The New Ultimate Listing Presentation (Part 10)

Becoming the market authority is job one.

Before we get into the listing presentation, it’s important for you to do an honest assessment of your ability as an agent. Can you look into the mirror and feel, deep down, that you are the very best person to represent your seller client?

If you can’t do that (regardless of the listing approach you use), it would be unethical to offer your services to this client in the first place. In fact, you’d have a fiduciary obligation to recommend your fellow agent, the one who is the best, as the right agent to help your client.

So how do you go about becoming that best agent to represent your client? You need to do your homework! You need to study your market. You need to know the market statistics. You need to have clear-cut marketing strategies. You need to have a specific marketing plan that will yield results superior to those of the competition. Otherwise, you have nothing to offer the client!

Doesn’t that make sense? Why should your client list his most valuable asset with you if you don’t know what you’re doing? Would you list with yourself? And if your answer to my last question is not a resounding “Yes!” – then you need to become that ideal agent before you read another word.

Prior to listing my first house, I knew our market statistics cold. I pulled the raw data from our local MLS and crunched the numbers. Was it fun? Of course not! Nevertheless, I needed to know what I was talking about. I needed to be the best prepared agent my client would ever talk to. I needed to be the best agent for the job, or I couldn’t look my seller in the eye.

Trust me about this: your client will recognize whether or not you know what you’re talking about. If you’re bluffing, he’ll sense it. You can’t “fake the funk,” as they say. I wish I could tell you how many times a listing client has quoted an agent on something that I’ve known to be incorrect.

Because I was completely familiar with my market, though, I would be able to explain that the other agent, while very likely a nice person, had his facts wrong. Then I would present the statistics to the seller, and it was quite obvious to both of us who knew what they were doing and who didn’t. It doesn’t take that much work to become an expert, so do it. You owe it to yourself and to your clients.

OK. Here’s the basic market data you need to know before you go to your first listing appointment:

Days on Market (DOM). Average days on market is critical to your seller client for several reasons: it’s important in setting realistic expectations about the time needed to sell a home; it will help you evaluate any offers that come in and make an educated decision about whether it’s advisable for the client to wait for another offer or take what’s on the table; and, if you know the DOM for your market (or, better, yet, for the client’s neighborhood), you’ll be able to guide him or her through the process like a professional – which is exactly what you are!

There’s a problem with DOM statistics, however. Most MLS databases have a very manipulated DOM number which is invariably skewed low. So how can you know what the real number is? Is it possible to determine the actual DOM for your market even if you’re not a rocket scientist? Absolutely! Just use the absorption rate to calculate the true DOM for your area. Let me explain.

Before writing The New Ultimate Listing Presentation, I thought I would pull the latest DOM figures from my local MLS and compare that statistic with the actual calculated DOM. The latest number as reported in my MLS is 77 days. However, when I calculated DOM using the absorption method, the actual average DOM is 240! And believe me, your MLS is off as well – maybe not by as much as mine, but it is typically off by more than 50%.

So why the huge disparity? Because the MLS calculates the average DOM as the average days on market for the listings that actually sold. What it leaves out of its calculation altogether are homes that were withdrawn, listings that expired, listings that were withdrawn for a day and then re-listed to restart the clock, or those that were never put in the MLS until they sold (like new construction where they might list only one home in a subdivision, but actually have 20 for sale). And all of those affect the reported DOM.

Here’s how you get the real DOM. Find out how many homes sold in your market last year and how many are currently on the market. For example, if 10,000 homes sold last year, and there are currently 5000 on the market, what those numbers indicate is that the inventory turned twice last year (10,000 divided by 5000 = 2.0). Now, there are twelve months in a year, and 12 divided by 2.0 = 6.0, which is the absorption rate, meaning that the average time actually on market is 6.0 months.

Then, to convert the absorption rate to days on market, you simply multiply this last number by 30 (6.0 x 30 = 180). And if you figure DOM this way, you’ll eliminate all manipulation in your market by builders and agents who re-list stigmatized homes due to their excessive time on market.

I wanted you to know how to do the math, but I have great news. Now, as part of The New Ultimate Listing Presentation, I have made your job much easier. Because I got so many calls and emails from agents wanting help on the math, I built a calculator for you to use. So try it out. Never settle for those inaccurate numbers from your local MLS again.

Spectacular Content Marketing Tips – Key Factors For Content Presentation

Content is king. People are not going to buy information that is of little or no value. Solid content is of utmost importance. However… if content is presented in such a way that it only reaches a fraction of the market it’s intended to reach, then that content falls short in its effectiveness to grow your business and spread your message.

