listing presentation strategy

• Buyer Agent 101
• Listing Agent 101
• Getting Your License
• Open Houses
• Stats + Trends
• Realtor Safety
• Social Media
• Website Marketing
• Referral Marketing
• Property Marketing
• Branding + PR
• Marketing Companies
• Purchasing Leads
• Prospecting
• Paid Advertising
• Generate Listings
• Generate Buyer Leads
• Apps + Software
• Lead Gen Companies
• Website Builders
• Predictive Analytics
• Brokerage Tech
• Building a Brokerage
• Recruiting Agents
• Lead Generation
• Tech Reviews
• Write for Us

All products mentioned at The Close are in the best interest of real estate professionals. We are editorially independent and may earn commissions from partner links.

The Complete Guide for Effective Listing Presentations (+Template)

Brittany is a licensed real estate agent in Illinois with over 12 years of experience in the industry. She uses her sales, marketing, and business development background to educate agents and help them find sustainable ways to build their businesses. See full bio

• What Is a Listing Presentation?
• Benefits of a Listing Presentation
• Components of an Effective Listing Presentation & What to Include
• Extra Tips for a Successful Listing Presentation
• Bringing It All Together

We’ve all been there—getting a call from a potential seller eager to know how you can help them sell their property. But then you find yourself scrambling to put together or update your presentation so you can win the listing. Creating a presentation that showcases your skills, expertise, and ability to sell a home is a must for every agent. So, I’ve put together some tips and tricks to help you amp up your game and rock your listing presentation every time.

Download The Close’s Listing Presentation Template

A real estate listing presentation is like the championship finals of selling homes; we want to claim victory. Normally, a potential seller shortlists a few real estate agents to meet with before selecting who will represent them in selling their property. This meeting is your opportunity to demonstrate your skills and expertise. You will have the chance to explain what makes you stand out and how you will assist the sellers in achieving their goals.

It’s important to understand the value of having a strong listing presentation. It’s not just about being prepared—there are so many benefits to having one ready to go. If you haven’t nailed yours down yet, here are some great reasons to consider putting one in place. 

• It builds credibility, trust, and rapport with potential clients. 
• It gives you a chance to set clear expectations.  
• It gives you the opportunity to increase your income and commissions.
• It improves your confidence and performance as a real estate agent.
• It showcases your expertise and experience in the real estate industry.
• It helps you stand out from other agents who may be competing for the same business.
• It highlights your marketing strategy for selling a home.
• It demonstrates your attention to detail and professionalism.

Components of an Effective Listing Presentation & What to Include 

When it comes to your listing presentation , it’s important to feel confident and prepared. Everyone has a unique approach, so using tried-and-true methods customized to your personality will ensure you feel your best when presenting. Let’s break down the essential factors of each part of the listing presentation to give you a solid yet flexible structure to work with.

1. Introduction & Competitive Advantage

Let’s be real. The true first impression happened when you nailed down the listing appointment. Take the confidence from knowing they’ve shown interest in you and run with it. This is your opportunity to really connect and earn the seller’s trust. Share more about yourself and your background to show them how you can help sell their home.

Examples of What to Include:  

• Years in the industry and any awards and accolades you’ve received 
• Your expertise and knowledge of the local market
• Any relevant stats that show your sales history and the list-to-sale price ratio you get your clients 
• Don’t be afraid to include past client testimonials. 
• Explain the benefits of your brokerage, including the tools and resources provided to you to sell this house.

💡Pro tip: If you are a high-volume agent, that’s great! It’s totally fine to talk about the busy business you’re running to demonstrate to potential sellers that you are in demand and fully capable. Just remember that some might be concerned that they won’t have your undivided attention if you’re juggling a lot. Use this chance to highlight how you effectively run your business, including any talented team members or agents who assist you in closing deals.

✋On the other hand: If you’re a new agent and don’t have a portfolio of sales to showcase, highlight your determination to put in the work and give your full attention to their home sale. You can also invite a more seasoned agent to join you to show that you have support and experience on your side. Or, if you’re on a team, leverage the expertise and accomplishments of the team. 

2. Client Questions  

Now that your client knows a little bit about you, give them a chance to share more about themselves, their home, and their goals. This is your opportunity to demonstrate genuine interest and care, showing that your focus goes beyond securing the listing. This may also allow you to discover valuable information that will enable you to customize your presentation as you go.

• When do you need to move by?
• Why are you moving?
• Are you purchasing another home? If so, do you need this home to sell in order to purchase? 
• Let’s talk about your backup plan if your home doesn’t sell in the timeframe you need. 
• Are there any issues with your home that I should know about? 

3. Tour the Home 

A realtor listing presentation is not just about showing the client what you can do to sell their home but also about building a relationship. Starting the presentation with some conversation that helps you get acquainted is a way to allow everyone to let their guard down and feel more comfortable. 

Taking a tour of the home will then ease into pricing and strategy conversations. It’s important to allow the seller to guide you through their home before you get into these conversations so that you can get an idea of how the property stacks up to the competition and adjust as needed.

Examples of What to Do While Touring:  

• Compliment the positive aspects of the home. 
• Make a note of things that could be improved to help the sale. 
• Take pictures to remind yourself of things you may want to address. 
• Discuss or take room measurements. 
• Talk about any updates that have been done to the home.  

4. Comparative Market Analysis (CMA)

Now that you’ve had a chance to check out the home, it’s time to review your CMA with the seller. This is the part where you really get into the nitty-gritty of the numbers. Use all the info you gathered during the home tour and apply it to the comparables you share. 

It’s your chance to show the seller how important it is to price their home appropriately and how that directly impacts market time. Since sellers often have a specific price in mind, this may involve some back-and-forth, so make sure you have the data to back up your pricing strategy.

• Include roughly three to five homes sold within the past three months. If you need to adjust because of the time of year, try to stay within six months. 
• Look within a half-mile radius of the subject property. If you need to look further out to get comps, increase by half a mile if you’re within the same zip code or school district. 
• Homes that are of similar types of properties
• Square footage and the number of bedrooms and bathrooms
• Include your price range estimate. 

5. Marketing Strategy 

When it comes to listing a property, it’s all about marketing. This is your chance to impress the sellers with your creative ideas to get their home sold. Besides the standard MLS listing, professional photography, video tours , and just listed mailers, show them what makes your selling strategy unique. 

Talk to the sellers about the many different ways you can market their home for sale. This includes off-market options such as promoting their home as a pocket listing before going live on the public market. How about hosting fun-themed broker opens or open houses? Do you have a standout social media strategy? Share some examples, and remember to be transparent about the cost associated with your services.

Examples of What to Include: 

• Package options for professional photography , video, and floor plan  
• How you’ll use direct mail marketing and social media campaigns to get in front of more buyers   
• Home staging and virtual staging options 
• When and how you’ll use reverse prospecting  
• Any additional tools and resources that you can access will help you sell their home. 

6. Home Selling Tips

In addition to showcasing your creativity with marketing, give the sellers some tips on how they can enhance their home’s appeal to potential buyers. Involving sellers in this process will also ensure they actively contribute to selling their homes. Encourage decluttering and suggest small yet impactful changes like a fresh coat of paint, which can help the home sell faster.

• Explanation of how decluttering and depersonalization help buyers visualize a home being theirs 
• Before and after pictures of home staging
• How to improve curb appeal  
• Why it’s good to do things like tighten loose screws and replace lightbulbs and outlets before an inspection 
• Staying in the habit of keeping the home clean while showings occur 

7. Your Role & Responsibilities

You’ve discussed your experience, built a solid rapport with the seller, learned more about the property, and discussed your winning strategy. Now is the time to drive home and explain why you’re the right agent for the job. Take this moment to highlight the exceptional support and guidance you’ll provide the seller throughout the transaction. This will give them a better understanding of your responsibilities and what they can expect from you.

• Thoroughly review the listing agreement and sales contract that will be used and address any questions. 
• Review your open house strategy . Discuss dates and times so that the seller is in the mindset of working with you.   
• Explain how you will conduct home showings and ask if they have any restrictions on days or times. 
• Reassure the seller that you will provide regular feedback on listing updates and showings. 
• Detail how you will handle price adjustments . 
• Explain the process of presenting offers and negotiating . 
• Reassure the sellers that you will guide them through every step, including during the inspection, appraisal, and closing. 

8. Call to Action

Once you have reviewed and gathered all of the necessary information, it’s time for the final push. Wrap up the real estate listing presentation with a call to action, encouraging the seller to sign the listing agreement. Be prepared for possible objections, as some sellers may not want to sign anything right away. Give them a taste of your negotiating and persuasive skills that you use when working on a deal. 

Examples of What to Ask: 

• Based on the information presented today, are you confident in moving forward with signing the listing agreement?
• I’d be honored to represent you in the sale of your home. Are you ready to kick-start this process by signing the listing paperwork today?
• After reviewing everything today, do you feel confident I can sell your home quickly and for the best price?

💡Pro tip:  During this last part of the listing presentation, you may experience seller objections like “The Zillow Zestimate is higher than your suggested list price” or “You’re charging more commission than another agent.” Learn how to tackle these objections in our article, “ 10 Real Estate Objections + How to Overcome Them .”

Overcoming Seller Objections

Although you may boast confidence and feel like you covered all your bases, the decision to sell is big, and some sellers may feel unsure for various reasons. If the seller you are meeting with is struggling to move forward, be prepared to tackle some objections they may throw your way. Here are just a few common examples you may encounter: 

• The Zillow Zestimate is higher than your suggested list price. 
• You’re charging more commission than another agent they met with.  
• They’re considering selling without an agent. 

9. Master the Follow-up

Although this is not part of the actual presentation, following up is a crucial step, regardless of the outcome of your listing presentation. The type of follow-up you send will depend on whether or not the seller signed the listing agreement with you. 

Even if you didn’t secure the listing this time, you never know when the sellers might want to work with you directly or refer you to someone in the future. And if they did sign with you, now is the time to start wowing them and proving why you were the perfect choice.

• You got a signed listing agreement. Send a thank-you and the next steps in the listing process. This would include things like scheduling photography and drafting the MLS listing. 
• The sellers have not signed with you yet. Even though you didn’t get the business this time around, be sure to thank the sellers for their time and encourage them to reach out if they have any questions. You can also add them to an email drip campaign if they have not yet decided to list and sell. 

You now have everything you need to truly impress potential sellers! Just remember to focus on the little details that will help you hone your skills and improve your presentation. Keep these extra prep tips in mind before meeting with clients.

• Practice the presentation beforehand with a colleague or record yourself. 
• Keep the length of the real estate presentation between 30 and 90 minutes. 
• Leave behind a copy of the presentation or any marketing samples. 
• Leave time for questions and provide an FAQ sheet with commonly asked questions. For example, “Do you work as a dual agent ?” or “What mistakes should I avoid in this process?”
• Conduct yourself with confidence. 
• Make sure to follow up after the appointment.
• Use a graphic design program to ensure that your presentation looks professional. 

What are the steps to planning a listing presentation in real estate?

First things first—you have to lock in the listing appointment. Once you have the date and time set, it’s time to gather as much info as possible from the seller. This will help you put together a CMA without even setting foot in the home. Once you have all the data you need for a list price estimate, add it to your listing presentation. Be sure to include all the steps in your selling strategy. Depending on how you like to present, you can prepare your listing presentation in a digital or print format. Also, get together any marketing materials and other samples you’d like to bring along.

What is the difference between prelisting presentation and listing presentation?

A prelisting presentation isn’t always necessary, but if you decide to use it, it’s the information you’d give to the potential seller before the actual listing presentation. This might include details about you, your team, or your brokerage. It could also help you fully focus on building the relationship with the seller and your sales pitch on the day of your presentation.

You may have heard the phrase “list to last,” which means having a strong inventory of listings is essential for long-term success in the real estate industry. Listings play a crucial role in attracting potential buyers and help boost your marketing efforts. So, honing in on your listing presentation can significantly improve your chances of securing more listings and expanding your business.

While you’re sure to find plenty of listing presentation examples online, keep in mind that what makes it unique is you. What is your favorite aspect of your listing presentation?

Brittany is a licensed real estate agent in Illinois with over 12 years of experience in the industry. She uses her sales, marketing, and business development background to educate agents and help them find sustainable ways to build their businesses.

16 Comments

Add comment cancel reply.

Your email address will not be published. Required fields are marked *

Related articles

The #1 open house checklist top agents use to get amazing results.

Want to crush your next open house? We've got a checklist and plenty of pro tips that will give you everything you need to host your most successful listing promotions event yet.

10 Essential Real Estate Events & Conferences You Can’t Miss

Learn about all the must-attend real estate conferences for 2023 and into 2024, plus a whole host of regional and brand-specific conferences as well as networking tips.

Realtor vs Real Estate Agent: What’s the Difference?

There is a lot to learn in real estate, but your title shouldn’t be something that trips you up.

Success! You've been subscribed.

Help us get to know you better.

• HousingWire
• Altos Research
• Reverse Mortgage Daily
• Newsletters
• HousingWire Annual
• Gathering of Eagles
• Virtual Events

Popular Links

• Mortgage Rates Center
• Whitepapers
• Marketing Solutions
• We’re Hiring

How to compete and win with your listing presentation (+ scripts)

Win your next listing by acing the fundamentals of the listing appointment, including a knockout listing presentation

• Click to share on Twitter (Opens in new window)
• Click to share on Facebook (Opens in new window)
• Click to share on LinkedIn (Opens in new window)
• Click to email a link to a friend (Opens in new window)
• Click to share on SMS (Opens in new window)
• Click to copy link (Opens in new window)

Vetted by HousingWire   |  Our editors independently review the products we recommend. When you buy through our links, we may earn a commission.

In this article, I’ll share close to two decades of experience as a licensed agent and small brokerage owner in Boston to help you compete and win listings with a dynamite listing presentation. As agents, we compete for a finite number of available homes to list and sell. That’s why it’s crucial that you stand out amongst your competitors to get those listings.

The real estate listing presentation is one of the most critical tools in your arsenal for demonstrating your knowledge, expertise, experience, and above all — your authenticity. A well-done listing presentation not only distinguishes you from your competitors — it also elevates the seller’s experience of working with you from day one. It may sound cliché, but you never get a second chance to make a first impression. We break it down for you, sharing how to create a knockout listing presentation AND how to crush your next listing appointment.

• Research market data
• Prepare a pricing strategy
• Prepare your pitch
• Update your listing presentation 
• Prepare for your listing appointment  
• Set the stage for success
• Actively listen
• Be honest & authentic
• Conduct a needs analysis  
• Demonstrate your value
• Share your market analysis
• Present your marketing strategy
• Discuss pricing strategy
• Reiterate your value proposition
• Close the deal

The full picture: How to win more listings with a knockout listing presentation

How to create a knockout listing presentation in 5 steps.

Creating a knockout listing presentation requires detailed research, solid data, market knowledge, marketing acumen, organizational skills and excellent design to clearly communicate all the information you want to share with your client. We’ll walk you through the steps to creating an impressive, concise, and attractive listing presentation document, which you can present in hard copy or digital format.

Step 1. Research market data

Your work begins once you and your client have set an appointment to meet. It’s crucial for you to know the market and understand the numbers. Your local MLS and association can help you find these crucial data points. You may also want to research the client on social media to understand their needs and circumstances. What is their family size? How long have they lived in the home? Here’s a checklist of information you should include in your listing presentation (or have on hand when you arrive at the listing appointment). Find out the answers to these questions before you arrive so you can come armed with all the necessary information.

• Market Inventory: What is the current market and micro-market inventory?
• Days on Market: How long does it take for properties to sell? Understand Days on Market (DOM) in the area
• Average Sales Price: What are the average selling prices for similar properties in the area
• Property Costs: Understand the property’s current HOA fees, property taxes, and other costs
• School District: Look up the school district and local schools
• Walkability Score: Research the area’s walkability score
• Market Type: What type of market are you in? (Seller / Buyer/ Balanced). Numbers and market types can differ locally, regionally and nationally and it is helpful to be able to communicate how your market compares and fits into a broader context.

Step 2. Prepare a pricing strategy

Many sellers think they understand pricing as well as you do. It’s important to do your research and determine the selling price of the property yourself.

Pricing properties is not an exact science, but there are pricing strategies you can apply to help get you there. The first is on a macro-level and considers market conditions. Understanding the type of market you’re in and the current inventory are significant pieces of information that can help you determine the selling price of a property. You may find it easier to discuss pricing with sellers if you can explain current market conditions. You can find the data to determine the market type in your local MLS. The three different types of markets, based on inventory, are:

• Seller’s Market – Less than six months of inventory in the area. Key indicators of this type of market are multiple offers and properties that sell very quickly.
• Balanced Market – Six months of housing inventory in the area. There is no advantage to either buyers or sellers in this type of market.
• Buyer’s Market – Greater than six months’ worth of inventory in the area. There are usually many properties available at different price points in a buyer’s market and properties generally take longer to sell. Listings often receive offers under the asking price from buyers.

Another important pricing strategy on the micro-level involves understanding the “comps” or comparable properties that are currently listed or that have recently sold in your client’s area. This can be accomplished by preparing a full Comparative Market Analysis (CMA) , or it can be a less formal conversation about comps at your listing appointment. Alternatively, you can make it an addendum to your listing presentation to be added at a later date, after you’ve viewed the home at the listing appointment (more on where and when that should be held later!).

Step 3. Prepare your pitch

It’s important to have your “elevator pitch” ready. Developing and communicating this pitch is essential to your listing presentation. We refer to this as your value proposition and it’s a unique, very concise statement about what you offer your clients and why they should choose you — in one or two sentences.

While you may feel challenged to develop your value proposition, it may be easier than you think! One strategy is to look at your past client or employment reviews (if you’re new to the business) and circle the descriptive words that others use about you, like “communicates well,” “hard worker,” or “knowledgeable.” You will likely see a pattern in how others describe you, and you can use those descriptors to help define and create your unique value proposition. 

Step 4. Update your listing presentation 

Designing a winning listing presentation may seem challenging, but you don’t need to reinvent the wheel! Many resources and templates are available (both free and paid) to help you design a knockout listing presentation. Most large real estate brokerages have tools available for agents already branded with logos and colors and ready for you to input your information. Smaller brokerages may not provide the same, but you can find easy-to-use, customizable real estate listing presentation templates online: 

• Breakthrough Broker

The real estate market fluctuates and constantly changes and so should you. When those changes happen, you need to be mindful of how recent market changes need to be communicated in your listing presentation and you must adapt accordingly. Updating your presentation before each listing appointment is a surefire way to ensure that your information and presentation remain accurate and impactful as possible. 

Step 5. Prepare for your listing appointment 

Aside from your winning personality, don’t forget to bring these items with you to your appointment:

• A professionally presented real estate listing presentation: Bring enough copies for all sellers to review.
• Pre-filled listing paperwork: Prepare the listing paperwork both digitally and in hard copy. Most information can be pre-filled prior to the presentation.
• A fully charged tablet or computer if you are presenting digitally: Remember that technology doesn’t always work the way you expect it to. Additionally, digital presentations can sometimes be awkward depending on the setting or location, or if you are presenting to more than one person. Always be prepared with hard copies even if you are expecting to present on your tablet or computer.
• A pen: Some sellers still use them and you may need one to sign the paperwork.

