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Four Tips for Winning a Listing

June 13 2011

time moneyEvery real estate agent develops their own mojo when they are doing a listing presentation. Success comes from confidence and preparedness. But for some, the process creates a lot of anxiety because they do not have a plan.

Personal fear and doubt are always either motivators or the roots of discouragement. Here are four tips to creating a listing plan that will give you winning confidence and help you close your next listing presentation.

Tip 1 - Preparation. Start by learning what the customer wants. The more information that you can learn about the customer, the better prepared you can be.

Why are they selling?

How do family members feel about selling their home?

Is this the first home they have sold?

What questions or concerns do they have about the sales process?

Are they going to pack themselves or use a service?

My favorite question to ask a seller is “What is the most important thing that you expect from me as your agent?

This is one of the most important parts of the process of developing a listing presentation. You can rest assured that your competitor probably did not ask these questions. If you skip this step, you will likely find yourself fighting an uphill battle because your presentation will not consider their emotions and motivations.

The question about packing is an important one. If they have an answer, they are fully committed to selling the home. If they do not have an answer, they will tell you. You absolutely need to know if they are thinking about selling or committed to selling before you do your presentation.

Here is an interesting perspective. According to NAR research, consumers only interview 1 or 2 agents. The invitation is a clear sign that the consumer already believes that you are qualified to be their agent. In most cases, they have already made a selection in their head to choose you or the other agent before the listing presentation.

You may be their first choice, or you may not. Asking questions and listening to their needs and emotions is key to your success. At the end of the presentation, you want them to feel that you really came prepared and knew what they expected from their agent.

 


Tip 2 - Rehearse your presentation every time, and rehearse it at least twice. It is also a good idea to present to your manager or another agent in the office. Many suggest that it is helpful to practice in front of a mirror or practice by recording yourself.

Successful listing presentations require that you have a commanding understanding of every component of the presentation, especially the data facts. In an ideal situation, as you are orating the presentation, you can transcend what you are saying and focus on the client reactions to the presentation. Look for body language.

If you watch your client during the presentation, they will give you clues about the strengths and weaknesses of your presentation. Be sure to make eye contact as often as possible as it will draw them in.

If you see them lean back, or cross their arms, or look away, you have lost them. Or, you have said something that they disagree with or do not understand. Stop your presentation if this happens and ask them if they have any questions. It is very important that you probe to discover what is disturbing them.

 


Tip 3 - Practice Overcoming objections. Trial lawyers do not win cases by presenting their argument. They believe that they win cases by disputing arguments of the opposing council.

To practice overcoming objections, begin by writing a list of the reasons why the client could reasonably not select you as an agent. For each reason, prepare a response.

Be careful! All too often agents try to overcome objections before they crop up. In doing this, they sometimes alert the client to a concern that they have not considered. Avoid this mistake.

Tip 4 - Ask for the listing. Before you begin your listing presentation, pull out the completed listing agreement and place it on the table in clear sight of the client. Make eye contact with each client when you do this. It signals to them that you expect to be awarded the listing and that you will be asking them to sign the agreement upon the completion of your listing presentation.

When you finish your listing presentation, pick up the listing agreement and starting walking them through the terms. In an instant you will know if you have succeeded or failed.

If you are well rehearsed and well prepared, expect a signature.

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