Real Estate Listing Presentation Checklist
Real estate agents are practiced in selling properties, but do they know how to sell themselves? Sellers typically interview many agents to determine who is the best fit to sell their home, and listing presentations are often given during these meetings to explain what services or skills set the agent apart from the pack. This guide will cover a checklist of items to include in a listing presentation, presentation and speaking tips, and next steps after presenting your offering.
Learn About the Listing
The most important item on your real estate presentation checklist is to know the listing. If you come in unprepared and don’t know the details of the property, you’re wasting valuable time. You also have to know how that listing is unique and what differentiates this house from similar properties on the market.
One of the best ways to get to know the property is to research it thoroughly. Connect with the client over historical facts of the property, for example, to show that you’re invested and have researched your presentation. By sharing insight that goes beyond surface-level information, you’ll gain your audience’s attention. And if the property doesn’t lend itself to historical facts, like a newer build, hone your focus elsewhere. Ensure that you know things like other listings in the area of similar value, facts about the community, unique qualities of the property, and anything else that demonstrates your quality of care and professionalism. If you know the property and the value you could bring to your potential client, both you and your audience will feel more confident about your real estate listing presentation.
Learn About the Seller
Adding to your real estate listing presentation checklist, knowing the seller is just as important as knowing the property. Keep in mind that you’re not doing an exposé on this person, so you don’t need to know their entire life history. In other words, don’t be creepy. The last thing you want is for the seller to find out that you’re looking into them, especially right before you present yourself.
Instead, employ more subtle methodology to learn more about your audience. Consider what you would be comfortable having a near-stranger know about you. For most people, information regarding what they do for a living and their public hobbies are acceptable tidbits to gather. To learn more about your potential client, see if they have a social media presence; a quick perusal of their timeline will suffice. Consider Googling them as well. Perhaps this will bring up their personal website or relevant information that could be useful in creating a genuine connection. You can subtly incorporate this information into your presentation, particularly if you share one of their hobbies or interests, as a personal anecdote. Just remember to treat this information lightly - do not go overboard and congratulate them on the trip they took to Aruba two years ago. Only incorporate relevant, timely details with a light touch.
Present Your Unique Value Proposition
If you get the sense that a real estate listing presentation is a lot like a job interview, you’re not far off. In both instances, you’re selling your experience and skill set. You’re attempting to persuade this person to make a decision that is in your best interest. In terms of your real estate listing presentation checklist, you have the first two items down. Now you have to sell yourself.
In order to make your real estate listing presentation stand out, you have to be authentic and genuine. Don’t go overboard on how great you are. Focus on being impactful but subtle. You want to be memorable but for all the right reasons. To make this even trickier: Each potential client and presentation is different. What works for one person may not work for the next. So, how do you strike that perfect balance?
By being flexible and adaptable, of course! There’s nothing wrong with having a real estate listing presentation template, but tailor each presentation to the specific listing. You also want to highlight any applicable skills or experiences that speak to your ability to best serve the client’s needs. This process is known as your unique value proposition. You’re able to pick out the qualities you think best sell yourself and then present them to your potential client. The goal is to outline why this person should choose you. In a sea of competition, what makes you stand out? Consider the bulleted list below while reflecting on your personal experience in the industry to determine what sets you apart from your peers:
- Years of experience
- Average days your listings are on the market (compared to market average)
- % of sale prices above asking
- Open house traffic
- Knowledge of the local market
- How your overall numbers compare to the competition
- Your applicable niche specialties
Use Social Proof
The best way to close your real estate listing presentation is for your potential client to hear from your past clients. How do you accomplish this? By integrating testimonials into your presentation. If you’re able to share a 5-star review from a past client, it certainly won’t hurt your chances of getting future business. You can present this “social proof” of how great you are via quotes from previous clients or through a video testimonial. Online reviews also allow you to demonstrate how well you’ve served your clients in their own words. You can collect these testimonials either through your site or by setting up a Google Business profile. The latter is highly recommended as many people look up reviews before making their final decision. And remember: For as much as you’re looking into the client and the property, many clients will also look into you and your business. So have the reviews easily accessible online, and you may wow your audience before even entering the room.
