3 TIPS ON USING FACTS & TRENDS IN A LISTING PRESENTATION
Use Facts & Trends data as a companion piece to your detailed CMA to help potential sellers understand pricing factors and set realistic expectations for the sale of their home.
1. KNOW YOUR AUDIENCE. Before dumping an entire packet of market data in front of your sellers, get to know them a little better. Are they detailed, numbers people? Or are they visual, conceptual people? The former will probably be interested in seeing more information and want to analyze the data with you. The latter will be more interested in seeing just the pertinent graphs, and trends, and hearing you talk about what it means to them.
2. IT DOESN’T REPLACE THE CMA. CMAs are a great tool for demonstrating the specific differences between active or sold homes and the subject property and can help you discuss why a seller’s home should be listed more or less than another. Facts & Trends should probably be presented before the CMA, as the data shows market trends in general – setting the stage for the CMA and pricing discussion and helping sellers have realistic expectations about things like how long their home will take to sell. The two programs work hand-in-hand.
3. THINK TWICE BEFORE LEAVING YOUR DATA BEHIND. Is there another agent interviewing after you? Don’t give them the benefit of your market data sitting on the table when they’re presenting their recommendations!