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Listing Presentations

Creating a Listing Presentations System

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Listing Presentations

  1. 1. Listing Presentations Burnsville Office November 5, 2009
  2. 2. Listing Presentations <ul><li>Create a System </li></ul><ul><ul><li>From first call to post closing </li></ul></ul><ul><ul><li>Consistency leads to quality </li></ul></ul><ul><ul><li>Allows you isolate improvements </li></ul></ul><ul><ul><li>Eliminates the “I should have” </li></ul></ul><ul><ul><li>You have control of the message </li></ul></ul>
  3. 3. Listing Presentations <ul><li>Example; </li></ul><ul><ul><li>Send pre-Listing package </li></ul></ul><ul><ul><ul><li>FAQ’s </li></ul></ul></ul><ul><ul><ul><li>Personal marketing piece </li></ul></ul></ul><ul><ul><ul><li>Sellers disclosure etc. </li></ul></ul></ul><ul><ul><li>Data gathering </li></ul></ul><ul><ul><ul><li>Tax info </li></ul></ul></ul><ul><ul><ul><li>MLS info </li></ul></ul></ul><ul><ul><ul><li>Neighborhood/school info </li></ul></ul></ul>
  4. 4. Listing Presentations <ul><li>Questions to ask (interview) </li></ul><ul><ul><li>What made you buy this home etc. </li></ul></ul><ul><li>Evaluate seller </li></ul><ul><ul><li>Expressive </li></ul></ul><ul><ul><li>Analytical </li></ul></ul><ul><li>CMA prep (1 step or 2) </li></ul><ul><li>Customize Listing Presentation </li></ul>
  5. 5. LISTING PRESENTATION According to Integrity Selling Program, the approach (building rapport) and the interview are the most crucial parts of our ability to work effectively with clients. This workshop covers the approach and interview, however the entire outline/checklist is included in the materials.
  6. 6. Listing Presentations <ul><li>Objectives : </li></ul><ul><ul><li>Improve skills in interviewing </li></ul></ul><ul><ul><li>Develop immediate trust </li></ul></ul><ul><ul><li>Be in control through giving the seller the power to be heard </li></ul></ul><ul><ul><li>Be able to decipher which listings are worthwhile </li></ul></ul><ul><ul><ul><ul><ul><li>Priced right </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Ready to list </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Full fee </li></ul></ul></ul></ul></ul>
  7. 7. <ul><li>The Approach: </li></ul><ul><li>You have about 30 seconds to make the first impression </li></ul><ul><li>(many assumptions will be made about you in that time frame) </li></ul><ul><li>Be prepared (preparation lets you focus on style) </li></ul><ul><li>Style is 93% of effectiveness in how you are perceived </li></ul><ul><li>Be on time </li></ul><ul><li>Use effective eye contact (shows genuine interest) </li></ul><ul><li>Use confident voice tone and tone drop at sentence end </li></ul><ul><li>Notice their environment and sincerely compliment </li></ul><ul><li>Find common ground, interests, etc. </li></ul><ul><li>Get on their emotional level (match pace, comfortable space) </li></ul><ul><li>Be conversational, breathe, pause </li></ul>
  8. 8. Listing Presentations <ul><li>Set the Stage ! </li></ul><ul><li>Let them in on your agenda/outline. They’ll be more comfortable if they know what to expect: </li></ul><ul><li>“ Mr. and Mrs. Seller, I would like us to get to know each other ( approach ) and to find what your needs are and what you are looking for ( interview ) so we can determine if we might work together. </li></ul><ul><li>I’d like to show you what I do to get homes sold, ( demonstrate ) and if you believe ( validate ) I can provide the service and value you are looking for we can go ahead and address any concerns ( negotiate ) and begin the process of pricing and getting it on the market ( close ). How does that sound?” </li></ul>
