#listing presentations

In October, The Lones Group hosted our listing presentation class for real estate agents - Stop Losing Listings You Should Have Won. In that class, we offered 15 spots to those agents who wanted to revamp their listing presentation and be part of a case study. Well, those spots got taken very quickly. That case study is currently running and we are in the process of individually redoing each agent's listing presentation materials, customizing each to what they each offer a seller when they list their home.

One of the first things we asked each of our case study participants to do is fill out an intake form which included checking off the services they did for each listing and checking those services they only did when the listing called for it.

Although there were several items that most of the agents were very comfortable doing for every listing, such as listing it on the MLS, creating a house flyer, and hiring a professional photographer, there were many other services that agents don't necessarily do for every listing such as a 3D walkthrough, drone photography, or even sending out an area notification by mail that the home has been listed.

It is no secret that competition for listings is heating up and you may be going on more listing presentations that are competitive. By having a strong list of the services you offer for every listing, the more of a benefit the seller will perceive that you bring to the table.

For example, which agent would you prefer to work with, all other things being equal?:

Clearly Agents A and B offer more than Agent C, but Agent A includes the most services with every listing. With Agent B, it may be less-clear if the seller's home qualifies under "depends on house" or "when warranted". If I were a seller, I would work with Agent A because I can be sure that I am getting all of those services. With Agent B, I may get those services, but it isn't 100% clear.

Now, please don't mistake my points here. I am not suggesting that you provide services you are not comfortable with in terms of logistics or finances. I am simply suggesting that you review the services that fall into your "depends on house" or "when warranted" category and see if there are opportunities to move them over to the "always" or "only rarely" category.

For example, several years ago, drone photography and video was just taking off and it was a lot more expensive than it is today. While you might have spent well over $1000 in the past, that same package may be under $1000 today. And remember - house prices have gone up over the last several years, in some cases even over 50%. Therefore, that service is a much smaller percent of your commission than it was before. If you look at your home marketing budget, you may find there are a few of those "depends on house" or "when warranted" items that can affordably be moved to the "always" list. This makes it clearer to the seller what they actually do get when they work with you.

One reason many agents have taken some of their services off the "always" list is due to listing timing. They argue that there is no point in sending out a Just Listed card when a home comes on the market on a Thursday if the seller wants to review offers on Monday. Logistically, how fast our market is has made some of these listing services a challenge. However, it is important to remember that all of those services are about how you present a listing to the market. You have a formula, a checklist that you know works. Don't let the market dictate what is on your checklist when it comes to marketing UNLESS there are additional services that need to be added to handle those new market conditions such as a modified open house or pre-inspection guidelines. Your core listing services should stay the same, regardless of the market.

A successful listing presentation is one that is clear, concise, and indicates you have a proven and effective plan of action. Review your listing presentation system today to make sure your listing services are clear for your sellers.

To schedule a listing consultation with me, you can use this calendar, or call us at (360) 527-8904, email [email protected].

How will you prepare your business for 2022? Start with market facts, not market fear! Commit to improving your understanding of trends in your area. And if you are able to come to Lynnwood this January 26th, start with the energy and knowledge you'll experience at our 2022 Real Estate Success Summit. I'll see you there!

The Real Estate Success Summit is a limited seating event and has sold out every year. Don't risk your seat by waiting until January to register. For more information or questions, start with our registration website at:

TheLonesGroup.com/RESS

For additional information, visit our Facebook event page for a FAQ or call us at 360-527-8904.

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Right now it is the fall real estate season. Maybe, just maybe, in your area you might have the sensation that the market has softened. Maybe just a little bit. And ho-boy, if you have been working hard all year long, this may feel like a long overdue and welcome moment.

But I've done my research. Have you? Because there is something you should know.

Our market is still in dire need of new inventory and there's no relief coming in 2022. So, how will you prepare for the coming year? Every year, about this time, I'm already thinking ahead. I know that while it's only the second week of November that just around the corner is Thanksgiving and then BOOM the end of the year will be upon us.

