Most listing presentations are broken up into two parts. One, the getting to know you stage and looking around the property and two, the actual presentation. Here are some ways you can make each moment of your time with your prospect more productive.
When you’re touring a prospect’s home, remember you’re a GUEST,
not their real estate agent: Be complimentary, ask interested questions,
make sure everyone in the room is aware that you are thankful for being
there and interested in every room.
Show up early: When asked what frustrates them the most about working
with a real estate agent, sellers consistently say two things: poor
communication and lack of timely delivery. Nip these objections in the
bud by meeting and exceeding the first expectation you’ve set by showing
up five minutes early. Make it clear with your punctuality and
preparedness that your seller’s time matters to you.
...But not too early. Busy sellers, especially those who are meeting you
during their work or family time are counting on their meeting with you
starting and ending on time. If you show up at the door 15 minutes before you’re supposed to, you might be taking time away from another task. For
the same reason being late is frustrating and disrespectful, being too
early can be a problem.
Small talk is important—prepare for it. When you meet with a prospect, remember you’re still in the nurturing phase of your relationship. The people you’re meeting with need to feel like they can talk to you, that you are interested in them and their lives and not just their money. So, if small talk doesn’t come naturally to you, have some easy topics ready to go.
If you can say something in 10 words, don’t use 15. Brevity and concision allow each word you use to mean more, so keep your
statements short and to the point.
Be liberal with your praise. Home sellers want reassurance that they’ve done a good job with a home and are on the right track when considering a sale. Your pitch is to people, not property, so share some kind words.
Don’t talk negatively about other professionals. It isn’t uncommon for another real estate professional to make their way into the conversation, especially during the question and answer period. Regardless of your feelings for another professional, only have good things to say. Bashing another agent’s tactics or performance record doesn’t advance your case, it only paints you as negative.
Value your prospect’s time: Since your listing presentation is so well rehearsed and dialed in timewise, it is the other components of a listing appointment that tend to make them run long. Resist this if at all possible. Studies show that prospect interactions longer than an hour tend to be
less productive, less positively memorable, and actually decrease your chances of closing a client. Establish your timeline, communicate it to
your prospects, and stick to it.