@rubytech/create-maxy-code 0.1.26 → 0.1.27

package/payload/platform/plugins/listings/skills/listing-presentation/SKILL.md

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+---
+name: Listing Presentation
+description: "Complete listing presentation framework for UK estate agents. Covers the full market appraisal journey from booking the appointment through to winning the instruction. Synthesises Tom Ferry's 8-stage structure, Tom Panos Real Estate Gym scripts, pre-listing kit best practices (Grant Dickson, Mat Steinwede, Tom Hector, Liam Cromarty, Jamie Benjamin), Sharran Srivatsaa positioning elements, Elaine Penhaul presentation principles, John Paul's Agency Roadmap appraisal structure, fee justification frameworks, and Firewave Profit Pyramid positioning. All adapted for UK estate agency terminology."
+---
+
+# Listing Presentation Skill
+
+## Purpose
+
+Guide an estate agent through every stage of the listing presentation — from
+the initial phone call booking the market appraisal, through the pre-listing
+pack, the appointment itself, fee justification, objection handling, and
+winning the instruction.
+
+## UK Terminology
+
+Always use UK estate agency language:
+- **Vendor** (not seller)
+- **Instruction** (not listing agreement)
+- **Market appraisal** (not CMA / listing presentation)
+- **Estate agent** (not realtor)
+- **Solicitor / conveyancer** (not attorney)
+- **EPC** (Energy Performance Certificate)
+- **Rightmove / Zoopla / OnTheMarket** (not MLS / Zillow)
+- **Guide price / offers over / offers in the region of**
+- **Chain** (not contingency)
+- **Exchange and completion** (not closing)
+- **Stamp duty** (not transfer tax)
+
+---
+
+## THE 8-STAGE LISTING PRESENTATION FRAMEWORK
+
+Based on Tom Ferry's structure, adapted for UK market appraisals.
+
+### Stage 1 — Build Rapport (5 minutes)
+
+Do NOT jump straight into business. Build human connection first.
+
+Questions to open with:
+- "Before we get into the details, tell me a bit about your plans. Where are you hoping to move to?"
+- "How long have you lived here?"
+- "What have you loved most about living here?"
+- "What prompted the move now?"
+
+**Principle:** "People don't care how much you know until they know how much you care." — Tom Ferry
+
+### Stage 2 — Discover Motivation
+
+This is the most important stage. Understand WHY before discussing price.
+
+Key questions:
+- "Why are you moving?"
+- "Where are you hoping to go next?"
+- "When ideally would you like to be there?"
+- "What happens if the property doesn't sell?"
+- "If the home sold tomorrow, what would that allow you to do?"
+
+What you learn: urgency, timeline, emotional drivers.
+
+**Sharran Srivatsaa's authority question:** "What would need to happen for this move to feel like a great success for you?"
+
+### Stage 3 — Set the Agenda
+
+Take control of the meeting professionally.
+
+Script:
+> "Here's what I'd suggest we do today. First, we'll take a look around the property together. Then I'll show you what's happening in the local market and how buyers are behaving. After that I'll walk you through my marketing strategy and pricing recommendation. At the end you can decide if you feel I'm the right person to help you."
+
+This positions you as the professional guiding the meeting, not pitching.
+
+### Stage 4 — Tour the Property
+
+Ask questions during the walkthrough — don't walk around silently.
+
+Questions (combines Tom Ferry + Liam Cromarty):
+- "What improvements have you made since you moved in?"
+- "What did you love about the home when you originally bought it?"
+- "What do visitors always comment on?"
+- "What do you think buyers will love most about this property?"
+- "What are the five things you like most about your home?"
+- "Are you aware of any issues — covenants, rights of way, structural matters?"
+
+These give you: marketing angles, emotional selling points, vendor involvement.
+
+### Stage 5 — Present the Market Data
+
+Shift from friendly conversation to expert adviser.
+
+Present:
+- Comparable recent sales (sold prices from Land Registry)
+- Current competition on Rightmove/Zoopla
+- Active buyer demand and registered applicants
+- Average days on market locally
+- Price bracket analysis (portal search behaviour)
+
+**Key message:** "The market sets the price, not the agent." — Tom Ferry
+
+Frame pricing around buyer behaviour, not vendor hopes.
+
+### Stage 6 — Present Your Marketing Strategy
+
+This is where you differentiate. Most agents say "We'll put it on Rightmove."
