At some point during your Direct Mail campaign, the phone is going to ring with a prospective client on the other end who’s interested in selling their home. In a previous post, we shared some of our top tips for Successfully Following Up with Real Estate Leads. In this post, we will bridge the gap between getting that phone call, and converting your lead into a listing with a winning listing presentation.
Do Your Homework and Double-Check
One of the reasons you send postcards and market to a particular area is because you know the area, and consider yourself an expert within a specific community. However, has anything changed since you started your farming campaign? Has turnover or the average sale price dipped or spiked in the last few weeks or months?
Doing your homework also applies to your clients themselves. Thanks to search engines or social media,
By doing your homework ahead of time, you avoid the possibility of contradicting yourself during your presentation.
Professional Image is a Must
Presenting a professional image is important during every step of the real estate transaction, and organization will set you free. Let’s compare two real estate agents:
- Agent Alpha: Agent prepares a clean, colorful, and professional listing presentation via PowerPoint, and brings at least two (2) tablets with the slideshow uploaded for convenient viewing.
- Agent Beta: Agent brings a stack of loose leaf documents, printed in grayscale or black and white, with grainy images and graphs.
Agent Beta may be the greatest salesperson in the world, but taking the extra time to create a professional image for your presentation improves your chances of gaining your prospective client’s trust and attention.
What’s in a Great Listing Presentation?
A great listing presentation boils down to your Value Proposition: demonstrating your expertise, and what you can offer them compared to another real estate agent or team. Here are a few tips that can help you create the best possible listing presentation for your clients.
Showing proof in a listing presentation comes in two forms: your resume and proof of success with another listing. At the beginning of your listing presentation, provide your clients with a brief summary of your experience as a real estate agent, why you love the industry, and a quip about you that your clients can relate to. (You did your homework on your prospective clients, right?)
Your listing presentation should also include some of the marketing strategies you’ve utilized with another listing. If you have listed and sold a home in the same subdivision, even better! Some examples of proof you can show are photos of the home staging, social media posts, postcard fronts, and a client testimonial (if applicable).
What if this is your first listing presentation? Don’t worry! Chances are, you have previous experience either a) selling other products or b) you learned from your broker or a lead agent, and they have an outstanding resume.
Provide Valuable Information
Once you have established yourself as a real estate agent who knows how to convert listings, your listing presentation should shift its focus into your prospective client’s specific needs. The best way to provide this information is through graphs, charts, and other pertinent statistics regarding their home.
As you go through the various data points, make sure to make eye contact, and read their reactions. If they interject, stop talking and listen carefully. It’s incredibly easy to stay in sales mode, and if you make your prospective client(s) feel like you’re not listening, you reduce your chances of earning a listing.
The most important reasons to provide your clients with cold, hard facts in your presentation are transparency and honesty. Savvy real estate agents have encountered numerous prospects who think their home is worth more than what the market dictates.
Since honesty is the key to building any relationship, the worst thing you can do is provide false hope that you can sell their home for more than the market norm. Even if they choose to go with a different agent, there will always be another opportunity.
At the end, ask them if they have any questions. If you presented a slideshow on a tablet, offer to email the presentation to them. You can also offer to add them to your email list, and let them know that you will follow up in the near future.
When you hop into your car, take a few moments to think about how you did. Open up the voice recorder on your smartphone, and if you have any thoughts or notes regarding your presentation. These notes can help you with future listings, and help you polish your skills.
Follow-Up and Feedback
You’ve given it your all, and now it is up to your prospects to make a decision. A gentle thank-you email is a nice touch, and will demonstrate your enthusiasm for helping them sell their home.
If they opt for a different agent, don’t take it personally. Instead, ask them for feedback on how you did with your presentation. This will not only help you improve your skills, but could also set you up for future listings, especially if the agent they chose doesn’t deliver.
Share With Us!
How has your Listing Presentation evolved over the years? What did you learn on your first Listing Presentation that still applies to this day? Let us know in the comments below.
A quality Listing postcard is a great way to show proof during your Listing Presentation, and Wise Pelican makes it easy. You can create a free account with no credit card to see how Wise Pelican works by clicking here.