The Listing Presentation

Thank you for joining us for another episode of Brilliant Talks, our free weekly real estate coaching program. Let’s talk about listings, particularly listing presentations. 

As agents, when we are going after a listing, it is crucial to have as much information about both the property and the seller as possible before diving into a listing presentation.

These include:

• Specifics about the property
• A general idea of the seller’s personality
• Their motivations for selling the home
• An overview of who your competition is. 

That’s why we always encourage agents on our team and those who coach with us to ask as many questions as they can pre-listing. The more data you gather, starting from your CRM to your first few phone calls and follow-ups with them leading to the listing presentation, the better prepared you will be and the more you can personalize the solutions you offer to your potential client’s specific needs.

I’ve outlined a list of pre-listing questions that you can go through and ask your clients to get as much information as you can. We share this with our coaching clients, so feel free to reach out to me if you would like a copy as well. 

A listing presentation isn’t just a presentation; it is more like a job interview. This is your chance to convince the seller why you are the best person to represent them in their plan to sell their property. And chances are, you are not the only one interviewing with them.

You would want to highlight not just your strengths and what you can do for them, but also what it is that you do differently—something they need that they won’t get from the competition. It is advantageous to be aware of who your competitors are and their activities in advance.

But more than that, you need to be able to identify and get to the heart of what it is that your sellers need and how you can fulfill those needs best for them.

We also provide an overview of a few of the elements you can include in your listing presentation. To make sure that their branding is present in your presentation, some brokerages offer their agents this, or at the very least, a template you can modify. Some don't, so you might need to create your own.

But here are some of the things you can put in your listing presentation:

• A cover with the brokerage or company name to represent who you are with.
• About You page with your name, a short bio of who you are, and your contact info.
• About the brokerage or company you are with, their taglines, history, what they stand for, and their credentials. Their partners, networks, analytics, reports, and stats, both local and international.
• An outline of your specific plan for their property and specifics on each outlined proposal. 

Highlight where you will be marketing their property, from MLS and other partners you may have to digital, prints, social media, press releases, and publication ads you might be planning to do. Showing them analytics on reach and engagement will help establish credibility for your proposal’s effectiveness.

If you offer services such as home staging, highlight those as well.

You can also present an updated competitor benchmark of your brokerage and company with main players in your local area, and highlight any other advantages you or your brokerage or company might have.

The goal of the listing presentation is to lay out all of the solutions you are offering to your client’s needs before they even ask the question.

For me and Jacob and a lot of other people on our team, we rarely go through the packet during our presentation. We send it to them ahead of time, so they can come prepared with their questions, and we take a more conversational approach to laying out our proposal.

The presentation helps as an outline or guide if you are nervous or new to the industry, but the more you do it, the more that information becomes second nature to you. By then, the conversation just naturally flows, and you are able to focus more on what your clients are telling you.

At the end of the day, the key is not the packet you hand out, although you should still put a lot of care and thought into your presentation material. The key is in the way you explain the information in there and how it solves problems for your clients. 

Watch the replay of this coaching session if you missed it, and if you are interested in a one-on-one or group coaching session with us, you can visit our website or shoot me a message. We want to help as many agents in the industry as we can, and we start by highlighting the strengths you already have and polishing them even more.

Catch us at the next Brilliant Talks session, and have an awesome day!