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The Complete Guide for Effective Listing Presentations (+Template)

Brittany is a licensed real estate agent in Illinois with over 12 years of experience in the industry. She uses her sales, marketing, and business development background to educate agents and help them find sustainable ways to build their businesses. See full bio

• What Is a Listing Presentation?
• Benefits of a Listing Presentation
• Components of an Effective Listing Presentation & What to Include
• Extra Tips for a Successful Listing Presentation
• Bringing It All Together

We’ve all been there—getting a call from a potential seller eager to know how you can help them sell their property. But then you find yourself scrambling to put together or update your presentation so you can win the listing. Creating a presentation that showcases your skills, expertise, and ability to sell a home is a must for every agent. So, I’ve put together some tips and tricks to help you amp up your game and rock your listing presentation every time.

Download The Close’s Listing Presentation Template

A real estate listing presentation is like the championship finals of selling homes; we want to claim victory. Normally, a potential seller shortlists a few real estate agents to meet with before selecting who will represent them in selling their property. This meeting is your opportunity to demonstrate your skills and expertise. You will have the chance to explain what makes you stand out and how you will assist the sellers in achieving their goals.

It’s important to understand the value of having a strong listing presentation. It’s not just about being prepared—there are so many benefits to having one ready to go. If you haven’t nailed yours down yet, here are some great reasons to consider putting one in place. 

• It builds credibility, trust, and rapport with potential clients. 
• It gives you a chance to set clear expectations.  
• It gives you the opportunity to increase your income and commissions.
• It improves your confidence and performance as a real estate agent.
• It showcases your expertise and experience in the real estate industry.
• It helps you stand out from other agents who may be competing for the same business.
• It highlights your marketing strategy for selling a home.
• It demonstrates your attention to detail and professionalism.

Components of an Effective Listing Presentation & What to Include 

When it comes to your listing presentation , it’s important to feel confident and prepared. Everyone has a unique approach, so using tried-and-true methods customized to your personality will ensure you feel your best when presenting. Let’s break down the essential factors of each part of the listing presentation to give you a solid yet flexible structure to work with.

1. Introduction & Competitive Advantage

Let’s be real. The true first impression happened when you nailed down the listing appointment. Take the confidence from knowing they’ve shown interest in you and run with it. This is your opportunity to really connect and earn the seller’s trust. Share more about yourself and your background to show them how you can help sell their home.

Examples of What to Include:  

• Years in the industry and any awards and accolades you’ve received 
• Your expertise and knowledge of the local market
• Any relevant stats that show your sales history and the list-to-sale price ratio you get your clients 
• Don’t be afraid to include past client testimonials. 
• Explain the benefits of your brokerage, including the tools and resources provided to you to sell this house.

💡Pro tip: If you are a high-volume agent, that’s great! It’s totally fine to talk about the busy business you’re running to demonstrate to potential sellers that you are in demand and fully capable. Just remember that some might be concerned that they won’t have your undivided attention if you’re juggling a lot. Use this chance to highlight how you effectively run your business, including any talented team members or agents who assist you in closing deals.

✋On the other hand: If you’re a new agent and don’t have a portfolio of sales to showcase, highlight your determination to put in the work and give your full attention to their home sale. You can also invite a more seasoned agent to join you to show that you have support and experience on your side. Or, if you’re on a team, leverage the expertise and accomplishments of the team. 

2. Client Questions  

Now that your client knows a little bit about you, give them a chance to share more about themselves, their home, and their goals. This is your opportunity to demonstrate genuine interest and care, showing that your focus goes beyond securing the listing. This may also allow you to discover valuable information that will enable you to customize your presentation as you go.

• When do you need to move by?
• Why are you moving?
• Are you purchasing another home? If so, do you need this home to sell in order to purchase? 
• Let’s talk about your backup plan if your home doesn’t sell in the timeframe you need. 
• Are there any issues with your home that I should know about? 

3. Tour the Home 

A realtor listing presentation is not just about showing the client what you can do to sell their home but also about building a relationship. Starting the presentation with some conversation that helps you get acquainted is a way to allow everyone to let their guard down and feel more comfortable. 

Taking a tour of the home will then ease into pricing and strategy conversations. It’s important to allow the seller to guide you through their home before you get into these conversations so that you can get an idea of how the property stacks up to the competition and adjust as needed.

Examples of What to Do While Touring:  

• Compliment the positive aspects of the home. 
• Make a note of things that could be improved to help the sale. 
• Take pictures to remind yourself of things you may want to address. 
• Discuss or take room measurements. 
• Talk about any updates that have been done to the home.  

4. Comparative Market Analysis (CMA)

Now that you’ve had a chance to check out the home, it’s time to review your CMA with the seller. This is the part where you really get into the nitty-gritty of the numbers. Use all the info you gathered during the home tour and apply it to the comparables you share. 

It’s your chance to show the seller how important it is to price their home appropriately and how that directly impacts market time. Since sellers often have a specific price in mind, this may involve some back-and-forth, so make sure you have the data to back up your pricing strategy.

• Include roughly three to five homes sold within the past three months. If you need to adjust because of the time of year, try to stay within six months. 
• Look within a half-mile radius of the subject property. If you need to look further out to get comps, increase by half a mile if you’re within the same zip code or school district. 
• Homes that are of similar types of properties
• Square footage and the number of bedrooms and bathrooms
• Include your price range estimate. 

5. Marketing Strategy 

When it comes to listing a property, it’s all about marketing. This is your chance to impress the sellers with your creative ideas to get their home sold. Besides the standard MLS listing, professional photography, video tours , and just listed mailers, show them what makes your selling strategy unique. 

Talk to the sellers about the many different ways you can market their home for sale. This includes off-market options such as promoting their home as a pocket listing before going live on the public market. How about hosting fun-themed broker opens or open houses? Do you have a standout social media strategy? Share some examples, and remember to be transparent about the cost associated with your services.

Examples of What to Include: 

• Package options for professional photography , video, and floor plan  
• How you’ll use direct mail marketing and social media campaigns to get in front of more buyers   
• Home staging and virtual staging options 
• When and how you’ll use reverse prospecting  
• Any additional tools and resources that you can access will help you sell their home. 

6. Home Selling Tips

In addition to showcasing your creativity with marketing, give the sellers some tips on how they can enhance their home’s appeal to potential buyers. Involving sellers in this process will also ensure they actively contribute to selling their homes. Encourage decluttering and suggest small yet impactful changes like a fresh coat of paint, which can help the home sell faster.

• Explanation of how decluttering and depersonalization help buyers visualize a home being theirs 
• Before and after pictures of home staging
• How to improve curb appeal  
• Why it’s good to do things like tighten loose screws and replace lightbulbs and outlets before an inspection 
• Staying in the habit of keeping the home clean while showings occur 

7. Your Role & Responsibilities

You’ve discussed your experience, built a solid rapport with the seller, learned more about the property, and discussed your winning strategy. Now is the time to drive home and explain why you’re the right agent for the job. Take this moment to highlight the exceptional support and guidance you’ll provide the seller throughout the transaction. This will give them a better understanding of your responsibilities and what they can expect from you.

• Thoroughly review the listing agreement and sales contract that will be used and address any questions. 
• Review your open house strategy . Discuss dates and times so that the seller is in the mindset of working with you.   
• Explain how you will conduct home showings and ask if they have any restrictions on days or times. 
• Reassure the seller that you will provide regular feedback on listing updates and showings. 
• Detail how you will handle price adjustments . 
• Explain the process of presenting offers and negotiating . 
• Reassure the sellers that you will guide them through every step, including during the inspection, appraisal, and closing. 

8. Call to Action

Once you have reviewed and gathered all of the necessary information, it’s time for the final push. Wrap up the real estate listing presentation with a call to action, encouraging the seller to sign the listing agreement. Be prepared for possible objections, as some sellers may not want to sign anything right away. Give them a taste of your negotiating and persuasive skills that you use when working on a deal. 

Examples of What to Ask: 

• Based on the information presented today, are you confident in moving forward with signing the listing agreement?
• I’d be honored to represent you in the sale of your home. Are you ready to kick-start this process by signing the listing paperwork today?
• After reviewing everything today, do you feel confident I can sell your home quickly and for the best price?

💡Pro tip:  During this last part of the listing presentation, you may experience seller objections like “The Zillow Zestimate is higher than your suggested list price” or “You’re charging more commission than another agent.” Learn how to tackle these objections in our article, “ 10 Real Estate Objections + How to Overcome Them .”

Overcoming Seller Objections

Although you may boast confidence and feel like you covered all your bases, the decision to sell is big, and some sellers may feel unsure for various reasons. If the seller you are meeting with is struggling to move forward, be prepared to tackle some objections they may throw your way. Here are just a few common examples you may encounter: 

• The Zillow Zestimate is higher than your suggested list price. 
• You’re charging more commission than another agent they met with.  
• They’re considering selling without an agent. 

9. Master the Follow-up

Although this is not part of the actual presentation, following up is a crucial step, regardless of the outcome of your listing presentation. The type of follow-up you send will depend on whether or not the seller signed the listing agreement with you. 

Even if you didn’t secure the listing this time, you never know when the sellers might want to work with you directly or refer you to someone in the future. And if they did sign with you, now is the time to start wowing them and proving why you were the perfect choice.

• You got a signed listing agreement. Send a thank-you and the next steps in the listing process. This would include things like scheduling photography and drafting the MLS listing. 
• The sellers have not signed with you yet. Even though you didn’t get the business this time around, be sure to thank the sellers for their time and encourage them to reach out if they have any questions. You can also add them to an email drip campaign if they have not yet decided to list and sell. 

You now have everything you need to truly impress potential sellers! Just remember to focus on the little details that will help you hone your skills and improve your presentation. Keep these extra prep tips in mind before meeting with clients.

• Practice the presentation beforehand with a colleague or record yourself. 
• Keep the length of the real estate presentation between 30 and 90 minutes. 
• Leave behind a copy of the presentation or any marketing samples. 
• Leave time for questions and provide an FAQ sheet with commonly asked questions. For example, “Do you work as a dual agent ?” or “What mistakes should I avoid in this process?”
• Conduct yourself with confidence. 
• Make sure to follow up after the appointment.
• Use a graphic design program to ensure that your presentation looks professional. 

What are the steps to planning a listing presentation in real estate?

First things first—you have to lock in the listing appointment. Once you have the date and time set, it’s time to gather as much info as possible from the seller. This will help you put together a CMA without even setting foot in the home. Once you have all the data you need for a list price estimate, add it to your listing presentation. Be sure to include all the steps in your selling strategy. Depending on how you like to present, you can prepare your listing presentation in a digital or print format. Also, get together any marketing materials and other samples you’d like to bring along.

What is the difference between prelisting presentation and listing presentation?

A prelisting presentation isn’t always necessary, but if you decide to use it, it’s the information you’d give to the potential seller before the actual listing presentation. This might include details about you, your team, or your brokerage. It could also help you fully focus on building the relationship with the seller and your sales pitch on the day of your presentation.

You may have heard the phrase “list to last,” which means having a strong inventory of listings is essential for long-term success in the real estate industry. Listings play a crucial role in attracting potential buyers and help boost your marketing efforts. So, honing in on your listing presentation can significantly improve your chances of securing more listings and expanding your business.

While you’re sure to find plenty of listing presentation examples online, keep in mind that what makes it unique is you. What is your favorite aspect of your listing presentation?

Brittany is a licensed real estate agent in Illinois with over 12 years of experience in the industry. She uses her sales, marketing, and business development background to educate agents and help them find sustainable ways to build their businesses.

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The Real Estate Listing Presentation: A How-To Guide

A how-to guide to a real estate listing presentation.

The real estate listing presentation… The secret weapon of any successful listing agent. 

It might just be the MOST IMPORTANT factor in your business. That’s because a real estate listing isn’t just a single home or a transaction – it’s a chunk of the market that you control and can leverage for more – and a realtor listing presentation is THE way to get them.

We’ve helped scale the businesses of tens of thousands of real estate agents.

When you start with a free real estate coaching consultation, chances are we can help scale yours as well. Schedule yours today!

In this blog, I’ll walk you through exactly what a listing presentation is, what goes into it, and how you can make yours stand out from the competition to convince sellers to work with you and even attract new business. 

Let’s start with what a realtor listing presentation consists of…

What is a realtor listing presentation?

A realtor listing presentation is a formal meeting or presentation that a real estate agent conducts with a potential seller who is interested in listing their property for sale. The purpose of the listing presentation is to showcase the agent’s qualifications, expertise, marketing strategies, and the services they provide to help sell the property.

That’s the very direct definition of it. Put another way, it’s your shot to answer two questions: “Why should I sell my house right now and why are you, above anyone else, the person to do it?” 

Or, to put it another way… “How will you make me more money, achieve my goals, and make me feel safe and cared for in the process?” 

The Elements of an Effective Listing Presentation

During the real estate listing presentation, you’ll typically discuss:

• Background and Qualifications: Introduce yourself and provide information about your experience, credentials, and track record in the real estate industry.
• Market Analysis: Present a comparative market analysis (CMA) to help the seller understand the current market conditions, recent sales of similar properties in the area, and the appropriate pricing strategy for their home.
• Marketing Plan: Outline your marketing plan for the property, which may include strategies such as professional photography, virtual tours, open houses, online listings, social media promotion, and print advertising.
• Services Offered: What makes you worth the full commission? Set yourself apart by covering not only the basic services but some unique ones at well. You’ll of course mention staging advice, scheduling showings, negotiating offers, and managing paperwork.
• Agency Agreement: If you convince’em, sign’em! The listing presentation is the place to get that contract signed or at least let them know it needs to be signed before moving forward.

Preparing for the Listing Presentation

Every listing presentation is going to be slightly different, but the core elements will be the same. Your goal is to give this as often and effectively as possible, and that means coming into it prepared. 

At a certain point, you might want to have a team that takes care of every other element of your business so that you can do nothing other than go on listing appointments – because that’s where the money is. So take this preparation seriously.

Research the client

Notice how I’m not calling them a “lead” or a “prospective client” here? Go in with the idea that they are already your client – because you’re going to learn a lot about them before you even get the contract signed. 

First, send out a questionnaire or seller needs analysis asking them all the relevant questions you need to know (more on this below).

Next, dive into research. Start with Facebook, Instagram, and LinkedIn to learn about their preferences, the industry they work in, and previous business history. 

Your objective is to identify their specific needs. See what you can learn to customize your approach to the client.

Now… If you can… try to identify this seller’s DiSC profile . It’ll set you up for success moving forward.

Conduct a needs analysis with potential sellers

Wanna know how to know what a client wants and needs? Start by asking them. All it takes is a simple needs analysis. 

As we’ve already covered, your job in the preparation phase is to discern the motivation so you can tailor the presentation to the seller’s specific needs. 

Are they looking to:

• Sell the house as fast as possible
• Move out by a certain time
• Get more money for some urgent need
• Get more than the home might be worth
• Upgrade or downsize 

On this note, our coaching clients have access to 70+ case studies from top agents, complete with toolkits that include extremely effective needs analysis questionnaires for you to rip off and duplicate.

Gather market statistics and data

Let’s jump back to the topic of DiSC profiles… Some sellers are more motivated by social connections and the trust they build with an agent. Others are motivated by hard data and understanding the numbers. 

It doesn’t matter which one it is – thorough market research is the way to both. It will establish you as the expert who is willing to put in the time to gather this information and then explain it in a way they can understand. 

Where do you get your market data from? Are you combing the MLS? Do you subscribe to Keeping Current Matters or some other real estate trends source? Figure it out and be sure you can show that your information is objective and verifiable.

You’ll want to go armed with:

• A thorough knowledge of the property details
• National and local market statistics
• Comparable sales
• Local rules and regulations (working this in will really establish credibility)

Most importantly, be able to synthesize this information, letting them know that you can both elaborate on any point or break down what is most important for their needs. All of this info will be used in your pricing strategy and help them achieve their goals.

Create a compelling presentation template

If you know me, I’m all about using technology to maximize efficiency and impact, but there is A LOT to be said for the old-school route of physical presentation materials. Either way, you decide to go, be sure you have a real estate listing presentation template to work off of and customize. 

One of my clients, Carolyn Young , is one of those team leaders who has cleared herself up to focus almost solely on going listing appointments (going on almost 200 appointments a year) – and that’s because she’s created a listing presentation that is 95% effective in closing the deal. And the centerpiece of her appointment is a set of 200 beautiful, laminated slides that she spreads out across the table to show just how thorough she is. It blows people away.

On the other hand, a digital approach will give you a much more customizable template. Some of my clients are absolutely killing it with HighNote , which will offer you pre-built templates to upload your material into. You can include professionally edited explainer videos to send to the client before the actual appointment and then open into the full presentation once you’re together.