Are you wondering what the housing market will do this coming year? Do you know how best to prepare your business? What will your talking points will be for your marketing? Are you ready for your clients' tough market questions? Solve all these challenges at once at our 5th annual Real Estate Success Summit at the Lynnwood Convention Center.

2022 REAL ESTATE SUCCESS SUMMIT

Registration has just opened! If you are in the area this January 26, I strongly recommend you register today. Every year our Success Summit has been incredible. It's not just State of the Market, it is also the fantastic speakers, events, and the energy of our attendees. And I am just thrilled that we can be together again this coming 2022!

State of the Market

It's true, our industry has been under a barrage of changes the past two years - pandemic, changing housing needs, inventory shortages, political turmoil, labor challenges, and supply chain issues. Who ever thought we would be waiting months for something like a dishwasher? Yet, despite these crazy waters that our business boats are sailing, there are some huge opportunities - right now - for real estate agents who are informed and understand the market.

State of the Market is where you can get caught-up on your market knowledge. I've done the hard research for you across national, regional, and local data - immigration, economics, housing markets, and so much more. I'll be sharing valuable insight about where our market is going that will empower your business.

Your clients look to you to be the market expert and at State of the Market you will gain expert perspective to give you the confidence to answer their challenging questions. You can leverage that same knowledge in your marketing to impress prospects. It will fuel and enable you year-round.

An Unforgettable Afternoon

There's more to the Real Estate Success Summit too. This year, in the afternoon we will be having three incredible events that could change your business approach for 2022 and beyond.

Over the past two years I've been working closely with a group of agents and teaching them the power of niche marketing. It has been an incredible journey and some of these agents have added hundreds of thousands of dollars to their income this past year. At DOMINATE YOUR NICHE MARKET we will be sharing the strategies that made this possible with you - you won't want to miss it!

This year has proven again and again that agents who have listings have more control over their business. They have the product that buyers want. More than ever before, it is key that agents understand how to win listings at their listing presentation. This year, at our LISTING PRESENTATION SECRETS presentation, we will be talking about how you can blow your competition away by having the right materials and knowledge.

Finally, I have a very special presentation for you before we close the day. At 2022 OPPORTUNITIES I'm going to be sharing critical insights with you about business growth opportunities that this coming year has to offer. Don't waste your time and treasure throwing mud at the wall this coming year - this is where you'll want to be if you are looking for ways to grow your real estate reach.

So, how will you prepare your business for 2022? Start with market facts, not market fear! Commit to improving your understanding of trends in your area. And if you are able to come to Lynnwood this January 26th, start with the energy and knowledge you'll experience at our 2022 Real Estate Success Summit. I'll see you there!

The Real Estate Success Summit is a limited seating event and has sold out every year. Don't risk your seat by waiting until January to register. For more information or questions, start with our registration website at:

TheLonesGroup.com/RESS

For additional information, visit our Facebook event page for a FAQ or call us at 360-527-8904.

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Making a strong first impression can be tough - unless you have a fail-safe system for it that works in almost every listing presentation. My Rapport-Building Formula helps you connect with the seller, allows you to get to know the property and, most importantly, helps you stand out right away utilizing a process that almost no other agent is using.

How does the Rapport-Building Formula work? It's easy!

What You Need

A clipboard and pen

Your phone/camera

Home Conditions Checklist

Seller Improvements Checklist

Listing Dollars Checklist

To put the Rapport-Building Formula into action, put the three checklists onto your clipboard, have your phone handy, and you are ready to go once you get to the seller's house.

Most agents, upon arriving at the seller's house, make a bit of small talk, and then be led around by the owner to see the home. However, the Rapport-Building Formula provides a framework for asking questions and getting information about the property. It is a fantastic tool for those agents who aren't comfortable with small talk, but are concerned that if they don't engage with the seller and get down to business too quickly, they won't make a critical connection and may lose the listing.

How It Works

Arrive at the seller's home for your presentation.

Indicate that you would like to tour the home with the seller to really hone in on the home's market value.

Get out your clipboard and get to work! Room-by-room, you are making notes about:

Condition, opportunities, and potential repairs needed

Any improvements the seller has done since buying and their approximate value

Listing dollars or those features that buyers will pay extra for.

