremy was the first real estate
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  agent that accurately depicted.
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  The location being so prominent because you could walk to the grocery
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  store and those, those schools without crossing major street.
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  It's all I did was listen, build rapport, stepped in, and was there
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  to put it where she wanted to see it as a homeowner, why she was selling,
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  why she loved the neighborhood.
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  All of that was because of that prominent location and I was able to capture that.
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  So we're building rapport.
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  We're getting all of the information.
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  Certainly through this, you know, they're going to ask, Hey, you know,
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  what should I do with the closets?
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  What should I do with this?
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  Should I get a storage unit?
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  You know, my furnace is, you know, we just had the thermocoupler or
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  whatever replaced, you know, whatever.
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  And I say, okay, yeah, let's just get that service, right?
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  If it's an older unit, we want to have it service.
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  We'll leave that on the counter.
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  That'll eliminate one of the inspection items right away.
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  Right.
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  And all of the things, if there's, you know, foundation cracking or movement
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  or whatever, Hey, get a structural engineer just to say it's okay.
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  Because agents and clients are always like, Oh, I'm a structural engineer.
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  There's a crack right there.
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  Foundation must be.
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  You know, screwed up.
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  Well, the truth is they're usually probably not correct.
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  If you have that stamp of approval from a structural engineer, if there is a
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  concern, a visual concern, it may help.
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  And certainly, some people are not in a position to do that.
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  Okay, so we just kind of, then I'm starting to frame what might
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  happen at the inspection, what might come up on the inspection.
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  Oh, the water heater's avocado green, right?
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  So we're just pre framing that.
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  But again, I'm just listening to everything that they've
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  done to the house, right?
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  Because typically they skip over the stuff they haven't done and they point
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  to the stuff that I redid the floors I you know did this I put solar panels on
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  whatever it is They're just giving you a ton of data and information and then I
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  can sit back from there and take a look At exactly what is important to them what
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  they've done include some of those things that may or may not be a massive, you
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  know price increase and congratulations, you, you know, put floors in your house.
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  That's good.
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  We're supposed to keep up with those.
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  Right?
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  Or, congratulations, you put up a new fence.
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  That's great.
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  I'm sure the old fence wasn't, was in disrepair and needed to happen.
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  Some of those things are homeowners.
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  But, if we highlight those things, it's more for them sometimes than the public.
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  And so we go from there and I say, okay, great.
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  Looks like I have a great idea of what you've done.
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  I really love this.
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  You know, this is probably some inspection items that we need to be aware of.
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  Just, you know, while we're thinking about it.
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  And we go from there, right?
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  I can talk about, you know, what kind of loan options we can market.
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  All of those things.
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  Because I've seen the home and I sit down and I say, Okay,
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  what exactly are you gonna do?
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  By this time I usually know why they're moving.
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  So I'm like, okay, setting up for the next, right?
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  Are you looking to purchase somewhere here?
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  Are you sure that that exists in our market?
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  Okay.
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  They say, Oh, well, I'm, you know, I want a main floor, you know,
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  in this small area and you know, that's, that's where I have to go.
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  I don't have anywhere to go in between.
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  That's where I'm going.
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  So then we say, okay, well let's go look at some houses and make sure
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  that that dream house exists before we put your house on the market.
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  So here I am meeting them where they're at.
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  Building that rapport and moving forward, right?
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  And then, after that, I have an entire list of all the things I've seen,
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  I've smelled, I've, I've been in the home, I know exactly what, you know,
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  everything, I know what, exactly what buyers and other agents will say, I
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  know what they'll pick out, and then I can go back to my quiet office.
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  And, you know, find true comps, things that are in similar
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  condition, and similar size, and I can build a pricing strategy out.
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  Right?
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  I also usually know how much they think their home is worth.
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  So I'm not rolling into the pricing strategy or the listing appointment
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  saying, Hey, I think your home's worth 700 when I think that
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  they think it's worth a million.
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  Right?
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  Because that's probably not going to get me the deal.
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  So I'm very careful and guarded about that and if they throw out a number I can say
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  hey look If they do throw out a number and I have it in the pricing strategy meeting
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  I can say okay This is what it would probably take to get that number because
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  that number came from this listing.
