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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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The Real Estate Listing Presentation: A How-To Guide

A How-To Guide to a Real Estate Listing Presentation

The real estate listing presentation… The secret weapon of any successful listing agent. 

It might just be the MOST IMPORTANT factor in your business. That’s because a real estate listing isn’t just a single home or a transaction – it’s a chunk of the market that you control and can leverage for more – and a realtor listing presentation is THE way to get them.

In this blog, I’ll walk you through exactly what a listing presentation is, what goes into it, and how you can make yours stand out from the competition to convince sellers to work with you and even attract new business. 

Let’s start with what a realtor listing presentation consists of…

What is a realtor listing presentation?

A realtor listing presentation is a formal meeting or presentation that a real estate agent conducts with a potential seller who is interested in listing their property for sale. The purpose of the listing presentation is to showcase the agent’s qualifications, expertise, marketing strategies, and the services they provide to help sell the property.

That’s the very direct definition of it. Put another way, it’s your shot to answer two questions: “Why should I sell my house right now and why are you, above anyone else, the person to do it?” 

Or, to put it another way… “How will you make me more money, achieve my goals, and make me feel safe and cared for in the process?” 

The Elements of an Effective Listing Presentation

During the real estate listing presentation, you’ll typically discuss:

• Background and Qualifications: Introduce yourself and provide information about your experience, credentials, and track record in the real estate industry.
• Market Analysis: Present a comparative market analysis (CMA) to help the seller understand the current market conditions, recent sales of similar properties in the area, and the appropriate pricing strategy for their home.
• Marketing Plan: Outline your marketing plan for the property, which may include strategies such as professional photography, virtual tours, open houses, online listings, social media promotion, and print advertising.
• Services Offered: What makes you worth the full commission? Set yourself apart by covering not only the basic services but some unique ones at well. You’ll of course mention staging advice, scheduling showings, negotiating offers, and managing paperwork.
• Agency Agreement: If you convince’em, sign’em! The listing presentation is the place to get that contract signed or at least let them know it needs to be signed before moving forward.

Preparing for the Listing Presentation

Every listing presentation is going to be slightly different, but the core elements will be the same. Your goal is to give this as often and effectively as possible, and that means coming into it prepared. 

At a certain point, you might want to have a team that takes care of every other element of your business so that you can do nothing other than go on listing appointments – because that’s where the money is. So take this preparation seriously.

Research the client

Notice how I’m not calling them a “lead” or a “prospective client” here? Go in with the idea that they are already your client – because you’re going to learn a lot about them before you even get the contract signed. 

First, send out a questionnaire or seller needs analysis asking them all the relevant questions you need to know (more on this below).

Next, dive into research. Start with Facebook, Instagram, and LinkedIn to learn about their preferences, the industry they work in, and previous business history. 

Your objective is to identify their specific needs. See what you can learn to customize your approach to the client.

Now… If you can… try to identify this seller’s DiSC profile . It’ll set you up for success moving forward.

Conduct a needs analysis with potential sellers

Wanna know how to know what a client wants and needs? Start with asking them. All it takes is a simple needs analysis. 

As we’ve already covered, your job in the preparation phase is to discern the motivation so you can tailor the presentation to the seller’s specific needs. 

Are they looking to:

• Sell the house as fast as possible
• Move out by a certain time
• Get more money for some urgent need
• Get more than the home might be worth
• Upgrade or downsize 

On this note, our coaching clients have access to 70+ case studies from top agents, complete with toolkits that include extremely effective needs analysis questionnaires for you to rip-off-and-duplicate.

Gather market statistics and data

Let’s jump back to the topic of DiSC profiles… Some sellers are more motivated by social connection and the trust they build with an agent. Others are motivated by hard data and understanding the numbers. 

It doesn’t matter which one it is – thorough market research is the way to both. It will establish you as the expert who is willing to put in the time to gather this information and then explain it in a way they can understand. 

Where do you get your market data from? Are you combing the MLS? Do you subscribe to Keeping Current Matters or some other real estate trends source? Figure it out and be sure you can show that your information is objective and verifiable.

You’ll want to go armed with:

• A thorough knowledge of the property details
• National and local market statistics
• Comparable sales
• Local rules and regulations (working this in will really establish credibility)

Most importantly, be able to synthesize this information, letting them know that you can both elaborate on any point or break down what is most important for their needs. All of this info will be used in your pricing strategy and help them achieve their goals.

Create a compelling presentation template

If you know me, I’m all about using technology to maximize efficiency and impact, but there is A LOT to be said for the old school route of physical presentation materials. Either way you decide to go, be sure you have a real estate listing presentation template to work off of and customize. 

One of my clients, Carolyn Young , is one of those team leaders who has cleared herself up to focus almost solely on going on listing appointments (going on almost 200 appointments a year) – and that’s because she’s created a listing presentation that is 95% effective in closing the deal. And the centerpiece of her appointment is a set of 200 beautiful, laminated slides that she spreads out across the table to show just how through she is. It blows people away.

On the other hand, a digital approach will give you a much more customizable template. Some of my clients are absolutely killing it with HighNote , which will offer you pre-built templates to upload your material into. You can include professionally edited explainer videos to send to the client before the actual appointment and then open into the full presentation once you’re together.

Just be sure that your presentation is comprehensive and includes all the necessary elements mentioned above, including past sales performance, market data, your marketing plan, and why they should sign an agreement.

The Listing Appointment

Now that you’re all prepared, let’s move on to conducting the appointment itself.

Setting up an effective listing appointment

Where is the best place to conduct a listing appointment? Ideally, it’s in the home you’ll actually be working to sell. Be sure to mention that when setting the appointment, but if it doesn’t work for any reason, don’t wait to set that appointment. Do it in a coffee shop or your office or wherever, because an appointment done anywhere is better than no appointment at all.

No matter where it is, you MUST do a technology and tools check before showing up. If you need anything, be sure you have it:

• Charged laptop
• Presentation slides
• Agency agreement
• Scripts (memorized)

If you need more help with this, you can download this free offer full of listing presentation scripts and strategies . 

Build rapport and establish trust

There’s a very specific reason to practice your listing presentation over and over until you can do it effortlessly, and it’s not so that you get it perfect… Actually, it’s so that you can relax and be calm and receptive to what the seller has to say. 

You’re more than just someone who is going to do this one job for them and be gone; this is an audition to be a part of their lives, and that means you have to be confident, friendly, and likable. Let them know that you’ll be there for them in anything they need in a genuine way before diving into your past client success stories. 

When you’re showing your real estate photos, before and after videos, or CMA findings, it’s about establishing trust and providing value, and your expertise and credentials are a part of that but not the only factor.

Your Listing Presentation Will Make or Break Your Business

I cannot stress how important your real estate listing presentation is. It’s the crux of your business and the key to your financial success. 

Hopefully these tips have been helpful, but if you’re really serious about creating a listing presentation that blows people away and establishes your dominance in your market, the place to get it is Roadmap. 

I’ll be breaking down the best and most advanced listing presentation strategies working today – and best of all, I’ll be doing it in an area near you. So find a location and sign up soon.

But until then, start putting the pieces in place.

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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.

Share This Story, Choose Your Platform!

Related posts, unlock market obstacles: 10 rpr blueprints for success, how rpr commercial provides value for realtors®, 9 data-driven strategies to elevate your value proposition, rental beast helps realtors® navigate the application screening process, pre-designed canva custom pages now available in rpr, get professional-looking marketing materials for absolutely nothing rpr canva templates faqs, 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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Things you can’t forget to include in your listing presentations

• April 22, 2024

Agents, we’ve given you the rundown on mastering your listing presentations. From helping you tackle getting prepared to i mproving your listing presentation skills overall, you’re in a good position to crush your next listing presentation. But before diving headfirst into your next seller prospect meeting, ensure you’re not skipping out on any of the must-haves in your listing presentation. It can make all the difference and help you secure a new seller client.

