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The Ultimate Guide to Listing Presentations + Templates & Examples

If you’re a real estate agent, you understand that crafting an impressive listing presentation is a crucial aspect of your role. This opportunity allows you to showcase your skills, expertise, and track record to potential clients, convincing them that you’re the ideal choice to sell their property.

However, developing a winning real estate listing presentation is harder than it seems. That’s why we’ve compiled the Ultimate Guide to Listing Presentations, complete with templates and examples to assist you in creating a presentation that will leave a lasting impression.

Whether you’re an experienced pro or a new agent embarking on your career, this guide offers all the insights you need to produce a compelling and impactful listing presentation, ultimately securing more business. So, grab a cup of coffee and let’s get started!

What Is a Real Estate Listing Presentation?

A real estate listing presentation is a tool utilized by real estate agents to present their services to prospective clients interested in selling their homes. This opportunity allows agents to highlight their expertise, capabilities, and marketing approaches to gain the confidence and business of potential sellers.

The real estate listing presentation typically comprises details about the agent’s background, their methods for selling properties, and an in-depth examination of the current real estate market in the seller’s locality. 

It might also encompass instances of prior property sales by the agent, along with their promotional materials and strategies. Crafting a well-structured property sales pitch is critical, as it can be the deciding factor in securing or losing a potential client. 

Therefore, it’s vital to dedicate the effort needed to make it as engaging and influential as possible.

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Benefits of a Listing Presentation for Real Estate Agents

There are numerous advantages to developing a robust listing presentation as a real estate agent. 

Foremost, it’s an opportunity to exhibit your knowledge, professionalism, and track record to prospective clients. A well-crafted presentation can bolster your reputation and instill confidence in potential clients that you possess the qualifications to effectively sell their properties.

An outstanding listing presentation can help you distinguish yourself from other agents who may be lurking for the same business. By delivering a concise and persuasive marketing strategy, you can set yourself apart and illustrate why you’re the optimal choice for the task.

The objective of the listing presentation is to secure more property listings. A compelling and carefully constructed presentation can sway potential clients to opt for your services over those of other agents, ultimately resulting in an increase in listings and sales.

Lastly, an effective presentation can aid in cultivating stronger connections with prospective clients. By investing the time to comprehend their requirements and concerns and offering a tailored marketing blueprint, you can convey your dedication to their success and establish trust and rapport that may lead to enduring business associations.

• Establish credibility and professionalism with potential clients.
• Demonstrate your expertise and experience in the real estate industry.
• Stand out from other agents who may be competing for the same business.
• Communicate your unique who may be proposition to potential clients.
• Provide a clear and compelling marketing strategy for selling a home.
• Win more listing and sales.
• Increase your income and commissions.
• Create stronger relationships with potential clients.
• Build trust and rapport with potential clients.
• Provide a roadmap for the selling process, which can help alleviate concerns and anxiety.
• Outline your approach to marketing and advertising the property.
• Provide market data and analysis to help sellers understand the current real estate landscape.
• Demonstrate your attention to detail and professionalism.
• Show your commitment to the success of the client and their property sale.
• Boost your confidence and improve your overall performance as a real estate agent.

How to Create the Best Listing Presentation?

Drawing from my experience as a seasoned real estate agent, I can attest that crafting a successful property sales pitch demands dedication, hard work, and meticulous attention to particulars. Here are some recommendations to assist you in developing the most effective property sales pitch possible:

• Know your audience : Understand who your potential client is and what their needs and goals are. Tailor your presentation accordingly.
• Use visuals : Incorporate high-quality photos, videos, and infographics to showcase your expertise and the property.
• Showcase your track record : Highlight your experience and success as a real estate agent. Share case studies or examples of past properties you’ve sold.
• Be informative : Include a thorough analysis of the local real estate market, current trends, and buyer behavior.
• Explain your marketing strategy : Outline how you will market and advertise the property to potential buyers. Highlight your unique approach and marketing materials.
• Highlight your services : Let potential clients know what sets you apart from other agents. Share your unique value proposition and services.
• Be organized : Use a clear and logical structure for your presentation. Break it down into easy-to-digest sections.
• Practice : Rehearse your presentation to ensure that you’re confident and engaging during the actual meeting.
• Be authentic : Be yourself and let your personality shine through. Potential clients will appreciate your honesty and authenticity.
• Follow up after listing presentation : After the meeting, follow up with potential clients to answer any questions and provide additional information if necessary.

Listing Presentation Tools

Various presentation tools are available to aid real estate agents in crafting polished and convincing property sales pitches, which can ultimately secure the confidence and business of prospective clients. Here are a few examples of such tools, including Trafft, Highnote, Pixlr, Grammarly, and Jasper:

• Trafft – the best online booking system that helps agents streamline their booking process, making it easier to set up and schedule listing presentations with potential clients.
• Highnote – real estate presentation software that allows agents to create multimedia presentations that incorporate video, audio, and images. It’s a great way to showcase your expertise and provide a more engaging and interactive experience for potential clients.
• Pixlr – photo editing software that helps agents enhance and edit photos of a property, making them more attractive and compelling to potential buyers.
• Grammarly – a writing assistant tool , can help agents ensure that their presentation is error-free and grammatically correct, which can add to their professionalism and credibility.
• Jasper – helps agents generate content for their presentations, such as property descriptions, market analyses, and marketing materials. It uses artificial intelligence to create high-quality and relevant content that can save agents time and effort.

Listing Appointment Checklist

To help you ensure that your presentation is comprehensive and effective, we’ve created a listing appointment checklist :

• Ask Thoughtful Questions Before Listing Appointment. You can ask the potential client about their goals and objectives for selling their property. Make sure you understand their needs and expectations. I’ve written an in-depth guide about questions to ask sellers at listing appointment that will be helpful
• Get To Know the Property. Explain how you’ll Include high-quality photos and videos of the property, as well as a detailed description of its features and benefits in the buyer presentation.
• Find Out Everything About the Neighborhood
• Perform Competitive Market Analysis (CMA). Provide a thorough analysis of the local real estate market, current trends, and buyer behavior.
• Learn How to Prepare for a Listing Appointment. Outline how you will market and advertise the property to potential buyers. Highlight your unique approach and marketing materials.
• Mention Relevant Results and Testimonials. Share case studies or examples of past properties you’ve sold. Provide references or testimonials from satisfied clients.
• Go Over and Beyond at Your Listing Appointment. Highlight any additional services you offer, such as staging, virtual tours, or professional photography.
• Follow Up After Listing Appointment. End your listing appointment with a strong closing statement that summarizes the key points and highlights the value you can bring to the potential client. You can do it as a follow-up listing presentation.

Listing Presentation Examples

If you’re looking for inspiration and guidance on how to create a winning listing presentation, there are plenty of great examples available on our website. Check out some of the top real estate listing presentation examples and create a winning one. Just remember to tailor your presentation to your audience and highlight your unique value proposition as a real estate agent. With a little research and creativity, you can create a listing presentation that sets you apart from the competition and wins the trust and business of potential clients.

Listing Presentation Template

If you’re looking for a comprehensive and customizable listing presentation template , look no further! We have prepared an amazing template that includes all the essential sections you need to create a persuasive presentation. Our template includes a cover slide, introduction, market analysis, marketing strategy, property details, pricing strategy, case studies, references, additional services, and a closing statement.

The best part is that you can easily customize and personalize the template to fit your unique style and brand. Whether you’re a seasoned real estate agent or just starting out, our template can help you create a professional and persuasive listing presentation that wins the trust and business of potential clients. So, what are you waiting for? Check out our listing presentation templates today and take your real estate business to the next level!

What You Need to Know About Luxury Listing Presentations

Luxury listing presentations require a different approach than regular listing presentations. Luxury properties often require a more sophisticated and personalized approach to marketing and advertising. As a result, luxury listing presentations must be tailored to the needs and preferences of high-end clients.

Luxury listings should be presented with high-quality photography, videography, and virtual tours that showcase the property's unique features and amenities. Additionally, luxury listing presentations should include a comprehensive analysis of the local luxury real estate market, including recent sales, current trends, and buyer behavior.

When it comes to luxury listing presentations, attention to detail is key. Every aspect of the presentation should be polished and refined, from the font and layout to the language and tone used. You should emphasize your expertise and experience in the luxury real estate market, as well as your ability to provide personalized and discreet services to high-end clients.

Luxury listing presentations should also include a detailed marketing plan that showcases the property to the right target audience, such as affluent buyers and investors. By taking a personalized and sophisticated approach to luxury listing presentations , you can successfully market and sell high-end properties and build a reputation as a trusted and knowledgeable luxury real estate professional.

How to Follow Up After a Listing Presentation

Following up after a listing presentation is a crucial step in the sales process. Here are 5 tips on how to follow up after a listing presentation:

• Send a thank-you email: After the presentation, send a personalized email thanking the potential client for their time and the opportunity to present your services. Mention a few key points that you discussed during the presentation to reinforce your value proposition.
• Address any concerns or questions: If the potential client had any concerns or questions during the presentation, make sure to address them in your follow-up email. This shows that you listened and care about their needs.
• Provide additional resources: Include any additional resources or information that may be helpful to the potential client. This can be anything from market reports to links to your online portfolio or social media channels.
• Send a follow-up listing presentation: If the potential client seems interested in your services, send a follow-up meeting to encourage further discussion.
• Keep in touch: Even if the potential client decides not to work with you at the moment, keep in touch and send occasional updates on the local real estate market or any new listings that may be of interest to them. This can help build a long-term relationship and may lead to future business.

Real Estate Listing Presentation Software

Highnote is an incredible real estate presentation software that will elevate your listing presentations. With its easy-to-use interface and robust set of features, Highnote can help you create stunning and interactive presentations that capture the attention of potential clients. 

Highnote allows you to easily add images, videos, and interactive widgets to your presentation, making it more engaging and memorable for viewers. Plus, you can easily customize your presentations with your branding and style, ensuring that they reflect your unique value proposition as a real estate agent. With Highnote, you can create a professional and persuasive listing presentation that helps you stand out from the competition.

Ready to elevate your next listing presentation? Try Highnote for free today and see for yourself how it can help you win more business. With a variety of real estate listing presentation templates and design options, you can quickly and easily create a stunning presentation that showcases your expertise and experience in the real estate industry.

The intuitive analytics dashboard is a nice addition that allows you to track how viewers are engaging with your presentations and adjust your strategy accordingly. Don’t wait any longer to take advantage of this amazing real estate presentation software. Try Highnote with this free resource all for free and start creating beautiful and persuasive listing presentations that help you close more deals!

FAQs About Listing Presentations

What is the listing presentation.

A listing presentation is a real estate agent’s opportunity to showcase their services, marketing plan, and expertise to potential home sellers in order to secure the listing agreement to sell the property.

How to present a listing presentation?

Present a listing presentation by clearly outlining your marketing strategy, demonstrating your knowledge of the local market, showcasing your past successes, and addressing the seller’s needs and concerns.

What to do during a listing presentation?

During a listing presentation, focus on building rapport with the sellers, providing a thorough market analysis, explaining your unique selling proposition, and answering any questions they may have.

How to win a listing presentation?

To win a listing presentation, differentiate yourself from the competition by highlighting your unique strengths, providing a compelling marketing plan, offering excellent customer service, and demonstrating your commitment to achieving the best possible outcome for the sellers.

See how Highnote instantly elevates your listing presentations and helps you land more clients.

Questions to Ask Sellers at the Listing Appointment

Wondering how to prove your worth? We’ve prepared questions to ask sellers at listing appointment to increase your chances of winning a listing!

Step-by-step Guide to Creating Buyer Presentation

Check out now the step-by-step guide to creating buyer presentations. Try Highnote and sign up for a free trial to elevate your buyer presentations.

High-Performing vs Ineffective Buyer Presentation Examples

Equip yourself with knowledge by diving deep into our high-performing vs ineffective real estate buyer presentation examples and win over your buyer clients.

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A Step-by-Step Guide to Creating a Winning Listing Presentation

A stand-out real estate listing presentation is essential in a competitive market. While a whopping  42% of sellers  find their agents through referrals, the other 68% are interviewing agents at listing appointments . 

It may feel daunting to create a listing presentation from scratch, but once you finalize a template, you can reuse the presentation repeatedly with slight tweaks to fit each seller.

Your presentation should include all of the high-level things you want to hit while leaving room for follow-up discussions. We recommend keeping your presentation under 15 slides and time it for thirty minutes max. 

Here are the slides you should include in every listing presentation: 

Presentation Intro/Cover 

Every listing presentation needs an intro or cover slide. The intro slide can be straightforward and include a few beautiful real estate photos of your previous listings or even a real estate stock image. For text, include your real estate slogan, your name, and the listing address. 

If you have the presentation pulled up for a while as you settle in, this slide may be the one seen the longest. For that reason, make sure it looks super sleek and attractive. 

Agenda 

After your intro slide, provide sellers with an agenda for the listing appointment. A simple syllabus puts sellers’ nerves at ease and helps them have better insight into what to expect throughout the meeting. 

This slide should be high-level without a lot of text. Try formatting it in a way that viewers can read quickly. Below you can see an example of a simple, well-formatted agenda. 

Today’s Agenda:

• Learn  about your home
• Address  your questions and needs
• Provide  more information about me
• Share  market insights and  price  your home
• Discuss  my   marketing strategy
• Decide  our next steps

As you can see, the agenda above is short and formatted with actionable verbs in bold. 

Range of Questions

Consider this slide an icebreaker. Naturally, start with some light-hearted open-ended questions where you get to know the sellers. These lighter questions should primarily be about their home as they will likely want to stay on topic. When you ask sellers open-ended questions about their home, it paints a picture of what they love, what they don’t love without drawing your own conclusions. Below are some lighter questions to start with: 

• What was your favorite thing about your home when you bought it? 
• What room makes you the happiest? 
• What’s your favorite feature of your home? 
• What do you love about your community? 
• Do you have a favorite restaurant in the area?
• What bothers you about your home or community?

After you finish the icebreakers, you have the chance to drill down and ask some more complex questions. Depending on the circumstances of the sellers, these questions may be more emotionally difficult to answer. Be sure to ask respectfully and listen with intention. Below are some more challenging questions to include in your listing presentation: 

• Why are you moving? 
• Do you have a strict timeline for moving?
• How firm are you on pricing?
• Do you envision any obstacles? 
• What will you do if your house doesn’t sell? 

Unique Selling Proposition

By placing your unique selling proposition (USP) in your listing presentation, you tell sellers upfront why you are better than the competition. You need to share your USP with sellers at the listing appointment so they are not left guessing why you are the right choice. 

If you haven’t created your USP yet, keep in mind that your unique selling proposition is something that benefits your borrower—not you. ( source )

Here are some research questions from  Luminary Agent , which will help you draft your USP: 

• In what exact way are you different than your direct competitors?
• How can you quantify this difference? What is the average compared to you?
• Who is your USP for? Describe the type of person who would be perfect for your unique service.
• Who is it not for?
• What processes do you need to put in place to guarantee your USP in the future?

Here are a few unique selling proposition examples:

• My average days on the market (DOM) is 60% less than any other agent in the area. 
• My listings sell for 30% more than other area comps that my competitors list. 
• I am transparent with my sellers and keep them updated every step of the way. 

Price Derivative

The next slide should be a price derivative explanation. Sharing the price derivative with your sellers gives them an idea of what to expect when pricing their home. A graphic that shows the asking price and percent of buyers can help sellers understand why pricing their home too high will generate less interest versus hitting market value. 

If you don’t have a price derivative graphic, your brokerage may have one available for you. 

Competitive Market Analysis

Your competitive market analysis (CMA) slide is an explanation of how you pull comps in the area. This slide can have bullet points for the steps you take to create a CMA, which you will leave behind for the sellers to review during or after the listing appointment. 

Your CMA slide can include your reasoning for pulling comparables, public records in addition to MLS, sold listings, active listings, and expired listings. 

You and Your Brokerage

Next, include a slide that offers more insight on who you are personally and professionally, as well as information about your brokerage. This slide can highlight your accomplishments as an agent. The slide should also highlight the benefits of working with your brokerage versus a different brokerage or agent. 

Social Proof and Story Time

You want to include at least one testimonial in your listing presentation slide deck. Social proof is an important and effective way to signal to sellers that you are the right agent to work with. When sellers see that other people in the same situation as them used your services and had great results, they are more inclined to hire you. 

The social proof slide is a good time to share some background information about the seller’s testimonial. It’s a great opportunity to get candid with your sellers. At this point in the appointment, you and the sellers should feel comfortable with one another, too. 

Your Marketing Strategy

The sellers want to know how you are going to market their house in order to sell. On this slide, include everything you plan to do to sell their listing for the most money and in the fasted time.

Share with sellers your tried and true marketing strategy, which can include a pricing proposal, professional real estate photography , a virtual 3d tour , a direct mail campaign , social sharing, and more. 

Your next steps slide allows sellers to envision your plan to get things moving.

Contact Information

Always include your contact information at the end of your slide deck. Your email, phone number, social links, and headshot should be on this slide. 

Lindsay Goebel

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9 Critical Components Every Real Estate Listing Presentations Needs in 2024

• Open Houses
• Lead Nurture

March 26, 2024

You’ve generated leads, networked with potential sellers, and found a prospective client. You must position yourself as the ideal agent to represent your prospective client’s home, and to do that, you’ll need to present a real estate listing.

A real estate listing presentation is a powerful business tool that demonstrates your expertise, impresses sellers, and increases your close rates. We understand the impact a powerful presentation can have on your business––so much so that we’ve built a tool into our platform to help you craft your own standout presentation.

Luxury Presence’s listing presentation tool is designed to help you increase your close rates with stunning professional presentations. We make the design process as simple as possible so you can focus on what really matters––your clients.

Find It Fast

The 9 components of a winning real estate listing presentation

Our experts have compiled a list of everything you need to create a stellar real estate listing presentation. Following this guide can create lasting impressions that will turn prospective sellers into clients.

1. A Self-introduction

This section is vital––you want to establish your expertise and experience, build familiarity with your client, and then bring the focus back to them. Explain how your experience serves your client, clearly lay out what you and your brokerage can do for them, and seek common ground that builds trust and rapport.

