The Beginnings of Your Winning Listing Presentation!
Updated: Mar 17, 2022
Some common questions I get from agents are 'Todd, how do I transition from hello at the front door, to giving my Listing Presentation to a Seller. What are the steps? What should I say and do?'
Recently, Craig and I hosted a THREE DAY ONLINE PLATINUM OSA WORKSHOP. 1,200 ambitious real estate agents watched and participated in what was arguably the most prominent online training event on how to sell more homes and make more money, without giving up your personal life to do it of 2020.
Over the last 20+ years, I have been doing this very exclusive and specific training in a conference room, face to face with agents. Thanks to COVID-19 and Government restrictions, we pivoted to ONLINE – and more agents than ever, in our system, were able to benefit from this leading-edge training.
On day 3 of this workshop, we invested 7 hours on Working With Sellers and taught agents the SYSTEM from lead to a lifetime customer. Here are some of the STEPS and SCRIPT our agents copy and implement to put themselves in the best position to win over the seller to doing business with them – over any other agent or option.
The purpose of the beginning of your presentation is to confirm your prospect's intent to sell and to make a positive and professional first impression. As well as to establish a good rapport with your seller(s), and to read your sellers as well as you can so you have a good sense of how you should be approaching your presentation. If you are a Quantum Leap System Agent, you are well schooled in DISC and know how to use that knowledge to do a better than good job approaching the situation.
As you walk in the door, you should make a point of shaking your client(s) hand(s), and then greeting them by name.
"Hello, Mr. & Mrs. Smith. Are you folks ready to get your home sold?"
It helps you establish that you are talking to a qualified prospect. If the client's home is on the market for sale already – obviously motivation is evident.
So, what is better for you, for us to use the kitchen table or dining room table.
As you lead them to the kitchen or dining room table –
How long have you lived here?
The answer to this question will let you know, given market trends, whether they are going to make or lose money if they sell their home, and how much time you'll have to spend on pricing.
Where are you thinking of moving?
When do you have to be there?
As you put your materials on their Kitchen or Dining room table
If it is ok, I will sit here, and you guys sit there, so we can all look at the materials I have brought along with me today. But, before we sit down, Why don't we take a quick look around your home first?
Taking a tour before rather than after your presentation is essential for several key reasons:
-It allows you to make an assessment of listing price based on the features and condition of the house.
-It enables you to make a further assessment of your prospects.
How they answer your questions and the questions they ask you will allow you to define better, their personality types; thus, the tone you should be using in your presentation. It will enable you to build rapport with these prospects. It will give you a chance to develop your credibility and establish your track record by talking "informally" about other sales you have made in the area, etc.
As you are taking a tour...
What do you do for a living?
Ask this question of both parties. It will not only give you a clue to personality type, but it will also give you a basis for drawing relevant analogies and comparisons in your presentation. For example, it would be easy to explain the team system to a doctor or another professional because he/she would work within the same kind of structure, and you could make this connection.
Other questions you might ask which would provide you with useful information might include the following:
Do you know how old your home is?
Have there been any structural problems with, for example, the roof, or leaking, etc.?
Have you spent a lot of money on upgrades to your home?
By the time you get back to the kitchen table, you should have a strategy in place regarding how you will approach your presentation. For example, if your prospect spent a lot of time explaining how much he/she spent on upgrades, etc., they are probably someone who will want top dollar for their home, and thus you should anticipate the need to speak a lot of time on pricing. If your prospects are not very talkative, you will want to keep your presentation business-like and to the point.
If there are distractions such as a radio or TV blaring, politely ask your prospects if they wouldn't mind turning it down so that it doesn't become a distraction.
Lead them to the kitchen (or dining room) table. Don't allow the meeting to take place in the living or sitting room. You'll need some room to spread your material out. When presenting to more than one person, make sure that they sit beside each other.
Now, are you folks ready to sell your home?
At this juncture, you reach a fork in the road. If your prospect says "yes," you can give an abbreviated presentation, go directly to pricing, and the Sales Authorization Agreement.
This, of course, is the ideal situation, but it does happen in many cases. These will be people who have been pre-sold on your effectiveness by marketing, re-marketing, referrals, etc.
If your prospect says anything other than "yes," ask them:
Are you interviewing other agents?
From our standpoint, last-in is strategically the best position because it leaves you most top-of-mind as the prospect makes their decision and allows you to deal with any criticisms other agents have raised about you head-on and after the fact. Whether they are or are not interviewing other agents should not impact how enthusiastically, forcefully, or thoroughly you present, but it will help you determine what frame of mind your prospects are in.
Remember to focus on the seller's needs as the basis of all discussion. With YOUR PEN IN YOUR HAND READY TO WRITE…
So that I can do the best possible job to help you in your present situation, can you tell me…
Why are you moving? (or – You told me the reason you are moving is…)
What is most important to you in getting your home sold?
What do you feel that has to happen for that to be accomplished?
The answers will reveal their real problem, their short-term vision – the WHY they are doing this. And THAT is a trade secret of our system! FOCUS ON THE PROSPECTS NEEDS AS THE BASIS OF ALL DISCUSSION. Selling the house is essentially PART of the process. Five Star Reviews come from delivery and over-delivering on what they most want and why – and this extends well beyond just selling the house (as you know). Most agents skip this and start talking AT the prospect, clicking buttons on their computer bragging about all the ways they advertise and marketing the sellers home – completely missing the real opportunity. HENCE, why who you are learning from really matters.
Now that the stage is set, and you know that you will be doing a full benefits presentation, open your laptop for the Ultimate Seller Benefits Presentation (the #1 Listing Presentation in the World Today – Guaranteed).
Give them a verbal plan of how you will be proceeding through your presentation. It will help them to follow better and be more attentive to your words. Now, start your presentation.
Thank you for that information. It will help me do an excellent job of providing you with the right information to help you best. In fact...
Our mission is to sell our clients' homes fast and for top dollar with the support of our unique Team System, our exclusive consumer programs, and our leading-edge technology. To explain how we do this, let me tell you how I'd like to proceed…
If you are using our SYSTEM and presentations, then you will see the ULTIMATE SELLER BENEFITS PRESENTATION guides you and the seller toward mutual agreement – without any hard selling.
You may hear some trainers say it's not how you start but how you finish that really matters. THAT IS NOT THE CASE. You only get ONE chance to make a great first impression in making the seller feel comfortable with you and your process.
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