Just be sure that your presentation is comprehensive and includes all the necessary elements mentioned above, including past sales performance, market data, your marketing plan, and why they should sign an agreement.

The Listing Appointment

Now that you’re all prepared, let’s move on to conducting the appointment itself.

Setting up an effective listing appointment

Where is the best place to conduct a listing appointment? Ideally, it’s in the home you’ll actually be working to sell. Be sure to mention that when setting the appointment, but if it doesn’t work for any reason, don’t wait to set that appointment. Do it in a coffee shop or your office or wherever, because an appointment done anywhere is better than no appointment at all. 

No matter where it is, you MUST do a technology and tools check before showing up. If you need anything, be sure you have it:

• Charged laptop
• Presentation slides
• Agency agreement
• Scripts (memorized)

This is where a listing appointment checklist can come in handy. If you need more help with this, you can download this free offer full of listing presentation scripts and strategies . 

Build rapport and establish trust

There’s a very specific reason to practice your listing presentation over and over until you can do it effortlessly, and it’s not so that you get it perfect… Actually, it’s so that you can relax and be calm and receptive to what the seller has to say. 

You’re more than just someone who is going to do this one job for them and be gone; this is an audition to be a part of their lives, and that means you have to be confident, friendly, and likable. Let them know that you’ll be there for them in anything they need in a genuine way before diving into your past client success stories. 

When you’re showing your real estate photos, before and after videos, or CMA findings, it’s about establishing trust and providing value, and your expertise and credentials are a part of that but not the only factor.

Your Listing Presentation Will Make or Break Your Business

I cannot stress how important your real estate listing presentation is. It’s the crux of your business and the key to your financial success. 

Hopefully, these tips have been helpful ways to help you master your listing presentation but if you’re really serious about creating a listing presentation that blows people away and establishes your dominance in your market, the place to get it is Roadmap. 

I’ll be breaking down the best and most advanced listing presentation strategies working today – and best of all, I’ll be doing it in an area near you. So find a location and sign up soon.

But until then, start putting the pieces in place.

Take It Up a Notch. Explore Our Real Estate Agent Tools, Resources, and Case Studies!

At Tom Ferry, our team has decades of experience helping realtors grow their businesses. Discover invaluable insights, customized strategies, and expert guidance to supercharge your lead generation, marketing, and more!

About the author

As founder and CEO of Ferry International, the real estate industry’s leading coaching and training company, Tom’s ever-growing influence impacts professionals in a wide variety of ways – including rigorous accountability coaching, his popular YouTube channel delivering free, fresh and relevant real estate tips weekly, highly engaging training events, two best-selling books, and his legendary keynote speeches. Tom has more than 35,000 hours of coaching experience and works daily to help agents and brokers grow a prosperous business while simultaneously balancing — and loving — their personal lives.

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Home Blog PowerPoint Tutorials How to Prepare a Listing Presentation: Guide for Real Estate Pros

How to Prepare a Listing Presentation: Guide for Real Estate Pros

Do you want to close more leads on a regular basis?

In that case, you may need to level up your communication skills. To win more listings, move on from having a polite “pre-sales” chit chat with prospects to doing full-scale presentations of your services.

What is a Real Estate Listing Presentation?

A listing presentation is your pitch to a prospective seller to represent them in a Real Estate transaction. Succeeding with your presentation means that you will sign on a new client and receive a bigger commission this month.

But of course, there will be other agents knocking on the seller’s door, offering their services. In fact, 55% of sellers interview two or three agents before making the decision. So how do you get chosen among the sea of other agents? Wrong, if you thought that most prospects will stick with someone offering the highest listing price and asking for the lowest commission.

When putting up their homes for sale, most people want to partner with a competent, forthcoming and proactive agent, capable to broker the best arrangement for them. Obviously, the best Real Estate agents are rarely those charging the lowest commission.

In fact, the main goal of conducting a full-scale, deck-ready listing presentation is to persuade the prospect that you are their optimal choice.

The best listing presentation isn’t a brief oral interview on the porch; it’s a carefully staged, full-scale demo of your professional capabilities. Keep in mind that creating a listing presentation isn’t the only way to market effectively in your industry. There are dozens of other Real Estate marketing ideas that can help you beat out the competition and stand out from the pack. For example, if you can’t make time for an in-person listing presentation, consider recording a seminar and linking it to your email subscribers.

How to Prepare for a Listing Presentation: 7 Key Steps

Building a rapport with a new prospect is never easy. But there are a few quick neuroscience tricks you can leverage to appear instantly more likable to prospects, even before you pull out your Real Estate brochures and other collateral.

• Give a firm handshake . Scientists proved that a handshake preceding any social interaction has a strong positive impact on how the recipient will further evaluate this social interaction.
• Have some brew ready. Pleasant smells like those of fresh coffee make us act nicer to one another and be more cooperative.
• Appear interested and ask questions.  Again, science proves that people are more willing to engage with an interlocutor, eagerly posing questions, and also act in a more receptive manner.

Now with a few neat physiological tricks in your sleeve, let’s move on to how you should approach listing presentation design.

1. Open with a Brief Introduction

A Real Estate listing presentations can start with a short overview, recapping who you are, what you do and what’s your success record.

To save you time on design, we have lined up a few short Real Estate bio templates you can grab and customize.

Sellers want to be reassured that you can close the deal fast and secure them a fair price. They want someone confident in their abilities and capable to back up their skills with examples and data.

Here’s listing presentation sample questionnaire you can answer to fill in your first few slides:

What are your top skills? Are you a Real Estate marketing guru? Do you have exceptional graphic design skills and can create for sale by owner flyers that stand out from the crowd? Do you have a photography background and can shoot professionals photos without hiring any external help? Show exactly what you can do. Bonus point if you manage to align your key skills with your buyer’s needs.

How many houses have you sold in this area? It’s best to line up some fresh data e.g. the past 12 months. Specifically, mention what types of properties have you sold and whether any were similar to this particular buyer’s estate.

Now comes the tricky part: offer some numbers comparing the original list price versus the final sales numbers (if the latter are more favorable) and the average day on the market (DOM) numbers for the property.

Such numbers will also help you justify higher commission rates. Of course, every sane buyer would rather stick with an agent charging a higher rate (e.g. 6% commission for houses for sale), but who also secures them a higher sales price due to better marketing experience.

2. Toss in Some Social Proof

People are social creatures and thus, we are extremely prone to opinions shared by others. To learn what’s good, we observe what others are doing and this extends to our purchase decision making: 92% of consumers state that word-of-mouth recommendations carry the most value to them.

You shouldn’t hard-sell your services. Instead, just show that “others” already think you are that good . There are a few ways you can use “social proof” as a Real Estate agent:

Ask past sellers to provide quick testimonials (with photos) and use them in during your presentation. Here’s a quick example from one of our PowerPoint templates :

Add a separate slide highlighting your key achievements up-to-date (personal or agency-wide).  The good “boasting” figures to include are:

• Total number and value of properties sold.
• Total number of clients you have worked with.
• Average time to close a deal.
• Average customer satisfaction rate.
• “Big name” corporate clients and partners.
• Professional organizations you are part of e.g. National Association of Realtors.

Gather and display reviews online.  Of course, prospects will google you post-presentation. Your job is to ensure that they’ll find only positive stuff, rather than nothing at all. You can set up a dedicated profile on popular review services or display ratings directly on your website.

3. List The Benefits of Your Brokerage

Keep this one succinct and on-point. Most buyers are interested in just three things:

• Receiving a fair price for their property.
• Getting it sold off fast.
• Avoiding the associated sales hassle as much as possible.

Your Real Estate presentation should address how you will deliver them just that. You can also sweeten the deal here by including a few “promos” e.g. list special circumstances for when you will accept a lower commission or pitch them with some bundled promos your agency currently runs.

At this point, you should also explain how that communication will occur: what types of updates they can expect and when.

4. Walk The Prospect Through The Home Sales Process

Not everyone is experienced in flipping property. So be sure to customize your listing presentation template so that includes this optional slide – for when you are presenting to first-time buyers.

There’s no need to go into many details at this point. Just briefly mention the overall timeline, key milestones and what kind of actions we’ll be required from them.  All of this can be neatly packed into one slide like this one :

If needed you can separately walk them through the home inspection and appraisal processes; Real Estate presentations to the buyers; negotiations and closing process.

5. Present a Comparative Market Analysis for a List Price Range

Comparative Market Analysis (CMA) is another nugget to persuade the client that you know your deal.

The wrinkle, however, is that it’s not always easy to come up with good numbers if you are yet to see the property in person. That’s why most agents will do two CMAs. First, one using the comps and their educated guesses based on prices for similar homes. And the second, more refined CMA after seeing the property, talking to the owners and digging further into the data.

6. Explain Your Marketing Strategy

Image Source: StockSnap

What channels do you plan to leverage – digital, offline or a mix of both? Give the clients some general insights and explain why your approach works. They certainly don’t want to know all the nitty-gritty, but we’ll appreciate some general insights.

Show them a few video demos you have created; your standard property templates for websites; copywriting and other marketing collateral you plan to use and distribute during open house visits.

7. Wrap It Up with a Killer Case Study

The best listing presentation examples we have ever seen always included case studies. They are another form of “social proof”, and a direct illustration of your professional abilities.

You don’t need to make this one lengthy though. Just stick to a simple copywriting formula:

• Customer background (e.g. a mid-aged couple just like you based in NYC).
• Challenge: what kind of a problem those former customers had? (e.g. needed to sell a house in 1.5 months in an unpopular neighborhood).
• Solution: how your agency helped them?
• Results: some quick numbers illustrative the positive outcome you have helped them achieve e.g. house sold in 35 days for 5% higher than the initial listing price.

This way you are finishing your listing presentation with a bang, and encourage the prospects to take further action.

Listing Presentation Templates for Real Estate Pros

To ease up the processes of preparing for your listing presentation, our team has lined up a few neat templates you can download and customize in PowerPoint to match your current needs.

1. Commercial Real Estate Template for PowerPoint

A versatile template that could be easily adapted for both residential, commercial listings or for land sale listing presentation. It includes excellent slides (e.g. US Map slide ) to present your market analysis and pitch the approximate listing price.

Use This Template

2. Real Estate Industry PowerPoint Template

Another template that makes it easy to turn your scattered data into a coherent and persuasive story. Customize it in a few quick clicks in PowerPoint to match your corporate branding, add additional slides and elements from our collection and voilà – you now have a shining new listing presentation to dazzle even the most reluctant prospects!

3. Real Estate Listing PowerPoint Template

Work with all the assets required to showcase a property in a neat layout that contains tools such as market price comparison, team introductory slides, housing interior details, key features & more.

4. Residential Real Estate Illustrations PowerPoint Template

If you want to boost your listing presentation for real estate, get to know these professional-design vector images tailored for the real estate industry. A selection of slides that go through the entire process of acquiring a property from both realtor and customer’s perspective. High-end graphics to enhance the impact of your presentation.

5. Proptech PowerPoint Template

Get ready to introduce in-the-market properties with a high degree of smart home devices or sustainable housing solutions with a slide deck filled with visual cues for that talk. This tech-savvy listing presentation template is ideal for targeting properties to millennials and discussing the infrastructure in the neighborhood or building complex.

6. Real Estate Open House PowerPoint Template

Graphics can make or end a business deal, and that’s why your next real estate listing should count on carefully designed slides that boost the performance of your speech. This listing slide deck includes a selection of icons that help increase the retention rate of key information disclosed about the property while keeping the right balance between whitespace and content. With a striking color combination, go ahead and edit this template to meet the demands of your work.

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Agent, Listing, Real Estate, Realtor, Sales Process Filed under PowerPoint Tutorials

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Expert Guide: Real Estate Listing Presentation Checklist (+ Template)

• November 5, 2021

Building trust is the key to securing any sale. However, when you’re trying to convince owners to let you manage their listing, the pressure couldn’t be greater. 

Fortunately, it is possible to create a listing presentation that blows the competition out of the water. With the right visuals, copy, and designs, you’ll have no problems winning over new clients.

In this post, we’ll explore why listing presentations can mean the difference between struggling and success. We’ll then walk you through a real estate listing presentation checklist, complete with lots of examples from the Jigglar designers. Let’s get started! 

An Introduction to Real Estate Listing Presentations (And Why They’re Important)

A real estate presentation is essentially a sales pitch for your services. This is your opportunity to meet future clients and convince them that you’re the perfect agent to help them sell their property.

Your real estate presentation will vary depending on factors such as your target audience, your location, and the type of services you offer. However, you’ll typically give clients an overview of how you’ll prepare their property for sale. This includes discussing how you plan to market their property to potential buyers. You’ll also typically discuss your pricing and how you plan to negotiate offers. 

In theory, you could approach a real estate presentation as an informal conversation. You might simply introduce yourself to the property’s owner, provide the information they need, and answer any questions they may have. However, the most successful real estate agents will come armed with professionally-designed, informative slide decks packed with eye-catching visuals. 

A polished, professionally-designed presentation can mean the difference between wowing a potential client, or falling at the first hurdle. Since it’s the key to securing new clients, your real estate listing presentation is one of the most important tools in your arsenal. This means that it’s well worth investing time and effort into creating a presentation that showcases your expertise and professionalism. 

How to Create a Real Estate Listing Presentation Template (In 6 Steps) 

Winning over new clients isn’t always easy. Fortunately, we’ve put together a real estate listing presentation checklist and template to help you make a first good impression.

Our listing presentation template comes packed with stunning visuals and persuasive marketing copy. With just a few tweaks, you can make this template a perfect fit for your agency. Let’s look at how you can create a unique and compelling presentation that really shows your agency in the best possible light. 

Step 1: Add an Eye-Catching Logo

Your logo is a crucial part of your brand identity. It’ll appear on everything from your real estate website, to your business cards and your social media accounts. Chances are that your logo will also feature prominently on your physical for sale and sold signs.

Your logo is likely the first impression property owners will have of your agency. Since it’s such an important element, we’ve created a space for your logo on the very first slide of our listing presentation template: 

Most logos use a combination of text and imagery. Together, these elements communicate the name of your agency, and create a visual symbol that represents your brand.

A good logo should be memorable, and help differentiate your agency from the competition. With this in mind, it’s important that it is clear and easy to interpret, even at a glance. 

An effective logo will also have a meaning behind it. This can represent anything from your agency’s core values, to its history, its purpose, or your mission statement. 

This may sound daunting, but people assign meaning to everything from colors, to shapes, and even typography. Different fonts can be interpreted as formal, playful, traditional, or modern. In this way, something as simple as your choice of typography can add meaning to your logo.

Step 2: Tell Attendees About Yourself

Prospective clients don’t need to know your entire life story. However, selling a property is a huge decision. Most homeowners will want to know something about the person they’re trusting with this important task. That’s why our listing presentation has an entire slide where you can introduce the members of your team: 

When writing each short bio , we recommend focusing on your experiences, qualifications, and track record. It may also help to include quotes from your previous clients, or a tagline that summarizes why the prospect should choose you over the competition. 

No biography is complete without pictures, so be sure to include photographs of all your team members. Here, professional headshots can help convince clients that you’re a respectable agent who will make a fantastic first impression with potential buyers. 

Step 3: Display Powerful Social Proof

Persuasive marketing copy can help you create a positive impression with potential clients. However, most people are inherently suspicious of everything that businesses have to say about themselves. 

However, if an independent third party speaks highly about their experience with your agency, then property owners are more likely to pay attention – and maybe even act on that recommendation. In fact, 90 percent of consumers are more influenced by user-generated content such as testimonials, than email marketing and even search engine results.

Our listing presentation template contains lots of space to display quotes, reviews, and feedback from your happy clients:

According to Bright Local, 76 percent of consumers are willing to review a product or service if asked. This means that acquiring powerful social proof may be as simple as sending your previous clients an email.

If a customer provides particularly glowing feedback, then you might even expand this into a long-form testimonial:

When it comes to acquiring positive reviews, timing is everything. For the best results, we recommend approaching your clients when you’ve just completed a task successfully. For example, you might request a quote after arranging their first viewing, or finding them a buyer.

Step 4: Display Your Professionally-Designed Brochures 

Property marketing brochures can say a lot about the quality of your services. Great photography, an innovative design, and a professional finish may help reassure homeowners that you’re the best person to represent their property. 

If you have a selection of brochures, we recommend bringing these along to your presentation. If you only have them in digital format, you may want to print out a few physical copies. A tangible marketing brochure will likely inspire more of a reaction among prospective clients, compared to simply showing them a PDF on a screen. 

This is also an opportunity to demonstrate the quality of your services. Something as simple as a thick paper stock or a glossy finish may mean the difference between adding a new property to your roster, or missing out on a potential client.

