6 Little Mistakes That Can Kill a Real Estate Listing Presentation

04 August 2012

By Morris Real Estate Marketing Group

When it comes to turning a prospect into a client, there are few activities more important than the real estate listing presentation. After all, you usually get only one shot at impressing the prospect and convincing him or her that you’re the right choice.The last thing you want is some little mistake or oversight putting the kibosh on the whole thing.

“For some prospects, buying or selling a home is the biggest decision of their lives”

Yet, that’s exactly what can happen if you’re not careful. In fact, there are some little mistakes you may not even realize you’re making in your presentations. Here are a few examples:

1. “Selling” rather than listening. Most prospects are turned off by REALTORS® who hard pitch their services. Instead, find out the prospect’s needs and aspirations first. Then explain how your services address those concerns and desires.

2. Giving a “canned” presentation. A listing presentation isn’t a Broadway show. You can’t give the same performance every night. You must tailor each presentation to what the prospect wants to accomplish.

3. Being late. You can have the best excuse on the planet for arriving at a prospect’s home 20 minutes late. They may even forgive you. But you’ll still leave the impression that your time is more important than theirs. Always be on time.

4. Not taking notes. Even if you have an exceptional memory, take good notes. If you don’t, prospects might think that you’re not really listening to their wishes and concerns.

5. What’s that smell? If you just ate a garlic-smothered hamburger or smoked a cigarette, you may not notice the odor. But your prospect probably will! Don’t let a nasty smell be the first impression you make!

6. Looking disorganized. For some prospects, buying or selling a home is the biggest decision of their lives. If your presentation looks sloppy – if loose papers are falling out of your binder or if you can’t find your pen – then they’re not going to have a lot of confidence in your ability. Always be the organized professional.

Takeaway point: Don’t let little mistakes ruin an otherwise solid real estate listing presentation.

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