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Agent’s Value Proposition
Build Your Value Proposition
As a REALTOR®, you know the value you bring to your clients and communities every day. Arizona REALTORS® has developed activities for Seller’s Agents from Pre-Listing through After-Closing, and for Buyer’s Agents from Presentation through After-Closing.
You may choose to build a Value Proposition to offer your clients or add to one you already have by scrolling down to cut and paste from the numerous items found under each topic, then brand it and make it yours!
Helpful Resources
FOR BROKERS
TRAINING PROGRAMS
Seller’s Representation
PRE-LISTING ACTIVITIES
- Manage listing appointments with buyers and sellers.
- Research appropriate sampling of currently listed comparable properties
- Research trends, “average days on market” and sales activity for an appropriate period
- Review property tax roll information.
- Research property’s legal status and public record information as well as property’s land use, zoning, coding and deed restrictions.
- Ascertain need for lead-based paint disclosure.
- Prepare market analysis
- Prepare listing-presentation package
- Perform “curb-appeal assessment” of property.
- Discuss the impact of school districts on market value.
- Review listing-appointment checklist to verify that all steps and actions have been completed.
LISTING-APPOINTMENT PRESENTATION ACTIVITIES
- Review broker’s and company’s credentials and accomplishments with seller.
- Present “niche” in the marketplace.
- Give seller(s) an overview and projections of market conditions.
- Present market analysis results to seller(s)
- Offer pricing strategy
- Discuss options with seller(s) to market effectively and discuss strategic master marketing plan.
- Explain marketing power and benefits of the MLS.
- Explain brokerages role in screening for qualified buyers and to protect seller(s) from curiosity seekers.
- Review curb-appeal assessment and provide suggestions to improve sale-ability.
- Research and verify city sewer/septic tank systems and confirm when system was last pumped or inspected.
- Confirm well water status, depth, and output from third-party well report.
- Natural gas: Research/verify the availability of natural gas.
- Verify security system, current term of service, and determine if it’s owned or leased.
- Verify if seller(s) has transferable termite bond and obtain a copy of bond that may be available to buyer(s).
- Discuss home-warranty program.
- Verify all rents and all deposits.
- Assess interior décor and suggest changes.
- Review accuracy of current title information with sellers.
- Verify names of owner(s) as they appear in county’s public property records.
- Verify with seller(s) if there are any outstanding or expired construction permits or if changes have been made to the property since the seller(s) purchased it.
- Obtain copy of current Title Insurance Policy.
- Complete listing contract and addenda
- Obtain seller(s)’ signature(s) on the listing agreement and return a signed copy of the listing contract to the seller(s).
- Review with seller(s) the standard closing costs and pro-rations typical to the HUD statements.
- Obtain seller(s)’ permission to use a lock box.
- Measure interior room sizes.
- Note any and all unrecorded property lines, agreements, and easements that are known to the seller
POST-LISTING ACTIVITIES
- Compile and assemble formal file on property.
- Obtain copy of current title insurance policy.
- Inform tenants of listing and discuss how showings will be handled.
- Arrange for installation of yard sign.
- Have seller(s) complete the seller(s)’ disclosure form.
LISTING ACTIVITIES
- Order plat map for retention in property’s listing file.
- Prepare showing instructions for buyer(s)’ broker and agree on showing-time window with seller(s).
- Install electronic lock box and program the lock box with agreed-upon showing-time windows.
- Obtain current mortgage loan(s) information: companies and loan account numbers.
- Verify current loan information with lender(s).
- Identify homeowner association manager, association fees and pending or unpaid assessments with HOA
- Prepare detailed list of property amenities as well as property’s “inclusions and conveyances with sale.”
- Compile list of completed repairs and maintenance items.
- Explain benefits of homeowner warranty to seller(s).
- Assist sellers with completion and submission of homeowner-warranty application.
- Place homeowner warranty in property file for conveyance at time of sale.
- Make extra key for lockbox.
- Place a copy of the seller(s)’ completed disclosure form in the property file.
- Arrange for interior and exterior photos to be taken for MLS listing.
- Enter listing into office records and/or create listing file..
MLS-RELATED ACTIVITIES
- Prepare “MLS profile sheet,” and then enter property data into MLS listing database.
- Proofread MLS database listing for accuracy.
- Take additional photos of the property to upload into MLS and for use in flyers.
- Provide seller(s) with a copy of the MLS profile sheet data form.
- Add property to company’s active listings list.
MARKETING AND SHOWING ACTIVITIES
- Create print and Internet ads with seller(s)’ input and approval.
- Submit ads to company’s appropriate websites.
- Reprint/supply brochures promptly as needed.
- Prepare mailing and contact list and generate mail-merge letters to contact list.
- Prepare property marketing brochure for seller(s)’ review, then order appropriate quantity.
