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2014 Listing Presentation Guide: Putting Tools Into Action
Two real estate pros share their methods for creating and preparing for winning listing presentations.
September 26, 2014
From high-tech to no-tech, brokers and salespeople should meet their clients where they feel comfortable. For some, that might mean interactive mobile tools, and for others, it’s loose-leaf notebooks.
Mark Pruner, with Berkshire Hathaway-New England in Greenwich, Conn., says most of his home owners are in their 60s or older. He’s one to implement the notebook method, so as to not overwhelm or distract his clients with technology. He prefers they view something they’re comfortable with rather than spend time trying to figure out how it works.
In This Guide:
- The Listing Presentation Starts Before the Meeting
These four tips will help you build affinity with potential clients prior to your first in-person meeting.
- Take the Personal Approach
Don't spend the whole presentation talking about yourself. Instead, show clients you're listening to what’s important to them, and explain how you’ll deliver the results they want.
- Tech to Impress
These apps, programs, and techniques will help you reinforce knowledge and value to potential clients.
Pruner downloads an aerial photo of the seller’s house using Bing maps and adds it to the front of his presentation packet. He also uses Irfanview to screen-capture maps of active listings and sold properties in the sellers’ neighborhood. Additionally, he puts out a weekly open house list and creates an interactive map using mapalist.com, he says.
“I want to meet [the sellers] and interact with them immediately, and not set up technology,” Pruner says.
But in his office, he uses a big-screen monitor to pull up the local MLS for a live search with clients. He’ll also pull information his brokerage stores in Windows OneDrive. Google Drive could serve this purpose, too.
It’s also handy to research the sellers before connecting in person, giving you a handle on your commonalities and providing ways to build rapport during the listing presentation.
Anand Patel, president of Pangea Realty Group in Tampa, Fla., goes into a listing presentation after doing a little background on the sellers with a tool called Rapportive, a plugin for Gmail that pulls in information from their LinkedIn account and delivers it to your inbox.
Patel also uses Refresh, an iOS app that helps him see if he’s connected to or has any common friends with the home owners. Refresh also searches the Web and social networks to find mutual interests, important moments and dates, and more.
“I gather as much information about the seller as I can before the listing presentation,” he says. “I can see if we may have friends in common, which are great talking points, along with a wealth of other details.”