Listings are what keep us in business: Anyone who has been in the real estate business for awhile knows that you have to list to last.
So it’s important to develop our listing presentation skills. There are two parts to creating a listing presentation. The first is where you study and absorb everything that you can about the property. This information includes past sales, location, market conditions and neighborhood information, among other things. Then you have to effectively convey all this to the seller to convince them that you’re the one to sell their house.
Many agents come up short on this second part thinking only the numbers are what are important. But to be successful, you’ll need to have a great marketing plan, and you’ll need to have a clear message that answers all of your sellers’ questions.
The gathering of the comparables and neighborhood information is pretty straightforward. If you give yourself an hour or two to collect and study this information, you’ll have the knowledge that you need.
You also want to make sure that your complete marketing plan spells out exactly what you intend to do to get the property sold in the shortest amount of time for the highest possible price. This should include things such as what print publications you’ll advertise in, what kind of professional and drone photography, and signage you’ll use.
You should explain how you’ll send out direct mail blasts, and how you’ll engage in Facebook campaigns. Let the seller know that the listing will appear on the MLS, Trulia and Zillow if that is what you intend to do. What will your brokerage do with the listing? Let your prospective clients know.
This should be part of your presentation that will let your seller actually see what you will do once you’re hired. Don’t hold back: Commit to investing in the property at the listing appointment.
Your presentation should also include information about you and your office, and how you’ll service the listing after you get it as well. Showing instructions, how you will communicate feedback to the seller, when you will do open houses and broker opens will all give the seller a complete picture of what they will be getting when they hire you.
Here is a good outline to follow for a winning listing presentation from beginning to end. Build out each part for success.
- Walk the property with the seller upon arrival and build rapport.
- Sit at a nice table across from the seller.
- Review all the great things about your brokerage and about you.
- Review your comparable market analysis — digital is better.
- Review your complete marketing plan.
- Review how you will service the listing after you’re hired.
- Review your listing price range suggestions.
- Review your professional fee.
- Here is the most important part: Ask for the listing.
We may be very knowledgeable and we may intend to do a lot once we get hired but if the complete message does not get communicated to the seller, we won’t get the listing.
When a seller does not sign the listing agreement, he is telling you loud and clear that you have not answered all of his questions and you have not convinced him or her that you are the right person to sell the property.
Those lucky enough to be with a brokerage with its own listing presentation tools definitely have an edge. When the seller interviews three agents and they all are using the MLS as their presentation tool, you can bet the seller will be tired of seeing the same presentation over and over again.
Be the agent who walks in with something different and win the listing! Be sure to talk about your brokerage and all the things they will be doing, talk about your experience, talk about the property and again, emphasize your marketing plan.
Finally, ask for the listing. Leave this last part out, and you may be leaving the listing behind.
Joseph Santini is a managing broker at Coldwell Banker Residential Real Estate in Boca Raton, Highland Beach, Delray Beach in Florida. Connect with him on LinkedIn.
