A lot of agents like to have a structured listing presentation that they can step through without having to think about it. However, the point of the listing presentation is to communicate with your clients about what you will do for their unique needs that your competition won’t. They need to know how marketing, pricing, sale method, timing and fee delivery will apply to them, so your delivery needs to change to fit each individual client’s situation.
After evaluating hundreds of listing presentations we have identified some fundamental yet powerful techniques you can employ to ensure your process will be effective every time:
Have an agenda
Use a writing pad
Employ trial closures
End with a summary close
These simple tools make a game-changing difference in your delivery and outcome, starting with your agenda.
An agenda is a working structure that also allows you to be flexible with each individual situation. Its purpose is to make sure you stay on track and cover everything in an appropriate order. Of course, a good opener addresses the needs of the customer on their terms and from their point of view. You want to deal with their unique situation, considerations in selecting an agent, preferred method of sale, options for marketing, how pricing is determined, and next steps they will want to take.
The writing pad is a versatile tool that gives you immediate control of the flow of the conversation. It allows you to ask better questions by listening intently to your customer, taking quick notes, and responding to their input and queries with focused relevance. For example, if you discover this is their first property then you know they will need more time, more information, and more emotional support than someone who has been through the process before. If you have clients who have bought or sold before then they may already have specific preferences around how they want their property to be handled.
Another important question is whether they might let you bring buyers through for inspection, possibly selling before placing the property on the market, or if they might consider auctioning the property. Knowing these details allows you to tailor your pitch.
Also keep in mind that you do not have to finish your entire listing presentation in one sitting. Rushing clients into the marketplace will often work against you. Yes, you need to establish your fee and land an exclusive agreement, but often the best way to do this is to take the pressure off your clients and let them do the process in stages. They will be more likely to sign with you now if they feel comfortable with your methods and your intent.
A property is ready to list when its presentation, pricing and sale method are right. Getting those elements right is best accomplished using trial closures. Trial closures get clients to make necessary decisions about open times, auction times, photography times, supplying a key for access, choosing a conveyancer for legal paperwork, and of course, pricing.
The summary close then brings everything together you have discussed for final confirmation. This is where you finalize pricing, marketing, sales method, timing, and if not already done, choosing your agency and delivering your fee. If your summary close is incomplete then you are not in a position to sign for this business. This is why you need to have an agenda from the start. Your writing pad is the best tool for closure, too, so you have a list of items you can physically check off, making sure nothing has been forgotten.
You will never have one listing presentation that is finished. Each listing presentation is an interactive exchange with a new client and/or a new property. This is your only opportunity to outperform your competition. This is not the time to think about what you need out of the deal. Focus on learning your client’s needs, desires, doubts and fears, be responsive to them, and you will be a successful lister.
I hope you’ve enjoyed today’s Coaching Tip and I’m looking forward to seeing you here again next week.