Your listing presentation introduction should be statements of value––no fluff. Start by sharing your relevant experience, which includes how many years you’ve worked as a listing agent, the number of homes sold, and a brief anecdote about your success selling a similar home.

Then, move on to explain what your brokerage can offer these sellers. 

This is your opportunity to give an overview of the unique selling proposition you, your team, or your brokerage can provide. Sellers will be interested in knowing your brokerage’s level of success in the market, its reputation, the network of professionals that support and streamline your work, and specific metrics or standards that set your brokerage apart. 

This process can be overwhelming for clients, but your expertise and composure during the listing presentation will put them at ease.

2. Local housing market data

Sellers are frequently under-informed or overly optimistic about the current real estate market conditions. This is your opportunity to set expectations by preemptively correcting assumptions about the market in your area. Providing realistic generalizations at this stage can help temper disagreement or disappointment when you get to the pricing strategy. If the market is rocky, you can demonstrate confidence in expertly navigating through the current turbulence.

Your market overview should include data on local inventory, listing and selling prices for relevant comps, average days on market, and typical home improvements. Remember that while you see these numbers daily, home sellers don’t—everything you share with them should be clear and relevant to their situation. 

3. An explanation of the home selling process

Outlining the process sets expectations and showcases your value. Be flexible during this part of your real estate listing presentation. Some sellers may need more hand-holding and detailed answers, while a veteran home seller won’t need a detailed explanation of each process step.

Explain these process stages:

• Pre-Sale Activities : This includes filling out paperwork like the Seller’s Disclosure, arranging a home inspection, having marketing photographs taken, making repairs, and arriving at an agreed-upon price before the home goes on the market.
• Marketing : During this stage, you’ll create the listing and add all the details, prepare digital marketing content, stage the home, and get everything lined up for the day it goes on the market.
• Active Listing Period: Open houses, agent showings, and hopefully receive some offers.
• Accepting Offers : Walk your client through different strategies for this stage, such as accepting an offer they like or arranging for “best and final”—the day when all offers are due. Explain how you’ll present every offer and assure them that you’ll help them understand the pros and cons of each.
• Closing period : Sellers might not know what happens after an offer is accepted. Explain the option period, which has the potential for renegotiations, what happens in a month or so between accepting an offer and closing the deal, and options for leasebacks.

Be sure to include printed materials so the sellers can engage with your presentation and not worry about memorizing everything.

4. An explanation of the pre-listing work needed to be successful

If you haven’t seen the property yet, ask your seller questions to understand its condition. Is it move-in ready? Are there repairs or updates that will significantly alter the potential selling price?

Emphasize the value of having a home that looks beautiful and is in excellent condition. Explain depersonalization—it’s not a matter of the seller’s taste but rather about creating a generically stylish interior that any buyer can imagine making their own. Even if the seller isn’t willing to make repairs or renovations, professional cleaning and decluttering will positively affect buyers’ perceptions. 

5. A detailed pricing strategy

Ask the sellers about their priorities with the sale. Some must sell quickly, while others can wait for the highest possible number. Ask if they’re looking for a lease back or if there are any other strategic elements affecting their asking price. These factors will influence the total offer strategy.

Be ready with your comparative market analysis (CMA), which supports your pricing strategy through comps and relevant data. Sellers can be emotionally attached to their home; sometimes, sentimental value and a market price don’t match. Emphasize the importance of starting with an accurate listing price. If priced too high, a home can languish without offers.

6. The highlights of your marketing strategy

This is the point in the real estate listing presentation where you explain your planned marketing efforts and are clear about who is responsible for the costs. Some listing agents pay for photography and staging, while others have the sellers cover these expenses. 

Make sure to discuss the benefits and steps of these four basic marketing strategies:

Direct marketing

• Hosting open houses
• Listing the home on MLS and real estate sites
• Sending out mailers

Home staging

Discuss the particulars of staging, including your network of staging professionals and price ranges.

Photography and videography

Most listings, especially luxury properties, have professional photography and virtual tours . Speak confidently about your network of professional photographers and show samples from listings you’ve made in the past.

Social media posts

Discuss your social media strategy for home sales, including what platforms you use , posts specific to the listing , how you plan to promote open houses, and how this strategy has succeeded in past home sales.

Advertising

Present your plan for where the property will be listed. Add in any promising statistics or metrics to details.

• Your local MLS: This is a great way to differentiate yourself from home sellers who may be considering an FSBO. Only licensed agents have access to the MLS.
• Website and landing page: If you create property websites and landing pages for your properties, provide examples and discuss the benefits.
• Internet platforms such as Zillow and Realtor.com
• Social media: Find out how your sellers feel about social media and give them the option of whether or not you use it.

7. Expectations for showings and open houses

Take this opportunity in the listing presentation to explain how you will manage and host showings and open houses. Clients may feel uneasy thinking of strangers walking through their home. Assure them that you or a team member will always be present during an open house and that any private showings will always be conducted by a licensed agent.

8. Your offer and negotiation strategy

Give an overview of how the offer and negotiation process works. Assure sellers that you will present every offer that comes in, and you’ll walk through the particulars. Provide examples of different offer details they may see and the most common areas for negotiation beyond the offer price. Reassure the clients that you will always act in their best interests, an obligation of being a fiduciary.

9. Final questions and “The Ask”

At this point, the meeting is coming to a close. Answer any remaining questions and discuss what needs to happen before you can start with the pre-sale activities. And then—ask for their business. Politely assure the sellers that you have the skills and expertise needed to sell their home, and that you would love the opportunity. 

If they are ready to sign, complete the paperwork and finalize your pricing strategy. If they want more time to think things over, give them a deadline by which you will call them––and definitely call them on that date. 

Additional real estate listing presentation tips

Here are a few more things to keep in mind as you craft the strongest possible listing presentation:

Focus on the client’s needs

Every piece of information should be designed to serve the client’s needs and provide clear value. Cut away anything extraneous. Selling a home is a stressful process. Even though you’re used to the process, always be mindful of your client’s perspective and be ready to respond with empathy to their nerves and uncertainty.

Practice often

Nailing a listing presentation takes practice. To polish your performance, practice in front of team members or family. As you gain experience, you’ll be able to anticipate questions and concerns. Even when you’re comfortable with your skills, be sure to reevaluate your listing presentations occasionally.

Be authentic

Above all else, be authentic. Your clients need to feel like they can trust you. Always be transparent and honest.

Real estate listing presentations + Luxury Presence

Looking for even more advice and resources about successful real estate listing presentations? Our platform can help you develop business strategies and strengthen your network. To learn more about how we can help you grow your real estate business, reach out to our team today .

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Ways to Master Your Real Estate Listing Presentation

Your listing presentation.

As a real estate agent, your success is dependent on your listing presentation and pitch. From start to finish, your realtor listing presentation will showcase who you are and how you bring value to your clients. It should include key metrics like local market statistics, an overview of your selling process, and how you help your clients get the most value out of their home, which will instill a sense of confidence and trust.

Today I thought I’d share some of my best tips to improve your listing presentation so that you can start winning more listings.

First up is one of my most popular #TomFerryShow episodes…

What Is a Real Estate Listing Presentation?

A real estate listing presentation can be viewed as a realtor’s elevator pitch. Creating a strong listing presentation is crucial to the success of your business. This is because it’s your opportunity to convince sellers to choose you to sell their home over other realtors, investors, at auction, or by themselves.

In today’s increasingly remote world, you may even need to host a virtual listing presentation. A virtual listing is similar to a traditional listing presentation, but is delivered through a video conferencing platform like Zoom or Skype. While virtual presentations may take time to get used to, they allow you to get into contact with clients who may be further away or can’t meet in person.

There are several ways you can present your realtor listing presentation, such as on a PowerPoint deck, a brochure, a video, or another form of visual presentation. No matter the format, your real estate listing presentation should contain key elements, such as:

• Listing price of the home
• Reasoning for your listing price
• Interior upgrades
• Exterior upgrades
• Other relevant fixes or remodels

By creating a thorough listing presentation that outlines the key points as to why you should be chosen as a seller’s listing agent and how you’ll help them get their home sold faster and for more money, you’ll close more deals. Creating a listing presentation for real estate agents is important, but how do you win over clients with your presentation? Below, we’ll cover the ins and outs of creating a winning real estate listing presentation that helps you grow your business.

Critical Elements To Real Estate Listing Presentation Success

As you know, in order to succeed as a real estate agent, you need to master your listing presentation. To help you show your confidence and expertise during your next realtor listing presentation, we’ve rounded up the key elements needed for your success.

From learning how to create an engaging introduction to using pricing analogies and earning trust before your presentation, these are the critical components to successful listing presentations for real estate agents:

1. Create a Brief But Engaging Introduction

As with any presentation, your first few minutes are crucial. To master your real estate listing presentation, you need to engage your audience within the first 60 seconds to grab their attention and convince them you’re the realtor to sign with.

In the first 60 seconds, tell a brief but captivating story, such as a previous home you’ve sold or a current property you’re working on now. Remember, most of your listing presentation will focus on your client, but your introduction is your time to provide your background information and show your client how you can help them sell their home.

2. Explain the Sales Timeline

One of the top questions clients will have when it comes to selling their homes is “how long will the process take?” In today’s market, homes are selling fast, which means clients need to be fully prepared for a fast turnaround. When explaining the sales process, highlight each step of the way, including:

• Pre-sale events
• Marketing timeline
• Listing period
• Closing the deal

By explaining the sales timeline, your clients will know what to expect throughout the process.

3. Ask Questions

The goal of your listing presentation is to show clients how you’ll sell their homes and perform better than other agents. With that said, it’s important to keep your clients top of mind throughout your listing presentation. To do this, make sure to ask important questions throughout to better understand their goals and values. Some questions to ask include:

Why do you want to sell your home?

• What date do you need to move?
• What are your plans if your home doesn’t sell?
• Where are you looking to move to?
• Are there any current issues with your home that need to be addressed?
• How much money do you still owe on your mortgage?

With these questions, you can curtail your listing presentation as you go to align with their values and goals and help them sell their home.

4. Highlight Personal Statistics

You need to sell yourself when delivering your listing presentation. One of the best ways to do so is to highlight your personal stats that prove to your clients why and how you’re successful. Some statistics to show your clients include:

• Your sales compared to the market average
• The average days on the market for your listings
• Year-after-year sales

These are just some of the statistics you can showcase in your listing presentation. To make them more powerful, export your personal data from your MLS into a spreadsheet to create graphs, maps, and charts that help your clients visualize your success.

5. Explain Your Marketing Plan

Your marketing plan is imperative to the home selling process. As one of the key components of selling a home, you need to explain to your clients how you plan on marketing their home. Some current marketing trends that can put you ahead of your competition include:

• Virtual tours
• HD photography
• 3D floor plans/property scans
• Social media posts
• Property videos

By advertising on a wide range of platforms, from social media to home listing sites and even around the neighborhood with lawn signs, you can attract more prospective buyers interested in buying your client’s house.

6. Use This Great Pricing Objection Handler

Another statement you’re bound to hear from homeowners is this:

“Another agent said they can get me much more…”

When you do, use this script:

I could line up a thousand agents outside your door, but we’re all looking at the same data and we’ll all come in within one or two percent of each other. So if someone is promising you much more, you’ve gotta ask yourself what they’re up to. Are they just wanting to take your listing to generate a bunch of buyer clients? What’s their motive?

This approach plants the seeds of doubt in the seller’s mind and gets them to understand what seems too good to be true probably is too good to be true.

7. Earn Their Trust Prior to Your Presentation

Question: What do you do in between the time you scheduled a listing presentation appointment and the time you show up for that appointment?

I really hope your answer isn’t “Nothing.”

So… that gap from after you hang up from booking the appointment until you show up? This is prime “trust-building” time.

Here’s my pre-appointment strategy to set yourself apart and begin earning people’s trust way before you ever meet face-to-face.

1. Shortly after setting the appointment, email a personalized video following this script:

Hey [Homeowner’s Name] it’s [Your Name] with [Your Company]. Thank you so much for the opportunity to come out and speak to you about the sale of your home. I know you had a lot of choices in real estate professionals locally, and I’m honored and thrilled to talk to you about how I can sell your home for top dollar in the shortest amount of time. Below you’re going to see a number of things that can help you make an informed decision about selecting the right agent for the job of selling your home. [Then give them a quick rundown of the following assets you will send along with the video.]

2. In that email, include links to:

• Your step-by-step marketing plan – Be sure to “stack the cool.” The average agent has 11 things on their list. The more you have, the more you’ll stand out. For bonus points, write the property address on a whiteboard and include a photo of you and your team strategizing on marketing possibilities in front of it.
• A map of properties you’ve sold – Don’t just do a list… a map is more engaging.
• Your reviews – The more specific to convey your skills, the better.
• Stats, graphs and charts – To illustrate your degree of separation… Comparing you vs. MLS averages, etc.
• Your team of experts – To establish expectations and demonstrate it takes more than one person to manage the process of selling your home.

This might sound like a big effort, but it’s worth it! You’re priming the client to win the listing, and in some cases, you might flush out those who aren’t really motivated before wasting additional time on a fruitless presentation.

8. Send Another Video on the Morning of Your Appointment

To further prime the homeowner for your presentation, send another video on the morning of the day of the appointment. Here’s the script:

Hi [Homeowner’s Name] it’s [Your Name], just wanted to make sure we were set today for [Time]. I’m really excited. The team and I are super fired up, we’ve been working really hard on reverse engineering how we’re going to find the ideal buyer for your home. And because we’ve sold so many homes in [Neighborhood], we already know exactly how to find the buyer. I just wanted to make sure you watched my previous video and you took the time to review some of the information I sent you in those links. Would you please do that before we meet today?

9. “Reverse” Your Presentation for Maximum Impact

Now it’s the moment of truth. Make sure you show up for the appointment early just to be sure you can knock on the door punctually at your set time.

When it comes to your actual listing presentation, rather than take the traditional angle of “I’m going to show you everything I can do for you” for the homeowner, I suggest you follow Gary Gold’s approach and do a “reverse” listing presentation.

What’s that mean?

It’s simple, actually. Rather than make a promise to the homeowner about what you can do for them, show them a case study of what you’ve done for others and walk them through the process in reverse order.

Rather than starting from what you do right after you take a listing, show the homeowner everything you did to achieve the result. For instance:

We recently sold a property very much like yours for 3% over asking price and for 22% faster than the average home is selling in our marketplace. The sellers were thrilled and they wrote a five-star review on Zillow about what we were able to do for them.

Now, what got us to that point? Well, we ended up getting eight different offers. We went through those eight offers with the sellers and they chose which worked best for their needs.

Before we got those eight offers, we had 87 people who came to our Mega Open House, which is the same thing I’m going to do for your home. Now I want to explain how we got 87 people to view the home. Look here… We had 4,200 impressions on Zillow, 1,893 on Trulia and 2,000 on Realtor.com, 3,100 on Facebook, 74 on Instagram, 177 on Twitter and 355 people watched the entire home tour video on YouTube.

Continue that approach throughout your entire presentation. Be sure to include your broker preview, photography and videography, staging and trace the process all the way back to you earning that listing and starting the ball rolling.

When you do this “reverse” presentation, you’re letting your track record work for you. You’re demonstrating your ability to achieve the results they desire. It’s basically all the same information, but presented in a more powerful way.

Also, make sure to include high-quality printouts/fliers of all the information you linked to in your pre-appointment video email – your marketing plan, your “Sold” map, your reviews, your degree of separation, your team photo and descriptions of each person’s role. Leave those materials behind with the homeowner, even if you’ve presented them digitally as part of your presentation. Coaching client Karen Stone from New York City not only uses this “reverse” approach in her listing presentations but also to demonstrate her abilities in her marketing. Check out this postcard she uses:

Below is an example of several of these “differentiators” from my brother Patrick, who sells in San Diego. If you’d like to see all six pages up close and personal, download the PDF here .

5 Tips for Winning Real Estate Listing Presentation

We discussed the critical elements needed for a successful real estate listing presentation. Now, let’s dive into how you can win your listing presentation to gain more clients and close more deals. Explore our five tips to improve your listing presentation today below:

• Know your customer: Always research your customer before meeting them. This is important because not every client is the same, which means you’ll have to create a new listing presentation for each client to ensure you win them over. Information you should research about your client includes their relationship status, such as whether they’re single or married with a family, where they’re planning on moving, how they want to sell, and the type of offer they want.
• Know the market, neighborhood, culture, and community: In order to market the seller’s property, you need to have a firm grasp on the market and community associated with their home. How much have homes in the neighborhood sold for recently? What ratings do the schools have? What’s the local crime rate? These are all important questions to have answered before giving your listing presentation.
• Make sure you are in the right mindset: To ensure you’re in the right mindset before your listing presentation, visualize speaking with your customers before meeting them. Whether that’s the night before while you’re laying in bed or when you’re rehearsing the morning-of in your office, getting in the right mindset can help you gain confidence and clarity about the pitch you’re about to give. It also gives you the opportunity to think of potential questions or concerns that the seller might have during your listing presentation and brainstorm answers.
• Tell the story: Sellers want to work with real estate agents with a proven track record. To instill trust and confidence in your clients, provide them with data that tells your story, such as, “I’ve been on 62 appointments and 58 people choose to work with me” or “I’ve sold X homes X% over the asking pricing.” With data that validates your claims, sellers will work with you to ensure they get the most money for their homes.
• Share examples of how you’ve helped customers in similar situations: There are many reasons why someone might be selling their home. Maybe they received a job offer they can’t refuse and have to relocate. Or perhaps they have a new child on the way and need to upgrade to a larger house.

Once you research your client and understand their reasons for selling, craft your listing presentation around that. With examples that show how you’ve helped clients in similar situations sell their homes, they’ll have more trust in your abilities to help them, too.

With these five tips for improving your listing presentation, you’ll be able to win more clients and earn commission from your deals. However, once you deliver your listing presentation, you’re not done. You still have to close the deal, which means it’s time to put together an amazing OPEN HOUSE! 

