Don't Do This During a Listing Presentation!

There's no one right way to do a listing presentation. Some practitioners emphasize statistics. Others focus on style. While you have to play to your own strengths, here are four things to steer clear of when discussing your services with a prospective seller.

March 1, 2012

Don’t rely on a script. “Each client is different, and you need to give and take according to the ebb and flow of the moment,” says Dagny Eason, broker-owner of Dagny’s Real Estate in Wilton, Conn. You can’t do that with a canned listing presentation, he says. Eason listens and engages in a conversation with prospects, weaving in facts and market knowledge.

Don’t say, “We have a buyer for your house.” Unless this is a true statement, it’s impermissible, says Lisa Hammerstein, a sales associate with Coldwell Banker Residential in Hillsdale, N.J. “Don’t give sellers false hope. We must always relay honest information to sellers so that they can then make the best decision possible for themselves.”

Don’t guarantee a sell-by date. You can estimate a time frame, but Kate Elim, a sales associate with Dockside Realty in Lake Anna, Va., says she has seen agents promise home owners a 30-day sale. “Unless the owner is willing to sell way below market value, there’s no way to predict how quickly an offer will come in,” Elim says.

Don’t sidestep talk about the condition of the home. “If the home doesn’t present well, it’s our job to give sellers an honest evaluation so that they can prepare the home,” Hammerstein says. It’s best to be upfront. Even if you hold back, buyers surely won’t.