Be Prepared

“It’s better to be prepared for an opportunity and not have one than to have an opportunity and not to be prepared.” ~ Les Brown, American motivational speaker, author, and former TV host

Even the most successful REALTORS® should be prepared to do a listing presentation.

A listing presentation demonstrates to potential clients that you understand their needs and you are prepared to assist them. It also enables you to demonstrate to clients how you will assist them.

To make an effective – and successful – listing demonstration, remember the following rules – know your strengths, know your clients, and develop a listing package.

Rule 1: Know your strengths

Why should potential clients work with you? If the clients are sellers, you must demonstrate that you are the best person to sell their property quickly and for the highest possible amount. If the clients are buyers, you must demonstrate that you can help them buy their ‘dream home’ because you understand their needs.

What sets you apart from your colleagues can be challenging particularly if you are new to the profession. If such is the case and you lack the experience, focus on your strengths and the strengths of your brokerage. For example, discuss your problem-solving and negotiating skills, your ability to address difficulties, or your ability to practical solutions between conflicting interests. Discuss your brokerage’s market presence or successes in negotiating favourable real estate transactions (provide data, if possible). And, detail exactly what services you and your brokerage will provide.

Rule 2: Know your clients

Knowing as much as possible about potential clients will enable you to serve them better. Therefore, before you make the listing appointment, obtain as much information as possible about the clients, which will allow you to customize your presentation to suit their needs.

If the clients are sellers, ask the following questions:

• 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? Brokerage?
• Will you be meeting with other salespeople?

Similarly, if clients are buyers, ask the following questions:

• What’s your timeframe?
• What must the property have? What must the property not have? (i.e., size, number of bedrooms, swimming pool, etc.)
• What is your price range?
• What are you looking for in a salesperson? Brokerage?
• Will you be meeting with other salespeople?

Rule 3: Develop a listing package

Demonstrate your understanding of your clients and the market by providing a package listing that includes:

• comparative market analysis
• marketing plan (including samples of marketing materials)
• detailed description of your services
• photographs of properties you/your brokerage sold (with written permission from clients)
• proper forms and documents (e.g., your brokerage’s privacy policy, Working with a REALTOR® brochure, listing agreement)
• brokerage history

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Do you have a “special ingredient” in your listing presentation? Let us know.