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Real Estate Listing Presentation – How to win a listing appointment?
Published by Milena Alexova
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Competition is the name of the game when it comes to the real estate industry.
There are around 1.52 million real estate agents in the US, according to the National Association of Realtors . So a proficient and dazzling real estate listing presentation is one of the strongest tools in your arsenal to be ahead of the pack..
If you only have about 1 hour to persuade your prospective clients, even the most minute detail can make or break the listing appointment.
And a real estate listing presentation could be that detail.
Whether you are fresh off the bench or you want to sharpen your game for your next listing appointment, we’ve prepared a complete guide to help you rock your real estate listing presentation. It’s no walk in the park.
But these strategies and real estate listing presentation templates offer a blueprint for success.
What Is a Real Estate Listing Presentation?
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The listing presentation is, at its essence, a sales pitch. A way to convert leads into prospective clients.
It’s also your chance to shine as a real estate agent. To win the listing presentation, you must harness your finest skills. There are a few aspects that must come through in order to close the deal:
- Your people skills. Real estate agents have to be likable and create a favorable, lasting impression on their potential buyers or sellers.
- Your research skills . High-quality research affects everything, from the quality of your presentation to your ability to attract sellers and buyers.
- Your ability to sell. It goes without saying why using your salesman skills is vital tot the success of your pitch.
- Your authentic self. Leaving your mark on the selling process will make you stand out.
- Your agility. Listing appointments and house tours are filled with unexpected events. Flexibility allows you to deal with the unexpected in fruitful ways.
The real estate listing presentation should mirror who you are as a professional. More so, it should reflect the success of your real estate business, and show clients and prospects how you can add value to the selling process.
What to Include in a Real Estate Listing Presentation?
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Remember, real estate listing presentations are short. They shoot straight to the point.
On average, they last about 30 to 60 minutes. But each presentation is unique. Concerned or first-time sellers might have plenty of questions, as opposed to more experienced sellers. That’s something to keep in mind as you prep for the presentation.
Now, let’s break down the main ingredients that make up a memorable real estate listing presentation.
1. The Introductory Section
Every real estate listing presentation should contain a brief introduction. This section is a chance to introduce yourself and your brokerage in terms of professional background, qualifications, and reputation. Last but not least, it should direct the focus on the needs and expectations of your potential clients.
Let’s zoom in on the elements that make up this section.
The Brief Resume
Every home seller wants to hire a qualified real estate agent who will get them a fair and good price.
But trust is built, not born.
This introductory section will help them gauge your ability to make the sale happen. Here is what you should include:
Your top skills. Maybe you have a keen eye for design. Or you’re marketing savvy. Maybe you’re the life of the party. Lead with your top skills. It would be ideal, though, if they matched the seller’s needs. Your unique value proposition should come through in this part of the pitch.
Listings you’ve previously sold in the area. This conveys that you are familiar with the neighborhood and that you can predict the market value of the property. There’s no point mentioning apartments if the seller owns an ocean-view house with a spacious patio. Include similar previously sold listings only.
A comparison of the original sales price against the final sales price . Most clients would pay a higher commission fee, provided the agent can secure them a better price for the property.
Social proof. As humans, we are heavily influenced by the opinion of others in our decision-making process. In the real estate industry, social proof is a very powerful technique that you can use to attract clients. Tossing in testimonials and photos of previous clients guarantees a batch of approval.
Alternatively, you can include your achievements, such as:
- Total number of properties sold
- Customer satisfaction rate
- Average time to make a sell
- Total number of clients
- Professional organizations you are a member of
Don’t be shy. Customers need to know that you are the most suitable agent for the job.
If this is one of your first real estate listing presentations, there is an ace up your sleeve that you can use to grow your social capital: the brokerage . You can bring an experienced member of your company, so clients can see that you are being coached by trained and experienced professionals.
The Brokerage Company
This bit should be succinct. Highlight your company’s unique selling points. What does your company bring to the table?
Explain how you will work on delivering those benefits to clients, and set expectations regarding the communication process. It’s also a good opportunity to include any discounts, packages, or promos that your agency currently runs.
2. The Local Market Data
Now is the moment to present the comparative market analysis or the CMA. It’s a handy way to set expectations about what the price will be. This part of the real estate listing presentation will also demonstrate that you’ve done your due diligence in researching the area and neighborhood.
Of course, the first comparative market analysis is not set in stone. Usually, agents perform two analyses. The first one is based on the data you have at hand and your educated guesses. The second CMA incorporates the data you have gathered after the house tour and discussion with the owners.
By now, clients should know your expectations regarding their property.
Keep it short and sweet. Use charts and graphs to illustrate the results of your analysis. Engaging visuals make the presentation memorable . Xara Cloud provides a wide selection of graphics and charts that you can use in your presentation.
3. The Sales Process in a Nutshell
Some sellers are not familiar with the selling process, especially first-time sellers.
Educating these inexperienced clients is crucial if you want your selling process to run as smoothly as possible. Everyone has expectations and preconceptions. This part will ensure that you and your clients are on the same page.
You should only focus on the general timeline and state what is expected of your clients. Lastly, encourage them to ask questions if they find something confusing.
4. The Sales and Marketing Strategies
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You want to show customers how you managed to close amazing deals. This is where the real estate marketing plan comes into play.
Are you considering opting for a cross-channel marketing strategy? Or will you choose full digital? Ideally, your approach will be unique, depending on the property and seller’s needs. Explain to your potential client why you chose this approach over other methods. Show them data that supports your arguments.
They might have a different picture in mind regarding the real estate marketing strategy. You can even include some of their ideas, provided you find them suitable.
5. The Pricing Strategy
While you may not be able to give sellers a sales price just yet, you should nevertheless guide them through your real estate pricing strategy . For good measure, you should explain the roles of the local market data and comparative market analysis in the pricing strategy.
The goal is to educate them on how pricing works and illustrate your approach to getting the best price. To this end, you can highlight how certain elements, such as the number of bedrooms or current market trends, affect the sales price.
This can be a tricky subject, as some homeowners ask for a higher price than the actual value.
6. The Home Preparation
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After you cover topics such as the CMA, marketing plans, and the pricing strategy, you should educate your clients, so they know how to prepare the property for sale.
It’s essential that they understand their responsibilities in this domain and how certain unwanted features can affect the selling price. Here are a few aspects you should inquire about:
- Removing personal items
Additionally, you can discuss home staging in this section of the real estate listing presentation.
82% of agents said that home staging helps buyers visualize and personalize the space. It’s great for helping future owners imagine what it would feel like to wake up in that home.
Therefore, it’s important that sellers understand the potential of this strategy, and what it entails. Home staging , along with quality photos, videos, or virtual tours, speeds up the selling process and brings better offers.
This leads us to the open house events. Should you choose to opt for these, this is the ideal time to explain to your clients how these work. An open house event, however, might not be so effective, as most homebuyers find their home online nowadays.
Photo by Tobias Nii Kwatei Quartey on Unsplash
Extra Tip: Design the Real Estate Listing Presentation with Brand Consistency in Mind
Sure, what you include in the real estate presentation is crucial. So is how you pitch. Yet we cannot neglect the importance of a neat presentation layout filled with stunning visuals and graphs. The best learning experience happens when information is presented through multiple channels.
