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Real Estate | What is
The Ultimate Real Estate Listing Presentation (+ Free Template)
Published February 10, 2023
Published Feb 10, 2023
REVIEWED BY: Gina Baker
WRITTEN BY: Jealie Dacanay
This article is part of a larger series on Real Estate Lead Generation and Marketing .
- 1 Begin With a Short Overview
- 2 Present Local Market Data
- 3 Explain the Sales Process
- 4 Prepare the Home to Sell
- 5 Outline Your Pricing Strategy
- 6 Walk Through Your Marketing Strategy
- 7 Advertise on All Major Platforms
- 8 Showings & Open Houses
- 9 Offers & Negotiations
- 10 Closing & SOLD!
- 11 Schedule Next Steps
- 12 Additional Tips for a Successful Presentation
A powerful listing presentation and client-winning pitch are the first steps to becoming a successful seller’s agent. Your real estate presentation introduces you to the client and explains how you bring value throughout the sales process. It includes local market statistics, a summary of the entire process, and discusses how you will effectively sell their home—all while offering comfort, creating trust, and focusing on the seller’s needs.
Download our free real estate listing presentation template and customize it as you go through the steps below. Modify the template based on your needs, adding your own pictures, figures, graphs, and data. To achieve the best results, always tailor each listing presentation for realtors to the homeowner and the property.
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Ultimate Real Estate Listing Presentation Template
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If creating presentations isn’t your specialty, get assistance from Canva to help with all your design needs. Use it to create visually appealing marketing materials like social media graphics, presentations, posters, videos, and branding logos to increase your lead generation with its easy-to-use design interface with drag-and-drop features.
Here are the 11 steps to a successful real estate listing presentation that will help you attract and win more sales clients:
1. Begin With a Short Overview
The overview summarizes the topics covered in your listing presentation and how long the realtor listing presentation will last. Some of this information may have been included in your prelisting packet , but it’s important to reiterate the details. The first section of the presentation provides information about you, your brokerage, and what you intend to learn from your clients.
Remember that a brief presentation can contain all the necessary material; a reasonable time frame is between 30 and 60 minutes, but some will require longer than others. Homebuyers who are inexperienced, meticulous, or afraid may have more queries and worries than experienced buyers.
Brief Bio & Introduction of Your Skills
A homeseller wants an agent who is confident in their profession and can clearly explain how the sales process will go. To earn your clients’ faith and confidence in your abilities to sell their houses, consider yourself a real estate expert and instructor.
Along with a mini-resume of your background, include the following statistics and figures:
- The number of homes you’ve sold in their area in the past year
- Types of homes you’ve sold if they’re similar to theirs (include a picture, if applicable)
- How quickly you’ve sold homes listed with you (average days on the market, if favorable)
- Closing prices compared to list prices (did you get over-asked, and by how much?)
You can also use this part to brag (and boost customer confidence) by noting any awards, certifications, or designations you’ve received that are relevant to this transaction. Just be sure to link every one of these components to your client’s property so you can prove your value by working hard, being devoted, and paying attention to what they require.
If you don’t have any certifications or designations under your belt, check out our Top 10 Real Estate Certifications & Designations Agents Need to Gain Clients article. We’ve gathered the most impactful real estate certifications and designations that will help boost your real estate career. This article discusses what they are, the reasons to get them, how to get them, and the cost of each.
Introduce the Power of Your Brokerage
Sellers want to know whether a reputable brokerage is supporting you because this gives them confidence that you will work with a team of agents and a firm with a successful track record of helping other homeowners sell their properties. Make sure to highlight the benefits of teaming up with someone who works for your company, such as having vast professional networks and extensive neighborhood knowledge.
Both large and small brokerages offer a value proposition. If you’re with a larger brokerage, like RE/MAX , Keller Williams , or Compass , you’ll likely focus on numbers like the number of homes your brokerage sold in the last year and the median home sale price.
Value proposition of VUE Realty Group
Value proposition of Keller Wlliams
In contrast, if you work for a smaller boutique firm, highlight your local roots and personalized service. With a smaller brokerage, you often want to emphasize customer care and that your client won’t be just another person on their roster.
Return the Focus to Your Clients
It’s time to return to what really matters—your client—now that you’ve presented your case for why they should choose you. Spend the next few minutes learning more about your homeowner. As a result, you can better tailor your presentation to the homeowner’s demands and promote communication while also putting them at ease.
During your presentation, ask the following questions to learn more about your seller:
Make notes about the most critical issues to your potential customer to demonstrate your diligence and help you remain aware of their requirements throughout the process. This knowledge can help you better connect your pitch with your client’s needs, emphasize key points, and dispel any doubts as you go.
For instance, if someone already submitted an offer on a house somewhere, they might need to sell their current house immediately. You can use this information to explain how an overpriced home will take considerably longer to sell.
2. Present Local Market Data
After introducing everyone, return the conversation to selling the client’s house. Presenting local market data for the neighborhood or area where the subject property is located is a great way to introduce the sales portion of your listing presentation.
Share information about the local housing market , including historical patterns, the speed at which properties are selling there, the number of sales over the last several months or years (depending on the data available), and median price ranges. Include any other information that will assist homeowners in understanding the market data that must be considered when pricing their home for sale, such as seasonal statistics if prices tend to fluctuate depending on the time of year you plan to list the property.
Consider your audience to see whether you need to go into greater detail on any topic areas in this section, which may require more than one slide. Also, remember some of this data lends itself well to charts or graphs—these visualizations can help the average person understand the data better. Although you can produce these charts on your own (or using the tools provided by your brokerage), doing so can take a lot of effort.
It may be preferable to get them from your multiple listing service (MLS) platforms or use the paid comparative market analysis (CMA) and listing presentation packages available from a service like Cloud CMA. Cloud CMA’s paid CMA software offers premade charts and graphs that make you look like a pro and save you a lot of time. They also will help create your CMA report in print or digital format so you can present it in person or digitally.
Visit Cloud CMA
3. Explain the Sales Process
Give your clients a rundown of the entire sales process as you continue to educate them. Take the time necessary to ensure that your client is informed of what will happen throughout the process over the coming weeks or months. You should discuss the following steps:
Consider your client’s previous experience selling properties when creating this section of the listing presentation. For instance, take a little extra time and periodically pause if you are dealing with a first-time seller to see if they have any concerns. If you’re working with someone who has sold many houses in the past, you’ll be able to get through this phase considerably faster.
