A pre-listing package is one of the most important marketing materials in a real estate agent’s portfolio. That’s because you will use it to do just that – pre-sell your services before you get in touch with potential clients. 

A pre-listing packet allows you to market yourself and offer all the relevant information your leads need to reach their goals, without any active input.

If you don’t have a pre-listing package yet, we’re here to help. In this article, we’ll provide you with all the information you need to create the ultimate real estate listing and service presentation. Plus, we’ll give you a free template that will help you close more deals.

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What Is a Pre-Listing Package

First thing first – what is a pre-listing package (also known as a pre-listing packet)? More importantly, how can it provide value for both you as a real estate agent and your customers?

A real estate pre-listing package is marketing collateral or a presentation that you share with your prospective customers to provide all the information they need to know about working with you.

This includes insights about:

  • The process of selling a property
  • Your services and your portfolio
  • Supporting data to persuade them to work with you

You should deliver this package before the actual listing consultation to provide some context and show your prospects how you work and what they should expect.

The selling process doesn’t begin when you first shake hands with your lead. Positioning yourself as a trusted agent beforehand, and during the closing process, is the number one factor in closing deals!

By the time you connect with your potential client, you’ll want them to have an idea of who you are, and start on the right foot. As a real estate professional, impressions matter because they build trust.

And what better way to make a great first impression than to have your pitch and real estate listing presentation ready to go? That is why pre-listing packages should be informative, concise, and persuasive.

What Should a Pre-Listing Package Include

Here are the main elements of a pre-listing package kit for real estate experts:

  • Your biography, including aspects that highlight your value as a human, not just a professional
  • Client testimonials that build social proof and rapport with the network related to your past work
  • Your marketing plan or marketing strategies for their listing
  • Prior examples of your most effective marketing materials
  • Relevant statistics and current market trends that show that you are up-to-date
  • Your competitive value, backed by real use cases, the number of closed deals, and some unique situations you handled
  • A roadmap of your sales process, educating sellers on your lead generation and closing approach.

You can adapt them as you see fit to ensure they provide the most valuable information to your customers.

Should you use a pre-listing presentation template?

Yes – but hear us out. Even if you use a template, our best advice is to personalize your pre-listing package for every client (your pre-listing package is likely not going to speak much to luxury buyers, first-time home buyers, or investors altogether).

If you don’t have the time to tailor it to each prospective client, make sure to at least include a personalized letter. While you’re at it, check out these free letterhead templates.

Ensure all the information you provide is relevant and unique so that the customer you’ve researched gets unique value from your pre-listing presentation.

Your Pre-Listing Packet, Step-By-Step

Now, let’s take your pre-listing kit step by step and see what you can do to maximize your go-to-market strategy and presentation.

Your Real Estate Agent Biography

The first thing you need to do in your pre-listing package is to introduce yourself or your team to your customers. Include relevant information about:

  • Your real estate agent career (include a great deal of professional photos too, including a professional portrait of yourself and the team). Don’t forget to add a human touch as well.
  • Your USP and extensive abilities (such as creating compelling real estate listings that sell, on average, in X time; the skill of in-depth research required to create a comprehensive comparative market analysis and find the best deals; the most exhaustive marketing strategy in your local market area).
  • Any qualifications, certifications, and awards.
  • Your mission statement, along with values that align with the way you understand today’s market
  • Your contact information and availability. Provide multiple ways for potential clients to contact you, such as by phone, email, or social media, and let them know the best time to reach you.

Make sure your biography is not just a sum of your realizations but a story your customers can relate to and find value in. Feel free to share personal details but within the scope of your presentation. Position yourself as a professional, yet humane and approachable individual. 

In addition, include an introduction letter. This is to create a personal connection and gain your clients’ confidence. Share your background, experience, and why you are passionate about real estate.

Client Testimonials

Client testimonials are among the most valuable assets in a real estate agent’s portfolio, so they need to exist in your pre-listing package.

Your customers want to know how you’ve gained the knowledge and hear about past clients’ experiences. Plus, you need social proof to establish trust and build a lasting business relationship, so this aspect is non-negotiable.

  • Consider highlighting some of your most successful transactions and include quotes and reviews from happy clients.
  • You can also include statistics such as the average number of days your properties are on the market compared to the industry average.

Providing this information will give potential clients a clear idea of your experience and expertise in the real estate industry. And when clients gain trust, you close more deals, according to Deloitte.

Obtaining customer reviews doesn’t occur by chance. You should actively reach out to customers. However, asking for reviews can appear intimidating, particularly if you’re not a salesperson. You may be concerned about coming off as insistent, needy, or hopeless. Requesting reviews is not seen as negatively as you might believe; it demonstrates that you care. Asking for customer reviews is not that challenging, and with repetition, it can become as easy as riding a bike.

