Q:  Denise, I am working on finessing my listing presentation and I am having your team make me a presentation prop for what I do to market the home in print. This includes samples of just listed and special feature cards, listing letters to the neighborhood, and some of my open house materials. However, I am not sure if I should include my 1 page house flyer that I use for about half my listings or the 4 page house flyer that I use for high-end listings. What do you recommend?

A: You have several choices here. I assume the determining factor of whether you use the one page house flyer versus the four page is either price point or finishes. Basically what you have here is a basic listing program and a higher-end or luxury listing program.  Is the house flyer really the only difference between these two programs? If so, I would put the one page house flyer on the board and then bring a sample of a four page house flyer that you just have loose that you show your luxury clients.

However, if you dig a bit deeper and determine that you actually do a lot more for a luxury listing – perhaps you do a brokers open with lunch, put a photo ad in the paper or in a real estate magazine, or do some advanced staging or merchandising, create a video and a single property website, syndicate the listing on luxury-specific websites, and incorporate drone photography, then perhaps you need to have a separate listing presentation set of props which highlights your luxury program.

If you would like to learn more about creating listing presentation props to highlight your luxury listing system, please contact us at support@thelonesgroup.com.