There is one skill above all others that separates top-producing buyer’s agents from everyone else: converting warm leads into loyal clients—quickly. A strategic buyer presentation can do just that: help build a solid foundation for a professional relationship that can last for many years.
We’ll start with a buyer presentation template initially developed by real estate coach Chris Linsell, which takes just 15 minutes to deliver. I’ll also cover key steps in delivering a successful presentation so that you wow your buyers and convert those warm leads to committed clients.
The Basics: What Is a Buyer Presentation?
A buyer presentation is a short, semi-formal presentation that lays out the professional relationship between buyer’s agents and leads. Buyer presentations are a way to set expectations, explain the homebuying process, and ask a lot of questions.
Download The Close’s 15-Minute Buyer Presentation Template
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Why reinvent the wheel? Our expert real estate coaches, agents, and editors worked together to create a sure-fire buyer presentation template that you can download and customize by clicking on the link below.
9 Steps for Delivering a Buyer Presentation
Now that you have a template ready to go, let’s go over the steps for delivering your presentation in a way that builds a foundation for a strong buyer-agent relationship.
1. Role-play Your Presentation With Another Agent
It’s one thing to have a great presentation on paper, but quite another to actually deliver it. You might find that your summary of the buying process sounds great in your head, but comes across as boring in person.
Do a dry run of your presentation with another agent or a friend—it can help you smooth out the rough edges and build your confidence. If you find yourself stumbling over words, that might be a clue that a sentence is too long or you need to consult the thesaurus.
💡Consider repeating this step multiple times. The more you practice, the easier the presentation will be to deliver, even if you have some nerves. Also, if you’re well rehearsed, you won’t have to actually think about the presentation itself and you can pay attention to your audience. Are they engaged? Bored? Wanting to ask questions? And, more importantly, you can really focus on their answers to your questions.
2. Give Your Presentation in Person
Try to avoid giving your presentation virtually. While Zoom offers amazing technology, building rapport is much easier in person. It is amazing how many little cues we pick up on when we’re in the same room with others. Plus, that firm handshake, warm smile, and confident eye contact will go a long way in convincing your leads that you’re the agent for them.
💡 Learn from my mistakes and avoid coffee shops. Trying to have an important conversation with someone in an environment you can’t control can go sideways faster than you might think.
3. Use a Large Monitor for Your Presentation
Whenever possible, use a large monitor or tablet to give your presentation. 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, consider pooling together with other agents in your office to buy a big tablet specifically for presentations—better yet, convince your broker to buy you one!
4. Break the Ice With Small Talk …
While this may seem obvious, many agents enter 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 prospects 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 rapport more quickly than your entire presentation.
… 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 drone on about the weather for five minutes.
5. Tell Them 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. To avoid leads feeling like they’ve been kidnapped, address any possible time commitment anxiety right from the start and tell them exactly how long you expect your presentation to last.
💡 We think you should keep your part to less than 15 minutes, and leave plenty of room for questions.
6. Ask Specific & Open-ended Questions
After breaking the ice with small talk, take a few minutes to ask questions that will help you build a buyer profile that zeroes in on what they are really looking for. Even if you already have a thumbnail sketch of what they want, digging a little deeper now will save you lots of headaches down the road.
And you might not get solid answers, but your questions can 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, build trust, and get them excited about their search.
Here are questions you can ask to create an actionable buyer profile during your presentation. Choose three to four questions that best fit your situation and help you build the most knowledge:
💡 Another great thing about starting off with questions like these is that it can help you tailor your presentation to fit their needs.
7. 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.
💡 When you are ready to ask for the signature, I like a simple, straightforward, “So what do you think? Have I earned your business?”
8. Send Them a PDF of the Presentation
Even though our buyer presentation template is short and sweet, if you’re dealing with a new buyer, they might feel overwhelmed by new terms and the complexities of the buying process. So make sure to send them a PDF of your presentation right after you deliver 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, come with checklists or write an e-book on the buying process and local market and send it along with your presentation and packet.
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9. Remember That Knowledge = Confidence
If you get nervous before giving presentations, it may help to remind yourself that you’re the licensed professional here. You’re the expert on your market and the buying process, which is why your buyers need your help. Walk into your presentation with confidence because you have the information and the skills.
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Bringing It All Together
Delivering a top-notch, successful buyer’s presentation takes confidence (and a little thoughtfulness), but if you do it well, you can convert those warm leads in as little as 15 minutes.
Have some advice for new agents giving their first buyer presentation? Or maybe a story of a buyer presentation gone sideways? Let us know in the comment section.