How to crush your listing appointment in 10 steps

What does a successful listing appointment look like? The goal of a successful listing appointment is to win the listing and walk away with a signed contract in hand. It’s that simple. As an agent, you are a facilitator of the home-selling process. The most important thing to remember about the listing appointment, your listing presentation and the entire selling process is that it’s about the seller — not you. Here’s how you can crush every listing appointment and leave with a signed contract.

Step 1: Set the stage for success

Real estate agents are famous for selling the importance of location, location, location . The location of your listing appointment sets the stage for your successful listing presentation, and the best opportunity for you to see the home is when you’re making your pitch. That’s why your listing appointment should always take place at the seller’s home. While it seems that everything can be done online these days — this can’t. You must see the home to accurately assess it and offer valuable advice to the homeowners.

Step 2: Actively listen

While highlighting your skills and experience is important to establish your credibility and success, a key portion of your listing appointment should be spent listening carefully to the seller. Following the rule of listening twice as much as you speak will always pay off in your listing presentations.

Always keep in mind that selling a home is often a highly emotional experience for the seller. It can be happy, sad, exciting or a tangle of conflicting emotions. Sellers want to feel heard and will almost always tell you exactly what they want, need, or expect from their experience. If you listen — really listen — and genuinely strive to understand their motivations, needs, concerns and fears, you’ll be able to direct the conversation or adapt your presentation to better address their specific needs.

For example, a seller may tell you they want to sell their home quickly to relocate out of the country for a new job opportunity. In hearing and understanding those needs, you should focus your presentation on marketing, pricing, staging and other pre-market strategies that favor a faster timeline so you can list and sell their property quickly and efficiently.

Here’s a script you can use to kick off your real estate listing presentation:

Listing presentation script:

“I’m looking forward to sharing your wonderful home with the market and generating a pool of buyers who want to compete with each other for it. Let me show you how we can do that with a mix of advertising, marketing and leveraging our market share here in (local market).”

Step 3. Be honest & authentic 

An authentic agent who listens to sellers and always advises them honestly is a successful agent. Telling a seller something they don’t want to hear is uncomfortable, but you will earn their respect by being honest and forthcoming. Avoid oversharing information about yourself or becoming a storyteller in a listing presentation. Sure, you want to assure them of your skills and experience, but saying less about yourself (and again — listening more! ) can be much more impactful.

Step 4. Conduct a needs analysis 

This can be formal or informal, depending on your personal style. But if you’re actively listening, you can weave some of these questions into the conversation to help get to know the seller and their situation:

• What is your desired timeframe for listing and selling your home? 
• Are you looking to upgrade or downsize? 
• Are you relocating out of the state or the country?
• Is your timeframe dictated by the school year or a job?
• Do you have an idea of the pricing of your home? 
• What renovations or updates have you made that you believe could add value to your home?

Please remember that if the seller is not your client (yet!), you must advise them against sharing information you could inadvertently leverage against them if they choose another listing agent. Should you later bring forth a potential buyer, some of their answers to the questions here could compromise negotiations — so be sure to give them fair warning before delving too deep!

Step 5. Demonstrate your value

You can stand out with sellers by providing value and sharing information other agents may not have provided in their presentations (and you should always assume you’re not the only agent vying for their business!). Some examples of topics that you can discuss that provide unique value to your sellers:

• Safety – Many sellers don’t consider the potential dangers of opening their homes to strangers. I recommend that sellers secure or remove all medications, personal photos, small electronics, bills, financial papers, and any artwork that can identify them, including names from bedroom walls. This step is especially important if they have children. You’ll help your clients prevent theft, identity theft or other more serious crimes.
• Decluttering/staging – When touring the home as part of your presentation, provide decluttering and staging advice. While not every seller can afford professional staging, your recommendations can be invaluable in helping them prepare their property for sale.
• Repairs, renovations and updates – Discuss any repairs, renovations or updates (both big and small) that could significantly increase the selling price of your client’s home. Point out small repairs that can make a big difference, like fixing water stains on ceilings. Updating a bathroom might substantially add value to the selling price relative to the cost of the update. Conversely, some repairs, renovations or updates may not be worthwhile. Advising the client and boosting their selling price can help solidify you as a valuable and knowledgeable agent.

Step 6. Share your market analysis

Understanding the market and your ability to communicate clearly about it are two of the most vital skills of a successful real estate agent. Always be mindful of the changes in the market locally, regionally and nationally. Be sure that you also understand what is happening in the financial world with mortgage rates and other factors that may impact the market — and ultimately, your home seller’s transaction.

While understanding the current market is important, it is also crucial to understand the direction that the market could be headed in the coming months or year ahead. For instance, if mortgage rates are projected to increase within the coming months, sharing that information with your seller can help them make a more informed decision about listing their property. Here’s a timely example. Early this year, the National Association of REALTORS® announced the settlement of the Sitzer/Burnett Commission Lawsuit that will undoubtedly change the way that real estate commissions are handled. If you aren’t clearly explaining this settlement and what it means for sellers in your listing presentation, you’re not doing your job. Here is a script to help you communicate with your clients about buyer’s agent commissions:

Buyer’s agent commission script:

“(______), there are new changes in the real estate industry with respect to the payment of commissions for sellers agents and buyers agents. I would like to take a few moments to explain to you how this impacts you as you prepare to sell your home …”

Step 7. Present your marketing strategy 

Even in a highly active market, you should still have a comprehensive plan for marketing your seller’s property. Some ideas that can help you kickstart your listing marketing plan include: 

• Video marketing. Get creative with videos of your listings and post them to Facebook, Instagram Reels or YouTube. Try using drone footage for a unique perspective, but make sure to follow all local and federal aviation laws.
• QR codes + hot sheets. Create real estate flyers or virtual hot sheets for your listing and include a QR code so potential buyers can easily view a short video of the property’s highlights.
• Canvas the neighborhood . Knock on doors, call or leave flyers for neighbors and give them a sneak peek of your listing. 
• Facebook community groups. Spotlight your listing in groups that allow it (or start your own group) and share livestream videos (“lives”). Offer sneak previews to build interest in your listings. 
• Social media marketing : You don’t have to crush it on all platforms, but pick one or two, build an audience, and market your listings. Check out our 11 social media marketing strategies that work!

We love Coffee & Contracts because they deliver done-for-you, polished graphics and daily posts made to fit every social media channel — all for just $54 per month. Here’s what your Just Listed post might look like:

View this post on Instagram A post shared by Paige Steckling | Utah Real Estate Agent (@utahrealestatepaige)

You can also check out agent and coach Ashley Harwood’s foolproof marketing plan and template to help you determine which marketing activities yield the best results for you, and her advice on how to get more listings:

Related articles

The ultimate guide: Create a real estate marketing plan for 2024 (+ template)

How to get listings in real estate — 11 proven strategies for 2024

Download these 9 real estate prospecting letter templates that actually work

Step 8: discuss pricing strategy.

Sellers are more savvy than ever, and with countless online tools and resources available to them, most sellers already know the value of their home or how much they expect to sell it for before they sit down with you. While you may need to discuss pricing with them if you disagree with their number, agents spend much less time on this aspect of the listing presentation these days. However, it’s essential to set clear expectations at the outset. It may be challenging to discuss how a change in the market positions their property at a lower price point than they expect. However, that discussion is far better to have early rather than pricing their property inappropriately high and having it stagnate on the market. If you later need to lower their selling price, you’ve laid the groundwork for that discussion by pointing out the gap between their expectations and current market conditions.

Step 9: Reiterate your value proposition

Now that you’ve cleared the pricing hurdle, shared your expertise and market data, shown your client comps, toured the home and proven your value — it’s time to remind them of your elevator pitch. Circle back to the reasons this seller should hire you and only you to successfully list, market and sell their home. It’s important to be mindful of how they’re feeling, since selling a home and moving can signal big changes in their lives. A little empathy can go a long way here, and that’s a surefire way to cement your value proposition with any client. People want to work with people they like. While you may have cited your successes earlier in the meeting, now is the time to really focus on the client.

What do they need to move forward? How can you help make this big life change seamless and hassle-free for them? Be attentive, listen and show that you’re going to take care of them through this daunting process. After all, this may be the launchpad for a lifelong agent-client relationship.

Step 10: Close the deal

Ok, this is the tough part where you have to ask for your client’s business, bring out your prepared contract, and ask them to sign on the dotted line. As we said at the beginning, a successful real estate listing presentation ends with a signed contract . If you’re unsure how to broach the topic, you can use Boston-based listing agent and coach Ashley Harwood’s helpful and proven closing script to ask for your client’s business:

12 proven real estate scripts that boost confidence & earn more business

16 real estate prospecting strategies to supercharge your business

10 simple tips to master circle prospecting (+ scripts)

With the many tools and templates available to help agents create winning listing presentations — and armed with your value proposition, market and comps data — we’re confident that you can crush your upcoming listing appointments if you follow the advice we’ve shared here.

Remember: When you deliver your listing presentation to a seller, always listen to them as a trusted advisor, present yourself honestly and authentically, and accurately explain the market conditions to them. If you follow these steps, we’re confident you can leave your next listing appointment with a signed listing agreement. We’re rooting for you!

29 cutting-edge real estate marketing ideas for 2024

8 best real estate marketing companies to boost your business in 2024

The 22 must-have real estate marketing tools for 2024

Real estate advice + top tech, lead gen & marketing tools — delivered to your inbox..

Get expert advice, independent reviews and product recommendations from our editorial team of experienced real estate agents, brokers and coaches.

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

Most Popular Articles

Latest articles.

Take an honest look at your current tools, technology, and how you train agents. Do you have the right combination that works? Can you effectively deliver the information in a way that will be useful? An honest SWOT analysis can do wonders to identify weak points in your value proposition and help create opportunities to make corrections. 

Inventory is declining in key markets 

Rate’s reverse mortgage leader on product specialization and growth , baby boomer retirements squeezed by rising home insurance costs , six states approved for hud disaster relief over the past two weeks , starter home growth is sparking buyer activity: redfin .

Remember me

Don't have an account? Please Sign Up

Featured Webinar

Sentrilock and rpr team up to offer easier property access.

Topics: Sentrilock

Topic Pages

Take it further, canva templates.

Professionally designed templates

• Knowledge Base
• Search for:

21 Steps to a Stellar Listing Presentation

It’s all here. Twenty one great ideas for building your listing business from the ground up, all neatly packaged in a step-by-step action plan. Let us know how it goes.

Set a Strong Foundation

1 build an online presence.

Use your website, blog, or social media channels to publish articles that demonstrate your core competencies. Do you specialize in upscale properties? Do your staged homes sell 30 percent faster and closer to list price than market averages? Your articles could also include seasonal tips for home maintenance, tips to prepare your home for sale, or market data for buyers. Share the content on your Facebook page.

2 Monitor your online appearance

What is showing up when someone searches your name? One of the easiest and most effective ways to monitor your reputation comes from Google Alerts, a free Google service that allows you to enter a search term (i.e. your name, company, etc.) and then receive email alerts as the system finds matches.

3 Practice your presentation

“Can you cut your commission rate?” and “I was going to try and sell it myself” are common objections heard by Realtors®. To prepare, ask a colleague to role play with you, maybe even serve your pitch at a sales meeting.

Supplement your standard listing presentation materials

A listing presentation isn’t complete without your bio, testimonials, marketing strategies and more. If these documents are in PDF format, quickly upload them to your RPR account and then easily include them in your RPR reports. Here are a few things you might want to include:

4 Bio “Your Story”

Tell your story in 75 words or less, just enough to cover the highlights of why someone would want to work with you. Are you a lifelong community member? Do you do volunteer work? How long have you been a Realtor and are you a Top Producer?

5 Social Proof

Do your clients love you? Get proof! Take the time to collect testimonials from your past clients in print or video format. Also, collect any news clips that back up your professionalism or credibility.

6 Personal Statistics

Your success record is worth sharing. Sellers want to know you’ve done this before and for similar homes. Consider creating a map that highlights your past sales activity. Do your staged homes sell 30 percent faster and closer to list price than market averages? Let your prospects know with a simple chart.

7 Service Levels

Differentiate yourself from other agents in the market by showing how your service levels will exceed seller expectations. Do you have an assistant or are you part of a team? What kind of communication can the seller expect, both in scheduling showings, and follow-up and feedback from the showing agent? How often will they receive market updates? (See the section below on Using Creative Delivery Systems.)

8 Marketing Plan

There’s a lot of competitive marketing in the real estate industry. How will you go above and beyond to capture the attention of home buyers? Your plan should include strengths offered through your MLS, website, advertising strategy, staging resources, special virtual tour/video marketing, photographers, local Broker tours, etc. Be creative.

9 Take a photo of the property

Make the extra effort to drive by and snap a photo of the property, then upload it to the cover of your RPR report . It will demonstrate your commitment to individual attention and give you an opportunity to check out the condition of the property. That insight will be helpful when you refine the value of the property using RPR.

The Phone Call

10 ask questions.

Every question you ask, big or small, demonstrates interest in the homeowner’s personal well being. And what’s more personal than selling the biggest investment of your lifetime? Find out what makes your client click.

• Why are they moving and when?
• Are they relying on the sale proceeds to fund a retirement?
• Does the house need too much work and they want something maintenance free?
• Are they downsizing in preparation for retirement?
• What did they love and “not love” about the house? The neighborhood?

No other CMA tool will do…

11 do your research.

Did you know that Realtors® have the power to analyze and manage a platform of unparalleled data to the extent that no other search mechanism offers? In fact, no other real estate data sharing website offers side-by-side, listing vs. public record comparisons like RPR. Here you’ll find current and historical property information, the home’s basic facts, photos, maps, mortgage records, tax info, the Refined Value Tool, comp analysis tool, and more.

12 Automated Values

No matter what, consumers are going online to look at the value of their homes. Yet, we know that not all of these sources are reliable. Use this as an opportunity to include the exclusive RPR Realtors Valuation Model® (RVM®) in your pricing discussions. Your clients will be impressed by its level of accuracy.

13 Create a CMA

Not all CMAs are cut from the same cloth. RPR’s CMA wizard walks you through five simple steps to generate a Comparative Market Analysis unlike any other offered in today’s real estate industry. You’ll confirm the home’s facts, search for and adjust the comps, land on your own list price by refining the property’s value, and then generate an RPR Seller’s Report. All in one place and with the highest level of accuracy afforded to today’s Realtor.

14  Refine Value

Every homeowner wants to know the return on investment for their home improvements. Here, savvy agents will tap into RPR’s Refine Value Tool . With up to 30 predefined home improvements to choose from, the tool accurately calculates the depreciated value of home improvements. The tool also enables users to refine a home’s value by confirming/adjusting basic facts about the property, as well as other factors such as an assessment of local market conditions, the interior and exterior of the home’s condition, lot size, view, privacy, and more.

15 Market Stats

Our mindsets move far beyond our own particular home. Both buyers and sellers want to know everything about the neighborhood, local economy, quality of life, and economy. All of that and more are a few quick clicks away at RPR.

No other CMA tool will do …

16 rpr reports.

Don’t let your lead get away without sending the seller something before your actual listing presentation. Use what you’ve garnered from RPR to create and send RPR’s Market Activity and/or Property Report. Be sure to let the sellers know that you have the power to refine the value of their home (using RPR) once you’ve had a chance to tour the property and see their upgrades first hand.

17 Use Creative Delivery Systems

Oftentimes, the opportunity to meet prospects or clients face to face is hampered by distance, personal schedules, or even preference. Yet, you know that nothing conveys professionalism and expertise more than personal interaction. There must be a way to virtually, if not literally, meet your clients “where they are. ”

BombBomb , a video marketing platform, helps REALTORS® prove their “client first” commitment by offering intuitive, low-cost digital communications solutions. With BombBomb, you can create a personalized video message and email it to clients within minutes. And because the app is integrated with RPR, REALTORS® can seamlessly include an RPR report. Then by way of real-time alerts, see when your client has interacted with the email. These live notifications are key in determining the best time to follow up.

18  Create Your RPR Seller’s Report

Pull your analysis all together into a customized RPR Seller’s Report , complete with an updated photo of the property, as well as your photo and contact information. Inside, the Seller’s Report highlights details of the subject property, your comp analysis with side-by-side property comparisons, local market trends, a pricing strategy, and a worksheet for estimated seller proceeds. RPR’s Seller’s Report can also be displayed and/or emailed from your laptop, phone, or tablet.

19  Identify the Seller’s Motivation

While with the homeowners, be sure to listen closely to what the sellers are saying. Selling a home is a deeply emotional experience for most and they want a Realtor who understands how personal it is. Revisit some of the questions you asked earlier. Why are they moving and what is their timeline? Are they using the proceeds to fund a retirement plan? Are children involved? What improvements are needed to sell the home?

20 The RPR App

Showing is always better than telling, so here’s where your impressive tech skills come into play. Respond instantly to your seller’s questions with RPR Mobile™ on your handheld device . Show the prospect how their home compares to those on the market. Click on the magnifying glass to display a map of the nearby area. Then, select any home’s icon to go to the property’s full details, including price, history, photos, and more.

21  Follow up With a Thank you Note

The five minutes it takes to write a personal thank you card to prospects is worth it’s weight in gold (or actual listings). Very few of our contemporaries take this route in our digital world. So set yourself apart. In fact, send flowers.

Share This Story, Choose Your Platform!

Related posts, work smarter, not harder: rpr as your productivity partner, leveraging market intel to help buyers make informed decisions, the rise of resimercial: navigating the real estate landscape with versatility, help your members prove their value with these rpr learning resources, unlock your real estate superpowers: why rpr is a game-changer, rpr commercial quick win: how to create a trade area report, 28 comments.

Great ideas here! I love that you can produce a report in seconds. Keep up the great work RPR!

Great info. Would love to see this all put together so I could customize for my market or listing appointment. A template.

Me as well. I love the RPR product.

Great information.Would love to see if we can customize these for listing appointments

I knew RPR will seal the deal for me. Kudo to RPR.

When I first became a REALTOR five years ago, a veteran agent showed me how she completed a CMA for an upcoming listing appointment. SIX HOURS later, and we still weren’t done! I thought to myself, “I’m just going to stick to BUYERS”! Fast forward, I now use RPR exclusively for creating in-depth reports for my potential Sellers AND for my Buyers preparing offers. I wouldn’t consider using any other program! Thank you for these great ideas, I’m going to start to implement them immediately.

I woukd like to sign up

I would love to see a template, also.

I would like to add just the type of home such as reverse 1 1/2 or ranch only as not to compare to 2 story homes

Do you have a tutorial showing each of these steps? I read it and understand in theory but I am a visula learner and once I SEE how it’s done I can modify it. I cannot visualize each of these steps. It seems logical but a bit overwhelming without any examples. A video tutorial step by step would be helpful. A template might work but it would not show the step by step of HOW it was done but it would be good also to see a finished product. It seems that RPR is a tool that a computer presentation w/ video capability is best. Is your CMA best on a phone on a computer screen? or is it printable. So many questions… I really need to see it in action.

