No matter how successful or well-known you become, you should be prepared to do a listing presentation. A listing presentation demonstrates to a potential seller client that you understand the seller’s needs, and how you are prepared to assist.
To make an effective listing presentation, follow these three important rules: know your sellers, know your strengths, and create a listing package.
Rule 1: Know Your Sellers
Knowing as much as possible about the sellers will enable you to serve them better, which means selling their property quickly and being able to negotiate a good deal. Therefore, before you make the listing appointment, obtain as much information as possible about the sellers. This will allow you to customize your presentation to suit their needs.
Ask sellers 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?
• Will you be meeting with other salespersons?
Before you meet to give your listing presentation, advise the sellers to gather legal documents.
Rule 2: 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 such circumstances, what you are selling is yourself – your personality and your enthusiasm. You are also selling the strength of the brokerage for whom you work.
Also 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
Rule 3: 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 clients), including what percentage of the asking price they sold for and how quickly they sold – tells the seller of your past successes
• brokerage history
Source: A Mentoring Kit for New Salespeople: Training For Success, available at http://bit.ly/1dNXPXt.
Do you have a “special ingredient” in your listing presentation? If you’re willing to share, let us know.