The BREAK IT FACTOR by Michael Dumas
A perfect listing presentation is what every real estate agent longs for- that “killer” presentation that will get the seller to sign, the “Home Run” that will get a sign in the yard, and that “Knock Em’ Out” appointment that leads to more listings and more closings. That presentation is readily available to each and EVERY agent out there- if they just take the time to build their presentation right. There are twelve factors that will make your listing presentation THE PERFECT presentation- one that will instill the utmost confidence in you to get the listing EVERY TIME.
In part 1 of this series, “Are You Maintaining Control During The Appointment?”, it was discussed that your goal, as the agent, was to get the sellers out of their pre-conceived idea of what a listing appointment should be, and move them in a totally different direction that is focused on their needs and wants. In part of this series, “Are You Getting The Customer Involved In the Sale?”, it was discussed how the agent needs to get the customer to take a “Hands-On” approach and get them involved- that way they have some “skin in the game” and will feel compelled to take action.
Part three is a little different- this one does not involve the customer. So Let’s add another brick to the building, factor #3- Take It and Break It
The Doses of Truth discussed thus far:
Truth #1- YOU CONTROL THE STAGES AND FLOW OF THE APPOINTMENT. Period
Truth #2- THE PERSON WHO TALKS LEAST ABOUT THEMSELVES AND MORE ABOUT THE OTHER PERSON WILL LEAVE WITH THE LISTING AGREEMENT. Always.
Truth #3- THE PERFECT LISTING PRESENTATION STARTS AS AN IMPERFECT COLLABORATION OF MATERIALS AND IS TAILORED TO YOUR PERSONALITY AND STYLE TO ACHIEVE A DESIRED EFFECT. Broken and the Perfected.
The best way to improve your listing presentation is to take it in its entirety and put it all on the table in front of you. Every thing you use: your scripts, your photos, your marketing reports, your website, your marketing analyzis form, your virtual tours, your flyers, your advertising pieces- all of it.
Once you have everything laid out in front of you, WRITE OUT your entire presentation. Line for Line. Word for Word. Make note of the collateral pieces you use. When do you show your website? When do you show your marketing reports, when do you show your advertising flyers? Also make note of WHAT you say when you use those pieces, HOW you HOLD THEM and DISPLAY THEM, and WHAT INFORMATION you discuss on them.
Finished? Now break it apart. Break it into little pieces or segments.
Now analyze everything. Ask yourself why each collateral is there. Why you say the words you use. Why you go in the order you do. What is the benefit of each piece? What does it do for the sale (the listing!). WHO does it benefit, you or the seller? Does it help you get to the sale, or is it a hinderance? Is it there to make you feel good? To pound your chest? To Feed your ego? How does it look to the customer? Can they understand it? Does it make sense? Will it help them to make a call to action?
Here’s another important question: Is it something that every other agent in your office or market uses? If you answer YES, then GET RID OF IT- come up with something unique and that fits YOUR BRAND, not everyone else’s!
Once you have broken them, now go through the whole presentation and ask yourself if it flows with your collaterals. Do they work well together, does it flow? Does it lead to a call to action? Are there MANY closes to get the customer to say “Yes”?
Now it is time to put it back together- use these eight simple steps:
1. Brainstorm new ideas and new ways to present the material you already have.
2. Write down your goals and desires-know what you want to accomplish.
Now Sleep on it for a few days.
3. Edit your presentation into a working draft that you can practice
4. Prepare a final edition
5. Get a critique- I suggest several. And get them from people both in and outside real estate.
6. Mark up any corrections from the critiques and redo a final edition.
7. Sit down one more time and ask yourself if you have all the ingredients that you want.
8. Finally, Practice. Practice. Practice Again. Keep Practicing!
You will absolutely see a marked increase in your closing ratios if you will just take the time to break your presentation apart and retool it- Guaranteed!
Good Luck, and Happy Selling!
SandPeak Realty 