Listing Presentation Guide - Referral Marketing.pdf

always too high or too low. My CMA comes from a number of factors, from the MLS to the exterior and interior of the home. Appraisers will also look at recent sales in the area when they’re determining the value of your house.” Example Three: "We can list it for a higher price than that, then reduce the price if it doesn't sell later." What to tell them: “This strategy is likely to create problems. The original listing price is a vital part of selling your home. No one looking to buy a house is going to look at overpriced listings. A high price is going to lead to fewer showings, prospects and offers. The best opportunity to sell your house for the highest and best price is in the first two weeks that it’s on the market. So, by pricing the home for what you think it will sell for from the start, you will end up with more offers.” Commission Objections Some owners may ask you to lower your commission. When that happens, it’s best to properly illustrate why that would be a mistake for all parties. In fact, as many as 20% of sellers will say something like: “But another agent will list my home for a lower commission.” Many agents fold under pressure and negotiate their commission -- you should be ready for this objection so you don’t have to. Response one : Explain to them that you don't get the whole commission. A lot of owners have no idea how it works and won't bother to find out on their own. If you work for a brokerage, explain that your firm gets a portion. Also explain that they will almost always have to pay for a buyer's agent's commission as well. In other words, not wanting to pay for a commission hurts all sides of the deal. Say, "Buyers almost always have an agent. And you have to pay that commission. If you only work with buyers that don't have agents, you'll barely have any to choose from, if any." Response two: Reiterate how and why you'll sell the home for more money than they would as a FSBO, and refer to your commission as a fee for your professional services. Share this statistic from NAR®: “Eighty-two percent of sellers reported that their agents provided the lion’s share of [home selling] services.