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Sample Competitive Pricing Presentation
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The Objective

The Objective of any Pricing Presentation is to get the exact asking price for your listing agreement. If not, what else? Our system and products are uniquely designed for you to be able to determine the Competitive Market Value of any property, in any area.  Also, you will have the tools to convince the seller to position their property, in the beginning, to be one of the Best Values, in a typical buyer's eyes, on Today's Market. It will be "Priced to Sell."

Now we know that buyers are shopping the available competition for their best value. What other choice do they have? Also realize that the property speaks for itself, as a commodity on today's market in the buyer's eyes. No buyer, no sale.

If this is your objective, you're in the right place. Read on.

Kerry D. Bodily, Author-Designer
 

Pre-Listing Preparation

Prior to your CMA analysis and listing appointment, discuss the importance of the seller choosing to price right in the beginning.

Email or mail in advance if possible, the "Seller's Guide to Pricing Real Estate Competitively." This 6-page product, condensed from the book, is designed to educate the seller on how the real estate market really works and the importance of pricing competitively until sold. Most rational people realize that the real estate market is  competitive and continuously changing, though it's not what most of us have been taught, and have inherited from the appraisal system. Today's competition determines today's value. It's that realistic.

Organization of the On-Site Listing Presentation

Separate your presentation into specific subjects, being sure to separate the pricing presentation:

1. Take a tour of the property. Let the seller do the talking.
2. My Company and I
3. Our Marketing Plan
4. Your Property's Competitive Market Value in Today's Market
5. Your decisions.
 

Dialog: "Let's take a tour of your property. Then let's sit down and I'll talk about my company and myself, our proven marketing plan, your property's competitive market value, our agreement forms, and anything else you desire. Then you'll have a complete picture, so you can make the right decisions.
 

Note: The Seller's Pricing Guide can be the major influence and the most important part of your Pricing Presentation. If the seller understands the importance of pricing competitively, and how it's done, then they'll be waiting for your Competitive Market Analysis. And your job will almost be done before you start.

Dialog: "The ultimate decision on pricing is yours. You can choose to over-price, under-price, or price competitively. My job is to present today's facts, so you can make the right decision. First, let's review your "Seller's Guide to Pricing Real Estate Competitively, so we can establish a common understanding of How the Real Estate Market Really Works and answer any questions you may have. Then, we'll review the Competitive Market Analysis."

First, Review The Seller's Guide to Pricing Real Estate Competitively in Today's Market
 

"How Your Real Estate Market Really Works"

 Condensed from a Book Written for all Buyers, sellers, and Real Estate Agents

Condensed Seller Education

How to Define and Find Today's Competition

Search the Typical Buyer's Shopping Area (Outside of Your Neighborhood)

Buyers Shop
Competitively

Today's Competition
Determines Today's Value

All Properties Speak
for Themselves

How to Determine Today's Competitive Market Value

The Technology

Samples from XpertCMA Precision Pricing Software

How Much is Your Property really Worth?

No Property is Worth More Than a Buyer is Willing to Pay

The Real Estate Market Moves Continuously

How to Choose the Right Pricing Strategy

UnderPrice=Quick Sale

Overprice=No Sale

Competitive Price=Sale

Then, Present the Competitive Market Value & Asking Price

Dialog: "Here are the results after analyzing several likely competitors in what I believe to be the typical buyer's shopping area, and narrowing it down to the best three. There is no reason to consider the others, offering lesser value for their price. Adjustments are made for the differences and the value of your property vs. each is shown. The Competitive Market Value is then identified, as shown."
 

Add more, if desired.

Dialog: "After analyzing your most likely competitors in today's market and adjusting for differences, the results show that your property must be priced at ($$) or less. Any higher asking price would position it as over-priced vs. at least, some other competitors."

Note: we suggest that you print and attach the MLS Client view of each comp used in this analysis, for reference if needed. Now, IF at this point, the seller agrees with the Competitive Asking Price (or one you can live with), the pricing presentation is over!
Stop & Move on! If not, here are some additional suggestions.

 Present the Likely Appraisal Value

Dialog: "Here is the Likely Appraisal Value selecting the properties most likely to be chosen and analyzed by an appraiser, using their methods. This is not an appraisal. Only a licensed appraiser can perform an appraisal, but it may give us some helpful information."
 

Add more, if desired.

Dialog: "Properties commonly appraise at or above the selling price.  The purpose of the appraisal, if required, is to validate the value for the mortgage company using appraisal valuation  methods. The results of this analysis indicate that (your property would likely appraise,) if sold at or near the competitive market value."

Note: The Likely Appraisal Value is usually close to the Competitive Market Value, because the its the best deals that sell and become the most recent comps used in the appraisal. The Likely Appraisal Value usually supports the Competitive Market Value, depending on whether the market is accelerating, stable, or declining. But in any case, Today's competition determines today's value. Competitive pricing always maintains the property as the best deal, i.e. priced-to-sell, and in the market moment.

Overcoming Objections
 

Note: Most of the common objections or excuses can be answered directly by referring to a specific page of their Seller's Guide.
 

Q - Other agents have told us they could get more $$ for our property.
A. Are they planning to buy it? No property is worth more than a buyer is willing to pay.
(Seller's Guide - Page 1)

Q - My neighbor's home sold for more!
A - Today's competition determines today's value. Buyers are shopping for the best deal anywhere in the "Buyer's shopping area."
(Seller's Guide - Page 3)

Q - Why don't we try a higher price for a while and see what happens?
A - "Testing the market"  closes the "Window of Opportunity." Also, it might not appraise, even if you received an offer.
(Seller's Guide - Page 5)

Q - We need more money!
A - It must sell for you to get any money and it will not sell for more than its value.
(Seller's Guide - Page 5)

Q - How can we get the most for our property?
A - Price it competitively.
(Seller's Guide - Page 5)

Q - We need a quick sale so we don't lose our purchase opportunity!
A - The asking price is your decision. Price it right in the beginning to sell quickly.
(Seller's Guide - Page 5)

Q - Why don't we wait for the market to come back?
A - It's your call, but if you are planning to buy, the best values are available now and the interest rates are at an all time low.