Compelling Listing Presentation Create Added Value

By
Real Estate Sales Representative with Select Sotheby's International Realty

Many agents are not prepared to make a compelling listing presentation.

All too often, agents are riding on their successful track record; coming to the listing meeting armed with stats about how much they have sold in recent years. Touting ones production could be a qualifying factor the seller could use to select the agent to market their home for them. But in all likelihood it is not enough; the seller wants to know exactly what the agent will do to market their home. In fact the seller deserves to know.

 Come with all of the facts. If you advertise listing on television, provide the time and date the listing would appear. If you advertise on special websites like The Wall Street Journal or the New York Times, explain to the seller that you will send them a link to their listing as soon as it appears. Same applies for Realtor.com. Why make you seller go surfing to find their home when it is just as easy for you to send them a link?

 I don't think Seller's expect your marketing plan to include heavy print advertising. If the seller is also a buyer, you can bet they have been searching for a home without you. Before you present your print media plan, ask the seller how they are currently searching for their new home. Be specific about newspaper print; ask "do you ever look at newspaper advertising-and if you do what day of the week are you likely to look"? Dollar to donuts, they will say Sunday. The newspaper industry has lost all but Sunday ads from the real estate industry. And even at that, many Realtors are only advertising an address for the open house; directing the prospect to their web site for directions and details.

 Very often I feel like an advertising agency rep when I present my marketing plan. I present a well-rounded media plan that includes: Television; Internet; print; direct mail; phone canvassing; gorilla (feet on the street) marketing; point of sale brochures; and networking.

 I present, in great detail, what I will do; when I'll do it and when I'll inform the seller that it's done. My presentation is visual, as I do not expect the seller to remember everything I say. I back up the presentation with a written business plan that I leave behind.

So sometimes the top producer wonders why a less productive agent was awarded the listing over them. Don't think that rookie agent reduced their commission or was perhaps related to the seller. Think again about the possibility that the agent listed the property with a full boat commission because they were able to demonstrate ‘added value'.

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Rainmaker
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Tony & Darcy Cannon
Aubrey and Associates Realty - Layton, UT
The C Team

Lorraine, thanks for sharing the information, some of we had surmised on our own, the print advertising, but it is nice to hear it from another agent from another area!

Jun 04, 2008 07:59 AM #1
Rainer
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Lynn Ikle'
Redfin - Lutherville Timonium, MD

I know older sellers want to see that print ad, because it is what they are familiar with, but I like the way you explain that is really is just an ad directing them to an open house or website.  I will definitely include this in my schpeal!

Jun 30, 2008 02:34 PM #2
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Rainer
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Lorraine Conoby

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