- Gaining sellers’ trust is essential when it comes to winning listings. What you say and do during listing presentations should encourage sellers to trust you.
Need a guide to follow for more success with real estate listing presentations? From where he sits with sellers when presenting to how he handles closing, listing legend Russell Shaw has an intricate, proven plan for his listing presentations.
Shaw shared every detail in a recent podcast with Pat Hiban. Read on and discover how one of the world’s top-ranked agents gets listings.
In addition to his process for presenting to sellers, Shaw talks pricing strategies, marketing ideas and more in the podcast below.
What to do before your listing presentations
1. Be on time
Here’s Shaw’s first rule for listing appointments: Always be on time.
Running late to listing appointments is one of the mistakes real estate agents make that jeopardizes their ability to gain sellers’ trust and will ultimately reduce their chances of closing successfully.
2. Tour the home
Before jumping into a listing presentation, Shaw always tours the entire home. It does help him get a better feel for the property, but he does it for a different reason: he wants sellers to believe he’s thorough.
When the time comes to discuss price, sellers are more likely to listen knowing that Shaw has seen their entire home.
3. Find the right setting
Another important detail that too many listing agents ignore is the setting for the listing presentation. Simply sitting on the couch with sellers isn’t a good option.
Select an area better-suited for a meeting, like a dining room, so you’re able to give your listing presentation comfortably and professionally.
How Shaw gives real estate listing presentations
1. Determine who the decision maker is
After Shaw has viewed the home and selected a good spot to give his listing presentation, he’ll often ask for a glass of water. When presenting to couples, this helps him determine who the decision maker is and allows him to focus his attention on him or her while presenting.
2. Highlight your value
When going through his pre-listing package, he makes sure to cover the reasons sellers should list with him. Because Shaw has worked in real estate for decades, he typically highlights his experience.
2. Be on the sellers’ side
Once Shaw gets to pricing, he makes it clear that he’s on the same side as sellers. He doesn’t want to overprice or underprice the home; he wants to price it in a way that generates enough interest to sell it for top dollar.
As Shaw explains to sellers, he’s able to do this because he truly knows his market. When it comes to pricing strategy, there’s no substitute for this knowledge.
3. Build trust and rapport
By the time Shaw prepares to close, most reasonable sellers are ready to list with him.
Over the course of his entire professional relationship with sellers, including during listing presentations, Shaw gives them information that’s in their best interest, not his. If now isn’t the best time for a seller to go to market, for instance, he won’t hesitate to tell them.
According to Russell, building trust and rapport with sellers is one of the keys to closing. If sellers believe you’re competent and that you have their best interests in mind, you’ll be the agent they list with.
For more details on Russell’s real estate listing presentations, listen to the complete podcast with Russell Shaw.
Pat Hiban is the author of the NYT bestselling book “6 steps to 7 figures: A Real Estate Professional’s Guide to Building Wealth and Creating Your Destiny,” the founder of online real estate sales training site Rebus University, and the host of Pat Hiban Interviews Real Estate Rockstars, an agent-to-agent real estate podcast with Hiban Digital in Baltimore, Maryland. Follow him on Instagram and Twitter.