Preparing for a listing appointment

What is the goal of the appointment?

So you’ve made an appointment with a listing agent to come to your home to discuss listing it for sale. In order to be best prepared for that appointment, identify what you should expect from the visit.

1. A mutual “interview” process where both you and the agent determine whether you would work well together. This portion of the visit should cover communication style and frequency, expectations, an outline of both agent and seller responsibilities and the agent’s demonstration of knowledge and experience. You’ll want to feel confident she has neighborhood familiarity, strong negotiating skills, the ability to showcase your property creatively and a commitment to represent you at the highest level.
2. A clear explanation of the entire process, from pre-listing to settlement. This conversation includes the presentation of a detailed timeline of the individual steps, including preparing the home to photograph, choosing how and when to put it on the market, open houses and appointments, negotiating offers, navigating any inspections, and staying on track between contract and closing. The agent should be sure to explain when these steps occur, how feedback will be incorporated and provide the opportunity for you to ask questions.
3. A market analysis focusing on a CMA and discussion of pricing strategy. The agent needs to demonstrate how she will arrive at a value range for your property based on the sales of similar homes as well as what the market is doing at the present time. Knowledge of how many competing properties are available as well as how long similar ones have recently taken to sell should be discussed as well. The agent should explain how pricing slightly low, slightly high or right at expected value will affect market response and which, depending on your specific situation and goals, is the best choice.
4. An overview of a marketing plan, personalized to the specific property. The agent should be able to give you examples of the kind of marketing you can expect (social media ads, brochures, email blasts to agents who sell in your neighborhood, open houses, how they will highlight the best features of your home, a map of nearby attractions, etc.). Simply taking pictures and writing a description to put on the MLS is not a marketing plan.
5. A direct conversation about commission, fees, estimate of net proceeds and any other financial issues. The agent needs to explain about offering commission to the buyer’s agent (as well as her own broker’s commission), any marketing/staging/photography/ad fees and the closing costs. It’s more useful to focus on expected net proceeds than sales price alone.
6. An honest assessment of the home’s condition. Tour the agent through the property and point out any items that you know may be off-putting to buyers. The agent should make suggestions about improvements and staging including expecte ROI and a realistic timeline for getting the property in shape to list.

How can you assess whether an agent is a good fit?

While the checklist above can act as a starting point, finding a good fit depends on more than being able to check those boxes. You absolutely have to believe that the agent has the ability, commitment and resources to do the job. Once the visit is over, you should have a pretty good feel for whether she does or doesn’t. It’s the less objective/concrete points that will require you to rely on your gut. Does the agent have to be your best friend. Nope. Do you have to be comfortable talking to her candidly and expecting her to respond to your concerns in a way that will satisfy you? Yes.

One great way to help you decide is to talk to a few agents. They will all have different styles, potentially different suggestions regarding pricing and different marketing plans as well as, of course, different personalities. Comparing the whole “package” you will get when you choose one agent vs. another should steer you toward the best option.