Winning a Listing Presentation
If you believe the real estate cliche “list to last” then it’s not an overstatement that your business may live and die by the effectiveness by your listing presentation. This is the formal pitch to a homeowner on why they should hire you to sell their property. It’s your opportunity to showcase your expertise, services, and marketing plan – ultimately persuading the seller to choose you and sign a listing agreement.
This guide breaks down the key components of an effective listing presentation, recommends useful tools, provides script examples with role-play tips, and highlights best practices (and pitfalls to avoid) in delivering a winning presentation.
Armed with an effective listing presentation, the right presentation software and a constant reminder that you have two ears and one mouth for a reason, you will be in the pole position during any discerning seller’s listing decision. Here are the key concepts we’ll cover:
- A Typical Flow for a Listing Presentation
- Preparing the Perfect Listing Presentation Content
- Going over comps and market analysis during listing presentation
- Post-presentation follow up
A Typical Flow for a Listing Presentation
A successful listing appointment usually follows a structured flow to cover all necessary topics without overwhelming the client. For example, a common sequence might be:
- Warm Up: Greetings, handshakes, small talk, and getting comfortable together. Establish rapport and put the seller at ease.
- Overview: Outline what you will cover in the meeting to give the client a “roadmap” – for instance, “First I’ll ask a few questions about your goals, then we’ll review the market data and my marketing plan, and finally discuss pricing and next steps.”
- Initial Presentation: Discuss general information: the home selling process overview, your background and qualifications, and some local market trends. (Save property-specific details for the Detailed Presentation.)
- Tour the Property: Walk through the home with the seller. This helps you assess the property and lets the seller feel heard as they point out features. It also provides a break from the info-heavy discussion.
- Detailed Presentation: Reconvene to cover specifics for this property – present your comparative market analysis (CMA) and pricing strategy, and outline your detailed marketing plan for this home. Address any questions as you go.
- The Close: Wrap up by asking for the listing (signature on the contract) if all has gone well. If the seller isn’t ready yet, schedule a follow-up meeting instead of pushing too hard
Preparing the Perfect Listing Presentation Content
The main goal of a listing presentation is to persuade the seller to choose you to be their agent.
“Why should I sell my house now, and why should you be the one to sell it?”
– Seller’s inner monologue while considering listing agents?
Sellers want to know how you will help them achieve their goals, net the most money, and feel secure throughout the process. Keep this in mind as the guiding purpose behind every element of your presentation which we’ll go through here.
Prelisting presentation
Before diving into the main listing presentation, a smart move is to introduce your clients to the concept through a pre-listing presentation.
What is a Prelisting presentation? The prelisting presentation is typically included in an email confirming the actual listing presentation appointment with the seller. It sets the stage for the presentation to follow. Here’s what to include:
- a link to a video greeting from you (and maybe your entire team) where you share a brief bio, your values, experience, and a bit about your brokerage.
- past client testimonials: social proof fast tracks you building trust.
- past listings, highlighting stellar results
- market Snapshot: A high-level overview of current local housing market conditions (e.g. trends in their neighborhood).
- high level overview of your home selling process and marketing plan (include links to visuals wherever possible)
- the agenda for the actual listing presentation – consider including some of the comps and the documentation you’ll be covering in the presentation
Here’s a video that goes over the pre-listing presentation from none other than Tom Ferry:
Crafting effective pre-listing presentations can be a breeze because 90% of it is standard content that you can reuse with every seller. Just the act of sending the pre-listing presentation is proof that you’re organized and proactive (which are key characteristics sellers want to see in their agent).
Listing Presentation Pillars
No matter who the seller is, there are some fundamental questions every homeowner wants answered by the end of your presentation. According to real estate coaches, the five things every seller wants to know are:
- How much is my home worth?
- How much will you list it for? (Recommended listing price)
- What do you estimate it will sell for?
- What will you do to get it sold? (Your marketing plan)
- How long will it take to sell?
