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The Ultimate Guide to Listing Presentations + Templates & Examples

If you’re a real estate agent, you understand that crafting an impressive listing pitch or listing presentation is a crucial aspect of your role. This opportunity allows you to showcase your skills, expertise, and track record to potential clients, convincing them that you’re the ideal choice to sell their property.

However, developing a winning real estate listing pitch can seem like a daunting task. That’s why we’ve compiled the Ultimate Guide to Listing Presentations, complete with templates and examples to assist you in creating a presentation that will leave a lasting impression.

Whether you’re an experienced pro or a new agent embarking on your career, this guide offers all the insights you need to produce a compelling and impactful listing pitch, ultimately securing more business. So, grab a cup of coffee and let’s get started!

What Is a Real Estate Listing Presentation?

A property sales pitch is a tool utilized by real estate agents to present their services to prospective clients interested in selling their homes. This opportunity allows agents to highlight their expertise, capabilities, and marketing approaches to gain the confidence and business of potential sellers.

The real estate sales pitch typically comprises details about the agent’s background, their methods for selling properties, and an in-depth examination of the current real estate market in the seller’s locality. It might also encompass instances of prior property sales by the agent, along with their promotional materials and strategies. Crafting a well-structured property sales pitch is critical, as it can be the deciding factor in securing or losing a potential client. Therefore, it’s vital to dedicate the effort needed to make it as engaging and influential as possible.

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Benefits of a Listing Presentation for Real Estate Agents

There are numerous advantages to developing a robust property sales pitch as a real estate agent. Foremost, it’s an opportunity to exhibit your knowledge, professionalism, and track record to prospective clients. A well-crafted presentation can bolster your reputation and instill confidence in potential clients that you possess the qualifications to effectively sell their properties.

An outstanding property sales pitch can help you distinguish yourself from other agents who may be vying for the same business. By delivering a concise and persuasive marketing strategy, you can set yourself apart and illustrate why you’re the optimal choice for the task.

The objective of the property sales pitch is to secure more property listings. A compelling and carefully constructed presentation can sway potential clients to opt for your services over those of other agents, ultimately resulting in an increase in listings and sales.

Lastly, an effective property sales pitch can aid in cultivating stronger connections with prospective clients. By investing the time to comprehend their requirements and concerns and offering a tailored marketing blueprint, you can convey your dedication to their success and establish trust and rapport that may lead to enduring business associations.

• Establish credibility and professionalism with potential clients.
• Demonstrate your expertise and experience in the real estate industry.
• Stand out from other agents who may be competing for the same business.
• Communicate your unique who may be proposition to potential clients.
• Provide a clear and compelling marketing strategy for selling a home.
• Win more listing and sales.
• Increase your income and commissions.
• Create stronger relationships with potential clients.
• Build trust and rapport with potential clients.
• Provide a roadmap for the selling process, which can help alleviate concerns and anxiety.
• Outline your approach to marketing and advertising the property.
• Provide market data and analysis to help sellers understand the current real estate landscape.
• Demonstrate your attention to detail and professionalism.
• Show your commitment to the success of the client and their property sale.
• Boost your confidence and improve your overall performance as a real estate agent.

How to Create the Best Listing Presentation?

Drawing from my experience as a seasoned real estate agent, I can attest that crafting a successful property sales pitch demands dedication, hard work, and meticulous attention to particulars. Here are some recommendations to assist you in developing the most effective property sales pitch possible:

• Know your audience : Understand who your potential client is and what their needs and goals are. Tailor your presentation accordingly.
• Use visuals : Incorporate high-quality photos, videos, and infographics to showcase your expertise and the property.
• Showcase your track record : Highlight your experience and success as a real estate agent. Share case studies or examples of past properties you’ve sold.
• Be informative : Include a thorough analysis of the local real estate market, current trends, and buyer behavior.
• Explain your marketing strategy : Outline how you will market and advertise the property to potential buyers. Highlight your unique approach and marketing materials.
• Highlight your services : Let potential clients know what sets you apart from other agents. Share your unique value proposition and services.
• Be organized : Use a clear and logical structure for your presentation. Break it down into easy-to-digest sections.
• Practice : Rehearse your presentation to ensure that you’re confident and engaging during the actual meeting.
• Be authentic : Be yourself and let your personality shine through. Potential clients will appreciate your honesty and authenticity.
• Follow up after listing presentation : After the meeting, follow up with potential clients to answer any questions and provide additional information if necessary.

Listing Presentation Tools

Various presentation tools are available to aid real estate agents in crafting polished and convincing property sales pitches, which can ultimately secure the confidence and business of prospective clients. Here are a few examples of such tools, including Trafft, Highnote, Pixlr, Grammarly, and Jasper:

• Trafft – the best online booking system that helps agents streamline their booking process, making it easier to set up and schedule listing presentations with potential clients.
• Highnote – real estate presentation software that allows agents to create multimedia presentations that incorporate video, audio, and images. It’s a great way to showcase your expertise and provide a more engaging and interactive experience for potential clients.
• Pixlr – photo editing software that helps agents enhance and edit photos of a property, making them more attractive and compelling to potential buyers.
• Grammarly – a writing assistant tool , can help agents ensure that their presentation is error-free and grammatically correct, which can add to their professionalism and credibility.
• Jasper – helps agents generate content for their presentations, such as property descriptions, market analyses, and marketing materials. It uses artificial intelligence to create high-quality and relevant content that can save agents time and effort.

Listing Appointment Checklist

To help you ensure that your presentation is comprehensive and effective, we’ve created a listing appointment checklist :

• Ask Thoughtful Questions Before Listing Appointment. You can ask the potential client about their goals and objectives for selling their property. Make sure you understand their needs and expectations. I’ve written an in-depth guide about questions to ask sellers at listing appointment that will be helpful
• Get To Know the Property. Explain how you’ll Include high-quality photos and videos of the property, as well as a detailed description of its features and benefits in the buyer presentation.
• Find Out Everything About the Neighborhood
• Perform Competitive Market Analysis (CMA). Provide a thorough analysis of the local real estate market, current trends, and buyer behavior.
• Learn How to Prepare for a Listing Appointment. Outline how you will market and advertise the property to potential buyers. Highlight your unique approach and marketing materials.
• Mention Relevant Results and Testimonials. Share case studies or examples of past properties you’ve sold. Provide references or testimonials from satisfied clients.
• Go Over and Beyond at Your Listing Appointment. Highlight any additional services you offer, such as staging, virtual tours, or professional photography.
• Follow Up After Listing Appointment. End your listing appointment with a strong closing statement that summarizes the key points and highlights the value you can bring to the potential client. You can do it as a follow-up listing presentation.

Listing Presentation Examples

If you’re looking for inspiration and guidance on how to create a winning listing presentation, there are plenty of great examples available on our website. Check out some of the top real estate listing presentation examples and create a winning one. Just remember to tailor your presentation to your audience and highlight your unique value proposition as a real estate agent. With a little research and creativity, you can create a listing presentation that sets you apart from the competition and wins the trust and business of potential clients.

Listing Presentation Template

If you’re looking for a comprehensive and customizable listing presentation template , look no further! We have prepared an amazing template that includes all the essential sections you need to create a persuasive presentation. Our template includes a cover slide, introduction, market analysis, marketing strategy, property details, pricing strategy, case studies, references, additional services, and a closing statement.

The best part is that you can easily customize and personalize the template to fit your unique style and brand. Whether you’re a seasoned real estate agent or just starting out, our template can help you create a professional and persuasive listing presentation that wins the trust and business of potential clients. So, what are you waiting for? Check out our listing presentation templates today and take your real estate business to the next level!

What You Need to Know About Luxury Listing Presentations

Luxury listing presentations require a different approach than regular listing presentations. Luxury properties often require a more sophisticated and personalized approach to marketing and advertising. As a result, luxury listing presentations must be tailored to the needs and preferences of high-end clients.

Luxury listings should be presented with high-quality photography, videography, and virtual tours that showcase the property's unique features and amenities. Additionally, luxury listing presentations should include a comprehensive analysis of the local luxury real estate market, including recent sales, current trends, and buyer behavior.

When it comes to luxury listing presentations, attention to detail is key. Every aspect of the presentation should be polished and refined, from the font and layout to the language and tone used. You should emphasize your expertise and experience in the luxury real estate market, as well as your ability to provide personalized and discreet services to high-end clients.

Luxury listing presentations should also include a detailed marketing plan that showcases the property to the right target audience, such as affluent buyers and investors. By taking a personalized and sophisticated approach to luxury listing presentations , you can successfully market and sell high-end properties and build a reputation as a trusted and knowledgeable luxury real estate professional.

How to Follow Up After a Listing Presentation

Following up after a listing presentation is a crucial step in the sales process. Here are 5 tips on how to follow up after a listing presentation:

• Send a thank-you email: After the presentation, send a personalized email thanking the potential client for their time and the opportunity to present your services. Mention a few key points that you discussed during the presentation to reinforce your value proposition.
• Address any concerns or questions: If the potential client had any concerns or questions during the presentation, make sure to address them in your follow-up email. This shows that you listened and care about their needs.
• Provide additional resources: Include any additional resources or information that may be helpful to the potential client. This can be anything from market reports to links to your online portfolio or social media channels.
• Send a follow-up listing presentation: If the potential client seems interested in your services, send a follow-up meeting to encourage further discussion.
• Keep in touch: Even if the potential client decides not to work with you at the moment, keep in touch and send occasional updates on the local real estate market or any new listings that may be of interest to them. This can help build a long-term relationship and may lead to future business.

Real Estate Listing Presentation Software

Highnote is an incredible real estate presentation software that will elevate your listing presentations. With its easy-to-use interface and robust set of features, Highnote can help you create stunning and interactive presentations that capture the attention of potential clients. Highnote allows you to easily add images, videos, and interactive widgets to your presentation, making it more engaging and memorable for viewers. Plus, you can easily customize your presentations with your branding and style, ensuring that they reflect your unique value proposition as a real estate agent. With Highnote, you can create a professional and persuasive listing presentation that helps you stand out from the competition.

Ready to elevate your next listing presentation? Try Highnote for free today and see for yourself how it can help you win more business. With a variety of real estate listing presentation templates and design options, you can quickly and easily create a stunning presentation that showcases your expertise and experience in the real estate industry.

The intuitive analytics dashboard is a nice addition that allows you to track how viewers are engaging with your presentations and adjust your strategy accordingly. Don’t wait any longer to take advantage of this amazing real estate presentation software. Try Highnote with this free resource all for free and start creating beautiful and persuasive listing presentations that help you close more deals!

See how Highnote instantly elevates your listing presentations and helps you land more clients.

Questions to Ask Sellers at the Listing Appointment

Wondering how to prove your worth? We’ve prepared questions to ask sellers at listing appointment to increase your chances of winning a listing!

Step-by-step Guide to Creating Buyer Presentation

Check out now the step-by-step guide to creating buyer presentations. Try Highnote and sign up for a free trial to elevate your buyer presentations.

High-Performing vs Ineffective Buyer Presentation Examples

Equip yourself with knowledge by diving deep into our high-performing vs ineffective real estate buyer presentation examples and win over your buyer clients.

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Persuasive Real Estate Listing Presentation Examples & Tips

See top real estate listing presentation examples and templates. Learn from insider tips how to create a listing presentation and pre-listing packet that wins deals.

8 minute read

helped business professionals at:

Short answer

What is a real estate listing presentation?

A real estate listing presentation is a pitch by realtors to persuade owners to sell their property through them. It includes market analysis, marketing plans, pricing, and the realtor's success history, crucial for building trust and showcasing expertise.

A boring listing presentation can cost you more than commission

Real life isn't quite like "Selling Sunset" - you can't rely on stunning properties and personal charm to win listings.

But the truth is, most real estate presentations out there are boring, yawn-inducing, static PDFs, lacking any real excitement or engagement.

In the competitive real estate market, a weak listing presentation can lead to lost high-value listings and a dent in your professional reputation.

But there's a way to turn this around.

In this post, I’ll teach you how to create persuasive real estate listing presentations.

I'll show how to infuse life into your property presentations, making them so compelling that sellers can't resist signing with you, and follow up with the best listing presentation examples to inspire your efforts.

Get ready to ditch the dull slides and step up your game!

What makes an effective real estate listing presentation?

An effective real estate listing presentation combines engaging storytelling, clear data visualization, and personalized content to connect with clients.

It persuasively showcases an agent's expertise, market knowledge, and unique marketing strategies to convince sellers to entrust them with their property listing.

What should you include in a real estate listing presentation?

Just like a first date, your seller presentation is your chance to make a memorable first impression. It's the perfect opportunity to build a strong foundation for your client relationship and show your dedication to their success.

Here's what you should include to make your realtor presentation engaging and effective:

1) Introduction

Start with a strong introduction showcasing your experience, professionalism, and unique qualities. Highlight any awards you have received, your years of experience, and local expertise to establish trust and credibility.

2) Comparative advantage

Explain what sets you, your team, or brokerage apart. Use relevant statistics to demonstrate your market performance and include testimonials to provide social proof of your success.

3) Market analysis

Present a detailed Comparative Market Analysis (CMA) to show your knowledge of the property and its value. This analysis should convincingly justify your recommended pricing strategy.

4) Marketing strategy

Outline a customized marketing plan for the property. Include tactics like professional photography, video tours, and social media promotion to show how you'll attract buyers.

5) Professional advice

Offer guidance on preparing the home for sale, such as decluttering, cleaning, and making necessary repairs. Suggest potential renovations that could increase the property's value.

6) Your role

Clarify your responsibilities as the listing agent and set expectations for the selling process. This helps in building a transparent and trustworthy relationship with the seller.

7) Call to Action

Conclude with a persuasive call to action, encouraging the seller to sign the listing agreement. Be prepared to handle any objections and reiterate the benefits of choosing you as their agent.

How to create a real estate listing presentation?

Creating a realtor listing presentation is much like preparing for a key performance. It's your stage to demonstrate your expertise, build trust, and persuade sellers to choose your brokerage.

You need to showcase your skills while aligning perfectly with the needs and goals of your sellers.

Here's how it's done:

1) Personalize your introduction

Start by introducing yourself and your brokerage, focusing on your experience and how it benefits the client.

Highlight your relevant experience, such as years worked as a listing agent and homes sold, especially those similar to the client's property.

Explain what your brokerage offers, emphasizing its unique selling propositions. Remember, the introduction should be about the client, not just you.

Here's an example of a personalized slide:

2) Tell a compelling story

Instead of just listing features, weave a narrative about the property that highlights its potential and the lifestyle it offers. This storytelling approach can help sellers see the unique value you bring in marketing their property, making it more appealing to potential home-buyers .

3) Use data visualization

Incorporate local housing market data to set realistic expectations. Use clear, understandable visualizations to present information like local inventory, selling prices for comparable homes, and average time on the market.

This helps clients grasp the market dynamics and aligns their expectations with reality.

Here's a great example of a data visualization slide:

4) Guide through the home selling process

Explain each stage of the home selling process, from pre-sale activities to closing. This includes discussing paperwork, home inspections, marketing strategies, and the negotiation process.

5) Prepare the home for market

Discuss how to prepare the home for sale, focusing on decluttering, depersonalization, and necessary repairs or updates. Emphasize the impact of a well-presented home on buyer perception and potential selling price.

6) Outline your pricing strategy

Explain the importance of an accurate listing price and how overpricing can hinder the selling process. Discuss the client's priorities and how they affect the pricing strategy. Use a comparative market analysis (CMA) to guide your pricing approach.

7) Detail your marketing plan

Walk through your marketing plan, covering aspects like direct marketing, home staging, professional photography, and social media strategy. Be clear about which services you provide and any associated costs such as hiring a real estate software development company , for example.

8) Set expectations for open houses and negotiations

Discuss your approach to open houses and managing negotiations. Set clear expectations about your role and how you will support the client through these stages.

9) Guide sellers to the next steps

Provide an overview of the closing process and discuss the next steps, ensuring the client understands the timeline and any actions they need to take.

Here's a great example of a next step slide:

Real estate listing presentation examples that secure clients

In the world of real estate, a listing presentation is more than just a set of slides; it's a key to unlocking new opportunities and securing clients.

The best listing presentations for real estate agents go beyond mere facts and figures. They tell a story, resonate with the audience, and showcase a realtor's unique strengths.

Let's dive into some standout real estate listing presentation examples that have proven their worth in clinching deals.

Jump ahead to page section

Dark mode real estate listing

Engage potential sellers with this dynamic real estate listing template, featuring a clear sales process, market statistics, and immersive property tours to showcase your effective selling strategy.

What makes this listing presentation great:

The presentation provides a comprehensive overview of services , showcasing versatility in handling various real estate needs.

It includes a detailed and transparent sales process timeline , building trust by setting clear expectations.

Engaging property listings with high-quality images and thorough descriptions demonstrate attention to detail and commitment to attractive presentation.

Modern real estate listing

This example is tailored for residential realtors, focusing on a clear, step-by-step sales approach. It highlights community features and local market trends, making it ideal for convincing homeowners to list their properties by showcasing the area's appeal.

The presentation starts with a warm, personal greeting from the agent , creating a welcoming and professional first impression.

It emphasizes a tailored marketing strategy , including virtual tours and social media promotion, showcasing a modern approach to property marketing.

The presentation includes client testimonials , providing social proof and reinforcing the agency's reputation for successful and satisfying transactions.

Light mode real estate listing

Designed for the suburban market, this presentation emphasizes the unique lifestyle and community benefits of suburban living. It's crafted to persuade homeowners by highlighting the serene and family-friendly aspects of suburban areas.

The presentation emphasizes a personalized consultation process , showcasing the agency's commitment to understanding and meeting each client's unique goals.

It features a narrated slide for each current property listing, providing an engaging and detailed exploration of the properties, enhancing the overall appeal and understanding.

Data visualization elements in the year-by-year sales performance section, demonstrating the agency's growth in the market through engaging graphics.

Luxury listing presentation

This presentation is tailored for the luxury real estate market, emphasizing the unique allure and premium aspects of high-end properties.

It's designed to captivate homeowners by highlighting the opulence and distinctiveness of their luxury homes, showcasing them as not just residences but as embodiments of a lavish lifestyle.

The presentation includes multiple smart CTAs (Call to Actions), strategically placed to encourage immediate engagement and response from potential clients.

It features image placeholders for each property listing, allowing for a visually appealing and customizable showcase of properties.

The deck effectively uses data visualization to present sales statistics, making complex information easily understandable and visually engaging.

Commercial listing presentation

Focused on commercial properties, this presentation showcases investment potential and key market data. It's designed to appeal to commercial property owners by highlighting the financial benefits and opportunities of listing their properties.

What makes this real estate sales presentation great:

The presentation utilizes tiered slides , offering a structured and engaging way to present information, making it easy for clients to follow and understand.

It includes the ability to embed videos directly into the deck , providing a dynamic and immersive experience that brings properties to life.

It comes with a built-in analytics panel , allowing for real-time tracking of client engagement and effectiveness of the presentation.

Real estate seller presentation

Perfect for properties in lively urban settings, this example captures the essence of city living. It's aimed at convincing urban homeowners to list by showcasing the dynamic and exciting lifestyle that city properties offer.

What makes this real estate seller presentation great:

An intuitive editor simplifies the process of creating and customizing the deck to suit specific needs and preferences.

It is designed with an adaptive layout that automatically adjusts when changes are made, ensuring the design remains cohesive and visually appealing without extra effort.

The deck allows for modifications even after it has been sent , offering flexibility and the ability to update information in real-time to keep the presentation accurate.

Real estate listing

This presentation is all about bringing a fresh, modern approach to property marketing. It demonstrates to homeowners how innovative and interactive techniques can make their listings stand out in a competitive market, appealing especially to those who appreciate a contemporary and dynamic selling approach.

What makes this seller presentation great:

The presentation allows for direct integration of the agent's calendar , streamlining the process of scheduling meetings and enhancing client convenience.

You can use an AI assistant to help with generating images and tweaking copy to ensure a high-quality and efficient presentation creation process.

The ability to add dynamic variables lets you easily personalize the presentation for each client, which adds a personal touch and increases engagement.

How to design a seller presentation?

In the digital age, the design of your real estate agent presentation is as crucial as its content. Gone are the days when static PDFs and basic PowerPoint slides could capture and hold a client's attention.

These traditional formats, while once the backbone of presentations, now fall short in a world where interactivity and visual engagement are key. They lack the dynamism and immersive experience that modern clients expect.

Here’s how to design a pre-listing packet that not only informs but also captivates:

1) Embrace interactive presentation tools

Interactive presentation makers are a game-changer, especially for those without a design background who would normally outsource it to a professional.

These tools allow you to create presentations with embedded videos, clickable content, and virtual tours, offering an engaging and immersive experience that static PDFs and PPTs simply can't match.

2) Utilize scroll-based design

Scrollytelling , or scroll-based storytelling, is an innovative way to engage viewers. As the audience scrolls, the story and information unfold in a visually appealing and interactive manner.

This technique keeps the viewer engaged and eager to discover more.

Here's an example of Storydoc scrollytelling:

3) Ensure your presentation is responsive

With the increasing use of smartphones and tablets, your presentation must look great and function seamlessly across all devices. Responsiveness has shifted from being a luxury to an essential requirement.

