How Our Listing Packet Does the Heavy Lifting

What do you send to seller prospects before the listing presentation? My team puts together an educational listing packet to set us apart from the competition. I’ll go over everything that’s in it today.

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Recently, Ellen from Florida sent me a question: “Willie, what do you send to seller prospects before the listing presentation?”

We send out a listing packet because we believe that the more educated a seller is about what we do and who we are, the more compelled they will be to do business with us. The listing packet does a lot of heavy lifting before the appointment. As I’ve said in the past, people do business with those that they know, like, and trust, and this is a great way for us to demonstrate that to them.

What does our listing packet include?

We send a cover letter that outlines what makes us different from our competitors. The letter also gives them information about selling tips, marketing, and more. We even have a chart that takes them through the entire listing process so that they know what to expect when they put their home on the market.

We also send them a testimonial letter. This letter includes pictures and great testimonials from past clients. Some of these people were FSBO, some were expired, and others were referred to my team. All of them enjoyed the experience they had working with us.

A neighborhood letter is also included. This letter includes a testimonial from the client’s neighbor about how we did a great job selling their home.

The listing packet includes an RPR, a realty property resource, which gives them a mini property report and an idea of what’s going on in the local marketplace. The RPR gives them a ballpark figure of what their home is worth. This is just a price range based on the information we have procured from them as well as what’s happening in their neighborhood market.

The listing packet comes with a brochure and my business card, as well as a few other items. I include a CD called “5 Top Strategies to Sell Your Capital District Fast and for Top Dollar with the Least Amount of Hassle.” Someone sat down and interviewed me about these five strategies, so it was very easy to put together, and the CD provides great information to our clients.

There is also a 30-minute infomercial that we run every day; a DVD of that infomercial goes into the listing packet.

Finally, I give clients a book called Answers from Experts on Selling a Home with a Willie Miranda bookmark. This book gives them tips on what they need to do to sell for top dollar and how to prepare their home for sale.

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Our listing packet is carefully crafted to educate the seller and help us stand out.

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Ultimately, it’s all about branding yourself, marketing yourself, and keeping yourself in front of your prospects. I mail out this entire packet in a priority package for about $6.95 a couple weeks ahead of the appointment. If I don’t have time to mail it, a courier can run it to their house and leave it in front of their front door. My team just sends a text to let the client know that the listing packet has arrived.

Why do we go through all of this trouble? When it comes to hiring an agent, 71% of sellers only interview one agent and 20% interview two agents, so I want to really make sure that my team stands out from the competition.

Thank you for your question, Ellen. If any of you have any other questions, just give me a call or send me an email at wmiranda@mrgteam.com. You can also submit a question on our blog and maybe we’ll answer with a video.

So please, don’t hesitate to reach out to me. I would be happy to help you!