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  First of all, it's a ranch here a two story Had completely updated, you
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  know chef's kitchen all the things so I can say we can get there I think
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  but it might cost you know ABC to get there And so then we can kind of play
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  that versus me just coming in and saying, nope, no way 700, 000, right?
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  And so that's huge because I know all of those things from the rapport
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  building time, and I have that.
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  And so when I go into the pricing strategy, I'm already, you
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  know, ahead of the game and I know where they're going to go.
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  And I can either say, okay, this is what it's going to take to get there.
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  Or if it's just a little bit outside, I'll say, hey, let's list it for two weeks.
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  And see what we get market is saying this right now.
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  It's pretty hot.
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  You know this many showings If we don't get that many showings in the
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  first couple of weeks, and we don't get any offers Would you be willing
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  to go to you know this price as a strategy and I also talked about the
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  listing not being a price Tag, right?
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  So the listing price is not a price tag.
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  It's a conversation starter, right?
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  So we need to have the ability for it to start the conversation versus just being
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  that, you know, item on the shelf that's out of reach for most of the people that
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  would be interested in living there.
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  So that's, that's kind of how I handle the pricing strategy session.
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  I still don't do a CMA on, honestly, I, I kind of do a report on the home.
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  I, you know, have the upgrades and then I have the comparables.
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  I don't need a CMA that's put together that everyone else has, depending on
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  who it is, if it's a super data driven person, they need to see everything out.
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  I will do a CMA.
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  But otherwise I just do a pricing strategy report and we go from there.
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  And so then, I have the pricing strategy, I have the rapport, and then I say,
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  Okay, what do you want this to look like?
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  Right?
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  Do you want this to be done in a month?
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  Do you want to get tippy tippy top dollar?
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  Well, the truth is, the best way to get top dollar is to sell
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  it quickly and price it right.
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  So we have that conversation, we work it through, we say, Okay,
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  like, what's this gonna be?
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  What's it look like on contingencies if you need to sell this to get another one?
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  And it's client centered approach, and everything that I do within the
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  marketing will have their why and the client's best interest in mind.
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  Not only for this sale, which is required by law, but for
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  the entire piece of the puzzle.
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  Right?
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  If they absolutely cannot go under contract on a home before they sell
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  this house and they can't purchase that house before this one's sold.
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  Well, we better make dang sure that there's enough options for them so
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  that they don't have to settle or be rushed into something on that back end.
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  So it's all about the client, where they're at, what their, you know,
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  flexibility is as far as, you know, having a place to go or not go.
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  Because as you know, when the market gets hot, contingencies
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  typically are not taken.
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  So, there's other things we can do when we do get an offer on their
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  home to, you know, help protect them so that we can make sure they
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  find those, that house, if that's something that's of utmost importance.
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  So, all of this to be said is because I had that rapport building moment.
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  I was just focused on building rapport and the relationship on the front end.
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  I wasn't, you know, there's no listing agreement signed that first day.
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  Right.
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  And I use that as well.
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  I'm not going to shove a listing agreement down your throat.
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  I want to make sure that we, we have the appropriate strategy to get this done.
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  I want to make sure that you're taken care of on the back end.
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  And I have confidence that you will sign a listing agreement
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  with me when the time is right.
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  I don't need it before I walk out of your house.
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  And so that's how I roll.
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  It's worked for me time and time and time again.
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  Usually that one liner gets it done, right?
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  It'd be disingenuous if I had a pre printed report telling you how much
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  your home was worth before I've ever seen anything you've done to it, right?
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  And that could be good or bad, right?
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  Because I've also been at the table and I had a number on that report and
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  I looked around and I'm like, there's no way this is not updated, like
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  they said on the phone or whatever.
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  And so I don't want to put myself in that position, pigeonhole myself into that.
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  So if you have any questions, let me know.
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  I'd be happy to build a plan for you.
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  As you know, that's, that takes some confidence to kind of come up with and
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  say, so I would want something that you're confident in moving forward, tailored
• 13:30
  to your personality, realtor playbook call, realtor game plan call below.
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  And we can, we can chat about that.
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  We can build you an iron clad, listing strategy, so to speak.
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  So like comment, subscribe, share this with your favorite real estate agent.
• 13:45
  If it made you think, and we'll see on the next one.