What is the purpose of your listing presentation?

What is the purpose of your listing presentation?

Simple question. You would think it was covered in real estate school during one of the first few days. (I’m not picking on the RE schools, I think they do a great job with what they are tasked to do.)

Or you would think that at least it was covered in detail during in house training.

But I challenge you to ask 100 random agents and I’ll bet the most common answer, by far, is “to get the listing.”

May I politely suggest that is the wrong answer!

And that wrong answer is just one of the many puzzle pieces that contributes to why our profession ranks so low.

I want to propose that the better purpose of your listing presentation be twofold:

# 1 Your listing presentation should propose services that will serve the potential seller better than any other broker. That is a combination of education, proper questions and hopefully a plan that serves the seller better than anyone else will.

I will go one step further to suggest that we should all be turning down more listings than we do because truth be told, someone else can serve the seller better. Are you really the best at every type of property, under all seller circumstances and in all parts of town? I’m not.

# 2 Is this listing good for your business? I see so many tired, just waiting to expire listings, and wonder why the listing agent took the listing. It isn’t doing your reputation any good for your sign to be in the yard for months. The time and energy you are spending dealing with an unhappy seller isn’t doing your mind or body any good. That seller is bad mouthing you to dozens of their friends.

I want every day of my life to be terrific. And listings that aren’t good for my business can take a huge toll for months.

Ask yourself the really tough, look yourself in the mirror question. Are you really the BEST at serving a seller? If not, get better fast. And if a listing is not good for your business, let it go to someone else.