4) Move beyond outdated formats

The limitations of PDFs and PPTs – such as their static nature and lack of engagement – make them less effective in today's fast-paced, visually-driven world. Exploring dynamic, interactive formats can set your presentation apart and demonstrate your adaptability to current trends.

Here's the difference some interactivity can make. Which deck do you find more engaging?

5) Maintain a clean and organized layout

Avoid clutter. A well-organized presentation with a clean design makes it easier for clients to follow and absorb the information.

6) Consistent branding is key

Your branding should be evident throughout the presentation. Consistent use of logos, colors, and fonts builds brand recognition and trust. Interactive presentation makers can take care of that for you, extracting branding information directly from your website or brand book.

How to deliver a compelling real estate listing presentation?

Delivering a compelling real estate listing presentation is like telling a captivating story where you are both the narrator and the hero. It's your opportunity to demonstrate how your unique skills and experiences can transform a seller's journey.

Here's how to make your presentation not just informative, but truly engaging and persuasive:

1) Start with an engaging introduction

Kick off with a captivating story about a previous sale or a current property you're working on. This sets the stage and showcases your experience.

2) Outline the sales timeline

Clearly explain each step of the sales process, from pre-sale events to closing the deal. This helps clients understand what to expect and prepares them for a quick turnaround in today's fast-moving market.

3) Ask insightful questions

Engage with your clients by asking questions about their goals, challenges, and expectations. This not only shows your interest in their needs but also helps tailor your presentation to them.

4) Showcase personal statistics

Use your sales data to demonstrate your success and expertise. Include metrics like your sales compared to market averages and average days on the market for your listings.

5) Detail your marketing plan

Explain how you'll market their home, using current trends like virtual tours, HD photography, and social media promotion. This shows your commitment to using every tool at your disposal to sell their home.

6) Handle pricing objections

Be prepared to address concerns about pricing, especially if clients have heard higher estimates from others. Use data and your market knowledge to justify your pricing strategy.

Here's a video on how to handle tough seller objections:

7) Build trust before the presentation

Use the time leading up to your presentation to build trust. Send personalized videos and emails, showcasing your marketing plan and success stories.

8) Reverse your presentation

Instead of a traditional approach, start with the end result of a successful sale and work backward. Show the steps you took to achieve that result, demonstrating your process and effectiveness.

9) Speak to all decision-makers

When you're heading to a listing appointment, it's crucial to chat with all the decision-makers involved.

You wouldn't want to miss out on securing the listing just because you only connected with one person. Keep in mind, especially when dealing with couples, that all individuals have their own ideas and expectations about selling their home.

As Jeffrey Kosiorek , a real estate expert with 22 years of experience, says:

"You must consider both parties' perspectives when making your pitch to win the listing. If not, you will most likely not get the listing."

Interactive real estate listing presentation templates

Starting from scratch on a real estate listing presentation can feel overwhelming, especially if you're not a design whiz. Imagine trying to convey the charm and value of a property, but the blank screen in front of you just doesn't cooperate.

This is where interactive real estate listing presentation templates come in. They take the guesswork out of design and structure, providing you with a professional, polished framework that you can easily customize.

These templates are designed with the real estate market in mind, ensuring that each slide, each interactive element, is tailored to showcase properties in the most engaging way possible.

Grab one and see for yourself.

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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25 Real Estate Listing Presentation Ideas and Tips

A listing presentation is, at its heart, a sales pitch for your services. Having a refined and polished listing presentation is one of the most important tools in any real estate agent’s arsenal and can mean the difference between struggling and success.

Here are 25 ways to build or improve upon your listing presentation.

1. Introduce Yourself

As with any conversation, you should start by introducing yourself. Discuss your credentials, past successes, and real estate track record. Focus on professional information, but infuse it with your personality. If you are a brand new agent, explain your past work experience in terms of how it has bolstered your real estate skills. You are selling yourself as an expert, so now is not the time to be modest.

Pro Tip: Make sure any printed materials have the most updated version of your professional bio , including your years in the business, any awards you have won, and your current certifications.

2. Leverage the Power of Your Brand

The for-sale sign in the yard is an emotionally powerful image for any seller and they will want to know that the logo on that sign will bring them success. Whether you are with a brokerage or working on your own, you want to show your company has a demonstrated history of success, consumer brand awareness, and an arsenal of tools at your disposal.

Pro Tip: If you are licensed under a brokerage, they should have a presentation you can draw from that will explain their benefits. If you are independently licensed, you will need to build your own. Focus on your history, statistics that show your success, and examples of your brand marketing style.

3.Walk Through the Selling Process

Present a quick, easily digestible timeline of what to expect once they begin the selling process. This can also function as a framework for the remainder of your listing presentation. Talk through each step from choosing a REALTOR to the contract phase and explain how you will assist them.

Pro Tip: An infographic or numbered list is a great way to outline the selling process.

4. Explain Your Pricing Strategy

Getting the sales price correct is critical to a quick and successful sale. While you will need to gather more information to give them your recommended sales price later, walk them through your process of arriving at that number. Explain what factors do and do not affect the value of their home and how you will conduct the CMA. Acknowledge that it may be tempting to list with above market value to potentially get more for their home, explain the benefits of starting with a fair market value in terms of shortening time on the market and increasing interest.

Pro Tip: Be prepared to answer questions about what improvements do and do not raise the sales price, what your ballpark estimate is for their home, and similar questions. Arm yourself with a report of recent sales in their neighborhood.

5. Walk Through Your Pre-listing Steps

Set yourself apart from other real estate agents by explaining what you do to set a listing up for success before it is even officially on the market. Discuss the preliminary listing agreement, walkthrough and CMA, explain how you will prepare the listing with photography, staging, etc, and what “coming soon marketing” will be done to generate initial interest.

Pro Tip: This is a great time to show examples of “coming soon” marketing, property tour photography of your sold listings, or before and after staging photos.

6. Explain Your Marketing Strategy

Every potential seller will want to know what you will do to sell their home. When explaining your marketing strategy, it’s important to be detailed and specific. Present all the marketing you do in a time table or menu list format for maximum visual impact.

Tell them about the marketing you do for all listings, such as listing syndication to major sites and social media exposure, as well as any specialized marketing you plan to do for their listing. You will potentially be up against other real estate agents, so explain what you do that is exceptional.

Pro Tip: Once again, examples are key here. Bring statistics to showcase the effectiveness of your social media outreach, show property tour videos, and bring print marketing pieces they can touch.

7. Talk About What Will Happen When the Listing Goes Live

Now that you have gone over your pre-listing strategy, explain what listing with you will look like by detailing the timeline once the listing is officially on the market. Discuss online exposure, open houses, and showings, taking time to answer any questions they may have.

Pro Tip: This is a great time to highlight your level of service by outlining how often you will be in contact with them to give them updates and feedback regarding their listing. Make sure they know you will be at their disposal if they have any questions or concerns while their home is on the market.

8. Give an Overview of the Contract to Close

The final important timeline to go over is the contract to close. Break each step down in an easily digestible numbered list and explain how you will be facilitating or guiding each step. This will establish that you plan to be there for them through every step of the process and will help them to understand the full timeline for selling a home.

Pro Tip: As with the selling process overview, an infographic or timeline graphic works well as a visual aid.

9. Make it Personal

Having a rehearsed and polished listing presentation is an important tool for any real estate agent to master, but you should also be able to tailor your presentation for each potential client. Any details you know, such as their timeline, financial needs, emotional level about selling, and their motivation for moving should be taken into account and addressed during your presentation.

Pro Tip: During your phone call to confirm the listing appointment, ask a few brief questions about their needs and motivation and take notes.

10. Ask them Questions

While this is technically a sales presentation, it’s important to make your potential clients feel like they are part of a conversation, rather than being talked at. If you were unable to speak with them about their motivations beforehand, start the presentation by asking them why they want to move. Periodically pose clarifying questions and check in to see if they have any questions or concerns about anything you’ve gone over to keep them engaged.

Pro Tip: Prepare a mental list of questions to ask potential sellers and draw from that for each presentation.

11. Demonstrate Your Abilities

It is important to back up any claims you make with proof. If you say that you can sell their home fast and for top dollar, demonstrate that with statistics on listings you’ve recently sold, breaking out days on market and listing versus sold price. Show a list of homes you’ve listed and sold in their neighborhood if you are claiming to be a neighborhood expert. If professional photography or complimentary home staging are part of your package, provide examples of those.

Pro Tip: While visuals are important, you should be able to recite details and statistics with confidence.

12. Discuss the Current Local Market

Showcase your local knowledge by going over current market statistics. Is it a buyer or seller market? What is the current inventory of homes for sale?

Share market details specific to their neighborhood as well. Are there any obstacles, such a large number of foreclosures or rentals that could affect their market value? Are they up against new construction? If so, explain how you plan to overcome these obstacles.

Pro Tip: Bring an analysis of homes sold in the last year in their neighborhood. Walk them through days on market and listing vs sold price. Highlight any recently sold properties that are similar to theirs for comparison.

13. Talk About What Sets You Apart

There is a strong possibility that you will not be the only real estate agent they speak to, so it’s important to distinguish yourself from the rest of the pack early in your presentation and continuously drive that message home throughout your time with them.

Is client satisfaction your passion? Are you a tenacious negotiator? Is your marketing the best in the business? Define your unique value proposition and back it up with each step of your presentation.

Pro Tip: Take time to craft your unique value proposition and make it part of all your branding as an agent.

14. Practice on Real People

It can be tempting to hammer through memorizing your listing presentation alone, and this can be useful in the beginning. But, once you feel you’ve got your presentation down pat, try it out on others to get feedback and learn how to be flexible.

A trusted colleague can offer advice on how to make it more effective and friends or family who are not in the business can alert you to any industry jargon you are using that you might need to better explain. Presenting to an audience will also help you build confidence.

Pro Tip: Instruct your test audience to interrupt you, ask questions, and be demanding. Learning how to respond to those issues in practice will help you stay unruffled and on track if it happens in real life.

15. Be Confident in Your Knowledge

You are a licensed industry expert and it is important to exude that confidence when giving a listing presentation. Real estate is a “fortune favors the bold” industry. Arm yourself with in-depth knowledge about the market and the latest in real estate tools and marketing. The more information you have the less likely you will be derailed by a question you don’t know the answer to.

Pro Tip: If you need to bolster your confidence, Forbes recommends affirmations, coaching, constant learning, and “remembering your why” as great confidence builders for real estate agents.

16. Don’t Neglect an Emotional Appeal

Your listing presentation will be full of data, steps, and facts and can come off as a cold sale if you are not careful. Make sure to inject some emotional appeal, to give it warmth, and ensure they will remember you after you walk out their door. If you leave them with the feeling that you are on their side and understand their needs and motivations, they will be more likely to choose you. As Maya Angelou said, “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Pro Tip: Be sure to take the temperature of the room as you present and modify your presentation or change tactics based on the mood.

17. Eye Contact and Conversation are Key

If you spend the whole presentation glued to your notes and your slides, your prospective clients will zone out and become disengaged. Make sure to maintain a conversational level of eye contact and to engage them in conversation.

Be professional but don’t be afraid to inject a little brevity to lighten the mood. Make them feel at ease and show yourself to be approachable and personable.

Pro Tip: If they ask a question, stop what you are doing and give them your full attention. Be sure to answer completely before returning to your prepared presentation.

18. Leverage the Power of Reviews

If you have glowing client reviews, a listing presentation is a great place to utilize them. A study by Search Engine Land found that 88% of consumers trust online reviews as much as personal recommendations. Whether you have video testimonials or written reviews, take a moment to show them to your prospective client to highlight your track record of client satisfaction.

Pro Tip: Include any written reviews you wish to highlight in the leave-behind materials for your prospective client to refer back to. Provide a link to any video reviews so they can be watched again.

19. Dress for Success

We’ve all heard the adage “dress for the job you want” and this is no exception. It is important to dress professionally. Business attire will tell your prospective clients that you are there to conduct business and should be taken seriously. You only get one chance to make a first impression, so make sure your look inspires confidence.

Pro Tip: Inject your personality into your outfit, but try to avoid distracting elements or accessories that might pull focus away from your presentation.

20. Posture and Body Language are Important

More than 50% of your communication is body language. Your posture, the positioning of your arms and shoulders, and your overall expression will convey as much as or more than the words you are saying. Stand or sit tall with shoulders back and chin up to convey confidence. Keep your expression open and friendly. Use hand gestures to drive home points you want to make. Make sure that your body is conveying the same message as your words.

You should also tune in to the body language of your prospective clients. What are they telling you? If they are leaning back and disengaged, stop talking at them and draw them in with a question. If their arms are crossed, they may be feeling distrustful or defensive.

Pro Tip: Practice your listing presentation in front of a mirror or record yourself to check your body language and make sure you aren’t sending mixed messages.

21. Prep Yourself for Objections

Objections are a natural part of any sales presentation. No matter how aggressively they are presented, don’t let them fluster you. Remain calm and confident and answer each objection with a positive expression.

If they want you to reduce your commission, explain why you deserve to be paid fairly by reiterating all the work you will be doing to sell their home. If they think their home is worth more than your initial estimate, ask follow up questions to identify if this is a need-based (I need x amount of money from this sale) or an emotion-based (I love this house and I think it’s worth more) objection and answer accordingly.

Pro Tip: Keep a running list of objections you have received during listing presentations or ask other REALTORS what objections they have had to field. Roleplay with a friend or colleague to practice answering them.

22. Stand Your Ground

A prospective client is out to make the best deal possible and the most money, and that is understandable. However, this can lead to some individuals wanting to haggle. They may have unrealistic expectations of your time commitments, want you to pay all costs out of pocket or expect you to drastically reduce your commission.

Agreeing to every demand will not do you any favors in the long run. You might win the listing, but you could find yourself unable to fulfill a commitment to them, which will lead to client dissatisfaction and possibly being fired.

It is far better to stand your ground and be pleasant but firm in your reasoning. You are the industry expert and have reasons why you do the things you do and should be properly compensated for your work.

Pro Tip: Once again, practice makes perfect. Roleplay this scenario to get used to saying no and backing it up with reasons.

23. Always Give Your Close

Even if you feel the listing presentation isn’t going well, always offer your close. Do not abruptly end your presentation, see the pitch through to fruition. You could be misreading signals with an introvert or the prospective client could be testing you to see how you handle their questions and objections.

By remaining positive and finishing strong, you could still win the listing. Never miss that opportunity. Treat every presentation as if it were a success and finish strong. At the very minimum, it will be one more chance to polish your listing presentation.

Pro Tip: Include action items in your closing pitch. Ex: When would you like to schedule the walkthrough and full CMA?

24. Take Notes After Each Presentation

Good or bad, every listing opportunity will teach you something. After each presentation, take a moment to decompress and take notes on the experience and what you learned.

Jot down any new questions or objections you fielded. How did you answer them? How were they received? Was there a part of your presentation you stumbled over? Use this information to further practice and hone your overall performance.

Pro Tip: Refer back to your notes before each new listing presentation so that those lessons will be fresh in your mind.

25. Send a Thank You Note

Whether you won the listing, are still waiting on a final decision, or were not selected, handwrite a sincere note to thank them for the opportunity to present to them. They will remember that you did, and it will leave them with a positive feeling about you. A simple card could lead to opportunities in the future.

Pro Tip: Keep a stack of thank you notes in your car and write one as soon as you leave the listing presentation. Drop it in the mail the same day.

Crafting your own listing presentation can be intimidating, but by honing your content, refining your presentation skills, and practicing for interruptions and objections, you can become a pro at winning listings.

If you are looking for a brokerage that will nurture and support you, we would love the opportunity to speak with you . For great inspiration and ideas, be sure to check out our blog on 30+ Real Estate Podcasts for Agents .

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Ways to Master Your Real Estate Listing Presentation

Your listing presentation.

As a real estate agent, your success is dependent on your listing presentation and pitch. From start to finish, your realtor listing presentation will showcase who you are and how you bring value to your clients. It should include key metrics like local market statistics, an overview of your selling process, and how you help your clients get the most value out of their home, which will instill a sense of confidence and trust.

Today I thought I’d share some of my best tips to improve your listing presentation so that you can start winning more listings.

First up is one of my most popular #TomFerryShow episodes…

What Is a Real Estate Listing Presentation?

A real estate listing presentation can be viewed as a realtor’s elevator pitch. Creating a strong listing presentation is crucial to the success of your business. This is because it’s your opportunity to convince sellers to choose you to sell their home over other realtors, investors, at auction, or by themselves.

In today’s increasingly remote world, you may even need to host a virtual listing presentation. A virtual listing is similar to a traditional listing presentation, but is delivered through a video conferencing platform like Zoom or Skype. While virtual presentations may take time to get used to, they allow you to get into contact with clients who may be further away or can’t meet in person.

There are several ways you can present your realtor listing presentation, such as on a PowerPoint deck, a brochure, a video, or another form of visual presentation. No matter the format, your real estate listing presentation should contain key elements, such as:

• Listing price of the home
• Reasoning for your listing price
• Interior upgrades
• Exterior upgrades
• Other relevant fixes or remodels

By creating a thorough listing presentation that outlines the key points as to why you should be chosen as a seller’s listing agent and how you’ll help them get their home sold faster and for more money, you’ll close more deals. Creating a listing presentation for real estate agents is important, but how do you win over clients with your presentation? Below, we’ll cover the ins and outs of creating a winning real estate listing presentation that helps you grow your business.

Critical Elements To Real Estate Listing Presentation Success

As you know, in order to succeed as a real estate agent, you need to master your listing presentation. To help you show your confidence and expertise during your next realtor listing presentation, we’ve rounded up the key elements needed for your success.

From learning how to create an engaging introduction to using pricing analogies and earning trust before your presentation, these are the critical components to successful listing presentations for real estate agents:

1. Create a Brief But Engaging Introduction

As with any presentation, your first few minutes are crucial. To master your real estate listing presentation, you need to engage your audience within the first 60 seconds to grab their attention and convince them you’re the realtor to sign with.

In the first 60 seconds, tell a brief but captivating story, such as a previous home you’ve sold or a current property you’re working on now. Remember, most of your listing presentation will focus on your client, but your introduction is your time to provide your background information and show your client how you can help them sell their home.

2. Explain the Sales Timeline

One of the top questions clients will have when it comes to selling their homes is “how long will the process take?” In today’s market, homes are selling fast, which means clients need to be fully prepared for a fast turnaround. When explaining the sales process, highlight each step of the way, including:

• Pre-sale events
• Marketing timeline
• Listing period
• Closing the deal

By explaining the sales timeline, your clients will know what to expect throughout the process.

3. Ask Questions

The goal of your listing presentation is to show clients how you’ll sell their homes and perform better than other agents. With that said, it’s important to keep your clients top of mind throughout your listing presentation. To do this, make sure to ask important questions throughout to better understand their goals and values. Some questions to ask include:

Why do you want to sell your home?

• What date do you need to move?
• What are your plans if your home doesn’t sell?
• Where are you looking to move to?
• Are there any current issues with your home that need to be addressed?
• How much money do you still owe on your mortgage?

With these questions, you can curtail your listing presentation as you go to align with their values and goals and help them sell their home.

4. Highlight Personal Statistics

You need to sell yourself when delivering your listing presentation. One of the best ways to do so is to highlight your personal stats that prove to your clients why and how you’re successful. Some statistics to show your clients include:

• Your sales compared to the market average
• The average days on the market for your listings
• Year-after-year sales

These are just some of the statistics you can showcase in your listing presentation. To make them more powerful, export your personal data from your MLS into a spreadsheet to create graphs, maps, and charts that help your clients visualize your success.

5. Explain Your Marketing Plan

Your marketing plan is imperative to the home selling process. As one of the key components of selling a home, you need to explain to your clients how you plan on marketing their home. Some current marketing trends that can put you ahead of your competition include:

• Virtual tours
• HD photography
• 3D floor plans/property scans
• Social media posts
• Property videos

By advertising on a wide range of platforms, from social media to home listing sites and even around the neighborhood with lawn signs, you can attract more prospective buyers interested in buying your client’s house.

6. Use This Great Pricing Objection Handler

Another statement you’re bound to hear from homeowners is this:

“Another agent said they can get me much more…”

When you do, use this script:

I could line up a thousand agents outside your door, but we’re all looking at the same data and we’ll all come in within one or two percent of each other. So if someone is promising you much more, you’ve gotta ask yourself what they’re up to. Are they just wanting to take your listing to generate a bunch of buyer clients? What’s their motive?

This approach plants the seeds of doubt in the seller’s mind and gets them to understand what seems too good to be true probably is too good to be true.

7. Earn Their Trust Prior to Your Presentation

Question: What do you do in between the time you scheduled a listing presentation appointment and the time you show up for that appointment?

I really hope your answer isn’t “Nothing.”

So… that gap from after you hang up from booking the appointment until you show up? This is prime “trust-building” time.

Here’s my pre-appointment strategy to set yourself apart and begin earning people’s trust way before you ever meet face-to-face.

1. Shortly after setting the appointment, email a personalized video following this script:

Hey [Homeowner’s Name] it’s [Your Name] with [Your Company]. Thank you so much for the opportunity to come out and speak to you about the sale of your home. I know you had a lot of choices in real estate professionals locally, and I’m honored and thrilled to talk to you about how I can sell your home for top dollar in the shortest amount of time. Below you’re going to see a number of things that can help you make an informed decision about selecting the right agent for the job of selling your home. [Then give them a quick rundown of the following assets you will send along with the video.]

