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Listing Presentation Checklist

Listing Presentation checklist as recorded by Lee Woodward and Danny Grant.

Design your own pre-listing questionnaire.

In time you won’t need one but until then, good questions to ask are: How long have you lived in the property? Have you made any capital improvements? How old is the kitchen? When did you put it in? What price guide do you think that you sit within? Is there maybe a property in your area or street that you think compares to yours that has sold recently?

Build a letter of confirmation.

Customise your letter to the needs of your client. For example, your letter could: say please allow an hour and a half for this meeting; include an agenda or plan of what you intend to discuss; and invite the vendor to put items on the agenda as well.

Build an introduction to you, your company and brand.

Make sure what you’re presenting matches your target audience.

Confirm your signals.

What you wear, what you do, how you work, how your documents look, what kind of work you take on – all send signals to the market.

For example, Danny Grant’s signals are: Making sure he looks confident and composed. He always has a clean car, good suit on, head held high and a clean pair of shoes! Making sure his process and planning strategy is linked to results. Giving each client personal attention. Market knowledge. Being personally connected to the property for sale. Being a family agent. His fees. He said, “Cheapest is not always the best. People will pay more for quality and delivery of a sale.”

Confirm what will be included in your pre-listing package.

Tailor it to individual clients.

Confirm your presentation outcomes and what has to be said to get there.

They could be: agreement on how the home is going to be presented, the process that is going to be used, marketing, rules of communication, timing and getting started.

Build a storyboard of all the information you’ve collected so far.

A storyboard helps you sequence and structure your presentation to meet your outcomes.

 

Build the scenes of your presentation and confirm what the concepts and questions will be that you can load into the storyboard.

A presentation is like scenes in a movie. You have to control the flow of the presentation to get to your desired outcome.

Some key scenes are:

• The market - Clients want to know how the market is doing, so give them a brief overview.
• Timing - When are they looking at selling? This sets the tone for your presentation and can be a good opportunity to do a trial close.
• The company that you work for and your team - Talk about your statistics and how your team works through a sale.
• Property presentation - What work needs to be done to get the home ready?
• Feedback process - How you will communicate with the client through the sale.
• Process of selling - How you are going to actually maximise the price of their home.
• Pricing the home and comparables
• Talk about it in terms of doing an x-ray on the market and what homes you think are comparable. Never be exact on price.
• Marketing - It’s good to talk about the elements of the marketing campaign first – you don’t want to be in a position where you have to defend the cost of marketing.
• The close - Talk about the cost of marketing, what your fees are, the different types of fees that you may have, and then ask for the business.
• Follow up - Silence is death! Don’t leave time for vendors to pull out.

Confirm visuals.

Visual aids are brilliant in presentations to frame the scene, speak about a concept and attach questions to.

Have a list of winning questions that can be used within your scenes at the right time.

Some effective opening questions are: Have you sold before? What are you looking for in an agent? Throughout the presentation you can ask: Does that make sense? What do you like about the process of a sale? At the end of the presentation you could ask: How would you feel about working with us?

Design a ‘how we will work for you’ page.

This is an executive summary and should include your service commitments to the client.

Have a pre-built buy and assessment chart

This goes through the changeover costs and gives the owner a guide to what the fees and marketing costs will be.

Devise a method and strategy for delivering price.

Rehearse this one because it’s where everything can become undone and leave you looking like an amateur when the clients are actually looking for professional guidance.

Have documented marketing packages on hand.

Do an actual invoice and talk about the marketing campaigns used for similar properties that managed to get good prices over reserves.

Have a closing sequence of dialo gue that allows you to ask for the order.

Closing is the logical last step of a great presentation. As a way towards closing, you can ask questions like: What work have you got planned? Have you got a painter? Would you mind if I gave you a recommendation? I can get him through next week.

A follow -up commitment letter thanking them for the opportunity to present.

If you didn’t sign up on the spot, you need a compelling letter that follows up, without being too corporate. Keep it personal.

Back-up submission document.

You need a simple solid document that confirms what was discussed, allowing the client to show whoever they need to show.

A reasons to call list.

Ringing up an owner after you’ve done all these checkpoints saying, “Have you made a decision?” is not the go.  

 

‘Perfect your Personal Listing Presentation’ is the latest audio from the How 2 series. Here is a taste of what you will learn from this amazing audio and comprehensive checklist.

For a free download of the full listing presentation checklist visit www.hottopics.com.au/ readerbonus. Or to purchase Hot Topics ‘How 2’ audio call 1300 367 412.

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