As a sales associate, every listing presentation is an opportunity to earn trust, demonstrate value, and ultimately win new business. Of course, every other associate who makes a presentation to that seller will have the same goals. Use these ideas to set yourself apart from the competition and win sellers.
- Start with a Detailed CMA
A detailed, well-presented CMA is vital at any listing presentation, so it's a must-have even if competing sales associates do the same thing. Set your CMA apart by providing crucial context, and presenting information that is easy for the seller to digest.
- Go Beyond Your CMA to Demonstrate Neighborhood Expertise
While a CMA can tell a seller a great deal about how similar homes in the area have been priced, it doesn't always tell them why a price is what it is, or what demographics are most likely to meet that price. This is one area where your local expertise can help you stand out from the crowd. With a firm idea of what a neighborhood and its surrounding community have to offer, you can give the seller a much more detailed impression of the local market. Bonus points if you can put together a buyer profile, to give the seller an understanding of who is most likely to be interested in the property.
- Dress to Look and Feel Your Best
Confidence is king in any presentation, so dressing for success is an easy way to feel more confident yourself, make the seller feel more confident in your presentation, and ultimately land your next listing. While there's no one right way to dress for a listing presentation, it's hard to go wrong with a suit, pantsuit, or business casual attire. There are many other good options, so the real key is simply to dress in a way that allows you to project confidence and professionalism.
- Come Ready with Answers to Their Questions
Most sellers have questions. A lot of questions. While every step of your presentation is important, answering questions will often present the best chance to be dynamic, demonstrate value, earn trust, and set yourself apart. That's why it helps to be prepared. Anticipate the questions that the seller may have, both generally and about their specific market. Be prepared to listen, provide answers, and fall back on your real estate expertise when they do ask something unexpected.
- Show Examples of Your Marketing Materials
Competing sales associates will often be doing a lot of telling during their presentations. Set yourself apart by showing the seller exactly what they can expect from your marketing efforts. Bring examples of brochures, listing flyers, advertisements, and, most importantly, all of the digital tools that you'll use to sell their home. When a seller can see exactly how you have effectively promoted previous clients' properties, they'll be more confident that you can do the same for their home.
- Don't Be Afraid to Ask Tough Questions
No matter their demographic, the type of home they're selling, or the reason they're selling it, every seller values honesty when dealing with their real estate sales associate. Just as in many other business relationships, sometimes honesty means asking the tough questions. A listing presentation often means being tactful while asking why the seller is listing the home, what motivates them, and what they hope to achieve with the sale. Even if they're selling the home for an unfortunate economic or personal reason beyond their control, most sellers will appreciate the sales associates who ask the tough questions necessary to find them the right deal within their target time frame.
- Strike a Balance Between Realism and Optimism
The vast majority of sellers also value honest feedback on both their local real estate market and how their home fits into that market. But there's a difference between honesty and pessimism. When discussing market matters, you can be.honest about the data even when the numbers aren't ideal, while showing why the seller should be optimistic that you're the right choice to maximize the value they receive in that market.
- Add Social Proof to Your Pitch
When a prospect is researching your real estate firm online, they'll often be looking for social proof like online reviews, testimonials, and social media posts where clients publicly discuss what you have to offer. When you're pitching a seller during a listing presentation, you'll have to bring the social proof yourself. Mixing in quotes and testimonials from past clients can be a great way to demonstrate your value and show sellers exactly what type of service they can expect when choosing you.
- Leave Money for Last and Pitch the Asking Price Effectively
Naturally, most sellers will already have an asking price in mind for the home, and they'll want the opinion of any sales associate who's making a presentation. Get ahead of the game by making it clear that you'll discuss a specific asking price at the end of the presentation, but first, you'll talk about the market, discuss how their home fits, and explain all of the other ways that you add value during the sales process. Once the seller has a firm idea of all you have to offer, they'll be more receptive to your pricing opinion – even if it doesn't necessarily match their own.
- Never Forget to Follow Up
Your job doesn't end when your listing presentation is complete. Hopefully, it's just getting started! Stay top of mind with sellers and show them that you care about earning their business by following up quickly after thinking about their options. Sending an email is the perfect place to start and provides an easy way to continue the conversation. Dropping a note in the mail is a great way to reach less tech-savvy sellers, and still adds an extra, personal touch for more tech-minded sellers even if you send an email as well.
- Ask for Feedback Regardless of the Outcome
Even when you make an excellent presentation, sometimes the seller will choose to go in a different direction. Whether you win their business or they choose someone else, asking for feedback is one of the best ways to improve your future listing presentations. It's one thing to guess why a seller made their choice. Finding out directly why they made their choice will help you understand what went right, what could have gone better, and what you can do to land your next listing.
There's no doubt that research and presentation make all the difference when planning a listing presentation. The trick comes in tailoring your presentation to each seller's unique needs while adjusting on the fly when the seller presents you with an unexpected question or market concern. With the right planning, preparation, and practice, you'll be ready to show sellers why you are the best choice for their real estate needs.