Real Agent Story: Online Branding Key to Winning New and Past Clients
How are real estate agents building their business online? To find out, we've been speaking with successful Realtors. Today, Delaware-based agent Debbie Phipps shares how she reaches buyers, sellers, and past clients through lead generation and strategic branding on realtor.com.
Your branding on realtor.com—is this a tool to secure listings?
I use realtor.com® Local Expert as an important element in my listing presentations. I log them onto realtor.com® and I show all of the exposure and how it drives everything to my DebbiePhipps.com site.
I have a 15-inch laptop I bring to the presentation. I talk about realtor.com®. I tell everyone that it's the only site that's affiliated with the National Association of REALTORS®. I recognized early on that this was where I should focus my marketing dollars because the site would be there over the years. The other sites don't have the same correctness and accuracy and the amount of people looking at them. Other sites come and go. But realtor.com® will always be there. I tell my potential listing clients that this particular program I use gives them maximum exposure that is better than you could ever get with any other agent. Of course, it's a tool to make sellers understand the exposure you are giving them; but it's also a presentation tool.
While presenting, I show them an example of a listing. I put in the appropriate Zip codes, so they see that my listing and my links to my website where they are featured are coming up 50 percent of the time as they scroll through three or four pages.
If I get an appointment where I don't have the Zip code, I will still be able put it in nearby areas. Usually they're very impressed when they see how their home will appear on realtor.com®.
Does this help you on the buying side?
I use the featured property piece of the Local Expert for listings and the other piece of it as a way to help us close our leads.
When the realtor.com® leads come through, they recognize me as someone that's a local expert. I have worked primarily in New Castle County, Cecil County, Chester County area most of my life. I've been in this business 30+ years. I want past clients to know how to find me.
So past customers are reminded by your branding?
You can't imagine how many calls I get because people remember me from our past association. When it comes to selling their house, they're still calling me. I keep my brand out there so that they can see I'm strong in business.
Most people say they would use their agent again. But although they were happy with the agent they used last time, most don't even know what their name is now.
If they can't remember their agent, how could this help draw them to you? Are they seeing your branding?
As an example, I recently went to a $550,000 listing in our average $250K marketplace. They didn't know me at all, but they were impressed with my marketing.
I am always marketing my brand through my website, social media and print ads. It is not easy to measure, but you eventually can see the effect. My marketing appears in quite a few places, but the realtor.com® Local Expert really grabs their attention. Many of my listing leads say, "Oh, we saw you on the internet," and when I drill down, they saw me on realtor.com®.
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Create and Deliver a Winning Listing Presentation
Some would say that your listing presentation is your one chance to create a good first impression. However, Google tells us that your customers are searching online for up to 90 days before even contacting an agent. (Google Stats 2014) If that is the case, once you get to the kitchen table, it's almost too late. So what is the goal of a listing presentation, and how do you create one that makes a real impact?
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16 Ways to Make Your CMA Presentations Pop
When it comes to presentations, you have to put your best foot forward. Every other agent out there (more or less) is doing them digitally too, so in order to stand out, you have to do more.
Chances are your presentation tool auto-generates them based off the MLS number you plug in and voila, a perfect presentation with no editing needed! While that's already a powerful tool, some customization is important in making you stand out above the rest.
We've got you covered with tips on seller, buyer, open house, and all other presentation types. Try these to stand out:
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Friday Freebie: 5 Listing Presentation Mistakes to Avoid
The days may be getting longer, but housing inventory grows ever shorter--and competition for listings is fierce. Are you prepared to fight for your fair share of the market?
Once you win over a seller lead and schedule an appointment, it's time to win the listing! And that comes down to one thing--a strong listing presentation. Top agents know they need to build rapport with homeowners and quickly communicate what makes them unique. But real estate agents who make rookie mistakes during presentations are sure to lose listings to the competition.
We don't want you to be that guy (or gal). That's why in this week's Friday Freebie, we're highlighting a FREE guide that's all about the listing presentation mistakes to avoid--and the good advice you should heed instead.
Free Guide: '5 Listing Presentation Mistakes to Avoid,' courtesy of Matterport
What can you expect when you download this guide? Here's a sampling:
Don't:Come in with a #basic marketing plan that's worse than your competition. Make sure you don't understand how to use Facebook or YouTube to attract more home buyers.
Do:Come prepared (and ready to explain!) your whole marketing strategy--both digital and print. This includes smart social media advertising and innovative marketing techniques.
