Real-estate agent Joe Bach walks through his listing process, from pre-listing inspections and staging advice to marketing across MLS, brochures, yard signs, and virtual tours. He uses pricing theories like the donut-and-pond analogy and scatter-grams to help sellers understand market dynamics before setting a list price, and offers flexible commission models tied to seller concessions.
clean up and shut the door, because that's really— if they have kids, that's all they can do. Pre-listing inspection, I pay for that. I can tell you more about it later, but you can work it out with whoever your inspector you feel comfortable with, give you a discount or whatnot. But I, I have done that and it helps. Staging, help them stage, declutter. I mean, I'm not certified, but We all know, keep the crap out. Pricing, I tell them I do not set the price. I will give them a range and I'll make suggestions on that price, but I do not set it. It's their decision. Measure, get professionally measured, drawn floor plans, hello, Adam Stein, lockbox, showing service. This is where I talk about centralized showings, that it's a third party. They'll call you. We show by appointment only unless the house is going to be vacant day to day. We might do the same courtesy call. Sell sign, flower box, buyers— I mean, sellers still think that really helps. I haven't noticed, but I do sell signs, and that's a little sign you stick in the yard and it has a cell phone on it that says, "For information about this house, text blah, blah, blah, blah, blah." So it sends 3 texts back to that person. It sends them 6 pictures, a description of the house,, and then a third text of, "Do you want to set an appointment? Call me." I'll have to click one button and it goes right to my cell phone.
Is that a third—
Yeah, $25 a month for 3 signs. Full-color brochure, and I pull that out again. Multiple Listing Service, and this is where— and I also tell them, "You're only allowed 8 pictures," because— so I tell them, I make sure that I said, tell them, if MLS— if you pull it up on MLS on the public website and there's one picture or six, they're not fully marketing your property, whoever I'm competing against. Individual property website, which is Helen Adams, an email announcement, just listed postcards, counter display, open house, relocation program, professional pictures, a virtual tour. And then I can click on that. Marketing, you know, I list out all the websites it goes on. Weekly contact, I usually call on Tuesdays, email goes out on Sunday morning about week stats from the virtual tour. Talk about it at sales meeting, present all offers, transaction management. I'll make sure I manage all the phone calls, make sure all the dates are being hit, all that good stuff. Proceeds check. I go through, quickly go through MLS examples because they don't know how we search. I point out, always can write an offer. If there's no brochures in the house, don't freak out. They can always write an offer because all my disclosures are up there. Individual property websites. More marketing examples. Do you see how I'm hitting the different learners? The visual learners, the people that, the auditory, and then I also give them papers to hold on to. A little backup.
Well, say that. Have you noticed one huge difference in his presentation than all of them? Visual.
Visual.
Lots of them. Big pictures. Lots of them. Lots, lots, lots. Every slide he's put up there has an image on it.
So this is more, this is This is from Tour Factory. I just copied and pasted it right into my presentation. Our website, and then all personally managed process, so you'll never have to be bogged down with the details. All showings are set by appointment.
Questions?
Do you have any questions about marketing? Do you feel Helen Adams Realty and the club are able to market your property? You're going to hire me to sell your home, have me do— cause your property to be sold, to hire me for advice, experience, and to handle the process. You make the decisions. Why a pre-listing inspection, blah, blah, blah, blah, blah. I'm sure— have you gone over that yet? Done this the last few months. Paying for the value. You pay me in two ways. You pay me through— I work on a contingent basis versus a retainer fee, so I put up all the money up front. I also get referrals. That's the other way you compensate me. Pick which commission plan you want. Yes, yes, yes! And I do offer a discount if they buy with me as well. If they list and buy, I do, you know, cut my commission by a quarter percent. Sometimes it's more, but this is a new thing I started doing that I read in a CRS magazine, I think last month, that came out that talked about you set your range of where you think the price should be, but give them a— cut your commission if they're willing to lower it 10-15% more, like lower the price, because you know it's going to guarantee a quicker sale. Or, you know, half percent off if you list it 5%. 5% below the range I recommend. I haven't— I only did this once this week on a listing presentation, but It hadn't worked yet, so we'll see. Positioning your home for sale, this is when I start talking about the donut and the pond, the stagnant pond that Sam had. This is where I start talking about pricing, but I don't put it on my presentation because I don't have to keep redoing it. And then I use Jackie Levinor's shopping cart theory and the price lines and the scattergram. I use all that. This is from her shopping cart theory. You have 6 people going through the line and those people are the buyers or the people checking out, and then I talk about the recently sold, the lines on the price line. You guys know what I'm talking about?
Mm-hmm. Okay. It's absorption rate.
Absorption rate. It's absorption rate, but it's used in a different way. I talk about entire MLS, Area 3, Area 3-5, or whatever it is, and then I say, "Give me a commitment." And that's it. And then we don't even set the price that day. I talk about a price, we don't even set it. I said, let's sign the listing agreement, we'll talk about price later. And in this 2 weeks that I'm getting the tour done, I'm getting— if they've seen all this, they're probably going, okay. Then I take them on a tour, I say, let's review competition. Because when I drive by the house and I drop off that free listing packet, I'm taking a picture. I'm also driving by these whole properties in the neighborhood at the same time to see what's sold, if there hasn't been any, or close by. So that's it.
Cool. Give it up for Joe Bach.
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