2. In that email, include links to:

• Your step-by-step marketing plan – Be sure to “stack the cool.” The average agent has 11 things on their list. The more you have, the more you’ll stand out. For bonus points, write the property address on a whiteboard and include a photo of you and your team strategizing on marketing possibilities in front of it.
• A map of properties you’ve sold – Don’t just do a list… a map is more engaging.
• Your reviews – The more specific to convey your skills, the better.
• Stats, graphs and charts – To illustrate your degree of separation… Comparing you vs. MLS averages, etc.
• Your team of experts – To establish expectations and demonstrate it takes more than one person to manage the process of selling your home.

This might sound like a big effort, but it’s worth it! You’re priming the client to win the listing, and in some cases, you might flush out those who aren’t really motivated before wasting additional time on a fruitless presentation.

8. Send Another Video on the Morning of Your Appointment

To further prime the homeowner for your presentation, send another video on the morning of the day of the appointment. Here’s the script:

Hi [Homeowner’s Name] it’s [Your Name], just wanted to make sure we were set today for [Time]. I’m really excited. The team and I are super fired up, we’ve been working really hard on reverse engineering how we’re going to find the ideal buyer for your home. And because we’ve sold so many homes in [Neighborhood], we already know exactly how to find the buyer. I just wanted to make sure you watched my previous video and you took the time to review some of the information I sent you in those links. Would you please do that before we meet today?

9. “Reverse” Your Presentation for Maximum Impact

Now it’s the moment of truth. Make sure you show up for the appointment early just to be sure you can knock on the door punctually at your set time.

When it comes to your actual listing presentation, rather than take the traditional angle of “I’m going to show you everything I can do for you” for the homeowner, I suggest you follow Gary Gold’s approach and do a “reverse” listing presentation.

What’s that mean?

It’s simple, actually. Rather than make a promise to the homeowner about what you can do for them, show them a case study of what you’ve done for others and walk them through the process in reverse order.

Rather than starting from what you do right after you take a listing, show the homeowner everything you did to achieve the result. For instance:

We recently sold a property very much like yours for 3% over asking price and for 22% faster than the average home is selling in our marketplace. The sellers were thrilled and they wrote a five-star review on Zillow about what we were able to do for them.

Now, what got us to that point? Well, we ended up getting eight different offers. We went through those eight offers with the sellers and they chose which worked best for their needs.

Before we got those eight offers, we had 87 people who came to our Mega Open House, which is the same thing I’m going to do for your home. Now I want to explain how we got 87 people to view the home. Look here… We had 4,200 impressions on Zillow, 1,893 on Trulia and 2,000 on Realtor.com, 3,100 on Facebook, 74 on Instagram, 177 on Twitter and 355 people watched the entire home tour video on YouTube.

Continue that approach throughout your entire presentation. Be sure to include your broker preview, photography and videography, staging and trace the process all the way back to you earning that listing and starting the ball rolling.

When you do this “reverse” presentation, you’re letting your track record work for you. You’re demonstrating your ability to achieve the results they desire. It’s basically all the same information, but presented in a more powerful way.

Also, make sure to include high-quality printouts/fliers of all the information you linked to in your pre-appointment video email – your marketing plan, your “Sold” map, your reviews, your degree of separation, your team photo and descriptions of each person’s role. Leave those materials behind with the homeowner, even if you’ve presented them digitally as part of your presentation. Coaching client Karen Stone from New York City not only uses this “reverse” approach in her listing presentations but also to demonstrate her abilities in her marketing. Check out this postcard she uses:

Below is an example of several of these “differentiators” from my brother Patrick, who sells in San Diego. If you’d like to see all six pages up close and personal, download the PDF here .

5 Tips for Winning Real Estate Listing Presentation

We discussed the critical elements needed for a successful real estate listing presentation. Now, let’s dive into how you can win your listing presentation to gain more clients and close more deals. Explore our five tips to improve your listing presentation today below:

• Know your customer: Always research your customer before meeting them. This is important because not every client is the same, which means you’ll have to create a new listing presentation for each client to ensure you win them over. Information you should research about your client includes their relationship status, such as whether they’re single or married with a family, where they’re planning on moving, how they want to sell, and the type of offer they want.
• Know the market, neighborhood, culture, and community: In order to market the seller’s property, you need to have a firm grasp on the market and community associated with their home. How much have homes in the neighborhood sold for recently? What ratings do the schools have? What’s the local crime rate? These are all important questions to have answered before giving your listing presentation.
• Make sure you are in the right mindset: To ensure you’re in the right mindset before your listing presentation, visualize speaking with your customers before meeting them. Whether that’s the night before while you’re laying in bed or when you’re rehearsing the morning-of in your office, getting in the right mindset can help you gain confidence and clarity about the pitch you’re about to give. It also gives you the opportunity to think of potential questions or concerns that the seller might have during your listing presentation and brainstorm answers.
• Tell the story: Sellers want to work with real estate agents with a proven track record. To instill trust and confidence in your clients, provide them with data that tells your story, such as, “I’ve been on 62 appointments and 58 people choose to work with me” or “I’ve sold X homes X% over the asking pricing.” With data that validates your claims, sellers will work with you to ensure they get the most money for their homes.
• Share examples of how you’ve helped customers in similar situations: There are many reasons why someone might be selling their home. Maybe they received a job offer they can’t refuse and have to relocate. Or perhaps they have a new child on the way and need to upgrade to a larger house.

Once you research your client and understand their reasons for selling, craft your listing presentation around that. With examples that show how you’ve helped clients in similar situations sell their homes, they’ll have more trust in your abilities to help them, too.

With these five tips for improving your listing presentation, you’ll be able to win more clients and earn commission from your deals. However, once you deliver your listing presentation, you’re not done. You still have to close the deal, which means it’s time to put together an amazing OPEN HOUSE! 

Final Thoughts On Making A Powerful Real Estate Listing Presentation

Throughout this article, you learned key pieces to creating a successful listing presentation, such as scripts to use for common client questions and ways to reverse your presentation for maximum impact. You also learned tips for winning your realtor listing presentation, such as ways to know your customers, how to tell your story, and getting in the right mindset.

At Tom Ferry, we have the resources to help you succeed in all areas of real estate. Not only do we have an informational podcast with episodes like Three Top Agents Reveal How to Win Every Listing , we also offer real estate coaching to help you hone your skills and grow your business.

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25 Tips To Create The Ultimate Real Estate Listing Presentation

If you’re a new real estate agent, you might be intimidated by the thought of doing your first real estate listing presentation.

This post details 25 steps you can take to prepare for your presentation and give you the confidence you need to make the best impression. 

Tips For Preparation

1. build and maintain your online presence.

In today’s internet-driven world, people do their research on you before they even speak with you. Focus on building and maintaining your online presence across social media, Zillow and Realtor.com , and your website.

Interact with your audience across these platforms so that people get a sense of your personality. You want to attract people who are actually interested in working with you.

The more people know of you before you show up, the easier the appointment will go. They’ll already have an idea about your experience and your process, which gives you a great foot in the door.

2. Practice Your Presentation

Remember, it’s ok to feel nervous. Try practicing your real estate listing presentation out loud before going to the client’s home. Repeat it enough times until you feel confident in your delivery. Having a firm grasp on the main points of your presentation will help tame your nerves.

3. Visit Active Listings in the Client’s Neighborhood/Area

A unique tip that most agents don’t take the time to do is to visit other active listings in the client’s neighborhood before your listing appointment. 

This will give you more knowledge about the area, and you’ll see the prices of other homes in the area. Sellers will appreciate this extra work because it shows your dedication.

5. Drop Off A Pre-Listing Package

One tip that will start you off on the right foot before the listing appointment even starts is to drop off a real estate pre-listing package . The package should include any marketing materials you have created, including a description of your unique value proposition and marketing plan.

When you drop off your real estate pre-listing package, make sure that it is presented professionally. Use binders, folders, and be sure it’s personally branded.

Tips For During the Presentation

5. share your story in under 2 minutes.

Clients want to get to know you and your business, but make sure you keep it short. The main goal in your real estate listing presentation is to get the client talking more about themselves and their goals in selling their home.

Tell a brief story about what you do and what makes you different from other realtors. If this isn’t your first listing, talk about successful listings you’ve handled in the past.

6. Have Good Posture and Body Language

Most experts agree that 70% to 93% of all communication is nonverbal . So whether you’re touring the home or sitting down with your clients to get to know them, be sure your back is straight, you aren’t slouched, and you don’t cross your arms. And of course, give all your attention to your client as they are speaking and practice basic listening skills.

7. Use Social Proof to Your Advantage

If you have some previous listings under your belt, be sure to leverage them as social proof and use them to your advantage. For example, add in quotes from satisfied past clients, or share a success story regarding a previous transaction.

Having social proof in addition to what is online goes a long way in impressing your potential client. It will also help to establish you as a real estate professional with authority and knowledge in the real estate industry.

8. Personal Statistics

Along with social proof, be sure to include some personal statistics about your previous listings, such as:

• Average days on market
• Average list price to sales price ratio
• How you compare to the market average

9. Create a Slide Deck to Stay on Task

A classic slide deck or PowerPoint presentation is the best way to keep your pre listing presentation organized and flowing smoothly. It’ll help you stay focused from one point to the next, so you don’t end up rambling throughout your presentation.

10. Have a Marketing Plan

Come up with a comprehensive  real estate listing marketing plan  for listing your client’s home. Be sure to include the following marketing material:

• How you will leverage social media
• Which websites their listing will be shown on
• Advertising strategy
• Any broker groups or email lists you plan to use
• If you plan on holding open houses , and if so, how often
• Professional photos  and video

Don’t skimp on photos in your marketing strategy. Even if it seems expensive, professional photos will showcase the home much better than personal photos. In addition, you’ll build a beautiful portfolio to show future clients. They will take notice of how much better your photos look compared to your competition and want to work with you as a result.

11. Introduce the Power of Your Brokerage

If you have a brokerage, be sure to talk about what makes your brokerage unique. Highlight past experience and successes, and focus on how your brokerage will add value to your client’s listing as well.

12. Ask Questions, Build Trust, and Identify Motivation

Before you tour the home or jump into your own background, sit down and ask the client some questions to get to know them, build rapport, and understand their goals for selling their home. Some good questions to ask include:

• The reason they want to sell their home and what date they need to move by
• What area they are looking to move to, and if they’ve already found a home there
• What’s more important to them: selling their home quickly, or for the best price
• What their alternative plans are in case their home doesn’t sell
• What their ideal listing agent would look like
• How much they still owe on their mortgage and whether or not the property has any liens
• If there are any hidden issues with the home
• Their experience level with selling homes, and what those other experiences were like

The more you can connect with the client in these first 15 to 20 minutes, the better the listing presentation will go.

13. Tour The Home

Next, after you’ve gotten to know the seller, ask them if they can give you a tour of the inside and outside of their home before you begin your presentation.

As they’re showing you around, have them point out details about their home. For example, any work they’ve done and any work they know needs to be done before they sell the home.

Your goal is to get them to point out that their house isn’t perfect. This will give you a couple of details to lean on later when you’re discussing the price.

As you’re walking through the house, be very observant and take your time looking at every aspect, including the ceilings.

14. Tailor Your Presentation to Relate to Sellers Motivation

Use the client’s answers to the questions above to create a story in your real estate listing presentation. Go through a comparative market analysis ( CMA ) and show them the listings that have and haven’t sold in the area.

For example, you might find a listing that was priced way too high, sat on the market for 125 days, and sold for 10k below its listing price. Explain to your client all these details, and then show them a listing of another home that was perfectly staged and photographed.

Show them how it got a contract in seven days for above the asking price, which may also be their goal for their own home. This way, you’re creating a more relatable story for your client, and they will want to follow the same strategy as the second home.

Tips For Research

15. do your research.

Everyone knows that knowledge is power, and power breeds confidence. Doing your research ahead of time will give you the knowledge you need to keep the ball in your court.

One strategy is to call recently sold listings in your client’s neighborhood and ask those agents how they thought the sale went and if they can give you any tips on selling in the area.

16. Automated Values

Be sure to cover Zestimates and tax values in your presentation. The prospective seller probably came across these numbers already and will want to know if they are accurate or not.

A couple of questions you can ask your clients to get an estimate of what they think their home is worth include:

• What do you think your home is worth, based on the research you’ve done?
• What number do you think is a good starting point for your home?

17. Local Market Statistics

During your real estate listing presentation, have some statistics on hand for the local market so that the client can compare their home to others in the area. These should include:

• Average days on the market for homes in the area
• Average sales price
• Price per square foot
• Inventory level

18. Neighborhood Comp Analysis

Be ready with a comp analysis. Choose four to five other homes in the neighborhood that are similar to the client’s home and become familiar with the ins and outs of those properties.

After you’ve toured their home, you’ll have a better idea of which comp to show them.

You can let them know how long they can expect the selling process to take based on the average list price to sales price, sold comps, available comps, and days on the market.

Tips For Moving Forward

19. refine value.

Once you have a good feel for the home, let the home seller know if you think the home’s value should be higher or lower than your initial assumption based on the market data.

At that point, you can tell them that you recommend listing their home for X amount to have the most realistic chance of selling it.

In order to figure out a good price, you can use the MLS to find out the average list price to sales price ratio for a certain neighborhood.

20. Outline Your Pricing Strategy

Go through your pricing strategy and let your clients know how you determine if a home is above, fair to, or below the market value.

21. Explain Your Sales Process

Your real estate listing presentation is a great chance for you to go through each step of your sales process, from pre-listing to closing. Explain every detail, so your clients can know what to expect when working with you.

22. Additional Included Services

Offer the client any other services that you and your team provide. This could be transaction management, a preferred vendor list, or buyer services.

23. Don’t Be a “Yes” Agent Just to Win New Business

Stay firm on your process and pricing. Some sellers will see if they can get you to negotiate on your own terms. However, this isn’t advisable. Stick to your process and price, and be confident in your knowledge and research.

24. Prepare For Some Objections and Lots of Questions

To that end, be prepared to face some  real estate objections  and questions about your experience, process, and pricing. Some of the questions might include:

• What makes you different from other realtors in the area? How are you better?
• Why do your credentials make you the right person to sell my home?
• How familiar are you with this market? Have you sold homes in this area before?
• What is your opinion on my home, and what do you think we can do for it to sell better?
• Do you have an ideal list price in mind for my home? If so, is it lower or higher than what I think it is?
• What are your sales and marketing strategies for listing a home?
• How many other clients are you working with, if any? Will your workload affect your ability to work on my home?
• I’ve spoken to another real estate agent who said they would list my home for a certain percent. Can you match that?

25. Follow up with a Thank You Note

Even if you don’t walk away with a  signed listing agreement  in hand, be sure to send a thank you note. Mail this out the day before your appointment, so it arrives soon after the appointment is over. This will ensure you make a good impression on everyone you meet.

Final Thoughts on 25 Steps to Win a Real Estate Listing Presentation

Whether it’s your first real estate listing presentation or you are a seasoned Realtor, these 25 steps can help you build a successful real estate business and bring the most amount of value to your clients.

Keep in mind that in the end, how you treat people will be more impactful than anything you say or do.

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15 Advanced Real Estate Listing Presentation Insights for Agents

Creating stellar real estate listing presentations is how most seller’s agents convert more leads and, in turn, build their business.

The best real estate listing presentations offer:

• Data regarding the local market and comparable sales
• Insights into how you plan to market a prospect’s home
• Social proof that proves you’re a top-notch seller’s agent.

And that’s just to start with. There are several other elements you need to make your pitch truly effective.

Use the 15 sales tips below to boost your lead-to-client conversion numbers and convince leads you’re the premier agent for the job. Plus as a bonus we provide answers to listing presentation questions.

Focus on your lead’s situation and needs first.

After adding in the core info associated with your business, turn your attention to your seller lead.

You need to know all about their situation, including their selling timeline, in order to create a real estate listing presentation that truly resonates. In our Marketing Genius podcast episode “The Road To $20 Million,” Seattle agent Melissa Boucher says that these insights can even come down to how the seller is feeling; are they sad to see the property go? Are they making a tough decision?

Before your in-person pitch, research their residence:

• Square footage
• Room totals
• Total acreage

And discover its history:

• When it was built
• How many times it’s changed owners
• Renovations and updates that have occurred

Then, consider all the notes you have on your seller’s preferences and needs.

For instance, a lead could note they’re only willing to sell the home as-is and not make any repairs a potential buyer may request.

In this situation, you can make a note in your listing presentation that you will incorporate this information into your real estate marketing plan for the home.

Analyze all info leads provide you before your pitch.

If you’re like most modern agents, you capture real estate leads in a variety of ways, both online and offline. Not all leads are created equal, but there’s an easy way to spot a good one.

The key trait that signifies a high-quality lead is how much info they provide you.

Those who solely offer first, last name and email address can be good leads, but it’s the prospects who offer more details regarding their unique housing situations who are a cut above the rest.

Most often, home seller leads will share extra information when they are submitting a lead capture form on your site (e.g. through a home valuation page or custom lead capture page ).

For example, some leads may detail when they intend to list their home, their preferred price point, and an overview of what their home’s star attributes.

All of this info needs to end up in the lead profile section of your contacts database so you can comb over it whenever you need — like, for instance, right before pitching them in person.

Incorporate data from the local housing market.

Whether it’s from your area’s REALTORS® Association, local government, or a housing-related organization nearby, you should include important figures in your listing presentation. This can include home sales, price, and value figures for your market – basically, any information that a seller could use to make more informed decisions.

For example, knowing the sales totals for homes in the same development or neighborhood as a seller lead’s property can help them settle on an initial list price.

You can never get too granular with data for your deck. Just remember not to bore your prospects to death with math.

Share data that directly applies to their home selling situation so they understand what to expect prior to listing.

Detail comparable home sales from the past year.

Part of your local housing market data research should focus on comparable home sales from the past.

Find a half-dozen or so homes that sold in your potential client’s town (or region, if it’s a small town with few sales). Try your best to find comparable sales that occurred in the past year, because housing market conditions change often.

Make sure these properties are as similar to your lead’s listing as possible to provide a solid comparison.

Characteristics to take into account include:

• Size (total number of rooms and square footage),
• Notable features (in-ground pool, gazebo, high ceilings)
• Price point (both initial asking and eventual final sales price)

Lastly, tell your seller a story. How long did it take for them to sell? Did they receive above or below asking price?

Add quotes from satisfied clients to your deck.

Customer satisfaction should be the focal point of any real estate listing presentation deck.

Social proof helps agents generate leads , for sure. But it’s also a premier lead nurturing tool.

If you already took photos and footage of your past customers right after closing so you could share their praise on your website, you can simply repurpose that content for your listing presentation.

Select the best quotes from your most satisfied clientele, and sellers who share the most similarities with the lead you’re pitching.

Once a seller sees that you’ve successfully represented someone just like them, they’ll feel much more at ease in agreeing to let you represent their listing.

Paint a picture regarding your marketing approach.

The primary focus for your real estate listing presentation needs to be how you’ll market a lead’s home.

Sure, you want to prove you’re a stellar agent who has a history of closing amazing deals for clients.

But that sales-oriented angle needs to be secondary to making your potential client feel special. Fortunately, you can achieve this by presenting a marketing strategy that is unique to their property.

You no doubt have a real estate listing marketing playbook . However, that doesn’t mean you can’t or shouldn’t modify that approach slightly for each new client you earn.

Every home seller wants to feel as if you’ll do anything and everything to get them a fantastic deal that puts lots of money in their pockets.

So, use the first half of your listing presentation to tell them how you plan to deliver on that promise.

Figure out how you’ll relay your value proposition.

According to the National Association of REALTORS®, most sellers hire real estate agents referred to them (two-thirds, to be precise).

While you could get good word-of-mouth to entice seller leads to select your firm, you still need to show why their friends, family, and coworkers chose to work with you in the first place.

Some of the best ways you can differentiate yourself from the competition are to:

• Build a strong web presence, starting with a responsive website
• Be detailed regarding your marketing process, from start to finish
• Share photos and videos of your most satisfied clients with leads

A real estate listing presentation is a great opportunity to communicate what makes your business unique and distinct from other agencies.

Are you particularly good at negotiation? Communication? Staying organized? Knowing a neighborhood inside and out? Providing white glove service?

Whatever your specialty is, make sure it shines through in your deck.

Prepare for some objections and lots of questions.

It’s inevitable: Your seller leads are going to have a fair number of questions during your real estate listing presentations .

It’s only natural: They’re still getting to know you and can’t leave any stone unturned when vetting your business.

The good news? Every question is a chance for you to prove your expertise and build trust. You just need to have great answers prepared ahead of time.

Some of the most common seller lead questions pertain to:

• How you view your agency in comparison with others
• Your qualifications, certifications, and designations
• Providing proof you’re trustworthy and easy to work with
• Sharing specific details about your past transactions

Of course, there are also going to be questions you can’t anticipate.

While you want to be as forthcoming and honest as possible, don’t feel obligated to provide in-depth answers on the spot if you’re not sure.

If you think you’d be better served writing a comprehensive email to leads post-presentation to answer their questions, let them know you’ll get back to them with a reply later that day.

Practice your sales pitch over and over again.

We’re not going to tell you “practice makes perfect” (although, I suppose we just kind of did).

But it really is best to nail down every aspect of your listing presentation speech so it’s well-timed, compelling, and inspiring.

