When done right, a listing presentation can be a powerful ally. It can also be your biggest enemy. This year has brought enough twists and turns to make anyone dizzy. And in the wake of the current inventory crisis, you need a listing presentation that not only sells your capabilities as an agent but builds trust in the market.
Despite all your rehearsing, researching, and revisions, your approach could still be missing the mark on what clients really want to know right now. Here are some tweaks you can make so your listing presentation is successful for today’s market.
Don’t Talk About Yourself Too Much
Your first instinct may be to spend the majority of a listing presentation talking about your impressive career and successes. After all, aren’t you trying to sell these possible clients on what an amazing agent you are?
Yes, there is a time and a place for that in your presentation. But before you jump into your highlight reel, you need to ask the seller what their goals are for selling their home. From there, you can position your presentation to reflect how you can help them achieve those goals. Every other agent is going to brag about their marketing strategy. Be the trusted advisor that puts their concerns before the commission.
Use A Lot of Visuals
Today’s social and economic challenges mean that clients have A LOT of questions. Not only do you need to be prepared to answer them, but you also need to make all the jargon, complexities, and nuances easy to understand.
That’s where visuals come in. Not only are they appealing to the eye, but they also make presentations 43% more persuasive according to a study by 3M. Charts, graphs, infographics, images, etc. are all powerful ways to communicate the more complicated topics of today’s market. That’s a big reason why clients hire agents in the first place, right? They trust you to be the expert that walks them through the process.
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Don’t Talk Badly About Your Competition
So, you go on a presentation for a listing that expired. You would assume that pointing out what the other agent messed up is an easy way to show the seller that you’re better. Wrong. Consider the fact that you got the opportunity to meet with the seller as a huge win. Instead of badmouthing your competition, make the seller understand why your plan to sell their home works better. Talk up your marketing strategy instead of talking down others.
Picture this. You just wrapped the best listing presentation of your life. The clients are eager to sign the contract right on the spot. You reach into your bag to grab it, but nothing’s there. Everyone is human. People forget things. But being unprepared can send clients the message that you’re unorganized, or worse, unprofessional.
Whether you have 5 hours or 5 minutes to practice for a listing presentation, it’s important you take advantage of every second. Nothing says “don’t hire me” like showing up unprepared, forgetting your paperwork, or stumbling through your script. Remember, there’s no such thing as being overprepared. When in doubt, practice more and bring everything you think you’ll need and then some.
Update Your Presentation Frequently
Is your listing presentation ready to tackle today’s seller questions? Sure, it may not need all the bells and whistles, but a listing presentation that covers the current shifting market can help build confidence.
Whether you’re revising your current listing presentation or building one from scratch, make sure to keep it modern, clean, and simple. A little information can go a long way when displayed well.