Do:Show off your tech savvy by highlighting the cutting edge tools, like Download 5 Listing Presentation Mistakes to Avoid now!, that set your marketing strategy apart.
Don't:Give a pre-scripted presentation--and don't bother to customize it to the property at all. (CMAs? Meh.) Also, try not to learn anything about the neighborhood – it's better to wing it.
Do:Have an initial phone conversation to get a true sense of their needs. Come prepared with a CMA, and be ready to lean on it and your local market knowledge to talk pricing.
Ready to learn more about what to do to win your next listing--and what NOT to do? Download 5 Listing Presentation Mistakes to Avoid now!
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Are you the best agent in town? How to use your benchmarks to win the listing
Still using that broker-provided listing presentation you've had since day numero uno as an agent? It might be time to freshen it up a bit! If you really want to win the listing, you've got to stand out from the crowd —and jazzing up your listing presentation with some real data on your past performance might be just what you need.
Stop and smell the roses... I mean, the numbers
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How to Shake Your Listing Presentation Slump
We know there's nothing more frustrating than having a potential seller client list with a competitor! So, what do you do when your listing presentation isn't resulting in new business? Why, use our five tips to shake your listing presentation slump, of course!
5 Tips to Shake Your Listing Presentation Slump
Tip 1: Reach out for feedback on your listing presentation
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How to Read Body Language to Build Rapport and Win More Listings
When you're in the midst of a listing presentation, how can you tell if you're winning over your potential clients—or slowly losing their interest?
It all comes down to reading their body language, says Chris Helder, an international speaker, author, and expert on the topic. "Only 7 percent of our communication is words," says Helder. Thirty-eight percent is the tone in which words are said. Most people are skilled at picking up on the meaning of tones, but far fewer know how to successfully read body language—which makes up 55 percent of interpersonal communication!
Helder will be sharing his knowledge of body language at the upcoming realtor.com® Results Summit in September, and today, we're offering a sneak preview of what he'll be talking about.
Use these body language cues to gauge the engagement levels of whomever you're speaking to, and keep them engaged even when their attention wanders.
It's All About Listening Behavior
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5 Steps to Ace Your Next Listing Appointment
The truth is that the more knowledge you have, the more you will differentiate your business, the better care you can give your clients, and the more successful (and respected) your agency will become.
The focus of this article is to help you stand out from the crowd at your next listing appointment with a step-by-step, 5-Phase Listing Appointment system that you can implement immediately, and that will sweep your potential clients off their feet (and get them signing on the dotted line before you leave the consultation).
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Build a Better Listing Presentation Package
Creating the ultimate listing package requires tenacity, creativity and insight. Sellers want to know your presentation is based on a keen sense of the market, your expertise in determining value, and your ability to bring a deal to close in the shortest time possible and at the highest price.
The key to nailing your next listing is to prepare—more thoroughly, more accurately and more creatively than your competition.
First, don't let your prospect get away with just an appointment. Use this opportunity to capitalize on your uniqueness, leaving the prospect with one key takeaway—that you listen and act.
A casual yet pointed conversation between you and the homeowner should confirm the basic facts about the home (number of bedrooms, bathrooms, etc.) and identify what steps the homeowner has taken to improve the property.
Real estate speaker Jared James has some great tips in this regard. Jared urges agents to give sellers an assignment—something that will give you an idea of what kind of seller you're dealing with, and allow you to subconsciously take control of the transaction.
"When you put someone to work, it subtly asserts your control, while also building trust, because you are working on something together," said Jared, a frequent contributor to REALTOR® Magazine. The strategy also provides insight into the seller's motivation and expectations of what they want to sell for, which, as all REALTORS® know, is not always in line with market values.
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Listing Presentation Template, Skills, and Scripts for Agents
Thursday, March 9, 2017 at 9:00 AM PST
If you're like most agents, you're always on the lookout for new ways to seriously impress sellers at your listing appointments. Now you can use our updated Listing Presentation Template, Skills, and Scripts to impress sellers and have a perfect listing appointment — every time!
Convincing sellers that you're the right agent for the job just got a whole lot easier. Join us on Thursday and we'll show you exactly how it's done! Here's what you will learn:
The 5-Step Listing Appointment you can use to impress any seller and convince them YOU are the right agent for the job
Field-proven, effective updates for your listing presentation so you can stand out from the competition and close more deals
Powerful negotiation tactics, and how to talk about your services and skills so you can easily persuade and inspire confidence in your clients
Free, professional-looking templates you can use immediately to improve your success rates and ace every listing appointment
Got questions? There will be an extensive Q&A session to answer your toughest listing appointment and real estate marketing questions!
