Whether you’re a new agent or one that’s been doing business for a while, finding new prospects and deals can be challenging, especially in a competitive market like the one we have today.
If you need help closing deals in the real estate market, I have a couple of strategies that work time and again.
One is to send out personalized video text messages to your sphere. Nothing fancy, and nothing work-related.
These text videos should be friendly, focusing on engaging with your sphere about what’s important to them, like a birthday or significant life event. Or simply just to say hello.
It’s simple to create and send, and if you focus on sending ten video texts a day to people already in your sphere, you’ll be able to gin up some leads and referrals in no time.
Another strategy I’ve used that works like Gangbusters is to create killer real estate listing presentations.
The Killer Real Estate Listing Presentation
Creating a killer listing presentation is one of the most critical aspects of selling a property. A well-crafted presentation can help you showcase your expertise and persuade potential clients to choose you as their real estate agent.
In a competitive market, making your real estate listing presentation stand out from the rest is essential.
While there are many ways to make your listing presentation unique, it's essential to focus on the key elements that will make your presentation compelling and engaging.
If you want to create a killer real estate listing presentation, you must be strategic, creative, and well-prepared.
Why Is A Listing Presentation Important?
A listing presentation is a sales pitch given by a real estate agent to a homeowner who is interested in selling their property. The purpose of the presentation is to convince the homeowner that the agent is the best person for the job and to secure the listing agreement.
These are essential to a real estate agent's job and the lifeblood of securing your business.
It is the process of presenting a property for sale to potential buyers. The purpose of the listing presentation is to convince the seller that you are the right agent to sell their property. In addition, it is your chance to showcase your skills, expertise, and market knowledge to the seller.
A compelling listing presentation will help you win the seller's trust and confidence, which can lead to a successful sale.
It also helps you establish your brand in the real estate market and attract more clients, making it crucial to invest time and effort in developing a well-crafted and personalized listing presentation that will set you apart from your competition.
Before A Listing Presentation, Establish Your Expertise
There are three parts to winning a listing. The first is the pre-presentation marketing which includes outreach and education materials. The second step is the actual listing presentation, and the third is the follow-up and marketing of a new listing.
To begin with, you need to develop some recognition and trust in the potential client about you and your services.
There are a variety of ways to do this, from social media to golden letters to blog posts sharing success stories, providing testimonials from satisfied clients, highlighting your credentials and achievements, and more, but establishing your expertise before a listing presentation is crucial to winning the trust and confidence of potential clients.
Also, think about what your potential client may want to know and create content on a blog, e-Book, webinar, or social media that addresses the things that interest a seller in your area.
It could be about market trends, marketing tips, improving curb appeal on a home, or touch-ups and renovation tips to maximize the purchase price.
Doing this will set you apart from other agents and position you as a trusted advisor who can help clients achieve their real estate goals.
This can lead to more successful listing presentations and better business opportunities.
Understand Your Real Estate Clients Needs Before The Listing Presentation
Ok, this is a big one. If you want to create a killer listing presentation, you need to understand your client's needs before you ever try to pitch selling their house to them.
Try to understand their “why” and how you can help them. This strategy will help you in your pre-listing efforts and prepare for your listing presentation.
Understanding your potential client's needs can also aid in building trust and rapport with the clients, making it easier to strike a deal.
One of the most important things to do ahead of time is to do a deep dive into the local market so that you can present the challenges they may face and provide them with different solutions to those problems.
So, before you meet with the potential seller, do your research. Know the market, know the competition, and what you can provide that they don’t.
For example, you have a big book of potential buyers or a lot of name recognition. Don’t worry if you’re starting and don’t have those things, just think about what sets you apart from other agents and how you can stand apart from those other agents.
As you’re talking about what sets you apart, one thing you can control more than any other factor is your knowledge of the local market and what homes in the area have sold for recently.
This step will help you answer the seller's questions and give them confidence that you know what you're doing.
Second, and this one is crucial, listen to the seller. The most important thing you can do is to listen to them. For example, what are their goals for selling their home?