[…] This post was published by Realtors Property Resource. It covers everything you need for a stellar listing presentation. It includes everything from what to include in the presentation to pro tips about how to give the presentation.21 Steps to a Stellar Listing Presentation […]

I appreciate the information given in this article about the marketing strategies a realtor should follow to improve his business. The internet is one of the most important sources of information and a realtor should follow different types of blogs related to real estate business to learn more effective marketing strategy. Besides, effective utilization of the internet could also give a realtor a competitive edge and helps to find more clients.

Sign me up please [email protected]

Hi Jorge, create your account here: https://www.narrpr.com

Great! If you don’t have your RPR account started, go here and click “Create Account” https://www.narrpr.com

Good information. can I customize these information

Very interested, is there live support?

Hi Alice, Yes, get help any time by calling (877) 977-7576.

Outstanding program. Great improvement.

I would like to take classes and learn more

[…] This incredible article by RPR has several suggestions for how to create a stellar listing […]

Great article!, I love all this, because I was able to gain information and also some tips. Thank you for posting this very informative article.

[…] Related reading: RPR – 21 Tips for a Stellar Listing Presentation  […]

Leave A Comment Cancel reply

Save my name, email, and website in this browser for the next time I comment.

• All States (5)
• Success Stories (60)
• Tips / Strategy (293)
• 15 Remarkable Apps for your Real Estate Business January 13th, 2015
• The step by step on how to create a buyer tour report with RPR July 13th, 2018

New Agent Maps out a Promising Future With an Assist From RPR

Agent with a can-do attitude uses rpr to build skills and crush goals, new agent: “rpr is 10 apps in 1”, new agent stands out and finds real estate success with rpr, mother/daughter real estate team lean on rpr to build their business, what does rpr commercial offer realtors®.

TUTORIALS & GUIDES

REALTORS® Can Now Use RPR’s Market Trends ScriptWriter in the Field

SUCCESS STORIES

Howard Hanna Market Expert Q&A: Scarlett Green and Josh Taylor

Experienced realtor® makes rpr his “go-to” for all things real estate, kw broker utilizes rpr to help his agents build skills for the market shift.

PROSPECTING

RPR Unveils its 2024 Lineup of Free Webinars for REALTORS®

Easy hacks for prospecting and marketing automation success, how to create video cmas that connect and convert, multi-family prospecting in rpr commercial.

THE PODCAST

Decoding Real Estate: How Agents can Leverage AI Tools, with Jeff Lobb

Decoding real estate: how rpr is helping realtors® navigate a challenging market, with reggie nicolay, decoding real estate: using social channels to create connections, with tamany hall, decoding real estate: leveraging chatgpt for content creation with katie lance, quick links, industry segments.

Realtors Property Resource ® delivers on-the-go access to an all-encompassing real estate platform, available exclusively to REALTORS ® , and offered at no additional cost. Easily accessed through desktop, iOS, and Android devices.

• There are no suggestions because the search field is empty.
• Another Item
• Sub-menu Item 2
• Yet Another Item
• Menu Item 3
• Menu Item 4

The Real Estate Listing Presentation: A How-To Guide

A how-to guide to a real estate listing presentation.

The real estate listing presentation… The secret weapon of any successful listing agent. 

It might just be the MOST IMPORTANT factor in your business. That’s because a real estate listing isn’t just a single home or a transaction – it’s a chunk of the market that you control and can leverage for more – and a realtor listing presentation is THE way to get them.

We’ve helped scale the businesses of tens of thousands of real estate agents.

When you start with a free real estate coaching consultation, chances are we can help scale yours as well. Schedule yours today!

In this blog, I’ll walk you through exactly what a listing presentation is, what goes into it, and how you can make yours stand out from the competition to convince sellers to work with you and even attract new business. 

Let’s start with what a realtor listing presentation consists of…

What is a realtor listing presentation?

A realtor listing presentation is a formal meeting or presentation that a real estate agent conducts with a potential seller who is interested in listing their property for sale. The purpose of the listing presentation is to showcase the agent’s qualifications, expertise, marketing strategies, and the services they provide to help sell the property.

That’s the very direct definition of it. Put another way, it’s your shot to answer two questions: “Why should I sell my house right now and why are you, above anyone else, the person to do it?” 

Or, to put it another way… “How will you make me more money, achieve my goals, and make me feel safe and cared for in the process?” 

The Elements of an Effective Listing Presentation

During the real estate listing presentation, you’ll typically discuss:

• Background and Qualifications: Introduce yourself and provide information about your experience, credentials, and track record in the real estate industry.
• Market Analysis: Present a comparative market analysis (CMA) to help the seller understand the current market conditions, recent sales of similar properties in the area, and the appropriate pricing strategy for their home.
• Marketing Plan: Outline your marketing plan for the property, which may include strategies such as professional photography, virtual tours, open houses, online listings, social media promotion, and print advertising.
• Services Offered: What makes you worth the full commission? Set yourself apart by covering not only the basic services but some unique ones at well. You’ll of course mention staging advice, scheduling showings, negotiating offers, and managing paperwork.
• Agency Agreement: If you convince’em, sign’em! The listing presentation is the place to get that contract signed or at least let them know it needs to be signed before moving forward.

Preparing for the Listing Presentation

Every listing presentation is going to be slightly different, but the core elements will be the same. Your goal is to give this as often and effectively as possible, and that means coming into it prepared. 

At a certain point, you might want to have a team that takes care of every other element of your business so that you can do nothing other than go on listing appointments – because that’s where the money is. So take this preparation seriously.

Research the client

Notice how I’m not calling them a “lead” or a “prospective client” here? Go in with the idea that they are already your client – because you’re going to learn a lot about them before you even get the contract signed. 

First, send out a questionnaire or seller needs analysis asking them all the relevant questions you need to know (more on this below).

Next, dive into research. Start with Facebook, Instagram, and LinkedIn to learn about their preferences, the industry they work in, and previous business history. 

Your objective is to identify their specific needs. See what you can learn to customize your approach to the client.

Now… If you can… try to identify this seller’s DiSC profile . It’ll set you up for success moving forward.

Conduct a needs analysis with potential sellers

Wanna know how to know what a client wants and needs? Start by asking them. All it takes is a simple needs analysis. 

As we’ve already covered, your job in the preparation phase is to discern the motivation so you can tailor the presentation to the seller’s specific needs. 

Are they looking to:

• Sell the house as fast as possible
• Move out by a certain time
• Get more money for some urgent need
• Get more than the home might be worth
• Upgrade or downsize 

On this note, our coaching clients have access to 70+ case studies from top agents, complete with toolkits that include extremely effective needs analysis questionnaires for you to rip off and duplicate.

Gather market statistics and data

Let’s jump back to the topic of DiSC profiles… Some sellers are more motivated by social connections and the trust they build with an agent. Others are motivated by hard data and understanding the numbers. 

It doesn’t matter which one it is – thorough market research is the way to both. It will establish you as the expert who is willing to put in the time to gather this information and then explain it in a way they can understand. 

Where do you get your market data from? Are you combing the MLS? Do you subscribe to Keeping Current Matters or some other real estate trends source? Figure it out and be sure you can show that your information is objective and verifiable.

You’ll want to go armed with:

• A thorough knowledge of the property details
• National and local market statistics
• Comparable sales
• Local rules and regulations (working this in will really establish credibility)

Most importantly, be able to synthesize this information, letting them know that you can both elaborate on any point or break down what is most important for their needs. All of this info will be used in your pricing strategy and help them achieve their goals.

Create a compelling presentation template

If you know me, I’m all about using technology to maximize efficiency and impact, but there is A LOT to be said for the old-school route of physical presentation materials. Either way, you decide to go, be sure you have a real estate listing presentation template to work off of and customize. 

One of my clients, Carolyn Young , is one of those team leaders who has cleared herself up to focus almost solely on going listing appointments (going on almost 200 appointments a year) – and that’s because she’s created a listing presentation that is 95% effective in closing the deal. And the centerpiece of her appointment is a set of 200 beautiful, laminated slides that she spreads out across the table to show just how thorough she is. It blows people away.

On the other hand, a digital approach will give you a much more customizable template. Some of my clients are absolutely killing it with HighNote , which will offer you pre-built templates to upload your material into. You can include professionally edited explainer videos to send to the client before the actual appointment and then open into the full presentation once you’re together.

Just be sure that your presentation is comprehensive and includes all the necessary elements mentioned above, including past sales performance, market data, your marketing plan, and why they should sign an agreement.

The Listing Appointment

Now that you’re all prepared, let’s move on to conducting the appointment itself.

Setting up an effective listing appointment

Where is the best place to conduct a listing appointment? Ideally, it’s in the home you’ll actually be working to sell. Be sure to mention that when setting the appointment, but if it doesn’t work for any reason, don’t wait to set that appointment. Do it in a coffee shop or your office or wherever, because an appointment done anywhere is better than no appointment at all. 

No matter where it is, you MUST do a technology and tools check before showing up. If you need anything, be sure you have it:

• Charged laptop
• Presentation slides
• Agency agreement
• Scripts (memorized)

This is where a listing appointment checklist can come in handy. If you need more help with this, you can download this free offer full of listing presentation scripts and strategies . 

Build rapport and establish trust

There’s a very specific reason to practice your listing presentation over and over until you can do it effortlessly, and it’s not so that you get it perfect… Actually, it’s so that you can relax and be calm and receptive to what the seller has to say. 

You’re more than just someone who is going to do this one job for them and be gone; this is an audition to be a part of their lives, and that means you have to be confident, friendly, and likable. Let them know that you’ll be there for them in anything they need in a genuine way before diving into your past client success stories. 

When you’re showing your real estate photos, before and after videos, or CMA findings, it’s about establishing trust and providing value, and your expertise and credentials are a part of that but not the only factor.

Your Listing Presentation Will Make or Break Your Business

I cannot stress how important your real estate listing presentation is. It’s the crux of your business and the key to your financial success. 

Hopefully, these tips have been helpful ways to help you master your listing presentation but if you’re really serious about creating a listing presentation that blows people away and establishes your dominance in your market, the place to get it is Roadmap. 

I’ll be breaking down the best and most advanced listing presentation strategies working today – and best of all, I’ll be doing it in an area near you. So find a location and sign up soon.

But until then, start putting the pieces in place.

Take It Up a Notch. Explore Our Real Estate Agent Tools, Resources, and Case Studies!

At Tom Ferry, our team has decades of experience helping realtors grow their businesses. Discover invaluable insights, customized strategies, and expert guidance to supercharge your lead generation, marketing, and more!

About the author

As founder and CEO of Ferry International, the real estate industry’s leading coaching and training company, Tom’s ever-growing influence impacts professionals in a wide variety of ways – including rigorous accountability coaching, his popular YouTube channel delivering free, fresh and relevant real estate tips weekly, highly engaging training events, two best-selling books, and his legendary keynote speeches. Tom has more than 35,000 hours of coaching experience and works daily to help agents and brokers grow a prosperous business while simultaneously balancing — and loving — their personal lives.

Recent posts

Subscribe to blog

Persuasive Real Estate Listing Presentation Examples & Tips

See top real estate listing presentation examples and templates. Learn from insider tips how to create a listing presentation and pre-listing packet that wins deals.

8 minute read

helped business professionals at:

Short answer

What is a real estate listing presentation?

A real estate listing presentation is a pitch by realtors to persuade owners to sell their property through them. It includes market analysis, marketing plans, pricing, and the realtor's success history, crucial for building trust and showcasing expertise.

A boring listing presentation can cost you more than commission

Real life isn't quite like "Selling Sunset" - you can't rely on stunning properties and personal charm to win listings.

But the truth is, most real estate presentations out there are boring, yawn-inducing, static PDFs, lacking any real excitement or engagement.

In the competitive real estate market, a weak listing presentation can lead to lost high-value listings and a dent in your professional reputation.

But there's a way to turn this around.

In this post, I’ll teach you how to create persuasive real estate listing presentations.

I'll show how to infuse life into your property presentations, making them so compelling that sellers can't resist signing with you, and follow up with the best listing presentation examples to inspire your efforts.

Get ready to ditch the dull slides and step up your game!

What makes an effective real estate listing presentation?

An effective real estate listing presentation combines engaging storytelling, clear data visualization, and personalized content to connect with clients.

It persuasively showcases an agent's expertise, market knowledge, and unique marketing strategies to convince sellers to entrust them with their property listing.

What should you include in a real estate listing presentation?

Just like a first date, your seller presentation is your chance to make a memorable first impression. It's the perfect opportunity to build a strong foundation for your client relationship and show your dedication to their success.

Here's what you should include to make your realtor presentation engaging and effective:

1) Introduction

Start with a strong introduction showcasing your experience, professionalism, and unique qualities. Highlight any awards you have received, your years of experience, and local expertise to establish trust and credibility.

2) Comparative advantage

Explain what sets you, your team, or brokerage apart. Use relevant statistics to demonstrate your market performance and include testimonials to provide social proof of your success.

3) Market analysis

Present a detailed Comparative Market Analysis (CMA) to show your knowledge of the property and its value. This analysis should convincingly justify your recommended pricing strategy.

4) Marketing strategy

Outline a customized marketing plan for the property . Include tactics like professional photography, video tours, and social media promotion to show how you'll attract buyers.

5) Professional advice

Offer guidance on preparing the home for sale, such as decluttering, cleaning, and making necessary repairs. Suggest potential renovations that could increase the property's value.

6) Your role

Clarify your responsibilities as the listing agent and set expectations for the selling process. This helps in building a transparent and trustworthy relationship with the seller.

7) Call to Action

Conclude with a persuasive call to action, encouraging the seller to sign the listing agreement. Be prepared to handle any objections and reiterate the benefits of choosing you as their agent.

How to create a real estate listing presentation?

Creating a realtor listing presentation is much like preparing for a key performance. It's your stage to demonstrate your expertise, build trust, and persuade sellers to choose your brokerage.

You need to showcase your skills while aligning perfectly with the needs and goals of your sellers.

Here's how it's done:

1) Personalize your introduction

Start by introducing yourself and your brokerage, focusing on your experience and how it benefits the client.

Highlight your relevant experience, such as years worked as a listing agent and homes sold, especially those similar to the client's property.

Explain what your brokerage offers, emphasizing its unique selling propositions. Remember, the introduction should be about the client, not just you.

Here's an example of a personalized slide:

2) Tell a compelling story

Instead of just listing features, weave a narrative about the property that highlights its potential and the lifestyle it offers. This storytelling approach can help sellers see the unique value you bring in marketing their property, making it more appealing to potential home-buyers .

3) Use data visualization

Incorporate local housing market data to set realistic expectations. Use clear, understandable visualizations to present information like local inventory, selling prices for comparable homes, and average time on the market.

This helps clients grasp the market dynamics and aligns their expectations with reality.

Here's a great example of a data visualization slide:

4) Guide through the home selling process

Explain each stage of the home selling process , from pre-sale activities to closing. This includes discussing paperwork, home inspections, marketing strategies, and the negotiation process.

5) Prepare the home for market

Discuss how to prepare the home for sale, focusing on decluttering, depersonalization, and necessary repairs or updates. Emphasize the impact of a well-presented home on buyer perception and potential selling price.

6) Outline your pricing strategy

Explain the importance of an accurate listing price and how overpricing can hinder the selling process. Discuss the client's priorities and how they affect the pricing strategy. Use a comparative market analysis (CMA) to guide your pricing approach.

7) Detail your marketing plan

Walk through your marketing plan, covering aspects like direct marketing, home staging, professional photography, and social media strategy. Be clear about which services you provide and any associated costs such as hiring a real estate software development company , for example.

8) Set expectations for open houses and negotiations

Discuss your approach to open houses and managing negotiations. Set clear expectations about your role and how you will support the client through these stages.

9) Guide sellers to the next steps

Provide an overview of the closing process and discuss the next steps, ensuring the client understands the timeline and any actions they need to take.

Here's a great example of a next step slide:

Real estate listing presentation examples that secure clients

In the world of real estate, a listing presentation is more than just a set of slides; it's a key to unlocking new opportunities and securing clients.

The best listing presentations for real estate agents go beyond mere facts and figures. They tell a story, resonate with the audience, and showcase a realtor's unique strengths.

Let's dive into some standout real estate listing presentation examples that have proven their worth in clinching deals.

Jump ahead to page section

Dark mode real estate listing

Engage potential sellers with this dynamic real estate listing template, featuring a clear sales process, market statistics, and immersive property tours to showcase your effective selling strategy.

What makes this listing presentation great:

The presentation provides a comprehensive overview of services , showcasing versatility in handling various real estate needs.

It includes a detailed and transparent sales process timeline , building trust by setting clear expectations.

Engaging property listings with high-quality images and thorough descriptions demonstrate attention to detail and commitment to attractive presentation.

Modern real estate listing

This example is tailored for residential realtors, focusing on a clear, step-by-step sales approach. It highlights community features and local market trends, making it ideal for convincing homeowners to list their properties by showcasing the area's appeal.

The presentation starts with a warm, personal greeting from the agent , creating a welcoming and professional first impression.

It emphasizes a tailored marketing strategy , including virtual tours and social media promotion, showcasing a modern approach to property marketing.

The presentation includes client testimonials , providing social proof and reinforcing the agency's reputation for successful and satisfying transactions.

Light mode real estate listing

Designed for the suburban market, this presentation emphasizes the unique lifestyle and community benefits of suburban living. It's crafted to persuade homeowners by highlighting the serene and family-friendly aspects of suburban areas.

The presentation emphasizes a personalized consultation process , showcasing the agency's commitment to understanding and meeting each client's unique goals.

It features a narrated slide for each current property listing, providing an engaging and detailed exploration of the properties, enhancing the overall appeal and understanding.

Data visualization elements in the year-by-year sales performance section, demonstrating the agency's growth in the market through engaging graphics.

Luxury listing presentation

This presentation is tailored for the luxury real estate market, emphasizing the unique allure and premium aspects of high-end properties.

It's designed to captivate homeowners by highlighting the opulence and distinctiveness of their luxury homes, showcasing them as not just residences but as embodiments of a lavish lifestyle.

The presentation includes multiple smart CTAs (Call to Actions), strategically placed to encourage immediate engagement and response from potential clients.

It features image placeholders for each property listing, allowing for a visually appealing and customizable showcase of properties.

The deck effectively uses data visualization to present sales statistics, making complex information easily understandable and visually engaging.

Commercial listing presentation

Focused on commercial properties, this presentation showcases investment potential and key market data. It's designed to appeal to commercial property owners by highlighting the financial benefits and opportunities of listing their properties.

What makes this real estate sales presentation great:

The presentation utilizes tiered slides , offering a structured and engaging way to present information, making it easy for clients to follow and understand.

It includes the ability to embed videos directly into the deck , providing a dynamic and immersive experience that brings properties to life.

It comes with a built-in analytics panel , allowing for real-time tracking of client engagement and effectiveness of the presentation.

Real estate seller presentation

Perfect for properties in lively urban settings, this example captures the essence of city living. It's aimed at convincing urban homeowners to list by showcasing the dynamic and exciting lifestyle that city properties offer.

What makes this real estate seller presentation great:

An intuitive editor simplifies the process of creating and customizing the deck to suit specific needs and preferences.

It is designed with an adaptive layout that automatically adjusts when changes are made, ensuring the design remains cohesive and visually appealing without extra effort.

