Have you ever lost a listing to another agent and had the seller tell you it came down to a coin toss?
“We really liked what you both had to say, and it was a very difficult decision. Thank you so much for your time!”
That’s a kick in the guts. I’d rather be told that the other agent was ten times as good as me. At least that’s a clear explanation. 🥺
There are two potential reasons for the coin toss explanation:
- The clients are being kind and trying to let you down easy, or;
- It really was a coin toss.
A coin toss doesn’t necessarily mean you both had equally strong presentations. Actually, it’s far more likely that they were equally unconvincing, and the seller picked the agent “they felt more comfortable with.” Have you ever heard that kick-in-the-guts?
But a powerful, convincing presentation will overcome “who they like better” every time.
The Amateur Presentation
A CMA on its own is not a presentation. You’re supposed to be trying to convince people to hire you, not merely determining the price. The CMA is just one piece of a large puzzle.
I’ve seen probably 50 REALTOR® listing presentations, and most of them simply did not have a convincing explanation of why the seller should hire that agent over any other agent.
When it comes to a one-on-one pitch to sell your services and potentially earn a five-figure commission from a single transaction, the lack of professionalism in our industry is astounding to me. Sorry. Not sorry. 😲
I mean, think about it, first name. You worked very hard to get to the kitchen table, ready to make your pitch to get the listing. And now you’re leaving this last and most vital step up to a coin toss?
That’s like hitting an in-field homer and then deciding to walk from third to home base.
Watch the Demonstration
It’s not nearly as difficult as you might think to produce a highly impactful, educational presentation that builds trust and rapport, and blows every other agent out of the water. And, here’s the most important part:
It’s about much more than merely winning more listings. 🤔
My clients were often so impressed with my presentation they started recommending me to their family and friends before I had even listed their property. Then, they were way more cooperative with me throughout the process, looking to me with respect and following my advice, having already established myself as an expert during the listing presentation.
That means the listing itself was more successful, my clients were thrilled, and I got more referrals.
That’s the opposite of a vicious cycle! 😆
Would you like to see my presentation? Simply reply to this email, and I’ll send you a Zoom link to watch it from start to finish, beginning at 9:30 a.m. (MST) tomorrow, March 26.
You’ll notice a few things that are unique about my presentation. For example, I never once mention myself or my accomplishments. Why? Because nobody cares.
My presentation is all about educating and creating trust and rapport.
See you tomorrow!
This article was inspired by module #14 – The Ultimate Listing presentation – part of the Agent Skills Master’s Program.
In ‘The Ultimate Listing Presentation,’ I explain step-by-step how to create a powerfully persuasive and personalized slide presentation, including six major segments: The Market, The Price, Preparation, Marketing, Communication, and Negotiation. Never lose a listing you want, ever again. Here’s another article inspired by the same module: How to Educate Your Clients