The real estate business is a competitive one. But winning a listing doesn’t have to be a challenge – if you have the right tools and resources in place.
Crafting an engaging, persuasive listing presentation is vital for any agent who is serious about wooing potential clients who are ready to sell. But how do you go about creating one? We’ve got you covered…
Step 1: Establish trust
Sellers value expertise and professionalism in their real estate agent – there’s no doubt. But today’s sellers also want to know that they can thoroughly trust the person who will help them sell what is likely the most valuable asset they own.
Before you even begin your listing presentation, take a few moments to really get to know your potential client. Determine their motivation for selling and take a genuine interest in their future plans. Let them do most of the talking, at first!
Don't think of this as a job interview; you can dig a little deeper and get to know them on a personal level. Winning the listing will be a simple process if the homeowner views you as a genuine and dependable person.
Step 2: Identify the homeowner’s primary needs
Discovering your potential client’s needs is another essential part of the process. Again, before you even begin to talk about yourself and what you have to offer, ask the homeowner specific questions to learn more:
- Do they want the house sold as quickly as possible?
- Is getting the highest offer most important to them?
- Do they need the sale to happen in a certain time period?
- Do they want to avoid all obstacles, or are they willing to work through them if the offer is close to or above the sales price?
- Do they also want you to help them with the purchase of their next home?
Learning more about the homeowner’s motivation to sell will have a huge impact on your marketing strategies – so never skip this step!
Step 3: Explain what your company brings to the table
You know your company’s unique advantages better than anyone. If you can confidently say you have a thorough grasp of the homeowner’s needs and motivation, it’s now time to explain those advantages to your potential client.
Highlight the marketing plan and resources your company offers:
- Can your company put together a rockstar social media campaign? Explain that.
- Can your company create a spectacular listing site to market the property? Share that.
- Does your company have a specific process for finding and vetting potential buyers? Describe that.
- Do you have a safe process for hosting an open house during the COVID-19 pandemic? Cover that.
Keep everything concise in your listing presentation but be sure to include anything that sets your company apart.
Step 4: Clarify your value
This is your time to shine! Your company is an important part of the listing process – but so are you. Explain to your potential client everything that makes you unique as an agent: your expertise, unique perspective, and market knowledge. Your personal brand will be a crucial part of your success.
Before you develop this part of your listing presentation, ask yourself, “If I was having a major surgery, what would I want to know about the surgeon’s qualifications?” Then answer those questions for yourself. (Of course, modify them to fit your profession.) This information will help homeowners understand what you have to offer and why they should trust you.
Step 5: Continue developing trust
It’s highly likely that your potential client will have questions. This is where you can continue to build rapport – even after your listing presentation is finished. Encourage the homeowner to contact you if they think of follow-up questions. You should also follow up with them.
Chances are, they may also read or see something in the news about the real estate industry, and might be curious about your take on this information. Keep yourself up-to-date with industry-relevant news so you can be prepared to tackle these questions with confidence.
When it comes down to it, real estate is a people-centric business. If you take the time to get to know potential clients, address their concerns, and prioritize their needs, creating an unbeatable listing presentation will be effortless.