4. Prepare the Home to Sell
Now that you’ve covered the generalities of the local market, it’s time to concentrate mainly on your seller’s house. It’s important to establish expectations for the seller while getting ready to sell their house, even if you haven’t been to the home or are just seeing it for the first time. The client must be aware that it is their responsibility to ensure that the property is in excellent condition to maximize value.
A few things you want to cover are the following:
- Decluttering: Often, less is more when it comes to furniture. Many homeowners have more possessions than they actually need. Your seller might have to rent a storage unit to house extra stuff and remove furniture to make the place more presentable.
- Depersonalizing: Buyers must be able to visualize living there. The buyer can imagine themselves living in the house more easily if family photos, nameplates, and other personal belongings are taken down.
- Cleaning: A dirty home is challenging to sell because no one wants to inherit a mess. If pets are in the house, the owners must thoroughly clean or contact a cleaning company.
- Repairs: It’s to a seller’s best advantage to see that repairs are finished right away, especially when the inspection is approaching since some buyers don’t want to purchase a home because they have to make repairs. Depending on the house’s condition, this could be anything from a damaged cabinet hinge or leaky faucet to upgrading the electrical box or replacing the roof.
- Renovations: In some circumstances, remodeling a room or other area of the house can considerably raise the value of your property. For instance, if remodeling the basement bathroom costs $5,000 and increases the home’s value by $15,000, it might be worthwhile for the seller to invest their time and money in the project.
It is crucial to go over these details with your client because they are in charge of them since you don’t reside at their residence. Be prepared to offer suggestions for reliable, licensed contractors and nearby cleaning companies. Additionally, remember that these actions must be finished within a specific time to promote, list, and show the property to potential buyers.
5. Outline Your Pricing Strategy
The suggested cost of the house and the process used to arrive at the ideal list price will be one of the most critical aspects of your real estate listing presentation. You need to see or tour the property to discuss figures with your clients, but it is crucial to explain how accurately valuing their home will save them money in the long run.
With your clients, go over what a comparative market analysis (CMA) report is and describe your approach. Showcase the impact of factors like square footage, upgrades, the number of bedrooms and bathrooms, and pricing trends. Then explain how those factors impacted the price you had in mind for the seller’s property. To achieve the best outcomes, you should do what it takes to assist the homeowner in understanding how pricing works and your strategy.
Read our Comparative Market Analysis (CMA): Definition & How to Create (+ Examples) article to learn more about what a CMA is and when to use it. This article includes information on creating a CMA with the proper tools and evaluation criteria, and you can also check examples from other real estate professionals.
6. Walk Through Your Marketing Strategy
Your clients will be interested in understanding how you can maximize marketing and advertising. In general, it makes sense to concentrate on the marketing tools you can offer and how to use them directly to promote their house.
You can also provide your listing checklist outlining these items to accompany your presentation:
Talk to clients about home staging as part of your marketing strategy. The National Association of Realtors reports that even though staging a home is not required, 31% of seller’s agents said they staged all sellers’ homes before listing them for sale, and 82% of buyer’s agents said staging made it simpler for their buyer to picture the property as their future home.
Home staging is utilized because it helps buyers envision themselves living in the property and can be done strategically to draw in targeted homebuyer types. Browse through our Home Staging in 10 Steps: The Ultimate Guide to learn more about home staging.
Virtual home staging by BoxBrownie
The average national cost for home staging is $766 to $2,852 , but clients can also stage their homes virtually at a lower cost. A company like BoxBrownie allows sellers to pay per image, making it a cost-effective option for clients who want all the perks of home staging without breaking the bank. BoxBrownie also does floor plans, which can be a great addition to your marketing images.
HD Photography & Videography
Explain how and why your marketing will take advantage of professional photography and videography, regardless of whether the home is staged or not. Poor images degrade your marketing efforts and may make buyers want to avoid seeing the house. Bring examples of excellent and poor images from other listings and samples of photos taken by your photographer so they can fully see the difference in quality.
Bad versus good photography example from Photographics
Fiverr professional services
For even more engagement and to provide potential buyers with a 360-degree experience, many agents and homeowners choose to film or take virtual tours of their houses in addition to taking photos. You can provide an example with your presentation if you’ve already used video marketing for other listings.
Also, use a service like Fiverr to assist with creating videos. Fiverr offers an array of freelance services that can help with photos, videos, and virtual staging to make sure the marketing for your listing is on point. Choose from various professionals at different price points to suit your needs.
Additionally, incorporate traditional marketing strategies, such as sending your client handwritten letters or conducting in-person meetings, to build genuine human connections. Outline the additional locations where you market directly to buyers since many consumers erroneously assume you would list their home and call it a day.
ProspectsPLUS! real estate direct mail brochure
Here are some marketing tactics you may be using and will want to point out to the seller:
- Just listed postcards
- Email marketing
- Open house invitations
- Social media postings
If you’re looking for more marketing ideas you can pitch to your homeowner, check out our list of 29 Easy Real Estate Marketing Ideas & Strategies for Success here.
7. Advertise on All Major Platforms
Once you finish creating your marketing materials, you will use them on both physical and online advertising channels. You should let the sellers know that you intend to advertise to your full extent to bring them multiple offers, which involves using as many platforms as possible.
The Local MLS
Given that some clients might not be familiar with the multiple listing service (MLS), a brief explanation of the system’s purpose is beneficial. Discuss how it makes the listing accessible to agents, and that their listing will be available for buyer’s agents to show to their clients once it’s posted. It is beneficial to mention that only real estate agents can access this platform so you can get qualified buyer candidates from other agents using the MLS.
Example of local MLS from SaveOnMLS.com
Website & Landing Page
Your online presence will be a significant selling point for most homeowners, regardless of whether you use your brokerage’s website or have your own internet data exchange (IDX) -enabled website. If you use IDX, emphasize how their listing will appear on your site and numerous other brokers’ IDX websites.
If you have remarkable visitor figures on your website, talk about how many people visit it, how it works, and how sales-oriented it is. You can also include a screenshot of your landing page and website for a visual. For example, talk about placing their home as a “featured listing” in front of hundreds of visitors or if you can offer the sellers a single-property website.
Example Real Geeks IDX website
In addition to advertising the seller’s property on your website, create a single-property or property-specific website or landing page dedicated to their property to showcase the seller’s home fully. A single-property website or landing page can optimize your opportunity to generate leads specifically interested in the seller’s house, which is a strong selling point during a listing presentation.
