Listing Presentations: How To Lose Them From Hello! (The Go-Giver Chronicles Continue)

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Education & Training with Sell with Soul

A few weeks ago, I started writing about the Go-Giver real estate agent - how we in our industry can apply Go-Giver principles to our business. To read earlier posts, see the links at the bottom of this blog!

Here's a quote from the introduction to "Go-Givers Sell More" by Bob Burg and John David Mann:

"It's not about you, it's about them."

Mr. Burg and Mr. Mann explain that success in sales is not due to "mastering the close" or having a "dazzling presentation" or the ability to "shoot holes in any customer objection from fifty paces." It's about being a real person - a person who "enriches, enhances and adds value to people's lives." As the Go-Giver fictional Realtor(R) Debra Davenport says "You want people skills? Then be a person."

Okay, so this is where today's blog begins...

"Listing Presentations, How to Lose them from Hello!"

Yes, I watched Jerry McGuire recently.You Had Me at Hello

Real estate agents always want to know how to do a better job at their listing presentations, especially if they've lost out on a listing or two recently. They wonder if perhaps their presentation materials need to be fancy-schmantzy-ed up, or if they need to do a better job explaining why they're better than their competition.

After all, isn't that what sellers want to know? How totally awesome WE are? And, the better we are at telling them how awesome WE are, the more likely they'll be to believe us?

Um.

No.

As counter-intuitive as that may sound, a seller prospect probably doesn't care much about how awesome we are. He may not even care if we're better than the competition, at least, not at first.

What's that old saying? "No one cares how much you know until they know how much you care?"

That applies perfectly here. When you waltz into a seller wannabe's home, say "hello" and then whip out your Power Point presentation, three-ring binder and put on your presentation face, you're sending a pretty clear message that you don't care much about your audience. It's all about YOU.

No, it's not, Jennifer! I'm there to help the seller! My fancy Power Point presentation and three-ring binder are all about the seller and his needs!!

Um.

No. Nice try, but... No.

Think about it. Your "audience" (the seller wannabe) has a Problem. He is considering hiring you to Solve that Problem. But if you don't have a clear understanding of his Problem, you can't possibly address his Problem. And you can't have a clear understanding of his Problem unless you take the time to learn about it. And you can't take the time to learn about it if you're doing all the talking!

Besides, no one believes you when you tell them how great you are, anyway.

Wanna stand out from your competition? Let them go in with their fancy-schmantzy Power Points, three-ring binders and presentation faces (and subsequently bore the audience to death).

YOU go in with a sincere desire to help. Your competition won't stand a chance.

 

RELATED GO-GIVER BLOGS
P
rospecting - If It Feels Wrong, Don't do it!
Mr. FSBO - You're An Idiot and I'm Not!
Have You Read the Go-Giver? You oughta!

 

 

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Rainmaker
1,267,563
Al & Peggy Cunningham, Brokers
RE/MAX West Realty Inc., Brokerage - Brampton, ON
Our Family Wants To Help Your Family!

Maybe this is a sign for us Jennifer. We have heard of The Go-Giver many times before as well. Thanks for the push

Sep 14, 2010 01:54 AM #2
Rainer
264,127
Bill Travis
Captain Bill Realty, LLC - Gilbert, AZ
Broker/Owner

Jennifer it makes sense to me. I'm mostly a buyers agent and have only listed a few homes. On each one I went in with the home work that I had done on the home and the current market statistics; and only showed them when the converstaion got to the value of their home.

Nothing was pre-planned. No script, and no presentation. I lost one because they wanted too much money for the house.

Sep 14, 2010 01:55 AM #3
Rainmaker
2,974,812
Scott Godzyk
Godzyk Real Estate Services - Manchester, NH
One of Manchester NH's Leading Agents

Great post Jennifer, Everything you write is what i see here as well.

So are things in Pensacola Beach? I hope to be down for a visit in the next couple of months when things cool down here.

Sep 14, 2010 02:06 AM #4
Rainer
96,246
Ross Therrien
Prudential Verani Realty, Londonderry,New Hampshire - Londonderry, NH
Realtor, Broker Associate

It's always worked for me.  What their needs are should always be first discussed. We may not be able to help them.  Your building a business relationship.

Sep 14, 2010 02:17 AM #5
Ambassador
1,366,564
Loreena and Michael Yeo
3:16 team REALTY ~ Locally-owned Prosper TX Real Estate Co. - Prosper, TX
Real Estate Agents

That's my attitude too. And when they don't choose me, that's okay too.