Make sure your presentation addresses each of these points clearly. This video from Lab Coat Agents goes over the steps for delivering a winning listing presentation that will answer all of these questions AND also prepare you for objections.
As this video covers, the seller is thinking: “What’s your plan to sell my home, and why should I trust you to execute it?” By using the framework from this video AND the steps below you’ll be prepared to answer these questions credibly.
Going over comps and market analysis during listing presentation
The comp session and market analysis are two pillars of strength in your listing presentation. This integral part of your pitch because it’s where you need to confront the seller on their “number”. Every seller has an opinion on their home’s worth and it’s typically distorted by rose colored glasses and anchored by a recent blockbuster sale and a complete inability to see the property with the fresh eyes of a home buyer.
So this is where your market analysis is going to be crucial. Remember a few key points and objection handlers here:
- It’s not what the seller thinks the property’s worth. In most cases, it’s not even what the buyer thinks the homes worth. It’s what the appraiser thinks the home’s worth.
- Listing at the very top of the market range runs a risk of a listing getting stale on the market and potentially needing to do price drops which is more detrimental than starting in the middle of the range, marketing it like crazy to get multiple offers.
Here’s a roleplaying video example that really nails the comp analysis and the pricing discussion.
By applying listing presentation software tools (see below), you can swiftly make real-time alterations to beautifully consolidated data, which not only leave an impression of your efficiency but also showcase a tailored evaluation that bolsters prospective clients’ trust in you.
If you approach the process with data – especially the type of data that a good appraiser will use – you can have a productive discussion about the value of the property and the listing strategy.
Using Market Data and CMA
A Comparative Market Analysis (CMA) is the vehicle for having the discussion on comps and your eventual pricing recommendation. We’ve got a deep dive on CMA software here…but regardless of the software you use, here’s why it’s important:
- A CMA shows the seller recent sale prices and current asking prices of similar homes, to ground your pricing recommendation in data.
- Gives you a visual framework to walk the client through the market comps and how their home compares, as well as, relevant market trends: for example, inventory levels, average days on market, and whether prices in the area are rising or softening.
- And ultimately helps you use data to arrive at the client’s major questions: “How much is my home worth?” and “Why did you pick that price?”.
Using a CMA helps sellers get more comfortable with your pricing strategy via logical and evidence-based reasoning.
Providing these facts establishes you as the market expert and can preempt disagreements later on pricing.
The Marketing strategy is a critical part of a listing Presentation
Discuss the innovative marketing strategies you employ, the listing presentation software that your team leverages, and your extensive online presence that optimizes property exposure. Do you use data analytics to target ideal buyers? Are virtual reality home tours part of your tech arsenal? Has your social media campaign been successful in the past in fuelling interest and facilitating faster sales? Giving concrete examples of how you utilize cutting-edge technology not only underlines your capabilities but also positions you as an adaptable professional attuned to the evolving trends of the industry.
It’s not a bad idea to show off your marketing tech stack too. That could be:
- Show your social media following and engagement
- Present stats on your client database (highlight active buyers), email distribution, website traffic, etc so you can show off your reach
- If you use a super effective tool like Curb Hero to promote the listing and capture demand at the Open House then share that
Also marketing is often about specialization, so show off your set of “special skills” (shout out Liam Neeson!).
- If you have a talent for design, then present examples of staging for previous properties.
- Are you a part time videographer and/or have video editing talent? Then showcase past properties where you’ve applied those resources.
- Even if it’s just your great work ethic, flaunt it. Not everyone can be “always on” but if you can deliver round-the-clock availability then mention it because it could differentiate you in a very positive way.
Emphasizing Experience during listing presentation
Data will only get you so far. At some point sellers are going to need to trust you have the skills and experience to go beyond pricing to marketing, negotiating, and landing them the best value. In this video Carolyn Young (30-year veteran) does a full on role play with Tom Ferry on her listing presentation that she does hundreds of times each year (with 95% conversion rate!).
