CMA Best Practices

CMA Best Practices/Scripting

Prep:

• Call clients for introduction, appointment confirmation, and additional info on the property
• Prepare a market analysis on Matrix, pull comparables, save comparable pics/tabs etc.
• Use GeoWarehouse, MPAC for more information
• Research the neighborhood, schools etc.
• Grab some leave-behinds from the office (Grand Mag, flyers etc)
• Determine a price range for the property

MIndset:

• Always assume you are competing with another Realtor 
• Dress professionally and for the property
• Be punctual, get to the property early and drive around the neighborhood
• Be focused (drive in silence or take 5 mins in your car before the meeting)
• Make sure your phones are off or on vibrate
• Be confident

Visit:

• Eye contact and speak with authority
• Introduce yourself and thank them for requesting the visit
• Take control, determine how the visit will proceed
• Do an initial tour
• Always take notes
• Listen to the client and speak less
• Get to know the client and observe what is in the house
• Understand what is the most important to them
• Focus on positives in the property
• Be genuine
• Ease their stress when they speak to items they are concerned about
• Refer to services we provide to mitigate their concerns
• Ask them why this house is great
• Ask why they bought the house
• Ask why they want to sell

CMA:

• Sit at the kitchen table or dining room table with the clients
• Bring comparables and know them well (bring printouts or have them up on your tablet/laptop)
• Gauge their reactions to the comparables you show
• Ask if they fall in the range that they had imagined
• Highlight the comparables that are closely related to their property (similar, proximity, recent sale)
• Speak to the current market state
• Speak to how many sales we’ve had to GTA buyers in the last year (incl. pre-con)
• Go into detail about the difference of being registered on TRREB vs just listing on TRREB 
• Show recent sales that have gone over asking price
• Speak to how much money we have made for our clients this way
• Show off top 5 that have sold in the last year and how our strategy was better than other brokerages
• Use examples, such as other brokers will list really low to get 100K over asking to promote themselves, where we can list higher and get up to 250K over.
• Bring Rego up but don’t bring other brokerages down
• If get a sense that they don’t want to sell or are too surprised at the sale pricing, speak to other options (ie. investing with their equity, waiting a few months etc.)
• Speak about a price range and strategies to get to a number that they would be happy with.

Listing Presentation:

• Talk to each slide, rather than reading them
• Highlight marketing/social media (show examples)
• Explain TRREB and why it is so important for maximizing their profits
• Explain the “Team” aspect and why it’s different than other brokerages
• How they get more value from a Team brokerage
• Talk about staging and the consultation process
• Use statistics to back up our success
• Show sample videos/iguide/photos and explain how we are all-inclusive
• We are all on the same team with the same end goal
• My strength is not in marketing or videography, so we have experts on the team…..

Conclusion/Follow Up:

• Commission discussion (you get what you pay for, the value we bring vs others)
• Leave behinds (CMA package, marketing materials etc)
• Thank them again for the opportunity
• Set up a follow up before you leave (call or visit)
• Be humble and confident
• You hire us for strategy and for getting your property in front of the maximum # of people in order to maximize your profits