The Ultimate Listing Presentation: A Guide for Realtors
Bring self-confidence and exceptional service to every customer opportunity. From there, follow these steps to design an effective listing layout that will earn you listings like a champ, says The Agency’s Rainy Hake Austin.
In April, one of Inman’s most popular recurring theme months returns: Back to Basics. Throughout the month, real estate professionals from across the country share what’s working for them, how they’ve evolved their systems and tools, and where they’re investing personally and professionally to drive growth in 2022. It’s always a good idea to go back to basics with Dans homme.
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In today’s competitive real estate market – where inventory is low and competition among buyers is fierce – showcasing your listing is more important than ever. This is your moment, your opportunity to stand out, connect, and deliver authentic value.
Your potential client not only wants to know what you’ll do for them, they want to know how you’re going to do it. What type of service experience will you provide? Will your personality and expertise suit them? What energy and perspective do you bring to the table? How does your brokerage support your efforts?
So it’s time to be you. Seize the opportunity with confidence and consider these essentials when designing an effective ad layout that will win you ads like a champ.
1. Remember: home is center stage, but so are you
First, introduce yourself and share information about your career, expertise, and passions. It’s wise to put your elevator pitch at the beginning of your presentation to capture their interest while you still have their attention.
What is your personal value proposition? Insist on it from the start and tie it as a common thread throughout your presentation. Pick a few things you’re really good at and make them shine. You don’t have to be an expert at everything – that’s where your brokerage has your back.
2. Put the power of your brokerage behind you
It’s important to let your potential clients know that you have an entire brokerage that supports you in representing their home. Share some details about the marketing, technology, syndication, and networking resources and tools your brokerage offers you.
For example, in our brokerage, our collaborative culture is one of the key differentiators that agents can leverage. We work together as a unified team; This means that agents have the nuanced knowledge of a vast network of experienced professionals at their fingertips. Plus, our technology tools simplify the entire process for agents and customers.
3. Market yourself as you will market their home
Your ad layout can be your potential customer’s first impression of you, so make sure it looks great. If you’re presenting yourself as a marketing or technology expert, then say what you think. Make your presentation beautiful and cutting-edge (go digital).
Sometimes fewer words have more impact. Keep your language short and to the point (we all have limited attention spans) and add design elements where you can.
Remember, these are your talking points for your presentation. Much of what you communicate will be through your verbal presentation and body language, so you don’t need to overwhelm them with the written word.
4. Plant Opportunities for Connection
Ultimately, you want to establish a personal connection with your potential customer. In addition to your services, they are looking at you as a person and a partner in this transaction. Shed light on who you are, what your passions are, and what you do in your free time.
Moments of connection will propel you as a candidate and help make your entire presentation more memorable, unique and special. As you learn more about the client, find ways to engage with their interests and bond with them.
5. Prepare your numbers
It is crucial to show the value of your client’s home based on the current market. Some salespeople will be very numbers-driven and some will not – so be prepared for both scenarios. Of course, a seller’s #1 question is how much can they get for their property, so have an answer ready.
After conducting a thorough visit to the client’s property, prepare a preliminary competitive market analysis. Don’t forget to compare the condition, updates, and aesthetics of the home. This will allow you to share an informed opinion on the value of the house and its price compared to other houses on the market in the same range and region.
6. Avoid oversharing
Yes, you want to enlighten your potential customer on the details of their future sale, but don’t bore them with too much detail or overwhelm them with information.
Here’s what they really need to know: You’ll be in their corner every step of the way. They don’t have to worry about the ins and outs of the sale, because you’ll handle everything seamlessly. Give them peace of mind and make them sigh with relief the moment you walk out the door.
7. Close with a bang
Your presentation went very well – congratulations! Now here’s the final key: don’t let them forget about you. Stay in mind and make a memorable impression with a leave. This can be a printed version of your presentation or a folder with useful documents, but don’t be afraid to think outside the box.
Consider an iPad with a pre-uploaded presentation for a high-end customer or a little extra like gourmet cupcakes from a local bakery (hey, that shows you’re local).
In each of these tips there is a common theme: trust. If you believe in yourself, your services and the value you provide to your clients, you will shine. Shoulders back, smile and breathe – your authentic self and unique skillset will take you far. It is time to communicate them.