listing presentation

The Biggest Reasons Your Listing Presentation Didn’t Win the Client

Jul 17, 2024

Securing a listing is critical to a real estate agent’s job, and losing out on a potential client can be disheartening.

Understanding the reasons behind a failed listing presentation can help you refine your approach and increase your chances of success in the future. Here are some of the most common reasons your listing presentation might not have won the client.

Lack of Preparation

Preparation is crucial for any successful presentation. If you didn’t research the property thoroughly, failed to prepare a detailed Comparative Market Analysis (CMA), or overlooked important market trends, the client might perceive you as unprepared or unprofessional.

Clients expect you to comprehensively understand their property and the local market.

Poor Presentation Materials

Using outdated or low-quality materials can negatively impact your presentation. Clients want to see polished, professional materials that reflect your expertise and attention to detail.

High-quality photographs, clear graphics, and well-organized documents can significantly affect how you are perceived.

Ineffective communication skills are presentation killers. If you talked too much about yourself without addressing the client’s needs, failed to listen actively, or couldn’t articulate your value proposition clearly, the client might not feel confident in your ability to represent them.

Engaging with clients and addressing their concerns is key to building trust.

Inadequate Marketing Plan

Clients want to know how you plan to market their property effectively. If your marketing plan lacks detail, innovation, or a clear strategy, the client might doubt your ability to attract potential buyers.

Presenting a robust, tailored marketing plan that leverages both traditional and digital channels is essential.

Failure to Build Rapport

Building a personal connection with the client is crucial. If you come across as impersonal or don’t make an effort to understand the client’s unique situation, the client might choose an agent they feel more comfortable with.

Showing empathy, being personable, and establishing a genuine connection can set you apart from competitors.

Misalignment on Pricing

Disagreements about the listing price can be a deal-breaker. If you suggest a price that seems unrealistic or doesn’t align with the client’s expectations, it could lead to a loss of trust.

Ensuring your pricing recommendations are backed by data and communicating the rationale clearly is important.

Inability to Handle Objections

Clients often have concerns or objections that need to be addressed. The client might question your expertise if you can’t handle these objections confidently and convincingly.

Being prepared to address common objections with well-thought-out responses can help reassure the client.

By addressing these common pitfalls and continually refining your approach, you can improve your listing presentations and increase your chances of winning over clients.

PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

Homes & Life Magazine is a customizable magazine with rich, full-color content and a sharp, professional aesthetic. It includes compelling, direct, response-driven articles written by real estate industry experts and engaging lifestyle content. Send out Homes & Life Magazine in Just Minutes – No Minimums Required. Or we’ll ship it to you. Homes & Life Magazine is the ultimate “Coffee Table Lingerer”! …and it costs less than sending a greeting card! – Click Here

2. The Free 6-Month Done-For-You Strategic Marketing Plan

The Real Estate Marketing Planner is a powerful 6-Month Guide that strategically defines what marketing to do and when. Four key market segments include niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

3. The Free Interactive 6-Month Real Estate Business Review

The Free Interactive 6-Month Real Estate Business Review allows you to enter your business goals for the remainder of the year and get a breakdown of how many prospects, listings, closings, and so on are needed to reach your goals. – Click Here

4. The Become a Listing Legend Free eBook

This image has an empty alt attribute; its file name is Become-A-Listing-Legend-3D-Book-White-274x300.jpg

Ready to take a vertical leap in your real estate career? If you’re looking for inspiration…and the tools and methods to dominate a market and go to the top in real estate…you’ll find them in this free book. – Click Here

Transform Your Listing Presentation: Secrets to Gaining More Clients

Jun 27, 2024

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.

Experts state to include the following questions:

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.

PLUS: When you have time…below are some marketing tools to help support your success.

1. Put Your Real Estate Business a Step Above with Your Own Branded Magazine

2. The Free 6-Month Done-For-You Strategic Marketing Plan

3. The Free Interactive 6-Month Real Estate Business Review

4. The Become a Listing Legend Free eBook

How to Knock Their Socks Off BEFORE the Listing Appointment

Feb 22, 2022

You counsel your listing clients about staging their homes and improving their curb appeal.

Now it’s your turn to take your own advice. Amp up your professional curb appeal with a brilliant pre-listing package that will knock any prospective client’s socks off.

New to the biz?

A pre-listing packet contains information about you, your services, your track record, and what you do to successfully market homes.

Just as you want your clients’ homes to offer a brilliant first impression, so it goes with creating the same for yourself.

And you won’t have a lot of time to do that during the listing presentation. In fact, you’ll have exactly one-tenth of one second to make that first impression in-person, according to research by Princeton psychologists and researchers Janine Willis and Alexander Todorov.

So, knock their socks off before the listing appointment.

What to include in your pre-listing packet

Naturally, everything you include in the packet should be branded. Here are a few ideas on what to share with your potential listing clients:

About you and your team (if you have one)
Impressive sales statistics. Lacking those, consider using the brokerage’s statistics. Again, if they are impressive.
Success stories with testimonials as proof.
Your marketing plan, including examples of past marketing efforts, a list of websites and other vehicles you will turn to in your marketing efforts.
Anything that makes you stand out from other agents. For example, if you offer free staging and few others do in your market, that’s a value proposition worth mentioning.
Consider including the contracts and other paperwork that they will be signing when they list with you. Yes, you should still explain them when they list, but they’ll be familiar with the documents, allowing you to save time during the presentation.
A diagram or infographic of the steps they can expect to take during the sales process.

