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A listing presentation can make or break an agent's chances with a client – but is over-preparation or under-preparation the key to success?
Two top agents spoke at AREC 2016 about how much planning should go into a listing presentation and how they win over vendors.
“I wing it,” said Michelle Winckle from Hayeswinckle.
“So sometimes […] I feel like maybe I should have more facts and figures and strategies – and look, if I know I’m going to visit a doctor or a lawyer then I’ll have all my facts in place; if they’re the kind of people that want facts and figures I’ll present very differently,” she said.
Her preferred tactic is to “press into people’s ‘why’” – using this to connect with the client and win the listing.
“Even at the end of the listing […] I’ll look them right in the whites of their eyes and say ‘I really want to sell this home for you, I know I can take you on the best journey and get the best outcome’,” said Ms Winckle.
Stefanie Dobro of Caporn Young said she has a more static approach to listing presentations, but she still picks up a lot of information when she meets a vendor.
“The first step is really about relationship-building – a lot of my clients are referrals so there’s already been a good relationship there,” she said, adding that she likes to build on this by commenting on the home.
“Things that you can see – have they made any improvements; did they build it themselves; how long have they been here? And those things I pick up on because I genuinely love them, I can’t fake it,” she said.
Ms Dobro said if she doesn’t fall in love with the home or have a great relationship with the clients then she doesn’t take the listing, knowing she won’t be able to provide the best outcome for the vendor, which would have a damaging affect on her reputation.
“[The clients] have to be comfortable with the process, they have to trust that I’m going to help them and that I’m on their side and that I really am working for them,” she said.
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