Listing Presentations: What’s Your Winning Formula?

Posted on Feb 4 2016 - 9:58am by Housecall


listing presentListing presentations are the bread and butter of the real estate industry—and like every market, no two are alike. So, we want to know:

What's your winning formula?

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19 Comments so far. Feel free to join this conversation.

  1. Joanie Hynes February 5, 2016 at 6:49 am -

    My listing presentation includes a copy of the Deed for the current property. Its amazing how impressed sellers are when you present this to them. its also valuable in knowing how Title to the property is held as to who the actual sellers are.

  2. Debbie Seals February 5, 2016 at 10:53 am -

    The Nashville Market is Very Diverse. I have to treat each presentation totally different. I really think the winning factor is being a professional, a simple but informative presentation and having lived in this area all my life.

  3. jeanne cooper February 5, 2016 at 12:08 pm -

    RE Survey: The most important advice I give sellers is the three P’s of marketing anything PRICE,PRODUCT AND PROMOTION
    and then remind them they control the product and the price my job is the promotion.Then I remind them if any of the 3 are out of balance your home will probably not sell as quickly as they may want.

    • Rick McKean February 8, 2016 at 11:51 am -

      You have nailed it down. I feel you do not want every listing but there is no way you can sell the house if you don’t have it.
      So I agree that your three P’s are the root core of how it is done. I like to under promise and over deliver. That gets me referrals all the time.
      Great Job Jeanne

      • j todd February 23, 2016 at 7:09 am -

        Hey Rick, hope all is well!

      • Mathias McGuire February 23, 2016 at 5:14 pm -

        Rick is a SAGE! Always learning something from him, even when it’s just to listen to those around me.

    • Margaret Woda February 20, 2016 at 2:17 pm -

      I love the “3 P’s.” The simpler the better, and I may have to think about that approach. It gives you a lot of flexibility to personalize each presentation within your general outline. That’s kinda what I do.

      My visual listing presentation, based on “common sense home selling secrets,” is one of images that trigger the same script I’ve used for decades – with modifications over the years for such things as new technology, changing market conditions, the seller’s personal situation, or the property itself. Today, it’s an iPad presentation created on Keynote, but years ago it was a loose-leaf binder… and sometimes I just deliver the script casually and conversationally without any visual support. It depends on the people and situation.

      Prospective sellers sometimes don’t like my pricing analysis and they go with an agent who will overprice the property, but the presentation itself is a winner for me.

  4. Angela Mooney February 5, 2016 at 2:38 pm -

    I make the presentation unique to the individual I am speaking with. I determine what I think their wants and needs are,whether the real estate in question is residential,commerical,land,lakefront or a rental, then show them a plan of marketing. I have different avenues of thought on the marketing. I also ask them what they are looking for in a Realtor and then present them with a Consumer Notice that explains our representations as an agent and or agent for the buyer. I also explain the free market analysis I will do for them and will go over it with them. I always ask for questions and their input to the marketing of their home.

  5. PEGGY LYN SPEICHER February 5, 2016 at 5:34 pm -

    I put the focus on the Seller, not me. I ask a lot of questions and I LISTEN…that’s why I call it a listENing appointment.

  6. don day February 8, 2016 at 6:49 am -

    We take use the same process & systems for a $99,000 listing or a $9 Million. Same professional photos, videos, color brochures,social media campaign, & same target mailer.

  7. Julie Thum February 8, 2016 at 9:22 am -

    I have a great listing presentation. I was coached for 2 years by Debra Asher; she’s my mentor

    • Ginette Skelton February 12, 2016 at 10:09 am -

      I’d love to see a sample! I’m trying to update mine now.