I intentionally not want a Powerpoint presentation. I think it takes away the real reason why I'm there - to help them solve a problem so they can move on. I dont want them to be hyped up by my fancy presentation because I can create one that could super-wow them, make them sign a listing agreement and leave.

I go in with the sincere attitude that I'm there to tell you what I know about home selling, then it depends on them whether they want to select me to be the agent or not. That way, no pressure to them or to me.

Sep 14, 2010 02:39 AM #6
Rainmaker
1,026,935
Susan Haughton
Long and Foster REALTORS (703) 470-4545 - Alexandria, VA
Susan & Mindy Team...Honesty. Integrity. Results.

Clap, clap, clap.  Absolutely right on target!  It IS about them but somehow this profession seems to come across many times as being about "us, us, us!"

Sep 14, 2010 02:53 AM #7
Rainmaker
323,839
Melissa Brown
Helen Adams Realty - Charlotte, NC
Realtor - South Charlotte NC Homes for Sale

Great post, Jennifer!  I just finished reading Go-Giver, and now am reading Go-Givers Sell More.  Are they stealing your stuff?  Chuckle, chuckle!  No, I think it's that great minds think alike, and that's why Sell With Soul is resonating with so many people.

It's taken me a while to get out of the group think logic that we have to have a razzle-dazzle, slam-bam-thank-you-ma'am listing presentation.  The sellers' eyes usually glass over.  I don't do it anymore, not since I became part of SWS, started being myself, listening, and trying to solve problems.

My one remaining problem is turning down listings when the seller is unrealistic on price.  Not because I'm trying to "buy" the listing, but because I can't seem to get over my own (irrational) feeling that somehow I'm being rude!

Sep 14, 2010 02:58 AM #8
Ambassador
1,583,961
Norma Toering Broker for Palos Verdes and Beach Cities
Charlemagne International Properties - Rancho Palos Verdes, CA
Palos Verdes Luxury Homes in L.A.

I never fell victim to the glossy personal brochure that screamed me, me, me!  A prospective seller told me at the end of our discussion (I don't really do a presentation), "You're a little bit different than most agents; you listened."  I still regard that as one of the best unsolicited testimonials I ever received.

Sep 14, 2010 03:45 AM #9
Rainmaker
996,314
Kevin J. May
Florida Supreme Realty - Hobe Sound, FL
Serving the Treasure & Paradise Coasts of Florida

Somewhere between NAR, corporate brokerages and the individual associate this concept has broken down.  Delightfully, it's reenergization is taking form once again. You're rocking Jennifer! 

Sep 14, 2010 05:42 AM #10
Rainmaker
474,426
Christine Pappas - REALTOR®
eXp Realty - Willoughby, OH
eXp Realty - Because Experience Matters

I like that 'how to lose them from hello'    My most useful listing tools are my pen and notebook.  I ask tons of questions, let them do all the talking and take lots of notes.  If the clients have ever dealt with a real estate before, they almost always say something to the effect that no one has ever taken that kind of time with them or cared about what they wanted.  Amazing!

Sep 14, 2010 10:39 AM #11
Rainmaker
130,176
Marie Haydock
Evergreen Global Homes & Land | RSVP Real Estate - Redmond, WA
Simplifying Real Estate

Nice!  I feel the same way.  All those props are only useful if they stimulate a conversation.  If the agent is just talking for an hour while the seller listens, everyone's in trouble!  Dialogue, and learn what the seller(s) want, and then see if you can provide that for them.

Sep 14, 2010 08:49 PM #12
Rainmaker
241,988
Roger Johnson
Hickory Real Estate Group - Hickory, NC
Realtor - Hickory NC Real Estate

Jennifer, I guess I'm on the right track then.  I never liked the "look at my neat little book" presentation, never felt comfortable doing it.  So I stopped and simply started carrying a notebook and a file folder with their info in it.  From there, I simply listened to what they said, responded when needed.  It works.  I do usually print off a few flyers with some details of this and that, just in case they ask about it, but they aren't the presentation anymore, the sellers are.

Sep 15, 2010 06:25 AM #13
Rainmaker
93,567
Dianne Deming
RE/MAX Realty Group - Rehoboth Beach, DE

I used a fancy power point presentation once early in my career.  I knew the seller, and he was into computers, bells and whistles, and I thought I could help him see the justification for my price best with pictures.  He liked the presentation, didn't like the price and went with another agent.  His home finally sold...for the price I had suggested.

