Master Level Real Estate Listing Presentations
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Are you closing every listing appointment into a sale-able listing? If not move up to mastery by exploring this PowerPoint presentation by Jim Remley then jump on to erealestatecoach.com to learn more!
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Master Level Real Estate Listing Presentations
- 1. Master Level Listing Presentations
- 2. Personal VS Professional • What clients crave is a rock solid professional relationship built on value. • What Wins: Highest Value for Dollar spent
- 3. First Impression 2X • 55% Visual Appearance • 38% Voice Quality • 7% Content
- 4. Competence = Confidence “The most beautiful thing you can wear is confidence.” — Blake Lively
- 5. ration Build a 10 Step Plan
- 6. The Mechanics of Presentation • Establish Your Stage • Begin with Tour of Home • Ask W Questions • Take Notes / Photos
- 7. One Stage VS Two Stage Appointments • Can I take a minute and show you how I work?
- 8. The Four Step SELL System Subconscious Selling Excite the Client Listen – Lead with Client Need Laugh – Have Fun
- 9. 5 Cardinal Sins • No clear point • No audience benefit • No clear flow • Too detailed • Too long
- 11. “Making the simple complicated is commonplace; making the complicated simple, awesomely simple that’s creativity.” - Charles Mingus
- 12. Reduce to the Max (Text is Redundant)
- 13. The Three Legged Table PriceProductPromotion
- 27. So we can go two ways here I can tell you what you want to hear or I can tell you the truth…. Which would you prefer?
- 28. Photos of home sold Brochures Advertising Slicks Website samples Pictures of satisfied clients Past flyers & marketing campaigns Building a Success Portfolio Open House invitations
- 29. Testimonials
- 30. Personal Stats – Your Most Powerful Tool Numbers Jim Remley Market % Difference List VS Sale Price 97.3% 95.4% 1.9% Days On Market 43 59 37.2% Sales Rate 78% 62% 16%
- 31. Consultative Approach to Pricing Based on the comparable sales I think your home is worth exactly $899,932.45 Based on the comparable sales what would you feel comfortable with as a final sales price for your home?
- 32. Plant Seeds • Red Flag Conversations • Repositioning Letters • Gift Bagging
- 33. 30 Day Mastery Plan I learned to appreciate repetition. That's why I can dance. It's how I learned to act. I have a high tolerance for repetition. - Channing Tatum
Editor's Notes
- Hawaii – Dole Plantation – amazing, fun, informative… Came back an hour later – same exact presentation…. Presentation is the key to Performance Apex Point Be a student of Preparation
- Tire store Example We have no desire to enter into a personal relationship with our service providers. So does this mean we don’t want friendly service? Nope we do but winning business on “Personality” doesn’t work… Wise agents have learned from experience that what clients really crave is a rock solid professional relationship. Wanted a new friend they’d get a dog. To become a master presenter requires that all client meetings are first and foremost built atop a professional relationship. Can a personal relationship follow? You bet! But the cornerstone of the relationship, the beginning and the end, the alpha and omega, was my professional presentation. Video Store Friend….
- Of course there is a catch to this logic because it is very possible that a client will have formed an opinion about us and our services just based on how we look….. if you think about it we do this all the time. In fact try not to make a first impression about the next person you meet. It’s impossible! Many studies including detailed research from the University of Toledo suggest that in a sales setting like a listing appointment we have 2 seconds to make great first impression, 2 minutes to make a lasting impression… According to their study (Read). Now remember content will matter once we get past that first impression window - so don’t think you get a pass on your presentation skills but during those first few seconds of a meeting you will be judged based largely on your appearance and voice quality and something else - your confidence level
- High school graduation valedictorians speak - “Never would I ever imagine graduating, speaking in front of a 1000 people, never would I ever imagine that my mom would be able to work two jobs to put food on the table and pay the rent through my entire high school career, never would I ever imagine that I would grow up and be heading off to college” – I will and I did - Action She received a standing ovation. This is the art of influence. Before her speech the audience was bored. But the audience quieted and we all became riveted by her composure, her delivery, her story, her mom’s story, and her passion. She had us in the palm of her hand and kept us on the edge of our seat….the power of influence. When you think of someone with self-confidence where does that stem from? For most people it comes from having certainty. It’s knowing that you know something. For instance if I suddenly told you the sky is pink – Fly an airplane, or bake a flambé, or perform heart surgery - your confidence might instantly drop to zero confidence is built on a foundation of competence. Competence equals confidence.
