As a real estate professional, you are not in the business of selling houses, you are in the business of helping people find a place to call home. It is more than simply finding a roof to put over their head, it is about finding a place they can build a future and make memories. Not only that, but it is also one of, if not the, largest financial decision they will make. The first of many decisions they will have to make begins with choosing an agent who will not only represent them throughout the entire transaction, but who will keep their best interests in mind. That decision could depend solely on your listing presentation, and these tips will help you not only build a successful presentation, but build a lasting relationship with clients:
Before the Presentation
Doing your homework and ensuring you’re prepared is arguably the most important part of your listing presentation. Start by doing your research and learning the history, and always remember to ask preliminary questions about the family, home, and plans for the move. Sending testimonials, whether in written or video form, is another way to share your value as an agent and should be an important step in the planning process. Another option that can be considered is sending a preliminary stager to visit the home.
Prepare Your Value Proposition
Preparing doesn’t involve only the home as you also need to make sure the business side of your presentation is ready. It’s important to note that before you can convince someone else to work with you, you need to be convinced yourself. You need to determine and creatively present why they should work with you, what value you can add as their agent, and how you solve problems and get the job done better than your competitors.
Prepare for the Grilling
Since this is such a big decision for your potential clients, it is understandable that they will have some questions for you. One way to prepare is to make note of all the questions you have been asked thus far when giving a listing presentation. Questions like “What is your experience” or “What makes you the right person to sell my home” are just some of the many answers you should have prepared before giving your presentation. It’s also important that you aim to cover all possible objections/questions during your presentation to ensure all are covered.
At the Presentation
Let the sellers show you the home and make sure you ask one key question: “what is the story of your home?”. Ensure you are interested in finding out what is special about the space they live in, and what it is that makes their house a home. Not everything is about the four walls, making it more important than ever to find out what else beyond the home inspires them, and what could inspire a potential buyer.
Key Components of the Presentation:
- Objective: What is the objective of selling?
- Needs Analysis: What are their motivations for moving and what are their future plans and goals
- Introduce the Team: Make things warm and personal by adding photos, names & short intros
- Leverage the Brand: Show the benefit and power standing behind the RE/MAX name using stats
- Marketing Proposal: This is the heart of your presentation. Ensure it’s personalized, targeted and explain everything in detail. Don’t be a tour guide, be an ad agency. Take the lifestyle approach. Explain how their home is beyond just the four walls and appliances and great carpets. Demonstrate that good marketing will make the biggest difference.
- Communication is Key: Provide a communication guarantee at their preferred times and methods
Listing Presentation Don’ts:
- Answer phone
- Put down other agents
- Talk bad about other homes
- Make them feel bad about anything about their home
If there is one thing to remember to ensure a successful listing presentation, it’s to be prepared. Do your homework, prepare your value proposition, and be proactive to ensure you have the answers to the questions your potential clients will inevitably ask. Last but not least, be yourself. If you are comfortable and confident in your presentation, your clients will also feel comfortable and will be more confident in your ability to sell their home.