10 Ways to Win Your Real Estate Listing Presentation in 2023

Jim Gray, Licensed Agent5/9/2023

Presenting,Real,Estate,Business,,Creating,Better,Neighborhood,,Assessing,Property,,RentAre you finding it difficult to win listings as a real estate agent? Well, I have good news for you. Your success in the real estate business hinges on ONE KEY FACTOR – your listing presentation.

A poorly executed presentation can result in losing the listing, but a great one can help you secure new ones.

It’s important to showcase who you are and the value you bring to your clients. This should include important metrics such as local market statistics, an overview of your selling process, and how you help clients get the most value out of their homes. By doing this, you can instill a sense of confidence and trust with your clients.

To help you improve your listing presentation, I’ve put together some of my best tips so that you can start winning more listings.

What Is a Real Estate Listing Presentation?

Confident,Lady,Business,Trainer,Coach,Leader,Give,Flip,Chart,PresentationA listing presentation in real estate is a formal presentation given to a potential seller or property owner to convince them to hire you to sell their property. The presentation typically includes an overview of your qualifications and experience, a comparative market analysis (CMA) that shows how the property compares to similar properties in the area, and a marketing plan for selling the property.

You may also provide information on your company and team, as well as any special services or resources you may want to offer. The purpose of the listing presentation is to impress the potential client and persuade them to sign a listing agreement, giving you the green light to sell their property.

As the world becomes increasingly remote, hosting a virtual listing presentation may be necessary. This type of presentation is similar to a traditional one but delivered through video conferencing platforms like Zoom or Skype. Though it may take some getting used to, virtual presentations allow you to connect with clients who are far away or unable to meet in person.

You can present your real estate listing in various ways, including a PowerPoint deck, brochure, video, or other visual aids. Regardless of the format, your presentation should include key elements such as:

  • Listing price
  • Your reasoning behind the price
  • Interior and exterior upgrades
  • Landscape features
  • Staging
  • Any relevant fixes or remodels.

How To Make a Real Estate Listing Presentation Successful

Real,Estate,Listing,Contract,On,A,Realtor,Agent,Marketing,PresentationFormatting a listing presentation in real estate can depend on personal preferences, but here are some general tips to consider:

1. Start With An Attention-Grabbing Introduction

Depending on the format of your presentation, I suggest starting with a cover page that includes your name, photo, and company logo. You want this to jump off the screen or the page.

While this is in the background, start by telling a captivating story that will get their attention. This is your chance to introduce yourself, and talk about your qualifications. I usually speak for about 60 seconds about a home I’ve sold, or a deal I’m currently working on.

Here’s an example:

“Imagine this: A few years ago, I was approached by a couple who had been trying to sell their home for over a year with no success. They were feeling discouraged and frustrated, and had lost hope that they would ever be able to sell their beloved home. But after taking a closer look at their property, I noticed a unique feature that had been overlooked by previous realtors – a stunning backyard oasis with a built-in BBQ, pool, and beautiful landscaping. With this in mind, I redesigned their marketing strategy to highlight this unique feature and create an emotional connection with potential buyers. Within a month, we had multiple offers and were able to sell the property for above asking price. This experience taught me the importance of finding the unique selling points in every property and using them to create an emotional connection with potential buyers.”

2. Get To Know The Buyers By Asking Important Questions

Confident,Insurance,Agent,Broker,Man,Holding,Document,And,Present,PointingWhile your ultimate goal during a listing presentation is to demonstrate your ability to outperform other agents and sell your client’s home, it’s crucial to keep their needs and preferences in mind. Throughout the presentation, be sure to ask relevant questions to gain a better understanding of their goals and priorities. Here are some examples of key questions to ask:

  • What prompted you to consider selling your home?
  • Do you have a specific timeline for when you need to move?
  • Have you considered what your plans would be if your home doesn’t sell?
  • Are you looking to stay in the area, or move elsewhere?
  • Is there anything in particular that you feel needs to be addressed before listing your home for sale?
  • Do you still owe money on your mortgage, and if so, how much?

By tailoring your presentation to address their specific concerns and priorities, you can show your clients how you can help them achieve their goals and successfully sell their home.

3. Go Over the Process and Sales Timeline

When it comes to selling homes, clients often ask “how long will the process take?” With the current fast-paced real estate market, it’s important to prepare clients for a quick turnaround. To do this, it’s crucial to highlight each step of the sales process, including pre-sale events, marketing timeline, listing period, offers, acceptance, and closing the deal. By clearly explaining the sales timeline, you can manage your client’s expectations and help them feel more confident throughout the process.