As Carolyn demonstrates, a core piece of a listing presentation is to establish trust, and nothing instills confidence in clients quite like expertise. A proxy for expertise is experience so demonstrating familiarity with market trends, negotiation, and handling all the unexpected whammys (technical term :D) that can come up in a deal.
So carve out a segment in your listing presentation to discuss your years of experience. If you don’t have years of experience, mention the experience within your team or broker and make it clear that you will be leveraging this experience for the seller’s benefit. This is where you get to drop names of previous successful partnerships and detail how you navigated any challenges that came your way. Be specific about (without being longwinded) so sellers see that you have a working playbook to handle difficult scenarios and achieve results. Such stories add to your credibility and assure potential clients of your capacity to serve their interests effectively.
Showcase your communication skills
With experience comes confidence and clear communication. So throughout your presentation demonstrate, excellent communication so sellers know you’ll represent their interests in a credible way when dealing with interested buyers, and others throughout the transaction.
Whether or not you’re a natural smooth talker with 100% confidence in pitches and public speaking, it’s a good idea to rehearse your presentation both on camera (so you can review later) and with a role playing partner as YouTube Real Estate Expert Extraordinaire Loida Velasquez shows right here.
Self promotion during listing presentation
Does the term “self-promotion” make you cringe a little? Well you may be in the wrong business ;). Seriously, it’s not unusual to not be 100% comfortable telling others how great you are, BUT self-promotion must be part of your listing presentation.
This isn’t the time for false modesty; instead, it’s an opportunity for you to recount your successes and demonstrate your understanding of the real estate market dynamic. The key is to communicate this information in a manner that doesn’t come across as braggadocious but instead establishes you as a confident, knowledgeable professional. Practice is paramount. The more familiar you are with your promotional pitch, the more naturally it will come across. Remember, you’re not just reciting a script about your work history; you’re painting a compelling picture of the value and unique perspective you bring to the table.
Remember, a listing presentation isn’t just about properties; it’s also a story about you, the skilled real estate professional who can turn a prospect’s property ambitions into tangible reality.
Lastly showcasing testimonials and make past satisfied past clients and evidence of active community involvement only amplifies your credibility. With your wealth of market knowledge presented through your listing presentation and the use of advanced listing presentation software, you keep sellers up-to-date with real-time data and neighborhood-specific trends, ensuring a holistic, stress-free home selling experience.
Listing Presentation Software and Tools
An effective tech stack for real estate has become non-negotiable but listing presentation software is a bit of a niche in the real estate software category.
For a long time, listing presentation software was just presentation software (Powerpoint, Google Slides, etc) but as real estate software has evolved, real estate specific presentation solutions have become more common though they’ve mostly been bundled into other real estate software platforms.
Highnote is a software solution specifically designed for real estate agents to create impactful and winning listing presentations. It offers a platform where agents can easily build and customize their presentations, including buyer presentations and property marketing materials, without needing advanced design skills. The software provides real-time notifications and analytics, allowing agents to track how their materials are being viewed and engaged with by clients. Highnote is also equipped with a drag-and-drop feature for adding various types of content, such as floor plans, virtual tours, and PDFs, into the presentations. The platform is appreciated for its ease of use and the professional look it imparts to the presentations, helping agents to stand out in the competitive real estate market.
Clozio is a transaction management platform aimed at real estate professionals, focusing on improving efficiency and client experience during the transaction process. It provides agents, brokers, support staff, and transaction coordinators with tools to collaborate effortlessly and offer real-time updates to buyers and sellers. One of the key features of Clozio is its ability to create transparency during the listing and escrow processes, helping to reduce the confusion and overwhelm that often accompanies real estate transactions. It offers a streamlined mobile app for managing tasks on the go, powerful analytics, a detailed transaction calendar, and custom branding options. Clozio also stands out for its smart checklists and ad-hoc task management capabilities, ensuring that professionals engage the right person at the right time with the right information.
