the last section of your listing presentation should contain your

25 Tips To Create The Ultimate Real Estate Listing Presentation

If you’re a new real estate agent, you might be intimidated by the thought of doing your first real estate listing presentation.

This post details 25 steps you can take to prepare for your presentation and give you the confidence you need to make the best impression.

Tips For Preparation

1. build and maintain your online presence.

In today’s internet-driven world, people do their research on you before they even speak with you. Focus on building and maintaining your online presence across social media, Zillow and Realtor.com , and your website.

Interact with your audience across these platforms so that people get a sense of your personality. You want to attract people who are actually interested in working with you.

The more people know of you before you show up, the easier the appointment will go. They’ll already have an idea about your experience and your process, which gives you a great foot in the door.

2. Practice Your Presentation

Remember, it’s ok to feel nervous. Try practicing your real estate listing presentation out loud before going to the client’s home. Repeat it enough times until you feel confident in your delivery. Having a firm grasp on the main points of your presentation will help tame your nerves.

3. Visit Active Listings in the Client’s Neighborhood/Area

A unique tip that most agents don’t take the time to do is to visit other active listings in the client’s neighborhood before your listing appointment.

This will give you more knowledge about the area, and you’ll see the prices of other homes in the area. Sellers will appreciate this extra work because it shows your dedication.

5. Drop Off A Pre-Listing Package

One tip that will start you off on the right foot before the listing appointment even starts is to drop off a real estate pre-listing package . The package should include any marketing materials you have created, including a description of your unique value proposition and marketing plan.

When you drop off your real estate pre-listing package, make sure that it is presented professionally. Use binders, folders, and be sure it’s personally branded.

A real estate agent conducting a listing presentation with a couple

Tips For During the Presentation

5. share your story in under 2 minutes.

Clients want to get to know you and your business, but make sure you keep it short. The main goal in your real estate listing presentation is to get the client talking more about themselves and their goals in selling their home.

Tell a brief story about what you do and what makes you different from other realtors. If this isn’t your first listing, talk about successful listings you’ve handled in the past.

6. Have Good Posture and Body Language

Most experts agree that 70% to 93% of all communication is nonverbal . So whether you’re touring the home or sitting down with your clients to get to know them, be sure your back is straight, you aren’t slouched, and you don’t cross your arms. And of course, give all your attention to your client as they are speaking and practice basic listening skills.

7. Use Social Proof to Your Advantage

If you have some previous listings under your belt, be sure to leverage them as social proof and use them to your advantage. For example, add in quotes from satisfied past clients, or share a success story regarding a previous transaction.

Having social proof in addition to what is online goes a long way in impressing your potential client. It will also help to establish you as a real estate professional with authority and knowledge in the real estate industry.

8. Personal Statistics

Along with social proof, be sure to include some personal statistics about your previous listings, such as:

Average days on market
Average list price to sales price ratio
How you compare to the market average

9. Create a Slide Deck to Stay on Task

A classic slide deck or PowerPoint presentation is the best way to keep your pre listing presentation organized and flowing smoothly. It’ll help you stay focused from one point to the next, so you don’t end up rambling throughout your presentation.

10. Have a Marketing Plan

Come up with a comprehensive real estate listing marketing plan for listing your client’s home. Be sure to include the following marketing material:

How you will leverage social media
Which websites their listing will be shown on
Advertising strategy
Any broker groups or email lists you plan to use
If you plan on holding open houses , and if so, how often
Professional photos and video

Don’t skimp on photos in your marketing strategy. Even if it seems expensive, professional photos will showcase the home much better than personal photos. In addition, you’ll build a beautiful portfolio to show future clients. They will take notice of how much better your photos look compared to your competition and want to work with you as a result.

11. Introduce the Power of Your Brokerage

If you have a brokerage, be sure to talk about what makes your brokerage unique. Highlight past experience and successes, and focus on how your brokerage will add value to your client’s listing as well.

12. Ask Questions, Build Trust, and Identify Motivation

Before you tour the home or jump into your own background, sit down and ask the client some questions to get to know them, build rapport, and understand their goals for selling their home. Some good questions to ask include:

The reason they want to sell their home and what date they need to move by
What area they are looking to move to, and if they’ve already found a home there
What’s more important to them: selling their home quickly, or for the best price
What their alternative plans are in case their home doesn’t sell
What their ideal listing agent would look like
How much they still owe on their mortgage and whether or not the property has any liens
If there are any hidden issues with the home
Their experience level with selling homes, and what those other experiences were like

The more you can connect with the client in these first 15 to 20 minutes, the better the listing presentation will go.

A photo of a living room filled with furniture

13. Tour The Home

Next, after you’ve gotten to know the seller, ask them if they can give you a tour of the inside and outside of their home before you begin your presentation.

As they’re showing you around, have them point out details about their home. For example, any work they’ve done and any work they know needs to be done before they sell the home.

Your goal is to get them to point out that their house isn’t perfect. This will give you a couple of details to lean on later when you’re discussing the price.

As you’re walking through the house, be very observant and take your time looking at every aspect, including the ceilings.

14. Tailor Your Presentation to Relate to Sellers Motivation

Use the client’s answers to the questions above to create a story in your real estate listing presentation. Go through a comparative market analysis ( CMA ) and show them the listings that have and haven’t sold in the area.

For example, you might find a listing that was priced way too high, sat on the market for 125 days, and sold for 10k below its listing price. Explain to your client all these details, and then show them a listing of another home that was perfectly staged and photographed.

Show them how it got a contract in seven days for above the asking price, which may also be their goal for their own home. This way, you’re creating a more relatable story for your client, and they will want to follow the same strategy as the second home.

Tips For Research

15. do your research.

Everyone knows that knowledge is power, and power breeds confidence. Doing your research ahead of time will give you the knowledge you need to keep the ball in your court.

One strategy is to call recently sold listings in your client’s neighborhood and ask those agents how they thought the sale went and if they can give you any tips on selling in the area.

16. Automated Values

Be sure to cover Zestimates and tax values in your presentation. The prospective seller probably came across these numbers already and will want to know if they are accurate or not.

A couple of questions you can ask your clients to get an estimate of what they think their home is worth include:

What do you think your home is worth, based on the research you’ve done?
What number do you think is a good starting point for your home?

17. Local Market Statistics

During your real estate listing presentation, have some statistics on hand for the local market so that the client can compare their home to others in the area. These should include:

Average days on the market for homes in the area
Average sales price
Price per square foot
Inventory level

18. Neighborhood Comp Analysis

Be ready with a comp analysis. Choose four to five other homes in the neighborhood that are similar to the client’s home and become familiar with the ins and outs of those properties.

After you’ve toured their home, you’ll have a better idea of which comp to show them.

You can let them know how long they can expect the selling process to take based on the average list price to sales price, sold comps, available comps, and days on the market.

Tips For Moving Forward

19. refine value.

Once you have a good feel for the home, let the home seller know if you think the home’s value should be higher or lower than your initial assumption based on the market data.

At that point, you can tell them that you recommend listing their home for X amount to have the most realistic chance of selling it.

In order to figure out a good price, you can use the MLS to find out the average list price to sales price ratio for a certain neighborhood.

20. Outline Your Pricing Strategy

Go through your pricing strategy and let your clients know how you determine if a home is above, fair to, or below the market value.

21. Explain Your Sales Process

Your real estate listing presentation is a great chance for you to go through each step of your sales process, from pre-listing to closing. Explain every detail, so your clients can know what to expect when working with you.

22. Additional Included Services

Offer the client any other services that you and your team provide. This could be transaction management, a preferred vendor list, or buyer services.

23. Don’t Be a “Yes” Agent Just to Win New Business

Stay firm on your process and pricing. Some sellers will see if they can get you to negotiate on your own terms. However, this isn’t advisable. Stick to your process and price, and be confident in your knowledge and research.

A real estate agent giving a real estate listing presentation to a couple

24. Prepare For Some Objections and Lots of Questions

To that end, be prepared to face some real estate objections and questions about your experience, process, and pricing. Some of the questions might include:

What makes you different from other realtors in the area? How are you better?
Why do your credentials make you the right person to sell my home?
How familiar are you with this market? Have you sold homes in this area before?
What is your opinion on my home, and what do you think we can do for it to sell better?
Do you have an ideal list price in mind for my home? If so, is it lower or higher than what I think it is?
What are your sales and marketing strategies for listing a home?
How many other clients are you working with, if any? Will your workload affect your ability to work on my home?
I’ve spoken to another real estate agent who said they would list my home for a certain percent. Can you match that?

25. Follow up with a Thank You Note

Even if you don’t walk away with a signed listing agreement in hand, be sure to send a thank you note. Mail this out the day before your appointment, so it arrives soon after the appointment is over. This will ensure you make a good impression on everyone you meet.

Final Thoughts on 25 Steps to Win a Real Estate Listing Presentation

Whether it’s your first real estate listing presentation or you are a seasoned Realtor, these 25 steps can help you build a successful real estate business and bring the most amount of value to your clients.

Keep in mind that in the end, how you treat people will be more impactful than anything you say or do.

Would You Like To Partner With Me?

I’ve helped hundreds of real estate agents, team leaders, & brokers all over the country increase their sales, online presence, and create scalable systems. I would love the opportunity to work with you. Together , we can make this year your best yet!

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Listing Presentations | Comprehensive Guide for Real Estate Agents

Last Updated on February 2, 2024 by Luke Feldbrugge

A listing presentation can make all the difference in securing new clients and growing your business in a competitive residential real estate market. If you’re looking to stand out and attract new clients, this comprehensive article will help you create a compelling listing presentation that resonates with potential sellers.

What is a Listing Presentation?

A listing presentation is a formal meeting between you, a real estate agent, and a potential seller. During this meeting, you showcase your services, expertise, research, and marketing plan to sell their property.

What is the Goal of a Real Estate Listing Presentation?

The primary goal of your listing presentation is to secure the listing. Your job is to convince the homeowner, your potential client, that you are definitely the best choice to sell their property.

A helpful tool to assist with the win, is a well thought out listing presentation. How you present their home will start to build client trust and confidence in your abilities; while establishing and supporting a new and growing relationship with the client.

It’s not just about numbers; it’s about establishing a personal connection, understanding the homeowners needs and expectations, and showing them you’re their trusted partner in this significant transaction.

What Should I Prepare for a Listing Presentation?

By conducting thorough research, showcasing your expertise, and addressing potential questions and objections in your listing presentation, you’ll be well on your way to impressing potential clients. Here are our suggestions on what you should prepare for a listing presentation:

1. Research the Property and Seller

Before you step into the seller’s home, gather as much information as possible about the property and the homeowner. This will help you tailor your presentation and show the homeowner that you took the initiative to do your homework.

Obtain property details, such as square footage, number of bedrooms and bathrooms, recent renovations, and any unique features. If you have time, do a drive by and note the curb appeal and the upkeep of surrounding homes.
Research the local real estate market, recent sales in the area, and current market trends. If you have the ability, and believe in the importance and added-value that a CMA can provide a potential client (as we do), put one together as a supplement to your listing presentation. Remember giving more value to prospects than the other guy, leads to more clients.
Research the home’s neighborhood and highlight the conveniences, amenities and other selling points that you plan to use to promote their home. If you have a conversation before you present, try to learn the homeowner’s motivations, timeline, and any specific concerns or expectations they may have.

2. Use a Listing Presentation Template to Build Your Presentation

Using a listing presentation template offers a practical and efficient way to create compelling and professional looking presentations. It also enables you to focus on the content and personalization instead of the general framework. It will save you time, offer consistency, and help to present your talents and professional brand in a visually appealing way.

Two great places to find nice looking, professional listing presentation templates are on Canva and Etsy. They have hundreds of options. You will need a Canva Pro subscription for the premium listing presentation options, but the options on Etsy listing presentation options can be ordered by anyone.

3. Include a Comprehensive Marketing Plan

Show potential sellers that you have a clear strategy for marketing their property effectively. Highlight your unique value proposition and differentiate yourself from the competition by showcasing what sets you apart. Convey your professional expertise and experience during the presentation.

Create a detailed marketing plan that outlines your approach, including online and offline strategies.
Highlight your use of professional photography, virtual tours, and staging to enhance the property’s appeal.
Explain how you will leverage social media, online listings, and your network to reach a wider audience.
Discuss your knowledge of the local market, including recent sales, pricing trends, and neighborhood amenities.
Emphasize your negotiation skills and ability to handle complex transactions.
Share success stories and testimonials from previous clients to demonstrate your track record.

4. Anticipate Seller Questions and Objections

Prepare answers to questions about your marketing strategies, pricing recommendations, and negotiation tactics. Have responses ready for objections related to commission rates or other potential hesitations. And, show your willingness to adapt and customize your approach based on the seller’s needs.

5. Practice and Rehearse (DO NOT SKIP)

Practicing your presentation trains your brain to deliver it the way you want. If you skip this step, you may get side-tracked, or need to shoot from the hip. Don’t put yourself in this position and leave yourself open to potential regret.

Practice and rehearse your presentation until you nail it! Then…do it again.

Practice your speaking points to ensure you are clear and confident about the points you really want to drive home. Time yourself to ensure that you can cover all essential topics within the allotted meeting time. To take it a step further, consider presenting to a colleague or friend for feedback.

6. Be On Brand, Respectful and Bring Leave-Behinds

As you know, your appearance and demeanor matter when meeting potential clients. Dress in attire that reflects your standards, and your brand. Potential clients will remember you above all, so be what you want them to remember.

Be punctual and respectful of the seller’s time, and maintain a positive and upbeat attitude throughout the presentation. Be real. Be you. Authentic optimism goes a long way.

And, always have professional materials available as a leave behind, or if the presentation is done virtually, have digital files available to share with the sellers.

How Do You Stand Out in Your Market Using a Listing Presentation?

By crafting a compelling value proposition, leveraging technology and visuals, demonstrating local market mastery, offering creative marketing strategies, prioritizing exceptional customer service, addressing concerns proactively, and establishing a memorable brand identity, you can differentiate yourself and leave a lasting impression on potential sellers.

1. Highlight Your Unique Value Proposition

A unique value proposition can set you apart from the competition. Your listing presentation is the perfect platform to showcase your value proposition.

Highlight what makes you different, whether it’s your local expertise, a specialized niche, or a unique approach to marketing properties. Emphasize your commitment to personalized service and tailored solutions that address your clients’ specific needs and concerns.

Don’t know what your value proposition is? Here are some examples to consider, but realize there are others you could surely entertain. These are simply to get your wheels turning for your own listing presentation.

Local Expertise – Highlight your in-depth knowledge of a specific neighborhood or community so you can provide insight into schools, local amenities, recreational facilities, conveniences and other hidden gems.

Sample Tagline: “Navigating Neighborhood Secrets, So You Don’t Have To.”

Digital Marketing Mastery – Highlight your proficiency in online marketing and communication, including SEO, social media, and virtual tours. It allows you to showcase your ability to reach home buyers and sell properties efficiently, plus when used well, effectively and efficiently create amazing client experiences.

Sample Tagline: “Harnessing Technology to Sell Homes Faster.”

Stress-Free Transactions – Promises you will take care of any and all issues and keep things hassle-free and transparent for your clients throughout the transaction process. Highlight examples of how you provide exceptional customer service, clear communication, and expert negotiation and problem-solving skills.

Sample Tagline: “Your Peace of Mind, Our Priority.”

Homes for Heroes – If working with first responders, active military and veterans, healthcare workers and educators appeals to you, consider signing up to learn more about Homes for Heroes and how their real estate agents can position themselves in their local market extremely well by helping their local heroes save an average of $3,000 on a buy or sell, and an average of $6,000 if the the agent handles both transactions.

Definitely worth considering if serving your local hero groups is important to you.

2. Showcase Stunning Visuals and Tech

In today’s digital age, captivating visuals and technology that makes things easier can significantly enhance your listing presentation. Invest in professional photography, videography, and virtual tours to make your listings visually appealing. Promote your use of the latest tech tools to create interactive and immersive experiences for potential sellers, such as 3D property tours or augmented reality home staging.

If you’re not using one, try a virtual tour app and figure out what works best for you and your clients. Below are a few examples agents have recommended, but there are literally hundreds to choose from:

Ricoh Tours
Scenics App

3. Demonstrate Local Market Mastery

To truly stand out, you must exhibit a deep understanding of your local market. Provide a comprehensive market analysis that includes recent sales data, pricing trends, and neighborhood insights. Share your knowledge of upcoming developments, schools, parks, and amenities to help sellers see your expertise in their community.

In-Depth Market Research

Stay up-to-date with the latest market trends, including property values, inventory levels, and average days on market. Analyze historical data to identify patterns and fluctuations in the local market. Try to determine the primary factors influencing your market, such as employment opportunities, schools, transportation, and development projects.

Regularly Attend Local Events and Meetings

Get involved in community events, town hall meetings, and neighborhood associations. Networking with local leaders, residents, and fellow professionals can enhance your knowledge and establish you as an engaged community member and local market expert in your profession. Plus, it will open doors for new prospects.

Go on Frequent Property Tours

Regularly visit properties in your area to gain firsthand knowledge of their features, condition, and unique selling points. Being familiar with local inventory enables you to make informed recommendations to your clients.

Build a Reliable Local Professional Network

Cultivate working relationships with local contractors, inspectors, appraisers, and other professionals. Having immediate access to a reliable, trustworthy network of helpful professionals can streamline transactions and provide valuable resources for your clients.

Create and Provide Impressive Comparative Market Analysis Reports

A well-prepared CMA report provides valuable insights and helps the seller make informed decisions regarding their property’s listing price and marketing strategy. So, take the time to assemble the appropriate data and present it in an easy to comprehend report that calls out the most important information.

Include information such as general property information, features, amenities and current condition. Also cover comparable sales in the area, active listings, pending sales and any current market trends or special market analysis you’ve done.

Outline your pricing recommendations, rationale in support of your recommendations and your marketing strategy to sell the property. And, it doesn’t hurt to call out any professional accolades, awards or success stories that highlights the value you can offer the home seller.

Stay Informed About Zoning and Regulations

Understand zoning regulations, building codes, and land-use policies in your area. Being well-versed in local regulations can help clients navigate potential property issues.

Start with a Listing Presentation Template and Build Your Own Winning Sales Pitch and Design

Creating an effective listing presentation is a crucial skill for real estate agents to succeed in a competitive market. By following the steps outlined in this article, you can differentiate yourself and leave a lasting impression on potential sellers. Start with a listing presentation template, do your research, and include a comprehensive marketing plan. Highlight your unique value proposition, leverage stunning visuals and technology, and demonstrate local market mastery. Practice and rehearse your presentation, anticipate and prepare for seller questions and objections, and always be on brand.

All of these tips will help you build trust with potential client prospects, win listings, and grow your real estate business.

Join Homes for Heroes – Be the Agent Heroes Want

Join Homes for Heroes and make it part of your value proposition in your listing presentation to give you a leg up in your market. Homes for Heroes can help you specialize and grow your real estate business when you work with local heroes to buy or sell a home. You can offer them something special, something beyond the transaction, by saving them significant money as a way to thank them for their service.

Simply submit your registration and schedule a time to learn more about the benefits of being a Homes for Heroes local market specialist, and become the agent your community heroes want to work with for their home and mortgage needs.

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9 Critical Components Every Real Estate Listing Presentations Needs in 2024

Open Houses
Lead Nurture

March 26, 2024

real estate agent creating real estate listing presentation on laptop

You’ve generated leads, networked with potential sellers, and found a prospective client. You must position yourself as the ideal agent to represent your prospective client’s home, and to do that, you’ll need to present a real estate listing.

A real estate listing presentation is a powerful business tool that demonstrates your expertise, impresses sellers, and increases your close rates. We understand the impact a powerful presentation can have on your business––so much so that we’ve built a tool into our platform to help you craft your own standout presentation.

Luxury Presence’s listing presentation tool is designed to help you increase your close rates with stunning professional presentations. We make the design process as simple as possible so you can focus on what really matters––your clients.

Find It Fast

The 9 components of a winning real estate listing presentation

Our experts have compiled a list of everything you need to create a stellar real estate listing presentation. Following this guide can create lasting impressions that will turn prospective sellers into clients.

1. A Self-introduction

This section is vital––you want to establish your expertise and experience, build familiarity with your client, and then bring the focus back to them. Explain how your experience serves your client, clearly lay out what you and your brokerage can do for them, and seek common ground that builds trust and rapport.