Final Thoughts On Making A Powerful Real Estate Listing Presentation

Throughout this article, you learned key pieces to creating a successful listing presentation, such as scripts to use for common client questions and ways to reverse your presentation for maximum impact. You also learned tips for winning your realtor listing presentation, such as ways to know your customers, how to tell your story, and getting in the right mindset.

At Tom Ferry, we have the resources to help you succeed in all areas of real estate. Not only do we have an informational podcast with episodes like Three Top Agents Reveal How to Win Every Listing , we also offer real estate coaching to help you hone your skills and grow your business.

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10 Ways to Win Your Real Estate Listing Presentation in 2024

A poorly executed presentation can result in losing the listing, but a great one can help you secure new ones.

It’s important to showcase who you are and the value you bring to your clients. This should include important metrics such as local market statistics, an overview of your selling process, and how you help clients get the most value out of their homes. By doing this, you can instill a sense of confidence and trust with your clients.

To help you improve your listing presentation, I’ve put together some of my best tips so that you can start winning more listings.

What Is a Real Estate Listing Presentation?

You may also provide information on your company and team, as well as any special services or resources you may want to offer. The purpose of the listing presentation is to impress the potential client and persuade them to sign a listing agreement, giving you the green light to sell their property.

As the world becomes increasingly remote, hosting a virtual listing presentation may be necessary. This type of presentation is similar to a traditional one but delivered through video conferencing platforms like Zoom or Skype. Though it may take some getting used to, virtual presentations allow you to connect with clients who are far away or unable to meet in person.

You can present your real estate listing in various ways, including a PowerPoint deck, brochure, video, or other visual aids. Regardless of the format, your presentation should include key elements such as:

• Listing price
• Your reasoning behind the price
• Interior and exterior upgrades
• Landscape features
• Any relevant fixes or remodels.

How To Make a Real Estate Listing Presentation Successful

1. Start With An Attention-Grabbing Introduction

Depending on the format of your presentation, I suggest starting with a cover page that includes your name, photo, and company logo. You want this to jump off the screen or the page.

While this is in the background, start by telling a captivating story that will get their attention. This is your chance to introduce yourself, and talk about your qualifications. I usually speak for about 60 seconds about a home I’ve sold, or a deal I’m currently working on.

Here’s an example:

“Imagine this: A few years ago, I was approached by a couple who had been trying to sell their home for over a year with no success. They were feeling discouraged and frustrated, and had lost hope that they would ever be able to sell their beloved home. But after taking a closer look at their property, I noticed a unique feature that had been overlooked by previous realtors – a stunning backyard oasis with a built-in BBQ, pool, and beautiful landscaping. With this in mind, I redesigned their marketing strategy to highlight this unique feature and create an emotional connection with potential buyers. Within a month, we had multiple offers and were able to sell the property for above asking price. This experience taught me the importance of finding the unique selling points in every property and using them to create an emotional connection with potential buyers.”

2. Get To Know The Buyers By Asking Important Questions

• What prompted you to consider selling your home?
• Do you have a specific timeline for when you need to move?
• Have you considered what your plans would be if your home doesn’t sell?
• Are you looking to stay in the area, or move elsewhere?
• Is there anything in particular that you feel needs to be addressed before listing your home for sale?
• Do you still owe money on your mortgage, and if so, how much?

By tailoring your presentation to address their specific concerns and priorities, you can show your clients how you can help them achieve their goals and successfully sell their home.

3. Go Over the Process and Sales Timeline

When it comes to selling homes, clients often ask “how long will the process take?” With the current fast-paced real estate market, it’s important to prepare clients for a quick turnaround. To do this, it’s crucial to highlight each step of the sales process, including pre-sale events, marketing timeline, listing period, offers, acceptance, and closing the deal. By clearly explaining the sales timeline, you can manage your client’s expectations and help them feel more confident throughout the process.

4. Format Your Real Estate Presentation in a Smart Way

• Include a table of contents to help the seller easily navigate the presentation.
• Use a professional and easy-to-read font such as Times New Roman or Arial.
• Use bullet points to break up lengthy paragraphs and to highlight important information.
• Use visuals such as photos, graphs, and charts to illustrate market trends and property features.
• Organize the presentation into sections such as an introduction, market analysis, property details, marketing plan, and your qualifications.
• Include a slide or page with your personal bio and professional accomplishments to establish credibility.
• Use consistent branding throughout the presentation with company colors and logos.
• Keep the presentation concise and avoid overwhelming the seller with too much information.
• End the presentation with a call to action and a clear next step for the seller to take.

Remember that the goal of a listing presentation is to persuade the seller to choose you as their real estate agent. A well-formatted and informative presentation can help you achieve that goal.

5. Go Over Your Personal Statistics 

• Your sales compared to the market average
• The average number of days your listings stay on the market
• Your year-over-year sales growth
• Your conversion rate of listed properties to sold properties

To make these statistics even more impactful, consider creating visual aids like graphs and charts to help your clients better understand your success. You can export your personal data from your MLS and use it to create visually appealing graphics that showcase your expertise in the real estate market.

6. Explain Your Marketing Strategy or Vision

Your marketing strategy is crucial to successfully selling a home. It’s important to explain to your clients how you plan to market their home and differentiate yourself from the competition. Some current marketing trends that can give you an edge include:

• Virtual tours
• High-definition photography
• 3D floor plans and property scans
• Social media marketing
• Property videos

By utilizing a variety of platforms, such as social media, online home listing sites, and even lawn signs in the neighborhood, you can attract more potential buyers interested in purchasing your client’s home.

7. Set the Record Straight If You Have To

“I talked to another real estate agent who said they can get me so much more than what you’re offering….”

That’s when you respond with something like this:

“I understand that you’ve been talking to other agents, and I appreciate you taking the time to share their feedback with me. It’s always helpful to have different perspectives. However, I want to assure you that I’ve done extensive research and analysis of the current market conditions and comparable properties in your area. Based on that analysis, I believe that the price we’ve discussed is both fair and competitive. It’s important to remember that while some agents may promise a higher price, it’s not always realistic or achievable. My goal is to provide you with an accurate valuation and to help you sell your home for the best possible price in the current market. I’m committed to working with you to achieve your goals and to keep you informed every step of the way. If you have any questions or concerns, I’m here to address them and to help you make informed decisions about your home sale.”

8. Don’t Wait Until the Presentation To Start The Conversation

If you plan on doing nothing after setting the appointment up, then you’ve likely already lost them. You have to be constantly thinking of new ways to keep the conversation alive. Don’t let them off your hook.

Here’s what I typically send after setting up the appointment:

“Thank you for scheduling a listing presentation with me. I’m really excited to have the opportunity to work with you and help you sell your home. I just wanted to confirm our meeting time and location, which is (insert date, time, and location). Before our meeting, I’ll be conducting a thorough analysis of your home and the current market to ensure I provide you with the most accurate and up-to-date information during our presentation. During our meeting, we’ll go through my marketing plan and the various strategies I’ll be using to sell your home quickly and for the best price possible. If you have any questions or concerns in the meantime, please don’t hesitate to reach out to me. I look forward to meeting with you soon.”

Also, if you want to go the extra mile, consider including the following attachments:

• A comprehensive marketing plan that goes beyond the average agent’s list of 11 items.
• Instead of just providing a list, showcase a map of the properties you’ve sold to engage the client.
• Reviews that highlight your specific skills and expertise are more effective in convincing clients of your abilities.
• Use stats, graphs, and charts to demonstrate your performance compared to the MLS averages.

Showcasing your team of experts can set the expectations and highlight the collaborative effort required to sell a home. This effort may seem significant, but it’s worth it to establish yourself as the best candidate for the job and avoid wasting time on clients who may not be motivated to sell.

9. Prime Your Client On The Day Of The Appointment

“Hello [Homeowner’s Name], this is [Your Name]. I hope this message finds you well. I wanted to confirm our appointment today at [Time]. I am thrilled to discuss your home and how my team and I can assist you in finding the ideal buyer. We have a solid plan in place, and we are confident that we can help you sell your property successfully. In preparation for our meeting, I wanted to make sure you had the chance to review the material I sent you, including the video and links to valuable information. This will help us maximize our time together and answer any questions you may have. I look forward to seeing you soon.”

10. Try “Reversing” The Presentation 

You may be asking, “What does that even mean?”

Simply put, rather than starting from what you do right after you take on a listing, show the homeowner everything you did to get the deal done. For example:

“We recently had great success selling a property that was very similar to yours. The sellers were thrilled with the outcome, and even wrote a five-star review on Zillow about their experience with us. What led to this success? We ended up getting eight different offers and we helped the sellers choose the one that best met their needs. To get to this point, we started with a giant Open House, which is exactly what we’ll be doing for your home. During our last open house, we had 101 people come to view the home. And that’s not all. We also had 5,220 impressions on Zillow, 1,284 on Trulia, and 3,000 on Realtor.com, along with 2,100 views on Facebook, 68 on Instagram, 171 on Twitter, and 359 views of the full home tour video once we put it up on YouTube. We’re excited to replicate this success with your home, and we have a step-by-step plan to get us there. We can’t wait to share it with you during our upcoming meeting.”

Make sure to also include high-quality printouts/fliers of all the information you linked to in your pre-appointment video email – your marketing plan, your “Sold” map, your reviews, your degree of separation, your team photo and descriptions of each person’s role.

8 Quick Tips for Your Next Real Estate Presentation

• Research the property: Before you meet with the potential seller, research the property and the surrounding area. Gather information on the property’s history, any renovations or upgrades, and any unique features that could be highlighted in the presentation. Also, research the local real estate market and recent sales in the area.
• Highlight your unique selling proposition: What makes you stand out from other agents? Whether it’s your marketing strategy, experience, or local knowledge, make sure to highlight your unique selling proposition in your presentation.
• Prepare your presentation materials: Develop a professional presentation that includes a cover page, your company’s logo and branding, an introduction slide, slides on your experience and qualifications, a comparative market analysis (CMA), a marketing plan, and a conclusion slide.
• Personalize the presentation: Tailor the presentation to the specific property and potential seller by including information on how you would market their property, any challenges or opportunities you see, and how you plan to address them.
• Practice your presentation: Practice your presentation several times before meeting with the potential seller. Make sure you are comfortable with the content and can deliver it smoothly and confidently.
• Dress professionally: Dress professionally for the meeting. Make a good first impression and show that you take the potential seller’s business seriously.
• Present with confidence: During the meeting, be confident and professional. Be prepared to answer any questions the potential seller may have and address any concerns they may raise.
• Follow up: After the meeting, follow up with the potential seller to thank them for their time and reiterate your interest in working with them.

Remember, the key to a successful listing presentation is to be professional, prepared, and confident. By following these steps and customizing your presentation to the specific property and potential seller, you can increase your chances of winning the listing and successfully selling the property.

By implementing these tips, you’ll be well on your way to delivering a compelling and effective listing presentation. However, your work doesn’t stop there. The next step is to create an unforgettable open house that will attract potential buyers and ultimately lead to a successful sale.

Throughout this article, you’ve gained valuable insights on how to create a winning listing presentation, including strategies for handling common client questions and how to craft a compelling story that resonates with your audience. You’ve also learned about the importance of understanding your clients’ needs and mindset, as well as how to leverage resources like coaching and podcasts to help you excel in your real estate business.

At AgentAdvice, we’re committed to providing real estate professionals with the tools and resources they need to succeed. Whether you’re looking for expert coaching or educational podcasts, we have everything you need to take your business to the next level.

Other resources: We have guides on the ins and outs of the topics you need to know to be a successful estate agent (like real estate website builders ,  real estate lead generation companies , or a well designed  real estate CRM) . If you’re looking for more advanced topics like  real estate ads ,  building your own real estate lead generation website , which  real estate marketing tools  you’ll need,  how to build a successful  social media strategy , or even just  real estate marketing ideas in general, you can try looking for a real estate mentor that can help show you the way.

About the Author

Chris Heller brings 27 years of experience in real estate. Chris serves on the AgentAdvice Editorial Board and is the Chief Real Estate Officer at OJO Labs. Chris brings deep expertise having held influential industry positions including CEO of mellohome and former CEO of Keller Williams Realty International.

Last Updated: 6/3/2024

25 Tips To Create The Ultimate Real Estate Listing Presentation

If you’re a new real estate agent, you might be intimidated by the thought of doing your first real estate listing presentation.

This post details 25 steps you can take to prepare for your presentation and give you the confidence you need to make the best impression. 

Tips For Preparation

1. build and maintain your online presence.

In today’s internet-driven world, people do their research on you before they even speak with you. Focus on building and maintaining your online presence across social media, Zillow and Realtor.com , and your website.

Interact with your audience across these platforms so that people get a sense of your personality. You want to attract people who are actually interested in working with you.

The more people know of you before you show up, the easier the appointment will go. They’ll already have an idea about your experience and your process, which gives you a great foot in the door.

2. Practice Your Presentation

Remember, it’s ok to feel nervous. Try practicing your real estate listing presentation out loud before going to the client’s home. Repeat it enough times until you feel confident in your delivery. Having a firm grasp on the main points of your presentation will help tame your nerves.

3. Visit Active Listings in the Client’s Neighborhood/Area

A unique tip that most agents don’t take the time to do is to visit other active listings in the client’s neighborhood before your listing appointment. 

This will give you more knowledge about the area, and you’ll see the prices of other homes in the area. Sellers will appreciate this extra work because it shows your dedication.

5. Drop Off A Pre-Listing Package

One tip that will start you off on the right foot before the listing appointment even starts is to drop off a real estate pre-listing package . The package should include any marketing materials you have created, including a description of your unique value proposition and marketing plan.

When you drop off your real estate pre-listing package, make sure that it is presented professionally. Use binders, folders, and be sure it’s personally branded.

Tips For During the Presentation

5. share your story in under 2 minutes.

Clients want to get to know you and your business, but make sure you keep it short. The main goal in your real estate listing presentation is to get the client talking more about themselves and their goals in selling their home.

Tell a brief story about what you do and what makes you different from other realtors. If this isn’t your first listing, talk about successful listings you’ve handled in the past.

6. Have Good Posture and Body Language

Most experts agree that 70% to 93% of all communication is nonverbal . So whether you’re touring the home or sitting down with your clients to get to know them, be sure your back is straight, you aren’t slouched, and you don’t cross your arms. And of course, give all your attention to your client as they are speaking and practice basic listening skills.

7. Use Social Proof to Your Advantage

If you have some previous listings under your belt, be sure to leverage them as social proof and use them to your advantage. For example, add in quotes from satisfied past clients, or share a success story regarding a previous transaction.

Having social proof in addition to what is online goes a long way in impressing your potential client. It will also help to establish you as a real estate professional with authority and knowledge in the real estate industry.

8. Personal Statistics

Along with social proof, be sure to include some personal statistics about your previous listings, such as:

• Average days on market
• Average list price to sales price ratio
• How you compare to the market average

9. Create a Slide Deck to Stay on Task

A classic slide deck or PowerPoint presentation is the best way to keep your pre listing presentation organized and flowing smoothly. It’ll help you stay focused from one point to the next, so you don’t end up rambling throughout your presentation.

10. Have a Marketing Plan

Come up with a comprehensive  real estate listing marketing plan  for listing your client’s home. Be sure to include the following marketing material:

• How you will leverage social media
• Which websites their listing will be shown on
• Advertising strategy
• Any broker groups or email lists you plan to use
• If you plan on holding open houses , and if so, how often
• Professional photos  and video

Don’t skimp on photos in your marketing strategy. Even if it seems expensive, professional photos will showcase the home much better than personal photos. In addition, you’ll build a beautiful portfolio to show future clients. They will take notice of how much better your photos look compared to your competition and want to work with you as a result.

11. Introduce the Power of Your Brokerage

If you have a brokerage, be sure to talk about what makes your brokerage unique. Highlight past experience and successes, and focus on how your brokerage will add value to your client’s listing as well.

12. Ask Questions, Build Trust, and Identify Motivation

Before you tour the home or jump into your own background, sit down and ask the client some questions to get to know them, build rapport, and understand their goals for selling their home. Some good questions to ask include:

• The reason they want to sell their home and what date they need to move by
• What area they are looking to move to, and if they’ve already found a home there
• What’s more important to them: selling their home quickly, or for the best price
• What their alternative plans are in case their home doesn’t sell
• What their ideal listing agent would look like
• How much they still owe on their mortgage and whether or not the property has any liens
• If there are any hidden issues with the home
• Their experience level with selling homes, and what those other experiences were like

The more you can connect with the client in these first 15 to 20 minutes, the better the listing presentation will go.

13. Tour The Home

Next, after you’ve gotten to know the seller, ask them if they can give you a tour of the inside and outside of their home before you begin your presentation.

As they’re showing you around, have them point out details about their home. For example, any work they’ve done and any work they know needs to be done before they sell the home.

Your goal is to get them to point out that their house isn’t perfect. This will give you a couple of details to lean on later when you’re discussing the price.

As you’re walking through the house, be very observant and take your time looking at every aspect, including the ceilings.

14. Tailor Your Presentation to Relate to Sellers Motivation

Use the client’s answers to the questions above to create a story in your real estate listing presentation. Go through a comparative market analysis ( CMA ) and show them the listings that have and haven’t sold in the area.

For example, you might find a listing that was priced way too high, sat on the market for 125 days, and sold for 10k below its listing price. Explain to your client all these details, and then show them a listing of another home that was perfectly staged and photographed.

Show them how it got a contract in seven days for above the asking price, which may also be their goal for their own home. This way, you’re creating a more relatable story for your client, and they will want to follow the same strategy as the second home.

Tips For Research

15. do your research.

Everyone knows that knowledge is power, and power breeds confidence. Doing your research ahead of time will give you the knowledge you need to keep the ball in your court.

One strategy is to call recently sold listings in your client’s neighborhood and ask those agents how they thought the sale went and if they can give you any tips on selling in the area.

16. Automated Values

Be sure to cover Zestimates and tax values in your presentation. The prospective seller probably came across these numbers already and will want to know if they are accurate or not.

