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Listing Presentations That Combine Old and New School Ways

by Christine Groves

When it comes to listing presentations, you should utilize both classic and technologically advanced methods to woo potential sellers, explains Christina Groves of Coldwell Banker.

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So you have just made an appointment to meet with a potential seller and you have one chance to make that important first impression. Some agents default to the usual paperwork packet, and some other agents utilize the latest presentation technology. But the most important aspect of the listing presentation is considering your audience. It is crucial to show a range of information in various formats so that the potential seller can absorb the information in a way they are most responsive to. It also shows the potential seller that you have a diverse communication style and will be a versatile resource to them.

When giving listing presentations, consider the following points:

1. Professional Impression: A positive demeanor, professional attire, eye contact and lots of listening are the most important parts of meeting with a potential client. Whether we like to admit it or not, people size us up in the first few minutes of meeting. They may decide to entrust their home sale in your hands, and as their representative, you’ll be marketing their residence throughout their community. Inspire confidence by being on time, friendly and show a genuine interest in their situation. If it feels like there is lack of motivation on your part or it is just another transaction, they have plenty of other agents they can choose from.

2. Organization: Preparation can make or break a listing opportunity. Most of the positive feedback I receive from sellers is how prepared I was, and how I was able to anticipate a lot of the information that would be of value to them. Even if you have never stepped foot in the home yet, you must do your research on the community, comparable listings and closings, public information on their home (taxes, recorded data, archive MLS, etc.), applicable municipal requirements and area market statistics. Lastly, any materials you bring should be well-ordered, updated and relevant.

3. Utilize Technology: Although some prospective sellers utilize and understand the latest technology more than others, you still have to show your knowledge and range. Show your PowerPoint presentation slides on your iPad, discuss marketing on all major websites to reach the most potential buyers and the impact of Internet exposure, speak about your utilization of social media sites for marketing and networking, and introduce the various computer programs you utilize to manage information. However, consider your audience and how responsive they are to this format and curtail the level of technology, so you do not overwhelm a prospective seller.

4. Helpful Materials: Whether technologically savvy or not, people cannot retain the vast amount of information you will discuss with them, so it is important to leave all prospective clients with handouts they can refer to and read at their convenience. You are their new resource, so leave them with materials that they can use, such as information about you and your brokerage, recommended contacts and useful services, net sheets,staging tips, marketing strategy, Comparative Market Analysis (CMA), agreement and disclosure forms, etc. Make your materials user-friendly, eye-catching, and value-added. Organize them into professional folders, binding, etc.

Making a lasting positive impression and conveying your worth as a real estate agent is up to you. In our competitive profession, customer service is number one. We are in the business of helping people, not just selling property. Every transaction is about the people we represent. There are thousands of real estate agents for prospective clients to choose from – what sets you apart?


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Christine Groves is a licensed broker with Coldwell Banker Residential Brokerage in Wheaton.

She can be reached at 630.346.3272 or Christine.Groves@CBexchange.com.

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