In Episode 62 of the Wandering But Not Lost Podcast, co-hosts Matt Emerson and Jan O’Brien introduce you to the three P’s of the Listing Presentation and Matt shares 82 things to do on your next visit to San Francisco.

 

 

WBNL 52: The 3 P’s of the Listing Presentation

 

 

Ask yourself: Why should a home seller work with me?

Your answer to this question is essentially your Unique Selling Proposition or USP — how you differentiate yourself from the competition.

The question … is it compelling enough?  Will a potential seller know exactly what you will do to sell their home faster and for more money than anyone else?

Take a look at this data from the National Association of Realtors:

  • Out of all the first-time home sellers, only 17% worked with the agent they used previously.
  • For repeat sellers, only 24% worked with an agent they worked with previously. This means that the majority of repeat sellers worked with one agent, then a different agent, then a different agent again!

We can surmise from that data a couple of realities:

  1. Overall, agents are not doing a great job staying top of mind with previous clients or people they know
  2. They aren’t doing a good enough job sharing their USP for home selling

Unfortunately, many real estate agents do the classic 3 P’s for listings:

  1. Put it in the MLS
  2. Put a sign in the yard
  3. Pray that is sells

I really think many agents have just not made the adjustment from hot markets where that’s all that needed to be done.   In the last couple of years, most markets have enjoyed (from a seller and listing agent point of view) multiple offers is certain price points and less than 30 days on the market.

Most real estate markets have shifted to a more neutral market, where days on market are 60-70 days and growing monthly.

We’ve been discussing and sharing strategies for listing on this podcast including:

Today, we want to share the NEW 3 P’s – the REAL 3 P’s for your listing presentation

  1. Preparation
  2. Pricing
  3. Promotion

 

PREPARATION

1. Repairs

Discuss with the sellers the value of completing repairs on the property before you put it on the market. Ultimately, buyers will pay more for a home to avoid the work of fixing it. Buyers will see the work that needs to be done and immediately start deducting thousands of dollars.

2. Cleanliness

Buyers are easily distracted, and they will tend to focus on the negatives instead of the positives of each home they tour. Help the seller understand that each dish left in the sink or dust bunny in the corner is going to detract from the perceived value of their home, which means a lower offer amount and more time on the market.

3. Staging

According to a recent study by the National Association of REALTORSⒸ, 96% of buyer agents reported that staging had some effect on their clients’ view of homes. They said that staging made it easier for their clients to visualize the properties as a future home and that they were more likely to overlook property faults. The survey revealed that 52% of buyer clients were willing to offer more on a staged home than a similar home that was not staged — as much as 20% more than asking price!

Take a staging class – or certification course. Partner with a home stager and consider adding a staging consultation to your overall services.

PRICING

The first impression a buyer gets about a home that has been listed for a long time in this hot market is this: “Something must be wrong with that home.” That thought will scare away many buyers, and it’ll prompt the ones who remain interested to try to lowball you.

But why are those homes still on the market in the first place? It’s because they are often priced “out of the market.”  It is imperative to discuss the dangers of overpricing with your sellers!

Use the classic Pricing Pyramid

 

or this updated version courtesy of The Paperless Agent:

The intersection of the two axes — price and preparation — represents homes “in the market.” These are properties that are priced competitively and prepared nicely, and these are the homes that will net the most money for their sellers.

As you move farther away from the intersection, the homes become too pricey and in too much disrepair. These homes show poorly and are basically guaranteed not to sell.

The curve in the middle of this graph contains homes in what call “Limbo Land.” Homes in Limbo Land are priced just over their market worth, or they are not adequately prepared to show. These properties are the ones that will stay on the market for months and ultimately sell for way under asking price.

PROMOTION

The key to creating an auction environment is promotion. You have to get your listing in front of the people most likely to purchase it.

Pre-marketing:

  • Home Staging
  • Getting professional photography completed
  • Video tour
  • Prepare initial social media ads
  • Just Listed postcards
  • Single property website

Post-Listing (On the MLS)

  • Initial open house
  • Ongoing advertising and marketing plan (online and offline)
  •  Network of agents – MLS
  • More Open houses as needed
  • Broker Open House
  • Facebook/Instagram Ads
  • Other advertising – featured listings

How to put these concepts into action:

  • Prepare a document or Seller Guide outlining and explaining the 3 P’s of the Home Selling Process
  • Include this information in your Pre-Listing Package
  • Record three videos – Preparation, Pricing and Promotion and include in Pre-Listing Package
  • Review it with the sellers during the Listing Presentation

Wandering Zen: 82 Things To Do on Your Next Visit to San Francisco

Wandering Zen 82 Things To Do on Your Next Visit to San Francisco Matt Emerson Wandering But Not Lost

In honor of the upcoming 82nd anniversary of the Golden Gate Bridge on May 27, we have compiled a list of 82 things to do in and around the City by the Bay.  From the Golden Gate National Recreation Area to Beach Blanket Babylon, there is something for everyone here – so enjoy!  

