Winning the listing is crucial to your success as a real estate agent, and a lot of that comes down to your pre-listing presentation and package. Here’s some advice for creating a pre-listing presentation that helps you score more business.
What Is a Real Estate Listing Presentation (Pre-listing Package)?
A real estate pre-listing package is a sales presentation that real estate agents use to persuade clients to use their services. Real estate listing presentations should be visually appealing and informative, including data on the local market. They provide a valuable opportunity to impress a client and can be crucial to land business.
Benefits of a Listing Presentation for Real Estate Agents
Should you take the time to create a listing presentation? Here are some benefits of preparing a presentation for prospective clients.
1. Builds credibility and trust
A well-prepared presentation showcases your professionalism, knowledge, and commitment to the industry and your business. It helps build trust with potential clients.
2. Showcases expertise
A listing presentation allows you to highlight your expertise in a local market or niche – and the industry at large.
3. Sets clear expectations
A listing presentation provides an opportunity to outline marketing strategy, the steps involved in the selling process, and the estimated timeline based on the market and your experience. This helps set clear expectations with the clients.
4. Allows you to show off your marketing tools and techniques
During your listing presentation, you can showcase the tools and techniques you will use to market the property, such as professional photography, virtual tours, online listings, social media marketing, and open houses.
5. Builds relationships with potential clients
The more you interact with potential clients, the more time you have to establish and build relationships with them. A face-to-face meeting that includes a formal presentation may extend the time you have interacting with a potential client. Use your presentation, expertise, and winning personality to land the business.
7 Things to Include in Your Real Estate Listing Presentation
Pre-listing packages are different from agent to agent, but there is some information you must include.
- Introduction
- Local market analysis
- Step-by-step guide to the buying/selling process
- Your personal marketing strategy
- Testimonials from happy clients
- Q&A
- Contact information
When putting together your pre-listing presentation, it’s better to be proactive than reactive. Include information your potential client wants to know and details relevant to your prospective client’s neighborhood. Still – don’t shy away from adding personal touches.
1. Introduction (About Me)
Ease your potential clients into the presentation with a brief introduction. You can mention your background, experience in real estate, personal values, and mission statement in this section. Make sure to include the length of time you have lived in the area – especially if you are a lifelong resident in your community. Keep it professional, but feel free to add some personal information so that it has a relatable and warm tone.
2. Local market analysis
Including statistics about the local neighborhood shows initiative and professionalism. In addition to educating sellers about the climate of their local market, you’ll win their trust by backing your opinions with data.
3. Step-by-step guide to the buying or selling process
Clients with little to no experience need to understand the process of selling or buying a home. Give a brief outline of the process during your presentation. You may want to leave behind a more thorough to-do list in a packet that includes details from the presentation.
4. Your personal marketing strategy
As clients schedule consultations, they are looking for what sets different agents apart from the rest. Be sure to outline your personal marketing strategy. This section can include past work as an example of your approach to real estate and could also include a mission statement.
5. Testimonials from happy clients
In outlining your experience within real estate, include a few key quotes (or short videos!) from past clients among your accomplishments, which can help drive the point home. When summarizing your experience, try using positively charged action words for the best result. Here are some examples:
- Sold 30 homes in the past year, with 90% selling within the first month
- Expert in the downtown area with over 15 years of experience and a comprehensive knowledge of market trends
- Recipient of the “Real Estate Agent of the Year Award” for the past four years
- Achieved a 94% client satisfaction rate, with many clients returning for multiple transactions
This is the time to flaunt your accomplishments, so don’t be afraid to confidently state what your experience can offer clients.
6. Q&A
Anticipate your clients’ questions after your meeting, and write them as a sample Q&A in your pre-listing presentation. This shows that you’ve thought ahead and understand what it’s like to go through the process for the first time. Sample questions include:
- How much is my home worth?
- What is your commission fee?
- How long should I expect the selling process to take?
- What kind of repairs do you suggest before selling my property?
- What do I need to disclose to a potential buyer?
7. Contact information
Don’t forget to include your contact information in your presentation (and leave behind the information as well.) Include the best phone number to reach you, your professional email address, office address, hours, and any company-related social media pages. Choose a simple font to avoid potential confusion.
Tips To Create Real Estate Listing Presentation That Sells
You may have never created a professional presentation from scratch. Here are some tips to ensure you present yourself as professionally as possible.
1. Know your audience
Knowing your audience allows you to tailor your message to a client’s precise needs, preferences, and concerns. For this reason, you might have specific slides prepared for your presentation deck to use when appropriate. For example, you might have separate content for luxury listings, investment properties, or relocations from another state.
2. Use visuals
Did you know that 90% of information sent to the brain is visual? Keep this in mind when putting together your pre-listing presentation, as large blocks of text often aren’t effective when communicating information. Use pictures instead of text when possible, and use sites like Piktochart and Venngage to make simple infographics.
Speaking of visuals, give time and energy to your professional photos. Investing in a professional portrait is key, as clients can tell whether you had a friend take your picture or took the time to get it done properly.
3. Be informative
Update your slides often to make sure the most current information is available. You may have to combat misinformation your client found online about the value of their home.
4. Be organized
Your clients have to trust you with one of their life’s most important financial decisions. Your clients want a professional, organized, intelligent real estate agent to help them with a smooth transaction.
5. Seek the help of professionals if necessary
Your pre-listing presentation and package are a reflection of you. If you walk into a consultation with a stapled stack of papers and a less-than-stellar presentation, it could signal to your potential clients that you don’t put effort into your business.
Hire a freelancer to help with your presentation and have your package professionally printed and bound.
Win the Real Estate Listing
Now that you know what to include in your pre-listing presentation, it’s time to put it together! Having a professional presentation will allow you to confidently walk into your next consultation and win the business you deserve.
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Key Takeaways
- Crafting a compelling pre-listing presentation is crucial for real estate agents to win listings. It serves as a tool to persuade clients to choose their services over competitors.
- A well-prepared listing presentation builds credibility, showcases expertise, sets clear expectations, and allows agents to demonstrate their marketing tools and techniques, ultimately helping to build relationships with potential clients.
- Include these seven essential elements in your listing presentation:
- Introduction (About Me)
- Local market analysis
- Step-by-step guide to the buying or selling process
- Personal marketing strategy
- Testimonials from happy clients
- Q&A
- Contact information
- Know your audience, utilize visuals, stay informative and organized, and seek professional help if necessary to ensure a polished and professional presentation that increases the chances of winning real estate listings.
