Are Listing Presentations Really Necessary (or effective)?

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Education & Training with Sell with Soul

We're having a lively discussion over on my private SOI Blog Forum about the "best" way to do a listing presentation. The reason it's up for discussion is that many of us work primarily with people we already know (our SOI's), and feel kind of silly doing a formal sales presentpresentation for them.

Well, one of the most brilliant members (and there are plenty), Susan Haughton, made the following comment:  

"I never do a formal listing presentation; I take comps so it looks as if I at least came with something.  I talk with the sellers about the market, about their home, about their goals.  I don't even take the listing paperwork.  I'm just there to have a conversation with them and if we decide to proceed together, then I'll get the listing paperwork to them for their signatures. I like to think this approach conveys that I don't need props - I have knowledge, skill and confidence.  I have not been on a listing appointment yet where I did not get the listing."

That got me to thinking.

I'm a big fan of proving your competence to prospects and clients, rather than just telling them about it. Tell someone how great you are, and they'll immediately start to look for reasons you aren't. That's just human nature. And, frankly, most of a listing presentation IS a sales pitch where the agent tries to convince a seller that he's the best man for the job, based on his FABULOUS marketing plan and INCREDIBLE company support.

Yawn.

But what if, instead of your fancy listing presentation, you were to walk into a listing appointment with a sincere desire to help, a sincere interest in the seller's situation (instead of simply a sincere interest in your paycheck) and a dead-on understanding of the local real estate marketplace?

Hmmmmm... care about your seller and know your stuff... it might really be that simple.

 

 

 

 

 

 

 

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Rainmaker
1,142,050
Bryant Tutas
Tutas Towne Realty, Inc and Garden Views Realty, LLC - Winter Garden, FL
Selling Florida one home at a time
Jennifer, One of my very first post on AR was "Make your listing presentation a LISTENING presentation". It works and it works great. Folks want to connect with the person they hire. There's no better way to help them do that than to ask the right questions and let them talk. The less I say the better the "presentation".
Apr 04, 2008 09:52 AM #31
Rainmaker
484,157
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul
I'll check it out. Amazing that after 12 years in the biz, I'm still fine-tuning my approach. Keeps things fun, yes?
Apr 04, 2008 10:09 AM #32
Ambassador
3,084,500
Chris Ann Cleland
Long and Foster REALTORS®, Gainesville, VA - Bristow, VA
Associate Broker, Bristow, VA
Jennifer:  Most times, when I end getting a listing, it was simply a matter of presenting the comps to a seller and my marketing plan.  Usually, when I end NOT getting the listing, I've tried to go through a formal presentation.  I think the key to sales is really listening to your prospective client, and I don't see where a formal presentation allows that.  It's like you are lecturing your client.  No wonder they don't work! (at least for me)
Apr 04, 2008 12:00 PM #33
Rainer
37,631
Karl Burger
ERA Beach Ball Realty - Pensacola, FL
Pensacola Real Estate News
This is such a great post. The comments are so good. I rarely read them all, but I did this time. I always have known the people I took listings with, and thus never did a formal presentation.  I would feel kind of stuffy doing it that way, since it doesn't fit my personality. I love hearing the same from others.
Apr 04, 2008 03:32 PM #34
Rainer
56,837
Lissa Uder
RE/MAX Next Generation, LLC - Lebanon, MO
Your Lebanon MO Real Estate Agent
Great Post! It's always great to hear how other agents sell themselves. Fills me with lots of new thoughts and ideas. I take a presentation with me, but I don't like to use it. If they choose to list with me at that time, I don't use it. If they are undecided, I go through the marketing, etc with them. If they don't commit, I flip through it to show them what's inside and leave it with them to look at later. I'd rather spend my time with them learning what they expect and their personalities rather than coming across too formal and "business only".
Apr 05, 2008 02:32 AM #35
Rainmaker
140,292
Utah Dave
UtahDave.com Neighborhood Experts - South Jordan, UT
Homes for Sale - Utah
Good points.  Thats cool to hear others have the same sort of thoughts.  I used to do a 'red ocean' sales pitch..but a long time ago we started doing the 'blue ocean' strategy.   Blue ocean is  a book that describes this scenario.
Apr 05, 2008 02:52 AM #36
Rainmaker
140,292
Utah Dave
UtahDave.com Neighborhood Experts - South Jordan, UT
Homes for Sale - Utah
Good points.  Thats cool to hear others have the same sort of thoughts.  I used to do a 'red ocean' sales pitch..but a long time ago we started doing the 'blue ocean' strategy.   Blue ocean is  a book that describes this scenario.
Apr 05, 2008 02:52 AM #37
Rainmaker
140,292
Utah Dave
UtahDave.com Neighborhood Experts - South Jordan, UT
Homes for Sale - Utah
Good points.  Thats cool to hear others have the same sort of thoughts.  I used to do a 'red ocean' sales pitch..but a long time ago we started doing the 'blue ocean' strategy.   Blue ocean is  a book that describes this scenario.
Apr 05, 2008 02:53 AM #38
Rainer
35,458
Chris Gempeler
Breckenridge Mountain Top Realtors - Breckenridge, CO
Mountain Top Realtors

They are not always the most fun, but I am doing a listing presentation today! I do not take a listing agreement or anything like that.  I usually bring marketing materials from previous listings, and discuss what is more effective.  Wich me luck!

