Show and Tell Your Way to Listing Success

Why and How to Show and Tell Your Sellers

 

There are probably as many different ways to conduct an effective marketing discussion with prospective sellers as there are agents who do them.

 

 

And what you do, and how, will likely depend not only on your style and preferences, but on the homeowners you are speaking with, and the situation you are in with them: in person, on the phone, via email, or using Facetime.

 

 

Even the preferences of the seller – a very detailed or analytical style versus someone who is big-picture – will impact the manner in which you present.

 

If the seller is a referral or past client the need for a detailed show and tell might be minimal. They might just want to discuss pricing, and then be ready to sign your listing contract with no real presentation. Or you might have gotten in the door because of your reputation as a listing agent in the market, or as a recommendation from a friend or the seller, and a formal marketing presentation isn’t needed to convince the seller to hire you.

 

So why the show and tell?

 

We know in general people are visual learners, and they will remember much more if the information is both heard and seen, thus a show and tell approach will render your information easier to understand, whether it’s your marketing, the CMA data, or your success stories.

 

It’s certainly much more interesting and impactful to show photos, videos, graphs or other visuals to illustrate your points, and make a strong impression, instead of just blathering on and on. Most people really don’t want to be told and too much talk will render many glassy-eyed. Plus anyone can say whatever they want about being the neighborhood specialist, having a great online presence or the most effective listing marketing, and so on. The proof is in what you show them, the results.

 

So how do you show as well as tell? Here are a few thoughts.

 

Pre-Listing Package

A good way to put visual information in front of the prospective seller, even before you meet, is through a pre-listing package, if there’s time. This could be a hard copy or via email, depending on preferences.

A Pre-Listing Kit is a good way to showcase what you are all about, the services you provide, information a seller should see in advance of your meeting, and whatever else you deem appropriate. A well-done pre-listing kit will also show the homeowner you do quality work and know what you are doing.

Here are some thoughts on what you could include in your Pre-Listing kit for Sellers to both show and tell what you do and how. Perhaps it will generate some other ideas.

 

Written Marketing Plan

Sellers may not ask about your marketing plan specifically, but you can bet they are thinking about it. And they have been online themselves so they see what can be done with listings online – the good AND the bad. A written marketing plan spells out what you are going to do, where (online, print), and when, and is sort of an implied contract for your performance, i.e., this is my plan for marketing your home!

 

Market Data

The market data and local conditions are important to understand for conveying what might be the market value of the home, and how quickly it could sell. What is the competition? What similar homes have sold and at what prices?

Telling a seller about the local market conditions, and that you believe the home is worth $XXX, is very different from showing them the facts, perhaps with MLS listings, a spreadsheet, graphs and charts and whatever you feel will make the most impact to prove your points. And these visuals add to your credibility – you aren’t just sayin’, you’re showing. And it is more memorable.

 

Your Online Presence – Blogging, YouTube, Facebook, Listing Sites, Twitter, Pinterest

So much of what we do to market homes IS online, because that where a preponderance of buyers are. Showing what you will be doing online on various listing and social media sites you use is far more effective than simply saying…your house will appear here, and here, and here.

There are abundant ways to share what you have done with other listings – those beautiful videos of the home and community on YouTube or Vimeo, the professionally-done photos on the MLS, and the listings you have or have had on all the real estate sites can quickly show the seller the caliber and breadth of your work. It’s much easier to envision what you will do for them if you show them, rather than tell the seller.

And if you use sign riders that allow drive-bys to text a code, or use a QR code to link to the home’s website, you can show how this works right in front of them.

 

Your Offline Presence – Neighborhood Marketing, Just Listed Postcards, etc.

You may or may not do a lot of print marketing, depending your market, budget, what does and does not work, the target audience, etc. But if you do, showing the sellers examples of your print marketing will make a bigger impact, and will be more memorable. I email a letter to the community with business-card size listing cards neighbors can share, and I show these and the letter to my prospective sellers.

 

While time may preclude doing all of these things, or some may not be applicable to your particular situation or style, there are plenty of options, and no doubt you’ll think of your own, to show and tell a seller so you maximize the chances of securing the listing because they can see what you will do for them.

 

And lastly, but not leastly…show them how professional you are. Dress the part, show up on time, make lots of eye contact, listen carefully to what they have to say, and ask good questions so you understand their situation, hopes, dreams and fears.

 

Show them that you care, and don't focus on telling how wonderful you are...it will be a turn-off.

 

Show and Tell is not just for kindergarten and elementary school!

 

 

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If I can provide more information about Carlsbad homes and real estate for sale and surrounding areas, the housing market in general (or locally), or otherwise assist you, friends or family in a home search or sale, please contact my mobile office or text me at (760) 840-1360 or email me at JeffDowlerSolutions@gmail.com

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