4. Format Your Real Estate Presentation in a Smart Way

Stock,Market,Analysis,,Business,Intelligence,,Profits,Presentation,,Double,Exposure,BusinessmanWhen you are designing a real estate presentation, you want it to be easy to follow. It should feel like a natural progression, so here are some aspects I always make sure to add:

  • Include a table of contents to help the seller easily navigate the presentation.
  • Use a professional and easy-to-read font such as Times New Roman or Arial.
  • Use bullet points to break up lengthy paragraphs and to highlight important information.
  • Use visuals such as photos, graphs, and charts to illustrate market trends and property features.
  • Organize the presentation into sections such as an introduction, market analysis, property details, marketing plan, and your qualifications.
  • Include a slide or page with your personal bio and professional accomplishments to establish credibility.
  • Use consistent branding throughout the presentation with company colors and logos.
  • Keep the presentation concise and avoid overwhelming the seller with too much information.
  • End the presentation with a call to action and a clear next step for the seller to take.

Remember that the goal of a listing presentation is to persuade the seller to choose you as their real estate agent. A well-formatted and informative presentation can help you achieve that goal.

5. Go Over Your Personal Statistics 

Searching,Real,Estate,Apartment,Or,Home,On,MapDuring your listing presentation, it’s important to showcase your personal stats to prove to your clients why you’re the best agent for the job. Your statistics should highlight your success and provide evidence of how you can sell their home quickly and for the best price. Some key statistics to share with your clients include:

  • Your sales compared to the market average
  • The average number of days your listings stay on the market
  • Your year-over-year sales growth
  • Your conversion rate of listed properties to sold properties

To make these statistics even more impactful, consider creating visual aids like graphs and charts to help your clients better understand your success. You can export your personal data from your MLS and use it to create visually appealing graphics that showcase your expertise in the real estate market.

6. Explain Your Marketing Strategy or Vision

Your marketing strategy is crucial to successfully selling a home. It’s important to explain to your clients how you plan to market their home and differentiate yourself from the competition. Some current marketing trends that can give you an edge include:

  • Virtual tours
  • High-definition photography
  • 3D floor plans and property scans
  • Social media marketing
  • Property videos

By utilizing a variety of platforms, such as social media, online home listing sites, and even lawn signs in the neighborhood, you can attract more potential buyers interested in purchasing your client’s home.

7. Set the Record Straight If You Have To

Real,Estate,Agent,With,House,Model,And,KeysAfter doing this for years, I can guarantee at some point you’re going to hear something along the lines of this:

“I talked to another real estate agent who said they can get me so much more than what you’re offering….”

That’s when you respond with something like this:

“I understand that you’ve been talking to other agents, and I appreciate you taking the time to share their feedback with me. It’s always helpful to have different perspectives. However, I want to assure you that I’ve done extensive research and analysis of the current market conditions and comparable properties in your area. Based on that analysis, I believe that the price we’ve discussed is both fair and competitive.

It’s important to remember that while some agents may promise a higher price, it’s not always realistic or achievable. My goal is to provide you with an accurate valuation and to help you sell your home for the best possible price in the current market. I’m committed to working with you to achieve your goals and to keep you informed every step of the way.

If you have any questions or concerns, I’m here to address them and to help you make informed decisions about your home sale.”

8. Don’t Wait Until the Presentation To Start The Conversation

Female,Real,Estate,Agent,Offer,Home,Ownership,And,Life,InsuranceIt’s important to have a pre-appointment strategy to set yourself apart and begin earning people’s trust way before you ever meet face-to-face.

If you plan on doing nothing after setting the appointment up, then you’ve likely already lost them. You have to be constantly thinking of new ways to keep the conversation alive. Don’t let them off your hook.

Here’s what I typically send after setting up the appointment:

“Thank you for scheduling a listing presentation with me. I’m really excited to have the opportunity to work with you and help you sell your home. I just wanted to confirm our meeting time and location, which is (insert date, time, and location).

Before our meeting, I’ll be conducting a thorough analysis of your home and the current market to ensure I provide you with the most accurate and up-to-date information during our presentation. During our meeting, we’ll go through my marketing plan and the various strategies I’ll be using to sell your home quickly and for the best price possible.

If you have any questions or concerns in the meantime, please don’t hesitate to reach out to me. I look forward to meeting with you soon.”

Also, if you want to go the extra mile, consider including the following attachments:

  • A comprehensive marketing plan that goes beyond the average agent’s list of 11 items.
  • Instead of just providing a list, showcase a map of the properties you’ve sold to engage the client.
  • Reviews that highlight your specific skills and expertise are more effective in convincing clients of your abilities.
  • Use stats, graphs, and charts to demonstrate your performance compared to the MLS averages.

Showcasing your team of experts can set the expectations and highlight the collaborative effort required to sell a home. This effort may seem significant, but it’s worth it to establish yourself as the best candidate for the job and avoid wasting time on clients who may not be motivated to sell.

9. Prime Your Client On The Day Of The Appointment

Buy,House,In,Real,Estate,Agency,,Search,Property,Online,ByA few hours before the appointment time, send another email just to remind them of what they can expect from you. Here’s a script I use often:

“Hello [Homeowner’s Name], this is [Your Name]. I hope this message finds you well. I wanted to confirm our appointment today at [Time]. I am thrilled to discuss your home and how my team and I can assist you in finding the ideal buyer. We have a solid plan in place, and we are confident that we can help you sell your property successfully. In preparation for our meeting, I wanted to make sure you had the chance to review the material I sent you, including the video and links to valuable information. This will help us maximize our time together and answer any questions you may have. I look forward to seeing you soon.”

