Whether you are a new agent, or have been in the business for years, the listing presentation is an element of your business that you can always be perfecting. This is the moment where the rubber hits the road and you get the opportunity to genuinely impact not only your business, but give a potential client the clarity, calm and confidence that they will achieve their goal of having their home sold.
As an agent, it’s important to understand what goes into creating and developing a listing that resonates and sells. At Royal LePage Atlantic, we’ve seen thousands of successful listings and thousands of listings that have fallen flat. Over the years, our team has seen it all and have gained great insight into what works and what doesn’t. In today’s article, you’re going to learn 10 impactful tips that will help you to improve the most important presentation in your arsenal.
Let’s get to it!
Make it about them.
The listing presentation is a classic Features vs. Benefits sales strategy. Unfortunately, too many agents simply list off the features of what they do for clients, without really investigating what the needs are for the person on the other side.
A great listing presentation starts with great questions:
It’s important for you to understand that you aren’t going to customize your service that you offer for every client – but that you do need to help each client understand what you do in a different way. Each person you deal with will be coming with their own set of questions, fears, doubts and pressure points – so while your service does not change from client to client, how you walk them through what to expect should.
Too many agents go into the listing presentation without a strong and clear strategy for how they will get a home sold. Importantly – a strategy is often enough to differentiate yourself from other agents without going any further. Sure, the strategy might not be perfect but the fact that you’re showcasing your ability to think strategically will help you stand out.
A key piece of the strategy development process is having the ability to articulate your plan and what you will do. Furthermore, you need to showcase the benefit that each of these actions will have in helping your client make the sale.
In any presentation where you are trying to influence others, there exists a requirement for a fair trade of information. Cialdini has famously referred to this as the Principle of Reciprocity, but regardless of what you call it – people are always going to be more receptive to your ask for business if you have already given them something.
As an example, if you have already brought your stager, or already have a marketing piece done for the seller – it’s definitely going to increase the likelihood of winning their business.
The best agents don’t rely on luck to sell a home – they rely on systems. You should have a series of systems in place that you rely on to sell homes. Your systems could consist of everything from your marketing plan (ie. the one listed above) to your contact system and appointment booking system.
Once you have these systems in place, you should know each of these like the back of your hand. You should never fumble over these. Clients want to have faith in knowing that you rely on these core processes for your business and have used them consistently to achieve success.
Heres a list of Core Processes that you should be able to explain within your business should it come up during the listing presentation:
People trust people.
That’s why there are few things more powerful in selling than implanting the idea that others have used your services before and were delighted with the results.
Entire industries are now based upon third party reviews and testimonials (think – Tripadvisor, Amazon book reviews, Uber reviews, iTunes reviews, etc.). People want to know that others have used you and that you know how to get the job got done. Furthermore, potential clients want to know that you have the expertise and experience required to deliver. Testimonials and quotes from past clients arm you with the ability to do this.
So collect testimonials and include them in your marketing materials and listing presentation. Have people rate you and if possible, develop content that can be leveraged in the form of video or a case study to showcase what you’re able to do for clients. Finally, don’t forget the importance of injecting compelling stories into the mix. Use specific references to stories that will lead people to better understanding how you will help them and deliver results.
For example, if you’re faced with a listing presentation in a home that clearly needs updating or staging – use a story with social proof to paint a picture of the possibilities. It’s 10x more impactful to share the story than it is to simply share facts and stats. The story of Deb & Shirley, two clients who were in a similar situation but after staging their home were able to land offers worth more than $12,000 over their initial asking price is much more compelling than a blanket statement that suggests home staging can increase your bottom line.
Improving the way that you frame the conversation is an essential part of any listing presentation. It’s important that you go into the room ready to ask potential clients the key questions we’ve already identified and armed with the right resources.
Outside of these items, you also need to have the ability to deliver your own content. More importantly, you need to be able to deliver content that sinks in and resonates. The ITOMO method is a fantastic way to help you better understand how to craft your message:
— Introduction (Qualifying Intro) An introduction is not just simply: Hi, my name is. A proper, qualifying introduction answers the question that the client is already asking in their head.
Why should they listen to you?
My suggestion on this one again is to work it into a story. For example, when listing a house in your geographic area – you need to let people know how many homes you’ve sold in the area. This can be done with a statistic, but also by asking the client if they knew one or two of the other homeowners that you have sold to in the neighbourhood. Something like:
Did you know Rob and Gina who moved from #65 last year? We helped them by.
Thats a great qualifying intro. It clearly suggests you know how to get the job done for your client and sets a first impression that will stick.
— Title – A catchy Title can really bring focus to the portion of the presentation you are about to do.
— Objective – What do you want them to come away with by the end of the part that you are about to present?
— Motivation – Why the client should care about what you are going to say next (ie. this marketing plan has helped people to save more than $45,000 this year alone)
— Outline – Tell them what you are going to tell them, then tell them, then tell them what you just told them (read that part again if you need to!)
Every agent should be able to speak to their competition
But always take the high road.
It is important that you know what your competitors are doing, but also just as important to not degrade them. Speak highly of your competition when its honest as it shows confidence in your own abilities. The Real Estate industry is built on relationships, so by taking this approach you’re increasing the chances that it will get back to your competitor. As a result, they’ll be more likely to speak positively of you and if the scenario is right, maybe give you business. Every agent should be armed with the right the info so a prospective client can move towards your offering by focusing on the value you bring to the table.
What is that thing that you do that is world class? What is it about you that is so good, that your client simply can’t do without it? What is it about you that clients constantly point their finger at as something that you did that made their Real Estate experience better than they could have even imagined?
This differentiator should be a theme that runs through your entire presentation. Identifying a differentiator and showcasing it in your Listing Presentation is what will allow you to stand out and differentiate yourself from your competition for years to come.
While stories and experience are going to be far more compelling and impactful to the prospective client – some people often need to be able to justify to others why they made a decision. Sometimes, its simply them needing to justify their decision to the person they see when they look in the mirror.
Arming yourself with quality statistical information can provide this justification long after you’ve left their home. Heres some great stats that you should look up and leave with them:
Your listing presentation is your chance to make a first impression. If you have material that you are leaving, double check to make sure that the spelling and grammar are correct. If you are going to present – double check (by actually practicing) that you are ready to smoothly and confidently deliver. It’s your resume. It’s your story. It’s your opportunity to make an impact.
Don’t have that impact be a negative one.
If you take nothing else from these 10 tips, remember this one thing: It’s about solving the issues that are facing the client today and in the near future.
If all you do during the meeting is identify those needs, and help them take a step towards solving it – you’re going to go a long way and end up listing a ton of property. We know this because we’ve seen it happen and we’ve helped make it happen for many of our agents time and time again. If you’re interested in learning more about how the team here at Royal LePage Atlantic arms our agents with the information and resources they need to succeed – Get in touch.