Elements of a Listing Presentation
Lights camera action! You’re on stage from the minute you get out of your car. In this show there are no retakes, you’re on stage live. As a listing agent and one that wishes to be successful there are key elements of your listing presentation that cannot be left out. This presentation is your script, just like the actor live onstage.
Introduction
Many pro’s have their personal or team mission statement as the first page, a table of contents which let’s the seller know what to expect and a brief letter of introduction.
Act 1
Your company, I like to get them out of the way as an experienced agent and in later scenes fall back on my own credentials. If new use your companies, manager, and broker’s successes. Show the tools your company offers including websites.
Act 2
Your resume, remember in this scene of the play you are applying for a job. Show your credentials and your personal stats, levels of education, real estate courses completed, awards received, and of course any designations earned. List your professional affiliations such as the Realtor Board you belong to, your skills, areas of expertise including geographic.
Act 3
Your services, now let’s not confuse services with marketing. A service is a market analysis, placing their property in the MLS is marketing. A list of possible services you offer could consist of;
Using a lock box
Verifying the buyer’s pre qualification, prior to the execution of any contracts.
Written Reports
Frequency of your phone or emails
Market updates
Net sheets
Answer inquiries from other Realtors
Coordinating the closing, inspections, and appraisal
The use of our moving truck
Following up with other Realtors after the showing
Among others that may vary among agents. Build the importance of each item; let your audience buy into the benefit of you performing these services for them. Deliver the performance with conviction and enthusiasm.
Act 4
Customized marketing plan, you’re building the story here, keep the enthusiasm and once again itemize your strategy and plan for selling their home, possible marketing could include.
Sign
Photos
Virtual tours
Internet (list all sights where the property will appear)
Newspaper
Property brochures
Email broadcasts to customer data base
Email to local Realtors
Open Houses
Just Listed postcards
These are a few examples of marketing, use props such as samples of your previously sent “just listed” cards, lay them out on the table, let them touch and feel the slick color glossy cards, show them your buyer or prospect list. Remember you must keep your audience engaged, if you put them to sleep you will not get the listing. You want questions and having them throw you objections, that’s good, they are awake, remember you’re an actor working the audience for applause
Act 5
Comparables, at this time your audience should be on the edge of their seats. This is what they have been waiting for; this is where the show climaxes for them. Your comparable should always include active and closed properties. It may be wise depending on the market to use pending as well as expired. How you present your comps will depend on the market. In a normal market more emphasis is placed on the closed properties, with current market conditions you may have to rely on the actives as a better guide.
Keep them excited, there is no averaging here guys, look at each comparable, compare it to the subject note the differences in front of the audience this will keep engaged and make any adjustments necessary. Once you have a range of value, eliminating anything out in left field high or low, ask for their thoughts, keep them involved and narrow the pricing down. This last stage should be easy if you have delivered a convincing performance.
Epilogue
Turn to your net sheet put the price in and deduct all expenses with proper explanation to the audience. Upon the nod of your head and theirs, turn the page to the pre filled in listing contract except for price (don’t rummage around in your briefcase looking for it ) put the price in, complete necessary disclosures and get their authorization. That is the applause and review you have been waiting for.
Lights camera action! You’re on stage from the minute you get out of your car. In this show there are no retakes, you’re on stage live. As a listing agent and one that wishes to be successful there are key elements of your listing presentation that cannot be left out. This presentation is your script, just like the actor live onstage.
Introduction
Many pro’s have their personal or team mission statement as the first page, a table of contents which let’s the seller know what to expect and a brief letter of introduction.
Act 1
Your company, I like to get them out of the way as an experienced agent and in later scenes fall back on my own credentials. If new use your companies, manager, and broker’s successes. Show the tools your company offers including websites.
Act 2
Your resume, remember in this scene of the play you are applying for a job. Show your credentials and your personal stats, levels of education, real estate courses completed, awards received, and of course any designations earned. List your professional affiliations such as the Realtor Board you belong to, your skills, areas of expertise including geographic.
Act 3
Your services, now let’s not confuse services with marketing. A service is a market analysis, placing their property in the MLS is marketing. A list of possible services you offer could consist of;
Using a lock box
Verifying the buyer’s pre qualification, prior to the execution of any contracts.
Written Reports
Frequency of your phone or emails
Market updates
Net sheets
Answer inquiries from other Realtors
Coordinating the closing, inspections, and appraisal
The use of our moving truck
Following up with other Realtors after the showing
Among others that may vary among agents. Build the importance of each item; let your audience buy into the benefit of you performing these services for them. Deliver the performance with conviction and enthusiasm.
Act 4
Customized marketing plan, you’re building the story here, keep the enthusiasm and once again itemize your strategy and plan for selling their home, possible marketing could include.
Sign
Photos
Virtual tours
Internet (list all sights where the property will appear)
Newspaper
Property brochures
Email broadcasts to customer data base
Email to local Realtors
Open Houses
Just Listed postcards
These are a few examples of marketing, use props such as samples of your previously sent “just listed” cards, lay them out on the table, let them touch and feel the slick color glossy cards, show them your buyer or prospect list. Remember you must keep your audience engaged, if you put them to sleep you will not get the listing. You want questions and having them throw you objections, that’s good, they are awake, remember you’re an actor working the audience for applause
Act 5
Comparables, at this time your audience should be on the edge of their seats. This is what they have been waiting for; this is where the show climaxes for them. Your comparable should always include active and closed properties. It may be wise depending on the market to use pending as well as expired. How you present your comps will depend on the market. In a normal market more emphasis is placed on the closed properties, with current market conditions you may have to rely on the actives as a better guide.
Keep them excited, there is no averaging here guys, look at each comparable, compare it to the subject note the differences in front of the audience this will keep engaged and make any adjustments necessary. Once you have a range of value, eliminating anything out in left field high or low, ask for their thoughts, keep them involved and narrow the pricing down. This last stage should be easy if you have delivered a convincing performance.
Epilogue
Turn to your net sheet put the price in and deduct all expenses with proper explanation to the audience. Upon the nod of your head and theirs, turn the page to the pre filled in listing contract except for price (don’t rummage around in your briefcase looking for it ) put the price in, complete necessary disclosures and get their authorization. That is the applause and review you have been waiting for.
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