So visual communication also matters. A lot. Luckily, you don’t have to spend hours creating listing presentation templates from scratch.
Use ours. To make the entire process easier, our team has compiled a few real estate listing presentation examples and templates that you can use. Creating your own listing presentation has never been easier.
Whether you’re aiming for a minimalist, modern look or a design leaning toward the traditional side, there’s a real estate listing presentation template for every need. Not to mention that each real estate listing presentation template can be edited and personalized based on the information you want to include.
This way, your real estate listing presentation will match your brand vision.
How to Prepare Before You Go to a Real Estate Listing Appointment?
Going empty-handed to a listing appointment is not in your best interest.
You have to prepare beforehand and put together a strategy. Otherwise, you’ll end up like Phil from Modern family, trying to sell a house you don’t actually understand. If you haven’t seen the episode, we’ll summarize it for you: Phil is trying to present a house, but can’t figure out the complicated and impractical layer of it. You can imagine the outcome, right?
There are two possible root causes to this. Either the client wasn’t the right fit for his expertise, so he shouldn’t have taken on the job. Or maybe he should have done more research before hosting an open house. Either way, you don’t want to get caught off guard during your appointment.
Not only will this reflect your trustworthiness as a real estate professional, but it can also help homeowners gain an encompassing understanding of the current market.
It will be easier to collaborate with prospective clients after you’ve done your due diligence to inform them.
There are a couple of aspects you should cover in your pre-listing preparation stage.
#1: Study the Neighborhood
This is the moment to put your Sherlock Holmes skills to good use. Part of a listing agent’s job is acting as a scientist or detective in their work. Research is especially important when you prepare for real estate listing presentations.
Talk to other real estate agents or friends to see what you can find out about the neighborhood in question. Take your car for a ride and explore the area. Act like a local. Attention to details is key at this point.
Here’s what you should look at:
- Level of diversity
- School districts in the area
- Level of noise
- Number of families
- Distance to amenities, such as the supermarket, gym, or restaurants
- Future developments, such as construction plans in the area
Why is this step so crucial?
Well, researching the neighborhood helps with setting up the sales price, it’s great for attracting potential clients, and it also informs your marketing strategy.
#2: Perform a Comparative Market Analysis or Study the Local Market Data
Photo by Carlos Muza on Unsplash
Before you can sell your pitch and the property, you need to learn everything there is to know about the subject property. Persuasive real estate listing presentations are based on thorough research.
Imagine meeting with a real estate agent who knows nothing about your home. Would you trust them with selling your property? Of course not.
A firm grasp of the local data will persuade the potential client that you are well-equipped for the job. It will show them that you have learned everything there is to know to price the property, market it successfully, and ultimately guide the entire selling process on their behalf.
Not to mention that research helps you feel confident in your choices. Think of it as a compass.
Now, how do you start?
With a comparative market analysis, or CMA. This might sound puzzling at first, but it’s actually easy to grasp. A CMA is used by listing agents to determine the market value of a property. This is done by looking at the local market data: previously sold properties and similar properties currently on the market.
What are the steps for performing a comparative market analysis ?
- Collect all the relevant information about the estate. Aspects such as square footage, number of bedrooms or bathrooms, or special features.
- Find out how much was the property listed in the past,
- Look up previously sold homes that are similar or in proximity.
- Search for active listings in the area.
- Compare and put the information together.
Some real estate agents prefer performing a CMA after seeing the client’s home and discussing it with them. If that’s the case, you should still study the local market data and bring forth an analysis based on the square footage, lot size, and neighborhood features.
#3: Practice the Presentation Beforehand
It’s normal to feel nervous about your presentation. But you don’t want to be tongue-tied while you present. You want to be composed and confident in your strategy.
To ease your mind, make sure you practice the pitch out loud before you meet with the home seller.
This way, you will be able to walk in feeling confident and focus on what really matters: fostering a personal connection with the home sellers, presenting all the details, and ultimately converting them into your clients.
#4: Know Thy Competition
The home seller probably contacted other realtors for a consultation. Knowing where you stand compared to other realtors is useful. It helps you see where you might bring the added value to a transaction. Surely, some areas make your approach unique compared to that of other agents.
Of course, bad-mouthing other agents is a big no-no, but knowing what they have to offer may help you discover your unique proposition.
#5: Establish the Structure of the Real Estate Listing Presentation and Appointment
Knowing the process increases its efficiency.
The more you define your listing appointment process, the higher the chances you come off as professional. For instance, you could start by touring the house and save the real estate listing presentation for last.
Choose the agenda that suits your work style. And remember: structure is the key to a smooth-sailing sales process.
#6: Think About Your Unique Value Proposition
What distinguishes you from other real estate agents? This is the moment to let those qualities shine. Think about your:
- Years of experience
- Personal life. Are there any experiences or hobbies that make you suitable for what the prospective clients are looking for?
Next, make a list and craft a statement that shows why clients will benefit from having you as their listing agent.
#7: Send Them a Pre-listing Package
A real estate pre-listing package is a must if you want to impress potential sellers. It conveys professionalism and care.
Generally, it should include some of your marketing materials, as well as your unique value proposition and advertising strategy. Add details that illustrate your personal brand, such as your real estate logo.
To prompt homeowners to prepare for the meeting, you could toss in some questions about the real estate property and their motivations to sell. This will speed up the listing process.
#8: Establish Your Online Presence
These days, sellers will probably reach out to book an appointment only after they’ve skimmed your social media profiles and website.
A zero online presence makes people obsolete. But so does a lousy online marketing strategy. Effectively leveraging social media is a must.
Your website, your social media profile, your listing presentations should showcase your work and grow the chances of attracting a prospective client. After all, your online presence is your portfolio. It’s a way of showing who you are.
That’s why your real estate marketing plan needs to be up-to-date. There are plenty of real estate marketing ideas that you could pursue. Ultimately, your online presence should mirror your personality and working style, while following the latest marketing trends.
Plus, seller leads can look you up after the appointment. If they see a well-put-together online portfolio, they might be more inclined to sign the listing agreement.
What Should I Bring to a Listing Appointment?
You have put together the listing presentation and prepared it before the meeting. Now, what should you bring with you?
- Duh, the listing presentation.
- The listing paperwork. All the contracts and papers should be at your fingertips in case you close the deal.
- A rough sketch of the points you’re going to cover, if that helps you walk through the meeting with more efficiency.
- Some marketing materials, such as real estate images, flyers, or brochures, so clients can get a feel of your strategy.
- A print of the comparative market analysis, that clients can study at home.
- Testimonials from past clients.
- Your business cards. Xara Cloud offers a wide selection of business card templates that you can choose from.
How to Win a Listing Appointment?
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It’s the moment of truth. And, as you know, you never get a second chance when it comes to first impressions .
So, let’s see. How to win a listing appointment?
#1. Dress for Success
It takes between 33 and 500 milliseconds to form a first impression about someone. Enthralling, right?
Your dress code could literally set you up for success.
It’s a no-brainer that you should wear something that makes you feel confident, professional, and comfortable. Something that makes you feel that you’ve already converted the seller leads into clients. Ask yourself: “Does my outfit inspire trustworthiness, professionalism, and commitment?”
If the answer’s yes, you’ve got your winner attire.
