On your first visit to your home seller, you did no selling. You focused on building rapport and trust, then establishing seller's needs, before asking for permission to show the seller what the numbers would look like if you marketed the home.

You know that if you do not establish trust, there will be no second visit. If you don’t establish need, you know you will not be able to present benefits that relate to the seller.

So hopefully, you did both on your first visit.

Now, the curtain is about to open on your formal listing presentation early in your second visit. Just for interest's sake, the seller wants to go FSBO. You're going to sell them on using your services instead.

As you prepared for your second visit, you knew there were three things you will not do:

1. Speak off the cuff with no proof to back up your statements
2. Recommend the price
3. Discuss your commission as a line item.

You know that to control the presentation, you must use a Power Point presentation on your laptop or give your listing presentation in a table-top format.

The scene: Dining room table. Agent directs same sex seller to sit closest to agent, who sits at the end of the table. Agent is dressed professionally and casually.

Your briefcase is on the floor beside you. The sellers are nervous. You are nervous. The cat couldn’t stand the pressure and left the room.

Before you begin, let’s review where you are in the seller’s eyes. They trust you and believe that you understand their needs. If they didn’t feel that way, they would not be interested in the second visit, but this doesn’t mean they are going to list with you.

It does mean that they are willing to listen to your presentation.

All they know so far – or think they know - is that you are going to do the same things they can do: plus put the home in MLS. They can advertise it, put a sign in the yard, and hold an open house just like you can.

Is it any wonder, really, that a seller resists your perceived services? A large commission is a heavy cost just to put the home in MLS. And if that is all you did for them, I would agree. What the market doesn’t understand, and what the real estate agent is not good at helping them understand is the long list of services provided that for the most part go unspoken, unseen, and unappreciated.

This why your presentation is important.

Back to the kitchen table. So far, everything is going great. You've made pleasant conversation, and now it's time to get to business and review the promises you made on your first visit.

Before you begin your presentation, summarize your last meeting and their needs. Make sure they agree with you. Don’t just open your laptop or pull the binder presentation out of your briefcase and start talking.

You must present your “roadmap” statement first. This is the script you use to take control of your presentation. Learn it cold!

Agent: “Joe and Jane, let me tell you what I have done for you, and how I would like, with your permission, to proceed today.

“I heard what you said about wanting to sell your home yourself, so I am not here to put pressure on you to list. I have brought the competitive market analysis, as promised. You are going to find it very interesting and helpful I am sure.

”Secondly, we agreed that there would be no disadvantage to you to see what your net check at closing would be if I sold your home. I am prepared to give that to you today as well.

”Because ‘price’ is only part of the sales equation, I have taken the liberty to develop a marketing plan for you that will help you, whether or not you list your home with me or anyone else.

“After I finish the presentation, I am prepared to review a typical listing agreement with you, but only if you request such a review. Fair enough?”

Get their agreement. Never proceed after asking a “nail down” question until you have agreement. They may say “fair enough, but as I said, we are not listing with you.”

Don’t let that discourage you. Think about it. Why should this family decide before your presentation to list with you or anybody else? They don’t know you, and they have no idea what you are going to do for them. So what do you say now?

“Joe, I’m fine with that.” (smile). Let’s get started." (This is what your presentation is all about! Now open your laptop or your table top presentation.)

“Let me share with you why I am so proud to be affiliated with XYZ Realty.” (Give three specific reasons.)

If you are new, “As for me, I’ve been fortunate all my life. For __ years I was a customer service representative for ______, which gave me a broad background in dealing with people from all over the world, with a wide variety of problems. It gave me an ability to communicate that frankly I find rare today.

"That is an important asset in my business, wouldn’t you agree?” (Former service workers in any service can use this type of script. It is upbeat, positive and a benefit to seller. A poor self image is not an excuse to become a successful agent.)

“Basically Joe and Jane, what you want to do is sell your home at maximum price in minimum time, with as little inconvenience to you as possible. Are we in agreement on this?

“All three of those objectives will be covered in today’s presentation. First of all, let’s talk maximizing price. To do this you need a pricing strategy. I call it a strategy, because price has to be considered in terms of what a reasonable ready, willing, and able buyer will pay for your home today. Are we in agreement here?" (If they don’t agree find out why. Do not proceed until their concern is resolved. Next, show them the CMA. Include homes sold, expired listings and homes now listed. Show ranges from low to high.)

"Based on these prices ranging from $ to $ what do you think a reasonable buyer will offer for your home?" (Let them answer this important question. They have to set and justify the price, not you!

All this time, you are controlling the conversation, because you are helping them visualize what you are saying.

Summary:

1. Don’t give your presentation until they agree that you understand their needs.
2. Use a presentation tool, such as power point or a table top presentation
3. To take control, always give a “roadmap” statement that gives them a quick and clear understanding of what is included in your presentation
4. Learn and practice scripts

Editor's note: Part two of The Anatomy of a good listing presentation should appear in about two weeks.

Published: May 3, 2004

Use of this article without permission is a violation of federal copyright laws.

David Fletcher directs the condominium conversion team for Keller Williams Realty in Orlando, Fl and provides downloadable sales and listing training solutions for real estate agents and broker/owners through Agents Boot Camp, Inc., a company he founded to provide affordable training systems newly licensed real estate agents. He has been involved with more than $3 billion in Florida residential sales, chaired the Florida Homebuilders Associaton's Sales and Marketing Council, and been a featured speaker at NAR's national convention. You may see his training products at www.agentsbootcamp.com or contact him directly at 888.222.1935.