Listing Presentation Guide - Referral Marketing.pdf

Mistakes to Avoid with Listing Presentations Don’t botch your whole presentation — or your whole listing appointment — by making one of

these rookie mistakes. Totally winging it

You might be tempted to wing some or part of the listing presentation and the appointment in general. Do not do this. If you do, you likely will not get the listing. In order to instill confidence in the sellers about your ability to sell their home at a fair price, you will need to be prepared. Practice every part of your presentation beforehand with friends and family. Not putting in the proper research If you go to your presentation without doing your homework, it’s going to be painfully obvious to the owners. Make sure you look up the proper information about their property, their neighborhood, and the local market. Not adapting to the homeowner’s communication style The most successful agents understand the need to be versatile in a presentation. The same delivery won’t work for every homeowner. Obviously, someone in their 50s responds to a different style of communication than someone in their 20s. Not only that, but one 30-year-old could have a completely different style of communication than another 30-year-old. Mentioning other agents or talking poorly about them There’s really no reason to mention anyone else when you give a presentation. Don’t craft your presentation around comparing yourself to other agents or talk about how anyone else markets their listings. Most importantly, never throw another agent under the bus and insult their work. If the seller starts bashing their previous agent or agents, refocus the conversation to talk about what you will do for them, not about what the previous agent did wrong. You can point out why the listing may have failed, but don’t mention anything personal about the agent's abilities or tactics. Making it too much about yourself instead of focusing on them A frequent misconception about listing presentations is that you are there to sell yourself. While you are showing a homeowner what you can do, your real focus should be on what you can do for them.