Register now!
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6 Steps to Winning Listings You Can Count On
Have you ever lost a listing that you thought was in the bag? Pat Hiban, author of 6 Steps to 7 Figures, shared six steps to ensure it doesn't happen again in a recent webinar, "Lost A Listing? Never Again with These Best Secrets."
Step 1: The Call
When your assistant or partner schedules a listing appointment for you, call the lead back immediately. This will start building rapport and will pre-sell them on your services. Hiban points out that you should "presell them as much as possible on the phone for the sole reason of making sure they don't cancel." Asking leading questions such as "How did you hear about me?" or "What do you know about me?" is a great way to create an opening to build social proof and to prove you're a neighborhood expert before the meeting.
Step 2: The Walk
Make sure to arrive on time for your property walk-through. Keep in mind that "the purpose of the walk is building rapport." The seller could be planning to meet with other agents before deciding who to list with. Try to be either the first agent or the last. If you're the first, you can sign them before they meet anyone else. If you're the last, you can meet or beat other agents' offers.
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How to Perfect Your Pre-Listing Presentation Plan
Is your listing presentation powerful enough to convert those seller leads into clients?
Coach Tom Ferry, shows us six secrets on how to build trust with potential clients through your listing presentation.
The third tip is fail-proof.
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Your Digital Listing Presentation: WOW the Seller with Technology (8/3)
Wednesday, August 3, 2016 at 10:30 AM PDT
Nothing is more important to a Realtor® than a listing appointment! Today, it's about the "WOW" factor and there's no doubt that you will be competing with at least three other agents. In this session you will learn how to create an unforgettable listing presentation that stands above the rest by using various technology tools to help you win listings and "WOW" your clients.
During the webinar we will show you the following:
Creating a great pre-appointment listing package.
What every agent should include in a listing presentation.
2 strategies for getting the property listed at market value.
Should you always use technology as part of your presentation?
Seamlessly integrating technology to beat out your competition.
Register now!
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Listing Presentation Template, Skills, and Scripts for Agents (7/14)
Thursday, July 14, 2016 at 9:00 AM PDT
The moment when you finally get a seller to commit to a time and date for a listing appointment is exciting, but that's when the real challenge begins. You then actually have to go to the appointment and convince them you're the right agent for the job! For new and experienced agents alike, the entire process can be daunting. What exactly are you supposed to say, and how are you supposed to say it? What information do you need include in your presentation?
This Thursday we're going to cover the answers to these important questions, along with each of the 5 simple steps you can use to engage sellers and ACE every listing appointment! Here's just some of what you will learn:
The jaw-dropping 5-Step Listing Appointment that will impress any seller and convince them YOU are the right agent for the job
Field-proven, effective updates for your listing presentation so you can stand out from the competition and close more deals
Powerful negotiation tactics, and how to talk about your services and skills so you can easily persuade and inspire confidence in your clients
Free, professional-looking templates you can use immediately to improve your success rates and ace every listing appointment
Got questions? There will be an extensive Q&A session to answer your toughest listing appointment and real estate marketing questions!
Register now!
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Tools and Tips for a Winning Listing Presentation With RPR® (6/16)
Thursday, June 16, 2016 at 12:00 PM PDT
Sellers want to know your listing presentation is based on a keen sense of the market, an expertise in determining value, and your ability to bring a deal to closing in the shortest time and at the highest price possible.
Learn how to create a winning listing presentation using modern marketing approaches such as RPR's Preparation, Price and Promotion model. This free workshop will highlight the RPR assets found within each of these successful strategies, including:
Researching the property, neighborhood and local market
Earning seller buy-in from the onset
Validating the property's basic facts, selecting comps, and adjusting those comps to create a customized and flexible comp analysis
Using the one-and-only Realtor Valuation Model®—an exclusive RPR pricing tool
Generating a customized, client-friendly, and definitive Seller's Report
Realtors Property Resource® (RPR®), one of the most innovative benefits included in your NAR membership, is offered at no additional cost.
Register now!
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Learn How to Make a Killer Listing Presentation in Under 12 Minutes
What kind of listing presentation do you show to your potential clients?
Make your listing presentation stand out from the rest with these fun and inspiring tips from one of the best in the business.
Learn the secret to creating an incredible presentation at the 3:33 minute mark!