Use your phone to take photos of these items as you go.

You can include language such as:

"I noticed this large bay window that frames in the view of the garden. This is a feature that will cause an emotional reaction with some buyers. It is definitely a feature that we will highlight."

"This bathroom looks like it has recently been remodeled. Did you have this work done and do you remember what you spent?"

"These countertops are very unique. Are they from Brazil? Do you know what specimen of stone? These could represent more listing dollars."

"I am looking for more listing dollars in your home’s amenities that are not immediately apparent. What can you tell me about your home’s heating and cooling system?"

Do you see how this can be much more effective than looking at family photos in the hallway and making comments, trying to find common ground? With the Rapport-Building Formula, you have a system for making a strong impression right away and it helps you lay the groundwork for your points of difference. I won a lot of listings that I can attribute to this formula and I hope you do too!

Want to see Rapport Building in action? Join me for Stop Losing Listings You Should Have Won, coming up this October 6th and 7th in Lynnwood.

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Successful Presentations Follow The Communication Triangle

Real estate professionals are constantly meeting new people and making strong first impressions. Sometimes these impressions are good and sometimes those impressions are not so good. Whether you are meeting a new potential buyer or seller or even meeting with a client to talk strategy, you must communicate your ability to help these clients within the first few minutes you meet them. You need to lead the conversation with a balance of content, connections, and questions.

Let's drill down those three components:

Content

Always prepare for meetings. That means doing your research to obtain the data needed for the conversation or coming to the meeting with an agenda. These indicate you are prepared to speak to their particular situation and have a plan. Content is required to instill confidence.

Connection

This would be the schmoozing or the fun factor you bring to the meeting as appropriate. Strong listening, affirmation, and visual observance are all important components of connecting as is remembering details you have discussed in the past.

Questions

Although when we think of a presentation, we think of one-sided delivery, the best personal presentations (such as a listing presentation or meeting with a buyer the first time) are a combination of your content as well as questions that you ask throughout to get information on their specifics. Strong listening skills are needed for the best questioning. Picking up on clues and asking more questions when the buyer or seller hesitates helps you get to the root of what is really going on and how you may best be of service.

For example, say you receive a call from a past client homeowner who has been thinking about moving for a while, but they are reaching out to you because they learned that their neighbor just sold their home for an enviable price. You set the appointment two days from now. What do you need to do in that two days to prepare yourself for this meeting? First look for the clues. You should brush up on pricing in the neighborhood to make sure the seller may be able to get the price desired (you don't have all the information yet because you haven't seen their home recently, but you can come to the meeting with some data as well as neighborhood trends), you will need a list of questions that need to be answered (when might they sell and where are they planning on moving), and you should check your notes about things like how old their kids are now so if the conversation veers off in that direction, you can remain engaged.

Too many real estate brokers find themselves mastering one or two of these skills but very few ever master all three. If you find yourself losing listing presentations or not being able to connect with someone new you meet the chances are that you haven't applied all three skills in your conversation or presentation.

The best presentations are those where the client feels listened to, they have an open forum to ask questions and be heard and they are provided with strong data and visuals to help them make sound decisions. The biggest mistake brokers make is they rely too much on their personalities to win clients over when it is the combination of all three skills that clients really respond well to.

Make sure that you carefully examine the balance between your connection skills, content skills and your ability to ask questions to get the information you need to better help your clients. Strong presenters don't just present. They interview, supply data and visuals and they listen intently and watch body language. The best personal presentation you will ever make is the one that encompasses all of the above. Be a leader in your presentations by utilizing your first five minutes to incorporate all three components.

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I want to take a moment to discuss the importance of learning how to instill calm communication and conflict resolution at a listing presentation, especially when it comes to talking about price and handling objections.

Too many agents make the mistake of rushing to present all their research and show all their marketing that they forget how important it is to communicate. They forget to ask questions, make eye contact, and slow down when providing information. And this is absolutely critical in building rapport and helping the seller(s) understand how you work.  

