- If you haven't sent anything prior to your appointment, you’ve lost a lot of ground. Set the tone by sending something to piqued your prospects' interest.
- Put your presentation on iPads and pass them around in the meeting. Stick to the critical facts, create a digital version and make it interactive.
- Take it a step further and show them the detailed marketing strategy you've already created for their home. Its success lies in your flawless execution, not so much in the strategy itself.
Congrats! You’ve secured a listing appointment. Good job.
Now comes the real test: How are you going to wow your audience and ensure they list their home with you?
Chances are you are competing with other agents for that coveted listing. You want that “for sale” sign — so earn it.
If you are one of those agents who has not changed his or her listing presentation in the past few years, this article is for you.
If you are using the same dated materials, you won’t make a great impact on your clients. Why should they choose you if nothing stands out in your presentation? Your competition might have a second-rate presentation, but it sure beats that old binder you’ve been carrying around.
The listing presentation, though often overlooked, is an essential tool for converting those prospects into signed listing agreements.
Put yourself in your prospects’ shoes. They are looking for you to market their home, yet you are living proof that you can’t even market yourself. Your listing presentation is as vital as what you chose to wear to that meeting. And we know you give your wardrobe plenty of thought.
We’ve compiled some of our best tips for beating the competition:
1. Don’t wait until your appointment.
If you haven’t sent anything prior to your appointment, you’ve lost a lot of ground. Set the tone by sending something to pique your prospects’ interest.
Not only will you set yourself apart from the other agents, but you’ll be giving them a preview of what they can expect to see, and this will help them warm up to you quicker.
The more touch points, the greater the connection you’ll make. It can be as simple as sending an informative, well-designed PDF that gives them the right questions to ask or that shows them the bullet points of your presentation.
Whatever you decide to send should reflect your presentation, marketing strategy and brand.
2. Develop an amazing presentation.
Your presentation should be anything but boring. Go ahead, put your presentation on iPads and pass them around.
Don’t bring your presentation in a large box full of loose papers and passé brochures. Think outside the listing box.
Fumbling around with papers and talking about how great you are won’t cut it in this day and age. Make sure your presentation is concise, cutting-edge and well-branded.
You’ve done the legwork by sending a pre-appointment piece, so make sure your presentation lives up to their expectations. Stick to the critical facts, create a digital version and make it interactive. Leave a sleek printed copy with the client, and most importantly, make sure your presentation is on-message.
3. Show off your lifestyle marketing skills
Whether you partner with a marketing agency or you do it all in-house, this is the time to showcase your marketing expertise.
Prove to your sellers that you aren’t about to create meaningless listing ads. Convince them that you are going to produce pieces that will resonate with homebuyers.
Compelling photography and well-articulated marketing collateral will make the difference between a home that gets skipped over on Zillow and one that yields demand.
Better marketing means a quicker, higher-priced sale for them. That’s something that will excite them. Show them your proven marketing strategy from beginning to end. (Remember, they are already impressed with your pre-listing piece.)
Take it a step further and show them the detailed marketing strategy you’ve already created for their home. Its success lies in your flawless execution, not so much in the strategy itself.
Learning that they will have a custom strategy built around their home will trump the other agents who rely on outdated tactics from their broker.
4. Dazzle sellers with your tech-savviness.
That’s right. Show them that you know it all, from Facebook to YouTube and everything in between. You are blogging, tweeting, periscoping and snapchatting — it came in handy to bring those iPads with you, huh?
Show them how you are leveraging the Internet world and using it to sell their home quickly. What helps to sell a home online? Good photography.
Then allow them to see samples of those beautiful dusk shots your professional photographer took. If you have digital ads, show those, too.
Don’t forget to invite them to follow you on your various social media platforms where they can learn more about you and watch your techniques in action. While you’re at it, sign them up for your super-informative newsletter.
5. Don’t forget the post-presentation follow-up.
Once it’s been a few hours since your listing presentation, it’s time to send an email. Right about now is a good time to send them that informative newsletter you mentioned.
Remember, you must position yourself as the go-to agent; you are their source of information. Did they ask for any additional information during your presentation? Send this immediately. Was your fabulous presentation enough to sign them immediately? Get that pen and paper ready.
The listing presentation is more than just the actual appointment: it’s everything that happens before and after. Make sure you use every opportunity to make a lasting impression and show your prospects that you are the right person to sell their home.
If you do a good job of selling yourself as an agent, potential clients will be convinced you can do the same for their home.
Laura Ure is the CEO of Keenability, a marketing agency specializing in lifestyle marketing that targets the affluent buyer. Follow her on Facebook or Twitter.
