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You’ve heard from a longtime lead or referral that they’re ready to invite you into their home to talk about a potential sale. What should you bring along to convince them that you’re the right listing agent or broker? How can you leave them with food for thought if they’re on the fence or get them geared up to sign on the dotted line if they’re ready to move forward?
Here are the essential ingredients to sharing your expertise so that interested leads become excited new clients. Be sure to have a polished listing presentation for both in-person and virtual listing appointments so that you’re always ready whenever and wherever they are.
The most important thing your potential sellers want to know is how much they can get for their home. While you’ll no doubt want to make adjustments once you’ve walked the property, come prepared with a preliminary CMA based on comps and on the best information available to you about the home’s condition. This will give you the ability to talk in practical terms about the property’s potential in the current market.
After the appointment, follow up with a final CMA report. We also recommend sharing a Net Sheet with the homeowner, so they’ll have a good understanding of the costs – and potential profits! – upfront.
Include beautiful photographs of you, your area, and other real estate-related images along with well-designed infographics and graphic elements that capture attention. If you have examples of listing brochures or other marketing collateral you created for past listings, share them with your potential clients during the listing presentation.
A beautifully printed listing presentation and supporting materials is a reflection of how you market your real estate services — and how you’ll market their property.
PRO TIP: When creating your listing presentation you can use software like Powerpoint, but you can also set up a free Canva.com account and they have some wonderful templates you can use. You’ll also find quite a few presentation templates on Etsy that you can purchase and then customize on Canva as well.
One of the best ways to convince new clients that you’re the right person for their real estate transaction is through testimonials and reviews from deliriously happy clients. Carefully select the best and most enthusiastic testimonials and feature them prominently in your listing presentation. This will help potential clients better understand the value you bring to their transaction and what it’s like to work with you.
If you don’t have a large selection of client testimonials (yet!), you can also highlight some successes you’ve had over the last year. A few examples:
Numbers are convincing, so if you have impressive statistics and stellar past results, this is the place to share them. Are your days on market lower or average sale price higher than other agents and brokers in your area? Have you gotten exceptional results with a record-setting sale price in one of the neighborhoods you serve? Find ways to translate your value into numbers so that potential clients can better understand what you’re bringing to the table.
If you’re pitching for a listing in a neighborhood where you’ve represented buyers and sellers in the past, you have an opportunity to position yourself as the neighborhood expert. Refer to your previous successes so that homeowners will trust you to correctly position their property.
If you regularly market to specific neighborhoods, consider creating targeted listing presentations aimed at each of your geographic farms.
If you create your own content in a blog, podcast, or video platform, highlight the expertise you share there and the network and influence it allows you to build. If you’ve been profiled in the media or contributed your expertise as an interview source, share that coverage so that homeowners can see you as an industry-leading expert.
You want to be clear about how you will market the property, so be sure to include information about the marketing platforms and techniques you use. Explain how you will plan and roll out the listing, including any pre-listing (i.e. “Coming Soon”) activities you plan to employ.
Provide a timeline based on the homeowner’s plans and let them know what you will need from them to deploy your marketing strategy.
What do you offer that makes you different from the other listing agents the homeowner may be talking with about selling their home?
Whatever you do that is unique to you and outshines the competition, include it in your presentation.
What are some of the ‘extras’ you may offer your home sellers? Do you provide cleanout and storage services for elderly homeowners? Can the home sellers use your branded moving truck on moving day? How will your preferred lenders and closing officers help make the transaction seamless? Do you provide referrals for sellers who are relocating to another city? Your listing presentation should provide additional information about ways you can help simplify and streamline their upcoming move.
The homeowners may want to talk things over with each other or they may be speaking with another agent for comparison. However, if they decide that they want to sign with you on the spot, be prepared with the listing agreement, disclosure, and other documents you need to bring them on board. If the listing is planned within less than a week, put signage in your car’s trunk and be ready to post a pre-listing rider or make arrangements for sign installation as soon as possible.
Like everything in real estate, the key to success is in the follow-up! Don’t forget to send a thank you note or a personal video message to express your appreciation for the homeowner’s time and consideration. Remember, a personal touch is always delightful, so include a detail or two from your conversation to make your communication more authentic and meaningful.
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