- E-mail marketing material to brokers and agents with marketing material.
- Inform Network Referral Program of listing.
- Coordinate showings with owners, tenants, and other REALTORS®.
- Provide showing time comments and feedback to seller(s) and recommend changes according to potential buyer comments.
- Review comparable MLS listings and new trends regularly to verify property remains competitive in price, terms, conditions, and availability.
- Provide marketing data to buyers coming through international relocation networks and referral network.
- Request feedback from buyers’ brokers after showings and discuss feedback with seller(s) as frequently as possible.
OFFER AND CONTRACT ACTIVITIES
- Obtain a signed and dated verification that escrow deposit was delivered to escrow agency.
- Receive and review all offer to purchase contracts submitted by buyers or buyers’ brokers.
- Evaluate offer(s) and share information on each offer, for the seller(s) to make comparisons.
- Review offers with seller(s) and review merits and weaknesses of each component of each offer.
- Contact buyers’ broker to review buyer(s)’ qualifications and discuss offer.
- Provide seller(s)’ disclosure to buyer(s)’ broker or buyer upon request.
- Confirm buyer(s) is pre-approved by contacting lender.
- Obtain a copy of the buyer(s)’ pre-approval letter from lender.
- Negotiate all offers and counteroffers on seller(s)’ behalf.
- Prepare and convey any counteroffers, acceptance, or amendments to buyer(s)’ broker.
- When offer to purchase is accepted and signed by seller(s) deliver contract to selling/buyer(s)’ broker or if none, to buyer(s).
- Verify contract is signed by all parties and provide copies and all addenda to closing attorney and the title company.
- Record and promptly deposit buyer(s)’ earnest money with escrow agent.
- Deliver copies of signed contract to seller(s).
- Disseminate “under-contract showing restrictions” as seller(s) requests.
- Provide copies of contract to lender.
- Inform seller(s) how to handle additional offers to submitted between effective date of contract and closing.
- Change status in MLS to “sale pending”.
- Update listing file to show “sale pending”.
LOAN-PROCESS ACTIVITIES
- Contact buyer(s)’ lender weekly to verify processing is on track and follow loan processing through to the underwriter.
- Relay final approval of buyer(s)’ loan application to seller(s).
HOME-INSPECTION ACTIVITIES
- Coordinate buyer(s)’ professional home and termite (WDO) inspections with seller(s).
- If property is vacant, arrange for power and water to be turned on.
- Review home inspector’s report and WDO report with seller(s) and discuss issues and options, if needed.
- Enter home inspection WDO inspection completion into listing file.
- Verify seller(s)’ compliance with home inspection report and WDO report repair requirements.
- Recommend or assist seller(s) with identifying trustworthy contractors to perform any required repairs.
- Obtain copies of repair bills showing seller(s) has made required repairs.
- Coordinate entry into the property and buyer’s review of completed repairs, if needed.
APPRAISAL ACTIVITIES
- Make arrangements for appraiser to enter property.
- Enter appraisal completion into listing file and discuss report with seller(s) and suggest options, if necessary.
CLOSING-PREPARATION ACTIVITIES
- Distribute signed contracts to all involved parties.
- Coordinate closing process with buyer(s)’ broker and lender.
- Update closing forms and files.
- Confirm location, date, and time where closing will be held and notify all parties and confirm with closing agent that all title problems have been resolved.
- Confirm that the seller has the proper Power of Attorney or trust documents.
- Work with buyer(s)’ broker in scheduling and conducting buyer(s)’ final walk-through prior to closing.
- Confirm with closing agent that all tax, HOA, utility, and other applicable pro-rations have been resolved.
- Request final closing figures from closing agent.
- Review closing figures on HUD statement with seller(s) to verify accuracy of preparation.
- Forward verified closing figures to buyer(s)’ broker and confirm buyer(s)’ broker has received and reviewed closing figures.
- Confirm buyer(s) and Buyer(s)’ broker has received title insurance commitment.
- Provide homeowners warranty for availability at closing.
- Review closing documents with seller(s) and their counsel.
- Provide earnest money deposit check from escrow account to closing agent. If closing agent is holding escrow funds make sure it appears on the final HUD.
- Confirm seller(s)’ net proceeds check at closing.
AFTER-CLOSING ACTIVITIES
- Provide REALTOR® referral information for seller(s)’ relocation destination, if applicable.
- Change MLS status to “sold.” Enter sale date, price, selling broker, and listing broker’s ID numbers, etc.
- Close out listing in company files.
- Follow up with seller(s).
Buyer’s Representation
BUYER(S)-PRESENTATION ACTIVITIES
- Respond to prospective buyer(s) inquiries.
- Interview the buyer(s) prospect and obtain buyer(s) personal information and explain the homebuying process.
- Determine if REALTOR® has a conflict of interest with the buyer(s).