Luxury Presence is designed to help real estate agents and teams win more listings through digital presentations. It allows users to demonstrate their expertise and impress sellers, ultimately aiming to increase their close rates. This is achieved through professionally-designed listing presentations and Comparative Market Analyses (CMAs).
Key features and benefits of the software include:
- Impression-Making Presentations: The software provides tools and templates for creating stunning, memorable listing presentations. These resources are designed to be easy to use, requiring no technical or design skills, thereby enabling agents to make a lasting impression on potential sellers.
- Brand Differentiation: The software aids in differentiating an agent’s brand, helping them stand out in the competitive real estate market.
- User-Friendly Platform: Recognized for its award-winning templates, the platform is designed to be user-friendly, allowing agents to save time. Presentations can be created quickly and easily, with the flexibility to add content or make edits at any time.
Realtors Property Resource® (RPR) is a comprehensive data platform created for REALTORS®. It offers the nation’s largest property database, providing access to numerous properties, detailed analytics, reports, and various tools. RPR assists real estate professionals in creating personalized marketing materials, offering insights on market trends, home improvements, and more. It’s designed to enhance client engagement and help close more deals by providing instant responses to questions and requests. This resource is exclusive to REALTORS® and available at no additional cost, facilitating a key role in real estate transactions.
DashCMA is a comparative market analysis (CMA) software designed for residential real estate agents and brokerages. It is known for its ease of use and effectiveness in presenting and persuading sellers about the right price for their homes. The software focuses on providing a comprehensive view of the market, including both sold and active listings, to help sellers understand pricing strategies. However, it does not offer traditional adjustments like those found in other CMA tools. DashCMA’s user interface is appreciated for its modern and professional appearance, offering interactive and digital reports. One drawback is its limited coverage across multiple listing services (MLS), with primary availability in California. DashCMA is primarily targeted at brokerages and teams, particularly those already using kvCORE. For individual agents, access may be limited depending on the brokerage and MLS availability.
Other Comparative Market Analysis (CMA) tools: There is a variety of amazing CMA tools out there for agents. These user-friendly tools provide concise data, in-depth property comparisons, and market trends. Many of these tools will output the content in a presentation friendly format giving you the competitive edge in presenting the most reliable real estate information achievable in the market. Couple this powerful data with a presentation tool that you’re comfortable with, and viola you have your listing presentation tech stack.
Harnessing these platforms can turn a complicated, daunting process into a smooth, streamlined operation, proving ROI for the listing presentation software cost, is the pathway to success in the highly competitive real estate market.”
Touring the Property
We started with a heavy dose of listing presentation prep but you gotta know what you’re selling right? (and this doesn’t mean you skip the beforehand research on the property btw.) And walking the property is a great way to demonstrate your expertise AND show the seller how you work.
Quick tip #1: before stepping in the property ask the seller if they’d like you to take off your shoes before entering. Seems mundane right but this demonstrates respect for them and their home and that can start things off on the right foot (pun intended!).
When you walk the home, take notes especially of any characteristics that’d warrant a price adjustment. You’ll need those adjustments in the next part of the presentation.
Quick tip #2: Confirm the key facts from your research to a) show the seller you came prepared b) let the seller expand on any pertinent property details like any renovations that occurred.
Lastly make sure to compliment the seller on aspects of the home too especially characteristics that set the property apart from other properties in the market. It shows you really know the inventory and builds excitement for the discussion on pricing.
And when having “the pricing talk” in the second portion of your presentation, leave room for on-the-fly adjustments based on the discovery during your tour.
Post-presentation follow up
Your work isn’t over when you walk out the door of the listing appointment. In fact, how you follow up afterward can be crucial – it can reinforce the positive impression (if you already won the listing) or keep you in the running (if the seller is still deciding). Here are some key follow-up strategies:
- Immediate Thank You: Send a thank-you message the same day, ideally within a few hours after the meeting. A quick email or text is fine (a handwritten note is a nice touch too, but that might arrive later). Thank them for their time and say you enjoyed discussing their home. For example: “Thank you for the opportunity to meet today and discuss your home sale. I appreciate your time and enjoyed getting to know you and your family. I’m excited about the prospect of working together!”