#2. Mind Your Body Language and Posture
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Actions are just as important as your words. This is a general rule of thumb when it comes to human relationships.
Especially when you aim to sell.
Your body language can inspire confidence, openness, and professionalism. So keeping this in mind is key to impressing your seller leads. Greeting your prospects with a firm handshake, eye contact, and a smile is a great way to build trust and establish a rapport with them.
#3. Don’t Stop Pitching
During your listing presentation, you might notice micro-expressions of boredom, confusion, or disinterest on the seller’s face. You might think: “Oh, no, I’ve lost them.”
Whatever you do, don’t stop pitching. Keep going, but adapt your tone, stories, and style to what you notice. Come up with an interesting story or pun if you feel like your clients might yawn at any moment. Bring a persuasive and witty argument if they seem to back down.
Adapt your pitch as you go.
#4. Prepare Questions for Your Prospective Clients
Once you have pitched why you are the right person for the job, it’s time to get to know your customers. This is your chance to establish trust, ease their fears, and determine their wants and needs.
Here are a few questions you could ask:
- “What are the reasons for selling?” – helps you gauge whether there is any room for negotiation
- “What do you like about the real estate property or neighborhood?” – this will bring to light some of the unique features of this property
- “Are there any issues I should know about?”
- “How long has this property been on the market?”
#5. Set-Up Time for a Q&A Session
Just as you have inquiries, so do sellers. Make sure you set aside some spare time to answer all of their questions.
You don’t want to look like a rabbit caught in headlights. That’s why you should do your homework ahead. A few objections and questions from home sellers may come up. After all, they want to cover all their bases before signing the paperwork. But remember — each question or objection is an opportunity to showcase your knowledge and expertise on the matter.
Most inquiries will revolve around property value and time to sell.
Some of them will also focus on getting to know you as a listing agent. Sellers want to know how you came up with the listing price or how you plan to attract buyer leads. Work on building rapport: be positive, honest, and professional.
People will often object to the listing price if it’s lower than they had imagined — it is your duty to explain how you got to that number, why it can’t go higher, and what your selling strategies are.
You can expect the following questions:
- “What’s the ideal listing price for this property? How long will it take to sell it?”
- “How did you come up with this listing price?”
- “What are your credentials? What makes you the right fit?”
- “What makes you different from other real estate agents? What do you bring to the table?”
- “Have you sold similar properties in my area?”
- “What would you change about this property?”
- “How do you advertise homes for sale?”
#6. Present a Case Study
A case study adds a storytelling element to your pitch. It adds character where there were only numbers. The sales process becomes personal and easy to grasp.
Plus, it’s the ultimate social proof you bring to the table. If a previous client is willing to participate in a case study, you must have done something right. A killer case study will boost your expertise and credibility points.
#7. Take Photos of the Client’s Home
This is a fantastic way of creating a buzz on social media before the listing actually goes online. Explain to your prospects that, should they choose not to sign the listing contracts, you will not use any of these materials.
Not only is it a way of marketing the property, but it also leaves a good impression on the homeowners. It conveys that you are determined to sell their property.
#8. Be Authentic
Not only is it liberating to let your true colors shine through, but it’s also one of the most effective strategies to attract future clients.
People can usually sense whether someone’s being authentic or just playing pretend. Part of being authentic is getting used to not saying yes to everything just to win the listing appointment.
Stay true to your approach and expertise, and don’t compromise just to attract clients — especially if you cannot uphold your promises.
It’s best to be upfront, even if it’s uncomfortable.
#9. Always Send a Thank-You Email
This is a golden rule. It shows that you’re considerate. Who knows, this tiny detail might even bring you new business.
And even if you don’t win the listing appointment, you’ll be remembered in a positive light.
Winning Listing Presentations Is Not Easy These Days
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Many people pivoted toward real estate careers during and following the pandemic. With more real estate agents than homes for sale, the race can be tight. To succeed, agents have to prepare assiduously. If you’ve read this far, you’re probably on the right path. This article covered everything you need to know to secure your next listing appointment.
After all, realtors need closure.
But before we come to an end, we have one final tip that will ensure that you deliver killer listing presentations every time.
Visually appealing presentations are alluring. They are a must. So leave the design work to us. We have created a variety of listing presentation templates to choose from. Whether you collaborate with investors or home sellers — our templates are sure to turn heads. Try out Xara Cloud for free. Choose a real estate listing presentation template and create one-of-a-kind listing presentations that convert seller leads into clients. x
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Ways to Master Your Real Estate Listing Presentation
Your listing presentation.
As a real estate agent, your success is dependent on your listing presentation and pitch. From start to finish, your realtor listing presentation will showcase who you are and how you bring value to your clients. It should include key metrics like local market statistics, an overview of your selling process, and how you help your clients get the most value out of their home, which will instill a sense of confidence and trust.
Today I thought I’d share some of my best tips to improve your listing presentation so that you can start winning more listings.
First up is one of my most popular #TomFerryShow episodes…
What Is a Real Estate Listing Presentation?
A real estate listing presentation can be viewed as a realtor’s elevator pitch. Creating a strong listing presentation is crucial to the success of your business. This is because it’s your opportunity to convince sellers to choose you to sell their home over other realtors, investors, at auction, or by themselves.
In today’s increasingly remote world, you may even need to host a virtual listing presentation. A virtual listing is similar to a traditional listing presentation, but is delivered through a video conferencing platform like Zoom or Skype. While virtual presentations may take time to get used to, they allow you to get into contact with clients who may be further away or can’t meet in person.
There are several ways you can present your realtor listing presentation, such as on a PowerPoint deck, a brochure, a video, or another form of visual presentation. No matter the format, your real estate listing presentation should contain key elements, such as:
- Listing price of the home
- Reasoning for your listing price
- Interior upgrades
- Exterior upgrades
- Other relevant fixes or remodels
By creating a thorough listing presentation that outlines the key points as to why you should be chosen as a seller’s listing agent and how you’ll help them get their home sold faster and for more money, you’ll close more deals. Creating a listing presentation for real estate agents is important, but how do you win over clients with your presentation? Below, we’ll cover the ins and outs of creating a winning real estate listing presentation that helps you grow your business.
Critical Elements To Real Estate Listing Presentation Success
As you know, in order to succeed as a real estate agent, you need to master your listing presentation. To help you show your confidence and expertise during your next realtor listing presentation, we’ve rounded up the key elements needed for your success.
From learning how to create an engaging introduction to using pricing analogies and earning trust before your presentation, these are the critical components to successful listing presentations for real estate agents:
1. Create a Brief But Engaging Introduction
As with any presentation, your first few minutes are crucial. To master your real estate listing presentation, you need to engage your audience within the first 60 seconds to grab their attention and convince them you’re the realtor to sign with.
In the first 60 seconds, tell a brief but captivating story, such as a previous home you’ve sold or a current property you’re working on now. Remember, most of your listing presentation will focus on your client, but your introduction is your time to provide your background information and show your client how you can help them sell their home.
2. Explain the Sales Timeline
One of the top questions clients will have when it comes to selling their homes is “how long will the process take?” In today’s market, homes are selling fast, which means clients need to be fully prepared for a fast turnaround. When explaining the sales process, highlight each step of the way, including:
- Pre-sale events
- Marketing timeline
- Listing period
- Closing the deal
By explaining the sales timeline, your clients will know what to expect throughout the process.