What are their concerns? What is their timeline? The more you understand their needs, the better you can position yourself as the right agent to help them achieve their goals.
Create An Engaging Story
Before creating a killer real estate listing presentation, you want to educate your potential clients about the market, your services, and what sets you apart. I’ve written a book called Savvy Seller, which has three different versions to help guide you through the importance of this step.
When it comes to listing presentations, it's essential to not only present data and figures but also to tell a compelling story that captures the attention of potential clients.
- Start with a strong hook. The first few minutes of your presentation are crucial for grabbing your audience's attention.
You want to start with something that will make them want to keep listening.
An excellent way to do this is to tell a brief but captivating story, such as a previous home you've sold or a current property you're working on. - Be personal. The best stories are the ones that are personal and relatable. Share your experiences with your neighborhood's homes and how you’ve helped families or people similar to your potential client.
Talk about why you love it and why you think your clients will love it too. This will help build trust and rapport with your audience. - When you're telling your story, focus on your listing benefits. What are the things that make this home special? Why would someone want to live here? Be sure to highlight the features and amenities that will appeal to your target audience.
- Use visuals to support your story. Visuals can be a great way to add interest and engagement to your presentation.
Use photos, videos, or even props to help illustrate your story. This will help your audience visualize what you're talking about and make it more memorable.
By creating an engaging story, you can establish a deeper connection with your audience and help them envision the exciting possibilities of working with you. And by incorporating personal anecdotes or real-life scenarios that showcase your expertise and ability to sell properties successfully.
Remember, a memorable story can be the difference between a forgettable pitch and a successful partnership.
Tailor Your Presentation To Match Your Client's Needs
Ok, now that you’ve done the pre-search and created an engaging story, the next step is to tailor your listing presentation to each client's needs and preferences.
For example, you should consider the type of property and its location, as well as the needs and expectations of your clients.
So when discussing this all with the seller, explain that if the buyer is looking for a family home, show how you’ll market and highlight the property's features that make it an excellent option for families.
You should also focus on the benefits you provide, such as marketing strategies, services, and access to resources that will help the client sell their home quickly and at the best price. But, again, if you’ve done the first couple of steps already, this reinforces what the seller perceives about your services.
By tailoring the presentation to match your client's needs and preferences, you can ensure that they leave a lasting impression on any potential sellers and increase the chances of getting the listing.
Develop Your Listing Presentation Strategy
When it comes to listing presentations, having a good strategy in place is essential to success.
Before you meet with your potential client, start with the end in mind.
What do you want your sellers to do after your presentation? If you want them to sign the listing contract, have it in hand and ready to present to them.
Or if they’re not ready to sign, do you just want them to keep you in mind when they're ready to sell? In that case, have something memorable to leave them with, like a book, home evaluation kit, or other soft-marketing promotional materials that help make you stand out and memorable.
Once you know what it is you want them to do, you can tailor your presentation accordingly.
In general, it's essential to develop a plan of action that outlines the steps you will take from initial contact with a client to closing the deal. The more research and work you put in before your listing appointment, the better off your chances are to win the contract.
Win The Listing Before You Arrive
“Win the listing before you arrive” is a strategy I use and suggest to agents that sets you up for success and makes it so that instead of you having to do a ton of prospecting, it gets sellers to contact you. It means securing a potential client's commitment to using your services before actually meeting them.
To accomplish this, you need to showcase your expertise and demonstrate the benefits of working with them through various marketing strategies such as social media, email campaigns, and online reviews.
The purpose of winning the listing before you arrive is to establish trust, build a reputation and increase the likelihood of closing the deal.
Doing so saves time, money, and effort on your part while making the client feel confident and satisfied with their decision.
To win over sellers with your killer real estate listing presentation, create video content that solves their problems. First, identify the prominent issue people face when selling, then teach them how to solve it.
For example, many sellers need help finding a new home.
You can teach them about selling as a contingency or, if you’re in California, a 1031 exchange, which is a way to sell a home and avoid hefty capital gains taxes. Explaining these benefits to your potential client will help them understand their options and position you as a local go-to expert in real estate.
