8 Ways to Nail a Listing Presentation
As a new agent, the key to getting ahead in the real estate market lays in mastering listing presentations. If you focus on generating a robust listing and building inventory, you will have a jump start on capitalizing on this hot sellers’ market. Each listing you earn gives you the opportunity for five to seven other deals, and the exposure you gain by having your sign in the yard creates new opportunities with other listings and buyers.
Here are eight key tips to help you get the listing appointment, complete a killer a presentation and follow up to keep your client happy.
BEFORE THE APPOINTMENT
- Identify your unique value proposition. Spend time determining what makes you better or different from your competition. Then, incorporate it into your business model.
- Quantify your value proposition. By quantifying your efforts and value, a seller can better understand how your expertise will help them and the sale of their home. Sellers do not care about how awesome you are unless they know how it is going to benefit them.
- Study the neighborhood before the listing appointment. Learning the neighborhood will help you familiarize yourself not only with the potential listing’s neighborhood, but also with the details of the city’s hyper-local markets.
- Prepare a marketing plan. A property marketing plan could include the following components:
- Demographics of the subject neighborhood
- Strengths, weaknesses, opportunities and threats in the market area and how each could impact the sale of the subject property
- The most likely buyer and how you intend to reach him or her
- Comparable sold and competing properties
- Benchmark net-out figures
- Research the seller. A listing appointment is no different than a job interview. Someone looking for a job would be well-advised to research the company they are interviewing with; you should similarly research prospective sellers. Search on Google, Facebook or LinkedIn to better understand your potential clients’ interests or backgrounds before the appointment.
DURING THE APPOINTMENT
- Get to know the house. Don’t be afraid to take notes or pictures of specific features of the subject property. Ask the seller questions like why they are moving, when they would like to have their property sold, if there are any maintenance items that need to be addressed before listing and who the decision makers are.
- Objections are only unanswered questions. Many sellers have similar concerns when listing their home. You should practice rebutting common seller objections.
AFTER YOU GET THE LISTING
- Don’t abandon the seller. You should commit to openly communicate with your clients weekly. Schedule a time every week to touch base with the seller so they understand what marketing and social media you have been doing to help get their home sold. Staying in consistent contact helps you manage their expectations.
Above all, listen to what your seller has to say. Give them the opportunity to explain what they need and want, and then you can help solve their issues. Be prepared, and do your homework prior to the appointment.