Here’s a great checklist California-based REALTOR Kathy Smiley posted on ActiveRain that can help you practice your pitch.

This list covers all of the essential listing presentation tasks you need to carry out in order to get your points across in a timely and efficient manner.

If you feel more comfortable “winging it” than preparing for hours beforehand, just be sure you have at least a handful of talking points memorized so you don’t forget to mention important items to your prospects.

Dress like you’ve already made the sale.

As a general rule, dressing for real estate success means wearing something that makes you feel comfortable, confident, and professional.

But there are some guidelines to keep in mind:

• Business casual will never go out of style, meaning suits and pantsuits are always going to help you put your best foot forward during listing presentations and other on-the-job situations.
• Your style will likely be influenced by your particular market. Agents in cold- and hot-weather markets, for instance, will certainly want to dress accordingly based on their area climates.
• You can also take style cues from the home seller you’re doing business with. Melissa Boucher’s advice? “You can’t come in dressed to the nines if you know that person’s understated. Know your audience, know yourself, and find that happy medium.”

When selecting an outfit for your real estate listing presentation, just be sure that the answer to “Will my lead consider me a serious, dedicated, and successful real estate agent ?” is yes.

Allow time for questions during your presentation.

Everyone has one of those friends who loves to dominate the conversation. But you can’t afford to be that person during your listing presentation.

Real estate, after all, is a people business. This means you have to be a first-rate listener to comprehend your prospective client’s wants and needs. From there, you can develop a plan of action to win them over.

This is just one of several listing presentation mistakes you could make. Be sure to comb over our list of other errors to avoid as well.

Have good posture and body language throughout.

As real estate trainer Dirk Zeller notes in a piece for Chicago Agent Magazine, confident body language is an essential piece of your listing presentations .

• “Where have you experienced victories? Tap into those past experiences as you pump up your confidence in preparation for prospect presentations. If you lack confidence, determine what you need to do to increase the level of belief in yourself and your ability to achieve success.”

You’re not always going to feel confident and assertive and on top of the world. No one does.

But if you recall how you’ve converted leads into clients in the past and what you felt during those sales pitches, you can use that memory to keep winning over new business.

Think about the ways you can physically communicate self-assurance, poise, and certainty (e.g. use of hand movement, or maintaining eye contact with the seller), and use that body language to your advantage.

It’s also helpful to think about what poor body language can do to your pitch (hint: derail it entirely).

Finish your pitch, even if you think it’s not working.

You may be able to tell from a prospect’s body language or verbal cues that they aren’t responding to your presentation the way you’d hoped.

Regardless, conclude your presentation as if you were pitching a “hot” lead you can tell is going to sign on with you.

You never know: Someone who seemingly isn’t intrigued by what you’re throwing out there may actually just be quiet and unresponsive in general and actually interested.

Don’t be a “yes” agent just to win new business.

Every business has a “yes” person. They want to work their way up the ladder and/or close more deals by being as agreeable as possible.

This tact may work for some professionals in some organizations … but chances are, this is not going to lead to a converted seller client.

Just because you really want someone’s business doesn’t mean it’s worth nodding in approval to every request they make or mandate they lay out.

Doing so could lead to some (or many) unfulfilled promises during the sales process and, in turn, cause your clients to question your methods or even fire you.

Be open and upfront with your clients regarding what they can expect from you throughout the entire home selling process.

[Bonus] How to Ace Real Estate Listing Presentation Questions

Prepare thoroughly for your real estate listing presentations and you’ll set yourself up for success.

No matter how much you script the conversation for your listing presentations, though, they won’t always go exactly to plan. Sellers will have questions for you regarding everything from your experience as a real estate agent to what sets you apart from the competition.

The following questions are the most common ones to expect during and after your sales pitch, along with the optimal answer for each. Check them out so you’ll be ready to ace your listing presentations and win customers.

Q) “What are your credentials? What makes you the right person to sell my home?”

Off the bat, sellers will want to know if your qualifications meet their standards for representation. So, present all certifications and designations you have as a real estate agent. Realtors who’ve earned accreditations through the National Association of REALTORS ® should make that known. Sellers may not be familiar with each official title, but your position establishes you as dedicated and knowledgeable.

Regarding your sales history, reveal how many homes you’ve sold in previous months and years, the average sales price of each property type, and other statistical data that sellers will find impressive. Though past sales aren’t always necessarily indicative of future sales, a thorough explanation of your sales history and big “wins” as an agent can help your standing with leads.

Additionally, let sellers know during your listing presentation if you work part-time or full-time as a real estate agent. Being a full-time agent often carries more weight with prospective clients, as you show complete dedication to the job and don’t have any other responsibilities that can take away from helping sellers market their properties.

If you work part-time, spin the positives of your situation. For instance, share tidbits about your work ethic. Even get former employers to provide testimonials regarding your work to show prospective clients you’re serious about meeting your commitments.

Moreover, if real estate isn’t the only job you have, then explain that even though you’re only working part-time, you can still focus all of your attention on client needs. In either case, explain how you stay in touch with clients and your standards for timely responses to communications.

Q) “How are you better than other local agents? What makes you different?”

First off, don’t use the word “better” during real estate listing presentations. In fact, don’t compare yourself to other agents at all. Saying you’re a step above the competition can come off as arrogant. While you should be confident in your own work as an agent, it’s not worth positioning yourself as above other real estate pros by disparaging them to prop yourself up.

The best way to highlight your abilities as an agent is simply explaining why you’re passionate about real estate. Listing presentations that show your enthusiasm for the day-to-day work that comes along with being an agent instill faith in sellers. Share some background info on how you got started in the industry, how you delight your clients , and items on your track record that reflect your go-getter attitude.

Some characteristics of your work and personality to share with leads should include your:

• Ability to build relationships and relate to others: Knowing you can make good impressions on buyers will impress sellers, so be as amiable and engaging during your listing presentation as possible to show your personality.
• Savviness with the latest real estate technology: It’s the 21st century. Knowing what apps, tools, gadgets, and tech resources to use in your real estate marketing gives you a leg up on agents stuck in the 20th century.
• Enjoyment in helping people sell and find homes: You got into real estate to help people, right? Then share the satisfaction you get in helping buyers and sellers close deals and achieve their goals.

Q) “What experience do you have with my local market? Have you sold homes here before?”

When mentioning past clientele, segue into your history of selling in your local real estate market. The more established you are as an agent in your community, the more trust you earn from leads. Outline specific, memorable deals you closed — perhaps a home that’s similar in style, age, or price as the residence of those you’re pitching to.

Then, demonstrate the knowledge you have about the local market, like its history, the quality of its school system and economy, and any favorite spots you have nearby (restaurants, retail, movie theaters, parks, etc.). This shows you are an expert about the area and, in turn, know how to pitch local properties to buyers.

The best listing presentation is the one where you show you know the most about a specific real estate market, so no fact or note is too small to share with leads. A great way to ensure you convey your knowledge about the market is to create listing presentations using graphic creation tools . With these resources, you can visually represent local market data, like average closing prices of homes for sale, to persuade sellers about your abilities.

Q) “What do you think of my home? How would you change it to help sell it better?”

This question requires arguably the most spontaneous answer, given that up until your listing presentation, you likely haven’t had the chance to examine the property thoroughly. So, use this as an opportunity to get the grand tour of their residence and property. Take note of specific features you want to highlight and how the seller can make their home more desirable to buyers.

There’s a flipside to that coin, though: Be careful not to insult sellers when pointing out areas of their home that need cleaning, adjusting, or improving. Providing constructive criticism is one thing — telling sellers they need to change most things in their home to help it sell better can lead to a quick exit from your listing presentation.

You won’t be able to provide all of your detailed thoughts on sellers’ homes on the spot, so let them know you’d love to give them a more thorough analysis via email after the presentation is over. This allows you to nurture the lead after pitching them and stay top-of-mind with them during their agent selection process.

Q) “What do you think is an ideal list price for my home? I think it’s $_____.”

Before jumping in with your recommendation, let sellers know what comparable homes in their area have sold for in the past year, along with where the local real estate market is headed in terms of demand and supply. Sellers aren’t always cognizant of the factors that go into crafting the right list price, so explaining these to your leads can help them better understand your suggested price.

Some sellers have unrealistic prices in mind and they’re unwilling to budge. This could be a sign the leads aren’t worth representing, so watch out for any red-flag statements, like “I’m not willing to go under $_____” or “My home is definitely worth $_____.” Conversely, those who are willing to adjust their price if needed and negotiate with buyers will be more rewarding as customers. Representing flexible sellers instead of inflexible ones means a better chance of a quick and fair commission (as well as fewer headaches).

Q) “What sales and marketing strategies do you employ for clients’ homes?”

Now it’s time to really get down to business and put your agent hat on. Getting into the nitty-gritty of your business methods — like where you promote listings and how you attract potential buyers — is what really displays your prowess as an agent. Specifically, explain the core real estate marketing and sales tactics you use, including how you:

• Conduct showings and open houses: We don’t just mean when you schedule showings and open houses, but how you work with walk-ins and buyer leads. Share how you sell specific features of a home (the lifestyle, the comfort, the utility, etc.) to show you’re an adept salesperson.
• Market clients’ homes for sale online:  Divulge how you make clients’ listings appear attractive online, like taking aesthetically appealing photos, creating cutting-edge tour videos, and developing rich, detailed copy about listings .
• Leverage connections for buyer leads: Regarding offline marketing strategies, also relay how you use other agents, friends, family members, previous clients, and other connections to seek out potential buyers.

All of this information should be shared in a timeline format to give sellers a sense of how the process will go — from the moment you sign your agreement to closing.

Q) “How do you communicate with clients regarding offers, showings, and other key info?”

Constant communication with sellers (without annoying or overwhelming them) is essential — as is explaining to seller leads how you will keep them in the loop during the sales process. During a listing presentation, real estate agents can sometimes gloss over this important aspect, so be sure to detail a clear-cut communication plan with prospective clients. Ask how they prefer to be contacted to discuss sales progress and how to relay bids on their property.

Some sellers will be very particular about what times work for them. Given that last-minute showing requests tend to pop up, also ask sellers when it would be okay to enter to give tours. Remember their personal space is important, so be respectful, but be sure you’ll have the access you need.

Q) “What’s your workload like? Would I be your only client or are you working with other clients?”

Having said that, many people are understanding of a real estate agent’s need to take on multiple sellers. In fact, many probably prefer to see their agent busy, since it’s indicative of a quality business. So, the more clients you take on, the better it can look in the eyes of prospects.

Q) “What are the typical terms of your listing agreements with other clients?”

If you start talking contracts, then you’re doing well in your listing presentation. However, you can ruin the mood quickly by providing a laundry list of contract terms you request of sellers. Instead, tell sellers you simply want to make them comfortable with any listing agreement they sign with you. Explain to them the core items generally included in statements, like duties you’ll perform as their agent, and ask them for their thoughts on terms they’d like to include.

From there, create an agreement based on both your preferences and those of sellers, send it to them after the listing presentation, and let them know you’ll be waiting to hear from them regarding a final answer (hopefully with good news).

Q) “If I hire you to sell my home, will you represent just my interests or the buyer’s too?”

Dual agency is something countless home sellers are fuzzy on, but many are wising up to the practice. If you can and do practice dual agency, be 110% upfront with your leads about it. Gauge their comfort level with knowing you may end up representing both them and buyer to see if they’re okay with it. As pointed out by recent Redfin research, sellers tend to lose financially in dual agency deals , so tread carefully. The last thing you want to do is favor one party at the expense of the other.

Of course, if you solely represent the sellers, you’ve got nothing to explain — except that you’re devoted to helping them sell their home for the best price and fast. You could even point out why this may be more favorable than representation by those who act as dual agents, given you have only their interests at heart.

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• 10 Fantastic Real Estate Listing Presentation Examples for Agents
• Choosing an Agent

Looking for Listing Presentation Examples for Agents?

An attractive and informative listing presentation is a key part of earning a potential client’s trust. Take a few hints from these examples of a real estate listing presentation template when you have the chance to earn a seller’s business.

Real Estate Listing Presentation Tips

Be Data-Driven

This presentation style is great because it jumps right into data points. Potential clients want to see if you have the proven track record and experience to sell their home for the most amount of money. Prove it with data right away.

Modern Presentation with Prezi

Prezi is a great tool that you can use for free to create an impressive presentation. Check out this presentation from the Gluch Group in Phoenix.

Photo Rich Listing Presentation

Home sellers want to be wowed during the presentation, so you should use as many pictures of great-looking homes as you can without going overboard. With the popularity of visual sites like  Pinterest  and home decoration blogs, sellers now have higher standards for photography.

Be Yourself

Whenever you’re presenting to a seller, you have to remember that there are hundreds of other agents in your area that they could talk to. No agent is the same, so you have no choice but to be yourself. If you’re the type that wants to create a personal connection with a client, don’t be afraid to share things about your personal life.

Highly Detailed Presentation

You might be able to tell if a seller cares about all the details early on. Whenever you have a seller that wants to be very involved in the selling process, don’t be afraid to go into detail for each step of the process. Informative charts and graphics do a great job teaching sellers about the market value, time on the market, and other important aspects. Detailed visual representation helps home sellers and buyers have a better understanding of the market. If you’re the type that wants to create a personal connection with a client, don’t be afraid to share things about your personal life.

Modern and Photo-Rich

This presentation from ProFund Real Estate in La Jolla, CA uses a really clean looking grid layout for adding in lots of photos of homes and the city.

Everything that they do is consistent with creating that brand.  Inman  reported that thinking of yourself as a brand, and marketing yourself as such, will help you attract new business. Apple is a great example of a company that does a stellar job maintaining a brand. Coca-Cola is another stellar brand. Your business cards, marketing materials, show sheets, and processes should all be consistent and part of your brand.

Real Estate Listing Presentation Template

Luxury Listing Presentation

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The listing presentation should tell clients about yourself and how you add value to their home selling or buying process. It could include local market data, an overview of the home selling and buying processes, and a description of who you are and why you are the right choice for them.

A listing kit often refers to a pre-listing kit, which provides potential home sellers with information about working with you as an agent and your real estate agency. A listing kit can also help agents follow a process or system from their agency and help sellers understand important facets of the home selling process.

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10 Ways to Win Your Real Estate Listing Presentation in 2024

A poorly executed presentation can result in losing the listing, but a great one can help you secure new ones.

It’s important to showcase who you are and the value you bring to your clients. This should include important metrics such as local market statistics, an overview of your selling process, and how you help clients get the most value out of their homes. By doing this, you can instill a sense of confidence and trust with your clients.

To help you improve your listing presentation, I’ve put together some of my best tips so that you can start winning more listings.

What Is a Real Estate Listing Presentation?

You may also provide information on your company and team, as well as any special services or resources you may want to offer. The purpose of the listing presentation is to impress the potential client and persuade them to sign a listing agreement, giving you the green light to sell their property.

As the world becomes increasingly remote, hosting a virtual listing presentation may be necessary. This type of presentation is similar to a traditional one but delivered through video conferencing platforms like Zoom or Skype. Though it may take some getting used to, virtual presentations allow you to connect with clients who are far away or unable to meet in person.

You can present your real estate listing in various ways, including a PowerPoint deck, brochure, video, or other visual aids. Regardless of the format, your presentation should include key elements such as:

• Listing price
• Your reasoning behind the price
• Interior and exterior upgrades
• Landscape features
• Any relevant fixes or remodels.

How To Make a Real Estate Listing Presentation Successful

1. Start With An Attention-Grabbing Introduction

Depending on the format of your presentation, I suggest starting with a cover page that includes your name, photo, and company logo. You want this to jump off the screen or the page.

While this is in the background, start by telling a captivating story that will get their attention. This is your chance to introduce yourself, and talk about your qualifications. I usually speak for about 60 seconds about a home I’ve sold, or a deal I’m currently working on.

Here’s an example:

“Imagine this: A few years ago, I was approached by a couple who had been trying to sell their home for over a year with no success. They were feeling discouraged and frustrated, and had lost hope that they would ever be able to sell their beloved home. But after taking a closer look at their property, I noticed a unique feature that had been overlooked by previous realtors – a stunning backyard oasis with a built-in BBQ, pool, and beautiful landscaping. With this in mind, I redesigned their marketing strategy to highlight this unique feature and create an emotional connection with potential buyers. Within a month, we had multiple offers and were able to sell the property for above asking price. This experience taught me the importance of finding the unique selling points in every property and using them to create an emotional connection with potential buyers.”

2. Get To Know The Buyers By Asking Important Questions

• What prompted you to consider selling your home?
• Do you have a specific timeline for when you need to move?
• Have you considered what your plans would be if your home doesn’t sell?
• Are you looking to stay in the area, or move elsewhere?
• Is there anything in particular that you feel needs to be addressed before listing your home for sale?
• Do you still owe money on your mortgage, and if so, how much?

By tailoring your presentation to address their specific concerns and priorities, you can show your clients how you can help them achieve their goals and successfully sell their home.

3. Go Over the Process and Sales Timeline

When it comes to selling homes, clients often ask “how long will the process take?” With the current fast-paced real estate market, it’s important to prepare clients for a quick turnaround. To do this, it’s crucial to highlight each step of the sales process, including pre-sale events, marketing timeline, listing period, offers, acceptance, and closing the deal. By clearly explaining the sales timeline, you can manage your client’s expectations and help them feel more confident throughout the process.

4. Format Your Real Estate Presentation in a Smart Way

• Include a table of contents to help the seller easily navigate the presentation.
• Use a professional and easy-to-read font such as Times New Roman or Arial.
• Use bullet points to break up lengthy paragraphs and to highlight important information.
• Use visuals such as photos, graphs, and charts to illustrate market trends and property features.
• Organize the presentation into sections such as an introduction, market analysis, property details, marketing plan, and your qualifications.
• Include a slide or page with your personal bio and professional accomplishments to establish credibility.
• Use consistent branding throughout the presentation with company colors and logos.
• Keep the presentation concise and avoid overwhelming the seller with too much information.
• End the presentation with a call to action and a clear next step for the seller to take.

Remember that the goal of a listing presentation is to persuade the seller to choose you as their real estate agent. A well-formatted and informative presentation can help you achieve that goal.

5. Go Over Your Personal Statistics 

• Your sales compared to the market average
• The average number of days your listings stay on the market
• Your year-over-year sales growth
• Your conversion rate of listed properties to sold properties

To make these statistics even more impactful, consider creating visual aids like graphs and charts to help your clients better understand your success. You can export your personal data from your MLS and use it to create visually appealing graphics that showcase your expertise in the real estate market.

6. Explain Your Marketing Strategy or Vision

Your marketing strategy is crucial to successfully selling a home. It’s important to explain to your clients how you plan to market their home and differentiate yourself from the competition. Some current marketing trends that can give you an edge include:

• Virtual tours
• High-definition photography
• 3D floor plans and property scans
• Social media marketing
• Property videos

By utilizing a variety of platforms, such as social media, online home listing sites, and even lawn signs in the neighborhood, you can attract more potential buyers interested in purchasing your client’s home.

7. Set the Record Straight If You Have To

“I talked to another real estate agent who said they can get me so much more than what you’re offering….”

That’s when you respond with something like this:

“I understand that you’ve been talking to other agents, and I appreciate you taking the time to share their feedback with me. It’s always helpful to have different perspectives. However, I want to assure you that I’ve done extensive research and analysis of the current market conditions and comparable properties in your area. Based on that analysis, I believe that the price we’ve discussed is both fair and competitive. It’s important to remember that while some agents may promise a higher price, it’s not always realistic or achievable. My goal is to provide you with an accurate valuation and to help you sell your home for the best possible price in the current market. I’m committed to working with you to achieve your goals and to keep you informed every step of the way. If you have any questions or concerns, I’m here to address them and to help you make informed decisions about your home sale.”

8. Don’t Wait Until the Presentation To Start The Conversation

If you plan on doing nothing after setting the appointment up, then you’ve likely already lost them. You have to be constantly thinking of new ways to keep the conversation alive. Don’t let them off your hook.

Here’s what I typically send after setting up the appointment:

“Thank you for scheduling a listing presentation with me. I’m really excited to have the opportunity to work with you and help you sell your home. I just wanted to confirm our meeting time and location, which is (insert date, time, and location). Before our meeting, I’ll be conducting a thorough analysis of your home and the current market to ensure I provide you with the most accurate and up-to-date information during our presentation. During our meeting, we’ll go through my marketing plan and the various strategies I’ll be using to sell your home quickly and for the best price possible. If you have any questions or concerns in the meantime, please don’t hesitate to reach out to me. I look forward to meeting with you soon.”

Also, if you want to go the extra mile, consider including the following attachments:

• A comprehensive marketing plan that goes beyond the average agent’s list of 11 items.
• Instead of just providing a list, showcase a map of the properties you’ve sold to engage the client.
• Reviews that highlight your specific skills and expertise are more effective in convincing clients of your abilities.
• Use stats, graphs, and charts to demonstrate your performance compared to the MLS averages.

Showcasing your team of experts can set the expectations and highlight the collaborative effort required to sell a home. This effort may seem significant, but it’s worth it to establish yourself as the best candidate for the job and avoid wasting time on clients who may not be motivated to sell.

