Studies indicate it takes a tenth of a second to begin to form an impression of someone you don’t know.
Therefore, be aware that a potential client may start to decide about hiring you while you are still standing on their doorstep.
This is why it’s important to ensure your first impression is amazing.
Here are three tips to master your listing presentation and win that client.
1. Send a pre-listing packet
I couldn’t find any statistics about how many listing agents send a pre-listing presentation packet to homeowners. I hope you will be among those who do.
The pre-listing packet is part of your curb appeal, so make it as compelling as possible.
We have spoken with our customers about what they include in theirs:
- Current local market conditions
- Your agent bio, in the form of a personal brochure (so classy and so professional!)
- Information about your brokerage, including any impressive sales stats
- A mock-up of Just Listed marketing pieces you will use if you get the listing
- Client testimonials (a must-have)
- A blank listing agreement (you may want to watermark it)
- A step-by-step explanation of the listing process.
- Direct response reports such as “Inventory is LOW, Now is the Time to Sell,” “What If I Sell My Home and Can’t Find One to Buy”, and “Reasons Why Your Home May Not Sell”. All of these reports are available, HERE.
Ensure that the packet is ultra-professional and client-centric (in other words, not a lot of overt self-promotion), and highlights the value of working with you. Send it out to the homeowner at least three days before the listing presentation appointment.
2. Prepare to impress
The groundwork begins when you get that first phone call from a homeowner requesting to meet with you. Ask the important questions now, so that you are better prepared during the actual listing presentation.
The NAR suggests the following:
- May I ask why you’re selling?
- Is there a date by which you need to be out of your current home?
- How long have you owned the home?
- Have you remodeled or renovated your home? Any repairs?
- Is anyone else on the title? Is it possible he/she/they could be present when we meet?
- How did you hear about me?
Take notes of each answer so that you don’t repeat these questions during the listing presentation.
Your last step should be to take a drive by the home you’ll be listing (hopefully!). Take note of its curb appeal, or lack thereof, the neighborhood, and any nearby amenities that will positively or negatively impact value.
3. Take a deep breath
You may have heard from more experienced agents that “People do business with those that they know, like, and trust.”
It’s a big challenge to achieve all three of those in the time it takes to give a listing presentation, especially for agents who are new to the industry and lack the confidence that experience brings.
Be genuine; people can tell in a heartbeat if you’re faking it. “You can’t force rapport,” claims the president of the RAIN Group, Mike Schultz.
Walk up to the door, stretch, shake your hands to get the jitters out, and take a deep breath. And don’t forget to smile.
During the presentation, listen carefully, and nod to acknowledge that you’re listening. Take notes if you need to.
You’ve got this.
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