A couple of questions you can ask your clients to get an estimate of what they think their home is worth include:

• What do you think your home is worth, based on the research you’ve done?
• What number do you think is a good starting point for your home?

17. Local Market Statistics

During your real estate listing presentation, have some statistics on hand for the local market so that the client can compare their home to others in the area. These should include:

• Average days on the market for homes in the area
• Average sales price
• Price per square foot
• Inventory level

18. Neighborhood Comp Analysis

Be ready with a comp analysis. Choose four to five other homes in the neighborhood that are similar to the client’s home and become familiar with the ins and outs of those properties.

After you’ve toured their home, you’ll have a better idea of which comp to show them.

You can let them know how long they can expect the selling process to take based on the average list price to sales price, sold comps, available comps, and days on the market.

Tips For Moving Forward

19. refine value.

Once you have a good feel for the home, let the home seller know if you think the home’s value should be higher or lower than your initial assumption based on the market data.

At that point, you can tell them that you recommend listing their home for X amount to have the most realistic chance of selling it.

In order to figure out a good price, you can use the MLS to find out the average list price to sales price ratio for a certain neighborhood.

20. Outline Your Pricing Strategy

Go through your pricing strategy and let your clients know how you determine if a home is above, fair to, or below the market value.

21. Explain Your Sales Process

Your real estate listing presentation is a great chance for you to go through each step of your sales process, from pre-listing to closing. Explain every detail, so your clients can know what to expect when working with you.

22. Additional Included Services

Offer the client any other services that you and your team provide. This could be transaction management, a preferred vendor list, or buyer services.

23. Don’t Be a “Yes” Agent Just to Win New Business

Stay firm on your process and pricing. Some sellers will see if they can get you to negotiate on your own terms. However, this isn’t advisable. Stick to your process and price, and be confident in your knowledge and research.

24. Prepare For Some Objections and Lots of Questions

To that end, be prepared to face some  real estate objections  and questions about your experience, process, and pricing. Some of the questions might include:

• What makes you different from other realtors in the area? How are you better?
• Why do your credentials make you the right person to sell my home?
• How familiar are you with this market? Have you sold homes in this area before?
• What is your opinion on my home, and what do you think we can do for it to sell better?
• Do you have an ideal list price in mind for my home? If so, is it lower or higher than what I think it is?
• What are your sales and marketing strategies for listing a home?
• How many other clients are you working with, if any? Will your workload affect your ability to work on my home?
• I’ve spoken to another real estate agent who said they would list my home for a certain percent. Can you match that?

25. Follow up with a Thank You Note

Even if you don’t walk away with a  signed listing agreement  in hand, be sure to send a thank you note. Mail this out the day before your appointment, so it arrives soon after the appointment is over. This will ensure you make a good impression on everyone you meet.

Final Thoughts on 25 Steps to Win a Real Estate Listing Presentation

Whether it’s your first real estate listing presentation or you are a seasoned Realtor, these 25 steps can help you build a successful real estate business and bring the most amount of value to your clients.

Keep in mind that in the end, how you treat people will be more impactful than anything you say or do.

Would You Like To Partner With Me?

I’ve helped hundreds of real estate agents, team leaders, & brokers all over the country increase their sales, online presence, and create scalable systems. I would love the opportunity to work with you. Together , we can make this year your best yet!

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A Step-By-Step Guide To Crafting The Perfect Real Estate Listing Presentation

Posted on March 23, 2023 by Krista Mashore

In the fiercely competitive world of real estate, a well-crafted listing presentation can be the master key that unlocks the door to new opportunities and loyal clients.

It's your opportunity to seamlessly blend your knowledge, experience, and marketing skills to create a captivating and persuasive narrative. To support you in constructing an engaging and effective presentation, we've developed this comprehensive step-by-step guide.

It provides the blueprint you need to transform your pitch into a powerful tool. From understanding the unique needs of your audience to creating visually appealing slides, we've got you covered, ensuring your real estate presentation leaves a lasting impression.

Follow this step-by-step guide and take your presentations to the next level.

What is a Real Estate Presentation?

Before we dive into the steps to crafting your presentation, it's important to fully understand what a real estate presentation is.

Before we dive into the steps to crafting your real estate listing presentation, let's talk about what it actually is. A listing presentation is basically a sales pitch created by real estate agents to showcase their knowledge, experience, and marketing strategies to potential clients.

It's a crucial tool for agents to demonstrate their value and persuade clients to choose them to sell their property.

The main goal of a listing presentation is to establish trust and credibility with the client while highlighting the agent's competitive edge. A well-crafted presentation will cover the agent's qualifications, an in-depth analysis of current market trends, a personalized marketing plan for the client's property, and a clear outline of the listing and selling process.

Now, let's look at the steps you need to follow to craft the perfect real estate presentation.

Step 1: Know Your Audience

The first step you must take before you begin making your presentation is to understand your target audience . Who are you presenting to? Are they seasoned investors or first-time home sellers?

Identifying their needs and expectations will enable you to tailor your presentation accordingly, establishing a connection that fosters trust and credibility.

The key lies in recognizing the nuances that set each client apart. Consider the following factors when identifying your audience:

• Background and Experience: Are you presenting to seasoned investors with extensive knowledge of the real estate market, or first-time home sellers who need guidance through the entire process?
• Goals and Motivations: Identify your clients' primary objectives for selling their property. Are they looking to downsize, upgrade, or relocate? Perhaps they're seeking a profitable investment opportunity?
• Communication Style: Observe your clients' preferred communication style, whether they're detail-oriented, analytical, or more focused on the big picture, and match it.
• Demographics: Consider demographic factors such as age, family status, and occupation when crafting your presentation.

Step 2: Practice, Practice, Practice

Perfecting your presentation delivery is essential in establishing your credibility and leaving a lasting impression on your clients. To ensure a smooth, confident performance, dedicate ample time to rehearsing and refining your presentation skills.

Practice your presentation out loud, ideally in front of a mirror or a supportive audience, to become more comfortable with the content and fine-tune your delivery. Pay attention to pacing, tone, and body language, using a conversational pace, varied tone, and confident posture to engage your audience.

Record and review your practice sessions to identify areas for improvement and track your progress.

By consistently practicing and refining your delivery, you'll foster an authentic connection with your audience and make a lasting impression.

Step 3: Begin With A Captivating Introduction

First impressions matter, and your introduction sets the tone for the entire presentation .

To make a strong initial impact, start with a compelling hook that grabs your audience's attention. This could be a brief, relatable anecdote, a surprising statistic that highlights the current market situation, or a thought-provoking question that encourages your clients to consider their goals and priorities.

Once you have piqued their curiosity, follow up with a clear statement of your purpose. Explain the value you bring to the table and how your expertise will benefit them throughout the selling process. Provide a concise overview of the topics you'll be covering in your presentation, giving your clients a roadmap of what they can expect to learn.

By crafting a captivating introduction, you'll engage your audience from the outset and set the stage for a persuasive and memorable presentation.

Step 4: Showcase Your Expertise

To convince potential clients that you're the right choice, you need to show them evidence of your expertise.

Share relevant qualifications, years of experience, and success stories. Include specific examples of how you've helped similar clients achieve their goals, emphasizing your unique selling points and differentiators in the process.

Here's how to showcase your expertise effectively:

• Highlight your qualifications: Begin by sharing any relevant certifications, licenses, or educational achievements that demonstrate your commitment to professional development.
• Emphasize your experience: Clearly outline your years of experience in the field, as well as any specialties or niches you focus on, such as luxury homes, investment properties, or first-time homebuyers. 
• Include client testimonials: Client testimonials are a powerful way to convey your expertise. Ask satisfied clients to share their experiences working with you, focusing on how you addressed their unique challenges and exceeded their expectations. Include these testimonials in your presentation, either as quotes or short video clips.

By showcasing your expertise through qualifications, experience, and success stories, you'll instill confidence in potential clients and increase your chances of securing their business. 

Step 5: Engage With Multimedia and Visuals

A visually appealing presentation not only keeps your audience engaged but also reinforces key points.

Incorporate eye-catching graphics, images, and videos to illustrate your message. Use a clean, modern design with minimal text, ensuring your slides complement – rather than detract from – your spoken content.

By incorporating multimedia and visual elements into your real estate listing presentation, you're not only making it more engaging and memorable, but you're also providing potential clients with a better understanding of the property and its selling points.

Step 6: Offer a Comprehensive Market Analysis

A comprehensive market analysis is an essential component of any real estate listing presentation. It demonstrates your industry knowledge and expertise, and it can help give your potential clients confidence in your abilities.

By offering a detailed market analysis, you can provide your clients with valuable insights into local market trends, property values, and recent sales data. This information can help them make informed decisions about pricing and marketing strategies.

Here are some tips for offering a comprehensive market analysis:

• Discuss local market trends: Be knowledgeable about the local real estate market and be prepared to discuss trends and patterns that may impact the sale of the property. This can include information about the supply and demand for properties in the area, the state of the economy, and any recent changes to regulations that may affect the market.
• Provide property value estimates: Use a range of tools and techniques to accurately estimate the value of the property, including comparable sales data and analysis of recent market trends. This information can be used to determine an appropriate price for the property and to help develop marketing strategies.
• Explain how market factors influence pricing and marketing: Be sure to explain how market trends and factors influence pricing and marketing strategies. This can help clients understand why certain strategies are being recommended and how they can impact the sale of the property.

Step 7: Detail Your Marketing Plan

Your marketing plan is the cornerstone of your listing presentation. It serves as the blueprint for how you'll promote and sell the property, and it's an opportunity to demonstrate your expertise and creativity as a real estate professional.

By detailing your marketing plan , you can help potential clients understand how you'll reach potential buyers and showcase their property in the best light.

Here are some tips for detailing your marketing plan:

• Discuss the various channels and tactics you'll use: Explain the various channels and tactics you'll use to reach potential buyers, such as online listings, print ads, social media, and open houses. Be specific about how you'll use each channel and what types of messaging or content will be used.
• Emphasize the importance of professional photography and staging: Professional photography and staging are critical elements of any marketing plan. Explain how these services will be used to showcase the property in the best light and highlight the benefits of investing in these services.
• Discuss virtual tours: Virtual tours are becoming increasingly popular, especially in the era after COVID-19. Explain how virtual tours will be used to give potential buyers a better sense of the property's layout and features.
• Offer personalized recommendations: Based on the property's unique features and the client's objectives, offer personalized recommendations for marketing tactics and channels that may be particularly effective.

Step 8: Provide a Timeline and Process Overview

Providing a timeline and process overview is an essential step in creating a successful real estate listing presentation. By outlining the steps involved in listing and selling a property, you can give your clients a clear roadmap to follow and help them understand what to expect throughout the process.

Additionally, addressing potential challenges and obstacles and explaining how you'll work together to overcome them fosters trust and demonstrates your commitment to a seamless, successful experience.

Here’s how to properly share your timeline and overview with your clients:

• Outline the steps involved in listing and selling a property: Break down the process into manageable steps and provide a timeline for each. This can include preparing the property for sale, setting the asking price, marketing the property, and negotiating offers.
• Address potential challenges and obstacles: Be upfront about potential challenges and obstacles that may arise during the process, such as a slow market or issues with the property's condition. Explain how you'll work together to overcome these challenges and reassure clients that you have the experience and expertise to handle any issues that may arise.
• Provide regular updates and check-ins: Set expectations for how often you'll communicate with your clients and what types of updates they can expect. This can help reduce anxiety and keep clients informed throughout the process.
• Reiterate your commitment to a seamless, successful experience: Be sure to reiterate your commitment to a seamless, successful experience for your clients. Let them know that you're always available to answer questions and address concerns and that you'll work tirelessly to ensure that their listing and sale process is as smooth and stress-free as possible.

Step 9: Address Common Concerns and Objections

As you get to the final steps of crafting the perfect real estate listing presentation, it's important to address common concerns and objections that potential clients may have.

To do this, start by anticipating what concerns and objections potential clients might have. For example, they may worry about pricing, how long the property will be on the market, or the property's condition.

Once you've identified their concerns, proactively address them by offering solutions and reassurance. This can include highlighting your track record of speedy sales or explaining your comprehensive market analysis and pricing strategy. It's also important to show empathy and understanding to their concerns and demonstrate your experience and expertise in the industry.

By tackling these issues head-on, you'll put their minds at ease and establish yourself as a problem solver.

Step 10: Conclude With a Compelling Call to Action

End your presentation by summarizing your key points and inviting your clients to take the next step. Whether that's signing a listing agreement or scheduling a follow-up meeting, be clear about what you want them to do .

Make sure potential clients understand why taking the next step is in their best interest. This could include highlighting the potential return on investment, the benefits of working with a professional real estate agent, or the value of your personalized marketing plan.

And always make it as easy as possible for potential clients to take the next step by providing clear contact information, such as your phone number, email address, or website.

Step 11: Prepare for Questions and Feedback

After you've completed your real estate listing presentation, it's important to be prepared to field questions and listen to feedback from your clients.

By anticipating their concerns and having well-researched answers at the ready, you can demonstrate your ability to address their needs on the spot and solidify your credibility and expertise.

Be sure to actively listen to what they're saying and take the time to understand their concerns before responding thoughtfully. Be confident in your answers and your ability to handle any issues that may arise, as this can help build trust and reinforce your credibility as a real estate professional.

Step 12: Follow Up After the Presentation

Lastly, don't forget to follow up with your clients after the presentation.

Send a thank-you email to show your appreciation for their time and attention, and reiterate the key points you covered during the presentation. Don't forget to personalize your message and reference any personal details they shared with you.

Use this opportunity to keep the conversation going by asking follow-up questions, providing additional insights, and offering resources or information to help them make informed decisions. Remember to stay in touch and be responsive to any questions or concerns they may have.

By following up in a timely and professional manner, you can build trust, establish yourself as a reliable and trustworthy resource, and position yourself for future success in the industry.

Crafting the perfect real estate listing presentation is an art form that requires a thoughtful approach and meticulous attention to detail.

By following these 12 steps, you'll be well on your way to winning over potential clients and securing more listings.

Remember, the key to success lies in understanding your audience, showcasing your expertise, and delivering a polished, engaging presentation that addresses their needs and concerns.

Happy presenting!

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The Ultimate Real Estate Listing Presentation Guide For 2023

Table of contents.

As a real estate professional, one of the key skills to master in your business is the art of delivering an engaging and persuasive listing presentation. A well-prepared listing presentation can make all the difference in winning new business and securing valuable listings . Second to negotiating offers for your clients, a real estate listing presentation is arguably one of the most important and valuable things you’ll do in your business.

In this article, we will delve into the essential components of a compelling real estate listing presentation that will captivate your audience , earn their trust, and ultimately help you win more listings. We will explore how to prepare for a listing presentation, provide a listing presentation template to guide you in structuring your own presentation, discuss what should be included in your listing presentation, offer tips on how to win a listing presentation, and provide strategies for effectively handling objections you may face throughout your listing appointment.

So, if you’re ready to take your real estate listing presentations to the next level and boost your chances of winning more business, read on as we uncover the secrets to mastering this crucial aspect of the real estate industry.

L et’s get started!

Preparing For A Real Estate Listing Presentation

The key to a successful listing presentation starts with thorough preparation.

This section will provide you with expert tips and techniques to help you effectively prepare for your real estate listing presentation. From understanding your seller’s needs and motivation to sell, setting clear objectives, gathering essential information, and rehearsing your delivery, proper preparation is the foundation for a winning listing presentation.

Understand Your Seller's Motivation To Sell

Knowing your seller’s motivation allows you to tailor your presentation . A fully customized presentation allows you to address their specific needs and concerns.

For example, if they are motivated by a quick sale, you can emphasize your marketing strategy and negotiation skills to expedite the selling process. On the other hand, if their motivation is to achieve the highest possible price, you can focus on your pricing and market analysis expertise.

Gather Information

Before going into a listing presentation, it’s important to gather relevant information. This will allow you to effectively showcase the property and address potential questions or concerns the seller client may have.

S ome information you may want to consider collecting prior to the listing presentation is:

Property details (# of bedrooms, # of bathrooms, any recent renovations, etc.)

National and local market statistics (recent interest rate changes, government plans or funding, etc.)

Comparable sales or comparative market analysis

Local rules and regulations (heritage designations, protected lands, etc.)

Create The Presentation

Now that you have the necessary preliminary information, it’s time to put together the presentation. You don’t want to go into a listing presentation without the presentation. You may consider putting together the listing presentation yourself, but if you’re a high-volume real estate agent, you might not have the time to do so. This is where you might consider outsourcing your presentation design to a presentation design agency like Presentation Geeks.

Check Out Some Recent Projects

Practicing a real estate listing presentation is crucial for several reasons:

First of all, practicing your listing presentation helps you become more confident and comfortable with the material. This allows you to deliver a more polished and professional presentation.

Practicing your presentation helps you refine your message and ensure it is clear, concise, and compelling. It allows you to organize your thoughts, prioritize key points, and convey your value proposition effectively.

Bring Necessary Materials

Some necessary materials you want to bring to your realtor listing presentation are:

Examples of past marketing efforts

A starting asking price

Local market data

Listing agreement

Dress Professionally

A killer listing presentation isn’t just about the presentation deck. You are part of the presentation as well. This means when you arrive at your client’s house, you need to be dressed professionally. Everyone wants to work with the best and most professional listing agent and this is achieved by making a great first impression. Make sure you know how to dress for a presentation to make sure you give your potential client a great first impression.

Real Estate Listing Presentation Template - How To Structure Your Presentation

If you’re looking for a powerful listing presentation template, we’ve put together this structure which can serve as a free template when developing your new listing presentation. What you want to avoid is using a pre-developed listing presentation template other real estate agents are using. You don’t want to be like the other agents. You want to make sure your real estate listing presentation is unique!

If you follow this flow, we’re confident your lead generation efforts will pay off by having the most thorough real estate listing presentation .

Introduction

The introduction slide of a real estate listing presentation should capture the attention of the prospective client and set the tone for the presentation.