3. Ask Questions
The goal of your listing presentation is to show clients how you’ll sell their homes and perform better than other agents. With that said, it’s important to keep your clients top of mind throughout your listing presentation. To do this, make sure to ask important questions throughout to better understand their goals and values. Some questions to ask include:
Why do you want to sell your home?
- What date do you need to move?
- What are your plans if your home doesn’t sell?
- Where are you looking to move to?
- Are there any current issues with your home that need to be addressed?
- How much money do you still owe on your mortgage?
With these questions, you can curtail your listing presentation as you go to align with their values and goals and help them sell their home.
4. Highlight Personal Statistics
You need to sell yourself when delivering your listing presentation. One of the best ways to do so is to highlight your personal stats that prove to your clients why and how you’re successful. Some statistics to show your clients include:
- Your sales compared to the market average
- The average days on the market for your listings
- Year-after-year sales
These are just some of the statistics you can showcase in your listing presentation. To make them more powerful, export your personal data from your MLS into a spreadsheet to create graphs, maps, and charts that help your clients visualize your success.
5. Explain Your Marketing Plan
Your marketing plan is imperative to the home selling process. As one of the key components of selling a home, you need to explain to your clients how you plan on marketing their home. Some current marketing trends that can put you ahead of your competition include:
- Virtual tours
- HD photography
- 3D floor plans/property scans
- Social media posts
- Property videos
By advertising on a wide range of platforms, from social media to home listing sites and even around the neighborhood with lawn signs, you can attract more prospective buyers interested in buying your client’s house.
6. Use This Great Pricing Objection Handler
Another statement you’re bound to hear from homeowners is this:
“Another agent said they can get me much more…”
When you do, use this script:
I could line up a thousand agents outside your door, but we’re all looking at the same data and we’ll all come in within one or two percent of each other. So if someone is promising you much more, you’ve gotta ask yourself what they’re up to. Are they just wanting to take your listing to generate a bunch of buyer clients? What’s their motive?
This approach plants the seeds of doubt in the seller’s mind and gets them to understand what seems too good to be true probably is too good to be true.
7. Earn Their Trust Prior to Your Presentation
Question: What do you do in between the time you scheduled a listing presentation appointment and the time you show up for that appointment?
I really hope your answer isn’t “Nothing.”
So… that gap from after you hang up from booking the appointment until you show up? This is prime “trust-building” time.
Here’s my pre-appointment strategy to set yourself apart and begin earning people’s trust way before you ever meet face-to-face.
1. Shortly after setting the appointment, email a personalized video following this script:
Hey [Homeowner’s Name] it’s [Your Name] with [Your Company]. Thank you so much for the opportunity to come out and speak to you about the sale of your home. I know you had a lot of choices in real estate professionals locally, and I’m honored and thrilled to talk to you about how I can sell your home for top dollar in the shortest amount of time. Below you’re going to see a number of things that can help you make an informed decision about selecting the right agent for the job of selling your home. [Then give them a quick rundown of the following assets you will send along with the video.]
2. In that email, include links to:
- Your step-by-step marketing plan – Be sure to “stack the cool.” The average agent has 11 things on their list. The more you have, the more you’ll stand out. For bonus points, write the property address on a whiteboard and include a photo of you and your team strategizing on marketing possibilities in front of it.
- A map of properties you’ve sold – Don’t just do a list… a map is more engaging.
- Your reviews – The more specific to convey your skills, the better.
- Stats, graphs and charts – To illustrate your degree of separation… Comparing you vs. MLS averages, etc.
- Your team of experts – To establish expectations and demonstrate it takes more than one person to manage the process of selling your home.
This might sound like a big effort, but it’s worth it! You’re priming the client to win the listing, and in some cases, you might flush out those who aren’t really motivated before wasting additional time on a fruitless presentation.
8. Send Another Video on the Morning of Your Appointment
To further prime the homeowner for your presentation, send another video on the morning of the day of the appointment. Here’s the script:
Hi [Homeowner’s Name] it’s [Your Name], just wanted to make sure we were set today for [Time]. I’m really excited. The team and I are super fired up, we’ve been working really hard on reverse engineering how we’re going to find the ideal buyer for your home. And because we’ve sold so many homes in [Neighborhood], we already know exactly how to find the buyer. I just wanted to make sure you watched my previous video and you took the time to review some of the information I sent you in those links. Would you please do that before we meet today?
9. “Reverse” Your Presentation for Maximum Impact
Now it’s the moment of truth. Make sure you show up for the appointment early just to be sure you can knock on the door punctually at your set time.
When it comes to your actual listing presentation, rather than take the traditional angle of “I’m going to show you everything I can do for you” for the homeowner, I suggest you follow Gary Gold’s approach and do a “reverse” listing presentation.
What’s that mean?
It’s simple, actually. Rather than make a promise to the homeowner about what you can do for them, show them a case study of what you’ve done for others and walk them through the process in reverse order.
Rather than starting from what you do right after you take a listing, show the homeowner everything you did to achieve the result. For instance:
We recently sold a property very much like yours for 3% over asking price and for 22% faster than the average home is selling in our marketplace. The sellers were thrilled and they wrote a five-star review on Zillow about what we were able to do for them.
Now, what got us to that point? Well, we ended up getting eight different offers. We went through those eight offers with the sellers and they chose which worked best for their needs.
Before we got those eight offers, we had 87 people who came to our Mega Open House, which is the same thing I’m going to do for your home. Now I want to explain how we got 87 people to view the home. Look here… We had 4,200 impressions on Zillow, 1,893 on Trulia and 2,000 on Realtor.com, 3,100 on Facebook, 74 on Instagram, 177 on Twitter and 355 people watched the entire home tour video on YouTube.
Continue that approach throughout your entire presentation. Be sure to include your broker preview, photography and videography, staging and trace the process all the way back to you earning that listing and starting the ball rolling.
When you do this “reverse” presentation, you’re letting your track record work for you. You’re demonstrating your ability to achieve the results they desire. It’s basically all the same information, but presented in a more powerful way.
Also, make sure to include high-quality printouts/fliers of all the information you linked to in your pre-appointment video email – your marketing plan, your “Sold” map, your reviews, your degree of separation, your team photo and descriptions of each person’s role. Leave those materials behind with the homeowner, even if you’ve presented them digitally as part of your presentation. Coaching client Karen Stone from New York City not only uses this “reverse” approach in her listing presentations but also to demonstrate her abilities in her marketing. Check out this postcard she uses:
Below is an example of several of these “differentiators” from my brother Patrick, who sells in San Diego. If you’d like to see all six pages up close and personal, download the PDF here .
5 Tips for Winning Real Estate Listing Presentation
We discussed the critical elements needed for a successful real estate listing presentation. Now, let’s dive into how you can win your listing presentation to gain more clients and close more deals. Explore our five tips to improve your listing presentation today below:
- Know your customer: Always research your customer before meeting them. This is important because not every client is the same, which means you’ll have to create a new listing presentation for each client to ensure you win them over. Information you should research about your client includes their relationship status, such as whether they’re single or married with a family, where they’re planning on moving, how they want to sell, and the type of offer they want.
