There is no one-size-fits-all approach when it comes to your listing presentations. A rehearsed speech and aging PowerPoint presentation are not going to cut it with today’s savvy sellers, so you need to take it up a notch. A personalized presentation with innovative technology and concrete hyper-local facts are the keys to winning over prospective clients.
Know Your Audience
Your listing presentation is a combination of a sales pitch and a job interview. You’re trying to convince homeowners that you’re the best possible person to sell their property, so the way you approach each listing presentation should be personalized. Start by scrapping the canned speech and prepping based on specific potential clients. For example, if you’re trying to win over the owner of a luxury mansion in a wealthy neighborhood such as Sunnybrook, Toronto, you should stress that you’re able to sell upscale property, amenities, and the local lifestyle. Homeowners aren’t just looking for someone with a winning smile. They want someone who knows how to sell to the right buyers, and this means you need to be able to identify with the target demographic rather than just casting a wide net and hoping for the best.
Use Modern Technology
One of the easiest ways to drive away potential clients is to load up an outdated presentation on a dusty old laptop. Give your presentation in amazing high definition, and expect your viewers to respond positively based on aesthetics alone. Use the latest presentation software. Include videos, images, slideshows, and engaging copy. It may be tempting to go fully digital, but providing physical photos, charts, pamphlets, and other materials is a great way to engage your audience and make an impression that lasts even after the presentation ends. Once you leave the home, you want people to keep talking. While the words you say matter most, how you say them is undoubtedly going to be scrutinized, so take pride in your presentation and provide professional informational materials.
Show Your Expertise
Concrete examples of past successes are going to be your strongest selling points. Additionally, you need to prove that you’re knowledgeable about the hyper-local market. You should have plenty of data that shows the value of similar property in the same neighborhood, speculation of what the future holds, and information on any other factors that directly affect the local neighborhood and general region. For example, Terrebonne, Quebec, is one of the best places in Canada to raise children, as of 2016. With that information, you could talk about planning a marketing strategy to attract newlyweds. Show your leads that you have a strategic plan to target local, relevant buyers. This makes them much more likely to want to work with you over someone who just plans to place some ads and hang some signs.
Leads actively seek authenticity. Anyone can put on a nice outfit and spout some catch phrases. It’s up to you to connect with potential clients in a way that truly instills trust. Be direct, honest, and transparent. The homeowners are sure to appreciate your candid approach, but they are also more likely to refer you to their friends and family in the future. Treat them like people first and clients second. Remember that building your reputation is much more important than making one sale. It’s up to you to establish yourself and your brand as the best and only options. Most people who are interested in selling their property go with the first agent that feels right, so you need to make sure you make a solid first impression with your listing presentation. There’s no guaranteed formula, and perfecting your approach takes time, trial, and error. Be confident, informed, and genuine, and expect the rest to follow.