Wednesday, July 18, 2018

Lisa Gray

Lisa Gray
Lisa is an accomplished marketer with years of expertise in direct response marketing, digital marketing, data analytics and business development working with both B2C and B2B.

polish your realtor presentation skills

The winning formula

You can blink your eye three times in the time it takes a person to judge your trustworthiness and competence just by looking at your face, according to research conducted by Princeton University.

Yet, the real estate industry is confounded that most real estate consumers go with the first agent they meet and that so many homeowners spend only one day choosing a listing agent.

As with all things real estate, time is of the essence during the listing appointment, so let’s take a look at how you can ensure the homeowner’s first impression is a winning one.

It starts with the first phone call

Whether it’s via a phone call or a response to a Free Offer postcard, how you respond to that first contact with a potential seller will pave the way to a successful listing presentation. This is the time to gather as much information as possible about the home and the owner.

Free Offer Series Postcards

Right now, make a list of questions so you’ll be ready for that next listing lead.

The National Association of Realtors even offers up some examples to get you started:

  • Why are you selling your home?
  • How soon do you need to sell?
  • Do you have a ballpark price in mind?
  • Tell me about your home – how long you’ve lived there, what you like best about it and whether you’ve performed any renovations or major repairs.
  • In your opinion, what makes your home different from others in the neighborhood?

When you set the appointment, let the homeowner know that all decision-makers should be present.

Before compiling the CMA, take a tour of every home currently for sale in the seller’s neighborhood and a drive-by of sold comps.

As most listing agents know, potential home sellers are keenly aware of current listings in the area and will many times bring them up during a listing appointment.

Rather than being embarrassed that the homeowner knows the local market better than you do, be the agent who is completely up-to-date on the local market.

Now you have the information necessary to put together the CMA. For the rookies out there, here is a list of quick tips to help you out with that:

  • Generics won’t make you stand out. Every home and every seller is different. Customize your presentation to this home and this
  • Even if you use a digital presentation, ensure that everything in your hard copy is professionally printed. Your competition won’t bother using the color printer, which is why you must. From your branding to the graphics and photos, color grabs attention and gives the impression that marketing is your forte.

Powerful first impressions

Remember how quickly we form first impressions? One of the best ways to ruin your chances is by being late for the listing appointment. No excuse on earth will work just show up on time.

Before you leave your car, turn off your phone, take a deep breath and relax. Remind yourself to smile and make eye contact as the homeowner opens the door. Hey, you got this!

Steer the participants to a place where it will be easier to maintain eye contact with everyone who is present. A round dining table is ideal.

Then, break the ice. “Driving over here, I was thinking about how excited I am about this meeting,”lets them know that you’re confident and have exciting things to share, suggests author and sales leadership consultant, Lisa Earle McLeod.

Another suggested ice-breaker is to ask a question. Engaging the homeowners immediately will help you make a quick connection.

while every listing agent is different in how they conduct a listing presentation, most that we’ve spoken with share the following:

Homeowners want to know that you’re truly listening to them. Making eye contact conveys that and taking notes as they speak shows you are serious about remembering what they’re saying.

Assume the close

While some agents we’ve spoken with wait until the end of the presentation to assume the close, others do so throughout the presentation.

Here’s a brilliant example we read about at ActiveRain. Draw up two lists of services – one the basics, and one with the extra services you offer your listing clients.

Then, when explaining your services during the presentation, start with the basics – the stuff that is standard in your area. Then, whip out the second list and, as you tick them off, stop occasionally to ask if this is a service they want you to provide.

For instance, “Will you want aerial photography as well as the 3-D home tour?” Or “Do you want me to hold open houses?”

Although we don’t expect these tips to be everything required to beat the listing presentation willies, they offer ideas on how to prepare. And, knowing you’re prepared is calming.

And, when you’re calm, you’re confident and unbeatable!

Order at least 100 5 Facts That Drive a Successful Home Sale from our Free Reports and use them as part of your presentation portfolio, and as handouts for your farm and open houses.

The ProspectsPLUS! Team are your biggest fans! We are here to help you succeed in 2018. Please reach out to us if there is any way we can help you at  866.405.3638.


