Listing Presentation Dos & Don’ts
Lately, we’ve been revamping listing presentations here at RE/MAX Northwest. After running a few collaborative seminars and checking in with our agents about what they do, we came up with some tips that seem to be applicable across the board.
be prepared for a listing appointment to come up at any moment
If you are waiting until you book a listing appointment to finish your presentation, you are putting yourself at risk. Be ready to take the opportunity as soon as it presents itself. This will also protect you in case an appointment comes up while you’re in the middle of another difficult transaction and can’t give much time to your preparation.
forget about bad comps
When looking for comps on a property, you may have found a house that you knew wasn’t a fair comparison. Just because you knew to throw it out doesn’t mean the client or another agent will. Be prepared to justify why you don’t think a certain property should be included in price calculations.
treat every listing as competitive
Even when talking to your own past clients, never assume you’re a shoe-in. You don’t have to give a hard sell to close friends, but make sure they know you’re serious about what you do.
trash talk other agents
Being nice means respectfully disagreeing. Use phrases like, “I understand where that price estimate is coming from, but I would suggest listing lower because…” It’s possible to counter what another agent says without calling them wrong or stupid. Be the bigger person – it’s a sign of a true professional.
ask about their expectations and motivation
If they have an unrealistic price or timeline in mind, you want to know that right away. For new clients, ask why they aren’t using the agent who sold them the house. Always find out why they are selling, and what’s most important to them (a minimum price? A quick close?). Knowing what matters most to your potential clients gives you the chance to highlight how you can help them.
offer a price right away
If possible, save the price for a second appointment, or follow-up call/email – it’s another opportunity to build rapport and strengthen the relationship. If you feel like you need to give them an answer at the first appointment, wait until you’ve already sold them on you and your approach. It should be one of the last things you talk about. If the client is pushing for a number (or telling you that the last agent they interviewed gave them a number), try suggesting a large range and explain why choosing the right price is important and can’t be rushed.
If you get every listing you try for, you aren’t going for very competitive listings. The science is clear: we learn best from our mistakes. If you’re getting everything you try for, you’re not pushing yourself.
treat a listing as a “buyer machine”
Sellers are clients, not just a way to get your phone ringing. Buyer leads are a great benefit of listing a home, but your priority should always be the client you already have.
leave them with something
Whether it’s a copy of your testimonials, a professionally printed presentation, or an outline of your marketing program, make sure you're memorable by leaving a little something behind.