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There’s a good chance that if you find yourself going on listing appointments but not getting the listing your listing presentation needs a facelift. We all know that listings are the bread and butter of succeeding in real estate, so having a clean and polished listing presentation is very important.
One of the listing presentation techniques that we teach to new agents that has been highly successful (many of them getting listings over seasoned competing agents) is preparing a listing presentation binder. A listing presentation binder is exactly what it sounds like – its a regular standard 3 ring binder, and inside in plastic sheet covers is everything your potential clients need to know about selling their home and why you’re the person to do it.
To get started, you’ll need to organize exactly what you plan to talk about in a listing presentation. This doesn’t mean you HAVE to talk about every thing on each page in great detail, but having it available will make you seem prepared and organized. I’ve found that breaking the listing presentation into three parts: About Me & My Company, Our Marketing Plan, and the CMA information is usually effective. You can organize it however you like. Think about what you normally talk about first in a listing presentation and where they usually progress to as a guide.
Next, you’ll need to think about some things to place in each section. Here’s some ideas to help get you started:
About Me & My Company Section
Personal Flyer/Resume
Website Screenshots
Brief History Page (Timelines, important people, etc. – most people are bored by this kind of thing!)
Market Share Graphs (Our company has been #1 in our market for the past 7 years, so that always gets people’s attention!)
News/Happenings
Marketing Plan
Overview of the Selling Process
30 Day Calendar of all marketing activities
Internet Marketing (a list of our 43 Listing Sites might help!) You’ll also want to include screenshots of websites and so they can imagine how their home will look online.
Virtual Tours/Videos
Television Showcase Information if applicable
Print Media Examples
Flyer Examples
Postcard Examples
Any other visual proof of marketing efforts
CMA Information
Market Graphs – homes selling in what price ranges/days on market/etc.
Closest Comps Available for Sale (With pictures and basic info such as sq ft, beds/baths, etc.)
Closest Comps Recently Sold (With pictures and basic info such as sq ft, beds/baths, etc.)
Seller Checklist of Things to Do to Prepare Home for Sale
Pricing Strategies
Listing Contract for Review
Once you’ve collected color copies of each of these, you’ll want to assemble several listing presentations so you have one on hand any time you get a listing appointment and it will save you time by having them ready in advance – all you’ll need to do is change and update the MLS section. Alternatively, you can prepare the CMA in a seperate folder or binder.
Now I Have a Binder, What the Heck Do I Do With It?
Once you’ve got your binder together, the first thing to do is start practicing giving the listing presentation to someone else. Friends, family, and your office manager all make good guinea pigs. You want to make sure that when you’re presenting the binder you’re not just reading it page for page. Maintain eye contact with the person you’re giving the presentation to and give them the opportunity to ask questions.
Another important thing to remember is to keep control of the book. Some sellers will want to kind of rip it out of their hands so they can just kind of browse through it. Keep your hands on it and make sure while they can see it, you don’t lose control of the listing presentation.
You’ll also want to think about what to put on the cover of your listing presentation. Some agents I know use a standard cover for all listings, while others go an extra step and create a custom cover with a picture of the seller’s house on the cover.
Another thing to consider is if you’d like to let the sellers keep the listing presentation binder if they do not decide to list with you right then and there. One technique that works well is “I can let you keep it for a day or two, do you want to meet Thursday and we can go over any questions you have?” This gives you the reason for a second appointment if one is necessary and hopefully that one will be the one that gets them signing the contracts!
Do you use a listing presentation binder? Have any other tips or things to include in your listing presentation materials?
2 Comments
Yes. I think this is the perfect way to present all of your information. Normally, internet presentations are the most formal but you need to have a portable presentation so this is a great way to do it.
I was told by a Realtor friend of mine to put everything that “makes you look good” into the listing presentation package. This makes sense because you’re trying to sell your expertise to your “customers”.