Episode Summary: "10 Things to Never Do at a Listing Appointment! (Part 1)"

Podcast Title: F.I.R.E.D Up with Krista Mashore
Host: Krista Mashore
Episode: 10 Things to Never Do at a Listing Appointment! (Part 1), Ep. 943
Release Date: April 21, 2025

Introduction to Listing Appointments

In this episode, Krista Mashore dives deep into the critical mistakes real estate agents often make during listing appointments. Drawing from her extensive experience of selling over 2,300 homes and maintaining a position in the top 1% of agents for 19 years, Krista provides actionable insights to help agents secure more listings and avoid costly errors.

Mistake #1: Failing to Initiate the Marketing Process Before the Appointment

Krista emphasizes the importance of establishing a strong presence before even stepping into a listing appointment. She shares her strategy of sending a comprehensive "box" of marketing materials to potential clients in advance.

• Notable Quote:
  “I want to make sure that I'm winning before I arrive.” (02:15)

Key Actions:

• Pre-Appointment Engagement: Dropping off a box containing a QR code leading to a neighborhood-specific information portal, market updates, and other pertinent data.
• Contents of the Box: Includes a listing mini-presentation packet, statistical data-backed information, a 30-day moving checklist, a detailed marketing plan, seller’s guide, examples of “just listed” and “just sold” cards, her book “The Savvy Seller,” and resources on buying a home.
• Reminder System: Utilizing CRM tools to send video texts, phone calls, and emails the day before and on the morning of the appointment to ensure punctuality and preparedness.

Krista’s Success Rate:
She attributes her impressive 99% listing success rate to these preparatory steps, highlighting that even minor mistakes can lead to losing deals worth thousands.

Mistake #2: Being Unprepared with Market Knowledge

Preparation is crucial. Krista advises agents to have an in-depth understanding of recent sales in the area, including specifics about each property’s sale price, loan types, concessions, and reasons for any sales falling through.

• Notable Quote:
  “He who has the most conviction wins the debate.” (12:45)

Key Actions:

• Comparable Analysis: Presenting multiple comparables across various price points to provide a comprehensive market view.
• Control the Conversation: Maintaining authority and confidence during discussions about pricing, ensuring the agent leads with data-backed insights.

Preventive Measures:
Avoiding under-preparation by thoroughly researching the local market and being ready to assertively guide the conversation based on factual information.

Mistake #3: Speaking Negatively About Other Agents

Maintaining professionalism by refraining from bad-mouthing competitors is a recurring theme. Krista points out that negative remarks about other agents can backfire and diminish the agent’s own credibility.

• Notable Quote:
  “Never ever badmouth another agent.” (20:10)

Key Actions:

• Encourage Critical Questions: Guiding sellers to ask potential agents specific questions about their experience, marketing strategies, and budget allocations.
• Demonstrate Superiority Through Preparedness: Allowing sellers to discern the differences between agents based on their preparedness and the quality of their answers, rather than through negative comparisons.

Strategic Approach:
By focusing on presenting one’s strengths and encouraging sellers to ask the right questions, agents can highlight their own value without resorting to negativity.

Mistake #4: Ignoring the Seller’s Concerns

Addressing and alleviating the concerns of potential sellers is vital for building trust and securing listings. Krista underscores the necessity of understanding a seller’s specific worries and being prepared to address them comprehensively.

• Notable Quote:
  “Know their concerns, address them, deal with them and get back into them very, very promptly.” (27:30)

Key Actions:

• Pre-Appointment Inquiry: Asking potential clients about their past experiences with agents, what they liked or disliked, and any specific concerns they might have.
• Prepared Responses: Bringing testimonials and evidence of effective communication to counteract common fears, such as the agent being too busy to attend to their needs.
• Post-Appointment Follow-Up: Ensuring timely responses to any additional questions or concerns raised during the appointment.

Example Scenario:
When clients express worries about the agent’s availability, Krista counters by presenting testimonials that showcase her responsive and communicative nature.

Mistake #5: Mishandling the Commission Discussion

The topic of commission can be a sensitive area during listing appointments. Krista advises against discussing commission rates prematurely or trying to negotiate them on the spot.

• Notable Quote:
  “The most costly mistake a seller can make is being so concerned about commission that they overlook the value that the agent brings.” (35:50)

Key Actions:

• Deferring the Conversation: Politely declining to discuss commission details over the phone or before demonstrating the full scope of services provided.
• Emphasizing Value: Focusing on the comprehensive marketing plan and the value-added services that justify the commission, rather than getting bogged down in numbers.
• Empowering the Seller: Encouraging clients to express what they expect from an agent, thereby steering the conversation towards value and service quality.

Strategic Approach:
By delaying the commission discussion until the appointment and highlighting the agent’s value proposition, Krista ensures that sellers appreciate the quality of service over mere cost considerations.

Conclusion and Teaser for Part 2

Krista wraps up the episode by reiterating the importance of these five mistakes and how avoiding them can significantly enhance an agent’s chances of securing listings. She hints at additional tips in the upcoming part of the series, encouraging listeners to stay tuned for more insights.

Call to Action:
Krista invites listeners to like and subscribe, leave comments about their favorite tips, and suggest topics for future episodes. She also promotes her virtual event aimed at helping real estate agents dominate their market.

Key Takeaways

• Proactive Marketing: Engage clients before appointments with comprehensive information packages.
• Thorough Preparation: Equip yourself with detailed market knowledge and comparable analyses.
• Professional Conduct: Maintain a positive demeanor by avoiding negative remarks about competitors.
• Client-Centric Approach: Address and mitigate seller concerns promptly and effectively.
• Value Over Cost: Focus on the value and services provided rather than negotiating commissions prematurely.

By adhering to these strategies, real estate agents can enhance their listing presentation effectiveness, build stronger client relationships, and ultimately achieve greater success in securing listings.