“The task ahead of you is never greater than the strength within you.”

-Ralph Waldo Emerson


The ProspectsPLUS! Team members are your biggest fans! We are here to help you succeed in 2018. Please reach out to us if there is any way we can help you 866.405.3638.

3 defining moves to start the year
Set the pace for Strategic Success

As competition grows more fierce, you may find yourself asking, “What’s my next move?”

Savvy agents are navigating the New Year with ease by investing in smart systems and tools that help them compete in today’s real estate market.

Who will take the lead in both listing and selling homes this year?

Those who stay strategically focused on one-to-one marketing, negotiate effectively up front and commit to consistent business development through monthly prospecting.

Time to set the standard high

In any market, taking a listing that won’t sell is worse than having no listing at all.

And while you may be tempted to take listings at any price, terms or commission, this is also a recipe for failure.

Consider instead, raising your standards using a strong, effective tool which spotlights the homeowner’s commitment to getting the home sold in the quickest possible time.

Our Merchandising Review is a great tool for this and there are three successful ways to implement it.

First: Make the right decisions at the listing appointment. It’s likely during your MerchandisingReviewTHUMB
presentation your sellers may have an objection or two regarding terms.

Try to shelve objection handling until after you have completed your presentation and obtained the signatures for the listing.

Then close your appointment by going over the Merchandising Review to make certain everything is in order.

Stating the Merchandising Review is a helpful tool to ensure everything is in order before the home is listed, the same way pilots use a pre-flight checklist.

This list of 18 different seller-controlled factors actually will help generate a quicker sale for the best possible price and terms. Then simply walk through the list and negotiate where necessary.

Get non-selling inventory back on track

Go through your inventory and red flag problem listings.

Walk PricePyramidTHUMBthrough the problems using the Merchandising Review and the Five Most Common Mistakes tools.

Contact your sellers by phone or visit in person to help them understand those review items that are hindering the sale of their home.

Sample Dialogue: “Mr. and Mrs. Seller, we’ve had your property on the market for ____ days now and we are not getting the results that either of us had hoped for. We have a new tool called the Merchandising Review that helps us identify problem areas. I’d like to sit down with you to discuss those potential issues.

I believe if we walk through these items we can get your listing back on track and help exact a faster sale for your home. Would tomorrow at 6:00pm be good or would 8:30pm be better?”

Data mine for the niche that’s right for you

By targeting niche markets that are near and dear to your own interests, you’ll be better able to “speak their language” and let your passion for that market segment build the momentum you are looking for.

For example, do you love listing and selling waterfront properties?  Is boating the way you unwind?  Now, it’s easy to find and market to like-minded people and works not only with your sphere — but consumer interest groups that most resonate with you.

That way you are growing your book of business with the kind of folks you are most interested in working with. (And that just makes work, and life, a whole lot more interesting, don’t you think?)

It’s never been easier to do  

Create a target mailing list to search for the customer segments you most want to market to:


  1. Choose High-Income Consumers for luxury or investment property.investor
  2. Choose the Lifestyle Interest option for niche markets such as golfers, Tennis enthusiasts, and Boat owners.
  3. Empty-nesters are a great segment to market for downsizing. You could end up listing their current home, and help them purchase their new home
  4. Look to High-Income Renters for high-quality first time home ownership options.
  5.  Choose move up market for those who have been in their homes over nine years.  Help them list their current home and find their new dream property!

These market segments are just the tip of the iceberg.  Find the niche that most works for you.

Whatever strategy you deploy this season, make sure your message is clear and marketing consistent.

move up

Call, see or send something to everyone in your base of business at least every 30 days. You will find that your productivity, profitability, referrals, and commissions will be on track all year round.

Choose a postcard series from the niches mentioned above and send at least 100 postcards out to your newly targeted list.

Need help?  Call our support team today at 866.405.3638 to put the best systems in place to build your business easily, and cost-effectively. 

Monday Motivation

It’s not the mountain we conquer but ourselves.

– Edmund Hillary

We are here to support your success! Call us if we can do anything for you at 866.405.3638 today!