- Discuss the pre-approval financial process with the buyer(s).
- Suggest multiple mortgage lenders to assist buyer(s) in becoming pre-approved.
- Determine through discovery the buyer(s)’ preferences in a home as well as the location, price, size, type of home, special needs, and ADA accommodations etc.
PRE-CONTRACT ACTIVITIES
- Obtain and review pre-approval letter from lender.
- Search the MLS for properties that meet the buyer(s)’ criteria.
- Make appointments with seller(s) listing broker to show the selected properties.
OFFER AND CONTRACT ACTIVITIES
- Obtain and review “good faith estimate” from the buyer(s)’ lender for the target purchase price.
- Meet with buyer(s) to preview offer, contract form, addenda, and miscellaneous forms.
- Complete offer to purchase and all addenda.
- Provide seller(s)’ disclosure forms to buyer(s).
- Submit offer to purchase signed by buyer(s) to seller(s)’ broker.
- Provide credit report information to seller(s) if property will be seller-financed.
- Provide buyer(s) a copy of all forms used in making the offer.
- Negotiate all offers on buyer(s)’ behalf.
- Prepare and convey any counteroffers, acceptance, or amendments to seller(s)’ broker.
- Verify final offer is signed by all parties (“contract”), and that all necessary documents are attached.
- Deliver fully signed and initialed contract to buyer.
- Distribute signed contracts to all involved parties.
- Record and promptly deposit buyer(s)’ earnest money in escrow account or deliver to closing agent.
- Provide receipt of escrow deposit to seller(s)’ broker.
- Place copies of signed contract in office file.
- Inform buyer(s) of additional offers to purchase that are submitted between effective date of contract and closing.
- Update listing file to show “sale pending.”
HOME AND TERMITE INSPECTION ACTIVITIES
- Provide buyer(s) with multiple home inspection companies and multiple WDO inspection companies from which to select.
- Coordinate buyer(s)’ professional home and WDO inspection with seller(s)’ broker.
- Review home and WDO inspection reports with buyer and enter into the listing file.
- Order septic system, well, or mold inspections, if applicable.
- Receive, review and provide septic system, well, or mold reports with buyer(s) and note any possible impact on sale.
- Verify seller(s)’ compliance with all inspection repair requirements.
TRACKING THE LOAN-PROCESS ACTIVITIES
- Coordinate with lender on discount points being locked in with dates.
- Confirm verifications of deposit and buyer(s)’ employment have been returned.
- Contact lender weekly to verify processing is on track and follow loan processing through to the underwriter.
- Relay final approval of buyer(s)’ loan application to seller(s).
APPRAISAL ACTIVITIES
- Schedule appraisal with seller(s) or seller(s)’ broker.
- Inform buyer(s) of options if appraisal report is different than the contract/purchase price.
- Provide comparable sales used in market pricing to appraiser.
- Follow-up on appraisal until completed and enter into the listing file.
CLOSING-PREPARATION ACTIVITIES
- Coordinate closing process with seller(s)’ broker, lender, and closing agent.
- Update closing forms and files.
- Verify all parties have all forms and information needed to close the sale.
- Assist in obtaining power of attorney or trust documents, as required.
- Work with seller(s)’ broker in scheduling and conducting buyer(s)’ final walk-through prior to closing.
- Confirm buyer(s) has received title insurance commitment.
- Confirm location, date, and time where closing will be held and notify all parties.
- Confirm with closing agent that all tax, HOA, utility, and other applicable pro-rations have been resolved.
- Request final closing figures from closing agent.
- Review and verify closing figures on HUD statement with buyer(s).
- Forward verified closing figures to seller(s)’ broker and confirm seller(s)’ broker has received and reviewed closing figures.
- Verify that seller(s)’ broker has provided homeowners warranty, if purchased, at closing.
- Provide earnest money deposit check from escrow account to closing agent. If closing agent is holding escrow funds make sure it appears on the final HUD.
- Confirm collected funds from buyer(s) are available for closing.
- Explain filing for homestead exemption.
- Verify transfer of all keys (house, mailbox, and HOA/community), garage- door openers, HOA/security/gate access codes, pool equipment, and appliance manuals.
- Close out listing.
AFTER-CLOSING ACTIVITIES
- Assist with any filing claims with homeowner’s warranty company.
- Respond to any follow-up calls and provide any additional information required from office files.
- Follow up with buyer(s).
Member Flyer Generation Tool
Arizona REALTORS® is constantly working to help provide the tools you need to grow your business.
The Professional & Business Development Committee and the Business Technology & Communications Committee collaborated to create an online tool that can be used by members to articulate the REALTOR® value to the consumer.
Members can use the Arizona REALTORS® branded version or follow the directions on the page to upload their brokerage logo. For questions please contact editor@aaronline.com.