When it comes to creating the best listing presentation there are two kinds of agents. The Type-A’s who follow a strict outline and script; and the ones who “wing it”. Regardless of which direction you choose to go in, in order to create the best listing presentation for you, you’ll need to follow 9 simple steps.
Decide what topics you’ll cover
I like to start off a listing presentation with small talk that has nothing to do with real estate. You can think of a few boiler plate topics to bring up or just be relaxed and present during this time and let whatever comes to mind direct the conversation.
By now you should have prepped your sellers for the presentation but it can’t hurt to explain to them once more what you’ll be going over during the meeting. Once they know what to expect during the listing presentation, they’ll relax a bit and let you do your thing.
Every agent’s “best listing presentation” means something different but I think it’s best for you to include a few key topics during the presentation. Introducing yourself and how you’ll serve them during the selling process is going to serve you well during the listing presentation and in securing the listing. This is your chance to tell them why you’re different from your competition.
Your marketing plan, comps, and a price recommendation are no-brainers here so I’m not going to spend much time on those like I did here. But something that you may not already have in your presentation is a FAQ’s section. Start to write down the questions you get from clients during listing presentations the most often.
Formulate responses to those questions in terms a first time home buyer would understand. By addressing their questions before they even ask them, you’ll be setting yourself up for the best listing presentation and a high conversion rate.
Write your copy
A physical or digital listing presentation can help in lots of ways. I like a physical copy because it helps guide me through the appointment itself, and then it’s something I can leave with the sellers. When you’re creating your listing presentation it’s important to include copy that will help answer common questions the sellers will have.
This is something you’ll want to spend some time on. And don’t be afraid to customize it to tailor each listings situation. If you really know a lot about a certain neighborhood then highlight that in your listing presentation. Sellers love when you know lots about their neighborhood.
In order to create the best listing presentation you’ll need to make it easily consumable. In order to do that you’ll want to include some high quality images in with all of that awesome copy you just wrote. I like to use professional photos of my past listings because they are mine to use and no one else’s and they speak to my local market’s tastes.
It would be pretty tacky for me to include a beach house in my listing presentation since I work in Minnesota. There are lots of sources on the internet where you can get free real estate images to use in your listing presentation. If I’m in a jam and none of my own images don’t work I go here and here.
Design your presentation
I like to layout my listing presentation in the same way I want the discussion to go. This helps keep me on track and ensures I don’t skip over any important topics because of nerves. The best way to figure out how you’ll lay this out is to role play a little bit.
You don’t have to humiliate yourself in front of anyone; just do this on your own. Speak out loud at an imaginary listing presentation and try to map out your topics list as you go. This will not come together perfectly the first or fourth time for that matter. It’ll take some time. But the good news is, once you’ve got it down you’ll pretty much have this puppy perfectly mapped out and memorized.
Write your script
This is optional. I personally don’t use a script per say; but I do write down key talking points. These specific questions, cues, or bullet points help jog my memory and steer my presentation in the direction I want it to go. After all, your clients’ attention span isn’t limitless and the more you can streamline your conversation the better.
Write yourself a full script if you must; but understand that this will undoubtedly get derailed because you’re working with humans. They’re unpredictable. And you can’t begin to guess what their responses will be to each of your “lines”. Have a direction but be flexible with it.
Think of objections
The part about listing presentations that we dread as agents is any type of rejection, right? Right! So do yourself a favor and prepare your damn self! Make a list of all the objections, hard questions, and rude comments you’ve heard on listing presentations.
Keep a running list and ask other agents for their stories. Every agent has their own share of horror stories and learning from each other is one of the best and under-utilized success tools we have available to us.
Compile your answers/responses to those objections
Now take a deep breath and formulate a suitable response. Not the one that includes swear words, eye rolls, or hand gestures. The one that comes after that. 😉 Surely you can think of a diplomatic, eloquent, and firm response to anything in the comfort of your own home.
This won’t be a “client facing” part of your listing presentation but it’s something you’ll reference before and after each listing presentation you go on. Continue to add to it. And feel free to let me know what types of questions/comments you get from sellers that you need help finding responses for. Shoot me a DM on Instagram @balderdashhouse
Get more eyes on it
Sharing your listing presentation with other agents isn’t something I’m recommending solely because I wouldn’t personally do it. Your listing presentation is a very valuable tool that you use to survive in this industry and sharing your ammo with your competition isn’t something I’m promoting.
Don’t get me wrong. I like the idea of supporting each other in friendly competition but giving away the farm isn’t my idea of being a good agent/friend. Instead, have your friends and family who have sold with an agent in the past look it over. Heck, ask to present it to them if you’re up for it. They’ll think it’s hilarious and you’ll get honest feedback.
Whether or not you plan to practice on your own or in front of people it’s important to practice. And not in front of your sellers! Aim for 2 full practice listing presentations on your own before each listing presentation that you go on. Over time you may start to feel like you can do it in your sleep but let’s be real… there’s NOTHING wrong with that and we’d all love to have that feeling, right?
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