Your listing presentation introduction should be statements of value––no fluff. Start by sharing your relevant experience, which includes how many years you’ve worked as a listing agent, the number of homes sold, and a brief anecdote about your success selling a similar home.

Then, move on to explain what your brokerage can offer these sellers.

This is your opportunity to give an overview of the unique selling proposition you, your team, or your brokerage can provide. Sellers will be interested in knowing your brokerage’s level of success in the market, its reputation, the network of professionals that support and streamline your work, and specific metrics or standards that set your brokerage apart.

This process can be overwhelming for clients, but your expertise and composure during the listing presentation will put them at ease.

2. Local housing market data

Sellers are frequently under-informed or overly optimistic about the current real estate market conditions. This is your opportunity to set expectations by preemptively correcting assumptions about the market in your area. Providing realistic generalizations at this stage can help temper disagreement or disappointment when you get to the pricing strategy. If the market is rocky, you can demonstrate confidence in expertly navigating through the current turbulence.

Your market overview should include data on local inventory, listing and selling prices for relevant comps, average days on market, and typical home improvements. Remember that while you see these numbers daily, home sellers don’t—everything you share with them should be clear and relevant to their situation.

3. An explanation of the home selling process

Outlining the process sets expectations and showcases your value. Be flexible during this part of your real estate listing presentation. Some sellers may need more hand-holding and detailed answers, while a veteran home seller won’t need a detailed explanation of each process step.

Explain these process stages:

Pre-Sale Activities : This includes filling out paperwork like the Seller’s Disclosure, arranging a home inspection, having marketing photographs taken, making repairs, and arriving at an agreed-upon price before the home goes on the market.
Marketing : During this stage, you’ll create the listing and add all the details, prepare digital marketing content, stage the home, and get everything lined up for the day it goes on the market.
Active Listing Period: Open houses, agent showings, and hopefully receive some offers.
Accepting Offers : Walk your client through different strategies for this stage, such as accepting an offer they like or arranging for “best and final”—the day when all offers are due. Explain how you’ll present every offer and assure them that you’ll help them understand the pros and cons of each.
Closing period : Sellers might not know what happens after an offer is accepted. Explain the option period, which has the potential for renegotiations, what happens in a month or so between accepting an offer and closing the deal, and options for leasebacks.

Be sure to include printed materials so the sellers can engage with your presentation and not worry about memorizing everything.

4. An explanation of the pre-listing work needed to be successful

If you haven’t seen the property yet, ask your seller questions to understand its condition. Is it move-in ready? Are there repairs or updates that will significantly alter the potential selling price?

Emphasize the value of having a home that looks beautiful and is in excellent condition. Explain depersonalization—it’s not a matter of the seller’s taste but rather about creating a generically stylish interior that any buyer can imagine making their own. Even if the seller isn’t willing to make repairs or renovations, professional cleaning and decluttering will positively affect buyers’ perceptions.

5. A detailed pricing strategy

Ask the sellers about their priorities with the sale. Some must sell quickly, while others can wait for the highest possible number. Ask if they’re looking for a lease back or if there are any other strategic elements affecting their asking price. These factors will influence the total offer strategy.

Be ready with your comparative market analysis (CMA), which supports your pricing strategy through comps and relevant data. Sellers can be emotionally attached to their home; sometimes, sentimental value and a market price don’t match. Emphasize the importance of starting with an accurate listing price. If priced too high, a home can languish without offers.

6. The highlights of your marketing strategy

real estate agent reviewing marketing plan

This is the point in the real estate listing presentation where you explain your planned marketing efforts and are clear about who is responsible for the costs. Some listing agents pay for photography and staging, while others have the sellers cover these expenses.

Make sure to discuss the benefits and steps of these four basic marketing strategies:

Direct marketing

Hosting open houses
Listing the home on MLS and real estate sites
Sending out mailers

Home staging

Discuss the particulars of staging, including your network of staging professionals and price ranges.

Photography and videography

Most listings, especially luxury properties, have professional photography and virtual tours . Speak confidently about your network of professional photographers and show samples from listings you’ve made in the past.

Social media posts

Discuss your social media strategy for home sales, including what platforms you use , posts specific to the listing , how you plan to promote open houses, and how this strategy has succeeded in past home sales.

Advertising

Present your plan for where the property will be listed. Add in any promising statistics or metrics to details.

Your local MLS: This is a great way to differentiate yourself from home sellers who may be considering an FSBO. Only licensed agents have access to the MLS.
Website and landing page: If you create property websites and landing pages for your properties, provide examples and discuss the benefits.
Internet platforms such as Zillow and Realtor.com
Social media: Find out how your sellers feel about social media and give them the option of whether or not you use it.

7. Expectations for showings and open houses

Take this opportunity in the listing presentation to explain how you will manage and host showings and open houses. Clients may feel uneasy thinking of strangers walking through their home. Assure them that you or a team member will always be present during an open house and that any private showings will always be conducted by a licensed agent.

8. Your offer and negotiation strategy

Give an overview of how the offer and negotiation process works. Assure sellers that you will present every offer that comes in, and you’ll walk through the particulars. Provide examples of different offer details they may see and the most common areas for negotiation beyond the offer price. Reassure the clients that you will always act in their best interests, an obligation of being a fiduciary.

9. Final questions and “The Ask”

At this point, the meeting is coming to a close. Answer any remaining questions and discuss what needs to happen before you can start with the pre-sale activities. And then—ask for their business. Politely assure the sellers that you have the skills and expertise needed to sell their home, and that you would love the opportunity.

If they are ready to sign, complete the paperwork and finalize your pricing strategy. If they want more time to think things over, give them a deadline by which you will call them––and definitely call them on that date.

Additional real estate listing presentation tips

real estate agents sitting at conference taking notes on real estate listing presentation tips

Here are a few more things to keep in mind as you craft the strongest possible listing presentation:

Focus on the client’s needs

Every piece of information should be designed to serve the client’s needs and provide clear value. Cut away anything extraneous. Selling a home is a stressful process. Even though you’re used to the process, always be mindful of your client’s perspective and be ready to respond with empathy to their nerves and uncertainty.

Practice often

Nailing a listing presentation takes practice. To polish your performance, practice in front of team members or family. As you gain experience, you’ll be able to anticipate questions and concerns. Even when you’re comfortable with your skills, be sure to reevaluate your listing presentations occasionally.

Be authentic

Above all else, be authentic. Your clients need to feel like they can trust you. Always be transparent and honest.

Real estate listing presentations + Luxury Presence

Looking for even more advice and resources about successful real estate listing presentations? Our platform can help you develop business strategies and strengthen your network. To learn more about how we can help you grow your real estate business, reach out to our team today .

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Your Real Estate Listing Presentation Checklist

Winning a listing presentation is by no means a guarantee of new business. Even if you think you’re the only agent the seller is talking to, it’s still an opportunity for you to prove your expertise, dedication and reliability—and, ultimately, WOW the seller. For that reason, you should never treat the listing presentation as just a formality. Walk into each one with the mindset that you need to outperform steep competition.

So, what’s the best way to do that? We’ll review the key areas that you need to cover. Through it all, remember that brand consistency is key. This includes your voice , logo, color scheme and even font. You never want inconsistencies to leave the seller confused. That may leave them wondering if the marketing materials you create for their home will be disjointed as well.

Without further ado, your real estate listing presentation checklist.

Customized and Visual

Anyone can spot a cookie-cutter presentation. It gives the impression that you neither recognize the seller’s unique needs nor will put in extra effort for their listing. You should, of course, have a basic template, but the key is to customize it enough to make it seem unique to a specific person or couple.

The best message you can communicate through your presentation is that you are focused on the seller and their specific sales goals. That means making every slide as personalized as possible. This could be based on things like past conversations, the seller’s submarket and your own qualifications that you know will reassure the seller or lift doubts.

The other element every great presentation has is attractive visuals. This will not only keep the seller engaged, but it will also give them a preview of what they can expect in terms of listing photos and marketing materials.

Visuals include the presentation’s template design; interesting charts and graphics; examples of stunning, professional listing photos from past deals; and samples of digital ads, flyers and other marketing materials you’ve used in the past.

Unique Value Proposition, Knowledge and Enthusiasm

What separates you from your competition? You could answer this question an endless number of ways. It all depends on how creative you want to get. In case you aren’t sure how to make your best qualities shine, consider these areas where you undoubtedly have strengths:

Years of experience
Your personality
Your reputation
Your specialty
Your standout skills
Market specialties
Your background outside of real estate (consider how your “previous life” or hobbies makes you a well-rounded agent)

Write down your strengths in each of the above areas. From that list, craft a unique value proposition (UVP), which is a statement that clearly defines how clients will benefit from working with you. Include your UVP at the start of your presentation and reinforce it throughout.

If you’re a novice agent or new to an area, you may not have enough confidence to include market expertise in your UVP. That’s ok. But you should still convey that you understand the market well by providing an overview that includes local trends and insights.

You should also demonstrate your knowledge about the specific property and the community. Use Homesnap Pro’s free in-depth property details and historical listing photos* to learn its history. You can also review deed, tax and mortgage information to understand the position the seller is in. Familiarize yourself with the neighborhood so you are able to prove that you can answer any questions a potential buyer may ask, like which schools are in the zone (also available for free in Homesnap Pro) and where the nearest grocery stores are.

Lastly, make sure you also express your enthusiasm for your job and why you are passionate about real estate. Sellers are looking for a partner who will go above and beyond for them—that’s a characteristic of someone who loves what they do.

Marketing Plan

Sellers want an agent who can sell their home quickly and for the highest possible price.

Your marketing strategy will show them how you’ll do that. This is the most objective part of your listing presentation. As such, you need to craft a thorough plan that demonstrates you know how to gain the attention of home buyers. As we mentioned earlier, visuals are crucial here. Show off your past ads and include performance stats for any marketing you have concrete data on.

Today’s sellers expect a digital-first —but also holistic—approach to marketing their home. Here is an example of a multi-channel approach:

Dedicated listing lead page
Social media ads ( Facebook and Instagram )
Organic social media posts
Search ads (Google)
Maps ads ( Google and Waze )
Neighborhood postcards
Email blasts
Open houses
Booth at a local farmer’s market

With each listing, there are multiple milestones where you can introduce fresh marketing content to reach a wider audience and help accelerate the timeline. These include coming soon , open house, just listed and price cut (if necessary). Communicate to the seller which tactics you will use at each phase.

Keeping your seller abreast of your efforts is also important. Share a performance report for every digital ad you run so they have no doubts that you’re working hard on their behalf. If you’re using Homesnap Pro Ads, you can automate reports to be sent directly to your client.

Social Proof

Lastly, you should include testimonials from past clients. You’ll need to be careful how you present these, as you can’t expect sellers to read a long paragraph on a screen during a presentation. There are a couple engaging approaches you can take.

One is through video. Make it a habit to record testimonials from all your clients. You can create a short compilation from these clips to show during your listing presentation or just play a couple of the best videos.

The “case study” is another approach. First, set the stage by describing your past client and any clear challenges you had to overcome to sell their property. As you summarize this experience and the results you achieved, your PowerPoint can display short quotes from your client on the screen.

Even if you don’t have thorough testimonials from past clients, you can pull in the reviews they left for you online, like from Google . These reviews are actually stronger social proof than testimonials that might be buried on your website. That’s because Google connects each review to a real person, and anyone who reads these reviews on your Google business profile can see that.

These are the broad strokes of what should be covered in your real estate listing presentation. Even if you already have a set template that you’ve been using for months or years, it’s a good idea to revisit it every so often. Doing so will give you the opportunity to ensure it’s still on brand, consider whether your marketing strategy needs adjustment and think about new information or visuals to include. Remember: your listing presentation is what will convert a prospect into a client. Adjust it regularly and practice often, and you’ll WOW sellers.

*Homesnap Pro is free to agents in every participating MLS.

Benefits of a Listing Presentation for Real Estate Agents

There are numerous advantages to developing a robust property sales pitch as a real estate agent. Foremost, it’s an opportunity to exhibit your knowledge, professionalism, and track record to prospective clients. A well-crafted presentation can bolster your reputation and instill confidence in potential clients that you possess the qualifications to effectively sell their properties.

An outstanding property sales pitch can help you distinguish yourself from other agents who may be vying for the same business. By delivering a concise and persuasive marketing strategy, you can set yourself apart and illustrate why you’re the optimal choice for the task.

The objective of the property sales pitch is to secure more property listings. A compelling and carefully constructed presentation can sway potential clients to opt for your services over those of other agents, ultimately resulting in an increase in listings and sales.

Lastly, an effective property sales pitch can aid in cultivating stronger connections with prospective clients. By investing the time to comprehend their requirements and concerns and offering a tailored marketing blueprint, you can convey your dedication to their success and establish trust and rapport that may lead to enduring business associations.

Establish credibility and professionalism with potential clients.
Demonstrate your expertise and experience in the real estate industry.
Stand out from other agents who may be competing for the same business.
Communicate your unique who may be proposition to potential clients.
Provide a clear and compelling marketing strategy for selling a home.
Win more listing and sales.
Increase your income and commissions.
Create stronger relationships with potential clients.
Build trust and rapport with potential clients.
Provide a roadmap for the selling process, which can help alleviate concerns and anxiety.
Outline your approach to marketing and advertising the property.
Provide market data and analysis to help sellers understand the current real estate landscape.
Demonstrate your attention to detail and professionalism.
Show your commitment to the success of the client and their property sale.
Boost your confidence and improve your overall performance as a real estate agent.

How to Create the Best Listing Presentation?

Drawing from my experience as a seasoned real estate agent, I can attest that crafting a successful property sales pitch demands dedication, hard work, and meticulous attention to particulars. Here are some recommendations to assist you in developing the most effective property sales pitch possible:

Know your audience : Understand who your potential client is and what their needs and goals are. Tailor your presentation accordingly.
Use visuals : Incorporate high-quality photos, videos, and infographics to showcase your expertise and the property.
Showcase your track record : Highlight your experience and success as a real estate agent. Share case studies or examples of past properties you’ve sold.
Be informative : Include a thorough analysis of the local real estate market, current trends, and buyer behavior.
Explain your marketing strategy : Outline how you will market and advertise the property to potential buyers. Highlight your unique approach and marketing materials.
Highlight your services : Let potential clients know what sets you apart from other agents. Share your unique value proposition and services.
Be organized : Use a clear and logical structure for your presentation. Break it down into easy-to-digest sections.
Practice : Rehearse your presentation to ensure that you’re confident and engaging during the actual meeting.
Be authentic : Be yourself and let your personality shine through. Potential clients will appreciate your honesty and authenticity.
Follow up after listing presentation : After the meeting, follow up with potential clients to answer any questions and provide additional information if necessary.

Listing Presentation Tools

Various presentation tools are available to aid real estate agents in crafting polished and convincing property sales pitches, which can ultimately secure the confidence and business of prospective clients. Here are a few examples of such tools, including Trafft, Highnote, Pixlr, Grammarly, and Jasper:

Trafft – the best online booking system that helps agents streamline their booking process, making it easier to set up and schedule listing presentations with potential clients.
Highnote – real estate presentation software that allows agents to create multimedia presentations that incorporate video, audio, and images. It’s a great way to showcase your expertise and provide a more engaging and interactive experience for potential clients.
Pixlr – photo editing software that helps agents enhance and edit photos of a property, making them more attractive and compelling to potential buyers.
Grammarly – a writing assistant tool , can help agents ensure that their presentation is error-free and grammatically correct, which can add to their professionalism and credibility.
Jasper – helps agents generate content for their presentations, such as property descriptions, market analyses, and marketing materials. It uses artificial intelligence to create high-quality and relevant content that can save agents time and effort.

Listing Appointment Checklist

To help you ensure that your presentation is comprehensive and effective, we’ve created a listing appointment checklist :

Ask Thoughtful Questions Before Listing Appointment. You can ask the potential client about their goals and objectives for selling their property. Make sure you understand their needs and expectations. I’ve written an in-depth guide about questions to ask sellers at listing appointment that will be helpful
Get To Know the Property. Explain how you’ll Include high-quality photos and videos of the property, as well as a detailed description of its features and benefits in the buyer presentation.
Find Out Everything About the Neighborhood
Perform Competitive Market Analysis (CMA). Provide a thorough analysis of the local real estate market, current trends, and buyer behavior.
Learn How to Prepare for a Listing Appointment. Outline how you will market and advertise the property to potential buyers. Highlight your unique approach and marketing materials.
Mention Relevant Results and Testimonials. Share case studies or examples of past properties you’ve sold. Provide references or testimonials from satisfied clients.
Go Over and Beyond at Your Listing Appointment. Highlight any additional services you offer, such as staging, virtual tours, or professional photography.
Follow Up After Listing Appointment. End your listing appointment with a strong closing statement that summarizes the key points and highlights the value you can bring to the potential client. You can do it as a follow-up listing presentation.

Listing Presentation Examples

If you’re looking for inspiration and guidance on how to create a winning listing presentation, there are plenty of great examples available on our website. Check out some of the top real estate listing presentation examples and create a winning one. Just remember to tailor your presentation to your audience and highlight your unique value proposition as a real estate agent. With a little research and creativity, you can create a listing presentation that sets you apart from the competition and wins the trust and business of potential clients.

Listing Presentation Template

If you’re looking for a comprehensive and customizable listing presentation template , look no further! We have prepared an amazing template that includes all the essential sections you need to create a persuasive presentation. Our template includes a cover slide, introduction, market analysis, marketing strategy, property details, pricing strategy, case studies, references, additional services, and a closing statement.

The best part is that you can easily customize and personalize the template to fit your unique style and brand. Whether you’re a seasoned real estate agent or just starting out, our template can help you create a professional and persuasive listing presentation that wins the trust and business of potential clients. So, what are you waiting for? Check out our listing presentation templates today and take your real estate business to the next level!

What You Need to Know About Luxury Listing Presentations

Luxury listing presentations require a different approach than regular listing presentations. Luxury properties often require a more sophisticated and personalized approach to marketing and advertising. As a result, luxury listing presentations must be tailored to the needs and preferences of high-end clients.

Luxury listings should be presented with high-quality photography, videography, and virtual tours that showcase the property's unique features and amenities. Additionally, luxury listing presentations should include a comprehensive analysis of the local luxury real estate market, including recent sales, current trends, and buyer behavior.

When it comes to luxury listing presentations, attention to detail is key. Every aspect of the presentation should be polished and refined, from the font and layout to the language and tone used. You should emphasize your expertise and experience in the luxury real estate market, as well as your ability to provide personalized and discreet services to high-end clients.

Luxury listing presentations should also include a detailed marketing plan that showcases the property to the right target audience, such as affluent buyers and investors. By taking a personalized and sophisticated approach to luxury listing presentations , you can successfully market and sell high-end properties and build a reputation as a trusted and knowledgeable luxury real estate professional.

How to Follow Up After a Listing Presentation

Following up after a listing presentation is a crucial step in the sales process. Here are 5 tips on how to follow up after a listing presentation:

Send a thank-you email: After the presentation, send a personalized email thanking the potential client for their time and the opportunity to present your services. Mention a few key points that you discussed during the presentation to reinforce your value proposition.
Address any concerns or questions: If the potential client had any concerns or questions during the presentation, make sure to address them in your follow-up email. This shows that you listened and care about their needs.
Provide additional resources: Include any additional resources or information that may be helpful to the potential client. This can be anything from market reports to links to your online portfolio or social media channels.
Send a follow-up listing presentation: If the potential client seems interested in your services, send a follow-up meeting to encourage further discussion.
Keep in touch: Even if the potential client decides not to work with you at the moment, keep in touch and send occasional updates on the local real estate market or any new listings that may be of interest to them. This can help build a long-term relationship and may lead to future business.

Real Estate Listing Presentation Software

Highnote is an incredible real estate presentation software that will elevate your listing presentations. With its easy-to-use interface and robust set of features, Highnote can help you create stunning and interactive presentations that capture the attention of potential clients. Highnote allows you to easily add images, videos, and interactive widgets to your presentation, making it more engaging and memorable for viewers. Plus, you can easily customize your presentations with your branding and style, ensuring that they reflect your unique value proposition as a real estate agent. With Highnote, you can create a professional and persuasive listing presentation that helps you stand out from the competition.