There is nothing worse than being on the other side of the table and being talked at by a salesperson determined to get through his or her presentation. I am sure you can think of a situation in your life where a salesperson talked over you, did not pick up on your body language, or directed all of his/her statements and questions to your spouse/partner.

My advice? Do a better job of tuning in!

Tune in to the clues that the seller is leaving you. If you walk into the presentation and they immediately ask about where you are recommending the house be priced, don't avoid the question and spend 45 minutes talking about your marketing. While some real estate coaches encourage avoiding the seller's objections and sticking to the script, I find this approach distasteful on behalf of the seller. I encourage everyone I coach to employ my special "whack-a-mole" technique when it comes to seller questions and objections.

Imagine a Conversation

Imagine this conversation between a listing agent who is following a script and their client:

Agent "... your home listing will be syndicated on 30 websites including Yahoo Real Estate, HGTV's Frontdoor, Zillow, Trulia, and REALTOR.com. And of course, it will also be picked up on every company's website that displays the information from the MLS. It will also be featured prominently on my website."

Seller "Are you going to do open houses every weekend?"

Agent "I will cover that in just a second when I discuss your personal property marketing plan."

The seller wants an answer to his question. He doesn't want to be put off. Here is how that conversation would look whack-a-mole style:

Agent "... your home listing will be syndicated on 30 websites including Yahoo Real Estate, HGTV's Frontdoor, Zillow, Trulia, and REALTOR.com. And of course, it will also be picked up on every company's website that displays the information from the MLS. It will also be featured prominently on my website."

Seller "Are you going to do open houses every weekend?"

Agent "I do find open houses to be an effective way to market properties when they are in a great location and are priced at the market. We haven't had a chance to discuss price yet, but I will tell you that your home is in a great location and feel that it would receive a lot of traffic. Have you had success in selling your home in the past as a result of open houses?"

By my whacking the mole instead of avoiding the question, this has given the agent an opportunity to dig a bit deeper about the seller's past open house experience and leave a hint that price may be a factor in having open houses.

Now, the seller could have answered the agent's question with:

Seller: "Bah! The last agent that tried to sell my house insisted on open houses every weekend! We were constantly cleaning the house and had to leave every Sunday. I missed the entire football season! People tromping through my house, moving my stuff and leaving dirt on the rug. And in the end you know who wound up buying my house? Some family from out of town that never even came to the open house! What a waste of time!"

The seller has just raised another objection - this time around the effectiveness of open houses. And this is not a mild objection. The seller not only feels very strongly open houses, he has left a few clues that the agent needs to pick up on:

He finds keeping the house clean a bother. This might be a problem in keeping it clean for regular showings. Make a note to address that before the listing is signed (you should have a document for seller expectations so there are no surprises).

He doesn't like having his stuff moved around.

The last agent didn't do a good job of returning the house to the condition he or she found it in.

The house was likely overpriced if it sat on the market for weeks and weeks.

He values his time. Especially time on Sundays during football season.

An agent following a script would find themselves completely derailed by his comments. However, a communication-savvy agent sees an opportunity and armed with new clues, proceeds:

Agent "Wow!" (the agent needs to match the intensity of the seller's statement and acknowledge his feelings) "It sounds like open houses weren't effective in getting your home sold to that particular buyer. Did your agent share any ideas as to why your home wasn't garnering any offers as a result of the open houses? That does sound like a lot of weeks to have an open house without a result."

Seller "No idea. I had to constantly call for updates from the agent. It was like pulling teeth! And he wasn't even the one holding the open houses. Frankly, I didn't hear from the agent until we had an offer from the buyer!"

Look at how many clues the agent picked up from that one additional question!

The last agent didn't do a good job of communicating with the seller and that frustrated him.

The last agent didn't hold the home open himself and that frustrated the seller - especially that the house was not left in good condition.

This seller did not have a good experience from his last agent.

This is a great time to acknowledge this last point.

