Over the last 25 years in real estate i have seen listing presentations change from a simple 2 page data presentation to a 150 page 3″ Binder full of reason why they should list with you, to a 1 hour i-pad digital listing presentation, and its all good, however all the bells and whistles are not what will get you the listing. Here are the key elements to have a Successful Listing Presentation and walk out of home with the Listing !!!!
1. Listening and Connection above everything else-
(remember we are in the Human Relations Business ! and sellers are not Robots, they are actual human beings with emotions and feelings.)
This will be the most important step in the entire process !!!! and this will be the reason whether or not you get the listing!!!!!! Regardless of whether you do a digital or paper-based listing presentation.
Remember that listening and connecting with the sellers comes first. This means asking questions and taking notes on paper on what the sellers say. This approach sends a powerful nonverbal message that you care about the sellers and what they say. It also builds connection right from the beginning of your appointment.(read my previous articles “Throw Away Your Real Estate Scripts” & “Powerful First Impression” on how to connect with people this will help you with your listing presentations)
!!! Again you can have worst material listing presentation Package in San Diego, but if you truly “Connect” with the sellers on the Human level you will walk out with a signed listing agreement !!! for example, I work with an Agent that has excellent Human Relation skills and the only items she takes to the presentation is herself and the comps- Active/Pending/Sold and tax info, and she always walks out with the listing !!!! (i dont recommend you do this)
Ask yourself these questions:
- Am I taking good notes during my initial presentation meeting?
- Will I know this person better after I get back to the office?
- Am I asking questions to determine the prospective sellers’ needs, motivations, wants, and desires?
- Am I able to determine their personality style based on the information they give me?
- Understand the client’s reasons for selling. A seller reacting to a life-changing event such as a new job or a child’s departure for college etc
All of these questions can help you learn more about your sellers while also demonstrating your concern and willingness to help them with their real estate needs.
Remember, it’s about them, not you! Whether you know it or not, people can tell when you care about them and their needs. Listening is an excellent way to build rapport and trust.
When meeting a seller, ask the Five Ws (and one H):
- Who makes up the family (how many adults, children, and pets)
- What they are looking for (from the number of bedrooms and bathrooms down to the style of home they prefer)
- When they are interested in moving or selling
- Where they would like to live
- Why now is the time to make a change
- How they plan to proceed (what is the first/next step? Do they have an agent yet where they moving to?)
2. Recognize seller personality traits.
Many real estate professionals don’t take into account the different personality traits of prospects when meeting with them. The two major personality types you should be watching out for are whether the prospects are analytical types or touchy-feely types.
All prospects may not fall cleanly into one category or the other, but getting a feel early on in the meeting about which type of person you’re dealing with will help you to determine just how detailed you should be in your presentation.
If you know ahead of time that you’re meeting with a stock broker, financial analyst, or management consultant, you probably should bring lots of market data with you and plan on spending a lot of time going over the data.
However, if the prospective sellers don’t seem to be very interested in the market data (or you start getting cues from the sellers that they are looking for someone they can “trust” and “feel comfortable with”), then you need to put the numbers aside and start talking to them about how you work and how you will make sure that everything moves forward smoothly in the transaction.
One way to identify a person’s personality type: Pay close attention to the questions they ask.
Generally, an analytical person will be specific about questions and concerns they have. For example, they may ask about the length of your listing contract, the commission breakdown, allocation of your marketing budget, and what types of marketing you do.
When you begin to notice that a prospect is asking a lot of detailed-oriented questions, you need to make sure your presentation covers those details.
Does this mean that you shouldn’t include the same information for a person who is not as detailed oriented? Obviously, you want to provide the same information with all of your clients. However, you wouldn’t want to spend a lot of time going over specifics and details with prospects who are not analytical types.
By correctly identifying the personality type of the potential client, you will begin to understand how your presentation should take form and to what detail and depth it should go
3. Differentiate yourself:
This step is important on how you are different from other agents !!! and there is a ton of ways on how to do this:
Have them choose their own comps –To ace out any competitors who do use these tools, let the sellers choose their own comparable sales, of course with your help. The beauty of this approach is that the sellers name their own price.
Drive the Comps with Seller- if possible show actives, pending and solds.
Makerting Plan- have one !!!! A simple plan is great you should explain the process: MLS,open houses every week or weekend,faceBook,Realtor.com,Zillow,Emails Blast etc.
Your Value Proposition(whats the benefit of seller listing with you)- Negotiating Skills ,Marketing Skills, Knowledge of Market, Special Designations, Classes or courses take. Remember, Sellers want to sell their property for the Highest Price with the least amount of inconveniences and the least amount of hassle.
4. About the Property:
- Learn everything relevant that you can about the listing property and seller. Check Tax Records for details on the property. You should also try a simple Google search to see if your potential client maintains an online presence on sites like LinkedIn or Facebook.
- Drive by the property to get a sense of the neighborhood and snap an image for the listing presentation. Unless the property has been listed in the MLS before, you will need a subject property photo to enhance your CMA.
- Check and see if the property has sold and in past MLS records. Make a notes of previous pricing trends.
- Bring along a list of basic repairs and checks that will improve the prospects of a listing. These should apply to any home and should be easy to fix or implement, with a good return on investment. For example:
- Raising blinds and shades to open a room and bring in more light
- Painting, especially over flaws in the current paint
- Updating the landscaping
- Staging the main living areas—placing patio furniture, dressing up the spare room, etc.
- Cleaning out cluttered storage areas
- Simplifying over-complicated decorations
- Fixing and replacing broken or burned-out light fixtures
I Hope this will help you prepare for listing appointments and let me know if you have questions !! have a great week !! call me with any questions 🙂
Attack the market !!!