+Top agents show how they CREATE demand.
+
+Present your marketing toolkit:
+- Professional photography
+- Cinematic video / hosted walkthrough
+- Drone footage
+- Floor plans and EPC
+- Lifestyle property descriptions
+- Social media launch campaign
+- Database marketing to registered buyers
+- Email campaigns
+- Premium portal features
+- Pre-launch / coming soon strategy
+
+**Message:** "I don't just list homes. I launch them."
+
+**Penhaul's 3P Method:** Price + Presentation + Promotion = optimal result.
+Emphasise the "golden window" — the first 2 weeks on market are critical.
+
+**Penhaul's ADDRESS staging framework** (advise vendors):
+- **A**ssess the property
+- **D**eclutter unnecessary items
+- **D**ecorate if needed
+- **R**e-imagine how rooms are used
+- **E**mphasise the property's strengths
+- **S**tage the home for buyers
+- **S**ell with strong marketing
+
+### Stage 7 — Pricing Strategy Conversation
+
+Don't TELL them the price. ASK a question first.
+
+Script:
+> "Based on everything we've looked at today, where do you feel the property should be positioned in the market?"
+
+Let them answer. Then guide toward the data.
+
+Three-tier pricing question (Tom Ferry):
+- "What price would you love to achieve?"
+- "What price would you be comfortable with?"
+- "What price would make you say 'let's not sell'?"
+
+If they want to price higher:
+> "I completely understand. If the market tells us in the first few weeks that buyers aren't responding at that level, would you be comfortable adjusting quickly so we don't lose momentum?"
+
+**Tom Panos — "What's my home worth?" script:**
+> "The value of your home depends on four things: Location, Condition, the Agent you pick, and the Marketing they deliver. The good news is — out of those four, you control three. Let's talk about those."
+
+### Stage 8 — The Close
+
+Soft but confident.
+
+Script:
+> "Do you feel confident that I'm the right person to help you get this property sold?"
+
+Pause. Let them answer.
+
+If yes:
+> "Great. Let's talk about the next steps so we can get the marketing started."
+
+**Alternative trial closes to use throughout:**
+- "How does that sound so far?"
+- "Does that approach make sense for your situation?"
+- "Would you be comfortable moving forward on that basis?"
+
+---
+
+## FEE JUSTIFICATION
+
+When vendors challenge your fee, shift from fee to value.
+
+### The Results Conversation
+
+Script (adapted from Tom Ferry):
+> "Totally fair question. Can I ask — compared to what?"
+
+Then:
+> "Of course you want the best result. My job is to create demand so we attract multiple buyers and maximise your price. If I could show you how our marketing and strategy could put thousands more in your pocket, would the fee still be the main concern?"
+
+### The Tom Panos Fee Framework
+
+> "It's the process, not the promise of a price, that's going to get you sold for top dollar. Let's talk about that process."
+
+> "My job is to maximise your profit, not to minimise your losses."
+
+### Value vs Cost Positioning
+
+- The cheapest agent can be the most expensive if the property sits on the market
+- A 0.5% fee difference on a £400,000 property is £2,000 — but poor marketing could cost £20,000+ in a lower sale price
+- "You're not paying for a listing — you're investing in a marketing campaign"
+
+---
+
+## FIREWAVE PROFIT PYRAMID POSITIONING
+
+Use Firewave's Profit Pyramid™ framework to position your agency's marketing strategy.
+
+The three cornerstones:
+1. **Direct Mail** — targeted letters to homeowners (council tax bands, specific streets)
+2. **Content Marketing** — BLAST formula (Behind the scenes, Local spotlight, A day in the life, Showcase a property, Tips and advice)
+3. **Digital Marketing Funnels** — Know → Like → Trust → Try → Buy journey
+
+**GOST Framework** for business planning:
+- **G**oal (big picture)
+- **O**bjective (specific with numbers)
+- **S**trategy (one sentence approach)
+- **T**actics (specific actions)
+
+Position yourself using the "subscriber briber" approach — offer valuable content (guides, checklists) that demonstrates expertise before the appraisal.