Things you absolutely can’t skip in your listing presentations

Making a great listing presentation might seem like you can throw some information into a snazzy PowerPoint or Google Slides deck, but it’s so much more than that. In your listing presentation, you pitch potential seller clients on why you’re the best agent in their market to sell their home and walk them through exactly how you plan to do it. But it’s not just a slide deck full of humblebrags; it’s a cohesive, clear action plan.

Here are the key components you can’t skip when creating your listing presentations. We’ll break down each one, why it matters, and why you can’t miss highlighting it in your listing presentation. Remember, the goal isn’t just to look snazzy—it’s to be impactful and address any potential concern, question, or hesitation from your seller clients. This is how you’ll close the gaps in understanding and win them over.

Your real estate bio

First and foremost, add a slide to introduce yourself. Yes, you’ve given your elevator pitch over the phone, and they’ve likely seen you through your marketing. But sharing your bio, in your own words, is key to helping prospective clients understand you and your expertise better. 

In short, including and covering your real estate bio can help answer the following questions:

• Why should they trust you?
• What level of experience do you have?
• How does your experience relate to why they should hire you?
• What real estate work have you done in the past that’s relevant to them, their needs, and their goals?

Make sure to cover your tenure as an agent, what markets you’ve worked in, what brokerage you are or have been a part of, your successes, any specialties, and your investment in continuing education.

Your proof points

Your bio lays the groundwork and sets the scene for who you are as an agent, what you do, and your expertise on paper. But now it’s time to put your money where your mouth is and back up your awesomeness with some real-life data. How do you get this data? By sharing your proof points. In your listing presentation, you need to call out and highlight recent sales you’ve successfully transacted. You’ll also want to call out recent seller testimonials so your prospective sellers can get a better, more realistic view of what it’s like to actually work with you.

Educational opportunities

Simply put, sellers — especially first-timers — don’t know what they don’t know, and as the agent, you’re the guiding light to teach them. Walk them through things like the selling process at a high level, how pricing works, and common real estate terminology they can expect to hear throughout the selling process. By preemptively addressing the typical selling ins and outs, you can beat them to the punch of their concerns. Educating your prospective sellers from the start shows you’re an expert, and also well-rounded in how you approach your clients. It also demonstrates your willingness to offer a transparent, two-way line of communication.

Market conditions

Going hand in hand with education is displaying and outlining local market conditions. Sure, consumers have heard plenty on the news or social media about what’s going on in the housing market, but they likely don’t know how this impacts their local market. This is where you can walk them through what’s happening in their ZIP code.

In your listing presentation, be sure to show them recent sales in their neighborhood so they have an idea of what to expect from a pricing perspective and how long it takes, on average, for a home to sell. You should also include properties that are actively listed so they know what other homes are available in the area. This will help them understand features, amenities, and updates similar homes have that gets them ahead in pricing, as well as an idea of how you’ll position the home against the other listings.

Your marketing strategy

This is the meat and potatoes of the listing presentation, but the groundwork you’ve laid thus far is key to getting your prospective seller clients on board. After all, you can’t just jump right into how you can market their home without establishing credibility and establishing trust first. Think of this like the peak of the listing presentation. This is where you can pull out all the stops with a customized marketing strategy specifically tailored to their home. 

Call out things like:

• What channels you use to market your listings
• Which of these channels work best for marketing listings
• Your reach, engagement, and following on each
• Offline marketing activities you engage in, like print materials, events, and sponsorships
• The types of campaigns and marketing efforts you’ll run to promote their listing

At this point, you’re able to marry your real estate expertise with your deep marketing know-how. And by focusing on how exactly you’ll promote their home, seller prospects can rest easy knowing you already have a game plan ready to be used.

Your real estate portal presence

Alongside your marketing tools and plans is a great place to also showcase your presence on all the top real estate portals. This is where you can highlight which portals you’re active on, the consumers — and types of consumers — using each, and the reach and engagement you typically get from these portals.

Of course, you’ll want to showcase your presence on Realtor.com ® , along with the products you’ve invested in for your listings, like Local Expert SM , Market Reach , or Listing Toolkit .  Prospective seller clients will be excited to see their home will be listed on the major players of the online real estate world, and thrilled to learn about the Realtor.com products you’re leveraging to get their listing front and center with countless consumers.

A recap to tie your promo efforts together

At the end of your listing presentation, it’s always a good idea to tie up your deck with a neat bow and provide a snapshot slide of how you’ll promote the home to your prospective seller clients. Give a brief bullet-point summary of your online presence, digital footprint, marketing tactics, and the efforts you’ll take to promote their home. This singular view is a great way to sum your efforts up and wow the sellers with ease.

You’re ready to knock your listing presentations outta the park!

You now have a solid rundown of the key components to include in your listing presentations, from start to finish, and why each one is so crucial for prospective seller clients. If the thought of porting each of these things into a deck is daunting, or downright inconvenient, we’ve got you: click here to get our free, customizable listing presentation template today!

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1. Understand Your Audience

To write a compelling listing presentation , you must understand your audience. This includes the client, the property, the market, and the competition.

Research the Client

Understanding the client’s needs, preferences, and expectations is key to creating a listing presentation that will resonate with them.

Consider the following when researching the client:

• Their personal and professional background
• Their motivations for selling the property
• Their timeline for selling the property
• Their communication style and preferred methods of contract

Research the Property

Knowing the details and unique features of the property is essential for creating a listing presentation highlighting the property’s strengths.

Here are some things to consider when researching the property:

• The property’s location, size, and age
• The property’s layout, features, and amenities
• Any renovations, upgrades, or repairs that have been made
•  Any potential issues or challenges that may affect the sale of the property

Research the Market

Understanding the local real estate market is crucial for developing an effective pricing and marketing strategy.

Here are some things to consider when researching the market:

• Recent trends in the local real estate market
• Average home prices and average days on the market
• The current supply and demand for homes in the area
• The competition and how their properties compare to the client’s property

Research the Competition

Analyzing the competition can give you a competitive edge in your listing presentation.

Here are some thing to consider when researching the competition:

• The number of similar properties on the market
• The price, condition, and features of competing properties
• The marketing strategies of competing real estate agents
• Any unique selling points or weaknesses of competing properties

2. Define Your Unique Selling Proposition

A unique selling proposition (USP) is a statement that describes what sets you apart from the competition. You USP should be the foundation of your listing presentation. It should communicate why the client should choose you are their agent.

Determine Your Strengths and Differentiators

Consider your strengths, skills, and experience when developing your USP.

Ask yourself the following questions:

• What skills and experience do I have that sets me apart from other agents?
• What unique value do I bring to the table?
• What results have I achieved for previous clients?

Craft Your USP

Use the information you gathered to create a clear and concise USP that highlights your strengths and differentiators. Your USP should be easy to remember and communicate to the client.

Example USPs:

• “I use the latest technology and marketing strategies to sell homes faster and for more money.”
•   “As a lifelong resident of this area, I have an unparalleled knowledge of the local market and community.”
• “I have a proven track record of exceeding my client’s expectations and achieving record-breaking sales.”

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3. Develop an Outline

Creating an outline is essential for organizing your thoughts and ensuring that you cover all the necessary topics in your listing presentation.

