Uplevel Your Pre-Listing Package

The books can be a great tool to warm up new leads. But some of our most successful members have also used them to stand out heading into listing presentations.

If you currently drop off or mail a pre-listing package, adding your books to your package can make all the difference. And if you aren’t currently delivering a pre-listing package, now is the perfect time to start.

What is a pre-listing package? It’s a collection of materials you send to a lead before you make the actual listing appointment. The purpose of these materials is to show the lead you are capable of selling their home in a timely fashion and are dedicated to making it happen.

A pre-listing package often includes the following materials. Many of them will appear in the listing presentation, as well.

  • A cover letter introducing yourself, your brokerage, your area of expertise, how you learned about their desire to sell their home and why/how you can help
  • Examples of homes you’ve recently sold (including photos)
  • Local market data
  • An explanation of your marketing strategy, including professional photo examples
  • A brief explanation of the process to sell a home

Here’s an example of a generic cover letter for a pre-listing package:

Dear Name,

I just wanted to drop off this package because I am very familiar with this area and know of buyers currently looking to purchase homes here. Ever wonder why two identical houses sell for entirely different prices?

Why does one house sell for $188,000, while another house, identical in every way, brings in $202,000? It just doesn’t make sense.

The truth is, similar homes sell for varying prices all the time. It happens all across the country. It happens in markets large and small.

Surely, there must be a reason!

These houses do not sell for more money by accident. No magic trick helped one seller get a better deal than the other. On the contrary, higher sales prices are the direct result of careful and strategic marketing. 

In my book, which I’ve included in this package for you to peruse, you’ll find helpful strategies to help you get the most money for your home in the least amount of time. 

If you’re willing to meet with me, I’ll walk you through my specific marketing plan to get homeowners like you the most coin in their pockets. 

In the process of selling, you’ll spend an incredible amount of time holding shows for potential buyers. Unfortunately, many are not interested in buying your home. The average home-showing process takes 3-4 hours. 

I can break down how to make these showings really count. That’s just one of the many things we’ll discuss. If you have any questions, feel free to give me a call at xxx-xxx-xxxx.

Best Regards,

Your Name

Your Real Estate Company

Phone: (333) 555-1212

Email: Name@Email.com

Don’t worry if you’ve never put together a pre-listing package on your own. Our membership site includes a variety of templates and marketing materials you can customize for your own business and include in your package.

The most important component of your pre-listing package — the one thing that will make you stand out more than anything else — is your book.

If your leads receive your book before the actual appointment, you’ve already done the hard work of establishing your credibility. When you arrive, you’ll already have their respect, and chances are, they’ll be ready to list with you without a lot of convincing.

You can reference your book throughout the appointment and even flag or mark off pages in the book that apply to the homeowner’s unique selling situation.

Results in Action

One of our members, April, has had great success delivering a pre-listing packet before she goes on listing appointments.

“Before I even get there, depending on when the appointment is, I'm going to get someone to drop that package off with the book in there. And then we're going to call and make sure they got the package. And then they're very excited. So once I get there and they see what I have, and they see that I sent them the book, then pretty much the listing is already done.”

When she meets with the sellers, she asks them to review her book while she tours the house.

“When I get there, I have a really good listing package. I put a ribbon around it and everything to make it look as if it is a gift. As soon as I come in, I give it to them and I start taking a look around the house by myself. I let them sit down at the table, and I tell them, ‘Go ahead and fill out your seller’s homework sheet and you can take a look at my book.’”

Once she’s done touring the house, she sits down, asks if the homeowners have any questions, and lands the listings. 

To Summarize:

  • Your books can make a great addition to your pre-listing package.
  • If you aren’t currently sending one out, it’s a great way to warm up your potential clients before you arrive for the listing presentation.
  • Including your book in the package can pre-sell clients on working with you, so by the time you arrive, you have to do less legwork to convert them.

Take Action:

If you aren’t already sending or dropping off a pre-listing package, you’re missing out on a major opportunity to make a great impression. Including your book in that package can put you over the edge, especially if you’re competing against multiple agents.

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