Helping Agents Master the Listing Presentation

When agents have time to prepare for a listing presentation, they do a great job. Unfortunately, agents are time constrained and sometime lack the bandwidth to produce truly excellent listing presentations every time. It is incumbent on brokers to support agents with streamlining the listing presentation process.

The lowest common denominator of listing presentations are agents who show up to a listing appointment with a few black and white listing printouts from the MLS. As undesirable as that may seem, it produces a good goal. If it was as easy to print out a full listing presentation as it is to search and print out a few listings from the MLS, agents would do it.

Great listing presentations provide a 360-degree overview of all facets of the brokerage, the agent, the market trends, the current market (CMA), your seller marketing services, what to expect when your home is listed, the closing process, and the listing agreement.

Other than the CMA, all of the components of a great listing presentation are dynamic templates. A broker technology solution that builds listing presentations contemplates this. The word dynamic is important here. Listing presentations need to be localized to the community and to the subject property. If the agent can identify the property address, the entire listing presentation can be built in seconds, establishing a new minimum standard of excellence that will produce better results and more listings.

Clearly the quick listing presentation is not ideal. Agents who thoughtfully and analytically curate the listing presentation will have better outcomes. This may include talking about the homes that they have sold in the area or that their brokerage has represented.

Surely, the CMA needs to be modified to take out properties in the vicinity of the home that are not qualified comparables. Any special marketing like professional photography, videography, direct mail, or other special efforts by the agent that exceed the standard marketing effort need to be articulated. These enhancements to the listing presentation need to be supported by the broker listing presentation tool.

We have worked hard on our broker listing presentation tools. Get in touch if you want me to give you an update.