11. Back Up Your Ideas With the Right Evidence
Most of your compelling ideas need some kind of evidence for credibility. This is not to say that your presentation should be heavily fact and statistics oriented, because that would make for a boring presentation. But emphasizing your top ideas with the right backup can really increase the impact and make the presentation more persuasive. For example, instead of saying “the market is on fire,” you should add evidence such as, “In this neighborhood, homes are selling 15 percent faster than last month, and at 10 percent higher prices, according to a Chicago Agent magazine article.”
I talk about homes that I’ve have sold in the area. I quantify the total number of homes sold in the town or neighborhood over the last 28 years. LM
12. Active vs. Passive Customers
An active customer is more easily persuaded than a passive one. Try to get your customer involved in both conversation and action. Beyond the regular tour they’ll give you, ask them to show you how a tricky window works, or find the old blue prints. Get them physically involved.
Ask them what they love about their home, and use it to your advantage. Show them you like their house and that you will be confident selling its best features. Tim Schiller (TS)
Suggest things like furnace cleaning, radon testing and checking for mold prior to listing. Also, suggest buying a home warranty to help circumvent inspection issues. LM
13. Show Your Passion for the Real Estate Experience
Passion forms the foundation of an extraordinary presentation. When you let others see how passionate you are about the industry, you stand a much greater chance of persuading and inspiring your customers. If you express an enthusiastic, passionate and meaningful connection to your words, you’ll find opportunities to show leadership, subject mastery and humanity in your presentation. These are the qualities that build emotional connections to customers.
14. Get Comfortable With Your Visual Aids
As an agent, you’ll be using tools that will help support your listing presentation. It doesn’t matter if you are using a glossy brochure, an iPad or individual sheets – you need to be really comfortable using them in every aspect. They must be appropriate for your customer and displayed professionally, as well as be easy to read or see. Everything should be organized and ready to use as needed.
15. And to That End, Favor Pictures Over Text
Real estate is full of beautiful, expressive images. People may read your text-heavy brochures later, but during your presentation, if you show anything, use photos, graphs and positive images. This technique is called “picture superiority.” It simply means we are much more likely to recall an idea when a picture complements it.
16. Don’t Ever Read Your Marketing Materials to Your Customer
Your materials should accentuate your points; they should never be the point. Let them read it later if they want.
I do not read any of the materials. The presentation should flow as facts you know inside and out. Know your market, and show confidence. Show them that you really know and understand the comps you talk about. AS
17. Answering Questions as They Come Up
If a question pops up in the middle of your presentation, that’s good news: someone is listening! So seize the opportunity. If you would have addressed it later in your presentation, skip ahead and do it now. (If you’ve practiced skipping around, it won’t throw you). The best presentations feel like conversations, even if one-sided; so, never ignore the opportunity to foster that sense of interaction.
I always remember the quote, “He who talks dominates the conversation; he who listens controls the conversation.” LM