When it comes to impressing people, consistency is key. With this in mind, it’s a good idea to update our listing presentation template to feature photos of your printed materials, including your marketing brochures: 

This can be powerful proof that your agency pays close attention to even the minor details. It can also help create the impression that this is a truly bespoke presentation, perhaps even created specifically for this customer. 

Step 5: Showcase an Attention-Grabbing Window Display

A window display is often your first point of contact with potential buyers. By featuring lots of high-resolution photographs, you’ll stand the best possible chance of stopping pedestrians in their tracks. These visuals are particularly important, as there’s no physical product for a passerby to examine. Your photos need to do all the talking! 

Purchasing a property is also a huge decision, and most buyers will have a list of questions about a listing. An effective window display will answer at least some of these questions. If your office is closed, then your window display will also serve as the only source of information in that particular moment.

Essentially, your window display has a lot of work to do. This means that potential clients will want to verify the quality of your displays. Fortunately, our listing presentation template has an entire slide where you can show off all of your window designing skills: 

This slide can reassure potential clients that their property will be featured as part of an engaging and attractive window display. It can also encourage them to start visualizing their property in your beautiful window display. 

Step 6: Write a Value Proposition

A value proposition is the unique benefit that your real estate agency has to offer. As a successful agent, you’ll likely have a list of factors that set you ahead of the competition. Our listing presentation template has plenty of space where you can let attendees know what to expect by partnering with your agency:

There isn’t a one-size-fits-all value proposition that’s guaranteed to work for all real estate agencies. For example, your value proposition might be a free valuation, competitive fees, or your impeccable reputation for selling properties fast. 

If a value proposition doesn’t immediately spring to mind, then you may want to consider your target audience and the features they would appreciate from an agency. Your value proposition is also often closely related to your mission statement, or your Unique Selling Point (USP). By considering these factors, you’ll be in a stronger position to pinpoint exactly what you have to offer potential customers.

Conclusion 

A real estate listing presentation is essentially an interview to represent the property owner. Interviews tend to run more smoothly when you’re prepared, so it’s important to come armed with a slick, professionally-designed presentation. 

With our real estate listing presentation checklist and template, you’ll be able to prove your worth by displaying persuasive social proof and examples of your best marketing materials, including window displays and printed brochures. This can help potential clients understand exactly who you are, and why they should work with you. 

Are you ready to make a splash at your next real estate listing presentation? Try out Jigglar for free and you’ll get access to our dedicated Listing Presentation template. 

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Real Estate Listing Presentation – How to Create the Perfect One

• 29 Mar 2021
• Real Estate Marketing ,  Real Estate Social Media

You’ve done it — you secured a meeting to pitch your real estate agent services to a prospective seller client. The next step is to create a winning real estate listing presentation that sells.

Whether you’ve done hundreds of listing presentations or not, this step in the interview process is significant. So making a listing presentation shows your prospective clients that you have their best interest in mind while also demonstrating your knowledge about the field is crucial for your success as a real estate agent.

But of course, this is all easier said than done. That’s why we put together a list of our top tips on how to create a real estate listing presentation that is guaranteed to make a lasting impression on any type of seller.

#1 – Include an About Me or About Us page

Real estate listing presentations can be very formal, but there is no reason that you cannot add a little bit of personality to yours. An about us page allows sellers to get an idea of who they will be working with if they choose your selling process over the other options on the market.

If you do not have an about us page, now would be the time to create one or utilize the one already written off of your website and include it in your listing presentation so that potential clients can learn more about you before they sign with you. You want sellers to feel comfortable working with you, and an about us page will help to achieve this goal.

#2 – Include Testimonials from Past Clients

It is always a good idea for real estate agents to include testimonials from past clients in listing presentations. Not only does this give the audience members an opportunity to see what other people who have worked with you thought of your listing presentation, but it also provides social proof that will make them more likely to choose you over another agent or company.

Including some testimonials in your presentations can help real estate agents back up the statements you’re claiming. Sellers feel most comfortable when they know they’re going to work with a true professional who has a good track record.

If you’re relatively new to the game, find other ways to strengthen your pitch by showing projects you’ve worked on in the past or even blog posts/podcasts/news channels you’ve been featured on.

If you can, including hard data can also be a form of social proof. For example, do you sell 40% faster than your competitors or are you able to secure deals that are 10% higher than the listing price? Go ahead, show off your skills with evidence!

Testimonials from past clients will help to increase your credibility as a real estate agent, and listing presentation testimonials can even be included on business cards or other promotional material so that you have them available for future use.

#3 – Explain the sales process

An explanation of its use can be useful for a very first-time seller when selling a product or service. Explaining how home a home sells and costs can help people navigate their way through the process and set clear expectations of the complete process to sell their home from the beginning.

The more owners know behind the scenes of the business the better a relationship they have with the right person.

#4 – Include Local Market Statistics in your Listing Presentation

Your listing presentation and pricing strategy should never be created in a bubble. In order to effectively sell your listing, you need to know what is going on around it and how that will affect the way that people view it.

Including market statistics from the area of your listing as well as throughout the country can help give potential sellers context for why your listing price might go up or down.

People do not like to make decisions without information, and your presentation should be designed with that in mind. You want potential sellers to feel informed and confident about the listing presentation you are offering them so that they will choose your services over those of other agents to sell thier home.

#5 – Include Your Personal Sales Statistics

Do you sell your listings for 95% of their original list price? If so, your listing presentation should include this information. It can be beneficial to potential clients if they know that you are skilled at negotiating with sellers and getting listings sold for the best possible price.

Those looking to sell their home will appreciate knowing how good of a negotiator you are before signing on with an agent and listing presentations allow them to get this information. It is important to include your listing presentation statistics so that potential clients can see what you have done in the past and how good of an agent they will be working with if they choose you over someone else.

#6 – Outline your pricing strategy

The crux of any real estate listing presentation is price strategizing strategy. This can be a good opportunity to illustrate how pricing their home correctly the first time could save them money in the long run. Rather than overpricing and missing out on a huge buyer pool.

When real estate agents are explaining pricing strategies be sure you show how aspects like square footage, updating numbers of bedrooms, overall features, and market fit affect local pricing. Do what is necessary to help the homeowner understand how pricing works and how you approach what you do for the best result. This area of the presentation may be one of the most important and impactful.

#7 – Include a Comparative Market Analysis (CMA)

A listing presentation should never be without a comparative market analysis (CMA). A CMA is basically a breakdown of all of the listings in your area and how they stack up to one another. It helps potential buyers or sellers get an idea about what homes are selling for throughout the community so that they can make informed decisions about listing prices.

You want listing presentations to include a comparative market analysis so that potential clients can feel confident in their listing price and what they are offering.

A CMA provides context for the listing presentation, which makes it easier for buyers or sellers to make decisions about properties when presented with hard numbers instead of just opinions.

If you’ve never created a CMA before ensure you ask your broker or a colleage for guideance.

Pro tip: Agentcrate members get access to our free CMA guide as well as other guides agents love to use as a free resource for themselves or thier clients.

#8 – Present Your Overall Marketing Strategy

This tip goes along with the one above in terms of setting yourself apart from the competition, but we decided to give it its own spotlight due to how crucial marketing is in today’s era.

Showing your clients that you understand online marketing in addition to traditional print marketing is a huge plus since nine out of ten home buyers turn to the internet as one of their primary research sources, according to the National Association of Realtors . For demonstration purposes, you could give a preview of your marketing strategy and some analytics from previous clients.

This can include your professional photography, staging ideas, social media syndication outlets, your paid marketing strategy, how you followup with leads and so on.

Social Media Strategy

Include a social media strategy in your presentation if you have one. Potential buyers and sellers will appreciate knowing what they can expect from the agent that is representing them throughout their listing process, and some of these things may include regular activity on social media sites such as Facebook or Twitter. People want to work with agents who are active on social media, so listing presentations should include your social media strategy.

For example, do you run Facebook or Instagram ads for each listing you receive? How many leads do you normally receive from these ads? What budget do you set aside for them?

Print Marketing Strategy

Include a listing presentation marketing strategy that includes print media. While social media is great for getting the word out about listings, print materials can be beneficial in different ways. For example, you may want to include handouts for open houses so that people have them available when they are going through potential properties and trying to make decisions about which one to choose. Or you do postcard campaigns to get the word out about a new listing in a local market neighborhood.

Print listing presentation materials can be helpful when it comes to getting the word out about listings, so make sure your listing presentations include print marketing strategy information as well as social media and online information. It will help potential buyers or sellers feel more informed about what you are offering them in terms of support throughout their process!

How do you use your website?

Most homeowners will find the value of having an online presence to be quite high. Discuss how many times your website is visited and how effectively it functions with traffic and revenue. It should be clear that IDX provides a listing option for not just their own sites, but also those of other brokers with IDX sites.

If you have a few of unique property websites that you created for other listings, this is an excellent moment to promote them.

#9 – Talk about what will happen when the listing goes live.

Discuss online opportunities to sell and show homes while giving time for your question as well. It’s a fantastic time to highlight your service by outlining how often you’ll be in contact with them for updates and feedback. Make them aware you’re available for their inquiries if they have any doubts about their home on the market.

Which type of communication prefers them and why? Do they like texting or calling? How do these people interact with you? Take a minute with the experienced sellers in these sectors.

#10 – Processes for Followup and Feedback

Include a listing presentation process that is designed to help potential clients feel informed and confident about their listing agent. This may include information on how you will be following up with them after the listing has been listed or steps they can take if there are any problems throughout the listing period.

Include information about feedback in your listing presentations as well. This can be beneficial because it helps potential sellers feel more confident, and listing agents can also use feedback to improve their services.

For example:

-I send out emails and texts after each showing or open house to obtain feedback and send you a weekly report

-I have each open house visitor complete a feedback form

Make sure your listing presentations include information about follow-up, final steps, and feedback so that buyers or sellers feel more informed about the listing process.

#11 – Discuss Hosting Open Houses in Your Real Estate Listing Presentation

Include information about open houses and showings in listing presentations. Potential buyers or sellers will want to know how often the listing agent is going to be hosting these events, so it’s a good idea to include this in your listing presentation materials.

You may also want to discuss what people can expect at an open house, such as the layout of the house and what they should be looking for when it comes to preparing their home for an open house.

-I host two open houses per month!

-During an open house, clients can expect a tour of their home with information about available features as well as showings from potential buyers or renters interested in seeing their listing on the market.

-I provide print materials in open house visitors to help people gain a better understanding of the home features.

#12 – Home Staging

Listing presentations should include information about home staging as well. Staging can help potential sellers feel more confident about listing their property on the market. This will be useful for people who want to learn more about whether they could benefit from home staging services.

Whether you offer staging services as part of your service or selling process, or simply provide the client with a staging checklist – it is a great idea to go over any thoughts you have regarding staging and if you feel it would benefit your seller to consider.

#13 – Ask Questions about the Property

Include questions about the listing property in your listing presentations. This will serve to show buyers or sellers that you are informed and invested, which can make them more likely to consider using your services as their listing agent!

-Do you know what style of architecture this home is? (wooded colonial) If not ask a question like “What style of architecture would you say this listing property is?”

-Do you know what the monthly HOA fees are for this listing? If not ask a question like ” What do you think are reasonable HOA dues for a listing in this area and why?”

What improvements have you made to the property?

These questions show your client that you have done some research on their listing and that you are interested in listing their property properly.

#14 – Posture and body language are important

Your posture position, your shoulders position, and your overall expression will communicate a lot more than what you’re saying.

-Stand or sit tall and straight with shoulders back

This shows that you are confident in your listing presentation skills. It also helps buyers and sellers feel more comfortable when they’re working with a listing agent who seems knowledgeable about their listing property’s needs as well as the process of selling the home.

Mirror the clients body language. If they are leaning forward, doing the same will help them feel more comfortable with you.

Never cross your arms or legs when speaking with someone because it can make you seem closed off to what they are saying.

This shows that you’re trying to remain open and positive.   This will also help buyers and sellers feel more comfortable when it comes time for them to ask questions about their listing as well.

#15 – Prepare for objections and lots of questions.

Some of your leads may ask a lot of questions a lot during the presentation. Each question teaches you the best ways to demonstrate your skills, value proposition and develop trust.

Of course, there may be questions you could never anticipate. Give straight answers without feeling obligated if you don’t have the answer at the moment. Simply answer, “I’ll be happy to look into that for you”.

If you think you would be better at writing an email to the sellers to answer more detailed questions after the presentations, let them know that you can send them an email follow-up.

#16 – Be optimistic, but also realistic

It’s always a good idea to be optimistic in meetings to get clients excited about working with you — but when it comes to selling your services and/or your brokerage, it can be easy to get lost in the enthusiasm. Too much enthusiasm has the ability to cloud judgment and result in false promises. This is why it’s crucial to also remember to be realistic.

You can achieve a balance of both by setting clear expectations about what is included in your services and what your commission is so the sellers know exactly what they’re getting into. Being open, honest, and transparent like this can be awkward or unnerving, but it will save everyone a headache as you sign the contracts.

#17 – Listen to the sellers’ goals during your real estate listing presentation

Sellers are most likely looking for a real estate agent who can create a plan that aligns with their goals — it makes sense, right? Not every seller or house is the same, so one strategy can’t be applied to all your clients. It’s crucial to listen to them during the meeting or a consultation call, and then shape your presentation around what they are hoping to get out of working with you.

#18 – Double-check the data in your listing presentation

While conducting research for your listing presentation, fact-check all your data to make sure that the information you will be presenting is correct. Even if you don’t think your sellers will know the exact numbers and statistics, the real estate industry can be volatile at times. It’s in your best interest and your client’s best interest to avoid any major surprises along the house-selling journey by being as accurate as possible.

Also, if your presentation is delayed for any reason, it’s best practice to go back and update any data you include in your presentation. This is just another way of how you can stand out from the competition by showing that you’re willing to go the extra mile to stay up-to-date on market changes.

#18 – Be prepared with the details

This may seem like a no-brainer, but we had to remind you to best prepare you to create a killer presentation. Going into a meeting with your potential client and being fully prepared guarantees a professional appearance and competent performance, which not only helps your prospective clients feel secure in their choice but it also boosts the reputation and success of your business.

#19 – Practice with real people

It may seem tempting to memorize your presentation alone. But once you have your presentation down pat, try it out on others for feedback. A trustworthy colleague can help improve efficiency.

Friends/family who are not in the field can alert you to any industry jargon you have to explain. Presentation to a crowd also helps build your confidence. Tell your test audience to stop and pose questions and be demanding.

Pro Tip: People love to see what they want, so if you give them several options (such as listing price range or price reduction strategy) and ask which one they feel is best for them, they will feel more in control and open up the topic for further discussion.

#20 – Analyze all information leads provide you before your pitch.

Most of the time, the home sellers will have additional information that they give you prior to the meeting. Some may provide information when they plan on listing and what their home’s price should be. Make sure to address these items at your listing appointment.

#21 – Don’t be a “yes” agent just to win new business.

All businesses have someone saying yes but there’s no chance that they’ll become a real buyer client. Be upfront with your sellers regarding your expectations of the whole process of home selling.

Do not nod in approval of every request and every mandate. This could lead to unfilled promises in the sales process which then cause your client to question your methods at work or even fire you.

Do an honest job and give a fair idea about what you expect in your customers through your entire sales process. Your goal at the listing appointment is not just to the listing, but to list at a reasonable and fair price that you feel the home can actually sell for.

#22 – Handle Objections

Every listing presentation is a chance for you to find out what your customer really wants. Some people have in mind how they want their listing or home represented in the market place and if it doesn’t match up with what you do, this may be a problem.

If so ask questions about why they feel that way. For example: “What are the most important things you are looking for in a listing agent?” “What are some initial concerns you may have?”

Ask questions about what they expect from the listing presentation and how it will benefit them in order to help their house sell quickly. An effective closing question is one that asks for action, not just another pause.

#23 – Leverage the Power of your Brand

Your listing presentation is an opportunity to create a strong personal brand. Your listing presentation must be consistent in order for your image and future sales prospects to build trust with you in this way. A listing presentation is a marketing tool that can be used to build an agent’s brand and increase sales.

Are you the #1 Agent in your brokerage? Have you sold $100 million in sales this year? Don’t be a secret agent and make sure you include your strong brand attributes and highlights in real estate listing presentations.

#24 – End With a Call to Action

Make sure at the end of the listing presentation you ask for the sale. Perhaps you ask, “Are you ready to list today?”.

If you are not listing today then end the meeting by asking when the best time to followup up with them may be or perhaps some other details about their home before you both leave.

#25 – Always say thank you

Always remember to say thank you at the end of the listing presentation. This shows appreciation and gives validation to your listing presentation.