It should include a visually appealing design with your name, title, and contact information, along with a brief statement that establishes your expertise and credibility. It should also include a compelling headline or tagline that highlights the value you bring as a real estate professional.

Real Estate Market Analysis

The real estate market analysis slide of a real estate listing presentation should provide a comprehensive overview of the current market conditions and trends relevant to the seller’s home.

It should include data such as recent comparable sales, active listings, average days on market, and trends in pricing and inventory. It should also highlight any unique selling points or challenges of the local market that may impact the seller’s property value.

Property Showcase

Not every homeowner fully understands why their home is unique. This is why a property showcase slide is important to help educate the seller as well as show your expertise and how you can get top dollar for your potential seller.

If you had the chance to view the property ahead of time and gather photos, it should include high-quality, visually appealing images that showcase the property’s exterior, interior, and any notable amenities or upgrades. It should also provide key property details such as square footage, number of bedrooms and bathrooms, special features, and any recent improvements or renovations that make this property stand out.   Staging your home  is an incredible important part of the process.  Proper staging will an empty structure  into a home that allows potential buyers to envision what it could look like when everything is settled.  It can also increase the chances of receiving an offer.    

Explain Sales Process

Explaining the sales process in a real estate listing presentation is crucial as it helps establish expectations.

For some, this may be the first time they’re selling a home. It provides transparency and clarity, setting realistic expectations for the seller and minimizing any potential surprises or misunderstandings. By explaining the process, you can demonstrate your expertise and professionalism, showing the seller that you have a well-defined plan and strategy for selling their property.

It also establishes trust and confidence, as the seller will feel informed and empowered throughout the sales process. This can lead to a smoother and more successful transaction, with a satisfied seller. It also shows you’re doing your due diligence in educating the potential seller.

Marketing Plan

The most important part of a listing presentation which sets you apart from other real estate professionals is your marketing plan. What makes you unique?

Including your marketing strategy in a real estate listing presentation is essential as it showcases your approach to promoting and selling the seller’s property. It demonstrates your proactive and strategic approach to marketing, highlighting the various channels and techniques you will use to attract potential buyers and generate interest in the property.

Below are some key items or offerings you may want to highlight as part of your marketing plan and why you would want to include them.

Real Estate Staging

Home staging is important in the real estate process as it enhances the presentation and appeal of a property to potential buyers. By strategically arranging and decorating the home to showcase its best features, home staging can create a visually appealing and emotionally engaging environment that allows buyers to envision themselves living in the space.

Professional Real Estate Photography & Videography

Professional photography and videography is crucial in real estate listings as it significantly impacts the visual presentation and appeal of a property to potential buyers. 51% of buyers were first introduced to their home via the internet where photos and videos were the first things they saw.

Social Media Marketing

Offering social media marketing is critical in today’s digital-first era. Social media marketing allows you to share the client’s home using visuals, it helps reach a wider audience, and you can showcase the property in more fun and unique ways you can’t do with traditional marketing methods.

Traditional Marketing

Traditional marketing methods are still valuable. Print ads, direct mail, and local advertising, still hold importance in real estate marketing. They can reach different audiences, target local markets, provide a tangible presence, contribute to branding and credibility, supplement digital marketing strategies, and diversify the marketing mix.

Pricing Strategy

Including a price strategy slide in a real estate listing presentation is crucial as it demonstrates your expertise in pricing the property appropriately. This slide allows you to explain your pricing approach and how you arrived at the recommended asking price, taking into account comparable sales, market trends, and the seller’s goals.

Real Estate Agent Testimonials

People want to know what other people are saying about you and their experience working with you. Including a brief slide on your past testimonials is a great way to do just that.

With our team’s years of experience building presentations, we have a winning formula to craft the perfect real estate presentation. Check out one of our perfect examples of a real estate presentation below for real estate company Wurher Real Estate.

Wuhrer Quality Homes Presentation Example

What Should Be Included In A Listing Presentation?

Now that we know the content that should be included in a listing presentation, what about the supportive elements? Let’s take a look at some creative elements you should incorporate in your listing presentation to make your listing presentation ‘WOW!’ the prospective client.

If you follow this flow, we’re confident your lead generation efforts will pay off by having the most thorough real estate listing presentation.

Visual Aids

Presentation visual aids are crucial in a real estate listing presentation for several reasons. First, they can help convey complex information and data in a clear and understandable manner, making it easier for the seller to grasp the key items. Visual aids, such as slides, charts, and images, can also enhance the overall presentation by making it more engaging and visually appealing.

Market Data

Market data is crucial to include in a real estate listing presentation as it provides objective and verifiable information about the current state of the real estate market. It helps establish the context and rationale for the pricing and marketing strategies being proposed by yourself. Including market data in a listing presentation adds credibility, professionalism, and a data-driven approach to your recommendations, increasing the seller’s confidence and trust in you.

Past Successes

Sometimes, it’s good to brag.

Sharing past successes in a real estate listing presentation is crucial for establishing your credibility and track record of success. Sharing past wins can also differentiate you from the competition, as it highlights your unique selling proposition and sets you apart as a successful and reliable real estate professional.

Are you a visual learner and need to see how all these elements come together? Check out a real estate presentation we’ve put together for Engel & Volkers which combines many of the elements noted above. We can do the same great work for you!

Real Estate Presentation We Did For Engel & Volkers

How To Win With Your Real Estate Listing Presentation

Now that you’ve nailed down what a listing presentation is and what to include, how do you drive it home and win? Well, there are three key elements you need to master to make sure you’re winning your listing presentations.

Communication & Presentation Skills

You need to make sure your communication skills and presentation skills are polished. If you feel you won’t do well, practice. Practice is one of the most important things you need to do to become a better presenter .

Even when you’re not, you need to be confident. If you’re not confident in the information and marketing plan you’re sharing, why should the prospective client have any confidence or trust in you? Be confident and own it.

This step is one many agents miss. Always follow-up. You should follow-up after every listing appointment at least four times unless you’ve already received a clear answer you weren’t selected. You need to remain top-of-mind and to do that, you follow-up.

How To Deal With Objections

In every listing presentation, you’ll be faced with objections or the “why nots” as to why someone should NOT work with you. Here are some common real estate listing presentation objections you’ll encounter and how to handle them.

Common Real Estate Listing Objections

Can you reduce the commission.

This is a personal or brokerage policy choice. It is up to you to decide whether you’ll reduce the commission or not. But, here is a quick line you can use to save yourself from reducing commissions from experienced Toronto real estate agent Marco Pedri,

“I understand that commission is an important consideration for you. My commission is based on the value I bring to the table, including my market knowledge, negotiation skills, marketing strategies, and commitment to achieving your goals. It’s important to keep in mind a reduced commission may impact the level of service and resources I can allocate to your transaction. However, I am open to discussing your specific needs and requirements to ensure a successful and smooth real estate transaction.”

We need to interview a few other realtors

Do not get defensive. Encourage the prospective client to interview other realtors. This may help your presentation stand out amongst the rest. But, be sure to continuously follow-up to ensure you remain top-of-mind.

In conclusion, a well-prepared and professionally delivered real estate listing presentation is a crucial tool for winning business in the competitive world of real estate. By following a strategic approach that includes understanding the seller’s motivation, gathering essential information, practicing the presentation, and incorporating key elements such as market analysis, property showcase, marketing & price strategy, and past successes, real estate agents can effectively engage and impress potential clients.

Why Choose Presentation Geeks?

If you’re looking for a well-designed listing presentation that will help you close more deals and win more business during your next listing appointment, consider hiring the help of a presentation consultant like Presentation Geeks. Their team of expert presentation designers will help work with you to develop an outstanding presentation!

Author:  Content Team

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25 Tips for Winning Real Estate Listing Presentations

Maddie Heye

Last updated: Jul 18 2019 . 8 min read

Coffee snob or not, I bet you’d admit there isn’t really that much fundamentally different between the offering of your favorite local coffee shop and that of the Starbucks around the corner. You can count on them both having coffee, tea, a selection of cookies, and maybe even a croissant or two. So, what is it that makes you favor the local shop day in and day out? Odds are, it’s the customer experience it provides you with from the moment you arrive until the second you leave.

The barista at the local shop knows your name, the chairs are comfy, your favorite band is playing through the speakers and the coffee mugs fit in your hand just right. Sure, you could go to a Starbucks and leave with a (debatably) comparable cup of coffee, but you won’t get the warm fuzzy feeling that the local shop provides – that sense of connection that we’re all searching for in the crowded consumer space we’re faced with today.

We’d argue that your real estate listing presentations serve as your first major chance to set yourself apart from the generic “Starbucks” of the real estate world. This requires that you not only show sellers what services you offer (as any agent can do that), but that you give them a glimpse into what the entire home selling experience will look like with you from start to finish, warm fuzzy feeling and all.

Here are our top tips for creating real estate listing presentations that will give you an edge and convince sellers to list with you time and time again:

Personalize.

1. Start from scratch.  No two clients are alike. Each has their own wants, needs, and dreams, making it essential that you tailor your listing presentations to them accordingly. Instead of using the same presentation outline over and over again, start fresh. Sure, it’s probably efficient to add in a few of your pre-made slides that are relevant cross-clients, however striving to build the majority of your presentations from scratch will force you to do so with your specific clients in mind.

2. Snap a pic of the home.  If the house hasn’t been listed on the MLS in the past few years, it’s your time to shine. Hire your go-to professional photographer to grab a snap of their home ahead of time. Not only will including it in your presentation add a nice personal touch, but it’s also an opportunity for you to give your prospects a glimpse into the high-quality resources you’ll utilize to sell their home.

3. Add rich media.  Record a video for your clients detailing what you love about their listing and why you’re so excited to work with them. Pop it into your listing presentation before sending it/presenting it to them to give them a personalized experience from the very moment they open the prez.

4. Don’t use real estate lingo.  The real estate industry tends to use a lot of acronyms – CMA, FSBO, MLS, FMV – the list could go on and on. Chances are, the majority of the population has no clue what these mean, which makes using them a great way to make your clients feel more like they’re sitting in a chemistry lecture rather than a listing presentation. Avoid this industry jargon in your presentations and instead use common language that even someone completely new to the world of real estate will understand, at least at first.

5. Know the home.  Find out as much as you possibly can about the property prior to giving a listing presentation. This should include info such as:

• The square footage of the home
• Total acreage
• The room and bathroom totals
• Any notable history about the home
• The most popular restaurants/parks nearby

6. Do your research.  Familiarize yourself with the market. Consider going beyond the data and physically visiting a few of the comparable properties in the area to better prepare yourself to answer any related questions your clients may have.

Make the best first impression.

7. Show up early.  The best way to make a bad first impression is by showing up to the presentation appearing frazzled and rushed. Instead, show up at least 15 minutes early and wait in your car. This will give you time to breathe, gather your thoughts, give yourself a pep talk, and enter the house feeling ready to win business.

8. Dress like a winner.  Love it or hate it, your personal brand and how you present yourself is closely correlated to your ability to win listings. Dress professionally, modern, and maybe even add a little flare such as bright dress socks or fun earrings to help you stand out.

9. Smile.  You might be nervous, and your mind might be going in a million different directions, but do your best not to show it. Smile so you come across as calm and accessible.

10. Project confidence.  Even if you’re asked a question that totally catches you off guard, don’t let it hinder your ability to appear confident.

11. Be honest.  Sometimes when you’re put on the spot, it can be tempting to sugarcoat things in order to please or impress the people sitting across from you. This usually doesn’t end well, so make sure to be honest and upfront about everything. Share the good and the bad, and be productive with your advice.

12. Be positive.  Don’t talk poorly about your fellow agents. Keep it positive, and you’ll likely receive the same respect in return.

13. Use the right title.  Don’t refer to yourself as a Salesman, as the first thing clients will think of is their local car dealership. Instead, refer to yourself as a trusted consultant. This will imply that you are there to assist, guide, and inform them.

Come prepared.

14. Ask questions.  Sellers want to feel heard by you. Come with a list of thoughtful questions to ask them in order to demonstrate that you truly care about their personal wants and needs.

15. Let them ask questions.  Instead of breezing through your presentation, pause and give them chances to interject and ask questions throughout.

16. Bring the value from the get-go.  Arrive at the meeting with a list of low-cost repairs that will quickly increase the value of the home. These suggestions might include:

• Painting over small flaws in the current paint
• Replacing any outdated light fixtures
• Cleaning out any cluttered areas
• Staging the main living areas

17. Be informative, not aggressive.  We’ve all experienced a sales agent so pushy that we left the interaction no longer wanting to purchase a product or service simply because of that negative experience. Be helpful, kind, and informative, but don’t lay on the pressure. Let your work and preparedness speak for itself to win clients over.

18. Illustrate your qualifications.  Love it or hate it, prospects care about your reputation so be sure to show up prepared with visuals that demonstrate it. From testimonials, to awards that you’ve won at your brokerage, make sure to let clients know you’re the real deal.

19. Prepare for objections.  If you’ve done real estate listing presentations before, you know things don’t always go as planned. There’s no way to know exactly what sellers are going to ask, and what kind of information they’re going to want to know from you. This is where the importance of having a reliable  real estate CMA tool  comes into play. Make sure your tool is one that allows you to respond to questions and objections on-the-fly and provides your clients with reliable data.

20. Give them a process overview.  Particularly for clients who have never sold a home before, the entire process can be confusing and a bit daunting. Make a list complete with an overview of what the experience will look like, and what kinds of strategies you like to use. Having a general idea of what to expect can quickly calm the nerves of sellers.

21. Give them an overview of your business.  Do you often volunteer within the local community? Does your business sponsor the high school soccer team? Share it all with your clients, as every bit of good counts for something.

22. Bring a leave-behind.  Bring along a few quality brochures or a printout version of the presentation to leave behind.

Post real estate listing presentations.

23. Follow up.  Send them a handwritten note immediately after your presentation thanking them for meeting with you.

24. Gift.  Including a small gift with your note definitely couldn’t do any harm, but be thoughtful about it. Do they have a dog? Get them a fancy dog biscuit. Are they total foodies? Get them a gift card to the newest local bakery.

25. Wait.  While it can be tempting to call prospects the next morning after a presentation, sit tight and give them some more time to mull things over – but not too much time, as you want to stay top-of-mind. Consider checking in with them two days after the presentation to achieve both.

Ready to learn more?

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Sr. Director of Marketing of MoxiWorks Maddie leads a department of innovative, forward-thinking marketers, overseeing all facets of the marketing strategy for a growing company.

Listing Presentations That Win Sellers

October 7, 2019

How can I help my team get more listings? How can I get more listings?

These are questions mega agent Jeff Glover asks himself every day. He believes everything should revolve around listing presentations and offers five concepts to help you master them in the field.

“Listing presentations are valuable for many reasons,” says Glover. “They empower you, the agent, to be an employer and secure transactions in less time. They also free you up, so you are not locked into a buyer’s schedule.”

Glover’s Listing Presentation Strategy

1. content creation.

Content is the core of a great listing presentation. What content should you include?

Content that communicates your value

“You have a lot to offer compared to the market,” says Glover.

“Share the unique value you have to offer, your status as a local expert and how your expertise has specifically benefited clients. Make sure your content aligns with the type of property of your listers.”

Your Marketing Plan

Listers want to know how you will market their properties once they decide to sell. Do you use online marketing, agent-to-agent, print or others? Glover recommends you include it all.

Your Pricing Strategy

“The majority of appointments are either won or lost in the pricing discussions,” shares Glover. “When discussing the suggested price your clients should list at and what the comparative market analysis (CMA) suggests about the price, you will be prepared for sellers that expect a higher price and lay the groundwork for strategic price reductions as needed.” Visuals

Attractive Visuals

Visuals matter! Infographics are a great way to combine display both relevant information and data. Make sure you share the right amount of information and take into consideration how to showcase it (print versus digital).

Pro Tip: Leverage Keller Williams’ new listing presentation templates in Designs! New and improved, each template has been handcrafted in partnership with KW’s top agents to help you bring more expertise, brand recognition and insight to the listing table. 

2. Practice

Once you’ve customized your listing presentations in Designs or created your own, it’s time to practice. Like everything, delivering a great listing presentation is a skill that takes repetition and consistency. Before sitting down with your listers, practice your scripts and focus on sharing value without selling.

Here are three scripts that Glover uses to help him land the listing:

• Wouldn’t it make sense to get just one more opinion before you get tied up in a multi-month contract?
• Do you feel I can sell your home?
• When would you like our photographer to come out to shoot the home?

Glover shares three tips to master your scripts in 90 days:

• Take the listing presentation and write it down once a day for 30 days.
• Take the listing presentation and recite the script aloud once a day for 30 days.
• Role-play the listing presentation once a day for 30 days.

3. Delivery

Here are four things Glover says to keep in mind when delivering your presentation:

• Rate of speech: Pay attention to the rate based on the seller you’re meeting with.
• Tonality and dialect: You may have to change how you speak to build rapport with the seller.
• Volume: Control the volume of your voice to match theirs whenever possible.
• Body language: Watch the seller and see how they respond to certain things. Mimic their body language.

4. Prequalification and Homework

Don’t go out to a listing presentation without asking these questions and doing your homework:

• If what I say makes sense and you feel 100% comfortable and confident in my abilities to get your home sold, will you be ready to put your home on the market?

Several sellers will say “no.” This question allows you to find out the objections they have for selling before you even go to the appointment.

• Will you please describe your home for me?

This question allows you to find out the personality type of the seller and of course any updates/improvements they have made.

• When I see you, what price do you want to list your home for?
• As a professional real estate agent, I study home prices every day. I assume you will list with me at a price that will get your home sold ?
• Will all the decision-makers be present?

Once you’ve confirmed the appointment, let the sellers know what to expect at the meeting and ask them to gather any needed information. It’s your obligation to have great follow-up and communication.

Tags: Listings Marketing Sellers

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5 Steps to Build the Perfect Real Estate Listing Presentation

(PLUS FREE TEMPLATE)

13 Minute Read Time

The real estate world has changed dramatically in the past few years. While clients used to work with the biggest and most well-known companies based on their brand and advertising campaigns alone, today’s consumers want much more than a compelling commercial. They want to buy into something they can trust.

