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Information To Help You Improve Your Listing presentation

By
Real Estate Broker/Owner with Tutas Towne Realty, Inc and Garden Views Realty, LLC BK607690

My coffee is cold!Hi folks. Recently I received an email from an agent asking me about Listing Presentations. I've written often on how I handle my presentations. Here are the basics.

First, I want to let you know that my listing presentation may be a little different than most. I've never had any training and I've never been on a listing presentation with anyone. I haven't read the book and I didn't listen to the tapes. My presentation was learned by 15 years of trial and error.

To me, the most important part of the listing presentation, is the phone interview, prior to me meeting with the potential Seller. By the way, the Seller is not interviewing me, I am interviewing them. When a potential Seller calls me, I always chit chat for a few minutes, get the address of their property, their phone number and tell them I will call them back in a few minutes when I can give them my full attention. What I'm doing is delaying the conversation to give me time to research their property. It only takes a few minutes but I want to find out as much as I can before I call them back.

When I call them back, normally within about 15 minutes, I already know how much they paid for the property, how long they've owned it and what range the value should fall in. I've sold a lot of properties in my market, so my rough estimate of value will be within $5,000 to $10,000 with out even seeing the property. Now what I need to know from them is:

  • Why are you selling?
  • How much do you owe?
  • Where are you moving to?
  • What do you feel your house is worth and why?

If the answers to these questions are satisfactory, I make an appointment to meet with them. This is what I say:

  •  "OK so let's set a time to get together so I can look at your property. Once I've seen it I will be able to give you a precise estimate of where we need to price your house to get it sold. What's your schedule like? You don't get home until 6 pm during the week? Sorry I don't do evening appointments. I'm a morning guy and I want to be 100% when we get together. Are you off on Saturday? Great, let's get together Saturday at 11. That will give me time to get all my information together, so when we meet, we can get your house on the market right away. See you then. Oh, before I forget what's your E-mail address? I want to send you some info so you can read up on me and also see how I handle my marketing and how your property will be displayed on my website".

Now folks, as you can tell, I have already taken their listing in my mind. I will send them an e-mail as I told them I would and they can do their own research on my services. I do not need to rehash this with them when we meet. I have also already pre-qualified them and know that they have a property I will be able to price right and get sold.

When I do meet with them, it is really just to get to know them a little better and to go over pricing with them. I do not go over marketing or any of that stuff. Once I have given them my pricing strategy I immediately start talking about how showings will work, how we negotiate offers together, the possibility of Buyers asking for closing costs, inspection and repair issues, prequalification letters, the closing process etc... What I am doing is keeping them focused on selling and closing NOT whether or not to list with me.

My strategy, cocky or not, is that I am the one deciding whether or not I want to list their property not vice versa. I have a lot of confidence in my ability to sell their house and I want them to "feel" this from me. I do not beg for listings. I do not fear losing the listing. My job is to give them the truth about the market and what it will take to get their house sold. If for some reason they do not want to list with me, at the price I have recommended, then there are no hard feelings. I wish them luck and I leave.

I leave them knowing that they can call me anytime, whether it's to list at a later date or if they just have questions. I am there for them when they are ready to take my advice. I never burn my bridges. 

Broker Bryant's tips:

  • Always be 100% honest about pricing.
  • Tell Sellers what they need to know NOT what they want to hear.
  • Be genuine. Folks can tell when you are faking.
  • Concentrate on what they are trying to achieve NOT how good you are.
  • The listing presentation is about them NOT you.
  • Listen. Listen. Listen. Listen.

Got any tips for me?  

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 Tutas Towne Realty, Inc handles Florida real estate sales, Florida short sales, Florida strategic short sales, Florida pre-foreclosure sales, Florida foreclosures in Kissimmee Florida Short Sales, Davenport Florida Short Sales, Haines City Florida Short Sales, Poinciana Florida Short Sales, Solivita Florida Short Sales,  Orlando Florida Short Sales, Celebration Florida Short Sales, Windermere Florida Short Sales. Serving all of Polk, Osceola and Orange Counties Florida. Florida Short Sale Broker. Short Sale Florida.

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Comments (123)

Sharon Alters
Coldwell Banker Vanguard Realty - 904-673-2308 - Fleming Island, FL
Realtor - Homes for Sale Fleming Island FL

Bryant, I liked your approach last Spring, and it's solid today. It always will be solid because it is based on sound business principles. I'll bet most of your listings sell.

Mar 07, 2010 10:24 AM
Michelle Fradella-Barfuss
Broker, Marketing Coach, Trainer - Red Rock Real Estate - Salt Lake City, UT
Author of "Top 10 Mistakes Agents Make When Market

Kudos on an excellent post, Bryant!!  Great approach!  I will definitely share this with my agents.