- Know the market, neighborhood, culture, and community: In order to market the seller’s property, you need to have a firm grasp on the market and community associated with their home. How much have homes in the neighborhood sold for recently? What ratings do the schools have? What’s the local crime rate? These are all important questions to have answered before giving your listing presentation.
- Make sure you are in the right mindset: To ensure you’re in the right mindset before your listing presentation, visualize speaking with your customers before meeting them. Whether that’s the night before while you’re laying in bed or when you’re rehearsing the morning-of in your office, getting in the right mindset can help you gain confidence and clarity about the pitch you’re about to give. It also gives you the opportunity to think of potential questions or concerns that the seller might have during your listing presentation and brainstorm answers.
- Tell the story: Sellers want to work with real estate agents with a proven track record. To instill trust and confidence in your clients, provide them with data that tells your story, such as, “I’ve been on 62 appointments and 58 people choose to work with me” or “I’ve sold X homes X% over the asking pricing.” With data that validates your claims, sellers will work with you to ensure they get the most money for their homes.
- Share examples of how you’ve helped customers in similar situations: There are many reasons why someone might be selling their home. Maybe they received a job offer they can’t refuse and have to relocate. Or perhaps they have a new child on the way and need to upgrade to a larger house.
Once you research your client and understand their reasons for selling, craft your listing presentation around that. With examples that show how you’ve helped clients in similar situations sell their homes, they’ll have more trust in your abilities to help them, too.
With these five tips for improving your listing presentation, you’ll be able to win more clients and earn commission from your deals. However, once you deliver your listing presentation, you’re not done. You still have to close the deal, which means it’s time to put together an amazing OPEN HOUSE!
Final Thoughts On Making A Powerful Real Estate Listing Presentation
Throughout this article, you learned key pieces to creating a successful listing presentation, such as scripts to use for common client questions and ways to reverse your presentation for maximum impact. You also learned tips for winning your realtor listing presentation, such as ways to know your customers, how to tell your story, and getting in the right mindset.
At Tom Ferry, we have the resources to help you succeed in all areas of real estate. Not only do we have an informational podcast with episodes like Three Top Agents Reveal How to Win Every Listing , we also offer real estate coaching to help you hone your skills and grow your business.
We’re already in Q3, which means it is the time to do your self-audit and ask: What did I do that worked? What didn’t work? Is there anything I’m missing? Am I making my calls? How’s my social media? Are my presentations as strong as they can be? But here are three other questions I […]
Hey there! The videos are down here this week! With businesses opening back up and people getting out and about, it’s serious “go time” for your business. That’s why last week, I asked for permission to act as your coach and challenged you to four assignments I advise right now. If you didn’t catch that […]
There’s a lot of encouraging signs in the marketplace right now… …ShowingTime.com data shows it …The MLS shows it …Google Trends and all the big home sale portals are reporting strong numbers …Interest rates are attractive It’s a perfect storm that all adds up to one conclusion – It’s “go time,” and you have an […]
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The Listing Presentation Checklist All Realtors Should Have
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March 13, 2020 | Marketing and Sales
Whether you are just starting out in real estate, are revamping your image and existing promotional materials, or are shifting from a buyer-based to listing-based model, a great listing presentation is an important component of your marketing plan.
As you develop your new listing presentation, here are seven elements you should keep in mind, along with examples to help you visualize your ideal promotional presentation.
Define Your Unique Value Proposition
Your UVP or Unique Value Proposition is the core of your marketing and branding message. It’s the thing that makes you stand out among the competition and answers the question, “Why should I hire this agent or broker to represent my property?”
Examples of effective UVPs can include, but are not limited to, the following:
- Reduced days on market or higher than average sales price
- Niche expertise like luxury, farm and land, or investment portfolios
- Advanced training, certification, or specialized experience
- Unique perspective on the market geared toward a specific area or segment
- Exceptional reputation, networking ability, or influencer status
Once you have defined your UVP, use it as the basis for your story throughout your listing presentation. Remember, it’s not about you, it’s about your client, so show how your UVP benefits them in their home’s marketing and sales process.
Let Pictures Tell the Story
Use up-to-date, professional photography throughout your listing presentation in order to enhance the text and to contribute to your overall message. Consider working with a photographer to create a number of posed and candid photos of you in your local market that you can use throughout your presentation.
In addition, you may want to include screenshots of your marketing platforms or graphic elements like charts to illustrate statistics related to your performance. Consult a graphic designer or work with an online graphic platform like Snappa or Canva to create your own.
Show You’re Market Savvy
In many cases, tying yourself to the local market helps people to connect with you and to trust in your ability to properly represent their listing. Show that you are tuned in to your town, city, or neighbourhood and the things that are important to homeowners and home buyers there.
If your market is known for its quaint downtown, include a photo of yourself at a local landmark. If the waterfront is important, include it as cover art for your listing presentation. Tune in to the things that make your area shine and make them part of your listing presentation.
Explain Your Marketing Plan
Everyone talks about their negotiation skills and market knowledge, but these elements of your expertise are hard to prove. A marketing plan is a concrete, objective element that you can use to define and exhibit your superior service to your prospective listing clients.
By and large, listing clients want to get their home sold fast and for the highest possible price. Consider the following elements to highlight in order to show how you will get that done.
- Online platforms including standalone property websites
- Blog, video, podcast, or other content along with audience and subscriber counts
- Social media platforms with follower counts and engagement statistics, including paid ads
- Sample email blasts with subscriber counts
- Photos from past event-based marketing initiatives
- Media appearances with audience size or readership statistics
While you may not yet dominate a variety of platforms, focus on those you do well and make a plan to create a broad-based, multi-platform content marketing plan for your business. That’s good for your lead generation and good for your clients when you use it to market their properties.
Maintain Brand Consistency
Whether you are branding yourself, your team, or using the branding elements defined by your brokerage, make sure that you are maintaining brand consistency across your platforms and throughout your listing presentation. Use consistent color palettes, fonts, photography styles, and other elements to create a cohesive, coherent brand identity that helps people to recognize you and your marketing materials.
Show Proof of Authority
You can spend all day — and a lot of money — telling people how good you are and how effective your service is, but it won’t have the same effect as third-party proof of your authority. There are a variety of ways to build proof of your expertise into your listing presentation, including the following:
- Client testimonials
- Client reviews
- Statistics proving superior results
- Awards and honors
- Media coverage
- Media appearances as an expert source
- Published articles you’ve authored
- Local, state, or national offices held
If you’ve worked with some big companies, written for or been featured by a number of media organizations, or been a guest on a local newscast, radio show, or podcast, one of the best ways you can quickly and easily telegraph your expertise is through a graphic “brag board.”
Collect the logos of the companies you’ve worked with or been featured by and arrange them to create a graphic that quickly and easily establishes you as an outstanding expert in your field and your market.
Explore Multiple Platforms
You may think of a listing presentation as a physical book, and you will probably want to have a physical version of your listing presentation. However, you should also create electronic versions of your listing presentation, including versions optimized for both mobile and desktop applications.
In addition, you can repurpose the materials used in your listing presentation for use on your website, social media accounts, promotional emails, and other marketing platforms. Use the photography, custom graphics, and statistics you gather in a variety of ways in order to get your marketing message out to generate warm leads and set more listing appointments.