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How One Realtor Became a Listing Presentation Pro
It all started with a $30,000 difference of opinion. A past client of Penny Brockways’ called to say she was looking to break even on a quick sale of her home, which was originally purchased for $183,000. Penny thought the property could sell for $227,000 but was outnumbered by her husband and business partner, James (who felt $200,000 was a more realistic list price) and the client who felt both of those prices were “way, way too high.”
Determined to prove otherwise, Penny, a REALTOR® with Brockway Realty, Clear Lake Area of Texas, created an RPR Seller’s Report showing James and the client why she was right about the price. Based on Penny’s input, the team compromised, landing on an asking price of $220,000—nearly $30,000 more than their client’s original purchase price. The property received a full price offer in eight days. In fact, they continued to receive offers that were over list price.
“Since then, we’ve become RPR’s biggest fans,” claims Penny. “It has helped grow our business because it has given us more credibility.”
Leading from the start
Penny specializes in listing presentations by maximizing every RPR tool at her disposal. When potential clients call, she is ready.
“That first phone call is critical,” she said. “I’ll immediately pull up RPR on my tablet and start researching the seller’s home while asking questions at the same time.”
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Best of 2015: 11 Tips For Acing Your Listing Presentation
We're continuing an annual tradition of counting down our top 10 articles of the year. The following article was originally published back in May and is #5 in our countdown. See #6 here.
It's a no brainer; knowing how to put together a winning listing presentation is absolutely essential for any Realtor. RealtorMag says, "listing appointments are your chance to outshine the competition and instill confidence in sellers that you'll shepherd their transaction to a speedy and satisfying close." Pitching a listing presentation takes time, effort and a lot of research, so losing out on listings after putting all that effort can be frustrating and demoralising.
Here are our top 11 tips to ace your next listing presentation and get that property under your portfolio belt!
1. Actively Screen Prospective Clients
While it can be tempting to try and make as many presentations as possible, you should really be focusing on clients who are ready to sell immediately. Therefore when you start initial contact with the client, make sure you find out what their motivations for selling are and what the expected time frame is. From their answers you can then decide how much time, if any, you are willing to spend preparing a presentation.
2. Last Is Best!
Ask whether or not other agents are being interviewed and, if so, always ask to be positioned last. REM Online maintains that strategically, this is the best spot to be as it means you and your presentation are the last thing they remember. It also gives you a chance to answer any final questions and address any criticisms that other interviewees might have made about you. Most important of all, it puts you in a great position to seal the deal there and then as all the interviews have been completed.
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8 Listing Presentation Tips
Do you want to win your next listing presentation? Of course you do!
To convince potential home sellers that you're the real estate agent that will sell their home the fastest and for the highest price, you need to be prepared. Your listing presentation should highlight both your experience and your advanced marketing strategies.
With that goal in mind, here are eight listing presentation tips that will help you WOW your prospects and win more listings:
1. Be on Time
So simple, yet so important. Being on time for a listing appointment shows the client that you value and respect their schedule. If you arrive late, they will start the meeting feeling miffed and may wonder where else you will disappoint them. If you arrive too early, they may not be ready for you and feel rushed or uncomfortable.
2. Describe Your Go-to-Market Process
Tell them how you will help them prepare their home to sell for the highest dollar amount in the shortest time. Will you help them stage their home? Do you offer educational seller resources that tell them what to expect and how to prep for showings? If something should be fixed or painted, do you work with any referral partners who can get the job done quickly for a good price?
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11 Tips For Acing Your Listing Presentation
It's a no brainer; knowing how to put together a winning listing presentation is absolutely essential for any Realtor. RealtorMag says, "listing appointments are your chance to outshine the competition and instill confidence in sellers that you'll shepherd their transaction to a speedy and satisfying close." Pitching a listing presentation takes time, effort and a lot of research, so losing out on listings after putting all that effort can be frustrating and demoralising.
Here are our top 11 tips to ace your next listing presentation and get that property under your portfolio belt!
1. Actively Screen Prospective Clients
While it can be tempting to try and make as many presentations as possible, you should really be focusing on clients who are ready to sell immediately. Therefore when you start initial contact with the client, make sure you find out what their motivations for selling are and what the expected time frame is. From their answers you can then decide how much time, if any, you are willing to spend preparing a presentation.
2. Last Is Best!
Ask whether or not other agents are being interviewed and, if so, always ask to be positioned last. REM Online maintains that strategically, this is the best spot to be as it means you and your presentation are the last thing they remember. It also gives you a chance to answer any final questions and address any criticisms that other interviewees might have made about you. Most important of all, it puts you in a great position to seal the deal there and then as all the interviews have been completed.