Agent "It sounds like you didn't have a great experience with your last agent. And I want to assure you that I operate completely differently. First of all, I have a system for communication that is based on how you like to be communicated with whether that is in person, by phone, or by email. I also provide a weekly report to my sellers which outlines the activity we have seen in the past week.  I also include what marketing we have on the agenda for the upcoming week. Open houses may or may not be part of that plan, but that is something we can address together. Would you like to go ahead and discuss our communication plan in more detail now?"

By whacking the mole and asking questions of the seller, you have the opportunity to learn more about the issues they really care about and perhaps their expectations and concerns from previous experiences. Also, when you address their concerns directly, it shows that you are listening and care about having them be part of the process.

Practice Silence

Sometimes you have to utilize the skill of silence, especially when speaking your truth. When we tell someone something they may not want to hear, they sometimes need space to absorb it. But what are we naturally inclined to do? Talk faster and throw a whole lot of information at the person, trying to justify your position.

Like in the following example:

Agent "I know you want to get $400,000 for your house, but that is $75,000 over where my research has shown us your house should be. In fact, no home in this neighborhood has sold for over $375,000 ever! Your neighbor's house sold for $369,000 and it has 500 more square feet than yours. Not to mention you have the retaining pond 50 feet from your back door. You are also not taking into account..."

Too much babble! The seller needs time for the first statement to sink in. This is how it should look:

Agent (in a very calm and quiet voice. Very slowly) "I know you want to get $400,000 for your house, but the market is showing us $325,000."

Then silence! It will be very difficult to sit there and not say anything. In fact, it will be downright painful. Especially for agents with supporter personalities who want to soften the blow of what they just said.

However, there is strength in silence.

Shhhh! The seller will speak. Just sit there calmly and make eye contact. Not aggressively, but calmly. You may want to practice with another agent or even a family member first if the thought of not saying anything is making your skin crawl.

Remember to use silence, a quiet, calm, and slow voice, and space in the conversation when you are making a point.

Five Skills Worth Mastering

In addition to silence and space, the five other communication skills I recommend every agent work on include:

#1 Reading Body Language Get tuned into reading body language. If you don't know where to start, you can either do a little research online. Understanding body language is absolutely critical at a listing presentation. You must understand what someone's body language is asking for. Are they confused? Are they resisting your recommendations? Do they distrust the information you are giving them? Did you lose them 10 minutes ago when talking about price? Have they already heard enough and are ready to sign?Sometimes you might need to stop talking and ask, "Would you like to hear more about what I am going to be doing to market your home online or are you ready to move onto our communication plan?" If they sigh and indicate that "perhaps we can move on ..." don't just ignore the comment. Whack that mole! "We certainly don't need to cover everything that is on this agenda if you are short on time. What are the topics you are most concerned about?" And once they tell you what they want to hear about, be sure to add, "I want to be respectful of your time. How much time do we have?"

#2 Engaging Everyone Make sure you engage with all parties, not just one person. Time and time again I hear agents say, "Well, the husband really liked me and wanted to work with me but the wife obviously didn't warm up to me at all." That's probably because you focused all your attention on the husband! Learning to engage equally with two or more individuals live is a skill you can – and must! – learn. Be very conscious of this when you're meeting someone live.

#3 Asking Everyone Ask relevant questions and get people talking. Effective communication which builds and cements relationships is asking a questions such as, "What was your last experience in selling a home?" This kind of question opens the door to engagement, and allows the seller to feel involved in the conversation and the process.

#4 Making a Great First Impression Leave a phenomenal first impression and final impression. If you come into the listing presentation with your portfolio case of tools (and trust me, showing up with a simple portfolio case already has the seller wondering what you have in there), with a great smile, handshake, and introduction, this leaves a memorable impression. What is the last thing you say to somebody before you leave that intrigues and engages them? If you don't have that figured out, think about what that looks like and what materials you are leaving with the seller at the end of the presentation that will make them want to pick the phone back up and call you if they aren't ready to sign the listing agreement at that first meeting.