Check out companies like Real Geeks to help you create the perfect website and real estate landing pages to highlight your value as an agent and advertise your listings. Customize your website with templates, designs, and widgets with Real Geeks. Its IDX website updates automatically every 15 minutes, so you can guarantee your site is always fresh.
Visit Real Geeks
Ninety-five percent of people use the internet during their home search, so it’s essential to stress which sites you will use to advertise the seller’s listing. Unlike the MLS, these platforms are available to everyone, including active homebuyers, and will allow clients to contact you directly without an agent. Since you will be the expert on their home, you can explain why having leads contact you directly will lead to more showings.
If you’re a Zillow Premier Agent, explain how this designation benefits their listing. Feature their listing with exclusivity on the most popular listing site on the internet. Zillow Premier Agent won’t only help you close seller leads, it will also help you get more buyer leads as well. See our review of how Zillow Premier Agent works to learn more about the exclusivity that Zillow Premier Agent offers.
Highlight that you will be utilizing paid social media advertising in addition to posting marketing content to your social media accounts to promote their property. The average click-through rate for social media advertising ranges from 2% to 3.44%, according to LOCALiQ , which is significantly higher than the average of 0.99% for other internet platforms. Customers will view social media advertising as essential for their property marketing strategy, especially in the current social media-obsessed environment.
Some sites you can utilize include:
Constant Contact social media content creator
Focus on at least two or three platforms where you can produce creative and engaging content to advertise your listing. If you’re unsure how to create social media content or don’t have time, consider using Constant Contact. It allows you to post to Facebook, Instagram, Twitter, and LinkedIn simultaneously and perform contact segmenting for more targeted campaigns. It also provides 200-plus email and newsletter templates and a 60-day free trial.
Visit Constant Contact
8. Showings & Open Houses
Set expectations with the sellers about your role and their responsibilities regarding open houses and showings. You will provide tours for prospective buyers when they visit the home, but you want to guarantee that your client’s schedule and home safety will not be infringed upon during this process.
Assure your client no one will be permitted into their home without your presence or the presence of a licensed buyer’s agent. Regarding their duty, politely explain that it is in the seller’s best interest to avoid being present during open houses or showings since doing so may turn away potential buyers or impair their judgment when deciding on offers.
Discuss the ideal times you’d like guests to come to their house. Open houses will likely be planned continuously until the house sells. In contrast, individual showings may occur more spontaneously and be held at specific hours on any day of the week (with appropriate notice given to the homeowner). To access the seller’s property for showings, the seller will also need to provide you with a copy of their key or digital access code.
For safe and secure access to the property, consider using ShowingTime. It allows agents to make appointments through a mobile app, which will also provide directions on how to access the home. Specify times and dates your clients will allow or not allow access so you can guarantee convenience.
Following the appointment, ShowingTime will gather feedback and notify you if the keys are returned or if someone does not depart the property. It’s a terrific way to provide your clients with peace of mind regarding visitors to their houses.
9. Offers & Negotiations
Since this is when the process becomes real, sorting through offers and making counteroffers until an agreement is reached is often the most stressful part of the real estate process for sellers. Until now, the seller isn’t fully committing to selling their home.
Set reasonable expectations based on the state of the market and describe how the process will work. For instance, a seller’s market in a popular neighborhood can see multiple offers quickly and may end up in a bidding war. On the other hand, in a slow market, the seller can also be asked to lower the asking price, cover part or all of the buyer’s closing fees, or contribute funds for renovations like new flooring or painting.
To ensure you’re addressing their needs, emphasize that this part of the process involves honest and open communication. Use the seller’s answers to some of the questions you touched on before to guide this part of the conversation during the presentation, such as:
- When do you need to move by?
- Why are you moving?
- Is getting a reasonable price or timing more critical for you?
- What will you do if your home doesn’t sell?
10. Closing & SOLD
Keep this part brief since you discussed the sales process steps earlier. However, if you have first-time homesellers or homesellers who want to know all the details, you should review additional questions they may have about the final stages of the process that might impact the sale, including the following:
After answering any questions they may have, make sure to conclude this section of the presentation by leaving them with a positive note. Make it clear that, although the sales process can occasionally be long and stressful, you will make every effort to make it seamless.
11. Schedule Next Steps
Ideally, the sellers will be prepared to hire you at this point and have faith in your ability to represent their property. However, you might not be the only candidate they are considering for the agent position. Scheduling one or more subsequent actions is a fantastic way to carry the conversation forward from this point.
Set a time to see the property and review the suggested listing price if you still need to finish the comprehensive CMA report. To beat the competition, schedule it as soon as possible after the meeting. Assign them a deadline by which they should be prepared to conduct home staging or video and photography shooting. By continuing the conversation, you establish yourself as their exclusive listing agent.
Additional Tips for a Successful Listing Presentation
The content in your slides will be based on your experience, the market, and your client, but your approach can make all the difference in the world. Here are a few more tips on how to make your pitch:
Guide the Conversation
In any presentation, you may have people interrupting or trying to take over the conversation. It’s vital for you, as the professional, to be the one guiding where the conversation goes. To do this, you can employ the following tactics:
- Be kind but assertive.
- Don’t overfill your slides with detailed text or pictures; keep focusing on your narrative with the slides as a supportive backdrop.
- Keep consistent eye contact throughout the presentation.
- Be passionate and enthusiastic about the content.
- Anticipate questions before presenting.
- Pay attention to the reactions of your audience.
- Use questions to bring the seller back on track.
Allow questions, but don’t stray far from the current point of your presentation. Staying in control of the presentation will keep your clients interested and also keep a focus on the topic at hand—which is how you are the best person to be selling their home.
Show That You Are Focused on Their Needs
You will have time and space to highlight your skills and abilities in your listing presentation. However, no matter how fantastic your reputation is, clients focus on how those things meet their needs.
For example, talk about why you got the award and what it means for your potential client instead of focusing on getting a recent award. Always remember that your focus should remain on the seller, their home, and how you can best meet their needs.
Plan for Flexibility
Every homeowner is different, and you must tailor your slides accordingly. As you make your presentation, be flexible enough to either go into more detail when warranted or skip certain sections. For example, if your homeowner is tech-savvy, gauge their reaction when you start talking about websites and landing pages to see if they want to dive deep into it or skip over it.
If you end up glossing over sections of your presentation, remind them that you will leave more details with them and that you will be available for questions if they get curious later. Often, when there are elements people do not understand, they might ask a friend or family member to review what you’ve said and give their opinion.