You can also ask people what they think of the listing presentation before you go.

Thank them for their time and help them start thinking about listing if they haven’t signed yet.

Bonus tip: Listing Presentation Templates

Use a Template to create a listing presentation

Use an application or template that already has listing presentation content. You will be able to upload your own images so that they can be included in your listing presentations. These listing templates generally have a variety of different slides or pages, which means that you will not need to come up with all of the listing presentation content yourself – a huge time saver!

A template makes it easy to create listing presentations because all of the information is already written and ready to go. You will not need to worry about writing out each slide from scratch. This means that you can make a listing presentation much more quickly.

But we’re not quite done yet! As a pro tip, we wanted to remind you that creating a presentation that is easy to read is just as important as remembering the tips above. Need some help designing without spending hundreds of dollars on a designer? Agentcrate has got you covered.

Our Standard Membership comes with easy-to-use and customizable listing presentation templates so you can focus on what matters most — attending to your clients. A real estate listing presentation is a crucial part of any real estate agent’s job, and it can make the difference between getting a deal or losing one. These presentations are how agents will show potential buyers their listings and convince them to purchase. In this blog post, we will discuss what you need to include in your listing presentation as well as some tips for making sure that your presentation is perfect.

Sign up for Agentcrate and get immediate access to our gorgeously designed real estate listing presentation templates !

Final Thoughts

***In conclusion, listing presentations are a great way to highlight the property you have for sale. They allow buyers and their agents an opportunity to quickly view important listing information, which can save them time from contacting you or coming out to see the listing themselves. Creating templates for these presentations will guarantee that you convey all of the information in a professional and high-end style, giving you an advantage over the competition.

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A Step-By-Step Guide To Crafting The Perfect Real Estate Listing Presentation

Posted on March 23, 2023 by Krista Mashore

In the fiercely competitive world of real estate, a well-crafted listing presentation can be the master key that unlocks the door to new opportunities and loyal clients.

It's your opportunity to seamlessly blend your knowledge, experience, and marketing skills to create a captivating and persuasive narrative. To support you in constructing an engaging and effective presentation, we've developed this comprehensive step-by-step guide.

It provides the blueprint you need to transform your pitch into a powerful tool. From understanding the unique needs of your audience to creating visually appealing slides, we've got you covered, ensuring your real estate presentation leaves a lasting impression.

Follow this step-by-step guide and take your presentations to the next level.

What is a Real Estate Presentation?

Before we dive into the steps to crafting your presentation, it's important to fully understand what a real estate presentation is.

Before we dive into the steps to crafting your real estate listing presentation, let's talk about what it actually is. A listing presentation is basically a sales pitch created by real estate agents to showcase their knowledge, experience, and marketing strategies to potential clients.

It's a crucial tool for agents to demonstrate their value and persuade clients to choose them to sell their property.

The main goal of a listing presentation is to establish trust and credibility with the client while highlighting the agent's competitive edge. A well-crafted presentation will cover the agent's qualifications, an in-depth analysis of current market trends, a personalized marketing plan for the client's property, and a clear outline of the listing and selling process.

Now, let's look at the steps you need to follow to craft the perfect real estate presentation.

Step 1: Know Your Audience

The first step you must take before you begin making your presentation is to understand your target audience . Who are you presenting to? Are they seasoned investors or first-time home sellers?

Identifying their needs and expectations will enable you to tailor your presentation accordingly, establishing a connection that fosters trust and credibility.

The key lies in recognizing the nuances that set each client apart. Consider the following factors when identifying your audience:

• Background and Experience: Are you presenting to seasoned investors with extensive knowledge of the real estate market, or first-time home sellers who need guidance through the entire process?
• Goals and Motivations: Identify your clients' primary objectives for selling their property. Are they looking to downsize, upgrade, or relocate? Perhaps they're seeking a profitable investment opportunity?
• Communication Style: Observe your clients' preferred communication style, whether they're detail-oriented, analytical, or more focused on the big picture, and match it.
• Demographics: Consider demographic factors such as age, family status, and occupation when crafting your presentation.

Step 2: Practice, Practice, Practice

Perfecting your presentation delivery is essential in establishing your credibility and leaving a lasting impression on your clients. To ensure a smooth, confident performance, dedicate ample time to rehearsing and refining your presentation skills.

Practice your presentation out loud, ideally in front of a mirror or a supportive audience, to become more comfortable with the content and fine-tune your delivery. Pay attention to pacing, tone, and body language, using a conversational pace, varied tone, and confident posture to engage your audience.

Record and review your practice sessions to identify areas for improvement and track your progress.

By consistently practicing and refining your delivery, you'll foster an authentic connection with your audience and make a lasting impression.

Step 3: Begin With A Captivating Introduction

First impressions matter, and your introduction sets the tone for the entire presentation .

To make a strong initial impact, start with a compelling hook that grabs your audience's attention. This could be a brief, relatable anecdote, a surprising statistic that highlights the current market situation, or a thought-provoking question that encourages your clients to consider their goals and priorities.

Once you have piqued their curiosity, follow up with a clear statement of your purpose. Explain the value you bring to the table and how your expertise will benefit them throughout the selling process. Provide a concise overview of the topics you'll be covering in your presentation, giving your clients a roadmap of what they can expect to learn.

By crafting a captivating introduction, you'll engage your audience from the outset and set the stage for a persuasive and memorable presentation.

Step 4: Showcase Your Expertise

To convince potential clients that you're the right choice, you need to show them evidence of your expertise.

Share relevant qualifications, years of experience, and success stories. Include specific examples of how you've helped similar clients achieve their goals, emphasizing your unique selling points and differentiators in the process.

Here's how to showcase your expertise effectively:

• Highlight your qualifications: Begin by sharing any relevant certifications, licenses, or educational achievements that demonstrate your commitment to professional development.
• Emphasize your experience: Clearly outline your years of experience in the field, as well as any specialties or niches you focus on, such as luxury homes, investment properties, or first-time homebuyers. 
• Include client testimonials: Client testimonials are a powerful way to convey your expertise. Ask satisfied clients to share their experiences working with you, focusing on how you addressed their unique challenges and exceeded their expectations. Include these testimonials in your presentation, either as quotes or short video clips.

By showcasing your expertise through qualifications, experience, and success stories, you'll instill confidence in potential clients and increase your chances of securing their business. 

Step 5: Engage With Multimedia and Visuals

A visually appealing presentation not only keeps your audience engaged but also reinforces key points.

Incorporate eye-catching graphics, images, and videos to illustrate your message. Use a clean, modern design with minimal text, ensuring your slides complement – rather than detract from – your spoken content.

By incorporating multimedia and visual elements into your real estate listing presentation, you're not only making it more engaging and memorable, but you're also providing potential clients with a better understanding of the property and its selling points.

Step 6: Offer a Comprehensive Market Analysis

A comprehensive market analysis is an essential component of any real estate listing presentation. It demonstrates your industry knowledge and expertise, and it can help give your potential clients confidence in your abilities.

By offering a detailed market analysis, you can provide your clients with valuable insights into local market trends, property values, and recent sales data. This information can help them make informed decisions about pricing and marketing strategies.

Here are some tips for offering a comprehensive market analysis:

• Discuss local market trends: Be knowledgeable about the local real estate market and be prepared to discuss trends and patterns that may impact the sale of the property. This can include information about the supply and demand for properties in the area, the state of the economy, and any recent changes to regulations that may affect the market.
• Provide property value estimates: Use a range of tools and techniques to accurately estimate the value of the property, including comparable sales data and analysis of recent market trends. This information can be used to determine an appropriate price for the property and to help develop marketing strategies.
• Explain how market factors influence pricing and marketing: Be sure to explain how market trends and factors influence pricing and marketing strategies. This can help clients understand why certain strategies are being recommended and how they can impact the sale of the property.

Step 7: Detail Your Marketing Plan

Your marketing plan is the cornerstone of your listing presentation. It serves as the blueprint for how you'll promote and sell the property, and it's an opportunity to demonstrate your expertise and creativity as a real estate professional.

By detailing your marketing plan , you can help potential clients understand how you'll reach potential buyers and showcase their property in the best light.

Here are some tips for detailing your marketing plan:

• Discuss the various channels and tactics you'll use: Explain the various channels and tactics you'll use to reach potential buyers, such as online listings, print ads, social media, and open houses. Be specific about how you'll use each channel and what types of messaging or content will be used.
• Emphasize the importance of professional photography and staging: Professional photography and staging are critical elements of any marketing plan. Explain how these services will be used to showcase the property in the best light and highlight the benefits of investing in these services.
• Discuss virtual tours: Virtual tours are becoming increasingly popular, especially in the era after COVID-19. Explain how virtual tours will be used to give potential buyers a better sense of the property's layout and features.
• Offer personalized recommendations: Based on the property's unique features and the client's objectives, offer personalized recommendations for marketing tactics and channels that may be particularly effective.

Step 8: Provide a Timeline and Process Overview

Providing a timeline and process overview is an essential step in creating a successful real estate listing presentation. By outlining the steps involved in listing and selling a property, you can give your clients a clear roadmap to follow and help them understand what to expect throughout the process.

Additionally, addressing potential challenges and obstacles and explaining how you'll work together to overcome them fosters trust and demonstrates your commitment to a seamless, successful experience.

Here’s how to properly share your timeline and overview with your clients:

• Outline the steps involved in listing and selling a property: Break down the process into manageable steps and provide a timeline for each. This can include preparing the property for sale, setting the asking price, marketing the property, and negotiating offers.
• Address potential challenges and obstacles: Be upfront about potential challenges and obstacles that may arise during the process, such as a slow market or issues with the property's condition. Explain how you'll work together to overcome these challenges and reassure clients that you have the experience and expertise to handle any issues that may arise.
• Provide regular updates and check-ins: Set expectations for how often you'll communicate with your clients and what types of updates they can expect. This can help reduce anxiety and keep clients informed throughout the process.
• Reiterate your commitment to a seamless, successful experience: Be sure to reiterate your commitment to a seamless, successful experience for your clients. Let them know that you're always available to answer questions and address concerns and that you'll work tirelessly to ensure that their listing and sale process is as smooth and stress-free as possible.

Step 9: Address Common Concerns and Objections

As you get to the final steps of crafting the perfect real estate listing presentation, it's important to address common concerns and objections that potential clients may have.

To do this, start by anticipating what concerns and objections potential clients might have. For example, they may worry about pricing, how long the property will be on the market, or the property's condition.

Once you've identified their concerns, proactively address them by offering solutions and reassurance. This can include highlighting your track record of speedy sales or explaining your comprehensive market analysis and pricing strategy. It's also important to show empathy and understanding to their concerns and demonstrate your experience and expertise in the industry.

By tackling these issues head-on, you'll put their minds at ease and establish yourself as a problem solver.

Step 10: Conclude With a Compelling Call to Action

End your presentation by summarizing your key points and inviting your clients to take the next step. Whether that's signing a listing agreement or scheduling a follow-up meeting, be clear about what you want them to do .

Make sure potential clients understand why taking the next step is in their best interest. This could include highlighting the potential return on investment, the benefits of working with a professional real estate agent, or the value of your personalized marketing plan.

And always make it as easy as possible for potential clients to take the next step by providing clear contact information, such as your phone number, email address, or website.

Step 11: Prepare for Questions and Feedback

After you've completed your real estate listing presentation, it's important to be prepared to field questions and listen to feedback from your clients.

By anticipating their concerns and having well-researched answers at the ready, you can demonstrate your ability to address their needs on the spot and solidify your credibility and expertise.

Be sure to actively listen to what they're saying and take the time to understand their concerns before responding thoughtfully. Be confident in your answers and your ability to handle any issues that may arise, as this can help build trust and reinforce your credibility as a real estate professional.

Step 12: Follow Up After the Presentation

Lastly, don't forget to follow up with your clients after the presentation.

Send a thank-you email to show your appreciation for their time and attention, and reiterate the key points you covered during the presentation. Don't forget to personalize your message and reference any personal details they shared with you.

Use this opportunity to keep the conversation going by asking follow-up questions, providing additional insights, and offering resources or information to help them make informed decisions. Remember to stay in touch and be responsive to any questions or concerns they may have.

By following up in a timely and professional manner, you can build trust, establish yourself as a reliable and trustworthy resource, and position yourself for future success in the industry.

Crafting the perfect real estate listing presentation is an art form that requires a thoughtful approach and meticulous attention to detail.

By following these 12 steps, you'll be well on your way to winning over potential clients and securing more listings.

Remember, the key to success lies in understanding your audience, showcasing your expertise, and delivering a polished, engaging presentation that addresses their needs and concerns.

Happy presenting!

Recommended Reading

Beginners Guide to Understanding GCI in Real Estate

What Does a Real Estate Mentor Do To Help You Achieve Success

How To Be More Confident On Camera

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How to Prepare the Perfect Listing Presentation

To ace your listing presentations, you have to master great first impressions, you must be well prepared, and you need to overcome common objections.

Hyperlocal Strategies New Agents Realtor Success Tips

So, you’ve sent out your marketing campaign, you’ve gotten a number of phone calls and you have scheduled a meeting with a potential seller. 

Congrats!  But the real work has just begun. It’s time to prepare yourself for the listing presentation.

The perfect sales presentation includes four main components: making a good first impression, being well prepared and knowledgeable, overcoming objections and getting the listing signed.

So what exactly makes the perfect listing presentation?

Making a great first impression

Never underestimate the impact of a first impression. As Jordan Belfort (the Wolf of Wall Street himself) said: “It takes only a quarter of a second for a prospect to make an initial decision about you when you meet them in person.”

First and foremost, don’t make the amateur mistake of not dressing up for the part. Surgeons wear scrubs, firemen wear firefighting gear, and judges wear robes. You need to dress up like a professional real estate agent. 

Not only will dressing up help you look the part as a real estate professional, but subconsciously it will also give you an extra bit of confidence.

“When I have a tan, freshly cut hair, and I am wearing a smile and my new, tailored suit and gold watch, I know I can conquer the world.” Says Fredrik Eklund on the book “The Sell.” 

“No matter what you do in life, even if you’re a telephone operator sitting in a cubicle, looks matter. Why? How you feel directly correlates with your attitude. If you feel polished and put together, your performance is polished and put together.”

Looking like a professional is extremely important in real estate, especially during your first in-person meeting with a client. And it makes a lot of sense if you think about the nature of your job.

For most people, their home is the largest financial asset they will ever own. If you’re going to be helping them sell it, you need to demonstrate that you’re qualified to do so. Dressing up is the first step towards convincing your clients that you are.

Next, you need to master the perfect handshake. Many agents overlook the importance of a good handshake but don’t make the same mistake. Whether you like it or not, a handshake says a lot about you. 

As a study published in the Journal of Personality and Social Psychology discovered “handshaking characteristics are related to both objective personality measures and the impressions people form about each other.”

That’s why you have to make sure the message your handshake communicates is a positive one.

Your handshake should be firm and deliberate. Neither a vice grip nor a wet fish. More of a gentle squeeze.  Handshakes should last between two to five seconds at most but pay attention to the other person’s lead, and politely pull away when ready. 

And as you shake your client’s hands, make sure you maintain eye contact. Eye contact communicates confidence and honesty. 

The Australian Government put together an awesome video on handshakes to avoid.

At first glance, these details may seem unnecessary and pedantic. But never forget that you can’t undo first impressions. You only get one chance to get it right.

Of course, a nice tailored suit and a strong handshake are not going to get you the listing signed by themselves. But they will give you a significant head start in establishing a great first impression!

Show up well prepared

It’s not enough to look like a professional, you have to prove that you are one. 

How do you do that? By showing up to your listing presentation well prepared.

Good preparation lets you anticipate questions and overcome objections, all while proving your real estate expertise.

You want to prepare a detailed and informative listing presentation that educates your client on the current market, how the listing and selling process is going to be, and which marketing skills you’ll bring to the table.

And ideally, you’ll do your listing presentation in a way that proves that you are the best real estate agent they could hope for. 

Let’s take a look at an example:

Agent Andrew just got a call from Sarah. She wants to list her home, so she set up an appointment with Andrew to see if he’s the right agent for the job.

What should Andrew bring to the listing presentation?

Andrew should bring:

Comparable properties

Andrew would bring printouts or a Powerpoint presentation showcasing recently sold homes comparable to Sarah’s home. 

These printouts and/or slides should include relevant statistics such as how long the listings stayed on the market, which price reductions they had and when, and how these properties differ from Sarah’s. 

These comparables are extremely important because they will help Andrew prove how much Sarah’s home is worth based on real data, and will be instrumental in pricing the home to sell from day one.

