From Lead to Close

The LISTING Process

WHEN YOU FIRST OBTAIN YOUR REAL ESTATE LICENSE, OFTEN YOU’LL HERE THE PHRASE “LISTINGS GIVE YOU LEGS” OR “LISTING MAKE YOU LAST” WELL WE KNOW AS PART OF KELELR WILLIAMS THERE ARE THREE THINGS IN THE BUSINESS THAT KEEP YOU IN THE BUSINESS AND LISTINGS ARE ONE OF THEM!! (LEADS AND LEVERAGE ARE THE OTHER TWO.

Representing Sellers

Listings provide more exposure: advertising your listing gets your name out there in a big way.

1

Listings bring buyers: even if the buyer does not choose this property, they may be interested in your other properties.

2

Listings are time leveraged: on average, you can close on 2–3 seller listings to every 1 buyer listing. 

3

 Focusing on listings has major benefits: 

Steps from Lead to Listing Closed

SCRIPT:  Hi {Name of Friend} This is {You}. As you probably know I am in real estate and I have a goal of helping {insert number} families realize their real estate needs. Would you be willing to help me make this happen? Great! Who do you know looking to SELL, BUY or INVEST in Real Estate that I can help?” 

Prequalifying the Seller: When calling to set a listing appointment with the seller, you will want to confirm important details, including their motivation to sell. Prequalifying the seller will help you prepare for the listing appointment and gives you insight into the mindset of the seller. It also helps you avoid wasting your time on those who aren’t truly serious about selling their property. The prequalifying process is a conversation with the goal to get to know the seller better. 

Listing Appointment Once you have confirmed the appointment, prequalified the seller, its time for the appointment. So arrive on time! 

3)

"SCRIPT"  Do you mind if I set my things down in the kitchen?  Take a Home Tour Checklist with you and leave everything else at the table. At the end of the tour, it will feel natural to return to the kitchen for the presentation. If possible, tour the house without the sellers. This will give you the ability to focus on the tour, not the sellers. You will be able to control the time and agenda for the tour. Additionally, touring without the sellers will prevent the sellers from building up the home’s value in their minds by telling you every detail they perceive as a positive. After the tour, be sure to compliment the house and bring up any positive details you noticed during your tour.

Walk Through the Home The kitchen table is the best place for the presentation because it is there the sellers are most relaxed and friendly.

4)

2)

Generate a Listing Lead. Start with trying your sphere of influence. Once you have exhausted your personal sphere start trying FSBO’s, Expired and Cancelled Listings.

1)

Sign an Exclusive Listing agreement with the Sellers (form 1A-SWF) and establish a date in which the Listing will go live.

Establish a Price in which the Sellers are comfortable and you can justify based on your CMA

Fill out a Listing input form (L.I.P) with the Sellers (Form 1)

Give sellers a copy of “The Law of Real Estate Agency”

Request Sellers to fill out a copy of the Seller Disclosures (Form 17) Remember they need to do this without coaching from you on their answers. It is outside of our license law

Hire and schedule a Professional photographer for the House

Input the Data from the L.I.P. into NWMLS, NCWAR Flex and KWLS

Request a preliminary Title Report and Exhibit A legal description

Other common forms to have prefilled are 22E (if home is selling above 350K) 22K (For Utilities) 22J (lead paint if older then 1978)

Market the Property by creating Flyers, Placing a sign in the front yard, create and run ads in Command, Create a video for Brokers Tour

Host an Open house, either Virtually or In Person

You Did it! They will use you to sell their Home. Now What? 

6)

Create a great impression to build the sellers’ confidence in you as their real estate agent of choice to get their home sold.

Share your price recommendation—the initial list price for their property—one that’s designed to get their home sold in the shortest amount of time and for the most money possible.

Set expectations for how you will market the home and work with the sellers.


Give a great Listing presentation (There are two great examples in Command under designs).

It is always beneficial to include a CMA in your presentation
The listing presentation is where you will convince sellers to list with you. It’s your opportunity to explain the reasons why they should hire you to list their home, and the list price you recommend.

At the listing appointment, you will:

5)

CLOSING - NEARING THE CLOSING DATE THERE ARE SOME FINAL STEPS THAT WILL TAKE PLACE THIS INCLUDES APPRAISAL REVIEW, REVIEWING THE SETTLEMENT STATEMENT AND FINALLY SIGNING CLOSING DOCUMENTS WITH THE ESCROW COMPANY OR MOBILE NOTARY. DON'T FORGET TO SEND YOUR CLIENTS A CLOSING GIFT AND CONTINUE TO SERVICE YOUR CLIENTS AFTER CLOSING! STAY CONNECTED AND REMEMBER THAT EVEN AFTER A TRANSACTION, THEY'RE STILL YOUR CLIENT!


9)

ENSURE THE DEPOSIT OF EARNEST MONEY (EM)

HOME INSPECTION

SEPTIC INSPECTION

WELL INSPECTION

OBTAIN AND REVIEW TITLE REPORT

OBTAIN RESALE CERTIFICATE FOR CONDO SALES

FEASIBILITY STUDIES FOR VACANT LAND

FACILITATE THE APPRAISAL SITE VISIT IF NECESSARY

WORK WITH BUYERS AGENT TO ENSURE ALL OF BUYER'S DOCUMENTS ARE SUBMITTED TIMELY

MUTUAL ACCEPTANCE: UPON REACHING AN AGREED PURCHASE & SALE AGREEMENT, YOU WILL SEND ALL TRANSACTION DOCUMENTS TO  

OFFICE@KWNCW.COM

IT IS ALSO YOUR RESPONSIBILITY TO SEND APPROPRIATE TRANSACTION DOCUMENTS TO TITLE/ESCROW.

IT IS IMPORTANT TO STAY ORGANIZED THROUGHOUT THE TRANSACTION. AS SOON AS YOU HAVE MUTUAL ACCEPTANCE, WRITE OUT IMPORTANT DATES TO KEEP TRACK OF AND A BULLET-POINT SUMMARY OF THE OFFER TO SEND TO YOUR CLIENTS. THE LISTING BROKER WILL BE SCHEDULING THE INSPECTION SO BE PREPARED TO COMMUNICATE SO EVERYONE IS ON THE SAME PAGE AND MUTUALLY UNDERSTANDS CONTINGENCY EXPIRATION DATES AND TERMS.
 
A TYPICAL TRANSACTION INCLUDES:

8)

Annie Fitzsimmons | WA Legal Councel

Who do you represent in a transaction?

ANNIE FITZSIMMONS | WA LEGAL COUNCEL

Teams & Dual Agency