A great listing presentation is valuable — not just for your clients, but for the opportunity it gives you to consider, define, and refine your own marketing strategy. By spending time developing a great listing presentation, you’ll make all of your marketing and messaging more effective. At Goodfellow Coaching, our team can work with you to develop an outstanding listing presentation to WOW your clients and strengthen your brand image as an agent. To get started today, request our FREE, 30 minute business evaluation to learn how you can take your business to the next level.
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The Ultimate Guide to Listing Presentations + Templates & Examples
- May 18, 2023
- No Comments
If you’re a real estate agent, you understand that crafting an impressive listing pitch is a crucial aspect of your role. This opportunity allows you to showcase your skills, expertise, and track record to potential clients, convincing them that you’re the ideal choice to sell their property.
However, developing a winning real estate listing pitch can seem like a daunting task. That’s why we’ve compiled the Ultimate Guide to Listing Presentations, complete with templates and examples to assist you in creating a presentation that will leave a lasting impression.
Whether you’re an experienced pro or a new agent embarking on your career, this guide offers all the insights you need to produce a compelling and impactful listing pitch, ultimately securing more business. So, grab a cup of coffee and let’s get started!
What Is a Real Estate Listing Presentation?
A property sales pitch is a tool utilized by real estate agents to present their services to prospective clients interested in selling their homes. This opportunity allows agents to highlight their expertise, capabilities, and marketing approaches to gain the confidence and business of potential sellers.
The real estate sales pitch typically comprises details about the agent’s background, their methods for selling properties, and an in-depth examination of the current real estate market in the seller’s locality. It might also encompass instances of prior property sales by the agent, along with their promotional materials and strategies. Crafting a well-structured property sales pitch is critical, as it can be the deciding factor in securing or losing a potential client. Therefore, it’s vital to dedicate the effort needed to make it as engaging and influential as possible.
Download the Ultimate Guide to Building Winning Listing Presentations
Discover the keys to dominating listing presentations with our guide. Learn the winning structure, do’s and don’ts, and essential practices for successful listing presentations.
Benefits of a Listing Presentation for Real Estate Agents
There are numerous advantages to developing a robust property sales pitch as a real estate agent. Foremost, it’s an opportunity to exhibit your knowledge, professionalism, and track record to prospective clients. A well-crafted presentation can bolster your reputation and instill confidence in potential clients that you possess the qualifications to effectively sell their properties.
An outstanding property sales pitch can help you distinguish yourself from other agents who may be vying for the same business. By delivering a concise and persuasive marketing strategy, you can set yourself apart and illustrate why you’re the optimal choice for the task.
The objective of the property sales pitch is to secure more property listings. A compelling and carefully constructed presentation can sway potential clients to opt for your services over those of other agents, ultimately resulting in an increase in listings and sales.
Lastly, an effective property sales pitch can aid in cultivating stronger connections with prospective clients. By investing the time to comprehend their requirements and concerns and offering a tailored marketing blueprint, you can convey your dedication to their success and establish trust and rapport that may lead to enduring business associations.
- Establish credibility and professionalism with potential clients.
- Demonstrate your expertise and experience in the real estate industry.
- Stand out from other agents who may be competing for the same business.
- Communicate your unique who may be proposition to potential clients.
- Provide a clear and compelling marketing strategy for selling a home.
- Win more listing and sales.
- Increase your income and commissions.
- Create stronger relationships with potential clients.
- Build trust and rapport with potential clients.
- Provide a roadmap for the selling process, which can help alleviate concerns and anxiety.
- Outline your approach to marketing and advertising the property.
- Provide market data and analysis to help sellers understand the current real estate landscape.
- Demonstrate your attention to detail and professionalism.
- Show your commitment to the success of the client and their property sale.
- Boost your confidence and improve your overall performance as a real estate agent.
How to Create the Best Listing Presentation?
Drawing from my experience as a seasoned real estate agent, I can attest that crafting a successful property sales pitch demands dedication, hard work, and meticulous attention to particulars. Here are some recommendations to assist you in developing the most effective property sales pitch possible:
- Know your audience : Understand who your potential client is and what their needs and goals are. Tailor your presentation accordingly.
- Use visuals : Incorporate high-quality photos, videos, and infographics to showcase your expertise and the property.
- Showcase your track record : Highlight your experience and success as a real estate agent. Share case studies or examples of past properties you’ve sold.
- Be informative : Include a thorough analysis of the local real estate market, current trends, and buyer behavior.
- Explain your marketing strategy : Outline how you will market and advertise the property to potential buyers. Highlight your unique approach and marketing materials.
- Highlight your services : Let potential clients know what sets you apart from other agents. Share your unique value proposition and services.
- Be organized : Use a clear and logical structure for your presentation. Break it down into easy-to-digest sections.
- Practice : Rehearse your presentation to ensure that you’re confident and engaging during the actual meeting.
- Be authentic : Be yourself and let your personality shine through. Potential clients will appreciate your honesty and authenticity.
- Follow up after listing presentation : After the meeting, follow up with potential clients to answer any questions and provide additional information if necessary.
Listing Presentation Tools
Various presentation tools are available to aid real estate agents in crafting polished and convincing property sales pitches, which can ultimately secure the confidence and business of prospective clients. Here are a few examples of such tools, including Trafft, Highnote, Pixlr, Grammarly, and Jasper:
- Trafft – the best online booking system that helps agents streamline their booking process, making it easier to set up and schedule listing presentations with potential clients.
- Highnote – real estate presentation software that allows agents to create multimedia presentations that incorporate video, audio, and images. It’s a great way to showcase your expertise and provide a more engaging and interactive experience for potential clients.
- Pixlr – photo editing software that helps agents enhance and edit photos of a property, making them more attractive and compelling to potential buyers.
- Grammarly – a writing assistant tool , can help agents ensure that their presentation is error-free and grammatically correct, which can add to their professionalism and credibility.
- Jasper – helps agents generate content for their presentations, such as property descriptions, market analyses, and marketing materials. It uses artificial intelligence to create high-quality and relevant content that can save agents time and effort.
Listing Appointment Checklist
To help you ensure that your presentation is comprehensive and effective, we’ve created a listing appointment checklist :
- Ask Thoughtful Questions Before Listing Appointment. You can ask the potential client about their goals and objectives for selling their property. Make sure you understand their needs and expectations. I’ve written an in-depth guide about questions to ask sellers at listing appointment that will be helpful
- Get To Know the Property. Explain how you’ll Include high-quality photos and videos of the property, as well as a detailed description of its features and benefits in the buyer presentation.
- Find Out Everything About the Neighborhood
- Perform Competitive Market Analysis (CMA). Provide a thorough analysis of the local real estate market, current trends, and buyer behavior.
- Learn How to Prepare for a Listing Appointment. Outline how you will market and advertise the property to potential buyers. Highlight your unique approach and marketing materials.
- Mention Relevant Results and Testimonials. Share case studies or examples of past properties you’ve sold. Provide references or testimonials from satisfied clients.
- Go Over and Beyond at Your Listing Appointment. Highlight any additional services you offer, such as staging, virtual tours, or professional photography.
- Follow Up After Listing Appointment. End your listing appointment with a strong closing statement that summarizes the key points and highlights the value you can bring to the potential client. You can do it as a follow-up listing presentation.
