The Listing Process & Presentation (Guide + Class)

Download + Print

Printed copies of our listing presentation are available for purchase on Xpressdocs. Standard Bramlett folders are available to purchase at the office in packs of 5. It's a great idea to print your own branded folders with headshots, which we recommend ordering from VistaPrint.

• DOWNLOAD THE MOST RECENT AUSTIN LISTING PRESENTATION HERE
• DOWNLOAD THE MOST RECENT WACO LISTING PRESENTATION HERE

Training & Process

It's important to understand our listing process prior to presenting this presentation to any seller. Our presentation isn't intended to "drop and go", but to be presented and discussed with your clients. We offer a 3-part listing presentation series as a set of classes at least once/year and our classes and presentation are available online.

This class and video are long, but very comprehensive. It is worth your time!

Bonus Content! Nailing Listing Appointments w/ Russell Shaw

The Importance of Listings vs. Buyers

• Working with sellers allows for a more predictable schedule and income.
• You can service sellers more efficiently than buyers, leading to higher sales volume.
• Proper expectation-setting with sellers reduces unnecessary time spent on listings.
• Strong listing systems help streamline the process and minimize revisits to the property.

Common Pitfalls When Working with Sellers

• Misset Expectations:
  • Most listings fail due to initial unrealistic expectations.
  • Clear, data-backed pricing and marketing strategy reduce failure rates.
• Seller Anxiety & Micro-Management:
  • Sellers may second-guess strategies if not properly educated.
  • Establish a well-defined strategy to build trust.
• Compensation Concerns:
  • Sellers may feel they are overpaying commissions.
  • The post-NAR settlement environment requires transparency.
• Self-Sabotage:
  • Sellers might insist on unrealistic pricing.
  • Address pricing objections early and collaboratively.
• Emotional Reactions:
  • Sellers often react emotionally to repair requests and offers.
  • It is crucial to manage their expectations and guide them towards rational decisions.
• Blaming the Agent:
  • Unfortunate events may lead sellers to question the agent’s efforts.
  • Proactive communication minimizes such conflicts.

Building Trust with Sellers

• Trust is the primary goal of the listing presentation.
• Transparency and competence build long-term relationships.
• Support every claim with data, case studies, or client testimonials.
• Sellers must trust:
  • Your honesty.
  • Your experience and competence.
  • Your marketing system.
  • Your pricing strategy.
  • That you are the best agent for them.
• Avoid overly assertive claims; instead, use stories and data to support your expertise.

Setting Expectations and Handling Objections

• Winning Every Listing Isn't the Goal
  • Taking on bad listings can drain time and energy.
  • Walk away from unrealistic sellers or those fixated on discount commissions.
• Pricing Conversations
  • Avoid committing to an exact price.
  • Use a range based on market conditions and active comparables.
  • Establish a plan to adjust price if needed.
• Commission Negotiations
  • Maintain a consistent approach to commission structures.
  • Compromise only when necessary to gauge seller flexibility.
• Listing Presentation Consistency
  • Follow the same script and process for every listing appointment.
  • Iteration and refinement of presentations improve results.

The Listing Presentation Process

1. Initial Phone Call & Information Gathering

• Identify the seller’s timeline and motivation.
• Determine if they have an open-ended or defined timeline.
• Set the listing appointment on the first call whenever possible.

2. Pre-Listing Appointment Email

• Send detailed emails with:
  • Personalized elevator pitch.
  • Testimonials and online reviews.
  • Market stats and comparable properties.
  • Links to informative resources.
• Track engagement to gauge seller preparedness.

3. The Listing Appointment

• Property Walkthrough
  • Inspect every part of the house, including closets and landscaping.
  • Provide immediate recommendations for improvements.
• Meet at the Kitchen Table
  • Avoid living rooms or other informal settings.
  • Establish an authoritative but collaborative environment.
• Seller’s Guide Presentation
  • Qualify yourself and your brokerage.
  • Explain the listing agreement terms.
  • Highlight fair contract terms, easy cancellation policies, and no double-dipping.
• Marketing & Exposure Strategy
  • Professional photography and staging.
  • Listing on MLS, competitor sites, and social media advertising.
  • Open houses to generate demand.
  • Direct outreach to buyer agents.

4. Post-Appointment Follow-Up

• Detailed Pricing Email
  • Break down comps with explanations.
  • Provide a suggested pricing range and rationale.
  • Engage sellers in a collaborative pricing decision.
• Ongoing Communication
  • Weekly updates with market feedback.
  • Show them that you’re proactively monitoring their listing’s performance.
  • Provide real-time showing notifications and buyer feedback.

Managing Multiple Offers & Negotiations

• Listing Timing
  • Always list on a Wednesday or Thursday.
  • Allow a full weekend for exposure.
  • Open houses create urgency and competition.
• Handling Multiple Offers
  • Set a deadline that balances urgency and fairness.
  • Keep offers confidential to maintain negotiating leverage.
  • Coach weaker offers to improve terms.
• Repair Requests & Buyer Remorse
  • Set expectations that repairs will be part of negotiations.
  • If multiple offers exist, leverage a backup offer for negotiation strength.
• Market Monitoring
  • If the property doesn’t sell in the first weekend, maintain ongoing communication.
  • Adjust pricing as needed based on feedback and competition.

Understanding the Listing Agreement

• Key Provisions
  • Cancellation policy with minimal penalties.
  • No double-dipping on commissions.
  • Options for seller-sourced buyers.
• Commission Discussion
  • Clearly explain buyer agent compensation.
  • Be upfront about potential negotiation scenarios.
• Seller’s Disclosure & Legal Considerations
  • Ensure all documentation is completed correctly.
  • Walk sellers through potential obligations and costs.

Final Thoughts

• A well-structured listing presentation builds trust and reduces seller anxieties.
• Consistency in process leads to predictable outcomes.
• Clear communication at every stage ensures a smoother transaction.
• Setting the right expectations early on prevents common issues down the line.

By following this guide, agents can effectively manage their listing process, build stronger relationships with sellers, and increase their success rate in closing deals.