9. Prime Your Client On The Day Of The Appointment

“Hello [Homeowner’s Name], this is [Your Name]. I hope this message finds you well. I wanted to confirm our appointment today at [Time]. I am thrilled to discuss your home and how my team and I can assist you in finding the ideal buyer. We have a solid plan in place, and we are confident that we can help you sell your property successfully. In preparation for our meeting, I wanted to make sure you had the chance to review the material I sent you, including the video and links to valuable information. This will help us maximize our time together and answer any questions you may have. I look forward to seeing you soon.”

10. Try “Reversing” The Presentation 

You may be asking, “What does that even mean?”

Simply put, rather than starting from what you do right after you take on a listing, show the homeowner everything you did to get the deal done. For example:

“We recently had great success selling a property that was very similar to yours. The sellers were thrilled with the outcome, and even wrote a five-star review on Zillow about their experience with us. What led to this success? We ended up getting eight different offers and we helped the sellers choose the one that best met their needs. To get to this point, we started with a giant Open House, which is exactly what we’ll be doing for your home. During our last open house, we had 101 people come to view the home. And that’s not all. We also had 5,220 impressions on Zillow, 1,284 on Trulia, and 3,000 on Realtor.com, along with 2,100 views on Facebook, 68 on Instagram, 171 on Twitter, and 359 views of the full home tour video once we put it up on YouTube. We’re excited to replicate this success with your home, and we have a step-by-step plan to get us there. We can’t wait to share it with you during our upcoming meeting.”

Make sure to also include high-quality printouts/fliers of all the information you linked to in your pre-appointment video email – your marketing plan, your “Sold” map, your reviews, your degree of separation, your team photo and descriptions of each person’s role.

8 Quick Tips for Your Next Real Estate Presentation

• Research the property: Before you meet with the potential seller, research the property and the surrounding area. Gather information on the property’s history, any renovations or upgrades, and any unique features that could be highlighted in the presentation. Also, research the local real estate market and recent sales in the area.
• Highlight your unique selling proposition: What makes you stand out from other agents? Whether it’s your marketing strategy, experience, or local knowledge, make sure to highlight your unique selling proposition in your presentation.
• Prepare your presentation materials: Develop a professional presentation that includes a cover page, your company’s logo and branding, an introduction slide, slides on your experience and qualifications, a comparative market analysis (CMA), a marketing plan, and a conclusion slide.
• Personalize the presentation: Tailor the presentation to the specific property and potential seller by including information on how you would market their property, any challenges or opportunities you see, and how you plan to address them.
• Practice your presentation: Practice your presentation several times before meeting with the potential seller. Make sure you are comfortable with the content and can deliver it smoothly and confidently.
• Dress professionally: Dress professionally for the meeting. Make a good first impression and show that you take the potential seller’s business seriously.
• Present with confidence: During the meeting, be confident and professional. Be prepared to answer any questions the potential seller may have and address any concerns they may raise.
• Follow up: After the meeting, follow up with the potential seller to thank them for their time and reiterate your interest in working with them.

Remember, the key to a successful listing presentation is to be professional, prepared, and confident. By following these steps and customizing your presentation to the specific property and potential seller, you can increase your chances of winning the listing and successfully selling the property.

By implementing these tips, you’ll be well on your way to delivering a compelling and effective listing presentation. However, your work doesn’t stop there. The next step is to create an unforgettable open house that will attract potential buyers and ultimately lead to a successful sale.

Throughout this article, you’ve gained valuable insights on how to create a winning listing presentation, including strategies for handling common client questions and how to craft a compelling story that resonates with your audience. You’ve also learned about the importance of understanding your clients’ needs and mindset, as well as how to leverage resources like coaching and podcasts to help you excel in your real estate business.

At Agent Advice, we’re committed to providing real estate professionals with the tools and resources they need to succeed. Whether you’re looking for expert coaching or educational podcasts, we have everything you need to take your business to the next level.

Other resources: We have guides on the ins and outs of the topics you need to know to be a successful estate agent (like real estate website builders ,  real estate lead generation companies , or a well designed  real estate CRM) . If you’re looking for more advanced topics like  real estate ads ,  building your own real estate lead generation website , which  real estate marketing tools  you’ll need,  how to build a successful  social media strategy , or even just  real estate marketing ideas in general, you can try looking for a real estate mentor that can help show you the way.

About the Author

Chris Heller brings 27 years of experience in real estate. Chris serves on the AgentAdvice Editorial Board and is the Chief Real Estate Officer at OJO Labs. Chris brings deep expertise having held influential industry positions including CEO of mellohome and former CEO of Keller Williams Realty International.

Last Updated: 12/29/2023

Home Blog PowerPoint Tutorials How to Prepare a Listing Presentation: Guide for Real Estate Pros

How to Prepare a Listing Presentation: Guide for Real Estate Pros

Do you want to close more leads on a regular basis?

In that case, you may need to level up your communication skills. To win more listings, move on from having a polite “pre-sales” chit chat with prospects to doing full-scale presentations of your services.

What is a Real Estate Listing Presentation?

A listing presentation is your pitch to a prospective seller to represent them in a Real Estate transaction. Succeeding with your presentation means that you will sign on a new client and receive a bigger commission this month.

But of course, there will be other agents knocking on the seller’s door, offering their services. In fact, 55% of sellers interview two or three agents before making the decision. So how do you get chosen among the sea of other agents? Wrong, if you thought that most prospects will stick with someone offering the highest listing price and asking for the lowest commission.

When putting up their homes for sale, most people want to partner with a competent, forthcoming and proactive agent, capable to broker the best arrangement for them. Obviously, the best Real Estate agents are rarely those charging the lowest commission.

In fact, the main goal of conducting a full-scale, deck-ready listing presentation is to persuade the prospect that you are their optimal choice.

The best listing presentation isn’t a brief oral interview on the porch; it’s a carefully staged, full-scale demo of your professional capabilities. Keep in mind that creating a listing presentation isn’t the only way to market effectively in your industry. There are dozens of other Real Estate marketing ideas that can help you beat out the competition and stand out from the pack. For example, if you can’t make time for an in-person listing presentation, consider recording a seminar and linking it to your email subscribers.

How to Prepare for a Listing Presentation: 7 Key Steps

Building a rapport with a new prospect is never easy. But there are a few quick neuroscience tricks you can leverage to appear instantly more likable to prospects, even before you pull out your Real Estate brochures and other collateral.

• Give a firm handshake . Scientists proved that a handshake preceding any social interaction has a strong positive impact on how the recipient will further evaluate this social interaction.
• Have some brew ready. Pleasant smells like those of fresh coffee make us act nicer to one another and be more cooperative.
• Appear interested and ask questions.  Again, science proves that people are more willing to engage with an interlocutor, eagerly posing questions, and also act in a more receptive manner.

Now with a few neat physiological tricks in your sleeve, let’s move on to how you should approach listing presentation design.

1. Open with a Brief Introduction

A Real Estate listing presentations can start with a short overview, recapping who you are, what you do and what’s your success record.

To save you time on design, we have lined up a few short Real Estate bio templates you can grab and customize.

Sellers want to be reassured that you can close the deal fast and secure them a fair price. They want someone confident in their abilities and capable to back up their skills with examples and data.

Here’s listing presentation sample questionnaire you can answer to fill in your first few slides:

What are your top skills? Are you a Real Estate marketing guru? Do you have exceptional graphic design skills and can create for sale by owner flyers that stand out from the crowd? Do you have a photography background and can shoot professionals photos without hiring any external help? Show exactly what you can do. Bonus point if you manage to align your key skills with your buyer’s needs.

How many houses have you sold in this area? It’s best to line up some fresh data e.g. the past 12 months. Specifically, mention what types of properties have you sold and whether any were similar to this particular buyer’s estate.

Now comes the tricky part: offer some numbers comparing the original list price versus the final sales numbers (if the latter are more favorable) and the average day on the market (DOM) numbers for the property.

Such numbers will also help you justify higher commission rates. Of course, every sane buyer would rather stick with an agent charging a higher rate (e.g. 6% commission for houses for sale), but who also secures them a higher sales price due to better marketing experience.

2. Toss in Some Social Proof

People are social creatures and thus, we are extremely prone to opinions shared by others. To learn what’s good, we observe what others are doing and this extends to our purchase decision making: 92% of consumers state that word-of-mouth recommendations carry the most value to them.

You shouldn’t hard-sell your services. Instead, just show that “others” already think you are that good . There are a few ways you can use “social proof” as a Real Estate agent:

Ask past sellers to provide quick testimonials (with photos) and use them in during your presentation. Here’s a quick example from one of our PowerPoint templates :

Add a separate slide highlighting your key achievements up-to-date (personal or agency-wide).  The good “boasting” figures to include are:

• Total number and value of properties sold.
• Total number of clients you have worked with.
• Average time to close a deal.
• Average customer satisfaction rate.
• “Big name” corporate clients and partners.
• Professional organizations you are part of e.g. National Association of Realtors.

Gather and display reviews online.  Of course, prospects will google you post-presentation. Your job is to ensure that they’ll find only positive stuff, rather than nothing at all. You can set up a dedicated profile on popular review services or display ratings directly on your website.

3. List The Benefits of Your Brokerage

Keep this one succinct and on-point. Most buyers are interested in just three things:

• Receiving a fair price for their property.
• Getting it sold off fast.
• Avoiding the associated sales hassle as much as possible.

Your Real Estate presentation should address how you will deliver them just that. You can also sweeten the deal here by including a few “promos” e.g. list special circumstances for when you will accept a lower commission or pitch them with some bundled promos your agency currently runs.

At this point, you should also explain how that communication will occur: what types of updates they can expect and when.

4. Walk The Prospect Through The Home Sales Process

Not everyone is experienced in flipping property. So be sure to customize your listing presentation template so that includes this optional slide – for when you are presenting to first-time buyers.

There’s no need to go into many details at this point. Just briefly mention the overall timeline, key milestones and what kind of actions we’ll be required from them.  All of this can be neatly packed into one slide like this one :

If needed you can separately walk them through the home inspection and appraisal processes; Real Estate presentations to the buyers; negotiations and closing process.

5. Present a Comparative Market Analysis for a List Price Range

Comparative Market Analysis (CMA) is another nugget to persuade the client that you know your deal.

The wrinkle, however, is that it’s not always easy to come up with good numbers if you are yet to see the property in person. That’s why most agents will do two CMAs. First, one using the comps and their educated guesses based on prices for similar homes. And the second, more refined CMA after seeing the property, talking to the owners and digging further into the data.

6. Explain Your Marketing Strategy

Image Source: StockSnap

What channels do you plan to leverage – digital, offline or a mix of both? Give the clients some general insights and explain why your approach works. They certainly don’t want to know all the nitty-gritty, but we’ll appreciate some general insights.

Show them a few video demos you have created; your standard property templates for websites; copywriting and other marketing collateral you plan to use and distribute during open house visits.

7. Wrap It Up with a Killer Case Study

The best listing presentation examples we have ever seen always included case studies. They are another form of “social proof”, and a direct illustration of your professional abilities.

You don’t need to make this one lengthy though. Just stick to a simple copywriting formula:

• Customer background (e.g. a mid-aged couple just like you based in NYC).
• Challenge: what kind of a problem those former customers had? (e.g. needed to sell a house in 1.5 months in an unpopular neighborhood).
• Solution: how your agency helped them?
• Results: some quick numbers illustrative the positive outcome you have helped them achieve e.g. house sold in 35 days for 5% higher than the initial listing price.

This way you are finishing your listing presentation with a bang, and encourage the prospects to take further action.

Listing Presentation Templates for Real Estate Pros

To ease up the processes of preparing for your listing presentation, our team has lined up a few neat templates you can download and customize in PowerPoint to match your current needs.

1. Commercial Real Estate Template for PowerPoint

A versatile template that could be easily adapted for both residential, commercial listings or for land sale listing presentation. It includes excellent slides (e.g. US Map slide ) to present your market analysis and pitch the approximate listing price.

Use This Template

2. Real Estate Industry PowerPoint Template

Another template that makes it easy to turn your scattered data into a coherent and persuasive story. Customize it in a few quick clicks in PowerPoint to match your corporate branding, add additional slides and elements from our collection and voilà – you now have a shining new listing presentation to dazzle even the most reluctant prospects!

3. Real Estate Listing PowerPoint Template

Work with all the assets required to showcase a property in a neat layout that contains tools such as market price comparison, team introductory slides, housing interior details, key features & more.

4. Residential Real Estate Illustrations PowerPoint Template

If you want to boost your listing presentation for real estate, get to know these professional-design vector images tailored for the real estate industry. A selection of slides that go through the entire process of acquiring a property from both realtor and customer’s perspective. High-end graphics to enhance the impact of your presentation.

5. Proptech PowerPoint Template

Get ready to introduce in-the-market properties with a high degree of smart home devices or sustainable housing solutions with a slide deck filled with visual cues for that talk. This tech-savvy listing presentation template is ideal for targeting properties to millennials and discussing the infrastructure in the neighborhood or building complex.

6. Real Estate Open House PowerPoint Template

Graphics can make or end a business deal, and that’s why your next real estate listing should count on carefully designed slides that boost the performance of your speech. This listing slide deck includes a selection of icons that help increase the retention rate of key information disclosed about the property while keeping the right balance between whitespace and content. With a striking color combination, go ahead and edit this template to meet the demands of your work.

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Agent, Listing, Real Estate, Realtor, Sales Process Filed under PowerPoint Tutorials

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Listing Presentations | Comprehensive Guide for Real Estate Agents

Last Updated on February 2, 2024 by Luke Feldbrugge

A listing presentation can make all the difference in securing new clients and growing your business in a competitive residential real estate market. If you’re looking to stand out and attract new clients, this comprehensive article will help you create a compelling listing presentation that resonates with potential sellers.

What is a Listing Presentation?

A listing presentation is a formal meeting between you, a real estate agent, and a potential seller. During this meeting, you showcase your services, expertise, research, and marketing plan to sell their property.

What is the Goal of a Real Estate Listing Presentation?

The primary goal of your listing presentation is to secure the listing. Your job is to convince the homeowner, your potential client, that you are definitely the best choice to sell their property.

A helpful tool to assist with the win, is a well thought out listing presentation. How you present their home will start to build client trust and confidence in your abilities; while establishing and supporting a new and growing relationship with the client.

It’s not just about numbers; it’s about establishing a personal connection, understanding the homeowners needs and expectations, and showing them you’re their trusted partner in this significant transaction.

What Should I Prepare for a Listing Presentation?

By conducting thorough research, showcasing your expertise, and addressing potential questions and objections in your listing presentation, you’ll be well on your way to impressing potential clients. Here are our suggestions on what you should prepare for a listing presentation:

1. Research the Property and Seller

Before you step into the seller’s home, gather as much information as possible about the property and the homeowner. This will help you tailor your presentation and show the homeowner that you took the initiative to do your homework.

• Obtain property details, such as square footage, number of bedrooms and bathrooms, recent renovations, and any unique features. If you have time, do a drive by and note the curb appeal and the upkeep of surrounding homes.
• Research the local real estate market, recent sales in the area, and current market trends. If you have the ability, and believe in the importance and added-value that a CMA can provide a potential client (as we do), put one together as a supplement to your listing presentation. Remember giving more value to prospects than the other guy, leads to more clients.
• Research the home’s neighborhood and highlight the conveniences, amenities and other selling points that you plan to use to promote their home. If you have a conversation before you present, try to learn the homeowner’s motivations, timeline, and any specific concerns or expectations they may have.

2. Use a Listing Presentation Template to Build Your Presentation

Using a listing presentation template offers a practical and efficient way to create compelling and professional looking presentations. It also enables you to focus on the content and personalization instead of the general framework. It will save you time, offer consistency, and help to present your talents and professional brand in a visually appealing way.

Two great places to find nice looking, professional listing presentation templates are on Canva and Etsy. They have hundreds of options. You will need a Canva Pro subscription for the premium listing presentation options, but the options on Etsy listing presentation options can be ordered by anyone.

3. Include a Comprehensive Marketing Plan

Show potential sellers that you have a clear strategy for marketing their property effectively. Highlight your unique value proposition and differentiate yourself from the competition by showcasing what sets you apart. Convey your professional expertise and experience during the presentation.

• Create a detailed marketing plan that outlines your approach, including online and offline strategies.
• Highlight your use of professional photography, virtual tours, and staging to enhance the property’s appeal.
• Explain how you will leverage social media, online listings, and your network to reach a wider audience.
• Discuss your knowledge of the local market, including recent sales, pricing trends, and neighborhood amenities.
• Emphasize your negotiation skills and ability to handle complex transactions.
• Share success stories and testimonials from previous clients to demonstrate your track record.

4. Anticipate Seller Questions and Objections

Prepare answers to questions about your marketing strategies, pricing recommendations, and negotiation tactics. Have responses ready for objections related to commission rates or other potential hesitations. And, show your willingness to adapt and customize your approach based on the seller’s needs.

5. Practice and Rehearse (DO NOT SKIP)

Practicing your presentation trains your brain to deliver it the way you want. If you skip this step, you may get side-tracked, or need to shoot from the hip. Don’t put yourself in this position and leave yourself open to potential regret.

Practice and rehearse your presentation until you nail it! Then…do it again.

Practice your speaking points to ensure you are clear and confident about the points you really want to drive home. Time yourself to ensure that you can cover all essential topics within the allotted meeting time. To take it a step further, consider presenting to a colleague or friend for feedback.

6. Be On Brand, Respectful and Bring Leave-Behinds

As you know, your appearance and demeanor matter when meeting potential clients. Dress in attire that reflects your standards, and your brand. Potential clients will remember you above all, so be what you want them to remember.

Be punctual and respectful of the seller’s time, and maintain a positive and upbeat attitude throughout the presentation. Be real. Be you. Authentic optimism goes a long way.

And, always have professional materials available as a leave behind, or if the presentation is done virtually, have digital files available to share with the sellers.

How Do You Stand Out in Your Market Using a Listing Presentation?

By crafting a compelling value proposition, leveraging technology and visuals, demonstrating local market mastery, offering creative marketing strategies, prioritizing exceptional customer service, addressing concerns proactively, and establishing a memorable brand identity, you can differentiate yourself and leave a lasting impression on potential sellers.

1. Highlight Your Unique Value Proposition

A unique value proposition can set you apart from the competition. Your listing presentation is the perfect platform to showcase your value proposition.

Highlight what makes you different, whether it’s your local expertise, a specialized niche, or a unique approach to marketing properties. Emphasize your commitment to personalized service and tailored solutions that address your clients’ specific needs and concerns.

Don’t know what your value proposition is? Here are some examples to consider, but realize there are others you could surely entertain. These are simply to get your wheels turning for your own listing presentation.

Local Expertise – Highlight your in-depth knowledge of a specific neighborhood or community so you can provide insight into schools, local amenities, recreational facilities, conveniences and other hidden gems.

Sample Tagline: “Navigating Neighborhood Secrets, So You Don’t Have To.”

Digital Marketing Mastery – Highlight your proficiency in online marketing and communication, including SEO, social media, and virtual tours. It allows you to showcase your ability to reach home buyers and sell properties efficiently, plus when used well, effectively and efficiently create amazing client experiences.

Sample Tagline: “Harnessing Technology to Sell Homes Faster.”

Stress-Free Transactions – Promises you will take care of any and all issues and keep things hassle-free and transparent for your clients throughout the transaction process. Highlight examples of how you provide exceptional customer service, clear communication, and expert negotiation and problem-solving skills.

Sample Tagline: “Your Peace of Mind, Our Priority.”

Homes for Heroes – If working with first responders, active military and veterans, healthcare workers and educators appeals to you, consider signing up to learn more about Homes for Heroes and how their real estate agents can position themselves in their local market extremely well by helping their local heroes save an average of $3,000 on a buy or sell, and an average of $6,000 if the the agent handles both transactions.

Definitely worth considering if serving your local hero groups is important to you.

2. Showcase Stunning Visuals and Tech

In today’s digital age, captivating visuals and technology that makes things easier can significantly enhance your listing presentation. Invest in professional photography, videography, and virtual tours to make your listings visually appealing. Promote your use of the latest tech tools to create interactive and immersive experiences for potential sellers, such as 3D property tours or augmented reality home staging.

If you’re not using one, try a virtual tour app and figure out what works best for you and your clients. Below are a few examples agents have recommended, but there are literally hundreds to choose from:

• Ricoh Tours
• Scenics App

3. Demonstrate Local Market Mastery

To truly stand out, you must exhibit a deep understanding of your local market. Provide a comprehensive market analysis that includes recent sales data, pricing trends, and neighborhood insights. Share your knowledge of upcoming developments, schools, parks, and amenities to help sellers see your expertise in their community.

In-Depth Market Research

Stay up-to-date with the latest market trends, including property values, inventory levels, and average days on market. Analyze historical data to identify patterns and fluctuations in the local market. Try to determine the primary factors influencing your market, such as employment opportunities, schools, transportation, and development projects.

Regularly Attend Local Events and Meetings

Get involved in community events, town hall meetings, and neighborhood associations. Networking with local leaders, residents, and fellow professionals can enhance your knowledge and establish you as an engaged community member and local market expert in your profession. Plus, it will open doors for new prospects.

Go on Frequent Property Tours

Regularly visit properties in your area to gain firsthand knowledge of their features, condition, and unique selling points. Being familiar with local inventory enables you to make informed recommendations to your clients.

Build a Reliable Local Professional Network

Cultivate working relationships with local contractors, inspectors, appraisers, and other professionals. Having immediate access to a reliable, trustworthy network of helpful professionals can streamline transactions and provide valuable resources for your clients.