The deck allows for modifications even after it has been sent , offering flexibility and the ability to update information in real-time to keep the presentation accurate.

Real estate listing

This presentation is all about bringing a fresh, modern approach to property marketing. It demonstrates to homeowners how innovative and interactive techniques can make their listings stand out in a competitive market, appealing especially to those who appreciate a contemporary and dynamic selling approach.

What makes this seller presentation great:

The presentation allows for direct integration of the agent's calendar , streamlining the process of scheduling meetings and enhancing client convenience.

You can use an AI assistant to help with generating images and tweaking copy to ensure a high-quality and efficient presentation creation process.

The ability to add dynamic variables lets you easily personalize the presentation for each client, which adds a personal touch and increases engagement.

How to design a seller presentation?

In the digital age, the design of your real estate agent presentation is as crucial as its content. Gone are the days when static PDFs and basic PowerPoint slides could capture and hold a client's attention.

These traditional formats, while once the backbone of presentations, now fall short in a world where interactivity and visual engagement are key. They lack the dynamism and immersive experience that modern clients expect.

Here’s how to design a pre-listing packet that not only informs but also captivates:

1) Embrace interactive presentation tools

Interactive presentation makers are a game-changer, especially for those without a design background who would normally outsource a website design .

These tools allow you to create presentations with embedded videos, clickable content, and virtual tours, offering an engaging and immersive experience that static PDFs and PPTs simply can't match.

2) Utilize scroll-based design

Scrollytelling , or scroll-based storytelling, is an innovative way to engage viewers. As the audience scrolls, the story and information unfold in a visually appealing and interactive manner.

This technique keeps the viewer engaged and eager to discover more.

Here's an example of Storydoc scrollytelling:

3) Ensure your presentation is responsive

With the increasing use of smartphones and tablets, your presentation must look great and function seamlessly across all devices. Responsiveness has shifted from being a luxury to an essential requirement.

4) Move beyond outdated formats

The limitations of PDFs and PPTs – such as their static nature and lack of engagement – make them less effective in today's fast-paced, visually-driven world. Exploring dynamic, interactive formats can set your presentation apart and demonstrate your adaptability to current trends.

Here's the difference some interactivity can make. Which deck do you find more engaging?

5) Maintain a clean and organized layout

Avoid clutter. A well-organized presentation with a clean design makes it easier for clients to follow and absorb the information.

6) Consistent branding is key

Your branding should be evident throughout the presentation. Consistent use of logos, colors, and fonts builds brand recognition and trust. Interactive presentation makers can take care of that for you, extracting branding information directly from your website or brand book.

How to deliver a compelling real estate listing presentation?

Delivering a compelling real estate listing presentation is like telling a captivating story where you are both the narrator and the hero. It's your opportunity to demonstrate how your unique skills and experiences can transform a seller's journey.

Here's how to make your presentation not just informative, but truly engaging and persuasive:

1) Start with an engaging introduction

Kick off with a captivating story about a previous sale or a current property you're working on. This sets the stage and showcases your experience.

2) Outline the sales timeline

Clearly explain each step of the sales process, from pre-sale events to closing the deal. This helps clients understand what to expect and prepares them for a quick turnaround in today's fast-moving market.

3) Ask insightful questions

Engage with your clients by asking questions about their goals, challenges, and expectations. This not only shows your interest in their needs but also helps tailor your presentation to them.

4) Showcase personal statistics

Use your sales data to demonstrate your success and expertise. Include metrics like your sales compared to market averages and average days on the market for your listings.

5) Detail your marketing plan

Explain how you'll market their home, using current trends like virtual tours, HD photography, and social media promotion. This shows your commitment to using every tool at your disposal to sell their home.

6) Handle pricing objections

Be prepared to address concerns about pricing, especially if clients have heard higher estimates from others. Use data and your market knowledge to justify your pricing strategy.

Here's a video on how to handle tough seller objections:

7) Build trust before the presentation

Use the time leading up to your presentation to build trust. Send personalized videos and emails, showcasing your marketing plan and success stories.

8) Reverse your presentation

Instead of a traditional approach, start with the end result of a successful sale and work backward. Show the steps you took to achieve that result, demonstrating your process and effectiveness.

9) Speak to all decision-makers

When you're heading to a listing appointment, it's crucial to chat with all the decision-makers involved.

You wouldn't want to miss out on securing the listing just because you only connected with one person. Keep in mind, especially when dealing with couples, that all individuals have their own ideas and expectations about selling their home.

As Jeffrey Kosiorek , a real estate expert with 22 years of experience, says:

"You must consider both parties' perspectives when making your pitch to win the listing. If not, you will most likely not get the listing."

Interactive real estate listing presentation templates

Starting from scratch on a real estate listing presentation can feel overwhelming, especially if you're not a design whiz. Imagine trying to convey the charm and value of a property, but the blank screen in front of you just doesn't cooperate.

This is where interactive real estate listing presentation templates come in. They take the guesswork out of design and structure, providing you with a professional, polished framework that you can easily customize.

These templates are designed with the real estate market in mind, ensuring that each slide, each interactive element, is tailored to showcase properties in the most engaging way possible.

Grab one and see for yourself.

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

Found this post useful?

Subscribe to our monthly newsletter.

Get notified as more awesome content goes live.

(No spam, no ads, opt-out whenever)

You've just joined an elite group of people that make the top performing 1% of sales and marketing collateral.

Create your best real estate listing presentation to date.

Stop losing opportunities to ineffective presentations. Your new amazing deck is one click away!

• Digital Buyer Presentation
• Digital Listing Presentation
• Digital Pre-Listing Presentation
• Digital Flyers
• Digital Resume

Useful materials for your digital presentations

Find and copy inspiring digital presentations #builtwithhighnote

Helpful digital presentation tips and news from Highnote

• Real Estate
• All Industries
• Hire an Expert

1. Understand Your Audience

To write a compelling listing presentation , you must understand your audience. This includes the client, the property, the market, and the competition.

Research the Client

Understanding the client’s needs, preferences, and expectations is key to creating a listing presentation that will resonate with them.

Consider the following when researching the client:

• Their personal and professional background
• Their motivations for selling the property
• Their timeline for selling the property
• Their communication style and preferred methods of contract

Research the Property

Knowing the details and unique features of the property is essential for creating a listing presentation highlighting the property’s strengths.

Here are some things to consider when researching the property:

• The property’s location, size, and age
• The property’s layout, features, and amenities
• Any renovations, upgrades, or repairs that have been made
•  Any potential issues or challenges that may affect the sale of the property

Research the Market

Understanding the local real estate market is crucial for developing an effective pricing and marketing strategy.

Here are some things to consider when researching the market:

• Recent trends in the local real estate market
• Average home prices and average days on the market
• The current supply and demand for homes in the area
• The competition and how their properties compare to the client’s property

Research the Competition

Analyzing the competition can give you a competitive edge in your listing presentation.

Here are some thing to consider when researching the competition:

• The number of similar properties on the market
• The price, condition, and features of competing properties
• The marketing strategies of competing real estate agents
• Any unique selling points or weaknesses of competing properties

2. Define Your Unique Selling Proposition

A unique selling proposition (USP) is a statement that describes what sets you apart from the competition. You USP should be the foundation of your listing presentation. It should communicate why the client should choose you are their agent.

Determine Your Strengths and Differentiators

Consider your strengths, skills, and experience when developing your USP.

Ask yourself the following questions:

• What skills and experience do I have that sets me apart from other agents?
• What unique value do I bring to the table?
• What results have I achieved for previous clients?

Craft Your USP

Use the information you gathered to create a clear and concise USP that highlights your strengths and differentiators. Your USP should be easy to remember and communicate to the client.

Example USPs:

• “I use the latest technology and marketing strategies to sell homes faster and for more money.”
•   “As a lifelong resident of this area, I have an unparalleled knowledge of the local market and community.”
• “I have a proven track record of exceeding my client’s expectations and achieving record-breaking sales.”

The Advanced System to Winning More Listings

Created by industry veterans, discover the advanced system to winning more listings with this guide. Stand out, shine, and become a listing machine!

Proven System that has won Thousands of Listings. Over $3B and counting!

Just enter your email and get it for free.

3. Develop an Outline

Creating an outline is essential for organizing your thoughts and ensuring that you cover all the necessary topics in your listing presentation.

Determine the Key Topics to Cover

Consider the topics that will be most relevant and interesting to your audience.

Here are some topics that will be most relevant and interesting to your audience.

Here are some topics that you may want to include in your outline:

• Introduction and background
• You unique selling proposition
• Your marketing plan
•  Pricing strategy and market analysis
• Property Details and features
• Closing and call to action

Organize Your Outline

Arrange your topics in a logical and easy-to-follow order. Consider using  subheadings and bullet points to make the information more accessible.

Example Outline:

I. Introduction and Background

• Personal introduction
• Company background

II. Unique Selling Proposition

• My skills and experience
• How can i help the other client
• My proven results

III. Marketing Plan

• Overview of my marketing approach
• Marketing channels to be used
• Timeline for marketing activities

IV. Property Details and Features

• A visual tour of the property
• Property features and amenities
• Upgrades or renovations
• Potential challenges and solutions

V. Closing and Call to Action

• Recap the benefits of working with me
• Call to action and next steps
• Follow-up plan

4. Create an Engaging Introduction

The introduction is your chance to make an excellent first impression and set the tone for the rest of the presentation.

Grab the Client's Attention

Use a personal story, interesting statistic, or relevant information to capture the client’s attention.

Here are some examples:

• “Did you know that homes in this area sell for an average of 15% above the listing price?”
• “As a fellow dog lover, I noticed the dog park down the street from your property.”
• “I am passionate about helping homeowners achieve their dreams, and I believe I can help you too.”

Build Rapport with the Client

Use the introduction to connect with the client. Here are some ways to build rapport:

Ask questions to learn more about the client’s needs and preferences

Use humor or storytelling to break the ice

Express empathy for any challenges the client may face

5. Highlight Your Company's Background

A brief company history and overview can give the client confidence in your abilities and expertise.

Share Your Company's History

Explain how your company was founded and any essential milestones or achievements. Here are some examples:

“Our company has been in business for over 20 years, and we’ve helped thousands of homeowners sell their properties.”

“Our team of agents has over 50 years of combined experience in the local real estate market.”

Emphasize Your Company's Values

Highlight your company’s values and mission and how they align with the client’s needs. Here are some examples:

“Our company is committed to providing exceptional service and achieving the best results for our clients.”

“We pride ourselves on our honesty, integrity, and professionalism.”

6. Explain Your Unique Selling Proposition

Use this section to explain what sets you apart from the competition and why the client should choose you as their agent.

Highlight Your Skills and Experience

Describe your skills and experience that make you the best choice for the client. 

“I have over ten years of experience in the local real estate market and have sold over 100 properties.”

“My negotiation skills are unmatched, and I’ve helped many clients get the best price for their property.”

Focus on the Client's Needs

Please explain how your unique selling proposition benefits the client and addresses their needs. 

“My marketing approach will help you sell your property faster and for more money.”

“My local market knowledge will help you price your property competitively and attract the right buyers.”

7. Present Your Marketing Plan

This section should describe your marketing approach and how you advertise the property to potential buyers.

Provide an Overview of Your Marketing Approach

Explain your marketing approach and how it will help clients sell their property. 

• “I use a combination of online and offline marketing channels to reach a wide audience of potential buyers.”
• “I specialize in social media marketing and will use targeted ads to reach buyers specifically interested in properties like yours.”

Detail Your Marketing Channels

List the channels you plan to advertise the property. 

• Online listings on popular real estate websites such as Zillow, Redfin, and Realtor.com

Professional photography and video tour of the property

Social media marketing on platforms like Facebook, Instagram, and LinkedIn

Direct mail campaigns to targeted buyers in the area

Discuss the Timeline for Marketing Activities

Explain the timeline for your marketing activities and when the client can expect to see results. 

“I will list your property on all major real estate websites within 24 hours of signing the listing agreement.”

“I will host an open house within the first two weeks of listing your property to attract potential buyers.”

“I will provide you with weekly updates on the progress of the marketing campaign and any feedback from potential buyers.”

8. Explain Your Pricing Strategy

This section should explain how you will price the property and provide a detailed analysis of the local market.

Provide a Comparative Market Analysis

Explain how you arrived at the proposed listing price for the property. Here are some examples:

“I conducted a comparative market analysis (CMA) of similar properties in the area to determine a competitive listing price.”

“I analyzed the local real estate market and trends to arrive at a price that reflects the current market conditions.”

Detail Your Pricing Strategy

Explain how your pricing strategy will help the client sell their property.

“I will price your property competitively to attract buyers while still ensuring that you get the best possible price for your property.”

“I will use a pricing strategy that considers the current market conditions, the property’s unique features, and the client’s timeline and goals.”

9. Showcase the Property

Use visuals such as photos, videos, and virtual tours to showcase the property. Provide details about the property’s features, benefits, and any upgrades or renovations.

Use Visuals to Showcase the Property

Use high-quality visuals to showcase the property, such as photos, videos, and virtual tours. 

“Here are some photos of the property’s stunning views from the backyard.”

“I created a virtual tour of the property so potential buyers can get a feel for the layout and flow of the home.”

Detail the Property's Features and Benefits

Describe the property’s features and benefits.

• “This property has a spacious, open floor plan that is perfect for entertaining.”

“The property has recently been renovated with new appliances and a modern design.”

Address Any Potential Challenges

Explain any potential issues or challenges with the property and how you plan to address them. 

“The property is on a busy street, but we can use landscaping and privacy features to mitigate the noise.”

“The property has outdated features, but we can stage the home to make it more appealing to buyers.”

10. Close the Presentation

The closing is your chance to summarize the benefits of working with you and ask for the listing.

Recap the Benefits of Working with You

Summarize the key benefits of working with you as the client’s agent. 

“Working with me means you’ll have a dedicated and experienced agent who will use the latest marketing strategies and negotiation skills to sell your property.”

“I deeply understand the local market and community, which will help us price and market your property effectively.”

Provide a Clear Call to Action

Ask for the listing and a clear call to action. Here are some examples:

Based on our discussion, I am the best agent to sell your property. Are you ready to get started?”

“If you’re interested in working with me, let’s set up a time to sign the listing agreement and start the marketing campaign.”

“I understand that you may need some time to think it over, but I encourage you to get in touch with me as soon as possible so we can start the process.”

Follow Up with a Timeline for the Next Steps

Provide a timeline for the next steps, such as signing the listing agreement and starting the marketing campaign.

• “I will send you the listing agreement within 24 hours, and we can sign it as soon as possible.”

“Our marketing campaign will start within the next week, and I will provide you with regular updates on the progress.”

11. Review and Practice

Review your presentation and practice it before the actual presentation. Get feedback from peers, colleagues, or mentors to ensure your presentation is effective.

Practice Your Presentation

Practice delivering your presentation in front of a mirror, with a friend or family member, or using a recording device.

Here are some tips:

• Practice delivering the presentation clearly and confidently.

Use visual aids and other props to make the presentation more engaging.

Time your presentation to ensure it fits within the allotted time frame.

Get Feedback

Invite feedback from peers, colleagues, or mentors to fine-tune your presentation.

For instance:

• Was the presentation clear and easily understood?
• Did it captivate attention and maintain engagement?

Did it effectively cover all the key topics?

By adhering to these steps and weaving visual elements into your presentation, you’ll craft a compelling performance that not only secures the listing but leaves a lasting impression. And Highnote is here to help you. Elevate your listing presentations with a powerful drag-and-drop tool designed to help real estate professionals like you. Sign up for free trial and experience it firsthand!

Once you’ve written a winning listing presentation, learn how to create a visually appealing and engaging presentation using these expert tips .

Break a leg!

The Ultimate Guide to Listing Presentations + Templates & Examples

Learn how to create the perfect listing presentation with our ultimate guide! Includes templates, examples, and tips for real estate agents.

Questions to Ask Sellers at the Listing Appointment

Wondering how to prove your worth? We’ve prepared questions to ask sellers at listing appointment to increase your chances of winning a listing!

What is Solar Proposal Software?

This comprehensive guide will introduce you to solar proposal software, highlighting its significance, features, and how it’s transforming the solar business.

Win Every Appointment.

Upload, send, and win. 

Used by thousands of sales, marketing, consulting professionals in all industries to deliver, impress, and win.

• Blog & News
• Become an Affiliate
• 548 Market Street #46205 San Francisco, CA 94104-5401
• [email protected]
• Privacy Policy
• Terms of Use

Marketing that seems like magic Presentations that make clients say yes Advertising that steals the show Websites that bring your brand to life Lead Nurturing that inspires action Lead Nurturing for Mortgage that drives conversations Luxury Assets for your unique market

Relationships with CRM for life-long business Brokerage Communications that keep all in-the-know Back Office that calms the chaos Communications for MLS to unify your resources

Recruiting the agents you want Homeownership Portals that keep you top of mind

MoxiCloud the open platform with freedom of choice MoxiCloud partner list For Tech Partners let’s build, together

See how other brokerages stack their Moxi

MoxiImpress Listing marketing MoxiPresent CMA & presentation builder MoxiPromote Digital marketing MoxiWebsites Brokerage, office, team, agent websites ActivePipe Lead nurturing

• Real Estate

MoxiEngage CRM MoxiBalance Back office MoxiHub Centralize internal resources & communications

• For Brokerages

MoxiTalent Recruiting

MoxiCloud Open platform Integrations MoxiCloud partners

• Customer Stories
• Industry insights
• Inspiration
• Marketing ​
• Productivity
• Transactions

Support Center Your go-to for troubleshooting Launch Kits Toolkits to help your brokerage launch MoxiWorks Home Sales Predictor Monthly market predictions

• Book a demo
• Content Center

10 Tips to Nail Your Next Listing Presentation

Last updated: Aug 14 2023

In the fast-paced world of real estate, first impressions are everything. Your listing presentation is a key opportunity to set the tone of what it’s like to work with you, showcase the ways that you’re a total boss at what you do, and ultimately win their business. Delivering a knockout presentation requires more than just rehearsing a data dump of facts and figures: it’s about creating a shared narrative. Make your clients feel understood, tell them a story of success that aligns with their own vision, and demonstrate the unique skills and attributes you bring that will help them achieve it. After all, you’re in this together.

In this article, we’ll give you our top tips and strategies to help you deliver a real estate listing presentation that builds trust and wins business. Here’s a rundown of what we’ll cover:

Understand Your Audience

Build a strong narrative, clarify your unique value proposition.

• Use High Quality Visuals

Spell Out Your Marketing Strategy

Be upfront about pricing, include case studies and testimonials, practice, practice, practice, be prepared to handle objections, follow up promptly.

Before you even begin building your real estate listing presentation, it’s essential to gather as much information about your prospective clients as possible. What’s their motivation for moving? What are their needs and goals? Are they focused on getting the highest price, or is a quick sale more important? Understanding where the seller is coming from and where they want to go allows you to tailor your presentation to address their specific concerns and objectives, creating a more persuasive argument for listing with you. After you’ve set your meeting, be sure to ask these questions in advance, as well as any others that will help you add personal touches to your presentation or let you highlight your skills.