#5 Following-Up Appropriate and timely follow-up is critical. So many agents who start out well with the first four points fall down miserably here. They're great in front of the potential seller, but if the listing agreement isn't signed there and then, there must be a plan for ongoing follow-up. With most agents, it is out of sight - out of mind. But it is the agent who puts together great material to send whether it is for days or weeks after the listing presentation who will likely put up the "for sale" sign in the seller's front yard. Make the time or energy for stellar follow-up or all the time and energy you put into your pricing research for the initial presentation will be for naught.

There is no doubt that an agent who can implement the "whack-a-mole" style of handling objections will quickly be able to master the discussion about price with a seller. Especially when equipped with all the research and tools we provide in The Pricing System. Agents who are confident and have their toolbox can instantly be elevated to "expert" status.

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Create a listing presentation that converts – meetup notes

A great listing presentation will help you convert appraisals into listings.

On the first Thursday of every month, Emily and I host an agents’ meetup. It started out as a space to discuss digital marketing but last month that shifted to something far more grounded in agency practice.

Tonight, that something was listing presentations.

At the start of tonight’s meetup I made it clear that…

When I was a new agent - and I mean a brand new agent in my very early 20s - I was called to go out on a  listing presentation. I had not met the seller before nor been on his property. I got to the house and briefcase in hand, began walking up to the front door when my potential seller opened the door, looked me up and down, and asked, "Where is Denise?"

Since I had heard the "You're so young!" statement a number of times already, I knew what was going through his mind. I smiled and replied, "I am Denise."

He chuckled. "Denise... Have you ever sold a house? ... Have you ever bought a house? ... I bet you still live with your parents!"

Unfortunately, he was absolutely correct. I did still live with my parents. But I was determined to salvage this presentation. I opened my mouth to speak when -

"Come back when you know what it is like to be a homeowner selling a house!" and he slammed the door in my face.

I stood there for a moment, stunned. I had no idea what to say. I had not yet learned the skill of articulating my value, so I was truly at a loss for words. I turned and walked back to the car. I drove a few blocks, then pulled over and began to cry. I sobbed. It was not pretty.

But in that moment, something changed in me. I decided I was never going to let anyone make me feel that bad again. And while I needed to save some more money before I could buy a place of my own, I decided to get serious about my business and up my game.

In order to compete with older, more experienced agents in my market, I needed to do something that was different than what everyone else was doing. And I decided to start with price.

I made an effort to seek out the one agent in my office who always seemed to be spot on when it came to pricing properties. His listings sold - quickly - and his sellers were thrilled with the results. One day, I popped my head into his office and asked if I could talk to him about his pricing methods and if he would share his secrets.

He scoffed, "It's not a secret formula. I base my pricing on whether the receptionist has time for a smoke break with me on Monday mornings."

I was completely confused and asked him what he meant.

He went on, "Sometimes she has too many new contracts to enter and doesn't have time for a smoke break. When that happens, I know it is a hot market. And I price accordingly."

And with a sip of his coffee, he was out of his desk and down the hall, off to close more deals.

I thought about what he said and the principle was very simple. He was talking about the basic principle of supply and demand. However, as agents, our way to measure supply and demand is usually by a Comparative Market Analysis (CMA). The challenge of using a CMA is that it measures listings that have closed. And those properties may have closed a month ago or six months ago. But the point at which the property ceased to be "available inventory" is when it went pending. And that is the crucial moment when looking at the relationship between supply and demand.

Armed with this revelation, I began tracking pending sales every week - tabulating the number of pendings versus the number of listings. By tracking this relationship, I found this gave me a much more accurate measure of the heat of the market. I not only began using this tool in my business, but I also became very well-known for it, because IT WORKED! And what was better? The focus came off my age and instead focused on my unique ability to price property accurately and my unique pricing system tools.

The Pricing System I developed included a number of research tools, but the heart of the system focuses on the inventory and how much inventory is demanded each week - Listing versus Pending Ratios.

I tell you this story to illustrate the power of research. And research can also help your sellers see your point of view on price.

Did this research take time? You bet. Every week I would spend about 45 minutes tracking the pendings and listings over a variety of areas and price points. But once you have the system set up, it is actually very easy to go in and do the research, as it becomes just a matter of pulling the reports and filling out your form.

