When it comes to delivering a Listing Presentation, how you say it can be more important than what you say. As the real estate agents and brokers I coach and consult with can tell you, the difference comes with doing much more than simply reading the copy of what you are going to leave the potential seller or buyer with.
If your plan is to read from the MLS or expect Ai to write your pitch for you, at best you will be delivering the same information that other agents the seller or buyer is meeting with are giving them. When that is the case, their decision is more likely to be based on which agent they “know” better or who was best dressed instead of choosing the best person that could help them.
The goal in putting together your Listing Presentation is to create as many “Wow! No one else talked about that!” moments as possible. What you have accomplished may not matter to the people you meet with nearly as much as what you can do for them within the next month. Their knowing that, for example, you sold $5 million worth of homes while Agent B sold $3 million does not mean they are certain to choose you. Hearing how great you are and sounding like you are reading it does not leave a good impression.
My expectation for a successful Listing Presentation includes three elements. It starts with the agent explaining, clearly in his or her own words, why ‘you’ are qualified to market and sell the specific property. The middle part should focus on your analysis of the property or opportunity. Not one you copy and paste. Let your audience hear it in a way that no one else delivers it because that is how and why they will remember you ahead of others they interview.
Those are two of three parts. Lastly, it should be about the solution(s) you are prepared to deliver for them. Ideally, you know their true motivation before you arrive. The part where you paint the picture with them in it. Carefully explaining to them how your proposed solutions address their situation is crucial.
Upon having your presentation prepared and practiced, the next part is why my clients and students depend on me. It is as much about HOW you sound when presenting, including your enthusiasm and emotional reactions. You can take your chances, or be “first in” to win because you are fully prepared!
