As a new real estate salesperson, it may be months before you get a listing. Initially, most of your sales will come from working with buyers. This does not mean you shouldn’t prepare. After all, the secret to a good listing presentation is preparation, preparation, preparation. And the more presentations you do, the better you’ll become.
Know your sellers
Obtain as much information as possible about sellers before you make a listing appointment. The more you know, the more you’ll be able to customize your presentation to suit their needs. Ask them the following:
Why are you selling? Moving?
What’s your timeframe?
Tell me about your property (i.e., size, number of bedrooms, zoning, etc.)
How much do you want for your property?
Do you know what similar properties in your area are selling for?
Is there anything unique about your property that would attract buyers?
What are you looking for in a salesperson?
Will you be meeting with other salespersons?
Know your strengths
You must convince the sellers that you are the best person to sell their property, a challenging task if you are new to the profession. In these circumstances what you’re selling more than anything is your personality and your enthusiasm. Another strength – because you are new, you have a lot more time to focus on selling their home.
Finally, remember those personal skills that spurred you on to become a real estate salesperson, such as:
• people skills – the ability to gain trust and respect
• problem-solving and negotiating – the ability to address difficulties and arrive at practical solutions between conflicting interests of parties
• confidence and persistence – a confident attitude and firm grasp of personal goals
Develop a listing package
The written word is mightier than the spoken word. People tend to believe the written word more easily. Your listing package should include the following:
• comparative market analysis – tells the seller that you know the market and provides a basis for establishing a realistic asking price
• marketing plan – tells the seller what you’ll do to get the property sold quickly and for the highest possible amount
• description of your services – tells the seller precisely what you are planning to do for your commission
• photographs of properties you’ve sold (with written permission from your previous client), including what percentage of the asking price they sold for and how quickly they sold – tells the seller of your past successes
• proper forms and documents (e.g., your brokerage’s privacy policy, listing agreement and data sheet, Working with REALTOR® brochure)
For More Information
For more information on listing presentations, including what constitutes a comparative market analysis, please consult our A Mentoring Kit for New Salespeople: Training For Success at http://www.orea.com/index.cfm/ci_id/14362/la_id/1.htm. This is a valuable resource for both brokers and salespeople.
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What does your listing presentation include? Let us know.
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