Things Your Listing Presentation Needs Part 1

June 30, 2009

There are certain things your listing presentation absolutely needs.  If you leave them out you risk leaving considerable doubts in your prospects’ minds about your ability to get top dollar for their home.  So here are a few of the must haves in any listing presentation:

Your Bio

In your bio give an overview of your professional background and touch upon a few personal details, but don’t over do it.  No one cares what fraternity you were a part of in college or what high school you went to.  Your bio should include a reasonably current photo (if you use a 20 year old photo, what does that say about your honesty?), your company’s logo, any phone numbers – office, cell phone, fax, and a few highlights of your real estate career.

Testimonials

For many people, testimonials (even though obviously selectively chosen) are the most convincing way of demonstrating your services are superior to the competition.  So include a few testimonials: a few lines and the client’s picture to add legitimacy.  It’s best to ask your current clients for a testimonial at the end of a deal when the emotion is still there.  Asking someone for a testimonial who you haven’t worked with in 5 years just won’t have that same enthusiasm as a current client.  At the same time, don’t ask these people to write a rave review, just ask them to write something honest about their experience in dealing with you.  Put these testimonials on a dedicated Testimonials page on your website as well.

Your Company And Brokerage

Whether you come from a small or well known real estate company, highlight your company’s unique marketing benefits and positioning within the local community.  Highlight any statistics on your office’s past achievements including local market share or number of houses sold in recent years.  What are your companies top 5 services?  Tell prospects what they are in this area.

Marketing Plan

You definitely want to give specific details on how you and your company market homes and why you’re worth the commission they’re paying you.  This may take several pages, but it’s the most important part of your presentation.  Whenever possible, quantify the amount of exposure you’ll be giving them.  For instance, if you have website tracking tools, tell them the average number of visitors your website gets on a weekly or monthly basis.

Learn more about improving your listing presentation by taking my course Advanced Listing In A High Tech World.   This course has been approved by the Registrar, REBBA 2002 to qualify for 12 credits.

Filed under: Listings Presentations and Technology - Best Practices

Tags: branding, closing, laptop listing presentation, listing presentation, listing software, online listing presentation, prospect, real estate education, real estate educators, real estate seminars, real estate training