+
+---
+
+## OBJECTION HANDLING
+
+See reference file `references/objection-scripts.md` for full scripts covering:
+- "Your fee is too high"
+- "We want to try a higher price"
+- "We want to think about it"
+- "Another agent is cheaper"
+- "We want to interview other agents"
+- "We want to try selling privately"
+- "The market is bad right now"
+- "We'll wait until the market improves"
+
+**Tom Ferry's 4-Step Objection Formula:**
+1. Acknowledge the concern
+2. Ask a question
+3. Understand the real objection
+4. Reframe the conversation
+
+"Curiosity beats confrontation."
+
+---
+
+## PRE-LISTING KIT
+
+See reference file `references/pre-listing-kit.md` for the complete pre-listing pack structure and examples from Grant Dickson, Mat Steinwede, Tom Hector, and Jamie Benjamin.
+
+---
+
+## BOOKING THE APPRAISAL
+
+See reference file `references/booking-script.md` for the phone script to book market appraisal appointments.
+
+---
+
+## POST-INSTRUCTION: SET-TO-SELL MEETING
+
+See reference file `references/set-to-sell.md` for the Tom Panos script covering what to communicate after winning the instruction.
+
+---
+
+## KEY PRINCIPLES
+
+1. **Ask questions, don't make statements** — "He who asks the questions controls the conversation"
+2. **Motivation before price** — always understand WHY before discussing numbers
+3. **Show proof, not promises** — case studies, data, testimonials
+4. **Sell value, not price** — demonstrate your marketing difference
+5. **Have an agenda** — control the meeting structure
+6. **Trial close throughout** — check buy-in at each stage
+7. **Presentation matters** — advise vendors on staging (Penhaul's ADDRESS method)
+8. **The launch window is critical** — first 2 weeks generate the most buyer attention
+9. **Distribution over skill** — "The best agent rarely wins. The best-known agent does." (Sharran Srivatsaa)
+10. **Leave behind value** — your follow-up and pre-listing materials should reinforce expertise
+
+---
+
+## LISTING PRESENTATION TIPS CHECKLIST
+
+From Crystal / industry best practice:
+- Prepare thoroughly before the appointment
+- Ask crucial qualifying questions when setting the appointment
+- First impressions count — dress, punctuality, energy
+- Be an interested introvert — listen more than you talk
+- Position yourself as a trusted adviser
+- Differentiate with proof, not promises
+- Sell value, not price
+- Sell YOU → your company → your process (in that order)
+- Have an agenda and follow it
+- Draw models and diagrams to explain concepts visually
+- Trial close throughout the presentation
+- Ask directly for the business
+- Leave behind value + follow up promptly

package/payload/platform/plugins/listings/skills/listing-presentation/references/booking-script.md

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+# Booking the Market Appraisal — Phone Script
+
+Use this script when a potential vendor calls or enquires about selling.
+
+---
+
+## The Script
+
+1. **"Can I ask what prompted you to give me a call?"**
+   - Understand their motivation and source
+
+2. **"What's the address of the property?"**
+   - Get the basics
+
+3. **"When are you looking to put your property on the market?"**
+   - Establish timeline and urgency
+
+4. **"Can you give me a brief description of the home?"**
+   - Bedrooms, type, style, any notable features
+
+5. **"Have you made any significant improvements or renovations since you bought it?"**
+   - Understand added value
+
+6. **"At some stage it will be useful to look at the comparable sales in the area. Just so I can prepare the right research — what price range do you think your home is in?"**
+   - Get a sense of their expectations without committing to a figure
+
+7. **"Is it just you, or is there anybody else involved in making the decision?"**
+   - Ensure all decision-makers will be present
+
+8. **Book the appointment — offer two time options:**
+   > "I have availability on [day] at [time] or [day] at [time] — which works better for you?"
+
+---
+
+## Key Principles
+
+- Never give a price over the phone
+- Never promise a guaranteed appointment time — confirm and follow up
+- Always ask who else is involved in the decision
+- Sound warm, professional, and genuinely interested
+- Confirm the appointment in writing (text or email) with your pre-listing pack
+
+---
+
+## After Booking
+
+1. Send confirmation message with date, time, and your name
+2. Deliver or email your pre-listing pack before the appointment
+3. Research comparable sales and prepare market data
+4. Review the property on Google Maps / Street View
+5. Check EPC register, council tax band, Land Registry if possible

package/payload/platform/plugins/listings/skills/listing-presentation/references/objection-scripts.md

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+# Objection Handling Scripts for Listing Presentations
+
+Adapted from Tom Ferry, Tom Panos, and Phil M. Jones for UK estate agents.
