- Spend the 15 minutes prior to your listing appointment (possibly on the car ride to the house) avoiding human interaction and focusing your mental energy on closing the listing.
- Uncover objections in the second step of the listing presentation in preparation for how you will handle those objections later.
- Showing and not just telling will help you close more listings.
Are you ready to learn how to master the real estate listing presentation and close more real estate listings when you get in the door?
The following eight keys to mastering a real estate listing presentation come from Brian Weast — a top-producing Dallas-area real estate agent who has been on nearly 1,000 listing appointments during his career. Last year, Weast and his team used the following real estate listing presentation process to secure and sell 90 listings.
This Real Estate Rockstar Radio podcast with Brian Weast is packed full of tips, techniques and actionable content to help you close more real estate listings. Below, you will find eight keys to mastering a real estate listing presentation — a key point for each step in Weast’s proven system to close more listings.
Make sure to listen to the podcast to get a more detailed version of this proven marketing consultation Brian Weast developed after taking part in the Mark Leader Coaching and Listing Bootcamp, and start closing more listing appointments immediately.
Steps and takeaways from Weast’s real estate listing presentation
Step 1: Introduction
Set aside 15 minutes before your listing appointment (possibly on the car ride to the house), and do not speak to anyone during this time. Turn off your phone, avoid contact with others, and focus solely on winning the listing.
Step 2: Comfort zone
Build rapport, gain valuable information to customize a marketing plan and pricing discussion for sellers’ individual needs, and pull out any objections you will have to handle later.
Strategy note: Weast shared an assumptive close script that you can use at the end of the comfort zone step to feel out the seller. Ask the question, “Is there anything we need to discuss besides pricing the home today before we fill out the paperwork?”
Step 3: Investigating
Your focus during this step in the real estate listing presentation is to find out the exact reasons and motivations behind the sale of the house — information that is vital to your marketing and pricing presentation.
Step 4: Preview the property with homeowners
Look at property from all points of view: buyer, seller, appraisal, inspection and buyer’s agent. Then share the pros and cons from each point of view with the seller.
Step 5: Show marketing strategies
To prove your worth as an agent and why you deserve full commission, do not just tell the sellers how you will market the property. Instead, take an actual presentation with you to show consumer, and then spend time fully explaining how each part (MLS, social media, syndication, etc.) works and benefits the seller.
Step 6: Pricing presentation
Along with all other pricing factors, make sure to take into account the time factor — when the seller wants to or needs to move and local market sales times.
Step 7: Handling objections
This step is all about handling objections you uncovered in the comfort zone, turning any stalls into objections and addressing any concern and fears.
Step 8: Close
Get the sellers’ signatures on the listing agreement and move on. Leave the house, and do not take pictures or measurements. Set up a time to do this later.
The entire real estate listing presentation should not take more than 90 minutes. In his podcast interview, Brian Weast goes into much more detail on each of the above eight steps. Give it a listen as it is full of valuable information to help you close more listings.
Pat Hiban is the author of NYT best selling book “6 steps to 7 figures – A Real Estate Professional’s Guide to Building Wealth and Creating Your Destiny” and the Host of Pat Hiban Interviews Real Estate Rockstars an Agent to Agent Real Estate Radio Podcast with Hiban Digital. Follow him on Instagram or Twitter.