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Cheryl Swymer, Real Estate Pro in Gainesville, FL

As a new agent, I would like to know if the majority of seasoned agents out there use formal listing presentations or just "wing" it?

Asked by Cheryl Swymer, Gainesville, FL Tue Apr 3, 2012

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15
POP!!!
A formal listing presentation creates POP!
No, not that kind of 'pop' but the pop that is realized through the 'Power Of Preparation."

The purpose of the formal presentation is so you don't miss all the 'important points' your broker presents. The formal presentation is about your broker and you. Tell me, do you think the audience really cares?

Mack suggested, "new agents take a bit of time and think about what they have to offer a potential seller.." This is IMPORTANT! Remove all the real estate jarjon and create the elevator speech that articulates well the value you bring that is worthy of a slice of this homeowners equity. Practice the presentation on your siblings, mail person, preacher friends and neighbors. Ask them, "Do you BELIEVE?" If you can't convey your value, you really, really, really need a 'shock and awe' power point presentation.

I prepare a formal presentation to create POP. However, I always ask, "Would you like to see may 'AWESOME, KNOCK YOUR SOCKS OF PRESENTATION" or spend 20 minutes discussing what's in this green folder. They always, always, always make the same choice you would if you were a home seller and not a real estate spy.

Important: these folks have two questions they know they want the answer to and will actually ask.
What will it cost?
How long will it take?
Of course we all know that's never the whole story nor the only parameters of use. The home sellers actually has four unspoken, even unknown questions that MUST be assuaged before they will choose you as the listing agent. The presentation is the vehicle in which you deliver the response to these four questions. After a "Mack like' discussion I will actually present a page with these questions and say, "I believe these are the real questions you have. Have I addressed all of them to your satisfaction?"

Knowing the purpose of the presentation (which is not the substance of the plan) is crucial. Knowing your value, weaving THE answers into your discussion, gives you the liberty of flight. It's not winging it, it's knowing exactly what you are doing and the substance to deliver.

Best of success,
Annette Lawrence
ReMax Realtec Group
Palm Harbor, Fl
727. 420. 4041
2 votes Thank Flag Link Wed Apr 4, 2012
No, I never use a formal presentation, I think that approach is outdated. I prefer to discuss my draft marketing plan in a collaborative session during which I work with the client to define the market, establish the market potential of the property, review and select available marketing strategies and tactics, and set goals for acceptable terms of sale. The important concept here is to involve the client in the planning process so that they take ownership of their contribution to the sale, such as maintaining the property, responding to offers in a timely manner, yadda yadda yadda. If the client contributes to development of the plan, then it's THEIR plan too.... see what I mean?
I think clients hate a slide show that shouts "Look at me and my designations and aren't I great! ME! ME! ME!" Didn't someone once say that marketing should focus on the client? I never talk about myself during a listing appointment, or at any other time during the client relationship.
2 votes Thank Flag Link Tue Apr 3, 2012
Cheryl,


The bottom line is that you are going to get a variety of answers in regards to how each of us conducts our real estate business. My advice is that you know your personality and what works the best for you. SO if you are a detailed oriented planner then a formal listing presentation would most likely be the best approach.

However if you are the creative spur of the moment type personality, a formal presentation might not be what works best for your personal approach. Another tip is to learn how to read people. If you are in front a detailed oriented engineer type person then a formal presentation with a ton of charts and figures, stored in your brief case would be ideal. If you have a person who tells you that you only have 30 minutes then an entire formal presentation might not be the best method. I personally want sellers to see our marketing plan and the numerous media outlets my team uses for advertising a piece of property. That could simply mean watching a few you tub videos and having a personal brochure that explains who you are and the type of real estate you specialize.

Good Luck and the saying still holds true today…. Fake it till you make it in Real Estate!!!
1 vote Thank Flag Link Wed Apr 4, 2012
Lots of good advice already.

A few additional thoughts. As has been pointed out, the listing presentation serves multiple purposes: To sell yourself, to sell your company (if that's a strength), to give the customer (hopefully client) an idea of what his/her house is worth, and to get the listing.

Some of those can be done less formally--selling yourself, for instance. Others--such as telling the sellers what their home is worth--generally merit a more formal or structured approach. Usually, if you're selling your agency, that's often more believable with a few charts or graphs . . . something more than just saying, "We're the best in the area." Bottom line: Different elements of the listing presentation may merit more or less formality.

And one other point: Customers are different, too. Some folks--think of any engineers you may know--like numbers and charts. They like to analyze, or to view the analysis of others. Other people are a lot more informal. They'll figure out whether they like you and whether you seem like you know what you're doing. They'll fall asleep with a long, detailed, formal presentation that tells them nothing about you. So you have to be able to adapt your presentation to the preferences of the sellers.

Hope that helps.
1 vote Thank Flag Link Wed Apr 4, 2012
Don Tepper, Real Estate Pro in Fairfax, VA
MVP'08
Contact
Hi Cheryl, you have a good question! Most agents develop scripts and are comfortable over the years "winging it" on which script fits the situation the best. If I were to give some suggestions for new agents to avoid the stresses I went through as a new agent, I might suggest a few things. First of all, realize that besides selling real estate, you are also selling yourself. And by that I mean that you have a unique personality that no one else has, and that certain clients may find you in particular to be a perfect agent for them. I always like to talk about little things here and there that make them know me as a person by the time by presentation is done. Also, when you're new, it's real important to stress the support of the company that's backing you.
1 vote Thank Flag Link Tue Apr 3, 2012
Great answer, Terry. Thank You!
Flag Tue Apr 3, 2012
Birds "wing it" because they have learned to fly; in that regard, I "wing" my listing presentation because I already know what I want to say and I have the answers to the seller's questions.