“Comps should ideally have the same number of bedrooms and bathrooms, be located within a quarter-mile of your home, and within 200 square feet of your home’s size.” Says Tristan Ahumada, CEO of Lab Coat Agents. “Whenever possible, they should be in your ZIP code and school district too.” 

A marketing plan

Andrew should also bring to his listing presentation a detailed plan showcasing the marketing efforts he will execute to help sell Sarah’s home. This will include how he plans on staging her home, how he will use professional photography, when and how he will run open houses and the traditional and digital marketing channels he will use to market her home.

Andrew will also make sure to assure Sarah that he doesn’t plan on just uploading her home on MLS, or put up a sign on her yard and just call it a day.

A point-by-point explanation of the sales process

One of the biggest contributions that real estate agents bring to home sellers is their ability to smooth the buying and selling process.

That’s why it’s very important for Andrew to explain how the entire selling process will go, and how his skills and resources will make the process go smoothly. 

His listing presentation should be well-rehearsed and perfected. That way, if he’s ever asked to meet with a prospective client without warning, he’d be able to do so confidently and without stressing too much.

Overcoming common objections

Of course, even if you make a great first impression and wow your prospects with your listing presentation, there’s always the possibility that you’ll get some objections. That’s why it’s important to familiarize yourself with some of the most common objections and prepare a strategy to overcome them.

Some common objections are:

“Another agent offered to list my home for less.”

Given the dollar amounts you’re dealing with in any real estate transaction, it’s only natural to expect clients that try to spend as little money as possible. To overcome this objection, you can reply with:

“I only get a small portion of the commission. Half of it is used to attract buyers from other real estate agents. If we reduce the commission, the only thing we’ll accomplish is harming our marketing efforts and reduce the number of potential buyers.” 

“Unfortunately, I’m not able to cut my commission. This is the standard I charge. I give all of my clients full service and I want to give you my full service as well. If you would like to hire me as your agent, I would love to sell your home!”

“There are a lot of agents out there who are willing to cut their commission and I do not advise going with a discount agent. They likely will have little involvement in the sale of your home and may not do any marketing.”

“I really want to work with you. But can you give me a discount?”

Just like the last objection, the client is trying to pay as little as possible. But they are a bit more committed, so you can reply with something like:

“If your home sells in two weeks, then I don’t mind adjusting my commission. But if your home takes longer to sell than that, then I will need to charge my standard rate. That’s because I need to consider my marketing costs and all the work and effort that goes into the sale

“If I bring my own buyer, sure!”

“We are meeting with a few agents and then we will make our decision.”

This is typically a stalling tactic. You can assume that any lead you meet in a listing presentation has compared you to other agents. But don’t forget that they liked you enough to meet you in person. There’s usually a real reason hidden beneath the surface, so you should ask open-ended questions to draw it out; questions that start with “what”, “where”, “when” and “how.” 

Generally, you want to avoid questions with “why” because they tend to sound accusatory. 

Try something like: 

“I understand. What specifically are you are looking for in an agent?”

“It sounds like you don’t want to work with an agent that doesn’t have your best interest in mind, do you? How would you describe the right agent for you?”

“We just wanted to find out the price of our home, we will let you know if we decide to list.”

This is another stalling tactic, usually because your presentation failed to impress your clients. Again, you need to draw out the real reason why they don’t want to list right now. Use open-ended questions, and listen carefully.

“… if we decide to list? (wait for their response, and listen carefully.) How will you determine when the best time to list is?” (wait for their response and keep listening).’

Then you can follow up with:

“It sounds like you want to get the best possible price for your home. What price range are you hoping to get? (wait for response). We can always put the home on the market and if you do not get your asking price then we can take it off. Does that sound like a terrible strategy? (say it with a friendly, knowing smile)”

“Can we have a shorter listing agreement?”

This client is already convinced of your qualities as a real estate agent. But they need reassurance that they made the right choice.

“…Shorter listing agreement? (wait for your prospect’s response and listen carefully). I’m sure you want me to market your home to the best of my abilities. How am I supposed to do that with a short listing agreement? (wait for his/her response.)”

Follow with:

“If that’s what you want, I’ll do that. But I’m sorry… I cannot commit to my standard marketing plan with a shorter than standard listing agreement. It wouldn’t be fair to invest a substantial amount of marketing funds into a listing that I am only given a short amount of time to sell.”

“Why don’t we sign at the standard listing time and if, for any reason, you do not feel I am the right fit, we can cancel the listing if you choose to do so.”

“Another agent told us we could get a lot more for our home.”

This objection comes from a place of emotion, not logic. If you showed the prospect a few comparable properties, you’ve already provided plenty of evidence about the real value of their home. Instead of beating them over the head with stats, try to empathize with the client. Then reply with something like:

“… a lot more?” (wait for response ) “I can’t speak for that agent, nor how he or she came to that conclusion. But correct me if I’m wrong, but it sounds like you’re worried that I’m not giving you a favorable listing price.” 

You can then follow up with

“These comparables show what the market is willing to pay for your home right now. At the end of the day, we’re gonna list at whatever price you want. But I wouldn’t be doing my job if I didn’t tell you that if we list too high, you’ll be placing your home in the lower end of a higher price range. On that higher price range, buyers will be comparing your home to others with more amenities and features.

You’ll also miss out on the traffic that comes from buyers searching for homes on the price range that the market says your home is worth.”

The key to a perfect listing presentation is preparation. As Brian Tracy said in The Psychology of Selling, “Everything you do in the sales process, from the first contact through to the close of the sale and the delivery of the product or service, has an effect.[…] Nothing can be left to chance. It all counts.”

Being well prepared for a listing presentation will help you demonstrate your skills as an excellent real estate agent to your clients, and will also help you anticipate issues and overcome objections. All while remaining cool and collected. 

So once you put together a beautiful listing package, have done your research, and perfected your first impression, you’ll be able to feel prepared and confident in any appointment you book with your clients.

And most importantly, you’ll increase the chances of putting a brand new listing on the market with your name on it!

If you enjoyed this article, and don’t want to miss any of our future ones, subscribe to our newsletter. We publish articles like this one regularly in the morning, so you can improve your marketing skills over a nice cup of coffee ☕.

And if you want to take your hyperlocal real estate market dominance to the next level, why not check out our AgentFire Sites?

Or if have any questions, and/or you’d rather see all the tools first, schedule a demo with one of our Client Success Specialists.

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25 Real Estate Listing Presentation Ideas and Tips

A listing presentation is, at its heart, a sales pitch for your services. Having a refined and polished listing presentation is one of the most important tools in any real estate agent’s arsenal and can mean the difference between struggling and success.

Here are 25 ways to build or improve upon your listing presentation.

1. Introduce Yourself

As with any conversation, you should start by introducing yourself. Discuss your credentials, past successes, and real estate track record. Focus on professional information, but infuse it with your personality. If you are a brand new agent, explain your past work experience in terms of how it has bolstered your real estate skills. You are selling yourself as an expert, so now is not the time to be modest.

Pro Tip: Make sure any printed materials have the most updated version of your professional bio , including your years in the business, any awards you have won, and your current certifications.

2. Leverage the Power of Your Brand

The for-sale sign in the yard is an emotionally powerful image for any seller and they will want to know that the logo on that sign will bring them success. Whether you are with a brokerage or working on your own, you want to show your company has a demonstrated history of success, consumer brand awareness, and an arsenal of tools at your disposal.

Pro Tip: If you are licensed under a brokerage, they should have a presentation you can draw from that will explain their benefits. If you are independently licensed, you will need to build your own. Focus on your history, statistics that show your success, and examples of your brand marketing style.

3.Walk Through the Selling Process

Present a quick, easily digestible timeline of what to expect once they begin the selling process. This can also function as a framework for the remainder of your listing presentation. Talk through each step from choosing a REALTOR to the contract phase and explain how you will assist them.

Pro Tip: An infographic or numbered list is a great way to outline the selling process.

4. Explain Your Pricing Strategy

Getting the sales price correct is critical to a quick and successful sale. While you will need to gather more information to give them your recommended sales price later, walk them through your process of arriving at that number. Explain what factors do and do not affect the value of their home and how you will conduct the CMA. Acknowledge that it may be tempting to list with above market value to potentially get more for their home, explain the benefits of starting with a fair market value in terms of shortening time on the market and increasing interest.

Pro Tip: Be prepared to answer questions about what improvements do and do not raise the sales price, what your ballpark estimate is for their home, and similar questions. Arm yourself with a report of recent sales in their neighborhood.

5. Walk Through Your Pre-listing Steps

Set yourself apart from other real estate agents by explaining what you do to set a listing up for success before it is even officially on the market. Discuss the preliminary listing agreement, walkthrough and CMA, explain how you will prepare the listing with photography, staging, etc, and what “coming soon marketing” will be done to generate initial interest.

Pro Tip: This is a great time to show examples of “coming soon” marketing, property tour photography of your sold listings, or before and after staging photos.

6. Explain Your Marketing Strategy

Every potential seller will want to know what you will do to sell their home. When explaining your marketing strategy, it’s important to be detailed and specific. Present all the marketing you do in a time table or menu list format for maximum visual impact.

Tell them about the marketing you do for all listings, such as listing syndication to major sites and social media exposure, as well as any specialized marketing you plan to do for their listing. You will potentially be up against other real estate agents, so explain what you do that is exceptional.

Pro Tip: Once again, examples are key here. Bring statistics to showcase the effectiveness of your social media outreach, show property tour videos, and bring print marketing pieces they can touch.

7. Talk About What Will Happen When the Listing Goes Live

Now that you have gone over your pre-listing strategy, explain what listing with you will look like by detailing the timeline once the listing is officially on the market. Discuss online exposure, open houses, and showings, taking time to answer any questions they may have.

Pro Tip: This is a great time to highlight your level of service by outlining how often you will be in contact with them to give them updates and feedback regarding their listing. Make sure they know you will be at their disposal if they have any questions or concerns while their home is on the market.

8. Give an Overview of the Contract to Close

The final important timeline to go over is the contract to close. Break each step down in an easily digestible numbered list and explain how you will be facilitating or guiding each step. This will establish that you plan to be there for them through every step of the process and will help them to understand the full timeline for selling a home.

Pro Tip: As with the selling process overview, an infographic or timeline graphic works well as a visual aid.

9. Make it Personal

Having a rehearsed and polished listing presentation is an important tool for any real estate agent to master, but you should also be able to tailor your presentation for each potential client. Any details you know, such as their timeline, financial needs, emotional level about selling, and their motivation for moving should be taken into account and addressed during your presentation.

Pro Tip: During your phone call to confirm the listing appointment, ask a few brief questions about their needs and motivation and take notes.

10. Ask them Questions

While this is technically a sales presentation, it’s important to make your potential clients feel like they are part of a conversation, rather than being talked at. If you were unable to speak with them about their motivations beforehand, start the presentation by asking them why they want to move. Periodically pose clarifying questions and check in to see if they have any questions or concerns about anything you’ve gone over to keep them engaged.

Pro Tip: Prepare a mental list of questions to ask potential sellers and draw from that for each presentation.

11. Demonstrate Your Abilities

It is important to back up any claims you make with proof. If you say that you can sell their home fast and for top dollar, demonstrate that with statistics on listings you’ve recently sold, breaking out days on market and listing versus sold price. Show a list of homes you’ve listed and sold in their neighborhood if you are claiming to be a neighborhood expert. If professional photography or complimentary home staging are part of your package, provide examples of those.

Pro Tip: While visuals are important, you should be able to recite details and statistics with confidence.

12. Discuss the Current Local Market

Showcase your local knowledge by going over current market statistics. Is it a buyer or seller market? What is the current inventory of homes for sale?

Share market details specific to their neighborhood as well. Are there any obstacles, such a large number of foreclosures or rentals that could affect their market value? Are they up against new construction? If so, explain how you plan to overcome these obstacles.

Pro Tip: Bring an analysis of homes sold in the last year in their neighborhood. Walk them through days on market and listing vs sold price. Highlight any recently sold properties that are similar to theirs for comparison.

13. Talk About What Sets You Apart

There is a strong possibility that you will not be the only real estate agent they speak to, so it’s important to distinguish yourself from the rest of the pack early in your presentation and continuously drive that message home throughout your time with them.

Is client satisfaction your passion? Are you a tenacious negotiator? Is your marketing the best in the business? Define your unique value proposition and back it up with each step of your presentation.

Pro Tip: Take time to craft your unique value proposition and make it part of all your branding as an agent.

14. Practice on Real People

It can be tempting to hammer through memorizing your listing presentation alone, and this can be useful in the beginning. But, once you feel you’ve got your presentation down pat, try it out on others to get feedback and learn how to be flexible.

A trusted colleague can offer advice on how to make it more effective and friends or family who are not in the business can alert you to any industry jargon you are using that you might need to better explain. Presenting to an audience will also help you build confidence.

Pro Tip: Instruct your test audience to interrupt you, ask questions, and be demanding. Learning how to respond to those issues in practice will help you stay unruffled and on track if it happens in real life.

15. Be Confident in Your Knowledge

You are a licensed industry expert and it is important to exude that confidence when giving a listing presentation. Real estate is a “fortune favors the bold” industry. Arm yourself with in-depth knowledge about the market and the latest in real estate tools and marketing. The more information you have the less likely you will be derailed by a question you don’t know the answer to.

Pro Tip: If you need to bolster your confidence, Forbes recommends affirmations, coaching, constant learning, and “remembering your why” as great confidence builders for real estate agents.

16. Don’t Neglect an Emotional Appeal

Your listing presentation will be full of data, steps, and facts and can come off as a cold sale if you are not careful. Make sure to inject some emotional appeal, to give it warmth, and ensure they will remember you after you walk out their door. If you leave them with the feeling that you are on their side and understand their needs and motivations, they will be more likely to choose you. As Maya Angelou said, “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Pro Tip: Be sure to take the temperature of the room as you present and modify your presentation or change tactics based on the mood.

17. Eye Contact and Conversation are Key

If you spend the whole presentation glued to your notes and your slides, your prospective clients will zone out and become disengaged. Make sure to maintain a conversational level of eye contact and to engage them in conversation.

Be professional but don’t be afraid to inject a little brevity to lighten the mood. Make them feel at ease and show yourself to be approachable and personable.

Pro Tip: If they ask a question, stop what you are doing and give them your full attention. Be sure to answer completely before returning to your prepared presentation.

18. Leverage the Power of Reviews

If you have glowing client reviews, a listing presentation is a great place to utilize them. A study by Search Engine Land found that 88% of consumers trust online reviews as much as personal recommendations. Whether you have video testimonials or written reviews, take a moment to show them to your prospective client to highlight your track record of client satisfaction.

Pro Tip: Include any written reviews you wish to highlight in the leave-behind materials for your prospective client to refer back to. Provide a link to any video reviews so they can be watched again.

19. Dress for Success

We’ve all heard the adage “dress for the job you want” and this is no exception. It is important to dress professionally. Business attire will tell your prospective clients that you are there to conduct business and should be taken seriously. You only get one chance to make a first impression, so make sure your look inspires confidence.

Pro Tip: Inject your personality into your outfit, but try to avoid distracting elements or accessories that might pull focus away from your presentation.

20. Posture and Body Language are Important

More than 50% of your communication is body language. Your posture, the positioning of your arms and shoulders, and your overall expression will convey as much as or more than the words you are saying. Stand or sit tall with shoulders back and chin up to convey confidence. Keep your expression open and friendly. Use hand gestures to drive home points you want to make. Make sure that your body is conveying the same message as your words.

You should also tune in to the body language of your prospective clients. What are they telling you? If they are leaning back and disengaged, stop talking at them and draw them in with a question. If their arms are crossed, they may be feeling distrustful or defensive.

Pro Tip: Practice your listing presentation in front of a mirror or record yourself to check your body language and make sure you aren’t sending mixed messages.

21. Prep Yourself for Objections

Objections are a natural part of any sales presentation. No matter how aggressively they are presented, don’t let them fluster you. Remain calm and confident and answer each objection with a positive expression.

If they want you to reduce your commission, explain why you deserve to be paid fairly by reiterating all the work you will be doing to sell their home. If they think their home is worth more than your initial estimate, ask follow up questions to identify if this is a need-based (I need x amount of money from this sale) or an emotion-based (I love this house and I think it’s worth more) objection and answer accordingly.

Pro Tip: Keep a running list of objections you have received during listing presentations or ask other REALTORS what objections they have had to field. Roleplay with a friend or colleague to practice answering them.

22. Stand Your Ground

A prospective client is out to make the best deal possible and the most money, and that is understandable. However, this can lead to some individuals wanting to haggle. They may have unrealistic expectations of your time commitments, want you to pay all costs out of pocket or expect you to drastically reduce your commission.

