REALTOR® Magazine Online: Step-by-Step Through the Listing Presentation

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Listing Prep


Powerful Prelisting
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For the Broker: The Listing Presentation
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Listing Facts in an Instant

Top Listing Presentations

Making Your Best Pitch

Step by Step Through the Listing Presentation
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Perfecting Pricing

Countering Objections
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Special Presentations for Special Groups (FSBOs, Relos)

Quiz: Listing

Bright Ideas: Listing

More Resources: Listing

Code of Ethics: Listing

STEP-BY-STEP THROUGH THE LISTING PRESENTATION

Here's how to do a great listing presentation, from the moment you step through the door.

Show up on time. Arrive 10 minutes early, sit in your car and psych yourself up. Ring the bell at the designated time.
Establish rapport.
Tour the house, inspect and evaluate all features, and take photos.
Find a comfortable place to sit with the homeowners. Trainer Floyd Wickman of Floyd Wickman Associates, South Easton, Mass., suggests the kitchen table because more people are more relaxed and receptive in an informal setting. But take your cue from the prospects.

TIP: If sellers press you for a price immediately, ask if you can set down your briefcase and sit for a minute. Ask for a glass of water, and get them to chat for a few minutes. Present your skills and those of your company and team. For example, the company’ market share, our success at selling houses near full list price, or the speed at which you have closed sales in the past.

Review the marketing plan that you have for the property.
Describe the specific services you will provide.
Present the comparable market analysis.
Settle on a price for the house.
Discuss the terms of the sale. For example, do sellers want to close by a certain date? Would they consider seller financing? What items wouldn’t be included in the sale?
Complete and sign the listing agreement.
Complete the agency disclosure form.
Discuss what the homeowners should do before marketing, such as repairs.
Explain how you will communicate with them and how the property will be shown.

TIP: Pause frequently during your presentation so that the homeowners may ask questions. Listen to questions and responses and adapt your presentation to the prospects’ reactions as you progress.

TIP: Prepare and build in responses to common objections. In this way, you subtly divert a problem before it begins. The two most common objections are sale price of the home and amount of the commission .

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