Any information that you have regarding the current value and likely selling price of any home is the product of your education, your experience, and your expertise. No seller has any right to that information for free. No seller has any right to that information until they agree to list with you. Stop advertising ‘Free CMA’, ‘Free Market Evaluation.’ Stop buying the appointment that way.

Your Listing Presentation can include the statement that you can help them select the right listing price, but does not include any details. You can do this. Thousands of successful, high producing listing agents do this.

Learn how to make your listing presentation first and get a commitment that you have the listing before you discuss the pricing.

If you want to have a predictably repeatable outcome (every listing appointment results in a well priced and showable listing) you must have a predictably repeatable process.

If you want your double chocolate rum cakes to come out the same way every time, you follow a good recipe. Do the same for your listing interviews. Unless you currently list almost every listing prospect you contact, look closely at what you say, how you say it, when you say it. Make sure it is a formula, a recipe, that is getting the consistent results you want.

One way to measure a potential listing prospect’s motivation is to ask, “What happens if this home does not sell on a timely basis; what are you going to do?” If a listing prospect has little motivation, is just ‘testing the market’, and insists on listing 10% over the market, why would you want the listing?

On the other hand, most sellers are motivated to some degree. By asking what happens if the home does not sell by their deadline, you cause the sellers to consider the consequences of the home not selling.

When meeting a listing prospect for the first time, it’s best when your own mindset is asking: “Do I want this listing? Can I get this listing?”

Not all business is good business. If the sellers are not motivated, not logical, or extremely unfriendly or rude, why do you want the listing?

If they just want your selling strategies or pricing information and intend to list with a friend or relative, why should you be the victim?

Your goal is to discover the answers within the first five minutes.

Don’t want it … can’t get it … get out quick!

A good way to develop fast rapport with a listing prospect is to ask them to show you the home and treat you like a potential buyer as they do.

Say, ‘Treat me like a buyer. Don’t just show me the home; convince me to buy it. Tell me why you like it, why I will like it. Point out any hidden features and any place you made improvements and updates.’

Take lots of notes as you go through the home as that shows interest on your part.

Don’t be surprised when some sellers say ‘I’m not very good at selling, am I?’ Asking the sellers to convince you to buy the home quickly makes most people aware of their lack of selling knowledge and skills, especially when you point out a good selling feature they overlooked.

You can make By-Owner prospecting more effective by giving the sellers something to help qualify potential buyers. Prepare a special business size card with the message “The price of this home is $_________, which is a fair price for this area. May I ask – is that in the ballpark of what you can afford?”

Obviously, have your name and phone number on the card as well.

Tell each By-Owner you contact that experience has proven that 90% of all direct buyer prospects cannot afford the homes they go to see. Tell them to read the message to each direct buyer who calls or comes to their home. If a prospective direct buyer says no or even hesitates, don’t invite them in. When a prospective buyer says yes, invite them in, show them your home and ask them if the home could fit their needs. If they say yes, ask them to buy it.

Tell each By-Owner that reading this message will help them qualify potential buyers and maybe help them sell the home … or it will help them understand why most direct sellers ultimately list.

Tell them you will check back in a week to see how they made out. The most likely outcome is that no direct buyers come or no one makes an offer, giving you a better chance of getting a listing.