Give a VIP Treatment to All Your Clients
Regardless of how much a home is worth, money is money—so treat your clients like they’re all VIPs so you can continue getting business. Bring lunch to your listing presentation or buy them dinner while you review the CMA report.
Breaking bread is something friends do, which can make people feel appreciated and more open to conversation. Footing the bill can also create feelings of reciprocity, making it more likely that a client will choose you vs a competitor who didn’t make this personal investment. This gives you a chance to win your clients over through real estate and a personal connection.
Keep in mind that it’s essential to avoid judging a book by its cover because you never know when a $100,000 seller has a family member or friend who wants to sell a $1 million home and will refer your services to them. By holding all clients at a VIP status, you will be giving yourself more opportunities to generate leads to build your real estate business.
AnyPromo branded gifts (Source: AnyPromo )
You can even give small branded gifts to your clients as a token of appreciation for the opportunity to present. They can be anything from a backpack to an Apple AirPods, as long as your real estate logo can be added. You can use AnyPromo to create customized, brandable gifts. You can also have your business logo printed on the gift to remind your client of your premium service.
Practice Makes Perfect
The old adage “practice makes perfect” is valid when conducting presentations, as you can’t jump in front of sellers expecting them to give you business without knowing your stuff. Role-playing with a co-worker or family member is a great way to bring your listing presentation off your laptop and into reality. You may be surprised that lines that sounded great in your head fall flat with other people.
Practicing your listing presentation before meeting your client
Consider videotaping yourself and watching to see your facial expressions, where you stumble, or where you are doing your best work. We tend to be our harshest critics, and you can use that criticism to make constructive changes to your presentation.
Use Emotion First, Logic Second
While reason tells us to stick to the facts, remember that selling a home is often a very personal and emotional decision, so it doesn’t hurt to let emotion take the reins during your presentation. Ask the client why they are selling their home and be sensitive to that information.
It may be for a happy reason, like having a baby, buying a vacation home, or making a life change. But, it could be for something sad or bittersweet, like a family death, job loss, or moving on from the home they grew up in. Even though this is a financial transaction at the core, being relatable and considerate of a client’s emotional reasoning for selling will get you further than always being a stickler for the facts.
Always Be Yourself
All types of real estate agent personalities exist, so be true to yourself as you make your presentation and beyond. If you’re bubbly, be bubbly. If you’re shy, be shy. If you’re funny, be funny.
If you try to be someone else, your clients will see you as disingenuous and question your trustworthiness. Although your personality matters, being confident, clear, and informative during your presentation illustrates your abilities and value as a successful real estate professional , which will be the reason you ultimately win clients.
If you need help getting listing opportunities to use these skills and your listing presentation template, check out the article 9 Strategies to Get More Real Estate Listings .
About the Author
Find Jealie On LinkedIn
Jealie is a highly creative individual who loves reading. She has always seen writing as an opportunity to apply her knowledge and express her ideas. Over the years and through her internship at a real estate developer in the Philippines, Camella, she developed and discovered essential skills for producing high-quality online content.
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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 Ultimate 11-Step Guide to Real Estate Listing Presentations in 2023
June 29, 2023
You’ve generated leads, networked with potential sellers, and found a prospective client. Now you need to position yourself as the ideal agent to represent your prospective client’s home. To do that, you’ll need a real estate listing presentation.
A real estate listing presentation is a powerful business tool that demonstrates your expertise, impresses sellers, and increases your close rates. We understand the impact a powerful presentation can have on your business––so much so that we’ve built a tool into our platform to help you craft a standout presentation.
Our experts have also compiled a list of everything you need to create a great listing presentation. By following this guide, you’ll be able to create lasting impressions that will turn prospective sellers into clients.
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1. Introduce yourself
This section is simple, yet vital––you want to establish your expertise and experience, build familiarity with your client, and then bring the focus back to them. You may be introducing yourself and your brokerage, but this experience is really about your client.
Focus on how your experience is of service to your client, what you and your brokerage can do for them, and any common ground you may have that can build trust and rapport.
Your introduction should be composed primarily of statements of value––no fluff. Here are three steps to make sure you’re highlighting the most important information in your introduction:
Share your relevant experience
Your relevant experience consists of things that your clients will both understand and care about.
Good things to mention are:
- How many years you’ve worked as a listing agent
- How many homes you’ve sold (especially those that are similar to your client’s property)
- A brief anecdote about how you’ve sold a similar home with a unique level of success, if applicable
Be aware that sellers might be unusually stressed or optimistic about the current market. Your introduction is your chance to set expectations by preemptively correcting assumptions about the market in your area. If the market is indeed rocky, you can demonstrate confidence in your ability to navigate expertly through the current turbulence.
Explain what your brokerage can offer them
Your clients get to choose which brokerage they work with, so establish your brokerage as the best option. While a client might recognize the names of big brokerages, they likely don’t know the competitive advantages of each one. This is your opportunity to give an overview of the unique selling proposition that you, your team, or your brokerage can provide.
Consider things like:
- Do you work with the top brokerage in the area?
- Do you have a ready and responsive network of professionals that can streamline the marketing and selling process?
- Are there any brokerage-specific metrics or statistics that set your brokerage apart from the rest?
Pro tip: Try to describe what makes your services so special without using too many “I” statements. Aim for a confident-yet-humble approach.
Demonstrate that your expertise will create a smooth and professional process
After the introduction, switch the focus back to the client and their property. Take a moment to re-articulate what this meeting is about:
- The process of putting a house on the market
- Your pricing and negotiation strategies
- Information you need from them to get started
This process can be overwhelming for clients, but your expertise and composure during the listing presentation can help put them at ease.
2. Go over the local housing market data
Make sure everyone is on the same page about the potential in your local housing market. Sellers may have heard about houses doubling in value, bidding wars, or how a neighbor recently sold their home for significantly over the listing price. While you don’t want to dampen your seller’s excitement, you do want to set reasonable expectations.
Topics to discuss:
- Local inventory (and what that means)
- Both listing and selling prices for comparable homes in their neighborhood
- Average time on the market
- What improvements to homes are considered typical in your area: are homes being sold as-is, move-in ready, or both?
Remember that while you see these numbers on a daily basis, home sellers don’t. Make sure everything you share with them is clear, understandable, and relevant to their situation.
Pro tip: Your sellers are walking into the meeting with a listing price already in mind, and there’s a good chance they’ve gone high. Provide realistic generalizations at this stage just in case their number is a little inflated. This can help temper disagreement or disappointment when you get to the pricing strategy.