Ready to elevate your next listing presentation? Try Highnote for free today and see for yourself how it can help you win more business. With a variety of real estate listing presentation templates and design options, you can quickly and easily create a stunning presentation that showcases your expertise and experience in the real estate industry.

The intuitive analytics dashboard is a nice addition that allows you to track how viewers are engaging with your presentations and adjust your strategy accordingly. Don’t wait any longer to take advantage of this amazing real estate presentation software. Try Highnote with this free resource all for free and start creating beautiful and persuasive listing presentations that help you close more deals!

See how Highnote instantly elevates your listing presentations and helps you land more clients.

Questions to Ask Sellers at the Listing Appointment

Wondering how to prove your worth? We’ve prepared questions to ask sellers at listing appointment to increase your chances of winning a listing!

Step-by-step Guide to Creating Buyer Presentation

Check out now the step-by-step guide to creating buyer presentations. Try Highnote and sign up for a free trial to elevate your buyer presentations.

High-Performing vs Ineffective Buyer Presentation Examples

Equip yourself with knowledge by diving deep into our high-performing vs ineffective real estate buyer presentation examples and win over your buyer clients.

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How to Create a Killer Listing Presentation

Step-by-step instructions for crushing your listing presentation - including where to find listing presentation templates!

The quality of your listing presentation can either earn you listings or cost you listings. Here’s what it takes to create a killer listing presentation that will land new listings!

What is a Listing Presentation?

A listing presentation is a demonstration of your services to home sellers in an attempt to earn their listing. The point of a listing presentation is to walk away with a new listing!

When people refer to a listing presentation, they could be referring to a brochure (digital or print) that introduces their sales services, or they could be referring to the meeting with the sellers in which they present their listing services.

We’re going to show you how to crush both!

What to Cover in Your Listing Presentation Brochure

Your listing presentation brochure (digital or print – you should have both options so you can appeal to sellers of different generations) should just cover the basics. This is the version of your listing presentation that is always ready to go when you get a last-minute meeting and don’t have time to complete a CMA to determine a price for the seller’s home.

Because this is just a dozen pages and applies to all sellers, you should have a few printed in high-quality materials so you have a professional brochure to hand out.

Here’s what your listing presentation should cover.

1. An Overview of the Listing Process

You want to give your prospective clients a general idea of what they can expect from the listing process, which is typically three things:

Prepping the home for sale,
Pricing the property,
And marketing the property to prospective buyers and their agents.

2. A Semi-Deep Dive on the Marketing Plan

While you’ll have a couple of pages on prepping the home for sale and pricing the property, you’ll want to go a little deeper on your marketing plan. It’s typically the marketing plan that sets one agent apart from the rest and wins business. You need to show your sellers how you can get the listing in front of more qualified buyers than other agents can.

This could mean you show off your social media presence. Or you highlight the fact that you include professional listing photos at no cost to the seller. List all the ways you will market your seller’s home so they can see the advantage of hiring you in terms of getting their home sold.

3. A Brief Look at What Happens Once the Home is Under Contract

To prepare your prospective sellers for a quick sale, show them what happens when an offer is received and accepted. One page with a quick walk-through of opening escrow and closing day is all it takes.

4. Testimonials and Credentials

Testimonials from happy clients are powerful. Make sure you collect all your clients’ compliments and get their permission to share their testimonials on your website, social media accounts, and in your listing presentation.

Then you can show your credentials. I recommend saving your credentials for later in your listing presentation brochure because, frankly, your clients probably don’t care much. They just want to know that you can get results, and that’s why we open the presentation by showing what you can do for your clients in terms of listing and marketing. Your education, training, and stats are just icing on the cake.

So just offer a single page that lists your professional highlights. If you’re new to the business and don’t have much to offer in terms of experience or industry awards, you can share the accomplishments of your brokerage.

5. A Call to Action

Close the listing presentation brochure with an invitation to have your clients list their property with you.

What to Cover in Your Listing Presentation Meeting

In your listing presentation meeting, you’ll generally be able to follow the layout of your listing presentation brochure, but with a few interactive adjustments since this will be a two-way discussion.

The General Outline of Your Listing Presentation Meeting

Start with a tour of the home. Include compliments and questions.
Offer an overview of the listing process.
The listing price discussion
A semi-deep dive into the marketing plan
A brief look at what happens once the home is under contract
Your credentials
A call to action

The Listing Price Discussion

The listing price discussion is one of the most important parts of your listing presentation meeting. You need to get the seller on board with the market value price even though they might believe the house is worth more. You have to manage seller expectations and help them understand that pricing too high can alienate buyers.

Before we get too far into our notes on the listing price discussion: You may be wondering why the listing presentation brochure doesn’t include the recommended listing price for the home. The main reason is because different brokerages have agents using different programs to generate a CMA (Comparative Market Analysis for those of you who are brand new to real estate). So you’ll likely have a program that prepares a page (or several) specifically for the subject property using recent sales as comps. And since those pages will be formatted and branded differently than your listing presentation template, it makes sense to present that separately. By the way, if your brokerage doesn’t offer a CMA, you can pay for a subscription to a CMA service, or you can make your own in Excel (or purchase an inexpensive Excel template online ).

With that, here are some pointers for managing the listing price discussion:

Do your research. Get the details on the subject property and relevant comps.
Complete your CMA in advance so you know how much the home is worth before your meeting.
Start the price discussion by explaining how important it is to price correctly from Day One. Too low and you leave money on the table. Too high and you alienate buyers. If they ask about doing a price reduction later if it doesn’t sell explain how the excitement of a new listing will be gone at that point and that buyers might wonder if the price reduction was necessary because something is wrong with the property.
Explain the methodology behind the CMA .
Allow the clients to follow the thought process, explaining why you chose those comps and how you adjusted the values so the sellers can understand how you arrived at your recommended listing price.
Mention that some agents will over-inflate the value to win the listing, but that the market sets the price, not the agent.

Listing Presentation Templates

While you can find some free listing presentation templates online, I haven’t seen one that I would recommend. Your listing presentation helps define your prospective clients’ first impression of you and your business, so it’s worth investing some time and/or money in getting your listing presentation template just right.

If you have some time and a bit of design skill, you can create your own listing presentation template in Canva . Canva is a user-friendly online design platform that’s free to use. You also have the option to upgrade to an inexpensive paid program, which I highly recommend if you’re going to be using Canva for your social media posts, postcards, flyers, and blog graphics. If you’re not familiar with Canva, check out Canva for Real Estate Agents for a quick introduction.

Now, if you don’t have the time or design skill to create your own listing presentation, you can simply purchase one! This inexpensive listing presentation template from Key Real Estate Designs (our partner Etsy shop) follows the same outline we discuss in this post. And it’s entirely editable in Canva, so you can change any detail you’d like (even if you just use the free version of Canva)!

listing presentation | listing presentation sample | listing presentation template | listing presentation packet | listing presentation for real estate | listing presentation design

Other Best Practice Tips for a Killer Listing Presentation

Record yourself giving your listing presentation and watch it back to see how you come across. The more you give your listing presentation, the better it will get!

Highlight Your Killer Offer

If you have a killer offer, like we discussed in How to Get New Leads This Week , show it off in your listing presentation. Demo your professional photos, single-property website, or social media marketing.

Ask Questions

When you get in front of clients, don’t make it about you. Show that it’s about them by asking them questions like:

When do you need to move?
Why are you moving?
Where are you moving to?
Have you already found a home there?
What will you do if your home doesn’t sell?
What are you looking for in a listing agent?
Are there any issues with the home that we won’t see today?

Don’t Budge on Your Rates

You may be asked if you’ll take a lower commission rate. DON’T DO IT!

Explain to your clients that a substantial amount of your commission goes directly to marketing activities that help the home sell more quickly and for more money. You may also want to remind them that part of your job is to negotiate on their behalf. How much faith could they have in you as a negotiator for them if you can’t even negotiate your own rates?

What to Do After the Listing Presentation

Document the presentation in your CRM . Add the seller to your marketing campaign(s).
Send a thank you text the next day.
Follow up soon and often. If the prospective sellers were serious enough to sit through your listing presentation, they’re likely going to sell soon. So you want to be the first agent they see when the moment to list finally arrives.

Get a Small Win

Great victories are the result of small wins. Before you move on with the rest of your day, get a small win.

Today’s small win challenge is to start creating your listing presentation brochure. We know it may take several hours if you’re starting from scratch, so you don’t have to complete it today. Just get it started, and schedule a time to finish it. Or you could take the head-start offered by purchasing an inexpensive template online and have your new listing presentation brochure ready to roll today!

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21 Steps to a Stellar Listing Presentation

It’s all here. Twenty one great ideas for building your listing business from the ground up, all neatly packaged in a step-by-step action plan. Let us know how it goes.

Set a Strong Foundation

1 build an online presence.

Use your website, blog, or social media channels to publish articles that demonstrate your core competencies. Do you specialize in upscale properties? Do your staged homes sell 30 percent faster and closer to list price than market averages? Your articles could also include seasonal tips for home maintenance, tips to prepare your home for sale, or market data for buyers. Share the content on your Facebook page.

2 Monitor your online appearance

What is showing up when someone searches your name? One of the easiest and most effective ways to monitor your reputation comes from Google Alerts, a free Google service that allows you to enter a search term (i.e. your name, company, etc.) and then receive email alerts as the system finds matches.

3 Practice your presentation

“Can you cut your commission rate?” and “I was going to try and sell it myself” are common objections heard by Realtors®. To prepare, ask a colleague to role play with you, maybe even serve your pitch at a sales meeting.

Supplement your standard listing presentation materials

A listing presentation isn’t complete without your bio, testimonials, marketing strategies and more. If these documents are in PDF format, quickly upload them to your RPR account and then easily include them in your RPR reports. Here are a few things you might want to include:

4 Bio “Your Story”

Tell your story in 75 words or less, just enough to cover the highlights of why someone would want to work with you. Are you a lifelong community member? Do you do volunteer work? How long have you been a Realtor and are you a Top Producer?

5 Social Proof

Do your clients love you? Get proof! Take the time to collect testimonials from your past clients in print or video format. Also, collect any news clips that back up your professionalism or credibility.

6 Personal Statistics

Your success record is worth sharing. Sellers want to know you’ve done this before and for similar homes. Consider creating a map that highlights your past sales activity. Do your staged homes sell 30 percent faster and closer to list price than market averages? Let your prospects know with a simple chart.

7 Service Levels

Differentiate yourself from other agents in the market by showing how your service levels will exceed seller expectations. Do you have an assistant or are you part of a team? What kind of communication can the seller expect, both in scheduling showings, and follow-up and feedback from the showing agent? How often will they receive market updates? (See the section below on Using Creative Delivery Systems.)

8 Marketing Plan

There’s a lot of competitive marketing in the real estate industry. How will you go above and beyond to capture the attention of home buyers? Your plan should include strengths offered through your MLS, website, advertising strategy, staging resources, special virtual tour/video marketing, photographers, local Broker tours, etc. Be creative.

9 Take a photo of the property

Make the extra effort to drive by and snap a photo of the property, then upload it to the cover of your RPR report . It will demonstrate your commitment to individual attention and give you an opportunity to check out the condition of the property. That insight will be helpful when you refine the value of the property using RPR.

The Phone Call

10 ask questions.

Every question you ask, big or small, demonstrates interest in the homeowner’s personal well being. And what’s more personal than selling the biggest investment of your lifetime? Find out what makes your client click.

Why are they moving and when?
Are they relying on the sale proceeds to fund a retirement?
Does the house need too much work and they want something maintenance free?
Are they downsizing in preparation for retirement?
What did they love and “not love” about the house? The neighborhood?

No other CMA tool will do…

11 do your research.

Did you know that Realtors® have the power to analyze and manage a platform of unparalleled data to the extent that no other search mechanism offers? In fact, no other real estate data sharing website offers side-by-side, listing vs. public record comparisons like RPR. Here you’ll find current and historical property information, the home’s basic facts, photos, maps, mortgage records, tax info, the Refined Value Tool, comp analysis tool, and more.

12 Automated Values

No matter what, consumers are going online to look at the value of their homes. Yet, we know that not all of these sources are reliable. Use this as an opportunity to include the exclusive RPR Realtors Valuation Model® (RVM®) in your pricing discussions. Your clients will be impressed by its level of accuracy.

13 Create a CMA

Not all CMAs are cut from the same cloth. RPR’s CMA wizard walks you through five simple steps to generate a Comparative Market Analysis unlike any other offered in today’s real estate industry. You’ll confirm the home’s facts, search for and adjust the comps, land on your own list price by refining the property’s value, and then generate an RPR Seller’s Report. All in one place and with the highest level of accuracy afforded to today’s Realtor.

14 Refine Value

Every homeowner wants to know the return on investment for their home improvements. Here, savvy agents will tap into RPR’s Refine Value Tool . With up to 30 predefined home improvements to choose from, the tool accurately calculates the depreciated value of home improvements. The tool also enables users to refine a home’s value by confirming/adjusting basic facts about the property, as well as other factors such as an assessment of local market conditions, the interior and exterior of the home’s condition, lot size, view, privacy, and more.

15 Market Stats

Our mindsets move far beyond our own particular home. Both buyers and sellers want to know everything about the neighborhood, local economy, quality of life, and economy. All of that and more are a few quick clicks away at RPR.

No other CMA tool will do …

16 rpr reports.

Don’t let your lead get away without sending the seller something before your actual listing presentation. Use what you’ve garnered from RPR to create and send RPR’s Market Activity and/or Property Report. Be sure to let the sellers know that you have the power to refine the value of their home (using RPR) once you’ve had a chance to tour the property and see their upgrades first hand.

17 Use Creative Delivery Systems

Oftentimes, the opportunity to meet prospects or clients face to face is hampered by distance, personal schedules, or even preference. Yet, you know that nothing conveys professionalism and expertise more than personal interaction. There must be a way to virtually, if not literally, meet your clients “where they are. ”

BombBomb , a video marketing platform, helps REALTORS® prove their “client first” commitment by offering intuitive, low-cost digital communications solutions. With BombBomb, you can create a personalized video message and email it to clients within minutes. And because the app is integrated with RPR, REALTORS® can seamlessly include an RPR report. Then by way of real-time alerts, see when your client has interacted with the email. These live notifications are key in determining the best time to follow up.

18 Create Your RPR Seller’s Report

Pull your analysis all together into a customized RPR Seller’s Report , complete with an updated photo of the property, as well as your photo and contact information. Inside, the Seller’s Report highlights details of the subject property, your comp analysis with side-by-side property comparisons, local market trends, a pricing strategy, and a worksheet for estimated seller proceeds. RPR’s Seller’s Report can also be displayed and/or emailed from your laptop, phone, or tablet.

19 Identify the Seller’s Motivation

While with the homeowners, be sure to listen closely to what the sellers are saying. Selling a home is a deeply emotional experience for most and they want a Realtor who understands how personal it is. Revisit some of the questions you asked earlier. Why are they moving and what is their timeline? Are they using the proceeds to fund a retirement plan? Are children involved? What improvements are needed to sell the home?

20 The RPR App

Showing is always better than telling, so here’s where your impressive tech skills come into play. Respond instantly to your seller’s questions with RPR Mobile™ on your handheld device . Show the prospect how their home compares to those on the market. Click on the magnifying glass to display a map of the nearby area. Then, select any home’s icon to go to the property’s full details, including price, history, photos, and more.

21 Follow up With a Thank you Note

The five minutes it takes to write a personal thank you card to prospects is worth it’s weight in gold (or actual listings). Very few of our contemporaries take this route in our digital world. So set yourself apart. In fact, send flowers.

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Related posts, unlock your farm’s potential: picking the perfect neighborhood with rpr’s turnover calculator, script-starters: when clients push back… rpr has yours, tailor your message and impress your clients with rpr’s commercial ai scriptwriter, unlock market obstacles: 10 rpr blueprints for success, how rpr commercial provides value for realtors®, 9 data-driven strategies to elevate your value proposition, 28 comments.

Great ideas here! I love that you can produce a report in seconds. Keep up the great work RPR!

Great info. Would love to see this all put together so I could customize for my market or listing appointment. A template.

Me as well. I love the RPR product.

Great information.Would love to see if we can customize these for listing appointments

I knew RPR will seal the deal for me. Kudo to RPR.

When I first became a REALTOR five years ago, a veteran agent showed me how she completed a CMA for an upcoming listing appointment. SIX HOURS later, and we still weren’t done! I thought to myself, “I’m just going to stick to BUYERS”! Fast forward, I now use RPR exclusively for creating in-depth reports for my potential Sellers AND for my Buyers preparing offers. I wouldn’t consider using any other program! Thank you for these great ideas, I’m going to start to implement them immediately.

I woukd like to sign up

I would love to see a template, also.

I would like to add just the type of home such as reverse 1 1/2 or ranch only as not to compare to 2 story homes

Do you have a tutorial showing each of these steps? I read it and understand in theory but I am a visula learner and once I SEE how it’s done I can modify it. I cannot visualize each of these steps. It seems logical but a bit overwhelming without any examples. A video tutorial step by step would be helpful. A template might work but it would not show the step by step of HOW it was done but it would be good also to see a finished product. It seems that RPR is a tool that a computer presentation w/ video capability is best. Is your CMA best on a phone on a computer screen? or is it printable. So many questions… I really need to see it in action.

[…] This post was published by Realtors Property Resource. It covers everything you need for a stellar listing presentation. It includes everything from what to include in the presentation to pro tips about how to give the presentation.21 Steps to a Stellar Listing Presentation […]

I appreciate the information given in this article about the marketing strategies a realtor should follow to improve his business. The internet is one of the most important sources of information and a realtor should follow different types of blogs related to real estate business to learn more effective marketing strategy. Besides, effective utilization of the internet could also give a realtor a competitive edge and helps to find more clients.

Sign me up please [email protected]

Hi Jorge, create your account here: https://www.narrpr.com

Great! If you don’t have your RPR account started, go here and click “Create Account” https://www.narrpr.com

Good information. can I customize these information

Very interested, is there live support?

Hi Alice, Yes, get help any time by calling (877) 977-7576.

Outstanding program. Great improvement.

I would like to take classes and learn more

[…] This incredible article by RPR has several suggestions for how to create a stellar listing […]

Great article!, I love all this, because I was able to gain information and also some tips. Thank you for posting this very informative article.

[…] Related reading: RPR – 21 Tips for a Stellar Listing Presentation […]

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18 Things to Include on Your Listing Presentation to Get the Listing Every Time!

There are alot of different things that go into creating a knockout listing presentation. It’s what separates the best from the rest. So… are you separating yourself? If not, don’t worry, keep reading! We’ll dive into what you need to create a winning listing every time!

What to Bring- make sure to bring all the necessary documents such as the listing agreement, addendums (lead paint, HOA, condo, etc.), the seller’s disclosure and comps.

When You Arrive- let them take you on a tour of the house- it’s their way of “selling” it to you. Make a mental note of the major components of the house such as the A/C, roof, electrical, windows and overall condition of the property. This will help you adjust the value of the home based on your comps.

The Listing Presentation- walk the homeowners through your listing presentation on your tablet or laptop. (If you need a presentation template, email Phil at [email protected] ).

Points to Cover on the Presentation:

A snapshot of current listings in the area, what has sold recently and what is under contract.
Professional recommendation of pricing- explain how you can help them get the best price for their home
Professional photography- be sure to note that it’s the #1 thing that gets a house sold
Staging suggestions- they only get one shot at being a “new” listing, so you’ll ensure that it makes a great first impression
For sale sign in the yard
Email marketing campaigns to buyers and brokers
Open Houses- you’ll set a consistent schedule to get traffic through the door
Social media campaigns and advertising- you’ll get their listing in front of more people via social media
Coordination of showings- they won’t have people randomly showing up to see the house, you’ll handle all of it
Follow-up on showings- you’ll inquire how everything went & get feedback
Feedback on showings- you’ll analyze this feedback and work towards fixing any problem concerns that arise
Negotiation on all offers- your professional expertise will help them navigate offers
Negotiation of home inspection issues- you’ll work to overcome any inspection hurdles
Review of HUD statement- you’ll be able to explain these documents to them
CLOSING! You’ll be there to guide them through to the end

Bonus Points to Cover

98% of homebuyers begin their search online
When they list with you, their listing will go out to all the local agents and brokers via the MLS (MFRMLS)
Share with them that their listing will also go out to all the popular home buying websites like Zillow, Realtor.com, Trulia, Homes.com, etc.

