How to Win With Listing Presentations
Real estate listing presentations are among the most crucial tools for demonstrating expertise, knowledge, experience and authenticity.
NEW YORK – To create an eye-catching listing presentation, real estate professionals should research the market and micro-market to understand how long properties take to sell, average sales price and property costs, what local schools and the district are like and what the area's walkability score is, as well as whether the market is favoring buyers or sellers.
When determining a pricing strategy, the macro-level market conditions should be taken into account, as well as what type of market it is, the current inventory and how many days homes are on the market and whether there are multiple bids.
Reviewing comparable properties can also ensure the list price is reasonable for the market and should be included in the listing. Pitches should communicate why your expertise is necessary and be no more than two sentences and should include feedback from previous clients.
Listing presentations also should be updated with branded logos, colors, and other information that may be new. Listing appointments should be professional, with colorful brochures, pre-filled in paperwork, a charged tablet or computer and a pen for signing paperwork.
To successfully earn a listing, make your pitch in the seller's home and provide an understanding of the home's location and why it's a selling point. Additionally, you should listen to the potential client to understand their needs and desires, as well as emotional stress about the sale.
Being authentic and conducting a needs analysis can help sellers understand their own needs and time frames, while also demonstrating their own value in the process. Addressing safety concerns, decluttering and staging needs, as well as possible repairs, renovations, and updates, will go a long way in helping sellers decide their next steps.
A solid marketing strategy that includes videos, photographs and even drone-captured footage can be essential. Social media groups, marketing, knocking on doors, and other tactics also should be considered.
Source: HousingWire (07/10/24) Brodsky, Robin
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