Go on a personal tour of the home with the seller (if you can make it work). Selling a home is an emotional transaction, and walking through the property together gives you a chance to discover the intricacies of the home while building trust and a connection with the sellers.
Present a Marketing Plan
You know what needs to be on your real estate listing presentation checklist, but now you need a plan for how to market the property. Your marketing capabilities will be the bread and butter of your presentation. But you’ll need to be thoughtful and creative. It’s likely that many real estate agents will hold credentials similar to yours. How can you market yourself in a way that makes you stand out? What is it that will solidify this deal? A well-prepared marketing plan is a fantastic way to set yourself apart from other agents.
A marketing plan explains how you intend to sell this property and ultimately help the seller close this chapter in their life. Specifically, marketing plans outline how you intend to serve your client through your marketing collateral, skills, and connections. You can include some of the information from previous sections, especially the average number of days your listings have been on the market. Keep in mind that your marketing plan will differ based on the type of listing. For example, a luxury listing will have a different marketing plan than an average residential listing. In either scenario, the point is to lay out how you intend to help this person while sharing your unique value proposition. Below are common elements that you can use to start building your marketing plan:
- Specific and total costs
- Social media posts or campaigns
- Online ads
- Offline ads
- Email campaigns
- Open houses
- Door ads
- Optimized MLS descriptions based on SEO practices
Other Listing Presentation Tips
Dress for the Client
Whether you dress casually, formally, or somewhere in between, remember to dress for success. That doesn’t mean you need to wear a tuxedo or your best cocktail dress, but your appearance and how you dress is the first impression this person will get of you (in most situations) - so tailor your outfit for the occasion. When in doubt, we recommend sticking to business casual styles.
Leverage Your Brokerage
You’ve sold yourself, now sell your brokerage. Show off the contacts and properties that the brokerage has sold in the community. Highlight your brokerage’s marketing capabilities, any charity or acts of giving back, how long they’ve served the community, etc. Any details that reaffirm that both you and your brokerage have something unique to bring to the table are worth sharing, but don’t go overboard. Stick to the facts and benefits of working with your brokerage in which potential clients might be interested.
One way to keep your potential client engaged in your real estate listing presentation is to ask questions. “What is your timeline for this sale? Are there any qualities of the property that you’d like to focus on in this listing?” Make the audience feel like they’re a part of this presentation - after all, this presentation is not just about you!
Create a Slide Deck
Photos are a great way to break up your presentation and also limit your talking. Yes, you’re still discussing the slides in your presentation, but that’s secondary to what the photos are saying. Doing this will give your audience an idea of what you’ve accomplished in the past and the type of properties you’ve helped people sell. After all, seeing is believing.
Customized and Visual Presentation
On top of the slide deck, show your audience what a listing would like if they choose you as their real estate agent. If you want to go a step further, prepare a mock listing of their property. There is clearly some risk in this since you don’t know if it’ll catch, but a mock listing in conjunction with a visual presentation shows that you put in the work and you mean business.
Appropriate Body Language
You have to dress for the part, but your body language also has to follow suit. If you’re slumped over and not making eye contact, you’ll give the impression that you really don’t want to be there. If you’re stiff and tight, you’ll come across as nervous. Remember to maintain a balance and lean into your authenticity during anxious moments. You’ve worked hard to get into that room - you deserve to be there. Make sure your body is communicating that, too.
Prepare for Questions
It’s highly likely that the seller will have questions for you before, during, and after your real estate listing presentation. You’ll find, however, that some questions are asked more frequently than others. In creating your presentation, you should dive deep and research as much as you can about the property, neighborhood, and market, which should answer most of the standard questions. With time and experience, you’ll be able to create your own list of frequently asked questions, which you could incorporate as future talking points for presentations down the line. Also, remind your client that they can (and should!) ask any questions as they arise.
Ultimately, listing presentations for real estate agents are successful when the agents know their stuff and can handle questions on the fly. Some of that moxie comes from experience, but more of it springs from consistent practice. Round up your colleagues, a mentor, your family members, or even a mirror, and run through your real estate listing presentation at least a few times. Take in relevant feedback and adjust your approach as needed. Ample practice will imbue you with confidence, and that could mean the difference between winning the client or walking out empty-handed.