If you want to reach the upper echelon of real estate agency having a lineup of listings helps tremendously. But first you have to nail your listing presentations.
Spring is the time for cleaning, so why not clean up your listing presentation? Here are five ideas that will really make it shine.
1. Create Different Presentations for Different Types of Clients
No two homes are exactly alike. Agents should always take the time to analyze a property, pull strong comparables and know the neighborhood before going to a listing presentation.
It’s equally important to understand no two sellers are exactly alike. A cookie cutter listing presentation won’t hit home with most people. Like any good marketer, you have to adjust your listing presentation pitch for the audience.
It will take a little extra effort, but it’s a good idea to create numerous versions of your listing presentation. For example, you can create a listing presentation specifically for:
- Luxury Properties
- Ranch/Farm Land
- Suburban Markets
- Downsizing Empty Nesters
- Growing Families
It’s all about adjusting your message to speak to a specific type of seller and get into their mindset. You can do this by simply swapping out a few track record statistics (more on that below), focusing the market information on a certain niche and changing up the titles throughout your listing packet.
2. Use Visuals to Represent Your Track Record
One thing that should be all about you (and your brokerage) is your track record. Sellers want to see your stats because they’re interested in getting results. Your track record also provides credibility and highlights your expertise.
High quality visuals grab people’s attention and can do a great job of showing off your track record. Charts and graphs are an ideal solution since they relay information in a clear way and are easy to create using free programs like Google Docs. You can also use them to show how your stats favorably compare to other agents in the area anytime your track record is better than the norm.
When you’re putting together your listing presentation:
- Only put one statistic/chart on a page - this will make the information more impactful.
- Use contrasting colors to make the visual pop.
- Use a subheading to explain what the graph or chart means.
- Provide a source for outside statistics (i.e. the local MLS, NAR, etc.).
- When comparing your stats, compare them to the “average agent” to help set yourself apart as above average.
If you’re a new real estate agent or want to beef up the credibility add some stats for your brokerage. Create a few charts comparing the brokerage’s track record to the average numbers in your MLS or city.
3. Update Your Market Numbers
Nothing will kill the momentum of a listing presentation like outdated information. Savvy sellers know agents have access to monthly market statistics. If your presentation doesn’t include the most up-to-date data it will seem like you’re behind the curb or not that active in the market.
At least once a month update your market stats so they stay fresh. If you’ve been active over the last month or quarter go ahead and update your track record stats as well.
4. Provide Them With Really Useful Education
Information is extremely valuable during the selling process. Buyers and sellers appreciate agents that share their knowledge.
For that reason, it’s a good idea to add an educational piece to your listing packet. We’re not talking about promotional items or flyers from your most recent listing (although that visual can help). We’re talking about an education piece that gives the potential client really useful information whether or not they choose you to be their agent. And it doesn’t have to be complex or complicated. Even a print out of an example HUD-1 settlement statement with explanations is something of real value to a seller.
5. Have Referrals Ready
Referrals are everything in real estate! Despite having the World Wide Web at their disposal, 39% of sellers found their listing agent through referrals from friends and family in 2017.
Choosing a real estate agent is a big decision for sellers. They fully understand a subpar agent can ultimately cost them thousands of dollars if the listing isn’t handled right. Hearing favorable feedback from past clients makes the decision a lot easier.
That’s why you want to have referrals already lined up before the listing presentation. If a seller asks for referrals and you have to get back to them with the information it may seem like you need time to go hunt them down. If at all possible, tailor your referrals to the listing situation. The more the referral is like the potential client (in terms of location, type of home, etc.) the better.
It’s also a good idea to work a few client testimonials into your listing presentation materials. These will help back up your track record stats and may circumvent the need for referrals.
When you’re cleaning up your listing presentation the best thing you can do is look at things from the seller’s perspective. Everything, right down to the titles you use, has to speak to the client and their needs. In fact, take a fair amount of time to craft titles that really grab the attention of sellers. People tend to skim pages, but the titles are always read.
Your listing presentation has got to answer the question, “what’s in it for the seller” rather than just telling them how great you are. They’ll figure that out soon after signing the contract!