Top 7 Listing Presentation Tips
For Realtors and Real Estate Agents
How to excel during listing appointments / listing presentations...
Real Estate Listing Presentations Tips - #1
How to Completely Dominate Your
Competition, Win the Listing 95% of the
Time or More, and Do it All With Incredible
Ease...Even If You're Competing with
the Top Agent in Your Market!"
Sounds impossible? Not if you understand how a seller thinks. Once you do you will have found the secret to closing virtually every listing appointment you attend for a listing presentation.
How Do Sellers Think?
That's easy to know if you will simply step into the shoes of a home seller.
A. Will The Agent Be Honest?
This is their number one concern. You must prove your honestly through the presentation itself and through the use on testimonies.
B. Will The Agent Price My Home Properly?
Most agents think sellers want to overprice their homes. This is why on the average MLS board, 33% of the listings are overpriced and do not sell. If an agent would only understand that most sellers are prepared to price their homes at market value.
C. Will The Agent Follow Through?
Sellers want to know if you will do what you said you would do when on the listing appointment. So having a follow through plan is essential as it proves to the seller you are doing what you said you would do and this leads to more referrals.
D. Will The Agent Follow Up?
This means service. It is essential you communicate with a seller at least 2 times per week and immediately after every showing.
Summary...
These are the top 4 concerns the seller has and it would be wise for an agent to develop a listing presentation that address and resolves these issues.
And of course you will need to include your Internet talent as well, clearly outlining how you will use the Internet to harvest buyer leads.
Real Estate Listing Presentations Tips - #2
Step-By-Step Process Review
So you have booked the listing appointment and now the day has arrived to meet the sellers and conduct your listing presentation. To increase your odds for success, follow these critical first 7 seconds steps called 'Impression Selling".
What Is Impression Selling?
The goal of gaining personal like-ability with the seller. Sales research suggests that 70% of your success is determined within the first 7 seconds of walking into the door of the prospect. That's not a lot of time so you must have a plan to impress them, failing which you put yourself behind the 8-ball.
1. About 24 to 48 Hours Before You Arrive
You must send to the seller, by email or drop off, the following ice-breakers.
A. Personal Portfolio
This is a professional summary of you as a professional. You can see samples on this site of a personal portfolio.
B. Testimony Presentation
It's just a fact of life that people do not 100% believe salespeople when it comes to self-promotion. So you will need to use testimonies, since they will be much more likely to believe what a satisfied client has to say compared to what you have to say about yourself.
You can see a sample here of a testimony presentation on this web site.
2. As Soon As You Arrive
It is strongly recommended that you bring at least one gift to the sellers as a way of saying thank you for allowing you to come to their home.
1. Chocolates
2. Flowers
3. Gift Cards
And remember the kids by bringing them crayons and a few coloring books!
Summary...
You will find by using these ideas you will gain a favorable impression and make the absolute best use of those first 7 impression seconds!
Real Estate Listing Presentations Tips - #3
Why Top Agents Are Always Top Listers!
In every market across North America you will find a common thread among agents… those agents who make the most amount of money are also the same agents with the most amount of listings.
· Why is this so?
· Why is it that great listing agents are normally the ones who are the top earners in the territory?
It’s How This Business Works!
Every buyer must buy a home. The agents who have the listings earn the income regardless if they are working with the buyer or not. It’s called the MLS. Thanks to the MLS, a listing agent does not need to find the buyer to make the income. All that has to happen is for another agent to show the home and the listing agent makes the cash too!
Listings Virtually Guaranteed Your Income!
There’s only three ways a listing will not sell.
1. Overpriced within prevailing market
2. Poor condition compared to competition
3. Listing term too short to realize a sale
Simply address these issues with the seller and you will guarantee your own income.
Listing Agents Have An Army of Agents!
Think about it this way and you will discover why you need to become an expert at listing homes. The typical broker has 17 agents working for them. This means the broker makes income anytime one of these agents secures a sale.
Well, you are in the same boat as the broker but even better. Instead of having just 17 agents working for you, thanks to the MLS you have every agent on the board working for you and they’re all focused on the same event - selling your listing.
Your Benefits for Becoming A Listing Expert!
1. Guaranteed income
2. Prospecting focus
3. Neighborhood expert
4. Prospecting time reduction
5. Contractual performance
Contrast all of this with how agents who work with buyers often end up spending their time. Buyer agents typically are not in contract, wasting time and money showing properties. This process can take weeks to months before a buyer decides to make an offer.
But a listing agent can, during that same period of time, attend listing appointments and secure 3, 5 or even 10 new listings while the buyer agent is stuck trying to get that 1 buyer to make a decision.
Plus Listing Agents Know What Makes A Real Buyer!
When that listing sells, in almost every case the seller has to buy another home. Therefore the seller is converted into a buyer. So listing agents know that their sellers are also buyers. So by focusing their attention on sellers, they actually are also focusing attention on buyers. There’s no better buyer than a seller who just sold their home and is in the ‘must buy’ rather than the ‘like to buy’ position. Add to this urgency to buy, since if they don't they will be on the streets, or even worse, living at the in-laws, and you are in for a nice payday.
