11 Steps to a Winning Real Estate Listing Presentation

There's no question that to be successful in real estate; you need to stand out from the competition. A great way to do this is by creating a winning real estate listing presentation. By following these eleven steps, you'll be well on your way to putting together a presentation that will make your clients sit up and take notice.

What is a Listing Presentation?

A real estate listing presentation is a detailed presentation that provides homeowners with an idea of how you will prepare their property for sale, how you will advertise it to potential purchasers, and at what price. Items you may include in the listing presentation are suggestions for exterior renovations and fixes, landscaping, interior improvements, staging, and room remodels.

Often, you'll present the information at the home of the seller, allowing you the opportunity to tour the house, or at your brokerage's office. The goal of the listing presentation is to highlight how you will market your client's home with actionable items, which may include an example of a property website, how you plan to generate interest, and examples of how you handle negotiating offers. You’ll also want to focus on what makes your approach unique and most importantly, successful.

Now that you understand what a real estate listing presentation is, let's dive into some listing presentation tips on how to create a seller presentation that wins you more contracts.

The 11 Steps to Follow

1. Intro or Cover Page

The seller will first see the cover page when looking at your presentation. It's essential to make a good impression with this step, so it's wise to pick an eye-catching font, distinctive photo, and include all of the house's most relevant information in an organized fashion. This is your chance to wow them from the get-go.

2. Agenda - What Will Be Covered in the Presentation

If The next step is to provide a list of items covered in the presentation. This will also serve as a table of contents and allow the homeowners to scan your presentation for specific areas they're looking for. It's a great way of organizing your presentation and saves time for everyone involved.

3. Icebreaker Questions

As you’re giving the seller presentation, this is an excellent time to ask your clients some questions that will help them feel relaxed and give you more insight into what makes their home special. These questions may include recent updates to the house, what it’s like to live in the neighborhood, and why they’ve decided to sell their home. Utilize this time to build rapport, and actively listen to their responses, incorporating follow-up questions where warranted.

4. Unique Selling Proposition (USP)

A unique selling proposition is what differentiates your service from other agents in the area. It's what stops potential clients from glossing over your message, forcing them to stop and listen to what you have to say.

Think about it from the standpoint of the homeowner. If they're meeting with multiple agents to find the right one to market their home, they've heard a lot of the information that you're already sharing with them. In an industry where many are doing the exact same thing as others, your USP is what is going to give you a leg up over the competition. It helps to be confident and specific in your approach.

5. Competitive Market  Analysis

Competition is always a good thing in the real estate market and knowing what you're up against will help you sell faster. Before sharing how you came to the price point you did for your client's listing, spend a few minutes going over comparable properties. Let the homeowner know how much these houses sold for, or are currently listed for, and the amount of time spent on the market.

Be sure to point out similarities and differences between the comparable properties and your client's property which will help them understand how you came to the listing price. This is an area where your expertise and knowledge can shine, so take advantage of the opportunity.

6. Pricing The Home to Sell

It's no secret that a homeowner wants to know how much money you can get them for their home. As a real estate agent, it's your job to remove the emotions from the price; it's not uncommon for homeowners to believe their house is worth more than it really is. After reviewing the comparative market analysis with the property owner, explain how and why you came to the listing price in detail so they can clearly understand your perspective and approach.

7. You and Your Brokerage

This is an excellent time to share testimonials from past clients, as well as any case studies you have on your website. It's proof that your style works and will help set the stage for what they can expect from you throughout the process. It can also help reassure them if they are on the fence about selecting you as their listing agent.

8. Testimonials/Case Studies

How do you optimize your profile bio in social media? You just have to keep things simple. Clarity is key. You have to be straightforward with what your brand or business is all about.

Have a clear and well-thought-out brand name, include a good quality picture, put relevant information in without stuffing, use relevant hashtags, and link to your website.

Having a website is the first step to an online presence, so be sure your social media can link back to your site where users can connect with you.

9. Marketing Strategy To Get Home Sold

All motivated homeowners want to sell their homes quickly and for top dollar. Now is the time to you provide a list of the marketing strategies you plan on using to get their home sold with their best interest in mind. Your client will be impressed with your dedication to selling their house, especially if they are in a hurry to get their home sold.

Be sure to include information on the different strategies you’ll use to market their home to buyers, examples of your marketing pieces, and how you plan to promote their home in various channels to expand the buyer pool.

10.  Next Steps

No presentation is complete without contact information for both you and your brokerage. Your clients need to be able to get in touch with you if they have any questions or concerns along the way, so be sure to provide all the ways they can get into contact with you.

This is also the perfect time to set boundaries and expectations with your clients so they know when you may not be available to answer a call, text, or email. By letting your clients know upfront when you take time for yourself and your family, they will be more likely to understand when they don't hear back from you right away.

11. Contact Information

No presentation is complete without contact information for both you and your brokerage. Your clients need to be able to get in touch with you if they have any questions or concerns along the way, so be sure to provide all the ways they can get into contact with you.

This is also the perfect time to set boundaries and expectations with your clients so they know when you may not be available to answer a call, text, or email. By letting your clients know upfront when you take time for yourself and your family, they will be more likely to understand when they don't hear back from you right away.

Listing Presentation Tips

Be Authentic

Don't try to be something you're not just because you think it will sell faster. Be honest with your clients about who you are and what you do best. Your most significant selling point is your authenticity and integrity, so make sure this shines through in all aspects of the presentation.

Make it About the Homeowner, Not Yourself

Your presentation should always be about your clients and how they feel. This is their house, and they need to see themselves living there, which means you want to make them feel comfortable during the presentation. You can sell yourself by describing what you do best and why it will help them during the process, but don't include any information that doesn't directly benefit them.

Be Sincere

SNo matter how great you are at what you do, if clients don't trust you, you won't help them. Genuinely care about your clients and their needs from the very beginning. This will set a positive tone for all future interactions with them and make it easier for them to work with you throughout the process.

Take Notes and Be Engaging

Don't let your clients drift off while you're sharing your presentation with them. Be sure to take full advantage of your time by keeping them engaged and asking questions to get their feedback on every step. This is also where you can take notes on any ideas or concerns they may have about the process of selling their home, which will come in handy when you follow up with them after your real estate listing presentation.

Conclusion

Knowing how to do a listing presentation is one of the most important aspects of being a real estate agent and can expand your business significantly in today’s market. By following these 11 steps, you can create a winning listing presentation that will stand out from the competition and help you close more deals. Remember to be authentic, sincere, and engaging with your clients throughout the process to build trust and ensure a positive experience. Happy sellers are sure to tell their friends about you!

For more resources and training, check out our free on-demand webinar on Mastering the Listing Presentation.