Making a Great Listing Presentation

The purpose of a listing presentation is to help you learn as much as you can about a seller’s home and the seller, but it’s also the perfect opportunity to market yourself.

Prepare, prepare, prepare.
Do your homework and delve into learning all you can about the market, the community, the property—and the seller. Sellers will be impressed by your thoroughness and your willingness to go above and beyond to get their business. And they will learn more in the process as well.

Show the real you.
Make yourself accessible. Be friendly and start conversations. Getting to know the seller—for example, asking if they have kids, hobbies, etc.—shows a personal interest and establishes trust. Let the seller get to know the real you, not just the business you. Remember, getting the listing often depends on the chemistry between you and the seller.

Be clear.
Before you launch into presenting your company’s credentials, get a clear understanding of your seller’s priorities. Learn what they value and expect. For example, is price their main priority? Or is it a fast sale? It’s recommended that you spend three times longer on asking the questions than on doing the talking.

Talk pricing.
Be prepared (again) for the tough part. The seller may not like hearing that his property is valued below what he thinks it’s worth, but overpricing his home could impede its sale. Many agents say honesty is the best policy, so be frank about what other REALTORS® may propose, for example, promising to sell the home for above its value. While that may tempt sellers, let the facts speak for themselves. Your CMA, research and statistics on comparable properties will support your pricing recommendations and make the seller understand whether he’s being realistic.

Bring materials.
Showing a seller your arsenal of marketing materials assures them you are well-prepared to market their house. Think beyond data and bring photos, graphs and brochures, plus introduce them to your personal website. Show that you are up to date with technology and know how to use it to the seller’s advantage. Present past examples of how you marketed a listing and how your efforts succeeded.

Be convincing…and sensitive.
Tell the seller what makes your company unique. Highlight statistics and supporting facts that show how you and your company are excelling in the market. Play up your track record and offer names of previous clients who would recommend you.

Also, remember there’s a lot of emotion involved in selling a home. It’s not just a business transaction, it’s someone’s home, and letting go of it can be hard. Show that you understand and know from experience what the seller is going through. A little reassurance may be all it takes to get the seller to click with you.