How do Listing versus Pending Ratios work?

Let's say there are 100 homes on the market. In one week, 25 listings pended. This represents a 25% listing to pending ratio:

A buyer's market is categorized as having a ratio between 0-45%

A balanced market is 45-55%,

A seller's market is anything above 55%

It is important to know not only where the market is right now, but also how the market has been trending over the course of the past few weeks. Take a look at the chart below ...

The top line represents the inventory trend while the bottom line reflects the pending trend. In September, the number of listings was 455 while the number of pendings was 100. This shows a 21.98% ratio, which indicates a buyer's market.

As an agent, when I start to see those lines get further apart, I can go to my sellers and indicate that it may be time for a price reduction -especially if there is little activity on the property. An agent working with a buyer may also use this information to be better-educated when it comes to making an offer.

In the second graph below, the inventory has dropped significantly (to 200) while the pendings have increased to 206 in September. This represents a 97% listing to pending ratio which means there is very, very little inventory - a fact which is important for both buyers and sellers to be aware of.

What do I do with this information?

I also developed a set of props which I used to explain the supply and demand principles as they pertained to real estate. These tools allowed me to talk about the price of the seller's home not in terms of how much their house is worth, but instead in terms of where the market is.

Think about the power of this. Imagine having the pricing discussion with your seller at a listing presentation. The pricing discussion may go as follows:

Agent: After looking at the CMA, I am seeing a range of  $340,000-$360,000 for your property

Seller: But the houses in the CMA are my neighbors' and I know they don't have upgraded windows and hardwood floors throughout the house like mine! We should price it at least at $400,000.

Agent: The other homes have other upgrades that yours didn't. For example, here we have...

Sound familiar? The challenge with this type of conversation is that it becomes about the seller's property. And once you start down this road, sellers get defensive and the relationship becomes adversarial.

But what if you could tweak the conversation so the focus isn't on the particular property, but on the market? Let's take a look at that conversation again and this time, the agent has a number of props to:

First, explain how the market works:

Then show where the market is now:

And then have a discussion about "the market". The conversation could look like this:

Agent: The market is indicating we should be between $340,000-$360,000

Seller: But my neighbor's house sold for $400,000!

Agent: The market was different when your neighbor sold. The real estate market, like the stock market, fluctuates all the time. And now the market is indicating $340,000-$360,000.

Then the seller needs to choose whether they can be in the current market or not.

Changing my language about pricing and incorporating my unique pricing research system into my business transformed me as an agent.

What do you do for pricing that is beyond the typical CMA? If the answer is "nothing" then you are missing an opportunity to shine when it comes to having more systems than the agent you might be competing against. Not only that, but I find that agents who don't have a pricing system in their business struggle when it comes to handling overpriced listings and sellers who want to "try out" a price that is well above the market.

If you need pricing tools in your business, take a moment to look at my Pricing System. We are releasing version 2.0 next week and it is chock-full of the pricing tools you need in your business to stand out. You do still need to do the research yourself, but all the working forms and graphs are there waiting for your personal touch.

Don't go into another listing presentation struggling to talk about price with unrealistic sellers! Make a commitment to add research and pricing tools to your listing presentation today.

This is the sixth article in my series on powerful listing presentations. So far we’ve covered pricing, communication, technology, and marketing. This week’s topic is home presentation & photography.

Humans, by nature, are visual creatures. What we see with our eyes is what tugs at the strings of our heart, and engages us emotionally. Because of this, visual cues are extremely important in real estate – it’s the way we first connect buyers to homes, and it’s the way those buyers ultimately move beyond simply looking at homes, to mentally creating new memories in that home … before they even live there.

When you have fabulous home marketing materials to showcase at your listing presentation (remember — these are your “props”), you’re not only reinforcing the positive way the sellers feel about their home, you’re also visually showing the importance of reaching to the emotional side of buyers through home preparation, beautiful photography, and engaging video.

Sellers tell us over and over that home presentation is critically important to them. It’s one of the reasons they choose one agent over another. If your home presentation tools aren’t up to snuff, you’re going to lose business!

