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How to Make a Successful Listing Presentation


Success in a seller's interview or listing presentation starts before you show up at the house. Top-producers have a specific routine they go through before they arrive to obtain a listing. Before you even begin your presentation, follow the five steps below to insure that you will also obtain more of the listings you seek.


Step 1 - Have a solid pre-listing package: This presentation should give the client a brief overview of who you are and what your track record is in sales. It should clearly focus on the benefits of doing business with you rather than with any other agent. This piece should not be the big "Brag Book" that many people used in the 80's and 90's. Sellers are busy, and they don't have the time to read 30 pages about how great you are. Give them the highlights and statistics related to your past success. They want to know that you will get results. Include a section on the importance of pricing. This section will prepare them for the price discussion.


Step 2 - Qualify hard before the appointment: Have a specific set of qualifying questions. The goal is to check their level of motivation to sell. You need to know if their desire to sell is greater than their desire to achieve a certain price. In other words, do they need to sell by a certain date, and will take a lower price to do so? Of do they have the patience to wait for their price – even if it takes a long time? You want to know the where and the why they are moving. You want to know their desired time frame to move. That information is related to price and motivation. Agents need to realize that motivation and price are closely related. The higher the motivation, the lower the price the seller will accept. The lower the motivation, the higher the price the seller will want.


Ask about other real estate agents that they are interviewing. This information can really gave you an edge over the other agents. You could send them MLS data about the agent or firm. (assuming your data is better). It also gives you the ability to compare services. (Please understand that you don't want to say anything to trash the other agent or company. You do want to point out the differences in your approach and track record compared to theirs.) Most sellers think agents are all alike. Your job is to show them that you provide the best opportunity in the marketplace for them to achieve a sale on their home. If you provide a compelling list of benefits over another agent or firm, sellers will select you almost every time.


The only way you will lose a listing is to get out-priced or out-commissioned. It never bothered me to get out-priced or out-commissioned. That means the competing agent promises to sell at a higher price or work for a lower commission. Those kinds of agents won't last long in most markets, especially if they are promising a higher price that is not realistic in the marketplace. And working for a lower commission will only cause the agent to eventually cut corners and will likely result in poor service.


Step 3 - Develop a pre-appointment routine: We should prepare for every appointment the same way. We should have at least a mental checklist of things to run through. Let’s look at an example of a successful pre-appointment routine.


First look at the market conditions and price ranges in the area of the house to list. Then review comparable sales to determine the price you want to list. Also determine the maximum price that you would list the home for. Clearly know this before you walk in the door. This takes the emotional aspect out of the pricing game. You are making a decision based on the numbers.


Determine the strategy for showing the seller the benefits of working with your team and you. Review what other agents are interviewing for the job. Create a strategy to ensure that you won the listing. Upon final review, evaluate the likely objections you will receive based on their answers to your pre-qualifying questions.


Step 4 - Practice the listing presentation at least once: Rehearse your listing presentation one time before leaving the office. This rehearsal should prepare you to emphasize the benefits, services, and reason they should list with you at your price. Practice the potential objection and getting the listing signed at your price. Focused on practicing success.


Step 5 - Leave with plenty of time to get to the appointment: Nothing will wipe out your preparation more than the death grip on the steering wheel to get there faster. Make sure you arrive calm and relaxed. Visualize and prepare in the car by working on your closing or tag lines. These phrases will lead you to ask for the order. These are your set of phrases and thoughts that will allow you to solve a problem then ask for the order.


Don't let success be based on chance. Prepare well before the appointment. Great teams win championships in practice. They win them before the big game is played. Preparation is essential for smooth and successful seller interviews. Start your routine today.


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