Your Marketing Plan

Your clients need to know that you’ve got a marketing plan that works for them. Otherwise, they might as well sell their homes without your help. With a comprehensive real estate marketing plan in your pre-listing packet, you can showcase your:

  • Expertise
  • Market knowledge
  • The unique strategies you employ to sell homes quickly and at the best possible price

That’s why including a listing marketing plan in your real estate listing package is a must.

Many agents do not provide a marketing plan, so this is your chance to differentiate yourself and demonstrate your dedication to selling the client’s property. But, make sure to tailor your marketing plan to the specific property of potential sellers. Once again, personalize your approach to match their needs, goals, and local market.

Examples of Your Most Effective Marketing Materials

Feel free to include any examples of your past marketing materials, as they will help the client understand how you work and what you can do for them.

You can include any successful materials you curated, such as:

Another essential material to consider is a listing presentation, which can showcase your expertise and services to potential clients.

You can also include past examples of virtual tours, brochures, postcards, and email campaigns. Showcase a variety of materials that have worked successfully for you or other agents to give the client a comprehensive understanding of the whole process.

Market Statistics

Customers may have limited knowledge of how the real estate market works, the current prices of properties in their area, and how to find information. Therefore, providing valuable data about the current state of the real estate market will position you as a professional.

Make sure you choose the most relevant information for your customer from sources like NAR, Gartner, Harvard Business Review, Zillow, or The Big Four.

Don’t add too many numbers, as it might confuse them. Instead, use icons, infographics, charts, and other graphics to provide some context for the data.

Opt for Xara’s extensive features to visually represent complex data with charts, tables, bars, and icons.

What Differentiates You From Other Real Estate Agents?

At this time, your customer probably received offers and pre-listing packages from your competition as well. Think about what can differentiate you from your competitors and how you can convince your prospects to work with you.

In short, they should choose you because…

  • You have the highest closing rates among local real estate professionals
  • Your fee is lower or extremely competitive
  • You’re available at all times (don’t take much time off)
  • You’re known for being able to sell anything and get any listing appointment you want
  • You nail any listing meeting and always get the best price for your potential buyers and sellers
  • You’re a thought leader and all the other realtors are learning from you

Nailing your USP is difficult, especially in the beginning, when you don’t know yet what you excel at. But, this could also be a great chance to pick your strengths and form your strategy around them. Be creative, offer value, and your clients will find you.

To gain some more exposure, consider social media and direct mail in your marketing strategy.

Pre-Listing Agreement

You can save time for both you and your client if you fill out a listing agreement and share it within your pre-listing package.

You can pre-fill all the information you already have and leave the price section blank, as you might need to consult with the client first for accurate data or additional services.

What Is A Pre-Listing Agreement?

A pre-listing agreement is a contract between a real estate agent and a property owner interested in selling their property. It outlines the terms and conditions of the agreement between the two parties before the property is listed for sale.

The pre-listing agreement typically includes:

  • The listing price of the property
  • The commission rate that the real estate agent will receive
  • The length of time that the agent will represent the property owner
  • The responsibilities of both the agent and the property owner during the selling process

By signing a pre-listing agreement, the property owner indicates their intent to work with you, the agent, to sell their property. They also agree to pay the commission rate outlined in the agreement. The agent, in turn, agrees to represent the property owner and use their expertise to market and sell the property.

Our Free Pre-Listing Template

If you already have a pre-listing package template but you’re not getting the results you want, it’s time to level up your game. If you don’t have a pre-listing package template yet, but it’s been on your to-do list for a long time, there’s no better time than now.

Our pre-listing package template is proven to bring results and now you can use it for free. All you have to do is click on the image below and follow our step-by-step guide below to get started.

How to Create Your Own Pre-Listing Package to Boost Your Selling Process Now

Here’s a step-by-step guide on using our pre-listing package template to get the best results and wow your customers. It’s easy, and you don’t need any design skills to get started!

  1. Once you click on the template, you will be prompted to create an account on Xara Cloud if you don’t already have one.
  2. Edit the pre-listing package template as you see fit. You can change the images, fonts, and colors to match your brand style guide.
  3. Once you are happy with your work, save your design.
  4. Download your brand-new pre-listing package in the desired format.
  5. Print your marketing material.

Your Prelisting Presentation Can Get You Through the Door, But to Stay There...

There’s so much more to the real estate game than just nailing first impressions, building trust, and getting your pre-listing package right. While social media, real estate farming, and direct mail and print can help your marketing efforts…

There’s a lot more to be done to climb and stay at the top. Once you have a recurrent client base, or even start getting referrals (if you’re not already there by now), you’ll see that teamwork really does make the dream work.

Forget the Heavy Paperwork, the Back and Forth, and the Branding Struggle 

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We speak real estate automation, so we developed a system that keeps your real estate business above everyone else in the game.

To keep your brand consistent and communications up to date, you need to try Xara’s all-in-one real estate marketing center.

No heavy design work, no back and forth – just automated real estate marketing. Try it for free here