GLR Agent Training: Listing Presentation

Listing Presentation:

Preparing for the meeting:

Materials to Prepare to Bring to a Listing Presentation:

CMA – Supply & Demand Analysis-be prepared to give the 5 minute version unless the Seller is a Knowledge-type.

Listing Agreement

Realist

Property history

Agency Disclosure Form

Lead Paint Disclosure Form (if necessary)

Talk about the $1:$3 or $3:$1 ratio

Price Reduction Timing Chart

Marketability Checklist

For Expired Listings-be a detective: Why hasn’t the house sold?

Dress your best no matter what: you are a respectable professional.

Organize your materials neatly in a folder &/or portfolio for best impression.

Review notes & research just before you go to meet the sellers so you can relate better.

Breath freshener as needed.

Stage 1 – Arrival:

Be early.

Take a deep breath & access your inner confidence. Have faith in your training & in your team. You got this.

Dress well.

Get out of the car looking confident. Of course you can – you’re prepared!

Ring or knock & step back so they see your face & smile.

Greet with a smile, look in the eye & a firm handshake.

Stage 2 – Beginning To Build Rapport:

Take a tour of the house, ask “Show me the good stuff.”

Compliment stuff in their house sincerely – acknowledge the person, not just the thing (i.e. “nice choice”).

Build rapport based on something they have in the house. Listen well & match their energy. Be fully attentive & present.

Ask about memories & listen to them talk about their feelings.

Be empathetic.

Tell a story about a potential buyer & family.

Create some staging ideas – how to grab the buyer’s imagination – create some surprise vinettes.

Advise them to hide the cash & jewels when marketing a house.

Stage 3 – Asking deeper questions:

Ask permission to ask a lot of questions – say your curiosity is based in your passion &/or deep commitment to serve the seller extremely well.

What about the home will attract the potential buyer? Ask lots of questions related to that theme.

Stay present & match body language & eye contact.

Ask open ended questions, starting with W & H: “Who, What, Where, When, Why, How, How long, etc.” & be a good listener & acknowledge what they say.

Be a great listener with deep curiosity in getting to know the person you will serve so closely.

Acknowledge what they say. Nod your head, say “Wow, I understand.” Be active in the conversation.

Watch carefully for facial expressions: happy, sad, concerned, interested, confused, etc. & adjust accordlingly.

Be a positive person that people want to work with.

Get to know & acknowledge their concerns.

Find out where they’re going & what are their plans.

Talk lighly about staging, smells, other professional ideas for selling the home that relate to their sharing.

Ask a few more questions than you usually would – this creates an experience of true interest in the person – create a bond!

Stage 4 – Presenting Why Us?:

Sit at the kitchen table (or dining room).

Make sure the decision makers are present.

Tap into your enthusiasm & good feelings about YOUR choice to work with GLR.

Why you & why GLR?

Point: One reason that so many people choose us is: See the page on our website: Why Choose Grand Lux Realty

Benefit: What that means to you is…

Alternative: Or you could choose a company that doesn’t…(fact), but then you run the risk of losing…(emotion)

Agreement: Would something like that be of benefit to you?

Reverse Case Study (closing):

Voice inflection – pause often for the seller to digest new information, ideas, & to process their thoughts.

Again, watch carefully for facial expressions: happy, sad, concerned, interested, confused, etc. & adjust accordlingly.

If they ask, “How will you go about selling my house differently?” Answer with a short, 3 part set of observations you made earlier.

Stage 5 – Closing/Handling Objections:

When you end the reverse case study with “We started just like this – would you like us to start a process like this with you now?”

Hand them the pen & the Agreement:

Is there anything I can do to earn your business tonight?

What’s holding you back?

Is that the only objection to us getting started now?

If I can overcome that, can we get started now?

If they bring up money as an obstacle, i.e. commission, then they have not experienced YOU as valuable enough…acknowledge that, then come around later & ask “What is missing from what I offer you that would make the difference?”

Based on everything you’ve seen so far, would there be anything preventing you from listing with me tonight?

Get the Agreement signed.

Stage 6 – Confirming The Next Steps:

Thank the client enthusiastically & show great excitement & confidence that you will be working together well.

Let that energy simmer for a minute or two.

Then explain the next steps.

They may include:

Staging,

Photos,

Lock box,

Signs,

Open house – we’ll contact you to schedule all of the above.

See The Seller Order Of Events From Listing To Closing.

5 Steps to Marketing a house during the listing period:

Realtor marketing-OH, MLS, postcards, pro-photos, websites, reverse prospecting

Physical items in the house-construction, repairs, staging, landscaping

Price adjustments – Price positioning

Increased incentive to the Buyer’s Agent

Increased incentive to the Buyer