3. Video in front of home: ‘This is one of my clients potentially bringing their
home to market soon. If you are looking to live in this community. Send me
a message because this home is not for sale yet.” “This is something that I
recorded, with your permission, I would like to send this to my database."

4. Start tracking pixels- make sure for the next week they see you everywhere.
(this is only going to last a little bit). If you have have Ylopo, tag them as a
seller and let Ylopo go after them.

Two Days Prior

Pre-listing package:

Send via Fedex tax report (two copies)- make sure you know what is in it in advance-
print single sided.

One page bio for team- and 10 printed testimonials.

Write on the envelope- “Do not open until YOUR NAME is present.”

Day of Listing Appointment

Arrive early do two videos:

I'm really excited I'm standing in front of 123 Main Street- a new listing that I
have- if you're interested please update me.

Open house video- Hi it's Mark Pattison- I'm doing an open house at 123 Main St

Start Listing

Don’t

Take a tour of the home. You are walking through a home blind and the client could bring up anything about comps and objections. Make sure you take control from the start. Do the tour before pricing.

“Where should we sit down and strategize?”

To control the conversation:

1 Wow EVERY 5 Minutes.

Strategic Buyer Personas

“Take me down memory lane. We Fedexed a package to you yesterday. Did you get it? Can you go get it for me?” PATTERN INTERRUPTED- You gain control.

Yes- “I’m so glad you opened it. I’m very transparent with my clients. I share everything with my clients. I want to tell you everything we do on how we strategize to bring their home to market.”

No- “No you didn’t open it? You’re going to be amazing clients. If you and I get into a relationship going forward we are going to have an amazing relationship when we bring your home to market.”

It's our job to bring you an offer that you want, at the price that you want at the terms that you want. What we need to figure out, is what the rest of the world sees, can you open that up? (do not open it for them)- one thing in there is a title report.

“I would like you to pull out the property profile. My friend sent me this and I want to read it to you. You bought this home in 1997 correct? You purchased the property for $437,000, correct? You have a loan with JMJ Financial?”

“There are two copies one for me and one for you. I want to go in and make sure that what is on there is what everyone sees.”

This shows that you hold title as X is that correct?

Also it looks like you have a loan for X on the property? (be an advisor- you don't need to build all kinds of cheesy rapport- they are hiring you for your greatness in granularity)

I just worked with a client that had a 300K second on their property and we needed to go get it fixed.

Take your phone. “I want to actually show you something.” Play them title rep voicemail.

Voicemail from Title Rep:

“Hi Mark, thank you so much for including me in your strategy meeting for 123 Main Street, I really appreciate that. I actually did some research on the Johnson’s home. It looks like they bought it in 1997 and they have a loan with JMJ Financial. It looks like they have an easement on the property. Once you have the listing signed, give me a call. I want to start working on clearing the easement up. I’m excited to do the listing launch strategy meeting with you.”

The property report allows you to become the advisor and allows to give advice. This allows you to advise the clients on pricing and anything else during the appointment because you are the advisor.

“You bought this home 7 years ago in February forgive me for being hokey, but can you just tell me why you bought the home?” (Don't' start with the life story because then they have control. You are extracting the buyer profile and finding out motivation).

“What motivation has changed, what has changed that are moving to a bigger and better future?"

Looks like we have three broad buyer profiles:

1. We have the people who want to go to X school.

2. Young tech couples.

3. Older couples downsizing.

You come up with these in advance.

Marketing

“Most agents are going to show you their 72 point marketing plan. Be weary of this. Put a sign in the yard is not a marketing plan. That's our job. Attending the appraisal isn’t a marketing strategy. Again, it's our job. Marketing is not a checklist.”

This is the perfect place to talk about your competition.

Marketing in three ways:

Traditional

Digital

Social

“Let me give you an example: It would be really powerful for us to do an open house. Are you open to open houses? On the open house flyer, we’re going to place a property website for your home. This brings the traditional marketing of the open house to the digital world. We then do targeted Facebook ads around the neighborhood to bring in the social marketing.”

“Do you see the importance and why we connect Traditional, Digital, and Social Marketing?”

“There a few things we need to do to get the home ready for market. Have you been to any open houses recently?”

“Yes, 123 Main Street down the way is so nice.”

“You know that they don’t live like that, right? When can we bring our stager through to get your home to look like theirs?”

“What I haven’t told you Mr and Mrs Client is my actual process of how I launch the listing. Because when you launch a listing well, you can cheat the market. Let me explain this to you.”

