If you’re a Realtor and pre-listing kits have always been an afterthought (or you've never heard of them at all), we’ve got news. It’s time to rethink your strategy.
Sure, you can show up to a listing appointment without having sent a pre-listing kit, but your chances of winning the listing will drop significantly. You invest significant money and time to get leads — so why would you not put your best foot forward?
Let's take a step back: what is a pre-listing kit? For those unfamiliar, it's a customized box of information and resources that you deliver to the potential client before the listing appointment. It's a chance for the client to get to know you and your work before you start talking about their property specifically.
Timing is everything! You should start prepping your pre-listing kit as soon as you’ve set a date for the listing appointment. If possible, you should drop off the box/bag the day prior (or before) at the client’s home or office, so they have a chance to look through it.
But the big looming question remains…what should you put in it? Here are five tips for making the most of your kit so you can make the best first impression possible and start landing more listings in any market condition.
1. Make it personal.
The most important part of your pre-listing kit is that it introduces the client to who you are as a person. So much so that when you arrive for the listing appointment, you really shouldn’t need to introduce yourself at all.
Include a personalized brochure, information on your company, and anything else that will help tell a story of who you are. Bonus points for personalizing the box or bag, too. A high-quality box with your branding is a great way to show you are professional and care deeply about details.
2. Show off your skills.
You put a lot of work into your marketing materials, so use this opportunity to show the client your point of difference. Include some flyers from past listings you’ve sold and any other marketing materials that display your best work. Make sure these are printed on quality paper and are in good condition (not the leftovers from the trash bin!).
3. Customize it for the client.
Maybe you know the client has kids so you throw in some candy and balloons — or maybe the client has a dog so you throw in a bone or toy. These small gestures don’t need to be expensive but show the client that this isn’t just a stock pre-listing box you give to anyone. Relationship building is about listening and paying attention, and here’s your first chance to show them how you treat your clients.
4. Don't leave them with questions.
It can be tempting to include comps or market research you plan to explain during the listing appointment. Don’t. If you leave them with follow-up questions, they are more likely to either ask another agent before you meet with them or rush to conclusions about how your comps stack up to their expectations.
Leave these details out for now. When they are ready to ask, you’ll be there face-to-face to make sure they’re 100% comfortable.
5. Shoot them a text.
This may sound simple, but it’s the little things that add up in the end! Once you drop the pre-listing kit by their door, shoot them a text letting them know it’s there and that you are looking forward to seeing them the next day. It’s a great excuse to remind them of your meeting, and most importantly, to keep them from cancelling.
If you’re looking for a full checklist of what to include in your pre-listing kit and more tips for nailing the listing presentation, download our complete checklist for for free.
Above all, make your pre-listing kit an important part of your story. Everything speaks — from the pre-listing kit to closing — so be sure to show your clients who you are every step of the way.
Aaron Hodson
Aaron Hodson is a keynote speaker, business strategist, and CEO of SellWell. He’s spent 25+ years in the real estate industry in various capacities — from selling homes, to becoming CEO of one of the fastest growing real estate companies in the world, to coaching high-level sales agents and executives. Fair warning: Aaron originally hails from New Zealand, so Kiwi-isms are to be expected.
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