Presentation does not compensate for lackluster content, but it can make a difference in how content is received by your market.

What makes a presentation spectacular? There are nine key features of a presentation that will make them much more spectacular for your viewer.

The nine key presentation features are:

1. Title/Timeline of Presentation – This tells your viewer what presentation they are watching and how long it will take them to view it. That’s about as basic as it gets.

2. Branding – It’s important that you have a picture of yourself included in the presentation that your market will recognize you by. Recognition is important.

3. Table of Contents – Having a table of contents that will allow your viewer to navigate easily through the presentation is very convenient. This gives the viewer more control and the ability to find the topic they want to review.

4. Remembers Where You Left Off – Viewers love it when your presentation keeps track of where they left off. They don’t always remember, so if the presentation does that for them it’s just that much more convenient.

5. Large Content Window – Make sure that your content is easily viewable. A large number of presentation formats only allow for a small viewing window making the content quite small and difficult to see. A large viewing window and actually being able to see the content is a huge bonus for the viewer… highly recommended.

6. Current Slide Info – This allows the viewer to see where they are in the current content slide or page. There’s no second guessing as to when it ends or if there is still more content to come.

7. Full Playback Control – Give the user the ability to back up a slide, to move forward a slide, fast forward, rewind, pause, or resume. The more control the user has, the better they like it.

8. Resource Links Area – A very easy to use area that has links to other resources that relate to your presentation. This could include a PDF version of your presentation, web links, or other information that is related to your content. This makes it easily accessible to your reader.

9. Searchable – This gives your user the ability to not only search for topics in the table of contents, but to also search the content itself for the information and terminology they are looking for.

In a nutshell, the more convenient and easy to use your presentation is, the more spectacular it will be. Users love to be able to always know where they are at in the presentation, how far they have to go, and easily find items of interest.

Amazing Last-Minute Christmas Presents

The holiday season is destined to be at the end of the year for a good reason; you’ve your entire year to plan for the grand festivities and keep the traditions going. When it comes to Christmas, all our plans and savings revolve around this most anticipated holiday season. You work your heart out and this is the time to sit back and have the time of your life.

The exchange of special presents is one important element of this holiday season. The aim is to stay unique and to give meaningful gifts that would be used and remembered until the next Christmas. So the thoughts and ideas keep pouring in all year round, each more special than the other.

But some of us like causing trouble for ourselves and keep waiting a bit too long to get the action done. We’re aware that we might lose the deal, or might be sold already. Until we don’t get the push, we refuse to make a move. Yes, most of us have certainly been there and done that!

Christmas brings endless joys and there’s a lot to be optimistic for. Even when it’s last minute, there’s a lot you can do. Here are some great ideas of last minute gifts that would certainly please your loved ones! We’ll keep it economical for you and you’ll find most of them under $40!

1. Artistic Napkins for Cocktails

Festivities and drinking go along; both complimenting each other. This is why giving a cocktail napkin can be a great gift; especially when it comes in handy just at the right time. Show your good taste in gifts and choose a napkin that is artistic and stylish. To make it extra special, you can pair it with a fancy bottle of wine. The receiver would definitely find it useful while serving the drinks during the festivities!

2. A Coffee Set

This is a gift for all seasons and times, and you’d be surprised to find out that many households do not possess it. So after ensuring your receiver doesn’t already have it, surprise them by giving this useful set that would come to use nearly every other day. You’ll find plenty of fancy coffee sets in the super market. If they don’t look special enough, go an extra mile and purchase individual items and style it together.

Ideally, your coffee set should have a coffee mug, coffee beans and accessories. If this person is a coffee lover, they’re likely to feel good about you every morning when starting their day.

3. Warm Accessories

Since Christmas is a cold season around the world, gifting winter accessories would be great. They are likely to be used every day. Although these might be common items, you can go for special designs and materials that your receiver would not otherwise buy. Fluffy and warm socks, oversized scarfs, woolen pajamas and a glove and hat set can turn out to be great winter gifts arriving just at the right time!

4. A Pricey Pair of Head phones

Head phones? Don’t we all have them? Well, we surely do. But in most cases either they’re broken, lost or of a cheaper quality. Since they’re used every day, people rarely invest in expensive head phones. That’s where you make things special for them. Invest in a pair of head phones of a great quality, something they can use for years without facing any misery!