The Art of Listing Presentations: Winning Clients with Confidence
A signed listing agreement is the first step toward making a commission as a real estate agent. That means a compelling listing presentation is a fundamental skill you need to develop early in your career and continue to hone as you advance.
Below, you’ll find a step-by-step guide to creating a listing presentation that will help you win over potential clients with your confidence and expertise.
Step 1: Prepare and Practice
The best way to guarantee a confident listing presentation is to put in the work. Specifically, prepare and practice.
Listing presentations will require less advanced preparation the further you get in your career, but for the first couple of years, you’ll want to carefully line up your information and approach ahead of time, both in terms of the general market and preparing for that specific client.
If you’re a new agent, you’ll feel more comfortable in front of clients if you put in advanced rehearsal time. Get feedback from trusted parties. Pay attention to your pacing, as well as your tone and body language. Keep it conversational. As you rehearse, work to make it sound relatively unrehearsed.
Step 2: Establish Rapport
Listing presentations don’t begin when you launch your first slide. They begin the moment your potential seller opens the door (or the Zoom call).
Present yourself professionally but show enthusiasm for your job and interest in their needs and their story.
Step 3: Ask Questions
Potential clients want to know that you care about them. They also want to know that you can help them achieve their goals.
The best way to demonstrate your ability to satisfy both desires right off the bat is to start your presentation with a series of questions that will help you understand their needs and priorities. Listen carefully, ask clarifying questions to see how their priorities fit together, and take notes.
Offer information and answer questions to a satisfying degree in the moment rather than deferring that you’ll answer “later in the presentation.” Putting them off can be frustrating.
That said, you’ll use the information you’ve gathered to tailor your presentation to their needs. One of the focuses of your rehearsal sessions should be your ability to present the “right” version of your presentation on the fly. Practice omitting things they’ve already told you don’t apply and focusing on things they’re concerned about.
Step 4: Detail What You Bring to the Table
If you’ve handled the question-and-answer portion correctly, you’ve probably begun to demonstrate your expertise in broad strokes.
Now you’ll get into the details of:
- Your experience
- How your brokerage will help
- A Comprehensive Market Valuation of their home
- Your marketing plan
- The home-selling timeline and process
Every part of this can and should be tailored to the needs you uncovered at the beginning. For example, if your client emphasizes speed, you can talk about your experience with quick closings.
Gain Confidence and Expertise with Online Real Estate Education
Real estate education is an important way to gain expertise that will make you confident when speaking with potential clients. Pre-license coursework provides the foundation you need for your career, and continuing education helps you stay up to date with regulatory changes, market trends, and the evolving legal landscape.
Despite its value, required education isn’t always the most convenient item on your checklist. Completing your coursework online can help – you can fulfill your requirements whenever and whenever it's convenient and work through the material at your own pace so you get the most out of it. Check out our full catalog of courses available on our website and enroll today!
