You wouldn’t be a top performer if you didn’t know how to express your value. But while most great agents are masters of verbal communication, many have to put more thought into conveying their value through written content.
 

A listing presentation provides the best of both worlds. It allows you to combine the give-and-take of conversation with the persuasive power of images and the written word.

There’s a good chance you’ll enlist the help of a marketing expert to create your presentation materials. But make no mistake: your input is crucial. That’s why you need to know what goes into creating flawless listing presentations.

In this post, we’ll look at five tips that sellers will love.

 

Pro Listing Presentation Tips

 

1) Make sure it’s on brand

What’s your niche? What unique value do you provide for clients? and which values do you want to be associated with? This is branding 101. But many agents—even some of the most successful in the industry—forget that branding should apply to everything they share with a potential client.
 

During the creation of your listing presentation, be sure that your value and your brand are front and centre.
 

Do you specialize in working with families and offering a personalized approach? Are you an agent who helps savvy young professionals find condos downtown?
Branding is about more than your colour scheme and your logo—it’s also about the explicit value you provide. Leverage your brand to make your listing presentation truly memorable.
 

2) Prove your value with data

Expressing your value to bolster your brand is important. But in the digital age, smart sellers want to see proof. Use your listing presentation as an opportunity to convey facts and figures that support the value you provide.

 

During conversations with a client, it’s easy to get caught up in talking about your process. While this information is important, you might forget to back up what you’re saying with your impressive list to sell ratio, or the average number of days your homes are on the market. 

 

Include this information in your slides as talking points. That way, you’ll remember to tell your potential client if 100% of your homes sell above asking—and then you can delve into why that is, and what you do differently. 

 

3) Showcase your neighbourhood expertise

It goes without saying that every seller wants to work with someone who knows their neighbourhood. That’s why you should go out of your way to demonstrate your local knowledge in your listing presentation materials.
 

How much have homes sold for in the area recently? How many houses have you, specifically, sold there? Have you been recognized as an expert in the region—and what local market trends do you know about?
 

If you’re selling in a neighbourhood you live in, demonstrate the fact that you’re a proud member of the community. This strategy will do more than convey your local expertise. It will add a human element to your presentation—something sellers love to see.
 

4) Show off your marketing expertise

Many top performers get excited about discussing strategy. If this sounds like you, the marketing portion of your presentation is one of the areas where you can truly shine.
 

First, speak to the seller’s situation. If you have adequate information about their property, take a moment to discuss likely buyers. Delve into opportunities in the local market and historical neighbourhood sales data.
 

Of course, the presentation materials that all of your seller prospects see should dive into your general marketing capabilities. Include a slide that lists the services you offer, and be sure to discuss any points of interest. Are you a social media maven? Do you offer cutting-edge materials, like virtual reality tours?
 

Don’t forget to bring samples, such as postcards or brochures you’ve used in the past—or include images of these items on your slides.
 

A strategic marketing plan is one of the most important things sellers want to see in a listing presentation. Make yours count.
 

5) Go in prepared

Get to know a bit about the seller prior to your appointment. Google them or perform a quick Linkedin search. Career details, personal interests, and family connections can all provide insight into a seller’s motivations—which can help you present in a way that speaks to them. It can also help you form a connection, especially if you find that you have things in common.
 

Of course, you don’t have to do all of the digging yourself. If you talk to the prospect before the presentation, consider asking them questions about their property and why they’re selling. Every situation is different, so be attuned to what the seller is comfortable with. But in many cases, they’ll be more than happy to provide enough preliminary information to help you get a jump on the process.

 

Interested in further polishing your advanced presentation skills?

We have the expertise to help. Fill out this form to talk to one of our coaches and see if you qualify for our elite coaching program. And don’t forget to ask about our Millionaire Team Leadership Summit, where North America’s leading real estate teams will be meeting in Boston from July 9-11.