Listing Presentation Examples
If you’re looking for inspiration and guidance on how to create a winning listing presentation, there are plenty of great examples available on our website. Check out some of the top real estate listing presentation examples and create a winning one. Just remember to tailor your presentation to your audience and highlight your unique value proposition as a real estate agent. With a little research and creativity, you can create a listing presentation that sets you apart from the competition and wins the trust and business of potential clients.
Listing Presentation Template
If you’re looking for a comprehensive and customizable listing presentation template , look no further! We have prepared an amazing template that includes all the essential sections you need to create a persuasive presentation. Our template includes a cover slide, introduction, market analysis, marketing strategy, property details, pricing strategy, case studies, references, additional services, and a closing statement.
The best part is that you can easily customize and personalize the template to fit your unique style and brand. Whether you’re a seasoned real estate agent or just starting out, our template can help you create a professional and persuasive listing presentation that wins the trust and business of potential clients. So, what are you waiting for? Check out our listing presentation templates today and take your real estate business to the next level!
What You Need to Know About Luxury Listing Presentation
Luxury listing presentations require a different approach than regular listing presentations. Luxury properties often require a more sophisticated and personalized approach to marketing and advertising. As a result, luxury listing presentations must be tailored to the needs and preferences of high-end clients.
Luxury listings should be presented with high-quality photography, videography, and virtual tours that showcase the property’s unique features and amenities. Additionally, luxury listing presentations should include a comprehensive analysis of the local luxury real estate market, including recent sales, current trends, and buyer behavior.
When it comes to luxury listing presentations, attention to detail is key. Every aspect of the presentation should be polished and refined, from the font and layout to the language and tone used. You should emphasize your expertise and experience in the luxury real estate market, as well as your ability to provide personalized and discreet services to high-end clients.
Luxury listing presentations should also include a detailed marketing plan that showcases the property to the right target audience, such as affluent buyers and investors. By taking a personalized and sophisticated approach to luxury listing presentations, you can successfully market and sell high-end properties and build a reputation as a trusted and knowledgeable luxury real estate professional.
How to Follow Up After a Listing Presentation
Following up after a listing presentation is a crucial step in the sales process. Here are 5 tips on how to follow up after a listing presentation:
- Send a thank-you email: After the presentation, send a personalized email thanking the potential client for their time and the opportunity to present your services. Mention a few key points that you discussed during the presentation to reinforce your value proposition.
- Address any concerns or questions: If the potential client had any concerns or questions during the presentation, make sure to address them in your follow-up email. This shows that you listened and care about their needs.
- Provide additional resources: Include any additional resources or information that may be helpful to the potential client. This can be anything from market reports to links to your online portfolio or social media channels.
- Send a follow-up listing presentation: If the potential client seems interested in your services, send a follow-up meeting to encourage further discussion.
- Keep in touch: Even if the potential client decides not to work with you at the moment, keep in touch and send occasional updates on the local real estate market or any new listings that may be of interest to them. This can help build a long-term relationship and may lead to future business.
Real Estate Listing Presentation Software
Highnote is an incredible real estate presentation software that will elevate your listing presentations. With its easy-to-use interface and robust set of features, Highnote can help you create stunning and interactive presentations that capture the attention of potential clients. Highnote allows you to easily add images, videos, and interactive widgets to your presentation, making it more engaging and memorable for viewers. Plus, you can easily customize your presentations with your branding and style, ensuring that they reflect your unique value proposition as a real estate agent. With Highnote, you can create a professional and persuasive listing presentation that helps you stand out from the competition.
Ready to elevate your next listing presentation? Try Highnote for free today and see for yourself how it can help you win more business. With a variety of real estate listing presentation templates and design options, you can quickly and easily create a stunning presentation that showcases your expertise and experience in the real estate industry.
The intuitive analytics dashboard is a nice addition that allows you to track how viewers are engaging with your presentations and adjust your strategy accordingly. Don’t wait any longer to take advantage of this amazing real estate presentation software. Try Highnote for free and start creating beautiful and persuasive listing presentations that help you close more deals!
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- Listing Agent
Listing Presentation Template
- December 13, 2018
Download and customize this professionally designed presentation with your own information and leverage it at your next listing appointment!
- Completely customizable for digital or print use
- Allows you to highlight your specific online marketing strategies
- Shows statistics on consumers’ buying habits and how they have moved online
- Can integrate slides into your own corporate listing presentation
Click to Download Listing Presentation Template
Must - reads.
How to Deliver a Killer Listing Presentation
For any real estate agent looking to hit the next level, there’s a lot riding on the listing presentation. If you nail it, you could be looking at a profitable seller relationship that delivers steady commissions for years to come. But if you bomb?
Short of discounting your commissions, it’s hard to bounce back from a listing presentation flop.
And while the listing presentation has been a cornerstone of real estate marketing for decades, there are now more ways than ever to create it. So how do you know which type of listing presentation makes the most sense for you? And what are the best ways to deliver your presentation in the current real estate market?
The truth is, every real estate team or agent is going to have their own recipe for what makes a killer listing presentation. If you want to deliver a presentation that makes you feel calm, confident and gets sellers ready to sign that agreement, it’s time to scrap (or adapt!) the classic formulas.
Table of contents
What is a listing presentation and how do you nail it, before your listing appointment.
- During the listing presentation
After the listing presentation
A listing presentation is essentially a deep and informative sales pitch made by a real estate agent to a homeowner interested in selling their home.
Whether you’re a new or experienced agent, listings are a crucial part of maintaining a thriving real estate business. With a rich portfolio of property listings on your real estate website , you’re able to attract more buyers, elevate your authority, grow your sphere of influence (SOI) , and fuel your marketing efforts with a selection of beautiful homes for sale.
But it all comes down to your success with the listing presentation. With so much at stake, it’s understandable that agents often feel skittish about their ability to perform during this key meeting.
And it doesn’t help that some of the common advice (i.e., show up ten minutes early, send the pre-listing packet exactly three days before the appointment, always take your shoes off at the entrance, and so, so much more) doesn’t always fit every agent’s unique approach or personality.
Let’s outline the crucial factors of each part of the listing presentation to help give you a powerful but flexible structure to start with. From there, feel free to color outside the lines to create a listing presentation framework that makes you feel calm and confident.
💡Be sure to look out for bonus tips, scripts, and advice in this article from leadership coach & founder of Smart Inside Sales , Dale Archdekin!
Learn everything you can about the potential client, property and neighborhood.
The goal is to position yourself as the best possible person to help your prospect sell their home.
For that to happen, you’ll need to know what the seller’s motivations are, while demonstrating deep knowledge of the market, property type and area in order to help secure the best possible price within their desired timeframe.
Get to know the prospect and property
Any real estate rainmaker will tell you that knowing your customer’s key needs and motivations is a crucial part of closing more listings, especially in today’s digital age when the next agent is literally just a click away.
Let’s check in on the latest data about what today’s sellers want , according to the National Association of Realtors Generational Trends Report:
- 21% of sellers want an agent's help in marketing their home to potential buyers.
- 20% want help selling the home within a specific timeframe.
- 35% want an agent with a good reputation.
- 85% of sellers said the real estate agent provided a broad range of services.
