The 7 dos and don’ts of a show-stealing listing presentation
By Rick Nayar | Source Inman News
Sometimes the most important determining factor in whether or not you earn a new listing is the quality of your listing presentation. When you meet with clients about their home, you are essentially auditioning for the role of their new real estate agent.
So if you want the part, you need to ensure that you set the stage for your success. The following list of dos and don’ts will help you create a listing presentation that will steal the show.
1. Don’t: Include a CMA
Yup, you read that right. I believe in being different. It’s easier for you to win over your clients by letting them know that you didn’t want to judge their home without really seeing the inside of it.
Remind them that only an amateur agent would do such a thing. Occasionally, what you don’t include in a listing presentation is just as important as what you do include. I like to forget about the comparative market analysis at the listing presentation because it allows me to better personalize the meeting with my client.
If they ask why I didn’t include the CMA, I tell them I didn’t want to judge their home before actually seeing inside. This also sets me apart from other agents they might be speaking to.
Not knowing the CMA gives you the opportunity to determine the pros and cons of your clients’ home before you start scoping out the competition.
2. Don’t: Do a home valuation
Most clients immediately want to know what the value of their home is, but try to steer them away from focusing too much on that.
Instead, explain that the price will be determined by the market and how it fluctuates during the time they are selling their home. Tell them that the value is something you can both determine together once they choose you to help them sell their home.
Emphasize your qualities and what you can offer instead of just numbers.
3. Do: Ask for a home walk-through
Before you even sit down to talk, ask if your clients will give you a tour of their home. Build your credibility with them before you start seriously discussing business.
As you do the walk-through, point out major things that look good and major things that need to be improved. Do not obsess over every detail, or else you will either sound overly negative or falsely complimentary. Just get a basic understanding of the state of their home.
4. Do: Sit down at the kitchen table
Business is done at a table. So after the walk-through, sit down at either the kitchen or dining room table. You want your client to feel comfortable and set the right tone for your meeting, so sit where important decisions are made and where it feels like a place of business.
Also, make sure to sit next to instead of across from your clients. Sitting across from them will immediately give everyone a sense of opposition, while sitting next to someone makes everyone feel as though you are on the same side.