Giving listing presentations to Cleveland home sellers is one of my favorite and one of the most rewarding activities in Real Estate.
One of the most important and challenging parts of any listing presentation is to answer the main question: What's In It For Me, The Home Seller? What's in all your cool technologies for me, dear agent? What's in all your Internet advertising for me? What's in your company's Big Name for me? How shall I benefit from all your efforts?
Home sellers are better hiring the Real Estate agent only if all these questions are addressed and answered during the listing presentation.
For Real Estate professionals, there are few major goals to be achieved during the winning listing presentation:
- Understand the home owners' objectives, needs and goals
- If the home sellers' goal is to move, then define the desired time frame for making this move
- Offer and discuss with the home owners the winning marketing strategy, including the right pricing
- Discuss and make an agreement on house presentation rules, including showings and Open Houses
- Set up the communication rules, including frequency and the ways of communication
- Set up the partnership between the home owners and their agent in successful sale of the house
- If the home owners' objective is not necessarily to move or if their expectations are unrealistic, BE HONEST and explain in a professional manner that listing the property for sale now may be more harmful than useful.
Most of home sellers interview more than one agent prior to making a decision on whom to hire. There are definitely more than one thing to consider while making this decision. It's the agent's personality, professionalism, knowledge of the market, enthusiasm, experience, ability to present herself, ability to handle objections, compassion, and many more. Well prepared and well performed listing presentation is the best indicator of your agent's professionalism.
As many Real Estate agents do, I've been constantly mastering my presentation to home sellers. We created a simple document for our home sellers to help them understand our high standards and - which is more important - how they, the home sellers, will benefit from our professional work. Please review and give us your feedback on this document.
Thanks a lot!
Svetlana, loved your 10 points strategic marketing....
Thanks for sharing...
Ken - it's such an art to uncover the clients' true needs and motiffs!
Frank - All the basics are not new but it doesn't mean that they don't work:)
Gloria - Thanks for commenting!
Everyone - Have a lot of successful listing presentations and sales!
Svetlana: A listing presentation is not only about the seller but also how and if they are comfortable and confident with you.
A powerful presentation usually does not win over character and trust.
Ty
very good post i agree with all your points and its about finding out the needs of the client.
This is a great information and strategies on the listing presentation. Please check out http://prelistpackage.com They have a lot of useful tools, tips and scripts to make your job much easier during the listing presentation as well. Thanks for sharing!