Sep 15, 2010 06:30 AM #14
Rainmaker
113,762
Eileen Liles
970-216-0530 http://WeSellDeltaCounty.com - Cedaredge, CO
Macht-Liles Real Estate Group - Cedaredge, CO

I just love you, Jennifer!  Never could get into that "presentation" mentality.  I've only gone on two listings that I didn't get.  Listen and then ask pertinent questions to solve their problem.

PS Sure missed the webinar tonight.  Hope all goes well with the family issue.

Sep 15, 2010 04:43 PM #15
Rainmaker
484,157
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Eileen - well, thank you ma'am! I was (almost) as bad as anyone for several years with my fancy listing presentation. I never did the power point or flip charts, but I did go in with MY agenda... and suddenly started losing listings. I didn't connect the dots until I had a listing appointment scheduled with an agent (presenting to me) and I was dreading it!

Dianne - Oh well...!

Roger - Beautifully put!

Marie - Again, beautifully said.

Christine - It IS amazing, isn't it? Sometimes the training in our industry is really dumb with all the focus on ME ME ME!

Kevin - Well, isn't that a nice thing to say! Rockin' Jen... I like it!

Norma - I agree. I might call that a career-changing moment. Cool!

Melissa - You know, your comment made me think... 10 years ago when technology wasn't as readily available, all the fancy-schmantzy stuff might have been more impressive because it appeared you took more time putting it together. Now, it's commonplace and boring... and yes, I know you have problems turning down listings... maybe we should talk about that sometime!

Susan - Well, when you read most posts and blogs and threads about effective listing presentations, it's ALL about how to do a better job convincing the seller how awesome you are with even MORE presentation material. In this case... less is definitely more...

Loreena - and don't you find that when you take that approach, they trust you as an advisor as opposed to someone trying to sell them something?

Ross - Exactly. We're not selling replacement windows; we're providing a professional service. There's a big difference!

Scott - Everything is great at the Beach! Still traces of oil, but it's beautiful anyway.

Bill - I wonder if people who do tons and tons of listing presentations might be less effective since it starts to sound canned!

Al & Peggy - Yep. Definitely a sign. Read it. You'll love it.

 

Sep 16, 2010 12:38 AM #16
Ambassador
1,366,564
Loreena and Michael Yeo
3:16 team REALTY ~ Locally-owned Prosper TX Real Estate Co. - Prosper, TX
Real Estate Agents

Have you pledged to be a Personal Walking Ambassador of Go Givers yet? Your friend has (wink).

Sep 16, 2010 12:48 AM #17
Rainmaker
149,413
Ann Cordes
Century 21 Randall Morris and Associates, Waco - Waco, TX
Home Ownership is Not a Distant Dream

I have never used a fancy listing presentation. I find as soon as we sit down people want to know 2 things. They don't wan to hear about me, my company or my marketing plan.

How much can you sell my house for and how fast can you sell it? And to answer those questions you have to listen to them and make it all about them. Otherwise no powerpoint in the world is going to get you the listing.

Sep 16, 2010 02:59 AM #18
Ambassador
853,919
Brenda Mullen
RE/MAX Access - Schertz, TX
Your San Antonio TX Real Estate Agent!!

Love it, Love it, Love it Jennifer.  I just got done with Go Giver and am now reading Go Giver's Sell More.  I always feel foolish pulling out my presentation.  It's like I am about to get ready to give a class.  Really, all I want to do is hear about their home and then I will tell what I will do to help them.  I don't think it needs to be a long, drawn out thing, so I am workin on it :). 

Sep 16, 2010 12:03 PM #19
Rainmaker
2,394,939
Evelyn Johnston
Friends & Neighbors Real Estate - Elkhart, IN
The People You Know, Like and Trust!

I went to amazon.com and bought both books because of an earlier post you did.  Awesome! I then started to read Networking Like a Pro written by Dr Ivan Mizner who has the same theory.  Great books, all three!  How great?  I changed the way I do business and network.

Sep 18, 2010 11:13 AM #20
Ambassador
2,298,590
Robert Vegas Bob Swetz
Realty ONE Group - Las Vegas, NV
Las Vegas Henderson Homes for Sale

Hello Jenifer and I am sorry I missed this post and once again some very well written words and great comments, featured at one of my favorite groups ...

LOVE AT ACTIVERAIN

VB ;)

Sep 24, 2010 04:40 PM #21
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Rainmaker
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Jennifer Allan-Hagedorn

Author of Sell with Soul
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