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Luxury Home Listing Presentation Scripts

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Use these luxury home listing presentation scripts and talking points for real estate agents to overcome the most common luxury home seller objections.

In today’s session, I talk with George Khoury, long-time ICC coaching client , about luxury home listing presentation scripts. George is from Fort Lauderdale, Florida. He is the number one luxury listing agent in the Ft. Lauderdale area. Over the course of our coaching , I’ve been able to witness him break through and become a top-notch luxury real estate agent.

VIDEO: Luxury Home Listing Presentation Scripts

How to break into a luxury market

George Khoury, the broker of the GK Realty Group , dominates the luxury market in Fort Lauderdale, Florida. About ten years ago, George was selling houses in the average price point in the Fort Lauderdale area, which was around $500,000. He always wanted to break into the luxury market but didn’t know how or where to start. After a lot of hard work, strategic coaching sessions, and prospecting like crazy, George was able to get into luxury. He targeted FSBOs and expired listings in his target luxury neighborhoods, and this got his foot in the door.

After George secured his first luxury listing, he used the geographic farming techniques that we teach here at ICC to saturate his target neighborhoods. This marketing plan began to portray him as the local luxury real estate expert. This plan isn’t any different from the geographic farming plan we teach our non-luxury clients. The only difference is the design and the quality of the materials. It needs to “feel” luxurious and expensive. Stay tuned, because by the end of this blog, we have a luxury home listing presentation template that we are going to give you for free. This is a great example of how you can use simple, clean, “luxurious” design to help you break through to the luxury market.

How to create a luxurious brand image

We provide high-quality marketing materials to our clients here at ICC . That said, it may be worth it to go ahead and hire a graphic designer to create a bunch of custom, luxury-themed templates for you to use in your marketing. Here are a few tips to focus on when creating your own luxury home listing presentation template. Remember, this same look should carry over to all of your marketing in order to be effective!

  • Consistency. You want your design to be consistent across your brand. If you have a beautiful, luxurious feel in your listing presentation but your other marketing pieces don’t match, you are going to miss.
  • Elegant font choice. Fonts are important! Your graphic designer should have a good feel for luxurious font choices.
  • Bold, not loud, colors. You should brand yourself carefully with the colors you choose. It’s a good idea to pick one bold, saturated color, and then several muted tones that compliment that color. Your graphic designer should know how to navigate this.

luxury home listing presentation

Luxury home listing presentation objection handling

I talked to George before about some of the common objections that he faces during luxury home listing presentations. (You can find that interview by clicking here .) The main takeaway? The objections that a luxury agent faces during a listing presentation are unique. Luxury clients have specific concerns, and it’s important to address them head-on. Your confidence is key , here. Be sure to read our article on luxury listing objection handling to learn some important scripts that will help you prepare.

Another common objection that you’ll face during a luxury home listing presentation is around your commission . Remember, all the top-producing real estate agents have the confidence to hold the line when it comes to commission. Your script can be as simple as this when asked about lowering your commission percentage.

No, we are a full-service company. We get the highest price for our clients, and we do that by charging the normal rate. (Then, transition to talking about the buyer’s side.) We must pay the buyer’s agent the full percentage. We know that 96% of home buyers use an agent to purchase a home. Buyers don’t buy on their own. We’re actually marketing to the other agents more than the general public. Agents use our local MLS to find the homes to show their clients, and right on there, it displays what we will pay them in commission. This is not a place to cut costs. We want all agents interested in showing your property.

Buzzwords for your objection handling

Use buzzwords like “roll the dice,” “cutting corners,” “gambling” when talking to a luxury client about the risks of reducing commission. The safe, conservative play is to invest in your “business.” Selling your home is a business transaction. Don’t risk losing out on higher offers by gambling with our plan to market your home in the best light possible. We want the best result here — to get the highest price possible.

You can also show your luxury home listing presentation client exactly where your commision costs are going. Show them the list of how you market. Where should we cut our costs to reduce commission? No photos? No marketing? Should we cut staging? Rhetorical questions like this will get them on your side quickly.

Now that you’ve gotten past their objection to cut back the commission, you can dive into everything you are going to do for them. Demonstrate that you are the hardest working Realtor out there. Remember this: luxury clients will be willing to pay more if you show them the value.

FREE Download: Luxury home listing presentation template

Subscribe to our newsletter and receive this free download for our ICC Luxury Listing Presentation Template.

https://therealestatetrainer.com/wp-content/uploads/2021/07/Virtual-Listing-Presentation-Template-Luxury.zip

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Real Estate Listing Presentation Scripts

Real Estate Listing Presentation Scripts

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How to Conduct a Virtual Listing Presentation for Real Estate Agents

Brian Icenhower

Brian Icenhower

Brian Icenhower is the CEO and Founder of Icenhower Coaching & Consulting (ICC), which provides customized coaching and training programs to many of the highest producing real estate agents, teams, and brokerage owners in North America. This progressive company also produces online courses, podcasts, training materials, white label training portals, speaking events, video modules, and real estate training books. ICC is one of the largest real estate coaching companies in the world with thousands of clients and a large team of the most accomplished coaches in the industry.

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9 Critical Components Every Real Estate Listing Presentations Needs in 2024

  • Open Houses
  • Lead Nurture

March 26, 2024

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 various unique selling propositions 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

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

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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