What should be in a listing presentation

It can be tempting to hammer through memorizing your listing presentation alone, and this can be useful in the beginning. A trusted colleague can offer advice on how to make it more effective and friends or family who are not in the business can alert you to any industry jargon you are using that you might need to better explain.

Presenting to an audience will also help you build confidence. Pro Tip: Instruct your test audience to interrupt you, ask questions, and be demanding. Learning how to respond to those issues in practice will help you stay unruffled and on track if it happens in real life.

You are a licensed industry expert and it is important to exude that confidence when giving a listing presentation. Arm yourself with in-depth knowledge about the market and the latest in real estate tools and marketing.

Your listing presentation will be full of data, steps, and facts and can come off as a cold sale if you are not careful. Make sure to inject some emotional appeal, to give it warmth, and ensure they will remember you after you walk out their door. If you leave them with the feeling that you are on their side and understand their needs and motivations, they will be more likely to choose you.

Pro Tip: Be sure to take the temperature of the room as you present and modify your presentation or change tactics based on the mood. If you spend the whole presentation glued to your notes and your slides, your prospective clients will zone out and become disengaged. Make sure to maintain a conversational level of eye contact and to engage them in conversation.

Make them feel at ease and show yourself to be approachable and personable. Pro Tip: If they ask a question, stop what you are doing and give them your full attention. Be sure to answer completely before returning to your prepared presentation. If you have glowing client reviews, a listing presentation is a great place to utilize them. Whether you have video testimonials or written reviews, take a moment to show them to your prospective client to highlight your track record of client satisfaction.

Pro Tip: Include any written reviews you wish to highlight in the leave-behind materials for your prospective client to refer back to. Provide a link to any video reviews so they can be watched again. It is important to dress professionally. Business attire will tell your prospective clients that you are there to conduct business and should be taken seriously. You only get one chance to make a first impression, so make sure your look inspires confidence.

Pro Tip: Inject your personality into your outfit, but try to avoid distracting elements or accessories that might pull focus away from your presentation. Your posture, the positioning of your arms and shoulders, and your overall expression will convey as much as or more than the words you are saying. Stand or sit tall with shoulders back and chin up to convey confidence. Keep your expression open and friendly. Use hand gestures to drive home points you want to make.

Make sure that your body is conveying the same message as your words. You should also tune in to the body language of your prospective clients. What are they telling you? If they are leaning back and disengaged, stop talking at them and draw them in with a question.

If their arms are crossed, they may be feeling distrustful or defensive. Do your clients love you? Get proof! Take the time to collect testimonials from your past clients in print or video format. Also, collect any news clips that back up your professionalism or credibility.

Your success record is worth sharing. Consider creating a map that highlights your past sales activity. Let your prospects know with a simple chart. Differentiate yourself from other agents in the market by showing how your service levels will exceed seller expectations.

Do you have an assistant or are you part of a team? What kind of communication can the seller expect, both in scheduling showings, and follow-up and feedback from the showing agent? How often will they receive market updates?

See the section below on Using Creative Delivery Systems. How will you go above and beyond to capture the attention of home buyers? Be creative. Make the extra effort to drive by and snap a photo of the property, then upload it to the cover of your RPR report. It will demonstrate your commitment to individual attention and give you an opportunity to check out the condition of the property.

That insight will be helpful when you refine the value of the property using RPR. Find out what makes your client click. In fact, no other real estate data sharing website offers side-by-side, listing vs. No matter what, consumers are going online to look at the value of their homes. Yet, we know that not all of these sources are reliable. Your clients will be impressed by its level of accuracy. Not all CMAs are cut from the same cloth.

Every homeowner wants to know the return on investment for their home improvements. With up to 30 predefined home improvements to choose from, the tool accurately calculates the depreciated value of home improvements.

Our mindsets move far beyond our own particular home. Both buyers and sellers want to know everything about the neighborhood, local economy, quality of life, and economy. All of that and more are a few quick clicks away at RPR. Oftentimes, the opportunity to meet prospects or clients face to face is hampered by distance, personal schedules, or even preference. This process starts and ends with a comparative market analysis of the subject property. All you really need to do is go into your MLS and compare the home to similar sold listings in order to estimate its current market value as accurately as possible.

Start by checking out their social media activity. Next, make sure you verify their familial status. If you discover that your sellers have very young children, you can also probably assume that early morning or evening showings are probably not something that would work, and being sensitive to this when building your vision for how the property is represented to the buying community is going to score you big points.

Depending on your market, this can mean the entire city or town, the neighborhood, or even just the street the property is located on. Think of this research as doing two things: The first is preparing you to list the home by preparing your ad copy and strategy in advance. Pro Tip: Looking for a real estate listing presentation template? Check out the course.

The first critical component of your listing presentation is called The Lead. In this opening section of your presentation, you formally introduce yourself to your prospect, sharing a little about your background and your basic qualifications.

This section can feel a little awkward, especially if you feel like maybe your prospect already knows some of these things about you. Does that sound all right? You should wrap up The Lead by setting expectations about the remainder of your listing appointment.

The Setup paints a picture of the current market conditions and helps to show the seller that not only is this a good time to sell their home, but that you know everything there is to know about the market and factors that would affect that sale.

If your prospects have questions about individual points, they will ask. These specifics will change for you, but this is a great place to start. The other half is knowing how to position your property in front of the right buyers at the right time and market it so that the best features of your home are highlighted. The MLS will pump your home and all our great media and ad copy out to more than websites, places like Zillow, Realtor.

Events are very important for property marketing, a chance for people to actually set foot in your home, and I take that opportunity seriously.

I always suggest to agents that they have their sellers hold their questions to the end so that you can make the most effective presentation. Solicit their feedback. Make it a habit to record testimonials from all your clients.

You can create a short compilation from these clips to show during your listing presentation or just play a couple of the best videos. First, set the stage by describing your past client and any clear challenges you had to overcome to sell their property. As you summarize this experience and the results you achieved, your PowerPoint can display short quotes from your client on the screen. These reviews are actually stronger social proof than testimonials that might be buried on your website.

These are the broad strokes of what should be covered in your real estate listing presentation. Remember: your listing presentation is what will convert a prospect into a client. Prev Next.

Without further ado, your real estate listing presentation checklist. Customized and Visual Anyone can spot a cookie-cutter presentation. Marketing Plan Sellers want an agent who can sell their home quickly and for the highest possible price. Social Proof Lastly, you should include testimonials from past clients.