The HOW TO Guide of Listing Presentations
Instructor: John Henderson JT@grar.com
Module 2 Lesson 4 – The Plan
The goal of The Plan is to present yourself as their best solution.
Ever felt the pressure of being 1 out of 5 agents interviewed to list a home? If you plan on winning that listing you‘ll need plenty of confidence and a plan that works. Success doesn’t just happen.
After building a relational bridge to clients and dealing with their most pressing questions, its time to PRESENT YOURSELF AS THE PLAN. The plan moves a client from “what I have” to “what I need”. The strategy is to demonstrate that your personality fit, level of professionalism, and successful selling techniques are superior to your competition. Position yourself as the best solution to sell their home.
There are 4 gates you must pass through before being chosen as a listing agent. Your client must say yes to each one or you will miss this deal. Order is important. Never allow a client to move you out of this order. If they ask a question that changes this order, defer the question by telling them you’ll get to that question later. Try saying “That’s a great question - we’ll get there in just a moment.” or “You’re two steps ahead of me - I’ll get there soon.”
Agent You must first sell yourself as the right person for the job. Fail here, and the rest of the appointment is a waste of time. Give a brief bio of yourself that asks and answers the question why you are the best agent to sell their home. Focus on the positive. Frame all data. Younger agents use words like “energy” and “persistence”. Older agents focus on “experience” instead. Also use this time to address any potential concerns your client might have about you.
Company Once you’re confident you’ve won them over, offer a few sentences about how great your brokerage is. Again, frame everything in the positive. Smaller brokerages can boast their clients listing would be a top priority and highly valued by a smaller company. Larger brokerages can focus on the power and influence such a large brokerage has in the real estate community. And in either case, the statements are true. They merely echo the perception people think when dealing with large and small companies.
Product/Service Provide a list of marketing efforts you’re going to perform in selling their home. Make a long list. Differentiate yourself from other agents. Ask about services other agents offer so that you can identify whom your competitors are and tweak your presentation to come out on top.
Price/Commission Ever notice how clients jump to the price question first? Always sell the cost of your services last. Why? No one can determine if it’s a good value until they know all the work you’re going to do for them.
Confident your client is sold on you, your company, service and pricing? Do they believe you are the right agent for the job? It’s time to place listing documents on the table and start with an estimated Seller’s Net Sheet. Otherwise, ask more questions to determine if/why they are hesitant to move forward.