How you prepare for a listing presentation will determine your success in winning over the seller and ultimately, the listing. But even the most experienced real estate agent makes mistakes when trying to win over a listing. The truth is, that winning a listing is actually about winning the seller. And as all matters of persuasion are, it’s an art.
Below are a few pointers to help you create a great listing presentation. But first, let’s review a few common mistakes agents make when running a listing presentation for sellers.
Listing Presentation Mistakes to Avoid
Not showcasing your personality.
A "one-size fits all" listing presentation is not going to get you anywhere with sellers. It’s not unique and it’s not impressive. Sellers want to see how and why you’re different than other seller agents. They also want to know how willing you are to meet their personal marketing preferences. And of course, what your selling strategy would be. When you’re meeting with sellers, it's great to highlight how you solve problems differently than other agents. In doing so, it’s important for agents to not be afraid to showcase their personality and their distinctive approaches to selling a home.
When you personalize your listing presentation, you are saying you are creative, honest and adaptive. By showcasing your personality you’re also demonstrating your ability to cooperate with the seller - a trait they value highly when they are looking to sell one of the most important aspects of their lives. When you think about personalization, start by including homes you have sold in the neighbourhood and at what price. Also consider adding market reports, additional examples of how you marketed similar properties, the marketing strategies behind sold properties, and more. You might also want to be humorous or empathetic at times, if the situation calls for it. Remember, whatever you do, don’t give them a listing presentation you have done in the past. It’s not conducive to setting you apart.
We’ve all been there. You run late to your listing presentation, give your presentation, and on your way back, beat yourself for having missed certain key points. And while it’s stressful, it’s also not making you look professional in front of the seller. Instead, take the time to arrive early, to review your material, and arrive at the meeting in the right frame of mind. A frame that is confident and uplifting for the seller. Arriving earlier than your allotted time will also imply that you are a responsible real estate professional.
Writing too much or too little in your presentation copy.
It’s good practice to have minimal amount of content in presentations. The speaker should be verbally leading the presentation rather than have the audience sit and read the presentation. Assume it is safe to go with the minimal amount of copy in your presentation and resources to keep your listeners attentive. You will also appear more knowledgeable.
However, the reality is also that people have different personalities and different styles of learning. So if you find that the sellers are short and to the point when communicating with you, draft a short presentation and you do most of the talking. If you’ve noticed that they ask many questions, or ask for clarifications often, then you can be safe in assuming that it’s alright to create a longer presentation that includes more content than normal. Play it by ear, and adapt your presentation to their personality.
Being too sales-y or promotional.
The listing presentation is not about you, it’s about the seller. It’s about helping them understand how you intend on marketing their home, about explaining the pricing strategy you are leaning towards, and reassuring them how you’re going to make this a comfortable transition for them. Remember, this is a really important time in the life! So remind yourself that this is not a place for you to promote your additional listings. If anything, leave that for your prospects (if you do, we recommend reconsidering that approach. Being too pushy is not going to close a deal. Authenticity and persuasion most likely will). This is the time to highlight your client service and how you will guarantee their success, not yours.
Not providing seller’s with resources/materials.
Your listing presentation does not end when you are done meeting with the seller. Share additional resources with them so that they may review them when you are gone. Follow up after the meeting with an email that includes said additional resources and a short video thanking them for their time. While they are taking a look through your material they will feel empowered by you and as a result will more likely want to move forward with you. Don’t forget: follow up and share additional resources to create a separation between you and the agent.
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Now that you know a few common mistakes agents make during their listing presentation, let’s take a look at how you can improve your listing presentation.
Steps to Improve Your Listing Presentation
To help you improve your listing presentation so that you stand apart from other real estate sellers, try following these steps:
Share Your Credentials.
There are hundreds of seller agents that could help the sellers win, so what makes you different than them? Sellers are wanting to know your background, certifications, success rates, the average sale price of the homes you’ve sold, and generally what other sellers’ experience are when working with you. Let them know about your savviness in the real estate market, how you help clients excel, and let your passion shine through. They might also ask you for your opinion about the house. If they ask you what you would change about the house, take that as an opportunity to get a tour of the property. Chances are you haven’t had the chance to take a deep look into the property.
Pre-qualify all decision-makers.
Have you ever done a listing presentation, moved closer towards closing the deal, when then a spouse or another decision-maker rejected the deal? It brought you back a few steps, didn’t it? To avoid this, meet, ask questions and pre-qualify every person involved in the decision-making of selling the home. You are all equally important in moving the deal along so don’t disregard anyone. Ask each of them what is important for them when it comes to choosing a real estate agent, what are important factors when it comes to selling the home, and more. Learn as much as you can from them. This is the time to learn what they need in order to move forward with you as their agent and then adapt to secure your spot as their selling agent.
Customize marketing and selling strategies.
Now that you understand what your potential clients’ preferences, needs, wants and expectations are, you have to adapt your strategy. For example, do they want to promote their listing through social media? Do they want you to create an “It’s coming soon!” video? Or do they want to push promotion through print media? Maybe they have a preference for geo-farming. People will have different beliefs into what makes for effective marketing and what they’re willing to collaborate with you on. So, take the time to understand the approach they want to take in selling their home and then adjust your marketing strategy to meet their demands. In the end, you should find yourself customizing and tailoring your selling strategies for every listing. Remember always to keep away from a one-size-fits-all approach.
Share your business track record.
While you are meeting with the sellers, share your successful track record in real estate. How many properties have you sold to date? How many have been in the area? What are the price ranges of the properties sold? What was the duration that the listing was in the market for? What helped it sell? Share some roadblocks that the sellers experienced and what the new sellers should keep in mind.
Let sellers know that real estate agents have access to the same MLS’s. As a result, seller agents will suggest listing prices within the same price range from each other. But what will set the agent apart is the reach of their marketing strategies. That’s where you can and should shine. Let them know what marketing channels are available to you for promoting their listing. More importantly let them know what the demographic most likely to buy their home uses when searching for homes for sale. Then let them know you operate within those marketing channels.
Follow Up with the Sellers.
Before ending the meeting, be sure to outline what the next steps are and the communication process moving forward. Let them know what times you prefer to be reached at (and through which channels). Ask them too how they’d like to be contacted, and when it is alright to give a last minute open house with a potential buyer (which happens often).
After meeting with your sellers, make sure to follow up in an email with a review of the marketing strategies you’d implement in selling the property, reports on the market in the neighbourhood, and additional resources you think might help them see the value in hiring you. Don’t forget to share your contact information in that email, as well as adding your social media networks in there. You may also want to encourage them to write a review about you online - with you providing the link to your social media networks. You’ll want to make it as easy as possible for them if you want them to write a review.
Follow Up with the Sellers.
Before ending the meeting, be sure to outline what the next steps are and the communication process moving forward. Let them know what times you prefer to be reached at (and at what channels). Ask them too how they’d like to be contacted, and when it is alright to give a last minute open house with a potential buyer (which happens often).
After meeting with your sellers, make sure to follow up in an email with a review of the marketing strategies you’d implement in selling the property, reports on the market in the neighbourhood, and additional resources you think might help them see the value in hiring you. Don’t forget to share your contact information in that email, as well as adding your social networks in there. You may also want to encourage them to write up a review about you online - with you providing the link to make it as easy as possible for them to write it.
Now that you’re aware of a few of the common mistakes agents make when trying to win a listing, try to avoid them. Instead go to your next listing more prepared and personable than ever before. You’ll set yourself apart from other selling agents and win more listings in the new year. Best of luck!