Listing Presentation Design for Realtor. Created for Vibrant Branding Agency.
Mastering Your Listing Presentation
David Knox, a 40-year career real estate professional and nationally recognized speaker, travels across the country training REALTORS®techniques on how to master a listing presentation. He teaches the best methods for securing a listing and advises agents on how to get inside the heads of sellers to gauge their true motivation to sell. Understanding that motivation can help you to address some of the most common pricing questions you will be faced with later.
Here are some techniques:
Make sure the package is delivered to the potential seller before you actually arrive onsite to give your listing presentation. Some items to consider include:
- A feature sheet on how you market properties.
- A cover letter thanking the seller for an opportunity to meet with them and be considered as their listing agent.
- Some homework for the seller–ask them to list their favorite features and drawbacks on the home. Have they made any improvements on the home since they purchased it? What did it cost and when was the work done?
- Prepare a brief questionnaire on all the services you provide and what would they most like to hear from you when you get there.
- Include some testimonials from your past or current clients.”The idea is to get the owners involved early in the process,” said Knox. “You don’t want the prelisting package too big or overwhelming. You might want to consider preparing a quick, electronic listing presentation as part of the package. The key is having something at the door prior to showing up for the actual listing presentation.”
Keep your first agreement with the seller. Arrive on time. Don’t be late.
According to Knox, it is unprofessional to make an appointment and arrive late.
“The first agreement you make with the seller is what time you will be there,” Knox said. “Get to the properly early, take a drive around, see if there is anything new for sale or sold and if there is anything going on in the neighborhood you need to be aware of.”
Forward your phone calls
Shut your phone off when meeting with a client, advises Knox. Disruptions are a distraction to both you and the client.
“You don’t want to be messing around with your phone when you meet with a client,” said Knox. “Get into a mental zone where you are focusing on the presentation before you even go up to knock on the seller’s door. Meditate, relax and say to yourself, ‘Okay this is an important appointment; what is it I want to accomplish tonight?”
Keep in mind the 3 things sellers want from every sale
You need to be able to discuss how you are going to deliver on all these counts, says Knox.
1) They want the most money for their home
2) They want to sell their home in the least amount of time
3) They want the least inconvenience in selling the property.
What makes you different?
According to Knox, in many cases a seller may be interviewing more than one REALTOR® in their selection process.
“You need to ask yourself–what makes you different on a personal and a company level?” says Knox. “What sets you apart? Be a person before you are a sales person–establish fundamental social skills, including having good eye contact and smiling from the start. Establishing trust and acting professionally in those first few minutes helps set the stage for you.”
Delay the pricing discussion
The first thing sellers typically want to do is show you around the house.
“The problem with that is at the end of the tour, the first question is going to be about the price of the home,” said Knox. “You don’t want to get into pricing that early in the presentation.” Delay the tour of the property for a short time.
Knox suggests responding, “I’d love to see your home, but before we do that I would like to put my stuff down, I’ve got my briefcase and some paperwork here, perhaps we can work from the dining room table and let’s take a seat here and I’ve got some questions,” he says.
Once seated, initiate a conversation for 10-15 minutes on their situation and time frame and their urgency and motivation to sell.
“It’s all about establishing that trust and rapport in the first 10 to 15 minutes,” Knox said. “Respond by saying, ‘If we can agree on a price and a marketing plan are you ready to list your home today?’ If they say no, you have some work to do,” Knox said.
After you’ve had that brief meeting with the seller, you could tour the property and go into your listing presentation–showing what you can do to list and market their home and what your differences and benefits are.
Build Trust and Rapport
Get far enough into the presentation where they like you, respect and trust you.
“This is important so that when you get to price at least you are working from a basis of acceptance,” said Knox. “Address their priority concerns from the onset.”
Show and Tell
Keep in mind the relationship has to be between the agent and the owner, not the agent and the presentation.
“Be ready to address people the way they want to be addressed,” Knox said. “Not everyone is enamored by an electronic PowerPoint type presentation. Whatever presentation you use, you will want to pause and turn to the sellers and ask, ‘How do you feel about this?’ Always come with copies in hand of your marketing materials to show what you have done. Watch the sellers at all times to make sure they are following all aspects of your presentation.
Don’t rush the pricing point
If they ask you for a price and you haven’t toured the property, you need to respond by saying, ‘You know it’s really important for me to take a look at the home and measure and do a comprehensive market analysis,'” Knox said. “Most agents might have a CMA at least partially done before they’ve gotten there so if the owners are ready to list they are ready to come up with a number. The biggest mistake homeowners make is to interview two or three REALTORS® and then pick the one that says the highest price. One of the reasons I talk about delaying the price is that you don’t want to get in that battle too early.”
Let the seller set the price
Have your CMA ready and be ready to show the seller what is going on in the market and what has sold.
“If they respond that another agent says they are going to list it at a higher price, my response might be, ‘you will always find an agent who will take a higher price. The question is do you want to list it or sell it?'” Knox states.
Always come at it from a motivation standpoint not a pricing standpoint.
“You almost never have a pricing problem; it is almost always a motivation problem,” he said.
Homeowners frequently complain they don’t hear from their REALTOR® enough throughout the home selling process.
“Talk about your communication strategy upfront as to how you plan to keep in contact with the seller throughout the transaction and get the sellers’ preference via phone, text, email, etc.,” said Knox. “Arrange for that ongoing communication on a regular basis. Let the seller lead on how they want to be communicated with.”
In conclusion, make sure you ask for their business. Using statements such as, “How do you feel about the presentation? Shall we get started marketing your home? Would you like me to list your home? Is Sunday a good time for an open house? The key is to get closure on your presentation before you leave,” Knox said. “So many agents walk out of the listing presentation without asking for the listing. It is better to get a ‘no’ rather than nothing.”
- : Vibrant Branding
- : Pismo Beach, CA
- : Presentations