# Pre-Listing Kit Guide

A comprehensive pre-listing pack delivered before the market appraisal builds trust, demonstrates professionalism, and positions you as the premium choice before you even walk through the door.

---

## What to Include

Based on best practices from Grant Dickson, Mat Steinwede, Tom Hector, Jamie Benjamin, and Liam Cromarty.

### 1. About You / Meet the Team

- Professional photo and biography
- Your values and approach
- What makes you different (USP)
- Personal story — why you became an agent

### 2. Track Record & Social Proof

- Recent sales results vs guide prices / appraised ranges
- Average days on market
- Testimonials with property addresses and sale prices
- Vendor contact details for references (with permission)
- Case studies showing marketing approach and outcome

**Tom Hector example:** Full testimonials page with vendor names, addresses, and specific feedback.

### 3. Marketing Examples

- Sample photography from past properties
- Property video examples (links or QR codes)
- Brochure / property particulars samples
- Social media campaign examples
- Portal listing screenshots
- Premium advertising examples

### 4. Your Sales Strategy

- Methods of sale explained (private treaty, best offers, auction)
- Marketing and communication strategy overview
- Professional fees structure
- Timeline from instruction to launch

### 5. Property-Specific Research

- Recent comparable sales in their area
- Current competition on Rightmove/Zoopla
- Schools and catchment areas
- Local amenities
- Council tax band
- EPC information (if available)
- Broadband / connectivity data

**Grant Dickson approach:** Include screenshot of number of registered buyers matching their property profile.

### 6. Presentation & Staging Advice

- Tips on preparing the property for marketing
- Recommended local suppliers (cleaners, gardeners, staging companies)
- Penhaul's ADDRESS staging framework

### 7. Personal Touch

- Handwritten note to the vendor
- Small gift (Grant Dickson sends artisan chocolate)
- Branded presentation folder or envelope

---

## Delivery

- Deliver to the property **before** the appointment
- Use a quality branded folder or envelope
- Include a handwritten card: "Looking forward to meeting you on [date]"

**Mat Steinwede's cover letter approach:**

> "Thank you for taking the time to speak with me today. I am truly excited about the possibility of marketing your property. Properties such as yours need a strategic approach to ensure the maximum sale price is achieved. I give my heart and soul to this business with the sole purpose of creating the best opportunity for my clients."

---

## Jamie Benjamin Pre-List Email Approach

For a digital alternative, send an interactive email before the appointment:

- Links to recent property marketing examples
- Video introduction
- Testimonial highlights
- Overview of marketing strategy
- Database and buyer matching stats

Script:
> "Prior to our appointment, I've put together this overview to showcase our marketing approach and what sets us apart. Please take a look before we meet — I'll walk you through everything in detail when we sit down together."

---

## Liam Cromarty's 7 Pre-Listing Discovery Questions

Use these during or before the tour to gather marketing intelligence:

1. What did you love about the home when you originally purchased it?
2. What plans or improvements have you completed (or would have liked to complete)?
3. What are the advantages of living in your home?
4. When family and friends visit, what do they say they like about the property?
5. What are the five things you like most about your home?
6. Are you aware of any covenants, easements, or structural issues?
7. How much were you hoping to achieve?

---

## Tom Hector's Pre-Listing Pack Structure

A comprehensive printed document covering:

1. **Cover letter** — confirming appointment date, time, and agenda
2. **Contents page** — results, strategy, what's next
3. **Testimonials** — full page of recent vendor reviews
4. **Results section** — market value explanation, negotiation approach
5. **Strategy section** — methods of sale, marketing plan, presentation advice, viewing strategy
6. **What's next** — questions to ask when interviewing agents, glossary of terms, professional fees, authorisation forms

Key messaging from the results section:
> "The price of your property rises significantly when more than one interested party is determined to buy it. We design sales campaigns that do exactly that."

---

## Questions to Include (for vendors to ask agents)

From Tom Hector's pack — include these as a handout:

- How long have you been selling property and how well do you know this area?
- Have you sold any properties recently similar to mine?
- How does your individual record compare with competitors?
- How will you attract buyers to my property?
- How much will marketing and fees cost?
- Do you have past clients I can contact?
- How often will you provide feedback?
- What should I do to present my property well?
- What method of sale do you recommend and why?