To craft a really persuasive listing presentation, it can help to think of it as a story—the story of how you will sell the client’s property. Every story needs a compelling narrative arc: a beginning, a middle, and an end. Start with the current situation, describe the journey (i.e., your proposed marketing and sales strategy), and end with the successful result (a sold property). This structure will help your clients visualize the process and understand how you plan to achieve the desired outcome.

There are many, many real estate agents out there—why should clients choose you? Your real estate listing presentation is the perfect opportunity to differentiate yourself from the competition. Identify what you’re best at and say it loud, say it proud. Whether it’s your innovative marketing techniques, in-depth market knowledge, or exceptional negotiation skills, make sure the unique value you bring shines through in your presentation. You probably know it in your bones, but if you’re looking to refine it, be sure to follow up with your past clients to reconnect and ask for testimonials. Bonus — you can use these in your listing presentation to lend even more support to your value prop.

Use High-Quality Visuals

Sellers want to be able to envision how you’ll handle listing their home. They want to see the kinds of photos you take, the graphics you use, and the buzz you’ll attract. Consider your listing presentation a preview of the quality sellers can expect when you market their home to potential buyers. High-quality visuals bring your real estate listing presentation to life and give sellers confidence in your approach, so now is not the time to get scrappy. Whether it’s professional photos of properties you’ve sold, charts showing market trends, or infographics detailing your sales process, visually appealing and informative graphics significantly enhance your presentation and make it all feel more real for your seller clients. 

If you can do it, MoxiPresent lets you show it. Live listing presentations from MoxiPresent let you embed any content you want, including MatterPort, 3D tours, and more, so you can show off your full range of capabilities. Build better presentations.

Marketing is a critical aspect of selling a property, and it’s way more than just pretty photos on Zillow. Your real estate listing presentation should detail your comprehensive marketing plan. This includes online and offline marketing strategies, from professional photography and virtual tours to direct mail campaigns and open houses. Highlight any unique or innovative marketing techniques you use, and be prepared to answer questions about how they produce results.

Pricing is often a sensitive topic in real estate. In your real estate listing presentation, it’s essential to be transparent and honest about pricing from the start. Provide a detailed comparative market analysis (CMA), explain how you arrived at the suggested listing price, and be prepared to take feedback and discuss different pricing strategies. It’s okay if you and your potential client have different numbers in mind at the start of your conversation — what matters most is how you guide the client and work together to agree on a price by the end.

Need to run the numbers again? MoxiPresent lets you edit and update a CMA on the fly in seconds, so you can collaborate with clients on pricing strategy without missing a beat. Explore MoxiPresent .

It may seem obvious, but one of the most persuasive elements you can include in your real estate listing presentation is evidence of your past success. Incorporate case studies of properties you’ve sold that are similar to the client’s, detailing your strategies and the results you achieved to lend a personal touch. 

Tip: Because testimonials from past clients are so important (and you’ve worked so hard to earn them!) be sure to create a process to ask for them as part of your closing practices. 

A well-rehearsed presentation comes across as polished and professional. Practice your real estate listing presentation until you can deliver it smoothly and confidently. This will also make it easier to adapt to interruptions or questions without losing your flow. Most importantly of all, knowing your listing presentation in and out will ensure nothing interferes with your personality shining through.

While we cross our fingers that our presentations go smoothly, many clients will have at least some objections or concerns during a real estate listing presentation. Anticipate these as best you can in your presentation and be prepared with well-thought-out responses. Whether it’s about your commission, the suggested listing price, or your marketing strategy, showing that you can handle curveballs professionally and confidently instills confidence in your clients. Remember, no home sale will be completely hiccup-free, so handling objections well is a great way to preview your working relationship and show clients that you’ll make a great team.

Your listing presentation doesn’t end when the meeting is over. Always follow up with prospective clients within the same day, thanking them for their time and providing any additional information they requested. This not only demonstrates your professionalism and responsiveness, but also keeps the lines of communication open for further discussions.

Pro tip: Be sure to ask for their preferred contact method — and respect it. It isn’t always the way they got in touch with you first!

Building and delivering an effective real estate listing presentation is both an art and a science. Even if you’ve been giving the same presentation for years and getting decent results, there’s always an opportunity to adapt and improve it. By understanding your audience, crafting a compelling narrative, showcasing your unique value proposition, and preparing thoroughly, you can significantly increase your chances of winning business and building lasting relationships that will bring value for years to come.

*Agents who fully utilize MoxiPresent see 77% more transactions than those without.

Ready to learn more?

Get the power to create stunning, dynamic real estate listing presentations in minutes. Agents can generate a live CMA in just a few clicks, beautifully reflect their personal and broker brand, and seamlessly edit any information on the fly for more persuasive presentations that help them sell more homes.

How To Get Your Real Estate Agent Blog to Stand-out

Tips for Brokerage Branding in the Digital Age

Get a roundup of the latest insights, tips, and webinars right to your inbox once a month. Just helpful content. No spam.

Sr. Product Marketing Manager at MoxiWorks With a background in marketing at one of Kentucky's top real estate firms, June now supports agents around the world in understanding the strength of broker-provided technology through MoxiWorks. Just don't get her started on her two schnauzers. 

• Get started

9 Critical Components Every Real Estate Listing Presentations Needs in 2024

• Open Houses
• Lead Nurture

March 26, 2024

You’ve generated leads, networked with potential sellers, and found a prospective client. You must position yourself as the ideal agent to represent your prospective client’s home, and to do that, you’ll need to present a real estate listing.

A real estate listing presentation is a powerful business tool that demonstrates your expertise, impresses sellers, and increases your close rates. We understand the impact a powerful presentation can have on your business––so much so that we’ve built a tool into our platform to help you craft your own standout presentation.

Luxury Presence’s listing presentation tool is designed to help you increase your close rates with stunning professional presentations. We make the design process as simple as possible so you can focus on what really matters––your clients.

Find It Fast

The 9 components of a winning real estate listing presentation

Our experts have compiled a list of everything you need to create a stellar real estate listing presentation. Following this guide can create lasting impressions that will turn prospective sellers into clients.

1. A Self-introduction

This section is vital––you want to establish your expertise and experience, build familiarity with your client, and then bring the focus back to them. Explain how your experience serves your client, clearly lay out what you and your brokerage can do for them, and seek common ground that builds trust and rapport.

Your listing presentation introduction should be statements of value––no fluff. Start by sharing your relevant experience, which includes how many years you’ve worked as a listing agent, the number of homes sold, and a brief anecdote about your success selling a similar home.

Then, move on to explain what your brokerage can offer these sellers. 

This is your opportunity to give an overview of the unique selling proposition you, your team, or your brokerage can provide. Sellers will be interested in knowing your brokerage’s level of success in the market, its reputation, the network of professionals that support and streamline your work, and specific metrics or standards that set your brokerage apart. 

This process can be overwhelming for clients, but your expertise and composure during the listing presentation will put them at ease.

2. Local housing market data

Sellers are frequently under-informed or overly optimistic about the current real estate market conditions. This is your opportunity to set expectations by preemptively correcting assumptions about the market in your area. Providing realistic generalizations at this stage can help temper disagreement or disappointment when you get to the pricing strategy. If the market is rocky, you can demonstrate confidence in expertly navigating through the current turbulence.

Your market overview should include data on local inventory, listing and selling prices for relevant comps, average days on market, and typical home improvements. Remember that while you see these numbers daily, home sellers don’t—everything you share with them should be clear and relevant to their situation. 

3. An explanation of the home selling process

Outlining the process sets expectations and showcases your value. Be flexible during this part of your real estate listing presentation. Some sellers may need more hand-holding and detailed answers, while a veteran home seller won’t need a detailed explanation of each process step.

Explain these process stages:

• Pre-Sale Activities : This includes filling out paperwork like the Seller’s Disclosure, arranging a home inspection, having marketing photographs taken, making repairs, and arriving at an agreed-upon price before the home goes on the market.
• Marketing : During this stage, you’ll create the listing and add all the details, prepare digital marketing content, stage the home, and get everything lined up for the day it goes on the market.
• Active Listing Period: Open houses, agent showings, and hopefully receive some offers.
• Accepting Offers : Walk your client through different strategies for this stage, such as accepting an offer they like or arranging for “best and final”—the day when all offers are due. Explain how you’ll present every offer and assure them that you’ll help them understand the pros and cons of each.
• Closing period : Sellers might not know what happens after an offer is accepted. Explain the option period, which has the potential for renegotiations, what happens in a month or so between accepting an offer and closing the deal, and options for leasebacks.

Be sure to include printed materials so the sellers can engage with your presentation and not worry about memorizing everything.

4. An explanation of the pre-listing work needed to be successful

If you haven’t seen the property yet, ask your seller questions to understand its condition. Is it move-in ready? Are there repairs or updates that will significantly alter the potential selling price?

Emphasize the value of having a home that looks beautiful and is in excellent condition. Explain depersonalization—it’s not a matter of the seller’s taste but rather about creating a generically stylish interior that any buyer can imagine making their own. Even if the seller isn’t willing to make repairs or renovations, professional cleaning and decluttering will positively affect buyers’ perceptions. 

5. A detailed pricing strategy

Ask the sellers about their priorities with the sale. Some must sell quickly, while others can wait for the highest possible number. Ask if they’re looking for a lease back or if there are any other strategic elements affecting their asking price. These factors will influence the total offer strategy.

Be ready with your comparative market analysis (CMA), which supports your pricing strategy through comps and relevant data. Sellers can be emotionally attached to their home; sometimes, sentimental value and a market price don’t match. Emphasize the importance of starting with an accurate listing price. If priced too high, a home can languish without offers.

6. The highlights of your marketing strategy

This is the point in the real estate listing presentation where you explain your planned marketing efforts and are clear about who is responsible for the costs. Some listing agents pay for photography and staging, while others have the sellers cover these expenses. 

Make sure to discuss the benefits and steps of these four basic marketing strategies:

Direct marketing

• Hosting open houses
• Listing the home on MLS and real estate sites
• Sending out mailers

Home staging

Discuss the particulars of staging, including your network of staging professionals and price ranges.

Photography and videography

Most listings, especially luxury properties, have professional photography and virtual tours . Speak confidently about your network of professional photographers and show samples from listings you’ve made in the past.

Social media posts

Discuss your social media strategy for home sales, including what platforms you use , posts specific to the listing , how you plan to promote open houses, and how this strategy has succeeded in past home sales.

Advertising

Present your plan for where the property will be listed. Add in any promising statistics or metrics to details.

• Your local MLS: This is a great way to differentiate yourself from home sellers who may be considering an FSBO. Only licensed agents have access to the MLS.
• Website and landing page: If you create property websites and landing pages for your properties, provide examples and discuss the benefits.
• Internet platforms such as Zillow and Realtor.com
• Social media: Find out how your sellers feel about social media and give them the option of whether or not you use it.

7. Expectations for showings and open houses

Take this opportunity in the listing presentation to explain how you will manage and host showings and open houses. Clients may feel uneasy thinking of strangers walking through their home. Assure them that you or a team member will always be present during an open house and that any private showings will always be conducted by a licensed agent.

8. Your offer and negotiation strategy

Give an overview of how the offer and negotiation process works. Assure sellers that you will present every offer that comes in, and you’ll walk through the particulars. Provide examples of different offer details they may see and the most common areas for negotiation beyond the offer price. Reassure the clients that you will always act in their best interests, an obligation of being a fiduciary.

9. Final questions and “The Ask”

At this point, the meeting is coming to a close. Answer any remaining questions and discuss what needs to happen before you can start with the pre-sale activities. And then—ask for their business. Politely assure the sellers that you have the skills and expertise needed to sell their home, and that you would love the opportunity. 

If they are ready to sign, complete the paperwork and finalize your pricing strategy. If they want more time to think things over, give them a deadline by which you will call them––and definitely call them on that date. 

Additional real estate listing presentation tips

Here are a few more things to keep in mind as you craft the strongest possible listing presentation:

Focus on the client’s needs

Every piece of information should be designed to serve the client’s needs and provide clear value. Cut away anything extraneous. Selling a home is a stressful process. Even though you’re used to the process, always be mindful of your client’s perspective and be ready to respond with empathy to their nerves and uncertainty.

Practice often

Nailing a listing presentation takes practice. To polish your performance, practice in front of team members or family. As you gain experience, you’ll be able to anticipate questions and concerns. Even when you’re comfortable with your skills, be sure to reevaluate your listing presentations occasionally.

Be authentic

Above all else, be authentic. Your clients need to feel like they can trust you. Always be transparent and honest.

Real estate listing presentations + Luxury Presence

Looking for even more advice and resources about successful real estate listing presentations? Our platform can help you develop business strategies and strengthen your network. To learn more about how we can help you grow your real estate business, reach out to our team today .

Share article

Related posts

August 22, 2024

Million Dollar Branding Advice From the Malibu Life Team

Madison Hildebrand and Jennifer Chrisman have navigated the luxury real estate landscape with remarkable success. Their marketing and branding advice can elevate any agent or …

August 20, 2024

Elevate Your Marketing With a Social Media Content Calendar

With the majority of potential buyers and sellers turning to the internet to search for properties and agents, the role of social media in …

August 19, 2024

22 Expert Real Estate Bios to Inspire Your Marketing Strategy

Crafting a compelling real estate agent bio is essential for standing out in a crowded market and establishing a strong connection with potential clients …

Get a $500 discount if you book a demo by August 31

See 12,000 clients, including Ryan Serhant, Josh Flagg and Tracy Tutor trust Luxury Presence. Book your demo before August 31 and get a $500 credit.

Book a Demo

Call us at (310) 955-1077

By providing Luxury Presence with your contact information, you acknowledge and agree to our Privacy Policy and consent to receiving marketing communications, including through automated calls, texts and emails.

Home Blog PowerPoint Tutorials How to Prepare a Listing Presentation: Guide for Real Estate Pros

How to Prepare a Listing Presentation: Guide for Real Estate Pros

Do you want to close more leads on a regular basis?

In that case, you may need to level up your communication skills. To win more listings, move on from having a polite “pre-sales” chit chat with prospects to doing full-scale presentations of your services.

What is a Real Estate Listing Presentation?

A listing presentation is your pitch to a prospective seller to represent them in a Real Estate transaction. Succeeding with your presentation means that you will sign on a new client and receive a bigger commission this month.

But of course, there will be other agents knocking on the seller’s door, offering their services. In fact, 55% of sellers interview two or three agents before making the decision. So how do you get chosen among the sea of other agents? Wrong, if you thought that most prospects will stick with someone offering the highest listing price and asking for the lowest commission.

When putting up their homes for sale, most people want to partner with a competent, forthcoming and proactive agent, capable to broker the best arrangement for them. Obviously, the best Real Estate agents are rarely those charging the lowest commission.

In fact, the main goal of conducting a full-scale, deck-ready listing presentation is to persuade the prospect that you are their optimal choice.

The best listing presentation isn’t a brief oral interview on the porch; it’s a carefully staged, full-scale demo of your professional capabilities. Keep in mind that creating a listing presentation isn’t the only way to market effectively in your industry. There are dozens of other Real Estate marketing ideas that can help you beat out the competition and stand out from the pack. For example, if you can’t make time for an in-person listing presentation, consider recording a seminar and linking it to your email subscribers.

How to Prepare for a Listing Presentation: 7 Key Steps

Building a rapport with a new prospect is never easy. But there are a few quick neuroscience tricks you can leverage to appear instantly more likable to prospects, even before you pull out your Real Estate brochures and other collateral.

• Give a firm handshake . Scientists proved that a handshake preceding any social interaction has a strong positive impact on how the recipient will further evaluate this social interaction.
• Have some brew ready. Pleasant smells like those of fresh coffee make us act nicer to one another and be more cooperative.
• Appear interested and ask questions.  Again, science proves that people are more willing to engage with an interlocutor, eagerly posing questions, and also act in a more receptive manner.

Now with a few neat physiological tricks in your sleeve, let’s move on to how you should approach listing presentation design.

1. Open with a Brief Introduction

A Real Estate listing presentations can start with a short overview, recapping who you are, what you do and what’s your success record.

To save you time on design, we have lined up a few short Real Estate bio templates you can grab and customize.

Sellers want to be reassured that you can close the deal fast and secure them a fair price. They want someone confident in their abilities and capable to back up their skills with examples and data.

Here’s listing presentation sample questionnaire you can answer to fill in your first few slides:

What are your top skills? Are you a Real Estate marketing guru? Do you have exceptional graphic design skills and can create for sale by owner flyers that stand out from the crowd? Do you have a photography background and can shoot professionals photos without hiring any external help? Show exactly what you can do. Bonus point if you manage to align your key skills with your buyer’s needs.

How many houses have you sold in this area? It’s best to line up some fresh data e.g. the past 12 months. Specifically, mention what types of properties have you sold and whether any were similar to this particular buyer’s estate.

Now comes the tricky part: offer some numbers comparing the original list price versus the final sales numbers (if the latter are more favorable) and the average day on the market (DOM) numbers for the property.

Such numbers will also help you justify higher commission rates. Of course, every sane buyer would rather stick with an agent charging a higher rate (e.g. 6% commission for houses for sale), but who also secures them a higher sales price due to better marketing experience.

2. Toss in Some Social Proof

People are social creatures and thus, we are extremely prone to opinions shared by others. To learn what’s good, we observe what others are doing and this extends to our purchase decision making: 92% of consumers state that word-of-mouth recommendations carry the most value to them.

You shouldn’t hard-sell your services. Instead, just show that “others” already think you are that good . There are a few ways you can use “social proof” as a Real Estate agent:

Ask past sellers to provide quick testimonials (with photos) and use them in during your presentation. Here’s a quick example from one of our PowerPoint templates :

Add a separate slide highlighting your key achievements up-to-date (personal or agency-wide).  The good “boasting” figures to include are:

• Total number and value of properties sold.
• Total number of clients you have worked with.
• Average time to close a deal.
• Average customer satisfaction rate.
• “Big name” corporate clients and partners.
• Professional organizations you are part of e.g. National Association of Realtors.

Gather and display reviews online.  Of course, prospects will google you post-presentation. Your job is to ensure that they’ll find only positive stuff, rather than nothing at all. You can set up a dedicated profile on popular review services or display ratings directly on your website.

3. List The Benefits of Your Brokerage

Keep this one succinct and on-point. Most buyers are interested in just three things:

• Receiving a fair price for their property.
• Getting it sold off fast.
• Avoiding the associated sales hassle as much as possible.

Your Real Estate presentation should address how you will deliver them just that. You can also sweeten the deal here by including a few “promos” e.g. list special circumstances for when you will accept a lower commission or pitch them with some bundled promos your agency currently runs.

At this point, you should also explain how that communication will occur: what types of updates they can expect and when.

4. Walk The Prospect Through The Home Sales Process

Not everyone is experienced in flipping property. So be sure to customize your listing presentation template so that includes this optional slide – for when you are presenting to first-time buyers.

There’s no need to go into many details at this point. Just briefly mention the overall timeline, key milestones and what kind of actions we’ll be required from them.  All of this can be neatly packed into one slide like this one :

If needed you can separately walk them through the home inspection and appraisal processes; Real Estate presentations to the buyers; negotiations and closing process.

5. Present a Comparative Market Analysis for a List Price Range

Comparative Market Analysis (CMA) is another nugget to persuade the client that you know your deal.

