Agents commonly use checklists when they’re listing new properties helping a client secure a deal. It makes sense -- it’s much less likely they’ll forget anything and clear up headspace for interacting with everyone involved in the sale.
Brokers generally don’t need to be involved with all the granular aspects of a deal, but do want to know what’s going on.
Of course, as a broker you can’t check every single transaction for each agent… there’s simply not enough time! It doesn’t make sense for you as a broker to go through hundreds of checklists every week.
But, what can you do?
If you break down the checklists in individual tasks for you and your agents, you’ll be able to keep a high-level overview of the most important milestones. Make sure to set individual checklist items as tasks for yourself or for your agents in any work planning tools that you use. This way, everyone’s aware of what’s going on at all times.
If you’ve got a robust tracking system set up, this should be easy -- there’s tons of things you can find out by running reports. You’ll quickly see whether agents are behind on tasks to be completed for individual listings.
We’d suggest to run through your checklist at least once a week -- it doesn’t need to take long, but it’ll give you a great sense of what your agents are doing.
Here are some tasks that should definitely be on your broker checklist:
Has the listing been posted to all channels you want to use? Before checking this task as ‘done’, the agent can take the opportunity to make sure everything in the listing is included -- pictures/videos, description, floorplan, etc…
Promote through social media
Has the listing been posted to Facebook, YouTube, local newspapers, blogs, etc…?
‘Just Listed’ marketing
Make sure to include your listing in ‘Just Listed’ direct mail communications to potential buyers, put ads on Facebook and include listing on your own website.
Match potential buyers
Make sure your agents go through your list of interested buyers to check if there’s a match between the new listing and existing buyers in your system.
Organize an open house
Make sure your agents organize an open house day.
Once a buyer has been found, the listing should be removed quickly. A home that’s listed but not actually for sale anymore will waste buyers’ time, making it less likely they’ll want to work with you in the future.
Tracking tip: A great way to gain insight in your business efficiency is to see how much time elapses between listing a property and finding a buyer. Based on this checklist, you can run a report for all your listings.
You can add or remove things to this checklist, based on your overall company strategy or any problem areas in your business that you want to tackle. For instance, maybe you’re worried your listings aren’t being viewed by enough buyers. You can add a task on the checklist to make sure all your agents promote their listings through at least five channels. You can then see how this affects your business and change your tactics as needed!