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 presentation 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.
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.