Agent Training Resources

How to “Act Like a Realtor” at your Listing Presentation.

So if you're working with buyers, you know, it's just about finding the right property, negotiating skillfully, and I would say when I work with buyers, which is not that often anymore, but I try to put them in a position of first right of refusal. So I have a buyer looking for a three-bedroom, two-bath, single-story home in Yorba Linda and a home hits the market, I want to be the first one there, with my buyer, so I'll let buyers be for now. But we all know the real money's in listings because with listings you have a contract. And if as long as you're in an OK market and you price it well or well enough, it should sell. So we encourage all of our agents to be listing agents. Of course, if you're managing a property that will turn into a listing, that's great. But for many years, I taught a class at the Pacific West Association of Realtors and the class was entitled How to Act Like a Realtor. So I believe a good listening presentation is an hour-long in length. There's a beginning, a middle and the end. And during that presentation, you're putting on a performance. You're putting on the performance to be their future listing agent. And you've got a one hour period to close that presentation and get a contract that's signed. So beginning, of course, is finding out about them, their needs, who you are. Feel them out. Talk about yourself a little bit, your company, really talked about their situation, what their motivation is. Why they're selling. What are their plans? Where are they buying? Can you help them? So the first part of the presentation is really just getting to know each other. And even if you know them for years from church doesn't make a difference. They don't know you as a realtor. So you've got to establish that you have credibility as a realtor in the first really 10 to 15 minutes. The next part of the presentation, the middle, is the most important part. And the middle is going to be where you really tell them what you're going to do for them that's different than anybody else. We'll talk about this in the next presentation that one thing I've offered for years is an eight-step home prep. So an eight-step home preparation program that I paid for. And what I do is I say I'm just not going to put your home on the market and hope for the best. We're going to prepare it for the market. We're going to do a physical inspection and address repairs that come up because of that inspection. Do a termite inspection. We'll have a stager come through and give her opinion. We'll clean it if necessary. So I'm willing to spend some money in order to make sure what we put on the market is ready to go, so we get the highest price with the most offers. And probably the most important part is the end. For years, what I've done after I've gone through my credibility, talked about the programs we offer, and how it's gonna be, most agents then talk about price. Here's the thing. You don't control price. Seller doesn't control price. The market controls the price. Everything sells at the right price. In any market. So what I prefer to do is ask the sellers is that you know, based on what they've heard, am I the right person for the job of selling their home? And you wait. You wait for a yes or no. They say yes. Then say, well, that's great. I agree. I really want to be the agent who sells your home. I want to represent you. So let's sign the contract. And they may say, what about price? And you would say, great, we're all going to agree on price, but you shouldn't pick your agent because of the price they say. They may say a price is way too high just to get your business and put you in a bad position or too low, and that takes money away, and we'll come to an agreement on price. But you wouldn't pick your stockbroker because the stockbroker could guarantee where the market's going. You pick a stockbroker because they're gonna represent your financial interest the best. Realtors are the same way. So they may say, well, you know, we still want to know the price. Great. If we can agree on price, are you prepared to move forward? Are you prepared to sign a listing contract today and put this on the market in a couple weeks? And they either say yes or no. They say yes. Great. You got a listing. They say no. You say, what's holding you back? What haven't I covered? What haven't I said? Why do you think you can do better? And find out. And then you're going to respond to that objection and hopefully have some responses. I believe you have to act like a realtor beginning, middle, and there's a little scary part of the beginning. You give a big payoff in the middle and you close at the end. And we're happy to have a training class on that with you at length. But learn how to act like a realtor if you're going to do a listing presentation.