3. Explain the home selling process
The home selling process is familiar to you, but your clients may be selling their first home or perhaps haven’t sold a home in several years. Outline the process to help them understand what to expect. It also helps showcase the value of working with you––selling a home is not as simple as listing it on Zillow and immediately getting an offer over the listing price.
Explain these stages of the process:
- Pre-Sale Activities: This includes filling out paperwork like the Seller’s Disclosure, arranging a home inspection, having marketing photographs taken, making any repairs to the home, and arriving at an agreed-upon price before the home goes on the market.
- Marketing: During this stage, you’ll create the listing and add all the details, prepare digital marketing content, stage the home, and get everything lined up for the day it goes on the market.
- Active Listing Period: This period will be especially busy for the seller. There will be open houses, agents will show the home to prospective buyers, and you’ll hopefully receive some offers.
- Accepting Offers: Walk your client through different strategies for this stage, such as accepting an offer they like or arranging for “last and best”—the day when all offers are due. Explain how you’ll present every offer and assure them that you’ll help them understand the pros and cons of each.
- Closing period: Sellers might not know what happens after an offer is accepted. Explain the option period, which has the potential for renegotiations, what happens in the month or so between accepting an offer and closing on the deal, and options for leasebacks.
Pro tip: Go over all of this information in person, but also prepare printed materials that explain everything. This allows your clients to engage with what you’re telling them without worrying about having to remember everything.
4. Explain how to prepare a home to go on the market
If you’ve already seen the property, speak as specifically as possible.
If you haven’t seen the property, ask your seller questions about their property, including:
- Is it move-in ready?
- When was the last time it was painted?
- Will they be living in the home while it’s on the market? (This impacts potential staging.)
- Are there any repairs or updates they can make that will significantly alter the potential selling price?
Emphasize the value of having a home that looks beautiful and is in excellent condition. Make sure they understand that professional cleaning and decluttering can significantly affect buyers’ perception of a home even if the seller isn’t willing to make repairs or renovations. Also, explain depersonalization—it’s not a matter of the seller’s taste, but rather about creating a generically stylish interior that any buyer can imagine making their own.
5. Outline your pricing strategy
This can often feel like the make-or-break point in your real estate listing presentation. Sellers are often emotionally attached to their home and what it means to them… and sometimes sentimental value and a market price don’t match up. Emphasize the importance of starting with an accurate listing price and explain that a home can linger without offers if the asking price is too high.
Ask the sellers about their priorities with the sale. Some sellers need to sell quickly while others can wait around for the highest possible number. Ask if they’re looking for a lease back or any other strategic elements that could affect their asking price. These factors will influence the total offer strategy.
Explain what a comparative market analysis (CMA) is and how you can provide one for their home. While you’ll need to see their home in person to provide a specific number, you can explain the factors that guide your approach: the age and size of the home, the number of bedrooms and bathrooms it has, specific features like a pool, etc.
6. Walk through your marketing plan
Explain the extent to which your services include marketing efforts, as well as who will pay for the different marketing costs. Some listing agents cover photography and staging, while others present options to sellers and allow them to decide what costs they want to incur.
It’s up to you, but it’s important to know which services you do and don’t provide in advance. It’s better to confidently state that you do not provide a service (but have a network of referrals) than to find yourself agreeing to a service that you aren’t equipped to offer.
Make sure to discuss the benefits and steps of these four basic marketing strategies:
Direct marketing includes:
- Hosting open houses
- Listing the home on MLS and real estate sites
- Sending out mailers
Discuss the particulars of staging, including your network of staging professionals, their price ranges, and the degree of quality they offer.
HD photography and videography
It is standard practice for a luxury listing to include professional photography , virtual tours , and videos of the home. Emphasize to buyers that grainy footage or images taken on a phone camera can significantly reduce buyer interest and even their offer prices.
Speak confidently about your network of professional photographers, and perhaps show them a few samples from listings you’ve made in the past.
Social media posts
Discuss your social media strategy for home sales, including what platforms you use , posts you’ll create about the home itself , how you’ll promote open houses, and how this strategy has succeeded in past home sales.
7. Advertise the listing
Present your plan for where the property will be listed. If you have any promising statistics or metrics to detail here, you can add them in––but don’t bog the listing presentation down with numbers.
The local MLS
This is a great way to differentiate yourself from home sellers who may be considering an FSBO. Only licensed agents have access to the MLS.
Website and landing page
If you create property websites and landing pages for your properties, provide examples and discuss the benefits.
Discuss how real estate sites such as Zillow and Realtor.com can help garner interest, leads, and showings.
Social media is polarizing, and real estate is no exception. Some clients may not want their listings announced on social media. Find out how your sellers feel about social media and give them the option of whether or not you use it.
8. Set expectations about open houses
- Explain what services you will provide when it comes to advertising, managing, and hosting the open houses.
- Discuss potential weekends that work best for your client’s schedule.
- Discuss whether or not the client will live at the residence during the showing.
If the client is going to live at the residence throughout the showing, there will be more logistical details to discuss, such as their presence (or absence) during open houses, how to secure their belongings, and whether or not to hire a professional cleaner beforehand.
Your clients may feel uneasy thinking of strangers walking through their home even though it’s for sale. Assure them that you or a team member will always be present during an open house, and that any private showings will always be conducted by a licensed agent.
9. Set expectations regarding negotiations and offers
- Give an overview of how the offer and negotiation process works.
- Assure sellers that you will present every offer that comes in and you’ll walk through the particulars with them.
- Provide examples of different offer details they may see and the most common areas for negotiation beyond the offer price.
- Reassure the clients that you will always act in their best interests.
- If you’re a licensed real estate agent, explain the obligations of being a fiduciary.
10. Answer any questions about the closing process
Provide a broad overview of the closing process and ask if they have any questions about it. Your clients may be using the money to fund another home purchase, so walk through the details of that timeline and any options they may have. (You can also use this opportunity to recommend a team member as their agent for buying a home.)
11. Go over the next steps
At this point, the meeting is coming to a close. Ensure your clients’ trust by covering a clear list of action items at the end of the meeting. Answer any remaining questions and discuss what needs to happen before you can start with the pre-sale activities. Primarily, this will involve the clients signing paperwork agreeing to have you as their agent and finalizing your pricing strategy.
If they want more time to think things over, give them a deadline by which you will call them––and do call them on that date.
Pro tip: Always set the expectation for the next step, and make sure you’re the one to make it. This provides clarity and doesn’t allow clients to linger too long in an in-between stage.