Note: You may want to explain to your seller that when their listing hits certain websites, such as Keller Williams or any other local real estate brokerage, it will not be listed with your (the agent) information. This is just the process of the MLS.

Many connections today are made online via social media making it the perfect platform to share their listing
Take some time to explain how you will not only post their home, but will also use paid advertising and targeting to get their listing in front of more (qualified) people
This is a great opportunity to explain your commission. For example, at Dalton Wade, we typically do 5% of of the sales price, with 2% going to our seller’s agent (unless they find the buyer directly, then it’s 3%) and 2% going to the buyer’s agent. Be sure to check with your broker for your firm’s arrangements.
Since price tends to be the most discussed topic at a listing presentation, be sure to take the time to thoroughly go over it with your sellers. Discuss the comps and if what they have in mind is close to what you suggest as the listing price, move forward with the listing. If they are wanting more than your suggested price, explain that price is the #1 reason houses don’t sell and that if it’s not sold in 30 days, a price adjustment may be needed. This way everyone is on the same page.

At Dalton Wade we believe that today’s buyers and sellers need a trusted resource that can guide them through the complex world of real estate and that’s what we provide to our clients- exceptional service. We also believe that real estate agents deserve to keep 100% of their commissions. Dalton Wade Agents work on 100% commission, pay a $79 monthly membership fee, pay $79 a closed transaction and are paid at closing! If you’d like to learn more about keeping 100% of your commissions, contact us today !

Join Dalton Wade

To schedule a confidential interview and learn how Dalton Wade can help you grow as a real estate professional and keep more of the commission dollars you generate call the number to the right or email us.

Corporate Office

Station House 260 1st Ave South St. Petersburg, FL 33701

Email: [email protected] Phone: (727) 888-4175

Helpful Links

Dalton Wade Memberships

Licensing Information

Dalton Wade, Inc.- Firm License # 000161853 Office Address: 400 Galleria Parkway, Suite 1500, Atlanta, GA 30339-5953 Managing Broker: Kevin Gioia – License # 000097259-3

Dalton Wade, Inc. – Firm License # CQ1047837 Office Address: 260 1st Ave S, Ste 200 St. Petersburg, FL 33701 Managing Broker: Phillip Wade – License # BK3314021

Dalton Wade, Inc. – Firm License # 81151 Office Address: 400 Galleria Parkway, Suite 1500, Atlanta, GA 30339-5953 Managing Broker: Kevin Gioia – License # 342963

North Carolina:

Dalton Wade, Inc. – Firm License # C38646 Office Address: 400 Galleria Parkway, Suite 1500, Atlanta, GA 30339-5953 Managing Broker: Kevin Gioia – License # 328339

Dalton Wade, Inc. – Firm License # 266229 Office Address: 400 Galleria Parkway, Suite 1500, Atlanta, GA 30339-5953 Managing Broker: Kevin Gioia – License # 359299

Dalton Wade, Inc. – Firm License # 9014364 Office Address: 400 Galleria Parkway, Suite 1500, Atlanta, GA 30339-5953 Managing Broker: Kevin Gioia – License # 613763

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Lead Generation
Listing Agent

10 Listing Presentation Mistakes and How to Avoid Them

February 7, 2023 | 5 minutes

Guest blog by Tom Ferry

Tom Ferry is the No. 1 ranked real estate coach and educator by the Swanepoel Power 200 and the best-selling author of “Life! By Design” and “Mindset, Model and Marketing!” As founder and CEO of Ferry International with more than 30,000 hours of coaching experience, Tom has been one of the most proactive voices in the effort to help serious agents implement the strategies necessary to grow their businesses during the current real estate slowdown. He has hit the road for a series of one-day “Roadmap” events to share today’s most innovative strategies and data used by the best in the business to fuel their growth and confidently clear away obstacles in today’s shifting market. Be sure to join Tom on tour when he appears near you. Over the coming weeks and months, Realtor.com is proud to partner with Tom for a series of guest blogs sharing tactics to combat current market conditions. Enjoy!

Someway, somehow, you booked yourself a listing appointment. Congratulations! Now it’s time to go win the listing without messing it up.

It’s not as easy as it sounds. Once agents are in that pressure-packed environment with everything on the line, they tend to make some pretty serious mistakes. So today, I’m sharing 10 listing presentation mistakes to avoid and better alternatives to use in each case.

And the mistakes tend to begin even before the meeting. So let’s jump in.

Mistake No. 1: Not Doing Your Homework

A listing presentation is essentially a job interview. And if you were interviewing for a job, I suspect you’d take some time to research the company, know what they do, their history, and some other pertinent information. Yet every day, agents walk into listing presentations completely blind because they fail to do some basic homework.

I’m not suggesting you launch a full-scale investigation into the person or people you’ll be meeting with. But you should check them out on social media, look them up on LinkedIn to find out what they do, and give yourself a baseline for rapport-building once you arrive.

If you’re not doing this, start now.

Mistake No. 2: Waiting Until the Contract Is Signed to Provide Value

Here’s what I know from 30+ years coaching the best agents in the business – those who succeed most often are those who embrace their role as soon as they meet the prospective seller. In your mind, you need to become their agent before they give you the job. People will notice the difference if you’re willing to share tips and ideas and proactively solve their problems rather than waiting for the ink to dry on the listing agreement.

So, the mistake here is simple… Don’t be “that guy” who refuses to provide any value until you have a signed contract. Assume the sale and act like their listing agent from the start.

Mistake No. 3: Going Into ‘Robot Mode’

Here’s a big one agents make once they show up at the appointment: They launch into the same exact spiel, every time. Don’t do this. Rockstar agents who win the vast majority of their real estate listing presentations employ a much more personalized approach.

Start with an initial question such as, “What is most important to you in this process of getting your home sold?” to gauge the homeowner’s motivation. Then it’s crucial that you know your listing presentation well enough to adjust and improvise based on your initial rapport-building and the homeowner’s answer. If someone is ultra-analytical, you’ll want to dive into all the data you brought with you. If they’re not, you’ll bore them to tears if you spend 30 minutes tracing the history of every home sale in their neighborhood.

The best agents have mastered this process and can quickly determine what to include and what to exclude from their presentation.

Mistake No. 4: The Curse of Knowledge

Because agents deal with complex sales on a daily basis, they often fall prey to the “curse of knowledge,” assuming everyone possesses at least some familiarity with all things real estate.

The key to an effective listing presentation is to meet people where they are. That means If there was such a thing as a listing presentation template , it would definitely include all the data to support and walk people through every aspect of the real estate process. Then it’s up to you to adjust your presentation based on the homeowner’s familiarity with the subject matter.

If they need everything explained to them like a five year old, be prepared to do so!

Mistake No. 5: Failure to Match & Mirror

Agents who succeed most in listing presentations have a chameleon-like ability to adapt to their surroundings. So don’t make the mistake of failing to “match and mirror” the homeowner’s speech and style.

If they’re a laid-back slow talker, they’re not likely to connect with a high-energy salesperson racing through a presentation. Or vice versa, if they seem like they’re in a hurry and you spend 20 minutes explaining your team dynamic, you’re going to drive them crazy.

Pay close attention to the homeowner’s style and speech patterns when you first meet and do your best to match and mirror their personality during your listing presentation.

Mistake No. 6: Starting the Same Way as Every Other Agent

“Hello, nice to meet you. I’m Jane Agent with Blah Blah Real Estate, and I’d like to show you why I can best represent you in the sale of your home.”

Wake me when it’s over.

Failing to differentiate themselves right from the start is a mistake agents make on listing presentations every day. A much stronger approach is to begin your presentation with a story. People love stories, and it will make you much more memorable to the homeowner. It can go something like this:

“In the last year, I’ve been on 65 listing appointments like this. Of those, 58 families have chosen me to help them sell their home, and each time I meet with someone, the next thing I do is sit in my car and make detailed notes about everything that was important to them. And having done this so many times, I’ve narrowed it down to just five basic points every client wants to know. Would you like to know what those five things are?”

Suddenly you’ve made a case for yourself as the local expert, all wrapped up in a story. And you’ve engaged the homeowner because you know they’ll want those five takeaways – or however many you come up with. (The five could be sales price, how long it will take to sell the home, your track record, your marketing plan, and insight into your team and process.)

So stop with the boring agent formula and start telling your own story.

Mistake No. 7: Making Promises About What You’ll Do

You can sit in someone’s living room and “tell” them all day all the things you’ll do for them.

But here’s what’s much more powerful: “Showing” them how you’ve achieved the desired result for others.

Use a recent sale of a similar home to build a case study that “reverse engineers” your entire process. That means starting with the end result and walking them backwards through the entire process:

You sold the home for $855,000, which was $12,000 over asking
To get that price, you created a bidding war with 9 different offers
To generate those offers, you had a total of 85 people tour the property
To get buyers in the door, you ran targeted online ads seen by 4,214 people
You attracted 65 agents to your broker preview
You staged the property and had your professional photographer shoot it
And it all started with a conversation with the homeowners, just like we’re doing now

Show, don’t tell.

Mistake No. 8: Letting the Homeowner Dictate the Pricing Conversation

Controlling the pricing conversation is crucial to avoid taking overpriced listings that get ignored. Too many agents make the mistake of “caving” on price in order to get the listing. Try this three-pronged pricing strategy instead:

“I believe there are three ways to price your home… You can go above the comps, which I call the ‘needle in the haystack’ approach. You can price it right in line with fair market value. Or… for my most savvy clients, we price it just below market value to create a bidding war opportunity. Of those three pricing strategies, which is better for you?”

Don’t cede control. Instead, give them the options and make it clear which one is best.

Mistake No. 9: Asking If They’re Ready to Sign

Instead of asking, “Are you ready to sign the listing agreement?” simply assume that they’re ready and make the contract part of your process. By asking the question, you’re making a big deal of it. Stop making that mistake.

Mistake No. 10: Failing to Listen Carefully

You have a lot on your mind during a listing presentation, plus the pressure of “presenting.” But that’s no excuse for not listening carefully to the homeowner. Nothing will take you out of rapport quicker than a homeowner who can tell you’re not really listening to what they say.

If you found these tips helpful, I’d love for you to join me at one of my 24 Roadmap Tour stops spanning the U.S. in 2023. Check out the schedule here and be sure to sign up for updates if you don’t see any locations near you yet. I can’t wait to see you there!

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Ways to Master Your Real Estate Listing Presentation

Your listing presentation.

As a real estate agent, your success is dependent on your listing presentation and pitch. From start to finish, your realtor listing presentation will showcase who you are and how you bring value to your clients. It should include key metrics like local market statistics, an overview of your selling process, and how you help your clients get the most value out of their home, which will instill a sense of confidence and trust.

Today I thought I’d share some of my best tips to improve your listing presentation so that you can start winning more listings.

First up is one of my most popular #TomFerryShow episodes…

What Is a Real Estate Listing Presentation?

A real estate listing presentation can be viewed as a realtor’s elevator pitch. Creating a strong listing presentation is crucial to the success of your business. This is because it’s your opportunity to convince sellers to choose you to sell their home over other realtors, investors, at auction, or by themselves.

In today’s increasingly remote world, you may even need to host a virtual listing presentation. A virtual listing is similar to a traditional listing presentation, but is delivered through a video conferencing platform like Zoom or Skype. While virtual presentations may take time to get used to, they allow you to get into contact with clients who may be further away or can’t meet in person.

There are several ways you can present your realtor listing presentation, such as on a PowerPoint deck, a brochure, a video, or another form of visual presentation. No matter the format, your real estate listing presentation should contain key elements, such as:

Listing price of the home
Reasoning for your listing price
Interior upgrades
Exterior upgrades
Other relevant fixes or remodels

By creating a thorough listing presentation that outlines the key points as to why you should be chosen as a seller’s listing agent and how you’ll help them get their home sold faster and for more money, you’ll close more deals. Creating a listing presentation for real estate agents is important, but how do you win over clients with your presentation? Below, we’ll cover the ins and outs of creating a winning real estate listing presentation that helps you grow your business.

Critical Elements To Real Estate Listing Presentation Success

As you know, in order to succeed as a real estate agent, you need to master your listing presentation. To help you show your confidence and expertise during your next realtor listing presentation, we’ve rounded up the key elements needed for your success.

From learning how to create an engaging introduction to using pricing analogies and earning trust before your presentation, these are the critical components to successful listing presentations for real estate agents:

1. Create a Brief But Engaging Introduction

As with any presentation, your first few minutes are crucial. To master your real estate listing presentation, you need to engage your audience within the first 60 seconds to grab their attention and convince them you’re the realtor to sign with.

In the first 60 seconds, tell a brief but captivating story, such as a previous home you’ve sold or a current property you’re working on now. Remember, most of your listing presentation will focus on your client, but your introduction is your time to provide your background information and show your client how you can help them sell their home.

2. Explain the Sales Timeline

One of the top questions clients will have when it comes to selling their homes is “how long will the process take?” In today’s market, homes are selling fast, which means clients need to be fully prepared for a fast turnaround. When explaining the sales process, highlight each step of the way, including:

Pre-sale events
Marketing timeline
Listing period
Closing the deal

By explaining the sales timeline, your clients will know what to expect throughout the process.

3. Ask Questions

The goal of your listing presentation is to show clients how you’ll sell their homes and perform better than other agents. With that said, it’s important to keep your clients top of mind throughout your listing presentation. To do this, make sure to ask important questions throughout to better understand their goals and values. Some questions to ask include:

Why do you want to sell your home?

What date do you need to move?
What are your plans if your home doesn’t sell?
Where are you looking to move to?
Are there any current issues with your home that need to be addressed?
How much money do you still owe on your mortgage?

With these questions, you can curtail your listing presentation as you go to align with their values and goals and help them sell their home.

4. Highlight Personal Statistics

You need to sell yourself when delivering your listing presentation. One of the best ways to do so is to highlight your personal stats that prove to your clients why and how you’re successful. Some statistics to show your clients include:

Your sales compared to the market average
The average days on the market for your listings
Year-after-year sales

These are just some of the statistics you can showcase in your listing presentation. To make them more powerful, export your personal data from your MLS into a spreadsheet to create graphs, maps, and charts that help your clients visualize your success.

5. Explain Your Marketing Plan

Your marketing plan is imperative to the home selling process. As one of the key components of selling a home, you need to explain to your clients how you plan on marketing their home. Some current marketing trends that can put you ahead of your competition include:

Virtual tours
HD photography
3D floor plans/property scans
Social media posts
Property videos

By advertising on a wide range of platforms, from social media to home listing sites and even around the neighborhood with lawn signs, you can attract more prospective buyers interested in buying your client’s house.

6. Use This Great Pricing Objection Handler

Another statement you’re bound to hear from homeowners is this:

“Another agent said they can get me much more…”

When you do, use this script:

I could line up a thousand agents outside your door, but we’re all looking at the same data and we’ll all come in within one or two percent of each other. So if someone is promising you much more, you’ve gotta ask yourself what they’re up to. Are they just wanting to take your listing to generate a bunch of buyer clients? What’s their motive?

This approach plants the seeds of doubt in the seller’s mind and gets them to understand what seems too good to be true probably is too good to be true.

7. Earn Their Trust Prior to Your Presentation

Question: What do you do in between the time you scheduled a listing presentation appointment and the time you show up for that appointment?

I really hope your answer isn’t “Nothing.”

So… that gap from after you hang up from booking the appointment until you show up? This is prime “trust-building” time.

Here’s my pre-appointment strategy to set yourself apart and begin earning people’s trust way before you ever meet face-to-face.

1. Shortly after setting the appointment, email a personalized video following this script:

Hey [Homeowner’s Name] it’s [Your Name] with [Your Company]. Thank you so much for the opportunity to come out and speak to you about the sale of your home. I know you had a lot of choices in real estate professionals locally, and I’m honored and thrilled to talk to you about how I can sell your home for top dollar in the shortest amount of time. Below you’re going to see a number of things that can help you make an informed decision about selecting the right agent for the job of selling your home. [Then give them a quick rundown of the following assets you will send along with the video.]

2. In that email, include links to:

Your step-by-step marketing plan – Be sure to “stack the cool.” The average agent has 11 things on their list. The more you have, the more you’ll stand out. For bonus points, write the property address on a whiteboard and include a photo of you and your team strategizing on marketing possibilities in front of it.
A map of properties you’ve sold – Don’t just do a list… a map is more engaging.
Your reviews – The more specific to convey your skills, the better.
Stats, graphs and charts – To illustrate your degree of separation… Comparing you vs. MLS averages, etc.
Your team of experts – To establish expectations and demonstrate it takes more than one person to manage the process of selling your home.

This might sound like a big effort, but it’s worth it! You’re priming the client to win the listing, and in some cases, you might flush out those who aren’t really motivated before wasting additional time on a fruitless presentation.

8. Send Another Video on the Morning of Your Appointment

To further prime the homeowner for your presentation, send another video on the morning of the day of the appointment. Here’s the script:

Hi [Homeowner’s Name] it’s [Your Name], just wanted to make sure we were set today for [Time]. I’m really excited. The team and I are super fired up, we’ve been working really hard on reverse engineering how we’re going to find the ideal buyer for your home. And because we’ve sold so many homes in [Neighborhood], we already know exactly how to find the buyer. I just wanted to make sure you watched my previous video and you took the time to review some of the information I sent you in those links. Would you please do that before we meet today?

9. “Reverse” Your Presentation for Maximum Impact

Now it’s the moment of truth. Make sure you show up for the appointment early just to be sure you can knock on the door punctually at your set time.

When it comes to your actual listing presentation, rather than take the traditional angle of “I’m going to show you everything I can do for you” for the homeowner, I suggest you follow Gary Gold’s approach and do a “reverse” listing presentation.

What’s that mean?

It’s simple, actually. Rather than make a promise to the homeowner about what you can do for them, show them a case study of what you’ve done for others and walk them through the process in reverse order.

Rather than starting from what you do right after you take a listing, show the homeowner everything you did to achieve the result. For instance:

We recently sold a property very much like yours for 3% over asking price and for 22% faster than the average home is selling in our marketplace. The sellers were thrilled and they wrote a five-star review on Zillow about what we were able to do for them.

Now, what got us to that point? Well, we ended up getting eight different offers. We went through those eight offers with the sellers and they chose which worked best for their needs.

Before we got those eight offers, we had 87 people who came to our Mega Open House, which is the same thing I’m going to do for your home. Now I want to explain how we got 87 people to view the home. Look here… We had 4,200 impressions on Zillow, 1,893 on Trulia and 2,000 on Realtor.com, 3,100 on Facebook, 74 on Instagram, 177 on Twitter and 355 people watched the entire home tour video on YouTube.

Continue that approach throughout your entire presentation. Be sure to include your broker preview, photography and videography, staging and trace the process all the way back to you earning that listing and starting the ball rolling.

When you do this “reverse” presentation, you’re letting your track record work for you. You’re demonstrating your ability to achieve the results they desire. It’s basically all the same information, but presented in a more powerful way.

Also, make sure to include high-quality printouts/fliers of all the information you linked to in your pre-appointment video email – your marketing plan, your “Sold” map, your reviews, your degree of separation, your team photo and descriptions of each person’s role. Leave those materials behind with the homeowner, even if you’ve presented them digitally as part of your presentation. Coaching client Karen Stone from New York City not only uses this “reverse” approach in her listing presentations but also to demonstrate her abilities in her marketing. Check out this postcard she uses:

Below is an example of several of these “differentiators” from my brother Patrick, who sells in San Diego. If you’d like to see all six pages up close and personal, download the PDF here .

5 Tips for Winning Real Estate Listing Presentation

We discussed the critical elements needed for a successful real estate listing presentation. Now, let’s dive into how you can win your listing presentation to gain more clients and close more deals. Explore our five tips to improve your listing presentation today below:

Know your customer: Always research your customer before meeting them. This is important because not every client is the same, which means you’ll have to create a new listing presentation for each client to ensure you win them over. Information you should research about your client includes their relationship status, such as whether they’re single or married with a family, where they’re planning on moving, how they want to sell, and the type of offer they want.
Know the market, neighborhood, culture, and community: In order to market the seller’s property, you need to have a firm grasp on the market and community associated with their home. How much have homes in the neighborhood sold for recently? What ratings do the schools have? What’s the local crime rate? These are all important questions to have answered before giving your listing presentation.
Make sure you are in the right mindset: To ensure you’re in the right mindset before your listing presentation, visualize speaking with your customers before meeting them. Whether that’s the night before while you’re laying in bed or when you’re rehearsing the morning-of in your office, getting in the right mindset can help you gain confidence and clarity about the pitch you’re about to give. It also gives you the opportunity to think of potential questions or concerns that the seller might have during your listing presentation and brainstorm answers.
Tell the story: Sellers want to work with real estate agents with a proven track record. To instill trust and confidence in your clients, provide them with data that tells your story, such as, “I’ve been on 62 appointments and 58 people choose to work with me” or “I’ve sold X homes X% over the asking pricing.” With data that validates your claims, sellers will work with you to ensure they get the most money for their homes.
Share examples of how you’ve helped customers in similar situations: There are many reasons why someone might be selling their home. Maybe they received a job offer they can’t refuse and have to relocate. Or perhaps they have a new child on the way and need to upgrade to a larger house.