This list is by no means exhaustive, but it should give you an idea of what to include in a pre-listing packet.

Pretty it up

Upload Your Own Folders. See more **HERE**

The pre-listing packet doesn’t necessarily need to be a physical, bound handout. If you prefer, make it virtual. Many agents like to include their marketing videos, listing videos, and other virtual goodies, creating a virtual introduction to their services is ideal.

If you decide to go the other route, ensure that the presentation is professional, polished and reflects your business style and values, and is targeted to your potential client.

If you need help with design, check out fiverr.com. For a virtual pre-listing presentation, visit highnote.io. And don’t forget to check out our pre-designed presentation folders or design-your-own, HERE.

PLUS: When you have time…below are some free tools to help support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

The Real Estate Marketing Planner is a powerful 12-Month-Guide that strategically defines what marketing to do when. Four key market segments are included, niche Markets, geographic farming, sphere of influence, and past clients. – Click Here

2. The BusinessBase, SOI building system

The most effective thing you can do to build a real estate business is to become more visible, more likable, and remembered more often. The BusinessBASE™ not only checks all of these boxes, but it is a business building machine. In two easy steps, you can begin to build a robust sphere of influence that will provide you a lifetime of repeat business and referrals. – Click Here

3. The Free Interactive Real Estate Business Plan

The Free Interactive Real Estate Business Plan allows you to enter your business goals for this year and get a breakdown of how many prospects, listings, closing, and so on are needed to reach your goals. – Click Here

4. The Become a Listing Legend Free eBook

5. The Take a Listing Today Podcast

The Take a Listing Today Podcast

Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you in your success.

We’re here to support you.

Your ProspectsPLUS! Team

More and More Buyers Won’t Look at a Home Without Seeing This First

Feb 17, 2022

Congratulations on that new listing. And those photos that your pro photographer snapped are gorgeous. Also looks like you put a lot of thought into writing the listing description.

It’s a pity that you hit the submit button before you uploaded a floor plan. But you don’t use floor plans in your listings, do you? Most agents don’t, and those who do want to thank you for not using them.

Maybe this will convince you: One in 10 buyers surveyed said that they wouldn’t even look at a home for sale if they hadn’t seen a floor plan first, and this number continues to increase. (Rightmove).

Attract Buyers with the Rent By Numbers Campaign shown above. Learn more, **HERE**

NAR’s latest Generational Trends Report says that the third most important feature of an agent’s website (according to buyers) is a floor plan in listings. It ranked third last year as well.

Numbers one and two are photos and the listing description.

It’s a new era. We’re in a worldwide pandemic that’s turned the way you do business upside down.

Consider including floor plans with your listings. The process isn’t as expensive and time-consuming as you might assume.

Besides, buyers want them.

Let’s take a look at two of the most popular floor plan vendors.

Matterport

The OG of real estate agent floorplans, Matterport is typically what we think of when the topic comes up.

Matterport’s 3D interactive floor plan offers clients what they truly crave: the ability to “walk through” a home and view what they want to view, not what a videographer wants them to see.

According to the company’s website, using Matterport floor plans in your real estate listings will result in:

A 4-9% higher sales price
DOM decrease of up to 31%

Matterport currently offers four price points:

Free
$9.99 a month
$69 a month
$309 a month

Along with the price of the plan, you’ll need to purchase a 360 camera. Learn more about that process at matterport.com/camera.

Agent reviews are all over the map.

Build your High-Income Renter prospect list now. Learn more **HERE**

One Las Vegas agent claims that although Matterport’s “… virtual tours are the gold standard when advertising properties online … The price of the equipment and storage is expensive.”

Read additional reviews online at g2.com.

RoomSketcher

Around 2007, you may have known about RoomSketcher’s software as “Home Designer.” While “The tool is still the same … our new name emphasizes our focus on creating both the best floor plan tool, as well as the best home design tool, on the market,” according to the company’s website (roomsketcher.com).

With RoomSketcher you have options:

Draw the floor plans yourself using the app
Order them from RoomSketcher’s Floor Plan Services
Hire a freelancer to draw them for you

With a drag and drop interface, it couldn’t be simpler.

Finally, choose between 2D and 3D.

Prices start at $49.99 a year for the VIP package or step up to the Pro plan for $99.99 a year. If you’ll be creating more than 100-floor plans a year, go for the Hi-Volume plan. You’ll need to contact the company for the price of this one.

RoomSketcher garners excellent reviews at g2.com.

PLUS: When you have time…below are some free tools to help support your success.

1. The Free 12 Month Done-For-You Strategic Marketing Plan

2. The BusinessBase, SOI building system

3. The Free Interactive Real Estate Business Plan

4. The Become a Listing Legend Free eBook

5. The Take a Listing Today Podcast

The Take a Listing Today Podcast

Watch the ProspectsPLUS!, Take a Listing Today Podcast for actionable content to help you get more listings. – Click Here

Please reach out to our support team at 866.405.3638 with questions or if there is anything we can do to help you in your success.

We’re here to support you.

Your ProspectsPLUS! Team

3 Defining Moves to Start the Year

Agent Success

Jan 16, 2018

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
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 through 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:

Choose High-Income Consumers for luxury or investment property.
Choose the Lifestyle Interest option for niche markets such as golfers, Tennis enthusiasts, and Boat owners.
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
Look to High-Income Renters for high-quality first time home ownership options.
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.

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.