Gone are the days when you can simply show up at a listing presentation with data from your MLS that shows comparable homes. Today's savvy sellers require much more information. They expect an in-depth analysis of their local market. They want a customized marketing plan, tailored to their home and their needs. They want to know they are hiring an expert. And if your listing presentation isn't one of your most powerful tools, you're going to lose the listing.
One of my new coaching clients recently shared her frustration with me. She simply isn't converting listing appointments into listings. The questions I asked her were: "Tell me what you have in your listing presentation, and show me what tools you use."
Before she answered, I knew what the answer would be. Like most agents, she doesn't have a structured listing presentation. Yes, she prepares a CMA, she has information about herself and about her company, she has sample flyers, and she talks about her website. But very few agents have what I consider a powerful listing presentation.
Here are my ten tips for success at your next listing presentation:
The better prepared you are, the more confident you will become. Do your research. Prepare your tools. Put everything in order. When you know you are as ready as you need to be, your confidence will come through.
Always Follow an Agenda
Let potential clients know you are organized. Show them that you have a system and that there are important items that must be discussed. When you have an agenda, everyone will be ready for a comprehensive discussion. The beauty of an agenda is two-fold: you won't forget to cover key issues, and you can involve the sellers by allowing them to determine where they want to begin the discussion. Their answer will provide you with valuable information about their needs and concerns.
Grab a Their Attention Early
Use visual props! Props are simply visual tools, but they are an essential (and often neglected!) ingredient in a powerful listing presentation. I know lots of agents these days think that their laptop is all they really need. While it may seem cool to show your "stuff" on a laptop, even today in our tech-savvy world most people still want something they can see and touch. Visual props will absolutely grab their attention.
Use Props With Care
There are five essential categories you must cover in every listing presentation. You need tools for each one, based on what today's sellers care about. Those five categories are:
When your toolbox has several tools that cover each of the five essential categories, then you will have the beginning of a powerful listing presentation.
Let Your Clients Know How You Work
With few exceptions, we humans are not mind readers. We make assumptions based on past experience. Potential sellers may have preconceived notions about how 'every' agent works (or doesn't work, as the case may be). Tell them exactly what you are going to do, when you are going to do it, and what systems you have in place to make sure you do what you say you will do for them.
Speak and Present to Everyone
I cannot tell you the number of times I have observed a listing presentation where the agent focused on one person, and ignored everyone else in the room. It's natural to focus on the person you have the best rapport with; however, you must focus on others as well. Part of your success will depend on building rapport with everyone in the room. Regardless of who the final decision maker might be, you must connect with all parties.
Watch for Signals
Communication is more than just speaking words to each other; body language plays a huge role. If you sense that someone is impatient, you may need to speed up so you don't frustrate them. If you sense that someone is confused, or is asking a lot of questions, you absolutely have to slow down. A truly good presenter is skilled at reading non-verbal clues, and responding accordingly.
Keep It to the Point
I'm often asked, "But if I have a lot of props, won't that increase the presentation time?" The answer is a resounding NO. It takes less time to explain things when you have visual tools to refer to. Just as illustrations supplement a book, your props will help potential clients understand your point more quickly than words alone.
Choose Your Tools Carefully
While I want you to have several tools or props for each category of your listing presentation, I don't necessarily want you to pull out each and every tool at every listing presentation. You wouldn't expect a plumber to bring in his entire truck full of tools into your house, just to fix your leaky kitchen sink. Determine ahead of time which tools will be the most appropriate for each presentation, based on factors like the clients' personality, the market, and the property.
Practice Makes Perfect
I am constantly amazed at how poorly agents present when they're not prepared. I am equally amazed at how well an agent will present when they are polished, confident and professional. Agents who understand the value of role-play, and who practice their presentation regularly with others, are the agents who will ultimately be hired by a seller.
If you find yourself competing for listings (and who doesn't!), the way to get hired is to confidently and professionally articulate your value through your listing presentation. Remember this: a powerful presentation will win every time.