  9. 9. Listing Presentations <ul><li>Mindset: </li></ul><ul><li>People buy or sell to fill their needs, not yours </li></ul><ul><li>Diagnose before you prescribe </li></ul><ul><li>They don’t care how much you know until they know how much you care! </li></ul><ul><li>People are more apt to buy into ideas they discover for themselves… rather than those you “tell” them </li></ul><ul><li>Seller should do 80% of the talking in this portion </li></ul><ul><li>You develop trust by listening and acknowledging </li></ul><ul><li>They love to talk about their home and what they know </li></ul>
  10. 10. Listing Presentations <ul><li>Biggest Mistakes Agents Make: </li></ul><ul><li>Assume motivation after hearing “reasons” </li></ul><ul><li>Dump information (the more they “know, the more they dump) </li></ul><ul><li>Talk most of the time </li></ul><ul><li>Do the pricing CMA immediately upon arrival </li></ul><ul><li>Presenting their information without relating it to seller needs </li></ul>
  11. 11. Listing Presentations <ul><li>Interview Objectives : You will be successful if: </li></ul><ul><li>Get clients to admit needs, wants, challenges, feelings, goals </li></ul><ul><li>Get them agree that they have a desire for solutions </li></ul><ul><li>Get them to agree to explore solutions with your </li></ul><ul><li>Get them to make decisions </li></ul>
  12. 12. Listing Presentations <ul><li>The Interview: </li></ul><ul><li>Ask permission to take notes </li></ul><ul><li>Ask open-ended questions </li></ul><ul><li>Uncover motivation (feelings) vs “reasons” </li></ul>
  13. 13. Listing Presentations <ul><li>Open-ended Questions: </li></ul><ul><li>Suggest that the person asking the question sincerely wants to understand the seller’s position and respects their point of view. This develops trust and gets information. </li></ul><ul><li>What </li></ul><ul><li>How </li></ul><ul><li>When </li></ul><ul><li>Who </li></ul><ul><li>Where </li></ul>
  14. 14. Listing Presentations <ul><li>Closed questions (yes-no) </li></ul><ul><li>Used for trial closings, closing, isolating objections and getting commitment </li></ul><ul><li>Are </li></ul><ul><li>Do </li></ul><ul><li>Is </li></ul><ul><li>Can </li></ul><ul><li>Would </li></ul><ul><li>Should </li></ul><ul><li>If I could show you……would you consider </li></ul><ul><li>If you believe…….would you </li></ul>
  15. 15. Listing Presentations <ul><li>If you get “reasons” probe further for “motivation” </li></ul><ul><li>Tell me more about that </li></ul><ul><li>Acknowledge, then silence </li></ul><ul><li>How so? </li></ul><ul><li>How did that make you feel? </li></ul><ul><li>What will you do differently? </li></ul><ul><li>How will that affect you? </li></ul>
  16. 16. Listing Presentations <ul><li>Motivation vs. Reasons: </li></ul><ul><li>Reason: “What” </li></ul><ul><li>Motivation “Why” </li></ul><ul><li>(Role Play this. Pair off and have one be the seller and the other the agent). Have them notice the difference between “reasons” and “motivation” </li></ul><ul><li>REASON MOTIVATION </li></ul><ul><li>Transfer (why) Achievement, better lifestyle </li></ul><ul><li>Move-up (why) Children get own rooms, entertain </li></ul><ul><li>Bigger Kitchen (why) Love to cook, entertain close family </li></ul>
  17. 17. Listing Presentations <ul><li>Need / Feature / Benefit </li></ul><ul><li>Need: The seller must perceive and believe they have a need </li></ul><ul><ul><li>A need they already feel and you uncover through the interview process </li></ul></ul><ul><ul><li>A need that you may have to make them aware of </li></ul></ul><ul><li> </li></ul><ul><li>Feature: The solution (Physical description) </li></ul><ul><li>Benefit: What something does, how it makes us feel. </li></ul><ul><li>Move toward pleasure/ Away from pain </li></ul>
  18. 18. Listing Presentations <ul><li>If you master these ideas, believe them and practice you will: </li></ul><ul><li>Gain the trust of your clients </li></ul><ul><li>Know what they need to accomplish and why </li></ul><ul><li>They will tell you why they will hire you </li></ul><ul><li>They will tell you what you need to say to get the listing </li></ul><ul><li>You will know if you need to walk away or stay! </li></ul>

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