How to Create a Listing Presentation that Wins in Today’s Market

When done right, a listing presentation can be a powerful ally. It can also be your biggest enemy.

This year has brought enough twists and turns to make anyone dizzy. And in the wake of the current inventory crisis, you need a listing presentation that not only sells your capabilities as an agent, but builds trust in the market.

Despite all your rehearsing, researching and revisions, your approach could still be missing the mark on what clients really want to know right now.

Here are some tweaks you can make so your listing presentation is successful for today’s market.

Don’t Talk About Yourself Too Much

Your first instinct may be to spend the majority of a listing presentation talking about your impressive career and successes. After all, aren’t you trying to sell these possible clients on what an amazing agent you are?

Yes, there is a time and a place for that in your presentation. But before you jump into your highlight reel, you need to ask the seller what their goals are for selling their home. From there, you can position your presentation to reflect how you can help them achieve those goals.

Every other agent is going to brag about their marketing strategy. Be the trusted advisor that puts their concerns before the commission.

Use A Lot of Visuals

Today’s social and economic challenges mean that clients have A LOT of questions. Not only do you need to be prepared to answer them, you need to make all the jargon, complexities and nuances easy to understand.

That’s where visuals come in. Not only are they appealing to the eye, but they also make presentations 43% more persuasive according to a study by 3M.

Charts, graphs, infographics, images, etc. are all powerful ways to communicate the more complicated topics of today’s market.

That’s a big reason why clients hire agents in the first place, right? They trust you to be the expert that walks them through the process.

Pro tip: save time by grabbing the updated market slides from the KCM Monthly Market Report.

Don’t Talk Badly About Your Competition

So, you go on a presentation for a listing that expired. You would assume that pointing out what the other agent messed up is an easy way to show the seller that you’re better. Wrong.

Consider the fact that you got the opportunity to meet with the seller as a huge win. Instead of badmouthing your competition, make the seller understand why your plan to sell their home works better. Talk up your marketing strategy. Just don’t talk down others.

The seller already trusted their gut and hired one agent who didn’t get the job done. Go in assuming they’re skeptical and frustrated. Put professionalism first, soothe their worries and approach the listing presentation with a tone of concern and understanding.

Be Prepared

Picture this. You just wrapped the best listing presentation of your life. The clients are eager to sign the contract right on the spot. You reach into your bag to grab it, but nothing’s there.

Everyone is human. People forget things. But being unprepared can send clients the message that you’re unorganized, or worse, unprofessional.

Whether you have 5 hours or 5 minutes to practice for a listing presentation, it’s important you take advantage of every second. Nothing says “don’t hire me” like showing up unprepared, forgetting your paperwork or stumbling through your script.

Remember, there’s no such thing as being overprepared. When in doubt, practice more and bring everything you think you’ll need and then some.

Update Your Presentation Frequently

Is your listing presentation ready to tackle today’s seller questions? Sure, it may not need all the bells and whistles, but a listing presentation that covers the current shifting market can help build confidence.

Whether you’re revising your current listing presentation or building one from scratch, make sure to keep it modern, clean and simple. A little information can go a long way when displayed well.

Don’t have the time to build a new listing presentation? We have a template for that.

Download our perfect listing presentation and personalize it to your branding for a quick and easy way to make a big impact in your real estate marketing.