Summary
If you are wanting to significantly increase your income, then focus your attention on becoming a listing expert. Of course you will need a listing presentation that showroom shines your talent. We recommend you consider a PowerPoint listing presentation such as on our website.
Real Estate Listing Presentations Tips - #4
STEP-BY-STEP THROUGH THE LISTING PRESENTATION
1. Arrive 15 minutes early to view the curb appeal of the home and to take notes on it to discuss with seller.
2. When meeting seller at door, say something positive about the curb appeal or landscaping.
3. When inside, introduce yourself and shake the hands of the sellers.
4. Ask seller if you can tour the home.
5. During tour ask seller to highlight what seller thinks are the main features of the home.
6. Ask seller during tour if any improvements have been made and if so what are they.
7. During tour ask seller why he/she is moving.
8. During tour ask seller if they have ever sold before.
9. After tour go to kitchen table and do the listing presentation.
10. Simply go through the listing presentation and answer all questions.
11. Make sure you only discuss price after you have concluded your listing presentation.
12. Proceed to your pricing presentation.
Real Estate Listing Presentations Tips - #5
Value Range Marketing Pricing
What Is VRM?
The concept, which was first born in Australia in the early 1990's and years later brought to the United States by Gregg Toyoma for Prudential California Realty's convention, is changing the real estate industry.
Example
A home has a fixed listing price of $199,999. When using value range marketing a range of 10% to 12% is used. So in this example, the home would be priced, with the 10% rate, $179,999 to $219,999. A good rule of thumb is to place the market value of the home in the center point of the range. IN this example, if the true value was $190,000, then the range would be $171,000 to $209,000.
Benefits of VRM
(1) The home is exposed to more buyers. A buyer shopping for a $180,000 home would have the opportunity to view the home. The same applies to buyers willing to invest $200,000 to $210,000.
(2) Buyers are more willing to begin the offer process. After all everyone loves to get a deal!
Real Life
In San Diego, California, agents using Value Range Marketing recently had closed transactions of almost 21,000 homes, while approximately 15,800 homes were marketed at a fixed price.
Tip
If your board does not support VRM, then use '876' as the last three digits on the top end of your VRM price point. The 876 [spells out] V-R-M on the [keypad] of a phone … it just gives another identifying factor to an agent that's knowledgeable that the listing is a range price listing. Then simply make additional comments in the 'remarks' section of your listing.
Real Estate Listing Presentations Tips - #6
How To Do A Short Sale Presentation
Reason For A Short Sale
It is to protect and preserve the credit of the seller.
The Presentation
You must have a presentation purposely designed for this seller type. A short sale presentation is very different from a traditional presentation. In a short sale presentation you will be simply informing the seller about the short sale process and not outlining your marketing plan.
Outside The Scope of Your License
You must disclose to the seller that there are many issues of a short sale that falls outside of your real estate license. These issues include accounting and legal. Therefore you must ensure your seller is fully aware of these issues and that you never offer any professional recommendations on these issues.
Mitigation Company
Perhaps the best kept secret in the business. A mitigation company works directly with the lender and can often speed up the approval and sale process.
Never Market As Short Sale Until It Is A Short Sale
Many agents are risking lawsuits from both sellers and buyers by marketing a listing as a short sale when the seller has yet to receive short sale status from the lender. This amounts to false and misleading advertising. The seller can come back on an agent for any and all shortfalls while the buyer can sue the agent for misleading information.
Disclosure Is Essential
The more you disclose the better off you are as an agent. Full disclosure of the short sale on the listing and offer is essential to guarantee you will not face potential lawsuits. Therefore your short sale presentation must include full disclosure.
Approval Package
Lenders require sellers to provide about 20 items to them, including a Hardship Letter, when applying for short sale status.
Qualifications
The seller must prove hardship. Any and all assets must be declared to the lender as part and parcel of the approval process. Additional assets the seller has over and above the home will be at risk.
Real Estate Listing Presentations Tips - #7
Focused Internet Listing Presentation
83% of people Look At Homes Online
Now that is a fact virtually every seller will agree to when you are on a listing presentation. Therefore it just makes sense for you to have a section in your listing presentation dedicated to Internet marketing.
What Must You Include?
All of the following.
(1) Your Drip Email marketing system.
(2) Your Fixed Date email marketing system.
(3) Your Instant Auto-Responder system.
(4) Your lead harvesting sites.
(5) Your follow up sites.
(6) Your StartPage site.
(7) Your MLS site.
(8) Your agent site.
(9) Your national site.
(10) Your Google adword account.
(11) Your Google site ranking.
(12) Your Just Listed site.
(13) Your Just Sold site.
(14) Your Testimonies site.
(15) Your newsletter website.
Summary
Now that would make for an awesome Internet marketing section for your professionally designed listing presentation!
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