Agreeing to every demand will not do you any favors in the long run. You might win the listing, but you could find yourself unable to fulfill a commitment to them, which will lead to client dissatisfaction and possibly being fired.

It is far better to stand your ground and be pleasant but firm in your reasoning. You are the industry expert and have reasons why you do the things you do and should be properly compensated for your work.

Pro Tip: Once again, practice makes perfect. Roleplay this scenario to get used to saying no and backing it up with reasons.

23. Always Give Your Close

Even if you feel the listing presentation isn’t going well, always offer your close. Do not abruptly end your presentation, see the pitch through to fruition. You could be misreading signals with an introvert or the prospective client could be testing you to see how you handle their questions and objections.

By remaining positive and finishing strong, you could still win the listing. Never miss that opportunity. Treat every presentation as if it were a success and finish strong. At the very minimum, it will be one more chance to polish your listing presentation.

Pro Tip: Include action items in your closing pitch. Ex: When would you like to schedule the walkthrough and full CMA?

24. Take Notes After Each Presentation

Good or bad, every listing opportunity will teach you something. After each presentation, take a moment to decompress and take notes on the experience and what you learned.

Jot down any new questions or objections you fielded. How did you answer them? How were they received? Was there a part of your presentation you stumbled over? Use this information to further practice and hone your overall performance.

Pro Tip: Refer back to your notes before each new listing presentation so that those lessons will be fresh in your mind.

25. Send a Thank You Note

Whether you won the listing, are still waiting on a final decision, or were not selected, handwrite a sincere note to thank them for the opportunity to present to them. They will remember that you did, and it will leave them with a positive feeling about you. A simple card could lead to opportunities in the future.

Pro Tip: Keep a stack of thank you notes in your car and write one as soon as you leave the listing presentation. Drop it in the mail the same day.

Crafting your own listing presentation can be intimidating, but by honing your content, refining your presentation skills, and practicing for interruptions and objections, you can become a pro at winning listings.

If you are looking for a brokerage that will nurture and support you, we would love the opportunity to speak with you . For great inspiration and ideas, be sure to check out our blog on 30+ Real Estate Podcasts for Agents .

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Ways to Master Your Real Estate Listing Presentation

Your listing presentation.

As a real estate agent, your success is dependent on your listing presentation and pitch. From start to finish, your realtor listing presentation will showcase who you are and how you bring value to your clients. It should include key metrics like local market statistics, an overview of your selling process, and how you help your clients get the most value out of their home, which will instill a sense of confidence and trust.

Today I thought I’d share some of my best tips to improve your listing presentation so that you can start winning more listings.

First up is one of my most popular #TomFerryShow episodes…

What Is a Real Estate Listing Presentation?

A real estate listing presentation can be viewed as a realtor’s elevator pitch. Creating a strong listing presentation is crucial to the success of your business. This is because it’s your opportunity to convince sellers to choose you to sell their home over other realtors, investors, at auction, or by themselves.

In today’s increasingly remote world, you may even need to host a virtual listing presentation. A virtual listing is similar to a traditional listing presentation, but is delivered through a video conferencing platform like Zoom or Skype. While virtual presentations may take time to get used to, they allow you to get into contact with clients who may be further away or can’t meet in person.

There are several ways you can present your realtor listing presentation, such as on a PowerPoint deck, a brochure, a video, or another form of visual presentation. No matter the format, your real estate listing presentation should contain key elements, such as:

• Listing price of the home
• Reasoning for your listing price
• Interior upgrades
• Exterior upgrades
• Other relevant fixes or remodels

By creating a thorough listing presentation that outlines the key points as to why you should be chosen as a seller’s listing agent and how you’ll help them get their home sold faster and for more money, you’ll close more deals. Creating a listing presentation for real estate agents is important, but how do you win over clients with your presentation? Below, we’ll cover the ins and outs of creating a winning real estate listing presentation that helps you grow your business.

Critical Elements To Real Estate Listing Presentation Success

As you know, in order to succeed as a real estate agent, you need to master your listing presentation. To help you show your confidence and expertise during your next realtor listing presentation, we’ve rounded up the key elements needed for your success.

From learning how to create an engaging introduction to using pricing analogies and earning trust before your presentation, these are the critical components to successful listing presentations for real estate agents:

1. Create a Brief But Engaging Introduction

As with any presentation, your first few minutes are crucial. To master your real estate listing presentation, you need to engage your audience within the first 60 seconds to grab their attention and convince them you’re the realtor to sign with.

In the first 60 seconds, tell a brief but captivating story, such as a previous home you’ve sold or a current property you’re working on now. Remember, most of your listing presentation will focus on your client, but your introduction is your time to provide your background information and show your client how you can help them sell their home.

2. Explain the Sales Timeline

One of the top questions clients will have when it comes to selling their homes is “how long will the process take?” In today’s market, homes are selling fast, which means clients need to be fully prepared for a fast turnaround. When explaining the sales process, highlight each step of the way, including:

• Pre-sale events
• Marketing timeline
• Listing period
• Closing the deal

By explaining the sales timeline, your clients will know what to expect throughout the process.

3. Ask Questions

The goal of your listing presentation is to show clients how you’ll sell their homes and perform better than other agents. With that said, it’s important to keep your clients top of mind throughout your listing presentation. To do this, make sure to ask important questions throughout to better understand their goals and values. Some questions to ask include:

Why do you want to sell your home?

• What date do you need to move?
• What are your plans if your home doesn’t sell?
• Where are you looking to move to?
• Are there any current issues with your home that need to be addressed?
• How much money do you still owe on your mortgage?

With these questions, you can curtail your listing presentation as you go to align with their values and goals and help them sell their home.

4. Highlight Personal Statistics

You need to sell yourself when delivering your listing presentation. One of the best ways to do so is to highlight your personal stats that prove to your clients why and how you’re successful. Some statistics to show your clients include:

• Your sales compared to the market average
• The average days on the market for your listings
• Year-after-year sales

These are just some of the statistics you can showcase in your listing presentation. To make them more powerful, export your personal data from your MLS into a spreadsheet to create graphs, maps, and charts that help your clients visualize your success.

5. Explain Your Marketing Plan

Your marketing plan is imperative to the home selling process. As one of the key components of selling a home, you need to explain to your clients how you plan on marketing their home. Some current marketing trends that can put you ahead of your competition include:

• Virtual tours
• HD photography
• 3D floor plans/property scans
• Social media posts
• Property videos

By advertising on a wide range of platforms, from social media to home listing sites and even around the neighborhood with lawn signs, you can attract more prospective buyers interested in buying your client’s house.

6. Use This Great Pricing Objection Handler

Another statement you’re bound to hear from homeowners is this:

“Another agent said they can get me much more…”

When you do, use this script:

I could line up a thousand agents outside your door, but we’re all looking at the same data and we’ll all come in within one or two percent of each other. So if someone is promising you much more, you’ve gotta ask yourself what they’re up to. Are they just wanting to take your listing to generate a bunch of buyer clients? What’s their motive?

This approach plants the seeds of doubt in the seller’s mind and gets them to understand what seems too good to be true probably is too good to be true.

7. Earn Their Trust Prior to Your Presentation

Question: What do you do in between the time you scheduled a listing presentation appointment and the time you show up for that appointment?

I really hope your answer isn’t “Nothing.”

So… that gap from after you hang up from booking the appointment until you show up? This is prime “trust-building” time.

Here’s my pre-appointment strategy to set yourself apart and begin earning people’s trust way before you ever meet face-to-face.

1. Shortly after setting the appointment, email a personalized video following this script:

Hey [Homeowner’s Name] it’s [Your Name] with [Your Company]. Thank you so much for the opportunity to come out and speak to you about the sale of your home. I know you had a lot of choices in real estate professionals locally, and I’m honored and thrilled to talk to you about how I can sell your home for top dollar in the shortest amount of time. Below you’re going to see a number of things that can help you make an informed decision about selecting the right agent for the job of selling your home. [Then give them a quick rundown of the following assets you will send along with the video.]

2. In that email, include links to:

• Your step-by-step marketing plan – Be sure to “stack the cool.” The average agent has 11 things on their list. The more you have, the more you’ll stand out. For bonus points, write the property address on a whiteboard and include a photo of you and your team strategizing on marketing possibilities in front of it.
• A map of properties you’ve sold – Don’t just do a list… a map is more engaging.
• Your reviews – The more specific to convey your skills, the better.
• Stats, graphs and charts – To illustrate your degree of separation… Comparing you vs. MLS averages, etc.
• Your team of experts – To establish expectations and demonstrate it takes more than one person to manage the process of selling your home.

This might sound like a big effort, but it’s worth it! You’re priming the client to win the listing, and in some cases, you might flush out those who aren’t really motivated before wasting additional time on a fruitless presentation.

8. Send Another Video on the Morning of Your Appointment

To further prime the homeowner for your presentation, send another video on the morning of the day of the appointment. Here’s the script:

Hi [Homeowner’s Name] it’s [Your Name], just wanted to make sure we were set today for [Time]. I’m really excited. The team and I are super fired up, we’ve been working really hard on reverse engineering how we’re going to find the ideal buyer for your home. And because we’ve sold so many homes in [Neighborhood], we already know exactly how to find the buyer. I just wanted to make sure you watched my previous video and you took the time to review some of the information I sent you in those links. Would you please do that before we meet today?

9. “Reverse” Your Presentation for Maximum Impact

Now it’s the moment of truth. Make sure you show up for the appointment early just to be sure you can knock on the door punctually at your set time.

When it comes to your actual listing presentation, rather than take the traditional angle of “I’m going to show you everything I can do for you” for the homeowner, I suggest you follow Gary Gold’s approach and do a “reverse” listing presentation.

What’s that mean?

It’s simple, actually. Rather than make a promise to the homeowner about what you can do for them, show them a case study of what you’ve done for others and walk them through the process in reverse order.

Rather than starting from what you do right after you take a listing, show the homeowner everything you did to achieve the result. For instance:

We recently sold a property very much like yours for 3% over asking price and for 22% faster than the average home is selling in our marketplace. The sellers were thrilled and they wrote a five-star review on Zillow about what we were able to do for them.

Now, what got us to that point? Well, we ended up getting eight different offers. We went through those eight offers with the sellers and they chose which worked best for their needs.

Before we got those eight offers, we had 87 people who came to our Mega Open House, which is the same thing I’m going to do for your home. Now I want to explain how we got 87 people to view the home. Look here… We had 4,200 impressions on Zillow, 1,893 on Trulia and 2,000 on Realtor.com, 3,100 on Facebook, 74 on Instagram, 177 on Twitter and 355 people watched the entire home tour video on YouTube.

Continue that approach throughout your entire presentation. Be sure to include your broker preview, photography and videography, staging and trace the process all the way back to you earning that listing and starting the ball rolling.

When you do this “reverse” presentation, you’re letting your track record work for you. You’re demonstrating your ability to achieve the results they desire. It’s basically all the same information, but presented in a more powerful way.

Also, make sure to include high-quality printouts/fliers of all the information you linked to in your pre-appointment video email – your marketing plan, your “Sold” map, your reviews, your degree of separation, your team photo and descriptions of each person’s role. Leave those materials behind with the homeowner, even if you’ve presented them digitally as part of your presentation. Coaching client Karen Stone from New York City not only uses this “reverse” approach in her listing presentations but also to demonstrate her abilities in her marketing. Check out this postcard she uses:

Below is an example of several of these “differentiators” from my brother Patrick, who sells in San Diego. If you’d like to see all six pages up close and personal, download the PDF here .

5 Tips for Winning Real Estate Listing Presentation

We discussed the critical elements needed for a successful real estate listing presentation. Now, let’s dive into how you can win your listing presentation to gain more clients and close more deals. Explore our five tips to improve your listing presentation today below:

• Know your customer: Always research your customer before meeting them. This is important because not every client is the same, which means you’ll have to create a new listing presentation for each client to ensure you win them over. Information you should research about your client includes their relationship status, such as whether they’re single or married with a family, where they’re planning on moving, how they want to sell, and the type of offer they want.
• Know the market, neighborhood, culture, and community: In order to market the seller’s property, you need to have a firm grasp on the market and community associated with their home. How much have homes in the neighborhood sold for recently? What ratings do the schools have? What’s the local crime rate? These are all important questions to have answered before giving your listing presentation.
• Make sure you are in the right mindset: To ensure you’re in the right mindset before your listing presentation, visualize speaking with your customers before meeting them. Whether that’s the night before while you’re laying in bed or when you’re rehearsing the morning-of in your office, getting in the right mindset can help you gain confidence and clarity about the pitch you’re about to give. It also gives you the opportunity to think of potential questions or concerns that the seller might have during your listing presentation and brainstorm answers.
• Tell the story: Sellers want to work with real estate agents with a proven track record. To instill trust and confidence in your clients, provide them with data that tells your story, such as, “I’ve been on 62 appointments and 58 people choose to work with me” or “I’ve sold X homes X% over the asking pricing.” With data that validates your claims, sellers will work with you to ensure they get the most money for their homes.
• Share examples of how you’ve helped customers in similar situations: There are many reasons why someone might be selling their home. Maybe they received a job offer they can’t refuse and have to relocate. Or perhaps they have a new child on the way and need to upgrade to a larger house.

Once you research your client and understand their reasons for selling, craft your listing presentation around that. With examples that show how you’ve helped clients in similar situations sell their homes, they’ll have more trust in your abilities to help them, too.

With these five tips for improving your listing presentation, you’ll be able to win more clients and earn commission from your deals. However, once you deliver your listing presentation, you’re not done. You still have to close the deal, which means it’s time to put together an amazing OPEN HOUSE! 

Final Thoughts On Making A Powerful Real Estate Listing Presentation

Throughout this article, you learned key pieces to creating a successful listing presentation, such as scripts to use for common client questions and ways to reverse your presentation for maximum impact. You also learned tips for winning your realtor listing presentation, such as ways to know your customers, how to tell your story, and getting in the right mindset.

At Tom Ferry, we have the resources to help you succeed in all areas of real estate. Not only do we have an informational podcast with episodes like Three Top Agents Reveal How to Win Every Listing , we also offer real estate coaching to help you hone your skills and grow your business.

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How to deliver a killer listing presentation

For any real estate agent looking to hit the next level, there’s a lot riding on the listing presentation. If you nail it, you could be looking at a profitable seller relationship that delivers steady commissions for years to come. But if you bomb?

Short of discounting your commissions, it’s hard to bounce back from a listing presentation flop. 

And while the listing presentation has been a cornerstone of real estate marketing for decades, there are now more ways than ever to create it. So how do you know which type of listing presentation makes the most sense for you? And what are the best ways to deliver your presentation in the current real estate market?

The truth is, every real estate team or agent is going to have their own recipe for what makes a killer listing presentation. If you want to deliver a presentation that makes you feel calm, confident and gets sellers ready to sign that agreement, it’s time to scrap (or adapt!) the classic formulas.

Table of contents

What is a listing presentation and how do you nail it, before your listing appointment.

• During the listing presentation

After the listing presentation

A listing presentation is essentially a deep and informative sales pitch made by a real estate agent to a homeowner interested in selling their home.

Whether you’re a new or experienced agent, listings are a crucial part of maintaining a thriving real estate business. With a rich portfolio of property listings on your real estate website , you’re able to attract more buyers, elevate your authority, grow your sphere of influence (SOI) , and fuel your marketing efforts with a selection of beautiful homes for sale.

But it all comes down to your success with the listing presentation. With so much at stake, it’s understandable that agents often feel skittish about their ability to perform during this key meeting.

And it doesn’t help that some of the common advice (i.e., show up ten minutes early, send the pre-listing packet exactly three days before the appointment, always take your shoes off at the entrance, and so, so much more) doesn’t always fit every agent’s unique approach or personality.

Let’s outline the crucial factors of each part of the listing presentation to help give you a powerful but flexible structure to start with. From there, feel free to color outside the lines to create a listing presentation framework that makes you feel calm and confident.

💡Be sure to look out for bonus tips, scripts, and advice in this article from leadership coach & founder of Smart Inside Sales , Dale Archdekin!

Learn everything you can about the potential client, property and neighborhood.

The goal is to position yourself as the best possible person to help your prospect sell their home. 

For that to happen, you’ll need to know what the seller’s motivations are, while demonstrating deep knowledge of the market, property type and area in order to help secure the best possible price within their desired timeframe.

Get to know the prospect and property

Any real estate rainmaker will tell you that knowing your customer’s key needs and motivations is a crucial part of closing more listings, especially in today’s digital age when the next agent is literally just a click away.

Let’s check in on the latest data about what today’s sellers want , according to the National Association of Realtors Generational Trends Report:

• 21% of sellers want an agent's help in marketing their home to potential buyers.
• 20% want help selling the home within a specific timeframe.
• 35% want an agent with a good reputation.
• 85% of sellers said the real estate agent provided a broad range of services.

