15 Advanced Real Estate Listing Presentation Insights for Agents
By Matthew Bushery
About Agent Basics
Creating stellar real estate listing presentations is how most seller’s agents convert more leads and, in turn, build their business.
The best real estate listing presentations offer:
- Data regarding the local market and comparable sales
- Insights into how you plan to market a prospect’s home
- Social proof that proves you’re a top-notch seller’s agent.
And that’s just to start with. There are several other elements you need to make your pitch truly effective.
Use the 15 sales tips below to boost your lead-to-client conversion numbers and convince leads you’re the premier agent for the job.
1) Create (or download) a personalized pitch deck.
In advertising, placing the right message in front of the right audience is the key to success. With a real estate listing presentation, it’s just as important that you target your deck to the person who is viewing it.
If you want an example of how you can customize a deck for your home seller leads, you can get a free copy of our Essential Real Estate Listing Presentation Template for Agents here.
You can easily tailor the deck for your niche audience (a.k.a. your buyer personas). All you need is access to Apple Keynote or Microsoft PowerPoint to customize the listing presentation template for your agency.
Once downloaded, you can add your own visual branding (headshot, logo, fonts, color scheme, etc.) and other business details (contact information, agency background) as well as your sales history.
2) Focus on your lead’s situation and needs first.
After adding in the core info associated with your business, turn your attention to your seller lead.
You need to know all about their situation, including their selling timeline, in order to create a real estate listing presentation that truly resonates. In our Marketing Genius podcast episode “The Road To $20 Million,” Seattle agent Melissa Boucher says that these insights can even come down to how the seller is feeling; are they sad to see the property go? Are they making a tough decision?
Before your in-person pitch, research their residence:
- Square footage
- Room totals
- Total acreage
And discover its history:
- When it was built
- How many times it’s changed owners
- Renovations and updates that have occurred
Then, consider all the notes you have on your seller’s preferences and needs.
For instance, a lead could note they’re only willing to sell the home as-is and not make any repairs a potential buyer may request.
In this situation, you can make a note in your listing presentation that you will incorporate this information into your real estate marketing plan for the home.
3) Analyze all info leads provide you before your pitch.
If you’re like most modern agents, you capture real estate leads in a variety of ways, both online and offline. Not all leads are created equal, but there’s an easy way to spot a good one.
The key trait that signifies a high-quality lead is how much info they provide you.
Those who solely offer first, last name and email address can be good leads, but it’s the prospects who offer more details regarding their unique housing situations who are a cut above the rest.
Most often, home seller leads will share extra information when they are submitting a lead capture form on your site (e.g. through a home valuation page or custom lead capture page).
For example, some leads may detail when they intend to list their home, their preferred price point, and an overview of what their home’s star attributes.
All of this info needs to end up in the lead profile section of your contacts database so you can comb over it whenever you need — like, for instance, right before pitching them in person.
4) Incorporate data from the local housing market.
Whether it’s from your area’s REALTORS® Association, local government, or a housing-related organization nearby, you should include important figures in your listing presentation. This can include home sales, price, and value figures for your market – basically, any information that a seller could use to make more informed decisions.
For example, knowing the sales totals for homes in the same development or neighborhood as a seller lead’s property can help them settle on an initial list price.
You can never get too granular with data for your deck. Just remember not to bore your prospects to death with math.
Share data that directly applies to their home selling situation so they understand what to expect prior to listing.
5) Detail comparable home sales from the past year.
Part of your local housing market data research should focus on comparable home sales from the past.
Find a half-dozen or so homes that sold in your potential client’s town (or region, if it’s a small town with few sales). Try your best to find comparable sales that occurred in the past year, because housing market conditions change often.
Make sure these properties are as similar to your lead’s listing as possible to provide a solid comparison.
Characteristics to take into account include:
- Size (total number of rooms and square footage),
- Notable features (in-ground pool, gazebo, high ceilings)
- Price point (both initial asking and eventual final sales price)
Lastly, tell your seller a story. How long did it take for them to sell? Did they receive above or below asking price?
6) Add quotes from satisfied clients to your deck.
Customer satisfaction should be the focal point of any real estate listing presentation deck.
Social proof helps agents generate leads, for sure. But it’s also a premier lead nurturing tool.
If you already took photos and footage of your past customers right after closing so you could share their praise on your website, you can simply repurpose that content for your listing presentation.
Select the best quotes from your most satisfied clientele, and sellers who share the most similarities with the lead you’re pitching.
Once a seller sees that you’ve successfully represented someone just like them, they’ll feel much more at ease in agreeing to let you represent their listing.
7) Paint a picture regarding your marketing approach.
The primary focus for your real estate listing presentation needs to be how you’ll market a lead’s home.
Sure, you want to prove you’re a stellar agent who has a history of closing amazing deals for clients.
But that sales-oriented angle needs to be secondary to making your potential client feel special. Fortunately, you can achieve this by presenting a marketing strategy that is unique to their property.
You no doubt have a real estate listing marketing playbook. However, that doesn’t mean you can’t or shouldn’t modify that approach slightly for each new client you earn.
Every home seller wants to feel as if you’ll do anything and everything to get them a fantastic deal that puts lots of money in their pockets.
So, use the first half of your listing presentation to tell them how you plan to deliver on that promise.
8) Figure out how you’ll relay your value proposition.
According to the National Association of REALTORS®, most sellers hire real estate agents referred to them (two-thirds, to be precise).
