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Information To Help You Improve Your Listing presentation

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?

Are you a Florida REALTOR(R) looking for a change? Check it out. http://TTRealtyNet.com

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Posted by Bryant Tutas Broker/REALTOR(R) Tutas Towne Realty, Inc on 05/30/2009 04:28 PM

Comments (59)

Listing Presentations in the Sales Strategies / Tactics Channel

listing presentation, educational

Originally posted at: BrokerBryant.com: Information To Help You Improve Your Listing presentation

59 Comments on Information To Help You Improve Your Listing presentation

MAY

I do like the low pressure, high on education approach. Excellent. I also like your idea of it being a Listening presentation. Exactly the point. thanks for sharing this!

BB - this is an excellent approach. There are some valkuable tips here on improving our listing presentations (and the pre-listing). I can definitely make some changes myself.

Jeff

BB, I ask two additional questions on my listing appointment.

1. Are you both 100% sure you want to sell?

2. Are you both 100% sure you want to sell with me?

I;m surprised you never had any training. Your train yourself version is pretty good and seems to be working. Are you a brokers asscoiate because I thought if you were a broker you wouldn't be out getting listings you'd be mananging and training real estate agents, yes or no?

Be 100% honest about pricing is difficult but does have to be done, being the bearer or good news is great but if the news isn't so good you really have to be able to be honest.

Hi BB, well, I have to tell you, I get more pointers from you in this area, well ok, in many areas than I have gotten from anyone else in my career. I credit you with my recent string of winnings on the listing presentation! So, hats off to you and thank you!

I have tried methods from other posts you have written about listing presentations and they work. You are good at what you do. BB, do you go over a market analysis with them at the listing appointment? Listening is more important then promoting yourself during the appointment. Thanks for the great advice!

Thanks for your input, I like your approach by keeping it effective and simple!!! I also agree with pricing, what's the point if it is not going to sell, to have your name on something that doesn't move? Great Tips!!!

Good stuff Bryant. I like the confident approach you have with your listing presentations.

Hi Bryant!
This is great information! The only thing that I wouldn't do is not meet on a weekday evening. I would way rather keep my weekends to myself than have it interrupted with an appointment. I am already on go-mode during the week. Also, I got a listing because the other agent insisted on timing the appointments according to her convenience...it ticked off my clients and it is a nice listing.

BB.. This is great information.. I'm sure you do well with this plan. Thanks for sharing.

Good solid advice. You absolutely need to listen to the customer's needs. If the numbers work and the motivation is there, then and only then is it worth setting up an appointment to list.

So much for sales training!

Sales training is of no value with out people skills. True concerned empathy always trumps mutilation!

Add people skills to a little bit of product knowledge and a healthy dose of self respect while avoiding arrogance works every time. All other skills can be bought, borrowed, or acquired.

THERE ARE THINGS YOU MUST LEARN, but the most important things are instilled in you when you're very young! You were well prepared.

Bill

Bryant - Great attitidude! If they don't appreciate you, or don't choose to list with you, it is their loss. I bet you don't lose many (any?) :)

Bryant - thanks for agreat post. May I ask, what do you do if during the phone interview, you realize they are not going to be realistic with price? Or they will be difficult to work with, or you don't want the listing for whatever reason? How does that conversation go?

Listening well is a true art form that is a must in our business. Confidence always shines through with folks and honesty seals the deal everytime if the client is listening to what's being said.

Hi BB - I too assume they want to list with me and my presentation is simply to let them know what we are going to do together. This is an excellent outline of a great presentation, but the most important part of all is "listen, listen, listen." And take some notes so you are forced to listen and focus on one question at a time so that you aren't thinking of the next question and fail to pay close attention to the answers. Good post!

Good advice. I have accepted a couple of listings I should have said "no" to. Now, that I am a more seasoned agent, I realize it is a waste of my time and theirs to price it above market value. BTW, I clicked on your HILARIOUS video and did a search for listyourhouseforcheap.com ...to see if it would come up on the internet. IT DOES!! LOL!! Pulls up your AR blog. That was so funny.

All goo stuff, of course it's coming from a pro broker! I like the assumptive close, it's works for me as well. But only if it's one we want to take on.

Great post..........easy for agents to follow and learn from the best!

I agree but want to add that I know I have lost listings because of my honesty: honesty on pricing, that is. I just lost a listing because I wouldn't move off my suggested price. They listed with someone else (I checked the listing: no photos, spelling errors, etc.) but they made sure to e-mail me that they only signed on for 3 months. I don't mind being the bridemaid.

I needed to read this today. I've been working with a potential seller and having a hard time figuring out whether he is motivated. Upon reflection, he isn't.

BB, excellent advice. I also like your confident approach, being genuine and ability to listen. Thank you!

BB ! Not surprised at your success with such an efficient - home grown - approach to getting listings.

Fits your personality, and clearly is an effective way to initiate communication with potential sellers.

Very nice !

Cheers !

Sheldon

Hi Broker Bryant~ I think the real key is making sure they are motivated to sell and that they are going to work with you to sell the house and not against you! Also- you are so right, the listing presentation needs to be focused around the sellers needs, not ours!

You mean begging is out of the question? lol. Wonderful pep talk and insight into listing a home....and how we are the experts...not the other way around.

Evening BB, Probably a sign of an experienced agent to be able to walk away from an overpriced listing. Well Done.

