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4 Critical Components to Include in your Listing Presentation 

 January 26, 2022

By  Dennis Jones

RARE Agents know that the dog-and-pony listing presentation is a thing of the past.  Consultation appointments have taken their place.

This platform has proven to be more interactive, more informative and more effective allowing agents to soft-sell their expertise while addressing the sellers concerns.

Agents who master the art of communicating these 4 topics will have the best chance of winning the listing:

1. TELL THE TRUTH ABOUT THE PRICE.
An overpriced home will sit on the market for longer than it should and may never see an offer. Too many agents list a home at the price the seller wants (for fear of losing the listing), rather than explaining to the seller a list price they know is right.

RARE Agents will work with a seller to define a pricing strategy that works and is achievable. 

Every house in today’s market must be sold two times... first to you and then to the appraiser. The second sale may be more difficult than the first. A recent survey showed that there was a challenge with the appraisal on 44% of all residential real estate transactions. It has become more difficult to get the banks to agree on the contract price.  RARE Agents discuss this during the initial listing consultation. Inform the seller about the process and what YOU will do to challenge an appraisal, should that become an issue.

Prove to the seller that you believe in the pricing strategy you are proposing.

2. UNDERSTAND THE TIMETABLE THE SELLER IS DEALING WITH.
Obviously, you cannot pick the exact date their home will sell any more than they can pick next weeks lottery numbers.  But don't let that keep you from discussing the optimal schedule the seller is seeking.

There can be a lot of "moving parts" when it comes to transplanting a family to a new home base. New schools and new jobs require special coordination.

Explain to the seller how you will do your best to keep their stress level low and exert all possible influence to make their schedule work.

3. REMOVE AS MANY OF THE CHALLENGES AS POSSIBLE.
It is critical that you know how to handle the challenges that will arise between contract and closing.

RARE Agents are skilled in negotiating with other agents, attorneys, title companies, lenders, inspectors, appraisers, and a host of other people who can potentially stall or even block a home sale from closing on time.  Be sure to communicate how your experience gives you the necessary confidence to move through anything that may come up.

4. FIND THEM THE RIGHT HOUSE
Today's seller is tomorrow's buyer. If you win the listing, you will likely be involved in helping them find their next home.

Be sincere when questioning about the favorite features of their current home and the non-negotiable features the new home must have.

Be relentless in your pursuit of the replacement home. Constantly remind them that finding the right house is just as important to you as selling their current house.

Understand the off-market listings in your area and where you can search for them.  Buyers want to know about a home before anyone else does so RARE Agents are always networking with other top agents in the area to learn about the properties that are coming soon.

Good agents know how to deliver good news.

Great agents know how to deliver tough news.

RARE Agents know how to deliver both.

Dennis Jones

Dennis L. Jones is a 21-year veteran real estate broker, entrepreneur, author, public speaker, direct marketing consultant, copywriter, sales coach, computer geek, and the founder of Really Awesome Real Estate Agents.
Email: Dennis@RareAgents.com.

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