So the seller wants their home on TV and that’s not a part of your marketing plan?
Remember, plain and simple, the listing presentation is not a sales process, it’s a consultative process and you are the professional.
Don’t manipulate, avoid and redirect during the listing presentation. Just tell the truth.
Be crystal clear in your marketing plan and convince the seller, that your plan is the most productive, results oriented marketing plan for their home. Believe in it!
“You motivate by the depths of your convictions, not the power of your logic!”
A simple principle to remember during the listing presentation: You can say whatever you want, but after you have taken the listing, you are held to what you represented...
Step 11 of the listing presentation.
Present your value proposition based on the expectations of the seller:
The seller has told you what is important to them and what their expectations are of a real estate agent.
Now it’s time to verbalize your value proposition. There are two critical areas to focus your presentation, maximum exposure of their home and your skills.
Maximum Exposure: Start by going right down the list of each of their expectations. Clearly articulate the features and benefits that you offer for the specific want or need of the seller until you gain agreement. Your final question before you move to the next expectation, “Would you agree that this will get your home the maximum exposure to the biggest pool of buyers?” What if they have expectations of you...
Steps 9-10 of the listing presentation.
1. Restate and clarify the answers you receive: The age old principle, “Seek first to understand, and then be understood.” I see too many listing presentation ends up like this… “Let me tell you how wonderful I am and how great our company is, and then I’ll listen to you.” Don’t go into the listing presentation with an arsenal of features and benefits that you overwhelm the seller with. The seller is primarily interested in knowing that you will do what’s important for them. Restate their answers so that they know you listened, gain clarity, and allow yourself to hear it again, and then proceed with how you are going to move forward in the listing presentation.
2. Ask the seller what they think your job is as their real estate agent. What do you think...
Steps 6 – 8 of the listing presentation.
1. Choose a spot to present: Give the sellers two options, the kitchen table or the dining room table. This is a business meeting and you are dealing with what is typically their largest investment. Do NOT sit directly across from the sellers. This is a confrontational position and you may lose the listing before you even start the presentation. Sit at the head of the table with the sellers positioned to your right or left. This is a collaborative position.
2. You begin by asking the number one question: You need to find out what is important to the sellers, not focus on what’s important for you to tell them. Let them tell you where you need to go in the presentation. The number one question is this : “Mr. and Mrs. Seller, what are...
First, have you prequalified the Sellers for their motivation? Do they have your packet of information and comparables? What is your system that you follow when you arrive for the listing presentation? How long is your presentation?
Here are the 14 productive elements to a great listing presentation.
- Show up on time
- Dress professionally
- Have a clipboard and note pad in hand
- Walk around the outside of the house taking notes
- Walk around the inside of the house taking notes
- Choose a spot to present. The kitchen table or the dining room table.
- Ask the number one question. (Sellers expectation of you as their agent)
- Write down all the answers the seller gives you.
A feature is what you have or do; the benefit is what the customer is going to experience! Or it could be the result from any particular feature.
Here’s a look at a couple of basic features and benefits for you to use in your listing presentation.
Feature: Great Technology
Benefit: A huge percentage of home buyers are starting their initial home search on the internet. I will capture numerous buyers that are starting their home search through our numerous on-line marketing initiatives. In addition, internet leads have a long incubation process from initial contact to the time they make a buying decision. Follow-up with these future buyers is critical and I’m able to do so with my drip email campaign that keeps them abreast of the current marketplace and inventory.
The first FIVE STEPS of the listing presentation
1. Show up on time: As simple as it seems, I’m amazed at how many times an agent shows up late for a listing presentation.
2. Dress professionally. It’s absolutely amazing that people have “built-in” expectations of whom they want to represent them “and” what they look like! A shirt and tie or dressy dress will do more than you think!
3. Have a clipboard and notepad in hand: When you go to the doctor, you are asked questions and he writes down the answers. When you go to an attorney, he asks you questions and writes down the answers. This is a simple process of demonstrating your professionalism and that you are focused on every feature of the property.
4. Walk around...
The critical differences between Features and Benefits:
I hear it all the time, “We’re the best or I’m the best because we have the best this and the most advanced that” “So what?”
Features are not the piece that excites someone to take action, it’s the Benefit.
The consumer wants to know, “What is the benefit of working with you?” “What’s in it for me?”
How do you verbalize the importance of staging?
“Do you buy a drill because you want a drill or do you buy a drill because you want a hole?” The drill is the feature and the hole is the benefit.
What benefits do your tools and skills...
(Example Step 4, - Home enhancement skills)
You know the house; clutter, pet aromas, too much furniture and too many personal items.
How are you going to make this home presentable for the market?
It’s simple…. actual photos of before and after pictures where you have hired a professional stager or consulted with the client yourself.
How do you verbalize the importance of staging?
“Mr. and Mrs. Seller, how we live in a home is different than how we present the home to the market. Would it make sense for us to stage your home so that we can present it to the market in the best possible way?”
This is the last of the critical 4 step process towards your Listing Presentation.
How are you verbalizing your marketing skills?
(Example Step 3, – Market Knowledge):
- What is market knowledge? Is it a simple Market Analysis or is there more to it?
- Do you know the difference between Median Prices vs. Average Sales price?
- If so, what does it all really mean?
- How about days on market? Sales price as a percentage of list prices?
- Are you using Price Banding in your listing presentation?
Your commitment is to be the most skilled in presenting and verbalizing your market knowledge.