My No Holds Barred Kick Butt Listing Presentation

Real Estate Broker/Owner with Maxus Realty Group - Broker 301-246-0001 Broker - Realtor - CEO

This is my kick butt Listing Presentation

Unfortunately for me.. this post was supposed to enter the contest that ended a couple days ago. . .there it sat on draft form waiting for a deadline of 03/15 when in reality it was 03/12. . so here it goes anyway. . .

(Warning: Reading this post my cause a sudden urge to sell your house with me--- Call for a Quick Remedy: 240-426-5754)

There are many proven ways to conduct a listing presentation

Over the years, I changed according to the market changes while increasing the ratios in a consistent basis.

I have listed an average of one listing per week for the last 4 years (Christmas included)

Not two presentations are ever alike


Most Realtors use a standard "scripty" presentation as their listing presentation.

I don't. .to be honest, I don't know what I will say until I actually meet them and have a few questions for them

But when it comes to pricing, reduced commission, competition, open houses and my marketing

I sing the same song every time.

I'm not going to give you my whole listing presentation, its 49 pages long inside and resides inside my iPad

Some appointments, I use all 49. .others a dozen. . most of the time is only the last 3 pages and I'm done!

But once I get to the end. . They usually sign the dotted line.

One of my secrets is that I do not allow the homeowners to be fixated to my iPad screen. .

I want eye to eye connection to quickly gain their trust.

So here are the highlights:


I'm probably one of the few agents in the country that uses a YouTube video for a pre-listing presentation. (maybe the only one!)

Here's the video I will send between appointment set and my actual visit

Does it work? Not by itself but it is an indicative of my preparation and commitment to get started with a bang

You can check this video and others we use. ..HERE


I dress for success. . 99% of the time, I will be wearing my black vest, white shirt (not from Walmart) & tie (My pic is one of my brands)


I immediately offer to take my shoes off. . a sign of respect and in my area that has many different cultures; is a must!

I want to know them:

This has nothing to do about real estate… but about their family, their work and dreams.

My rule is to listen, listen, listen ("really?") listen, listen ( "that is amazing") listen and listen some more.. with a WOW in between

Once I have them at ease. .. I basically take over.

Let's Begin. .

My confidence fills up the room immediately because I'm passionate and I believe firmly that I'm the super hero that will rescue these poor homeowners from a listing agent from hell.

I have presented my services to all levels of society.. From the ambassador of an African country . . .to Manuel who works in a restaurant washing dishes.

I can sell in three languages. English, Spanish and Body

No change on my message. I want all of them to be absolutely convinced that I'm the person for the job.

It is almost like asking for date. .I want to charm them so they can fall in love with me. .and then I'll ask what I really want.

They will not fall in love with you if all they do is stare a screen. . .it's all on the eye connection.. .(trust me on this- I lost a few listings because of this)

I use the same charts, the same graphs and the same arguments about pricing, condition of the property plus the nuts and bolts of a transaction.. .no changes there so I'll spare you the details. .

And I'll go directly to the meat and potatoes!

These are my most compelling reasons and I'm proud to show it on almost every listing appointment

My Weekly Report:


This does not replace phone calls but. .they work like a charm and all the feedbacks are reported good or bad.. .and I love getting bad feedback from agents. . they are my biggest  weapons to reduce the price later. .

My Blogs and Websites

Basic message: Internet is HUGE and I'm HUGE!

My Team:

They are simply amazing!

Marketing Superiority:

I squeeze all the juice from my viral video I created which was viewed almost half a million times!

Plus I have other 300 videos to boot!

Just Google "Ventas Cortas Maryland" (Short Sales in Spanish) and I have all TEN SPOTS ON FIRST PAGE! (thank you ActiveRain!)

{My iPad comes in handy for a quick Google search here}

Like I said, the Power of the Internet vs. old timer fliers distributed on the neighborhood. . .

I have a pretty convincing argument. .

Obstacles I encounter along the way. .

"We want to list with xyz Realty Company who is a major brand company"

 “John and Maybellina, I can understand why you feel this way. But l do not  agree that is necessarily a good thing. .if you permit me. .

(using my iPad, I immediately access the MLS – Expireds – all of them from xyz Realty Company)

All of these are what we commonly call expireds. These are all homeowners that did not sell their homesafter xyz company tried to sell them. .ALL EXPIRED

How many?.

TEN, TWENTY, FIFTY!!!   OMG! All from just your own zip code! . . . You see guys. . The company does not sell houses . . . agents do!” 


Our last agent only got 4 buyers to show our property. What are you going to do different?


“John and Maybellina, I can understand why you feel this way.

But, did you know that, even if I can fly a helicopter over your house and put girls on bikinis on your front yard. ..




  We will not sell it. . If your house is over-priced


My job is to sell your property to the highest amount the current market can give you. . . .not more. .not less!

My job is to help you arrive to the right price and then . . I’ll hire the helicopter for you!


Otherwise. .we’ll make our competition happy. . the same helicopter will be attracting buyers for all the correctly priced homes in the neighborhood

 “Look at this house. .same size. same condition for $30,000 less. . . let’s put a contract in!


Would you cut your commission?

“John and Maybellina, I can understand why you feel this way. But the fact is that:


There are DISCOUNT BROKERS out there that the only thing they can offer you. . . is just that. . a discounted fee!

There is nothing else in their repertoire to sell your house except to stick a sign, put it in the MLS and pray!

In this market, you need the right professional or you’ll get buried out there. .. . Maybe in 2004 . .but not now. .Don’t you agree?

