Decide on Your Listing Presentation Style Once you’ve determined your preferred style for the appointment, it’s time to figure out your style for the presentation itself. Agents often tailor their presentation for the prospects’ benefit. Factors such as age, situation, lifestyle and interests can all impact how you choose to give your presentation. Mary, for example, considers the age of her prospects, and finds herself crafting a more robust listing presentation for older homeowners, since she assumes they aren’t as likely to have sought information about the market and neighborhood from the internet. There are three main focuses to consider, but each of the three can be narrowed further in accordance to what the prospects might want or need. Remember that a great listing presentation will have some elements of all three of these, but what
you want to concentrate on can vary. The CMA/Market Analysis Focus
This presentation is heavy in market statistics and numbers and is not a particularly emotional presentation. Here are a few reasons you might want to consider this kind of listing presentation: ● The prospects are engineers, accountants, or “number people” ● The prospects are strangers to you, not referred or met previously in person ● The local market is vulnerable and/or geared more toward buyers ● The prospects are in a tough financial situation One agent we spoke to, Steve Dozier, believes in the power of market analysis for his own listing presentation: “I show them the active listings that they'll be competing against and closed listings that I'm comparing their house to. We also do a quarterly market report every month, and we work it out by counties. We spend a lot of time [on it]. This company is big on market data and information,” he says. In Steve’s opinion, showing market data means that you’ve done your real estate homework, something that should matter to your success. “Learn the market, be dedicated to what you do, and do it full time,” he says. The “I Have the Best Strategy to Advertise Your Home” Focus
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