Presentations are scary.
Listing presentations can be scarier.
As you may know, a listing presentation lets you, the real estate agent, state why you are the best person to list a property. But beginning and veteran real-estate agents alike find them daunting, because they have a very specific format that must be followed.
So what should this important document (and your presentation) include?
A real estate listing presentation or real estate video presentation must be specific to the property, to the local market and to the economic climate. A generic presentation is destined to fall flat. If a vender wants you to prepare a presentation, you have to be well-versed in the property’s earnings potential before your pitch. This requires familiarity with the lease. Take a look at income potential, tenant history and lease details.
You should also thoroughly inspect the property and the neighborhood. This will give you a detailed perspective and first-hand knowledge of local conditions. Knowing the local market is central to your handling of the property and will show the seller that you understand the target market.
As you pin down the property’s ideal target market, think about how you will promote the property. Prepare detailed recommendations for a marketing strategy. A summary of the target market will establish your reasons for proposing specific marketing tactics.
List the strengths and weaknesses of the property. Summarize renovations or other alterations that you suggest be made to the property before it is made available. Study the emerging property developments in the area. Make sure you explain the strengths and weaknesses of any nearby competing properties and how they will affect the listing.
You’ll need to back your points up with evidence. Take representative snapshots and have them available on your laptop on presentation day. You’ll need them to make your points, and no doubt the seller will ask to see what you’re talking about.
Study the local market history, paying special attention to rents and prices for that class of property. Be ready to cite these figures in support of your recommendations for the pricing of the property. Be ready to explain the seller’s investment relative to property price (given current market conditions). Make sure to mention any recent property inquiry; that is, who’s been asking and what they’re asking about.
Include the key attributes of your proposal in an executive summary that is no more than two pages long. This should be followed by a property brief that explains the requirements of the client and the stipulations of the sale. You’ll also include a detailed property description that covers title, leases, encumbrances, rights of way, and any other orders or notices that affect the sale.
Finally, you’ll need to include a personal bio and information about the agency you work for. Include a timeline and details about what services you intend to provide. You’ll need an agency disclosure, which is a document stating whether you will represent the buyer, seller or both.
Don’t forget, listing presentations are your chance to edge out the competition and instill confidence. You want the seller to be absolutely convinced that you’ll get the best price in the shortest amount of time. Preparation and organization will earn you the chance to do just that.