Every agent knows the listing presentation is one of, if not the, most important tool to secure new listings.
But many often fail to convert them.
Coach Marnie Beauchamp has five top tips on what you can do, right now, to fix it.
- Build a connection
Technology is great, but at the end of the day, people still want to deal with people.
The biggest opportunity for you to develop a bond with your vendors is actually at the listing presentation.
The key is in creating a lasting connection through personal, human interaction with a focus on producing a client-centric customer experience in every interaction.
You are the point of difference clients are looking for, and how you communicate with them will ultimately determine whether they choose you or not.
Reinventing your delivery and changing the focus from “presenting” to “building a connection” enables your personality and gratitude to shine.
- Ask questions
Asking questions enables you to bring your client into the process and make it about them.
The aim is essentially to deliver information, add value and satisfy your clients’ expectations so that they come to a conclusion themselves, rather than you telling them what to think or do.
The details then manifest through a better understanding and belief that you are on the same wavelength, confirming that their needs have been met.
Simply put, it builds trust.
To better understand your clients, start engagement before you book the appraisal. All it takes is asking a few simple questions:
- How long have you owned your home?
- Have you done any renovations or extensions since you’ve owned it?
- Are you looking to move out of the area, or can I assist you in searching for your next home?
- Have you had any other appraisals in the past few months?
- So that I can do the right research before I arrive, do you have an idea what price bracket your home may fall into?
You will gain so much background information from these questions!
- Digital can be personal
Confirming your appointment for the listing presentation is another opportunity to be both informative and to create connection.
When confirming the appointment, send a short video SMS – it’s far more personal than a text or an email.
Keep it light, informative and short – it should provide an agenda and a snapshot of you.
- Ask even more questions
Remember, the listing presentation is also about your vendors, not about you. That means asking more questions and listening more than you talk.
Start your presentation with a simple opening question such as:
- What is the most important thing to you in choosing an agent?
- What are you looking for?
This sets the tone for the rest of your presentation as you give their answer focus throughout.
No two listing presentations should be the same if you’re doing it right.
Always start with a question and finish with a confirmation.
Ask, “Are you familiar with what is currently happening in the market, or is there something more you would like to know?”
Method of sale
Ask, “Have you had experience buying or selling at auction?”
Or try, “How did you purchase this home? Tell me about that experience, and would you be comfortable selling at auction this time around?”
Close with, “Great, so just confirming that you’re comfortable going to market via auction/sale.”
- Practise your pitch
They say practise makes perfect, but remember, your listing presentation should never sound rehearsed or scripted. You need to be able to adapt it in the moment according to your potential vendor’s answers.
Still, you should regularly have a run-through so that you are confident.
Regularly practise your pitch with team members, family and friends. Get them to role play with you.
Ask for honest feedback and film yourself so that you can review your body language, tone, verbal content, eye contact and engagement.
Always have a positive mindset and be you!
Honesty and transparency are imperative because people can see right through fake dialogue.
If you aren’t humbly confident, why would they have confidence in you?
If a client likes you, they will trust you. If they trust you, they will believe in you. And if they believe in you, they will engage you.