As a real estate agent, your success hinges on your ability to create and deliver a powerful listing presentation. In this article, we’ll explore the critical elements to ensure your real estate listing presentations are engaging, informative, and leave a lasting impression. By following these steps, you’ll increase your chances of winning more listings and growing your business in 2023 and beyond.
Craft a Compelling Introduction
Your introduction sets the tone for the rest of your presentation. Within the first 60 seconds, tell a captivating story, such as a previous home you’ve sold or a current property you’re working on. This brief introduction is your chance to showcase your background and demonstrate how you can help your clients sell their home.
Outline the Sales Timeline
Clients want to know how long the home selling process will take. In today’s fast-paced market, being prepared for a quick turnaround is essential. Clearly explain each step of the process, including pre-sale events, marketing timeline, listing period, offers, acceptance, and closing the deal. Providing a detailed sales timeline ensures your clients know what to expect.
Engage Your Clients with Questions
Ask targeted questions to understand your clients’ goals and values, tailoring your presentation to their specific needs. Examples of 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?
Showcase Your Personal Statistics
Highlight your personal stats to demonstrate your success and expertise. Examples of statistics to include in your presentation are:
- Your sales compared to the market average
- The average days on the market for your listings
- Year-after-year sales
Create visually appealing graphs, maps, and charts using data exported from your MLS to help clients understand your success.
Present Your Marketing Plan
A strong marketing plan is vital to selling a home. Explain how you’ll market their home using current marketing trends, such as:
- Virtual tours
- HD photography
- 3D floor plans/property scans
- Social media posts
- Property videos
Advertise on various platforms, including social media, home listing sites, and local signage, to attract prospective buyers.
Address Pricing Objections
If a homeowner mentions that another agent promised a higher selling price, 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 got to 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 seeds of doubt and helps your clients understand that unrealistic promises may not be in their best interest.
Build Trust Before Your Presentation
Use the time between scheduling the listing presentation and the actual appointment to build trust with your clients. Send personalized videos and emails that showcase your marketing plan, a map of properties you’ve sold, your reviews, and relevant statistics. This proactive approach demonstrates your commitment to helping them sell their home.
You can also look at our another article for more detail on this: Critical Elements To Real Estate Listing Presentation Success
Leverage Success Stories for Maximum Impact
During your listing presentation, use a “reverse” approach by showcasing a case study of a successful sale and walking your clients through the process in reverse order. This method allows your track record to speak for itself and demonstrates your ability to achieve the desired results.
Record a Pre-Appointment Reminder Video
To further prepare the homeowner for your presentation, send a pre-appointment reminder video on the morning of your scheduled meeting. Use the following script as a guide: “Hello [Homeowner’s Name], it’s [Your Name] here. I wanted to confirm that we’re all set for our appointment today at [Time]. My team and I have been working tirelessly on strategizing the best approach to find the perfect buyer for your home. With our extensive experience in selling homes in [Neighborhood], we’re confident in our ability to attract the right buyer. If you haven’t already, please take a moment to watch my previous video and review the information I sent in the accompanying links. Looking forward to our meeting today!”
Utilize the “Reverse” Listing Presentation Technique for Greater Impact
Ensure you arrive early for your appointment, allowing you to start your presentation on time. Rather than following a traditional listing presentation format, adopt the “reverse” listing presentation technique popularized by Gary Gold.
So, what does this entail?
Instead of making promises to the homeowner about what you can do for them, present a case study of your past successes and walk them through the process in reverse order. Begin by highlighting the results you achieved for a previous client, then outline the steps you took to reach that outcome.
For example: “We recently sold a property similar to yours for 3% above the asking price, and it sold 22% faster than the average home in our market. The sellers were delighted with the results and left us a glowing five-star review on Zillow.”
Explain the factors that contributed to this success, such as the number of offers received, the turnout at the open house, and the impressions garnered on various platforms (e.g., Zillow, Trulia, Realtor.com, Facebook, Instagram, Twitter, and YouTube). Continue this approach throughout your presentation, covering aspects like broker previews, photography, videography, and staging.
The “reverse” presentation allows you to showcase your track record and demonstrate your ability to deliver the desired results. Although the content is similar to a traditional presentation, the reverse approach offers a more impactful delivery.
Lastly, remember to provide high-quality printouts or digital copies of the information you shared in your pre-appointment video emails, such as your marketing plan, “Sold” map, reviews, degree of separation, team photo, and descriptions of each team member’s role (Source: Tom Ferry). Leave these materials with the homeowner, reinforcing your expertise and commitment to their success. Emulating the “reverse” approach used by successful agents like Karen Stone from New York City can enhance your listing presentations and marketing efforts.
If you’re ready to take your skills to the next level, don’t hesitate to book an appointment with a real estate coach who can provide personalized guidance and support.