I have to admit something to you.
I was searching my own name, Greg Lyles, the other day to bring up my web site.
In the Google search suggestions, I saw something that caught my eye.
As shown in the picture below, Google suggested that perhaps I was looking for “Greg Lyles listing presentation”.
Feeling like a proud parent, I thought to myself, “Are that many people really looking for this?”
And then I remembered, almost 8,000 agents have used my pre-listing presentation as a template to create their own presentations.
So I thought I’d better explain how the idea for the presentation came about and why so many agents are having success with it.
Why this presentation works so well
Let’s think about the results of the research the National Association of Realtors conducts in their annual Profile of Home Buyers and Sellers.
What they have discovered is that, year after year, the number of homeowners who interview only one, or two, real estate agents increases.
I believe the most recent survey revealed that 70% of homeowners will only interview one agent before listing their home.
And 87% of homeowners will interview two agents before selecting someone to work with.
What does that mean to you?
If you’re not #1 or #2 in the minds of homeowners in your target market, you might as well be out of business!
So your job becomes getting in front of as many homeowners as possible, as often as possible, so that when they are ready to sell, they remember your name.
Here’s why thousands of agents have used this pre-listing presentation with great results;
- A pre-listing presentation enables you to get your proven approach to marketing homes into the hands of homeowners before they are ready to talk with agents – placing you ahead of the competition.
- You are able to communicate your unique value proposition – or why sellers should hire you over the competition.
- The pre-listing presentation enables you to present sensitive information about price and condition before meeting the seller face-to-face, allowing the seller to fully absorb the information.
- A pre-listing presentation shortens the amount of time required for the in-person appointment.
- A pre-listing presentation makes converting the appointment to a signed, salable listing much easier.
Here’s what veteran agent, Anna Kilinski Brent of Keller Williams in Atlanta, GA has to say about using my presentation;
“When I go on listing appointments, the only discussion is about price – not marketing, what I “do” or my commission. I’m seeing better conversion rates and faster appointments.”Anna Kilinski Brent
How to create a pre-listing presentation
As much as I’d like to be able to take credit for the idea of this pre-listing presentation, I can’t.
Many years ago, I met a guy named Jim Nelms at a cocktail party.
We started talking and the conversation led to our work. When he asked what I did, I responded that I had just sold a company and was starting a real estate brokerage.
His questions probed further, asking if I’d ever considered doing any research on what motivates homeowners to choose one agent over another. I politely told him that I had a pretty good idea, but his next comment hit me like a lightening bolt!
He said, “What if I could help you determine what content and layout of your listing presentation would result in the most signed listings?”
Now he had my attention.
I was sold. Well, until I heard the price.
But after a few days, I realized it would be a smart investment. So I bit the bullet and wrote the check.
What you’ll see below is the result of $18,000 in research.
Was it worth it? Absolutely.
I used the resulting presentation to not only generate leads, but to convert well over 90% of those leads to signed listings.
Start with an attention-grabbing name
Naming your pre-listing presentation is one of the most important aspects of its design.
If you want people to become interested in your services, you have to focus on their needs – not your own.
There’s an old saying in marketing that goes, “To sell Jane Brown what Jane Brown buys, you have to see the world through Jane Brown’s eyes.”
So calling my presentation “Greg Lyles Listing Presentation” isn’t likely to generate much interest.
Put your homeowner hat on. What do they want? “What’s important to them?”
So I named my presentation, “Preparing for a Successful Home Sale“.
Write a brief introduction letter
Your introductory letter should briefly state your appreciation for the opportunity to present your proven approach to marketing homes.
Additionally, you should use the letter to address the four or five primary services, or results, your target audience demands most, such as;
- Helping them prepare their home for sale
- Determining an accurate list price
- Providing additional services, such as staging or professional photography, and
- Attentive one-on-one service
The letter is used to pre-frame the remainder of the presentation. It lets the homeowner know that you understand what is important to them and reassures them, upfront, that they can expect these services, or results, by hiring you.
Include a short personal biography
Your personal bio should be short, yet informative. A well-written bio lets the homeowner know;
- Who you are
- Why you got into the real estate business. (Remember, people don’t care as much about what you do as they care about why you do it. To learn more about this, check out Simon Sinek’s famous TED talk.)
- What makes you unique, or, how are you different from the other agents in a way that matters to homeowners?
- The benefits the homeowner can expect by working with you.
Also, spring for a decent photo of yourself.
I really recommend getting a great lifestyle photographer to take a photo of you. Something that looks approachable and reflects your personality, like the image below, is always preferable to the stiff, formal head shots – or pictures of agents holding their dog or cat.
Present your track record of results
Your track record of results, along with your client testimonials, will do more to establish your credibility and expertise than anything else you can communicate to the seller.
When presenting your personal statistics, limit them to a single item per page as shown below in an example from my own presentation. Following this design will make each statistic more impactful and eliminate the confusion of multiple charts or graphs on a single page.
By selecting an appropriate chart style to communicate your results when compared to the market, and summarizing what the graph means in your subhead, you ensure the reader will understand what you are sharing.
