F.I.R.E.D Up with Krista Mashore Episode 918: Listing Presentation Strategies Every Realtor Must Know Release Date: January 19, 2025

Introduction

In Episode 918 of "F.I.R.E.D Up with Krista Mashore," host Krista Mashore delves deep into essential strategies every realtor must master for successful listing presentations. Tailored for entrepreneurs striving to distinguish themselves in the competitive real estate market, this episode offers actionable insights, proven techniques, and advanced digital marketing strategies to position oneself as the local market leader.

Preparing for the Listing Presentation

1. The Importance of Pre-Presentation Preparation

Before stepping into a listing presentation, thorough preparation is paramount. Krista emphasizes the necessity of dropping off essential materials beforehand to set the stage for a successful meeting.

Notable Quote:

"[00:45] A: Never ever drop off a market analysis before listing presentation. You want to go over the market analysis, the CMA with them, okay?"
— Krista Mashore

2. Utilizing the Tax Roll

One of the foundational elements Krista discusses is the tax roll. This document offers comprehensive details about the property, including the number of bedrooms, bathrooms, garage spaces, square footage, and the year the home was built.

Key Points:

• Verification: Upon receiving a seller's call, Krista pulls up the tax roll to verify property details, asking the seller questions to demonstrate her preparedness and expertise.
• Accuracy: Ensuring that the MLS data aligns with the tax roll is crucial to avoid discrepancies that could lead to potential legal issues.

Notable Quote:

"[02:15] A: I quickly will pull it up and I'll just ask them a few questions... I'm qualified, qualified. I'm on my feet."
— Krista Mashore

Leveraging Comparable Market Analysis (CMA)

1. Selecting Accurate Comparables

Krista underscores the significance of presenting relevant comparables (comps) during the listing presentation. These are similar properties that have been sold recently in the same neighborhood.

Key Points:

• Recency: Preferably, comps should be from the past 90 days. If unavailable, extending the search to the past six months is acceptable.
• Similarity: It's essential to choose properties that closely match the seller's home in terms of size, features, and price range to provide a realistic market value.

Notable Quote:

"[04:10] A: If you think the home is worth 500,000, I would pull up homes from 400 to 450... From 550 to 600."
— Krista Mashore

2. Strategic Pricing

Krista advises on strategic pricing to maximize visibility and attract more potential buyers.

Strategies:

• Price Range Selection: Presenting a range helps sellers understand market competition and position their property optimally.
• Lower Starting Point: Listing slightly below the perceived value can increase search visibility, attracting more qualified buyers and potentially leading to multiple offers.

Notable Quote:

"[06:30] A: By doing that, you'll get more eyes on the property, which means you'll probably get multiple offers and more money depending on the market."
— Krista Mashore

Demonstrating Expertise with Marketing Materials

1. Showcasing Previous Success

Krista highlights the importance of bringing examples of past listings and sales to demonstrate her proficiency in the local market.

Key Points:

• Just Listed/Sold Flyers: Presenting these materials shows active engagement in the neighborhood and a track record of success.
• Neighborhood Expertise: Using examples from the same neighborhood reinforces her authority and understanding of the local market dynamics.

Notable Quote:

"[08:50] A: I want them to see that I'm an expert in the neighborhood. I've sold houses before, I know their area."
— Krista Mashore

2. High-Quality Marketing Collateral

Krista stresses the need for professional, glossy marketing materials that reflect the quality of service she provides.

Key Points:

• Brochures and Flyers: These should showcase professional photography and detailed property features.
• Digital Integration: Incorporating QR codes on flyers directs potential buyers to dedicated property websites, enhancing engagement and tracking.

Notable Quote:

"[10:20] A: These are high quality, they're glossy. I want them to see. I allow them to see the quality of it."
— Krista Mashore

Advanced Digital Marketing Strategies

1. Utilizing Digital Tools

Krista integrates advanced digital marketing techniques to amplify property visibility and attract a broader audience.

