The Listing Presentation
In my last article I talked mostly about preparing for the appointment and today I’m going to talk about the actual appointment.
My listing presentation consists mostly of questions. The more questions you ask the seller, the more in control of the conversation you are. Asking the client questions allows you to learn about what their needs, wants, and desires so you can better serve them.
When you’re the one asking the questions, you also avoid more objections and put yourself in the interviewer position versus them interviewing you. Actually, you should consider a mindset of being the interviewer when you’re on the appointment anyway. Because of many reasons, you may decide not to take the listing.
As you go through the presentation, decide whether you want to take the listing instead of worrying about whether or not you’re going to get the listing. This confidence proves to the client that you are a professional salesperson and not someone just trying to impress them. Be careful that you don’t come across with arrogance. No one likes an arrogant salesperson.
When discussing price there are three areas of statistics you want to address:
First is the overall market for your area. You want to educate them about what the market is doing in general in your area.
Second are your personal stats, or your company’s stats. Sharing yours or your company’s track record gives the client confidence that they are dealing with an experienced professional.
And last, is the market analysis specific to their home. Your opinoin of the right listing price is primarily what the client wants to hear. Decide ahead of time a price range at which you are willing to take the listing. Studies have shown that taking an overpriced listing doesn’t do you or your client any good. The longer a home sits on the market, the harder it is to sell. Be honest with the client up front about what price it will take to actually get the home sold, and not just have it listed.
Practicing presenting price is something Scott and I highly recommend. You want to be able to powerfully and confidently discuss market values with your client. They are looking to and trusting you as their professional to educate and lead them to the right decision for their circumstances. Have the courage to tell the truth up front about the right price.
Your listing presentation should not exceed an hour including paperwork, taking pictures, placing the sign and the lockbox. The longer you stay in the home the less confidence the client will have in you. Remember our job is to get their home sold, not to make friends with them. Just as if you were going to a doctor or an attorney for advice, they don’t sit with you for hours. They come in, ask a series of questions, tell you what their opinion and plan of action is and they get out. This is the same mindset and strategy you should have.. Present and view yourself as a professional salesperson just like doctors and attorneys do.
In my next article I will talk about servicing the listing and working on price reductions. Studies show that if a home is sitting on the market, it’s likely the price that is keeping it from selling. Educate your sellers up front about the possibility of having to lower the price if it doesn’t sell within the first 30 to 45 days. This way they are mentally prepared to discuss a price redcution when the time comes.
Don’t forget about our 6 week course, Now What Do I Say?, The Course. In this 6 week course we will teach you powerful language patterns, objection handlers, and talk about the mindset it takes to sell homes in today’s market.
Please visit our website at www.yourethediffreence.com for more information on this, and other products and services that can benefit your business,
I hope you are on track to Making 2010 Your Year.