1:29 Minute Read.
You can build a perfect, irresistible listing presentation. Like an athlete in the zone, you can walk into any listing appointment with the confidence of certain success. Here’s how:
“Really, don’t you wish you could win every listing?”
Keeping in step with the athletic metaphor, the path to success always involves focusing on the fundamentals.
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. Memorize your listing presentation to the point it flows naturally and never appears mechanical. Practice your presentation on your spouse, family, pets and if you are especially daring, a video camera. Placing the right words, in the right sequence with the right timing separates professional agents from newbies.
Ask questions. Use questions to measure your client’s readiness to proceed. If I say it twice, maybe it will sink in: Most agents talk too much. Asking questions throughout a presentation will break up your monologue and keep your clients engaged. It never makes sense to proceed unless your client understands and is engaged in the process.
Use humor. If you can get them to laugh, you can get them to list.
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 each year” answers the real question they’re wondering about.
Evaluate afterwards. There are 4 steps in the Perfect Listing Presentation: The Greeting, The Answer, The Plan and The Close (more on those in future posts). Each of those segments have specific goals. Evaluate how you managed and achieved the goal of each section. Breaking your presentation into smaller bits and evaluating each segment helps identify weak areas needing improvement. And never use your evaluation to beat yourself up. Instead, think of it as in-the-field training.
With a little effort, you can become the top real estate agent in your market. It takes time, trial, honesty and a willingness to tinker with your listing presentation until it is dialed in to fit your style and skill set.
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