Why Use A Listing Presentation?

What makes for an effective ‘listing presentation’? Let’s discuss this from two perspectives… the first being an agent and the second a seller.

A. Benefits For An Agent

Here are the benefits an agent will enjoy.

1. Positive Professional Image

A professionally designed listing presentation simply produces the ‘right’ image of the agent within the seller.

* Studies prove 70% of a seller’s decision to list with an agent is determined by perceived value.

In street language, sellers do judge a book by its cover.

2. Creates Organization

When you use a presentation you benefit in that it allows you to be organized for success during the listing appointment. It offers you the opportunity to maintain focus, provide direction, and outline a plan of action.

3. Objections

An effective presentation will include what is called ‘tie downs’ on every page of the presentation. What is a tie down? A tie down is a mini-close that deals with the issues discussed on that specific page of the listing presentation.

By doing mini-closes throughout your presentation, you are giving the seller the opportunity to agree with you and this makes it easier when it comes time to the bigger close… “sign here”.

4. Coverage

An effective presentation will allow you to completely cover every point of your marketing plan, from Internet marketing, company marketing, personal marketing, neighborhood marketing, MLS marketing, targeted buyer marketing, etc. These are the major points to include in a presentation.

5. Price Separation

Your presentation must be a completely separate presentation from your pricing presentation This allows you to close the seller on your marketing plan before you even begin to discuss price. This is why a presentation is critical to success when on listing appointments.

6. Format

Your presentation should be created in PowerPoint as this software makes it easy for you to make edits specific to each listing appointment.

It also allows you to be as creative as you can be with your presentation, as PowerPoint allows you to add a logo, personal picture, music, etc. This gives you an unlimited number of ways to impress sellers.

7. The Internet

By making your presentation in PowerPoint, you can now upload your presentation to a website making it easy for your sellers to review your presentation whenever they want.

However, we recommend you have such a website password protected as you certainly do not want every agent in town to have a copy of your presentation.

8. Distribution

A PowerPoint file also allows you to burn your presentation to a CD or DVD for easy distribution to seller. And it is a lot cheaper to leave a CD with your seller as compared to a full color print version of your presentation.

Summary

So as you can see, there are many benefits you will enjoy by using an effective real estate listing presentation. Lets now discuss how a seller benefits.

B. Benefits of a Real Estate Listing Presentation for a Seller

Here is how a seller benefits when an agent uses a presentation.

1. Perception

By using a professionally designed real estate presentation you are giving the seller every opportunity to do business with you. This is accomplished through perception. Studies suggest perception accounts for 70% of a person’s decision to do business. Therefore if you want to increase your listing inventory then using a listing presentation is wise.

2. Organization

Sellers want organization too during a listing appointment. A real estate listing presentation does exactly that for the seller. The seller feels more comfortable not only about his decision to list but also about you as a real estate professional.

3. Understanding

Most sellers have a low understanding on commission fees and this is where a listing presentation comes to your rescue. A real estate listing presentation, especially one with price removed and placed into a separate pricing presentation, allows the seller to understand why a service fee is charged.

4. Agreement

A real estate listing presentation with built in tie-downs allows the seller to have what we call ‘agreement participation”. Studies prove multiple mini-closes increases the success rate of the ‘final close’ by as much as 700%. Only by using a listing presentation will you get to enjoy this seller benefit.

5. Insight

A real estate presentation provides insight for the seller when it comes to how the MLS is used to locate targeted buyers for the home. A listing presentation must clearly outline the MLS buyer concept to the seller.

6. Security

It is a reality in sales that security is the #1 factor required to be established within the mind of the seller in order for the seller to feel comfortable about saying yes to listing with you.

An effective real estate listing presentation professionally designed by a graphic designer and contains all the tie-downs, images, substance, and content guarantees security is achieved.

7. Accountability

A seller wants the agent to be accountable during the listing term. A real estate listing presentation outlining such accountability simply serves the seller and allows the seller to make a positive decision about you. Each one of our real estate listing presentations incorporates these benefits for both agents and sellers.