Determine the Key Topics to Cover

Consider the topics that will be most relevant and interesting to your audience.

Here are some topics that will be most relevant and interesting to your audience.

Here are some topics that you may want to include in your outline:

• Introduction and background
• You unique selling proposition
• Your marketing plan
•  Pricing strategy and market analysis
• Property Details and features
• Closing and call to action

Organize Your Outline

Arrange your topics in a logical and easy-to-follow order. Consider using  subheadings and bullet points to make the information more accessible.

Example Outline:

I. Introduction and Background

• Personal introduction
• Company background

II. Unique Selling Proposition

• My skills and experience
• How can i help the other client
• My proven results

III. Marketing Plan

• Overview of my marketing approach
• Marketing channels to be used
• Timeline for marketing activities

IV. Property Details and Features

• A visual tour of the property
• Property features and amenities
• Upgrades or renovations
• Potential challenges and solutions

V. Closing and Call to Action

• Recap the benefits of working with me
• Call to action and next steps
• Follow-up plan

4. Create an Engaging Introduction

The introduction is your chance to make an excellent first impression and set the tone for the rest of the presentation.

Grab the Client's Attention

Use a personal story, interesting statistic, or relevant information to capture the client’s attention.

Here are some examples:

• “Did you know that homes in this area sell for an average of 15% above the listing price?”
• “As a fellow dog lover, I noticed the dog park down the street from your property.”
• “I am passionate about helping homeowners achieve their dreams, and I believe I can help you too.”

Build Rapport with the Client

Use the introduction to connect with the client. Here are some ways to build rapport:

Ask questions to learn more about the client’s needs and preferences

Use humor or storytelling to break the ice

Express empathy for any challenges the client may face

5. Highlight Your Company's Background

A brief company history and overview can give the client confidence in your abilities and expertise.

Share Your Company's History

Explain how your company was founded and any essential milestones or achievements. Here are some examples:

“Our company has been in business for over 20 years, and we’ve helped thousands of homeowners sell their properties.”

“Our team of agents has over 50 years of combined experience in the local real estate market.”

Emphasize Your Company's Values

Highlight your company’s values and mission and how they align with the client’s needs. Here are some examples:

“Our company is committed to providing exceptional service and achieving the best results for our clients.”

“We pride ourselves on our honesty, integrity, and professionalism.”

6. Explain Your Unique Selling Proposition

Use this section to explain what sets you apart from the competition and why the client should choose you as their agent.

Highlight Your Skills and Experience

Describe your skills and experience that make you the best choice for the client. 

“I have over ten years of experience in the local real estate market and have sold over 100 properties.”

“My negotiation skills are unmatched, and I’ve helped many clients get the best price for their property.”

Focus on the Client's Needs

Please explain how your unique selling proposition benefits the client and addresses their needs. 

“My marketing approach will help you sell your property faster and for more money.”

“My local market knowledge will help you price your property competitively and attract the right buyers.”

7. Present Your Marketing Plan

This section should describe your marketing approach and how you advertise the property to potential buyers.

Provide an Overview of Your Marketing Approach

Explain your marketing approach and how it will help clients sell their property. 

• “I use a combination of online and offline marketing channels to reach a wide audience of potential buyers.”
• “I specialize in social media marketing and will use targeted ads to reach buyers specifically interested in properties like yours.”

Detail Your Marketing Channels

List the channels you plan to advertise the property. 

• Online listings on popular real estate websites such as Zillow, Redfin, and Realtor.com

Professional photography and video tour of the property

Social media marketing on platforms like Facebook, Instagram, and LinkedIn

Direct mail campaigns to targeted buyers in the area

Discuss the Timeline for Marketing Activities

Explain the timeline for your marketing activities and when the client can expect to see results. 

“I will list your property on all major real estate websites within 24 hours of signing the listing agreement.”

“I will host an open house within the first two weeks of listing your property to attract potential buyers.”

“I will provide you with weekly updates on the progress of the marketing campaign and any feedback from potential buyers.”

8. Explain Your Pricing Strategy

This section should explain how you will price the property and provide a detailed analysis of the local market.

Provide a Comparative Market Analysis

Explain how you arrived at the proposed listing price for the property. Here are some examples:

“I conducted a comparative market analysis (CMA) of similar properties in the area to determine a competitive listing price.”

“I analyzed the local real estate market and trends to arrive at a price that reflects the current market conditions.”

Detail Your Pricing Strategy

Explain how your pricing strategy will help the client sell their property.

“I will price your property competitively to attract buyers while still ensuring that you get the best possible price for your property.”

“I will use a pricing strategy that considers the current market conditions, the property’s unique features, and the client’s timeline and goals.”

9. Showcase the Property

Use visuals such as photos, videos, and virtual tours to showcase the property. Provide details about the property’s features, benefits, and any upgrades or renovations.

Use Visuals to Showcase the Property

Use high-quality visuals to showcase the property, such as photos, videos, and virtual tours. 

“Here are some photos of the property’s stunning views from the backyard.”

“I created a virtual tour of the property so potential buyers can get a feel for the layout and flow of the home.”

Detail the Property's Features and Benefits

Describe the property’s features and benefits.

• “This property has a spacious, open floor plan that is perfect for entertaining.”

“The property has recently been renovated with new appliances and a modern design.”

Address Any Potential Challenges

Explain any potential issues or challenges with the property and how you plan to address them. 

“The property is on a busy street, but we can use landscaping and privacy features to mitigate the noise.”

“The property has outdated features, but we can stage the home to make it more appealing to buyers.”

10. Close the Presentation

The closing is your chance to summarize the benefits of working with you and ask for the listing.

Recap the Benefits of Working with You

Summarize the key benefits of working with you as the client’s agent. 

“Working with me means you’ll have a dedicated and experienced agent who will use the latest marketing strategies and negotiation skills to sell your property.”

“I deeply understand the local market and community, which will help us price and market your property effectively.”

Provide a Clear Call to Action

Ask for the listing and a clear call to action. Here are some examples:

Based on our discussion, I am the best agent to sell your property. Are you ready to get started?”

“If you’re interested in working with me, let’s set up a time to sign the listing agreement and start the marketing campaign.”

“I understand that you may need some time to think it over, but I encourage you to get in touch with me as soon as possible so we can start the process.”

Follow Up with a Timeline for the Next Steps

Provide a timeline for the next steps, such as signing the listing agreement and starting the marketing campaign.

• “I will send you the listing agreement within 24 hours, and we can sign it as soon as possible.”

“Our marketing campaign will start within the next week, and I will provide you with regular updates on the progress.”

11. Review and Practice

Review your presentation and practice it before the actual presentation. Get feedback from peers, colleagues, or mentors to ensure your presentation is effective.

Practice Your Presentation

Practice delivering your presentation in front of a mirror, with a friend or family member, or using a recording device.

Here are some tips:

• Practice delivering the presentation clearly and confidently.

Use visual aids and other props to make the presentation more engaging.

Time your presentation to ensure it fits within the allotted time frame.

Get Feedback

Invite feedback from peers, colleagues, or mentors to fine-tune your presentation.

For instance:

• Was the presentation clear and easily understood?
• Did it captivate attention and maintain engagement?

Did it effectively cover all the key topics?

By adhering to these steps and weaving visual elements into your presentation, you’ll craft a compelling performance that not only secures the listing but leaves a lasting impression. And Highnote is here to help you. Elevate your listing presentations with a powerful drag-and-drop tool designed to help real estate professionals like you. Sign up for free trial and experience it firsthand!