Additional real estate listing presentation tips
Creating the best real estate listing presentation isn’t easy, but having the right outline and strategy certainly helps.
Here are a few more things to keep in mind as you craft the strongest possible listing presentation:
Focus on the client’s needs
Every piece of information should be designed to serve the client’s needs. Cut away anything extraneous––everything should provide clear value.
Every client has different needs. Build enough time into your listing presentation to answer their questions and explore specific aspects in more detail.
It’s just as possible that your client will be a veteran home seller who doesn’t need a detailed explanation of each step of the process. In this case, you can gloss over certain aspects if the client is less interested.
Pro tip: If you do gloss over certain material, don’t let it be the unique value you have to offer.
Provide extra TLC to the client
Selling a home is a stressful process. It might not seem that way to you––it’s literally your job. Even though you’re used to the process, always be mindful of your client’s perspective and be ready to respond with empathy to their nerves and uncertainty.
Nailing a listing presentation takes practice. To polish your performance, practice in front of team members or family.
As you gain experience, you’ll be able to anticipate questions and concerns. Still, don’t become complacent in your approach. Even seasoned professionals need to reevaluate their listing presentations from time to time.
Focus on emotion more than logic
While selling a home is ultimately a business transaction, it also changes the trajectory of your clients’ lives. Be attuned to their stress, how emotions may be impacting their attachment to a selling price, and how they respond to different suggestions for improving or marketing their home.
Above all else, be authentic. Your clients need to feel like they can trust you. Always be transparent and honest.
Create a standout real estate listing presentation with Luxury Presence
Luxury Presence’s listing presentation tool is designed to help you increase your close rates by creating stunning professional presentations. We make the design process as simple as possible so you can focus on what really matters––your clients.
Looking for even more advice and resources about succeeding as a listing agent? Our platform can help you develop business strategies and strengthen your network. To learn more about how we can help you grow your real estate business , reach out to our team today.
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5 Steps for Your Best Real Estate Listing Presentation [+ Template]
When you meet with a prospective client to discuss listing their home for sale, you need to provide the important information they need while convincing them that you are the right agent for the job. Our guide to a successful real estate listing presentation walks you through the information you should include and provides a handy checklist and template for your use in creating your own.
Table of Contents
When a real estate agent “interviews” with a potential client to represent them, the most successful agents come prepared with a real estate listing presentation. This is typically a PowerPoint or PDF deck that details your experience in the area, your brokerage’s recent successes, and how you plan to best represent their interests through your sales and marketing efforts. Here we outline our tips for creating your best real estate listing presentation, and you can also jump to the downloadable assets below:
Real Estate Listing Presentation Checklist
Real estate listing presentation pdf, real estate listing presentation template (powerpoint), 5 steps for a successful listing presentation.
Though we’ve included these points in our real estate listing presentation checklist and PDF below, it’s still helpful for agents to understand what types of information they should be including and emphasizing during their listing presentation.
1. Highlight Your Skills
Competition for real estate agents is steep, so if you’ve gotten as far with a prospect as a sit-down meeting, you need to make the most of it. Start your listing presentation by explaining why you specifically are uniquely suited to represent their interests. What about you and your experience differentiates you from your competitors, and will help the prospect remember you?
Use the first couple of slides to highlight your recent successes and case studies with past clients. You could showcase how quickly you were able to help a previous client sell their property or how you worked with them through a tricky situation and understood their unique needs. You can also use this time to include statistics and case studies from your brokerage, so the potential client understands that you have an experienced and successful team at your back.
2. Let the Prospect Talk
Once you’ve said your piece and made your initial pitch, it’s time to let your potential client talk about why they are looking to hire a real estate agent. Give them time to respond to what you’ve said and explain their expectations. While they’re talking, make sure you are making periodic eye contact and taking notes to show that you value what they are saying. You should also be prepared with clarifying questions to ask, such as:
- What is your expected timeline to rent/sell?
- What is your ideal listing price?
- Are you looking to work with any particular types of renters/sellers, ie young couples, families, single professionals, fix and flippers, etc.?
- Can you take me on a tour of the property so I can better assess its value and assets?
- Are there any unique assets or problems about the property that I should know about?
3. Explain Your Marketing Strategies
Now that you’ve both had a chance to talk about your backgrounds, you can begin providing more specific examples of how you plan to market their property to their ideal buyer or renter. You should include screenshots of your various marketing channels with engagement metrics (if you have them) to demonstrate how this process works to connect with interested buyers. You can cover channels such as:
- Social media posts, stories, and direct messages
- Email drip campaigns and newsletters
- Multiple listing services (MLS)
- Direct marketing tactics such as prospecting postcards
- Networking events and open houses
- The types of photography and physical assets you have on hand
4. Go Through the Selling/Renting Process
At this point in the listing presentation, you should cover the general process and timeline that you will be following. Unless they are experienced real estate buyers and sellers, many prospects might not know exactly how this process works, and covering your projected timeline from the beginning can help manage client expectations. You can cover the basic steps including:
- Completing a comparative market analysis (CMA) to accurately determine listing price
- Listing the property and creating the marketing plan
- Preparing the home and conducting open house showings to interested buyers/renters
- Negotiating price with interested parties
- Setting up a certified home inspection (if applicable) and closing on the agreement
5. Use Data to Illustrate Your Pricing Recommendation
For the final section of your listing presentation, you should be prepared to talk about current market conditions and how this will affect your potential client. Come prepared with data visualizations so that you can confidently speak about how the market is trending and what the prospect can expect in terms of pricing. Use this data to give a ballpark estimate for how you would price their property, and see if this matches up to their expectations. From here, you can schedule the comparative market analysis for a few days later.
Based on your potential client’s expectations and what you’ve seen of the property, you can conduct more in-depth research to give them an accurate pricing recommendation. Not only does this second appointment give you time to more thoroughly research the property, but it also allows you to stay top-of-mind with the prospect as they wait to hear your estimate.
Now that you understand the broad sections to include in your listing presentation, you can download the checklist below for a summary of these points.
If you’ve got a last-minute listing presentation coming up or simply don’t feel like creating your own deck from scratch, feel free to download our PDF template below and customize it for your own needs.
For your convenience, we’ve also included the template here as a PowerPoint file since this may be easier to quickly download and edit. You can check it out on Dropbox .
We hope these tips and customizable assets help you ace your next real estate listing presentation and win a valuable new client to your cause. For clients looking to fill their rental vacancies, you can always use our easy tenant screening and rental application services to find the perfect tenants.
