if you're a real estate agent that wants to list more properties and you want to build your confidence in the process that you can present that will absolutely make that happen this is the video for you Nobody Does it Better Than Andrew UNAM he's going to break down his process and share all the details that you can model and absolutely get more listings all right Andrew this is something that um long overdue to come back you know we're going to talk about the best listing presentation that I've seen literally in my 31 years that you do in this business and I want to just kind of break this down to get an idea of why I think this is so important is is the value that you bring through this process is beyond anything else I've seen But if we look back at the buer presentation that you gave I mean gosh man while we're recording this it's already had 880,000 views and I know how many people that helped I know how many people this is going to help so if you don't mind let's just kind of break down and talk a little bit about kind of how this process started for you where you got started with this and then let's just walk through just like we're like you're giving this present if you don't mind yeah the the listing presentation's always been one of those key pillars that every agent wants to master I need to have a good listing presentation and you do um because that is the red zone no no more important this is the red zone in the Super Bowl if you're getting invited to someone's house to talk about liquidating turning that house into cash for them and taking a fee when you really think about that it's unbelievable that you might take whatever you charge on your side two and a half three four five six seven percent of someone's house and they don't even own the whole thing typically they have a mortgage payoff and whatnot so it's it's a critical skill to have and I've always been very interested in finding the best way to connect with a client whether it's a buyer or a seller and being useful is so critical how can I be so unbelievably useful to these sellers where they will more than be be more than happy to pay me because I'm going to get them to where they want to go but what really the day they kind of turned it around for me Jimmy and I've told you the story before is yeah I think it was 2015 so look I'm a rookie in a vet all right don't forget it I'm a rookie and of vet so I've been around the block a couple times so I'm like I'm like over a decade in now hair used to be brown I know and I saw your buddy shiron yeah speaking at nobody better man nobody better I mean before he was cool okay he always was cool before everyone thought he was cool see I spotted him 2015 Tom Ferry Summit and he holds up this presentation and he says I sell luxury real estate on the west coast Coastal California from Carmel to Coronado $4 million and up here's how many presentations went on and his closing rate was like 96% and he actually held up a black book which is actually this book he goes this is how I present and I'm not going to give it to you because you're not going to how to use it and beautiful he knew what he was doing too because that's with words yeah so at that point whatever I was like 26 27 I said I need to find this guy and he was operating a company called telis properties at the time which he exited sold to Douglas Elon laid low for a little bit non-compete now he's the president of reel and just giving back in unfathomable ways to the industry which regardless of a broker uh you're in if you're not following shiron and Jimmy people who are just so willing to give you their best stuff for free you're going to fall behind so I've been studying this guy and so long story short I gave him 25 Grand funny story behind that but I ended up wiring him 25 Grand and uh he taught me a lot he taught me exactly how we went on these listings how we prepared how we presented um and I took all that and used it then over the years I found other very smart people Ray doio calls this believability weighted decision making that's good Ray doio runs Bridgewater and Associates one of the most profitable and largest hedge funds in the world very smart guy and he said you have to triangulate find three of the best people on a topic and get all their information then you then you take what you want from that so over the years I've ran into a couple other people one of which was Alan Dalton yeah um who's one of the most gifted aors and compell thinkers um so I took a lot of his stuff um baked it into my presentation and sprinkle in some of the mark Stark right yeah um and these really these guys have reached the Pinnacle of our industry and they've won at a level that you can't even imagine we're talking nine figure exits we're talking guys that are so good so unconsciously competent that they can pull out the most beautiful language in scripting pattern s to help move the ball forward for their client's benefit on command and then I develop my own thing and that's what I've been using and we're listing a lot of property um like I was telling you before the call Jimmy I got maybe seven over a million coming up yeah I love competing you know every it's easy to take a listing it's your friend your family pass client referral but I don't think you get tested as much there you get tested when they say we're meeting five people what do you charge whatever they say is go with me I'm going to give them what they want I'm going to show up in the Red Zone Navy SEAL Sniper Jimmy what do we do that's right we blow right through them Center Mass okay I'm taking that down but you have confidence conviction and and a process that you know that you can present any time anywhere in any fashion that's going to help you help you convert so that's a little bit of the history in the back story yeah well one thing I will say is um and shiron told me this personally you know that he's never seen anybody that took what he provided and took it to another level and utilized that to prepare in way I think that's where we you know we always talk about that the competent the confidence comes from competence you have done this so many times You' studied it you've uh you've refined it you've put it in your own language you've noticed and taken notice of those people and how they react to certain things you say and how