Once you’ve written a winning listing presentation, learn how to create a visually appealing and engaging presentation using these expert tips .

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How to deliver a killer listing presentation

For any real estate agent looking to hit the next level, there’s a lot riding on the listing presentation. If you nail it, you could be looking at a profitable seller relationship that delivers steady commissions for years to come. But if you bomb?

Short of discounting your commissions, it’s hard to bounce back from a listing presentation flop. 

And while the listing presentation has been a cornerstone of real estate marketing for decades, there are now more ways than ever to create it. So how do you know which type of listing presentation makes the most sense for you? And what are the best ways to deliver your presentation in the current real estate market?

The truth is, every real estate team or agent is going to have their own recipe for what makes a killer listing presentation. If you want to deliver a presentation that makes you feel calm, confident and gets sellers ready to sign that agreement, it’s time to scrap (or adapt!) the classic formulas.

Table of contents

What is a listing presentation and how do you nail it, before your listing appointment.

• During the listing presentation

After the listing presentation

A listing presentation is essentially a deep and informative sales pitch made by a real estate agent to a homeowner interested in selling their home.

Whether you’re a new or experienced agent, listings are a crucial part of maintaining a thriving real estate business. With a rich portfolio of property listings on your real estate website , you’re able to attract more buyers, elevate your authority, grow your sphere of influence (SOI) , and fuel your marketing efforts with a selection of beautiful homes for sale.

But it all comes down to your success with the listing presentation. With so much at stake, it’s understandable that agents often feel skittish about their ability to perform during this key meeting.

And it doesn’t help that some of the common advice (i.e., show up ten minutes early, send the pre-listing packet exactly three days before the appointment, always take your shoes off at the entrance, and so, so much more) doesn’t always fit every agent’s unique approach or personality.

Let’s outline the crucial factors of each part of the listing presentation to help give you a powerful but flexible structure to start with. From there, feel free to color outside the lines to create a listing presentation framework that makes you feel calm and confident.

💡Be sure to look out for bonus tips, scripts, and advice in this article from leadership coach & founder of Smart Inside Sales , Dale Archdekin!

Learn everything you can about the potential client, property and neighborhood.

The goal is to position yourself as the best possible person to help your prospect sell their home. 

For that to happen, you’ll need to know what the seller’s motivations are, while demonstrating deep knowledge of the market, property type and area in order to help secure the best possible price within their desired timeframe.

Get to know the prospect and property

Any real estate rainmaker will tell you that knowing your customer’s key needs and motivations is a crucial part of closing more listings, especially in today’s digital age when the next agent is literally just a click away.

Let’s check in on the latest data about what today’s sellers want , according to the National Association of Realtors Generational Trends Report:

• 21% of sellers want an agent's help in marketing their home to potential buyers.
• 20% want help selling the home within a specific timeframe.
• 35% want an agent with a good reputation.
• 85% of sellers said the real estate agent provided a broad range of services.

Clearly, trust, credibility, and a solid marketing plan are still crucial factors for sellers when it comes to choosing an agent. But how do you know what sellers might need on a personal level?

Social media can help fill in the blanks. Take a quick look at the seller’s online presence. Do they have a family? A pet? A love of the arts? By taking just a few minutes to “get to know” your prospect before you shake hands, you’ll be that much more confident when walking through the door.

Similarly, do your best to get to know the property and surrounding community as well as possible. Drive through the area and pinpoint the factors that will be most helpful in securing a top-dollar offer. 

Send your pre-listing packet

In your initial conversation with the potential seller, let them know you’ll be creating a detailed market analysis for their home. 

Be sure to ask if there’s anything that could impact the value of their home in either direction — updates, renovations, repairs needed, etc.

💡BONUS: Dale Archdekin’s essential questions

These questions help lay the ground work for securing the listing at the appointment. You are essentially asking the potential seller to tell you what they need to hear about you as an agent and about your marketing strategy in order to win the business at the appointment…and they don’t even realize it.

• Can you tell me what makes your home special?
• What’s important to you about the agent you use to sell your home?
• How will you know when you’ve found the right agent?
• How do you think your home would best be marketed/advertised?
• Who do you think would be the ideal buyer for your home?
• Have you worked with a listing agent in the past? What was your experience? Is there anything you would like done differently by your next listing agent?

Let them know in advance that you’ll be bringing the comparative market analysis (CMA) to your meeting so you can walk through it together, answer any questions they might have, and determine the highest possible price for their home.

Another great way to set yourself apart and get the seller warmed up before the big meeting is to send a pre-listing packet in advance.

But when should you send your pre-listing packet? Answers to this will vary depending on who you ask, but anywhere from three days to a week in advance is typically a good window to give your prospect time to digest the information, while staying present in their mind to help reduce the chance of cancellation.

💡BONUS: Advice & scripts from Dale

When you tell the potential listing client that you’ll be sending a pre-listing packet, get them to commit to reviewing it, coming up with questions and being prepared prior to the meeting. Include a URL with a pre-listing video, that’s nicer than just printed material.

Script 1: Prior to sending the listing packet

 “...we will be sending you a pre-marketing packet of information. It includes X, Y, and Z that are important information for you to make decisions about at our appointment. Can you do me a favor and review that information and make a note of your biggest questions before you meet with me/my listing partner on (date)?”

This quick script will help you or your assistant follow up after the pre-listing packet is sent and help set the scene for a successful appointment.

Script 2: Follow up prior to the appointment

 “Hi (contact name(s), this is (name) from (company), did you receive the pre-marketing packet we sent you? Have you reviewed it? Are you prepared with your top questions for me/my listing partner?

Script 3: Response prior to the appointment that sets the expectation

"Great! We look forward to seeing you on (date). We will be reviewing all of the paperwork needed to begin marketing your home at that time in addition to a pre-market advertising plan. We look forward to meeting you on (date)!"

Create your listing presentation

Now remember, your listing presentation doesn’t need to look like everyone else’s.

However, there are a few fundamental pieces that most successful agents tend to rely on to get their agreements signed.

Once you’ve chosen the structure and order of your content, you’ll need to decide what tools and format you’ll use to create your listing presentation. Classic hard-cover? A PowerPoint deck? Pdf? Live web page? Video? There are a ton of tools, options, and templates. Take this Canva template for example:

Here are just some of the tools agents are using to deliver their listing presentations:

• Google Slides
• SlideGo templates
• Breakthrough Broker
• Etsy templates

While the digital options are endless, many top-producing agents still recommend keeping a high-quality hard cover presentation in the mix.

If you’re using both a hard copy presentation and a digital version, try sending the digital version a day before the event via email. For extra points, you can also have your hard copy presentation hand-delivered to the seller’s home by a courier or supporting staff member. This is just another great way to show up professionally while reducing the likelihood of cancellation.

💡BONUS: Advice from Dale

Begin your listing presentation with the exciting marketing part, save the boring market analysis for later. In fact, wow them with the marketing/advertising plan, discuss the process of getting the home listed, ask how much they’d like to list for and then go to the market analysis if they ask for it or you disagree with their listing price. Don’t forget to bring at least one backup copy of your hardcover presentation to the appointment.

During your listing presentation

Now that you’re an expert on the property and prospect, you’re ready to make your presentation and win that listing!

Obviously, the prevailing advice to dress professionally, show up on time, and make sure you don’t block the prospect’s driveway still stands. In addition to nailing the etiquette, there are a few physical items you’ll want to bring along.

Alright, we’re clearly being a bit cheeky here. And sure, brownies are optional. But in all honesty, the one thing you need more than anything else if you want to win more listings is the ability to build a connection.

And that comes down to your ability to listen .

