How can I help my team get more listings? How can I get more listings?
These are questions Jeff Glover asks himself every day. He believes everything should revolve around listing presentations and provided his audience at Family Reunion 2017 with five concepts to master them in the field.
Listing presentations are valuable for many reasons. They empower you, the agent, to be an employer and secure transactions in less time. They also free you up, so you are not locked into a buyer’s schedule.
A good listing presentation has a high conversion rate, appropriate delivery time and is adaptable to different personalities. Glover encourages you to customize your listing presentations to meet the needs of a dominant, influencing, supportive and cautious individual.
THE STRATEGY OF LISTING PRESENTATIONS
1. Content Creation
Putting together a great listing presentation begins with the right content.
Content you should include in your listing presentation:
- Content that communicates your value
You (and your market center) have a lot to offer compared to the market. Share the unique value you have to offer, your status as a local expert and how your expertise has specifically benefited clients. Make sure your content aligns with the type of property of your listers.
- Your Marketing Plan
Listers want to know how you will market their properties once they decide to sell. Do you use online marketing, agent-to-agent, print or others? Make sure to include it all.
- Your Pricing Strategy
Glover reminded attendees that the majority of appointments are either won or lost in the pricing discussions. When discussing the suggested price they should list at and what the comparative market analysis (CMA) suggests about the price, you will be prepared for sellers that expect a higher price and lay the groundwork for strategic price reductions as needed.
Always consider the use of both words and visuals. Infographics are a great way to combine both to display relevant information and data. Make sure you share the right amount of information and take into consideration how to show the information (print versus digital).
Once you have the content of your presentation solidified, practice. Delivering a great listing presentation is a skill that takes practice and consistency. Before sitting down with your listers, practice your scripts and focus on sharing value without selling.
Three simple tips to master your scripts in 90 days:
- Take the listing presentation and write it down once a day for 30 days.
- Take the listing presentation and recite the script aloud once a day for 30 days.
- Role-play the listing presentation once a day for 30 days.
Delivery matters. Here are four things Glover says to keep in mind when delivering your presentation:
- Rate of speech: Pay attention to the rate based on the seller you’re meeting with.
- Tonality and dialect: You may have to change how you speak to build rapport with the seller.
- Body language: Watch the seller and see how he/she responds to certain things. Mimic his/her body language.
4. Prequalification and Homework
Don’t go out to a listing presentation without asking these questions and doing your homework:
- “If what I say makes sense and you feel 100 percent comfortable and 100 percent confident in my abilities of getting your home sold, will you be ready to put your home on the market?”
Several sellers will say no. This question allows you to find out the objections they have for selling before you even go to the appointment.
- “Will you please describe your home for me?”
This question allows you to find out the personality type of the seller.
- “When I see you, what price do you want to list your home for?”
- “As a professional real estate agent, I study home prices every day. I assume you will list with me at a price that will get your home sold?”
- “Will all the decision makers be present?”
Once you’ve confirmed the appointment, let the sellers know what to expect at the meeting and ask them to gather any needed information. It’s your obligation to have great follow-up and communication.
5. Prelisting Package
Finally, put together a top prelisting package. It should include comps and stats, especially if your seller has an analytical personality. Work on your delivery and start showing value before the appointment!
Are there other listing presentation techniques that have been effective for you? Please share them in the comments section.