you say them and your tonality the flow of speeding up into a point and slowing down when you need to make make sure that they you have their all of those things are just so critical to this so what I'd love for us to do is is hey let's just kind of walk through this uh let's give somebody almost a behind the scenes of what this would look like so that they can hopefully model this in a way where they can take some of these points put their own spin on this in a way uh I can tell you though if you really want to do this just copy exactly what Andrew is doing it's Nobody Does it Better but put your own spin on this in a way that you're confident and you have that confidence when you walk in there that like you say Center Mass I mean we're we're taking this thing out yeah it's definitely something you got to work on and uh before we dive into it I've given this presentation many times remember you introduced me at Boomtown unite 22 or what that crushed yeah I did I'll give you all the slides so all this stuff I have like 50 slides and Jimmy you give it out to whoever however you see fit because some of this meets in there I'm not going to go through the slides but I want to give you what I think will be the most Salient and impactful kind of key steps to consider when you're reworking your listing presentation which you know hopefully that'll be the goal of this is what elements can you take from what I'm going to share and put it into your into your world but let's start with this let's start with this Jimmy this is Allen do 101 but it's important we are calling it a listing presentation right it's like past clients it's these terms that we use that are dated and have been dragged through the industry for 200 years what is a listing do you even know why they call it a listing do you here's why because when you used to want to sell your house you go down to the old Corner Store Market and put your address on a bulletin board and now you listed your house right that's what we're calling it and it has no representational value at least the buyer agent I'm representing the buyer when you list a house do you think you do more than list it I'd hope so so the language that just helps me and of course look we're still going to call it listings that's the nomenclature it's the vernacular it's what we're going to do because that's what people do but I've kind of in my mind and what I challenge you to do is you want this to be a customized marketing proposal because that's actually what it is it's a customized marketing proposal because that's what the seller wants you'll never hear a seller in the history of time saying hey honey I'm gonna get three agents to come over tonight and uh make sure the kids are up we're gonna see some listing presentations it's just it's it doesn't res you don't get that you don't get that no no but you know what if they have a customized marketing proposal you might be a little bit better off absolutely you know when we built the basis of this so what I actually did was funny I brought this down this is a sheet you're not going to be able to see it because I left it by a window in a frame because I was so proud of this this is signed by me and Allan this was everything I did with Chiron and I baked in all his stuff and this is the presentation I I'll send you a picture of it yeah yeah this is how you do it and I'm gonna walk you through it um and while you're getting ready on that just so people know those slides if you're watching this on YouTube we'll have them down in the uh we'll have it down in the description you can you can grab them there and uh because I mean gosh you's just been so generous with all of this so we're going to make sure everybody gets those things yeah 100% And like I've said before anytime I've asked someone for help everyone's shared with me right and this is just a small debt of gratitude we can do to pay it forward because I know I'll be asking for help because when you see somebody who's really good you need to ask them so that's a side note that's a pro tip that one's greate too so the four Ps of the customized home marketing proposal are important and that's a play on the four p pie of marketing because this is a customized marketing proposal after all the four piece of marketing anyone who went to business school knows this but any marketing anywhere is based on the four piece of marketing which is product price promotion and place product price promotion in place period end of story Harvard Business Review that's marketing falls into those four categories so we created the four Ps of the customized marketing proposal which is preparation so I'll go into that um how do you prep key how do you present which I'm going to spend the bulk of the time on that pricing so you have to know how to price a property and that is a strategic exercise and then post what do you do after the after the um appointment so I'll go into that now start with prep now I was always very prepared that's not sexy that's not anything groundbreaking but I would be forensic in my preparation I would know everything about this house and I've seen a lot of Agents on my team other agents you take this for granted it's at your fingertips 90% of its public record it's in the MLS there's no reason you shouldn't know everything about this house when did they buy what did they buy it for it did they get closing help how is it being held in title is it fee simple what Loan program did they go with etc etc etc tax record square footage that is called quantitative preparation it's the numbers so you have to prep quantitatively even if you're not going to use that in your presentation because you don't need to it does show that you're prepared and people appreciate that side note when I go to these presentations I don't bring this beautiful black book which is exactly how Chiron does it this is just an example of exactly how to present I'll bring it but I don't always use it but I always bring a copy of the tax record so I can flip it over and draw out exact the exact process that we are going to go through to help them maximize their Equity because that's what they want and tie it down to key dates because people want to know what's going to happen before it happens this whole thing is a Broadway play put on by a psychiatrist with a real estate hat on if