"It's not the Leslie McDonnell show, so there's very little about me in my listing presentation," says the Circle of Legends member with RE/MAX Suburban in Libertyville, Ill.
In a RE/MAX University program titled "Listing Presentations Through Their Eyes," McDonnell and Lifetime Achievement Award winner Linda O'Koniewski, a Chairman's Club member and Broker/Owner of RE/MAX Heritage in Melrose, Mass., share tips for evaluating your listing presentation and identifying its strengths and weakness to turn it into a top-notch representation of your services.
The one-hour video is available on demand via the Learn section of Mainstreet www.remax.net.
Download the supplementary tools for this program, including a seller pre-qualification lead sheet, a list to review with sellers and letters to send to buyers and sellers.
9 highlight tips
Here are some of the valuable ideas McDonnell (CDPE, CRS, ePRO) and O'Koniewski (ABR) outline in the program:
1. Endear yourself to people – When McDonnell walks in the door, she says, "Thank you so much for the opportunity to talk with you today." She gives the same speech when you walk out the door. Sometimes we're into being efficient and forget the simple things.
2. Anticipate every problem – O'Koniewski describes the listing procedure as the "scared straight program," because it's the listing agent's responsibility to manage expectations, tell sellers what they're getting into and get it priced right. It's really important to have a way to deal with any problems before they happen.
3. Customize the binder – McDonnell puts a photo of the sellers' home on the cover. If you don't have a photo or can't drive by, grab one from Google Earth.
4. Include solid market data – It's much easier for sellers to be mad at the data than to be mad at you. BrokerMetrics from Terradatum, is a great resource for high-quality graphics.
5. Show them the number – McDonnell makes her pricing recommendation right away to avoid wasting time making her speech to people who aren't on board. Then she asks, "Are you interested in hearing what we do to market homes?" People who are not serious will say "No not really," and McDonnell simply thanks them for their time and avoids wasting her own.
6. Don't compete on price – A market analysis is not part of O'Koniewski's listing procedure; she focuses on distinguishing herself from the competition. She says, "What you need me for are strategies for a successful transaction." Frame every part of the conversation around that strategy.
7. Personalize a marketing calendar – McDonnell outlines when and how she plans to market the home.
8. Make every listing sexy – Some houses are dogs, but your strategy should include ways to make it attractive, and that typically starts with price, O'Koniewski says. Outline how you'll do that.
9. Embrace a system – O'Koniewski says the same thing over and over, and explains, "I bore myself to tears at every presentation saying the same things." You can't gut anything or skip key steps. Create your system and follow it every time to the tee.