Clearly, trust, credibility, and a solid marketing plan are still crucial factors for sellers when it comes to choosing an agent. But how do you know what sellers might need on a personal level?

Social media can help fill in the blanks. Take a quick look at the seller’s online presence. Do they have a family? A pet? A love of the arts? By taking just a few minutes to “get to know” your prospect before you shake hands, you’ll be that much more confident when walking through the door.

Similarly, do your best to get to know the property and surrounding community as well as possible. Drive through the area and pinpoint the factors that will be most helpful in securing a top-dollar offer. 

Send your pre-listing packet

In your initial conversation with the potential seller, let them know you’ll be creating a detailed market analysis for their home. 

Be sure to ask if there’s anything that could impact the value of their home in either direction — updates, renovations, repairs needed, etc.

💡BONUS: Dale Archdekin’s essential questions

These questions help lay the ground work for securing the listing at the appointment. You are essentially asking the potential seller to tell you what they need to hear about you as an agent and about your marketing strategy in order to win the business at the appointment…and they don’t even realize it.

• Can you tell me what makes your home special?
• What’s important to you about the agent you use to sell your home?
• How will you know when you’ve found the right agent?
• How do you think your home would best be marketed/advertised?
• Who do you think would be the ideal buyer for your home?
• Have you worked with a listing agent in the past? What was your experience? Is there anything you would like done differently by your next listing agent?

Let them know in advance that you’ll be bringing the comparative market analysis (CMA) to your meeting so you can walk through it together, answer any questions they might have, and determine the highest possible price for their home.

Another great way to set yourself apart and get the seller warmed up before the big meeting is to send a pre-listing packet in advance.

But when should you send your pre-listing packet? Answers to this will vary depending on who you ask, but anywhere from three days to a week in advance is typically a good window to give your prospect time to digest the information, while staying present in their mind to help reduce the chance of cancellation.

💡BONUS: Advice & scripts from Dale

When you tell the potential listing client that you’ll be sending a pre-listing packet, get them to commit to reviewing it, coming up with questions and being prepared prior to the meeting. Include a URL with a pre-listing video, that’s nicer than just printed material.

Script 1: Prior to sending the listing packet

 “...we will be sending you a pre-marketing packet of information. It includes X, Y, and Z that are important information for you to make decisions about at our appointment. Can you do me a favor and review that information and make a note of your biggest questions before you meet with me/my listing partner on (date)?”

This quick script will help you or your assistant follow up after the pre-listing packet is sent and help set the scene for a successful appointment.

Script 2: Follow up prior to the appointment

 “Hi (contact name(s), this is (name) from (company), did you receive the pre-marketing packet we sent you? Have you reviewed it? Are you prepared with your top questions for me/my listing partner?

Script 3: Response prior to the appointment that sets the expectation

"Great! We look forward to seeing you on (date). We will be reviewing all of the paperwork needed to begin marketing your home at that time in addition to a pre-market advertising plan. We look forward to meeting you on (date)!"

Create your listing presentation

Now remember, your listing presentation doesn’t need to look like everyone else’s.

However, there are a few fundamental pieces that most successful agents tend to rely on to get their agreements signed.

Once you’ve chosen the structure and order of your content, you’ll need to decide what tools and format you’ll use to create your listing presentation. Classic hard-cover? A PowerPoint deck? Pdf? Live web page? Video? There are a ton of tools, options, and templates. Take this Canva template for example:

Here are just some of the tools agents are using to deliver their listing presentations:

• Google Slides
• SlideGo templates
• Breakthrough Broker
• Etsy templates

While the digital options are endless, many top-producing agents still recommend keeping a high-quality hard cover presentation in the mix.

If you’re using both a hard copy presentation and a digital version, try sending the digital version a day before the event via email. For extra points, you can also have your hard copy presentation hand-delivered to the seller’s home by a courier or supporting staff member. This is just another great way to show up professionally while reducing the likelihood of cancellation.

💡BONUS: Advice from Dale

Begin your listing presentation with the exciting marketing part, save the boring market analysis for later. In fact, wow them with the marketing/advertising plan, discuss the process of getting the home listed, ask how much they’d like to list for and then go to the market analysis if they ask for it or you disagree with their listing price. Don’t forget to bring at least one backup copy of your hardcover presentation to the appointment.

During your listing presentation

Now that you’re an expert on the property and prospect, you’re ready to make your presentation and win that listing!

Obviously, the prevailing advice to dress professionally, show up on time, and make sure you don’t block the prospect’s driveway still stands. In addition to nailing the etiquette, there are a few physical items you’ll want to bring along.

Alright, we’re clearly being a bit cheeky here. And sure, brownies are optional. But in all honesty, the one thing you need more than anything else if you want to win more listings is the ability to build a connection.

And that comes down to your ability to listen .

No matter how much effort you put into creating a killer listing presentation, it’s still not unheard of for experienced agents to lose listings to newer agents because the seller just felt a better connection with them. So slow down and tune in!

Touring the home and making the close

A common mistake many agents make is going straight into the tour of the property. But by starting in the living room or another relaxed setting to hear more about the seller’s goals, you start the appointment by flexing your listening skills and have the chance to really get clear on your seller’s motivations.

From there, you can go ahead and tour the property together. Many agents recommend doing the upstairs first, then downstairs, and then a full 360 tour of the outside before sitting down to look at the CMA together, pricing strategy, and marketing plan.

💡BONUS: Dale’s listing appointment flow

When the listing appointment gets set, the critical info of why the seller is selling, the unique situation they are in, what’s most important to them in their home sale, what’s important to them about the marketing of their home…etc. That information must be collected so you can use that at the beginning of your live meeting with the seller.

Listing appointment flow:

• Introductions
• Review the goals/needs/wants of the seller “When we spoke you mentioned x was important to you…” (this proactive retelling of what the seller said shows that you are professional, prepared, actively listened, and more importantly, sets the tone and direction of the conversation)
• Ask for a guided tour of the property
• Reconvene at the meeting spot and solicit the seller's questions from the pre-list packet. “I’m really excited to expose your amazing home to the market and generate a solid pool of buyers who want to compete with each other for it. Let me show you how we do that with a mixture of marketing, paid advertising, and leveraging our market share here in (local market).” Now it’s time to head into the next step of presenting.
• Present your exciting marketing/advertising strategy
• Ask the seller if they’ve decided how much they want to list for
• If agreeable, cover paperwork and skip market analysis, ask for signature
• If not agreeable, review market analysis, then cover paperwork and ask for signature

You’ve made it through the presentation and (hopefully) won the listing. Congrats! 🎉

If you’ve listened like a friend, handled objections with ease and empathy, and kept the presentation focused firmly on their needs — you’re probably holding a signed listing agreement in hand.

But regardless of the outcome, remember to always thank the seller for their time. From there, you can add the seller to a dedicated email drip campaign that keeps them updated on the market and provides them with tips on how to stage their home and make the most of each viewing. 

If you’ve already got a killer real estate newsletter , much of this content can be repurposed to be targeted directly toward sellers. If you’re a Follow Up Boss user, you can easily get these emails going out automatically by using our super straightforward action plans .

Ultimately, you aren’t in control of your prospect’s decision to work with you. But you are responsible for the amount of energy and empathy that goes into your listing presentations. Focus on showing up as a trusted ally for sellers, and the listings are sure to follow!

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How to structure an effective listing presentation outline and agenda

by Keir Weimer | Feb 23, 2021 | Agent , Broker

It’s so important for agents to really master this. It’s arguably one of the most fundamental, if not the most fundamental skills in real estate brokerage, and that is this: How to really structure an effective agenda and outline for your listing presentations.

The reason why this is so important and a quick side story, my first year in real estate, if you know anything about my story was challenging. I went 12 months no income, no sales and $40,000 in debt. Marketing, advertising, training expenses. I almost left the business. I was pulling my hair out. My family was like, you might need to get a real job, it’s not working out. But here’s the key thing by all outward measures, right? You might look at my first year and say what a wild failure.

But in fact it was actually probably the biggest success as I started, you know, the foray into this industry and business for this reason. I learned the most important skill that first year, which was how to get in front of high-end, particularly luxury high-end homeowners and convince them to list with a kid that had no prior track record, no sales, no comps, nothing to point to.

And I did so by mastering the art of marketing, creating my own personal brand that was different, that offered an alternative in the market, but also more importantly, the sales side, meaning when I got those appointments, when I got in front of a seller, when I got somebody to give me a chance, I converted them. I built rapport and trust. I created mutual buy-in and a vision for the marketing plan for their property, for what we were going to do together.

And then I pitched and went for the close and created that bond, asked for the business and walked away with a listing. I want to break down a few things that I think are really critical and instrumental to that, to learning that skill. Particularly as how do you structure a really effective agenda and outline and go through a world-class listing presentation to make sure you walk away with a new listing client.

Having an agenda and outline to utilize

There’s a flow and a process to these meetings that I have found to be really important and effective. You’re going to be obviously having some nuance and going to need flexibility. Meaning some sellers you’re going to pull certain things out. You might not say certain things as you would with others. So a lot of this is, emotional intelligence, being aware of who you’re talking to.

A lot of it is understanding the person, the other side of the table or the other side of the zoom camera, right, in this world. And it’s being able to tailor on the fly, your approach, leave certain things in, take some things out, adapt and be changeable on the fly is really important.

But a general framework and agenda for all listing appointments is important. I think it’s can really help you be more effective and close more deals. So that agenda typically looks like this, and this is what we recommend to do.

This is what we’ve done with great success and really counsel and teach our clients to do, which is start with a discovery phase. Discovery portion of the meeting before we even get anywhere near your pitch or listing presentation. And even let me actually back up a second before we even get to the discovery, your first part of this meeting should be rapport building.

Should be breaking the ice, should be finding common ground. So that could be anything from finding activities, background, people or other things you might have in common with this homeowner. Right? Maybe something to do with, if you have kids, you see something in the house you could comment on and “Oh, do your kids play sports? So do mine, blah, blah, blah.” It could be, “how long have you lived in the house or where did you come from?” “What do you guys enjoy doing?” “What are some of the fondest memories you’ve had here at this house since you’ve owned it.”

Find common ground

Break the ice, create a level of comfort and rapport before you really start, then we’re going to dive into this discovery portion of the listing presentation. That is going to be where you do a lot of question asking and not a lot of talking.

You should have a series of questions prepared that you should be asking most all homeowners when you meet with them. Questions such as:

• “How long have you owned the home?”
• “What is your reason for wanting to sell here potentially?”
• “What are some of the favorite things that you really enjoyed about owning this home?”
• “What are some of the least favorite things about the home?”
• “Where are you going to go next?”
• “Where do you go in this home sells?”
• “Are you staying local or are you staying regionally?”
• “Moving out of state?”
• “What is your ideal timeline in your ideal situation here?”
• “And walk me through that. What does that look like?”
• “When does this sell, you know, what are some of your expectations and valuation?”
• “Do you have much of a mortgage left?”

We have a standard template where there’s at least, I think 8 or 12 questions. This should take anywhere from 15 to 25 minutes, maybe 30 at most. And the point is for one, we’re demonstrating empathy and concern. We’re demonstrating the ability to listen. We’re demonstrating the ability to probe and discover and not just come in and pitch and sell. And we’re actually most importantly getting information, important intelligence that will help inform our marketing pitch and our plan for the actual pitch part of the listing presentation later.

Position yourself as the expert

So that’s really, really key. Then we want to transition the conversation and ask for their permission to tell them a little bit about ourselves in our company, right? So here, we’re going to position ourselves as the expert. Remember, if you’re a new agent, you can lean into this and you can leverage the results and numbers and stats of something bigger than you.

If you don’t have those to point to yet, that could be your brokerage or your larger national brand, if you’re a part of one. So we’re going to really position ourselves as the expert. Now, here, if you’re not comfortable, you’re going to have to get comfortable talking about yourself a little bit right? Some of your strengths, the things that you really enjoy doing, how you love working with clients and sellers, what sellers and clients really love about working with you.

It’s important to say if you have any awards, credentials, designations, time in the business, you know, all of these things are going to be in probably less than five minutes where you, what we call expert positioning, right? That’s where you’re going to position yourself as the expert and the best choice for them.

Then we’re going to want to transition from there. From there into the actual pitch, the listing presentation. That’s where going to have, you know, collateral from, you know, listing sheets and stats to our marketing plan layout to the distribution channel and exposure strategy we have, to how we create great visual assets to really tell a story of their home and market it effectively on the different websites, to the different things that we do, that others don’t, to some of the points of differentiation that our brokerage and company has to offer sellers that maybe other brokerages don’t right. That’s where we’re going to really go into the actual pitch. And that’s the value add of working with us in our firm to list, expose and sell your property for the highest possible amount, because it’s getting the most exposure in the marketplace.

And we’re also in a very targeted way, getting in front of the right people, the decision-makers that would really have the highest propensity to make a decision to move forward and submit an offer on your home. So I’m not going to get into the granularity of the actual listing pitch, even though it’s an entirely different call and video I could do. We’ve done, you know, training videos of over an hour on this. Because every brokerage is a little different in terms of what they train you on, what they want you to really do, focus on, et cetera.

There is some personal nuance to this, like I’ll say, and there’s going to be some need to learn where they experience what to pull out of this and what to include, right? So if you’re meeting virtually, obviously this is going to be done through a screen share over zoom in this unprecedented extraordinary time.

We’re having to use technology increasingly to convert prospects to clients. But if you’re in person you’re going to want to have all of this, your arsenal in your folder, and you just decide what to pull out when to support what you’re saying.

Sometimes less is more

With the right personality, especially if it’s somebody a little bit older, that’s a little bit more focused on the relationship, the trust, the rapport there and less so on the numbers, less data-driven, we’re not going to pull everything out. It could be overwhelming and actually counterproductive and hurt us. So I won’t go into the details much of what should be in the pitch part, that segment of your listing presentation, but know that it should be no more than 20 minutes, 15 to 20 minutes. It should really highlight the benefits of the things that you offer, not just the features.

It should be results-focused, future pacing in terms of what do these benefits actually accrue or mean for the seller. If they were to choose, you would go with you and your firm. And it’s really telling the story of how you’re different, right? How you, your personal brand and the brokerage or company you’re with are different from the sea of choices out there, right? You got to stand out. So find a way to craft this in a compelling way.

That’s part scientific, that’s part art, and it’s nuanced, compelling, attractive and novel. That’s going to be really. And then the last portion of this listing appointment agenda and outline is the close, right? This is when we’re going to ask them if they have any questions about anything that we’ve gone over about the ways in which we’re going to expose, how are we going to market this effectively?

How are we going to find qualified buyers and take them through, how are we going to manage the process end to end with a white glove experience to you, Mr. And Mrs. Homeowner with no stress, lower the anxiety and produce a great result and an offer that you can accept on terms at a price that you’re comfortable with. After we answer those questions, handle some objections, we’re going to go for the close.

And the close generally is what I like to recommend is not a hard close, but it’s a kind of a soft close, and almost an ask for the business, meaning, you know, really asking them for the chance, the opportunity to serve them, to really dive into this. You’re excited about this project, that you have a great marketing plan. That’s customized for them and their home. As you can see that you’ve just gone over, and this is what you love.

Express your passion

You know, you love to work with homeowners with unique and distinctive homes like this one. And you’d love to get started. This is how we can get started. We can get our crews out here to do photos in the next couple of days. We can get you live within, you know, whatever it is, 48, 72 hours. We can be out there and execute and implement our marketing plan as soon as possible. And I would love for the opportunity to do that, to be your trusted advisor and to get started. So what do you say? Something like that, right?

Obviously it could be a little bit different, but it’s going to be something that asking for the business and the opportunity to serve them and be their listing agent. Not like an old school, hard, aggressive close. So that’s what I would recommend. This is where we’ve seen a lot of success.

That’s where a lot of our clients have as well on structuring a listing appointment agenda, an outline to be really effective. Remember listing appointments just like anything in real estate in life is part art, part science. There’s certain things we want to have in there, certain things we might want to pull out. There’s emotional intelligence. There’s an understanding and judging who’s on the other side of the table or the camera. And there’s weaving that all into a really artful presentation that focuses on benefits and value add. On rapport and trust and expertise and counsel, on diligence and discernment, these things will help you be a more effective listing agent and help you close more deals, make more sales and grow your income.

So I hope that this was a value. I hope it helped you in some way. If it did, please let me know, drop a line here and a comment share with somebody else who could benefit from it. An agent broker investor, somebody that might be helped by this as well, and as always to your success, your happiness and your freedom. I’ll talk to you soon.