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13 Creative Resources for Real Estate Agents
Last month, we told you all about the digital basics that every real estate agent should master. Today, we're going to build on those essentials and talk about the creative basics every agent should master. But don't worry--you don't need to become a graphic design whiz! In fact, we're going to introduce you to some easy-to-use tools that take the pain out of getting creative.
As in our previous post, we're turning to a new video featuring author and Curaytor co-founder Chris Smith. Smith again shared his real estate expertise with the winners of HomeFinder.com's Agent Makeover Sweepstakes, and this video is a sampling of the advice he shared with the winning agents. In it, Smith suggests agents master the following creative skills:
Listing presentations
Charts and graphs
Listing flyers
Images for social media and blog posts
Logos
In the video below, Smith recommends three online tools that can help agents with the items above. On the next page, we're going to enhance Smith's suggestions with additional helpful articles and apps.
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Your Listing Presentation is Dead in the Water If You're Not Doing This
You don't get many opportunities to convince sellers that you are the real estate agent they should hire. According to the National Association of Realtors, sellers are primarily looking for a real estate agent who can help them market their home to the most potential buyers. Your listing presentation therefore, should aim to prove that you are the agent who is the best fit to market their home.
Did you know 75% of buyers use social media as part of their purchasing process? Social media is a serious and incredibly powerful marketing tool. Your listing presentation needs to demonstrate that you have a considered and effective social media strategy, and one that sets you apart and makes the difference when it comes to selling a home. Here's how to win way more listing presentations using social media:
1. Make It About The Seller
Your social media pages are yours but, in the context of a listing presentation, they are resources you are putting at the client's disposal. Don't just talk about your Facebook friends and followers; explain how they are people to whom you can show the seller's listing. Don't talk about engagement; explain how clicks and shares are signs that you can market the seller's home effectively.
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Create the Ultimate Listing Package with an RPR Report
REALTORS® know that when you walk into a listing appointment, you must be prepared. Prepared with property knowledge. Prepared with concrete market data. Prepared to impress. You must be sure that your listing presentation educates your soon-to-be clients while connecting with them at the same time. And when you are finished with the presentation, you need to leave something behind--something that reminds them why you are the best REALTOR® to get their property sold.
Creating the ultimate listing package is easier than you might think, and perhaps a lot cheaper, too. With Realtors Property Resource (RPR®), a member benefit from NAR, you can visit just one site to prepare the ultimate listing package.
1. Knowledge: RPR has over 160 million properties at your fingertips. Simply search for the subject property and you'll be presented with data such as tax assessment information, mortgage history, FEMA flood zones, public record information, historical listing photos, distressed information (if any), and much more. Perhaps the seller forgot to mention the Notice of Default they just received during your phone call. With RPR, you will learn what you need to know about the property before your appointment.
2. Concrete Market Data: Some sellers 'think' they know how much their house should sell for. Whether they've looked at third party sites online, talked to neighbors, received various postcards and flyers, as REALTORS®, it often becomes critical to convince sellers otherwise. With RPR's comprehensive comparative analysis, you can handpick comparable properties and make adjustments in just a few simple steps.But convincing a seller of the right list price isn't just about the property itself, or the ones around it. It's about the market. Is it a seller's market? A buyer's market? Are there many distressed properties in the area? With RPR's Market Activity search, you can see what that market has been doing over the last week, month, or three months.
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New CMA Strategies to Get More Listings
Every real estate market in America has seen a shift from a buyer's market to a seller's market. There really has not been any threatening news in the housing market other than the concern of interest rate increases. For most brokers and agents today, demand is stronger than the supply of listings.
At the heart of winning a listing is your listing presentation and the CMA. It is your chance to convert your hard work and marketing expenses into success. To put your best foot forward, you need to have an attractive presentation, a clear illustration of market facts and comparables, a great marketing plan, and a confident presentation style.
Here are a few tips that may improve your success:
Go to a print store and print your presentation in high resolution, full color and have it bound into a book.
Save your presentation to your iPad if you have one. It makes an extraordinary presentation tool that allows you to get your customers to "lean in" and pay attention.
Pull market reports from Realtors® Property Resource, Terradatum, CoreLogic, or another solution you prefer.
Explain their responsibility in making themselves available to review the buyer offers in a timely fashion as they are submitted.
