It is commonly known that in real estate, listings are king. Having a handful of listings always helps agents set themselves up for success. To have a lot of listings, an agent must know how to deliver a killer listing presentation. The better the listing presentation, the more listings you will have. It is as simple as that. This article will explore how a real estate agent can deliver a fantastic listing presentation.
Preparation is Key
Before going to your appointment and delivering your listing presentation, it is essential to be well-prepared. Your goal is to establish yourself as the ultimate expert in selling your prospect's home. Here are a few tips to help you walk into the listing presentation with the upper hand:
Send Them a Pre Listing Packet
Many successful agents send over what is known as a pre-listing packet before showing up at the potential client's home. This brief document helps highlight your experience and the service you provide. Your pre-listing packet can include the following:
- Your experience and background in real estate. This is especially important if you have above-average years of experience in the real estate industry.
- A brief overview of the marketing services you provide. While you will go over the in-depth details during your listing presentation, you can highlight a few of the marketing benefits you provide to give the potential client a preview of what is to come.
- Testimonials from previous seller clients. There is nothing more valuable in today's business landscape than reviews and testimonials from previous clients. This will help give the seller peace of mind and prove that you can sell your home for top dollar.
Now that you have "warmed up" the seller, it is time to cover some strategies for the actual listing presentation.
Creating Your Listing Presentation
In essence, the listing presentation is a way to present your expertise, credibility, and game plan to get your potential seller's home sold. Your presentation can be a physical document, but it is much more common nowadays to have a digital slideshow. No matter what medium you plan to use for your listing presentation, there are a few key elements it should have. Here are the things you should include in your real estate listing presentation.
Marketing Plan
Every listing presentation needs to showcase your marketing plan to get the seller's home sold. This should include how you plan to get maximum exposure for your listings. Make sure to include everything possible such as print advertising, MLS syndication, flyers, brochures and the digital marketing strategy. In this day and age, the digital marketing strategy is perhaps the most important. So, make sure you include your plans to showcase the home on Facebook, Instagram and any other social media channels you have experience with.
A Description of the Selling Process
Whether you are meeting with a first-time seller or someone who has been through the process many times, you must go over all the steps necessary to complete to get a home sold. This will give your potential seller a clear roadmap of everything they will experience during the selling experience with you.
Comparative Marketing Analysis and Pricing Strategy
Most home sellers care most about the value of their home and how much money they can get for their property. The CMA(comparative marketing analysis) is perhaps the essential part of your listing presentation. If you are an experienced agent, you should know how to use MLS comparable sold data to analyze comprehensively. If you are new to real estate, make sure you ask your broker or consult the extensive resources available on this topic to develop a solid home value. Just as crucial as the CMA is the pricing strategy for your home. The pricing strategy details the price you plan to put the home on the market and why that price is. You can either set the price higher than the market value, at the market value or even slightly lower than the market value. The pricing strategy depends on the needs of the seller as well as the overall inventory and market conditions.
Seller Net Sheet
Every real estate transaction involves some type of closing costs for the seller. Apart from your sales commission, the seller should expect to pay other costs such as attorney fees, title fees, prorated taxes and more. This means that the agreed sales price of a seller's home is not the actual number they will end up with in their pocket at the end of the day. For this reason, you must help the seller understand what their final net amount is that they will end up with in their pocket at the end of the day. If you are stuck on this, you can consult a trusted attorney or title company to help you. Most will have a resource document to estimate the net amount on their own.
Testimonials and Case Studies
A potential seller will want to know that you have the experience to get their home sold for top dollar. There is no better way to do this than with testimonials from previous clients and examples(case studies) of your recent sales. This will help reassure them that you are the right agent for the job. Make sure to include a few examples of your success. If you do not have your examples, then rely on your brokerage's past sales(ask for permission from your broker first).
How to Deliver the Best Listing Presentation Possible
Now that you are prepared for your listing presentation in terms of materials, it is essential to conduct your listing presentation in the best manner possible. The most important thing you can do to set yourself up for success is to have the confidence and ability to convey your value as a listing agent. Let's discuss a few tips so you deliver the best listing presentation possible.
Practice Makes Perfect
Every good listing agent practices their listing presentation multiple times before presenting it to their potential client. Make sure you repeatedly review your slideshow or hard copy document before showing up at the seller's home. This will give you the confidence you need to convince the seller that you're the right agent for the job.
Take a Tour of the Home
Before going into your pitch, have the seller show you their home and tell you about all the upgrades they made that could affect the home's value. This will put you in the driver's seat and give the seller the feeling that you genuinely care about their home and unique situation. Once you have had a tour of the property, find a comfortable spot in the home to deliver your listing presentation.
Be Prepared for the Most Common Objections and FAQs
A seller will have only a certain amount of objections and questions before they are comfortable hiring you as their agent. Make sure you brainstorm and have a rebuttal ready for these instances. Practicing objection handling and having answers to their questions will help you eliminate all possible situations that will keep you from getting your listing agreement signed.
Ask for the Business
Once you have presented your strategy, testimonials and handled all objections, you must ask the client for their business. This is also known as "closing" the deal. You should always have a copy of your listing agreement ready to go and assume that every seller is ready to do business with you. While you might not always get the listing agreement signed right after the presentation, it is essential to at least try. After all, if you don't ask, then the answer is always no!
In Summary
A solid listing presentation is one of the most important skills a real estate agent can possess. A great pitch will help you win more listings and ultimately close more business. Following the tips in this article will help set you up for success as a listing agent. We encourage you to put a lot of time and effort into developing this skill. It will pay off big time in the long run. If you're interested in becoming a better listing agent and bringing in more seller leads, then make sure you reach out to our team. We'll be able to go over our unique strategies to help you work with more sellers and increase your income!
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