Effective Listing Presentations
Everything is coming together. You have prospected, contacted and now, finally you get to do your listing presentation. You have gathered all the information to present your marketing plan, company and self to your new prospect, but how do you do so in a way that is truly effective? Here are a few tips to help you do an effective listing presentation:
Keep It Simple
Keep the listing presentation informative, yet simple. You might know all the minute details on how you will market their property to the general public and other Realtors, but now is not the time to go into that in extreme detail for a couple reasons.
If your plan is complex, cumbersome and loaded with details, your client’s decision will also be complex, cumbersome and loaded with details. Keep it simple and make it simple for them to make a decision to work with you.
Also, if you begin talking too many details with someone who is not detail oriented, you will talk them into and out of working with you in the same conversation. Watch for eyes glazing over.
Follow the 4 Steps to the Anatomy of a Presentation
- Uncover your prospect’s pain
Before you ever go into what you and your company can do, you have to find out what is motivating them as sellers, their why. There is some reason why they are talking to you. Why are they selling? What are the circumstances around their decision? What are they looking to do, change or alleviate with this transaction? There is something in their life that is causing them discomfort or dissatisfaction. What is it for the person or people you are presenting to? It is imperative that you find out. Think about all the things you do as an agent as a list of features and benefits. By asking your prospect some High Yielding Questions, you are able to quickly uncover their pain and check those items off mentally on your features and benefits list that are important to them. You want to make sure you highlight the right things in your presentation.
- Present the solution
Tell them why you and your company are a solution for their pain. If you have skipped step 1, then you will spend your time going down a laundry list of all the features and benefits without really connecting to their needs and you will appear to have a one-size fits all approach. Remember to keep it simple and don’t go into too many details, yet give them enough information so they can see that you really do have a solution for them.
- Determine their interest
This is where you summarize the main points and recap how these things will be of benefit for them. Then ask them how they see listing with you and your company will benefit them and their challenges. This will insure that you did a good job in steps 1 and 2. If you didn’t make a good connection between their pain and what you offer and will do for them, this is a good time to go back to step 1 and ask more High Yielding Questions.
- Call to Action
Don’t let the presentation just fizzle to an end, make sure you ask the prospect if they are ready to get started today. If they are not, then set up a time to follow up. A “no” is often a “not yet” which is fine, just make sure you follow up.
“Amateurs practice until they get it right, professionals practice until they can’t get it wrong.”
Don’t forget to practice, practice, practice. You will be more confident and relaxed and your prospect will be able to sense that. Learn to LOVE Practice!