- Ownership Record Tax Records Mortgage Records Last Sale Last Listing / Agent Listings in Neighborhood Plat Map / Aerial Map Trend Lines for Neighborhood Google/Facebook/LinkedIn Marketing Material Updates CMA Done Before You Arrive Listing Documents Prepared Start Global – Go Local
- Now the physical mechanics Where I place my stuff “ie.” is probably where I am going to end up actually talking to the sellers. Position two sellers to hear my presentation –not a tennis match presentation –be able to make eye contact easily and be able to show our visual presentation in a way that both can see and experience it easily. Next step is a tour of the house. “Chef’s tour of the home?” During the tour I am going to take detailed notes about the house –People are more at ease, moving or in action. So during this time it’s great idea to begin asking questions W questions. Open up your visual listing presentation –is your hardest task.. (next slide)
- Open up your visual listing presentation –your hardest task. “Hey do you mind if I just take a couple minutes and show you how I work?” Two schools of thought on presentation – really two techniques. The first is a one-stage appointment – meaning when you come to the seller’s house you are loaded for bear. The second approach is the two stage appointment. This is exactly what it sounds like – you do the presentation in two sections. Which? It’s situational – and the situation has nothing to do with you. I learned this years ago while shadowing another top producer Scot. When a seller is ready to list their home – your presentation is over. You can easily talk yourself out of listing. I’ve done it. Attend every listing presentation expecting to walk out with the listing in hand. That means you come in prepared. In those cases where you need to refine you CMA or you need more time to gather more information simply fall back to a two stage appointment.
- Apply some simple superstar strategies to your presentation: Move up to subconscious selling… Memorize, Internalize, Personalize C-21 Agent – Written Question- Agenda Excitement – Ads, Flyers, Internet, Presentation Materials, Graphs, Charts… Differentiate Yourself – Show off your points of difference, with success stories.. Hero Builder Listening Presentation…Listing Presentation - Focus on the client needs To sell anything to anyone you must establish Rapport and Trust – How? Read body language / Ask Questions 80/20 Compass/Conversation – Engage Laugh – Have fun with your clients, Ask Questions / Humor – Set the Stage for Success…Strong Agents can do more than just close.. They can take salable listings, because that’s what a great presentation does it trains the client how to sell…But first you have to make sure avoid the 5 Cardinal Sins… (click)
- Story of Bob – 105 Pages 90 minutes Focused on Vanity – Awards, kids, me me me… Data Dump Needs to be a journey – Point A leads to Point B We need to focus on – yesable presentation style – WIIFY (Next Slide)
- What’s In It For You? (WIIFY) Before you start your presentation, state the benefits you can provide your audience. These benefits are your WIIFY. You are giving the audience a clear idea of what you are presenting and letting them know the benefits they can derive from your message. Below are Six WIIFY Triggers: This is important to you because… (the presenter fills in the blanks) What does this mean to you? (the presenter explains) Why am I telling you this? (the presenter explains) Who cares? (You should care because…) So what? (Here’s what…) And…? (Here’s the WIIFY…) To deliver a presentation that will resonate with audiences you may want to consider the power of a zen approach (Click)
- One key concept is simplicity. Minimization of chaos and clutter. Examples of Bad Power Point “Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that's creativity.” — Charles Mingus When we reduce we prioritize… (click)
- In your opinion, what are the most important parts of your topic for the audience to take away from your presentation? You should not burden the audience with too much information (Data Dump). Having a very long and detailed presentation may make the audience tune out and this leads to failure. Use Data for preparation and not presentation. Reduce the text on your slides to an absolute minimum. The best slides may have no text at all. This may sound insane given the dependency of text slides today, but the best PowerPoint slides will be virtually meaningless with out the narration (that is you). Remember, the slides are suppose to support/supplement the narration of the speaker
- Great presentations are never complicated. They are clean, concise, and extremely easy to follow. There are three key elements to every successful seller presentation. To keep it simple I call them the three P’s - otherwise known as Price, Product, and Promotion: Introduce the Three Legged Table… Price - The number one reason why a home will or will not sell is price! Remember you can’t market past the price…..”Price to high, to low” Product - Top condition typically equals top dollar…. less than top condition you get less than top dollar. (physical gestures) One phrase effective “Buyers expect homes to be move-in ready today.” Another powerful statement “You know our market today is a Price War and a Beauty Contest, competitively priced and turn-key ready. “ Promotion –I love to talk about my “Marketing Engine”. Let me show how I market your home. I think you will be impressed.” Who is control of each of these issues?