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21 Steps to a Stellar Listing Presentation
It’s all here. Twenty one great ideas for building your listing business from the ground up, all neatly packaged in a step-by-step action plan. Let us know how it goes.
Set a Strong Foundation
1 build an online presence.
Use your website, blog, or social media channels to publish articles that demonstrate your core competencies. Do you specialize in upscale properties? Do your staged homes sell 30 percent faster and closer to list price than market averages? Your articles could also include seasonal tips for home maintenance, tips to prepare your home for sale, or market data for buyers. Share the content on your Facebook page.
2 Monitor your online appearance
What is showing up when someone searches your name? One of the easiest and most effective ways to monitor your reputation comes from Google Alerts, a free Google service that allows you to enter a search term (i.e. your name, company, etc.) and then receive email alerts as the system finds matches.
3 Practice your presentation
“Can you cut your commission rate?” and “I was going to try and sell it myself” are common objections heard by Realtors®. To prepare, ask a colleague to role play with you, maybe even serve your pitch at a sales meeting.
Supplement your standard listing presentation materials
A listing presentation isn’t complete without your bio, testimonials, marketing strategies and more. If these documents are in PDF format, quickly upload them to your RPR account and then easily include them in your RPR reports. Here are a few things you might want to include:
4 Bio “Your Story”
Tell your story in 75 words or less, just enough to cover the highlights of why someone would want to work with you. Are you a lifelong community member? Do you do volunteer work? How long have you been a Realtor and are you a Top Producer?
5 Social Proof
Do your clients love you? Get proof! Take the time to collect testimonials from your past clients in print or video format. Also, collect any news clips that back up your professionalism or credibility.
6 Personal Statistics
Your success record is worth sharing. Sellers want to know you’ve done this before and for similar homes. Consider creating a map that highlights your past sales activity. Do your staged homes sell 30 percent faster and closer to list price than market averages? Let your prospects know with a simple chart.
7 Service Levels
Differentiate yourself from other agents in the market by showing how your service levels will exceed seller expectations. Do you have an assistant or are you part of a team? What kind of communication can the seller expect, both in scheduling showings, and follow-up and feedback from the showing agent? How often will they receive market updates? (See the section below on Using Creative Delivery Systems.)
8 Marketing Plan
There’s a lot of competitive marketing in the real estate industry. How will you go above and beyond to capture the attention of home buyers? Your plan should include strengths offered through your MLS, website, advertising strategy, staging resources, special virtual tour/video marketing, photographers, local Broker tours, etc. Be creative.
9 Take a photo of the property
Make the extra effort to drive by and snap a photo of the property, then upload it to the cover of your RPR report . It will demonstrate your commitment to individual attention and give you an opportunity to check out the condition of the property. That insight will be helpful when you refine the value of the property using RPR.
The Phone Call
10 ask questions.
Every question you ask, big or small, demonstrates interest in the homeowner’s personal well being. And what’s more personal than selling the biggest investment of your lifetime? Find out what makes your client click.
- Why are they moving and when?
- Are they relying on the sale proceeds to fund a retirement?
- Does the house need too much work and they want something maintenance free?
- Are they downsizing in preparation for retirement?
- What did they love and “not love” about the house? The neighborhood?
No other CMA tool will do…
11 do your research.
Did you know that Realtors® have the power to analyze and manage a platform of unparalleled data to the extent that no other search mechanism offers? In fact, no other real estate data sharing website offers side-by-side, listing vs. public record comparisons like RPR. Here you’ll find current and historical property information, the home’s basic facts, photos, maps, mortgage records, tax info, the Refined Value Tool, comp analysis tool, and more.
12 Automated Values
No matter what, consumers are going online to look at the value of their homes. Yet, we know that not all of these sources are reliable. Use this as an opportunity to include the exclusive RPR Realtors Valuation Model® (RVM®) in your pricing discussions. Your clients will be impressed by its level of accuracy.
13 Create a CMA
Not all CMAs are cut from the same cloth. RPR’s CMA wizard walks you through five simple steps to generate a Comparative Market Analysis unlike any other offered in today’s real estate industry. You’ll confirm the home’s facts, search for and adjust the comps, land on your own list price by refining the property’s value, and then generate an RPR Seller’s Report. All in one place and with the highest level of accuracy afforded to today’s Realtor.
14 Refine Value
Every homeowner wants to know the return on investment for their home improvements. Here, savvy agents will tap into RPR’s Refine Value Tool . With up to 30 predefined home improvements to choose from, the tool accurately calculates the depreciated value of home improvements. The tool also enables users to refine a home’s value by confirming/adjusting basic facts about the property, as well as other factors such as an assessment of local market conditions, the interior and exterior of the home’s condition, lot size, view, privacy, and more.
15 Market Stats
Our mindsets move far beyond our own particular home. Both buyers and sellers want to know everything about the neighborhood, local economy, quality of life, and economy. All of that and more are a few quick clicks away at RPR.
No other CMA tool will do …
16 rpr reports.
Don’t let your lead get away without sending the seller something before your actual listing presentation. Use what you’ve garnered from RPR to create and send RPR’s Market Activity and/or Property Report. Be sure to let the sellers know that you have the power to refine the value of their home (using RPR) once you’ve had a chance to tour the property and see their upgrades first hand.
17 Use Creative Delivery Systems
Oftentimes, the opportunity to meet prospects or clients face to face is hampered by distance, personal schedules, or even preference. Yet, you know that nothing conveys professionalism and expertise more than personal interaction. There must be a way to virtually, if not literally, meet your clients “where they are. ”
BombBomb , a video marketing platform, helps REALTORS® prove their “client first” commitment by offering intuitive, low-cost digital communications solutions. With BombBomb, you can create a personalized video message and email it to clients within minutes. And because the app is integrated with RPR, REALTORS® can seamlessly include an RPR report. Then by way of real-time alerts, see when your client has interacted with the email. These live notifications are key in determining the best time to follow up.
18 Create Your RPR Seller’s Report
Pull your analysis all together into a customized RPR Seller’s Report , complete with an updated photo of the property, as well as your photo and contact information. Inside, the Seller’s Report highlights details of the subject property, your comp analysis with side-by-side property comparisons, local market trends, a pricing strategy, and a worksheet for estimated seller proceeds. RPR’s Seller’s Report can also be displayed and/or emailed from your laptop, phone, or tablet.
