Give ‘Em What They Want

When a real estate agent lands a listing presentation, it should be a guarantee that they will get the listing. The last hoop to jump through is the listing presentation, and it should be super easy. Luckily, the NAR has done all the research on what sellers want most from their real estate agents. The best listing presentation is backed by this data. By focusing on what home sellers want statistically, real estate agents are winning every listing.

#1. Market Home to Potential Buyers

The NAR’s 2018 Profile of Home Buyers and Sellers reported that there were two services that home seller’s wanted most of all. 20% of all home sellers wanted a real estate agent who could market their home to potential buyers. This was the most important thing they looked for in an agent.

This (and helping competitively price the home) should be the main focus of the listing appointment. There are many ways that agents can focus on the marketing portion of their presentation. These include:

• Showing research-backed data on how to create the most effective MLS listings (with examples).
• A video testimonial from a satisfied previous seller
• Sharing an example of  Single Property Sites listing websites, that were designed specifically to win listings. They impress buyers with custom URLs, stunning photo, video, virtual tour, and panorama capabilities. And details on listings that the MLS simply doesn’t support.
• Staging, Photography, and Video before and after examples
• Sharing multimedia examples of virtual tours and video
• Explaining online/social media promotional strategy
• Explaining how open houses, sign riders, and other marketing materials will be used

#2. Help Price Home Competitively

Helping price a home competitively is just as important to sellers as a solid marketing plan. 20% of all home sellers said that the most important thing they wanted from a Realtor was help pricing their home competitively. This topic can be a source of headaches for agents due to Zestimates and unrealistic expectations. However real estate agents should not minimize this conversation.

Sellers want their agent to be transparent when pricing a home. Agents should be prepared to give home sellers detailed comp material. Sellers should know where the comps came from, what homes of their model have historically sold for in their neighborhood, and be given detailed analytics on the current market.

Above all, Realtors should focus on educating and empowering sellers. This is an opportunity for agents to position themselves as industry leads and to show sellers what a realistic price point is. The best listing presentation teaches a seller about the best price for their home.

#3. Help Sell in a Specific Timeframe

Selling in a specific timeframe is the third most service to sellers. 19% of home sellers say this is the number one thing they look for in a real estate agent. It is a perfect segway from the pricepoint conversation because as we all know, pricing a home is very important to selling quickly.

Marketing a home and choosing an appropriate price should inform the selling timeframe. Agents should:

• Share timeframe data from past sales
• Share timeframe data on the current market
• Highlight their marketing plan, again
• Discuss how properly pricing home can impact the timeframe
• Highlight their network group

#4. Help Find a Buyer

14% of sellers feel that help finding a buyer is the most important service agents offer. Many home sellers are unaware of the professional network that most agents have developed. Agents should demonstrate how a professional network of Realtors can help find a buyer. Open houses and the marketing plan should also be touched on again.

Historically, home sellers want to know a real estate agents track record looks like. By sharing how and when past homebuyers found previous listings, trust is built.

#5. Help Seller Fix Home to Sell it for More

14% of home sellers think the most important thing a real estate agent can do for them is helping them fix up their home to get a better price. Sharing staging ideas while doing a walk-through is an easy way to show off your services.

But, before offering up a ton of unsolicited ideas on home improvements, agents should be sure to ask the seller if they are looking to make any changes or if they want to sell as-is. This will guide the conversation. Presenting data-backed research on the biggest ROI improvements is the best idea.

The Best Listing Presentation Backed by Research

The best listing presentation is the one that is backed by research. The NAR has done the research and we know exactly what home sellers want most in a real estate agent. Real estate agents can win every listing by helping home sellers market their home, price their home competitively, find a buyer, and fix their home to sell for more. Agents that are transparent, offer data and their own sales history, and present a strong marketing plan will win every listing.