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

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

Need Seller Leads? Direct Mail to the Rescue

direct response marketing

Jul 23, 2018

Become a big fish in a small pond

If you’re of a certain age, you’ll remember the advent of email and the rhetoric surrounding it.

It was going to put the post office out of business, direct mail marketers would consider it the answer to their problems, and it was immensely less expensive than regular mail.

Well, the post office is still in business and direct-mail marketing is a booming business.

Think email is a more effective tool than direct mail to generate real estate leads? Read on to see the other side of the story.

Direct mail cuts through the clutter

“In the 1970s, it was extraordinary for a person to receive as many as 50 [email] messages a day. Today, it’s not unusual for someone to receive 1,000 messages in a day,” according to Dave Crocker, administrator of emailhistory.org.

Raise your hand if you’ve ever received 1,000 pieces of direct mail on any given day.

The truth is, the volume of direct mail has decreased, starting in 2016, according to the U.S. Postal Service and the Data and Marketing Association. While this may be bad news for the post office, it’s excellent news for real estate agents who use direct mail in their marketing mix. Why?

Direct mail has a better response rate than email.

Though the volume of mail sent decreased, the response rates increased. The decrease in the volume of “junk mail” that each American receives, means less competition for those who continue direct mail marketing.

For real estate agents, that’s even better news.

Go for the best ROI

Let’s face it, many real estate agents are thrifty and when a less-expensive marketing alternative presents itself, they’ll take it. So, these agents rely more on email than on direct mail.

“If competitors are abandoning the mailbox, they’re leaving you with a huge opportunity to dominate the channel that achieves the highest response rate,” says Debora Haskel of IWCO Direct.

According to the Data and Marketing Association, direct mail boasts response rates that are from 10 to 30 times higher than that of email. It also delivers 10 percent more customers than email (according to the Direct Marketing Association, or DMA) and it’s more effective than email at inducing brand awareness.

In fact, 75 percent of people could recall the brand immediately after seeing it in a direct mail piece while only 44 percent of them could recall the brand immediately after seeing a digital ad, according to Proactive Marketing.

The millennial misconception

If you’re targeting millennial homebuyers in your marketing efforts, direct mail should be among your weapons. There’s a misconception that this generation is completely connected electronically in all aspects of their lives.

Studies show, however, that when asked whether they were more likely to read an email with promotional content or a direct mail piece with the same content, 12 percent more millennials said they prefer the latter.

Even more surprising, was their answer to this question: “Which is more effective at getting you to take action?” Thirty percent responded that direct mail prompts them to action, while only 24 percent said email.

Choose your direct mail pieces strategically

The perfect direct mail campaign starts with a plan. Define your goal, set objectives and determine your target audience. With this information, you can put together your mailing list and then design your marketing piece.

Whether you’re mailing newsletters, postcards or anything else, your pieces need to cut through the clutter and stand out. To do that, keep text to a minimum and go heavy on the images.

“Take as much time crafting the look of your mailer as you spend on crafting the words and messaging,” suggests exactask.com’s Adam Treiser.

What formats do consumers prefer? The DMA found that oversized envelopes are opened more frequently than other direct mail pieces, followed by postcards.

Most marketing experts recommend multichannel marketing. If direct mail isn’t among the mediums you use in your marketing efforts, perhaps it should be.

Start getting more seller leads now!

Send the Time is Right postcard from the Listing Inventory Series to at least 100 prospects in an area where you want more seller leads.

Need help targeting the perfect niche of buyers or sellers? Use our mailing list tool to create the ideal list (it’s easy) or call our support team for assistance at 866.405.3638!

PLUS: When you have time…here are 3 free ways we can help you CRUSH IT in 2018!

1. The 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 Marketing, Listing Inventory, Geographic Farming, and Sphere of Influence – Click Here – Click Here

2. The Free 2018 Real Estate Business Plan.

Treat your business like a business it is vital to long-term success in this industry. Some agents may put together elaborate business plans, yet there’s something powerful about keeping it simple. Check out our one page Online Real Estate Business Plan – Click Here

3. The Free Online ROI Calculator.

Consistency and automation are the keys to success. Discover how effective direct mail marketing can dramatically increase your bottom line. Enter your statistics in our Free online ROI Calculator and click the ‘CALCULATE MY ROI’ button to see your results instantly! – Click Here

Also…check out these cool tools

Three Click Postcards – Just snap a home photo & create a postcard all from your mobile phone

MLSmailings.com – Automated Just Listed, Just Sold Postcards

Market Dominator System – Become a neighborhood brand

Want to Refer a friend or colleague? Refer them, Here. THEY get a Free $25 Gift Card and YOU become their hero!