Earlier this week I was reminded about a Listing Presentation I helped an agent with more than 20 years ago. At that time, the focus was on her speaking presentation skills ahead of the information she included. She continues to utilize the techniques I gave her, but understands how a Listing Presentation has changed during that time.
I’m hearing that there are now two important elements to a Listing Presentation. Those are convincing the potential seller to sell and then why they should list with “you” as their agent. My advice to my coaching students and clients is to always address both of those elements. These days, the property is only a part of an ideal presentation.
Many potential sellers are more confused than ever, and that has little or nothing to do with mortgage rates and market conditions. They hear about “off market” listings and wonder if it is worth doing the listing and having their home sale become “public” knowledge. Fear of losing a more favorable mortgage rate and not being able to get the amount they “expect” is next. Those things come before how ready their property is, or is not, to be placed on the market.
Agents and brokers need to do more than print up what the local MLS considers to be a Market Analysis and hand it over. The focus should be about what “you” bring to the listing. Show the potential seller what YOU have bought and sold nearby, the final price you have negotiated, and the strategies you will use which are different and better than your competitors. They can look up the rest online.
Your mission is to convince him, her, or them to work with you regardless of market conditions. I'm happy to work with you to make that happen!
The difference between a successful meeting and not getting a signature is often in the presentation.
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