19 Identify the Seller’s Motivation
While with the homeowners, be sure to listen closely to what the sellers are saying. Selling a home is a deeply emotional experience for most and they want a Realtor who understands how personal it is. Revisit some of the questions you asked earlier. Why are they moving and what is their timeline? Are they using the proceeds to fund a retirement plan? Are children involved? What improvements are needed to sell the home?
20 The RPR App
Showing is always better than telling, so here’s where your impressive tech skills come into play. Respond instantly to your seller’s questions with RPR Mobile™ on your handheld device . Show the prospect how their home compares to those on the market. Click on the magnifying glass to display a map of the nearby area. Then, select any home’s icon to go to the property’s full details, including price, history, photos, and more.
21 Follow up With a Thank you Note
The five minutes it takes to write a personal thank you card to prospects is worth it’s weight in gold (or actual listings). Very few of our contemporaries take this route in our digital world. So set yourself apart. In fact, send flowers.
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Great ideas here! I love that you can produce a report in seconds. Keep up the great work RPR!
Great info. Would love to see this all put together so I could customize for my market or listing appointment. A template.
Me as well. I love the RPR product.
Great information.Would love to see if we can customize these for listing appointments
I knew RPR will seal the deal for me. Kudo to RPR.
When I first became a REALTOR five years ago, a veteran agent showed me how she completed a CMA for an upcoming listing appointment. SIX HOURS later, and we still weren’t done! I thought to myself, “I’m just going to stick to BUYERS”! Fast forward, I now use RPR exclusively for creating in-depth reports for my potential Sellers AND for my Buyers preparing offers. I wouldn’t consider using any other program! Thank you for these great ideas, I’m going to start to implement them immediately.
I woukd like to sign up
I would love to see a template, also.
I would like to add just the type of home such as reverse 1 1/2 or ranch only as not to compare to 2 story homes
Do you have a tutorial showing each of these steps? I read it and understand in theory but I am a visula learner and once I SEE how it’s done I can modify it. I cannot visualize each of these steps. It seems logical but a bit overwhelming without any examples. A video tutorial step by step would be helpful. A template might work but it would not show the step by step of HOW it was done but it would be good also to see a finished product. It seems that RPR is a tool that a computer presentation w/ video capability is best. Is your CMA best on a phone on a computer screen? or is it printable. So many questions… I really need to see it in action.
[…] This post was published by Realtors Property Resource. It covers everything you need for a stellar listing presentation. It includes everything from what to include in the presentation to pro tips about how to give the presentation.21 Steps to a Stellar Listing Presentation […]
I appreciate the information given in this article about the marketing strategies a realtor should follow to improve his business. The internet is one of the most important sources of information and a realtor should follow different types of blogs related to real estate business to learn more effective marketing strategy. Besides, effective utilization of the internet could also give a realtor a competitive edge and helps to find more clients.
Sign me up please [email protected]
Hi Jorge, create your account here: https://www.narrpr.com
Great! If you don’t have your RPR account started, go here and click “Create Account” https://www.narrpr.com
Good information. can I customize these information
Very interested, is there live support?
Hi Alice, Yes, get help any time by calling (877) 977-7576.
Outstanding program. Great improvement.
I would like to take classes and learn more
[…] This incredible article by RPR has several suggestions for how to create a stellar listing […]
Great article!, I love all this, because I was able to gain information and also some tips. Thank you for posting this very informative article.
[…] Related reading: RPR – 21 Tips for a Stellar Listing Presentation […]
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Ready for the best
Listing appointment ever, how many listing presentations and buyers meetings do you close.
Majority of Realtors® use generic introductions & booklets that your leads have seen over and over. They are often provided by brokerages, or Realtor® support companies that supply the same design for hundreds of agents, regurgitated & repeated.
You deserve better than that.
Our tailored introductory booklets are custom-designed to each and every real estate agent’s needs. If you don’t want to look like every other agent, and fall into the pile of “every other real estate agent”, our design team can help you.
Uniquely Designed Listing Presentations
We’ve successfully designed dozens of listing presentation booklets over the years. They are unique, they keep evolving, and they are custom-designed for each agent.
Once we outfit you with one of these, no other Realtor® in town will hand out the same piece to your leads.
Our clients report higher closing rates from listing presentations, as well as picking up new unexpected clients from open houses when handing out the newly designed presentations.
Every Listing Presentation & Buyers Is Designed Fresh – Never From A Template!
#1 – bold & beautiful designs.
Get away from the boring paragraphs & checklists! We help you secure new customers, not bore your leads. Minimalist designs with great photography placement is sure to impress.
#2 – Tell Your Story, and Yours Alone
You’ve done some incredible work. Your methods as a Realtor® is better. We help to put that story on pages in an impactful way. You’re not every other agent – make sure you show it.
#3 – Research-Driven For Results
Leave a lasting impression on clients with powerful case-specific numbers that will give you a better shot at conversion. Whether you want to showcase your tenure as a listing agent or distinguish yourself as a luxury listing specialist, or both — we got you covered!
#4 – Well-Branded, Well-Tailored – As Unique As Each Realtor®
Each piece is designed from scratch, custom fitted to your brand like a bespoke suit. Your presentation material should look as good, if not better, than your outfit!
#5 – Build The Trust, Showcase Your Knowledge
Buying your first home can be a challenging process. Show buyers that with your knowledge and expertise, their next real estate transaction can be impressively easy.
Major Canadian banks have less than 15 competitors. Real estate agents in major cities face more competition than ever – in the thousands. To get ahead, you need to do something different.
Whether it’s a listing presentation you need, or a buyers/investors handbook, Brixwork’s design team has you covered.
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About the author: jeff kee, related posts, builders & developers showcase – elevating presale marketing, realtor websites designed to fit your well-established branding perfectly, the best “about me” pages on realtor® websites, oakwyn realtors® website design showcase, bespoke website design showcase for real estate brokerages, see what we’ve been up to, #211 – 314 w cordova street vancouver, bc v6b 1e8 [email protected] 604.619.5135, about brixwork, our team our mission our history our friends faq, website & seo, web design our templates custom sites mls integration website pricing seo, branding & graphics, branding stationery design listing presentations digital & social, our clients, realtors & teams brokerages builders & trades project marketing full portfolio.
Maximum efforts are made to ensure the accuracy of the contents of this website. All prices are subject to change in the future. This is not an offer for sale or to enter into a contract. Some stock photography is sourced from Shutterstock, while other photographs within stationery samples are from our client’s collateral. No portions of this website, including but not limited to, written content, photography, graphics, and portfolio samples may be used or reproduced without written consent.
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