you do it right you don't need these things it's a crutch people always even on my team hey can you give us a handout where's that brochure can I get these books I bought 50 of these books yeah I'll give you all that stuff I'm telling you right now you don't need it you don't need it you don't need your company's brochure if you're at real it's this is already all you have all this stuff but whatever company you have a listing presentation it's not how you should deliver it because you know what the presentation is it's you that's exactly right you are what they are buying your systems and your process they're not hiring you they're hiring your process that's a shiron yes just mindset stuff so you prep quantitatively but you also have to prep qualitatively and this is what I got from Allan who was another prolific listing agent I mean prolific right he said Andrew how do you prep qualitatively well I didn't know what that meant and he explained how he prepped when he listed Richard Nixon's house and when he listed um you know big 60 un condo buildings overlooking Manhattan competing against Madison Avenue Madmen so here's how Allan broke down how to prepare qualitatively on your way to an appointment if you're going to meet with a decision maker and I hope you are we're skipping over some Basics but when you're going to meet with the decision maker which is typically the homeowner right an a listing presentation or what we' now call a customized home marketing proposal on your way you have to tell yourself I am going to love these people and I'm going to love their property I thought that was woo woo but he explained it and I'm going to skip the psychology but he says people tend to like people who like them so you have to get yourself in a state where you're going to love these people and you're going to love their property it's always easy to love the people in this business you meet them where they are you're going to help them and you always love the property because hey if it's a nice property you can sell it make a fair compensation for it um and if it's a piece of sh just love the fact that you don't have to live there that's a big laugh on stage okay so you prepare quantitatively qualitatively couple other nuggets on qualitative he said you should always be prepared with a couple key statistics one know the population of the town the neighborhood the municipality the subdivision so you can say something like hey one of my jobs here today is to make sure the world knows why there's 32,610 really happy homeowners here in Belair Maryland it's just sounds good you don't have to use it have that in your quiver know the population whether it's a subdivision the bill building the town the state two know the distance to a major landmark so you could say something like this Jimmy do you guys know how close you are to I95 here in this neighborhood and they'll always say oh yeah we're like we're like six minutes you say no you're you're 3.2 miles I measured it last night little qualitative preparation so that's getting you in the right State when you get to the house okay never walk straight up to the front door interesting what do you do people are people aren't dialed in on this because they're going on autopilot you're here to perform surgery Navy SEAL Sniper nothing should be left a chance especially if you're competing with other good agents now look if you get this down you will not lose this is key you don't walk right up to the front door you get out they know you're coming they're looking oh my God honey he's here you look at the house you start writing down stuff doesn't need to be anything but it just shows professional ISM it shows care it shows that you're going to take this seriously you're looking at the house and you smile and Nod a little bit you walk up to the door now obviously you already have an appointment you knock on the door key first thing you always say thanks for allowing me to come over tonight allow key word gives them a semblance of control thanks for allowing me to come over here's one of my opening lines this is not critical what's critical is you are comfortable with yourself you're comfortable you're prepared and you have this process dialed in because if you're not comfortable with yourself you have no chance of making anyone else comfortable with you I'm gonna say that again because I can't stress it enough if you are not comfortable doing this going into someone's home to help them make a decision that's good for them and get them emotionally connected to a process that's going to give them that result this is just not going to work so go back to what you're doing with your crutch with your book and pray to God you get it okay okay so if you're comfortable you'll be prepared to say a line like thanks for allowing me to come over this evening would you guys mind giving me a brief tour so we can determine what amenities give us the most distinctive marketing advantage or something like that yeah you that says so much and then you're in bond in Rapport stage okay so I'm gonna get to the presentation but you guys know how this is you've been on listings before they want to show you around right let them show you around there's no right way there's no wrong way you're there you're comfort able Bond and Rapport how's it going oh there's a doggy that's I don't mind him even if you do mind it's okay and you walk through the house now what do the homeowners do Jimmy when you're walking through the house they point out all the stuff they've done to it and all the stuff they love about because you've primed them because you're looking for the distinctive marketing features that you can exploit in the marketplace to help Drive their ma value up key key thing I learned this also from Allan anytime someone points out something that's awesome in the house hey we updated the kitchen we got a new appliances we painted this here doesn't matter it's going to happen you stop walking and you say who idea was that now nor it's a lot of times it's a couple whose idea was that and the wife will say that was my idea I was begging for this kitchen I've always wanted a kitchen like this with the range hood you look at the spouse so if the wife says it you look at the spouse and you look at the husband and say Jimmy Sarah made a brilliant decision there so