Once you research your client and understand their reasons for selling, craft your listing presentation around that. With examples that show how you’ve helped clients in similar situations sell their homes, they’ll have more trust in your abilities to help them, too.

With these five tips for improving your listing presentation, you’ll be able to win more clients and earn commission from your deals. However, once you deliver your listing presentation, you’re not done. You still have to close the deal, which means it’s time to put together an amazing OPEN HOUSE!

Final Thoughts On Making A Powerful Real Estate Listing Presentation

Throughout this article, you learned key pieces to creating a successful listing presentation, such as scripts to use for common client questions and ways to reverse your presentation for maximum impact. You also learned tips for winning your realtor listing presentation, such as ways to know your customers, how to tell your story, and getting in the right mindset.

At Tom Ferry, we have the resources to help you succeed in all areas of real estate. Not only do we have an informational podcast with episodes like Three Top Agents Reveal How to Win Every Listing , we also offer real estate coaching to help you hone your skills and grow your business.

We’re already in Q3, which means it is the time to do your self-audit and ask: What did I do that worked? What didn’t work? Is there anything I’m missing? Am I making my calls? How’s my social media? Are my presentations as strong as…

Hey there! The videos are down here this week! With businesses opening back up and people getting out and about, it’s serious “go time” for your business. That’s why last week, I asked for permission to act as your coach and challenged you…

There’s a lot of encouraging signs in the marketplace right now… …ShowingTime.com data shows it …The MLS shows it …Google Trends and all the big home sale portals are reporting strong numbers …Interest rates are attractive It’s a…

Would You Like to Generate and Convert More Leads in Less Time?

How To Create An Effective Listing Presentation That Wins Listings

Agents learn how you can create a listing presentation that's effective & wins more listings..

Article on how to create an effecitve listing presentation. What to say in your listing presentation to 'win' listings...

An effective listing presentation is one built upon the solid foundation called strategy. You must keep strategy in mind when you are creating a listing presentation. In this article 'how to create a listing presentation that wins listings' we will outline the best strategy to use when you create your listing presentation. By creating a presentation with content focused upon this strategy... you'll have the most effective presentation & significantly increase your odds of 'winning the listing' on listing appointments.

Part 1 - Getting Started..

Part 1 of how to create a listing presentation that wins listings - getting started.

Your Listing Presentation Is Your Resume!

A listing appointment is an interview to represent a homeowner who wants to sell a home. Your listing presentation can be likened to a resume. It outlines your strengthens, talents, strategies, experience, and more. Many agents think they can explain all this to a seller without using a listing presentation. But the best approach is to be prepared for the interview in the same manner you would be for a job interview.

The best listing agents prefer to use a MS PowerPoint presentation. MS PowerPoint allows you to use slide decks, visual aids, professional photography, charts, and graphs to customize your presentation.

MS PowerPoint

Your Listing Presentation Must Be Editable & Customizable.

Creating the ideal real estate listing presentation starts with Microsoft PowerPoint.

There is no point in trying to create your presentation as a listing presentation PDF or most other file formats other than Microsoft PowerPoint. As PDF files and most other formats cannot be properly or easily edited. Thanks to MS PowerPoint you will be able to bring in the right data. Also there is more to a listing presentation package than just a CMA. A CMA is not a listing presentation. It is but one component of a listing presentation package .

Strategy First... Design Later

Creating A Winning Listing Presentation Depends On The Right Strategy.

create your presentation strategy first & presentation design later

Most agents don't know how to create a listing presentations that wins listings. There's more to an effective listing presentation than just a pretty design. Yes your presentation design must be professional and present the right impression to the seller. But what is most important is the listing presentation 'content'. This requires you to develop a winning strategy when creating your presentation. Once you have your strategy defined then you'll want to create content based on that strategy.

Said another way; design alone will not make a listing presentation effective but rather 'Strategic Content' will.

Listing Presentation Strategy Analysis

How To Develop A Winning Strategy When Creating Your Listing Presentation.

your listing presentation content must give you the advantage

You definitely want your listing presentation to give you the competitive advantage. It is strategy that gives you this advantage. However, strategy is where most listing presentations fall short. The typical agent listing presentation lacks where it counts most to a seller and that is buyers. Homeowners list with a real estate company because they want a buyer. If they had a buyer they certainly would have no need to list with an agent. An effective real estate listing presentation is one that is built upon the acquisition of a buyer. Simply said... your listing presentation content must be buyer focused. Specifically you want a listing presentation that absolutely proves you are a buyer expert. This and alone will give you the competitive advantage.

Part 2 - Listing Presentation Checklist

Part 2 of how to create a listing presentation that wins listings - listing presentation checklist.

You Must Prove You're The Best!

Now that the best strategy has been identified... you are able to create effective presentation content.

Top 8 Listing Presentation Checklist Points For Winning Listing Appointments

Part 3 - Strategic Sectional Design

Part 3 of how to create a listing presentation that wins listings - strategic sectional design.

listing presentation must have several unique sections

Section Design of A Listing Presentation

Before you create the content of your listing presentation you must first design the sections within it to guarantee it is effective in terms of persuading the seller to choose you.

This will require you to understand how to design the listing presentation itself.

In Part 3 of 'how to create a real estate listing presentation' we will discuss sectional design.

Listing Presentation Sectional Design

A Thoughtful Design Is Your First Step To Creating An Effective Presentation.

proper listing presentation layout and design

To present your strategy effectively two sections are required within your listing presentation. (We recommend you have no more than two sections.)

In section 1 is where you want to prove you are unique, competent and trustworthy.
In section 2 is where you want to outline your marketing plan, service guarantee, CMA pricing plan and staging plan.

By designing your listing presentation with these two sections you will communicate your professionalism in a way that makes it easier for your sellers to understand your home selling strategies. Plus your sellers will recognize you are knowledgeable and consider you to be an agent they can depend upon to sell the home.

example of a listing presentation with effective sectional design

Example Of A Sectional Listing Presentation.

This example demonstrates how to outline your listing presentation.

In Section 1 is where you prove you are unique, competent and trustworthy... In Section 2 is where you outline your Strategic Home Selling Plan...

We also recommend your listing presentation begin with this slide example. It informs the seller of the discussion flow pertaining to your Strategic Home Selling Plan. And it nicely divides the conversation into their appropriate sections. If you take note of this listing presentation slide example you can see many exceptional 'confidence messages' that are offered to the seller. The slide itself starts with... 'Our Game Plan For Success'. Then we have the 2 sections proclaiming loud and clear you are an agent of excellent. And lastly... the overall layout informs the seller you are committed and dedicated to their success.

Discussion On Section 1 Within A Listing Presentation

The purpose of Section 1.

The purpose of section 1 of a listing presentation is to win the confidence of the seller. This is accomplished through 4 specific sub-sections.

1. About Me 2. About My Company 3. Client Testimonies 4. Yes I Have Access To Buyers

listing presentation purpose is to prove you are unique, competent and trustworthy

What To Include In Section 1 of A Listing Presentation .

The purpose of each sub-section within section 1 is to prove to the seller you are unique, competent and trustworthy. This wins the confidence of the seller. It is critical you win the confidence of the seller before you begin section 2 and the discussion of your Strategic Home Selling Plan.

Later in this listing presentation article we will discuss each of these 4 important points. We call your attention to Section 1 Part D: Yes I Have Access To Buyers. It is in this point where you produce a list of buyers for the seller. You then explain to the seller how you developed this list and what you do to promote the home to this list of buyers.

Win Before You Begin!

It Is Essential To Win The Seller's Confidence First.

listing presentation section 1 purpose is to prove you are the best agent

The #1 mistake agent's make is to discuss their marketing plans before they have gained the confidence of the seller. This happens because agents are not aware how important seller confidence is within the listing appointment. This is why you want to have your listing presentation divided into two sections. It is in section 1 where you can focus your time on gaining the seller's confidence. At the conclusion of section one the seller will agree you are an agent of excellence. When the seller has... it is at that very moment in time that you have actually won the listing. Only then do you move into Section 2 to discuss your plan for selling the home.

listing presentation section 1 and section 2 strategy purpose

The Strategic Purpose of The Two Sections

The Goal of Section 1: To prove to the seller you are unique, competent and trustworthy. The seller will decide to list with you at the conclusion of section 1. By list we do not mean they will sign the listing agreement at this point. Rather the seller will recognize you to be an agent of excellence. This translates into a seller who 'feels safe and secure' about you and your home selling abilities. You actually win the listing at th conclusion of Section 1 before you even begin Section 2.

The Goal of Section 2: Simply stated... to have the seller sign the listing agreement. This is accomplished by way of your Strategic Home Selling Plan.

Discussion On Section 2 Within A Listing Presentation

The purpose of Section 2

listing presentation section 2 purpose is to have the seller sign the listing agreement

The purpose of section 2 is to have the seller sign the listing agreement. This is accomplished through 4 specific sub-sections.

1. Marketing Plan 2. Service Guarantee 3. Pricing Plan (CMA) 4. Staging Plan

listing presentation section 2 purpose is to have the seller sign the listing

What To Include In Section 2 of A Listing Presentation.

The purpose of each sub-section is to show the seller your Strategic Home Selling Plan. This wins the seller's agreement to list.

1. Marketing Plan 2. Service Guarantee 3. Pricing Plan 4. Staging Plan

Part 4 - How To Create Winning Presentation Content

Part 4 of how to create a listing presentation that wins listings - writing winning content.

what to say in your listing presentation

What To Say In The Listing Presentation!

There are 8 essential components within a well written listing presentation..

In Part 4 of 'how to create an effective listing presentation' we will discuss the 8 components to ensure you include each within your custom listing presentation.

Start With Short Overview of Yourself

Here Is What We Recommend.

Begin your listing presentation with an overview page outlining what you will discuss during the listing appointment.

Then provide an estimate on how long the presentation will take.

We recommend you have an 'About Me!' sub-section within Section 1 of your listing presentation.

Give A Brief Introduction Of Your Skills...

Include the following;

Years of Experience.
How many homes you sell each year.
Images of the homes you have sold.
Average sale time of the homes you have sold.
How close to list price are the sales.
Your client philosophy.
Your Service Guarantee Statement.

ERA listing presentation 'about me' page

Example of An 'About Me!' Slide from the ERA Listing Presentation

Sellers prefer to list with agents who can demonstrate a successful track record. This is the main purpose for an 'About Me!" page. But you also want to include each of the following;

1. Client Philosophy

2. Professional Designations

3. Sales awards.

4. Public recognition such as newspaper articles about yourself.

Client Questions

Here Is What To Ask.

Questions are good things to ask your seller. It is important to take notes of their answers. This is why we recommend you do what professionals like lawyers do... use a file folder. Then place the name of the client on the folder and put your notes inside the folder when you are done asking the questions. This process makes a lasting and positive impression upon your seller. Specifically it informs the seller you are an organized and experienced agent.

Example of Questions To Ask

Why are you moving?
Where are you moving to?
Have you already found a home there?
Is getting a good price or timing more important for you?
What will you do if your home doesn't sell?
What are you looking for in a listing agent?
How much is left on your mortgage?
Are there any liens on the property?
Are there any issues with the home that we won't see today?
What will it take to do business with me tonight?
Are you looking for any 'unique' skills in an agent? If so, what are those skills/
Are your interviewing other agents?
Do you have a set price in mind for your home?

Example of A Question Presentation

Safe Island question and answer presentation for use within a listing presentation

The above questions require you to use what is called a 'Safe Island' presentation. It keeps you organized and provides to you an easy way to ask the questions and record the answers. The answers to these listing presentation questions helps you to understand your client. Based upon their answers... you can stress the more important sections of the listing presentation as you continue your conversation with the seller.

Another benefit of using a 'Safe Island' presentation is it allows you to easily gather 2 pieces of information that are critical for you to have before you begin Section 2 of the listing presentation . With these 2 pieces of information you will be better able to persuade the seller to price right once you being your CMA pricing discussions.

About Your Company

Be Very Detailed.

about my company page in a listing presentation

Although sellers focus on the agent in terms of making the final listing decision, you can certainly help yourself by providing detailed information about your real estate company. Your company ought to be able to provide you with a list of consumer benefits. You'll want to explain to your seller why signing with your company provides an advantage.

For Larger Real Estate Companies .

If you are with a large company such as RE/MAX or Keller Williams... focus on the number of agents and the number of sales your company does both locally and nationally.

For Smaller Real Estate Companies .

For smaller companies, often called boutique firms, emphasize benefits such as local knowledge, dedicated personal service and easy to reach availability. In other words, they are just not another listing for sale but rather you treat them with specialized service.

Letter From Your Broker .

You should also have a letter from your Broker outlining the benefits your seller can expect and how easy it is to reach the Broker should the seller have additional service questions.

Exit listing presentation 'about my company' page

Example of An 'About My Company!' Slide from the EXIT Realty Listing Presentation .

Many sellers desire to list with a real estate company with a proven track record. This is what you want your 'About My Company' slide say within your listing presentation. It is at this time during the listing presentation where you give to the seller the letter from your Broker.

We also recommend Broker Client Meetings. These are meetings that happen monthly. At these meetings you clients get to meet your Broker and also hear the vision of your company. This meeting goes a long way in helping you to build a referral based business.

Provide Proof You Have Access To MLS Buyers!

Most agents cannot prove they have buyers.

May we ask you a couple of questions?

Have you received any training on the MLS itself?
Do you understand why they invented the MLS board?

listing presentation how to prove you have buyers

If you are like most agents the answer is either very little or none at all. But were you aware the MLS was actually invented to help you locate buyers for your listing appointments? The buyers you can get off your MLS board are MLS Buyers.

Do you know what the MLS Hotsheets are?
Do you use the MLS Hotsheets when on a listing appointment?
Watch the video below to learn more..

How To Use The MLS Board To Find Buyers For Your Sellers

Your Marketing Plan

When Creating Your Listing Presentation You Must Include A Marketing Plan

marketing plan within a listing presentation

Your Marketing Plan is what seals the deal. It simply must impress the seller. When you create a listing presentation you must include a 'marketing plan' in an easy to present 12 step sequence. The goal of each step is to discuss a specific benefit important to the seller. Your Marketing Plan should start with an overview of the 12 steps. Below is an example of a well crafted Marketing Plan summary. (You should use something similar when creating your listing presentation.)

royal lepage listing presentation marketing plan

Example of A 'Marketing Plan' Slide from the Royal LePage Listing Presentation

This is an example of the introduction to a Marketing Plan found within a listing presentation . It provides an executive summary of the 12 specific benefits you will discuss with the seller. The overall strategy of the Marketing Plan are buyers. In each of the 12 points recommendations are offered to the seller to make it easier for a buyer to put an offer on the home. The strategy concept is to demonstrate to the seller you are indeed a buyer expert. By positioning yourself as an authority when it comes to buyer acquisition, you prove you are a superior agent. This translates into seller trust and confidence in you as a real estate professional.

Your Service Guarantee!

An Agent Is Only As Good As Their Word - Include A Service Guarantee When Creating Your Presentation.

listing presentation service guarantee for a seller

Consumers demand professionals to honor their services. This is especially true when it comes to selling a home. Another consideration is the reputation of the real estate industry itself. As you are aware... it is not the best. This is why sellers are cautious when it comes to agent selection. They simply want an agent who will do exactly what has been promised. This is the purpose of a Service Guarantee. It is your opportunity to prove you are an agent of integrity... an agent who does what has been promised.

Remember... never underestimate the seller's desire to have your service guaranteed in writing. This an important part of your listing appointment presentation and is crucial for gaining the seller's trust.

century 21 example of a listing presentation service guarantee

Example Service Guarantee from the Century 21 Listing Presentation

Your listing presentation ought to include a page summarizing your service guarantee. As for the service guarantee itself you will have it as a separate document. We recommend your final draft of your service guarantee include an area where both you and the seller sign the document. The benefit in doing so is significant. Also... throughout the listing term you will want to refer to the specific promises you have already fulfilled as outlined in your service guarantee. This proves you are working hard to sell the home.

We recommend a weekly sale update progress report be presented to the seller. This keeps the seller informed as to the sale itself. It also serves well with respect to seller referrals.

Your CMA Pricing Plan

There's No Point In Taking An Overpriced Listing.

Congratulations you have arrived at the CMA point within the listing presentation. It is the crux of your pricing strategy. The key to encouraging a seller to price at market value is to educate the seller on how price is determined. Include in your price discussions elements such as square footage, updates, number of bedrooms, etc. as compared to recently sold properties in the neighborhood.

Keller Williams listing presentation CMA slide example

Keller Williams Listing Presentation Example of A 'CMA Discussion!' Slide

Never take it for granted that a seller understands how price is determined. In this KW listing presentation example, the seller is given a full explanation of what a CMA is and the three factors it includes to determine the asking price of a home.

1. Similar Homes Recently Sold 2. Similar Homes Now For Sale 3. Expired Listings (Homes that did not sell).

Your Staging Plan!

Preparing The Home For Buyer Showings!

listing presentation how staging helps a home sell faster

Many sellers do not fully appreciate 'how and what' buyers actually buy when out shopping for a home. The most powerful influence any seller can make upon a buyer is by way of decor . This is why an effective real estate listing presentation must discuss home staging with the seller. By doing so you will be giving the seller an incredible advantage over the competition.

listing presentation how to stage a home

Listing Presentation Example of A 'Staging Impact Discussion!' Slide

This is one of the most powerful slides within an effective listing presentation. It explains to the seller how price and home showing condition impacts the sale. It informs the seller of the benefits to be enjoyed through proper pricing and staging.

1. Overpriced But Showable 2. Priced Right But Not Showable 3. Overpriced & Not Showable 4. Priced Right & Showable

Part 5 - 12 Reasons Why To List With Me!

Part 5 of how to create a listing presentation that wins listings - 12 reasons why to list with me.

Listing Presentation Marketing Plan

In Part 5 of this 'how to create a listing presentation' training article we will discuss the '12 Reasons Why' content found within an effective listing presentation.

Your Selling Goals!

Helping a seller to understand their selling goals.

listing presentation: Reason 1: a seller's goals for selling

Reason 1 informs the seller of their top 3 selling goals.

1. Maximum Price

2. Quick Sale

3. Problem Free

We then explain each of the goals to the seller and conclude by asking if they have any additional goals they want added to their sale. The reason why we want to start the Marketing Plan with this slide is most sellers do not have clearly defined goals for selling. By highlighting these goals selling clarity results.

Helping You To Ready Your Home For Buyers!

Informing the seller on how to achieve showroom shine.

listing presentation: Reason 2: example of a slide on preparing the home for buyers

Reason 2 informs the seller you will help them make their home more attractive to buyers.

1. Through your proven experience.

2. Then an example of that experience.

Reason 2 is all about the interior of the home. We want the seller to do specific events within the home to ready the home for showings. We desire the seller to understand what is important to buyers and then implement our recommendations so that the home has the highest possible level of showing effectiveness.

Inside Home Preparation

Two Time-Tested & Proven Solutions.

listing presentation: Reason 3: adding benefit brochures and cards in the home

Reason 3 informs the seller of '2 time-tested & proven strategies' for winning a buyer.

1. Benefit Display Brochures

2. Benefit Display Cards

We then explain each why we use these two strategies and how the seller benefits through he use of these two strategies. We also request the seller help us to create these two strategies. Their input is absolutely essential because they know their homes much better than does the listing agents.

When a seller agrees to help you with these 2 strategies it is a positive sign they intend to list with you.

open houses, newspaper ads and Internet advertising

Marketing The Home Itself!

