You’ve generated leads, networked with potential sellers, and found a prospective client. You must position yourself as the ideal agent to represent your prospective client’s home, and to do that, you’ll need to present a real estate listing.
A real estate listing presentation is a powerful business tool that demonstrates your expertise, impresses sellers, and increases your close rates. We understand the impact a powerful presentation can have on your business––so much so that we’ve built a tool into our platform to help you craft your own standout presentation.
Luxury Presence’s listing presentation tool is designed to help you increase your close rates with stunning professional presentations. We make the design process as simple as possible so you can focus on what really matters––your clients.
Find It Fast
The 9 components of a winning real estate listing presentation
Our experts have compiled a list of everything you need to create a stellar real estate listing presentation. Following this guide can create lasting impressions that will turn prospective sellers into clients.
1. A Self-introduction
This section is vital––you want to establish your expertise and experience, build familiarity with your client, and then bring the focus back to them. Explain how your experience serves your client, clearly lay out what you and your brokerage can do for them, and seek common ground that builds trust and rapport.
Your listing presentation introduction should be statements of value––no fluff. Start by sharing your relevant experience, which includes how many years you’ve worked as a listing agent, the number of homes sold, and a brief anecdote about your success selling a similar home.
Then, move on to explain what your brokerage can offer these sellers.
This is your opportunity to give an overview of the various unique selling propositions you, your team, or your brokerage can provide. Sellers will be interested in knowing your brokerage’s level of success in the market, its reputation, the network of professionals that support and streamline your work, and specific metrics or standards that set your brokerage apart.
This process can be overwhelming for clients, but your expertise and composure during the listing presentation will put them at ease.
2. Local housing market data
Sellers are frequently under-informed or overly optimistic about the current real estate market conditions. This is your opportunity to set expectations by preemptively correcting assumptions about the market in your area. Providing realistic generalizations at this stage can help temper disagreement or disappointment when you get to the pricing strategy. If the market is rocky, you can demonstrate confidence in expertly navigating through the current turbulence.
Your market overview should include data on local inventory, listing and selling prices for relevant comps, average days on market, and typical home improvements. Remember that while you see these numbers daily, home sellers don’t—everything you share with them should be clear and relevant to their situation.
3. An explanation of the home selling process
Outlining the process sets expectations and showcases your value. Be flexible during this part of your real estate listing presentation. Some sellers may need more hand-holding and detailed answers, while a veteran home seller won’t need a detailed explanation of each process step.
Explain these process stages:
- Pre-Sale Activities: This includes filling out paperwork like the Seller’s Disclosure, arranging a home inspection, having marketing photographs taken, making repairs, and arriving at an agreed-upon price before the home goes on the market.
- Marketing: During this stage, you’ll create the listing and add all the details, prepare digital marketing content, stage the home, and get everything lined up for the day it goes on the market.
- Active Listing Period: Open houses, agent showings, and hopefully receive some offers.
- Accepting Offers: Walk your client through different strategies for this stage, such as accepting an offer they like or arranging for “best and final”—the day when all offers are due. Explain how you’ll present every offer and assure them that you’ll help them understand the pros and cons of each.
- Closing period: Sellers might not know what happens after an offer is accepted. Explain the option period, which has the potential for renegotiations, what happens in a month or so between accepting an offer and closing the deal, and options for leasebacks.
Be sure to include printed materials so the sellers can engage with your presentation and not worry about memorizing everything.
4. An explanation of the pre-listing work needed to be successful
If you haven’t seen the property yet, ask your seller questions to understand its condition. Is it move-in ready? Are there repairs or updates that will significantly alter the potential selling price?
Emphasize the value of having a home that looks beautiful and is in excellent condition. Explain depersonalization—it’s not a matter of the seller’s taste but rather about creating a generically stylish interior that any buyer can imagine making their own. Even if the seller isn’t willing to make repairs or renovations, professional cleaning and decluttering will positively affect buyers’ perceptions.
5. A detailed pricing strategy
Ask the sellers about their priorities with the sale. Some must sell quickly, while others can wait for the highest possible number. Ask if they’re looking for a lease back or if there are any other strategic elements affecting their asking price. These factors will influence the total offer strategy.
Be ready with your comparative market analysis (CMA), which supports your pricing strategy through comps and relevant data. Sellers can be emotionally attached to their home; sometimes, sentimental value and a market price don’t match. Emphasize the importance of starting with an accurate listing price. If priced too high, a home can languish without offers.
6. The highlights of your marketing strategy
This is the point in the real estate listing presentation where you explain your planned marketing efforts and are clear about who is responsible for the costs. Some listing agents pay for photography and staging, while others have the sellers cover these expenses.
Make sure to discuss the benefits and steps of these four basic marketing strategies:
Direct marketing
- Hosting open houses
- Listing the home on MLS and real estate sites
- Sending out mailers
Home staging
Discuss the particulars of staging, including your network of staging professionals and price ranges.
Photography and videography
Most listings, especially luxury properties, have professional photography and virtual tours. Speak confidently about your network of professional photographers and show samples from listings you’ve made in the past.
Social media posts
Discuss your social media strategy for home sales, including what platforms you use, posts specific to the listing, how you plan to promote open houses, and how this strategy has succeeded in past home sales.
Advertising
Present your plan for where the property will be listed. Add in any promising statistics or metrics to details.
- Your local MLS: This is a great way to differentiate yourself from home sellers who may be considering an FSBO. Only licensed agents have access to the MLS.
- Website and landing page: If you create property websites and landing pages for your properties, provide examples and discuss the benefits.
- Internet platforms such as Zillow and Realtor.com
- Social media: Find out how your sellers feel about social media and give them the option of whether or not you use it.
7. Expectations for showings and open houses
Take this opportunity in the listing presentation to explain how you will manage and host showings and open houses. Clients may feel uneasy thinking of strangers walking through their home. Assure them that you or a team member will always be present during an open house and that any private showings will always be conducted by a licensed agent.
8. Your offer and negotiation strategy
Give an overview of how the offer and negotiation process works. Assure sellers that you will present every offer that comes in, and you’ll walk through the particulars. Provide examples of different offer details they may see and the most common areas for negotiation beyond the offer price. Reassure the clients that you will always act in their best interests, an obligation of being a fiduciary.
9. Final questions and “The Ask”
At this point, the meeting is coming to a close. Answer any remaining questions and discuss what needs to happen before you can start with the pre-sale activities. And then—ask for their business. Politely assure the sellers that you have the skills and expertise needed to sell their home, and that you would love the opportunity.
If they are ready to sign, complete the paperwork and finalize your pricing strategy. If they want more time to think things over, give them a deadline by which you will call them––and definitely call them on that date.
Additional real estate listing presentation tips
Here are a few more things to keep in mind as you craft the strongest possible listing presentation:
Focus on the client’s needs
Every piece of information should be designed to serve the client’s needs and provide clear value. Cut away anything extraneous. Selling a home is a stressful process. Even though you’re used to the process, always be mindful of your client’s perspective and be ready to respond with empathy to their nerves and uncertainty.
Practice often
Nailing a listing presentation takes practice. To polish your performance, practice in front of team members or family. As you gain experience, you’ll be able to anticipate questions and concerns. Even when you’re comfortable with your skills, be sure to reevaluate your listing presentations occasionally.
Be authentic
Above all else, be authentic. Your clients need to feel like they can trust you. Always be transparent and honest.
Real estate listing presentations + Luxury Presence
Looking for even more advice and resources about successful real estate listing presentations? Our platform can help you develop business strategies and strengthen your network. To learn more about how we can help you grow your real estate business, reach out to our team today.
