With discount brokerages popping up left, right, and center, the importance of showing your value and providing your “20 pounds of proof” to convince your sellers that you are worth every penny is paramount. Walking in with a binder of facts, stats and figures is not going to set you apart from the other agents competing for that listing. What will set you apart is a killer listing presentation that shows that you have the goods to sell their home fast and for top dollar.
Top 3 “Must Haves” To Close More Sellers with Your Listing Presentation
1. Proof That You Have The Buyers
Nothing impresses sellers more than a big stack of pre-qualified buyers who are looking for a home just like theirs. If you’ve been using a system like SuccessWebsite‘s PPC Management Program to generate buyer leads, you can prove you may already have a buyer for their home. Just use the MyLeads CRM to print out a report of all the buyer leads you have currently percolating in your system. We like to call this our “Buyers-In-Waiting” list. It’s compelling visual proof you can show the seller. Just don’t leave it behind. 😉
2. Impressive Listing Tools and Technology
Do you spend any time talking about how you will market your prospect’s home both on and offline? Simply posting the listing on the MLS is not going to create the shock and awe factor you’re looking for. You should be able to describe a step-by-step marketing strategy that goes above and beyond other agents. It should include the following:
- Online Virtual Tours
- SMS text codes for requesting info via mobile devices
- Listing Syndication on sites like Trulia, Zillow, Vast, Oodle and Yahoo Real Estate
- Single Property Sites
- Email Marketing
- Social Marketing through Facebook, Twitter and YouTube
- Online Classified Marketing through free classified sites like Craigslist, Kijiji, Backpage and OLX
3. A Compelling USP (Unique Selling Proposition)
Our partner and top real estate coach Craig Proctor outlines this very well in his blog post on How To Create A USP. Developing a truly Unique Selling Proposition is not an easy task, but it’s probably the best way to bulletproof your listing presentation (and your business for that matter). The common mistake most real estate agents make when crafting their USP is focusing too much on themselves and not enough on the prospect. Ask yourself “What can I offer prospects that they want or need?”
Don’t be afraid to make guarantees. A big promise shows your prospect that you are willing to shoulder the risk. Try to develop as strong a guarantee as you feel comfortable with. It should have the following ingredients:
- State a specific benefit (e.g. Your Home Sold)
- State a specific time period (e.g. in 30 Days)
- Make a specific risk-reversal statement (e.g. or I’ll waive my commission)
With a strong USP, you will garner more trust from your prospects and compel them to choose you over the other agents.
A Killer Listing Presentation = More Listings
If you can effectively show your prospects that you have proof of Buyers-In-Waiting, are on the cutting edge of technology, and are willing to guarantee that you can sell their home faster and for more money, you’ve got yourself a killer listing presentation that will be absolutely bulletproof.
YOUR TURN: What other elements do you think a strong listing presentation should have? Please share your ideas below.