The Mountain Top Realtor - Chris 

Apr 07, 2008 10:00 AM #39
Ambassador
1,366,564
Loreena and Michael Yeo
3:16 team REALTY ~ Locally-owned Prosper TX Real Estate Co. - Prosper, TX
Real Estate Agents

You have been getting great responses and I love reading them!

Well, you have seen my presentation and over the year, I have tweaked it to where I feel comfortable with it now. And it is very different from the 17page that I started with. I used to use my presentation (all 17 pages) of it to key me (yes, it was more for me than for the clients). It's perhaps a 3 or 4 page now. And I always have a CMA.

Depending on the client, I may have a little more detailed CMA than my "typical" just in case I have another Seller - like me who loves crunching numbers.

I do believe that somehow you need to be able to customize your presentation. That's why I always still spend some time preparing for them. But this time, it's different. I do assume that I have the listing and actually show them the ACTUAL marketing materials I will use. Thus far, I have not wasted my time. If I have, it'd just be more materials for my Localism. No time/ effort wasted there!

Apr 07, 2008 03:01 PM #40
Rainmaker
484,157
Jennifer Allan-Hagedorn
Sell with Soul - Pensacola Beach, FL
Author of Sell with Soul

Sounds great, Loreena! I agree with you - SHOW what you're going to do, don't just tell them about it. I do believe a strong CMA is important to bring with you, even if you don't go through all of it.

I'd like to come up with a very short introduction to my marketing strategy so that the seller knows I have one and can ask for details if he wants more information.

Apr 08, 2008 02:20 AM #41
Rainer
22,271
Luther Harrity - Saint John, Rothesay, Hampton, New Brunswick Real Esate
Royal LePage Atlantic/Harrity Real Estate Services - Saint John, NB
Right now we have a very low inventory...so most listings appointments I go to I am competing against 4-5 other agents. Some of them bring LP's but to be truthful...not many. When you walk in with a nice professional looking CMA and a well put together presentation, it usually blows the other agents out of the water!
Apr 12, 2008 12:05 PM #42
Rainer
39,782
Jon Miller
United Country-Marshland Realty - Beaufort, SC

Jennifer,  Most of my listings come from clients who live out-of-state.  Most of the time I never get to meet them....It starts with a phone call and I have to make my presentation over the phone.  Most of the time I end up doing my comps and stuff via email, and I usually end up sending them a listing agreement. 

For those listings I get locally I take comps, presentation information about what my company can do for them, and I take my personal marketing brochure that gives them a great idea of who I am. 

I always project the sincere desire to help the clients and never consider the paycheck.  I don't care about the commission percentage...that's the furthest thing from my mind when going for a listing.  That's determined in the negotiations between me and the seller. 

Apr 14, 2008 01:16 PM #43
Rainer
29,842
Jennifer Allan
Jennifer Allan, Inc. - Denver, CO

Luther - I agree - my sellers always told me that my presentation was by far the most professional - I just don't like the process of going THRU it page by page! Your market must be quite different from ours if you have a low inventory... sounds fun!

Jon - I think I'd prefer your situation - I do good phone!

Apr 20, 2008 08:53 PM #44
Rainmaker
184,621
Debra Kukulski, Broker Associate
RE/MAX Unlimited Northwest - Cary, IL
SRES;SFR,CDPE;GRI;ABR;e-PRO Realtor, Northern IL
Jennifer...what a thought provoking post!  I think it is smart to bring the comps and listing presentation, but it is most important to be "present" at the appointment and realize it is not all about US and what we can do, but most importantly tuning into what is important to our sellers and that can not be done by doing a "canned" presentation.  I think it is still inportant to be organized with the information you want to review with the seller, because they still need to know what to expect from us and the market.
Apr 21, 2008 02:03 AM #45
Rainer
83,069
Bonner Thomason
Keller Williams Realty - Kernersville, NC
CRS, ABR, GRI, e-Pro

Good Point - Having the information ready if a question comes up is part of the helping mode.

Bonner

Apr 21, 2008 02:18 AM #46
Rainer
52,815
Tiffany Wilson
eReal Estate Corp - Redondo Beach, CA
SFR, First Time Home Buyers & Investors
I'm new, and with no experience doing listing presentations, but I have met with sellers in the past to discuss options when dealing with foreclosure.  I like the personal touch, just conversing naturally and getting to know the other person.  And it's always best to do more listening, than talking!
Apr 21, 2008 02:28 AM #47
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