But trust is earned. And with increased competition and nonstop marketing noise, agents need an ace up their sleeve to stand out. That ace is a perfect listing presentation .

Why a Perfect Listing Presentation is Important: Sellers Must Trust You To Do Four Things

We all know that a listing presentation is a pitch that agents give to a prospective client who is looking to sell their house. But there’s more to it. The seller must trust you to:

LET YOU HANDLE THE LIQUIDATION OF POSSIBLY THE LARGEST ASSET THEIR FAMILY HAS

HAVE INPUT ON SETTING THE MARKET VALUE OF THAT ASSET

SET THE FEE FOR THE SERVICES REQUIRED TO LIQUIDATE THAT ASSET

SET THE TIMETABLE FOR THE LIQUIDATION OF THAT ASSET

It’s not enough to just simply have a listing presentation. You need a perfect listing presentation that accomplishes all of the above AND gets you the listing.

In this guide, we discuss the five elements that make up a ‘perfect’ listing presentation, and show you how to use it to separate yourself from your competition by proving that you can be a ‘trusted advisor’ to the seller.

→ DOWNLOAD NOW: FREE LISTING PRESENTATION TEMPLATE

You have to build trust with them so they can be certain you’re the best person to help them reach their goals..

Think of it like owning a shoe store. If you knew there were people already lined up around the corner and busloads of people coming, you’d make sure you had every single size, in every single color, and every single style in stock. Likewise, when a buyer contacts you on the web, comes into your office or calls you from a sign you have posted, you want to have plenty of inventory so you can meet their needs.

Today, more and more sellers are stepping back, taking a look at the advice real estate professionals give them, and asking themselves whether they can trust that advice. Therefore, when you’re at a listing presentation, the most important element is whether you can build trust with the homeowner.

Your sellers must know that you have their best interest in mind, and that you’re going to be able to help them accomplish their goals. To do that, you must first make sure you understand what those goals actually are.

5 Steps to Making the Perfect Listing Presentation

BUILD RAPPORT

IDENTIFY NEEDS

COMPANY VALUE

PERSONAL VALUE

Step 1: Build Rapport

Just as in any other presentation, your listing presentation needs to start strong and end strong..

The beginning and the end are the most important parts. But the beginning isn’t when you start talking; it’s the moment you walk in the door, before you say a word. Sellers are not going to trust you until they like you. To get them to like you, you must make sure they understand that you care about them. So make sure their first impression of you is a positive one, even if you’re giving a virtual listing presentation .

Smile, show genuine interest in them and their needs, and look professional. Those first few moments of your meeting, before the actual presentation begins, will set the stage for rapport building. Once you start the actual presentation, add enthusiasm to your voice and facial expressions.

THEY WANT TO MAKE THE RIGHT DECISION FOR THEMSELVES AND THEIR FAMILY, AND THEY’RE LOOKING TO YOU FOR YOUR EXPERT GUIDANCE. 

Being boring will make it extremely difficult for you to build rapport. The seller will be nervous. They may be moving their children to another school. There may be medical issues that caused the move. They might need as much money out of the sale of the house as they possibly can get. They want to make the right decision for themselves and their family, and they’re looking to you for your expert guidance.

Unfortunately, there are still many agents who start the presentation by bragging about their company or themselves. But that’s not what’s important to the homeowner—at least not up front. What’s important to the homeowner is that they know you care about them, not how much you care about yourself or your company.

Step 2: Identify the Seller’s Needs

You need to prove to the seller’s that you’re there to make sure they’re okay. how can you do that.

So, before you start doing anything, pull out a blank piece of paper and break it down into these three categories. See the image on the right for reference.

You do this because:

They’ll know you care about them right out of the gate because you’re asking what they need. , they know you’re the person they can trust because you’ve demonstrated value. .

Some agents argue that a pre-scripted presentation manual allows them to keep better control of the appointment.

However, in reality, the person doing the talking is never in control. The person asking the questions is always in control. If you don’t believe this, think about a courtroom.

Who’s in control: the attorney or the person on the witness stand? The attorney, of course, because he or she is directing the conversation by asking questions.

You may ask, “What if they say something I’m not prepared for?”

First, let us say that the chance of that happening is very slim. In fact, there are five things that a seller will potentially tell you when you ask them what they need from the sale of their home.

THEY NEED THE HOUSE SOLD

THEY NEED THE MOST MONEY

THEY NEED THE SALE TO OCCUR IN A TIMEFRAME

THEY NEED THE LEAST ISSUES

THEY WANT YOU TO HELP THEM WITH THE RELOCATION TO THEIR NEW HOME

These are the five things every single seller is going to tell you, and it’s been the same five things for the last 30 years. The potential for someone saying anything different is extremely low, so don’t worry about them saying something you’re not prepared for.

As you can see, the first step in building rapport is pretty simple: start with caring about them. Start with talking about them. Start by asking them what’s important to them. They will begin to like you and you’ll begin the process of getting them to feel that they can trust you.

THESE ARE THE FIVE THINGS EVERY SINGLE SELLER IS GOING TO TELL YOU, AND IT’S BEEN THAT WAY FOR THE LAST 30 YEARS. 

Now that you know what they need from the sale of the house, you need to teach them the answers that will fulfill these needs—the staple things they need to accomplish their goals.

If they want the house sold for the most money, in the least amount of time, and without hassles, what is necessary?

Write the answers on the piece of paper. 

Notice that you haven’t talked about your company yet. You haven’t talked about yourself yet. Instead, you’ve discussed the generic answers to their needs. These are the things they’re going to need from your real estate company. These are the things they’re going to need from an agent.

You’ve built rapport by first asking what they need. You’ve given them the answers to their needs in a generic form without ever talking about you or your company. Now you’re in a nice conversation: two people talking about how they can help each other.

Then, and only then, should you begin to discuss the resources you and your company have to make sure you can fulfill their needs.

Step 3: Explain Your Company’s Value

What are the biggest benefits a seller gets from choosing to work with your company that they could not get from another.

Think of your answers to the questions above from the seller’s perspective. Your company’s value proposition should explain what unique benefits it delivers to the seller and why they should choose your firm over another. We admit that articulating a company’s unique value can be difficult.

Agents sometimes ask if an outside vendor could put together the perfect listing presentation for them, complete with the ideal value proposition. The answer is no. When it comes to the value proposition your company offers, you know that much better than anyone else does.

Some points to consider when explaining your company’s value:

• What are the fundamentals of your company’s marketing plan?
• How do you find and qualify prospective purchasers?
• What is your company’s ability to manage the overall process?

Every company has distinct advantages. You need to be able to simply and effectively explain your company’s unique value proposition and how it differs from your competitors’.

Step 4: Communicate Your Value

This is the time to differentiate yourself from other agents.

When explaining your personal value proposition, you want to differentiate yourself from the other agents in the marketplace, including the agents from your own company that might go on that listing presentation.

Remember, having a strong beginning and a powerful ending is crucial. Gain their interest during the first couple of minutes of the presentation and then build to a real strength at the end.

What Do You Bring to the Table?

You now have successfully articulated the benef its of your company, but why should they work with YOU over another agent?

Here are some examples of things to include in your personal value proposition:

Sres designation.

If you are speaking to a baby boomer or a senior citizen and you have your SRES designation, be sure to mention it. (The same goes for any other relevant designations)

Certificates or Classifications

If you’ve taken a negotiation class in the past and received a certificate for it, take the syllabus or the brochure for the class and make it part of your listing presentation.

Market Insights

If you subscribe to services like KCM or other programs that help you stay abreast of market conditions, let them know. Sellers want to be confident you are knowledgeable.

Just as you need to be able to talk about your company’s value proposition, you also need to have a value proposition of your own. Again, this can be difficult. After all, as children we were often told not to brag about ourselves.

But you’re not a child anymore, and you’re not bragging. You’re giving your sellers the information they need to make an informed decision. Your personal value proposition highlights what sets you apart from other agents and how you can best serve your seller.

Step 5: Develop Trust

Clients want an expert. experts speak with confidence, and that’s how you build trust. .

Sellers have to trust you enough to let you set the market value on possibly the largest asset their family owns. They have to trust you enough to set the time schedule for a successful liquidation of that asset. They have to trust you enough to set a fair fee to handle the liquidation of that asset. Therefore, you want to make sure they trust you enough at the conclusion of your presentation.

So, how do you get them to trust you?

Here’s the Challenge…

Whenever we become more involved in any situation, we enter a hyper-sensitive state of awareness. That is, when something becomes important to us, we become more sensitive to it.

For example, let’s say you went out to buy a car, and the reason you bought that particular car is because it was unique. Not very many people have that car. You were going to look pretty cool driving that car.

However, as soon as you pull out of the dealership and hit the road in your hot new wheels, what do you see all over the highway? THAT CAR! The dealership didn’t sell millions last night. You’re just now in a hyper-sensitive state of awareness.

This same phenomenon occurs when someone is considering a real estate transaction. Once a homeowner decides to sell their home they enter this hyper-sensitive state of awareness. They begin following housing news more closely. They watch the real estate segments on CNBC, listen for them on Bloomberg radio and read them in the Wall Street Journal. They get a good idea of the national housing news.

Here’s the Solution…

At this moment, what they really need is someone to explain how what they heard on the radio, what they saw on television, what they read in every newspaper does—or doesn’t— apply to your market. And you have to prove it to them.

It isn’t until then that you can discuss how what they’ve seen impacts their situation.

Additional Tips to Help Build the Right Listing Presentation

Now that you understand the essential steps, we can cover what other pieces are important for the perfect listing presentation.

But first, let’s take a look at a quote by financial guru, Dave Ramsey:

“When getting help with money, whether it’s insurance, real estate or investments, you should always look for someone with the heart of a teacher, not the heart of a salesman.”

In his quote, Dave Ramsey talks about our industry specifically. When you have the heart of a teacher, you’re willing to take the time in each presentation to teach. Every conversation is an educational opportunity.

You shouldn’t be trying to convince someone to sell their home (that’s what salespeople do); instead, you should be helping your sellers discover what their options are, explaining the pros and cons of each of those options, and then letting them make the decision that is best for them and their families.

That’s what a trusted advisor, with the heart of a teacher, does.

But while it’s just as important for you to be able to speak eloquently, intelligently and directly to your clients, it’s more important that you show them why you’re the best agent. Here are some tips and tricks on how to win a listing presentation so your listing presentation is successful for today’s market.

Featured Resource: Free Customizable Listing Presentation Template

The importance of visual aids.

Simply “telling” your clients something isn’t enough. They need to “see” it to believe it. If you’re not using strong visuals in all your communications with clients (face-to-face meetings, emails, newsletters, etc.), then you’re not being fully heard or understood.

Using visuals enables you to explain your clients’ options in a way they can understand. This heavily researched topic has been proven time and time again.

Here are some more statistics that back it up:

VISUALS MAKES PRESENTATIONS 43% MORE PERSUASIVE THAN UNAIDED ONES

WE PROCESS VISUALS 60,000 TIMES FASTER THAN TEXT

VISUALS HAVE BEEN FOUND TO IMPROVE LEARNING BY UP TO 400%

90% OF INFORMATION TRANSMITTED TO THE BRAIN IS VISUAL

Remember, your job now is to help your clients understand how the market impacts their situation. Powerful and relevant visuals give them the best opportunity to understand the complexities and nuances of the real estate market.

Your job is not done until they are fully informed, can fully understand the information, and can make the decision that is best for them and their family. This is also when you will have their trust and be seen as a true professional.

Take the time to prepare visuals for every appointment. It is vital to your success in today’s environment.

After all, what makes more sense:

Your Path to Success: How KCM Can Help

Yes, the real estate industry is changing dramatically. It’s no longer about being the biggest office or dispensing information; it’s about your ability to analyze that information so well that you can teach it to others, because that’s how you gain trust.

The agents that EMBRACE this concept are going to be the DOMINANT agents moving forward. They are the ones who will win the race!

“THERE IS A COMPETITIVE ADVANTAGE TO KNOWLEDGE, BUT VERY FEW DECISION MAKERS KNOW HOW TO HARNESS IT…YOU HAVE TO BE STRATEGIC ABOUT IT.” – MARTIN IHRIG

As you develop yourself as a great listing agent, remember to plot out these three steps along the way:

Step 1: Continually Educate Yourself

Whether you use the KCM membership that we provide or some other educational means, know what’s going on and why it’s happening. As Albert Einstein said, “Wisdom is not a product of schooling but of the life-long attempt to acquire it.”

Step 2: Communicate What You Learn

Think of it as the ability to sing versus being on iTunes. If you can sing, but deliver your message on the equivalent of 8-track tapes, no one will listen to you. If, however, you can sing and you publish your music digitally (the modern format), you’ll have a much higher likelihood of reaching your audience.

In real estate, this means making sure your listing presentations are filled with impactful, relevant information that will help your clients gain clarity from the confusion in the market.

Make your presentations overly visual and so simple that anyone—even a child—can understand what is happening in the current market. Graphs, charts, and infographics are great formats to use.

Step 3: Become a Keeping Current Matters Member

Fact: keeping current matters! You can have a tremendous understanding of key factors and wonderful visual materials to help make it easy for your sellers, but if you’re not updating these things on a consistent basis, you’re lost. Keeping Current Matters offers easy-to-share blog posts, social media graphics, videos, guides, and more to help you stand out as the go-to real estate agent.

How valuable would a physician be if he/she didn’t update his/her advice and recommendations based on the newest medical research? Don’t be caught with outdated information in your presentations and conversations. Do your homework and be on top of all the major news that will impact the current real estate market.

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Recent posts, 11 steps to a winning real estate listing presentation.

There's no question that to be successful in real estate; you need to stand out from the competition. A great way to do this is by creating a winning real estate listing presentation. By following these eleven steps, you'll be well on your way to putting together a presentation that will make your clients sit up and take notice.

What is a Listing Presentation?

A real estate listing presentation is a detailed presentation that provides homeowners with an idea of how you will prepare their property for sale, how you will advertise it to potential purchasers, and at what price. Items you may include in the listing presentation are suggestions for exterior renovations and fixes, landscaping, interior improvements, staging, and room remodels.

Often, you'll present the information at the home of the seller, allowing you the opportunity to tour the house, or at your brokerage's office. The goal of the listing presentation is to highlight how you will market your client's home with actionable items, which may include an example of a property website, how you plan to generate interest, and examples of how you handle negotiating offers. You’ll also want to focus on what makes your approach unique and most importantly, successful.

Now that you understand what a real estate listing presentation is, let's dive into some listing presentation tips on how to create a seller presentation that wins you more contracts.

The 11 Steps to Follow

1. intro or cover page.

The seller will first see the cover page when looking at your presentation. It's essential to make a good impression with this step, so it's wise to pick an eye-catching font, distinctive photo, and include all of the house's most relevant information in an organized fashion. This is your chance to wow them from the get-go.

2. Agenda - What Will Be Covered in the Presentation

If The next step is to provide a list of items covered in the presentation. This will also serve as a table of contents and allow the homeowners to scan your presentation for specific areas they're looking for. It's a great way of organizing your presentation and saves time for everyone involved.

3. Icebreaker Questions

As you’re giving the seller presentation, this is an excellent time to ask your clients some questions that will help them feel relaxed and give you more insight into what makes their home special. These questions may include recent updates to the house, what it’s like to live in the neighborhood, and why they’ve decided to sell their home. Utilize this time to build rapport, and actively listen to their responses, incorporating follow-up questions where warranted.

4. Unique Selling Proposition (USP)

A unique selling proposition is what differentiates your service from other agents in the area. It's what stops potential clients from glossing over your message, forcing them to stop and listen to what you have to say.

Think about it from the standpoint of the homeowner. If they're meeting with multiple agents to find the right one to market their home, they've heard a lot of the information that you're already sharing with them. In an industry where many are doing the exact same thing as others, your USP is what is going to give you a leg up over the competition. It helps to be confident and specific in your approach.

5. Competitive Market  Analysis

Competition is always a good thing in the real estate market and knowing what you're up against will help you sell faster. Before sharing how you came to the price point you did for your client's listing, spend a few minutes going over comparable properties. Let the homeowner know how much these houses sold for, or are currently listed for, and the amount of time spent on the market.

Be sure to point out similarities and differences between the comparable properties and your client's property which will help them understand how you came to the listing price. This is an area where your expertise and knowledge can shine, so take advantage of the opportunity.

6. Pricing The Home to Sell

It's no secret that a homeowner wants to know how much money you can get them for their home. As a real estate agent, it's your job to remove the emotions from the price; it's not uncommon for homeowners to believe their house is worth more than it really is. After reviewing the comparative market analysis with the property owner, explain how and why you came to the listing price in detail so they can clearly understand your perspective and approach.

7. You and Your Brokerage

This is an excellent time to share testimonials from past clients, as well as any case studies you have on your website. It's proof that your style works and will help set the stage for what they can expect from you throughout the process. It can also help reassure them if they are on the fence about selecting you as their listing agent.

8. Testimonials/Case Studies

How do you optimize your profile bio in social media? You just have to keep things simple. Clarity is key. You have to be straightforward with what your brand or business is all about.

Have a clear and well-thought-out brand name, include a good quality picture, put relevant information in without stuffing, use relevant hashtags, and link to your website.

Having a website is the first step to an online presence, so be sure your social media can link back to your site where users can connect with you.

9. Marketing Strategy To Get Home Sold

All motivated homeowners want to sell their homes quickly and for top dollar. Now is the time to you provide a list of the marketing strategies you plan on using to get their home sold with their best interest in mind. Your client will be impressed with your dedication to selling their house, especially if they are in a hurry to get their home sold.

Be sure to include information on the different strategies you’ll use to market their home to buyers, examples of your marketing pieces, and how you plan to promote their home in various channels to expand the buyer pool.

10.  Next Steps

No presentation is complete without contact information for both you and your brokerage. Your clients need to be able to get in touch with you if they have any questions or concerns along the way, so be sure to provide all the ways they can get into contact with you.