10. Try “Reversing” The Presentation 

Real,Estate,Agent,With,Client,Or,Architect,Team,Discussing,ProjectNow it’s time for the big day. Try Gary Gold’s approach and do a “reverse” listing presentation at least once or twice to see how it works for you.

You may be asking, “What does that even mean?”

Simply put, rather than starting from what you do right after you take on a listing, show the homeowner everything you did to get the deal done. For example:

“We recently had great success selling a property that was very similar to yours. The sellers were thrilled with the outcome, and even wrote a five-star review on Zillow about their experience with us. What led to this success? We ended up getting eight different offers and we helped the sellers choose the one that best met their needs.

To get to this point, we started with a giant Open House, which is exactly what we’ll be doing for your home. During our last open house, we had 101 people come to view the home. And that’s not all. We also had 5,220 impressions on Zillow, 1,284 on Trulia, and 3,000 on Realtor.com, along with 2,100 views on Facebook, 68 on Instagram, 171 on Twitter, and 359 views of the full home tour video once we put it up on YouTube.

We’re excited to replicate this success with your home, and we have a step-by-step plan to get us there. We can’t wait to share it with you during our upcoming meeting.”

Make sure to also include high-quality printouts/fliers of all the information you linked to in your pre-appointment video email – your marketing plan, your “Sold” map, your reviews, your degree of separation, your team photo and descriptions of each person’s role.

8 Quick Tips for Your Next Real Estate Presentation

Asia,Real,Estate,Sale,Agent,,Stock,Market,Trader,Woman,WorkIn order to win your real estate listing presentation, it’s important to approach it with a strategic mindset and a focus on delivering value to your clients. Here are some tips to help you succeed:

  1. Research the property: Before you meet with the potential seller, research the property and the surrounding area. Gather information on the property’s history, any renovations or upgrades, and any unique features that could be highlighted in the presentation. Also, research the local real estate market and recent sales in the area.
  2. Highlight your unique selling proposition: What makes you stand out from other agents? Whether it’s your marketing strategy, experience, or local knowledge, make sure to highlight your unique selling proposition in your presentation.
  3. Prepare your presentation materials: Develop a professional presentation that includes a cover page, your company’s logo and branding, an introduction slide, slides on your experience and qualifications, a comparative market analysis (CMA), a marketing plan, and a conclusion slide.
  4. Personalize the presentation: Tailor the presentation to the specific property and potential seller by including information on how you would market their property, any challenges or opportunities you see, and how you plan to address them.
  5. Practice your presentation: Practice your presentation several times before meeting with the potential seller. Make sure you are comfortable with the content and can deliver it smoothly and confidently.
  6. Dress professionally: Dress professionally for the meeting. Make a good first impression and show that you take the potential seller’s business seriously.
  7. Present with confidence: During the meeting, be confident and professional. Be prepared to answer any questions the potential seller may have and address any concerns they may raise.
  8. Follow up: After the meeting, follow up with the potential seller to thank them for their time and reiterate your interest in working with them.

Remember, the key to a successful listing presentation is to be professional, prepared, and confident. By following these steps and customizing your presentation to the specific property and potential seller, you can increase your chances of winning the listing and successfully selling the property.

By implementing these tips, you’ll be well on your way to delivering a compelling and effective listing presentation. However, your work doesn’t stop there. The next step is to create an unforgettable open house that will attract potential buyers and ultimately lead to a successful sale.

Throughout this article, you’ve gained valuable insights on how to create a winning listing presentation, including strategies for handling common client questions and how to craft a compelling story that resonates with your audience. You’ve also learned about the importance of understanding your clients’ needs and mindset, as well as how to leverage resources like coaching and podcasts to help you excel in your real estate business.

At Agent Advice, we’re committed to providing real estate professionals with the tools and resources they need to succeed. Whether you’re looking for expert coaching or educational podcasts, we have everything you need to take your business to the next level.

Other resources: We have guides on the ins and outs of the topics you need to know to be a successful estate agent (like real estate leadsreal estate website buildersreal estate lead generation companies, or a well designed real estate CRM). If you’re looking for more advanced topics like real estate adsbuilding your own real estate lead generation website, which real estate marketing tools you’ll need,  how to build a successful social media strategy, or even just real estate marketing ideas in general, you can try looking for a real estate mentor that can help show you the way.

About the Author

Jim Gray got licensed in 2013 and sold 57 houses in his first year. Over the next 6 1/2 years he went on to sell 437 homes with a small team. He went on to manage the lead generation department of the 13th largest expansion team at Keller Williams and designed lead generation and conversion systems for 60 agents in 7 locations in 4 states that drove 600 home sales in a 2 year period. Jim currently does real estate team development and coaching for some of the largest real estate teams in the country. Connect with me

Last Updated: 5/9/2023