When you have “props” that show potential sellers what your home presentation tools look like, your ability to “wow” the sellers and get the listing goes up very quickly. This is especially true if sellers are comparing you to agents who have either poor quality – or very few – tools.

If you know you need to step up your game, but aren’t sure where to start, here are some ideas to get you started. None of these ideas are terribly expensive. But they will give you a huge return on your investment in building a long-term and sustainable relationship with your sellers, and in attracting potential buyers to every one of your listings.

Photos, photo galleries, and video: I’ve talked about these three items in previous Zebra Reports, including a recent Zebra Report titled Powerful Marketing – the Signature Virtual Tour, but I’m going to say it again. Unless you are also a professional photographer or videographer, hire professionals who specialize in showcasing homes. Your home presentation tools should include incredible photography that draws buyers in from the first time they pull up the listing. When you show sellers what kind of photography you invest in, they’ll instantly understand the value you bring to the table.

The Home Photo Book

This is different than what I call the “home book” (a book where you include items such as home care and warranty records, the most current inspection report, tax and appraisal records, and neighborhood and community information). The home photo book is a photographic tour of the home that draws the buyer in and allows them to envision living there. This is where you tell the story of the home!

Here’s how to build the home photo book:

Start with amazing photos. These photos must be very high resolution and print-quality. They should be so good that when you print them at 8”x10” they look even more amazing.

Many agents use an online company like Shutterfly to build their home photo book. For about $30, and just a little time, you can create something quite stunning. All you do is pick your style, pick your cover and upload your photos.

Other agents buy what I call the ‘wedding album’ book. You can find these at any craft or photo store. If you buy the version with the die-cut front cover, you can insert a beautiful exterior home photo for the cover. Print out high-quality photos on glossy photo paper and mount them to the pages. If you’re making this version, remember to keep it in great shape – it will get worn out as you show it to more and more potential sellers.

When you’re showing your sample home photo book to your sellers, be sure to let them know that you’ll be creating a book similar to this for their home. That book would be prominently displayed in the home (perhaps next to the flyer stand) for buyers to look at when they’re touring.  And don’t just make one of these books!  When you create the book, order (or make) two!  After closing, one can stay in the home for the buyers, and you can give the second copy to the sellers at closing. They will love having this beautiful book to remind them of their former home.

Home Staging

Be careful here, because sometimes sellers think that when you offer to stage their home you are actually going to change their home so much that you make it unlivable for them. Or, when you say you stage a home, you are offering to spend hundreds of dollars to get their home ready for the market. Make sure you are clear in what you are going to do, so your expectations of service will match your seller’s. Some agents are now calling this service “home merchandising” rather than “staging”.

Here’s how it might sound as you talk to sellers: “One of the things we need to consider is how to merchandise your home properly to engage potential buyers. I know you might have visions of us drastically changing your home. Don’t worry!  We don’t need to change the way you live – we just need to help buyers see how they might live in your home.”

Be sure to use your home merchandising props – the before and after photos that show sellers exactly what you mean by merchandising, and the value that it brings to them. If you have statistics that show how your merchandising efforts lead to a shorter days-on-market number, or a higher sales price, use them in your props! Create a visual board that has some beautiful “before and after” photos, and a flyer that displays the statistics to back you up.

As a wrap-up to my six-part listing presentation series, let’s talk about where we started and where we are ending. I’ve talked about everything you need in your listening presentation – the powerful tools that will set you apart and really build your business. You need pricing tools. You need communication tools. You need technology, marketing and home presentation tools. The reality is that you need them all!

However, I don’t want you to feel so overwhelmed that you never get started creating your listing presentation props. So – start small if you need to, and create one or two pieces from each of the categories I’ve covered. Once you see the value (and I guarantee the value will be BIG), you will be ready to create more and more visual props that reinforce your professional skills as a listing agent. Your goal should be to have a very compelling, very professional presentation … one that is so impressive that sellers hire you on the spot.

Want to get hired every time you do a listing presentation? When you have powerful listing tools that’s exactly what will happen.