- Tablet & Phone Presentations – Move up Hi tech VS Low tech measure the client “Do you mind if I just take a minute and show you how I work?”
- Average sit-com in America lasts 22 minutes – you are up three times to Pee during that time… Three legged table – What’s the most important one of these to you? (Focus on their points of interest) Lead with their need ... Think about what you are leaving behind – they will remember you based on the last impression…
- So when we present your home to market – what we look for is what will make it compelling? What will excite the market…. Now I have a few ideas about your home – what I call Focus Features…but tell me why did you choose this home when you bought it? Million dollar idea: So I called the buyers agents of the last three properties that sold in your neighborhood and I asked them what made their buyers pull the trigger on those specific homes…. Point – Story – Question
- As master presenters on every page of a presentation we do three things – we make a point like this “To get top dollar we really need to have the home market ready day one” and then we back up that point with a story or antidote like “I just sold my friends house at 123 Johnson, they sold for 10K more than a home in the same neighborhood, and I think the reason is the other home was just so crammed full of furniture you couldn’t really see the floor plan.” And then most importantly you bring the seller into the frame by asking a question like “So have you thought of anything you would like to do before we begin marketing the home”?” I saw a listing come on the market last week and the front window was broken – big huge nasty crack down the middle – looked like Madonna's teeth… terrible. That’s a problem because most buyers make a split second decision when they pull up to a home, so if they get turned off by something it’s hard to recover. In the business we call this curb appeal. What I would like to do with you if you don’t mind is take a look at the house with you from the street and see if there is anything we could to make your home really shine…Would you be okay with that? – Jeff Rodgers Technique
- On Cleanliness and Condition: “If we want top dollar there are some things I would recommend to all of my sellers not just to you. First I would do a deep cleaning – all the way from the floorboards to the light fixtures and everything in between. I actually have a local cleaning company that does a fantastic job for X dollars or if you prefer I have a cheat sheet. Now beyond cleaning because I work with buyer’s everyday if you like we can walk through the house and I can point out a few items you might want to consider looking at..?” On Staging and Packing: “One thing we want a buyer to do is to imagine themselves living in the home – one way we can help them build that emotional connection is to remove anything that takes them out of that head space. Option Smoking Script: “One thing I noticed is that you are smokers and honestly a lot of my clients are….Here is the thing according to the latest stats 84% of population are now non-smokers - so to appeal to those 8 out of 10 buyers here is what I am going to recommend if you are open to it… I know its pain but if we don’t deal with this head on it can cost you 10-20% of your home value.”
- You every see a listing with bad photos? We want you home to shine, so I work with an amazing professional photographer. We do over 100 HD photos and then narrow down the top 35 together. We do interior and exterior, drone footage, twilight, staged and lifestyle photos. The key here is to visually excite the client ….I look at my relationships with sellers as a partnership.
- Once we have your home ready to market on day one … I engage my marketing engine which is second to none. My goal is to place your home in front of every active buyer in the marketplace. More exposure = Higher Price = Faster Sale I have a 25 Point Marketing plan that I think will blow your mind – but let me ask you where do you think most buyers shop for homes today?
- What do you find yourself using more today? Me to …. There is a concept know today as moment marketing. Which means that when we have a momentary interest in something we tend to use our phones to search for the topic… This is especially true with real estate… you see a listing and you say wow I want to know more about that property. It’s why we are so committed to the concept of mobile search (click) The way buyers come into contact with homes today is completely different than it was 10 years ago or really even 5 years ago…. You see most buyers are set up on automated platforms that send them new listings as they arrive on the market. I call this the backlog of buyers. So when your listing hits the market – its going to have lots of of eyes on it… so the old saying that you never get a second chance at a first impression – is huge.
- Review graph - Over 50% of all real estate searches are done on a mobile device today. So the first conversation we have with a buyer client today is “What kind of mobile device do you use?” We have an amazing mobile app for our clients that really showcases our listings can I show it to you? Of course we still have an incredible, intuitive desktop platform… 1 Unique Vistors a month, 15 Million Page views…
- But we also make sure your listing is syndicated to our partner sites… have you searched any of these platforms? When you list with me your listing will be showcased on all of these platforms. In addition I build a web page specific to your listing… 123Johnson.com – place on the sign..marketing..flyers..