Create and Provide Impressive Comparative Market Analysis Reports

A well-prepared CMA report provides valuable insights and helps the seller make informed decisions regarding their property’s listing price and marketing strategy. So, take the time to assemble the appropriate data and present it in an easy to comprehend report that calls out the most important information.

Include information such as general property information, features, amenities and current condition. Also cover comparable sales in the area, active listings, pending sales and any current market trends or special market analysis you’ve done.

Outline your pricing recommendations, rationale in support of your recommendations and your marketing strategy to sell the property. And, it doesn’t hurt to call out any professional accolades, awards or success stories that highlights the value you can offer the home seller.

Stay Informed About Zoning and Regulations

Understand zoning regulations, building codes, and land-use policies in your area. Being well-versed in local regulations can help clients navigate potential property issues.

Start with a Listing Presentation Template and Build Your Own Winning Sales Pitch and Design

Creating an effective listing presentation is a crucial skill for real estate agents to succeed in a competitive market. By following the steps outlined in this article, you can differentiate yourself and leave a lasting impression on potential sellers. Start with a listing presentation template, do your research, and include a comprehensive marketing plan. Highlight your unique value proposition, leverage stunning visuals and technology, and demonstrate local market mastery. Practice and rehearse your presentation, anticipate and prepare for seller questions and objections, and always be on brand.

All of these tips will help you build trust with potential client prospects, win listings, and grow your real estate business.

Join Homes for Heroes – Be the Agent Heroes Want

Join Homes for Heroes and make it part of your value proposition in your listing presentation to give you a leg up in your market. Homes for Heroes can help you specialize and grow your real estate business when you work with local heroes to buy or sell a home. You can offer them something special, something beyond the transaction, by saving them significant money as a way to thank them for their service.

Simply submit your registration and schedule a time to learn more about the benefits of being a Homes for Heroes local market specialist, and become the agent your community heroes want to work with for their home and mortgage needs.

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21 Steps to a Stellar Listing Presentation

It’s all here. Twenty one great ideas for building your listing business from the ground up, all neatly packaged in a step-by-step action plan. Let us know how it goes.

Set a Strong Foundation

1 build an online presence.

Use your website, blog, or social media channels to publish articles that demonstrate your core competencies. Do you specialize in upscale properties? Do your staged homes sell 30 percent faster and closer to list price than market averages? Your articles could also include seasonal tips for home maintenance, tips to prepare your home for sale, or market data for buyers. Share the content on your Facebook page.

2 Monitor your online appearance

What is showing up when someone searches your name? One of the easiest and most effective ways to monitor your reputation comes from Google Alerts, a free Google service that allows you to enter a search term (i.e. your name, company, etc.) and then receive email alerts as the system finds matches.

3 Practice your presentation

“Can you cut your commission rate?” and “I was going to try and sell it myself” are common objections heard by Realtors®. To prepare, ask a colleague to role play with you, maybe even serve your pitch at a sales meeting.

Supplement your standard listing presentation materials

A listing presentation isn’t complete without your bio, testimonials, marketing strategies and more. If these documents are in PDF format, quickly upload them to your RPR account and then easily include them in your RPR reports. Here are a few things you might want to include:

4 Bio “Your Story”

Tell your story in 75 words or less, just enough to cover the highlights of why someone would want to work with you. Are you a lifelong community member? Do you do volunteer work? How long have you been a Realtor and are you a Top Producer?

5 Social Proof

Do your clients love you? Get proof! Take the time to collect testimonials from your past clients in print or video format. Also, collect any news clips that back up your professionalism or credibility.

6 Personal Statistics

Your success record is worth sharing. Sellers want to know you’ve done this before and for similar homes. Consider creating a map that highlights your past sales activity. Do your staged homes sell 30 percent faster and closer to list price than market averages? Let your prospects know with a simple chart.

7 Service Levels

Differentiate yourself from other agents in the market by showing how your service levels will exceed seller expectations. Do you have an assistant or are you part of a team? What kind of communication can the seller expect, both in scheduling showings, and follow-up and feedback from the showing agent? How often will they receive market updates? (See the section below on Using Creative Delivery Systems.)

8 Marketing Plan

There’s a lot of competitive marketing in the real estate industry. How will you go above and beyond to capture the attention of home buyers? Your plan should include strengths offered through your MLS, website, advertising strategy, staging resources, special virtual tour/video marketing, photographers, local Broker tours, etc. Be creative.

9 Take a photo of the property

Make the extra effort to drive by and snap a photo of the property, then upload it to the cover of your RPR report . It will demonstrate your commitment to individual attention and give you an opportunity to check out the condition of the property. That insight will be helpful when you refine the value of the property using RPR.

The Phone Call

10 ask questions.

Every question you ask, big or small, demonstrates interest in the homeowner’s personal well being. And what’s more personal than selling the biggest investment of your lifetime? Find out what makes your client click.

• Why are they moving and when?
• Are they relying on the sale proceeds to fund a retirement?
• Does the house need too much work and they want something maintenance free?
• Are they downsizing in preparation for retirement?
• What did they love and “not love” about the house? The neighborhood?

No other CMA tool will do…

11 do your research.

Did you know that Realtors® have the power to analyze and manage a platform of unparalleled data to the extent that no other search mechanism offers? In fact, no other real estate data sharing website offers side-by-side, listing vs. public record comparisons like RPR. Here you’ll find current and historical property information, the home’s basic facts, photos, maps, mortgage records, tax info, the Refined Value Tool, comp analysis tool, and more.

12 Automated Values

No matter what, consumers are going online to look at the value of their homes. Yet, we know that not all of these sources are reliable. Use this as an opportunity to include the exclusive RPR Realtors Valuation Model® (RVM®) in your pricing discussions. Your clients will be impressed by its level of accuracy.

13 Create a CMA

Not all CMAs are cut from the same cloth. RPR’s CMA wizard walks you through five simple steps to generate a Comparative Market Analysis unlike any other offered in today’s real estate industry. You’ll confirm the home’s facts, search for and adjust the comps, land on your own list price by refining the property’s value, and then generate an RPR Seller’s Report. All in one place and with the highest level of accuracy afforded to today’s Realtor.

14  Refine Value

Every homeowner wants to know the return on investment for their home improvements. Here, savvy agents will tap into RPR’s Refine Value Tool . With up to 30 predefined home improvements to choose from, the tool accurately calculates the depreciated value of home improvements. The tool also enables users to refine a home’s value by confirming/adjusting basic facts about the property, as well as other factors such as an assessment of local market conditions, the interior and exterior of the home’s condition, lot size, view, privacy, and more.

15 Market Stats

Our mindsets move far beyond our own particular home. Both buyers and sellers want to know everything about the neighborhood, local economy, quality of life, and economy. All of that and more are a few quick clicks away at RPR.

No other CMA tool will do …

16 rpr reports.

Don’t let your lead get away without sending the seller something before your actual listing presentation. Use what you’ve garnered from RPR to create and send RPR’s Market Activity and/or Property Report. Be sure to let the sellers know that you have the power to refine the value of their home (using RPR) once you’ve had a chance to tour the property and see their upgrades first hand.

17 Use Creative Delivery Systems

Oftentimes, the opportunity to meet prospects or clients face to face is hampered by distance, personal schedules, or even preference. Yet, you know that nothing conveys professionalism and expertise more than personal interaction. There must be a way to virtually, if not literally, meet your clients “where they are. ”

BombBomb , a video marketing platform, helps REALTORS® prove their “client first” commitment by offering intuitive, low-cost digital communications solutions. With BombBomb, you can create a personalized video message and email it to clients within minutes. And because the app is integrated with RPR, REALTORS® can seamlessly include an RPR report. Then by way of real-time alerts, see when your client has interacted with the email. These live notifications are key in determining the best time to follow up.

18  Create Your RPR Seller’s Report

Pull your analysis all together into a customized RPR Seller’s Report , complete with an updated photo of the property, as well as your photo and contact information. Inside, the Seller’s Report highlights details of the subject property, your comp analysis with side-by-side property comparisons, local market trends, a pricing strategy, and a worksheet for estimated seller proceeds. RPR’s Seller’s Report can also be displayed and/or emailed from your laptop, phone, or tablet.

19  Identify the Seller’s Motivation

While with the homeowners, be sure to listen closely to what the sellers are saying. Selling a home is a deeply emotional experience for most and they want a Realtor who understands how personal it is. Revisit some of the questions you asked earlier. Why are they moving and what is their timeline? Are they using the proceeds to fund a retirement plan? Are children involved? What improvements are needed to sell the home?

20 The RPR App

Showing is always better than telling, so here’s where your impressive tech skills come into play. Respond instantly to your seller’s questions with RPR Mobile™ on your handheld device . Show the prospect how their home compares to those on the market. Click on the magnifying glass to display a map of the nearby area. Then, select any home’s icon to go to the property’s full details, including price, history, photos, and more.

21  Follow up With a Thank you Note

The five minutes it takes to write a personal thank you card to prospects is worth it’s weight in gold (or actual listings). Very few of our contemporaries take this route in our digital world. So set yourself apart. In fact, send flowers.

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28 comments.

Great ideas here! I love that you can produce a report in seconds. Keep up the great work RPR!

Great info. Would love to see this all put together so I could customize for my market or listing appointment. A template.

Me as well. I love the RPR product.

Great information.Would love to see if we can customize these for listing appointments

I knew RPR will seal the deal for me. Kudo to RPR.

When I first became a REALTOR five years ago, a veteran agent showed me how she completed a CMA for an upcoming listing appointment. SIX HOURS later, and we still weren’t done! I thought to myself, “I’m just going to stick to BUYERS”! Fast forward, I now use RPR exclusively for creating in-depth reports for my potential Sellers AND for my Buyers preparing offers. I wouldn’t consider using any other program! Thank you for these great ideas, I’m going to start to implement them immediately.

I woukd like to sign up

I would love to see a template, also.

I would like to add just the type of home such as reverse 1 1/2 or ranch only as not to compare to 2 story homes

Do you have a tutorial showing each of these steps? I read it and understand in theory but I am a visula learner and once I SEE how it’s done I can modify it. I cannot visualize each of these steps. It seems logical but a bit overwhelming without any examples. A video tutorial step by step would be helpful. A template might work but it would not show the step by step of HOW it was done but it would be good also to see a finished product. It seems that RPR is a tool that a computer presentation w/ video capability is best. Is your CMA best on a phone on a computer screen? or is it printable. So many questions… I really need to see it in action.

[…] This post was published by Realtors Property Resource. It covers everything you need for a stellar listing presentation. It includes everything from what to include in the presentation to pro tips about how to give the presentation.21 Steps to a Stellar Listing Presentation […]

I appreciate the information given in this article about the marketing strategies a realtor should follow to improve his business. The internet is one of the most important sources of information and a realtor should follow different types of blogs related to real estate business to learn more effective marketing strategy. Besides, effective utilization of the internet could also give a realtor a competitive edge and helps to find more clients.

Sign me up please [email protected]

Hi Jorge, create your account here: https://www.narrpr.com

Great! If you don’t have your RPR account started, go here and click “Create Account” https://www.narrpr.com

Good information. can I customize these information

Very interested, is there live support?

Hi Alice, Yes, get help any time by calling (877) 977-7576.

Outstanding program. Great improvement.

I would like to take classes and learn more

[…] This incredible article by RPR has several suggestions for how to create a stellar listing […]

Great article!, I love all this, because I was able to gain information and also some tips. Thank you for posting this very informative article.

[…] Related reading: RPR – 21 Tips for a Stellar Listing Presentation  […]

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9 Critical Components Every Real Estate Listing Presentations Needs in 2024

• Open Houses
• Lead Nurture

March 26, 2024

You’ve generated leads, networked with potential sellers, and found a prospective client. You must position yourself as the ideal agent to represent your prospective client’s home, and to do that, you’ll need to present a real estate listing.

A real estate listing presentation is a powerful business tool that demonstrates your expertise, impresses sellers, and increases your close rates. We understand the impact a powerful presentation can have on your business––so much so that we’ve built a tool into our platform to help you craft your own standout presentation.

Luxury Presence’s listing presentation tool is designed to help you increase your close rates with stunning professional presentations. We make the design process as simple as possible so you can focus on what really matters––your clients.

Find It Fast

The 9 components of a winning real estate listing presentation

Our experts have compiled a list of everything you need to create a stellar real estate listing presentation. Following this guide can create lasting impressions that will turn prospective sellers into clients.

1. A Self-introduction

This section is vital––you want to establish your expertise and experience, build familiarity with your client, and then bring the focus back to them. Explain how your experience serves your client, clearly lay out what you and your brokerage can do for them, and seek common ground that builds trust and rapport.

Your listing presentation introduction should be statements of value––no fluff. Start by sharing your relevant experience, which includes how many years you’ve worked as a listing agent, the number of homes sold, and a brief anecdote about your success selling a similar home.

Then, move on to explain what your brokerage can offer these sellers. 

This is your opportunity to give an overview of the unique selling proposition you, your team, or your brokerage can provide. Sellers will be interested in knowing your brokerage’s level of success in the market, its reputation, the network of professionals that support and streamline your work, and specific metrics or standards that set your brokerage apart. 

This process can be overwhelming for clients, but your expertise and composure during the listing presentation will put them at ease.

2. Local housing market data

Sellers are frequently under-informed or overly optimistic about the current real estate market conditions. This is your opportunity to set expectations by preemptively correcting assumptions about the market in your area. Providing realistic generalizations at this stage can help temper disagreement or disappointment when you get to the pricing strategy. If the market is rocky, you can demonstrate confidence in expertly navigating through the current turbulence.

Your market overview should include data on local inventory, listing and selling prices for relevant comps, average days on market, and typical home improvements. Remember that while you see these numbers daily, home sellers don’t—everything you share with them should be clear and relevant to their situation. 

3. An explanation of the home selling process

Outlining the process sets expectations and showcases your value. Be flexible during this part of your real estate listing presentation. Some sellers may need more hand-holding and detailed answers, while a veteran home seller won’t need a detailed explanation of each process step.

Explain these process stages:

• Pre-Sale Activities : This includes filling out paperwork like the Seller’s Disclosure, arranging a home inspection, having marketing photographs taken, making repairs, and arriving at an agreed-upon price before the home goes on the market.
• Marketing : During this stage, you’ll create the listing and add all the details, prepare digital marketing content, stage the home, and get everything lined up for the day it goes on the market.
• Active Listing Period: Open houses, agent showings, and hopefully receive some offers.
• Accepting Offers : Walk your client through different strategies for this stage, such as accepting an offer they like or arranging for “best and final”—the day when all offers are due. Explain how you’ll present every offer and assure them that you’ll help them understand the pros and cons of each.
• Closing period : Sellers might not know what happens after an offer is accepted. Explain the option period, which has the potential for renegotiations, what happens in a month or so between accepting an offer and closing the deal, and options for leasebacks.

Be sure to include printed materials so the sellers can engage with your presentation and not worry about memorizing everything.

4. An explanation of the pre-listing work needed to be successful

If you haven’t seen the property yet, ask your seller questions to understand its condition. Is it move-in ready? Are there repairs or updates that will significantly alter the potential selling price?

Emphasize the value of having a home that looks beautiful and is in excellent condition. Explain depersonalization—it’s not a matter of the seller’s taste but rather about creating a generically stylish interior that any buyer can imagine making their own. Even if the seller isn’t willing to make repairs or renovations, professional cleaning and decluttering will positively affect buyers’ perceptions. 

5. A detailed pricing strategy

Ask the sellers about their priorities with the sale. Some must sell quickly, while others can wait for the highest possible number. Ask if they’re looking for a lease back or if there are any other strategic elements affecting their asking price. These factors will influence the total offer strategy.

Be ready with your comparative market analysis (CMA), which supports your pricing strategy through comps and relevant data. Sellers can be emotionally attached to their home; sometimes, sentimental value and a market price don’t match. Emphasize the importance of starting with an accurate listing price. If priced too high, a home can languish without offers.

6. The highlights of your marketing strategy

This is the point in the real estate listing presentation where you explain your planned marketing efforts and are clear about who is responsible for the costs. Some listing agents pay for photography and staging, while others have the sellers cover these expenses. 

Make sure to discuss the benefits and steps of these four basic marketing strategies:

Direct marketing

• Hosting open houses
• Listing the home on MLS and real estate sites
• Sending out mailers

Home staging

Discuss the particulars of staging, including your network of staging professionals and price ranges.

Photography and videography

Most listings, especially luxury properties, have professional photography and virtual tours . Speak confidently about your network of professional photographers and show samples from listings you’ve made in the past.

Social media posts

Discuss your social media strategy for home sales, including what platforms you use , posts specific to the listing , how you plan to promote open houses, and how this strategy has succeeded in past home sales.

Advertising

Present your plan for where the property will be listed. Add in any promising statistics or metrics to details.

• Your local MLS: This is a great way to differentiate yourself from home sellers who may be considering an FSBO. Only licensed agents have access to the MLS.
• Website and landing page: If you create property websites and landing pages for your properties, provide examples and discuss the benefits.
• Internet platforms such as Zillow and Realtor.com
• Social media: Find out how your sellers feel about social media and give them the option of whether or not you use it.

7. Expectations for showings and open houses

Take this opportunity in the listing presentation to explain how you will manage and host showings and open houses. Clients may feel uneasy thinking of strangers walking through their home. Assure them that you or a team member will always be present during an open house and that any private showings will always be conducted by a licensed agent.

8. Your offer and negotiation strategy

Give an overview of how the offer and negotiation process works. Assure sellers that you will present every offer that comes in, and you’ll walk through the particulars. Provide examples of different offer details they may see and the most common areas for negotiation beyond the offer price. Reassure the clients that you will always act in their best interests, an obligation of being a fiduciary.

9. Final questions and “The Ask”

At this point, the meeting is coming to a close. Answer any remaining questions and discuss what needs to happen before you can start with the pre-sale activities. And then—ask for their business. Politely assure the sellers that you have the skills and expertise needed to sell their home, and that you would love the opportunity. 

If they are ready to sign, complete the paperwork and finalize your pricing strategy. If they want more time to think things over, give them a deadline by which you will call them––and definitely call them on that date. 

Additional real estate listing presentation tips

Here are a few more things to keep in mind as you craft the strongest possible listing presentation:

Focus on the client’s needs

Every piece of information should be designed to serve the client’s needs and provide clear value. Cut away anything extraneous. Selling a home is a stressful process. Even though you’re used to the process, always be mindful of your client’s perspective and be ready to respond with empathy to their nerves and uncertainty.

Practice often

Nailing a listing presentation takes practice. To polish your performance, practice in front of team members or family. As you gain experience, you’ll be able to anticipate questions and concerns. Even when you’re comfortable with your skills, be sure to reevaluate your listing presentations occasionally.

Be authentic

Above all else, be authentic. Your clients need to feel like they can trust you. Always be transparent and honest.

Real estate listing presentations + Luxury Presence

Looking for even more advice and resources about successful real estate listing presentations? Our platform can help you develop business strategies and strengthen your network. To learn more about how we can help you grow your real estate business, reach out to our team today .

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5 steps for a powerful real estate listing presentation.

First impressions make deals.

The listing presentation is a real estate agent’s opportunity to make a first impression on their prospective client. This is the presentation that pitches them as the best person to hire.

A great listing presentation converts home sellers into clients.

There’s a common saying in real estate that goes, “when you list, you last.” It means that agents who work with listings have long-term success.

So, how do you make a powerful listing presentation to get the listing?

You have to focus on building trust. When the prospective client trusts you with their biggest investment, then you have a deal.

Building trust in your listing presentation comes down to 5 steps.

Step 1: Dress Professional

Dressing like a professional makes you feel like a professional. When you feel like a professional, your prospective client believes you’re the professional.

Clients want real estate agents who they can trust. Dressing like a professional sends the message that you are serious about your career. You show the client that you hold your work to a high standard.

From the client’s perspective, they want a real estate agent who wants the best for them. The client’s well-being is their priority, which is why they are looking for a real estate agent.

Communicate to the prospective client that you uphold your fiduciary duties and ensure their well-being. The client expects professionalism. So, deliver on their expectations and become professional – starting with what you wear.

Step 2: Prepare the Right Information

Information sells. The information you share with the prospective client is part of making a powerful listing presentation.

So, what do you include in your listing presentation? You should communicate the value you can give with numbers. A property profile shows their land’s primary selling points. So, add this data:

• Size of property
• Number of bedrooms and bathrooms
• Age of the property
• Competitive market analysis (CMA)

Collecting this data shows the value position the listing can take in the market. It can show your home seller how much money they can make. At the end of the day, they want the best deal possible.

How to Make a Competitive Market Analysis

The competitive market analysis shows how much money similar houses made when they were sold. This analysis collects information from houses that fit the make-up of the property you want to sell.

This information can become skewed if the information is not collected right, which gives your client the wrong expectation.

So, how do you make an accurate competitive market analysis?

Start with learning about the house’s make-up. Contact a title representative to collect information on the square feet, bedrooms, bathroom, age, encumbrances, and anything else that you can find. Next, use the MLS to find similar houses in the area to see the sales price.

Once you have this information, you can make an accurate estimate of the property’s value.

The property value is a powerful piece of information. It shows the seller how much they can make. They don’t just see the number, but they visualize everything they can do with that money. They feel what life is like when they have that much money.

