Florida Renovation Loans: Elements of A Listing Presentation-Keller Williams Agents in Pembroke Pines Know Theirs, Do You?

Elements of A Listing Presentation-Keller Williams Agents in Pembroke Pines Know Theirs, Do You?

Elements of A Listing Presentation Keller Williams Agents in Pembroke Pines Know Theirs, Do You? Lights camera action! You're on stage from the minute you get out of your car. In this show there are no retakes, you're on stage live. As a listing agent, and one that wishes to be successful there are key elements of your listing presentation that cannot be left out. This presentation is your script, just like the actor live onstage.

Many pro's have their personal or team mission statement as the first page, a table of contents which lets the seller know what to expect and a brief letter of introduction.

Act 1
Your Company, I like to get them out of the way as an experienced agent and in later scenes I fall back on my own credentials. If new use your companies, manager, team leaders and broker's successes. Show the tools your company offers including websites.

Act 2
Your resume, remember in this scene of the play you are applying for a job. Show your credentials and your personal stats, levels of education, real estate courses completed, awards received, and of course any designations earned. List your professional affiliations such as the Realtor Board you belong to, your skills, areas of expertise including geographic.

Act 3
Your services, now let's not confuse services with marketing. A service is a market analysis, placing their property in the MLS is marketing. A list of possible services you offer could consist of;
Using a lock box
Verifying the buyer's pre qualification, prior to the execution of any contracts.
Written Reports
Frequency of your phone or emails
Market updates
Net sheets
Answer inquiries from other Realtors
Coordinating the closing, inspections, and appraisal
The use of our moving truck
Following up with other Realtors after the showing
Among others that may vary among agents. Build the importance of each item; let your audience buy into the benefit of you performing these services for them. Deliver the performance with conviction and enthusiasm.

Act 4
Customized marketing plan, you're building the story here, keep the enthusiasm and once again itemize your strategy and plan for selling their home, possible marketing could include.
Virtual tours
Internet (list all sights where the property will appear)
Property brochures
Email broadcasts to customer data base
Email to local Realtors
Open Houses

Just Listed postcards
These are a few examples of marketing, use props such as samples of your previously sent "just listed" cards, lay them out on the table, let them touch and feel the slick color glossy cards, show them your buyer or prospect list. Remember you must keep your audience engaged, if you put them to sleep you will not get the listing. You want questions and having them throw you objections, that's good, they are awake, remember you're an actor working the audience for applause

Act 5
Comparables, at this time your audience should be on the edge of their seats. This is what they have been waiting for; this is where the show climaxes for them. Your comparable should always include active and closed properties. It may be wise depending on the market to use pending as well as expired. How you present your comps will depend on the market. In a normal market more emphasis is placed on the closed properties, with current market conditions you may have to rely on the actives as a better guide.

Keep them excited, there is no averaging here guys, look at each comparable, compare it to the subject note the differences in front of the audience this will keep engaged and make any adjustments necessary. Once you have a range of value, eliminating anything out in left field high or low, ask for their thoughts, keep them involved and narrow the pricing down. This last stage should be easy if you have delivered a convincing performance.

Turn to your net sheet put the price in and deduct all expenses with proper explanation to the audience. Upon the nod of your head and theirs, turn the page to the pre filled in listing contract except for price (don't rummage around in your briefcase looking for it ) put the price in, complete necessary disclosures and get their authorization. That is the applause and review you have been waiting for.

Comment balloon 16 commentsMark Lyon • February 04 2010 07:24AM


Thank you great information for us newbies

Posted by Eileen Campos, ABR , SFR, CNE (Choice Group) over 10 years ago
Well done, excellent step by step breakdown of what we do!
Posted by Dan Crispino over 10 years ago

A great review of listing steps! Might be time to tweak a few things!


Posted by Duane Murphy, Broker- Owner-Real Estate - (Expert Real Estate Partners LLC) over 10 years ago

Great step by step list, thank you!

Posted by Ana Connell, Burbank Real Estate Agent (G & C Properties) about 10 years ago
Posted by Jenna Dixon, Empowers You With a Better Real Estate Experience (DRA Homes | Cobb County Real Estate ) about 10 years ago

If I thought of it as being 'on stage' I'd get nervous and start sweating.  I think you're right of course, I just can't think of that way!

Posted by Joetta Fort, Independent Broker, Homes Denver to Boulder (The DiGiorgio Group) about 10 years ago
You have covered some good points and I think being flexible is key. Ty
Posted by Ty Lacroix (Envelope Real Estate Brokerage Inc) about 10 years ago

Great step by step presentation.  Easy to follow and I am sure it works well for you.

Posted by Gene Riemenschneider, Turning Houses into Homes (Home Point Real Estate) about 10 years ago

I love the comparison to a play! You broke it all down very well & made it easy to follow.

Posted by Jean-Paul Peron, Carova Beach - Living & Working in 4-Wheel Drive (The Outer Banks Real Estate Copmpany) about 10 years ago

thanks for the step-by-step breakdown. There's always something we tend to overlook or not mention clearly enough.

Posted by Lottie Kendall, Helping make your real estate dreams a reality (Compass) about 10 years ago

Great points, I appreciate the advice!

Posted by Tammy Vertrees, Real Estate Consultant (Warburton Properties) about 10 years ago

Great post, I have bookmarked to refer back to! Thanks!

Posted by April Stephens, Broker/Realtor - Johnston & Wake County (RE/MAX One Realty) about 10 years ago

Thanks for the advice, I've been looking for a breakdown of this so very much appreciated!

Posted by Al T (Century 21) about 10 years ago

Good stuff! These steps are really important. Working with many agents on listing presentation techniques I have found that using a listing package can be very helpful with your listing presentation. If you get a chance please check out http://prelistpackage.com They have a lot of useful tools, templates, tips and scripts to make your job much easier during the listing presentation. Thanks for sharing!

Posted by Kevin Wright about 9 years ago

great to the point summary, thank you!

Posted by MaryBeth Mills Muldowney, Massachusetts Broker Owner (TradeWinds Realty Group LLC) over 4 years ago

Believe in what you do and what you say, look professional, and be professional and loyal to your clients' interest always. 

Posted by Inna Ivchenko, Realtor® • Green • GRI • HAFA • PSC Calabasas CA (Barcode Properties) over 2 years ago