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Setting the Stage for the Listing Presentation

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By : Kevin Wright    99 or more times read
A successful interview or listing presentation starts before you even show up to the client's home. Top agents have specific steps they go through before they arrive to the appointment and obtain a listing. Before you even begin your listing presentation, follow these steps to help you guarantee at least 90% of your listings.

1. Qualify and interview sellers before the appointment - Have a specific list of qualifying questions to ask every seller. The ultimate goal here is to test their level of motivation to sell. You need to know if their motivation to sell is greater than their motivation to achieve a certain price for their home.

  • How many properties have you sold?
  • When did you sell your last one?
  • What were your experiences with that sale?
  • What did you like the least and best?
  • Why are you selling?
  • Where are you moving?
  • How soon do you need to be there?
  • Do you have any other properties that you need to sell?
  • Would you like me to help you with those properties?
  • What will be included with the sale?
  • Do you want to price this house with ____ or without the ____?
  • Are you interviewing any other agents for the job of selling your home?

These questions are extremely important. You want to know where and why they are moving. You also want to know their time frame to move. This information is related to price and motivation. Real estate professionals should understand that price and motivation are connected. The lower the motivation, the higher the price the seller will want and the opposite is true - the higher the motivation, the lower the price the seller is willing to accept.

In qualifying the seller you always want to know if they are interviewing other agents. This information will give you an advantage over the other agents. It will allow you to send them MLS information about the competing agent or company. It will give you the chance to compare benefits and services as well. You don't want to say anything negatively about any other agent or company, but you do want to spot out the differences in your marketing approach and track record. After all, you are competing for the job of selling their home.

2. Deliver the Pre-Listing Package - You should give this package to the prospective client within a few hours of interviewing them or your initial conversation. To make the package more personal it would be ideal if you could take a quick photo of the outside of their home to include in your sample marketing material. This will make a great impression on the seller and will give them an idea of how their home will look if marketed by your company. If you are unable to hand deliver the package, then use a mail courier to get it to them as soon as possible. The package should give the client a brief overview of you and your company. It should also include your credentials, performance, and what your track record is in sales. It should clearly focus on the benefits of doing business with you rather than with any other agent. The package should not include ego inflated information about your past achievements, track record, etc. This is of little importance. The homeowner is mainly concerned with two things:

  1. Performance
  2. Results

They don't have the time to read a 30-page novel on how great you are. Just give them the information they need and be sure to include a section on the importance of pricing. This section will prepare them for the discussion of the listing price.

3. Before for the appointment - You should be mentally prepared before every appointment. Here is a list of items you need to do before meeting with the seller:

  • Research the market conditions and price ranges in their area.

  • Review the comps in the area to determine the best listing price.

  • Review your marketing strategy for getting homes sold.

  • Review benefits of you and your company and why they should list with you.

  • Review information about other agents who are being interviewed for the job.

  • Evaluate any potential objections from the seller.

  • Practice your listing presentation before you arrive at the seller's home.

  • Leave early to arrive to the appointment on time and dress to impress.

4. When you arrive, qualify the seller's home - Be sure to arrive at your appointment early to gather your thoughts. You should be dressed professionally and prepared to interview. Smile when you meet the seller, shake hands, and build rapport. Tour the house and you may want to take photos a few photos of the home as well. When touring the home you want to ask or do the following:

  • "In your opinion what are the homes most salable features?"

  • "What do you think your home is worth?"

  • Discover problem areas with the seller as you view the home.

  • Show your professionalism by offering suggestions for marketability, such as cleaning, painting and repairs.

5. The listing presentation - Be confident when you give your listing presentation. Sellers want to know if you have the confidence to get their home sold.

A great place to hold the presentation is at the kitchen table. This is an informal and comfortable setting. You don't want to rush into the presentation. Make small talk and listen to the seller to understand their needs. You may want to give a compliment about the home and ask open-ended questions to get a feel of what they need. The objective of the presentation is to convince the seller that your services will help them achieve their goals. People don't buy from salespeople; they buy from friends and people they trust, so building rapport and trust with the client is key.

Follow these steps and all your listing presentations will be slam-dunks! Prepare well before each appointment because preparation is necessary for a smooth and successful interview. Visualize and prepare by practicing the listing presentation and answers to any potential objections, so you don't sound rehearsed. Your presentation should be short and to the point while building rapport. Your time as well as the seller's are very important and shouldn't be wasted. Good luck and much success!!

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