The wrinkle, however, is that it’s not always easy to come up with good numbers if you are yet to see the property in person. That’s why most agents will do two CMAs. First, one using the comps and their educated guesses based on prices for similar homes. And the second, more refined CMA after seeing the property, talking to the owners and digging further into the data.

6. Explain Your Marketing Strategy

Image Source: StockSnap

What channels do you plan to leverage – digital, offline or a mix of both? Give the clients some general insights and explain why your approach works. They certainly don’t want to know all the nitty-gritty, but we’ll appreciate some general insights.

Show them a few video demos you have created; your standard property templates for websites; copywriting and other marketing collateral you plan to use and distribute during open house visits.

7. Wrap It Up with a Killer Case Study

The best listing presentation examples we have ever seen always included case studies. They are another form of “social proof”, and a direct illustration of your professional abilities.

You don’t need to make this one lengthy though. Just stick to a simple copywriting formula:

• Customer background (e.g. a mid-aged couple just like you based in NYC).
• Challenge: what kind of a problem those former customers had? (e.g. needed to sell a house in 1.5 months in an unpopular neighborhood).
• Solution: how your agency helped them?
• Results: some quick numbers illustrative the positive outcome you have helped them achieve e.g. house sold in 35 days for 5% higher than the initial listing price.

This way you are finishing your listing presentation with a bang, and encourage the prospects to take further action.

Listing Presentation Templates for Real Estate Pros

To ease up the processes of preparing for your listing presentation, our team has lined up a few neat templates you can download and customize in PowerPoint to match your current needs.

1. Commercial Real Estate Template for PowerPoint

A versatile template that could be easily adapted for both residential, commercial listings or for land sale listing presentation. It includes excellent slides (e.g. US Map slide ) to present your market analysis and pitch the approximate listing price.

Use This Template

2. Real Estate Industry PowerPoint Template

Another template that makes it easy to turn your scattered data into a coherent and persuasive story. Customize it in a few quick clicks in PowerPoint to match your corporate branding, add additional slides and elements from our collection and voilà – you now have a shining new listing presentation to dazzle even the most reluctant prospects!

3. Real Estate Listing PowerPoint Template

Work with all the assets required to showcase a property in a neat layout that contains tools such as market price comparison, team introductory slides, housing interior details, key features & more.

4. Residential Real Estate Illustrations PowerPoint Template

If you want to boost your listing presentation for real estate, get to know these professional-design vector images tailored for the real estate industry. A selection of slides that go through the entire process of acquiring a property from both realtor and customer’s perspective. High-end graphics to enhance the impact of your presentation.

5. Proptech PowerPoint Template

Get ready to introduce in-the-market properties with a high degree of smart home devices or sustainable housing solutions with a slide deck filled with visual cues for that talk. This tech-savvy listing presentation template is ideal for targeting properties to millennials and discussing the infrastructure in the neighborhood or building complex.

6. Real Estate Open House PowerPoint Template

Graphics can make or end a business deal, and that’s why your next real estate listing should count on carefully designed slides that boost the performance of your speech. This listing slide deck includes a selection of icons that help increase the retention rate of key information disclosed about the property while keeping the right balance between whitespace and content. With a striking color combination, go ahead and edit this template to meet the demands of your work.

Like this article? Please share

Agent, Listing, Real Estate, Realtor, Sales Process Filed under PowerPoint Tutorials

Related Articles

Filed under Business • November 6th, 2023

Crafting an Effective Sales Pitch: A Presenter’s Guide

In this article, we explore what a sales pitch is and how to create an effective one.

Filed under Business • April 15th, 2022

The AIDA Model: How to Attract Your Potential Customers?

The AIDA model is one of the many effective models that can be used to analyze the customer buying process and make a funnel analysis. In this article, we will explain how you can attract a stranger into a potential customer using the AIDA Model.

Filed under Business • April 13th, 2022

Building a Sales Funnel: Stages, How to Build, Examples, and Templates Included

In this article, we explain what a sales funnel is, and provide different sales funnel examples. Then, we dive into the stages of a sales funnel and how to build a sales funnel for a streamlined sales process.

Leave a Reply

How to Create a Listing Presentation that Wins in Today’s Market

When done right, a listing presentation can be a powerful ally. It can also be your biggest enemy.

This year has brought enough twists and turns to make anyone dizzy. And in the wake of the current inventory crisis, you need a listing presentation that not only sells your capabilities as an agent, but builds trust in the market.

Despite all your rehearsing, researching and revisions, your approach could still be missing the mark on what clients really want to know right now.

Here are some tweaks you can make so your listing presentation is successful for today’s market.

Don’t Talk About Yourself Too Much

Your first instinct may be to spend the majority of a listing presentation talking about your impressive career and successes. After all, aren’t you trying to sell these possible clients on what an amazing agent you are?

Yes, there is a time and a place for that in your presentation. But before you jump into your highlight reel, you need to ask the seller what their goals are for selling their home. From there, you can position your presentation to reflect how you can help them achieve those goals.

Every other agent is going to brag about their marketing strategy. Be the trusted advisor that puts their concerns before the commission.

Use A Lot of Visuals

Today’s social and economic challenges mean that clients have A LOT of questions. Not only do you need to be prepared to answer them, you need to make all the jargon, complexities and nuances easy to understand.

That’s where visuals come in. Not only are they appealing to the eye, but they also make presentations 43% more persuasive according to a study by 3M.

Charts, graphs, infographics, images, etc. are all powerful ways to communicate the more complicated topics of today’s market.

That’s a big reason why clients hire agents in the first place, right? They trust you to be the expert that walks them through the process.

Pro tip: save time by grabbing the updated market slides from the KCM Monthly Market Report .

Don’t Talk Badly About Your Competition

So, you go on a presentation for a listing that expired. You would assume that pointing out what the other agent messed up is an easy way to show the seller that you’re better. Wrong.

Consider the fact that you got the opportunity to meet with the seller as a huge win. Instead of badmouthing your competition, make the seller understand why your plan to sell their home works better. Talk up your marketing strategy. Just don’t talk down others.

The seller already trusted their gut and hired one agent who didn’t get the job done. Go in assuming they’re skeptical and frustrated. Put professionalism first, soothe their worries and approach the listing presentation with a tone of concern and understanding. Want to learn more about winning expired listings? Check out our free eGuide and video series.

Be Prepared

Picture this. You just wrapped the best listing presentation of your life. The clients are eager to sign the contract right on the spot. You reach into your bag to grab it, but nothing’s there.

Everyone is human. People forget things. But being unprepared can send clients the message that you’re unorganized, or worse, unprofessional.

Whether you have 5 hours or 5 minutes to practice for a listing presentation, it’s important you take advantage of every second. Nothing says “don’t hire me” like showing up unprepared, forgetting your paperwork or stumbling through your script.

Remember, there’s no such thing as being overprepared. When in doubt, practice more and bring everything you think you’ll need and then some.

Update Your Presentation Frequently

Is your listing presentation ready to tackle today’s seller questions? Sure, it may not need all the bells and whistles, but a listing presentation that covers the current shifting market can help build confidence.

Whether you’re revising your current listing presentation or building one from scratch, make sure to keep it modern, clean and simple. A little information can go a long way when displayed well.

Don’t have the time to build a new listing presentation? We have a template for that.

Download our Perfect Listing Presentation template and personalize it to your branding for a quick and easy way to make a big impact in your real estate marketing.

P.s. – it’s free!

• Must-Share Content
• Real Estate Blog
• Start a Free Trial
• Speakers Bureau
• Daily Blog Posts
• Social Graphics
• Buyer & Seller Guides
• Market Reports & Visuals
• Email & Newsletter Builder
• Spanish Content
• Success Stories
• News & Press
• Group Membership

Zillow Premier Agent Blog

16 awesome ideas to revamp your listing presentation [slideshare].

• Lead Generation

Your real estate listing presentation must relay a ton of information to help you convince seller leads that you’re the best agent to represent them. When’s the last time you ran through it to see if your content is still up-to-date, accurate and relevant? For example, are your charts based on market data from two, even three years ago? Chances are your listing presentation could use an overhaul.

Here are 16 awesome ideas to revamp your real estate listing presentation and help you stand out from the competition .

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 customized presentation, but  do  assume you’ve got competition for the listing.

• Ask the seller to complete a questionnaire before you meet so that you can customize your listing presentation to address their real estate 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 solutions during your presentation.
• 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.
• Use that preliminary footage to create a video  walking tour accompanied by a narrative about living in the home. Your script should describe the new homeowner taking in the views from the second-floor lanai, preparing a holiday feast in the gourmet kitchen and enjoying other features the home has to offer.

Obviously, the seller wants to sell their home, but neither of you might realize 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.

• 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 town. 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 easily buyers can picture themselves living there.

• Using all the intel you gathered for the listing presentation, plus your own industry 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 as a real estate agent and showcases 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.

• Refresh your website . Everything you send out — flyers, direct mail, social media posts — should drive traffic back to your real estate website. Make sure everything on it is up-to-date and that it looks tidy. When you share it with sellers at your listing presentation, it should reflect the professionalism they expect from their real estate agent of choice.
• Software evolves in the blink of an eye, so update the apps you use for your business , especially any you plan to use during your presentation. Apps today can be frequently updated; make sure your versions have the latest features and fixes.

Spotlight your marketing efforts

Sellers want to know their agent is 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.

• 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 or share a list of tweets you have scheduled to send out about their home’s open house.
• Use your tablet and smartphone to show the seller how you’ve optimized the listing for viewing on mobile devices . This demonstrates that you’re on top of technology and understand how today’s buyers use it for home searches.
• Remember those neighborhood amenities you hyperlinked in your storyboard? Let the seller know your plan to tell each business that they are mentioned on your blog and that you’d appreciate the owner or manager leaving a comment. This can create buzz around the listing and increase exposure through online searches.

Make their home the star

Demonstrate for the seller that you’re prepared to begin your marketing tasks immediately by showing them a set of pre-staged collateral featuring their home.

• Bring examples of listing flyers and direct mail pieces that use the photos you took during your pre-meeting tour of the home. With  templates , it’s easy and economical to create high quality printouts for your listing presentation.

Present data more dynamically

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

• Instead of using the same old pie chart or pyramid, create an infographic to display real estate 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 customize with colors and fonts.

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 for sellers how today’s technology can save time and money — and reach more buyers — compared to using only traditional methods.

• Sign sellers on to your GoogleDrive  account and then show them on your tablet how it works. Demonstrate how you can quickly share information, photos, forms and collateral with them — and that they can access that information as well, at any time and from anywhere.

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.

• 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 real estate listing presentation is a workhorse: You should regularly update it to keep it fresh, interesting and accurate. The legwork you do to familiarize 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, mixing classic techniques with new technology. And don’t forget the best way to make your listing presentation even more memorable: Practice, practice, practice.

More about Nancy Robbers

Nancy Robbers is a real estate writer at Zillow. She previously worked in public relations and marketing.

Share this article

• Agent Toolkit

Get the real estate agent tools you need to win and wow your clients.

Get free scripts to help you convert leads and connect with clients.

Free real estate templates to make you more efficient.

Get free client handouts to exceed your clients’ expectations.

• Advertising
• Agent Account
• Home Tour Highlights

Become a Zillow Premier Agent today

Get in front of buyers and sellers in the largest online real estate network.

or call 855-885-0115

We respect your privacy. See our privacy policy .

By pressing 'Get started', you agree that Zillow Group may contact you via phone/text about your inquiry, which may involve the use of automated means. You are not required to consent as a condition of purchasing any goods or services. Message/data rates may apply.

• Search for a home
• List your home for FREE
• See your home's estimated value
• Find a real estate agent
• I'm a lender or loan officer
• I'm a property manager
• I'm a brand advertiser

One moment please...

• Lead Generation
• Listing Agent

7 ways to stand out in your next listing presentation

• February 3, 2020

Listing presentations are an important part of the real estate hustle, but they can sometimes conjure up visions of outdated PowerPoint templates, one-size-fits-all data (possibly provided by your association in 1992), and canned slides talking about where your MLS’s data will syndicate to. 😴

Given they’re still one of the cornerstones of landing a listing, it’s time for a reboot.

Here are just a few of the ways that you can stand out in your next listing presentation, PowerPoint and all.

#1. Remember it’s a “listening” presentation

It’s easy to think of a listing presentation as your opportunity to tout your best qualities, but it’s important to remember it’s also a “listening” presentation. It’s your opportunity to LISTEN to the sellers, learn more about their motivations and goals, and to show them a strategy that will work for THEM.

How to stand out: Suzanne and Tony Marriott, agents from Arizona, recommend: “Listen to the sellers. Ask questions that speak to their objectives. Propose a strategy that helps them meet their objectives. Discuss what you, the listing agent, commit to doing for the sellers, that it will be in writing in the listing agreement, and that they can terminate the listing agreement if you fail to meet those commitments.”

#2. Show ’em the numbers

Numbers are compelling — particularly statistics about the seller’s local market. Don’t hesitate to share local market data with the sellers to help them understand what they’re up against — and to demonstrate that you’re the real local expert.

How to stand out:  Praful Thakkar, an agent from Massachusetts, says: “I have my “numbers” ready — the stats include median price, market action index from Altos Research and details from Market Snapshot®. Most of the time, the myth is broken when we share that not all homes are selling over asking price — and the proof is in sharing the details. This usually wins me the listing. And of course, the ultimate statement seals the deal: “You can trust me!” Works all the time.”

#3. Customize the presentation

Pop quiz: Should your listing presentation for a high-rise condo be different from the one you give at a sprawling family home in the suburbs? The answer: Yes, of course it should! Be sure to customize your listing presentations so the homeowner feels valued from day one.

How to stand out:  Gretta, an agent from Pennsylvania, recommends: “Go by the house the previous day and take a picture. Make a flyer using the photo, write a description based on what you found out about the house and take it with you to the appointment. Tell them you will make changes and write the price in the flyer.”

#4. Show off your tech-savvy skills

Most homeowners haven’t sold a house in years, so today’s rapidly evolving marketing tactics can blow them away. Whether you use SEO that rivals top real estate sites, don’t be afraid to share how your marketing plan will benefit potential sellers starting on day one.

How to stand out:  Trudy and Nick, agents from Pennsylvania, say: “I offer every listing, regardless of price, a real video — which includes the home, the area, local parks [and] restaurants. This is not a collage of photos, but a real-life moving video walk-through. [I] aim to have it set at 2-3 minutes at the most.”

#5. Be polished

Don’t show up with a PowerPoint from the 90s that hasn’t been updated since the last time you got a new headshot. Be sure you have a polished presentation that makes you look like the expert you are.

How to stand out:  Super simple. Download our free Listing Presentation template and customize it! You can also add/delete slides or import slides from your Broker’s template to make it your own.

#6. Close with a script

You’ve made it through the comps, the marketing plans, the tricky conversation about price… and now, your time is up. Do you have a one-liner or a few sentences that help you summarize your pitch and then explicitly ask for their business?

How to stand out:  We’re big fans of the script below, especially powerful if you are using Local Expert SM to run targeted (and automated) listing ads to local buyers on realtor.com®, Facebook and Instagram…

“When you list with me, I spend my advertising dollars marketing your home on sources chosen to help you get the maximum qualified exposure. Our intention is to create an increase in demand — which could help allow the property to sell for more and in a shorter period of time. As a “local expert” on realtor.com®, I am a go-to for consumers to find out: How much their home is worth How their home is performing on realtor.com® New market activity, including new listings, sold homes and price reductions This will also help give you confidence that we have accurately priced your home. As your agent and the local expert, I also provide free CMAs, to help you have a competitive advantage in getting your home sold.”

#7. Attend one of our upcoming webinars

Shameless plug coming in 3… 2… 1…

Before your next listing presentation, consider attending our webinar on “Best Practices to Win Listings.” In addition to chatting more about the benefits of Local Expert SM and how to create online ads that attract sellers, we’ll also talk in more detail about some of the strategies mentioned above.

With date options throughout the upcoming months, I’m eager to share this information with you. Here’s a link to register. See you there?

Tagged with:

Must - reads.

Related posts

How to deliver a killer listing presentation

For any real estate agent looking to hit the next level, there’s a lot riding on the listing presentation. If you nail it, you could be looking at a profitable seller relationship that delivers steady commissions for years to come. But if you bomb?

Short of discounting your commissions, it’s hard to bounce back from a listing presentation flop. 

And while the listing presentation has been a cornerstone of real estate marketing for decades, there are now more ways than ever to create it. So how do you know which type of listing presentation makes the most sense for you? And what are the best ways to deliver your presentation in the current real estate market?

The truth is, every real estate team or agent is going to have their own recipe for what makes a killer listing presentation. If you want to deliver a presentation that makes you feel calm, confident and gets sellers ready to sign that agreement, it’s time to scrap (or adapt!) the classic formulas.

Table of contents

What is a listing presentation and how do you nail it, before your listing appointment.

• During the listing presentation

After the listing presentation

A listing presentation is essentially a deep and informative sales pitch made by a real estate agent to a homeowner interested in selling their home.

Whether you’re a new or experienced agent, listings are a crucial part of maintaining a thriving real estate business. With a rich portfolio of property listings on your real estate website , you’re able to attract more buyers, elevate your authority, grow your sphere of influence (SOI) , and fuel your marketing efforts with a selection of beautiful homes for sale.

But it all comes down to your success with the listing presentation. With so much at stake, it’s understandable that agents often feel skittish about their ability to perform during this key meeting.

And it doesn’t help that some of the common advice (i.e., show up ten minutes early, send the pre-listing packet exactly three days before the appointment, always take your shoes off at the entrance, and so, so much more) doesn’t always fit every agent’s unique approach or personality.

Let’s outline the crucial factors of each part of the listing presentation to help give you a powerful but flexible structure to start with. From there, feel free to color outside the lines to create a listing presentation framework that makes you feel calm and confident.

💡Be sure to look out for bonus tips, scripts, and advice in this article from leadership coach & founder of Smart Inside Sales , Dale Archdekin!

Learn everything you can about the potential client, property and neighborhood.

The goal is to position yourself as the best possible person to help your prospect sell their home. 

For that to happen, you’ll need to know what the seller’s motivations are, while demonstrating deep knowledge of the market, property type and area in order to help secure the best possible price within their desired timeframe.

Get to know the prospect and property

Any real estate rainmaker will tell you that knowing your customer’s key needs and motivations is a crucial part of closing more listings, especially in today’s digital age when the next agent is literally just a click away.

Let’s check in on the latest data about what today’s sellers want , according to the National Association of Realtors Generational Trends Report:

• 21% of sellers want an agent's help in marketing their home to potential buyers.
• 20% want help selling the home within a specific timeframe.
• 35% want an agent with a good reputation.
• 85% of sellers said the real estate agent provided a broad range of services.

Clearly, trust, credibility, and a solid marketing plan are still crucial factors for sellers when it comes to choosing an agent. But how do you know what sellers might need on a personal level?

Social media can help fill in the blanks. Take a quick look at the seller’s online presence. Do they have a family? A pet? A love of the arts? By taking just a few minutes to “get to know” your prospect before you shake hands, you’ll be that much more confident when walking through the door.

