What Should You Put In A Listing Presentation?

The real estate listing presentation is often the barrier between an agent getting a new listing or losing it to someone else.  So, with so much on the line, what should you put in a listing presentation?

There are countless formats, templates, and suggestions on what makes for a “winning” presentation.  And with each individual agent having his/her own style, to say that there is only one way to do it would be incorrect.

However, there are certain pieces that make for a good foundation that you probably want to consider using. Below are some of these key ingredients.

listing presentation guidelines

Know Your Ultimate Goal

The goal of any listing presentation is ultimately to have the seller agree to use you as their agent.  Sometimes, you get lucky and the seller is already planning to use you at the time you meet.  In this case, don’t sell when they’ve already bought you.  Just get them to sign right then and there.

How do you know if this is going to happen?  Ask questions before you get there and when you first walk in the door.  If they told you “my neighbor Betty told me to use you,” then probe more to see if you can skip right to the signing on the dotted line part and skip all the fluff.

Remember, never sell once the buyer has bought.  Just stop talking and have them put their commitment in writing.

Have Confidence

If you don’t believe what you’re saying, then the best listing presentation in the world isn’t going to help you.

You must have confidence and belief in what you’re saying.  If you don’t, then there’s no possible way that your seller is going to have faith in you when you don’t even have it in yourself.

What Would You Want?

A great way to start to narrow down all the possible choices of what you could incorporate into your listing presentation is simply to first think of what you’d want to hear if you were sitting on the other side of the table.

If there are 100 things you could discuss, consider what you’d want to hear as the seller.  This is an easy way to filter out things that really aren’t that important.

It’s Not About You

Remember that you’re meeting with the sellers for one thing and one thing only: to talk about THEM.

This discussion is not about you and your awards and your rankings.  What sellers really care about is that you’re going to help them.  If you happen to be number one in your market, that’s fine and good but it’s not the reason you get hired.

You get hired if and only if the seller hears enough about how you’re going to solve their problem.  You can talk until you’re blue in the face but none of it is going to matter if it’s all about you.

Sellers care about themselves.  It’s that simple.

Questions…And More Questions

Related to the point above, ask questions.  Lot’s of ’em.

You want to know about THEM and the only way to find out is to ask them.

Every detail is important:  Why are they moving?  Where are they moving to? When are they planning to move?  Are they buying a house before they sell?  How much do they plan to sell for?  Have friends/family given them any suggestions?

Motivation

Selling a house comes down to two things:  price and motivation.

If you know their motivation “hot button”,  you can incorporate that into your listing presentation.

Talk about all the things that are important to them.  If your sellers are planning to move to Denver from Chicago for a job transfer, then you know that the motivation is probably pretty high because that job isn’t going to wait forever.  Talk about all the benefits of being in Denver by quickly selling their Chicago home.

Price

Of course, sellers want to know what they are going to be able to sell for.

Provide 3-5 examples of current “active” listings, 3-5 “sold”, and possibly 3-5 “expired” if your market is pretty rough and you want to instill a little fear that the sellers won’t sell if they price too high.

Whether you do your CMA by hand or by computer, make a simple summary page as well as lots of thorough documentation.  Some people like to know just the bottom line and some like all the details.  If you provide both, you can’t go wrong.

Charts, Graphs, Etc.

Depending on how fancy you want to get, you can include a variety of market stats and data.

There are a gazillion different tools you can use here, but one solid and reliable system you can use is Realtors Property Resource.  As a Realtor, you have free access to this tool through the National Association of Realtors.  It’s got excellent in-depth information.

Marketing Plan

What are you going to do to actually sell the house?

HINT:  Don’t tell them you’re going to take professional photos and put it in the MLS.  Everyone does that.  Make your marketing plan unique.  Remember, this is essentially the answer to the common question “what are you going to do to get my house sold.”

Keep It Simple

Less is more.

If you’ve got a 75-page listing presentation, perhaps you’re drowning your client in too much information.  People want information, but they want it in manageable pieces.  Keep it simple and to the point.

Be Yourself

In the end, sellers are not hiring your listing presentation. They are hiring you.

Make your conversation with them “real.”  Be yourself and don’t be afraid to let your personality shine.  People buy from those that they know, like, and trust.

