Listing Presentation Mistakes and How to Avoid Them

Someway, somehow, you booked yourself a listing appointment. Congratulations! Now it’s time to go win the listing without messing it up. It’s not as easy as it sounds. Once agents are in that pressure-packed environment with everything on the line, they tend to make some pretty serious mistakes.

We’re sharing some listing presentation mistakes to avoid and better alternatives to use in each case.

Mistake No. 1: Not Doing Your Homework

A listing presentation is essentially a job interview. And if you were interviewing for a job, I suspect you’d take some time to research the company, know what they do, their history, and some other pertinent information. Yet every day, agents walk into listing presentations completely blind because they fail to do some basic homework. You should check them out on social media, look them up on LinkedIn to find out what they do, and give yourself a baseline for rapport-building once you arrive.

Mistake No. 2: Waiting Until the Contract Is Signed to Provide Value

In your mind, you need to become their agent before they give you the job. People will notice the difference if you’re willing to share tips and ideas and proactively solve their problems rather than waiting for the ink to dry on the listing agreement. So, the mistake here is simple… Don’t be “that guy” who refuses to provide any value until you have a signed contract. Assume the sale and act like their listing agent from the start.

Mistake No. 3: Going Into ‘Robot Mode’

Here’s a big one agents make once they show up at the appointment: They launch into the same exact spiel, every time. Don’t do this. Rockstar agents who win the vast majority of their real estate listing presentations employ a much more personalized approach. Start with an initial question such as, “What is most important to you in this process of getting your home sold?” to gauge the homeowner’s motivation. Then it’s crucial that you know your listing presentation well enough to adjust and improvise based on your initial rapport-building and the homeowner’s answer.

Mistake No. 4: Starting the Same Way as Every Other Agent

Failing to differentiate themselves right from the start is a mistake agents make on listing presentations every day. A much stronger approach is to begin your presentation with a story. People love stories, and it will make you much more memorable to the homeowner.

Mistake No. 5: Making Promises About What You’ll Do

You can sit in someone’s living room and “tell” them all day all the things you’ll do for them. But here’s what’s much more powerful: “Showing” them how you’ve achieved the desired result for others. Use a recent sale of a similar home to build a case study that “reverse engineers” your entire process.

Mistake No. 6: Failing to Listen Carefully

You have a lot on your mind during a listing presentation, plus the pressure of “presenting.” But that’s no excuse for not listening carefully to the homeowner. Nothing will take you out of rapport quicker than a homeowner who can tell you’re not really listening to what they say.

February 7, 2023.Realtor.com. 10 Listing Presentation Mistakes and How to Avoid Them.

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