Going to a listing appointment is like being an actor: Be comfortable, confident and rehearsed

Posted: April 9, 2014 in Uncategorized

As an industry I think we owe it to ourselves to make what we do better. One way of doing this is to have a plan for your listing presentations. There is no cookie-cutter method behind this either. In order for this to work for you, you must come up with something that puts your personality stamp on it, but I have included a few guidelines for you to get started.

1) Have a plan. I don’t care what that plan is, but you must have one! Sit down and make a list of what you want to achieve with your presentation. What are your strengths and how are you going to use them to your advantage? This is the first step in making sure your listing presentation goes off without a hitch. You can’t just go in with your CMA and think that you will get the listing every time anymore. You can create a presentation on your iPad or hand-deliver your marketing plan right to their door. Find what works for you and feels natural. Your CMA may have been working for you in the past, but brokers are getting very smart these days and it will catch up to you.

2) Master that plan. The last thing you want to do is to go in there without rehearsing. You don’t want to stumble through this before you go in. Going to a listing appointment is like being an actor onstage. You must stay in character while memorizing your lines. Going into a potential client’s living room is no different. Practice with your friends and family — even practice with your dog if you have to, but make sure you master that plan. When you master your plan it shows that you are comfortable and confident. You will be able to portray your message a lot better when you feel comfortable. Make it feel like to the client that you are “winging” it. This is when you know you have mastered your plan.

3) Make an impression. This means that you must find something that sets you apart from any other broker in your market. Dig deep into your personality, purpose and your creative side. If you need help figuring this all out, try hiring a business coach or a mentor. It’s time to go in with your “A” game. If you don’t know what others are doing, then start with the brokers in your office. If that doesn’t give you anything, then ask a competitor from another area to lunch and pick her brain. She won’t decline for two reasons: one, you aren’t in direct competition; and two, no one turns down a free lunch. You must find this info out and you must find something that fits you and your personality. If it doesn’t, you will come off as fake, and no one likes that either. Our industry has been evolving at record speed. We are coming into an era where being distinctive is a valuable commodity.


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