Always provide the source for your statistics, such as your local Multiple Listing Service.
If you don’t yet have a track record, talk with your broker about using the office’s track record of results in your selected market until you can develop a track record of your own.
Just be completely transparent by stating that the statistics represent what your office has accomplished compared to the market averages.
Some of the statistics you may want to present include;
- Total days on market
- The percentage discount from the original list price to the final sales price.
- Your percentage of successful sales compared to the market averages. By successful sale , I am referring to the number of sales that sold during the initial listing period and did not require re-listing after the listing expired.
- Your percentage of direct sales. This communicates your ability to sell your listings through your own marketing efforts instead of relying on another agent to bring the buyer.
- Your career sales volume compared to the typical agent in your market.
Always compare your track record to the “typical agent” in your market. This creates doubt in the mind of the homeowner about any other agent they may be considering. Plus, nobody wants typical results or service. They want superior results and service.
Present your client testimonials
The power of well-written client testimonials to persuade potential clients cannot be underestimated.
Also called “social proof”, testimonials provide potential clients with the assurance that other homeowners, like them, have hired you and have realized excellent results.
“We view behavior as more correct to the extent that we see others performing it. As a rule, we will make fewer mistakes by acting in accordance with social evidence (testimonials) than in contrary to it.”Dr. Robert Cialdini - author of "Influence - The Psychology of Persuasion
What this means to you is this; the more well-written testimonials you can provide, that demonstrate how your services helped the seller realize their goals, the easier it will be for you to convert appointments to signed listings – and obtain higher commissions!
Explain how buyers search for, and evaluate, homes
As agents, we have a tendency to believe everyone understands how buyers evaluate homes and how homes are sold.
They do not.
I sold homes for some really smart, successful people.
But they were smart and successful in fields other than real estate.
Through the research that was conducted on my pre-listing presentation, the design feature that generated the most positive response was first explaining how buyers will evaluate homes and then by explaining how I would help the seller position their home to stand out from the competition.
It is critically important to keep your explanation of the home marketing and selling process as simple as possible.
Anyone can make the process sound overwhelming and complex and present themselves as the only agent capable of understanding how to navigate the homeowner through the sale.
“Simplicity is the ultimate sophistication.”Leonardo da Vinci
The research revealed that when the process was described in very simple terms, sellers understood it more completely and were more receptive to my approach.
Here’s how I explained it;
The marketing I will do to promote your home has only one purpose – to increase awareness among potential buyers, and their agents, driving traffic to your door.
Once the buyer reaches your door, the job of marketing is over.
Now your home has to compete with other available homes on the balance of two items; Features and Price.
If your home has more features that appeal to buyers – or your home is priced lower than comparable homes – your home will stand out as the better value.
Conversely, if your home lack the features that potential buyers desire, your only option is to compete on price.
To be effective, your home should stand out as one of the top two to three best values in your immediate marketplace.
Then explain what influences price and how you will help them arrive at an accurate asking price for their home.
Additionally, explain that when the buyer arrives at the front door, roughly 80% of their criteria has been met. They already know;
- The price of the house
- The number of bedrooms and baths
- The school districts
- The architectural style, and
- The features and amenities
What the buyer is looking for now is validation. “Could this be the right house for me?”
Explain how, through staging and repairs, you will help present the home to its best advantage.
Briefly explain how you will generate interest and showings
One of the biggest mistakes I see agents make it to provide too much detail about how they will market the homes they list.
What I found, through the research that helped to shape my pre-listing presentation, as well as my experience using it for over a decade, was that if you present your track record and testimonials correctly, you don’t have to explain how you will accomplish the end results.
Think about it this way; when you go to a doctor for surgery, do you ask who makes the equipment they will be using? Do you inquire about the software they’ll use to process your insurance claim?
No, you don’t.
Because you trust the doctor based on their track record and because, perhaps, they were referred by someone you trust.
Simply let the homeowner know that the listing will be promoted aggressively for maximum results and provide a few examples.
Using your presentation to generate leads
Taking the time to create an effective pre-listing presentation won’t just help you convert leads to appointments and signed listings.
It can be used very effectively to generate leads.
Think about it.
What if you could get your presentation into the hands of hundreds, if not thousands, of homeowners every few weeks?
What would that do for your business?
If you want to become a top-producing agent, your goal should be to get your presentation into the hands of as many homeowners as possible.
It always seemed to me that most agents approached this backwards.
They advertised so that they could get leads. Then they attempted to convince the homeowner to meet with them so they could present their listing presentation.
How would that work in other businesses?
What if the famous novelist, John Grisham, called you at home and asked if he could come over and read you part of his newest book in hopes you would buy it?
I thought so.
So I found a way to get homeowners to request my presentation. Now they were calling me when they were ready to sell.
And they were already sold on hiring me.
I never had to cold call or door knock.
Yet I had a constant flow of well-qualified leads.
If you’d like to learn how to do this in your business, click the image below.
You’ll be taken to a page where you can register for an upcoming webinar where I’ll explain exactly how to get your presentation in front of homeowners so they’ll call you when they’re ready to sell.