Helping the seller to understand promotion effectiveness.

example of a Listing presentation slide discussing why agents do open houses, newspaper ads and Internet advertising

Reason 4 informs the seller of the effectiveness of certain promotional activities agents perform.

1. Open House

2. Newspaper Advertising

3. Online Advertising

The purpose of this discussion is to inform the seller on the effectiveness of each activity in terms of producing results. We then direct them to the power of the MLS Board itself and explain why it is the most effective strategy for finding a buyer.

Marketing Home On The Big Internet

Helping a seller to understand how buyers & sellers use the Internet.

example of a Listing presentation slide discussing Internet marketing of a listing.

Reason 5 informs the seller of Internet marketing for their home.

1. Buyers: Use Internet for 8 to 12 weeks before buying a home.

2. Sellers: Use Internet for 6 to 12 months before listing a home.

Buyer Disclosure

We then explain that only 4% of buyers are actually found online.

The remaining 96% are found through the marketing efforts of MLS agents.

Dazzle Your Seller With A Brilliant Internet Marketing Plan!

Show your seller what you do online for your listings.... from Facebook, Twitter, YouTube and everything else in-between. Make sure you include your full 'online presence' when creating your presentation, leave out nothing. Demonstrate to them in your listing presentation exactly how you are leveraging the Internet and using it to uncover leads. Also show them your photography. Show current listings and how awesome they look compared to ugly photos used by the less motivated agent. Hey... if you use a drone... bring it with you.

Marketing The Home On The Small Internet

Helping a seller to understand how to effectively use the SmartPhone when selling.

example of a Listing presentation slide discussing how an agent uses a SmartPhone to market a listing

Reason 6 informs the seller how you'll use a SmartPhone to market their home.

1. Yard Sign 2. Online 3. In Car

We then outlines the benefits of each to the seller.

We also offer to the seller our Virtual Home Strategy. This strategy consists of multi-videos of the home which are placed on YouTube.com. We explain how effective video marketing is when it comes to SmartPhone technology and SmartPhone usage by home buyers.

It's Time To Grab Your SmartPhone!

Show how your seller benefits from your SmartPhone strategies. Have a website ready to go with url in place. Then pretend you are a buyer driving up to the Yard Sign. Explain to the seller how the buyer can pull out their SmartPhone and gain instant access to their home. Show your seller every detail of the entire process. Conclude by showing the seller how the buyer can reach out to you the agent with a simple 'touch' of a button to give you either a call or text message about wanting to view the home.

Qualify The Buyer

Helping a seller to understand the 5 types of home buyers

example of a Listing presentation slide discussing how an agent qualifies a buyer

Reason 7 informs the seller of the 5 buyer types.

1. Never Buy Buyer 2. Not In A Hurry Buyer 3. Bargain Basement Buyer 4. Not Prepared But Serious Buyer 5. Pre-Approved Serious Qualified Buyer

We then discuss with the seller why buyer type 5 is the best buyer. We then explain how we target type 5 buyers.

Prove You Will Not Allow A Buyer To Waste Their Time!

No seller likes to vacate their home for a showing only to learn later the buyer was not qualified to even buy a home. This listing presentation slide proves you know the business inside and out. It sets the seller at ease by reducing the stress associated with home showings. This is a slide you will want to discuss with your seller. It quickly informs the seller of your desire to reduce unpleasant showings.

Negotiating With The Buyer

Helping a seller to maximize price.

example of a Listing presentation slide discussing how agents negotiate with home buyers on behalf of sellers

Reason 8 explains why agents are in the best position to negotiate for the seller with the buyer.

1. An agent is an independent 3rd party to the sale.

2. An agent will not become emotionally involved and lose perspective.

3. An agent works for the seller and will represent the seller to the highest standard possible.

It is critical to your success that you position yourself an a negotiation expert. If you recall the 'Google Survey of Sellers', negotiation is one of their top 3 concerns. This slide within the Marketing Plan effectively resolves that seller concern.

Helping The Buyer With Financing

Helping the buyer stay in the deal when financing issues arise.

example of a Listing presentation slide discussing how agents help buyers with financing

Reason 9 informs the seller how you may be able to resolve last minute buyer financing issues.

1. You can source out additional sources of lenders.

2. You can source out private lenders.

It's important to remind the seller 87% of all closing related problems are last minute financing issues. You may want to provide a list of lenders you look towards when trying to resolve buyer mortgage problems. Such a list confirms your status as an agent of excellence.

Keeping The Buyer

Helping the buyer through remorse.

listing presentation slide discussing how agents keep buyers in a deal

Reason 10 informs the seller a buyer may feel remorse after agreeing to buy the home.

1. When this happens you contact the buyer's agent.

2. You then prepare a new CMA.

3. You then meet with the buyer and his agent to prove the investment is sound.

This slide of the seller listing presentation lets the seller know you are 'there for them' and you are 'willing' to do whatever it takes to close the sale. It speaks of you going beyond the extra mile... proving you are dedicated to their sale.

Your Stay Informed & Up-To-Date Plan

Helping the seller to always know the progress of the sale.

listing presentation slide discussing how agents keep sellers informed on the progress of the sale.

Reason 11 is how an agent keeps a seller informed on the sale of the home.

1. After each showing.

2. Hotsheet updates.

3. Weekly updates.

4. Market updates.

Plus you confirm once again that you put your promises on paper. You prove yet again you are an agent committed to their sale. This only increases your odds of winning the listing.

Best Asking Price

Helping a seller to price their home for maximum profit.

Reason 12 is about pricing a home to sell quickly.

1. Best price.

2. CMA explanation.

3. CMA presentation.

Most sellers are well acquainted with the current value of their homes. A pricing presentation offers a pricing range to sellers. An experienced agent will ask a seller where they want to be within the identified price range... low, mid or high. Based upon the seller's answer you price the listing appropriately.

Part 6 - Other Listing Presentation Slides To Include

Part 6 of how to create a listing presentation that wins listings - other presentation slides to include.

In Part 6 of this listing presentation article we will discuss a sampling of other slides to include in a listing presentation.

A Pre-Listing Presentation

Sent two or three days before the date of the listing appointment.

pre-listing presentation for real estate listing appointment.

Perhaps the most important presentation you can give to the seller.

1. Introduces you to the seller.

2. Sets the stage for a successful listing appointment.

3. Provides an effective ice-breaker conversation when first sitting down with the seller at the kitchen table.

How To Make Your Pre-Listing Presentation Effective .

Keep it as simple as you can.
Keep it to no more than 10 pages
Use larger font size... at least 20 pixels.
Use client testimonies as they confirm you are a proven professional.

You Must Know The Competitive Landscape .

87% of home sellers interview at least 2 agents.
This means you must be well known within your neighborhoods.
Sellers invite in the most known agents in their neighborhoods.

What Should You Included In Your Pre-Listing Presentation?

1. A pre-listing presentation empowers you to get your proven Strategic Home Selling Plan into the hands of sellers before they even talk to other agents. This places you ahead of your competition.

2. You are able to quickly communicate your proven experience and provide reasons why sellers should hire you over the competition.

3. You can include sensitive information about price, competition, market conditions before meeting the seller face-to-face. This allows the seller time to fully absorb the relevant information.

4. The pre-listing presentation sets the stage for your arrival & the listing presentation discussion. In other words... the seller is ready to do business.

Internet Strategy For Selling A Home

How to be use the Internet when selling a home.

example of an Internet marketing slide within a listing presentation

This slide shows the Internet strategy to use when selling the home.

1. Displays all sites where a listing is promoted.

2. Includes your real estate company's website.

3. Includes your own IDX empowered agent website.

Disclosure of Internet Marketing Effectiveness When Selling A Home .

Many sellers have an opinion of the effectiveness of the Internet to uncover a buyer that is not based upon real facts. They hold this opinion because they have either read, or an agent has told them, that as high as 98% of home buyers use the Internet when searching for a home. Now this statistic may be accurate yet it is misleading in that only 10% of home buyers actually can be traced to have started and found their home online. This means 90% of home buyers are NOT found online but rather through the collective advertising and marketing efforts of all agents on the MLS board.

The 3 Market Price Points

Seller can price based upon market price definitions.

example of marketing pricing options within a listing presentation

A seller has three options in terms of setting a list price.

1. Above Market Value 2. Fair Market Value 3. Below Market Value

Which Price Option Best Matches The Seller's Needs?

This is the question you want to ask your sellers. The majority of sellers will answer with 'fair' market value. This means you will have a listing that is priced right and priced to sell within a reasonable amount of time. You absolutely want a slide within your listing presentation that offers to you the agent this pricing benefit.

Price It Hot Presentation

Benefits of pricing a home at slightly below fair market value.

The 'Price It Hot' Pricing Presentation encourages a seller to price competitively.

1. Consideration is given of the competitive landscape.

2. Seller purposely prices in middle of the competitive landscape.

3. Results in more showings, perhaps multiple offers and faster sales.

The 'Guaranteed To Win' listing presentation includes the 'Price It Hot' pricing presentation.

Price It Right Presentation

Benefits of pricing a home exactly at fair market value.

The 'Price It Right' Pricing Presentation encourages a seller to price at fair market value.

1. Avoids overprice problems.

2. Explains the benefits of fair market pricing.

3. Home sells within a reasonable amount of time.

The 'Guaranteed To Win' listing presentation includes the 'Price It Right' pricing presentation.

MLS Strategy Presentation

How to take advantage of the MLS for a seller.

how to take advantage of the MSL for a seller within a listing presentation

Taking Advantage of the MLS is how to provide superior service to a seller.

1. There's more to the MLS than simply placing a listing on it.

2. You can also use the MLS to produce a list of buyers for your sellers.

3. Presentation provides the details on how to use the MLS to the benefit of a seller.

The 'Guaranteed To Win' listing presentation includes the 'MLS Strategy' presentation.

Offer Presentation

For use when presenting an offer to a seller.

The most effective strategy to use when presenting offers to sellers.

1. Gives agent total control of the offer process.

2. Eliminates offer stalls and objections.

3. Focus seller on what matters most... the price of the offer.

The 'Guaranteed To Win' listing presentation includes the listing offer presentation.

Part 7 - Research For A Listing Presentation

Part 7 of how to create a listing presentation that wins listings - research for a listing presentation.

Gather Every Fact

Be prepared... Be Organized for the listing presentation.

The more you know about the seller the greater are your odds of winning the listing. This is why you want to be prepared for the listing appointment by gathering all the facts. When you book the listing appointment ask questions about the reasons they are selling and also gather these documents.

1. Why are you selling?

2. Get the tax records.

3. Get the mortgage information.

4. When was the last time the property sold?

5. When was the last time the property was listed for sale.

6. Are there any outstanding liens?

7. Drive by the home to take an exterior photo for the listing website you will give the seller.

8. Ask them how many agents they are interviewing for the listing.

9. Ask about recent renovations.

10. Ask their opinion of the neighborhood.

11. Ask if they ever sold a home in the past.

12. Ask what they expect from an agent.

Have Your Buyer List Ready

Be prepared... be organized for the listing presentation.

bring a list of buyers to a listing appointment

One of the reasons why the MLS board was invented is to empower you to create a list of buyers for your listing appointments.

1. Have at least 20 MLS buyers.

2. Included the listing cut sheets.

3. Include 2 copies of the MLS board Hotsheets.

Have Your MLS Hotsheets Ready

Bring two copies of current hotsheets with you.

have at least 2 copies of the hotsheets with you when on a listing appointment.

Have you attended MLS training? If not, you are not alone. Only 4% of agents understand how to produce a list of MLS buyers off their MLS boards. In fact, what you are selling to a homeowner when you are on a listing appointment is the MLS itself. You are offering the seller access unto the MLS. So in essence you are a MLS salesperson.

After all, the MLS is what you are offering to sellers. And it makes sense for you to know the benefits of the MLS and how to use these benefits when with your seller. You want to use an effective listing presentation... one that includes a subsection on MLS buyers. Plus you want to incorporate the MLS Hotsheets into your listing presentation.

listing presentation slide discussing mls buyers

Example of a MLS Buyer Slide Within A Listing Presentation

This listing presentation slide introduces the MLS Buyer list to the seller.

1. How the mls buyer list was developed.

2. Why it is important to the sale.

3. How an agent partners with the MLS board to know when a MLS Buyer is ready to buy.

Explain The Sales Process

Sellers are not completely aware of how the entire process works.

explain the home sales your listing presentation must always explain the home selling process to your seller

Process Is Another Word For Stress .

Selling a home is a very stressful event for a seller. This is why an explanation of how the sales process works can be extremely useful. Explaining the process reduces the stress and helps the seller understand you Home Selling Strategy. The more homeowners know what happens behind the scenes, the more you can connect the value of hiring the right agent.

Areas to focus on in your listing presentation content might include:

How the MLS really works.
How you use the MLS to create a list of targeted buyers.
How the condition of the home impacts price and showings.
What dual agency really means.
The closing process.
The offer process.
The home inspection process.
The home appraisal process.
The financing release process.
What happens at the closing table.
Why buyers want a deal.
How you stay in touch during the sale.
How you quarterback the home to other MLS agents.
How professional photos help sell the home.
How staging a home often causes a quicker sale.
How a virtual tours can increase showings.
How drone photos and videos impact the sale.
Why you send out Just Listed postcards to the homes closest to the new listing.
Explain your open house strategy.

Incorporate Local Housing Data

Make this data specific to their neighborhood and home.

always include local housing information in your listing presentation

When creating your real estate listing presentation , you should always include in your presentation important neighborhood figures such as number of home sales, average list price, average sold price, number of days on the market before selling and sold percentage to list price... basically, any information the seller can use to make a more informed listing decision.

Focus Mostly On Comparable Homes Sold Over The Past 12 Months

Try to include as many comparable homes as possible in your CMA. Double check to make sure these homes are as similar to your seller's home as possible to provide a solid CMA comparison.

Home characteristics to include:

Size (total number of rooms and square footage)
Features (in-ground pool, high ceilings, size of yard)
Pricing (both initial asking and final sales price)
Renovation (were any sold homes recently renovated)
Garage (size)
Location (where in neighborhood)
Year homes were built (compare to year listing appointment home was built)

CMA consideration within your listing presentation

CMA Considerations Within A Listing Presentation

Be more than price analytical... be market analytical too.

a cma within a listing presentation must be more than just black and white

Know Your Market

The better you know the seller's neighborhood... the more knowledgeable, professional and trusted you will appear. If possible, always include photos of the comparables, including upgraded appliances, swimming pools, garages, etc...

Toss All Extremes

Try to use median instead of averages. Averages include a mix of home prices that may not take into consideration the motivation of sellers and why they took the prices they accepted for their homes. By tossing out the extremes lows and highs you arrive at a better estimate of the median price of the home.

Focus Mostly On Neighborhood Listings

Try your best to choose comparables within the neighborhood. Inform the seller if you had to go outside the neighborhood due to a lack of current sales data. Discuss how by doing so may accidentally include increased or decreased value due to neighborhood location itself. You will want to take an average of homes in that neighborhood based upon square footage and compare it to homes in their own neighborhood to arrive at a more accurate price range.

Discuss Seasonality With The Seller

Yes seasonality impacts current market values. It is a known fact homes sell more often in spring as compared to winter months. Explain to the seller how this may impact the asking price for the home should the seller be selling outside the most active season of the year.

Part 8 - Arriving For The Listing Presentation

Part 8 of how to create a listing presentation that wins listings - arriving for the listing presentation., the top 5 arrival strategies.

Arriving At The Front Door

Never come empty handed.

what to do and say when you arrive at the seller's front door

Were you aware a listing appointment is a social event as well as a business meeting? It is as much a social event as is a dinner at your friend's home. Speaking of dinner at your friend's home... would you arrive for dinner empty handed... without a gift to show appreciation to your friend for inviting you into the home?

Yet agents arrive at a seller's front door empty handed... without a gift of appreciation for the seller. Why do agents behave this way? They fail to realize a listing appointment is a social event. Your most important task when first meeting the seller is to show your appreciation. After all, the seller have extended you an awesome opportunity.

What gifts ought an agent to bring?

1. A bouquet of 12 roses.

2. Box of chocolates.

3. Coloring books for the kids or movie tickets if older.

Entering The Foyer

The foyer is where you seize 'internal' control of the listing appointment.

what to do and say when you enter into the foyer of the seller's home

As you enter the home you also must have a plan to impress the seller about your experience. We recommend a foyer plan. If you lack a foyer plan then it means the seller is in control of the appointment. This is the last thing you want when on the appointment. The best strategy to use when in the foyer is to ask for a tour of the home. This gives you the time to build rapport with the seller. It also provides you an opportunity to gather more information you may need for the meeting. It also hands control of the listing appointment over to you.

Entering The Kitchen

Don't be in a rush to start your listing presentation!

what to do when you first sit down at the kitchen table with the seller

1. Start with your Pre-Listing Presentation. Ask the seller if they have any questions & then simply answer.

2. Then use your 'Safe Island' presentation. Discuss the questions and listen closely to the answers.

3. Then begin your listing presentation.

Dress Professionally

Look your very best.

give consideration to how you look when doing a listing presentation

First Impressions Count The Most!

Take time to prepare yourself to look your best. You certainly want to look as professional as you can possible be as an agent. Remember... the seller is expecting a professional to arrive at the home. You must ultimately decide what works best for you.

Research Proves It Matters .

In real estate sales you only get one chance to win the listing. You certainly do not want to blow it by making a poor first impression. People are adept at uncovering the motivations of others through body language.

For example... in just a short 30 minute conversation between two people they can send more than 800 nonverbal signals to one another. Even if you are dressing and speaking eloquently, if your body language is poor you're not going to make a positive first impression.

Think About Your Ornaments.

Your clothes, jewelry, rings, watches, shoes and even your socks impact people. You may want to ask your Broker what he/she think when they see you. Never take their feedback personally. You want to know because you want to have a better and more powerful first impression. Make sure you give consideration to what you are wearing as it does impact your results. Be wise and discover what your 'look' is really saying to people about yourself.

Your Handshake Really Does Matter

Never underestimate the revealing nature of your handshake.

your handshake grip ought to be in the middle when on a listing presentation appointment

Your Handshake Yells Loudly!

Few agents realize just how important their handshake is when on the listing appointment. By perfecting your handshake you can prove you are a seasoned professional. Watch how you extend your hand. A palm out reveals you are submissive. A vertical reveals you are equal to the person you are meeting. Be mindful of your fingernails. Do you have naturally sweaty hands? Also the grip of the handshake. Be in the middle it terms of grip strength. Yes your hands matter.

Part 9 - Listing Presentation Article Summary

Part 9 of how to create a listing presentation that wins listings - article summary, valuing a listing presentation..

It is unfortunate many agents do not use an effective real estate listing presentation when on the listing appointment. They do so because they do not value the purpose of a listing presentation. It is hoped this article has increased your understanding of a listing presentation and why one is so important when you are on listing appointments.

If you enjoyed this 'how to create a listing presentation' article you may want to check out top listing presentation tips , 12 listing presentation steps to win the listing , or visit our listing presentation resources page.

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Listing Presentation Tips

At some point during your Direct Mail campaign, the phone is going to ring with a prospective client on the other end who’s interested in selling their home. In a previous post, we shared some of our top tips for Successfully Following Up with Real Estate Leads . In this post, we will bridge the gap between getting that phone call, and converting your lead into a listing with a winning listing presentation.

What is a Listing Presentation?

In real estate, a listing presentation demonstrates everything you will do and utilize to market and sell a prospective client’s home. The listing presentation itself can be in print form, like a real estate brochure , or in PDF form.

Regardless of its format, the listing presentation goes a long way in determining whether a client will make the decision to sign a listing agreement with you or another agent. If you are an agent in a competitive market, how do you differentiate yourself as an expert real estate agent?

What’s in a Great Listing Presentation?

A great listing presentation boils down to your Value Proposition: demonstrating your expertise, and what you can offer them compared to another real estate agent or team. Here are a few tips that can help you create the best possible listing presentation for your clients.

Proof of Production

Demonstrating expertise to prospective listing clients comes down to proof of production and experience in their industry. When it comes to real estate, the Gold Standard of proof comes in the form of listing (and closing) a home in the same subdivision.

If your listing presentation takes place within your real estate farm , there is a strong chance they are responding to one of your postcard marketing campaigns. Therefore, your presentation should be a more in-depth version of the information you’ve been sending.

Here are some examples of the sections to include to make your listing presentation the best it can be.