You won’t win EVERY listing because it’s just not possible to be a match for every seller out there.  But when you’re focused on being sincere and authentic, the right clients for you will identify and bond with that.

Then, you get the listing.

What else?  Is there anything that you put in your listing presentation that you think should be in this list?  Let us know in the comments below.

Review: Odometer+ Mileage Tracking App

If you travel a lot for work like I do as a real estate agent, having a mileage tracking app on your phone is essential.

mileage tracker real estate

Although there are a ton of apps for this type of application, my favorite one is Odometer+.  As of the date of this writing, you can find a version for both the iTunes Store for $0.99 as well as what appears to be an older version on the Google Play Store for free.

I used to keep a written log of my mileage and that was cumbersome, inefficient, and prone to errors.

I’ve also used other apps that were clunky or had too many features that I didn’t need or want.

What I like best about Odometer+ is that it’s simple and easy.  I can get in my car on a way to a listing appointment or to show some homes, hit the “start” button, and then forget about it until I get home and click the “stop” button.  It keeps track of my mileage to the hundredth of a mile and I don’t need to do anything else.

mileage tracking app

When you’re finished with a trip, you can also save that entry with a title and details.  For example, I will write a basic headline such as “Jen Smith showing.”  If I go on the highway with tolls, I’ll add more info to the entry by adding the toll amounts to the description so I don’t forget how much I spent.

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For tax purposes, of course you want to be able to pull up a record of all the miles you’ve driven.  That’s easy in Odometer+.  All you need to do is have the app email you your history and you’re set.  Everything you did for the entire year is right there in a simple file.

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Not only can you use this handy app for driving, but since it’s just a general GPS tracker, you can use it for walking, running, biking, or any other motion activity.

In real estate, I’m in my car a lot.  The Odometer+ app makes remembering where I went easy and efficient.

 

How To Use Feedly (To Be Smarter Than Your Competition)

Here’s how I stay up to date on topics that interest me:  I use Feedly.

With the demise of Google Reader, I was looking for another system that I could use to keep track of all my favorite blogs and news sources.  After a fair amount of research, I decided that Feedly was the next best system.  In fact, it’s probably even better than Reader ever was.

32 feedly

What Is Feedly?

Feedly, in their own words, is “the news you need to keep ahead.”  Further, it’s “a single place for all the stories you care about.”

It’s basically an online newspaper that only has the information you’re most interested in from your favorite writers and news sources.

You tell it what topics and news sources you want to keep track of.  It is completely custom for you and you alone.

feedly

How Do You Use Feedly?

I use Feedly mostly for work-related information.  Being that I work in marketing and real estate, I mostly keep track of blogs in these two industries.

There are lots and lots of blogs that I follow.  So, instead of keeping bookmarks of every one of those sites and going from site to site every day wondering if there’s something new (or being on all of their email lists), I just add their RSS feeds to my Feedly list and can then easily see which news sources have new information at any given time.

This saves me a ton of time and is an easy way to stay up-to-date on topics that are important to me.

How To Get Started With Feedly

Simply go over to their “Discover” page and type in any topic, keyword, or URL of a blog.  As you type keywords, it will give you suggestions on blogs you might be interested in.

feedly for real estate

Of course, you can create an account and then start saving feeds as well as categorizing them.  Here’s a view of how I have organized a few different topics that I’m interested in.

feedly categories and topics

Every day in the morning, I check my feeds and see what articles I want to read.  I think that spending a few minutes every day learning something new is a great way to start off the day before work really begins.

How Much Does Feedly Cost?

The basic version is free.   That’s currently what I’m using and it’s great.

If you want to upgrade, you can get a ton more features such as faster syncing, better searching and a bunch of other improvements for only about $45/year or $5/month.

You can use Feedly on your desktop computer or your phone/tablet.

If you’re looking to stay ahead of your competition and stay current with the topics that are important to you, give Feedly a try.  You’ll probably really like it and start using it daily.

How To Focus Your Real Estate Business

I’m a sucker for the “latest and greatest” shiny new object.

The benefit to that addiction is that, when I find a “winner,” I’m ahead of the curve on that topic because I was one of the first to try it out.

The downside is that I’m often chasing things that turn out to be losers, waste my time, don’t apply to real estate, and just generally shatter my focus.

