Erica Christoffer is the product manager for REALTOR® Magazine, driving growth and helping make data-driven decisions for the editorial products and programs that fall under the publication's umbrella. Erica also co-manages the magazine's 30 Under 30 program. During her tenure as an editor, she wrote and edited hundreds of articles for the magazine and launched the Broker to Broker section. Connect with Erica via email: firstname.lastname@example.org.
2014 Listing Presentation Guide: Take the Personal Approach
Stop spending all your time trying to convince potential sellers how great you are. Instead, show them by listening to what’s important to them and explaining how you’ll deliver the results they want.
September 26, 2014
One of the biggest mistakes salespeople make in their listing presentations is focusing too much on themselves and the features of their marketing plan and not enough on the benefits of the plan for their potential clients, says real estate coach Kevin Ward, founder of YESMasters.
“When you go to a dentist, how much time does he spend showing you his tools or his chair? Our listing presentations are based on talking about the tools when they should be based on the results,” he says.
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.
- Tech to Impress
These apps, programs, and techniques will help you reinforce knowledge and value to potential clients.
- Putting Tools Into Action
Two real estate pros share their methods for creating and preparing for winning listing presentations.
Here are three ways to focus on results in your listing presentation.
Make Your Presentation an Interview
Listing presentations don’t have to be approached as marketing meetings, says
Andrew Janos, vice president and salesperson at U S Spaces Inc. in Philadelphia. Instead, think of them as in-person interviews. Ask open-ended questions to get more information, listen carefully to the owners’ responses, and adapt your presentation accordingly.
“I really take the time to learn all of their motives for selling,” Janos says. “Once we establish a good connection together, I will follow it up with a PDF on my iPad of images on how I plan to market the home. Sometimes I’ll even do that before we meet. That way, all I need to bring is my phone to take pictures and notes. Then the meeting is about building trust and not just seeing their home.”
Keep an Eye on a Seller’s Comfort Level
Mirroring a seller’s demeanor may help put them at ease. Watch people’s body language to assess your responses. Sometimes repeating back what the owner tells you will help you better understand their needs and let them know you’re hearing what they’re saying.
Get more advice in REALTOR® Magazine’s Listing Presentation Tool Kit.
Show the ‘How’ Rather Than the ‘What’
Your presentation needs to confirm your clients’ motivation for selling, their goals, and how you’re going to make that happen, says Price. Avoid using real estate jargon, and never, ever make up an answer. If you don’t know, simply say you’ll find the answer for them; most will appreciate your honesty.
Go through your CMA and pricing presentation from the point of view of the seller and the benefits they’ll see. Explain how you’ll make things happen for them once they put you to work. Provide a realistic timeline for the market conditions, Price says, and explain the benefits of the marketing exposure you’ll provide and how you’ll follow up with showings and other agents.
“The job of an agent is to represent their clients and deliver a result,” says Price. “Embrace who you are as a REALTOR®, and do your best job to deliver that result.”