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
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
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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