A Short Bio

Unless you have an About Me page on your website or social media page, they may not know much about your experience in the industry or who you are.

Your bio should be kept to the basics:

How long you have been in the industry;
Your ties to the area;
Why you love selling real estate;
Any relevant certifications or designations

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Marketing Tactics for Listing Homes

There are two distinct avenues when it comes to marketing a home for sale: methods used by every real estate agent, and methods you use.

The latter avenue is where savvy real estate agents demonstrate their unique value proposition, setting themselves apart from other Realtors in the area.

For example, any real estate agent can list a home on their region’s MLS, and put a For Sale Sign on the front lawn.

Going above and beyond, and being willing to spend money on their behalf, is where great real estate agents separate themselves from the average. Notable marketing offerings include:

A substaintial database of buyer contacts.
An extensive list of vendors that can help them get their home ready for showings.
Hiring a professional photographer to take photos that will go on the MLS and additional real estate marketing materials .
Hosting Open Houses (you’d be amazed at how many real estate agents dislike hosting them).
Video and Virtual Tours

This is by no means an extensive list, but the more value you can offer to a listing client, the more likely they will choose you as their agent.

Do Your Homework and Double-Check

One of the reasons you send postcards and market to a particular area is because you know the area, and consider yourself an expert within a specific community. However, has anything changed since you started your farming campaign ? Has turnover or the average sale price dipped or spiked in the last few weeks or months?

Doing your homework also applies to your clients themselves. Thanks to search engines or social media,

By doing your homework ahead of time, you avoid the possibility of contradicting yourself during your presentation.

Professional Image is a Must

Presenting a professional image is important during every step of the real estate transaction and organization will set you free. Let’s compare two real estate agents:

Agent Alpha: Agent prepares a clean, colorful, and professional listing presentation via PowerPoint, and brings at least two (2) tablets with the slideshow uploaded for convenient viewing.
Agent Beta: Agent brings a stack of loose leaf documents, printed in gray-scale or black and white, with grainy images and graphs.

Agent Beta may be the greatest salesperson in the world, but taking the extra time to create a professional image for your presentation improves your chances of gaining your prospective client’s trust and attention.

Provide Valuable Information

Once you have established yourself as a real estate agent who knows how to convert listings, your listing presentation should shift its focus into your prospective client’s specific needs. The best way to provide this information is through graphs, charts, and other pertinent statistics regarding their home.

As you go through the various data points, make sure to make eye contact, and read their reactions. If they interject, stop talking and listen carefully . It’s incredibly easy to stay in sales mode, and if you make your prospective client(s) feel like you’re not listening, you reduce your chances of earning a listing.

Be Honest in Your Listing Presentation

The most important reasons to provide your clients with cold, hard facts in your presentation are transparency and honesty . Savvy real estate agents have encountered numerous prospects who think their home is worth more than what the market dictates.

Since honesty is the key to building any relationship, the worst thing you can do is provide false hope that you can sell their home for more than the market norm. Even if they choose to go with a different agent, there will always be another opportunity.

Final Touches

At the end, ask them if they have any questions. If you presented a slideshow on a tablet, offer to email the presentation to them. You can also offer to add them to your email list, and let them know that you will follow up in the near future.

When you hop into your car, take a few moments to think about how you did. Open up the voice recorder on your smartphone, and if you have any thoughts or notes regarding your presentation. These notes can help you with future listings, and help you polish your skills.

Follow-Up and Feedback

You’ve given it your all, and now it is up to your prospects to make a decision. A gentle thank-you email is a nice touch, and will demonstrate your enthusiasm for helping them sell their home.

If they opt for a different agent, don’t take it personally. Instead, ask them for feedback on how you did with your presentation. This will not only help you improve your skills, but could also set you up for future listings, especially if the agent they chose doesn’t deliver.

A quality Listing postcard is a great way to show proof during your Listing Presentation, and Wise Pelican makes it easy. You can create a free account with no credit card to see how Wise Pelican works by clicking here .

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Must-Have Items in Your Listing Presentation

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Put your best face forward when you go into your next listing appointment by preparing the perfect listing presentation.

You’ve heard from a longtime lead or referral that they’re ready to invite you into their home to talk about a potential sale. What should you bring along to convince them that you’re the right listing agent or broker? How can you leave them with food for thought if they’re on the fence or get them geared up to sign on the dotted line if they’re ready to move forward?

Here are the essential ingredients to sharing your expertise so that interested leads become excited new clients. Be sure to have a polished listing presentation for both in-person and virtual listing appointments so that you’re always ready whenever and wherever they are.

1. A Preliminary CMA (Comparative Market Analysis)

The most important thing your potential sellers want to know is how much they can get for their home. While you’ll no doubt want to make adjustments once you’ve walked the property, come prepared with a preliminary CMA based on comps and on the best information available to you about the home’s condition. This will give you the ability to talk in practical terms about the property’s potential in the current market.

After the appointment, follow up with a final CMA report. We also recommend sharing a Net Sheet with the homeowner, so they’ll have a good understanding of the costs – and potential profits! – upfront.

2. Exceptional photography and graphic design

Include beautiful photographs of you, your area, and other real estate-related images along with well-designed infographics and graphic elements that capture attention. If you have examples of listing brochures or other marketing collateral you created for past listings, share them with your potential clients during the listing presentation.

A beautifully printed listing presentation and supporting materials is a reflection of how you market your real estate services — and how you’ll market their property.

Examples of what to include in your listing presentation

PRO TIP: When creating your listing presentation you can use software like Powerpoint, but you can also set up a free Canva.com account and they have some wonderful templates you can use. You’ll also find quite a few presentation templates on Etsy that you can purchase and then customize on Canva as well.

3. Past seller success stories + testimonials

One of the best ways to convince new clients that you’re the right person for their real estate transaction is through testimonials and reviews from deliriously happy clients . Carefully select the best and most enthusiastic testimonials and feature them prominently in your listing presentation. This will help potential clients better understand the value you bring to their transaction and what it’s like to work with you.

If you don’t have a large selection of client testimonials (yet!), you can also highlight some successes you’ve had over the last year. A few examples:

“123 Darling Lane received 7 offers in the first weekend and sold for $22,000 over the asking price.”
“222 Charming Avenue was listed with another Realtor for two months without an offer. We took the listing over, helped the seller stage the home and improve the landscaping. The seller accepted a full price offer after only 5 days on the market.”
“We ran our Coming Soon marketing campaign for 999 Samson Street. In the first day on the market we had over 27 home buyers tour the home on the first day it was listed. We received multiple offers and sold for $7500 over the listing price.”

4. Relevant statistics and results

Numbers are convincing, so if you have impressive statistics and stellar past results, this is the place to share them. Are your days on market lower or average sale price higher than other agents and brokers in your area? Have you gotten exceptional results with a record-setting sale price in one of the neighborhoods you serve? Find ways to translate your value into numbers so that potential clients can better understand what you’re bringing to the table.

Infographic with real estate home sales statistics for your listing presentation

5. Neighborhood-specific track record

If you’re pitching for a listing in a neighborhood where you’ve represented buyers and sellers in the past, you have an opportunity to position yourself as the neighborhood expert. Refer to your previous successes so that homeowners will trust you to correctly position their property.

If you regularly market to specific neighborhoods, consider creating targeted listing presentations aimed at each of your geographic farms.

6. Authority-building content and media coverage

If you create your own content in a blog, podcast, or video platform, highlight the expertise you share there and the network and influence it allows you to build. If you’ve been profiled in the media or contributed your expertise as an interview source, share that coverage so that homeowners can see you as an industry-leading expert.

7. A well-defined marketing strategy

You want to be clear about how you will market the property, so be sure to include information about the marketing platforms and techniques you use. Explain how you will plan and roll out the listing, including any pre-listing (i.e. “Coming Soon”) activities you plan to employ.

Provide a timeline based on the homeowner’s plans and let them know what you will need from them to deploy your marketing strategy.

8. Powerful differentiators

What do you offer that makes you different from the other listing agents the homeowner may be talking with about selling their home?

Is professional photography, videography, and copywriting included on every listing?
Do you create video ads to run on streaming platforms and YouTube AdRolls?
Will the seller have access to a staging service that prepares the home before it’s listed?
Do you offer a flexible commission structure based on who procures the buyer?
How frequently will you communicate with the homeowner during the listing?

Whatever you do that is unique to you and outshines the competition, include it in your presentation.

9. Value-added services available

What are some of the ‘extras’ you may offer your home sellers? Do you provide cleanout and storage services for elderly homeowners? Can the home sellers use your branded moving truck on moving day? How will your preferred lenders and closing officers help make the transaction seamless? Do you provide referrals for sellers who are relocating to another city? Your listing presentation should provide additional information about ways you can help simplify and streamline their upcoming move.

10. Required documents

The homeowners may want to talk things over with each other or they may be speaking with another agent for comparison. However, if they decide that they want to sign with you on the spot, be prepared with the listing agreement, disclosure, and other documents you need to bring them on board. If the listing is planned within less than a week, put signage in your car’s trunk and be ready to post a pre-listing rider or make arrangements for sign installation as soon as possible.

Following up after the listing presentation

Like everything in real estate, the key to success is in the follow-up! Don’t forget to send a thank you note or a personal video message to express your appreciation for the homeowner’s time and consideration. Remember, a personal touch is always delightful, so include a detail or two from your conversation to make your communication more authentic and meaningful.

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Everything You Need for a Killer Pre-Listing Presentation [Complete Guide with Examples]

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A persuasive pre-listing presentation can be a killer part of your marketing arsenal. A great one can help you stand out amongst your competitors and will greatly reduce the time you spend answering questions during your in-person listing presentation. A poor pre-listing presentation, on the other hand, can harm your chances of securing a listing and make the listing appointment more arduous than it needs to be.

If you don’t have a listing presentation, or if you cringe every time you pass it out, this post is for you. We’re going to go deep into what a pre-listing presentation is, what it should look like, and what you should include—with a long list of success tips and examples.

[highlight icon=”fa-cloud-download-alt”]PSST! There’s a FREE download below. Don’t miss it!!![/highlight]

What is a Pre-Listing Presentation?

Pre-listing presentation vs listing presentation.

Many people confuse a pre-listing presentation and an actual listing presentation. So first, let’s separate the two. A pre-listing presentation is something you deliver BEFORE the actual listing appointment. This is not an in-person presentation—your listing presentation is your actual in-face presentation/interview.

The Setup Before the Big Show

A pre-listing presentation is a great way to get a potential client acquainted with you and your team, your marketing, and even your market. You want your face-to-face time to be as effective as possible. The pre-listing presentation helps reduce a lot of the explanation time and leaves more time open for questions, interview time, and the house tour.

Does Not Replace You or Your Listing Presentation

As is often the case, you will be the main reason someone chooses to hire you and your team. The pre-listing presentation is not meant to replace your sales pitch or your charm (though it can certainly help). You will likely still need to do some in-person selling at your actual listing presentation appointment.

It’s Not About You

The biggest problem we see with many pre-listing presentations is how self-absorbed they are. The typical pre-listing presentation is all about the agent—the awards they’ve won, the houses they’ve sold, etc.

Remember, the client only cares about themselves. They want to know what you can do for them. So, while you should absolutely build your credibility with your stats/awards, that should be secondary, or even tertiary, to what you’re going to do to help them get their home sold.

Pre-Listing Presentation Design Rules

Now that we know what a pre-listing presentation is, let’s talk about the general principles for putting one together. Then we’ll get into the meat of a pre-listing presentation’s content.

Rule #1—Keep It Concise!

The best way to bore someone quickly is to drone on and on and on about, well, anything. Keep your copy concise and to the point. Don’t waste the seller’s time.

Rule #2—Break Up Your Content

A wall of text is a surefire way to get your presentation overlooked. In addition to keeping things concise (rule #1), you need to break up your content into easily digestible bites. Use lots of headings, subheadings, bullet and number lists, and assets.

Rule #3—Use Plenty of Assets

Speaking of assets, the adage “a picture is worth a thousand words” is very applicable to a pre-listing presentation. Images help break up content (rule #2) and breathe additional life into your presentation. Even better than images? Illustrations! Illustrate as many points as you can. Illustrations help get important points across and are easier for most people to digest.

Rule #4—Keep It On-Brand and On-Message

Remember, the pre-listing presentation comes BEFORE your actual listing appointment. You want the seller’s impression of you to be an excellent one. Your pre-listing presentation should convey what working with you and your team will be like.

Think about your target audience when you’re putting your presentation together (as you should do with all marketing). If you’re a friendly and fun team, your pre-listing presentation should reflect that in both the copy’s tone and the template’s design.

Rule #5—Less is More

When we were looking through pre-listing presentations in preparation for this article, we all noticed that the presentations we were most drawn to as a team were the ones that took a less-is-more approach. Let your design give the content room to breathe, even if it makes your pre-listing presentation a few pages longer.

What Should Your Pre-Listing Presentation Include?

Brace yourself, Effie—this section is very detailed! We’ve broken up what should be included in your pre-listing presentation into sections, topics, examples, and resources. This will help you arrange your own pre-listing presentation in a way that’s easy for sellers to understand. Ready? Let’s get it!

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Section #1—Introduction

Your introduction should be a brief hello from you and your team. Don’t go deep here. Save that for later. For now, you’re just welcoming the seller and thanking them for reading through your pre-listing presentation and potentially choosing your team to list their home.

Idea—Welcome Letter

Tips for Success

Include your photo
Include your signature
Make it heartfelt and warm
Include your “big why”—why are you in real estate anyway?

Chris Morrison, Welcome Letter, Killer Pre-Listing Presentation

Special thanks to: Chris Morrison , Henry Billete , and Justin Oberholtzer .

Idea—Table of Contents

Any way that you can help the seller navigate your listing presentation, please do so.

Break it up into sections and topics
Use color-coded sections to further tie sections together

Table of Contents, Mary Pope-Handy, Killer Pre-Listing Presentation

Special thanks to: Mary Pope-Handy , Ann Kieran , and Houlihan Lawrence .

Idea—Questions to Ask

The seller will obviously have a lot of questions both before and after reading this presentation. Remind them to write them all down and give them space to do so. This will help your listing presentation go smoother.

Leave them enough space to write all their questions
Remind them that the listing presentation is the perfect time to go over these questions
Give them a few reminders throughout the pre-listing presentation to go back and write down their questions on this page

Section #2—Understand the Market

Before you talk about pricing and marketing strategies, you should prep the seller by helping them understand the market. Your local market has its own unique intricacies. Remember, real estate is local. This is a good place to show off your local know-how.

Idea—Local Market Statistics

Cover the big 3 stats—sales price, inventory, days on market
Use graphs to show market trends
Explain the graphs so the seller knows what they’re looking at
Update these numbers frequently! (at least every quarter)
Explain a buyers’ vs. a sellers’ market

Local Market Stats, Top Left Creative, Killer Pre-Listing Presentation

Special thanks to: The Hollinger Team .

Idea—Where Buyers Come From

Different markets and even different segments of markets have different ways of attracting buyers. Sign calls may be popular in your area, while Craigslist may not be. Or vice versa. Having this conversation now will help prep the seller for your marketing strategies laid out later in your pre-listing presentation.

Use a graph to teach and explain
Show differences in national vs. local numbers
Give them stats showing where your last 20 buyers came from

Where Buyers Come From, Kentwood Real Estate, Killer Pre-Listing Presentation

Special thanks to: Kentwood Real Estate , Realty Partners , Robin Fink , Ranch & Recreational Group , Farrell Realty .

Section #3—Hire a Professional

There are many ways to sell a house. New startups crop up every day with a new way to sell your home without the use of a Realtor®. While that may work for some, the majority of homeowners need your expertise.

Idea—Why Use a Realtor®

It’s important to not only point out why using an agent is important, you’ll also want to emphasize why using a Realtor® is better than a regular agent.

Talk about the Realtor® Code of Ethics, and even link to it in this presentation
Show them how you save them time, money, frustration, and anger
Remember, you are shielding them against buyers and other agents—that’s valuable!

Why Use a Realtor®, Top Left Creative, Killer Pre-Listing Presentation

Idea—Interview Your Realtor®

A seller may not know good questions to ask when she is interviewing Realtors®. This idea gives them a list of hard-hitting questions to ask during the listing presentation with the goal being your answers will be better than your competitors.

Put in questions that matter to you and your market
Be prepared to answer them!
Touch on this section in your listing presentation and ask what other agents have said

Special thanks to: The Hollinger Team , Tristan & Associates , Mary Pope-Handy , and Katie DeBill .

Idea—Commission Explained

Oh, commissions. The oft-talked about subject. It’s important to have this conversation in your pre-listing presentation before it comes up in person. It may help remedy any objections once you’re speaking face-to-face. It’s also a good place to educate sellers about where commission goes and explain how you get paid.

Be matter-of-fact in your explanations
Educate the seller on all the things you pay for to market their home
Emphasize that Realtors® often get their clients more money for their homes

Commission Explained, Top Left Creative, Killer Pre-Listing Presentation

Special thanks to: Ashley Garner and Ranch & Recreational Group .

Section #4—Price Your Home

Now that we’ve taken the time to explain the local market and we’ve educated the client on why they should hire a professional, it’s time to talk price. Pricing can be seen as very mysterious to many sellers and, with automated tools like Zillow around, it’s important to highlight the correct way to arrive at a proper price and what happens when you don’t.

Idea—How to Find Price

This is a great place to go into some detail about how price is determined. Even a simple example here could help provide much clarity to the seller

Talk about how comparable sales are adjusted to arrive at a price
Provide a side-by-side example of three properties with similar features. If this takes up too much space, link to an example on your website.
Mention that real examples from their neighborhood will be shown in the in-person listing presentation

Determining Price, Ben Beesley, Killer Pre-Listing Presentation

Special thanks to: Ben Beesley , Tom Savage , Daniel Walker , Bunch Real Estate Group , At Properties , and Kentwood Real Estate .

Idea—Pricing Factors/Non-Factors

We recommend being very bold here. Make sure the seller understands what does and does not matter when determining price.

Emphasize the market dictates price—you’re just the messenger
Again, visual elements make a huge difference here

Special thanks to: Henry Billette , Steve Shalongo , Robin Fink , and Karen Fallon .

Idea—Price/Time Comparison

Make sure the seller understands how time affects price.

Remind them that the longer a home is on the market, the less interest there will be and buyers will start to assume something’s wrong with the home
Include examples of past listings in your local area with price problems (don’t identify them outright)

Pricing vs. Time, Bunch Real Estate Group, Killer Pre-Listing Presentation

Special thanks to: Bunch Real Estate Group , Karen Fallon , and Chris Morrison .

Section #5—Prepare Your Home

It’s a great idea to give sellers some tips to get their home market-ready. This is a great section to highlight how you go above and beyond most Realtors® with your access to home stagers and other contractors who can help prep the home.

While this section isn’t absolutely necessary for a pre-listing presentation—you could just as easily provide it later—it’s common practice to include it here. We will warn you that this should NOT be half of your pre-listing presentation. (Many we previewed were mostly made up of this section.)

Idea—Staging Tips

DON’T give a huge list here—provide a concise list of items that can be done
Mention your access to professional stagers who can help
Talk about how staging shortens time on market and increases price
Collaborate with or ask a professional stager for advice on this section

Staging Tips, Adam Powers, Killer Pre-Listing Presentation

Special thanks to: Adam Powers , Farrell Realty , and Brandy Underberg.

Idea—Curb Appeal Tips

Like the Staging Tips idea above, don’t give a huge list. Keep it concise.
Provide before/after photos of homes with great curb appeal updates
Create a Pinterest board with curb appeal ideas and link to it

Curb Appeal Tips, Ann Kieran, Killer Pre-Listing Presentation

Special thanks to: Ann Kieran and Kentwood Real Estate .

Idea—Cleaning List

Create a simple checklist of items that are UNCOMMON—things people don’t think about
Link to a Pinterest board or some videos with cleaning hacks for those harder tasks
Include a checklist or handout as an appendix to this presentation or as a download on your website for sellers to follow

Idea—Info for Buyers

This is not about seller disclosures but is more about providing that extra information that most buyers will be curious about.

Tell sellers not to pack things like appliance manuals
Create a separate handout to be left at the listing with utility averages, paint colors, appliance warranties, and past contractors who have worked on the home
Include a checklist or handout as an appendix to this presentation or as a download on your website that sellers can fill out

Section #6—Market Your Home

Up until now, we’ve provided a lot of education but haven’t been too strong on sales. This section is where you get to really show how you market listings. The biggest advice we have for this section is to provide concrete examples. Let’s dive right in.

