The listing call to set up a listing appointment is the most eagerly awaited call in our industry. It is the payoff moment that attests to our marketing, farming, and personal contacts and networking.

However, it is also an opportunity not to be lost in the triumph of the moment. The listing call is an ideal time to gather information about the prospective seller, their motives and expectations, and learn about the home they wish to sell. This is vital information that allows us to craft a presentation that gets the listing, or allows us to make an informed decision to take the listing, or to pass on it.

Every agent that has ever gone on a listing appointment can attest that no two appointments are ever the same. Even though you just sold a similar home a few doors down on the same street, this seller may have a totally different mix of needs and concerns than their neighbor who was a pleasure to work with. Circumstances such as divorce, financial difficulty, job transfer, downsizing and retirement are just a few or the reasons a person may sell their home. So each selling experience may be quite different than another.

Sound familiar? We must acknowledge that the sellers' temperaments, needs, motivations, realistic expectations, and finances may be very different from one household to the next. Since it will be our time, efforts, reputation and marketing dollars on the line, we must weigh out all the factors. Keep in mind that whatever the sellers' needs are to sell their home, once disclosed they are opportunities to rate the sellers' motivation levels.

The listing appointment is an opportunity to take the listing (if you want) that has the potential to return you a decent commission when it closes. Be selective and thorough, because if it doesn't sell there's no pot-of-gold at the end of the rainbow -- just disillusionment that could be avoided. It is important that if you take the listing, you do so on your terms.

The initial contact is a great time and opportunity to grade the seller's motivation. Questions of why, where, when and for how much are great openers for dialogue, and determinants of seller motivation. Instead of using a script on these calls, (that sound mechanical) it makes more sense to ask some general questions that give you enough information to begin seeing a profile of the home and seller.

Information to be obtained at the initial contact:

• Contact information: name, phone numbers, e-mail, etc.

• Where did you find our name? Market Conditions Report? Magazine ad or Internet? (It's a great way to track the effectiveness of your marketing dollars!)

• Are you the original owners? (An insight into seller equity!)

• How do you like the subdivision? (A great time to listen! Great info here!)

• Neighborhood Info: swim, tennis, playground, and other activities.

• How long have you lived at this home? (Short time will denote limited equity)

• Home features: beds / baths / garages / basement / improvements (pool, finished basement, sun room etc. (Will allow you to adjust price +/-)

• Why are they selling? (Motivation)

• Where are they moving? (Motivation tool to discover if they've already purchased, and possible referral opportunity to relocation destination!)

• When do you plan to sell? Time frame (If it is in two years, pass on it!)

• Condition of home: age, carpet condition, paint (is it neutral?), roof, mechanics.

• Home positives (upgrades, cul-de-sac, landscaping, swimming pool etc.)

• Negatives: (Does the home back to a road, under wires, leaks, siding issues, is the home on a road, etc.) Time to ask yourself, "Do you want the listing?"

• Approximate price the seller has in mind. (Ideal to determine Motivation!)

• Has the home been on the market before? How Long? Any offers? Ask sellers why they think it didn't sell. (Listen, but do not bash the previous agent -- it's counter-productive, and you could be next!)

• Are the sellers interviewing other agents?

• Ask if the seller considered selling "For sale by owners?" (If so they may want a market price)

• Create an appointment time where all parties on the deed or title can be present for the presentation. (If only one party/spouse will be present, you are there to confirm price only!)

  At this time, take as many notes that will aid you in your presentation as possible. One thing to note is that the pricing question will always draw an objection from the seller. They will mention that is why they are calling a real estate professional to determine a market price. The best reply is that you just want a guesstimate of value to see if we are all reading on the same page.

  A good example would be an average track subdivision home that sells for 200K and the seller wants 450K -- that would be an unreasonable expectation, and you would like to determine that before you start your presentation process. All you want is a ballpark number to reconcile the seller's wishes with the reality of the current market. They usually will always give you a number, and reference various neighbors homes that recently sold.

  When they start giving this information, be quiet! The seller may often reveal a very reasonable market price, and that is a good thing. They will also forget that price was ever mentioned, so when you make your marketing presentation, it will be easy to justify a realistic price above or below depending on available inventory, current market conditions, location and sales history.

  Whatever the reason a homeowner considers selling, whether it is a relocation, divorce, scaling down, or moving up, they will have certain expectations of the agents they are interviewing. These may be time frames, marketing abilities, advice, pricing, staging a home to sell, market knowledge, commission, and level of experience of the agent. However, keep in mind that the goals are always the same -- the seller wants sell their home, and you want to be the agent that lists and sells it!

  However, one question remains ... will they list with you? And since no listing appointment is ever a sure thing ... it is wise to be well prepared and informed.

  Published: October 29, 2003