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.
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.
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?
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.
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.
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.
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.