Idea—Marketing Plan

Add your step-by-step marketing plan to your pre-listing presentation. Make it thorough and provide numerous examples. This pairs well with a marketing timeline (discussed below) so your seller can see when items will be executed.

List important steps, not basic steps (think “send postcards to closest 100 homes” not “put keybox on property”)
Point out the items that are “exclusive” to you and your team
This is a good place to call out your questions page

Marketing Plan, Ben Beesley, Killer Pre-Listing Presentation

Special thanks to: Ben Beesley , Karen Fallon , Katie DeBill , Novello Group , Robin Fink , and Ann Kieran .

Idea—Marketing Items

Showcase the pieces of marketing you and your team create and use to market a home. This is a great place to showcase the cohesion of your branding and marketing.

Provide visual examples of your listing materials
Include brief descriptions of how the materials will be used
Customize the preview items for the seller
Include a link to your website where a seller can go download a sample packet of materials

Marketing Items, Top Left Creative, Killer Pre-Listing Presentation

Special thanks to: Chris Morrison , Daniel Walker , Greg Barteluk , Hancock Group , Listing Power Tools , Steve Shalongo , Tom Savage , At Properties , and Kentwood Real Estate .

Idea—Marketing Timeline

Sellers want to know when things are going to happen. This timeline will help them understand at what point in the process you’ll be doing these marketing activities.

Separate pre-market and on-market activities
Highlight one-time vs ongoing activities
Point out items that are “exclusive” to you and your team

Marketing Timeline, Top Left Creative, Killer Pre-Listing Presentation

Special thanks to: Ann Kieran .

Idea—Generating Awareness/Interest/Traffic

This idea focuses on the activities you and your team will perform to generate awareness about your new listing.

Focus on things not represented in your Marketing Items section above. A good rule of thumb is if you can’t represent it with a photo example, put it here
Highlight things like calls you make, industry events you attend, relationships you have, etc.
Tie this in with the “Where Buyers Come From” idea from the “Understand the Market” section

Special thanks to: Daniel Walker .

Section #7—Timeline to Sell

We’ve previously mentioned that sellers like to know the timeline of selling a home so they know what to expect. Any way that you can give them a complete glimpse of the process is helpful. This section is pretty straightforward so we don’t have individual ideas, but here are some tips for success.

Separate pre-market, on-market, and in-contract activities
Color code these separate activity sections
Provide a rough time estimate of when each stage happens
Tie in items from previous sections

Timeline to Sell, Top Left Creative, Killer Pre-Listing Presentation

Section #8—About You/Your Team

After seven sections all about the client, this section CAN and should be all about you and your team. Make this as personal and friendly as possible. Make sure you only choose two or three of the items below.

Idea—Your USP (Unique Selling Proposition)

A USP (unique selling proposition) is that one thing that makes you totally different from the competition. It could be huge thing like “we’ll sell your home in 30 days or less” or something small like “every home gets a 4k video shoot.” Whatever it is (and we wrote a whole blog post about it), it has to be one-of-a-kind to count.

Your USP doesn’t have to be mind-blowing, but it should be unique
Consider branding your USP to help it stand out
Call out to your USP in the marketing section above

Unique Selling Proposition, Michael Davis, Killer Pre-Listing Presentation

Special thanks to: Michael Davis .

Idea—Biography

A biography is great for Realtors® who may be new to the business or whose resume is light in features. It’s a great way to talk about your love for real estate or your background in other fields.

Add some personal touches to humanize your biography
Use either a bio or a resume, but shy away from using both
Include a photo of yourself doing something you love like gardening, skiing, or playing with your dog

Biography, Ashley Garner, Killer Pre-Listing Presentation

Special thanks to: Ashley Garner .

Idea—Resume

If your professional experience includes lots of honors, awards, or educational history, consider adding your resume to your pre-listing presentation.

Break up your resume into sections: Education, Experience, Awards, Personal/Volunteer
Keep each point brief; don’t drone on in paragraphs
Keep it to one page or less
Only include items that are applicable to real estate; truncate any non-related items

Resume, Top Left Creative, Killer Pre-Listing Presentation

Special thanks to: Hancock Group and Michael Davis .

Idea—Your Team

If you have a team of people helping you, showcase them here. This will show strength in numbers but will also help the seller know who is who.

Give a brief explanation of each person’s role
Include a professional or fun photo of each person—make sure it’s high-quality!
Consider adding # of years in real estate or similar compelling statistic
If you have a large team, keep it to staff directly involved in home selling
Add a link to your website’s team page where people can get a more detailed biography of each person

Your Team, Hancock Group, Killer Pre-Listing Presentation

Special thanks to: Hancock Group and The Hollinger Team .

Idea—Your Stats

Stats are compelling. If you don’t know your numbers, how can you improve? Include your own statistics to show the seller how you’re better.

Include things like how much more you net your sellers than others, how much faster you sell homes than the typical agent in your area, etc.
Make sure these stats are seller-focused, not you-focused
Use charts/graphs to show the differences in numbers between you/your team and your market average
Have a map on your website that shows your entire listing history and link to it here

Your Stats, Baldwin Team, Killer Pre-Listing Presentation

Special thanks to: The Baldwin Team , Novello Group , KJK Properties , Karen Fallon , Jim Maloof , GoodLife Team , At Properties , Ewing & Associates , and Kentwood Real Estate .

Idea—Office/Company Info

If you have a large office or work for a franchise with global capabilities, consider adding a section to your pre-listing presentation to showcase this.

Keep this section brief. If you can give it no more than a half-page, do it
Only include items that benefit the seller
Add a link to view more information on your website

Special thanks to: Brandy Underberg, Daniel Walker , Engle & Völkers , The Hollinger Team , Ann Kieran , At Properties , and Kentwood Real Estate .

Idea—Testimonials

You have two options for testimonials. You can include them all on one page or you can sprinkle them throughout the pre-listing presentation. It’s up to you!

Include the client’s full name, whether they were a buyer or seller, and a date from their transaction
Update these when you update your stats (at least once a quarter)
Extra points if you include a photo of the client or a photo of you and the client together
Keep the testimonial to 1–3 sentences. If it’s longer, consider truncating it
Add a link to view a complete list of testimonials on your website

Testimonials, Top Left Creative, Killer Pre-Listing Presentation

Special thanks to: Ben Beesley , Chris Morrison , Hancock Group , and Michael Davis .

Bonus Ideas

Bonus idea #1—create an online resources page.

Many of the items in your pre-listing presentation can be expanded on with additional info, checklists, examples, etc. Consider creating one page on your website that provides all of the additional information in one place.

Arrange the page in the same order as this pre-listing presentation
Use the same section headings for easy navigation
If items are in different places on your website, at least link to all of them here

Bonus Idea #2—Create an Autoresponder for Sellers

A pre-listing presentation can be a lot of information at once. Some sellers may simply glance over it but fail to read the more important details. Consider creating an email autoresponder that will go over one specific item every couple of days. This is a great way to highlight the most important information in a focused manner.

Cover only one specific item in each email
Keep the emails short and sweet
Include one or two visuals in the email itself
Link to additional items on your website
Follow up with a phone call

A pre-listing presentation is an important element of your overall brand and seller strategy. It should not be an afterthought but should be put together with careful planning. Above all, make sure it is seller-focused, not you-focused. Follow these tips and you’ll have a killer pre-listing presentation that will get you more sellers and make your competitors jealous!

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What is a competitive market analysis?

A comparison of properties that are similar to the seller’s property in location, size, style, age and amenities

When looking at homes currently for sale, what is important for a prospective seller to know about asking price?

Asking price is not always a good indicator of the actual selling price of a property.

When preparing a competitive market analysis, what categories of homes should an agent research?

Expired properties not sold Recently sold properties Properties currently for sale

What is a good method for estimating what a seller will net from the sale of the property?

Obtain and complete the Estimated Seller’s Proceeds form, which estimates all of the costs involved in the sale and subtracts that amount from the estimated selling price.

Your listing presentation manual should be made up of two sections that address what issues?

Why the person should enter into a listing agreement.

Why the listing agreement should be with you and your company.

What is the main reason sellers choose to sell their property without an agent’s help?

They think they will save money by not having to pay a large commission.

Name three benefits of listing a home with an agent that you could share with sellers.

Advice on getting the home ready for sale. Advertising and promotion activities paid for by agents. Qualification of all prospective buyers.

What is an important issue for potential buyer clients to understand?

How the buyer’s agent gets paid his or her fee.

A competitive market analysis contains information about all of the following items except which?

Currently listed homes

Recently sold homes

Recently remodeled homes

Similar expired listings that didn’t sell

Which of the following items would not usually be included in a presentation manual for buyers?

Information on the firm’s services

The agent’s resume

Press releases about the company

A list of former client references

What form can an agent use to show a seller what he or she will net on the sale of the property?

Statement of Closing Costs

Competitive Market Analysis

Sale Price Disclosure

Estimated Seller Proceeds

Which of the following will give you comparative market data the fastest?

Multiple listing service

County records

Company files

Title companies

A competitive market analysis is an attempt to:

Find things in the home a seller needs to repair.

Establish a home’s fair market value.

Discover why some homes haven’t sold.

Convince a seller to list with you.

How many properties should be included for comparison in a competitive market analysis?

Two properties in each category

Five current listings – three recently sold and two expired

A minimum of three properties in the recently sold category

Twelve properties total

In a CMA, the comparison should be of at least three properties that are similar to the seller’s property and that have sold within the past 3 to 6 months.

A presentation manual:

Should be professionally produced.

Can be used in place of a verbal presentation.

Is not necessary if the verbal presentation is strong.

Lends good visual support to what the agent is saying.

Which of the following is not a true statement?

Buyers looking at FSBO homes are usually looking for a bargain.

FSBO sellers believe they will save money if they sell themselves.

FSBO sellers who list with an agent will pay their own advertising costs.

Buyers of FSBO homes are usually the ones who save money.

A listing presentation can be compared to:

A training session

An employment interview

A practice closing

A sure sale

All of the following are benefits of listing with an agent except which?

Preparation of an appraisal of the property

Help during escrow

Qualification of buyers

Help with required forms and disclosures

Decks in Real Estate: Practice Class (18):

Chapter 1: Introduction To Real Estate
Chapter 2: Ethics, Fair Housing And Trust Accounts
Chapter 3: Agency And Other Mandatory Disclosures
Chapter 4: Prospecting
Chapter 5: Listing Presentations
Chapter 6: Listing Contracts
Chapter 7: Servicing Listing
Chapter 8: Advertising
Chapter 9: Working With Buyers
Chapter 10: Writing The Offer And Closing The Sale
Chapter 11: From Offer To Closing
Chapter 12: Financing: Loan Types
Chapter 13: Financing: The Process
Chapter 14: Escrow & Title Insurance
Chapter 15: Using Real Estate Assistants
Chapter 16: Real Estate Taxation
Chapter 17: Real Estate Investing
Chapter 18: Business Sale, Property Management & Leasing
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The Ultimate Listing Presentation Template
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COMMENTS

Nail Your Next Real Estate Listing Presentation With This Template
Listing presentations are the first dates of real estate. You dress well, show up on time—don't bring flowers, it isn't necessary—but do bring your A-game. This is your chance to show why you are the perfect agent to list and sell a property. You pitch your expertise, they ask questions, you respond professionally, and hopefully, at the ...
How to Do Real Estate Listing Presentations [Checklist]
Build your real estate listing presentation in 7 simple steps. Aim for no more than a dozen slides, a video that's only a few minutes long, a single physical takeaway (like a tear sheet), and a script. Quick tip: Your script should let you cover the most important elements in between 30 and 90 minutes.
6 steps for giving the ultimate real estate listing presentation
Next steps should include: Agreement on list price. Filling out paperwork. Initial marketing tasks (adding the listing to the MLS, setting up a photo shoot, delivering the yard sign, creating flyers, etc.) Maximizing the value of the home with some suggested improvements. Determining communication style.
The Best Listing Presentation Guide for 2024
The flow of your appointment might go like this, for example: Get comfortable - handshakes, small talk, finding a place to sit, etc. Offer a quick overview of how the meeting will go. Go through "part one" of the listing presentation. Tour the home. Go through "part two" of the listing presentation.
25 Tips To Create The Ultimate Real Estate Listing Presentation
Try practicing your real estate listing presentation out loud before going to the client's home. Repeat it enough times until you feel confident in your delivery. Having a firm grasp on the main points of your presentation will help tame your nerves. 3. Visit Active Listings in the Client's Neighborhood/Area.
Listing Presentation
Here are our suggestions on what you should prepare for a listing presentation: 1. Research the Property and Seller. Before you step into the seller's home, gather as much information as possible about the property and the homeowner. This will help you tailor your presentation and show the homeowner that you took the initiative to do your ...
9 Critical Components Every Real Estate Listing Presentations Needs in
The 9 components of a winning real estate listing presentation. Our experts have compiled a list of everything you need to create a stellar real estate listing presentation. Following this guide can create lasting impressions that will turn prospective sellers into clients. 1. A Self-introduction.
Your Real Estate Listing Presentation Checklist
Years of experience. Your personality. Your reputation. Your specialty. Your standout skills. Market specialties. Your background outside of real estate (consider how your "previous life" or hobbies makes you a well-rounded agent) Write down your strengths in each of the above areas. From that list, craft a unique value proposition (UVP ...
7 ways to stand out in your next listing presentation
Propose a strategy that helps them meet their objectives. Discuss what you, the listing agent, commit to doing for the sellers, that it will be in writing in the listing agreement, and that they ...
The Ultimate Guide to Listing Presentation + Templates
The Ultimate Guide to Listing Presentations + Templates & Examples. If you're a real estate agent, you understand that crafting an impressive listing pitch or listing presentation is a crucial aspect of your role. This opportunity allows you to showcase your skills, expertise, and track record to potential clients, convincing them that you ...
How to Create a Killer Listing Presentation
Add the seller to your marketing campaign (s). Send a thank you text the next day. Follow up soon and often. If the prospective sellers were serious enough to sit through your listing presentation, they're likely going to sell soon. So you want to be the first agent they see when the moment to list finally arrives.
Listing Presentation Templates & Scripts
A Listing Presentation that's been effectively designed will contain the following: Educate the home seller on the home selling process. Show the prospective seller the benefits & advantages of hiring the agent or broker. Demonstrate the real estate agent or broker's competence. Discuss the home's market value & pricing strategy.
21 Steps to a Stellar Listing Presentation
9 Take a photo of the property. Make the extra effort to drive by and snap a photo of the property, then upload it to the cover of your RPR report. It will demonstrate your commitment to individual attention and give you an opportunity to check out the condition of the property. That insight will be helpful when you refine the value of the ...
18 Things to Include on Your Listing Presentation to Get the Listing
The Listing Presentation- walk the homeowners through your listing presentation on your tablet or laptop. (If you need a presentation template, email Phil at [email protected]). Points to Cover on the Presentation: A snapshot of current listings in the area, what has sold recently and what is under contract. Benefits of working together:
10 Listing Presentation Mistakes and How to Avoid Them
Mistake No. 3: Going Into 'Robot Mode'. Here's a big one agents make once they show up at the appointment: They launch into the same exact spiel, every time. Don't do this. Rockstar agents ...
Ways to Master Your Real Estate Listing Presentation
8. Send Another Video on the Morning of Your Appointment. To further prime the homeowner for your presentation, send another video on the morning of the day of the appointment. Here's the script: Hi [Homeowner's Name] it's [Your Name], just wanted to make sure we were set today for [Time]. I'm really excited.
How To Create A Listing Presentation That's Effective
It simply must impress the seller. When you create a listing presentation you must include a 'marketing plan' in an easy to present 12 step sequence. The goal of each step is to discuss a specific benefit important to the seller. Your Marketing Plan should start with an overview of the 12 steps.
How to Prepare the Perfect Listing Presentation
More of a gentle squeeze. Handshakes should last between two to five seconds at most but pay attention to the other person's lead, and politely pull away when ready. And as you shake your client's hands, make sure you maintain eye contact. Eye contact communicates confidence and honesty.
Listing Presentation Tips
a. 480-702-1600. Listing Presentation Tips. At some point during your Direct Mail campaign, the phone is going to ring with a prospective client on the other end who's interested in selling their home. In a previous post, we shared some of our top tips for Successfully Following Up with Real Estate Leads. In this post, we will bridge the gap ...
Must-Have Items in Your Listing Presentation
2. Exceptional photography and graphic design. Include beautiful photographs of you, your area, and other real estate-related images along with well-designed infographics and graphic elements that capture attention. If you have examples of listing brochures or other marketing collateral you created for past listings, share them with your ...
Get a Killer Pre-Listing Presentation [Complete Guide with Examples]
Bonus Idea #2—Create an Autoresponder for Sellers. A pre-listing presentation can be a lot of information at once. Some sellers may simply glance over it but fail to read the more important details. Consider creating an email autoresponder that will go over one specific item every couple of days.
Chapter 5: Listing Presentations Flashcards by Daniel Jones
A. Preparation of an appraisal of the property. Study Chapter 5: Listing Presentations flashcards from Daniel Jones's class online, or in Brainscape's iPhone or Android app. Learn faster with spaced repetition.
Chapter 5 Practices Flashcards
valuable tool when conducting listing agreement interviews, makes your presentation much more profession, as well as help you process through your presentation effectively. Each presentation manual should contain the following:
It's Always A Good Time To Rewrite Your Resume
A resume that uses wacky fonts, is riddled with typos and spelling errors, and is structured poorly won't make it to the finish line. Take the time to polish your resume so that it looks clean and appealing. Stick to standard fonts like Arial, Calibri, Georgia, Helvetica or Times New Roman. A font that's too elaborate or abstracted in its ...

25 Tips To Create The Ultimate Real Estate Listing Presentation

Tips For Preparation

2. Practice Your Presentation

3. Visit Active Listings in the Client’s Neighborhood/Area

5. Drop Off A Pre-Listing Package

Tips For During the Presentation

6. Have Good Posture and Body Language

7. Use Social Proof to Your Advantage

8. Personal Statistics

9. Create a Slide Deck to Stay on Task

10. Have a Marketing Plan

11. Introduce the Power of Your Brokerage

12. Ask Questions, Build Trust, and Identify Motivation

13. Tour The Home

14. Tailor Your Presentation to Relate to Sellers Motivation

Tips For Research

16. Automated Values

17. Local Market Statistics

18. Neighborhood Comp Analysis

Tips For Moving Forward

20. Outline Your Pricing Strategy

21. Explain Your Sales Process

22. Additional Included Services

23. Don’t Be a “Yes” Agent Just to Win New Business

24. Prepare For Some Objections and Lots of Questions

25. Follow up with a Thank You Note

Final Thoughts on 25 Steps to Win a Real Estate Listing Presentation

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Listing Presentations | Comprehensive Guide for Real Estate Agents

What is a Listing Presentation?

What is the Goal of a Real Estate Listing Presentation?

What Should I Prepare for a Listing Presentation?

1. Research the Property and Seller

2. Use a Listing Presentation Template to Build Your Presentation

3. Include a Comprehensive Marketing Plan

4. Anticipate Seller Questions and Objections

5. Practice and Rehearse (DO NOT SKIP)

6. Be On Brand, Respectful and Bring Leave-Behinds

How Do You Stand Out in Your Market Using a Listing Presentation?

1. Highlight Your Unique Value Proposition

2. Showcase Stunning Visuals and Tech

3. Demonstrate Local Market Mastery

Start with a Listing Presentation Template and Build Your Own Winning Sales Pitch and Design

Join Homes for Heroes – Be the Agent Heroes Want

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9 Critical Components Every Real Estate Listing Presentations Needs in 2024

The 9 components of a winning real estate listing presentation

1. A Self-introduction

2. Local housing market data

3. An explanation of the home selling process

4. An explanation of the pre-listing work needed to be successful

5. A detailed pricing strategy

6. The highlights of your marketing strategy

Direct marketing

Home staging

Photography and videography

Social media posts

Advertising

7. Expectations for showings and open houses

8. Your offer and negotiation strategy

9. Final questions and “The Ask”

Additional real estate listing presentation tips

Focus on the client’s needs

Practice often

Be authentic

Real estate listing presentations + Luxury Presence

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