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A quality pre-listing kit is one of the first and most important steps in convincing a potential vendor to list their home with you. Get it right and you’ve sold yourself and your services before you’ve even stepped foot in the living room.

A strong pre-listing kit providing clear and detailed information can answer a lot of questions about the sales process and clear the air for the listing presentation. It’s your first opportunity to differentiate yourself from your competitors and communicate your agency’s Unique Selling Points.

With so much riding on it, it’s worth getting your pre-listing kit right. Here are some things to keep in mind.

1. Put your best foot forward

First and foremost, you need to establish your credibility as the ideal agent to sell this particular home. Every single element of the kit should scream competent, organised and professional. Introduce yourself and explain the sales process in a clear, jargon free way – business buzzwords are impersonal and alienate your potential clients. This is a sales document, but remember that your aim is to begin building a relationship, so present the necessary detail in an interesting and engaging way.

2. Perfect the presentation

Put as much effort into the look and feel of the document as you do into the information it contains. Think about the paper, binding, finishing and images – the look you go for needs to be one that will resonate with your audience. A sleek, expensive pre-listing kit will go down well if you’re selling a million dollar property, but might be a turn-off for more budget-conscious buyers. Of course, you can always save cash by forgoing printing entirely and emailing a PDF document – but keep in mind that this is a far less personal option. Have a digital version ready to go if it’s requested, but otherwise make the effort to deliver a quality printed document.  

3. Timing is everything

When you deliver your pre-listing kit is absolutely crucial. Around 24 hours before the first meeting at vendor’s home is good – it gives them enough time to read and absorb the information. Think about when your competitors will deliver theirs, too. Ideally, you want your pre-listing kit to be the first one that lands on the vendor’s doorstep, because you’ll more look efficient and professional if you get in first.

4. Know your audience

Tailor the pre-listing kit to your target demographic. For families and those focused on value, a short, to-the-point brochure might suffice, while more affluent sellers may respond better to a luxurious hardcover book. Whatever option you choose, ensure all the necessary information is covered – generally vendors want more content, not less. The pre-listing kit is your first chance to shape their preferences and perceptions. You need to show that you’re the best agent for the job and give potential vendors all the information they need – and do it with style.

5. What you MUST include

What you include will depend very much on your audience, but consider things like: case studies and testimonials; information about yourself and your experience; biographies of team members and staff; press showcasing success stories and community involvement; market statistics; a sample marketing plan; examples of the paperwork; information about how you’ll price their home; your company’s history and achievements; and information about companies you’ll work with to help sell the property, like photographers, stylists, and marketing experts.

Be clear about the process that will occur if they decide to list with you. Everything should be presented and delivered with a personalised, preferably handwritten, note, reiterating how much you’re looking forward to meeting them at the listing presentation.

6. What you COULD include

To really go above and beyond, consider further personalising the kit for each client. Include information specific to the property and neighborhood to show that you’ve done your homework, or include small gifts for kids or pets. You could also include checklist of questions they should ask when choosing an agent – making sure, of course, that you have all the answers ready. 

Whatever you do, find a way to go above and beyond, and prove that you’re the professional best placed to sell the property.

What do you think makes for a successful listing kit? Leave a comment and let us know.