Listing presentations are often considered one of the most important avenues for securing business; however, agents rarely invest adequate time into perfecting their pitch.
On Episode 8 of Modern American Realtor, brothers Casey and Corey Wright reveal the necessary moves to master the art of a powerful listing presentation.
[Tweet “Agents rarely invest adequate time into perfecting their pitch.”]
The brothers share the best strategies for helping develop superb presentations through appropriate preparation, establishing expertise, building a connection and, most importantly, overcoming objection.
These cutting-edge tactics will ensure every appointment ends with a signed contract.
1. Practice makes perfect.
You should begin your planning process weeks before your presentation. This will allow time for your ideas to evolve and develop as you polish your delivery.
Christian Battaglia / Unsplash.com
A step-by-step approach, including brain dump, rehearsal and transforming ideas into a perfected presentation, ensure you can deliver every presentation with control and unwavering confidence in any environment.
2. Know the local market.
The brothers stress that doing your homework and going the extra mile to understand your clients’ goals will separate you from the pack.
Knowing details about the property itself and the surrounding market are critical, but giving them insight that they wouldn’t find anywhere else creates trust and a stronger presentation.
As Corey says, control your environment. Get photos of the location. Make sure you can present the site with your eyes closed. (You shouldn’t have to do that, though.)
[Tweet “Control your environment. Make sure you can present the site with your eyes closed.”]
3. Turn lemons into lemonade.
Many agents know that the final hurdle for the client is the listing contract. Property evaluations and your commission are tough pills to swallow. But don’t shy away from the problem.
[Tweet “Property evaluations and commission are tough pills to swallow. Don’t shy away from the issue.”]
The brothers stress that this moment is an opportunity to demonstrate to your client why you deserve your commission and why the property will prove worthwhile in the end.
Joshua Resnick / Shutterstock.com
Once their questions are answered, you need to perform what Casey describes as the “second close.”
Answer their questions confidently and honestly, but let your perspective be the final one. This will go a long way to making the client more comfortable in finally signing on the dotted line.
[Tweet “Answer their questions confidently and honestly, but let your perspective be the final one.”]
Presentations are as necessary as they are excruciating. However, with proper preparation and research — and the tips that Casey and Corey provide — you’ll have a step up in the jungle that is the listing pitch.
Subscribe to the audio podcast on iTunes, and check out the video episodes on Modern American Realtor.
Corey Wright is the co-founder of WingWire, a custom website and blogging service for real estate agents, and co-host of Modern American Realtor, a podcast for the modern agent. You can connect with him on LinkedIn or Instagram (@filbertsteiner).