No matter how much effort you put into creating a killer listing presentation, it’s still not unheard of for experienced agents to lose listings to newer agents because the seller just felt a better connection with them. So slow down and tune in!

Touring the home and making the close

A common mistake many agents make is going straight into the tour of the property. But by starting in the living room or another relaxed setting to hear more about the seller’s goals, you start the appointment by flexing your listening skills and have the chance to really get clear on your seller’s motivations.

From there, you can go ahead and tour the property together. Many agents recommend doing the upstairs first, then downstairs, and then a full 360 tour of the outside before sitting down to look at the CMA together, pricing strategy, and marketing plan.

💡BONUS: Dale’s listing appointment flow

When the listing appointment gets set, the critical info of why the seller is selling, the unique situation they are in, what’s most important to them in their home sale, what’s important to them about the marketing of their home…etc. That information must be collected so you can use that at the beginning of your live meeting with the seller.

Listing appointment flow:

• Introductions
• Review the goals/needs/wants of the seller “When we spoke you mentioned x was important to you…” (this proactive retelling of what the seller said shows that you are professional, prepared, actively listened, and more importantly, sets the tone and direction of the conversation)
• Ask for a guided tour of the property
• Reconvene at the meeting spot and solicit the seller's questions from the pre-list packet. “I’m really excited to expose your amazing home to the market and generate a solid pool of buyers who want to compete with each other for it. Let me show you how we do that with a mixture of marketing, paid advertising, and leveraging our market share here in (local market).” Now it’s time to head into the next step of presenting.
• Present your exciting marketing/advertising strategy
• Ask the seller if they’ve decided how much they want to list for
• If agreeable, cover paperwork and skip market analysis, ask for signature
• If not agreeable, review market analysis, then cover paperwork and ask for signature

You’ve made it through the presentation and (hopefully) won the listing. Congrats! 🎉

If you’ve listened like a friend, handled objections with ease and empathy, and kept the presentation focused firmly on their needs — you’re probably holding a signed listing agreement in hand.

But regardless of the outcome, remember to always thank the seller for their time. From there, you can add the seller to a dedicated email drip campaign that keeps them updated on the market and provides them with tips on how to stage their home and make the most of each viewing. 

If you’ve already got a killer real estate newsletter , much of this content can be repurposed to be targeted directly toward sellers. If you’re a Follow Up Boss user, you can easily get these emails going out automatically by using our super straightforward action plans .

Ultimately, you aren’t in control of your prospect’s decision to work with you. But you are responsible for the amount of energy and empathy that goes into your listing presentations. Focus on showing up as a trusted ally for sellers, and the listings are sure to follow!

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Want to Impress Your Sellers with a Powerful Listing Presentation?

Darryl Baskin with eXp Realty just did a fantastic job presenting at today’s class titled, “Building a Persuasive Listing Consultation.”   During the meeting, he reminds us that it is not so important that your presentation looks “fancy” but that you’ve created a presentation that is going to appeal to multiple personality types, based on the DISC Profile.   Many sellers are either analytical and want to understand every step of the process or they just want you to net it out with the basics.  Others are more emotional, so you have to take all of that into consideration when presenting your services and sharing the current market conditions.

This listing presentation video is chock full of some valuable information and tips for real estate professionals, so but sure to tune in!

A few more things to consider when creating your real estate listing presentation:

Darryl also feels that it is critical to find out what is important to the seller by asking questions like “How was your last experience when selling a home?” and “What is most important to you as we enter into the listing process?”.  When you can get them to open up, you can tailor the presentation to the homeowners’ needs.

He also thinks that it’s important to integrate “F.O.R.D” into your presentation:  

• F  – Family
• O  – Occupation
• R  – Recreation
• D  – Dreams

We also recommend adding at least one or two things that separate you from other agents.  For example, you may be the president of the neighborhood association, have your own radio show or have an advanced degree in internet marketing.

Editor’s note: This article was created by Kerry Lucasse, Agent/Owner at eXp Realty. Information deemed reliable but is subject to change.

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9 Critical Components Every Real Estate Listing Presentations Needs in 2024

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.

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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How to Create a Killer Real Estate Listing Presentation

Posted on April 8, 2023 by Krista Mashore

Whether you’re a new agent or one that’s been doing business for a while, finding new prospects and deals can be challenging, especially in a competitive market like the one we have today.

If you need help closing deals in the real estate market, I have a couple of strategies that work time and again.

One is to send out personalized video text messages to your sphere. Nothing fancy, and nothing work-related.

These text videos should be friendly, focusing on engaging with your sphere about what’s important to them, like a birthday or significant life event. Or simply just to say hello.

It’s simple to create and send, and if you focus on sending ten video texts a day to people already in your sphere, you’ll be able to gin up some leads and referrals in no time.

Another strategy I’ve used that works like Gangbusters is to create killer real estate listing presentations.

The Killer Real Estate Listing Presentation

Creating a killer listing presentation is one of the most critical aspects of selling a property. A well-crafted presentation can help you showcase your expertise and persuade potential clients to choose you as their real estate agent.

In a competitive market, making your real estate listing presentation stand out from the rest is essential.

While there are many ways to make your listing presentation unique, it's essential to focus on the key elements that will make your presentation compelling and engaging.

If you want to create a killer real estate listing presentation, you must be strategic, creative, and well-prepared.

Why Is A Listing Presentation Important?

A listing presentation is a sales pitch given by a real estate agent to a homeowner who is interested in selling their property. The purpose of the presentation is to convince the homeowner that the agent is the best person for the job and to secure the listing agreement.

These are essential to a real estate agent's job and the lifeblood of securing your business.

It is the process of presenting a property for sale to potential buyers. The purpose of the listing presentation is to convince the seller that you are the right agent to sell their property. In addition, it is your chance to showcase your skills, expertise, and market knowledge to the seller.

A compelling listing presentation will help you win the seller's trust and confidence, which can lead to a successful sale.

It also helps you establish your brand in the real estate market and attract more clients, making it crucial to invest time and effort in developing a well-crafted and personalized listing presentation that will set you apart from your competition.

Before A Listing Presentation, Establish Your Expertise

There are three parts to winning a listing. The first is the pre-presentation marketing which includes outreach and education materials. The second step is the actual listing presentation, and the third is the follow-up and marketing of a new listing.

To begin with, you need to develop some recognition and trust in the potential client about you and your services.

There are a variety of ways to do this, from social media to golden letters to blog posts sharing success stories, providing testimonials from satisfied clients, highlighting your credentials and achievements, and more, but establishing your expertise before a listing presentation is crucial to winning the trust and confidence of potential clients.

Also, think about what your potential client may want to know and create content on a blog, e-Book, webinar, or social media that addresses the things that interest a seller in your area.

It could be about market trends, marketing tips, improving curb appeal on a home, or touch-ups and renovation tips to maximize the purchase price.

Doing this will set you apart from other agents and position you as a trusted advisor who can help clients achieve their real estate goals.

This can lead to more successful listing presentations and better business opportunities.

Understand Your Real Estate Clients Needs Before The Listing Presentation

Ok, this is a big one. If you want to create a killer listing presentation, you need to understand your client's needs before you ever try to pitch selling their house to them.

Try to understand their “why” and how you can help them. This strategy will help you in your pre-listing efforts and prepare for your listing presentation.

Understanding your potential client's needs can also aid in building trust and rapport with the clients, making it easier to strike a deal.

One of the most important things to do ahead of time is to do a deep dive into the local market so that you can present the challenges they may face and provide them with different solutions to those problems.

