While the real estate industry has completely transformed in the last few years — according to the National Association of Realtors®, in 2018, 51% of home sales started online — many of these leads prefer a more traditional approach to buying and selling real estate.
Your books are an ideal tool to reach a generation of people who didn’t necessarily grow up in the digital age.
Books hold an inherent value, and published authors hold a certain esteem in the industry they represent.
This is the number one thing you need to do to dramatically boost your listing presentation conversion. It’s not that complicated. But, hardly anyone ever does this.
When you give these sellers a book with your name and picture on the front, they aren’t likely to throw it away. Whether they look at it right away or come back to it when you follow up, you’ve already established a strong impression in their minds.
Prove that not all agents are the same.
When you meet with a seller, show them that real estate is not all luck. Realtors actually do have the ability to get sellers better results.
Show them they may not get a fair price for their house if it isn’t marketed properly.
If possible, in your presentation, show examples of how you can sell a house that another Realtor was unable to sell. Use client testimonials to your advantage.
Show how you can do a better job marketing their homes.
You have to convince sellers your marketing plan will increase the odds of their house selling… and selling for more money.
What do you need to do to show them your marketing prowess?
Come with a list of upgrades or repairs that can net them a positive ROI.
One of your slides should have a list of small-priced repairs you suggest they do. Clean-ups, painting, landscaping, staging and other things that won’t cost them a fortune should be included.
Then, walk them through all the different things you do differently to get more buyers interested in the homes you list.
- You take excellent pictures.
- You understand online marketing and how to “hook” the perfect buyer who will fall in love with their home.
- You do special marketing that causes buyers to fall in love with their home… and happily pay asking price, or more!
- You’re good at solving problems, should they arise.
But, don’t just hype things up. Back up everything you say with proof.
For example, when you mention excellent pictures, show them pictures of different houses you’ve listed in the past.
Include case studies and testimonials.
If you have testimonials to use, include them at the end of your presentation. This way, owners can look through them at the end, but only if they want to.
Reference testimonials throughout your presentation, rather than all together at the end. You’ll keep your leads engaged and impress them little by little.
Build in stories that help prove your points.
This is similar to the testimonials, but it is much more engaging with the audience, so it doesn’t need to be placed in the end.
Use stories to help overcome objections, prove your point, or demonstrate why the prospect should do something you feel is better than what the majority of the competition may be telling them.
Everyone loves a good story. Use it to show them how you stand out.
Don’t “wing” it, but rather, use a proven real estate listing presentation.
Most Realtors use a CMA as their listing presentation. They compete over price to get a listing. It’s not unusual for a Realtor to name a higher price than they feel the home will sell for just to land a listing.
You’re better off evaluating the seller’s motivation before going on a listing appointment, then using a proven listing presentation to get the listing.