KEY TAKEAWAYS
- Successful real estate listing presentations are based on sound business principles.
- You must learn how to think like a salesperson.
- Learn about the Art of Selling.
- Learn how to sell yourself by personalizing your listing presentations.
- Engage with sellers.
- Explain the selling process, your pricing strategy, and pre-listing steps.
- Explain how you will market the home.
- Make them understand the sales contract and closing process.
- Add an emotional appeal.
Follow Our Real Estate Listing Presentation Tips
Think Like a Salesperson
Selling is an art. Economists define personal selling as: “Part promotional mix and art of person-to-person communication to persuade prospects in the sales process”.
The art of selling includes:
- Understanding your prospects;
- Personalizing the way you sell; and
- Engaging with sellers.
Let’s explore these three arts of selling.
1. Understanding Your Sellers
Understanding prospects is the first step in successful sales. Your knowledge about your prospects must include:
- Who they are;
- What they do; and
- What they care about.
Inman recommends doing a full online search of each prospect. They recommend starting with Facebook to view how the prospect describes their life and work. The “About” is filled with important details. LinkedIn is another source for business intel.
Viewing all their social media channels will give you insight into what they care about.
2. Personalize the Way You Sell
Since your listing presentation is a sales pitch, learn useful tips from real estate experts. Business and marketing experts advise that you must approach a listing presentation as a way to introduce yourself.
Include your real estate education, credentials, and past successes to impress sellers. Also, display your personality while focusing on professional information. How do you do this?
As a new agent, emphasize your past work experiences that bolster your real estate skills. Every type of past sales experience contains your ability to sell. Plus, you are selling yourself as a real estate expert. There is no time for modesty.
Sell Yourself
An important part of personalizing the way you sell includes selling yourself.
Sellers want to know with who they will do business. A listing presentation that fails to showcase you as a person will fail.
Your competitors will not only explain how much money their sellers will make by listing. They will include how they are a real person by personalizing their listing presentation.
Showcase your reviews: The most important way to sell yourself is to show off your glowing reviews from past clients. Research by Search Engine Land showed that 88% of consumers trusted online reviews. Show your sellers written reviews or video testimonials of client satisfaction. Leave behind links to video testimonies to view again.
Prove your excellence: If you won real estate expertise awards, prove it by showing screenshots of your online awards. If you earned real estate education certificates, show them too.
Real estate specializations like what Realtors can earn through NAR certification programs include a:
- Certified Residential Specialist (CRS);
- Seller Representative Specialist (SRS); and the prestigious
- Luxury Home Certification (LHC).
As a specialist, you can personalize your presentation by explaining how you earned the awards or certificates and how they honed your real estate skills. Include the benefits those achievements can help your seller to sell at the highest price in the fastest time.
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3. Engage with Your Sellers
Never make your presentation a one-sided sales pitch. Just like you do on social media channels, engage with people. Bring your sellers into a conversation by asking questions.
Break up your presentation at critical points by engaging with your sellers with a “feedback loop”. Ask a question like, “Can you see how this would work for you?” Or, ask, “Does this make sense?”
Listen to their answers. Respond appropriately by replying to their concerns and questions.
Explain the Selling Process
Provide a quick understandable timeline of what to expect when the selling process begins. Go through each step and ask questions.
Start with why choosing a Realtor offers benefits from the Code of Ethics to professionalism.
How you can assist them through every step.
Tip: Outline your selling process using a numbered list or an infographic.
Explain Your Pricing Strategy
A quick successful sale depends on getting the right sales price. Unless you come with a prepared CMA, you will need time to recommend a sales price. Explain how you go about preparing a CMA and when you can deliver the results.
Sellers need to understand the current market. You must explain if it’s a buyer or seller market and what it means. Sharing market details of the seller’s neighborhood will also help. Are there any obstacles in the neighborhood that affects market value like new construction or many foreclosures?
Explain why it makes sense to list the home at a fair market value to ensure a faster sale. Starting with a fair market value will get more buyers’ interest.
Over-pricing scares savvy buyers who learned the true market value by previewing homes and doing online MLS searches.
Tip: Be prepared to suggest small improvements to raise desirability without raising the price. Also, to answer questions about nearby recently sold homes.
Explain the Pre-Listing Steps
Explain the listing agreement, your CMA, and your complete walkthrough with improvement suggestions. Make your seller understand “curb appeal” and how to do it. Read our helpful post “How to Create Positive Home Buyers First Impressions” which explains how to create “curb appeal”.
Go over how you will prepare the listing details with high-quality photos and videos. Show examples of prior successful listings.
If the home needs staging, explain how it works and its benefits. View our useful post about: “Home Staging Tips That Arouse Buyers”.
Explain How You Will Market the Home
Sellers want to know how you intend to sell their homes. This is your chance to explain the ways you will market the home. Your marketing strategy must be specific and detailed.
Explain your social media exposure marketing plan. Include your listing syndication to major sites. Make your plan look more professional and effective than what other real estate agents may offer the seller.
Discuss your showings, open houses, and other agents bringing buyers for previews. Take the time to ask questions and answer all of the seller’s questions.
This is the perfect time to highlight your services by explaining how often you intend to contact them with updates and feedback from other agents or potential buyers.
Tip: Present your marketing plan in a menu or timetable format with visual impact. Show examples of past successful marketing strategies such as property tour videos and print marketing samples.
Explain the Sales Contract to Closing Process
Break down each step from the sales contract to the closing. Again, using a numbered list or infographic will help the seller to understand the timetable. This shows you will be available to assist at every step.
We published a useful blog post explaining: “The Home Selling Process”.
Add an Emotional Appeal
Besides your accomplishments and data, don’t make your presentation boring. Inject emotional appeal. Make it warm and memorable.
You want them to remember you. After you leave, you want them to feel that you understand their motivations and needs and you are on their side.
Sellers may forget what you did and said after you leave, but will never forget how you made them feel.
Real Estate Listing Presentation Tips – Conclusion
Our real estate listing presentation tips focus on sales principles, selling yourself, and explaining the entire sale to the closing process.
Your ability to stand out amongst the other agents making listing presentations depends on emotional appeal.
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Joining the #1 San Diego Brokerage and 49th Best in the Country
Another way is our reputation. Sellers want to work with winners.
For the past 4 years in a row, Big Block Realty was recognized as the #1 Brokerage in San Diego by LocalBest.com (2018 – 2021).
Also, the Wall Street Journal in partnership with Real Trends named us as the 49th Best Independent Real Estate Brokerage in the U.S. out of 106,000 real estate brokerages for 2021.
Check out the screenshots of our awards with links in our two blog posts:
“Big Block Realty Named in Top 100 RE Brokers in The United States”; and
“Best 100% Commission Real Estate Broker San Diego 2022”
Join Us to take advantage of our stellar reputation in the country and San Diego County.
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With your help, we can continue to win more awards in the future!
Steven Rich, MBA – Guest Blogger
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