good you're affirming the spouse to the other person this is how you get people to love you and it's the right thing to do works the other way if the husband says oh yeah I did all this outside oh my gosh whose idea was that that was your idea Sarah Jimmy crushed it on that project now did you do that with resale in mind or just to make the house imminently more livable so you're curious your Rapport all this is is Rapport these are little sprinkles of techniques and there's a million of these but those are some good ones to use now you always leave now I bring a piece of paper but if you need to have your black book your presentation your stuff your comps God forbid if you need to have that you put it where you want to come back to kitchen table dining table you identify this is where I'm pulling out the sniper rfle in about minutes to actually help you to blow you towards the right process you don't get stuck with your cousin's friend who also lists homes and will do it for less and you'll end up you know losing tens maybe maybe hundreds of thousands of dollars right let's get into the presentation so that was a long-winded way of say hey look we now we're here we're gonna talk what do I do what I always do right out of the gate as I take that piece of paper just like the buyer presentation Jimmy so I'll have to find a way to get this to people but it's in the slides yeah you have to know this now the reason you do it like this and you're not flipping through the pages is because there's four C's in this confidence you have to be collaborative you have confident table Stakes collaborative meaning we're going to collaborate on this we're in this together you have to be consultative so you have to give them some Consulting and some advice and you have to be in control yeah confident collaborative consultative and in control who's in control Jimmy they are whoever asked the questions that's right yeah and that's also how only a confident person would ask questions and let them control it Andrew this is what I I wanted to mention this too when we're talking about who's in control they if you're asking the right questions they feel like they're in control but you're directing the conversation the direction you're trying to head and so I think that goes back to the confidence you know of you know the reason I've always said who's in control they are it's because as long as they feel they're in control you know we're we're growing and we're being that and you're literally that confidence is leading to that collaboration which is it's just walking them right through the consult the consultative process with you leading and controlling that situation so yeah man this is good this is really good you have to be ready to ask these key questions and this was this is not just listing presentation stuff it works in listing presentations AKA marketing proposal sessions but you have whoever sets the frame wins the game so you nailed it Jimmy when you're asking questions they become part of the process they're choosing their own adventure they're kind of dictating where things go but it's okay okay because it doesn't matter where you take this because you're in my world now and I'm asking the questions and I don't care where you go because I know what my job is is to get to the truth very quickly very quickly now if you're in Rapport and you did a good job whose idea was that oh yeah and they love you then this is when they have to follow you writing down a process because once you're done writing this out just like I showed you Allen's thing and I'll find a way to get it to you guys you're going to build so much value on the back of this tax record and show them exactly the process to maximize their Equity show off your key three skill sets which is marketing like the year we live in very skilled negotiator and a problem solver who can effectively manage an entire real estate ecosystem on paper with dates with key steps then you're going to flow right into your compensation and then you're going to handle the pricing conversation and you're going to leave and they're going to beg you to stay and you're going to leave and you're not going to have to close it see people take their guard down I don't bring the Pres I don't have stuff for you to sign you can't sign it today I want people be where do I sign that happens I'm in well hey why don't you think about it it's the opposite of what everyone else does because guess what if your competition's doing something you should just not do it and you're different and you're you and no one can out you being you and this is the way to do it so I draw a timeline I'm just going to do it right here because it'll help my brain think so just I just did this today I just came back from one 1.4 full fee I gotta be careful with fee because last time we did this Jimmy 80,000 views on YouTube LA Times calls me to try to get me but they didn't know I can't get got I know I know you handled it well you handled it well yeah yeah I've been trained dude I got HR training dude so you draw a timeline and the first thing I always do is say okay Mr Mrs seller the the one date and it does not matter to us there's no pressure here it does not matter to us but the first date and the only thing really in your control here is what day can the house be ready for professional photography and our video crew to come over so we can make it look like Bravo TV comes to watercolor so don't pick a date now don't even worry about it I'm just saying I'm GNA draw out this whole process for you because once we have photo and video we're g to make some compelling content and we're going to create what's called a lifestyle story about your property and you're going to have to help me with uh with that because no one knows the property like you I've been here look I can already name 30 things I love about it but you know everything about why you bought it why you love the community what updates you've done and we need to create content that's compelling that where we can control The Narrative of this that's why it's called lifestyle story there'll be 90 seconds maybe two minutes and we're gonna have this awesome narrative where if you just looked at the pictures you wouldn't know all these key details because nothing sells like video on a story so we're whatever day we do that