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Making Your Pitch: Improving Your Next Listing Presentation

To win that listing, use social media to become better acquainted with prospective clients, personalize your presentation to suit their needs, offer a testimonial or two to establish your credibility, and suggest a marketing strategy that is unique.

Michelle McCann
By Michelle McCann
COMMUNICATIONS SPECIALIST

Whether you are a newbie or a seasoned REALTOR®, you should always be prepared with a listing presentation that will wow your prospects. You have only one chance to make a solid first impression (no pressure). A lackluster PowerPoint presentation and a dry, rehearsed speech aren’t going to impress today’s savvy seller. Here are four tips for winning over prospective clients with your sales pitch.

  1. Get to Know Your Clients Before the Presentation In today’s age of information and social media, it is easy to become acquainted with clients even before you meet them. Check out your prospects on Facebook, Twitter, LinkedIn, and the like. Get to know who they are and what they are interested in, and then use this information to personalize your presentation and build rapport. The more information you can learn and use effectively, the more likely you are to win the listing.
  2. Become an Expert in Local Housing Market Data Show your prospects that you have a keen sense of the market by providing current market data, including buying and selling trends and insights into the community they are thinking about joining. Your future clients should trust that you know their local market like the back of your hand. Think of market reports as one way to emphasize your worth as a local market expert.
    Members of Orange County REALTORS® have access to OC Market Snapshots for both detached and attached homes that can be downloaded at www.ocar.org/snapshot. In addition, our Monthly Housing Summary offers a more comprehensive look at Orange County and is available at www.ocar.org/monthly-summary. For a detailed look at local communities, you can use OC FastStats at www.ocar.org/ocfaststats.
    Make sure that the data you are sharing with your clients applies to their home-selling situation. The last thing you want to do is bore potential clients with irrelevant numbers and charts.
  3. Establish Your Credibility Testimonials from past clients can be an important part of a successful listing presentation and help you win the listing over a competitor. A well-written customer testimonial assures potential clients that other homeowners have hired you and have been pleased with the results. Customer satisfaction platforms like RealSatisfied, a free OC REALTORS® member benefit, can help you collect client feedback to use in listing presentations. You can learn more at www.ocar.org/realsatisfied.
  4. Communicate Your Marketing Strategy Your marketing plan should reinforce your strengths as a REALTOR® and show sellers the unique ways in which you will showcase their home to buyers. Let potential clients know that you are skilled in using up-to-date marketing technology to maximize the exposure of their home.
    The best way to prove to your clients that your marketing strategy is stellar is to show them. Bring examples of flyers, brochures, and social media posts you have used with other listings. Utilize the tools to which you have free access as a REALTOR® like Rela at www.ocar.org/rela to generate single-property websites or give your clients a tour of your own website where their home will be showcased.
    Adding technology like three-dimensional home tours to your marketing package will set you apart from the competition. Three-dimensional (3D) tours provided by Matterport show your prospects that you are thinking beyond a few photos to market their listings. You can download and try Matterport 3D technology at www.matterport.com. After your presentation, your prospects should believe they absolutely need to list their home with you because you are the best!