Listing appointments give an agent the chance to present their real estate acumen and outshine their competition. As with any presentation, polish and preparation will win you the business. This issue of iHOUSE Blueprint provides you with insight into improving your listing presentation.
Editor’s note: In this month’s edition of Blueprint, we’re introducing a new feature, Expert’s Corner. From time-to-time we’ll be featuring “best practices” articles from leading Real Estate industry experts. We kick off with a compelling article by Dirk Zeller, CEO of Real Estate Champions.
The listing presentation is one of the most misunderstood areas of real estate sales. There are as many theories about this presentation as there are licensed agents in North America. Although the listing presentation has changed and has been altered dramatically in the last five to ten years, an efficient and professional presentation will enable the agent to control his clients properly. What are the elements of an efficient, professional listing presentation?
First, it is necessary to clearly define a purpose for the listing presentation. Now I know that you are thinking, “Of course, the purpose is to take the listing.” You would be partially correct. Certainly the objective is to get the contract signed. The true purpose, though, is to identify the clients’ problem in an efficient manner and convey to the clients that you are the person who will provide them the best opportunity to solve their problem in the marketplace. These are really the objectives of a professional’s listing presentation.
The first part, identifying the problem, has two issues that must be resolved. The first issue is identifying the actual problem itself. The actual problem has a baseline that stems from price. “Price will fix everything else in the equation.” The price is like the known variable in an algebra equation. You need to search for the other potential issues or potential problems, but they all flow through the known issue, which is variable price. By lowering the price, you can sell a property in poor condition, poor location, busy street, functionally obsolete, a “buyer’s market,” or poor marketing. The list of fixable problems is never ending. Price has a direct correlation to all of these issues. These issues or problems may or may not be interconnected with each other, but price is the only guaranteed connection to all these issues or problems. Your listing presentation should be focused and centered on price, so that you will have an opportunity to get a sale rather than just a listing. Both you and your client want the sale. Neither of you just wants the property listed. More…
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Robert Warner started with iHOUSEWeb back in 2009 in the Customer Service Department helping over 10,000 clients with all of their Real Estate Website questions. After launching the YouTube training videos for iHOUSEWeb he moved up to the marketing department where he helps design and write marketing materials as well as managing the Social Media side of iHOUSEWeb.