Besides.. if I was to cut my commission now. . Would you like me representing you, when a buyer is asking me to cut your asking price?

So, are those curtains staying or you are taking them with you? . . .



"We do not sign any contracts until we discuss it and think about it for at least 24 hours!"

"No problem . . . You can fire me at anytime "

I will not force anyone to work with me. .I'm the broker, I make the rules, you don't like the way things are progressing . . . I'll simply tear up our contract



I'll even sign that for you!
I don't force anyone to work with me and I don't recommend for you to work with someone that will shackle you to a contract for a period of time. . and find out later that they are not right person for the job!


This is longer than I anticipated.

A few more important points before I end this post.

I don't give them a price on my first visit.

This is too important. I have to really see the house first. .then proceed and go to see the competition, check with their HOA, see if they are FHA approved, compare to other actives and others under contract, make a list of suggestions to fix things before selling it with supporting ROI. . and only then bring them a price. They don't get my price unless they sign and I do all those things first. Otherwise is a number, a guessed number that will not cut it for me when it comes to selling such an important asset for these homeowners

The signature process. .

I use docusign for everything. .

But sellers need to a wet signature to validate my services. . I want them to feel committed, somehow wet signatures and actual paper is better for this effect.

I print out two copies of our listing agreement. .We both sign it. .and only then I get up from the table and ask them for a tour of the house so I can start working for them.

The rest is signed directly on my iPad already prepared before my appointment hit a button and the email is sent to them.

Shock' dem!

As soon as we start the process, from time to time I get a seller calling me as soon as the listing goes live. .

  • Maybe you should do an open house?
  • Change the remarks on the listing. .and put that we have a hot tub!
  • This picture is wrong. .it does not show the play set!
  • You need to add on the remarks, we are next to Hooters!

You only have to do this once. .be stern, direct to make your point and they need to know who the captain is. .

"Every comma, every exclamation point and every photo is the culmination of my experience of over 20 years selling homes. .You hired me for my expertise. .and I can tell you, we are not just selling to people that loves hot tubs and Hooters . .there are some that may see it as a nuisance. .I want to appeal to "all" the people."

What about the open house? . .phewww. . that's another post!

I realize after writing and preparing this . . . listing presentations are like playing my Spanish guitar.

You can have two different players singing and playing the same instrument, we will both sound different. .even if we are playing the same song. .

All I know is that when I sing and play. .I usually get the señorita at the end! (just ask my beautiful wife)

Practice, practice, practice, practice





Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Cheryl Ritchie 03/14/2012 09:00 AM
Real Estate Sales and Marketing
The Art Of Marketing You
ActiveRain Guerrilla Marketing Station
real estate agent
realtors activerain

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Roger D. Mucci
Shaken...with a Twist 216.633.2092 - Euclid, OH
Lets shake things up at your home today!

With that presentation, I'm sure you've kicked some butt in your market.  Hopefully even though late, this will be considered for the contest.

Mar 14, 2012 06:30 AM #1
Cheryl Ritchie
RE/MAX Leading Edge - Huntingtown, MD
Southern Maryland 301-980-7566
Wow, Fernando you are HIRED and this presentation ROCKS. Now let me put my socks back on and call to bug you for more details this coming week. I am enough of a pest to extract even more tidbits out of you! Suggested!
Mar 14, 2012 08:58 AM #2
Fernando Herboso - Broker for Maxus Realty Group
Maxus Realty Group - Broker 301-246-0001 - Gaithersburg, MD
301-246-0001 Serving Maryland, DC and Northern VA

Thank you guys for stopping by. .

Anytime Cheryl. . and my sincerest condolences again. 

Mar 14, 2012 10:26 AM #3
David Shamansky
US Mortgages - David Shamansky - Highlands Ranch, CO
Creative, Aggressive & 560 FICO - OK, Colorado Mtg

If image is everything you are bringing the entire package (including the kitchen sink my friend) no wonder you are so succesful!

Mar 14, 2012 11:51 AM #4
Cindy Edwards
RE/MAX Checkmate - Johnson City, TN
CRS, GRI, PMN - Northeast Tennessee - 423-677-6677

Hi Fernando,

I read this the first time on Cheryls re-blog of this.  What a great presentation.  I would  vote for this presentation in a second!!!  I've read a bunch of them too.

Mar 14, 2012 12:51 PM #5
Marco Giancola
Beachfront Realty - Miami Beach, FL
Realtor (305)608-1922, Miami Beach Florida

Hey Fernando-anything that is kick ass interests me -I will check this out later-cool info I am sure.

Mar 14, 2012 08:13 PM #6
Conrad Allen
Re/Max Professional Associates - Webster, MA
Webster, Ma, Realtor

Great presentation Fernando.  I can see why you list a home a week.  How many presentations do you make to get that one?  Thanks.

Mar 14, 2012 08:38 PM #7
Curtis Van Carter
Better Homes & Gardens Wine Country Group - Yountville, CA
Your Napa Valley Broker Extraordinaire


Great presentation. Thanks for sharing. Shows me I have some work to do and if I came up against you with what I use now, I would have to recommend you. cheers cvc

Apr 07, 2012 04:34 AM #8
Inna Ivchenko
Barcode Properties - Encino, CA
Realtor® • Green • GRI • HAFA • PSC Calabasas CA

With or without a listing presentation( utube, video, ipad, print, etc) , your attitude rocks:) I'm not surprised that at the end of your listing presentation, they sign a listing agreement. I would:)

Apr 26, 2014 07:31 PM #9
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Fernando Herboso - Broker for Maxus Realty Group

301-246-0001 Serving Maryland, DC and Northern VA
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