Doing this not only prepares them mentally for what’s going to happen in selling their home in today’s real estate market, but it also differentiates you from your competition as likely few, if any agents, are going to take the time to demonstrate their expertise on current market conditions.
A nice byproduct of reviewing what’s going on in the real estate market - nationally and locally - is that sellers haggle less with you when it’s time to cover pricing. Because you’ve shown them that you know the market and understand pricing at a high level, you have more credibility when it comes to helping them identify the price at which they should list their home down the road.
As with the walkthrough and rapport building process, you don’t want to shortcut this process, either.
You’re looking for lots of head nods from the seller or for their eyes to glaze over. Either outcome is acceptable.
Your listing presentation
The goal of your listing presentation is to demonstrate as much value as you need to in order to lead your seller to the natural conclusion that you’re the best person for the job of getting their home sold.
To do this, you’ll need to match what your company does to the needs, wants, desires and problems your prospect wants fulfilled and solved.
Ideally, you’re going to share all the features that your company offers: marketing, advertising, customer service, negotiations, etc. to let the seller know that you can get the job done.
Where most agents fall short is in connecting the dots for sellers and identifying the benefits for the features of the services they offer.
Every time you share Features you must also share the associated Benefit(s): (FaBs).
For instance, if you do an amazing job at generating buyer leads for your seller’s homes, then you also must tell them that driving up the demand on their home helps them sell their homes for more money.
Or, if you have a team in place to help them with their every need, you also must let them know that this will save them a tremendous amount of time and stress in getting the home sold.
Most important, you must not just tell them, you must show them what your FaBs are.
In presentations, what you bring to the table - literally - must have a strong visual component to help you influence your prospects at the highest level.