OpinionIndustry News

Death of the listing presentation

Guest perspective: Make it a 'listing education'

Learn the New Luxury Playbook at Luxury Connect | October 18-19 at the Beverly Hills Hotel

The death of the listing presentation cannot come soon enough for me. I have reviewed thousands of these presentations and the indisputable fact is that they all basically look the same, feel the same and clients could really give a damn about most of their content. Potential clients stare at the flip chart or PowerPoint presentation that reveals silly pie chart market share graphs, branding graphs that range from 94 percent to 99 percent awareness, print media outlet programs, open house campaigns and personal production awards that are deceptive at best. In addition, we make the client sit through a CMA (comparative market analysis) even though the client can find the same data online for free. Now I know the CMA is a sensitive topic for some claiming that the online list price provided by Zillow or Cyberhomes, as examples, do not reflect the true value, as only a professional can determine this upon a physical inspection. This is where the head-fakes come into play! To...