While you could get good word-of-mouth to entice seller leads to select your firm, you still need to show why their friends, family, and coworkers chose to work with you in the first place.
Some of the best ways you can differentiate yourself from the competition are to:
- Build a strong web presence, starting with a responsive website
- Be detailed regarding your marketing process, from start to finish
- Share photos and videos of your most satisfied clients with leads
A real estate listing presentation is a great opportunity to communicate what makes your business unique and distinct from other agencies.
Are you particularly good at negotiation? Communication? Staying organized? Knowing a neighborhood inside and out? Providing white glove service?
Whatever your specialty is, make sure it shines through in your deck.
9) Prepare for some objections and lots of questions.
It’s inevitable: Your seller leads are going to have a fair number of questions during your real estate listing presentations.
It’s only natural: They’re still getting to know you and can’t leave any stone unturned when vetting your business.
The good news? Every question is a chance for you to prove your expertise and build trust. You just need to have great answers prepared ahead of time.
Some of the most common seller lead questions pertain to:
- How you view your agency in comparison with others
- Your qualifications, certifications, and designations
- Providing proof you’re trustworthy and easy to work with
- Sharing specific details about your past transactions
Of course, there are also going to be questions you can’t anticipate.
While you want to be as forthcoming and honest as possible, don’t feel obligated to provide in-depth answers on the spot if you’re not sure.
If you think you’d be better served writing a comprehensive email to leads post-presentation to answer their questions, let them know you’ll get back to them with a reply later that day.
10) Practice your sales pitch over and over again.
We’re not going to tell you “practice makes perfect” (although, I suppose we just kind of did).
But it really is best to nail down every aspect of your listing presentation speech so it’s well-timed, compelling, and inspiring.
Here’s a great checklist California-based REALTOR Kathy Smiley posted on ActiveRain that can help you practice your pitch.
This list covers all of the essential listing presentation tasks you need to carry out in order to get your points across in a timely and efficient manner.
If you feel more comfortable “winging it” than preparing for hours beforehand, just be sure you have at least a handful of talking points memorized so you don’t forget to mention important items to your prospects.
11) Dress like you’ve already made the sale.
As a general rule, dressing for real estate success means wearing something that makes you feel comfortable, confident, and professional.
But there are some guidelines to keep in mind:
- Business casual will never go out of style, meaning suits and pantsuits are always going to help you put your best foot forward during listing presentations and other on-the-job situations.
- Your style will likely be influenced by your particular market. Agents in cold- and hot-weather markets, for instance, will certainly want to dress accordingly based on their area climates.
- You can also take style cues from the home seller you’re doing business with. Melissa Boucher’s advice? “You can’t come in dressed to the nines if you know that person’s understated. Know your audience, know yourself, and find that happy medium.”
When selecting an outfit for your real estate listing presentation, just be sure that the answer to “Will my lead consider me a serious, dedicated, and successful real estate agent?” is yes.
12) Allow time for questions during your presentation.
Everyone has one of those friends who loves to dominate the conversation. But you can’t afford to be that person during your listing presentation.
Real estate, after all, is a people business. This means you have to be a first-rate listener to comprehend your prospective client’s wants and needs. From there, you can develop a plan of action to win them over.
This is just one of several listing presentation mistakes you could make. Be sure to comb over our list of other errors to avoid as well.
13) Have good posture and body language throughout.
As real estate trainer Dirk Zeller notes in a piece for Chicago Agent Magazine, confident body language is an essential piece of your listing presentations.
- “Where have you experienced victories? Tap into those past experiences as you pump up your confidence in preparation for prospect presentations. If you lack confidence, determine what you need to do to increase the level of belief in yourself and your ability to achieve success.”
You’re not always going to feel confident and assertive and on top of the world. No one does.
But if you recall how you’ve converted leads into clients in the past and what you felt during those sales pitches, you can use that memory to keep winning over new business.
Think about the ways you can physically communicate self-assurance, poise, and certainty (e.g. use of hand movement, or maintaining eye contact with the seller), and use that body language to your advantage.
It’s also helpful to think about what poor body language can do to your pitch (hint: derail it entirely).
14) Finish your pitch, even if you think it’s not working.
You may be able to tell from a prospect’s body language or verbal cues that they aren’t responding to your presentation the way you’d hoped.
Regardless, conclude your presentation as if you were pitching a “hot” lead you can tell is going to sign on with you.
You never know: Someone who seemingly isn’t intrigued by what you’re throwing out there may actually just be quiet and unresponsive in general and actually interested.
15) Don’t be a “yes” agent just to win new business.
Every business has a “yes” person. They want to work their way up the ladder and/or close more deals by being as agreeable as possible.
This tact may work for some professionals in some organizations … but chances are, this is not going to lead to a converted seller client.
Just because you really want someone’s business doesn’t mean it’s worth nodding in approval to every request they make or mandate they lay out.
Doing so could lead to some (or many) unfulfilled promises during the sales process and, in turn, cause your clients to question your methods or even fire you.
Be open and upfront with your clients regarding what they can expect from you throughout the entire home selling process.
Get the full recap of our Nurture Con real estate conference in our free guide for agents:
Published on September 25, 2017
Written by Matthew Bushery
I'm the Sr. Content Creator for Placester, where I educate real estate professionals about modern marketing and, in turn, help agents and brokers make the most of their online presence, earn more traffic, and generate more leads and business.