five days and I write five days right after this bullet point I'm writing it out like this okay photo perfect within five days of that we're gon to start doing what I call buyer profile demographic targeting and we're going to take that content and then because you're prepared and you know the population you know some landmarks you say I already know the buyer for this home is likely between the ages of 28 and 46 living in a 15 mile radius making over 150k this blow their mind yeah you can kind of make that up but you know who the buyer is it's that's right yeah we're going to make sure every single buyer that fits that criteria sees our compelling content on Facebook on Instagram on LinkedIn targeting the major employers on YouTube ads and we're do this guys this is way way well before we're on the market because this is a system in a process designed for one thing and one thing only to maximize your equity and you know what sometimes I drop theend and I put you know what I don't gamble with My clients's Equity that's why I'm not going to come and show you comps I don't even know what that word means because pricing a property is a strategic exercise which we're going to get to but who would know what your house is worth before we even seen it and what you're doing is if they out other agents you're on them people actually do that that's not how do it for me so anyway keep going you can drop that in anywhere I love the fact I hear the hints of Mark Stark I hear the hints of shiron hear that's Stark yeah see because Jimmy knows half of this is Stark a lot of it's Chiron a lot of it's s hold it together and you just take pieces and look I know there's people are going to watch this they're going to bake in five things that are better than stuff I'm doing and I hope you share with me okay yeah okay so you talk about that creating compelling content five days then once that's running we can take advantage of something called coming soon have you guys heard about that before now I know this is different in every Market in our Market you could only do it for 21 days now you could do it for as long as you want I think it's smart to leverage coming soon you explain this you explain the MLS coming soon is a a category most agents don't use and it's gives you the ability to put your home in the MLS so it populates to all those third party sites Zillow redf fin Trulia it's just everywhere your house shows up everywhere all the public will see it and the Agents will see it but the beautiful thing about coming soon is is you're not racking up days on market and you always drop this little line kind of confuses them but it's okay and there's a direct correlation between days on market and list to sales price ratio we're going to get into that but again we're here to maximize okay so you write down coming soon so that's going to be another key step coming soon most agents Jimmy if they even do coming soon most agents look the Market's good they'll say we got to get this on the market they want to put a sign in the yard take pictures pray to God someone sells it and guess what that does work and you could do that but I wouldn't recommend it you do coming soon we're do that for 10 days now we are aggressively targeting not only the public and the buyer profile demographics we think are going to be interested we're targeting agents likely working with Buyers okay we're generating interest what a great agent does my I know what my job is is to get everybody excited about one two three main street here in B and we're really good at it coming hey do you mind before I don't want to let people miss this because I catch it because you're so good at it the what a great agent does you want to talk about you know obviously you know you're pointing you're touching you're you're you're literally subconsciously um showing them who a great agent is do you want to speak to kind of those those subtle things that you do as well because it's so important in my opinion yeah we ripped on this in the bio presentation yeah 55% of communic body language 37% is tonality 8% is the words you use this like some sales one-onone stuff but body language is so important so when you're doing that what a great agents does is what you're saying is I'm a great agent and they you're smiling and nodding and guess what when I do that you know what they do they smile they're nodding at me talking about great agency and what it looks like and they're watching my expertise fold out on paper that I didn't have to ask oh let me go back to page 32 hold on what was a good question if you're doing that it's weak and people have a good detector Jimmy and typically in these higher end properties they've done this a time or two you're not gonna you're not gonna fake it this stuff cannot be faked it cannot be faked if you expect to have a high ratio of conversion so you're always doing that coming soon so boom then we'll go active active is day zero day on Market zero okay by that time we should have a fervor of interest and people waiting to get in first weekend we do an open house that's optional again I'm just designing this process we can pick dates we don't even have to do this stuff if you don't want to they're in control and then I always call my shop typically in this market 2115 zip code around this price point between 8 and 900 that's a little soft test to see how they react to your range we'll get this homeowner contract within 30 days you write 30 days here okay active thir days boom then you're going to be under contract and there's a lot that goes into it I'm going to Shield you from everything we want price high in our terms price and terms so and you hit them little little dose of the buyer agency thing which is look in the contract we're negotiating five kind of key things purchase price obviously we don't want to pay closing costs we want those contingencies low we want a big deposit and we want to settle whenever you want to settle but we're not talking about specific dates this is the process once you're under contract typically you're gonna have to get through a home inspection you know maybe we get that as is maybe we get multiple offers you're probably also going to have to get through and appraisal if there is a financing contingency most buyers are going to get a mortgage loan it's going to require them