Power Listings That Actually Sell...what an idea!

We need to provide agents with the skills to go to a Listing Presentation and come back with a listing that will sell. Coming back with a listing that won't sell, or a seller who is unrealistic, is the worst thati could happen.

In surveying agents across the country, we find they will often take any listing at any price. It seems that having their name "out there" even on a stale listing is better than not taking the listing or letting some other agent take it.

It is our assertion that a listing contract is not a contract to get paid. It is a contract to spend money and go to work. Taking a listing without some reasonable expectation of getting paid is insane.

So they need several things to take the listings that will pay and rejecting those that will not.

Seller Communication:
Just like buyers, sellers have emotional needs that drive their actions. If we can discover what they are and accommodate them, we are going in the right direction.

We are also one step up from the average.

Realistic Pricing:
Everyone does a Comparable Market Analysis. It is informative, but it is NOT informative enough. The seller argues that his house is bigger, newer, has better appliances, etc.

The real question he needs the answer for is where are the buyers for his house buying right now? We need to be able to do a buyer demographic analysis as well. No matter how well his house compares with his immediate neighbors, if the buyers are not buying in his demographic, he has a problem.

When we can help the seller understand the complexity of the market, we are another big step ahead of the pack.

The FIFTH thing:
Every listing agent does the four things:

Put up a sign
Put listings in the MLS
Ad in the local paper
Broker's open house

The fifth thing sets the agent well apart from the competition.
It is a massive marketing event that will drive every buyer in the market to see their house. The promise to get 50-100 real buyers through the house in a short time is compelling.