Sorry I don't do evening appointments. I'm a morning guy and I want to be 100% when we get together.

I'm a morning person, too, but always feel compelled to show up at their leisure. Thanks for giving me the "100%" reason.

Good approach and it works many times for sure. All the best.

Bryant - I'm not surprised to see that your approach is solid and professional. These are terrific tips for any listing agent.

Bryant, Your post reminds me that I should use all the blogs I write to my advantage by sending some of the information to the sellers ahead of time. Such a simple but powerful idea. Thanks for sharing what works for you.

Bryant - Your tip about focusing on what to expect when you get an offer and the closing process instead of whether or not they are going to list with you is BRILLIANT! Or so it seems. Can't wait to try it. By the way, your videos are priceless! ~ Julia

Bryant, this sounds like a WINNER!! Thanks for sharing your listing approach with us.

Great Information. This is perfect for what we are going through in this market. Thanks!

Hi BB! You are SO right about many points here--listening is key and honesty about pricing is what so many agents are not doing here in Charlotte. I don't want to fight for a listing that the sellers are not going to be rational about pricing anyway--right? Just walk run away from them because they're not going to sell anyway!

Hope you're moved and settled in your new digs! Enjoy the weekend...

Bryant, your confidence shines through. Your approach is right to interview the sellers instead of the other way around.

Sharon

Hi Bryant -- If anyone read this post who doesn't know a thing about real estate, I believe they would walk away with total confidence in you, total trust in your honesty and you have led them in the right direction to achieve success.

You are not the first agent I've ever spoken to that does this sort of thing. I think part of it is just experience. The sellers can 'sense the vibe' from talking to you. If you're confident, they'll buy into it.

"Cocky" or not, it seems to work very for you, and the sellers will always know where they stand with you.

I also like for them to come to the office then after they list I will preview when I go out with the photographer.

MAY

Bryant - I like many of the ideas you presented in this blog posting as well as your older linked postings. I am going to implement some of them. Thanks for the info.

BB- You sweet talking smoothie... You are to Real Estate Salesmanship...what chocolate is to women, a sweet smooth delicious treat!

Good luck with your move!

Love the approach, but would you recommend doing that for those of us who have had less than 5 years doing this? Just curious to know.

BB, an excellent listing approach. Thanks for these valuable tips that will help me to improve my listing presentations. Great Post!!

Ooops :)

TLW...ROAR!

Bryant, great tips and you should be doing the training. One of the biggest reasons for your success is confidence.

You are STILL THE MAN!

We agree with your strategy 100% my friend. For the most part, we handle listings the same way. However, as usual, I've picked up a couple of wonderful tidbits from your post.

We appreciate you and TLW and all you do for the AR community!! Hope you have a wonderful Sunday afternoon and a fantastic week!

Hi BB!

Nancy and I use your approach with ALL sellers. Early in our real estate careers we took any listing we could get our hands on, but now we're not afraid to walk away. Having a listing you can't sell doesn't do anything but waste your time and the time of the seller.

The only other tips I would offer are to maintain good eye contact, and don't bring along a cumbersome laptop with a snazzy power point presentation. We tried that on the very first presentation we ever did and it was a nightmare.

We approach our listing presentations now as more of a counseling session instead of selling ourselves. After we took your advice about acting like you've already got the listing it helped us tremendously. Thanks so much for sharing stuff like this. It really does help! :)

I remember one time you posted on bonding with the sellers when you are there, as the data is already in, that helped me and I quite being all about the numbers until that occured.

Great addition to it.

I have operated much the same,firm but polite. I have seldom not got the listing unless I didn't want it. The feed back I get is, we interviewed 3-5 Realtors and you are the only one that looked the place over thoroughly and explained all!

Bryant: cudo's to you... It's not cocky and/or controlling to make the decision. You're the one that's going to provide the service. Why accept a job you know you can't complete to your standards and satisfaction. That's being a professional...

You make a lot of great points here. Honesty rules, give them the facts... It's about them, not you... and listen... Awesome...

thx... Rene'

I have a similar attitude, and IT WORKS. I always go in for a 1-step close ... except when I decide that I don't want the listing after all. If something comes up and I don't feel I'll be the best person for the job, I refer the listing out if I can.

LOL. You learned almost the same way I did, and you work almost the same way I do. And those initial questions are VERY important! They can save you many hours of wasted time.

I like it. I think sellers can tell when an agent is desperate for the listing! I think your experience and confidence shows to them-not cockiness.

Just bookmarked 'cause I'm too tired to absorb tonight but am certain I want to!

JUN

Very good advice. Great emphasis on the prior interview process.

JUN

Very good and timely post. I just went through a listing appointment that was a waste of my time because my pre-screen questions we not enough to the point. They will be in the future. Thank you for sharing the information.

Great advice as always. Sometimes it is sticking with the basics that is the best plan of action.

Hi guys. Sorry I didn't make it back over to this post. I have been crazy busy!!! Dealing in Short sales like I do is proving to be very time consuming work. I like it but it's a hard way to make a lioving.

As always though I greatly appreciate you stopping by. I hope this article has helped someone with their listing presentastion.

JUN

broker bryant..i always enjoy reading your blog. you're one of the realest most informative guys around...as always, thanks for sharing. this post really decreased my anxiety about listing presentations because eventhough my "conversational presentations" always work for me, i still always felt that i should have something more formal...thanks for the confirmation.

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