The real estate listing presentation is how you secure clients. You get one opportunity to pitch your unique abilities to the buyer or seller, and you want to make it count. Like all other business presentations, real estate listing appointments can feel nerve-wracking, stressful, and overwhelming, especially if you don’t know how to prepare.
At Local Leader®, a free digital resource for real estate agents, teams, and brokerages, we want to help you perfect your marketing strategies to excel in the fast-paced industry. As a real estate agent, your listing presentation game plan is one of the top factors impacting the number and quality of clients you sign. Below, our Local Leader® experts discuss the top ten tips on preparing for and executing your real estate listing presentations.
1. Prepare and Practice
The first step to a successful real estate listing presentation is creating an organized slide show with an accompanying script. Focus on creating a natural flow in the discussion, beginning with introductory content, before moving on to selling or buying steps, property strategies, closing information, and market research. Keep the slides clean, distraction-free, and goal-oriented.
We recommend writing down talking notes for each slide that you can later turn into a script. View our guide on creating a real estate listing presentation script for more detailed tips. You don’t need to memorize the notes, so keep bullet points handy for when you present.
Once ready, practice your presentation in front of family and friends to identify areas of improvement. Stay open to any suggestions you receive.
2. Dress Appropriately
While people may try to avoid judging books by their cover, the truth is it happens all the time. Your outward appearance directly impacts the potential client’s first impressions of you and your abilities as an agent. Dress in professional business attire that reflects your high-quality services.
You may also add a little flare to the outfit to highlight your personality, though nothing too distracting. For example, a new watch or a fun pair of earrings can become a conversation starter, especially if you know a few things about the potential clients.
3. Remember Your Body Language
Body language can create an even stronger impression than clothing. The way you present yourself shows others how confident you are in your services and how comfortable of a relationship you may form. You want to show that you’re the best in the business without coming off as intimidating or inaccessible.
Focus on maintaining a tall, straight posture with your chin pointed up to show professionalism and assurance. Keep a friendly smile on your face and use a calm tone when speaking with open hand gestures to show that you’re easy to talk to.
You should also pay attention to the potential client’s body language. If they’re yawning, looking around the room, leaning back, and seeming disengaged, try asking questions to pull them back in.
4. Introduce Yourself and Your Firm
Before beginning the presentation, introduce yourself and your firm by explaining your experience, knowledge, and major successes. Avoid droning on for twenty minutes about your earnings, but don’t shy away from a bit of bragging. Your sales pitch introduction is the perfect time to tell clients why you’re their best option.
We recommend bringing business cards with your most up-to-date information and achievements, as clients likely won’t remember everything from the presentation. You can leave them with this card as an excellent reminder.
5. Walk the Client Through the Listing Steps
People need real estate agents because they don’t know how to sell or buy homes on their own. Explaining the process in easy-to-understand steps shows that you know what you’re doing and helps the client visualize exactly how their partnership with you will work.
You can explain the following steps:
- Your listing agreement
- The walkthrough and comparative market analysis (CMA)
- The listing photography process, including staging
- “Coming soon” marketing steps
- Examples
6. Explain the Current Housing Market
Many homeowners, especially those that have owned their property for decades, don’t understand how the real estate market works. Potential clients may have unrealistic timelines and pricing expectations. By explaining the current housing market with evidence to back up your information, you can get everyone on the same page while displaying your knowledge and research abilities.
7. Discuss Your Property Marketing Strategies
Your marketing strategy is the heart of your pitch. Clients want to understand how exactly you’re going to sell their home, so provide specific strategy details, including timelines.
Use this opportunity to give examples. Show how you’ve marketed clients in the past compared to the success you saw. Provide real figures and exact marketing tactics, not just general concepts.
8. Back Up Your Strategies with Market Evidence
Claims and strategies don’t mean anything without success figures. Arrive at the real estate listing presentation with evidence from past listings displaying your success. You may discuss recent sales, sale prices, listing times, local neighborhood sales relevant to the client’s area, and more.
9. Explain the Closing Process
The contract-to-close process can feel overwhelming to non-real-estate experts, so explaining it to your clients demonstrates your knowledge and experience. Speak with an affirmative tone to show your confidence in closing. For example, say “when we close,” not “if we close.”
10. Ask Questions
Presentations shouldn’t be entirely one-sided. Opening a conversation allows you to engage with clients, learn about their needs, and address potential concerns. We recommend asking about their:
- Motivation to sell
- Sale goals
- Timeline expectations
- Communication preferences
- Apprehensions
Use this time to align your strategy with the client’s expectations. If they mention specific concerns or other agents they’re considering, explain why you’re their best choice.
Think You’re Ready? Review Our Pre-appointment Checklist
Perfecting your real estate listing presentation is critical in your career. Next, review our listing appointment checklist to ensure that you complete every necessary task. At Local Leader®, we’re passionate about helping real estate agents excel in their careers. To continue learning more tips and tricks, subscribe to our Local Leader® newsletter.