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6 Marketing Tools to Build Your Business
Your marketing efforts serve two masters: you and your sellers. Let's discuss the latter first. Marketing each seller's property helps you to move it more quickly and for more money. Pretty obvious, right? Then there's the other side of marketing, the marketing you do to increase your client base. That's what we're here to discuss today. We collaborated with VirtualTourCafe (www.VirtualTourCafe.com) to bring you these ideas for marketing tools to build your business (and often sell your listings at the same time).
Twofers
Sometimes you find a tool or strategy that provides a twofer – helps you sell a property and helps build your business. Let's look at a few of those first.
1) QR Codes: When you place a QR code on your sign rider or other marketing collateral, you aren't just offering more information about that property. You are also providing a valuable link to your website. Oftentimes, the prospective buyer may browse past the property details and learn more about you. Of course, this is more likely if you have an effective website, which is yet another reason to make sure your online presence is as strong as possible.
2) Single Property Websites: A slick single property website isn't just for mansions and large estates – it's for every single one of your listings. Showing that each of your properties is a superstar doesn't just help move the listing more quickly, it also shows your professionalism and commitment to your clients. It says, "No matter what the listing price may be, I treat each and every one of my listings as a top priority."
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3 Ways to Set Yourself Up for a Successful Listing Presentation
This post comes to us from the Cloud CMA blog:
Around the office here at W&R Studios, we often talk about our "Past," "Present," and "Future Selves" and what we can do to position the future version of ourselves for success. This happens primarily during our monthly brainstorm sessions for blog and social media content. By choosing and scheduling blog topics in advance, we are setting up our "Future Selves" for better blog writing sessions. Rather than having to sit down and wonder, "What should I write about today?" the topics are already laid out and we simply need to execute. "Past Frances" sets up "Future Frances" for more efficient blogging.
While this might sound silly, it's a way to think about how you're going to stay ahead of the game. Be prepared and envision yourself successfully completing your task.
Now, let's apply this concept of "past, present, and future selves" in the context of your listing presentations. Listing presentations are a big deal, so this is your opportunity to take some time and set up your "future self" – the one that goes to the listing presentation – for a successful meeting. Here are three ways to set yourself up for a successful listing presentation.
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Friday Freebie: Home Zone Real Estate Marketing System
We've got a double Friday Freebie going into the holiday weekend! Jumpstart your autumn sales with a free webinar that demonstrates how to create winning listing presentations. Attendees will then get the opportunity to practice what they've learned with a free 30-day trial of the Home Zone Electronic Real Estate Marketing System. Read on to learn more!
Free webinar and 30-day trial of the Home Zone Real Estate Marketing System
Home Zone knows the secret for winning the listing presentation every time and wants to share it with you! They're offering a free webinar that shows agents how adding just five minutes to your presentation will prove to prospects that you are the expert when it comes to marketing the listing and generating qualified leads.
When it comes right down to it, most listing presentations are much the same. But a listing presentation is a competition, and only one agent will win--based solely on what that agent provides over other agents.
Agents that deliver a well thought out electronic marketing strategy have a competitive advantage. Outline exactly how your cohesive marketing campaign will sell the home faster and for more money, and your expertise will stand out in the seller's mind. This involves demonstrating a tangible example of what you do that most other agents don't.
Join Showcase Technologies CEO, Tom Emmendorfer, for this free live webinar and learn how to win the listing by demonstrating a tangible technology edge over your competition. Plus, receive a free month trial of The Home Zone Electronic Real Estate Marketing System.
Sign up for this free 30-minute session at www.learnremarketing.com.
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18 Tips for an Awesome Real Estate Listing Presentation
This is the first in a series of articles from TouchCMA that offers a total of 56 tips for better listing presentations.
Seven seconds.
That's how much time it takes to make a first impression. As an agent, your first impression has to be fantastic in order to convince a seller to list with you. Proper planning and preparation will gain you an edge over the competition and earn your potential seller's business.
In this post, you will find an extensive list of tips to help you stand out, look great and increase your chances of winning a real estate listing.
Do Your Research
1. Learn everything relevant that you can about the listing property and seller. Check tax records for details on the property. You should also try a simple Google search to see if your potential client maintains an online presence on sites like LinkedIn or Facebook.
2. Drive by the property to get a sense of the neighborhood and snap an image for the presentation. Unless the property has been listed in the MLS before, you will need a subject property photo to enhance your CMA.