Similarly, do your best to get to know the property and surrounding community as well as possible. Drive through the area and pinpoint the factors that will be most helpful in securing a top-dollar offer. 

Send your pre-listing packet

In your initial conversation with the potential seller, let them know you’ll be creating a detailed market analysis for their home. 

Be sure to ask if there’s anything that could impact the value of their home in either direction — updates, renovations, repairs needed, etc.

💡BONUS: Dale Archdekin’s essential questions

These questions help lay the ground work for securing the listing at the appointment. You are essentially asking the potential seller to tell you what they need to hear about you as an agent and about your marketing strategy in order to win the business at the appointment…and they don’t even realize it.

• Can you tell me what makes your home special?
• What’s important to you about the agent you use to sell your home?
• How will you know when you’ve found the right agent?
• How do you think your home would best be marketed/advertised?
• Who do you think would be the ideal buyer for your home?
• Have you worked with a listing agent in the past? What was your experience? Is there anything you would like done differently by your next listing agent?

Let them know in advance that you’ll be bringing the comparative market analysis (CMA) to your meeting so you can walk through it together, answer any questions they might have, and determine the highest possible price for their home.

Another great way to set yourself apart and get the seller warmed up before the big meeting is to send a pre-listing packet in advance.

But when should you send your pre-listing packet? Answers to this will vary depending on who you ask, but anywhere from three days to a week in advance is typically a good window to give your prospect time to digest the information, while staying present in their mind to help reduce the chance of cancellation.

💡BONUS: Advice & scripts from Dale

When you tell the potential listing client that you’ll be sending a pre-listing packet, get them to commit to reviewing it, coming up with questions and being prepared prior to the meeting. Include a URL with a pre-listing video, that’s nicer than just printed material.

Script 1: Prior to sending the listing packet

 “...we will be sending you a pre-marketing packet of information. It includes X, Y, and Z that are important information for you to make decisions about at our appointment. Can you do me a favor and review that information and make a note of your biggest questions before you meet with me/my listing partner on (date)?”

This quick script will help you or your assistant follow up after the pre-listing packet is sent and help set the scene for a successful appointment.

Script 2: Follow up prior to the appointment

 “Hi (contact name(s), this is (name) from (company), did you receive the pre-marketing packet we sent you? Have you reviewed it? Are you prepared with your top questions for me/my listing partner?

Script 3: Response prior to the appointment that sets the expectation

"Great! We look forward to seeing you on (date). We will be reviewing all of the paperwork needed to begin marketing your home at that time in addition to a pre-market advertising plan. We look forward to meeting you on (date)!"

Create your listing presentation

Now remember, your listing presentation doesn’t need to look like everyone else’s.

However, there are a few fundamental pieces that most successful agents tend to rely on to get their agreements signed.

Once you’ve chosen the structure and order of your content, you’ll need to decide what tools and format you’ll use to create your listing presentation. Classic hard-cover? A PowerPoint deck? Pdf? Live web page? Video? There are a ton of tools, options, and templates. Take this Canva template for example:

Here are just some of the tools agents are using to deliver their listing presentations:

• Google Slides
• SlideGo templates
• Breakthrough Broker
• Etsy templates

While the digital options are endless, many top-producing agents still recommend keeping a high-quality hard cover presentation in the mix.

If you’re using both a hard copy presentation and a digital version, try sending the digital version a day before the event via email. For extra points, you can also have your hard copy presentation hand-delivered to the seller’s home by a courier or supporting staff member. This is just another great way to show up professionally while reducing the likelihood of cancellation.

💡BONUS: Advice from Dale

Begin your listing presentation with the exciting marketing part, save the boring market analysis for later. In fact, wow them with the marketing/advertising plan, discuss the process of getting the home listed, ask how much they’d like to list for and then go to the market analysis if they ask for it or you disagree with their listing price. Don’t forget to bring at least one backup copy of your hardcover presentation to the appointment.

During your listing presentation

Now that you’re an expert on the property and prospect, you’re ready to make your presentation and win that listing!

Obviously, the prevailing advice to dress professionally, show up on time, and make sure you don’t block the prospect’s driveway still stands. In addition to nailing the etiquette, there are a few physical items you’ll want to bring along.

Alright, we’re clearly being a bit cheeky here. And sure, brownies are optional. But in all honesty, the one thing you need more than anything else if you want to win more listings is the ability to build a connection.

And that comes down to your ability to listen .

No matter how much effort you put into creating a killer listing presentation, it’s still not unheard of for experienced agents to lose listings to newer agents because the seller just felt a better connection with them. So slow down and tune in!

Touring the home and making the close

A common mistake many agents make is going straight into the tour of the property. But by starting in the living room or another relaxed setting to hear more about the seller’s goals, you start the appointment by flexing your listening skills and have the chance to really get clear on your seller’s motivations.

From there, you can go ahead and tour the property together. Many agents recommend doing the upstairs first, then downstairs, and then a full 360 tour of the outside before sitting down to look at the CMA together, pricing strategy, and marketing plan.

💡BONUS: Dale’s listing appointment flow

When the listing appointment gets set, the critical info of why the seller is selling, the unique situation they are in, what’s most important to them in their home sale, what’s important to them about the marketing of their home…etc. That information must be collected so you can use that at the beginning of your live meeting with the seller.

Listing appointment flow:

• Introductions
• Review the goals/needs/wants of the seller “When we spoke you mentioned x was important to you…” (this proactive retelling of what the seller said shows that you are professional, prepared, actively listened, and more importantly, sets the tone and direction of the conversation)
• Ask for a guided tour of the property
• Reconvene at the meeting spot and solicit the seller's questions from the pre-list packet. “I’m really excited to expose your amazing home to the market and generate a solid pool of buyers who want to compete with each other for it. Let me show you how we do that with a mixture of marketing, paid advertising, and leveraging our market share here in (local market).” Now it’s time to head into the next step of presenting.
• Present your exciting marketing/advertising strategy
• Ask the seller if they’ve decided how much they want to list for
• If agreeable, cover paperwork and skip market analysis, ask for signature
• If not agreeable, review market analysis, then cover paperwork and ask for signature

You’ve made it through the presentation and (hopefully) won the listing. Congrats! 🎉

If you’ve listened like a friend, handled objections with ease and empathy, and kept the presentation focused firmly on their needs — you’re probably holding a signed listing agreement in hand.

But regardless of the outcome, remember to always thank the seller for their time. From there, you can add the seller to a dedicated email drip campaign that keeps them updated on the market and provides them with tips on how to stage their home and make the most of each viewing. 

If you’ve already got a killer real estate newsletter , much of this content can be repurposed to be targeted directly toward sellers. If you’re a Follow Up Boss user, you can easily get these emails going out automatically by using our super straightforward action plans .

Ultimately, you aren’t in control of your prospect’s decision to work with you. But you are responsible for the amount of energy and empathy that goes into your listing presentations. Focus on showing up as a trusted ally for sellers, and the listings are sure to follow!

Get our new guideline for free

Read related posts

Comparative Market Analysis: Your Ticket to Better Client Relationships

10 simple rules for a lead-generating open house (+ sign-in sheet templates)

Is ‘Funnel’ Just a Buzzword? Here’s How to Authentically Convert More Leads with Your Real Estate Funnel

Free trial. easy migration. unlimited support..

or give us a call: (855) 888-9769

Listing Presentations That Win Sellers

October 7, 2019

How can I help my team get more listings? How can I get more listings?

These are questions mega agent Jeff Glover asks himself every day. He believes everything should revolve around listing presentations and offers five concepts to help you master them in the field.

“Listing presentations are valuable for many reasons,” says Glover. “They empower you, the agent, to be an employer and secure transactions in less time. They also free you up, so you are not locked into a buyer’s schedule.”

Glover’s Listing Presentation Strategy

1. content creation.

Content is the core of a great listing presentation. What content should you include?

Content that communicates your value

“You have a lot to offer compared to the market,” says Glover.

“Share the unique value you have to offer, your status as a local expert and how your expertise has specifically benefited clients. Make sure your content aligns with the type of property of your listers.”

Your Marketing Plan

Listers want to know how you will market their properties once they decide to sell. Do you use online marketing, agent-to-agent, print or others? Glover recommends you include it all.

Your Pricing Strategy

“The majority of appointments are either won or lost in the pricing discussions,” shares Glover. “When discussing the suggested price your clients should list at and what the comparative market analysis (CMA) suggests about the price, you will be prepared for sellers that expect a higher price and lay the groundwork for strategic price reductions as needed.” Visuals

Attractive Visuals

Visuals matter! Infographics are a great way to combine display both relevant information and data. Make sure you share the right amount of information and take into consideration how to showcase it (print versus digital).

Pro Tip: Leverage Keller Williams’ new listing presentation templates in Designs! New and improved, each template has been handcrafted in partnership with KW’s top agents to help you bring more expertise, brand recognition and insight to the listing table. 

2. Practice

Once you’ve customized your listing presentations in Designs or created your own, it’s time to practice. Like everything, delivering a great listing presentation is a skill that takes repetition and consistency. Before sitting down with your listers, practice your scripts and focus on sharing value without selling.

Here are three scripts that Glover uses to help him land the listing:

• Wouldn’t it make sense to get just one more opinion before you get tied up in a multi-month contract?
• Do you feel I can sell your home?
• When would you like our photographer to come out to shoot the home?

Glover shares three tips to master your scripts in 90 days:

• Take the listing presentation and write it down once a day for 30 days.
• Take the listing presentation and recite the script aloud once a day for 30 days.
• Role-play the listing presentation once a day for 30 days.

3. Delivery

Here are four things Glover says to keep in mind when delivering your presentation:

• Rate of speech: Pay attention to the rate based on the seller you’re meeting with.
• Tonality and dialect: You may have to change how you speak to build rapport with the seller.
• Volume: Control the volume of your voice to match theirs whenever possible.
• Body language: Watch the seller and see how they respond to certain things. Mimic their body language.

4. Prequalification and Homework

Don’t go out to a listing presentation without asking these questions and doing your homework:

• If what I say makes sense and you feel 100% comfortable and confident in my abilities to get your home sold, will you be ready to put your home on the market?

Several sellers will say “no.” This question allows you to find out the objections they have for selling before you even go to the appointment.

• Will you please describe your home for me?

This question allows you to find out the personality type of the seller and of course any updates/improvements they have made.

• When I see you, what price do you want to list your home for?
• As a professional real estate agent, I study home prices every day. I assume you will list with me at a price that will get your home sold ?
• Will all the decision-makers be present?

Once you’ve confirmed the appointment, let the sellers know what to expect at the meeting and ask them to gather any needed information. It’s your obligation to have great follow-up and communication.

Tags: Listings Marketing Sellers

Share This:

You May Also Like

Building equity and doing good: an agent’s quick guide.

April 7, 2022

Three Action Items to Build + Refresh Your Marketing Toolkit in Designs

February 4, 2022

Nail Your Next Pre-Listing Package With These Five Strategies

January 7, 2022

Who We Serve

Build Your Brand. Showcase Your Value. Grow Your Business.

Unify Your Team. Amplify Your Impact. Grow Your Business.

Explore all features in Overflow, split by workflow steps.

• Brand-Focused Design
• Hyperlocal Authority
• Engage & Convert
• Dynamic Dashboard

Marketplace

View Addons

Integrations

Browse trusted experts for PPC, CRM, SEO and more!

View Integrations

2024 Pitch Deck

AgentFire PitchDeck

Stand out on the front-end, succeed on the back-end. View the presentation.

• View Portfolio
• Reviews & Case Studies
• Support & Knowledge
• Marketing Blog
• Open Platform
• Referral Program
• MLS Coverage

How to Prepare the Perfect Listing Presentation

To ace your listing presentations, you have to master great first impressions, you must be well prepared, and you need to overcome common objections.

Hyperlocal Strategies New Agents Realtor Success Tips

So, you’ve sent out your marketing campaign, you’ve gotten a number of phone calls and you have scheduled a meeting with a potential seller. 

Congrats!  But the real work has just begun. It’s time to prepare yourself for the listing presentation.

The perfect sales presentation includes four main components: making a good first impression, being well prepared and knowledgeable, overcoming objections and getting the listing signed.

So what exactly makes the perfect listing presentation?

Making a great first impression

Never underestimate the impact of a first impression. As Jordan Belfort (the Wolf of Wall Street himself) said: “It takes only a quarter of a second for a prospect to make an initial decision about you when you meet them in person.”

First and foremost, don’t make the amateur mistake of not dressing up for the part. Surgeons wear scrubs, firemen wear firefighting gear, and judges wear robes. You need to dress up like a professional real estate agent. 

Not only will dressing up help you look the part as a real estate professional, but subconsciously it will also give you an extra bit of confidence.

“When I have a tan, freshly cut hair, and I am wearing a smile and my new, tailored suit and gold watch, I know I can conquer the world.” Says Fredrik Eklund on the book “The Sell.” 

“No matter what you do in life, even if you’re a telephone operator sitting in a cubicle, looks matter. Why? How you feel directly correlates with your attitude. If you feel polished and put together, your performance is polished and put together.”

Looking like a professional is extremely important in real estate, especially during your first in-person meeting with a client. And it makes a lot of sense if you think about the nature of your job.

For most people, their home is the largest financial asset they will ever own. If you’re going to be helping them sell it, you need to demonstrate that you’re qualified to do so. Dressing up is the first step towards convincing your clients that you are.

Next, you need to master the perfect handshake. Many agents overlook the importance of a good handshake but don’t make the same mistake. Whether you like it or not, a handshake says a lot about you. 

As a study published in the Journal of Personality and Social Psychology discovered “handshaking characteristics are related to both objective personality measures and the impressions people form about each other.”

That’s why you have to make sure the message your handshake communicates is a positive one.

Your handshake should be firm and deliberate. Neither a vice grip nor a wet fish. More of a gentle squeeze.  Handshakes should last between two to five seconds at most but pay attention to the other person’s lead, and politely pull away when ready. 

And as you shake your client’s hands, make sure you maintain eye contact. Eye contact communicates confidence and honesty. 

The Australian Government put together an awesome video on handshakes to avoid.

At first glance, these details may seem unnecessary and pedantic. But never forget that you can’t undo first impressions. You only get one chance to get it right.

Of course, a nice tailored suit and a strong handshake are not going to get you the listing signed by themselves. But they will give you a significant head start in establishing a great first impression!

Show up well prepared

It’s not enough to look like a professional, you have to prove that you are one. 

How do you do that? By showing up to your listing presentation well prepared.

Good preparation lets you anticipate questions and overcome objections, all while proving your real estate expertise.

You want to prepare a detailed and informative listing presentation that educates your client on the current market, how the listing and selling process is going to be, and which marketing skills you’ll bring to the table.

And ideally, you’ll do your listing presentation in a way that proves that you are the best real estate agent they could hope for. 

Let’s take a look at an example:

Agent Andrew just got a call from Sarah. She wants to list her home, so she set up an appointment with Andrew to see if he’s the right agent for the job.

What should Andrew bring to the listing presentation?

Andrew should bring:

Comparable properties

Andrew would bring printouts or a Powerpoint presentation showcasing recently sold homes comparable to Sarah’s home. 

These printouts and/or slides should include relevant statistics such as how long the listings stayed on the market, which price reductions they had and when, and how these properties differ from Sarah’s. 

These comparables are extremely important because they will help Andrew prove how much Sarah’s home is worth based on real data, and will be instrumental in pricing the home to sell from day one.

“Comps should ideally have the same number of bedrooms and bathrooms, be located within a quarter-mile of your home, and within 200 square feet of your home’s size.” Says Tristan Ahumada, CEO of Lab Coat Agents. “Whenever possible, they should be in your ZIP code and school district too.” 

A marketing plan

Andrew should also bring to his listing presentation a detailed plan showcasing the marketing efforts he will execute to help sell Sarah’s home. This will include how he plans on staging her home, how he will use professional photography, when and how he will run open houses and the traditional and digital marketing channels he will use to market her home.

Andrew will also make sure to assure Sarah that he doesn’t plan on just uploading her home on MLS, or put up a sign on her yard and just call it a day.

A point-by-point explanation of the sales process

One of the biggest contributions that real estate agents bring to home sellers is their ability to smooth the buying and selling process.

That’s why it’s very important for Andrew to explain how the entire selling process will go, and how his skills and resources will make the process go smoothly. 

His listing presentation should be well-rehearsed and perfected. That way, if he’s ever asked to meet with a prospective client without warning, he’d be able to do so confidently and without stressing too much.

Overcoming common objections

Of course, even if you make a great first impression and wow your prospects with your listing presentation, there’s always the possibility that you’ll get some objections. That’s why it’s important to familiarize yourself with some of the most common objections and prepare a strategy to overcome them.

Some common objections are:

“Another agent offered to list my home for less.”

Given the dollar amounts you’re dealing with in any real estate transaction, it’s only natural to expect clients that try to spend as little money as possible. To overcome this objection, you can reply with:

“I only get a small portion of the commission. Half of it is used to attract buyers from other real estate agents. If we reduce the commission, the only thing we’ll accomplish is harming our marketing efforts and reduce the number of potential buyers.” 

“Unfortunately, I’m not able to cut my commission. This is the standard I charge. I give all of my clients full service and I want to give you my full service as well. If you would like to hire me as your agent, I would love to sell your home!”

“There are a lot of agents out there who are willing to cut their commission and I do not advise going with a discount agent. They likely will have little involvement in the sale of your home and may not do any marketing.”

“I really want to work with you. But can you give me a discount?”

Just like the last objection, the client is trying to pay as little as possible. But they are a bit more committed, so you can reply with something like:

“If your home sells in two weeks, then I don’t mind adjusting my commission. But if your home takes longer to sell than that, then I will need to charge my standard rate. That’s because I need to consider my marketing costs and all the work and effort that goes into the sale

“If I bring my own buyer, sure!”

“We are meeting with a few agents and then we will make our decision.”

This is typically a stalling tactic. You can assume that any lead you meet in a listing presentation has compared you to other agents. But don’t forget that they liked you enough to meet you in person. There’s usually a real reason hidden beneath the surface, so you should ask open-ended questions to draw it out; questions that start with “what”, “where”, “when” and “how.” 

Generally, you want to avoid questions with “why” because they tend to sound accusatory. 

Try something like: 

“I understand. What specifically are you are looking for in an agent?”

“It sounds like you don’t want to work with an agent that doesn’t have your best interest in mind, do you? How would you describe the right agent for you?”

“We just wanted to find out the price of our home, we will let you know if we decide to list.”

This is another stalling tactic, usually because your presentation failed to impress your clients. Again, you need to draw out the real reason why they don’t want to list right now. Use open-ended questions, and listen carefully.

“… if we decide to list? (wait for their response, and listen carefully.) How will you determine when the best time to list is?” (wait for their response and keep listening).’

Then you can follow up with:

“It sounds like you want to get the best possible price for your home. What price range are you hoping to get? (wait for response). We can always put the home on the market and if you do not get your asking price then we can take it off. Does that sound like a terrible strategy? (say it with a friendly, knowing smile)”

“Can we have a shorter listing agreement?”

This client is already convinced of your qualities as a real estate agent. But they need reassurance that they made the right choice.