I suggest that new agents take a bit of time and think about what they have to offer a potential seller, and practice saying it. The company may have resources that you want to include, but it isn't as important to seem knowledgeable as it is to be knowledgeable.

As a new agent, of course, you're not so knowledgeable, so it is useful to work the company's prepared presentation and understand it well enough to talk about it.

All the best,
1 vote Thank Flag Link Tue Apr 3, 2012
40 pages? wow, are they still awake when you reach the last page??

(only kidding!!)

yes, I use a formal presentation that organizes what I do as far as my marketing plan - along with a cma program that displays comps with full color photos.and pertinent information.

I do not, however, use a canned speech-like presentation. I just use the paperwork to show information in a professional manner.
And then we talk!
And I mean "we" - never lecture.....inform and listen!
I discuss what's happening with the market, making sure to listen to what the sellers have to say.
I ask questions.........

I always prepare ahead of time so that I can really collect my thoughts and confidently share my opinions and suggestions.

Good luck to you - much success in the business!
1 vote Thank Flag Link Tue Apr 3, 2012
Thanks Debbie, I appreciate the information and encouraging words!
Flag Tue Apr 3, 2012
I think mixing it up and making each one unique is very important.
0 votes Thank Flag Link Fri Apr 6, 2012
Oh no, never wing it. We did that a few times early on and blew it.

We have the initial phone call and set a time to come out and talk. We then send out a package that talks about us, how we market the home, what to expect, etc. They get the package before the listing appointment.

Then we go out, get a tour of the home, discuss price, and see if we are a good fit.

We are always prepared!
0 votes Thank Flag Link Thu Apr 5, 2012
I generally set aside a couple of hours for my procedure: first I take the customer out and preview 3-5 local homes which we will be competing against, now that the consumer has a little bit of a feel for the actual market I share the marketing data about our competition. Now they have information and feel somewhat empowered. We then sit down and discuss the relevance of using a national brand (RE/MAX), gain their input on their goals and establish a marketing plan for their home. I generally use a more technical presentation and give the consumer the information and help guide them in making the best decision. I think what makes the difference if/when you can get past the real estate pricing issue, is taking the time to show them the competition. Previewing has the ability to ground the consumer and makes your presentation believable and your suggestions for pricing the home justified. Ps I do not take grossly overpriced listings (10%) and I only take moderately overpriced listings (5%) if we have a WRITTEN agreement in the contract for a schedule of price reductions. Hope this helps! PS I noticed nobody who answered this question is using this approach, part of the reason I actually show the competition is my competition does not. It makes my presentation unique and memorable and I almost always get the listing if RE fees are not the main issue. If you were a fly on the wall and set in on 3 listing appointments they would basically sound the same. What are you doing different to set yourself apart from your competition?
0 votes Thank Flag Link Wed Apr 4, 2012
I like to create a good CMA report that I review with them in addition with including a few pages of what I recommend of the seller to be prepared and ready to list and show their home to what they can expect from me as their Realtor. I don't read through it but use it as a guideline for discussion. Each client then is able to direct the conversation to what is important to them. Yet, showing my value of assisting them from getting their home listed to getting it sold!
0 votes Thank Flag Link Tue Apr 3, 2012
The formal listing presentation is great when you first start as it helps you stay on track as you converse with the client.

That being said as you keep gainin experience then that formal presentation will serve more like note cards to the "speech" that you have presented over and over again.

Keep in mind this is a relationship based business, and while havign a formal presentation and speech ready is good for when you're first starting, let the customer get to know the real you.

They will appreciate you, respect you, and in the end trust you, and that's the stage where most of the business gets done.
0 votes Thank Flag Link Tue Apr 3, 2012
Thanks Luis.....good information!
Flag Tue Apr 3, 2012
I utilize a formal listing presentation, and present information about the area the home is in along with comparable sales. I think it is important to have a formal presentation, and then decide if being more formal is required, or if the prospects prefer a more casual conversation.
0 votes Thank Flag Link Tue Apr 3, 2012
It's always good to have a listing presentation and marketing plan as part of your presentation. Sellers forget what you tell them and they can use as a reference. You present yourself in a professional manner and it helps not to forget anything. Make it to the point, present and cover all so they dont have lots of questions because you have covered it all - you will appear as a wealth of information and a seasoned agent.
0 votes Thank Flag Link Tue Apr 3, 2012
Hello Cheryl,


I have 40+ page listing presentation I use. it helps guide the discussion and presentation

Most brokerage have a script that they like their agents to utilize. This will definitely assist new agents with their presentations. I would recommend you go with your broker or a top producing agent on one of their listing presentations to see how its done.

i believe if you going in their " winging" it, Your potential clients will know it, and assume you be winging it, if you have their home listed for sell, thus not hiring you as the agent to represent

Good luck
0 votes Thank Flag Link Tue Apr 3, 2012
Thanks Akil....
Oh, I have no intention of winging it! I have seen several listing presentations but not all were formal presentations,,,which is why I asked.
Flag Tue Apr 3, 2012
Thanks Akil....
Oh, I have no intention of winging it! I have seen several listing presentations but not all were formal presentations,,,which is why I asked.
Flag Tue Apr 3, 2012
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