“Be so good, they can’t ignore you.” – Steve Martin
Landing a listing is the culmination of preparation, strategy, and skill. Over the years, I’ve honed my approach to the point where I’m closing 94.3% of my listing presentations. And I’m about to share exactly how I do it.
Today, I’m going to walk you through every step that helps me secure the listing nearly every time. From nailing the prep work to delivering a killer presentation, I’ll show you how to leave sellers so impressed they may even cancel their other appointments on the spot.
The Importance of Preparation
Doing your homework on the property before the meeting is like studying for an exam – it is the difference between passing with flying colors or flunking out. Trust me, sellers often come to the table with their own research and are ready to compare notes.
Here’s a quick pre-presentation checklist:
- Complete all prep work at least a day in advance.
- Send a Google calendar invite with reminders.
- Print two identical listing books.
Be the First to Present
We always aim to be the first real estate agent to present.
Why, you ask? It is simple. We have found that our presentation often leaves sellers so impressed that they cancel their other appointments on the spot. In the race for listings, the early bird doesn’t just get the worm, it often gets the whole feast!
When sellers mention interviewing other agents, use this script:
“That is a great strategy! I always advise sellers to speak with 2-3 agents. If it is not too much to ask, could you hold off on signing with any agent until you have met with everyone? The reason I ask is that I am going to invest a couple of days researching your property and analyzing the comps to ensure you have the best shot at a successful home sale. Plus, I am pretty confident that no other real estate agent will offer you the level of marketing expertise that we provide.”
The Six-Section Listing Presentation
Our listing presentation consists of six divided sections:
- General Market Data: Use SmartCharts to show the latest % increases in their zip code and subdivision. Highlight average days on the market and months of supply for their home type.
- Property Specific Data: Include tax record, current absorption rate, and an average of third-party estimates (Zillow, Redfin, Realtor, and RPR).
- CMA: Use CloudCMA for nicely presented comps and data.
- Advertising/Marketing: Spell out, step-by-step, how you will market their home. Remember, nothing beats the power of a dramatic demonstration, so have your best property listing video ready on the iPad to show the seller.
- Testimonials: We showcase the best reviews, including celebratory closing photos and client contact info (with permission). Each testimonial has QR codes.
- Commission Rate: This is purposefully shown last and is broken into three different pricing levels and marketing categories.
Here’s an example of one of our video testimonials:
Last-Minute Preparation
About an hour before the presentation, drive around the neighborhood and check out the comps. Assess their exteriors and lots and compare them to your prospective listing. Identify the neighborhood’s selling points—is it walkable to schools and shopping? Is there an exceptional neighborhood pool?
Having this information up your sleeve will impress the sellers. You should also call the pending deals and try your best to find out the contract price. This knowledge will make you look like the professional insider you are.
The Power of Print
I know some agents argue that print is old-fashioned, but our presentation has a 94.3% success rate. When you present on an iPad or laptop, the sellers lose that tactile experience and do not have a physical reminder of your meeting. The next agent could come in, do an equally good job, leave behind a listing book, and win the business simply because they are more memorable.
11 Tips to Win Your Listings Presentations
1. Enthusiasm
Enthusiasm sells. It is infectious, it is compelling, and it is a surefire way to make a lasting impression. The best way to be genuinely enthusiastic is to have an intimate knowledge of your subject. So, before you even step foot into that listing presentation, make sure you know the neighborhood like the back of your hand. Drive around, check out the comps, familiarize yourself with the local amenities.
The more you know, the more enthusiastic you will be, and the more convincing your listing presentation will be. The cardinal sin in sales? Being a bore. Engage deeply in whatever your client is keen on. If they are chatting away, you are doing something right. A shared laugh? That is the cherry on top.
2. Materials
You have heard the saying, “Do not judge a book by its cover,” right? When it comes to listing presentations, that is exactly what sellers do. Make sure your materials scream quality. Invest in high-quality cardstock, a top-notch printer, and a classy leather faux leather binder. It is a small investment that can make a big difference.
3. Show the Warts
If you are new to the game, do not panic. You might not have a long list of successful sales to boast about, but that does not mean you can’t win the listing. In fact, admitting your lack of experience can actually work in your favor. It shows honesty, humility, and a willingness to learn. Everyone loves an underdog story!
David Ogilvy, in his book Ogilvy on Advertising, and Robert Cialdini, in his amazing book Influence, have said that the admission of a fault adds persuasive power. Even with our team becoming more successful, I still start the sit-down portion of the presentation with: “I am not the top volume agent in your city. We are on our way to catching them, but I can certainly say we try harder. Let me show you what we offer that I believe no other agent can give you.”
Then give your presentation.
4. Tour
We love Sharran Srivatsaa’s listing presentation strategy, but we personally still prefer starting by touring the house. This is your time to build rapport. You are looking for common interests throughout the home. Be very complimentary of any aspects that would be a benefit to the sellers. Do not exaggerate. Only genuine praise. Save the tough criticisms for your professional stager’s appointment. Don’t shoot the messenger is a thing!
5. Pricing
While touring, casually mention, “So was there a price you guys were hoping for?” Eighty percent of sellers will say, “We were hoping for you to tell us.”
Occasionally, a seller will give you a price, and you will know if it is reasonable before you even sit down at the table.
6. Positioning
Aim to present at a table rather than on a sofa. It is more professional and it makes it easier to share your materials. If the sellers have unrealistic price expectations, do not argue. Stick to the facts, explain the potential appraisal issues, and suggest a pricing strategy is necessary. You need to stress repeatedly that you are working for them, they are the boss, and it is your job to get them the highest price and best terms.
7. Commission
Your commission rate is not the news. Your advertising, negotiation strategy, and technology are the news you are selling. Never get to the commission rate until the end of the presentation. We find giving them different marketing packages at different set commission rates eases the burden of this discussion. Also, have seller net sheets ready so the sellers can see the numbers after commission.
8. Improvements
Before you wrap up, ask the sellers for a list of capital improvements. This information will be crucial for the listing description later. Remember, the more you tell, the more you sell!
Also, ask if you can use the CubiCasa app to scan their home and verify the square footage. CubiCasa is an app that photographers and appraisers use to make professional floor plans. It is inexpensive and only takes 5 to 15 minutes to make. It is a small detail that can make a big difference. Why pay a photographer $150+ for a floor plan that you can do for less than $15 (standard floor plan), or go top of the line for a 3D floor plan ($35) with furniture ($15) and color and texture ($15)? Plus it is a nice little follow-up with them after the appointment.
9. Negativity
AVOID AT ALL COSTS talking negatively about your competitors, as it introduces a negative atmosphere. It will make the seller distrust your integrity and dislike you.
10. Follow Up
Finally, after the presentation, send a handwritten thank you note and a small gift. Include a three-page letter summarizing the reasons why they should pick you to sell their home. This will help them make the right decision. It is a classy move that shows you appreciate their time and consideration. Follow up with a phone call a day later to check in and answer any lingering questions.
11. The Competitive Spirit
I try to instill a competitive spirit in my team. I hate losing—I absolutely cannot stand it. In fact, every time I lose, a little piece of me dies. No matter how many presentations I win, I’ll never get that loss back. I will “hate watch” a listing until it is sold.
If you lose a listing presentation, you lose it twice. You not only did not get the money and opportunity to promote the home, but you helped your competitor out by letting them win and putting more money in their pocket.
So, start selling like your life depends on it.
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