Clearly, trust, credibility, and a solid marketing plan are still crucial factors for sellers when it comes to choosing an agent. But how do you know what sellers might need on a personal level?
Social media can help fill in the blanks. Take a quick look at the seller’s online presence. Do they have a family? A pet? A love of the arts? By taking just a few minutes to “get to know” your prospect before you shake hands, you’ll be that much more confident when walking through the door.
Similarly, do your best to get to know the property and surrounding community as well as possible. Drive through the area and pinpoint the factors that will be most helpful in securing a top-dollar offer.
Send your pre-listing packet
In your initial conversation with the potential seller, let them know you’ll be creating a detailed market analysis for their home.
Be sure to ask if there’s anything that could impact the value of their home in either direction — updates, renovations, repairs needed, etc.
💡BONUS: Dale Archdekin’s essential questions
These questions help lay the ground work for securing the listing at the appointment. You are essentially asking the potential seller to tell you what they need to hear about you as an agent and about your marketing strategy in order to win the business at the appointment…and they don’t even realize it.
- Can you tell me what makes your home special?
- What’s important to you about the agent you use to sell your home?
- How will you know when you’ve found the right agent?
- How do you think your home would best be marketed/advertised?
- Who do you think would be the ideal buyer for your home?
- Have you worked with a listing agent in the past? What was your experience? Is there anything you would like done differently by your next listing agent?
Let them know in advance that you’ll be bringing the comparative market analysis (CMA) to your meeting so you can walk through it together, answer any questions they might have, and determine the highest possible price for their home.
Another great way to set yourself apart and get the seller warmed up before the big meeting is to send a pre-listing packet in advance.
But when should you send your pre-listing packet? Answers to this will vary depending on who you ask, but anywhere from three days to a week in advance is typically a good window to give your prospect time to digest the information, while staying present in their mind to help reduce the chance of cancellation.
💡BONUS: Advice & scripts from Dale
When you tell the potential listing client that you’ll be sending a pre-listing packet, get them to commit to reviewing it, coming up with questions and being prepared prior to the meeting. Include a URL with a pre-listing video, that’s nicer than just printed material.
Script 1: Prior to sending the listing packet
“...we will be sending you a pre-marketing packet of information. It includes X, Y, and Z that are important information for you to make decisions about at our appointment. Can you do me a favor and review that information and make a note of your biggest questions before you meet with me/my listing partner on (date)?”
This quick script will help you or your assistant follow up after the pre-listing packet is sent and help set the scene for a successful appointment.
Script 2: Follow up prior to the appointment
“Hi (contact name(s), this is (name) from (company), did you receive the pre-marketing packet we sent you? Have you reviewed it? Are you prepared with your top questions for me/my listing partner?
Script 3: Response prior to the appointment that sets the expectation
"Great! We look forward to seeing you on (date). We will be reviewing all of the paperwork needed to begin marketing your home at that time in addition to a pre-market advertising plan. We look forward to meeting you on (date)!"
Create your listing presentation
Now remember, your listing presentation doesn’t need to look like everyone else’s.
However, there are a few fundamental pieces that most successful agents tend to rely on to get their agreements signed.
Once you’ve chosen the structure and order of your content, you’ll need to decide what tools and format you’ll use to create your listing presentation. Classic hard-cover? A PowerPoint deck? Pdf? Live web page? Video? There are a ton of tools, options, and templates. Take this Canva template for example:
Here are just some of the tools agents are using to deliver their listing presentations:
- Google Slides
- SlideGo templates
- Breakthrough Broker
- Etsy templates
While the digital options are endless, many top-producing agents still recommend keeping a high-quality hard cover presentation in the mix.
If you’re using both a hard copy presentation and a digital version, try sending the digital version a day before the event via email. For extra points, you can also have your hard copy presentation hand-delivered to the seller’s home by a courier or supporting staff member. This is just another great way to show up professionally while reducing the likelihood of cancellation.
💡BONUS: Advice from Dale
Begin your listing presentation with the exciting marketing part, save the boring market analysis for later. In fact, wow them with the marketing/advertising plan, discuss the process of getting the home listed, ask how much they’d like to list for and then go to the market analysis if they ask for it or you disagree with their listing price. Don’t forget to bring at least one backup copy of your hardcover presentation to the appointment.
During your listing presentation
Now that you’re an expert on the property and prospect, you’re ready to make your presentation and win that listing!
Obviously, the prevailing advice to dress professionally, show up on time, and make sure you don’t block the prospect’s driveway still stands. In addition to nailing the etiquette, there are a few physical items you’ll want to bring along.
Alright, we’re clearly being a bit cheeky here. And sure, brownies are optional. But in all honesty, the one thing you need more than anything else if you want to win more listings is the ability to build a connection.
And that comes down to your ability to listen .
No matter how much effort you put into creating a killer listing presentation, it’s still not unheard of for experienced agents to lose listings to newer agents because the seller just felt a better connection with them. So slow down and tune in!
Touring the home and making the close
A common mistake many agents make is going straight into the tour of the property. But by starting in the living room or another relaxed setting to hear more about the seller’s goals, you start the appointment by flexing your listening skills and have the chance to really get clear on your seller’s motivations.
From there, you can go ahead and tour the property together. Many agents recommend doing the upstairs first, then downstairs, and then a full 360 tour of the outside before sitting down to look at the CMA together, pricing strategy, and marketing plan.
💡BONUS: Dale’s listing appointment flow
When the listing appointment gets set, the critical info of why the seller is selling, the unique situation they are in, what’s most important to them in their home sale, what’s important to them about the marketing of their home…etc. That information must be collected so you can use that at the beginning of your live meeting with the seller.
Listing appointment flow:
- Review the goals/needs/wants of the seller “When we spoke you mentioned x was important to you…” (this proactive retelling of what the seller said shows that you are professional, prepared, actively listened, and more importantly, sets the tone and direction of the conversation)
- Ask for a guided tour of the property
- Reconvene at the meeting spot and solicit the seller's questions from the pre-list packet. “I’m really excited to expose your amazing home to the market and generate a solid pool of buyers who want to compete with each other for it. Let me show you how we do that with a mixture of marketing, paid advertising, and leveraging our market share here in (local market).” Now it’s time to head into the next step of presenting.
- Present your exciting marketing/advertising strategy
- Ask the seller if they’ve decided how much they want to list for
- If agreeable, cover paperwork and skip market analysis, ask for signature
- If not agreeable, review market analysis, then cover paperwork and ask for signature
You’ve made it through the presentation and (hopefully) won the listing. Congrats! 🎉
If you’ve listened like a friend, handled objections with ease and empathy, and kept the presentation focused firmly on their needs — you’re probably holding a signed listing agreement in hand.
But regardless of the outcome, remember to always thank the seller for their time. From there, you can add the seller to a dedicated email drip campaign that keeps them updated on the market and provides them with tips on how to stage their home and make the most of each viewing.
If you’ve already got a killer real estate newsletter , much of this content can be repurposed to be targeted directly toward sellers. If you’re a Follow Up Boss user, you can easily get these emails going out automatically by using our super straightforward action plans .
Ultimately, you aren’t in control of your prospect’s decision to work with you. But you are responsible for the amount of energy and empathy that goes into your listing presentations. Focus on showing up as a trusted ally for sellers, and the listings are sure to follow!
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