A listing presentation is one of those things that every real estate agent has, yet it is also something that is different for each agent. Everyone agrees that these presentations are key to working with clients properly, but no one seems to share the same theory on what actually makes a listing presentation effective. But what exactly are the characteristics of a successful presentation?
To begin with, consider the purpose of the presentation. If your answer is, "get the listing," you're not thinking far enough along. Yes, you want to get the contract signed, but the ultimate outcomes that you are aiming for are 1. the trust of your client that you are the one who can best solve their problem, and 2. a sold house.
In order to convince the client that you can solve their problem, you have to start by identifying it. Of course, there is a nearly unlimited number of possible problems, but there is one variable that runs through them all: price. Therefore, be sure to keep price at the center of the discussion. After all, your ultimate outcome isn't merely a listing; it's a sold house!
In discussing these problems, it is key that you have the client agree with you on what the problem is. If you cannot agree on the problem - and a realistic price - then you are spinning your wheels. It is that simple. The elephant in the room will not go away if you just ignore it.
After agreeing on price, it is time to prove to the client that you are the real estate agent who can uniquely solve their problems. In doing so, please remember that your clients are not interested in hearing all about you. They are about what YOU can do for THEM. Ask lots of targeted questions; that way you will know exactly what services the client is looking for. If you are a good match for this listing, you should be able to give the client specific information and examples of why you are the right Realtor for the job.
This part of the listing presentation should go very quickly - in ten minutes or so. Ask lots of trial closure questions, such as "are there times when it is not convenient for the home to be shown?" or "do you prefer appointment only, or a is a lock box also acceptable?" After you've had a few "yes" answers, you can move on to "Do you feel that I can sell your home?" If they affirm, you're ready to sign. If not, this is a chance to handle their concerns. There are an average of five to six customer refusals before a sale is made. If you are certain that this is a perfect client, don't give up.
To summarize, an effective listing presentation is very focused and to-the-point. First, identify the problem that needs to be solved, then agree on that with the client. Then, you are ready to prove to the client that you are the real estate agent who can solve this problem. Keep it short, stay confident, and you are on your way to not just a listing, but also a sale!
For more help with listing presentations, check out How to Create and Deliver a Dynamic Listing Presentation. It includes 9 critical questions every listing agent must ask, a 5-step action plan to the perfect presentation, and much more. Check it out!
To learn how to create marketing messages that get clients to say, "OMG, I need to work with you!" get your complimentary ticket to the webcast on Jaw-Dropping, Client-Getting Messages. http://jawdroppingmarketing.com
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