So, this year, I’ve already begun a very concentrated effort to focus my real estate business on just a few things that have either worked for me previously or have shown strong potential.  Everything else is getting less of my attention – a lot less.

The way I’m doing that – and the way I’m focusing with laser-like targeting – is just to turn everything “off” that doesn’t help me get to my goals.  I’m looking at things in a very black or white manner.  Either they clearly help me or they clearly don’t.

focus on your real estate business

The first thing I’ve done is to eliminate much of my email.  I’m on a ton of real estate and marketing email lists and decided to weed out everything that doesn’t provide a ton of consistent value.  To do that quickly, I created an account with unroll.me so that I could easily unsubscribe from any email senders I didn’t want any longer.

The next thing I did was to go through all my marketing efforts over the last few years.  I evaluated what efforts clearly and directly made me money.  Most didn’t, so they were crossed of my list.

Of anything that has shown potential, I prioritized how well each marketing tactic worked, what I like doing, and what I feel I can do consistently.  I was left with this real estate marketing plan.

I’m currently in the process to evaluate all my expenses from the last year.  By going through each expense, line by line, I’m taking notes on where exactly my money is going and if I can do without that particular investment in my business.  Of course, the goal to my refocusing efforts is to make more money, so it makes sense to figure out where I don’t have to spend it in the first place.

I turned off all “notifications” of emails and texts on my phone and computer.  These are notorious drains on your ability to focus on one thing.  I don’t hear any sounds or see any pop up notifications any longer.  I have to manually go and check for new messages and I’m trying to do this only sporadically throughout the day.

My office is super clean, too.  I took some time to throw away a lot of papers and items that I know I’m just never going to take the time to look at or read.  A clean office is an efficient office.

I’m getting better at planning certain times of the day for certain activities.  In an interview I did with Brian Icenhower, a lot of what he suggested that separates top agents from everyone else is their ability to build lead generation activities into their day just like any other scheduled appointment.

My days are not perfect and I’m not expecting that they ever will be.  But focusing my real estate business in the ways mentioned above has already started to increase my productivity and happiness.  I’m going to continue to forget about the 80% of things that drain my focus and concentrate on the 20% of things that make me productive.

How about you?  How do you stay focused in your real estate business?

 

30: The One Thing Your Real Estate Marketing Must Accomplish

Most advertising and marketing is horrible.

That’s because it doesn’t do the job it’s supposed to do. It doesn’t matter what industry that advertiser is in or how big of a company they are.  Usually, they miss the mark.

I don’t want you to miss the mark, too.

You are a real estate agent and I know that you do not have millions of dollars to sink into “brand awareness.”  You don’t have time to waste waiting for “image advertising” to take hold in consumers’ minds.  You don’t have teams of people doing your twitter and facebook and pinterest and instagram for you.

real estate marketing goal

You are a small business and every penny and every second must be used to their maximum potential.

I know that you need only one thing: buyer and seller leads.  Right?  So, remember this:

Advertising has only one goal:  TO SELL.

The one thing every one of your real estate marketing/advertising efforts should do is to get people into your sales funnel. 

Every ad you place MUST have a goal of making someone take a specific action.  Preferably, this action involves them giving you their contact information so you can follow up with them with valuable insight and help.

If your advertising is not asking your audience to take some type of action to get them into your sales loop, then stop the advertising in that medium.  For example:

  • If you are advertising in the local grocery store on the back of receipts or on the carts, STOP.
  • If you are in the local newspaper or magazine with your picture saying nothing more than “call me for all your real estate needs,” STOP.
  • If you are sending out farming postcards that say nothing but “I’m #1,” STOP.
  • If you are buying Trulia or Zillow leads without an automated follow-up sequence that goes on for more than a year, STOP.

I know agents who have had gotten leads with the things I just said not to do.  Maybe even a deal here or there.  But that “success” is sporadic at best.

However, with targeted ads that make a specific request, you’ll have a much better chance at getting a lead that is serious and has potential to turn into real cash in your pocket as a closed transaction.

I don’t mean to imply that your ad’s goal is to get a complete stranger to instantly trust you with the biggest financial asset of their life.  That’s just not going to happen.

But, you can get them to the point of using you as their agent in tiny baby steps over time.  Each ad you run should help guide them to taking an action towards the first – or next – baby step in the process.

Do that consistently and your advertising will actually start to work.