to get an appraisal a lot of times can get that waved but contract of settlement typically that's between 30 and 45 days okay CL time out so I'm drawing this timeline key step key step key step key step now I they say so does this make sense to you they'll might ask questions this can go in any direction but you come back and then what I always do is say so I Circle big circle all this stuff before we go active this is what most agents don't do and this is called marketing like the year we live in now look I'm not here to bore you of course we're going to take really good pictures HDR hundreds of of course we're going to get floor plans of course we're going to make great brochures I'm going to send you a bunch of information on that but this is doing the heavy lifting up front to generate demand before we rack up days on market and give the the pool of buyers any ammunition to try to devalue our asking price okay this is called marketing most agents don't do it I have a whole team that does this and you can say that because your brokerage does you have team members to do you have to if you're not doing this well hey maybe you're not providing value to the marketplace boom and you show them examples I like to play a little game called show don't tell there you have this prepped queued up and say look for example the house we sold around the corner boom you pull up sick video awesome Instagram and say hey we have 87,000 views on that in the first two weeks that actually has got five offers sold for we asking price that's the goal and you just keep moving on so what we're doing is we're building value building value building value and right when I'm done with this we're g to smash them with the commission or invite them to enjoy your awesome process which actually is good for them so I don't want to get got New York Times calling what do you mean smashing with the commission no I'm helping them silly marketing boom okay then active under contract you Circle that say this is where you need to be a skilled negotiator see I know how to negotiate these things because we do this every single day my job as a listing a what a great agent does is they understand not only is to create demand but once you have demand we have to coach the Buyer Agents on how to talk to their buyers which is also why we do Cooperative showing suggestions side note write this down so when you go put your house in the market anytime someone would like to schedule a showing now we have showing time technology it's very basic and easy is anytime a appointment is confirmed I'm going to call that buyers's agent and I'm going to give them the video we create all the bullet points of the house in the best way we think they should show the property now can we control that 100% of the time no right but great agents love this because what we're doing is we're allowing the buyer's agent to build credibility with their buyer that they didn't do because they might be looking at five homes but on our home this is what you have to point out and we call that Cooperative sh suggestion so I'm gonna have to collaborate a little bit with you on that yeah okay but then this is how you have to negotiate and half of negotiating is getting the buyer agent to talk to their buyer about why they should offer high price good terms that we want okay and we can discuss that that's a different skill set marketing's over now we're actually having hand toand combat with a buyer agent if they're good they're trying to get our price down I'll get the buyer agent to get our price up okay different skill set now once we're under contracts next big circle is you have to be a problem solver and you have to know how to effectively manage the entire real estate ecosystem because once we're under contract now look you guys will be involved you have sellers you have me listing agent you have the buyer agent you have the buyers you have the buyer's lender the lender's underwriter the lender appraisal the home inspector whatever title company escro company whatever your Market is involved with the closing process and my job is on every single person who becomes a stakeholder in this process we are going to make sure we win on every single front or least not lose will be reasonable so on our side of the settlement statement we're winning all the way up and down most agents see people don't know what their job is my job is to get you an offer no your job is to get me money in the bank when this is over and way more than just no I took pictures and listed it right so you what you want the the homeowner to feel there is I'm really good at marketing I'm really good at negotiating and I'll solve any problem that comes up so you built out all this value and there's some other key things I don't want to just kind of go on a die tribe of all the nitty-gritty on this but that's the basics and you say and all this is included in our fee right on the same piece of paper say look I'm just going to use a random number LA Times don't get mad at me for this I'm G say we charge 6% now we keep three and a half perc of it and we recommend you offer proactively now you don't have to do this and you never have to do this you don't have to pay anyone anything quite frankly you can put a sign up your yourself this house is so beautiful with what Jimmy did out back and what Mary did right you can do this All yourself we think you should proactively offer the buyer agent compensation and then right here we're in Baltimore City we have a one and a half% transfer and Recreation tax see how we just Cruise right through the commission we charge six three for the listing side three for the buyer side you have a one and a half transfer and Recreation tax which adds up total total s and a half% so you're going to keep 92 and a half% of whatever you sell so what do you guys owe on the property they'll always tell you we only owe like 360 okay cool hypothetically don't hold me to the number if we sold it for 850 times 0.925 take out the commission transfer recordation minus 360 you're looking at about this much inequity but look when it comes to price and then say you roll right into price see we're cruising through that now they'll stop you there if they want to talk about that commission and that's when you have to know how to handle that situation I just had one they