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Five Things to Do at a Listing Appointment Before Your Big Presentation

You’ve done all the work. Now, it’s time for the presentation. But are you sure you’re not making the same mistake that other real estate agents do?

15 years ago, I was working at a real estate company as an agent. All I did was cold calling and following up with leads… basically all the tiring and boring work. 

Until one day, when I finally got a listing appointment. 

Unfortunately, I felt confused and lacked confidence about how I was going to perform in this appointment. I was in this state because I had no system to follow – I had to wing it.

Now, growing up as a sportsman, it was crucial for me to have a game plan. That’s why I always believed a system and a plan were necessary for success.

So, when I walked over into this appointment, I was such a nervous wreck. And it felt like I was not on firm ground, that’s why it made me cautious.

I thought to myself…

“There has to be a better way.”

I knew that most sales agents go through this same situation every day. They go to work without following any strategy, but this was not acceptable for me. 

Following this, I stepped out of the real estate industry to learn sales from the specialists. I wanted to create a system that I could implement in my presentations to make me stand out.

Turns out, all that was required was to follow certain steps and devise a strategy. 

I was able to come up with a framework for better listing appointments. Because contrary to what most agents think, the listing presentation is only the sixth step. 

There are five key steps an agent must do before reaching that point. And it’s what I will share with you today.

The Five Steps

Step #1. Bonding And Building Rapport With The Client

The first step is to establish rapport with your client. Discover their interests by communicating effectively. Talk about their profession, their family, and whatever they find appropriate to discuss with you.

The goal is to get them to open up to you before you talk business. 

This is going to take time, but you have to be consistent. Develop a valuable connection using your communication skills. Always be a good listener and follow up with questions to keep the conversation going.

Building rapport demands patience but putting in this extra effort can make the deal. 

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Step #2. Going Over The Agenda Of The Listing Appointment

Whether it is a meeting that will last a few minutes or one that lasts a few hours, always discuss a definite agenda of the meeting at the start. Let the client know what they should expect from today’s session. 

Don’t expect to close the deal if you go into the listing appointment without any proper preparation. If you go into a meeting thinking of just winging it, you will leave disappointed.

How do I know?

I have been through this so many times before. 

That’s why I do things differently now. Before I start my meeting, I identify the goals I want to achieve from this meeting. I have a list of questions ready with me and I readily take the client’s input. 

With an agenda in place, you can be sure your listing appointments will be even more productive. 

Step #3. Uncovering The Client’s Big Why

One of my mentors, Tony Robbins, describes why people do what they do. What motivates their judgment and what makes them act? 

He said that it’s either pain or pleasure. 

The pain of not having a necessity to the pleasure from having a luxury is what drives basic human behavior. So, always know why your client is willing to buy or sell their property. Understand what drives them to predict their next moves. 

For example, find out what they are going to do after they sell the house. Will they put it back into buying a new house? Or are they looking to start a business? 

Once you uncover this, it is a game-changer.

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Step #4. Understanding Their Financials

Asking a client’s financials upfront can make it seem uncomfortable and break the rapport you’ve established early on.

Instead of going for it directly, try to ask in an indirect tone. Find out how much is the client expecting from this sale or purchase. 

Never give the image of a money-hungry real estate agent. But don’t be shy or reluctant to get clear on the terms and ask what you need to know. 

Make your prospect realize that it is essential for you to know the numbers to get them what they want.

Step #5. Knowing Their Decision-Making Process

Finding out what the decision-making process of your client is can save you a lot of time. Are they the solitary decision-makers or is there someone else who has a say as well? 

You see, I have been through many scenarios where I later find out that there is a wife, a brother, or an uncle involved as well. This makes me step back a little. After all, a meeting is not productive if all the decision-makers are not present.

The Sixth Step: The Listing Presentation

Most agents don’t have a quality presentation ready. And so, they try to just wing it by speaking on the spot. But these agents will have a more moderate conversion rate than those who get in there equipped with a presentation. 

As a believer in strategies, I would never tell anyone to head into a meeting without a presentation.

Why?

A listing presentation should clarify all questions in a client’s mind and explain every reason why your client should be doing business with you. It should put you above your competition and break down your unique selling point.

This is what the first five steps will prepare you for. Remember, your listing presentation is not the time to get to know your client. It’s already the state where you’ll answer all their questions and overcome their objections. 

In doing so, you’ll move closer to the next step… 

Moving on to the Seventh Step: Closing The Deal

This is what all the effort is for, what all the preparation leads to – A decisive YES or NO. 

Remember, never force clients to make a decision in a hurry. If the client asks for more time, don’t consider it a no. Give them time and nurture them slowly and steadily. 

But if you’ve followed all the five steps above prior to your listing presentation, chances are that they’re more inclined to say yes. And even if they say no, you will know exactly why they refused.

That means you’ll know how you can overcome that objection and turn that NO into a YES next time. 

If you need more guidance in closing your sales, feel free to hop on a discovery call with me.

Published by:

Blake Cory

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