Introduction

A Comparative Market Analysis is a tool that is used by real estate agents to get seller business. This is done by providing a report, called a CMA or Listing Presentation, that includes an estimate of the value of a specific property based on comparable listings that have sold, are pending, or are still active on the market. Lofty Present allows agents to use basic search filters in Lofty to find comparable listings and then revise the results using their expertise in their specific real estate market. 

Learn how to purchase the Listing Presentation Add-On Here: How to Purchase the Lofty Present Add On

Summary

• • Introduction to Lofty Present
  • Create a New Report
    • Create a CMA
    • Create a Listing Presentation
  • Editing and Deleting a Report
  • CMA Identity Verification
    
    

Introduction to Lofty Present

Lofty Present includes two (2) types of reports that can be created to gain the confidence of your potential clients. 

1. Comparative Market Analysis (CMA)
   1. Free for all Lofty users to create unlimited CMAs
   2. Two (2) CMA options:
      1. Seller CMA
      2. Buyer CMA
   3. Limited customization:
      1. Subject property address
      2. Comparable listings
      3. Estimated costs associated with buying/selling the subject property
      4. Final report that can be emailed or texted to a lead
2. Listing Presentation
   1. Unlimited Listing Presentations available for $19.99/month
   2. Six (6) default templates and the option to create your own templates:
      1. Four (4) Seller presentation templates
      2. One (1) Buyer presentation template
      3. One (1) Agent presentation template
   3. Full Customization:
      1. Subject property address
      2. Comparable listings
      3. Estimated costs associated with buying/selling the subject property
      4. Ability to add, remove, or rearrange the report pages
      5. Final report that can be emailed or texted to a lead or downloaded as a pdf

Create a New Report

Navigate to Marketing > Tools > Lofty Present to get started.

We offer two (2) types of presentations:

1. CMA (Comparative Market Analysis)
2. Listing Presentation

The primary differences are described above, but basically the CMA is free for all Lofty users, but is a limited experience. Listing Presentations offer further customizations and create a downloadable pdf, but cost $19.99/month. For both, there is no limit to the number of reports you can create.

Create a CMA

First, let's create a CMA report. Click CMA and select the type: Seller or Buyer.

Whether you are creating a Buyer or Seller CMA, the first step is to select the lead the CMA is being created for and give the CMA report a name. This name will help you find the report easily.

Next, choose the subject property. This property will be used to generate the other data for the report. The fields that are required to create the CMA report will have an *. 

• Featured Image. This can be an image of the property or a generic image depending on what you would like to present.
• Address*. This is the address for the property that is being compared to others to determine an initial selling price.
• Location Point*. This will auto-generate with the address, but you can use the button at the right to adjust if needed. This will be important in finding nearby listings later.
• Property Type*
• Beds
• Baths
• Living Area
• Additional Info
  • Lot Size
  • Style
  • Year Built
    
  • Annual Taxes

Note: Due to browser settings in Chrome, some Canadian Lofty users may have issues inputting correct street addresses due to Post Codes. Please check this article for more information: Post Codes Browser Settings - Canadian Users

Click Continue to select comparable listings. Apply filters, adjust the radius, or draw a polygon to find listings for the report. These listings should be similar to your subject listing, so the report can provide accurate estimates.

Note: You can only add a maximum of 30 listings to be compared to the subject property.

The Estimate section provides an estimate of the listing price for the subject property and includes estimated costs of buying or selling this property. These fields are editable. You can also add a custom field, is relevant data is not included in the template.

Scroll down to adjust the included comparable listings. Click Continue to view the final report.

The final report can be emailed or texted to a lead. This will direct the lead to a landing page created for this report. The CMA does not create a downloadable pdf.

Create a Listing Presentation

Next, we'll create a Listing Presentation. The process is nearly identical to creating a CMA, however you do have a few more options and customization opportunities. First, click Listing Presentation, then select a template or create a new template. Learn more about Listing Presentation Templates here: How to Create a CMA Template

Regardless of the template selected, the process for creating the Listing Presentation is the same. There are some differences in the customizations within the templates, so please check each template out to find the one you want to use.

After you've selected your template, the first section is to provide the Lead's name, name the report, and select the subject property - this is the same as the CMA report. What is different, is you can see that you have the option to customize the report as well as create a Quick Presentation. 

The quick presentation option fast tracks the Listing Presentation creation process to select comparable listings for you, set the pricing estimates, and automatically generate the report for you.

To set up the report manually, click Continue to select the comparable listings yourself. 

Apply filters, adjust the radius, or draw a polygon to find listings for the report. These listings should be similar to your subject listing, so the report can provide accurate estimates.  Check the box next to the property to include it on your report.

Note: You can only add a maximum of 30 listings to be compared to the subject property.

Once you are satisfied with the comparable listings, click Continue to set up the pricing estimates.

The Estimate section provides an estimate of the listing price for the subject property and includes estimated costs of buying or selling this property. These fields are editable. You can also add a custom field, is relevant data is not included in the template.

Click Continue to customize the Listing Presentation.

The Customize section is similar to the Lofty website editor. Use the Move icon to reorganize the page order. The + icon allows you to add a page. The edit icon allows you to edit the section. The trash can icon will delete the section.

Here, you can adjust how the final report will look. It will already have your specific branding from your Lofty profile. The Listing Presentation can be viewed on desktop, mobile, and pdf. Select each option to view the report in each format.

Once the report is done, click Continue to email or text the report directly to the lead or download the pdf. The report can be adjusted and edited anytime.

Agent Presentation

We offer an agent presentation template for Listing Presentations. This report is not lead or property specific.

There are only two (2) sections: Customize and Presentation. The Customized section is edited similar to the Lofty website and already has your branding from your Lofty profile.

When the report is complete, send the link or download the pdf to anyone you want to present yourself to.

CMAs and Listing Presentations can also be created from the following locations:

Lead detail page

Listing Discovery Page

Editing and Deleting a Report

You can Edit, View, Download, or Delete any CMAs that you have created via Marketing > Lofty Present

When an edit is made to the following pages, that edit will be saved for the next time that page is utilized in a new report built in the future. Those changes will not affect previous reports created or their content.

• Title Page
• About Company
• Agent Resume
• Marketing Action Plan
• Testimonials

Identity Verification

Identity verification is designed to prevent reports from generating false positives for views. That is, the lead never actually looked at the report but the notifications were triggering and timeline logs were being documented incorrectly. Our system will recognize the Lofty user's log-in cookies via the browser so that when CMA reports are viewed, it will not trigger as a notification event even when logged in as a lead.

If a lead is logged into a Lofty-built IDX website and clicks on a CMA link intended for someone else, they will see a pop-up message informing them that the link is private and they do not have access to view it. 

Questions

If you have any questions regarding this topic or any others, please reach out to our Support Team via email at <support@lofty.com>, by phone at 1 (855) 981-7557, or by chat with us through your Lofty CRM.