Okay, you have your scripted list of questions that you are going to ask each and every client.  These questions are geared to give you vital information that you can use later to close the seller on any offers received (if you don't have a list of questions to ask, e-mail me.  I'll give you the ones I used to use);

You've inspected the property as a professional, finding something to complement them about regarding the home.

Now comes the all important presentation; this is what will set you apart from your competition.  First, think of what your presentation looks like now.  Take a brutally honest look at it.  Is it professional?  Could it be better?  Do you talk about how great you are (aka. bragging) or do you let your presentation say the same thing?

Your presentation book should be divided into four separate sections.  They are:

     -  Company Information
     -  Personal Information
     -  Marketing Techniques
     -  Objection Handling Section

First, company information.  In this section, put all kinds of information that makes your company stand out from the other companies.  This section could include your company mission statement, market share reports, bar charts, whatever you can imagine to set your company up as the best option for them to market their home;

Second, your personal information.  THIS SECTION IS THE MOST IMPORTANT section of the book.  In here, you will place any and all information that tells the client that you are the best Realtor in the world.
Put your resume in here.  After all, you are applying for the job of marketing their home.  You give a resume for other jobs; why not here as well.  At the very least, it will set you apart from your competition.

Include certificates for continuing education courses and seminars that you have attended.  Show your commitment to your business.  Include letters of recommendation from your past clients.  You don't have any?  Shame on you!  GO GET THEM!  Include a cumulative sales record for all sales that you have made in your career.  Show the address, list price, sales price and the final percent of list price that the property brought.  This alone is a very POWERFUL tool.  If it is to your advantage, include the days on market for each of your listings.  Only include this if your DOM is less than the current market average.  Include pictures of some of your listings that brought full price along with an MLS printout.  Finally, include any other items that you think will demonstrate to the client that you are the best person for the job.

Third, your marketing section.  Include in here the different methods of marketing that you will employ to get their house sold.  Include a copy of the multiple listing sheet(s) that you fill out for each listing.  Include the Seller Disclosure Form to show them what to expect.  Include copies of advertisements that you or your company have done (Real Estate Book, Homes and Land, Display ads, etc).  Show some of your web pages and how the properties are presented.  You want to include anything that you or your company does to market homes.

Finally, you need an objection handling section.  This is something that will be built up over time.  Keep your eyes open for newspaper or magazine articles, Internet articles, anything that will address possible objections to moving forward that you will invariably hear.

Possible drawbacks to waiting?  Got that.  Urgency to sell.  Got it.  Selling without a Realtor?  It's in there.  They only want to sign a three month contract?  Got that covered.  They want to compare you against other companies?  Already did it.

The possibilities are endless.  When in doubt, include it.  You never know when you will need it.

In conclusion, once you get your presentation book together, you need to practice with it.  You should get to the point where you can discuss the next page with the client before you even turn the page.

Remember:  you are a professional!  Look it. Act it.  Be it.  With this weapon, you will draw the client to one and only one conclusion:  YOU are the best person for the job!

Good luck.  If you have any questions about how to put your book together, let me know.

Just thought you should know.

Have a profitable day!

Steven