Build a Better Listing Presentation

Build a Better Listing Presentation

Real estate agents/brokers need solid presentation skills to thrive, whether that’s getting new listings or convincing an agent to join your team/office. If your presentation skills could use a bit of polishing for the new year, here are some best practices and resources you can leverage to improve your game in 2016.

1. Know Your Subject Matter

If you’re giving a listing presentation, you need to be able to demonstrate that you understand the local market. When it comes time for the difficult content like commissions and value estimation, if the prospect feels you know what you are prepared to do the best possible job for them, it will be much easier to close.

2. Prepare

If you’re not seeing the results you want, you need to put in some time on prep work. First record yourself visually running through it and look for cues that point to a less than confident presentation. Do you rush through parts? Do you hesitate over certain facts? Once you’ve watched yourself, find someone whose opinion you trust and run through your presentation with them, then be open to their candid feedback.

Do the “uhs” and “you knows” that plague our everyday speech creep into your presentation? Slow down your speech – this will give you time to think through those gaps. As National Elevator Pitch Champion, Chris Westfall, suggests – add a gesture or set of gestures to your habits that pull you out of that space when you find yourself reaching for words that rob you of authority.

Hubspot has some additional suggestions in their article on effective public speaking that will help you in your prep work: avoid heavy meals the night before, get a full night’s sleep, and exercise the morning of.

2. Pre-qualify Your Audience

You should never walk into a presentation cold – you want your pitch to fit like a tailored suit on your audience. Set up a phone call 24-48 hours out from your pitch to get their feedback on their current circumstances and determine how that will change your pitch. Are they in a rush to sell? Are you going to have to add additional material to set their expectations on price because they have friends who recently sold or they are sure their Zestimate is accurate? Look for the hurdles they are going to put in your way.

3. Presentation Day: Look and Listen

You’re not there just to speak, you’re there to further customize the presentation based on visual and verbal feedback from the potential client. If they start showing a closed posture when you bring up certain data or points, be prepared to either back them up with references from an authoritative source, or find another path to the results you are looking for. All that prep work you did on owning your presentation gives you the peace of mind to react and change. Think of it as driving on a curvy road – you can drive it in a really cool looking car, but if it won’t corner, you’re going to crash and burn.

Content – 5 Powerful Slides You Need for Your Presentation

Inman News commissioned a webinar with Gary Wise of Paperless Agent to look at the bones of what you need in a killer presentation.

  • Preparation: Discuss the importance of grooming/staging
  • Pricing: Help your seller understand the ins and outs of home valuation/pricing
  • Promotion: What is the value proposition of your marketing strategy and how do you differentiate from your competitors?
  • Launch Campaign: What is the opening salvo from your marketing campaign – how will you get it in front of qualified buyers early on?
  • Projected Results: Setting proper expectations

If you’re interested in learning more about Gary’s viewpoint on this, the webinar is available on Inman’s site.

2016-01-14T05:00:27-04:00January 14th, 2016|PRODUCTIVITY|