Key Points:

• Social Media Campaigns: Leveraging platforms like Facebook for targeted ads and retargeting strategies.
• SEO Optimization: Enhancing property listings with optimized content to improve search engine rankings and attract more organic traffic.

Notable Quote:

"[13:00] A: Our digital marketing is so completely different. We get thousands of engagements and hundreds of thousands of views."
— Krista Mashore

2. Engaging Content Creation

Creating compelling content is pivotal in capturing and retaining buyer interest.

Key Points:

• Video Marketing: Producing engaging videos that highlight property features and neighborhood benefits.
• Interactive Tools: Implementing tools like Homebot to provide buyers with personalized property insights and updates.

Notable Quote:

"[12:45] A: I show them example videos with 200, 400, 500 hours of watch time on every video that I do."
— Krista Mashore

Seller Homework: Gathering Essential Information

1. Comprehensive Information Collection

Krista introduces the concept of "seller homework," a crucial step in gathering detailed information about the property.

Key Points:

• Disclosures: Ensuring sellers provide complete and accurate disclosures about any repairs, modifications, or upgrades.
• Property Details: Collecting specifics about flooring types, finishes, and other unique features to ensure accurate marketing and listing information.

Notable Quote:

"[16:30] A: I need to get two keys... everything that's been repaired, replaced, modified, added, fixed or changed, I will have them write it down here."
— Krista Mashore

2. Enhancing Marketing Precision

The information gathered aids in creating precise and targeted marketing campaigns, ensuring that the property appeals to the right audience.

Key Points:

• Targeted Ads: Using seller-provided details to craft highly specific ads that resonate with potential buyers.
• Avoiding Legal Issues: Accurate information prevents misrepresentation and potential lawsuits related to property details.

Notable Quote:

"[17:50] A: I don't want to say that there's 2,000 square feet of hardwood floor when it's actually laminate floor because they can sue me if I do that."
— Krista Mashore

The "Secret Sauce": Authority and Unique Value Proposition

1. Establishing Authority

Krista's approach includes offering additional resources such as courses and seminars, which not only educate sellers but also establish her as an authority in the field.

Key Points:

• Seller Courses: Comprehensive courses that guide sellers through the entire selling process from start to finish.
• Seminars: Pre-listing seminars that cover various aspects of selling, enhancing seller preparedness and trust.

Notable Quote:

"[22:10] A: How many agents can say that they've written a book? ... I've created a course that just elevates my authority."
— Krista Mashore

2. Differentiating Through Value

By providing unique resources and demonstrating extensive preparation, Krista sets herself apart from competitors, offering unparalleled value to her clients.

Key Points:

• Comprehensive Marketing Plans: Detailed plans that outline every step of the marketing process, showcasing meticulous attention to detail.
• Client Education: Equipping sellers with knowledge ensures they feel confident and informed throughout the selling journey.

Notable Quote:

"[23:45] A: All of this is how I do not lose a listing appointment because no one else has taken the time to do all of this."
— Krista Mashore

Conclusion

In this episode, Krista Mashore provides a robust framework for realtors to excel in their listing presentations. From meticulous preparation and leveraging both traditional and digital marketing tools to establishing authority through educational resources, Krista equips listeners with the strategies necessary to secure listings and dominate their local markets. Her emphasis on detailed information gathering, strategic pricing, and showcasing expertise ensures that realtors can confidently present themselves as the go-to choice for sellers.

Final Notable Quote:

"[24:30] A: How to dominate your market as a real estate agent, how to sell more listings and stand out as the go-to obvious choice."
— Krista Mashore

For those eager to implement these strategies and elevate their real estate business, Krista invites listeners to join her virtual three-day event, where she delves deeper into digital marketing, social media, and video strategies. Visit kristamashore.com/limitlesslistings to secure your spot and start transforming your listing presentations today.