+
+---
+
+## 1. "Your fee is too high"
+
+**Script:**
+
+> "Totally fair question. Can I ask — compared to what?"
+
+Let them answer. Then:
+
+> "Of course, you want the best possible price for your property. My job is to create demand so we attract multiple buyers and maximise your result. If I could show you how our marketing and strategy could potentially put tens of thousands more in your pocket, would the fee still be the main concern?"
+
+**Why it works:** You don't defend the fee immediately. You shift to value.
+
+> "The commission conversation should always become a results conversation." — Tom Ferry
+
+**Alternative (Tom Panos):**
+
+> "It's the process, not the promise of a price, that's going to get you the best result. Let's talk about that process."
+
+---
+
+## 2. "We want to try a higher price"
+
+**Script:**
+
+> "I completely understand. Everyone wants to achieve the highest possible price."
+
+Pause.
+
+> "Can I ask — if the market tells us in the first few weeks that buyers aren't responding at that level, would you be comfortable adjusting quickly so we don't lose momentum?"
+
+Follow up:
+
+> "The first two weeks are when a property gets the most attention. Pricing correctly at launch is the best way to attract the strongest buyers."
+
+---
+
+## 3. "We want to think about it"
+
+**Script:**
+
+> "Of course. Selling your home is a significant decision."
+
+Pause.
+
+> "Just so I understand — is there something specific you're unsure about that I can help clarify?"
+
+Then:
+
+> "Is it the pricing, the marketing approach, or choosing the right agent?"
+
+**Principle:** "Think about it" usually hides the real objection. Your job is to uncover it.
+
+---
+
+## 4. "Another agent is cheaper"
+
+**Script:**
+
+> "I understand. Choosing the right agent is important."
+
+Pause.
+
+> "Out of curiosity, besides the fee, what else are you considering when deciding who to work with?"
+
+After they answer:
+
+> "The last thing I'd want is for you to choose purely on price and miss out on the best result."
+
+Then:
+
+> "Sometimes the cheapest agent ends up being the most expensive if the property sits on the market or sells below its potential."
+
+---
+
+## 5. "We want to interview other agents"
+
+**Script:**
+
+> "That makes complete sense. You should absolutely meet with a few agents before making a decision."
+
+Pause.
+
+> "Just out of curiosity — what will you be comparing between the agents?"
+
+Then:
+
+> "When you're comparing, I'd suggest looking at three things: marketing quality, negotiation strategy, and track record of results."
+
+Then:
+
+> "When are you planning to make your decision?"
+
+This keeps you in control of the timeline.
+
+---
+
+## 6. "We want to try selling it ourselves"
+
+**Script:**
+
+> "I respect that. Many people consider that."
+
+Pause.
+
+> "Can I ask what made you want to try selling privately?"
+
+After they answer:
+
+> "Totally understandable. The challenge most vendors run into is qualifying buyers, negotiating effectively, and getting the sale through to exchange and completion."
+
+Then:
+
+> "If you do try it privately and find it becomes overwhelming, I'd be happy to step in and help."
+
+Keep the relationship warm.
+
+---
+
+## 7. "The market is bad right now"
+
+**Script:**
+
+> "I understand why it might feel that way."
+
+Pause.
+
+> "Can I ask — what have you seen or heard about the market?"
+
+Then explain with local data:
+
+> "The reality is that properties priced correctly and marketed well are still selling. The difference today is strategy."
+
+---
+
+## 8. "We'll wait until the market improves"
+
+**Script:**
+
+> "That's completely understandable."
+
+Pause.
+
+> "Can I ask — what specifically would you like to see change before moving forward?"
+
+Then reframe:
+
+> "One thing to consider is that when the market improves, competition increases as well. Right now you may actually have fewer properties competing with yours."
+
+---
+
+## The 4-Step Objection Formula
+
+Almost all scripts follow this structure:
+
+1. **Acknowledge** the concern
+2. **Ask** a question
+3. **Understand** the real objection
+4. **Reframe** the conversation
+
+---
+
+## Phil M. Jones Power Phrases for Appraisals
+
+These language patterns reduce resistance:
+
+- **"I'm not sure if it's for you, but…"** — lowers defences
+- **"Just imagine…"** — activates visualisation ("Just imagine what it would feel like to have this sold before summer")
+- **"How open-minded would you be…"** — introduces ideas without pressure
+- **"What do you know about…"** — uncovers knowledge level
+- **"Before you decide…"** — creates curiosity
+- **"If… then…"** — conditional close ("If we could achieve that price, would you be comfortable moving forward?")