said we do not want to offer buyer bu agent compensation that's all good with me I got my three and I said look how would you like me to handle it when the Buyer Agents call and say are you offering compensation so I can say no my fear is there that the buyer agent's not going to be able to handle the conversation with their buyer that hey buyer you need to pay me before I show you this house so what i' recommend we do is say hey we don't have to offer anything but let's just encourage Buyer Agents to put their compensation in their offer see this is an evolving thing this was such a big deal year there's any number of ways to handle this right but the key is you after you create value I'm going to do awesome marketing I have this great process I'm gonna solve all your problems this is the timeline here's the commission here's the price I always say the interesting thing about this house is I have no idea how high we can get it this is Stark so I don't like to pick a price and anyone who comes in here and does pick a price is probably making a critical mistake because pricing the property is a strategic exercise so what I'm going to do is I'm going to go look at all the comps not I would never say comps I'm gonna go look at the market dynamics see comps even I even I'm poisoned by the industry's stupidity thing these I'm gonna go look at all the market dynamics and look at the relationship between actives pendings and solds I'm going to send you a statistical analysis of all of them with a link that shows you all the pictures and I'm going to give you three kind of pricing strategies and this goes to what we talked about offline Jimmy which is you know we can do the perceived market value pricing this is Chiron 101 perceived market value pricing which is what an appraiser might say it's worth based on the other homes that have sold we can go aspirational and pick a number that's a little higher some people like that because it gives you room to negotiate down or you can go a little bit below the perceived market value and it's almost like an event pricing where you want multiple offers clearly compelling value there's no right a wrong way to do this but now look we have to pick a strategic launching price when we list it we can't put XXX in the price box we're going to pick a price but just know that's not going to be the sales price on average we're getting 104% listed sales price ratio which means we're driving the price up because we have a process that allows to create demand so I'm gonna get back to you on the pricing so I don't want to pick a number I want to give you three strategies and we can discuss what we think is the best one for this so that's how you handle price and that's how i' actually do it Jimmy because I want to leave and I do want to look at it now that I've seen it I didn't know they did all this stuff in the basement this thing was made on steel right I can actually consult with them and not here's what all your neighbors did this is that's just it's not good right now then this is how you tie it all together so you went over that and then I go back to that timeline say hypothetically when did you want to be out of here and sometimes you already know that if you prep the call properly because if you do that qualitative and quantitative preparation you kind of maybe you've had a conversation before you went and met them you just start putting in dates say this doesn't matter but I want you to wrap your head around this so this is okay it's mid-February now I say okay so we think the house will be ready by 37 for photo and video that means we're coming soon 5 days later call that 313 we're going to go coming soon for 10 days so that'll push you at 3:23 which is beautiful because then we're going to be active uh yeah three yeah photos 37 coming soon by 313 10 days after that we're active right for the heart of the spring Market you'll probably be under contract by 423 out of the house by the end of May and what they're looking at is a two-month process they know what they need to do they know what they're paying they know what their Equity is and you've taed the do you have any questions now you leave this with them because what they're looking at and there's a lot more stuff I did that very quickly but there's you can get so articulate asking them questions giving them that control which is how important do you think the photography is um on thirdparty websites when you're looking at properties oh it's very important so you see yeah we have a a very systemized process um to make sure the first four pictures show up beautifully and we rotate them to reset the third party portals algorithm so we can get more exposure during that coming soon period so there's a million little things like that but this is the basics and if you can do that they will love it they'll ask good questions and what they always start doing Jimmy is they start saying do you think we could have it ready by 37 we might need another month is there any time that's too long like should we do we want the spring and then you just you're in this dialogue and what always happens is they commit to a timeline and they don't start fighting on the commission because they want this they want because man and I say hey look you're probably gonna have more questions I gotta run let's definitely stay in touch I'll get back to you tonight I'll break down everything we talked about bullet pointed out get you some pricing recommendations and we'll go from there it's so low pressure it's so low pressure right yeah so that that's in a nutshell that was the quick version but that's no it's it's it's it's literally it's the best process there's um what would you say obviously I mean you don't get everything but what would you say I mean obviously your close rate has to be through the roof because of the uh because of what this looks like I mean are you 95% 90% I mean it's it's got to be astronomical um as far as how high it is you know what's funny when I was talking to Shon he asked me this back this I'm better now but I was still learning and I am still learning I got my little sign right here says am Maro and parro which is Latin for I'm still learning so you gotta know this someone could show show me something and I'm G to say I'm never doing it this way again I'll do it that way right but