16 steps to win a real estate listing 
Premium marketing plan turns clients into fans
By Bernice Ross, Monday, July 11, 2011.
Flickr image courtesy of EvelynGiggles.You're competing for two listings priced at $1.3 million and $1.6 million. Your competition is the other 1,200 agents in your company, and the client is your company's founder. He plans to give the listings to the top two agents. What would you do to get the listings?
A number of years ago I was one of three listing agents on a Beverly Hills, Calif., subdivision called The Summit. My boss was building two new homes and was going to list them with the top two agents in the company.
I really believed that we could do a much better job of selling the properties because we were on-site. That wasn't a good-enough reason. To compete against the top two performers in the company, I put together a detailed marketing plan. After seeing it, Mr. Douglas put me on the listings along with the other two top producers.
If I were competing against you today for these listings, here's what I would tell my boss about how I would market his listings. How many of these 16 services do you offer when you list a property?
First, I would emphasize that this is my premium marketing plan that helps sellers obtain the maximum price through maximum exposure to the marketplace. I charge a full commission for these services.
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