+- **"When would be a good time?"** — assumes action will happen
+
+---
+
+## Tom Panos Question-Based Approach
+
+During the property tour, use these questions:
+
+- "Have you ever sold a property before?"
+- "How did it go?"
+- "What did you like about the process?"
+- "What didn't you like about the process?"
+- "When selecting an agent, what are the top three things you're looking for?"
+- "Are you going to choose an agent based on the things they can't control (like the price) or the things they CAN control — the marketing, strategy, and negotiation ability?"
+
+**Principle:** "Rookies make statements. Top agents ask questions."

package/payload/platform/plugins/listings/skills/listing-presentation/references/penhaul-presentation.md

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+# Elaine Penhaul — Presentation & Staging Principles
+
+From "Sell High, Sell Fast" and "How to Sell Your House". These principles should be woven into your market appraisal when advising vendors on preparing their property.
+
+---
+
+## The 3P Method
+
+**Price + Presentation + Promotion = optimal result.**
+
+All three must be right. Most vendors focus only on price, but presentation and promotion are equally critical.
+
+---
+
+## The Golden Window
+
+The first 2 weeks on market are when the most motivated buyers are watching.
+
+If the property is:
+- Priced correctly
+- Presented beautifully
+- Marketed strongly
+
+…it attracts maximum interest during this critical window.
+
+Overpricing or poor presentation during launch wastes the golden window.
+
+---
+
+## Why Properties Fail to Sell
+
+Three reasons:
+1. **Overpricing** — fewer viewings, longer time on market
+2. **Poor presentation** — buyers can't visualise living there
+3. **Weak marketing** — not enough buyers see it
+
+---
+
+## Emotional Buying
+
+Homes are emotional purchases. Buyers imagine:
+- Their life in the property
+- Their furniture in the rooms
+- Their family living there
+
+If rooms are cluttered or badly arranged, buyers can't connect emotionally. This reduces perceived value.
+
+---
+
+## The ADDRESS Staging Framework
+
+- **A**ssess — walk through the property with fresh eyes
+- **D**eclutter — remove excess items, clear surfaces, minimise personal photos
+- **D**ecorate — refresh tired paintwork, neutral colours where needed
+- **R**e-imagine — consider how rooms are used (could a box room be a home office?)
+- **E**mphasise — highlight the property's best features (views, space, light)
+- **S**tage — arrange furniture to maximise space and flow
+- **S**ell — launch with strong marketing and professional imagery
+
+---
+
+## Kerb Appeal Matters
+
+Buyers form opinions within seconds of arriving. Key factors:
+- Front garden / driveway condition
+- Front door and entrance area
+- Clean windows
+- Lighting
+- General tidiness
+
+---
+
+## Online Presentation Is Critical
+
+Most property searches start online. Therefore:
+- Photos must be excellent and well-lit
+- The first image must grab attention
+- Listing descriptions should tell a story
+- Video tours drive engagement
+
+Poor photos prevent buyers from booking viewings.
+
+---
+
+## Preparation Before Marketing
+
+Properties should be prepared BEFORE launching to market. Many go live too quickly.
+
+The sequence should be:
+1. Prepare the property (staging, decluttering, repairs)
+2. Professional photography and video
+3. Launch strongly with maximum exposure
+
+Never rush to market with a property that isn't ready.
+
+---
+
+## What to Advise Vendors
+
+During your market appraisal, recommend:
+- Declutter every room (less is more)
+- Depersonalise where possible
+- Deep clean the entire property
+- Fix small maintenance issues (dripping taps, cracked tiles)
+- Maximise natural light (open curtains, clean windows)
+- Fresh flowers or plants for viewings
+- Neutral scents (avoid strong air freshener)
+- Consider professional staging for vacant or dated properties
+
+---
+
+## Choosing the Right Agent (Penhaul's Advice to Vendors)
+
+Penhaul warns vendors not to choose agents based on:
+- The highest valuation
+- The lowest fee
+
+Instead evaluate:
+- Marketing quality
+- Experience selling similar properties
+- Strategy and communication plan
+
+Use this in your presentation: "A good agent should have a clear marketing plan, not just a listing price."