So, before you meet with the potential seller, do your research. Know the market, know the competition, and what you can provide that they don’t.

For example, you have a big book of potential buyers or a lot of name recognition. Don’t worry if you’re starting and don’t have those things, just think about what sets you apart from other agents and how you can stand apart from those other agents.

As you’re talking about what sets you apart, one thing you can control more than any other factor is your knowledge of the local market and what homes in the area have sold for recently.

This step will help you answer the seller's questions and give them confidence that you know what you're doing.

Second, and this one is crucial, listen to the seller. The most important thing you can do is to listen to them. For example, what are their goals for selling their home?

What are their concerns? What is their timeline? The more you understand their needs, the better you can position yourself as the right agent to help them achieve their goals.

Create An Engaging Story

Before creating a killer real estate listing presentation, you want to educate your potential clients about the market, your services, and what sets you apart. I’ve written a book called Savvy Seller, which has three different versions to help guide you through the importance of this step.

When it comes to listing presentations, it's essential to not only present data and figures but also to tell a compelling story that captures the attention of potential clients.

• Start with a strong hook . The first few minutes of your presentation are crucial for grabbing your audience's attention. You want to start with something that will make them want to keep listening. An excellent way to do this is to tell a brief but captivating story, such as a previous home you've sold or a current property you're working on.
• Be personal. The best stories are the ones that are personal and relatable. Share your experiences with your neighborhood's homes and how you’ve helped families or people similar to your potential client. Talk about why you love it and why you think your clients will love it too. This will help build trust and rapport with your audience.
• When you're telling your story, focus on your listing benefits . What are the things that make this home special? Why would someone want to live here? Be sure to highlight the features and amenities that will appeal to your target audience.
• Use visuals to support your story. Visuals can be a great way to add interest and engagement to your presentation. Use photos, videos, or even props to help illustrate your story. This will help your audience visualize what you're talking about and make it more memorable.

By creating an engaging story, you can establish a deeper connection with your audience and help them envision the exciting possibilities of working with you. And by  incorporating personal anecdotes or real-life scenarios that showcase your expertise and ability to sell properties successfully.

Remember, a memorable story can be the difference between a forgettable pitch and a successful partnership.

Tailor Your Presentation To Match Your Client's Needs

Ok, now that you’ve done the pre-search and created an engaging story, the next step is to tailor your listing presentation to each client's needs and preferences.

For example, you should consider the type of property and its location, as well as the needs and expectations of your clients.

So when discussing this all with the seller, explain that if the buyer is looking for a family home, show how you’ll market and highlight the property's features that make it an excellent option for families.

You should also focus on the benefits you provide, such as marketing strategies, services, and access to resources that will help the client sell their home quickly and at the best price. But, again, if you’ve done the first couple of steps already, this reinforces what the seller perceives about your services.

By tailoring the presentation to match your client's needs and preferences, you can ensure that they leave a lasting impression on any potential sellers and increase the chances of getting the listing.

Develop Your Listing Presentation Strategy

When it comes to listing presentations, having a good strategy in place is essential to success.

Before you meet with your potential client, start with the end in mind.

What do you want your sellers to do after your presentation? If you want them to sign the listing contract, have it in hand and ready to present to them.

Or if they’re not ready to sign, do you just want them to keep you in mind when they're ready to sell? In that case, have something memorable to leave them with, like a book, home evaluation kit, or other soft-marketing promotional materials that help make you stand out and memorable.

Once you know what it is you want them to do, you can tailor your presentation accordingly.

In general, it's essential to develop a plan of action that outlines the steps you will take from initial contact with a client to closing the deal. The more research and work you put in before your listing appointment, the better off your chances are to win the contract.

Win The Listing Before You Arrive

“ Win the listing before you arrive ” is a strategy I use and suggest to agents that sets you up for success and makes it so that instead of you having to do a ton of prospecting, it gets sellers to contact you. It means securing a potential client's commitment to using your services before actually meeting them. 

To accomplish this, you need to showcase your expertise and demonstrate the benefits of working with them through various marketing strategies such as social media, email campaigns, and online reviews.

The purpose of winning the listing before you arrive is to establish trust, build a reputation and increase the likelihood of closing the deal.

Doing so saves time, money, and effort on your part while making the client feel confident and satisfied with their decision.

To win over sellers with your killer real estate listing presentation, create video content that solves their problems. First, identify the prominent issue people face when selling, then teach them how to solve it.

For example, many sellers need help finding a new home.

You can teach them about selling as a contingency or, if you’re in California, a 1031 exchange, which is a way to sell a home and avoid hefty capital gains taxes. Explaining these benefits to your potential client will help them understand their options and position you as a local go-to expert in real estate.

Recommended Reading

Top Strategies for Maximizing Commissions as a Real Estate Agent

Real Estate in 2023: Will It Be a Good Career Move?

Breaking Into Real Estate: How Can I Dominate My First Year and Achieve Success?

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5 Steps To Improve Your Listing Presentation

5 tips for a professional real estate listing presentation.

Well, good morning and welcome to Mike Ferry TV . It’s the week of May the 8th. I’m Ron Cronin and we are working today on using a strong Listing Presentation.

Using a strong Listing Presentation. I got to tell you about this Listing Presentation. As a Real Estate Agent, getting this part of my business down was extremely helpful in the prospecting that I was doing. And for those of you watching that don’t feel that you have a strong presentation or you know you don’t, or you’re not really proud of what you do when you go to their house or your presentation. Well, understand, this is something that you can focus on that will help you throughout other areas of your business, especially the prospecting and the lead follow-up. If you’ve got a rock-solid presentation, you’re going to be more likely to prospect, you’re going to be more likely to follow up aggressively with your leads because you’re happy with what you’re going to do. You’re excited to show these folks this presentation that you’ve developed. Okay.

“ Always follow the 5-Step Listing Process”  

So when it comes to being a great presenter and getting good results with the Mike Ferry system, we want to learn point number one. Let’s make sure we’re taking notes today. You’re going to want to. The first point is to remember always to follow the 5-Step Listing Process, the 5-Step Listing Process . Okay, This is a process Mike Ferry developed years ago when he was a Real Estate Agent and he explained that he was going out to people’s houses and not getting the contract signed or he couldn’t get it signed that night. It would take follow-up and follow-up and eventually get it signed. So he’s trying to figure out how can I avoid it taking more than one appointment with the Sellers. How can I make sure I get it the night I’m there and make sure that I get the listing? So Mike developed this 5-Step Process. It’s very simple, but let’s make sure we write down the first step. Okay.

Step 1: Prequalify the appointment

Step number one is to prequalify the appointment that you just said. Prequalify the appointment. Now we want to prequalify 100% of the people. 100% of the time. No exceptions. No exceptions to that rule. Prequalify every appointment before you go out. Okay. Remember, it determines if the Seller is serious or not. Okay? It determines the Buyer. If you’re prequalifying a Buyer, it determines their level of seriousness. It gives you their concerns and their objections ahead of time. So I can get ready for that. If I know that he’s got more agents or I know he’s looking for a lot of marketing or I know he’s looking for a low commission or a high price, if I know what the objections are, then I can prepare for that in advance. Who wants to go unprepared? Right, Exactly. Okay. It demonstrates when you prequalify your professionalism. Demonstrates your professionalism. It also gives you by prequalifying you learn a lot more about the Seller, which gives you the information you need to build rapport and to make it a really effective appointment that night. Okay. So always prequalify. “But Ron, do I have to prequalify my friends?” Yes. Okay, everyone. So I’m going to say it again. 100% of the people. 100% of the time. No exceptions. That’s pretty easy to follow.

