This might seem counterintuitive, but if we’re going to talk about listing presentations, we must first talk about listening.
Too often extroverted real estate brokers, who love the sound of their own voices, launch into well-rehearsed and finely polished demonstrations and pitches. You don’t want to do that, however, until you have determined exactly who the prospect is, what they value and how your representation services specifically deliver what they value.
Then, and only then, do you start to “sell.”
A listing presentation is your pitch to get a new client. More specifically, the presentation is your formal chance to present how you and your brokerage abilities are beneficial to the prospect. But before any of that happens, it’s all about figuring out what the prospect values.
Here are some things to keep in mind as you prepare for your next listing presentation:
1. Above all else, focus on what the prospective client values as opposed to just selling your attributes. You want to be focused on outcomes and not features and benefits.
2. Before the meeting, do your background detective work, so you ask knowledgeable questions and make the time spent in the meeting valuable to everyone.
3. Think about building a trusting relationship with the prospect. You do that by communicating well, listening attentively and being honest. Be yourself but be the professional and appealing version of yourself.
4. A presentation isn’t all talk. Make sure to listen as well. In fact, many top producers will actually listen MORE than they talk in a so-called “presentation.”
5. Structure your listing presentation logically and persuasively, taking advantage of human nature. Prospects respond better when the flow of the listing presentation just feels right.
6. When you coach and facilitate your prospects, the hard sell is not necessary. Focus on being their trusted adviser as opposed to just wanting to do a transaction with them.
7. Determine what part of your listing pitch is boilerplate and which part is to be customized. Focus your preparation on the customized part.
8. Cast a vision of how great life will be when working with you by using a little showmanship during the listing pitch meeting. Paint a picture with your words.
9. Over-reliance on audio/visual aids is one of the biggest mistakes you could make.
10. Two presenters can be better than one, but having too many presenters in a room starts to be a problem.