this I'm tell you right now this works um I think it's definitely in the high 90s I very rarely don't get them but sometimes you don't get them um because some people just can't get over the fact that they want to go with Mr liser for half a point and they get caught up on that fee and those those people tend to be hard to to deal with yeah it's it's a natural filter you really you know when you're when you have S million or you know you have seven different Million Dollar Listings that you're getting ready to take the last thing you want to do is have someone that you're having to deal with I mean it's just GNA slow your process down it's gonna slow your momentum down so um look I I would say this it's healthy not to get them all there's a certain percentage get them all some people like they don't like that I'm a white guy they don't like the gray hair they don't think I'm a little too slick they think that it's not my job to control what they think about me right it's my job to control my process yeah my comfort level and you know I heard this from Chiron I think I dropped it in here earlier probably some consciously but it was the definition of sales and it's one of the best lines I've ever heard which is sales is it's your job to get people committed to a plan and a process and a future result that's good for them and then have them emotionally committed to start taking action something like that you get what I'm saying guys this is good for them this is what the seller should do they should and I skipped over before you're ready for photo video that's another place to introduce your home services ecosystem because look we got painters we got cleaners we got Junk haulers we get your pot let's just assume you can know how to get a house ready okay right this is the way to do it we're gonna get your house ready we're gonna take photo we're gonna take video we're going to get you involved in telling the story of the house we're going to distribute that content beautifully it's going to be all over social media then we're going to go coming soon we're going to Target the agents we're going to Target the public then we're going to go active then we're going to plant an open house I didn't talk about all the cool open house then we're going to negotiate deals as they come in and this is our philosophy on that then we're going to get under contract airtight and manage that and then we're going to get you at settlement the biggest number we can here's what I charge here's what I recommend you offer here's what you're you're probably in this range here's how to calculate your net what do you got they want it yeah yeah absolutely hey it's the best process i' I've ever seen um and it is literally lead pipe lock if you do these things you will you will close more listings than you can ever imagine you're going to walk in more confident I would just encourage look knowledge is only powerful if you put it into action and so take advantage of that we're going to have the slides down in the description down below where you can grab those make sure you reach reach out to Andrew and let him know how much value he's brought to your business if you watch the buyer video you know that that probably gave you at least one or two lines if you didn't copy the whole process that helped you get some of these deals done and I want to encourage you if you've got if they've got somebody coming up to Baltimore way how what's the best way for him to get in touch with you Andrew Welly you know when you give me that referral it's like Shaq and his Prime in the paint now from that buyer's age of video I got like seven or eight and I love and I you know so that's awesome but I'm easy to find um Unum on Instagram sure Sales Group is the name of our team and one nugget to Jimmy is what shiron taught me this which is always always after a meeting you debrief whether it's with yourself or maybe a partner at the office of exactly how it went because you know on that drive home you say I should have said this when they said that I wasn't really prepared whatever it is this is how you grow I can't tell you how many times I've done that and I said I that was not good write it down why wasn't it because I wasn't prepared because I showed up late because I didn't really know the comps I didn't prepare qualitatively enough I didn't prepare quantitatively enough I didn't talk about the home my content I didn't Hammer home the commission I let him off the hook I wimped out here every time I've done this even today I was like I I would have loved to drop that in it'll always happen that's great write it down and I have a log of everything I've messed up because only one person whose fault it is when you don't get it which would be you right right be you yes I just love this industry and Jimmy thanks for helping me do this and the what the main thing I love about this industry we talked about the buyer stuff listing stuff new home builder stuff I'm into is it just makes me happy that I know everyone in this industry gets paid exactly what they deserve that's exactly right and it's just like I love that because I would hate to be at a company and I think I'm awesome and Peter over there sucks and he makes the same as much as me and it's out of my control everything's in your control here everything so if you made a million bucks that's how much you were worth and if you made if you keep losing and you're making 30 50 60 80 whatever getting by it's what you deserve yeah yeah absolutely that number up it will absolutely get that number up and let me just say this I would probably if I'm a agent that is trying to perfect my listing presentation I'm probably watching this a dozen times I'm going back and I'm making notes each time I'm picking something out so I just want to encourage everybody take advantage of what Andrew just gave you Andrew paid a lot of money he's done a lot of listing presentations to get it refined to this point now it's your turn to build on that thanks for everybody for tuning in thank you Andrew for all you're doing thank you my friend for everything uh that you've done for me and uh we'll see you guys guys soon thanks buddy thanks for watching the video I specifically chose the video below for you because it builds on the one you just watched I hope it's helpful and I'll talk to you soon