“There are 131 million housing units in the US

There is 13.1m housing units in CA

San Diego County has 1.21m housing units

In this community we have x homes

Average sales price in your neighborhood:

Active:

Pending:

How many have sold in the last 6 months:

“We have noticed that on average it takes about X days for a home to go under contract. Wouldn’t it be amazing if we can cheat the market for those X days because we don’t how the market is dynamically changing. So the pre launch process is super important. Let me show you how we cheat the market so when we go live our marketing time is super short because I want to make sure we get a record for the sale of your home."

Pricing Strategy

“Mr and Mrs Seller- now that we figured out who is going to buy your home and how we are going to market to them- we need to figure out how to fit your home into today’s market. Would you like me to break down the market data for you?”

This is a really good time for us to take a tour to see where your home fits.

Now that we understand how the market works it's super important to figure out pricing.

I want to frame something for you. The list price is an invitation. How do you want this to work. Everyone talks about ranges etc. If you think the home is worth $750,000 and we are going to list it for $1M then were are not going to invite a lot of people to look at this home. But if we list it below market then we will invite more. What I want to tell you It's not got anything to do with the list price it only has to do with what you want because my job is to bring you an offer that you want, at the price that you want at the terms that you want. How I get there is irrelevant to you correct?”

Range

You probably already know we are somewhere in the $700k to the $800k mark- am I right? Let's get more precise. This is not about the listing pricing. This is about me bring you an offer that you want, at the price that you want at the terms that you want. However, if we are to list at 700k then we call that event pricing and when you do event pricing it generates an auction like environment and hopefully we get more offers and bid the price up. If you want to be right along side where the buyers see the market to be we would list at a million dollars and we would do whatever we need to do to get them in and bid the price up. Or if you have a traditional pricing in mind and you want to list at $750k that’s totally ok, you are just leaving some room for negotiation. Which one seems the best to you right now?

(it's now about the list price because the list price is an indentation)

You're the expert you tell me. ”I appreciate that”. I do this with all my clients- can you humor me for 30 seconds. You tell me the price and I will tell you how long it takes to sell. For example $8m 32 years. (pattern interrupt)

If we don't know we can run a coming soon campaign and then we can find a way to cheat the market. Or we can put your price down now because we can check three days before it comes on the market and adjust it.

Don't even talk about pricing. 90% of the homes in SD are bought with financing. Here's what I'm going to do, I'm going to invest in an appraisal right now and we'll figure out what the appraisal comes in at and we will use that as our guide.

Never have to talk about price after that.

It's crazy to me that no one talks about contract to close.

25% of homes fall out of escrow!

The invisible power of what I do lies in contract to close. Let me walk you though what I do when I bring you an offer that you want, at the price that you want at the terms that you want and when you accept it let me walk you through the process.

I'm going to save you a ton of money in the inspections.

We have three sold fliers

Here is 123 Main Street- (tell three stories about negotiations) - show social proof.

Close and Bring out a calendar:

At the end you hand them the calendar pages and the listing agreement.

Hand them three loose leaf calendar pages for the next three months.

Ask the seller their date they want to be in Aspen.

Reverse engineer the dates.

Show them escrow periods and contingency dates.

“In your ideal world, when would you like to move to Laguna Beach? So between now and then, we need to get the home ready and listed this next week.”

“I need to think about it.”

“No problem, I understand it’s a complex decision. By when are you hoping to make a decision?”

“By next Wednesday.”

“So it's Friday, sat, sun......Why?”

“We are getting together with our family over the weekend we want to make sure everything is good.”

“Between now and next Wednesday are there any other plans related to what we talked about you have set up with regard to the house?“

“Are you planning on showing the house between now and next Wednesday? So I'm assuming you have no problem if I start to generate leads between now and next Wednesday?”

“Ok so I'm sure you have no problem signing a 6 day listing agreement so that I can start generate leads? If at any time you want to cancel the listing all you need to do is send me an email and I'll tear it up.”

Now you need to run a campaign- Facebook video

Offer two options for a fee and you have 7%

"My fee is 6% or I also have an option for a waterfall commission, in which we use the Redfin fee at 5.5 % then we go up a % a percent for every 50K that we go over that and it stops at 6.5%"

Real estate commissions are not an exchange of money for time/hours worked. They are an exchange of money for knowledge, expertise, connections, & problem solving abilities. This usually works in this kind of situation to justify why you deserve the same commission no matter who it sells to.

Never leave an appointment without homework

9 out of 10 won’t sign right on the spot. “Let me do some homework and promise me you won’t make a decision until I show you the homework.” Do a really detailed CMA, marketing samples, etc. Make it due in 24 hours.