JOSH PHEGAN EXPLAINS HOW client-centred tactics and preparation will win the listing every time.
TACTICS ARE the key to delivering a winning listing presentation.
Just as footballers would never run onto a field without a game plan, real estate agents should not approach a listing presentation without preparing their tactical approach.
The listing presentation is your chance to win potential vendors over, to persuade them you’re the best agent to represent them. You need to be clear, confident and able to back up your sales pitch with real-life case studies that matter to your vendor. The best way to do that is to show them the numbers.
There is a difference between the presentation you want to give and the information your customer needs to hear. It’s important to show your skills and back them up with social proof; key statistics, and what they mean to the client and their world, will win every time.
You might use case studies of properties you’ve recently sold and highlight the high selling price and low amount of vendor discount, for example. Another good option is to showcase a low number of days on market or a high amount of enquiries, including inspections, second appointments, contract requests and offers.
Other examples may include auction bidding records where you link each bidder to a form of marketing; open home registers with key buyers highlighted, or a list of your last 20 sales.
All of these demonstrate your ability to close a sale and deliver a great price, which shows your client they can trust your advice. You can also use this method to pitch a sale type you want your client to consider. The key is to focus on showing what you can do for your vendor.
When delivering your presentation, back your verbal claims with strong visuals such as charts, tables and graphs.
Research tells us that people take in information better when they can see as well as hear it. If you take printouts with you, you can leave a longer-lasting impression and vendors can study your numbers multiple times.
Tactical listing also makes for a more complete and interactive presentation, which can help ensure your vendor feels comfortable with you and senses that you are listening to their needs. They feel part of the conversation rather than as though they are being ‘talked at’.
One thing to be cautious of is going over the top and appearing to do the hard sell. You can avoid this perception if you keep your presentation real.
Don’t act; let vendors see the real you and keep all your examples genuine and related to them and their needs.
It’s also pertinent to ask questions of your vendor, such as ‘If one of those buyers made the decision to buy your home, what would that mean for you?’ Asking questions puts your client first, and if they know their needs and wants come first they’re more likely to choose you as their agent.
Now that’s a good tactic.
