There is one skill above all others that separates top-producing buyer’s agents from those that only close a handful of deals each year: building relationships that convert warm leads into loyal clients—quickly. A strategic buyer presentation can do just that. It will not only break the ice with your lead but will help build a solid foundation for a professional relationship that can last for many years.
That’s why today I am going to give you a template for a buyer presentation from real estate coach Chris Linsell that takes just 15 minutes to deliver to your lead. I’ll also cover some tips for delivering a successful presentation and go through some live role-playing videos of top agents delivering their own buyer presentations.
Back to Basics: What Is a Buyer Presentation?
A buyer presentation is a short, semi-formal presentation that buyer’s agents deliver to leads in order to build a foundation for a professional relationship. Agents use buyer presentations as a way to learn more about what leads really want, as well as set expectations for the market and the buyer/agent relationship.
Download Chris Linsell’s 15-Minute Buyer Presentation Template
While I highly recommend reading this entire article to learn how to deliver Chris’ 15-minute buyer presentation from his Six Simple Systems to Transform Your Real Estate Business course, if you just want to download the template, click on the link below. You can then click on “File” and then “Make a copy” to customize your own presentation.
This template is part of Chris’ essential course, Six Simple Systems to Transform Your Real Estate Business. The course also includes 20 more templates, videos, and guides to help you make 2021 your best year ever. Check it out here.
10 Tips for Delivering a Buyer Presentation That Builds a Strong Buyer/Agent Relationship
Now that you have a template ready to go, let’s go over some tips for actually delivering it in a way that helps build a foundation for a strong buyer/agent relationship.
1. Break the Ice With Small Talk …
While this may seem obvious, many agents put themselves into “sales mode” whenever they have to give any kind of presentation to a potential client. They’re so excited to pitch someone that they treat the person sitting across from them as a target rather than a human being.
Instead, treat them like you’d want to be treated in a similar situation. Starting your presentation with a minute or two of small talk will not only break the ice but has the potential to build more rapport, more quickly than your entire presentation.
2. … But Don’t Overdo It!
Also, remember that the person sitting across from you is essentially a captive audience! Yes, they agreed to meet with you to get to know you and learn more about how you run your business, but that doesn’t mean they have the time or energy for endless small talk!
Some people (and I include myself in this category) have a low tolerance for small talk and just want to get on with it. So read the room and make sure your lead isn’t an introvert scanning for the emergency exit while you talk about the weather for five minutes.
3. Tell Them Exactly How Long the Presentation Will Take
Just because your lead agreed to meet with you doesn’t mean they want to sit through a long, boring sales pitch. If you scheduled your presentation before taking them on their first showing, then they might not even want to be there at all. So address their time commitment anxiety right from the start and tell them exactly how long your presentation will last.
Of course, unless you’re an old pro at these, you won’t be able to tell them it will take 17 minutes and 22 seconds, but giving them a specific number will make them more at ease and more willing to open up to you.
4. Use Specific & Open-ended Questions to Build a Buyer Profile
After breaking the ice with small talk, take a few minutes to ask questions that will help you build a buyer profile to help you zero in on what they are really looking for. You will likely already have a thumbnail sketch of what they’re looking for, but digging a little deeper now will save you lots of headaches down the road.
Even if you don’t get solid answers, it will help encourage them to think a little more deeply about what they’re looking for.
You should always try to ask a mixture of specific and more open-ended questions so you can gather information for your profile, and also get them to open up and hopefully get excited about their search.
Here are a few questions you can ask to build an actionable buyer profile during your presentation:
- When is the best time and day of the week to reach you?
- How do you prefer to be contacted?
- Why do you want to find a new home?
- Why are you looking now?
- What kind of monthly payment would you be comfortable with?
- If you had to choose one, would you choose a great location, a great price, or a great home?
- Is there a specific school district you want to be in?
- How important is a fast commute to work?
- What is your time frame for finding a home?
- How much experience do you have with buying homes in _________?
- Have you ever worked with a buyer’s agent before?
- How experienced are you with the mortgage process?
- What do you want your home to say about you as a person?
- What are your thoughts on fixer-uppers?
- What home styles do you really love? Modern? Victorian?
Another great thing about starting off with questions like these is that it can help you tailor your presentation to fit their needs. For example, if they say they’re very experienced in buying and selling homes in your farm area, you can go very light on, or even skip, the section on the benefits of working with a buyer’s agent. If they have little or no experience, you can go into more detail in this section of your presentation.
5. Role Play Your Presentation With Another Agent Before Doing It Live
It’s one thing to have a great presentation to work from, but quite another to deliver it to another person. You might find that your summary of the buying process sounded great in your head, but comes across as boring in person. Doing a dry run of your presentation with another agent or a friend can help you smooth out the rough edges.
6. Send Them a PDF of the Presentation & Real Estate Buyer Packet
Even though we made this presentation short and sweet, if you’re dealing with a new buyer, they might get overwhelmed by new terms and the complexities of the buying process. So make sure to send them a PDF of your presentation and your real estate buyer packet right after you give it.
Also, make sure to tell them at the beginning of your presentation that they don’t need to worry about memorizing anything because you will be sending them a PDF of the full presentation along with your real estate buyer packet after the meeting.
If you really want to wow them, write an e-book on the buying process and local market and send it along with your presentation and packet.
7. Try to Give Your Presentation in Person if Possible, but Avoid Coffee Shops
Although the pandemic trend of using Zoom for professional meetings might be here to stay, try to avoid giving your presentation virtually. While Zoom offers amazing technology for agents to meet with clients virtually, building rapport is much easier in person.
However, avoid the temptation to give your presentation in a coffee shop. Trying to have an important conversation with someone in an environment you can’t control can go sideways faster than you might think.
Your office conference room is an ideal place to give your presentation, especially if you have access to a large video monitor.
8. Use a Large Monitor or Large Tablet for Your Presentation
Whenever possible, use a large monitor or large tablet to give your presentation.
Even without social distancing guidelines, no one enjoys being forced to give up personal space to read the tiny print on your listing presentation on a small screen. Anyone with less than perfect eyesight will be instantly annoyed if you force them to squint to read text on a small screen.
If you don’t have a conference room with a large monitor or can’t afford a large iPad, consider pooling together with other agents in your office to buy a big tablet specifically for presentations and e-signing documents in the office. Better yet, convince your broker to buy you one!
9. Don’t Ask Them to Sign an Exclusive Buyer Agreement … Yet
While opinions in the industry vary here, we recommend not asking for a signed exclusive buyer agreement during your buyer presentation. You don’t want to come across that aggressive after a 15-minute chat!
Instead, walk them through the agency disclosure agreement and tell them you don’t want them to sign an exclusive agreement until they get to know you more. Promise to earn their loyalty.
10. Remember That Knowledge = Confidence
If you get nervous before giving presentations, remember that knowledge, not talent or personality, is the key to confidence as an agent. The more you know, the more confident you’ll be. So make sure to always keep learning more about your market, the buying process, and how to be a better agent. Subscribing to our free-forever email list to get our in-depth buyer’s guides, software reviews, and actionable strategy articles is a good first step.
[Related Article: Get More Real Estate Buyer Leads With These 11 Proven Strategies]
Over to You
Have some advice for new agents giving their first buyer presentation? Let us know in the comments.