All hail the listing presentation! While technology has streamlined and gussied up the real estate transaction over the years, the listing presentation still reigns supreme as a critical component of a real estate agent’s success. While certain tried and true factors still play a starring role in the listing presentation – ie, the comparative market analysis, the agent’s personality - new components are catching the eye of prospective homeowners and elevating presentations to a new level.
RISMedia recently surveyed its readers to uncover what formulas work best in creating a winning listing presentation. From different presentations geared toward different markets to mapping out a strong marketing strategy, agents are focused on making a strong connection with home sellers and setting themselves apart from the competition. The biggest competitive differentiator path forward? Content.
Survey respondent Paul Aspelin with Beyond Homes Realty in Victoria, Minn., for example, creates a listing presentation that is 100-percent original content. “My listing presentation is a compilation of 15 years and hundreds and hundreds of listing appointments to get it to what it is today,” he says. “It has evolved with my career.”
According to survey results, the majority of respondents (31 percent) report that most of their listing presentations are comprised of original content. Not only does this help distinguish an agent’s listing presentation from others the seller may be seeing, it positions the agent as a source of valuable real estate and community information.
“I include recent articles and infographics as well as brokerage materials,” reports Barbara Hughes with RE/MAX Village Square in Montclair, N.J.
Adding original content also helps agents convey their unique voice. “Most of the seller presentation was put together by Berkshire Hathaway HomeServices, but I've customized a lot of it to say what I want it to say,” says respondent Kenneth Bennett with Berkshire Hathaway HomeServices Florida Realty.
Take a look at our survey results in this infographic, then let us know how you’ve made your listing presentation unique.