This is Part 4 on a series of post about how to present a GREAT listing presentation.
4. Believing that one size fits all.
With today's technology, real estate professionals have never had it so good when it comes to presentations. Unfortunately, many real estate professionals tend to develop one stand-alone presentation that they use for all of their appointments.
In reality, one size does not fit all.
Prospective sellers, types of properties, and other factors determine what type of presentation you should give and what information should be contained in the presentations.
For example, a buyer's presentation for "first-time" homebuyers will need to cover different information than, say, a presentation to relocation buyers. A listing presentation for a primary residence should be different than a presentation for a second home or investment property.
Developing a wide variety of presentations that you might give on a regular basis is a must. Save your presentations on your computer, where you can easily pull up, edit, and personalize to meet the specific needs of the potential client you're meeting with.
5. Not following through.
After you develop and tailor your presentations, your work doesn't stop there. You have to now use that presentation. I see a lot of practitioners put together great information but when the time comes for that face-to-face meeting with prospective clients, they don't use the presentation they spent so much time putting together.
Whether it's the fear of intimidation, too much time required to boot up their computer, or the attitude of "I can do it without a structured presentation," some real estate professionals throw out their hard work and just try to "wing it."
The truth of the matter is that most prospects don't mind a presentation. After all, a picture is worth a thousand words. Showing a printed report on what has transpired in your marketplace is more persuasive than you verbally trying to convince the consumer that homes have not sold in their subdivision. A good written report is always well received.
So, Just Go for It!
In a listing presentation, it's more important to let your prospective clients lead the discussion about what their needs are and then, matching their personality styles and their need for details, and try to convince them that you're the best person for the job.
Keep in mind these listing pitfalls, and then go after that next listing - more prepared than ever.
Daniel W. Hayes, Realtor