3. Check and see if the property has sold and in past MLS records. Make a mental note of previous pricing trends.
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Listing Presentation Tips
Yesterday's blog post shared five easy tips for buyer consultations that will help you secure new home buying clients, but what about home selling clients? The seller consultation – also known as your listing presentation – is the key to winning more listings.
To convince home sellers that you're the real estate agent that will sell their home the fastest and for the highest price, you need to be prepared with a presentation that highlights your marketing strategies and your experience. Bring your computer or tablet to the listing presentation and prepare to touch on these nine critical issues:
Listing on the MLS
Every agent can enter a listing in the MLS. Your job is to demonstrate how you will do it best. How you will make their listing the most appealing it can be and represent it the most accurately. Tell them that you will include key neighborhood information and showcase their property on your website, too. If you have current listings, pull them up and look at them together so you can point out your listing strengths.
Photos and Virtual Tours
Photos are the first thing potential buyers look at. How are you going to market their home with photos? Do you offer professional photography services? Do you take more photos than other agents in your area? Can you help with or recommend home staging services? Explain everything you do to make their listing photos stand out from the pack. Speaking of making photos come alive, this is a great time to queue up a virtual tour!
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Friday Freebie: Free Tools from realtor.com®
Did you know that realtor.com® offers a wide selection of free tools that help real estate agents grow their business? This week, we're taking a peek into realtor.com®'s tool box and providing readers with a full list of apps and services available to them.
If you already use or are planning on investing other realtor.com® products, like Top Producer® and Showcase Listing Enhancement(SM), this page will show you exactly how the tools below complement the products you already use.
Free tools from realtor.com®
Here's a comprehensive list of tools from available to real estate professionals for free from realtor.com®:
Agent Profile - Build repeat and referral business. Use this tool to manage what people learn about you on realtor.com® and from major social media networks.
Listing Presentation - Download this presentation tool for use on a laptop, iPad® or as a printable document. It demonstrates how consumers habits have changed, including the importance of marketing a home online.
HyperSocial™ Tools - This tool lets you get recommendations from your satisfied clients and share them with the world.
Collaborative Search App - Invite your clients to use a version of realtor.com® mobile apps branded with your photo and contact info. All primary inquiry actions are routed to you, and you receive immediate notifications on your smartphone or tablet.
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Dynamics of a Stand-Out Seller Counseling Session
Today it is imperative to set the stage with a listing prospect in order to manage and meet their expectations.
Because of the sheer volume of information available online, today's real estate consumer is quite savvy. As a result, consumers have their own definition of what they think a real estate professional's job entails in the marketplace.
Seller Counseling Session Dynamics
As the industry matures and the internet closes the gap on listing exposure, a new and unique relationship is being formed between agent and seller.
A seller counseling session helps address a seller's unspoken questions, especially when there are financial issues involved. You can neutralize objections with this session and honestly determine if you want to take the listing.
Use the session to showcase your skills and marketing plan and convey confidence to your client that you have the knowledge and abilities needed to effectively guide their transaction.
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Tips for More Impactful Listing Presentations
Listing presentations are a fundamental builder of long-term success in real estate. Building a great listing presentation requires planning. And delivering a great listing presentation demands practice. Here are a few tips that we have picked up in our work with agents and brokers.
1. Leverage your Brand.
If a brand is on your business card, leverage it. Brands are powerful to consumers and establish the confidence that an agent has a strong organization behind them. They show pride in their brokerage and their office. Agents have a choice where they work, and they make sure that the client appreciates why they made that choice. Then they let their experience and talent shine.
2. Talk about the market.
Sellers are usually very interested in the state of their local market and neighborhood. There are many tools available now from local MLSs and brokers that can help an agent clearly demonstrate their intimate knowledge of the local market. Many of these tools like AgentMetrics and RBIExpert also help agents explain how they arrived at the recommended price using an easy to understand market analysis.
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Secure Listings with Single Property Websites
Guest contributor Properties Online says:
Are you using single property websites for your listings? If you're not, you're missing on a great opportunity to impress sellers and win listings.
Single property websites are web pages that are entirely dedicated to just one property. They have many different advantages that make them an important tool in any REALTOR®'s marketing arsenal:
Single property websites provide a one-stop destination for buyers who want info on the property
They can be used to promote the property in social media
They are great for SEO because they include the property's address in the URL
Above all, property websites impress sellers. We haven't yet come across even a single seller who remained indifferent to their house being featured on a website fully dedicated to that house!