This is also the perfect time to set boundaries and expectations with your clients so they know when you may not be available to answer a call, text, or email. By letting your clients know upfront when you take time for yourself and your family, they will be more likely to understand when they don't hear back from you right away.

11. Contact Information

Listing presentation tips, be authentic.

Don't try to be something you're not just because you think it will sell faster. Be honest with your clients about who you are and what you do best. Your most significant selling point is your authenticity and integrity, so make sure this shines through in all aspects of the presentation.

Make it About the Homeowner, Not Yourself

Your presentation should always be about your clients and how they feel. This is their house, and they need to see themselves living there, which means you want to make them feel comfortable during the presentation. You can sell yourself by describing what you do best and why it will help them during the process, but don't include any information that doesn't directly benefit them.

SNo matter how great you are at what you do, if clients don't trust you, you won't help them. Genuinely care about your clients and their needs from the very beginning. This will set a positive tone for all future interactions with them and make it easier for them to work with you throughout the process.

Take Notes and Be Engaging

Don't let your clients drift off while you're sharing your presentation with them. Be sure to take full advantage of your time by keeping them engaged and asking questions to get their feedback on every step. This is also where you can take notes on any ideas or concerns they may have about the process of selling their home, which will come in handy when you follow up with them after your real estate listing presentation.

Knowing how to do a listing presentation is one of the most important aspects of being a real estate agent and can expand your business significantly in today’s market. By following these 11 steps, you can create a winning listing presentation that will stand out from the competition and help you close more deals. Remember to be authentic, sincere, and engaging with your clients throughout the process to build trust and ensure a positive experience. Happy sellers are sure to tell their friends about you!

For more resources and training, check out our free on-demand webinar on Mastering the Listing Presentation.

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Listing Presentations | Comprehensive Guide for Real Estate Agents

Last Updated on February 2, 2024 by Luke Feldbrugge

A listing presentation can make all the difference in securing new clients and growing your business in a competitive residential real estate market. If you’re looking to stand out and attract new clients, this comprehensive article will help you create a compelling listing presentation that resonates with potential sellers.

What is a Listing Presentation?

A listing presentation is a formal meeting between you, a real estate agent, and a potential seller. During this meeting, you showcase your services, expertise, research, and marketing plan to sell their property.

What is the Goal of a Real Estate Listing Presentation?

The primary goal of your listing presentation is to secure the listing. Your job is to convince the homeowner, your potential client, that you are definitely the best choice to sell their property.

A helpful tool to assist with the win, is a well thought out listing presentation. How you present their home will start to build client trust and confidence in your abilities; while establishing and supporting a new and growing relationship with the client.

It’s not just about numbers; it’s about establishing a personal connection, understanding the homeowners needs and expectations, and showing them you’re their trusted partner in this significant transaction.

What Should I Prepare for a Listing Presentation?

By conducting thorough research, showcasing your expertise, and addressing potential questions and objections in your listing presentation, you’ll be well on your way to impressing potential clients. Here are our suggestions on what you should prepare for a listing presentation:

1. Research the Property and Seller

Before you step into the seller’s home, gather as much information as possible about the property and the homeowner. This will help you tailor your presentation and show the homeowner that you took the initiative to do your homework.

• Obtain property details, such as square footage, number of bedrooms and bathrooms, recent renovations, and any unique features. If you have time, do a drive by and note the curb appeal and the upkeep of surrounding homes.
• Research the local real estate market, recent sales in the area, and current market trends. If you have the ability, and believe in the importance and added-value that a CMA can provide a potential client (as we do), put one together as a supplement to your listing presentation. Remember giving more value to prospects than the other guy, leads to more clients.
• Research the home’s neighborhood and highlight the conveniences, amenities and other selling points that you plan to use to promote their home. If you have a conversation before you present, try to learn the homeowner’s motivations, timeline, and any specific concerns or expectations they may have.

2. Use a Listing Presentation Template to Build Your Presentation

Using a listing presentation template offers a practical and efficient way to create compelling and professional looking presentations. It also enables you to focus on the content and personalization instead of the general framework. It will save you time, offer consistency, and help to present your talents and professional brand in a visually appealing way.

Two great places to find nice looking, professional listing presentation templates are on Canva and Etsy. They have hundreds of options. You will need a Canva Pro subscription for the premium listing presentation options, but the options on Etsy listing presentation options can be ordered by anyone.

3. Include a Comprehensive Marketing Plan

Show potential sellers that you have a clear strategy for marketing their property effectively. Highlight your unique value proposition and differentiate yourself from the competition by showcasing what sets you apart. Convey your professional expertise and experience during the presentation.

• Create a detailed marketing plan that outlines your approach, including online and offline strategies.
• Highlight your use of professional photography, virtual tours, and staging to enhance the property’s appeal.
• Explain how you will leverage social media, online listings, and your network to reach a wider audience.
• Discuss your knowledge of the local market, including recent sales, pricing trends, and neighborhood amenities.
• Emphasize your negotiation skills and ability to handle complex transactions.
• Share success stories and testimonials from previous clients to demonstrate your track record.

4. Anticipate Seller Questions and Objections

Prepare answers to questions about your marketing strategies, pricing recommendations, and negotiation tactics. Have responses ready for objections related to commission rates or other potential hesitations. And, show your willingness to adapt and customize your approach based on the seller’s needs.

5. Practice and Rehearse (DO NOT SKIP)

Practicing your presentation trains your brain to deliver it the way you want. If you skip this step, you may get side-tracked, or need to shoot from the hip. Don’t put yourself in this position and leave yourself open to potential regret.

Practice and rehearse your presentation until you nail it! Then…do it again.

Practice your speaking points to ensure you are clear and confident about the points you really want to drive home. Time yourself to ensure that you can cover all essential topics within the allotted meeting time. To take it a step further, consider presenting to a colleague or friend for feedback.

6. Be On Brand, Respectful and Bring Leave-Behinds

As you know, your appearance and demeanor matter when meeting potential clients. Dress in attire that reflects your standards, and your brand. Potential clients will remember you above all, so be what you want them to remember.

Be punctual and respectful of the seller’s time, and maintain a positive and upbeat attitude throughout the presentation. Be real. Be you. Authentic optimism goes a long way.

And, always have professional materials available as a leave behind, or if the presentation is done virtually, have digital files available to share with the sellers.

How Do You Stand Out in Your Market Using a Listing Presentation?

By crafting a compelling value proposition, leveraging technology and visuals, demonstrating local market mastery, offering creative marketing strategies, prioritizing exceptional customer service, addressing concerns proactively, and establishing a memorable brand identity, you can differentiate yourself and leave a lasting impression on potential sellers.

1. Highlight Your Unique Value Proposition

A unique value proposition can set you apart from the competition. Your listing presentation is the perfect platform to showcase your value proposition.

Highlight what makes you different, whether it’s your local expertise, a specialized niche, or a unique approach to marketing properties. Emphasize your commitment to personalized service and tailored solutions that address your clients’ specific needs and concerns.

Don’t know what your value proposition is? Here are some examples to consider, but realize there are others you could surely entertain. These are simply to get your wheels turning for your own listing presentation.

Local Expertise – Highlight your in-depth knowledge of a specific neighborhood or community so you can provide insight into schools, local amenities, recreational facilities, conveniences and other hidden gems.

Sample Tagline: “Navigating Neighborhood Secrets, So You Don’t Have To.”

Digital Marketing Mastery – Highlight your proficiency in online marketing and communication, including SEO, social media, and virtual tours. It allows you to showcase your ability to reach home buyers and sell properties efficiently, plus when used well, effectively and efficiently create amazing client experiences.

Sample Tagline: “Harnessing Technology to Sell Homes Faster.”

Stress-Free Transactions – Promises you will take care of any and all issues and keep things hassle-free and transparent for your clients throughout the transaction process. Highlight examples of how you provide exceptional customer service, clear communication, and expert negotiation and problem-solving skills.

Sample Tagline: “Your Peace of Mind, Our Priority.”

Homes for Heroes – If working with first responders, active military and veterans, healthcare workers and educators appeals to you, consider signing up to learn more about Homes for Heroes and how their real estate agents can position themselves in their local market extremely well by helping their local heroes save an average of $3,000 on a buy or sell, and an average of $6,000 if the the agent handles both transactions.

Definitely worth considering if serving your local hero groups is important to you.

2. Showcase Stunning Visuals and Tech

In today’s digital age, captivating visuals and technology that makes things easier can significantly enhance your listing presentation. Invest in professional photography, videography, and virtual tours to make your listings visually appealing. Promote your use of the latest tech tools to create interactive and immersive experiences for potential sellers, such as 3D property tours or augmented reality home staging.

If you’re not using one, try a virtual tour app and figure out what works best for you and your clients. Below are a few examples agents have recommended, but there are literally hundreds to choose from:

• Ricoh Tours
• Scenics App

3. Demonstrate Local Market Mastery

To truly stand out, you must exhibit a deep understanding of your local market. Provide a comprehensive market analysis that includes recent sales data, pricing trends, and neighborhood insights. Share your knowledge of upcoming developments, schools, parks, and amenities to help sellers see your expertise in their community.

In-Depth Market Research

Stay up-to-date with the latest market trends, including property values, inventory levels, and average days on market. Analyze historical data to identify patterns and fluctuations in the local market. Try to determine the primary factors influencing your market, such as employment opportunities, schools, transportation, and development projects.

Regularly Attend Local Events and Meetings

Get involved in community events, town hall meetings, and neighborhood associations. Networking with local leaders, residents, and fellow professionals can enhance your knowledge and establish you as an engaged community member and local market expert in your profession. Plus, it will open doors for new prospects.

Go on Frequent Property Tours

Regularly visit properties in your area to gain firsthand knowledge of their features, condition, and unique selling points. Being familiar with local inventory enables you to make informed recommendations to your clients.

Build a Reliable Local Professional Network

Cultivate working relationships with local contractors, inspectors, appraisers, and other professionals. Having immediate access to a reliable, trustworthy network of helpful professionals can streamline transactions and provide valuable resources for your clients.

Create and Provide Impressive Comparative Market Analysis Reports

A well-prepared CMA report provides valuable insights and helps the seller make informed decisions regarding their property’s listing price and marketing strategy. So, take the time to assemble the appropriate data and present it in an easy to comprehend report that calls out the most important information.

Include information such as general property information, features, amenities and current condition. Also cover comparable sales in the area, active listings, pending sales and any current market trends or special market analysis you’ve done.

Outline your pricing recommendations, rationale in support of your recommendations and your marketing strategy to sell the property. And, it doesn’t hurt to call out any professional accolades, awards or success stories that highlights the value you can offer the home seller.

Stay Informed About Zoning and Regulations

Understand zoning regulations, building codes, and land-use policies in your area. Being well-versed in local regulations can help clients navigate potential property issues.

Start with a Listing Presentation Template and Build Your Own Winning Sales Pitch and Design

Creating an effective listing presentation is a crucial skill for real estate agents to succeed in a competitive market. By following the steps outlined in this article, you can differentiate yourself and leave a lasting impression on potential sellers. Start with a listing presentation template, do your research, and include a comprehensive marketing plan. Highlight your unique value proposition, leverage stunning visuals and technology, and demonstrate local market mastery. Practice and rehearse your presentation, anticipate and prepare for seller questions and objections, and always be on brand.

All of these tips will help you build trust with potential client prospects, win listings, and grow your real estate business.

Join Homes for Heroes – Be the Agent Heroes Want

Join Homes for Heroes and make it part of your value proposition in your listing presentation to give you a leg up in your market. Homes for Heroes can help you specialize and grow your real estate business when you work with local heroes to buy or sell a home. You can offer them something special, something beyond the transaction, by saving them significant money as a way to thank them for their service.

Simply submit your registration and schedule a time to learn more about the benefits of being a Homes for Heroes local market specialist, and become the agent your community heroes want to work with for their home and mortgage needs.

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16 awesome ideas to revamp your listing presentation [slideshare].

• Lead Generation

Your real estate listing presentation must relay a ton of information to help you convince seller leads that you’re the best agent to represent them. When’s the last time you ran through it to see if your content is still up-to-date, accurate and relevant? For example, are your charts based on market data from two, even three years ago? Chances are your listing presentation could use an overhaul.

Here are 16 awesome ideas to revamp your real estate listing presentation and help you stand out from the competition .

Do more pre-meeting homework

Even if you know the seller, you should still do your research. Don’t assume you already know enough to assemble a customized presentation, but  do  assume you’ve got competition for the listing.

• Ask the seller to complete a questionnaire before you meet so that you can customize your listing presentation to address their real estate concerns. For example, questions like “On a scale of 1 to 10, where would you rate the condition of your home?” and “What would make it a 10?” help you identify pain points and then share solutions during your presentation.
• Ask to pre-tour the home, and use the opportunity to take high-resolution photos and shoot some video. You’ll get first-hand information about the home and have images to use later when creating your listing presentation.
• Use that preliminary footage to create a video  walking tour accompanied by a narrative about living in the home. Your script should describe the new homeowner taking in the views from the second-floor lanai, preparing a holiday feast in the gourmet kitchen and enjoying other features the home has to offer.

Obviously, the seller wants to sell their home, but neither of you might realize how much they want to participate in the process until you invite them. By asking the seller to tell you as much as possible about what it’s like to live in the home and the neighborhood, you could wind up with a wealth of information you might never have discovered on your own.

• Ask the seller where they like to dine, shop, watch movies and otherwise spend time in the community. Inquire about the schools, get them to describe the neighborhood and how safe it is, and ask them to tell you about the town. All of this information helps you flesh out and market the lifestyle that living in this home provides.

Focus on selling the lifestyle, not the house

Once you get the answers from the questionnaire and the lifestyle survey, you can begin to tell a story that will draw in buyers. The more vividly you paint a portrait of the home and area, the more easily buyers can picture themselves living there.

• Using all the intel you gathered for the listing presentation, plus your own industry and market expertise, create a persona of the buyer you will target for this home and be specific about why this persona is attracted to the home. This demonstrates your deep knowledge of the market as a real estate agent and showcases your efforts on the seller’s behalf.

Update any tool that’s more than two months old

Don’t neglect your digital assets: These behind-the-scene assistants are working hard to supplement your in-person efforts, so keep them in fighting form.

• Refresh your website . Everything you send out — flyers, direct mail, social media posts — should drive traffic back to your real estate website. Make sure everything on it is up-to-date and that it looks tidy. When you share it with sellers at your listing presentation, it should reflect the professionalism they expect from their real estate agent of choice.
• Software evolves in the blink of an eye, so update the apps you use for your business , especially any you plan to use during your presentation. Apps today can be frequently updated; make sure your versions have the latest features and fixes.

Spotlight your marketing efforts

Sellers want to know their agent is going to move mountains on their behalf, so show them the plans you have for successfully marketing their home. By exposing sellers to your marketing activities, you’re illustrating how committed you are to their success.

• Show examples of what their home will look like on all the social media platforms you plan to use . For example, stage their listing on Facebook or share a list of tweets you have scheduled to send out about their home’s open house.
• Use your tablet and smartphone to show the seller how you’ve optimized the listing for viewing on mobile devices . This demonstrates that you’re on top of technology and understand how today’s buyers use it for home searches.
• Remember those neighborhood amenities you hyperlinked in your storyboard? Let the seller know your plan to tell each business that they are mentioned on your blog and that you’d appreciate the owner or manager leaving a comment. This can create buzz around the listing and increase exposure through online searches.

Make their home the star

Demonstrate for the seller that you’re prepared to begin your marketing tasks immediately by showing them a set of pre-staged collateral featuring their home.

• Bring examples of listing flyers and direct mail pieces that use the photos you took during your pre-meeting tour of the home. With  templates , it’s easy and economical to create high quality printouts for your listing presentation.

Present data more dynamically

As necessary as they are, numbers and statistics can be the driest portion of your listing presentation. Why not spiff them up with a clever, attention-grabbing graphic?

• Instead of using the same old pie chart or pyramid, create an infographic to display real estate market statistics in a new and unique way. There are  several sites  — for free or with free trials — that offer themed templates for you to drop your data into then customize with colors and fonts.

Leverage technology

Even if you use a full-color binder or portfolio for part of your listing presentation or as a leave-behind, you should demonstrate for sellers how today’s technology can save time and money — and reach more buyers — compared to using only traditional methods.

• Sign sellers on to your GoogleDrive  account and then show them on your tablet how it works. Demonstrate how you can quickly share information, photos, forms and collateral with them — and that they can access that information as well, at any time and from anywhere.

Tweak your technique

You can have the slickest listing presentation out there, but if you can’t deliver it effectively, you might as well not have shown up at all. Brush up your presentation skills when you revamp your listing presentation.

• Moderate the speed of your speech so that the seller catches everything you say. Modulate your voice so that you remain in control of the words and ideas you’re conveying. Pausing is verbal punctuation; it highlights a point you’re trying to make, and it gives the seller an opportunity to digest what you’ve just said and respond to it.

Your real estate listing presentation is a workhorse: You should regularly update it to keep it fresh, interesting and accurate. The legwork you do to familiarize yourself with the seller, home and neighborhood can generate ideas on how you can differentiate yourself from competing agents. Revamping your listing presentation is often just taking those ideas one step further, mixing classic techniques with new technology. And don’t forget the best way to make your listing presentation even more memorable: Practice, practice, practice.

More about Nancy Robbers

Nancy Robbers is a real estate writer at Zillow. She previously worked in public relations and marketing.

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The Best Listing Presentation Scripts To Impress Sellers & Win Listings!

The top listing presentation scripts to use for a successful listing appointment.

Article contains proven listing scripts for agents... Below you'll find the top listing presentation scripts agents can use to gain seller trust & approval when on listing appointments. Scripts on exactly what say to sellers before & during the listing presentation to win more listing appointments.

Listing Presentation Script 1:

The 'mls buyer list' script.

Put A List of MLS Buyers On The Seller's Table!

When you say to the seller "I have a list of buyers" and then put that list of MLS Buyers on a seller's kitchen table...

Instantly the seller recognizes...

#1. You are intelligent. #2. You are competent. #3. You are trustworthy.

This is why this listing appointment script technique is so important!