- Recap Key Points: It’s helpful to include a brief recap of what was discussed in your follow-up email. This could be bullet points like:
- Suggested list price: $500,000.
- Target timing: list by March to hit the spring market.
- Digital version of presentation: Include as a link so they can review
- Next steps: Assuming we get a signed contract, we’ll get professional photos scheduled for next week
- Address Any Lingering Questions: Encourage the seller to ask further questions and proactively answer any that came up during the presentation but weren’t fully resolved. For instance, if they were concerned about something like timing, reiterate the solution: “You’d asked about what happens if we sell too fast before finding a new home – just a reminder, we have the option of a rent-back to keep you in the house if needed.” This follow-up detail shows you were listening and ensures they have all the info to feel comfortable.
- Stay Top-of-Mind: If the seller hasn’t signed with you yet, your follow-up should include a plan to stay in touch (without being overbearing). Let’s say they are interviewing one more agent or just thinking it over. You might say in your thank-you email: “I will check in with you on Friday to see if you have any more questions. In the meantime, I’m sending along a couple of resources: a seller’s checklist to help you get started on prepping the home, and a recent neighborhood market report I put together.” Providing a useful resource (maybe a PDF guide or a link to your blog on staging tips) is a value-add that keeps you in their mind. Mark your CRM to remind you to call them on the promised date. Calling exactly when you said you would shows reliability. If they needed time, when you call, you can ask if they’ve come to a decision or if there’s anything else you can do.
- For New Clients – Onboarding: If you did get the listing signed, follow-up is about onboarding them as an active client. As mentioned, outline next steps and keep them informed. Set them up in your CRM for any appropriate campaigns: perhaps now they should start receiving weekly updates on market activity (so they see what’s happening while their home is being prepped/marketed). Also, send a warm “welcome aboard” style message – some agents even drop off a small gift or a binder of “what to expect now that we’re listed.” The Market Leader guide emphasizes that communication is especially crucial after a successful listing presentation – don’t go MIA after they sign. This is where you deliver on the trust they’ve placed in you. Set a schedule for when you’ll update them (maybe a phone call every week even if there’s nothing major, just to check in).
- If Not Chosen – Leave the Door Open: Sometimes despite a great presentation, the client goes with someone else. It happens. Always follow up even if you find out you didn’t get the listing. Send a gracious note thanking them for their consideration and wishing them the best with the sale. This professionalism might just make them consider you in the future (I’ve seen sellers come back to an agent months later if the first one failed to sell the home). And if the listing does expire with the other agent, you can reach out then, since you already have rapport. So never burn bridges – your classy follow-up might turn a “no” today into a “yes” down the line.
A systematic follow-up approach ensures that the effort you put into the listing presentation has the highest chance of paying off. It also demonstrates your organizational skills and care. Many agents drop the ball after the meeting, so by doing thorough follow-up, you distinguish yourself. As one article’s checklist suggests: set reminders, send market updates, and always follow through on what you said you’d domarketleader.com. This is how you build a strong reputation and client loyalty, one listing at a time.
Listings aren’t easy to get. It takes a lot of time, trust building, consistent marketing, and an ample budget for the real estate listing opportunities to start flowing in.
Don’t put in all that hard work to get a seller appointment and assume the listing presentation is just a formality. Having a buttoned up presentation is critical because most sellers interview multiple listing agents before picking one. So don’t take it for granted and think the “hard part” is over when that seller called/emailed you about potentially representing them.
It’s just the start.
A dialed in listing presentation is your ticket to successfully kickstarting the flywheel of achieving results for sellers…which begets more sellers and opportunities for circle prospecting which then keeps on keepin’ on!
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