How to Design a Professional Real Estate Listing Presentation

 By: Jim Klein
A powerful real estate listing presentation is key to becoming a top producer. Everyone in real estate knows, the agent who controls the listings, controls the market. Regardless of who sells the listing, you get paid. So how do you become a master at listing real estate. Follow these steps and I guarantee you'll secure more listings and gain control over your business.

Make sure when you set the appointment for the listing presentation, all decision makers will be present. Explain to the seller what's going to happen. You'll be meeting with them to gather information about the property and their needs.

Then you'll do your research and set up a second appointment to discuss your marketing strategy and pricing recommendation.

The first visit is your opportunity to see the property, build rapport, trust, and determine the sellers needs. When you've accomplished that on the first visit your chances of walking out with a saleable listing on the second visit greatly increase.

Remember, your in charge. Your the expert. So take control.

When I sold real estate, I put together a three ring binder that contained information about me, my company, articles about pricing, condition and other related topics. A copy of a listing presentation. The awards I had won. Certificates from courses I had completed. And most important, pages and pages of testimonials from satisfied clients. I left it with the seller during my first visit.

By leaving it with the seller until the second visit, you give them an opportunity to fully study it instead of letting them browse through it while sitting with them at the kitchen table.

Now it's time to do the research. 90% of my time on most real estate listing presentations was spent on research.

Prepare your CMA with sold, active, expired and FSBO's. Don't forget the FSBO's. List the pricing history and days on the market. Drive the neighborhoods and take pictures of the properties. Make note of the positives and negatives in comparison to your sellers property?

Become the neighborhood expert!

Next, prepare your pricing strategy. What's price range will get the property sold in the sellers time frame? What possible objections could the seller have to your pricing strategy? What's their net proceeds and does that amount meet their needs?

Now you prepare for the listing presentation. Layout exactly how you'll present all the information. You should already have a generic listing presentation. Now customize it to fit the particular needs and situation of this seller.

Spend time developing and rehearsing your presentation. Prepare for all possible scenarios. The more prepared you are, the more likely you'll walk out with a saleable listing. One last thing, fill out the listing agreement with all the information, except the price.

You've done your research and preparation, now it's time to present.

Arrive at the house a few minutes early. Gather your thoughts and take a minute to visualize the outcome you want before going to the door. See them signing the listing agreement at your recommended price.

When you get in the house, begin to establish rapport immediately. Spend as much time as necessary to warm them up and gain their trust.

Direct the sellers where you want them to sit at the table and continue to build rapport. Don't cut yourself short on this part. Rapport and trust are key ingredients to your success.

Ask for the notebook you left during your first visit. That will bring up any comments they want to make about you, your company and other issues covered in the notebook. It's a great way to get the listing presentation started.

When you feel the time is right, lay out the agenda. Let them know what you're going to cover and in which order.

Get agreement on the agenda before you continue.

Review the needs they expressed during your first visit. Make sure everyone is clear on what the sellers needs are and get an agreement on them. Establish goals that both you and the seller can agree on. Make sure you cover this step thoroughly before you proceed.

Next, talk about your company, yourself, how you're different and why they should hire you. Present your detailed plan for marketing their home. Use what ever visual aids you've prepared to emphasize your points. The binder you left with them is a great tool to use at this time.

Once you've established your credibility and expertise, get an agreement from them that you're the best person to list their home. Handle any objections that arise up to this point before moving on to the price.

Now it's time to go over the CMA. Show them all the research you did, the pictures you took, how you drove through the neighborhoods, called the FSBO's. Everything you did to arrive at your suggested price range. This will also set you apart from the competition. Even though other Realtors may do the same things, few will explain it in such detail.

Once you present your recommended price range, show them how much money they'll net. Then handle any objections they raise.

When you've reached agreement on price, go over the filled in listing agreement and enter the agreed upon price. Hand them the pen and show them where to sign.

Take the time now to let them know what will happen next.

An effective real estate listing presentation is to the point and focused on the desired outcome of the agent and seller. Be professional, stay focused and you'll create a win - win situation for everyone involved.
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