The HOW TO Guide of Listing Presentations
Instructor: John Henderson
Module 2 Lesson 1 – Commit to a winning plan
Some agents win listings easily. Their presentation is so smooth that it feels like the time spent talking at the kitchen table is just a mere formality. The deal is theirs for the taking. There is a reason their presentation is so good. And your presentation can be equally irresistible.
In some ways, Real estate agents are a lot like rock stars…stay with me here.
Great musicians bring audiences to their feet nightly. They perform the same songs everyday. And while we understand they’ve sung their repertoire for the ba-zillionth time, it still feels fresh to us. Superstars do that. That’s real performance art. On the other hand, you know when a musician’s career is waning when they appear bored and stumble over lyrics.
Listing presentations are a lot like that.
Ingredients of a great presentation –
Cut it down to smaller, easily digested portions.
Store extra ammo.
So, if you plan to be a rock star real estate agent, here’s some advice:
Words are critical. Most agents talk too much. Use words sparingly. Every word either brings you closer to a sale/listing or further from it. Chose your words so that they flow naturally and never appear mechanical. Placing the right words, in the right sequence with the right timing is a mark of a true professional. Practice your presentation with your spouse, family, pets and if you are especially daring, a video camera.
Memorize your listing presentation Know it cold. Rather than making your presentation stale, memorizing it will give you insight into every aspect of it. Secondly, cut it down to size. Divide your presentation into smaller portions, That way, you can pause throughout your material to determine whether your client is tracking with you. Cut out all small talk that doesn’t move them towards a positive decision. Next, be ready for questions and resistance. Memorize a couple extra facts, illustrations and answers just in case your client takes you down a bunny trail. Tweak it. After every presentation, judge how well you performed. Don’t beat yourself up. That won’t help. Instead, take the time to review what worked and what didn’t, and adjust accordingly. Add humor to your presentation. If you can get them to laugh, you can get them to list. Having a few simple chuckle inducing stories will build a closer bond. And last but not least, add energy. You may have given the same presentation several times last week, but for the person you’re talking with now, it’s the first time they’ve heard it. Keep it fresh.
Ask questions. Use questions to measure your client’s readiness to proceed. Let me say it again: Most agents talk too much. Asking questions throughout a presentation will break up any monologue and keep your clients engaged. It never makes sense to proceed unless your client understands and is engaged in the process.
Take control. Don’t be timid. Remember that you are the professional at this table and your clients are relying on you to lead them through the process.
Frame information. Data means nothing without context. Every piece of information you offer must be presented so that it compares and contrasts to something else. For example, saying you closed 150 transactions last year means nothing to the average client. Saying “the average agent in this area closes 12 transactions per year but I handle that many by the end of January.” answers the real question they’re wondering about.