Want to win that listing? Forget a presentation, just listen

When going into your first meeting with potential seller clients, you must look at the situation as a consultation, not as a presentation — that is the first step in securing the listing. Prospective homesellers do not want to be lectured or sit through a speech about how amazing you are; instead, they want to engage in a real conversation where they can be heard and also feel guided.

Remember, if you’ve made it onto their calendar, they likely did their due diligence and know your accolades. They’ve hopefully seen your marketing and already know that you are a great candidate. Now, they want to meet with you and make sure that you’d be a great partner — after all, this is their single most important asset.

Now that you’ve booked the meeting, here’s what you should know.

Before the listing consultation

Before meeting with a prospective seller, it is always a good idea to provide them with a pre-listing kit full of relevant information. This doesn’t just have to be a creative digital book full of fun and useful infographics — it could be something tangible that is sent in the mail.

We’ve helped clients put together a hand-delivered pre-listing kit (which sealed the deal for them even before they walked through the door). You might also want to send a corresponding email with checklists to help expedite the more routine aspects of the sale.

During the listing consultation

During the actual consultation, aim to have a friendly chat with prospective sellers. Ask them what they love about their house, and have them give you a tour. Taking time to observe the features your sellers love most about their home — things that might not be obvious — could help sell the listing.

Have them share some of their favorite memories in the home if you deem it suitable. Of course, be sensitive to their current situation because they might not want to leave their home but have to. Also, ask them when they wish to be out of the home or by when they must have it sold.

Take this time to build an authentic connection; a strong social investment is your single greatest asset. Establishing good interpersonal relationships with people matters more than anything you could show your audience during a presentation. Use this time that the prospective seller has set aside to meet with you to build rapport.

Remember the following:

• Make eye contact with the seller or sellers.
• Ask questions that make you look engaged.
• Initiate a conversation that isn’t only centered around the real estate transaction.
• When they answer your questions, maintain the level of interest by making them feel understood, validated, and most importantly, cared for.
• Always give the seller your full attention; forging a connection requires active listening.

In keeping with the value of building a connection, don’t leave unless you have a signed listing agreement or a scheduled time for a follow-up face-to-face meeting — once they’ve had the chance to meet with other agents.

Even if they’ve decided to list with another agent (this is part of the social investment), ask the sellers why they opted to go with another agent. Furthermore, remind them about your ability to market their home, and let them know you are there if they have any questions. If the first agent doesn’t work out, I promise that you are going to get the listing agreement.

After the listing consultation

Once you are out the door, don’t stop the connection. You must immediately send a follow-up email with any information you promised to send during the consultation.

It would also be smart to send a hand-written note in the mail. Don’t forget to add the sellers to your drip campaign (here’s hoping you have several drips setup).