Getting all the way to the listing appointment and not signing a new client is like dropping a birthday cake after the candles have been lit. You’ve put in all the hours to find your prospective client and prepare a real estate listing presentation. You’re ready to celebrate … if you can make it to the table.
If you’ve dropped a lot of cake, chances are your listing presentation template needs some work. Read on to learn how to prepare for your presentation, what your presentation must include, and how to send effective follow-ups.
Need a great listing presentation template? Try ours, which is easy to customize in Canva!
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Step 1: Prepare for the Listing Appointment
The first step is to show that you actually care about this listing. You care about the property and you care about the client. Spend some time becoming an expert on the home, neighborhood, and even the seller. You want them to feel like you’re a trusted friend with the knowledge and expertise to sell their home.
Learn About the Property
Ask the best salespeople and they will all tell you the only way to successfully sell something is to first learn everything there is to know about the product. Demonstrate to the owners that you know everything there is to know about that property: This tells them you can price it well, market it effectively, and ultimately negotiate on their behalf to get a price and terms that are fair.
This process starts with a comparative market analysis (CMA). If you’ve never done one, don’t sweat it. We’ve laid out all of the steps for creating a CMA in this handy how-to.
Learn About the Seller
After you’ve learned everything you can about the property, it’s time to learn everything you can about the sellers. Figure out what’s important to them, what makes them tick. The more information you have about them ahead of time, the greater your advantage when it’s time to convince them that you’re the perfect person to sell their house.
Start by checking out their social media activity. If you discover that your sellers are very active in this arena, make sure your marketing strategy includes a social media component.
Verify their familial status. If your sellers have very young children, you can assume early morning and evening showings would be challenging. Being sensitive to this when building your vision for marketing and showing is going to score you big points.
Of course, don’t go into that meeting with your mind made up about your soon-to-be clients, but make a real effort to identify some areas that reflect your empathy and professionalism.
Learn About the Community
I’ve heard it said that each city’s board of tourism should be made up of real estate agents since we know the best everything on every block in town. As a listing agent, it’s your job to sell buyers on not just the amenities in the home itself, but also the benefits of the community.
Here’s a list of the community features every agent should know:
- Top five restaurants in the home’s immediate surrounding area
- The best coffee shops, corner markets, and convenience stores within walking distance
- The best parks and green spaces nearby
- Unique community amenities like museums, colleges and universities, or recreation facilities like community pools and YMCAs
- Anything else that makes that community different from the surrounding areas
This research does two things: It prepares your marketing ad copy and strategy in advance, and it demonstrates that no one is better equipped to sell this neighborhood than you.
If you really want to demonstrate to the community that you’re the local expert, consider working with Parkbench. Parkbench is a system that allows you to connect with clients, prospects, and leads through a hyper-local website and newsletters. Click to see if your ZIP code is available!
15 Deadly Listing Presentation Mistakes & How to Avoid Them
Step 2: Start Your Presentation With the Right Tools
Success in a listing appointment starts way before you arrive—but you need to have confidence. You have everything you need to win this listing because of who you are. Show the sellers that you’re dedicated, bright, diligent, authentic, and the perfect agent to get that home sold.
There are other ways to show your professionalism. Dress well and make sure you have copies of your CMA, extra business cards, and any other printed materials helpful to the seller. Everything should be branded, printed on nice paper, and look super sleek and professional.
Need some help making your design pop? Canva has a huge selection of beautiful design templates that are easy to use and customizable.
Step 3: Deliver the Greatest Listing Presentation of Your Life
Now that we’re properly prepared, it’s time to talk about how to crush the appointment itself. The content of the listing presentation is the easy part. Each one should do the following:
- Educate homeowners on the selling process
- Lay out the unique advantages you offer as an agent
- Demonstrate your skill and expertise
- Outline a detailed pricing strategy using your CMA
- Walk through your marketing strategy
I’ve combined my own personal experience with that of top producers around the country. What we all know is that there are five critical elements critical to a killer listing presentation: The Lead, The Setup, The Delivery, Q&A, and The Close.
The Lead (60 seconds or less)
The first critical component of your listing presentation is when you formally introduce yourself, share your background, and lay out your qualifications. Wrap up by setting expectations about the listing appointment—let your prospect know what you’re going to talk about, how long you’ll take, and reassure them that they’ll have a chance to ask questions along the way.
Here’s an example of some of the language I like to use in my lead:
“I’m excited that you’ve got some plans for the next chapter in your homeownership journey, and even more excited that you’re considering letting me help you make those plans a reality. Let’s take the next 10 minutes and talk about why right now is a great time to sell your home, why I’d be the perfect person to help you sell it, and of course, answer any questions you have. Does that sound alright? Great.”
The Setup (2-3 Minutes)
Here you capitalize on all the research that you’ve done to show that you know the property, the community, and ultimately, you know the market. By the time you’re done with the setup, your clients will know the results of your CMA and your expectations for how the property should perform, assuming it is listed and priced appropriately.
In this section, it’s easy to lose your seller’s attention, so make sure you’re not getting lost in the details. If your prospects have questions, they will ask. Remember, you’re telling a persuasive story about why these homeowners should list with you, not delivering a book report, so keep the narrative moving.
The Delivery (2-3 Minutes)
If the setup answers the question, “Should I sell my home?” the delivery answers the question, “How would we do it?”
You’ll lay out exactly what you, as a listing agent, will do to get the home to market, position it in front of the right buyers at the right time, keep it relevant as new properties (competitors) become available, and get it sold for the best price possible in the current market.