Mar 07, 2010 11:25 AM
Kay Van Kampen
RE/MAX Broker, RE/MAX - Springfield, MO
Realtor®, Springfield Mo Real Estate

Bryant, once I quit worrying about whether I was going to get the listing.....it's all about where I want the listing, the listings became easier.  I also know when I walk out of the listing if the sellers are going to cooperate or be difficult to work with.  You presentation is right on.

Mar 07, 2010 11:30 AM
Anonymous
John Arend

BB, thank you. That was good, informative, fresh and honest. Just the way I like it.

Mar 07, 2010 12:33 PM
#107
Jean-Paul Peron
The Outer Banks Real Estate Copmpany - Corolla, NC
Carova Beach - Living & Working in 4-Wheel Drive

Bryant - Yuo are so right. I to take the attitude that I am getting the listing, and make my discussion be all about them, the property, and the process. It works so well that I sometime forget that competition even exists until one in a blue moon that says that they are talking to others, and I get truly surprised. :)

Mar 07, 2010 08:52 PM
Laura Sargent
Carolina One Real Estate - Mount Pleasant, SC

great - short and sweet - do you ever refer the listings you don't want or jsut cut the call and move on?

Mar 07, 2010 10:30 PM
Roberta Kayne
Dublin & Central Ohio Homes - Dublin, OH
CRS, ABR, SFR, RRS, Realtor, Re/Max Affiliates

Great post.  Thanks for sharing the tips. I agree and try to do just that.

Mar 07, 2010 11:03 PM
Anonymous
Anonymous

Thanks for the informative post. I am in the process of putting together a power point presentation for listing appointments but now I am not real sure. Need to give that some more thought. Take Care

Mar 08, 2010 12:19 AM
#112
Latonia Parks
Top Bragg Realty, Fayetteville NC, Home of the 82d ABN DIV - Fayetteville, NC
Certified Military Relocation Expert

Love this post, Bryant.  It is full of how-to information to help anyone who is in this position.  I will implement this in my presentation to give it a try. I average 3 listings at any given time but I do want more. I have even tried your expired letter....a 100-stamp roll later....and stopped.  I know the key is to continue but it began to bore me with no obvious/quick results.

Mar 08, 2010 01:12 AM
Ryan Cha
RC Edwards Realty Dallas/Fort Worth, Texas - Dallas, TX
Broker

Great post.  I like the fact that it sounds like you are controlling the conversation by interviewing them.  That is so key right now since most homeowners are not even able to sell their home.  I ask the same questions, and give my honest feedback as to whether or not I think I can sell their home and whether or not I want to take the listing.  I'd rather set those expectations early on than disappoint them later. 

Mar 08, 2010 05:55 AM
Jeff R. Geoghan
Coldwell Banker Realty - Lancaster, PA
REALTOR, Marketing Manager

Bryant, how do you respond when the prospective seller, very nice and agreeable people, inform you during the phone call that they intend to interview at least  agents, etc.?

Curious.

 

Mar 08, 2010 08:33 AM
Doug Anderson
Tucker Associates Real Estate Services - Danville, CA
Bay Area Real Estate Views

Bryant - Thanks for providing the information.  I recently moved into the sales side after 17 years in lending and find that the great folks on AR are the first stop for research into the various ways to approach the biz.  Thanks again. ~Doug

Mar 08, 2010 09:02 AM
Anonymous
Anonymous

I love your honest staight forward approach.

Mar 08, 2010 10:13 AM
#119
Beverly of Bev & Bob Meaux
Keller Williams Suburban Realty - West Orange, NJ
Where Buying & Selling Works

The best comment in your piece here is, "Concentrate on what they are trying to achieve NOT how good you are."

Most companies train and train to go in proving all the tactics we will deliver if you list with us. Your point is so dead on. I like it!

Mar 08, 2010 11:12 AM
Kathy Schowe
California Lifestyle Realty - La Quinta, CA
La Quinta, California 760-333-8886

What an amazing post!!  So many great ideas... but I really like being in charge... and deciding whether you want to take the listing or not.  Thank you for posting... I will re-blog it!

Mar 08, 2010 04:11 PM
Paul Hodge
Keller Williams Realty / Lake Norman-Cornelius - Huntersville, NC

Great post, thanks for the all of the ideas you present. It is good to hear how the top producers are doing it.

Mar 09, 2010 10:43 PM
Jeff Stone
Douglas Elliman - Port Washington, NY
Seniors Real Estate Specialist

Bryant, you've got the 'right stuff'.

Mar 11, 2010 03:02 AM
Bob Sweazy
Prudential A. S. de Movellan Real Estate - Lexington, KY

Great information. I'm going to revise my presentation.

Mar 29, 2010 10:09 AM
Carly Gonzalez
Carstin Realty LLC - Austin, TX
Carstin Realty

Thanks for sharing!

Apr 04, 2010 08:52 AM
MaryBeth Mills Muldowney
TradeWinds Realty Group LLC - Braintree, MA
Massachusetts Broker Owner

this is a great post - thank you for sharing your knowledge based presentation skills, really appreciate it.

 

Jan 23, 2016 11:31 PM