An agent’s listing presentation makes a huge difference when it comes down to clients deciding which agent to list with. Of course, in addition to gaining a client, having listings is also a great way for agents to advertise and attract more clients.

1. 7Steps to
Winning a
Listing
Presentation,
Every Time

2. • An agent’s listing presentation makes a huge difference when it comes
down to clients deciding which agent to list with.
• Of course, in addition to gaining a client, having listings is also a great
way for agents to advertise and attract more clients.
• After all, a SOLD sign on a clients yard, along with your name and logo,
reinforces a lot of great qualities clients look for. Before you get to that
step, your first “challenge” is to win the listing presentation.
• Listing homes is when sales really happens, you’re first selling yourself,
then you’re the property.
INTRODUCTION

3. Sales really boils down to value.
Your product or service should be the solution to a client's problem.
The solution, however, must be worth it and able to solve a client's problem.
This is especially more relevant when it comes to real estate.
Your listing presentation is an opportunity to demonstrate your value, and
show ‘how’ and ‘why’ you are the best agent to solve their problem, beating
out your competitors.
“ Your product or service should be the solution to a client's problem”
Solve Client’s Problem

4. STEPS FOR RESEARCH
We’re going through the steps every listing presentation should provide.
Step1. Research (Before the LP)
CMA
• Put your findings in an visually appealing chart, which makes it easy to
understand and compare.
• Have a copy of the listings, along with pictures of them home, open on
your tabs to be able to easily flip through the homeowners current and
previous competitors.

5. Location
• Location plays a large role for home buyers, so it would be important to
consider the surroundings and type of lifestyle potential buyers would
be buying into.
• This will not only help you with the pricing of the home, but can also
serve as a strong negotiating point when you’re negotiating the deal for
the sellers.
• When you are conducting your research, find out of any upcoming
plans by the city or businesses for construction in the future.
• If there is, find out what is being built, when the expected completion
date is and how this will serve as an advantage to your sellers.

6. NEIGHBOURHOOD KNOWLEDGE
• During your listing presentation, share some of your neighborhood
knowledge with your clients, it will demonstrate that you truly have taken
the time to know the neighborhood and the details that make it so great.
• You will also use this information when you are marketing the home, as
you will target buyers who will benefits from both the home, and the
lifestyle.
• Pay attention the neighbor hood on your drive over, and take a few
minutes to sort out your thoughts once more.

7. • Arrive to your listing presentation approximately 15 minutes prior to your
meeting time.
• You should have had all your paperwork ready, and filled out parts of the
agreement, because you are walking in with the intentions of walking out with
a signed agreement.
• Gear your mentality up for a positive outcome and take one last check of your
esthetics, such as perfume (don’t over perfume or have foul odours), breathe
and outfit. When you finally ring the doorbell, introduce yourself with a smile
and a firm handshake.
Step 2 Ring The Bell

8. • Set your belongings by the foyer or main entrance, and ask for
permission for the sellers to provide you with a tour of the home.
• Start with bedrooms, taking note of any minor repairs or staging that
may needs to be done.
• Try to keep the conversation light and connect with the sellers and
build rapport.
“Aim to keep your entire listing presentation between 45-60
minutes ”
STEP 3 TAKE A TOUR

9. AGENDA FOR YOUR PRESENTATION
• About Me
Start off your presentation by giving some information about your
background and experience.
• Here’s a quick list to help you compile a brief ‘about me’ topics:
1. Experience in the business
2. Volume of sales
3. Designations/ specializations/ training achieved beyond your license
4. Awards Receives
5. Number of years in the industry
6. Notable accomplishments
7. Background
8. Family/ hobbies/ sports

10. 2. My Team
• If you have a team, mention them by name and a quick highlight as to
how they will add value to the seller.
• If you do not have a team, you can still introduce your network of
professionals, such as
Your real estate lawyer, mortgage financer, or photographer, to
demonstrate that you have connections should the client require it.
• This will also provide the feeling that there is a whole team behind you
and dedicated to helping the seller.
“Your value propositions should
be explained within 45
seconds”

11. 3. Present Your Marketing Strategy
• This is the part of the presentation that really begin to interest sellers.
• The stronger your marketing strategy, the more powerful of a reason
you are providing as to ‘why’ they should list with you.
You can divide your marketing strategy into three main parts:
1. Your strategy before the home is listed on the market
2. Your offline marketing strategy
3. Your online marketing strategy

12. VALUE PROPOSITION
• Each part to your marketing strategy should be presented in an organized
way and really demonstrate the value.
• Your value propositions should be explained within 45 seconds and should
follow this formula:
Value proposition = Title of your VP + The Strategy + Benefit to Client +
Results it produces
Use visuals where possible, such as online marketing, you can use visuals
such as stats and charts to display the value.
• Majority of individuals (60%) are visuals learners, combining visuals to
back up each one of your strategies will have a larger impact on the seller
understanding the amount of value you provide.

13. Now that you have gone over the tour and provided your strategy, you can
propose the listing price.
Before doing so, have your comparable ready to demonstrate why, and
how, you arrived at this price.
From your research, you can present the following to the sellers:
1:Expired Listings
2:Recently Sold Listings
3:Current Listings
Based on these three categories, you can demonstrate the pricing, days on
the market and the features of the top homes that closely matches your
clients.
4. Pricing the Home
“The price clients should be focused on is the bottom line, the net
amount they receive, not your commission”

14. • You may have used testimonials during your value proposition
portion of the listing presentation, however, the testimonials used
here should be about the experience with you and your value as a
whole.
• If possible, have 3-5 short testimonials focusing on different areas.
For example, one testimonial could be about the amount of time it
took to sell the home, the sold price, communication with you
or your negotiating skills.
5. TESTIMONIALS

15. • This is the part of the listing presentation some agents may feel a little
tense, depending on past experience. Boldly stated, if a client tries to
negotiate your commission, don’t take it personally, and also don’t lower
your price.
• Keep in mind that your commission is equal to your value.
• If you were able to clearly demonstrate your value propositions with your
marketing strategies and have testimonials to back up your strategies,
your commission should be justified and does not need to be lowered.
• Reiterate this to your seller, the price clients should be focused on is the
bottom line, the net amount they receive, not your commission. The net
amount they will be receiving by listing with you, is more important.
6. Commission

16. 7. Close the Deal
• Create excitement with your seller, tell them about the process, and your
action item steps you are going to take right away, as soon as they sign the
agreement and are ready to move forward.
• This is the 7 steps to always winning your listing presentation, courtesy of
some advice from the Certified Seller Specialist real estate designation.
• Review your listing presentations, make sure you have the visuals and are
up to date with the information.
• For realtors who are looking for a designed and content ready listing
presentation, you can find this with your free membership at
designationhub.com, which also include the full 3 sections of the
marketing strategy and scripts.

17. Conclusion
• This is the 7 steps to always winning your listing presentation, courtesy of
some advice from the Certified Seller Specialist real estate designation.
• Review your listing presentations, make sure you have the visuals and are
up to date with the information.
• For realtors who are looking for a designed and content ready listing
presentation, you can find this with your free membership at
designationhub.com, which also include the full 3 sections of the
marketing strategy and scripts.
• There’s a lot of competition out there, along with sellers challenging
agents with regards to the value they bring to the table (no pun
intended!). Go get them!

18. www.designationhub.com