In a Buyer’s market, listings are a “dime a dozen.” If an agent has a pulse and a license, they can be a listing agent. When the market adjusts to a level market, listings come on the market at a steady pace, but it’s a bit more competitive to close one.
We are presently in an extreme seller’s market, and that equates to an Olympic competition to close a listing. More than one agent is invited to present a market analysis, and they are in competition for a listing that could be the last one for many weeks!
This is the time to review and improve what you use for a listing presentation. Always remember “the eye buys.” Just as “the eye buys” real estate, so, too, do those same eyes hire real estate agents. Your presentation materials need to be eye catching. They need to reflect the quality of things to come!!!
What you include for materials in your presentation will make or break your chance of closing a listing. We have been told that we were in competition with one other agent who was invited to a past listing we had, and we were chosen because of the marketing materials.
If you can’t market yourself properly, how will you convince a homeowner that you will do a fabulous job of marketing their home? Graphics are most important. People “scan” the narrative section. Make it slim, and bottom line the point you want to make. Provide colorful graphics that reflect that topic of each page.
Remember, listing agents are marketing agents, and marketing begins the moment you cross the threshold of the front door. How you look and present yourself is how it all begins. You have “seconds” to profile and mirror the homeowner. People love to do business with people who remind them of themselves. Find a common ground and the atmosphere will change to a more relaxed mood.
The materials that you present will provide who you are; what you do; and how well you do it. However, it all needs to reflect the agent, and the agent must fit that profile. A powerful, colorful, eye catching and well organized pre-listing presentation will prepare them for the next step and that’s the discussion about the price.
If they’re sold on you, they’ll listen and follow your recommendations. You must sell yourself to the client, and the marketing materials that do that will make or break their confidence in your ability to market their home.
Those who lose listings to another agent did not sell themselves to the homeowner via their marketing materials. It’s all about the marketing. Marketing you; marketing the listing; and marketing your success with selling the listing during the pending stage and after it has closed. Listing is all about marketing.
Want to be a listing agent? Learn to Market! Want to be a go-to agent for other agents? Learn to Market! Want to play head games with other agents in your marketplace? Learn to Market! Want to be confident? Learn to market! It’s all about marketing!
Just another thought for the moment…..
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