Here’s an example of some of the language I like to use when detailing the high-level strategy I’d use to sell their property:
“Knowing how much the home is worth in a strong market is only half the puzzle. The other half is knowing how to position your property in front of the right buyers at the right time and market it so that the best features of your home are highlighted.”
Then go into very specific detail on photos, video, open houses, social media marketing, and MLS data and syndication, with examples of your past successes.
Q&A (2-3 Minutes)
In this section, don’t just brace yourself for the possibility of questions—ASK your sellers what you can make clearer. Solicit their feedback. Pay attention to their reactions through the lead, setup, and delivery. If there were sections of your presentation where your sellers seemed hesitant, solicit questions from there first.
The more a seller prospect feels involved in the conversation, the more they feel like a part of the process. This also means they are more likely to want to collaborate with you on the sale of their home.
The Close (60 Seconds or Less)
The last section of your listing presentation is the shortest, easiest to memorize, most nerve-wracking to deliver, and definitely most crucial. The close is where you ask for, in no uncertain terms, the listing.
Left to their own devices, sellers might waffle back and forth for days (or longer) about a decision to list their property with a particular agent or whether they should even list at all. This is frustrating for all parties involved, so ask your seller specifically for a yes or a no.
Here’s my favorite language for the close:
“I’d be honored to represent you in the sale of your home. Are you ready to get this process started by signing the listing paperwork today?”
Click here to access and customize this listing presentation template!
Step 4: Getting Past Objections to a YES
In the event that your seller didn’t immediately stand up and applaud your perfect plan to sell their home, begging to sign on the dotted line, you might have to overcome a few objections.
Here are some of the most common ones and how to respond to them:
‘We’re still not sure if this is the right time to sell.’
Sellers who are constantly waiting for the market to improve are going to wait forever, because the market is always going to change. A great way to handle this objection is to go back to step two of your presentation (the setup) and remind your prospects that trying to time the market is a fool’s errand. The best thing a seller can do is take advantage of the conditions that are in their favor right now.
‘We’re going to interview some more agents before we make a decision.’
If your seller is considering other agents, the best thing to do is be supportive and proactive. Try saying something like:
“There are lots of qualified professionals in our area and I’m sure you’ll have some good conversations. I’m confident that I’ve got the best plan to sell your home for the most money and in the shortest amount of time, but if there is something you like from another Realtor, I’d love a chance to speak about it and see how we could incorporate it into our strategy.”
‘We were expecting to get more money for our home.’
In our age of instant home valuations and Zestimates, there are lots of conjectures floating around online about what a property is worth, often to the detriment of real estate agents who are conducting listing appointments. If your seller thinks their house is worth more than the CMA you prepared for them, offer to incorporate their price into your strategy, just to see how the market reacts. But do so with a caveat: If the home doesn’t receive the attention it deserves (which we know it probably won’t) because it’s priced incorrectly, agree on a plan to drop the price to where it belongs.
How to Anticipate & Overcome Emotional Seller Objections
Step 5: Follow Up
Your listing presentation is complete, you’ve shaken hands, and you’re on your way. Now what? Hopefully you’re heading back to your office to make an appointment for a photographer to get photos of your new listing. If not, you’ve still got work to do.
Regardless of whether they need some time to think about it or gave you a thanks-but-no-thanks, here are some basic follow-up steps you should take to increase your odds of converting them down the road.
Always Say Thank You
Not only is this good manners, it’s good business. A thank you ensures that the sellers know how much you value their time, but it also provides an easy point of follow-up contact.
This is especially valuable if you have prospects who have yet to make up their minds about who they’re listing a property with, since the “thank you” can also be easily extended to include a “Are you sure there’s nothing else with which I can help?”
You could go with something indirect like a postcard or letter, but that doesn’t give you much of a chance to keep the conversation going. A text message is a great way to break the ice, and a phone call is even better.
Get Them on an Email Drip
After a thank you, the next thing you should do with any of the homeowners you’ve pitched is get them on an email drip. Email marketing has continued to show itself as one of the most cost-effective and efficient ways to reach your sphere. Regardless of how your listing presentation went, you should have a drip campaign ready to go for the sellers.
Did you score the listing? Get your sellers started on a “new listing” drip. Populate this email sequence with messages to prepare your seller: listing photography checklists, showing tips, how to negotiate with and hire a moving company, etc.
If your email drip game isn’t where it should be, consider using a customer relationship manager (CRM) like Elevate to organize your contacts and craft messages that will hit your sphere of influence at just the right time.
If you don’t end up winning the listing, keep an eye out to see if the home gets listed with another agent. If so, keep your communication friendly and remember that the National Association of Realtors’ Code of Ethics prohibits actively soliciting business from individuals known to be contracted with other real estate agents.
But if the property remains off-market, chances are you’ve got a seller with cold feet. These are the perfect soon-to-be-clients to put on an aggressive email drip about the state of the market. Give them stats that are relevant to their neighborhood and create opportunities for more conversations with every email. If you’re not sure where to start, Elevate has prewritten templates for email drips that can turn prospects into clients.
Bringing It All Together
The listing presentation is a critical component to building your business. With these simple steps, you’ll be on your way to crushing the presentation and landing clients. Don’t forget that you are the heart of your presentation. Have confidence in your abilities!
Do you have experience with a listing presentation gone right—or wrong? We want to hear from you in the comments!