Step 3: Measure Motivation

The seller’s motivation to sell tells you how to handle the listing sale. Their motivation determines the goal you set for yourself.

If the prospective client’s purchase of another home is contingent on the sale of their current home, then time is of the essence. Speed is a priority. But, if they are an investor who wants to cash out, then time will come second to earnings. They want the most money possible from the sale.

So, how do you find your client’s motivation for selling?

Make time to understand their motivation. Communicate with the client. Top-producing listing agents get to know their clients because that’s how they get the information they need to satisfy their needs.

Step 4: Pick a Price

Time to pick a price. The price determines how much money the prospective client makes and how much you, the listing agent, make.

The price of the home can become a contentious subject. Sometimes, the seller will ask for a higher price to make more money. They might expect to make more money (especially if the market is in favor of sellers.)

As an expert in real estate, you must share a convincing reason as to why you chose the price. Take the seller’s motivation into consideration along with the market and your CMA. Together, these factors should help you show your prospective client the correct answer.

Remember, at the end of the day, your fiduciary responsibility is to follow your client’s wishes. So, if they don’t budge on the asking price, you can choose to follow their wishes or turn down the listing.

Step 5: Sign the Contract

After you and the prospective client agree on a price, you should have them sign a Residential Listing Agreement (RLA). This is an official declaration of converting them from a prospective client to an actual client.

The RLA should communicate, with clarity, the timeline of the representation and the expectations of the parties involved. Now, all that’s left to do is sell the property.

Final Thoughts on Making a Powerful Real Estate Listing Presentation

What makes a real estate listing presentation powerful is its ability to build trust. So, your goal is to ensure the prospective client can trust you. You can do this with how you present yourself, the data you share, and how you communicate with the homeowner.

At the end of the day, the homeowner wants everything to go well for themselves. So, practice empathy. What would convince you to hire a specific agent to sell your home?

Every week, we release in-depth videos to help viewers become successful real estate agents on our CA Realty Training YouTube Channel. Also, if you enjoyed reading this article, we would love if you could share it with a friend who you think would get something out of it.

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Listing Presentation Script for Real Estate Agents – Learn the listing presentation scripts and dialogues that top agents use in listing consultations to list more homes for sale.  An effective listing presentation script allows agents to conduct an efficient consultation by focusing on questions to determine the needs of clients rather than presenting a long and drawn out value proposition  containing all of the agent’s marketing activities and other credentials.   The ideas is to come from curiosity to determine the needs of the clients instead of simply telling sellers what you think they should want to hear in a traditional “dog-and-pony show” marketing presentation.

Not only does asking questions engage clients and build rapport, it also enables agents to quickly ascertain client needs and concerns so that they can be addressed right away.  Although agents should bring a marketing presentation materials to leave with their clients, it should only be referenced to address specific concerns that clients may raise during the consultation.  Before examining our listing presentation scripts below, watch as members of our agent panel reveal their favorite listing presentation scripts & techniques in this video .

Listing Presentation Scripts & Dialogues

Listing presentation scripts:  before viewing the home.

SCRIPT No. 1 – “I’m going to walk through the home with you looking at it through the eyes of a buyer, speaking aloud and candidly about what I see as a buyer would.  Is that alright with you?” (“Yes”)  “What I’m hearing from you is that you want me to be honest with you, correct?”  (“Yes”)  “So if I think there is something in your home that will hurt you financially, like something that needs to be updated, improved or fixed, you will want me to tell you?”  (“Yes”)  “Great! Then let’s get started.”

SCRIPT No. 2  – “Would you mind quickly filling out this quick Home Seller Information Questionnaire while I look through the home on my own so that I can see it through the eyes of a buyer to evaluate how updated it is and to see if there are any repairs needed that would prevent us from selling?”

SCRIPT No. 3  – “On a scale of 1 to 10, with 10 being the most honest, how honest do you want me to be?” (“10”)  “Great.  Now I’m not going to go through your home and tell you to move walls around, but I will provide you with some suggestions that will help you sell your home faster and give you the best return on investment.  Does that sound good to you?”

Listing Presentation Scripts:  Sitting Down at the Table

SCRIPT No. 1  – “Besides price, is there anything else you would like to know?”

SCRIPT No. 2 – “Now I’ve got a lot that I can show you today, but before we get started, tell me what questions you have for me?”

SCRIPT No. 3  – “First tell me, what are you most concerned about with selling your home?”

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How To Create An Effective Listing Presentation That Wins Listings

Agents learn how you can create a listing presentation that's effective & wins more listings..

An effective listing presentation is one built upon the solid foundation called strategy. You must keep strategy in mind when you are creating a listing presentation. In this article 'how to create a listing presentation that wins listings' we will outline the best strategy to use when you create your listing presentation. By creating a presentation with content focused upon this strategy... you'll have the most effective presentation & significantly increase your odds of 'winning the listing' on listing appointments.

Part 1 - Getting Started..

Part 1 of how to create a listing presentation that wins listings - getting started.

Your Listing Presentation Is Your Resume!

A listing appointment is an interview to represent a homeowner who wants to sell a home. Your listing presentation can be likened to a resume. It outlines your strengthens, talents, strategies, experience, and more. Many agents think they can explain all this to a seller without using a listing presentation. But the best approach is to be prepared for the interview in the same manner you would be for a job interview.

The best listing agents prefer to use a MS PowerPoint presentation. MS PowerPoint allows you to use slide decks, visual aids, professional photography, charts, and graphs to customize your presentation.

MS PowerPoint

Your Listing Presentation Must Be Editable & Customizable.

Creating the ideal real estate listing presentation starts with Microsoft PowerPoint.

There is no point in trying to create your presentation as a listing presentation PDF or most other file formats other than Microsoft PowerPoint. As PDF files and most other formats cannot be properly or easily edited. Thanks to MS PowerPoint you will be able to bring in the right data. Also there is more to a listing presentation package than just a CMA. A CMA is not a listing presentation. It is but one component of a listing presentation package .

Strategy First... Design Later

Creating A Winning Listing Presentation Depends On The Right Strategy.

Most agents don't know how to create a listing presentations that wins listings. There's more to an effective listing presentation than just a pretty design. Yes your presentation design must be professional and present the right impression to the seller. But what is most important is the listing presentation 'content'. This requires you to develop a winning strategy when creating your presentation. Once you have your strategy defined then you'll want to create content based on that strategy.

Said another way; design alone will not make a listing presentation effective but rather 'Strategic Content' will.

Listing Presentation Strategy Analysis

How To Develop A Winning Strategy When Creating Your Listing Presentation.

You definitely want your listing presentation to give you the competitive advantage. It is strategy that gives you this advantage. However, strategy is where most listing presentations fall short. The typical agent listing presentation lacks where it counts most to a seller and that is buyers. Homeowners list with a real estate company because they want a buyer. If they had a buyer they certainly would have no need to list with an agent. An effective real estate listing presentation is one that is built upon the acquisition of a buyer. Simply said... your listing presentation content must be buyer focused. Specifically you want a listing presentation that absolutely proves you are a buyer expert. This and alone will give you the competitive advantage.

Part 2 - Listing Presentation Checklist

Part 2 of how to create a listing presentation that wins listings - listing presentation checklist.

You Must Prove You're The Best!

Now that the best strategy has been identified... you are able to create effective presentation content.

Top 8 Listing Presentation Checklist Points For Winning Listing Appointments

Part 3 - Strategic Sectional Design

Part 3 of how to create a listing presentation that wins listings - strategic sectional design.

Section Design of A Listing Presentation

Before you create the content of your listing presentation you must first design the sections within it to guarantee it is effective in terms of persuading the seller to choose you.

This will require you to understand how to design the listing presentation itself.

In Part 3 of 'how to create a real estate listing presentation' we will discuss sectional design.

Listing Presentation Sectional Design

A Thoughtful Design Is Your First Step To Creating An Effective Presentation.

To present your strategy effectively two sections are required within your listing presentation. (We recommend you have no more than two sections.)

• In section 1 is where you want to prove you are unique, competent and trustworthy.
• In section 2 is where you want to outline your marketing plan, service guarantee, CMA pricing plan and staging plan.

By designing your listing presentation with these two sections you will communicate your professionalism in a way that makes it easier for your sellers to understand your home selling strategies. Plus your sellers will recognize you are knowledgeable and consider you to be an agent they can depend upon to sell the home.

Example Of A Sectional Listing Presentation.

This example demonstrates how to outline your listing presentation.

In Section 1 is where you prove you are unique, competent and trustworthy... In Section 2 is where you outline your Strategic Home Selling Plan...

We also recommend your listing presentation begin with this slide example. It informs the seller of the discussion flow pertaining to your Strategic Home Selling Plan. And it nicely divides the conversation into their appropriate sections. If you take note of this listing presentation slide example you can see many exceptional 'confidence messages' that are offered to the seller. The slide itself starts with... 'Our Game Plan For Success'. Then we have the 2 sections proclaiming loud and clear you are an agent of excellent. And lastly... the overall layout informs the seller you are committed and dedicated to their success.

Discussion On Section 1 Within A Listing Presentation

The purpose of Section 1.

The purpose of section 1 of a listing presentation is to win the confidence of the seller. This is accomplished through 4 specific sub-sections.

1. About Me 2. About My Company 3. Client Testimonies 4. Yes I Have Access To Buyers

What To Include In Section 1 of A Listing Presentation .

The purpose of each sub-section within section 1 is to prove to the seller you are unique, competent and trustworthy. This wins the confidence of the seller. It is critical you win the confidence of the seller before you begin section 2 and the discussion of your Strategic Home Selling Plan.

Later in this listing presentation article we will discuss each of these 4 important points. We call your attention to Section 1 Part D: Yes I Have Access To Buyers. It is in this point where you produce a list of buyers for the seller. You then explain to the seller how you developed this list and what you do to promote the home to this list of buyers.

Win Before You Begin!

It Is Essential To Win The Seller's Confidence First.

The #1 mistake agent's make is to discuss their marketing plans before they have gained the confidence of the seller. This happens because agents are not aware how important seller confidence is within the listing appointment. This is why you want to have your listing presentation divided into two sections. It is in section 1 where you can focus your time on gaining the seller's confidence. At the conclusion of section one the seller will agree you are an agent of excellence. When the seller has... it is at that very moment in time that you have actually won the listing. Only then do you move into Section 2 to discuss your plan for selling the home.

The Strategic Purpose of The Two Sections

The Goal of Section 1: To prove to the seller you are unique, competent and trustworthy. The seller will decide to list with you at the conclusion of section 1. By list we do not mean they will sign the listing agreement at this point. Rather the seller will recognize you to be an agent of excellence. This translates into a seller who 'feels safe and secure' about you and your home selling abilities. You actually win the listing at th conclusion of Section 1 before you even begin Section 2.

The Goal of Section 2: Simply stated... to have the seller sign the listing agreement. This is accomplished by way of your Strategic Home Selling Plan.

Discussion On Section 2 Within A Listing Presentation

The purpose of Section 2

The purpose of section 2 is to have the seller sign the listing agreement. This is accomplished through 4 specific sub-sections.

1. Marketing Plan 2. Service Guarantee 3. Pricing Plan (CMA) 4. Staging Plan

What To Include In Section 2 of A Listing Presentation.

The purpose of each sub-section is to show the seller your Strategic Home Selling Plan. This wins the seller's agreement to list.

1. Marketing Plan 2. Service Guarantee 3. Pricing Plan 4. Staging Plan

Part 4 - How To Create Winning Presentation Content

Part 4 of how to create a listing presentation that wins listings - writing winning content.

What To Say In The Listing Presentation!

There are 8 essential components within a well written listing presentation..

In Part 4 of 'how to create an effective listing presentation' we will discuss the 8 components to ensure you include each within your custom listing presentation.

Start With Short Overview of Yourself

Here Is What We Recommend.

Begin your listing presentation with an overview page outlining what you will discuss during the listing appointment.

Then provide an estimate on how long the presentation will take.

We recommend you have an 'About Me!' sub-section within Section 1 of your listing presentation.

Give A Brief Introduction Of Your Skills...

Include the following;

• Years of Experience.
• How many homes you sell each year.
• Images of the homes you have sold.
• Average sale time of the homes you have sold.
• How close to list price are the sales.
• Your client philosophy.
• Your Service Guarantee Statement.

Example of An 'About Me!' Slide from the ERA Listing Presentation

Sellers prefer to list with agents who can demonstrate a successful track record. This is the main purpose for an 'About Me!" page. But you also want to include each of the following;

1. Client Philosophy

2. Professional Designations

3. Sales awards.

4. Public recognition such as newspaper articles about yourself.

Client Questions

Here Is What To Ask.

Questions are good things to ask your seller. It is important to take notes of their answers. This is why we recommend you do what professionals like lawyers do... use a file folder. Then place the name of the client on the folder and put your notes inside the folder when you are done asking the questions. This process makes a lasting and positive impression upon your seller. Specifically it informs the seller you are an organized and experienced agent.

Example of Questions To Ask

• Why are you moving?
• Where are you moving to?
• Have you already found a home there?
• Is getting a good price or timing more important for you?
• What will you do if your home doesn't sell?
• What are you looking for in a listing agent?
• How much is left on your mortgage?
• Are there any liens on the property?
• Are there any issues with the home that we won't see today?
• What will it take to do business with me tonight?
• Are you looking for any 'unique' skills in an agent? If so, what are those skills/
• Are your interviewing other agents?
• Do you have a set price in mind for your home?

Example of A Question Presentation

The above questions require you to use what is called a 'Safe Island' presentation. It keeps you organized and provides to you an easy way to ask the questions and record the answers. The answers to these listing presentation questions helps you to understand your client. Based upon their answers... you can stress the more important sections of the listing presentation as you continue your conversation with the seller.

Another benefit of using a 'Safe Island' presentation is it allows you to easily gather 2 pieces of information that are critical for you to have before you begin Section 2 of the listing presentation . With these 2 pieces of information you will be better able to persuade the seller to price right once you being your CMA pricing discussions.

About Your Company

Be Very Detailed.

Although sellers focus on the agent in terms of making the final listing decision, you can certainly help yourself by providing detailed information about your real estate company. Your company ought to be able to provide you with a list of consumer benefits. You'll want to explain to your seller why signing with your company provides an advantage.

For Larger Real Estate Companies .

If you are with a large company such as RE/MAX or Keller Williams... focus on the number of agents and the number of sales your company does both locally and nationally.

For Smaller Real Estate Companies .

For smaller companies, often called boutique firms, emphasize benefits such as local knowledge, dedicated personal service and easy to reach availability. In other words, they are just not another listing for sale but rather you treat them with specialized service.

Letter From Your Broker .

You should also have a letter from your Broker outlining the benefits your seller can expect and how easy it is to reach the Broker should the seller have additional service questions.

Example of An 'About My Company!' Slide from the EXIT Realty Listing Presentation .

Many sellers desire to list with a real estate company with a proven track record. This is what you want your 'About My Company' slide say within your listing presentation. It is at this time during the listing presentation where you give to the seller the letter from your Broker.

We also recommend Broker Client Meetings. These are meetings that happen monthly. At these meetings you clients get to meet your Broker and also hear the vision of your company. This meeting goes a long way in helping you to build a referral based business.

Provide Proof You Have Access To MLS Buyers!

Most agents cannot prove they have buyers.

May we ask you a couple of questions?

• Have you received any training on the MLS itself?
• Do you understand why they invented the MLS board?

If you are like most agents the answer is either very little or none at all. But were you aware the MLS was actually invented to help you locate buyers for your listing appointments? The buyers you can get off your MLS board are MLS Buyers.

• Do you know what the MLS Hotsheets are?
• Do you use the MLS Hotsheets when on a listing appointment?
• Watch the video below to learn more..

How To Use The MLS Board To Find Buyers For Your Sellers

Your Marketing Plan

When Creating Your Listing Presentation You Must Include A Marketing Plan

Your Marketing Plan is what seals the deal. It simply must impress the seller. When you create a listing presentation you must include a 'marketing plan' in an easy to present 12 step sequence. The goal of each step is to discuss a specific benefit important to the seller. Your Marketing Plan should start with an overview of the 12 steps. Below is an example of a well crafted Marketing Plan summary. (You should use something similar when creating your listing presentation.)

Example of A 'Marketing Plan' Slide from the Royal LePage Listing Presentation

This is an example of the introduction to a Marketing Plan found within a listing presentation . It provides an executive summary of the 12 specific benefits you will discuss with the seller. The overall strategy of the Marketing Plan are buyers. In each of the 12 points recommendations are offered to the seller to make it easier for a buyer to put an offer on the home. The strategy concept is to demonstrate to the seller you are indeed a buyer expert. By positioning yourself as an authority when it comes to buyer acquisition, you prove you are a superior agent. This translates into seller trust and confidence in you as a real estate professional.

Your Service Guarantee!

An Agent Is Only As Good As Their Word - Include A Service Guarantee When Creating Your Presentation.

Consumers demand professionals to honor their services. This is especially true when it comes to selling a home. Another consideration is the reputation of the real estate industry itself. As you are aware... it is not the best. This is why sellers are cautious when it comes to agent selection. They simply want an agent who will do exactly what has been promised. This is the purpose of a Service Guarantee. It is your opportunity to prove you are an agent of integrity... an agent who does what has been promised.

Remember... never underestimate the seller's desire to have your service guaranteed in writing. This an important part of your listing appointment presentation and is crucial for gaining the seller's trust.

Example Service Guarantee from the Century 21 Listing Presentation

Your listing presentation ought to include a page summarizing your service guarantee. As for the service guarantee itself you will have it as a separate document. We recommend your final draft of your service guarantee include an area where both you and the seller sign the document. The benefit in doing so is significant. Also... throughout the listing term you will want to refer to the specific promises you have already fulfilled as outlined in your service guarantee. This proves you are working hard to sell the home.

We recommend a weekly sale update progress report be presented to the seller. This keeps the seller informed as to the sale itself. It also serves well with respect to seller referrals.

Your CMA Pricing Plan

There's No Point In Taking An Overpriced Listing.

Congratulations you have arrived at the CMA point within the listing presentation. It is the crux of your pricing strategy. The key to encouraging a seller to price at market value is to educate the seller on how price is determined. Include in your price discussions elements such as square footage, updates, number of bedrooms, etc. as compared to recently sold properties in the neighborhood.

Keller Williams Listing Presentation Example of A 'CMA Discussion!' Slide

Never take it for granted that a seller understands how price is determined. In this KW listing presentation example, the seller is given a full explanation of what a CMA is and the three factors it includes to determine the asking price of a home.

1. Similar Homes Recently Sold 2. Similar Homes Now For Sale 3. Expired Listings (Homes that did not sell).

Your Staging Plan!

Preparing The Home For Buyer Showings!

Many sellers do not fully appreciate 'how and what' buyers actually buy when out shopping for a home. The most powerful influence any seller can make upon a buyer is by way of decor . This is why an effective real estate listing presentation must discuss home staging with the seller. By doing so you will be giving the seller an incredible advantage over the competition.

Listing Presentation Example of A 'Staging Impact Discussion!' Slide

This is one of the most powerful slides within an effective listing presentation. It explains to the seller how price and home showing condition impacts the sale. It informs the seller of the benefits to be enjoyed through proper pricing and staging.

1. Overpriced But Showable 2. Priced Right But Not Showable 3. Overpriced & Not Showable 4. Priced Right & Showable

Part 5 - 12 Reasons Why To List With Me!

Part 5 of how to create a listing presentation that wins listings - 12 reasons why to list with me.

Listing Presentation Marketing Plan

In Part 5 of this 'how to create a listing presentation' training article we will discuss the '12 Reasons Why' content found within an effective listing presentation.

Your Selling Goals!

Helping a seller to understand their selling goals.

Reason 1 informs the seller of their top 3 selling goals.

1. Maximum Price

2. Quick Sale

3. Problem Free

We then explain each of the goals to the seller and conclude by asking if they have any additional goals they want added to their sale. The reason why we want to start the Marketing Plan with this slide is most sellers do not have clearly defined goals for selling. By highlighting these goals selling clarity results.

Helping You To Ready Your Home For Buyers!

Informing the seller on how to achieve showroom shine.

Reason 2 informs the seller you will help them make their home more attractive to buyers.

1. Through your proven experience.

2. Then an example of that experience.

Reason 2 is all about the interior of the home. We want the seller to do specific events within the home to ready the home for showings. We desire the seller to understand what is important to buyers and then implement our recommendations so that the home has the highest possible level of showing effectiveness.

Inside Home Preparation

Two Time-Tested & Proven Solutions.

Reason 3 informs the seller of '2 time-tested & proven strategies' for winning a buyer.

1. Benefit Display Brochures

2. Benefit Display Cards

We then explain each why we use these two strategies and how the seller benefits through he use of these two strategies. We also request the seller help us to create these two strategies. Their input is absolutely essential because they know their homes much better than does the listing agents.

When a seller agrees to help you with these 2 strategies it is a positive sign they intend to list with you.

Marketing The Home Itself!

Helping the seller to understand promotion effectiveness.

Reason 4 informs the seller of the effectiveness of certain promotional activities agents perform.

1. Open House

2. Newspaper Advertising

3. Online Advertising

The purpose of this discussion is to inform the seller on the effectiveness of each activity in terms of producing results. We then direct them to the power of the MLS Board itself and explain why it is the most effective strategy for finding a buyer.