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How to Create a Listing Presentation that Wins in Today’s Market

When done right, a listing presentation can be a powerful ally. It can also be your biggest enemy.

This year has brought enough twists and turns to make anyone dizzy. And in the wake of the current inventory crisis, you need a listing presentation that not only sells your capabilities as an agent, but builds trust in the market.

Despite all your rehearsing, researching and revisions, your approach could still be missing the mark on what clients really want to know right now.

Here are some tweaks you can make so your listing presentation is successful for today’s market.

Don’t Talk About Yourself Too Much

Your first instinct may be to spend the majority of a listing presentation talking about your impressive career and successes. After all, aren’t you trying to sell these possible clients on what an amazing agent you are?

Yes, there is a time and a place for that in your presentation. But before you jump into your highlight reel, you need to ask the seller what their goals are for selling their home. From there, you can position your presentation to reflect how you can help them achieve those goals.

Every other agent is going to brag about their marketing strategy. Be the trusted advisor that puts their concerns before the commission.

Use A Lot of Visuals

Today’s social and economic challenges mean that clients have A LOT of questions. Not only do you need to be prepared to answer them, you need to make all the jargon, complexities and nuances easy to understand.

That’s where visuals come in. Not only are they appealing to the eye, but they also make presentations 43% more persuasive according to a study by 3M.

Charts, graphs, infographics, images, etc. are all powerful ways to communicate the more complicated topics of today’s market.

That’s a big reason why clients hire agents in the first place, right? They trust you to be the expert that walks them through the process.

Pro tip: save time by grabbing the updated market slides from the KCM Monthly Market Report .

Don’t Talk Badly About Your Competition

So, you go on a presentation for a listing that expired. You would assume that pointing out what the other agent messed up is an easy way to show the seller that you’re better. Wrong.

Consider the fact that you got the opportunity to meet with the seller as a huge win. Instead of badmouthing your competition, make the seller understand why your plan to sell their home works better. Talk up your marketing strategy. Just don’t talk down others.

The seller already trusted their gut and hired one agent who didn’t get the job done. Go in assuming they’re skeptical and frustrated. Put professionalism first, soothe their worries and approach the listing presentation with a tone of concern and understanding. Want to learn more about winning expired listings? Check out our free eGuide and video series.

Be Prepared

Picture this. You just wrapped the best listing presentation of your life. The clients are eager to sign the contract right on the spot. You reach into your bag to grab it, but nothing’s there.

Everyone is human. People forget things. But being unprepared can send clients the message that you’re unorganized, or worse, unprofessional.

Whether you have 5 hours or 5 minutes to practice for a listing presentation, it’s important you take advantage of every second. Nothing says “don’t hire me” like showing up unprepared, forgetting your paperwork or stumbling through your script.

Remember, there’s no such thing as being overprepared. When in doubt, practice more and bring everything you think you’ll need and then some.

Update Your Presentation Frequently

Is your listing presentation ready to tackle today’s seller questions? Sure, it may not need all the bells and whistles, but a listing presentation that covers the current shifting market can help build confidence.

Whether you’re revising your current listing presentation or building one from scratch, make sure to keep it modern, clean and simple. A little information can go a long way when displayed well.

Don’t have the time to build a new listing presentation? We have a template for that.

Download our Perfect Listing Presentation template and personalize it to your branding for a quick and easy way to make a big impact in your real estate marketing.

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7 ways to stand out in your next listing presentation

• February 3, 2020

Listing presentations are an important part of the real estate hustle, but they can sometimes conjure up visions of outdated PowerPoint templates, one-size-fits-all data (possibly provided by your association in 1992), and canned slides talking about where your MLS’s data will syndicate to. 😴

Given they’re still one of the cornerstones of landing a listing, it’s time for a reboot.

Here are just a few of the ways that you can stand out in your next listing presentation, PowerPoint and all.

#1. Remember it’s a “listening” presentation

It’s easy to think of a listing presentation as your opportunity to tout your best qualities, but it’s important to remember it’s also a “listening” presentation. It’s your opportunity to LISTEN to the sellers, learn more about their motivations and goals, and to show them a strategy that will work for THEM.

How to stand out: Suzanne and Tony Marriott, agents from Arizona, recommend: “Listen to the sellers. Ask questions that speak to their objectives. Propose a strategy that helps them meet their objectives. Discuss what you, the listing agent, commit to doing for the sellers, that it will be in writing in the listing agreement, and that they can terminate the listing agreement if you fail to meet those commitments.”

#2. Show ’em the numbers

Numbers are compelling — particularly statistics about the seller’s local market. Don’t hesitate to share local market data with the sellers to help them understand what they’re up against — and to demonstrate that you’re the real local expert.

How to stand out:  Praful Thakkar, an agent from Massachusetts, says: “I have my “numbers” ready — the stats include median price, market action index from Altos Research and details from Market Snapshot®. Most of the time, the myth is broken when we share that not all homes are selling over asking price — and the proof is in sharing the details. This usually wins me the listing. And of course, the ultimate statement seals the deal: “You can trust me!” Works all the time.”

#3. Customize the presentation

Pop quiz: Should your listing presentation for a high-rise condo be different from the one you give at a sprawling family home in the suburbs? The answer: Yes, of course it should! Be sure to customize your listing presentations so the homeowner feels valued from day one.

How to stand out:  Gretta, an agent from Pennsylvania, recommends: “Go by the house the previous day and take a picture. Make a flyer using the photo, write a description based on what you found out about the house and take it with you to the appointment. Tell them you will make changes and write the price in the flyer.”

#4. Show off your tech-savvy skills

Most homeowners haven’t sold a house in years, so today’s rapidly evolving marketing tactics can blow them away. Whether you use SEO that rivals top real estate sites, don’t be afraid to share how your marketing plan will benefit potential sellers starting on day one.

How to stand out:  Trudy and Nick, agents from Pennsylvania, say: “I offer every listing, regardless of price, a real video — which includes the home, the area, local parks [and] restaurants. This is not a collage of photos, but a real-life moving video walk-through. [I] aim to have it set at 2-3 minutes at the most.”

#5. Be polished

Don’t show up with a PowerPoint from the 90s that hasn’t been updated since the last time you got a new headshot. Be sure you have a polished presentation that makes you look like the expert you are.

How to stand out:  Super simple. Download our free Listing Presentation template and customize it! You can also add/delete slides or import slides from your Broker’s template to make it your own.

#6. Close with a script

You’ve made it through the comps, the marketing plans, the tricky conversation about price… and now, your time is up. Do you have a one-liner or a few sentences that help you summarize your pitch and then explicitly ask for their business?

How to stand out:  We’re big fans of the script below, especially powerful if you are using Local Expert SM to run targeted (and automated) listing ads to local buyers on realtor.com®, Facebook and Instagram…

“When you list with me, I spend my advertising dollars marketing your home on sources chosen to help you get the maximum qualified exposure. Our intention is to create an increase in demand — which could help allow the property to sell for more and in a shorter period of time. As a “local expert” on realtor.com®, I am a go-to for consumers to find out: How much their home is worth How their home is performing on realtor.com® New market activity, including new listings, sold homes and price reductions This will also help give you confidence that we have accurately priced your home. As your agent and the local expert, I also provide free CMAs, to help you have a competitive advantage in getting your home sold.”

#7. Attend one of our upcoming webinars

Shameless plug coming in 3… 2… 1…

Before your next listing presentation, consider attending our webinar on “Best Practices to Win Listings.” In addition to chatting more about the benefits of Local Expert SM and how to create online ads that attract sellers, we’ll also talk in more detail about some of the strategies mentioned above.

With date options throughout the upcoming months, I’m eager to share this information with you. Here’s a link to register. See you there?

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Must-Have Items in Your Listing Presentation

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Put your best face forward when you go into your next listing appointment by preparing the perfect listing presentation.

You’ve heard from a longtime lead or referral that they’re ready to invite you into their home to talk about a potential sale. What should you bring along to convince them that you’re the right listing agent or broker? How can you leave them with food for thought if they’re on the fence or get them geared up to sign on the dotted line if they’re ready to move forward?

Here are the essential ingredients to sharing your expertise so that interested leads become excited new clients. Be sure to have a polished listing presentation for both in-person and virtual listing appointments so that you’re always ready whenever and wherever they are.

1.   A Preliminary CMA (Comparative Market Analysis)

The most important thing your potential sellers want to know is how much they can get for their home. While you’ll no doubt want to make adjustments once you’ve walked the property, come prepared with a preliminary CMA based on comps and on the best information available to you about the home’s condition. This will give you the ability to talk in practical terms about the property’s potential in the current market.

After the appointment, follow up with a final CMA report. We also recommend sharing a Net Sheet with the homeowner, so they’ll have a good understanding of the costs – and potential profits! – upfront.

2.   Exceptional photography and graphic design

Include beautiful photographs of you, your area, and other real estate-related images along with well-designed infographics and graphic elements that capture attention. If you have examples of listing brochures or other marketing collateral you created for past listings, share them with your potential clients during the listing presentation.

A beautifully printed listing presentation and supporting materials is a reflection of how you market your real estate services — and how you’ll market their property.

PRO TIP: When creating your listing presentation you can use software like Powerpoint, but you can also set up a free Canva.com account and they have some wonderful templates you can use. You’ll also find quite a few presentation templates on Etsy that you can purchase and then customize on Canva as well.

3.   Past seller success stories + testimonials

One of the best ways to convince new clients that you’re the right person for their real estate transaction is through testimonials and reviews from deliriously happy clients . Carefully select the best and most enthusiastic testimonials and feature them prominently in your listing presentation. This will help potential clients better understand the value you bring to their transaction and what it’s like to work with you.

If you don’t have a large selection of client testimonials (yet!), you can also highlight some successes you’ve had over the last year. A few examples:

• “123 Darling Lane received 7 offers in the first weekend and sold for $22,000 over the asking price.”
• “222 Charming Avenue was listed with another Realtor for two months without an offer. We took the listing over, helped the seller stage the home and improve the landscaping. The seller accepted a full price offer after only 5 days on the market.”
• “We ran our Coming Soon marketing campaign for 999 Samson Street. In the first day on the market we had over 27 home buyers tour the home on the first day it was listed. We received multiple offers and sold for $7500 over the listing price.”

4.   Relevant statistics and results

Numbers are convincing, so if you have impressive statistics and stellar past results, this is the place to share them. Are your days on market lower or average sale price higher than other agents and brokers in your area? Have you gotten exceptional results with a record-setting sale price in one of the neighborhoods you serve? Find ways to translate your value into numbers so that potential clients can better understand what you’re bringing to the table.

5.   Neighborhood-specific track record

If you’re pitching for a listing in a neighborhood where you’ve represented buyers and sellers in the past, you have an opportunity to position yourself as the neighborhood expert. Refer to your previous successes so that homeowners will trust you to correctly position their property.

If you regularly market to specific neighborhoods, consider creating targeted listing presentations aimed at each of your geographic farms.

6.   Authority-building content and media coverage

If you create your own content in a blog, podcast, or video platform, highlight the expertise you share there and the network and influence it allows you to build. If you’ve been profiled in the media or contributed your expertise as an interview source, share that coverage so that homeowners can see you as an industry-leading expert.

7.   A well-defined marketing strategy

You want to be clear about how you will market the property, so be sure to include information about the marketing platforms and techniques you use. Explain how you will plan and roll out the listing, including any pre-listing (i.e. “Coming Soon”) activities you plan to employ.

Provide a timeline based on the homeowner’s plans and let them know what you will need from them to deploy your marketing strategy.

8.   Powerful differentiators

What do you offer that makes you different from the other listing agents the homeowner may be talking with about selling their home?

• Is professional photography, videography, and copywriting included on every listing?
• Do you create video ads to run on streaming platforms and YouTube AdRolls?
• Will the seller have access to a staging service that prepares the home before it’s listed?
• Do you offer a flexible commission structure based on who procures the buyer?
• How frequently will you communicate with the homeowner during the listing?

Whatever you do that is unique to you and outshines the competition, include it in your presentation.

9.  Value-added services available

What are some of the ‘extras’ you may offer your home sellers? Do you provide cleanout and storage services for elderly homeowners? Can the home sellers use your branded moving truck on moving day? How will your preferred lenders and closing officers help make the transaction seamless? Do you provide referrals for sellers who are relocating to another city? Your listing presentation should provide additional information about ways you can help simplify and streamline their upcoming move.

10. Required documents

The homeowners may want to talk things over with each other or they may be speaking with another agent for comparison. However, if they decide that they want to sign with you on the spot, be prepared with the listing agreement, disclosure, and other documents you need to bring them on board. If the listing is planned within less than a week, put signage in your car’s trunk and be ready to post a pre-listing rider or make arrangements for sign installation as soon as possible.

Following up after the listing presentation

Like everything in real estate, the key to success is in the follow-up! Don’t forget to send a thank you note or a personal video message to express your appreciation for the homeowner’s time and consideration. Remember, a personal touch is always delightful, so include a detail or two from your conversation to make your communication more authentic and meaningful.

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Do's of Listing Presentation

DO: Include a Video in your Listing Presentation

People nowadays are used to short-form videos, thanks to Instagram and TikTok. A video is a great way to share information in a dynamic and engaging manner. Include a short video in your listing presentation to capture your audience’s attention.

You can make a video introducing yourself or your team. An eye-catching video helps engage the seller off the bat and increase your chances of landing the listing.

DO: Highlight Your Local Sales Records

Your listing presentation should highlight your expertise in the local area. Sellers will want to work with someone with extensive experience and a proven track record selling other properties nearby.

If you don’t have any local sales experience yet, check with your team or brokerage. Your colleagues or team members may have more experience in the area, and you can include their local success in your presentation. Remember, you won’t claim you sold these properties, but you can credit these sales to your team members. Including this information in your real estate listing presentation will increase your credibility and help establish you as a local expert.

DO: Present Your Unique Services

Again, you want your listing presentation to stand out.

Another “do” is to present unique services and experience to potential clients that another real estate agent may not offer or possess. Do you offer virtual tours, professional photos, or a certain number of open houses? What makes you different from other agents? Are you a member of the National Association of Realtors? Remember to differentiate yourself in your real estate listing presentation as much as possible. Show your prospective client how you plan on selling their property for top dollar.

Watch out for our next blog post for another set of must-do’s for your listing presentations.

In the meantime, let’s move on to our first batch of don’ts:

Don'ts of Listing Presentation

DON’T: Overwhelm With Too Many Details

There’s such a thing as information overload, which is a definite DON’T when creating a listing presentation. Avoid overwhelming a prospective client with too much information. Focus on including what directly benefits the client. Put yourself in their position and consider what you (if you were in the shoes of the prospective client) would like to see in a listing presentation and during a listing appointment. 

Remember, most people lose interest in reading long texts or scrolling through a mile-long presentation. Ensure everything you include is engaging and adds value to the listing presentation. For example, your prospective client will be very interested in your proposed marketing strategy, a comparative market analysis, and the sales process. They probably wouldn’t be as interested in a long list of your past clients or in a very detailed story of how your real estate agency was founded ten years go.

DON’T: Focus on Sales Alone

Keep in mind that a real estate listing presentation is not only about making the sale. Of course, you want your listing presentation to lead to that, but equally important is establishing that you are the best real agent they can (and should) work with. 

A winning listing presentation gives your potential client a good idea of your work and your plans for their property. It helps you stand out in a crowded field of other real estate agents. An effective real estate listing presentation also helps build rapport with a prospective client. It should offer them helpful information about you, your selling style, and your proposed marketing strategy that they did not know before viewing your presentation.

DON’T: Make It All About You

Yes, you want to showcase your experience, expertise, and professionalism in your listing presentation. BUT, it’s not all about you! The listing presentation and the listing appointment isn’t a (insert your name here) showcase. 

After briefly introducing yourself and your team, move on to your client’s needs. A consummate professional will focus on the property and how they plan on selling the property. Show your potential client that their needs come first and your priority is how to help them achieve their desired outcome. Include your marketing strategy, a comparative market analysis, and other real estate transactions you’ve completed to show potential clients your main focus is on the property.

Apply These Do’s and Don’ts in Your Highnote Listing Presentation

Creating a winning listing presentation is easy with Highnote, and when you keep these helpful tips in mind. The advice mentioned above is just the first batch of our Highnote do’s and don’ts for listing presentations. We have more essential do’s and don’ts in our next blog post that will help you feel confident when creating your listing presentation.

Remember that a successful sales process has three steps - sending a pre-listing presentation, showing an in-person listing presentation during the listing appointment, and sending a follow-up listing presentation after the listing appointment. These three steps are crucial in landing that real estate listing.

Start building your own listing presentation with Highnote , and begin elevating your presentations today. 

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