Simply say this; "I have a list of real buyers, buyers who must buy within the next 15 days. May I have your permission to drop this list of motivated buyers over to your home tomorrow evening between the hours of 5 to 8 pm? The list will also include photos of the homes where these buyers are currently living as my proof and evidence that I am telling you the truth."

How To Use MLS Buyers In A Listing Presentation

The 'Guaranteed To Win' listing presentation incorporates 'the MLS buyers' script technique.

Listing Presentation Script 2:

Qualify the seller first with this script.

This is why it is essential for you to qualify the seller prior to the listing appointment.

This way you will save yourself time and heartache.

Here is a survey suggestion, with specific questions, on how to qualify a seller when speaking with the seller on the telephone.

Simply Ask These Questions;

Mr. Seller, before we get together may I ask a few questions so I can prepare properly for our appointment?

01. How long have you been thinking about putting your home up for sale?

02. Do you want me to prepare for you a CMA which outlines the current market value for your home?

03. May I have your permission to bring a list of targeted buyers to our appointment?

04. A few of these buyers will be ready to buy within just days... is that too fast for you?

05. After we meet and you have had the opportunity to review our home selling system, when are you ready to list?

06. Are you planning on interviewing more than 1 real estate agent?

07. Where do you want to move to after you sell?

08. How soon do you want to move?

09. Have you looked at homes online yet to see what's out there?

10. If one of my buyers offers you the price you want, are you ready to accept the offer?

11. What is the price range you think you are willing to accept?

12. Can you describe your home to me?

13. Is it possible for me to look at your home before we meet?

14. Also... may I have your permission to drop off my 'How To Have A Successful Sale' package 2 days before we get together?

15. Our meeting will require about 1 hour of your time, is that OK?

How To Qualify The Seller In A Listing Presentation

The 'Guaranteed To Win' listing presentation incorporates the 'seller qualification' script technique.

Listing Presentation Script 3:

Request to view the home first.

The home tour is your opportunity to build rapport with the seller.

The very first task you ought to do when inside the home is to take out your notebook.

With your notebook in hand begin to take notes as the seller walks you through the home.

Specifically you want the seller to outline both the positive and negatives of the home so you can develop a showing plan.

Simply say this;

1. Before we sit down to discuss the sale of your home, would it be possible for you to show me your home and for you to let me know what you think are the highlights of your home a buyer would like to know?

2. Also... can you tell me what you think are the 'negative' features of the home so I can develop a viewing strategy to overcome these 'buyer issues'?

How To Take Viewing Control In A Listing Presentation

The 'Guaranteed To Win' listing presentation incorporates the 'control the viewing' script technique.

Listing Presentation Script 4:

When at the sellers kitchen table.

Once the home tour is completed you will want to sit down with the seller at the kitchen table.

Once at the kitchen table begin the conversation with a quick review of the 'Pre-Listing Presentation' package you dropped off to the seller at least 2 or 3 days prior to the listing appointment.

You absolutely want to discuss the pre-listing presentation before you begin your listing presentation .

1. Did you have the opportunity to review the pre-listing presentation material I dropped off to you 3 days ago?

2. Do you have any questions?

3. Did you notice I included a list of Targeted MLS Buyers?

Prove You're The Best Agent In A Listing Presentation

The 'Guaranteed To Win' listing presentation incorporates the 'prove you're the best agent' script technique.

Listing Presentation Script 5:

Discuss the targeted list of mls buyers.

Do you know what is the #1 Motivational Hot Button of Sellers... that if you push this button you significantly increase the odds at winning the listing?

Buyers are the #1 motivational hot button of a seller.

If you want to win listings you must prove you have buyers and present tangible evidence you have buyers.

This is the purpose of the Targeted List of Buyers strategy.

I brought with me tonight what is called a list of Targeted MLS buyers for your home. This list consists of buyers who will be ready to buy a home over the next 30 to 120 days. In 17 times out of 20 your buyer will be found on this list. Allow me to show you where I produced this list and how my MLS board cooperates with me so that we know when one of these buyers is ready to buy a home.

How To Be The Buyer Authority In A Listing Presentation

The 'Guaranteed To Win' listing presentation incorporates the 'buyer authority' script technique.

Listing Presentation Script 6:

The marketing plan introduction.

Mr. Seller there are 12 major benefits you will enjoy when listing with me. Allow me to walk you through all 12 right now as I discuss my marketing plan with you... beginning with your Top 3 Selling Goals.

12 Step Marketing Plan of An Effective Listing Presentation

The 'Guaranteed To Win' listing presentation incorporates the 'effective marketing plan' script technique.

Listing Presentation Script 7:

The pricing plan introduction.

Actually you may want to have 2 separate presentations... 1st the listing presentation and 2nd the pricing presentation.

Mr. Seller, now that we have discussed both the Targeted list of MLS buyers and the Marketing plan, allow us to now discuss the pricing plan for your home. Mr. Seller, have you ever heard of a CMA? It is the industry standard professionals use to determine a price range for your home.

A CMA provides to you a summary of what buyers are willing to pay for a home such as yours in this neighborhood at this time. It will also tell us what buyers are not willing to pay for a home such as yours. Lastly, it will inform us of our competition which is very important when it comes to winning your buyer.

The CMA of An Effective Listing Presentation

The 'Guaranteed To Win' listing presentation incorporates the 'cma' script technique.

Listing Presentation Script 8:

The staging plan introduction.

Have you ever noticed how easy it is to find flaws in other people, yet virtually impossible when doing a self-examination! The same applies for sellers when it comes to the 'showing quality' of their homes.

Many sellers are not aware there are factors which will increase the difficulty of selling the home.

How to you resolve this issue with the seller?

You use a staging plan in your listing presentation to address these factors.

Our last issue to discuss tonight is home staging. I like to call it 'Showroom Shine'. Just as a car dealership ensures their cars look the very best... so too must we ensure your home is prepared in such a way it beats your competition and wins the buyer.

The Staging Plan of An Effective Listing Presentation

The 'Guaranteed To Win' listing presentation incorporates the 'staging plan' script technique.

This Simple Script Video Will Show You How To Win Listings In 15 Minutes...

If you enjoyed this 'listing presentation scripts' article you may want to check out top listing presentation tips , how to create a listing presentation , or visit our listing presentation resources page.

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The 8 Best Listing Presentation Scripts For Listing Appointments

What’s Winning The Listing Presentation Really Mean?

What Top Producing Agents Do Every Day… And So Should You! Part 4: The Mindset of Winning

You’ve done all the hard work: prospected, qualified, overcome the objections and negotiated a win-win sales price. You’ve crossed every “t” and dotted every “i” and completed the home sale. Listen to eight top producers discuss the most important skills for repeat wins (and, interestingly 7 of 8 point to the same skill.)

If you’d like to be a more consistent producer and overcome the ups and downs in your business, learn what these top agents believe is the most important skill to overcome repetitious boredom and how to avoid complacency after the win!

Part four of this four-part series focuses on the Mindset of Winning !

The country’s top real estate agents rely on ArchAgent tools and resources  – all available in a single package for a low cost. If you want to win repeatedly, a proper mindset is essential – and is easier to maintain if you win early and often. Use ArchAgent’s Likely To List Analytics to ensure you have a sufficient source of new leads to win often and repeatedly.

Steve Cortez is a seasoned real estate professional with decades of experience and owner of ArchAgent. ArchAgent brings together the tools and resources the country’s top real estate agents rely on in a single package for a low cost.

Today’s real estate market has you leveraging technology or surrendering to it.

( Realtor.com; Getty Images )

In Red-Hot Real Estate Markets, Why Do Certain Homes Just Not Sell?

Manchester, NH , currently holds the title of hottest market in the country , where homes typically sell after just 14 days on the market.

So when a listing in this desirable city sits for 144 days, there has to be something wrong with it, right?

That’s the question we asked upon spotting a three-bedroom, one-bath, 1,400-square-foot house on Central Street listed nearly five months ago for $370,000. That’s far below Manchester’s median listing price of $425,000.

So why has this house sat for so long?

(Realtor.com)

According to listing agent Zyel Silva , with Chinatti Realty, there is nothing wrong with this house. Rather, the property has simply had a “ton of bad luck.”

After it was first listed in January for $340,000, the home sat for just 11 days before going under contract for over the asking price. The closing was set for Easter weekend.

“Unfortunately, our buyer passed away,” says Silva. “It was super unfortunate, but, of course, we had to go back onto the market.”

This time, the home sat for only four days before a second buyer made an offer that was even higher than the first buyer’s.

“All was going well,” says Silva. They were a mere 48 hours away from closing. Then the buyer had to back out after learning they’d been a victim of financial fraud.

After this second deal fell through, Silva listed the home yet again. Encouraged by the previous offers over the list price, Silva bumped up the price to $370,000.

But this time, the house sat—and, as the days on the market lengthened into the triple digits, Silva theorizes that people must mistakenly believe something is seriously wrong with the property. (He concedes the higher price might have slowed things down, too.)

In June, however, the house attracted a third buyer and is currently under contract . Provided this sale makes it across the finish line, it suggests that stale listings like this one aren’t necessarily a bad deal for homebuyers. On the contrary, with other buyers wary, it could be an opportunity to snap up a house in a hot market for a good price.

“When a house has been on the market for quite some time, the seller is typically more apt to take an offer that is a little below market rate,” Silva says.

Why listings that linger should not be overlooked

“Buyers should not necessarily be turned off by a home that has spent a long time on the market,” says Realtor.com data analyst Hannah Jones . “It’s worth discussing with the seller’s agent.”

And she echoes Silva: In certain circumstances, these homes can be deals hiding in plain sight.

“The seller may be flexible on price or terms if they are eager to sell, so a long time on the market could play to the buyer’s benefit,” Jones points out.

The most common reasons for a stagnating listing are the condition of the house or the price—or both.

“A home may take longer than expected to sell for a variety of reasons, but most boil down to price versus desirability,” Jones says. “A well-priced, move-in ready home is likely to sell quickly, while a home that needs work may sit longer.”

Liens on a property where money is owed and must be paid off at closing can also deter prospective homebuyers.

In Brooklyn, for instance, a  single-family home in a desirable neighborhood lingered on and off the market for eight years  and went through several real estate agents before landing a buyer.

(Shanell Reyes)

Co-agent Shanell Reyes , of Bizzarro Real Estate Agency, revealed to Realtor.com that the main snag was the home’s basement renovations, which were done without the proper permits, resulting in building violations totaling over $100,000.

The violations meant that no bank would touch the house. The seller was unable to fix the violations because of the high cost. Finally, a determined buyer came along who managed to find a bank that would finance the deal. It closed for $1.1 million, down from the original $2 million price in 2016.

“This house really sold for below its true value,” says Reyes.

Records show the three-bedroom home with a coveted two-car garage and outdoor space sold for 20% less than comparable properties.

How poor presentation can make a house sit on the market

Cara Ameer , a real estate agent licensed in both Florida and California, once struggled to sell a 5,000-square-foot house in a prestigious gated community in Ponte Vedra Beach. Despite its views overlooking the golf course’s signature hole, it spent six years on the market—three of those with Ameer.

While there was nothing inherently wrong with the house, it had an outdated formal layout with a dining and living room, a grand bridal staircase, and a step-down living room with a bar area.

“Everyone who saw it wanted to do so much to it,” she says. “They then became overwhelmed and concerned about the cost.”

Eventually, a buyer came along keen to do a gut renovation, and the seller came down on the price.

Even if a home’s structural condition is fine, outdated design, poor staging, and subpar photos can also keep certain homes from grabbing the eyeballs they deserve.

Case in point? While homes in Miami Beach typically sell in 68 days, Eloy Carmenate and Mick Duchon of The Corcoran Group recount the story of their two-bedroom, two-bath condo that sat for three years. A renter had her office set up in the dining room with clutter strewed about.

Once the renter moved out and the seller was able to stage the unit, it sold quickly.

Why homebuyers shouldn’t overlook stale listings

Cedric Stewart , a real estate agent at Entourage RD of Keller Williams in Washington, DC, even advises buyers to go straight to the lingering listings if they’re looking for a deal.

“Buyers should target homes that have been listed for sale a while, especially in a hot market,” he says. “Those provide the best opportunity for a good old-fashioned sale where both parties can negotiate what they need, instead of another bidding war where you just offer as much as your bank account can stand.”

Another benefit to stale listings is that buyers won’t feel pressured to rush to the closing table as quickly as possible, as they might be tempted to do in a hot market.

“Stale listings allow buyers to perform all the inspections they should be doing on any home they buy, ” Stewart says. “And unlike multiple-offer situations, with a stale listing, the seller might pay you to buy the house in the form of closing help.”

All that said, Jones stresses that buyers should always kick the tires on a house to make sure it’s not a lemon with serious problems.

“A buyer should be sure to do their due diligence and be sure a given home is the right choice for them,” Jones says, “no matter how long it has been on the market.”

Kiri Blakeley is a writer in Brooklyn who has written for Forbes, The Stir, Daily Mail, Marie Claire, and others.

Twitter Follow @KiriBlakeley

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2024 Memorial Tournament leaderboard: Scottie Scheffler wins his fifth event of year, edging Collin Morikawa

Scheffler never pulled away sunday, but he did just enough to claim another trophy and massive check.

It is not that Scottie Scheffler's game is without its holes; it's simply that, when they emerge, Scheffler possesses plenty of plugs for them. Scheffler (-8) did exactly that over the weekend at Muirfield Village en route to his fifth PGA Tour victory of the season, a one-shot win over Collin Morikawa at the 2024 Memorial Tournament.

It was a familiar scene for Morikawa, who also played in the final Sunday pairing alongside Scheffler at the 2024 Masters. Scheffler won that one, too. This time around, it was a bit closer as Scheffler left the door open a handful of times during a punishing day in which the average score ballooned to nearly 75.

Scheffler shot 74, one better than that average and enough to defeat Morikawa to become the fastest golfer to reach five wins in a PGA Tour season since Tom Watson in 1980. 

His play this week showcased not only the depth but the breadth of Scheffler's gifts. When his driver failed him, as it did Saturday when he hit a ball out of bounds on the par-4 9th hole (ultimately just the fifth triple bogey of his career), he was buoyed by the best approach game on the planet and a course management skillset that rivals anybody from the last 25 years.

When Scheffler left himself 16 feet for par Sunday on the par-3 16th hole -- with the tournament lingering in the balance -- he put the ball right in the center and one hand on the trophy. He needed it, too, as he made bogey on the next hole.

A player can get by and even win on the PGA Tour with one elite skill. But what if you have ... all of them?

In 2024, Scheffler has emerged as the best driver in the world and the best iron player in the world; he also ranks second behind only Hideki Matsuyama in strokes gained around the green, according to Data Golf. Throw in the course management and his toughness -- both mental and physical --  and even when you don't get his best stuff, you receive a floor of play that is far beyond most of the other best players in the world.

Sunday's victory was right out of Tiger Woods' playbook. (In fact, Scheffler became the first golfer since Woods in 2001 to win The Players Championship, the Masters and the Memorial in the same season.) Like Tiger, he built up an advantage over the first the first 54 holes and defended the trophy coming home. You don't have to win every event by 10 shots, and Scheffler used to his advantage everything he gained over the first 54 holes at the Memorial.

The result is five -- count 'em, five! -- wins in his last eight PGA Tour starts. Scheffler joins Justin Thomas (2017), Jason Day and Jordan Spieth (2015) as the only golfers to win 5+ over the last 10 years. Scheffler now has about three months to surpass them and potentially with an outside shot of joining the short list of 10 men who have won eight times or more in a single PGA Tour season.

Scheffler also blew past his all-time record of PGA Tour earnings in a single season record by collecting $4 million for this victory. He now sits at just over $24 million, about $3 million beyond what he earned a year ago.

Now, Scheffler marches to Pinehurst as a Tiger Woods-ian 3-1 favorite to win the U.S. Open. That's fitting, too. Because we have seen bits and pieces of greatness in these categories since Tiger returned from his apex around 2010, but we have not seen the full package since then like we have this season (and last season, too) with Scheffler. Grade: A+

Here are the rest of our grades for the 2024 Memorial Tournament.

2. Collin Morikawa (-7):  After a slow start to the year, Morikawa has been sneaky-good over the last two months. Every start beginning with the Masters has been a top 25, and he's now played in the final pairing on Sunday at the Masters, the PGA Championship and the Memorial. He's not really being talked about for the U.S. Open at Pinehurst, but he absolutely should be. U.S. Opens should be the perfect major championship for his style, and every part of his game has been clicking. There's no shame in losing to Scheffler, and Morikawa seems close to PGA Tour win No. 7 (and perhaps major No. 3).  Grade: A

T15. Viktor Hovland (+2):  It was a tale of two tournaments for Hovland, who played his first 43 holes in 8 under and his last 29 in 10 over. Though his approach play was excellent all week, that volatility -- especially in his short game -- does not bode well for next week's U.S. Open. Hovland still seems to be mostly back, but this week was a bit of a check on the fact that he's not quite playing at the level that led to him winning the FedEx Cup nearly a year ago. He's close -- certainly closer than he was -- but clearly a step or two behind the end of 2023 edition of himself.  Grade: B-

MC. Jordan Spieth (+5):  Are you panicked? I'm not panicked. Are you panicked? (OK, I'm maybe a little bit panicked.) Spieth missed the cut at the Memorial, which was a bit difficult to do. Since his T6 at the Phoenix Open in February, Spieth has a DQ, five missed cuts, and just one top 25 finish. What's not working? He's been just average at everything other than driver (a bit shocking). I've never been more sure of anything than I am that Spieth will not come close to winning the U.S. Open at Pinehurst.  Grade: D-

Rick Gehman, Kyle Porter, Greg DuCharme and Mark Immelman recap the Memorial Tournament and give you your first preview of the U.S. Open! Follow & listen to The First Cut on  Apple Podcasts  and  Spotify .

Scottie is hanging on

Muirfield Village is so difficult today, and Scottie is kind of just hanging tough at the top of this board. He's even par through three holes of his back nine, and if he does that for the entirety of the back nine, that should be enough for win No. 5 on the year. 

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