Step 2: Mail or deliver a Pre-Listing Packet

Write down step number two. Once we’ve prequalified and we’ve got everything we need, then we either mail or deliver a Pre-Listing Packet. Mail or deliver a Pre-Listing Packet. The packet is designed to help the Sellers get ready for the appointment. Mike says the purpose of the packet is to answer their questions in advance so that it’s easier for them to make a decision when you arrive. So it’s designed to answer their questions. Okay, remember the packet is not designed to show you off. It’s not about you, it’s not about your company. It’s designed to answer their questions. What do they want to know? How much will my home sell for? How much is it going to cost me? How long will it take? And what are you going to do to sell it? Those are the four basic questions I’d say pretty much every Seller has. They don’t want to know, “Hey, where did Ron go to school and what does he think about Real Estate?” And, you know, they don’t want to know about us typically. All right. Especially not at this point in the game.

What does the listing packet contain?

So to answer those four questions, I’m going to say it quickly. Here’s what goes in that packet. A list of personal references with names and phone numbers, your Plan of Action. Right. The steps you’re going to take to get the home sold. Make sure you have that. A copy of your track record or a copy of your company’s track record or if you don’t have either one of those or they’re not very good, well then we’ll just skip that one. Okay. But if you have it, put that track record in there to show them what you’ve done, okay? And that you have the ability to sell the house. Okay.

“The CMA with the price you’re suggesting gets over there in advance “

A complete CMA with your suggested price goes in the packet. You send that in advance. The CMA with the price you’re suggesting gets over there in advance and some of you are squirming right now. I know that. You don’t want to tell him in advance. You want to spring it on him when you get there. All right. We might want to think twice about that. Okay. You want to put a completed net sheet, right? That goes along with your CMA and net sheet, showing them all the costs and everything involved in the commission and what they’re going to net at the end. It’s that way. It’s easier for him to make a decision. If you don’t bring a net sheet, well then I guess the Seller is going to have to calculate and estimate what the cost is going to be, and that’s going to prevent him from making a decision with you right now. You see how that works. By sending the information in advance. We’re able to get a decision when we arrive. That’s the whole point. All right.

Add the completed contract to the packet

A completed contract goes in the packet. What? I like to use DocuSign. I know. Me too. And you may end up using that. But while we’re there, you know, maybe you’re going to use DocuSign and have them do it right there and if you’ve got that pretty worked out and it’s smooth and it works when you need it to, I guess that would be okay. But, you know, Mike recommends maybe have them sign that paper copy when you arrive and you can email them a digital copy later. But at least we get their ink on paper and the signature. Okay. A completed contract. So their name, everything goes in there, the suggested price, the commission is in there, the terms is in there. You know, the six months agreement or whatever you’re using. That’s all in there. You’ve signed it and got it ready to go. It’s completed. Ready for the Seller to sign. All right.

Add your disclosure statement 

And then lastly, Mike has recommends we put our disclosure statements in there. Now, for some of you watching, especially those Californians, my fellow Californians, yeah, we have a lot of disclosures in California. Don’t put them all in there. Maybe just the important ones that go along with the listing agreement Agency and the important ones. Okay. And you can bring the others with you, right? You can bring the other stack with you on the presentation and leave them there for them. All right.

Step 3: Confirm, confirm, confirm…

So step one is to prequalify . Then we’re going to mail that package. We’re also going to call back and confirm. We’re going to call back and confirm maybe an hour or two before the appointment. Give them a call, and try to confirm the time. We’re still on for 5:00 PM. All the important decision-makers will be there and they’ve had a chance to review and go over the packet and the numbers and everything. Okay. Confirm that if they haven’t gone over the packet, you might try to encourage them to look at it before you arrive. Otherwise, it’s not going to help you at all. Okay. I’ll say to them, Hey, I put some very important dollar amounts in that packet. Would you take 60 seconds and review it? And they’re like, “Oh yeah, sure, I’ll check that out.” Okay, Thank you. I’ll see you at 5:00 PM. Okay, so we call back and confirm.

Step 4: Show up physically, mentally, and emotionally

And then step four is we show up physically, mentally, and emotionally . We show up physically. What do we wear? Well, I’m just going to say be conservative. Wear a business suit. Okay? Wear a business suit, ladies. Wear a business suit. All right. Professional. Okay. Professional. Dressed professionally. But you got to be careful because I’m in Las Vegas right now and you say dress professionally. It depends on what profession you’re talking about. Okay. Right. But, you know, be conservative, wear a suit, you’re happy, you’re excited to be here. You’re thrilled about the opportunity to help them complete this move. So physically, mentally, and emotionally. Remember, it’s showtime Okay? Everything you’ve been waiting for.

Step 5: Follow the listing scripts verbatim

And then the last step is when you arrive at the house, you want to follow the listing scripts verbatim. Okay. Follow those verbatim. “Well, Ron, I don’t really like the presentation.” That’s okay. Follow the scripts verbatim. Remember that the appointment script, the prequel script, the packet you sent and then the presentation you give all work together. See this. They all work together. If you do all those steps and then you do this, your own presentation, that’s going to be really awkward for the listener. It doesn’t make any sense. Okay, so the whole thing works together.

If you don’t think that these five steps I talked about apply to you, generally we have an ego issue .  

Now, if you don’t think that these five steps I talked about apply to you, generally we have an ego issue. Generally, that means there’s something wrong. Something’s going on. You know better. All right. But that five-step that’s going to help your presentation dramatically, that you follow those, it’s going to increase the likelihood of you getting it and getting it the night that you’re there. So have fun with that. All right.

Prepare a Pre-Prospecting Routine

Now, I have a lot of material to cover, so let’s keep moving. Okay. For your Listing Presentation for you yourself, consider creating a pre-prospecting routine. A pre-prospecting routine. Okay, maybe 15 or 20 minutes where you get your head in the game and you get aligned with the activity and your goals and you get it all together. Okay? And those of you that have prospected or those of you that have gone on an appointment, you know what I’m talking about how important it is to get this in here. So I’m sorry. I think I said a pre-prospecting routine, but I meant to say a pre-appointment routine. Okay. A pre-appointment routine. So it would include getting your mindset in order, practicing that presentation, maybe go through it once or twice. It only takes 10 or 12 minutes to do it. Maybe you go through it once or twice looking and dressing professionally, ensuring you have all the proper materials and you’re used to where they are and where to point and which materials to use. This can all be practiced and rehearsed on a daily basis so that when you go out once or twice or three times a week, when you go out, you’re ready to go, right? Like referring to the points and turning the comps around and showing the Seller and going over how many bedrooms, how many baths, how many square feet. Right. Being able to do that where it’s smooth, that’s going to come from you and all the practice that you do. Okay.

Be Punctual

So make sure that you are part of your routine would be being early or at least being punctual. Okay. And being 15 minutes early at that appointment where you can sit out in the car and kind of prepare, go through your notes again, and get your mindset in order, right? Block out everything that you’re going to do before you walk up to the door. Remember that they always give the listing to the person who earns it, not the one who needs it. But they give it to the one who earns it and you’ll earn it by having good skills and by practicing a lot and developing the skills. And I’ll tell you what the Sellers will really appreciate a beautifully practiced, rehearsed professional presentation versus what you may be doing now. I’m not sure. Okay.

Record your listing presentation role play

All right. Well, how do you know if you’re improving, how do you know if you’re getting better? Well, record your presentation live on a regular basis. Maybe ask a seller if they allow you to record it and maybe a video or maybe an audio recording. Definitely record yourself in role-play. You know, do an official dress rehearsal Listing Presentation where you got to Sellers and you sit down and you present to them and just get in the habit of doing it. And like I said, using the materials. It won’t take very long and you’ll be great at it. It’ll improve dramatically with practice. Okay.

