An excerpt from Lee Woodward’s renowned book on scripts and dialogues
A successful listing presentation from a real estate agent will effectively provide an owner with a business plan for their sale. The best listing presentations focus on a potential client’s actual needs, not what the agent perceives as their needs. A professional presenter will guide the owner towards listing their home through the quality of his or her presentation. The most effective method of achieving this goal is to involve the owner in the decisionmaking process by asking them a series of winning questions, which have been designed specifically to result in success for the agent.
These questions are outlined below and are applicable at all occasions to help the agent win the listing:
1. What would you like to achieve from our meeting today? The strategy here is to set the agenda by putting the owner in control.
2. Can you tell me about any improvements that you have made, that you consider have added to the value of your home? This question shows the agent’s empathy, thoroughness and gives the chance to explore the owner’s price expectations.
3. How do you feel about having a signboard outside? Again, another expression of the agent’s empathy.
4. Do you think your home would suit a morning or an afternoon photo? This question shows the agent’s attention to detail and expertise in listing property.
5. When were you hoping to see the property advertised? The answer to this question helps set an expected timeframe.
6. Are there any photos that you would like to include in the campaign? This shows an agent’s attention to detail and gets the owner involved.
7. Do you have a spare key or should I have one cut? This helps to progress the meeting to the next level.
8. Have you met any other agents? May I ask why you haven’t appointed any of them? This question will help to explore the owner’s expectations of what they want in their agent.
9. Do you know very much about our company? This gives the agent credibility, shows community feeling, tests the owner’s perception and allows the agent to present their agency profile.
10. If we achieve a price that delights you, where will you move to? This adds to the expected timeframe points.
11. Would you like me to estimate the change-over cost for you? By asking this question, it is showing an agent’s expertise and helping to establish the feasibility of the sale.
12. Have you seen a marketing strategy recently that has caught your eye? This establishes the owner’s preferences and the agency’s point of difference.
13. If you were a buyer, would you see the benefit in that? An agent will gain acceptance by asking this question.
14. Have you had a property on the market before and how did it go? The answer to this question will show the agent any previous experiences an owner has had and explore their expectations.
15. That is going to take a little while. How are you going for time? Again, this looks at the owner’s timeframe.
16. Do you have a good solicitor for handling real estate? This question explores the timeframe and establishes common ground.
17. How do you feel about having your home open for inspection? This can be an opportunity to express empathy, but it also explores the owner’s motivations.
18. What are you looking for in a marketing agent? The answer to this question will again show the owner’s motivations and allow the agent to express empathy.
19. Is all this making sense? An opportunity for the agent to empress empathy and the owner’s motivations, this is also a chance to revisit anything that is niggling for the owner.
20. The agent you choose will have a major effect on the price you will receive. How will you know that another agent can negotiate effectively for you? This allows the agent to explore the owner’s expectations and previous experience, but is also a chance to give an example to highlight what they are saying, or engage in a role play.
21. If all the agents charged the same fee, would you list your property with us? This explores the owner’s motivations and isolates any concerns they may have.
22. Suppose that I am working with a buyer who likes your home and is in a position to make you an offer. However, they say that they have seen some other homes and would like to think it over. What would you like me to do? A way to establish an agent’s credibility, this question also shows the agent’s understanding of their duty to complete the sale.
23. Has anyone explained the law of selling? This is the final close, where the agent gains acceptance and demonstrates product knowledge.
24. Is your feeling today about winning or is it about engaging the very best agent? By asking this question, the agent reinforces their credibility, shows understanding and confronts the fee issue head on (if it is an issue).
The question that comes after these 24 is the closer, where the agent has sold the feeling and the owner commits to selling with this professional.