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Best of 2012: 3 Unique Things You Should Always Bring to the Listing Presentation
We're celebrating the end the year by counting down our 10 most engaging articles of 2012. This article, by Karli Larson of ePropertySites, was posted in August and is #2 in our countdown. See #3 here.
If you haven't already won the listing before showing up to the listing presentation, there are a few other ways you can prepare before meeting the sellers that will ensure a slam dunk. Prove you're the best agent for the job at your next listing presentation by bringing these special materials along with you.
1. Domain name
Show sellers how prepared you are by pre-ordering the domain name for their home! Since we recommend building the property site before going to the listing presentation, adding a custom domain name is a quick and inexpensive way to really show your dedication to the sellers. Imagine handing them your laptop at the listing presentation and asking them to go to 123MainStreet.com (customized with their address). The sellers will not only be thrilled with the gorgeous property site you've created, but their customized domain name will instantly impress them.
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Making the Right Impression: iPad Listing Presentations That Dazzle
Guest contributor Karli Larson of ePropertySites says:
You know what they say: you never get a second chance to make a good first impression.
While this saying may not hold true in all situations, it's certainly something to keep in mind when you want to prepare a good listing presentation. Here are three tips for creating impressive presentations that will make you look like a star!
1. Use your iPad
Showing up with a prepared listing presentation on an iPad or tablet will automatically prove to the sellers that you're technologically ahead of the pack. Use the meeting as an opportunity to share recent mobile marketing statistics with the sellers and let them know that your marketing is mobile-friendly and ready to reach today's modern buyers. If you don't have an iPad, make sure you use your laptop.
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3 Rules for More Productive Presentations
Last night I watched the worst PowerPoint presentation I’ve ever seen. It reminded me of the presentations everyone made in 1999. You know the one: 75 different transitions, every slide has sound and different backgrounds, 14 different fonts, and so much more.
It was genuinely painful. Presentation software and tools are great, but you need to use them correctly. Here are our three rules for more productive presentations.
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The Killer Presentation: Part 3
This article appeared originally on the Point2 blog.
Deliver Your Message with Impact. ‘Real’ Impact
Many books and presentation skill-building workshops describe techniques and methods that a presenter must employ and master in order to deliver their message with the most impact. You have likely come across all of these strategies at one point or another. Here are a few components we’ll concentrate on for the purpose of this article:
1) Discuss a subject you are passionate about, and don’t hold back on stage 2) Don’t read verbatim from your slides or notes 3) Make good eye contact 4) Use stories / anecdotes to make a point and engage people 5) Speak clearly and with confidence
The problem begins when each of those points are discussed and practiced as individual items.
A typical result, while completely unintended by the coach, book or participant, is a delivery that lacks charisma and conviction. Where passion is restrained by awkward, constructed eye contact attempts, or the odd scripted slide title and bullet point recital at some point during the presentation. Weakness becomes apparent to the audience and credibility gets a hit.
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The Killer Presentation: Part One
How to deliver your message with more confidence, power and impact.
Public speaking ranks at the highest levels of all things feared by humans, period. Whether presenting on stage to a thousand people, at the office to your team or management, or offering your services to a prospective client, certain success denominators if mastered can make a big difference in your results.
This subject is deep and far reaching. My aim from this article series is to impart some of the more fundamentally important tips that you as a real estate professional can start to apply right away and that can make a significant difference in your performance.
One BIG ‘Don’t’ that, in my personal opinion, warrants we open the series with are ‘Non Words,’ also known as ‘Fillers.’ Non Words fall into what is technically described as Speech Disfluencies.
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Be a Go-Giver Agent - Don't Lose Them at Hello
Guest contributor Jennifer Allan-Hagedorn says:
A few weeks ago, I started writing about the Go-Giver real estate agent - how we, in our industry, can apply Go-Giver principles to our business. To read earlier posts, see the links at the bottom of this blog!
Here's a quote from the introduction to "Go-Givers Sell More" by Bob Burg and John David Mann:
"It's not about you, it's about them."
Mr. Burg and Mr. Mann explain that success in sales is not due to "mastering the close" or having a "dazzling presentation" or the ability to "shoot holes in any customer objection from fifty paces." It's about being a real person - a person who "enriches, enhances and adds value to people's lives." As the Go-Giver fictional Realtor(R) Debra Davenport says "You want people skills? Then be a person."
Okay, so this is where today's blog begins...
"Listing Presentations: How to Lose them from Hello!"
Yes, I watched Jerry McGuire recently.
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