 

 

  1. Park your car and walk across the bridge
  2. Tour the Fort Point National Historic Site
  3. Go to Baker and Marshall’s Beach
  4. Visit the Battery Chamberlin
  5. Check out the GG Bridge Welcome Center
  6. Don’t miss the Golden Gate Overlook
  7. The Torpedo Wharf offers up great views of the bridge
  8. Wander in Muir Woods National Monument
  9. Take a drive or cycle through the Marin Headlands
  10. Tour Fort Baker
  11. Stay (or eat and drink) at the Cavallo Point Lodge
  12. Stop at the Muir Beach Overlook
  13. Take a walk on Muir Beach
  14. While we’re talking beaches – check out Stinson Beach
  15. Don’t miss the Point Bonita Lighthouse
  16. Have an Irish Coffee at the Buena Vista Cafe
  17. Hop a boat to Alcatraz
  18. Go to the Walt Disney Family Museum
  19. Discover the Presidio
  20. Experience the 49 Mile Drive
  21. Get historic at Mission San Francisco
  22. Go to the SF Zoo
  23. Keep an eye open for the wild parrots of Telegraph Hill
  24. Hang out at the Cliff House
  25. Take in the ruins of the Sutro Baths
  26. Find serenity at the Japanese Tea Gardens
  27. Take a Segway tour in Golden Gate Park
  28. Take a ride on the Golden Gate Park Carousel
  29. Let out your inner critic at the De Young Museum
  30. Don’t miss the California Academy of Arts and Sciences
  31. Watch the buffalo graze
  32. Walk the Strybing Arboretum
  33. Take in the beautiful Conservatory of Flowers
  34. Shop at Union Square
  35. Visit the Cable Car Museum
  36. Walk or drive Lombard Street
  37. Tour Coit Tower
  38. Eat a sundae at Ghirardelli Square
  39. Don’t forget the Cannery
  40. Stop in at the Maritime Historic Site and Museum
  41. Walk Balmy Alley
  42. The Play’s the thing at ACT
  43. Shop, eat and drink at the Ferry Building Marketplace
  44. Take a BART ride
  45. Enjoy a bread-bowl of chowder at Fisherman’s Wharf
  46. Don’t forget the bread at the Boudin Bakery
  47. Board the Red & White Fleet for a different perspective
  48. Ride the Ferry to Sausalito
  49. Taste your way through the many micro-breweries in the area
  50. Explore Chinatown
  51. Visit the Asian Art Museum of San Francisco
  52. Tour the dramatic Legion of Honor
  53. Take a hike on Angel Island
  54. Discover a different era with the Painted Ladies in Alamo Square
  55. Believe it or Not at Ripley’s
  56. Have a moment of silence at the Grace Cathedral
  57. Get your tiki on at the Tonga Room
  58. Visit the SF Museum of Modern Art
  59. Tour the Contemporary Jewish Museum
  60. Listen to the Wave Organ
  61. Stop by SF City Hall
  62. Discover the Exploratorium
  63. See & hear the latest at The SF Symphony
  64. It’s not over until you-know-who-sings!  Check it out at the SF Opera
  65. Twin Peaks has the view! Great for sunrises and sunsets
  66. Grab a margarita at El Techo de Lolinda
  67. Drive the entire Great Highway
  68. Visit the Haight-Ashbury and Castro Districts
  69. Climb the Filbert Steps
  70. Stroll the Embarcadero
  71. Watch the sea lions at Pier 39
  72. Relax at Dolores Park in the heart of the Mission District
  73. See the world’s longest running musical revue – Beach Blanket Babylon
  74. Walk the six square blocks of Japantown
  75. Hang out with the stars at Madame Tussauds
  76. Enjoy seafood at Alioto’s – now run by the fourth generation of the family
  77. Enjoy the view and a cocktail at the Top of the Mark
  78. While you’re having cocktails, don’t forget to stop in at Marianne’s
  79. Oh, and then there is Northstar Cafe
  80. Okay, one more … The View Lounge
  81. Take in the view at Lands End
  82. Honor those who have served at the SF National Cemetery

Matt Emerson WBNL SF from the Golden Gate Bridge

Union Square, San Francisco

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