A listing presentation is expressing facts versus assumptions about Real Estate property. It's listening to the Seller's needs, getting their names right the first time, and presenting factual information that is truthful without making assumptions or false promises. I focus on problem solving and being honest. My business is built on referrals and my reputation matters. There are three key points I focus on for a successful listing presentation.
1. Establish Identity
I cannot afford to mispronounce, misspell or assume two people share the same last name or that they are even a couple. When it comes to Real Estate, one can never assume there’s only one person’s name on the deed, even if that person is single. I establish identity right from the start and I am careful to get the names right. I perceive a person's name as sacred. When I am on a listing presentation, if I can’t say, spell, or remember a name, how on earth will you trust me to represent you?
I do not assume a couple shares the same last name even if they refer to each other as a spouse. It's very important to double- triple- and quadruple-check any papers I am asking someone to sign.
Would you trust someone to execute any papers on your behalf or sign an agreement to work with you if the other person can’t remember to get your name right the first time or worse after they corrected you? People are only human; however, even if people are polite, laugh, and say “It’s okay – chances are, it’s NOT okay. I cannot afford to make mistakes.
THE MOST IMPORTANT WAY TO ESTABLISH PROPERTY IDENTIFICATION IS TO LISTEN.
2. Don't be Tempted to Tangle Tales.
This is like shooting yourself in the foot right after you get inside the door. A listing presentation is all about gathering facts and details to list another person's property. No matter how similar I've heard stories like yours before, this is your story and I will show my respect..
I vow to be professional - I know you don’t care about my previous clients or similar situations; nor do you really care that I may share your personal, emotional or financial wounds. Nobody likes a know-it-all – I will put on my Poker face, listen and pay attention to you - It’s all about you – PERIOD!
MOST AGENTS ONLY GET ONE SHOT TO GET THE LISTING AND ESTABLISH CREDIBILITY.
3. Don't be Afraid to Just Say No.
It’s professional courtesy to be honest. I will not even mention that I have integrity if I can’t be honest with you about list price, condition, issues or concerns about the listing. I will not promise to deliver and dangle words of enticement if it isn’t true just to get the listing. I will never place my personal interest above your own needs, wants or desires.
A licensee has an obligation to avoid misrepresentation. I am not afraid to say no and I don’t waste anyone’s time. I have a fiduciary responsibility to be ethical and I know what is legally acceptable by the license act. If I can’t be honest, I would be too selfish thinking about not wanting to lose the listing to a competitor. Keeping my honor and reputation is worth everything to me. Maybe a competitor would be perfect for you? If so, it's better for me to walk away before I begin to lose the listing anyway.
Rejection is part of life – even if it doesn't work out and I do reject a listing, I will always maintain professionalism. I do not make promises that I can’t deliver. I do not talk about past clients or burn bridges with other people. On a REALTORS® journey, I take the High Road - Do no harm. I conduct myself as a professional licensee and I listen as if our lives depends on it. I don't tell tales – it isn’t relevant. I have the courage to just say no when it isn’t right or ethical.
If you are a Seller and you want to consult further, please let me know. My primary goal is to focus on your needs and to help you get to where you need to be.
MOST SELLERS HAVE A STRONG MOTIVATION AND A TIMELINE - A LISTING AGENT MUST BE ETHICAL, AN EFFECTIVE LISTENER AND COMMUNICATOR.
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