Jeff Glover and his team have underwritten over 10,190 properties in his career and he has underwritten over 2,500 himself. He is a well-known name locally. Over the years, Jeff has perfected a 5-point model that he uses to underwrite every property.
1. Content Creation
Create content that communicates your unique value, or what Jeff calls a “list action plan.” Each component has a core purpose that helps impress upon your team the value.
Promotional Marketing – How to effectively market your home to maximize your seller’s profits. Organizational Marketing – How to market yourself and your brand to maximize your seller’s profits. Pricing Strategy – How to price your property to maximize the final selling price. Visuals – Have great visuals to back up everything you’re saying. Evidence – Have plenty of testimonials and personal reviews. You – Your appearance on social media is also content. Appearance matters too.
2. Practice
Once you've created your content, you need to practice, practice, practice. How you deliver your content is just as important as the content itself. Practice every day for 30 days by doing the following:
Write – handwrite the entire presentation of your list. Chant – chant (by yourself) the entire presentation. Role Play – role play the entire presentation.
3. Delivery
Jeff has given four different listing presentations, all with the exact same content. What changes is the speed, tone, volume, and body language. So when he's speaking to a data-driven audience, he slows down and focuses more on the pricing strategy portion of the listing appointment. On the other hand, when he's speaking to an audience that is highly motivated to move forward quickly, he shortens all sections. The content is a science, but communicating it in a way that the end user can hear best is an art.
4. Communication
Jeff communicates with each potential client five times before booking a listing to build trust.
Text Message (After Appointment Set Up) – Send a message saying, “I’m glad to meet you today and I look forward to seeing your home!” Phone Call – If the appointment was set up by someone else, Jeff will call for a pre-appointment discussion. He teaches that each agent needs to know what questions they need answered before they meet in person. Email – Jeff will send an email to the prospect letting them know what will take place at the appointment. Text Message (Day of Appointment) – This is the day of the appointment and simply says, “I’m glad to meet you today and I look forward to meeting you and seeing your home.” Call 60 Minutes Before – Jeff will call the prospect 60 minutes before the appointment.
“If you want to develop a deeper relationship with someone, you have to communicate more often.” – Gary Keller
Advance booking packages
This is the information package that Jeff and his team provide to sellers prior to the appointment, either via email, in-person delivery, or overnight delivery.
Cover letter – Thanking them for agreeing to meet and briefly explaining what will happen when you meet. Copy of references and reviews – Testimonials are important and Jeff lets others tell their stories. Plan of action – This is a list of what they will do to sell their home. 3-5 active and sold listings – This is not a full CMA, but enough information to get them thinking about the listing price. “What happens next” document – This explains what will happen after you list your property with Jeff and his team. Proof of Similar Sales – Jeff handpicks several homes in a similar area and price range and highlights that he and his team have sold them. Copy of seller disclosure – Jeff asks sellers to fill out a disclosure form to save time during the meeting.
Click here to download Jeff Glover's Going Public Action Plan.
Provided by RedCircle