You’ve generated leads, networked with potential sellers, and found a homeowner who’s interested in your services. Now you must position yourself as the ideal agent to represent your prospective client’s home, and to do that, you’ll need a real estate listing presentation.
Why you need a dynamite listing presentation
In a competitive market, a polished presentation not only sets you apart from other agents but also helps clients visualize the results you can deliver. By highlighting your marketing strategies, insights into market trends, and proven track record, you create a compelling narrative that reassures sellers they’re in the best hands. Think of it as your ultimate first impression — it’s not just about presenting but persuading and inspiring trust.
A real estate listing presentation is a powerful business tool that demonstrates your expertise, impresses sellers, and fills your transaction pipeline. 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. Our templates make the design and input process as simple as possible so you can focus on what really matters — your clients.
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.
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1. A self-introduction
This section is vital to establish your expertise and experience, build familiarity with your client, and then bring the focus back to them. You need to:
- Explain how your experience serves your clients
- Clearly lay out what you and your brokerage can do for them
- Seek common ground that builds trust and rapport
Your listing presentation introduction should comprise 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 you’ve sold, and a brief anecdote about your success selling a home that’s similar to the one your prospects own.
Then, move on to explain what your brokerage can offer these sellers. This is your opportunity to give an overview of the unique selling proposition 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.
2. Local housing market data
Sellers are frequently underinformed or overly optimistic about 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 it comes to the pricing strategy. If the market is rocky, you can demonstrate confidence in expertly navigating the current turbulence.
Your market overview should include:
- Data on local inventory
- Listing and selling prices for relevant comps
- Average days on market
- Home improvements that impact value in your market
Remember that while you see these numbers daily, home sellers don’t. Everything you share with them should be clear, relevant to their situation, and free of industry jargon.
3. An explanation of the homeselling process
Outlining the process sets expectations and showcases your value. Be flexible during this part of your real estate listing presentation. Some homeowners may need more hand-holding and in-depth answers, while a veteran seller won’t need a detailed explanation of each step.
Explain these 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 agreeing upon a listing 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: Here you’ll explain what a multiple listing service (MLS) is. Also, prepare your prospects for open houses, agent showings, and hopefully some offers.
- Accepting offers: Walk your client through different strategies for this stage, such as accepting an offer they like or arranging for 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 option.
- Closing: Explain the option period, the potential for renegotiations, what happens in the 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 in excellent condition that looks beautiful. Explain that depersonalization isn’t 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, show how professional cleaning and decluttering will positively affect buyers’ perceptions.
5. A detailed pricing strategy
Ask homeowners about their priorities with the sale. Some must sell quickly, while others can wait for the highest possible number. Ask about when they plan to move and if there are any other strategic elements affecting their asking price. These factors will influence the offer strategy.
Be ready with your comparative market analysis, 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 so that their home doesn’t languish on the market 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 clarify 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 listing marketing, especially for luxury properties, features professional photography and virtual tours. Speak confidently about your network of professional photographers and show samples from listings you’ve promoted in the past.
Social media posts
Discuss your social media strategy for home sales, including what platforms you use, posts about the listing, how you plan to promote open houses, and how this strategy has succeeded in past home sales.
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Advertising
Present your plan for where the property will be listed and explain each outlet:
- Your local MLS: This is a great way to differentiate yourself from sellers who may be considering listing without an agent. In many areas, only licensed agents have access to the MLS.
- Website and landing page: If you create single-property sites for your listings, provide examples and discuss the benefits.
- Internet platforms: Explain how sites like Zillow and realtor.com maximize a property’s visibility to potential buyers.
- Social media: Using social media ads to promote a property amplifies its reach, targeting the right audience with precision and generating interest quickly in today’s competitive market.
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 about strangers walking through their homes. 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. To address concerns over theft, reassure sellers by highlighting security protocols like requiring sign-ins, monitoring attendees, and securing valuable or personal items before the open house.
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, along with all 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, as a fiduciary, you will always act in their best interests.
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 them 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 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 if you’re comfortable with your skills, be sure to reevaluate your listing presentations occasionally.
Be authentic
Above all else, be yourself. Your clients need to feel like they can trust you. Always be transparent and honest.
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