    • Susan McCullough February 26, 2016 at 11:26 am -

      Hi Julie,

      I’m always looking for ways to improve my listing presentation and would love if you’d be willing to share yours. I don’t believe we’re from the same area so would you be willing to share?
      Thank you,

  8. Linda Stewart February 8, 2016 at 10:16 am -

    My listing presentation varies with each client, but the first thing I do every time is walk through their house, letting them know that we need to work together to get the most for the property. I typically go prepared to take the listing, but leave a lot of my tools in the car until after we get to know each other.
    The best tool I have is my winning personality and drive to get them maximum profit. Of course, I also have the usual tools~ internet & social media marketing. But none of that matters until they know I care about them and their goals.

  9. Peggy James February 8, 2016 at 4:48 pm -

    I bring all the comparable homes for past year to show the trend and direction market is headed. A sellers net sheet because all sellers want to know the bottom line! I always go with a filled out listing agreement. The only thing I typically need is the loan balance, the conveyances and to know what the sellers ultimate goal is. I share with them a step by step marketing plan based on their homes, needs and timeline.
    I also to show sellers our track record for getting homes sold and how listing a home today is all about “Online Marketing”
    Then I share with them that I met my husband online and that is what help me become the best REALTOR I could be. Buyers today just like an online dater have something in mind before they ever start looking. They look Browze listing at work, on their cell phone and at night.If the front of your home is not what they are looking for, you lost the buyer before they ever crossed the threshold of you’r home! “You need a REALTOR who is a marketing expert in today’s online real estate world.”
    Then I show them #twinssellingrealestate on Instagram, Facebook, LinkedIn, Pinterest
    Then I share with them if they are downsizing or buying a move up home they get my identical twin sister to help them moving forward.

  10. Mary Zentz February 11, 2016 at 2:52 pm -

    My CMA is heavy on content pulled from a variety of sources. Left brained clients love to look at graphs and charts. Lots of Infographics make it palatable to both right and left brained sellers. Local info is so important as TV and newspapers tend to stress national info. And I add a lot of personal info about their home, subdivision.

  11. Jim Lee February 20, 2016 at 7:07 am -

    Before we sit down with sellers we have them walk us through the house and point out any improvements or additions they have made since buying. We make improvement suggestions during this walk thru as well as staging tips, clean out closets, etc.

    Two parts to our listing presentation. First (or second) is local market data; comps, market trends, absorption rates for the area and the market.

    Second is marketing. First we explain the difference between Realtors and licensees and show them a copy of our Code of Ethics. Section 1 deals with our 3 “P”s of market: Preparation, Pricing, and Promotion and we contrast our 3 Ps with a typical licensees 3 Ps, “put a sign in the yard, put it in MLS, and pray someone else sells it.

    We talk about the 3 “C”s of staging: Clean, Clutter Free, and Colors. Why pricing to the market is so critical, and how we promote their property based on what NAR surveys say buyers are looking for. I’m an accredited stager so we offer staging as a value added part of our service.

    We talk about our online presence and promotion including social media along with low tech like “Just Listed” post cards to neighborhood and a flyer box in the front yard if possible (we keep our flyer boxes full at all times by putting our sellers in charge of keeping them stocked up. That let’s them see activity first hand.

    We ask them how often and how they want to hear from us and how, e.g. call, email, text. We show samples of weekly market reports we provide on activity

    We show a few testimonials and direct them to our website to see former seller videos.

    And finally we touch briefly on our qualifications, designations, and certifications we have as well as honors we have earned.

    We also charge a bit higher fee based on a sliding upward scale the seller chooses. We start at 6 apples and go up explaining that offering a co-op agent who may bring a buyer is often incentivized by the prospect of a higher paycheck. Most get it and choose a higher number but we’re also content with our minimum of 6 apples.

    Finally we ask for the listing even if they say up front they’re talking with others. We always ask while we’re there and many times they say yes on the spot. You don’t get if you don’t ask. We don’t really care to be first, last, or whatever; we’re going to do a thorough, professional presentation and ask for the business.

  12. Karen Marshall February 21, 2016 at 10:12 pm -

    Similar presentations with Luxury homes being offered more and exclusive marketing avenues. National statistics for Luxury home sales and market place.