Practice makes perfect

Part of the fear that you may be experiencing with going out and making a presentation is that you haven’t done it before and so allow yourself some mistakes. Allow yourself that you may not get them all in the beginning, right? Allow yourself the chance to go out, mess it up, make an adjustment and it just gets better every time you go. Eventually, you won’t be making mistakes anymore. Okay, the confidence is going to come from the knowledge you have. Remember that knowledge equals confidence. Ignorance. You know or if I don’t know, something will that equals all the fear that I have. Okay, so knowledge equals confidence. So if you have a canned presentation on and you know what to say and you rehearse it all the time, ha, you’re going to be beaming with confidence when you get there. Okay?

Pro-Tip 1: First impressions are critical

Listing Presentation. Remember, first impressions are critical. That includes everything from the clothes you wear to how well you’re groomed, to whether your shoes are shined, the smile on your face, and the strength of your handshake. That handshake says a lot to people. Okay? And when I teach seminars for fun, I go around and I shake people’s hands just to test out their handshake. And oh, boy, sometimes you’ll get that. They’ll shake your hand. They’ll give you that wet fish, you know, Hey, that says a lot. And especially in this area, right? So a firm handshake, you know.

Pro-Tip 2: Upgrade yourself and your confidence

Consider upgrading everything to become a great presenter. Maybe you have one suit. That’s the one you wear on the presentation. You keep it in the glass box ready to go like Superman. Right. But consider upgrading everything. Your smile, your grooming, everything that you’ve got so that you come across better as a professional. And it looks like you deserve the amount of money that you’re charging. Right? I think that’s important. You know, showing up in jeans and a t-shirt asking me for $55,000 in commission. Whoo! That’s hard for me. Someone who wears a suit all the time. Okay. All right.

Pro-Tip 3: How to win listings in Real Estate? Asking good questions

A couple more thoughts. This listing presentation is basically a sales presentation and sales presentation requires asking good questions. A good presentation is asking good questions. Right. If I’m presenting this object and I’m trying to sell this object to you, I’m not going to explain it to you. I’m not going to describe it for you. I’m not going to tell you all the things and what I think about it. I’m going to ask you questions about your needs, about your wants. And then see if I can match those up with this product or this service. Right. Selling is asking questions. It’s not telling people what you think. Selling is not telling people what you know. All right. “Ron, Ron, how do I get better at asking questions?” Well, for now, just commit to following the script. You’re safe. If you follow the script, you’re within the lanes. You’re going the right direction. You know, you might be a teller or someone who talks a lot. That’s okay. But during the presentation you commit to the script. It makes it easy for you. What to say is perfect in the script and I’m referring to the Mike Ferry Listing Presentation that you can download from Mike Ferry, the Mike Ferry website under Resources and all the Scripts are there. This is one of them that you can download for free. All right.

Pro-Tip 4: Questions NOT telling

So the Listing Presentation. Questions not telling. Okay. Now my last thought for you is that we want you to work under the assumption that because you prequalified and because you’ve had these conversations work under the assumption that they’re going to hire you and that you can use the One-Minute Listing Presentation to do it. That’s right. I said a One-Minute Listing Presentation. Again, you need to download those from the website. Okay. But if you set the appointment using the script and you prequalify and ask all the questions, you are set up to walk in and do the Mike Ferry One-Minute Presentation. It’s basically asking them three questions. One of them is the close, so it works out easy. Raise your hand if you’ve gone to the house, done the one minute and they sign the contract. Will it happen without prequalifying? Probably not. Will it happen if you don’t follow the five steps? Probably not. Remember the packet answering all the questions, the prequel that all set it up so that when I walked in, they were ready to go. Okay. All right, good.

Pro-Tip 5: Give them all your answers in advance as self-screening 

Now, I know some of the fear is that if you give them all the answers in advance, well, then they won’t meet with you or they’re going to cancel the appointment. But again, remember their reaction to information and the data and the truth and the statistics. Their reaction is very important to you, isn’t it? I mean, this whole process, let’s you know how serious they are as a Seller. Let you know, how likely they are to move forward. It’s all part of it. And some of these steps people bounce. They don’t want to. Okay. And I can understand that. But I’d rather have you send the information and then save the appointment. If they call to cancel. Save the appointment. Okay. All right. Good. Okay.

Download and use scripts this week

Our last thought for you and I’m going to give you a little homework assignment, which is to download the One-Minute Presentation and the CMA Presentation from the Mike Ferry website if you don’t have them already. Download those as a homework assignment. Okay. And I want you to remember that I’m going to read this to you. A poorly scripted presentation delivered with great energy and enthusiasm can win a lot of the time. Like if you only have energy and enthusiasm and your script is kind of “eh” can win a lot of the time just with the enthusiasm and the smile and the energy. Okay. However, a well-practiced, well-rehearsed, scripted presentation delivered with energy and enthusiasm, it works all the time! Hands down. So start the job of becoming a great presenter. And I think the key for most of you watching is going to be the practice in this little area of your business. Thanks for watching. Mike Ferry TV. We look forward to seeing you soon.

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Listing Presentation Seller Objection Training!

Top 5 seller objections and how to resolve each without sounding offensive., don't you just dread hearing 'i want to think about it' from the seller is there a way you can overcome this income robbing seller stall the answer is yes. you are invited to watch this short video to discover exactly what to do and say to overcome seller indecision., top 5 ways to handle seller objections ., and what to say to resolve each seller objection., seller objection #1, i have a friend in the business..

Seller states:

'I have a friend in the business and I must keep my word to him/her.'

I understand how you feel because I would feel the same way myself. But have you considered this? Having a second opinion on the value of your home is probably a wise decision to make, wouldn't you agree? And even though you are going to list with your friend... I'm still willing to provide you with that critical 2nd opinion. Why would I do this for you considering you are not going to list with me? The reason is referrals. If at any time you have the opportunity to refer business to an agent... perhaps you would consider me. Does that sound fair? You get a 2nd opinion and I get a chance to get a few referrals from you.

Seller Objection #2

I don't know if i'll sell or refinance the home.

'I'm thinking about either refinancing or selling my home... I'm not quite sure which?'

'What do you think of this idea? I'll drop over and give you an opinion of value, show you the competition you're up against if you want to sell and I'll do this while you are applying for the refinancing. This way you will have all the information which will allow you to consider all your options."

Seller Objection #3

We are going to list with an agent who can give us the attention we deserve..

'We know you are a very successful agent and a very busy one too. So we want to list with an agent who has the time to service us properly.'

'That's a good point... because I am very busy. And I understand how you feel. But were you aware I guarantee my service? The #1 reason why clients list with me is my personal service. When it comes to personal service, you will receive the absolute best!'

Seller Objection #4

We want to buy a home before we put our home on the market..

'That is a great idea. Actually when I sold my home I bought a home first. I did not want to sell first because I may not find the home I want and then I would have to be forced to compromise and settle for a home I really don't want. So yes... you are making the right decision. Here's what we'll do. Let's discuss the home you are looking for and then I will begin my search for that home. And after I find a few homes that may be what you want we'll take a look at them. Does that sound ok with you?'

Seller Objection #5

We can lower the price later..

'Of course we can and many other homeowners do the same. Like I say to all my clients, 'It's easier to drop price than it is to increase price.'. How long do you want to try at that price before you decide to lower it?'