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Bullet-proof Listing Presentations

Written by on Thursday, 04 October 2012 7:00 pm
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There is an old adage that we make three listing appointments for every one we actually go on. We make a presentation on the way to the appointment as we run through it in our car. We make the actual presentation live - in front of the Seller. And we usually make the final one on the way home from the appointment. Which one of the three is usually the best? Right - the one on the way home. At that point, we have the opportunity to reflect and say what we really should have said the moment we froze from their question or objection. How do we make the one that truly counts the best?

Let me share a couple of ideas with you to make your presentation in front of the client stronger.

Focus on the Price

Many speakers and trainers teach Agents to leave the price for last; to talk about yourself, the company, and the marketing plan first. The client’s first concern is price. That is what they are most interested in. When we withhold that from them, they can start to tune us out. My advice is get to the bottom line. I believe this for two reasons: One for the clients (as I mentioned before); the other is for your benefit. If you find out in the last 10 minutes that the clients are not going to reasonably price their home, the presentation is over. You have really wasted the time you have spent with them to that point. For me, when they were unwilling, or unable, to price their home to sell, my marketing plan did not matter. I could run ads weekly, do open houses weekly, and try every other marketing gimmick under the sun, and the home would not sell. The quality of my company did not matter. I would politely excuse myself and move on. Price it right, or it is a waste of time, was my philosophy.

Practice for the Big Game Daily

Most NFL teams will practice and look at film for 40-50 hours in a week for one 60-minute game. They spend fifty times more in practice hours than in game hours. What would happen if we adopted that same strategy? We would become world class at our listing presentation. If you practice 1 hour daily on your presentation, in less than 6 months you would be unbeatable. Your presentation would be second-to-none.

If you really want to be world-class, tape your presentation. Athletes watch film of themselves to improve performance, so why not us? For the Agent who really wants to be the best of the best, this step is essential. Here are a few things you will find out:

  • What and how are you communicating?
  • Are you controlling the presentation through questions?
  • Are you over promising services?
  • Are you strong enough on price?
  • How do you handle objections?

Tape a presentation this week. Go home, pour a nice glass of wine, and sit back and enjoy the show. You will be shocked by what you say.

Be Prepared Before the Presentation

Prepare by knowing the numbers in your MLS. Know the statistics for monthly sales in each price range. Know the statistics on homes that fail to sell. Know your numbers, production, and average market time. Use the statistics to your advantage.

Develop a solid game plan. Get enough information before the appointment, so your quiver is fully loaded with all the arrows you need. Try to dig for the objections you will face from the client before the meeting.

Abraham Lincoln said, "When I am getting ready to reason with a man, I spend about one third of my time thinking about myself and what I am going to say and two thirds thinking about him and what he is going to say."

Preparation will enable you to answer all the objections and issues raised and close for them to sign the contract.

A solid, focused listing presentation will enable you to increase your income dramatically. You will be able to take more listings in less time. Do not fall into the never-ending trap of making your best presentation in the car on the way home. Make it when it really counts... in front of the client.

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  About the author, Dirk Zeller

Individual news stories are based upon the opinions of the writer and does not reflect the opinion of Realty Times.