Your listing presentation: rework, revamp, repeat

Private Property South Africa
Cathy Nolan

marketingYour listing presentation must relay a ton of information in order to convince your sellers to give you a sole mandate. When’s the last time you ran through it to see if your content is still up-to-date, accurate and relevant?

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Do more pre-meeting homework

Even if you know the seller, you should still do your research. Don’t assume you already know enough to assemble a customised presentation, but do assume you’ve got competition for the listing.

  1. Ask your sellers to complete a questionnaire before you meet so that you can customise your listing presentation to address their concerns. For example, questions like “On a scale of 1 to 10, where would you rate the condition of your home?” and “What would make it a 10?” help you identify pain points. And then share your solutions during your presentation.

  2. Ask to pre-tour the home, and use the opportunity to take high-resolution photos and shoot some video. You’ll get first-hand information about the home, and have images to use later when creating your listing presentation.

  3. Use that preliminary video to create a walking tour video accompanied by a narrative about living in the home. Your script should describe the new homeowner taking in the views from the second-floor Juliet balcony or preparing a holiday feast in the gourmet kitchen.

Obviously the seller wants to sell their home, but neither of you might realise how much they want to participate in the process until you invite them. By asking the seller to tell you as much as possible about what it’s like to live in the home and the neighborhood, you could wind up with a wealth of information you might never have discovered on your own.

  1. Ask the seller where they like to dine, shop, watch movies and otherwise spend time in the community. Inquire about the schools, get them to describe the neighborhood and how safe it is, and ask them to tell you about the suburb. All of this information helps you flesh out and market the lifestyle that living in this home provides.

Focus on selling the lifestyle, not the house

Once you get the answers from the questionnaire and the lifestyle survey, you can begin to tell a story that will draw in buyers. The more vividly you paint a portrait of the home and area, the more buyers can picture themselves living there.

  1. Create a storyboard for the home on your website or blog, and then share it with the seller at the listing presentation. Begin with the walking tour video at the top of your storyboard, then drop in the seller’s own words to illustrate why they fell in love with the home and the area. Use hyperlinks for the nearby amenities that the seller mentioned in their answers to the lifestyle questions so potential buyers can click them and explore for themselves what makes the area so appealing.

  2. Using all the intel you gathered for the listing presentation, plus your own industry, area and market expertise, create a persona of the buyer you will target for this home and be specific about why this persona is attracted to the home. This demonstrates your deep knowledge of the market and exposes your efforts on the seller’s behalf.

Update any tool that’s more than two months old

Don’t neglect your digital assets: these behind-the-scene assistants are working hard to supplement your in-person efforts, so keep them in fighting form.

  1. Refresh your website. Everything you send out – flyers, direct mail, social media posts – should drive traffic back to your website. Make sure everything on it is up-to-date and that it looks tidy. When you share it at your listing presentation, it should reflect the professionalism your sellers seek in you.

  2. Software evolves in the blink of an eye, so update any apps you use for your business, especially any that you plan to use during your presentation. Apps today can be frequently updated, so always make sure your versions have the latest features and fixes.

Spotlight your marketing efforts

Sellers want to know you’re going to move mountains on their behalf, so show them the plans you have for successfully marketing their home. By exposing sellers to your marketing activities, you’re illustrating how committed you are to their success.

  1. Show examples of what their home will look like on all the social media platforms you plan to use. For example, stage their listing on Facebook.

  2. Use your tablet and smartphone to show the seller how you’ve optimised the listing for viewing on mobile devices. This *demonstrates that you’re on top of technology *and how buyers use it today for home searches.

  3. Remember those neighborhood amenities* you hyperlinked in your storyboard? Let the seller know your plan to tell each site that they are mentioned on your site and that you’d appreciate the business owner or manager leaving a comment. This can create buzz around the listing and *increase exposure through online searches.

Present data more dynamically

As necessary as they are, numbers and statistics can be the driest portion of your listing presentation. Why not spiffy them up with a clever, attention-keeping graphic?

  1. Instead of using the same old pie chart or pyramid, create an infographic to display market statistics in a new and unique way. There are several sites – for free or with free trials – that offer themed templates for you to drop your data into, then customise with colors and fonts. Try googling “free theme template for data”.

Leverage technology

Even if you use a full-color binder or portfolio for part of your listing presentation or as a leave-behind, you should demonstrate to your sellers how today’s technology can save time and money, and reach more buyers than using only traditional methods.

  1. Insert your walking tour video into your listing presentation and let the seller know where else you will post it. According to a recent joint survey between Google and the National Association of Realtors®, 70% of surveyed home shoppers use video to view the inside of a home. You don’t need to know complex coding to share videos on multiple online platforms (like Youtube, for instance) – it’s often just the click of a button.

Tweak your technique

You can have the slickest listing presentation out there, but if you can’t deliver it effectively, you might as well not have shown up at all. Brush up your presentation skills when you revamp your listing presentation.

  1. Moderate the speed of your speech so that the seller catches everything you say. Modulate your voice so that you remain in control of the words and ideas you’re conveying. Pausing is verbal punctuation; it highlights a point you’re trying to make, and it gives the seller an opportunity to digest what you’ve just said and respond to it.

Your listing presentation is a workhorse: You should regularly update it to keep it fresh, interesting and accurate. The legwork you do to familiarise yourself with the seller, home and neighborhood can generate ideas on how you can differentiate yourself from competing agents. Revamping your listing presentation is often just taking those ideas one step further, and mixing classic techniques with new technology.

Lastly, don’t forget the best way to make your listing presentation even more memorable: practice, practice, practice.

And then, of course, get in touch with us to find out how to optimise your exposure on Private Property, so that your mandated listing gets the best possible exposure.

(Info from www.zillow.com)

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