- On Price: Even with all of this incredible technology – the biggest reason why a home will sell or not sell is price. We can’t market past the price. So setting price is critical – especially because of the backlog of buyers that will instantly see your home when it come to market. Most agents are going to talk to you in terms of comparable properties – which I will as well – but I also want to talk about price strategy. You ever go fishing? Price Points – Major and Minor Buyer Pools History of Listing & Sold Properties I have brought along a ton of data that I think will help you price the home competitively… and that’s really a huge part of my value is information and negotiation. (Next slide)
- The listings that do sell often sell in the first three weeks on the market – that is because the backlog of buyer has all turned and looked at the property… The homes that don’t sell like your neighbors – down at 823 First have been on the market 6 months.. The reason wrong price.. It really boils down to a decision do you want to list or do want to sell it?
- I provide regular and constant feedback on what’s happening in the market. After every showing and tour of the home I will let you know what the agents and buyers thought of the home and I will also let you know what the buyers bought… I like to schedule a call every Monday to do a review by phone. Is Monday a good day the week for you? Morning or afternoon – assumptive close..
- What if you could close all or most of the listings you take into sales? What would happen to your earning curve then? My guess is that your business profitability would skyrocket! Superstars use a secret weapon I call the 100% Seller Solution. The 100% Seller Solution begins with the novel premise that you are actually going to sell every listing you take. I know what a concept! Consider for a moment how your thought process and sales strategies would have to change if you came to each listing appointment with the absolute goal of selling every listing you take. How would you need to rethink all of your tactics and techniques to help every seller sell every time? Powerful listing agents empower the seller to take control of their own listing by being completely open and honest about the realities of selling a home in a competitive market. Let’s take a look at how a superstar agent might discuss the 100 % Seller Solution with a seller: Listen, you might not be aware of this but most real estate agents fail about half the time they take a listing. For me that is just unacceptable, my goal is to sell 100% of the listings that I take. In order to accomplish this goal it requires that I work quite a bit differently than most agents. So we can go two ways here I can tell you what you want to hear or I can tell you the truth – Which would you prefer? Follow Up: Are you sure? If you were the seller which choice would you make? The vast majority of sellers are looking for honesty even if it hurts a little bit. Which is why it is so important to ask the follow up question – Are you sure?
- One of the key ingredients to taking a salable listing is setting the right asking price. CMAitis – For instance Jerry has worked hard spends - hours researching every aspect of the home, and compiling data - just like Miss Cleo - what the home should sell for: $443,359.35. Bravo! Bravo – Jerry! There are actually Three Prices for Every Home: The price the seller would love to sell for, the price the buyer would love to pay, and the price the home will eventually sell for! Top producers learn very quickly agent can easily become the price. Sally has done her homework. Reality VS Fantasy.. At the end of the presentation she does not include a suggested list price. Instead she asks the seller: “Based on what you have seen here what would you feel comfortable with as a final sales price for your home?” With this question Sally used a powerful sales model employed by many superstars. She is using the consultative approach to the listing appointment.
- Red Flag discussions - No Showings: Mr. and Mrs. Seller once we have your house listed one of two things can happen either we will have showings which is great – but if we receive few if any showings this will be a red flag that the market is rejecting the price, at that point we may want to consider quickly repositioning the listing. Showing but No Offers: On the other end of spectrum the second thing that can happen is that you have showings but we receive no offers. What this means is that buyers are ok with the price of the property but when they view the home something is stopping them from moving forward. My job will be to interview the agents and buyers to get their feedback” Why is this discussion so important? Fast forward two weeks You know when we took the listing we talked about two red flags that can happen when we are marketing the home. My feeling is we need to reposition the listing in the marketplace…This approach shifts the responsibility of securing a buyer back to where it should be – the seller’s shoulders. Price adjustment email or letter technique/Gift Bagging
- First create your visual presentation … next match this up with a script for each page of your new presentation – As master presenters on every page of a presentation we do three things – we make a point like this “To get top dollar we really need to have the home market ready day one” and then we back up that point with a story or antidote like “I just sold my friends house at 123 Johnson, they sold for 10K more than a home in the same neighborhood, and I think the reason is the other home was just so crammed full of furniture you couldn’t really see the floor plan.” And then most importantly you bring the seller into the frame by asking a question like “So have you thought of anything you would like to do before we begin marketing the home”?” Yes we memorize, internalize, and personalize. Record yourself reading the script…. read with enthusiasm, be dramatic, use your hands – sell the story. Listen to that recording 5 times a day for a week, and then deliver your presentation to someone you trust and ask for their honest feedback. With their notes in hand – adjust your presentation and do it again, and again, and again, and again. Within 4 weeks you will have completely and utterly mastered your presentation