Sometimes the most important determining factor in whether or not you earn a new listing is the quality of your listing presentation. When you meet with clients about their home, you are essentially auditioning for the role of their new real estate agent.
So if you want the part, you need to ensure that you set the stage for your success. The following list of dos and don’ts will help you create a listing presentation that will steal the show.
1. Don’t: Include a CMA
Yup, you read that right. I believe in being different. It’s easier for you to win over your clients by letting them know that you didn’t want to judge their home without really seeing the inside of it.
Remind them that only an amateur agent would do such a thing. Occasionally, what you don’t include in a listing presentation is just as important as what you do include. I like to forget about the comparative market analysis at the listing presentation because it allows me to better personalize the meeting with my client.
If they ask why I didn’t include the CMA, I tell them I didn’t want to judge their home before actually seeing inside. This also sets me apart from other agents they might be speaking to.
Not knowing the CMA gives you the opportunity to determine the pros and cons of your clients’ home before you start scoping out the competition.
2. Don’t: Do a home valuation
Most clients immediately want to know what the value of their home is, but try to steer them away from focusing too much on that.
Instead, explain that the price will be determined by the market and how it fluctuates during the time they are selling their home. Tell them that the value is something you can both determine together once they choose you to help them sell their home.
Emphasize your qualities and what you can offer instead of just numbers.
3. Do: Ask for a home walk-through
Before you even sit down to talk, ask if your clients will give you a tour of their home. Build your credibility with them before you start seriously discussing business.
As you do the walk-through, point out major things that look good and major things that need to be improved. Do not obsess over every detail, or else you will either sound overly negative or falsely complimentary. Just get a basic understanding of the state of their home.
4. Do: Sit down at the kitchen table
Business is done at a table. So after the walk-through, sit down at either the kitchen or dining room table. You want your client to feel comfortable and set the right tone for your meeting, so sit where important decisions are made and where it feels like a place of business.
Also, make sure to sit next to instead of across from your clients. Sitting across from them will immediately give everyone a sense of opposition, while sitting next to someone makes everyone feel as though you are on the same side.
5. Do: Share stories
All people want to do business with someone they like, so take some time to get to know your clients and their story. Be genuine, and ask questions, then tell them your story in return.
This plays into the key characteristics of any good sale, which include credibility, problem, solution and urgency. Once you’ve established credibility with them by acquainting yourselves, move on to the problem of them needing to sell their home, offer your solutions and talk about the timeline they have in mind.
When offering solutions, make sure to mention that their listing will go live on 170 different websites (or the number that is accurate for your area) once it’s put on the market; most real estate agents are not aware that their MLS distributes to so many websites, but it’s true and reassuring for potential clients to hear.
6. Do: Include a list of community comps
Although you will not have a CMA, it is important to do a bit of research on the community where your client lives. Great agents know their market.
Know the days on the market for their community as well as the city they live in. This adds another level of personalization, and clients will relate to the comps better.
Make sure to learn the names and addresses of the sold homes, so that you are able to tell your clients “Bob and Sue just sold their house on Main Street for $400,000.” It will go a long way with establishing your credibility and building trust.
You can’t ask to sell someone’s home without knowing about other sales in the area.
7. Don’t: Forget to ask for the close
Don’t be shy about asking people for their business. At the end of the listing presentation, tell your clients that you have limited availability, and explain that this is so you can give individual attention to the clients you do have.
Give them a deadline to decide by to save both of you the stress of waiting and wondering. Make sure to emphasize that deadlines and limiting numbers of clients are only in their own best interest to make sure that everyone gets the time and attention they need to sell their home.
Be clear and concise when communicating with potential clients. Prove your credibility by getting to know your client and their home.
Address the problem of how you will sell their home by offering solutions, and incite a sense of urgency by asking for their business and setting some deadlines for decisions to be made.