Marketing Home On The Big Internet

Helping a seller to understand how buyers & sellers use the Internet.

Reason 5 informs the seller of Internet marketing for their home.

1. Buyers: Use Internet for 8 to 12 weeks before buying a home.

2. Sellers: Use Internet for 6 to 12 months before listing a home.

Buyer Disclosure

We then explain that only 4% of buyers are actually found online.

The remaining 96% are found through the marketing efforts of MLS agents.

Dazzle Your Seller With A Brilliant Internet Marketing Plan!

Show your seller what you do online for your listings.... from Facebook, Twitter, YouTube and everything else in-between. Make sure you include your full 'online presence' when creating your presentation, leave out nothing. Demonstrate to them in your listing presentation exactly how you are leveraging the Internet and using it to uncover leads. Also show them your photography. Show current listings and how awesome they look compared to ugly photos used by the less motivated agent. Hey... if you use a drone... bring it with you.

Marketing The Home On The Small Internet

Helping a seller to understand how to effectively use the SmartPhone when selling.

Reason 6 informs the seller how you'll use a SmartPhone to market their home.

1. Yard Sign 2. Online 3. In Car

We then outlines the benefits of each to the seller.

We also offer to the seller our Virtual Home Strategy. This strategy consists of multi-videos of the home which are placed on YouTube.com. We explain how effective video marketing is when it comes to SmartPhone technology and SmartPhone usage by home buyers.

It's Time To Grab Your SmartPhone!

Show how your seller benefits from your SmartPhone strategies. Have a website ready to go with url in place. Then pretend you are a buyer driving up to the Yard Sign. Explain to the seller how the buyer can pull out their SmartPhone and gain instant access to their home. Show your seller every detail of the entire process. Conclude by showing the seller how the buyer can reach out to you the agent with a simple 'touch' of a button to give you either a call or text message about wanting to view the home.

Qualify The Buyer

Helping a seller to understand the 5 types of home buyers

Reason 7 informs the seller of the 5 buyer types.

1. Never Buy Buyer 2. Not In A Hurry Buyer 3. Bargain Basement Buyer 4. Not Prepared But Serious Buyer 5. Pre-Approved Serious Qualified Buyer

We then discuss with the seller why buyer type 5 is the best buyer. We then explain how we target type 5 buyers.

Prove You Will Not Allow A Buyer To Waste Their Time!

No seller likes to vacate their home for a showing only to learn later the buyer was not qualified to even buy a home. This listing presentation slide proves you know the business inside and out. It sets the seller at ease by reducing the stress associated with home showings. This is a slide you will want to discuss with your seller. It quickly informs the seller of your desire to reduce unpleasant showings.

Negotiating With The Buyer

Helping a seller to maximize price.

Reason 8 explains why agents are in the best position to negotiate for the seller with the buyer.

1. An agent is an independent 3rd party to the sale.

2. An agent will not become emotionally involved and lose perspective.

3. An agent works for the seller and will represent the seller to the highest standard possible.

It is critical to your success that you position yourself an a negotiation expert. If you recall the 'Google Survey of Sellers', negotiation is one of their top 3 concerns. This slide within the Marketing Plan effectively resolves that seller concern.

Helping The Buyer With Financing

Helping the buyer stay in the deal when financing issues arise.

Reason 9 informs the seller how you may be able to resolve last minute buyer financing issues.

1. You can source out additional sources of lenders.

2. You can source out private lenders.

It's important to remind the seller 87% of all closing related problems are last minute financing issues. You may want to provide a list of lenders you look towards when trying to resolve buyer mortgage problems. Such a list confirms your status as an agent of excellence.

Keeping The Buyer

Helping the buyer through remorse.

Reason 10 informs the seller a buyer may feel remorse after agreeing to buy the home.

1. When this happens you contact the buyer's agent.

2. You then prepare a new CMA.

3. You then meet with the buyer and his agent to prove the investment is sound.

This slide of the seller listing presentation lets the seller know you are 'there for them' and you are 'willing' to do whatever it takes to close the sale. It speaks of you going beyond the extra mile... proving you are dedicated to their sale.

Your Stay Informed & Up-To-Date Plan

Helping the seller to always know the progress of the sale.

Reason 11 is how an agent keeps a seller informed on the sale of the home.

1. After each showing.

2. Hotsheet updates.

3. Weekly updates.

4. Market updates.

Plus you confirm once again that you put your promises on paper. You prove yet again you are an agent committed to their sale. This only increases your odds of winning the listing.

Best Asking Price

Helping a seller to price their home for maximum profit.

Reason 12 is about pricing a home to sell quickly.

1. Best price.

2. CMA explanation.

3. CMA presentation.

Most sellers are well acquainted with the current value of their homes. A pricing presentation offers a pricing range to sellers. An experienced agent will ask a seller where they want to be within the identified price range... low, mid or high. Based upon the seller's answer you price the listing appropriately.

Part 6 - Other Listing Presentation Slides To Include

Part 6 of how to create a listing presentation that wins listings - other presentation slides to include.

In Part 6 of this listing presentation article we will discuss a sampling of other slides to include in a listing presentation.

A Pre-Listing Presentation

Sent two or three days before the date of the listing appointment.

Perhaps the most important presentation you can give to the seller.

1. Introduces you to the seller.

2. Sets the stage for a successful listing appointment.

3. Provides an effective ice-breaker conversation when first sitting down with the seller at the kitchen table.

How To Make Your Pre-Listing Presentation Effective .

• Keep it as simple as you can.
• Keep it to no more than 10 pages
• Use larger font size... at least 20 pixels.
• Use client testimonies as they confirm you are a proven professional.

You Must Know The Competitive Landscape .

• 87% of home sellers interview at least 2 agents.
• This means you must be well known within your neighborhoods.
• Sellers invite in the most known agents in their neighborhoods.

What Should You Included In Your Pre-Listing Presentation?

1. A pre-listing presentation empowers you to get your proven Strategic Home Selling Plan into the hands of sellers before they even talk to other agents. This places you ahead of your competition.

2. You are able to quickly communicate your proven experience and provide reasons why sellers should hire you over the competition.

3. You can include sensitive information about price, competition, market conditions before meeting the seller face-to-face. This allows the seller time to fully absorb the relevant information.

4. The pre-listing presentation sets the stage for your arrival & the listing presentation discussion. In other words... the seller is ready to do business.

Internet Strategy For Selling A Home

How to be use the Internet when selling a home.

This slide shows the Internet strategy to use when selling the home.

1. Displays all sites where a listing is promoted.

2. Includes your real estate company's website.

3. Includes your own IDX empowered agent website.

Disclosure of Internet Marketing Effectiveness When Selling A Home .

Many sellers have an opinion of the effectiveness of the Internet to uncover a buyer that is not based upon real facts. They hold this opinion because they have either read, or an agent has told them, that as high as 98% of home buyers use the Internet when searching for a home. Now this statistic may be accurate yet it is misleading in that only 10% of home buyers actually can be traced to have started and found their home online. This means 90% of home buyers are NOT found online but rather through the collective advertising and marketing efforts of all agents on the MLS board.

The 3 Market Price Points

Seller can price based upon market price definitions.

A seller has three options in terms of setting a list price.

1. Above Market Value 2. Fair Market Value 3. Below Market Value

Which Price Option Best Matches The Seller's Needs?

This is the question you want to ask your sellers. The majority of sellers will answer with 'fair' market value. This means you will have a listing that is priced right and priced to sell within a reasonable amount of time. You absolutely want a slide within your listing presentation that offers to you the agent this pricing benefit.

Price It Hot Presentation

Benefits of pricing a home at slightly below fair market value.

The 'Price It Hot' Pricing Presentation encourages a seller to price competitively.

1. Consideration is given of the competitive landscape.

2. Seller purposely prices in middle of the competitive landscape.

3. Results in more showings, perhaps multiple offers and faster sales.

The 'Guaranteed To Win' listing presentation includes the 'Price It Hot' pricing presentation.

Price It Right Presentation

Benefits of pricing a home exactly at fair market value.

The 'Price It Right' Pricing Presentation encourages a seller to price at fair market value.

1. Avoids overprice problems.

2. Explains the benefits of fair market pricing.

3. Home sells within a reasonable amount of time.

The 'Guaranteed To Win' listing presentation includes the 'Price It Right' pricing presentation.

MLS Strategy Presentation

How to take advantage of the MLS for a seller.

Taking Advantage of the MLS is how to provide superior service to a seller.

1. There's more to the MLS than simply placing a listing on it.

2. You can also use the MLS to produce a list of buyers for your sellers.

3. Presentation provides the details on how to use the MLS to the benefit of a seller.

The 'Guaranteed To Win' listing presentation includes the 'MLS Strategy' presentation.

Offer Presentation

For use when presenting an offer to a seller.

The most effective strategy to use when presenting offers to sellers.

1. Gives agent total control of the offer process.

2. Eliminates offer stalls and objections.

3. Focus seller on what matters most... the price of the offer.

The 'Guaranteed To Win' listing presentation includes the listing offer presentation.

Part 7 - Research For A Listing Presentation

Part 7 of how to create a listing presentation that wins listings - research for a listing presentation.

Gather Every Fact

Be prepared... Be Organized for the listing presentation.

The more you know about the seller the greater are your odds of winning the listing. This is why you want to be prepared for the listing appointment by gathering all the facts. When you book the listing appointment ask questions about the reasons they are selling and also gather these documents.

1. Why are you selling?

2. Get the tax records.

3. Get the mortgage information.

4. When was the last time the property sold?

5. When was the last time the property was listed for sale.

6. Are there any outstanding liens?

7. Drive by the home to take an exterior photo for the listing website you will give the seller.

8. Ask them how many agents they are interviewing for the listing.

9. Ask about recent renovations.

10. Ask their opinion of the neighborhood.

11. Ask if they ever sold a home in the past.

12. Ask what they expect from an agent.

Have Your Buyer List Ready

Be prepared... be organized for the listing presentation.

One of the reasons why the MLS board was invented is to empower you to create a list of buyers for your listing appointments.

1. Have at least 20 MLS buyers.

2. Included the listing cut sheets.

3. Include 2 copies of the MLS board Hotsheets.

Have Your MLS Hotsheets Ready

Bring two copies of current hotsheets with you.

Have you attended MLS training? If not, you are not alone. Only 4% of agents understand how to produce a list of MLS buyers off their MLS boards. In fact, what you are selling to a homeowner when you are on a listing appointment is the MLS itself. You are offering the seller access unto the MLS. So in essence you are a MLS salesperson.

After all, the MLS is what you are offering to sellers. And it makes sense for you to know the benefits of the MLS and how to use these benefits when with your seller. You want to use an effective listing presentation... one that includes a subsection on MLS buyers. Plus you want to incorporate the MLS Hotsheets into your listing presentation.

Example of a MLS Buyer Slide Within A Listing Presentation

This listing presentation slide introduces the MLS Buyer list to the seller.

1. How the mls buyer list was developed.

2. Why it is important to the sale.

3. How an agent partners with the MLS board to know when a MLS Buyer is ready to buy.

Explain The Sales Process

Sellers are not completely aware of how the entire process works.

Process Is Another Word For Stress .

Selling a home is a very stressful event for a seller. This is why an explanation of how the sales process works can be extremely useful. Explaining the process reduces the stress and helps the seller understand you Home Selling Strategy. The more homeowners know what happens behind the scenes, the more you can connect the value of hiring the right agent.

Areas to focus on in your listing presentation content might include:

• How the MLS really works.
• How you use the MLS to create a list of targeted buyers.
• How the condition of the home impacts price and showings.
• What dual agency really means.
• The closing process.
• The offer process.
• The home inspection process.
• The home appraisal process.
• The financing release process.
• What happens at the closing table.
• Why buyers want a deal.
• How you stay in touch during the sale.
• How you quarterback the home to other MLS agents.
• How professional photos help sell the home.
• How staging a home often causes a quicker sale.
• How a virtual tours can increase showings.
• How drone photos and videos impact the sale.
• Why you send out Just Listed postcards to the homes closest to the new listing.
• Explain your open house strategy.

Incorporate Local Housing Data

Make this data specific to their neighborhood and home.

When creating your real estate listing presentation , you should always include in your presentation important neighborhood figures such as number of home sales, average list price, average sold price, number of days on the market before selling and sold percentage to list price... basically, any information the seller can use to make a more informed listing decision.

Focus Mostly On Comparable Homes Sold Over The Past 12 Months

Try to include as many comparable homes as possible in your CMA. Double check to make sure these homes are as similar to your seller's home as possible to provide a solid CMA comparison.

Home characteristics to include:

• Size (total number of rooms and square footage)
• Features (in-ground pool, high ceilings, size of yard)
• Pricing (both initial asking and final sales price)
• Renovation (were any sold homes recently renovated)
• Garage (size)
• Location (where in neighborhood)
• Year homes were built (compare to year listing appointment home was built)

CMA Considerations Within A Listing Presentation

Be more than price analytical... be market analytical too.

Know Your Market

The better you know the seller's neighborhood... the more knowledgeable, professional and trusted you will appear. If possible, always include photos of the comparables, including upgraded appliances, swimming pools, garages, etc...

Toss All Extremes

Try to use median instead of averages. Averages include a mix of home prices that may not take into consideration the motivation of sellers and why they took the prices they accepted for their homes. By tossing out the extremes lows and highs you arrive at a better estimate of the median price of the home.

Focus Mostly On Neighborhood Listings

Try your best to choose comparables within the neighborhood. Inform the seller if you had to go outside the neighborhood due to a lack of current sales data. Discuss how by doing so may accidentally include increased or decreased value due to neighborhood location itself. You will want to take an average of homes in that neighborhood based upon square footage and compare it to homes in their own neighborhood to arrive at a more accurate price range.

Discuss Seasonality With The Seller

Yes seasonality impacts current market values. It is a known fact homes sell more often in spring as compared to winter months. Explain to the seller how this may impact the asking price for the home should the seller be selling outside the most active season of the year.

Part 8 - Arriving For The Listing Presentation

Part 8 of how to create a listing presentation that wins listings - arriving for the listing presentation., the top 5 arrival strategies.

Arriving At The Front Door

Never come empty handed.

Were you aware a listing appointment is a social event as well as a business meeting? It is as much a social event as is a dinner at your friend's home. Speaking of dinner at your friend's home... would you arrive for dinner empty handed... without a gift to show appreciation to your friend for inviting you into the home?

Yet agents arrive at a seller's front door empty handed... without a gift of appreciation for the seller. Why do agents behave this way? They fail to realize a listing appointment is a social event. Your most important task when first meeting the seller is to show your appreciation. After all, the seller have extended you an awesome opportunity.

What gifts ought an agent to bring?

1. A bouquet of 12 roses.

2. Box of chocolates.

3. Coloring books for the kids or movie tickets if older.

Entering The Foyer

The foyer is where you seize 'internal' control of the listing appointment.

As you enter the home you also must have a plan to impress the seller about your experience. We recommend a foyer plan. If you lack a foyer plan then it means the seller is in control of the appointment. This is the last thing you want when on the appointment. The best strategy to use when in the foyer is to ask for a tour of the home. This gives you the time to build rapport with the seller. It also provides you an opportunity to gather more information you may need for the meeting. It also hands control of the listing appointment over to you.

Entering The Kitchen

Don't be in a rush to start your listing presentation!

1. Start with your Pre-Listing Presentation. Ask the seller if they have any questions & then simply answer.

2. Then use your 'Safe Island' presentation. Discuss the questions and listen closely to the answers.

3. Then begin your listing presentation.

Dress Professionally

Look your very best.

First Impressions Count The Most!

Take time to prepare yourself to look your best. You certainly want to look as professional as you can possible be as an agent. Remember... the seller is expecting a professional to arrive at the home. You must ultimately decide what works best for you.

Research Proves It Matters .

In real estate sales you only get one chance to win the listing. You certainly do not want to blow it by making a poor first impression. People are adept at uncovering the motivations of others through body language.

For example... in just a short 30 minute conversation between two people they can send more than 800 nonverbal signals to one another. Even if you are dressing and speaking eloquently, if your body language is poor you're not going to make a positive first impression.

Think About Your Ornaments.

Your clothes, jewelry, rings, watches, shoes and even your socks impact people. You may want to ask your Broker what he/she think when they see you. Never take their feedback personally. You want to know because you want to have a better and more powerful first impression. Make sure you give consideration to what you are wearing as it does impact your results. Be wise and discover what your 'look' is really saying to people about yourself.

Your Handshake Really Does Matter

Never underestimate the revealing nature of your handshake.

Your Handshake Yells Loudly!

Few agents realize just how important their handshake is when on the listing appointment. By perfecting your handshake you can prove you are a seasoned professional. Watch how you extend your hand. A palm out reveals you are submissive. A vertical reveals you are equal to the person you are meeting. Be mindful of your fingernails. Do you have naturally sweaty hands? Also the grip of the handshake. Be in the middle it terms of grip strength. Yes your hands matter.

Part 9 - Listing Presentation Article Summary

Part 9 of how to create a listing presentation that wins listings - article summary, valuing a listing presentation..

It is unfortunate many agents do not use an effective real estate listing presentation when on the listing appointment. They do so because they do not value the purpose of a listing presentation. It is hoped this article has increased your understanding of a listing presentation and why one is so important when you are on listing appointments.

If you enjoyed this 'how to create a listing presentation' article you may want to check out top listing presentation tips , 12 listing presentation steps to win the listing , or visit our listing presentation resources page.

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How To Create An Effective Listing Presentation That Wins You More Listings

( Realtor.com )

What Is a Listing Agent? Why a Home Sale Hinges on Agent’s Expertise

If you’re getting ready to sell your home, finding a listing agent should be at the top of your to-do list. But just what is a listing agent? You might have a vague mental image of someone who plants a “For Sale” sign on your front lawn and shows potential buyers around your place, but there’s plenty more to it.

Here’s a primer on what a listing agent does, how the agent makes or breaks your sale, and how to find a real estate agent in your area.

How listing agents help you price your home

How much is your home worth ? That’s a hard question to answer. You can get an estimated value by entering your address on realtor.com® , but from there you’ll want to do some fine-tuning—and that’s where a good listing agent can help.

And the stakes are high: Price your home too low, and you could lose out on a lot of money. Price it too high, however, and the picture isn’t pretty either. While it may be tempting to work with an agent who says he can fetch a fortune for your home, overpricing may mean your home languishes on the market for months or even years—making buyers wonder if something’s wrong with your home and lowball you anyway.

“Listing agents have many duties and responsibilities, but at the top of the list is to properly price your home,” says Janine Acquafredda , a Realtor® with House-n-Key Realty.

To do this, a listing agent will analyze the sales prices of comparable homes, or “comps,” in your area to see where yours should fit in, and advise you accordingly.

How listing agents help you sell your home

After you determine an asking price, a listing agent should provide you with a comprehensive marketing plan detailing how she’ll get your property sold. This plan should include the following:

• Recommendations for home improvements or home staging, if necessary. Yes, these alterations will cost you time and money, but they will improve your chances of a faster sale and higher asking price.
• Taking photos or hiring a photographer who will be able to highlight your home’s best features.
• Adding your home to the multiple listing service , where home buyers and their  agents can view your property and decide if they’d like to come visit for a closer look.
• Advertising and holding open houses.
• Coordinating showings with prospective buyers.

How listings agents negotiate with buyers

Once you get an offer on your home, it’s the listing agent’s job to present it to you and advise if any haggling needs to be done. For instance, if you get an offer way below asking price, your knee-jerk reaction may be to refuse in a huff. But a listing agent might be able to negotiate with the buyers and bring that price up to a decent level—or, if the buyers truly can’t budge much, find other ways to sweeten the deal like a faster closing date or  waived contingencies . These compromises can actually save you tens of thousands of dollars.

How to choose a listing agent

If you’re looking for a listing agent, you can find ones in your area at realtor.com/agentconnection , where you’ll find such details as their years of experience, number of homes sold, clients’ reviews, and more. Don’t just move forward with the first agent you meet. Choose at least a few and ask them some questions to assess whether they’re right for you.

Here are some questions to ask a prospective listing agent:

• How many homes have you sold in this area, and how long did it take?
• In what price range do you sell most of your homes?
• Do you have advice for me about the condition of my home, and what could be improved to glean a higher sales price?
• What is your marketing plan?
• Can you recommend contractors, photographers, moving companies, etc.?
• Are you a member of the National Association of Realtors®? (Realtors must abide by the group’s  code of ethics .)
• Is this your full-time job? (A part-time agent is not a problem, but you will want to gauge her availability during off-hours.)
• How often will you touch base with me?
• Are you planning any vacations, and if so, who will back you up?

How much listing agents get paid

Listing agents don’t receive a dime unless your home gets sold. If it does, the typical agent commission is 6% of the price of your home (which is typically split between the listing agent and the buyer’s agent). This price may seem substantial, but consider this: For every hour an agent spends with you, he will spend an average of nine hours behind the scenes working on your behalf. In other words, listings agents work hard to earn that commission and get your home sold.

Michele Lerner contributed to this report.

Liz Alterman is a writer who's covered a variety of subjects ranging from personal finance issues for CNBC.com to career advice for The Muse. She is also the author of the memoir "Sad Sacked" and the suspense novels "The Perfect Neighborhood," "He'll Be Waiting," and "The House on Cold Creek Lane." For more, visit LizAlterman.com.

Twitter Follow @LizAlterman

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