A common complaint I hear from my clients on a regular basis is, “It’s so hard competing for exclusive listings these days. I can’t compete with so and so.” And yet so few are doing this correctly. Most people show up at a meeting to make a presentation for a listing and their delivery tells others it’s all about them, what they’ll do and how they’ll do it. Presentations should be all about the client, their real estate needs, how their problem will be solved, and the benefits they will receive by choosing to work with a certain realtor. The following top ten steps should have a focus on the client, not you!

1. Prepare and have available a detailed 180-day marketing plan, outlining how you will market the listing (either lease assignment, tenant representation, or other), and be sure to follow it for maximum success. Include things such as cold calling methods, how much, where, how many hours per week you will work on this assignment and how you will market the listing to other real estate professionals. Be sure to check in with the client first and find out what his/her marketing expectations are before you prepare the plan.

2. Write a list of all services your company provides as well as the benefits clients receive by hiring you. Please don’t bore the client with lengthy descriptions about your company (they don’t care – it’s you they are buying). Be sure to include at least five things and the benefits of each that your organization does beyond placing a sign.

3. Bring a list of references including recent assignments completed, contact names and phone numbers for your last three clients. Include testimonials and the specific result the client received. Results sell.

4. Describe in detail your follow up procedures. This detail should be presented so that it matches your client’s needs. Check in before preparing this document by asking what is important to the client in follow-up. Once again, make it about the client.

5. Give a sample copy of a report you have used in the past showing activity on listings and what your reporting procedure is like. Explain they too can expect reports similar to this in addition to anything else that would be of value. For example, does the client have to report to somebody in his/her organization? If so, what information are they required to provide? Put your heads together and determine how you can help.

6. Compile a report providing competitive listings and transactions that have been completed in the marketplace; include area absorption rates. Keep it updated.

7. Include a sample copy of your company listing agreement. Make a request of the client to read it and let you know if anything is missing.

8. Make certain all of the materials you compile are professional in presentation, free of errors and pleasant to look at. Include your business card. You have one chance to leave the client with an impression – make it perfect!

9. Give the client ample time to talk about himself/herself and their needs (assignment). Listen. Listen. Listen. Ask any thoughtful questions needed to be certain you are clear with the client’s expectations. Make sure the client feels cared for and heard.

10. Finally, keep in touch. Add value where you can. It’s all about the client and the results they are looking for. When you’ve completed the assignment, thank them in writing, send a gift, and thoughtfully ask for referrals.

No comments yet.

Comments RSS TrackBack Identifier URI