In Listing Presentation #1 - Polish Your Presentations I talked about the importance of having a powerful listing presentation that covers five critical areas: pricing, communication, technology, marketing, and home presentation and photography. This week I am going to look at the first of those categories – pricing – to illustrate how powerful pricing tools can enhance your listing presentation.
What pricing tools do you take to your listing presentation? Most agents take a CMA … but I actually believe that a CMA does not provide the right information for your clients to get a good idea of how to price their home. Successful listing agents understand – and provide to their sellers — data far beyond the CMA, including absorption rates, appreciation rates, list-to-sales price ratios, listing-to-pending ratios, and assessed value ratios. All of this data can help you predict a home's sales price.
Not familiar with these terms, or why they are important when pricing? Let’s take a closer look:
Remember I mentioned absorption rates above? Let's talk about that a little more. This is by far one of the easiest pieces of research to do, and one of the strongest ways for you to illustrate the need for accurate pricing.
In order to calculate absorption rates, first determine how many active listings there are in a given price range. There's no magic to the price ranges – you simply determine which ones best represent your marketplace. Next, count the number of pending sales there have been in the past month in each of those price ranges. Then simply divide the number of active listings by the number of pending listings … and you'll have the absorption ratio! Here's what it might look like:
You then round the ratio number up to the nearest “whole” number, to give your clients an idea of how long it will take their home to sell. This rounded number is the absorption rate.
You can use the absorption rate to help manage sellers’ expectations for market time. It’s also a great tool to help sellers price for the ‘now’ market. If they need to sell quickly and there is an abundance of homes on the market in their price range, they need to be extremely competitive on price in order to attract a buyer. If they can wait a few months for inventory levels to reduce, they might be able to be a bit more optimistic in terms of price. However, waiting can quickly backfire! If more listings come on the market than there are buyers who are buying, the seller may not be able to meet their timeframe of a quick sale.
When you use absorption ratios, you also need to explain to your seller that there is currently x number of month’s supply of homes on the market in their price range … and the absorption ratio assumes no new inventory coming on during the month. Additional homes coming on to the market in that price range will most definitely impact the ratio, which in turn impacts expected market times.
In order for you to provide the best possible service to your sellers, you absolutely must have a comprehensive listing presentation that includes the data that allows potential sellers a way to truly understand where the market is and how it affects their ability to sell. To provide the level of expertise sellers deserve from you, you must do your research and provide tools that will relate that information in a manner that the seller will understand. Having “props” (charts, graphs and visuals) allows you to clearly articulate what your research is telling you – and provides a way for sellers to understand what it means to them.
And of course, you know from my previous columns that all of your pricing research should be presented in an extremely professional manner. That means listing appointment materials that feature your personal brand consistently through the presentation, from agenda to research to marketing materials. You should continue to develop the sense of expertise that you’re creating through research with every document and detail of your presentation.
Regardless of whether you have the beginnings of a “pricing tool box” or you need to begin building your tools today, you’ll have a huge advantage when competing for listings when you can understand and articulate market data in a visually powerful manner.