“…Shorter listing agreement? (wait for your prospect’s response and listen carefully). I’m sure you want me to market your home to the best of my abilities. How am I supposed to do that with a short listing agreement? (wait for his/her response.)”

Follow with:

“If that’s what you want, I’ll do that. But I’m sorry… I cannot commit to my standard marketing plan with a shorter than standard listing agreement. It wouldn’t be fair to invest a substantial amount of marketing funds into a listing that I am only given a short amount of time to sell.”

“Why don’t we sign at the standard listing time and if, for any reason, you do not feel I am the right fit, we can cancel the listing if you choose to do so.”

“Another agent told us we could get a lot more for our home.”

This objection comes from a place of emotion, not logic. If you showed the prospect a few comparable properties, you’ve already provided plenty of evidence about the real value of their home. Instead of beating them over the head with stats, try to empathize with the client. Then reply with something like:

“… a lot more?” (wait for response ) “I can’t speak for that agent, nor how he or she came to that conclusion. But correct me if I’m wrong, but it sounds like you’re worried that I’m not giving you a favorable listing price.” 

You can then follow up with

“These comparables show what the market is willing to pay for your home right now. At the end of the day, we’re gonna list at whatever price you want. But I wouldn’t be doing my job if I didn’t tell you that if we list too high, you’ll be placing your home in the lower end of a higher price range. On that higher price range, buyers will be comparing your home to others with more amenities and features.

You’ll also miss out on the traffic that comes from buyers searching for homes on the price range that the market says your home is worth.”

The key to a perfect listing presentation is preparation. As Brian Tracy said in The Psychology of Selling, “Everything you do in the sales process, from the first contact through to the close of the sale and the delivery of the product or service, has an effect.[…] Nothing can be left to chance. It all counts.”

Being well prepared for a listing presentation will help you demonstrate your skills as an excellent real estate agent to your clients, and will also help you anticipate issues and overcome objections. All while remaining cool and collected. 

So once you put together a beautiful listing package, have done your research, and perfected your first impression, you’ll be able to feel prepared and confident in any appointment you book with your clients.

And most importantly, you’ll increase the chances of putting a brand new listing on the market with your name on it!

If you enjoyed this article, and don’t want to miss any of our future ones, subscribe to our newsletter. We publish articles like this one regularly in the morning, so you can improve your marketing skills over a nice cup of coffee ☕.

And if you want to take your hyperlocal real estate market dominance to the next level, why not check out our AgentFire Sites?

Or if have any questions, and/or you’d rather see all the tools first, schedule a demo with one of our Client Success Specialists.

We help agents, teams, and brokerages
better achieve digital success.

Sales & Support

Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognizing you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

Always Active

These cookies are necessary for the website to function and cannot be switched off. They are usually only set in response to actions made by you such as setting your privacy preferences, logging in or filling in forms.

You can set your browser to block or alert you about these cookies, but some parts of the site will not then work. These cookies do not store any personally identifiable information.

3rd Party Cookies

This website uses Google Analytics to collect anonymous information such as the number of visitors to the site, and the most popular pages.

Keeping this cookie enabled helps us to improve our website.

Privacy Policy

More information about our Privacy Policy

Accessibility

Accessibility modes, online dictionary, readable experience, visually pleasing experience, easy orientation.

AgentFire Accessibility Statement

Accessibility Statement

• agentfire.com
• August 23, 2024

Compliance status

We firmly believe that the internet should be available and accessible to anyone, and are committed to providing a website that is accessible to the widest possible audience, regardless of circumstance and ability.

To fulfill this, we aim to adhere as strictly as possible to the World Wide Web Consortium’s (W3C) Web Content Accessibility Guidelines 2.1 (WCAG 2.1) at the AA level. These guidelines explain how to make web content accessible to people with a wide array of disabilities. Complying with those guidelines helps us ensure that the website is accessible to all people: blind people, people with motor impairments, visual impairment, cognitive disabilities, and more.

This website utilizes various technologies that are meant to make it as accessible as possible at all times. We utilize an accessibility interface that allows persons with specific disabilities to adjust the website’s UI (user interface) and design it to their personal needs.

Additionally, the website utilizes an AI-based application that runs in the background and optimizes its accessibility level constantly. This application remediates the website’s HTML, adapts Its functionality and behavior for screen-readers used by the blind users, and for keyboard functions used by individuals with motor impairments.

If you’ve found a malfunction or have ideas for improvement, we’ll be happy to hear from you. You can reach out to the website’s operators by using the following email

Screen-reader and keyboard navigation

Our website implements the ARIA attributes (Accessible Rich Internet Applications) technique, alongside various different behavioral changes, to ensure blind users visiting with screen-readers are able to read, comprehend, and enjoy the website’s functions. As soon as a user with a screen-reader enters your site, they immediately receive a prompt to enter the Screen-Reader Profile so they can browse and operate your site effectively. Here’s how our website covers some of the most important screen-reader requirements, alongside console screenshots of code examples:

Screen-reader optimization: we run a background process that learns the website’s components from top to bottom, to ensure ongoing compliance even when updating the website. In this process, we provide screen-readers with meaningful data using the ARIA set of attributes. For example, we provide accurate form labels; descriptions for actionable icons (social media icons, search icons, cart icons, etc.); validation guidance for form inputs; element roles such as buttons, menus, modal dialogues (popups), and others. Additionally, the background process scans all the website’s images and provides an accurate and meaningful image-object-recognition-based description as an ALT (alternate text) tag for images that are not described. It will also extract texts that are embedded within the image, using an OCR (optical character recognition) technology. To turn on screen-reader adjustments at any time, users need only to press the Alt+1 keyboard combination. Screen-reader users also get automatic announcements to turn the Screen-reader mode on as soon as they enter the website.

These adjustments are compatible with all popular screen readers, including JAWS and NVDA.

Keyboard navigation optimization: The background process also adjusts the website’s HTML, and adds various behaviors using JavaScript code to make the website operable by the keyboard. This includes the ability to navigate the website using the Tab and Shift+Tab keys, operate dropdowns with the arrow keys, close them with Esc, trigger buttons and links using the Enter key, navigate between radio and checkbox elements using the arrow keys, and fill them in with the Spacebar or Enter key.Additionally, keyboard users will find quick-navigation and content-skip menus, available at any time by clicking Alt+1, or as the first elements of the site while navigating with the keyboard. The background process also handles triggered popups by moving the keyboard focus towards them as soon as they appear, and not allow the focus drift outside it.

Users can also use shortcuts such as “M” (menus), “H” (headings), “F” (forms), “B” (buttons), and “G” (graphics) to jump to specific elements.

Disability profiles supported in our website

• Epilepsy Safe Mode: this profile enables people with epilepsy to use the website safely by eliminating the risk of seizures that result from flashing or blinking animations and risky color combinations.
• Visually Impaired Mode: this mode adjusts the website for the convenience of users with visual impairments such as Degrading Eyesight, Tunnel Vision, Cataract, Glaucoma, and others.
• Cognitive Disability Mode: this mode provides different assistive options to help users with cognitive impairments such as Dyslexia, Autism, CVA, and others, to focus on the essential elements of the website more easily.
• ADHD Friendly Mode: this mode helps users with ADHD and Neurodevelopmental disorders to read, browse, and focus on the main website elements more easily while significantly reducing distractions.
• Blindness Mode: this mode configures the website to be compatible with screen-readers such as JAWS, NVDA, VoiceOver, and TalkBack. A screen-reader is software for blind users that is installed on a computer and smartphone, and websites must be compatible with it.
• Keyboard Navigation Profile (Motor-Impaired): this profile enables motor-impaired persons to operate the website using the keyboard Tab, Shift+Tab, and the Enter keys. Users can also use shortcuts such as “M” (menus), “H” (headings), “F” (forms), “B” (buttons), and “G” (graphics) to jump to specific elements.

Additional UI, design, and readability adjustments

• Font adjustments – users, can increase and decrease its size, change its family (type), adjust the spacing, alignment, line height, and more.
• Color adjustments – users can select various color contrast profiles such as light, dark, inverted, and monochrome. Additionally, users can swap color schemes of titles, texts, and backgrounds, with over seven different coloring options.
• Animations – person with epilepsy can stop all running animations with the click of a button. Animations controlled by the interface include videos, GIFs, and CSS flashing transitions.
• Content highlighting – users can choose to emphasize important elements such as links and titles. They can also choose to highlight focused or hovered elements only.
• Audio muting – users with hearing devices may experience headaches or other issues due to automatic audio playing. This option lets users mute the entire website instantly.
• Cognitive disorders – we utilize a search engine that is linked to Wikipedia and Wiktionary, allowing people with cognitive disorders to decipher meanings of phrases, initials, slang, and others.
• Additional functions – we provide users the option to change cursor color and size, use a printing mode, enable a virtual keyboard, and many other functions.

Browser and assistive technology compatibility

We aim to support the widest array of browsers and assistive technologies as possible, so our users can choose the best fitting tools for them, with as few limitations as possible. Therefore, we have worked very hard to be able to support all major systems that comprise over 95% of the user market share including Google Chrome, Mozilla Firefox, Apple Safari, Opera and Microsoft Edge, JAWS and NVDA (screen readers).

Notes, comments, and feedback

Despite our very best efforts to allow anybody to adjust the website to their needs. There may still be pages or sections that are not fully accessible, are in the process of becoming accessible, or are lacking an adequate technological solution to make them accessible. Still, we are continually improving our accessibility, adding, updating and improving its options and features, and developing and adopting new technologies. All this is meant to reach the optimal level of accessibility, following technological advancements. For any assistance, please reach out to

• Engage & Convert
• View Portfolio →
• Reviews & Case Studies →
• Support & Knowledge
• AgentFire Blog
• Our History

12 Listing Presentation Steps To Win Every Listing Appointment!

12 step strategy to use to win listings.

"Success Is 20% Skills & 80% Strategy." - Quote by Jim Rohn

Tactics win battles but strategy wins wars. Were you aware the seller will invite 2 to 7 agents into the home for a listing appointment? This means you are in competition with at least 1 other agent on every listing appointment. So you must be different. In fact you must have a strategy that aligns to what the seller expects from you. In this article we will discuss the #1 Motivation Strategy to use to win listings.

Listing Presentation Steps Introduction...

A cma is not a strategy.

Winning listings is vital to your survival as an agent. And a listing presentation is an absolute must. (By the way... a CMA is not a listing presentation but rather a pricing presentation.) Are you aware 96% of agents do not use a listing presentation? Instead they only use a CMA. This is inadequate as it does not address the motivational demands of the seller. What ought you to do? You must use a listing presentation that addresses the demands of sellers. You call the solutions to those demands your Unique Selling Point or Strategy . In this article we will discuss what is the #1 Motivational reason why sellers hire agents. We then use this reason to develop a strategy to cause a seller to list.

How Important Is A Listing Presentation?

To a seller it is critical as they want to know what you will do for them during the sale.

Your listing presentation helps the seller to understand the selling process. It outlines your experience and home selling strategy. It creates seller confidence in you as a professional. It reduces seller anxiety by providing clear directions on how to sell the home. It also encourages the seller to discuss their expectations of you during the sale. And it creates trust in you as a professional.

Why Do Sellers List With Agents?

Have you ever heard of... motivation?

Motivation is the underlying reason why people do what they do. Have you considered the 'motivational' reasons why a seller lists? It is important for you to know these reasons. This allows you to write content that persuades the seller to choose you as their listing agent.

Why do sellers hire agents? Because they want a... BUYER .

Think about this for a moment. After all, if a seller already had a buyer they would have no need to hire an agent and pay a commission. That alone would save sellers tens of thousands of dollars. So the motivational reason as to why a seller is willing to hire an agent is... because they do NOT know how to find a buyer on their own. This is important to you as it gives you the advantage over your competition. Most agents have no idea about the real motivational reason sellers hire agents. You ought to focus your listing presentation on buyers. By doing so you address what they want from you. This strategy proves you are a competent agent.

Can You Prove To Sellers You Do Have Buyers?

Most agents cannot prove they have buyers.

May we ask you a couple of questions?

• Have you received any training on the MLS itself?
• Do you understand why they invented the MLS board?

If you are like most agents the answer is either very little or none at all. But were you aware the MLS was actually invented to help you locate buyers for your listings? The buyers you can get off your MLS board are MLS Buyers. Are you aware you use your MLS board to create a list of buyers for your listing appointment?

• Do you know what the MLS Hotsheets are?
• Do you use the MLS Hotsheets when on a listing appointment?

The MLS Hotsheets!

Do you use the Hotsheets when on a listing appointment?

Have you attended MLS training? If not, you are not alone. Only 4% of agents understand how to produce a list of MLS buyers off their MLS boards. In fact, what you are selling to a homeowner when you are on a listing appointment is the MLS itself. You are offering the seller access unto the MLS. So in essence you are a MLS salesperson.

After all, the MLS is what you are offering to sellers. And it makes sense for you to know the benefits of the MLS and how to use these benefits when with your seller. Here's a good question to ask yourself. Why haven't you received training on the MLS? You want to use an effective listing presentation... one that includes a subsection on MLS buyers. Plus you want to incorporate the MLS Hotsheets. By dong so the seller will appreciate your expertise.

Here Is A Suggestion!

The example slide shown is the 'MLS hotsheets' slide of the blue listing presentation design .

Are You Aware of The 4 Major Buyer Groups?

The #1 buyer group is called... Targeted MLS Buyers .

To win listings you must impress the seller when it comes to your expertise about buyers. You want a listing presentation that outlines the 4 unique buyer groups to your seller. Then you want to highlight the MLS Buyer group as the most likely to 'buy now' motivated buyer. Why is this important? The reason is to prove your buyer experience. This will separate you from the competition. The result will be the seller recognizes you are an agent of excellence. We recommend you consider adding the following to your listing presentation.

The 'Guaranteed To Win' listing presentation educates the seller on these 4 buyer groups... learn more .

How Prepared Are You For The Listing Presentation?

Dreams come true when preparation meets opportunity.

If you are relying only on a CMA to win the listings, then you will disappoint yourself. You must prepare yourself by having a real plan to impress the seller and win the listing. Allow us to go through the top 3 initial steps... beginning with the front door step.

What to do and what to say when you arrive at the front door.

Were you aware a listing appointment is a social event as well as a business meeting? It is as much a social event as is a dinner at your friend's home. Speaking of dinner at your friend's home... would you arrive for dinner empty handed... without a gift to show appreciation to your friend for inviting you into his home? Of course not! Yet agents arrive at a seller's front door empty handed... without a gift of appreciation for the seller. Why do agents behave this way? They fail to realize a listing appointment is a social event. Your most important task when first meeting the seller is to show your appreciation. After all, the seller have extended you an awesome opportunity.

Check out this article for more on what to say during a listing presentation appointment... listing presentation scripts .

What About The Foyer?

The foyer is where you seize control of the listing appointment.

As you enter the home you also must have a plan to impress the seller about your experience. We recommend a foyer plan.

What to do and what to say when you step into the foyer.

If you lack a foyer plan then it means the seller is in control of the appointment. This is the last thing you want when on the appointment. The best strategy to use when in the foyer is to ask for a tour of the home. This gives you the time to build rapport with the seller. It also provides you an opportunity to gather more information you may need for the meeting. It also hands control of the listing appointment over to you.

What About The Kitchen?

Don't be in a rush to start your listing presentation!

When arriving in the kitchen a plan is also essential. Do not be in a rush to start the listing presentation. Why? Because you must first gather 3 important pieces of information.

What to do and what to say when you first sit down at the kitchen table.

By gathering the 3 critical pieces of seller information you set the stage for success. If you fail to gather this information you increase the odds of failure. Said another way... you'll lose the listing.

What About Your Pre-Listing Presentation?

Always begin with your pre-listing presentation.

Your next task is the pre-listing presentation. You had dropped it off to the seller 2 or 3 days before your appointment. Ask the seller if they have any questions about it. Here is an example of an effective pre-listing presentation.

The 'Guaranteed Service' Pre-Listing Presentation?

The message on the cover slide is what a good pre-listing presentation ought to convey in terms of what the seller wants from you... a SOLD sign. As you know, words are power. When you use the right words you position yourself for success.

The 'Guaranteed To Win' presentation includes this pre-listing presentation package... learn more .

Have You Ever Heard of a Safe Island Presentation?

A Safe Island presentation discloses critical seller information.

After you have discussed any and all concerns the seller may have had with the topics outlined in your pre-listing presentation... its now time to take out your Safe Island Presentation.

What Is A Safe Island Presentation?

A safe island presentation is akin to what a lawyer uses when first meeting with a new client. It empowers you to gather 2 critical pieces of information from the seller. You must have this information before your being the listing presentation.

A safe island presentation makes it easy for your to have the seller provide this information to you.

The 'Guaranteed To Win' listing presentation includes this 'safe island' presentation... learn more .

Are You Using A 'Flow' Within Your Listing Presentation?

Sellers want to know where they are going with you.

You're not the only person to have anxiety when on the listing appointment. Your seller has plenty of anxiety because of the appointment. Selling a home is stressful. That's why you want to deal with seller anxiety.

If you don't you may lose the listing. This happens because the seller may not be in the right state of mind to make a decision. This is a powerful reason why using a listing presentation is vital to your success.

To resolve seller anxiety being the presentation with an overview of the discussion. This will reduce seller anxiety. It will also put the seller into the right mindset required to make a listing decision.

The example slide shown is the 'our discssion flow' slide of the RE/MAX listing presentation design .

Are You Using A '12 Step Marketing Plan' In The Listing Presentation?

It's now time to focus on your marketing plan.

You will want to outline your marketing plan to the seller.

Your best strategy is to first offer a summary page. Then you will proceed through each step until completed. This provides the seller will all information needed to make an informed decision.

This is an excellent example of a summary page designed to impress the seller. It outlines 12 specific benefits the seller will receive with you. This allows your seller to understand what you will do when selling the home. And also make it easier for the seller to say yes to listing with you.

The example slide shown is the '12 step marketing plan' slide of the Keller Williams listing presentation design .

Remember ... The #1 Strategy Are 'Buyers'!

Most agents have an epiphany after reading this article. They had no idea the #1 Motivational Hot Button of a seller is a buyer. But when you focus your listing presentation on buyers... you are giving your seller exactly what they want from a professional. After all... success is only 20% skills but a whopping 80% strategy. And buyers are the #1 strategy to use if you want to win the listing.

Also remember you earn more than one commission check when working with a seller. Actually, you earn two. The first is the commission you earn when selling the home. The second is the commission you earn by finding your listing client another home. When adding the two commissions together you will discover you earn big money as a listing agent.

This is another reason why you want to have the very best listing presentation money can buy. There is more to a listing presentation than its professional design. The content of the presentation is most important. You want content that proves you are unique, competent and trustworthy. There is no better way to do this than by way of MLS Buyers.

Today you have the opportunity to give yourself the unfair listing advantage. This one-time investment equips you with a proven and endorsed listing presentation. It matters not if you are a rookie Realtor or a seasoned veteran... when you prove you have access to buyers you put yourself into the winning position.

If you enjoyed this 'listing presentation steps' article you may want to check out top listing presentation scripts , creating a listing presentation that wins listings , or visit our listing presentation resources page.

Share This Article

12 Listing Presentation Steps To Win The Listing On Every Listing Appointment