Real Estate Listing Presentation Script: What to Say in All 4 Parts

Hey guys in this training video I'm going to take you through the listing presentation script I actually have it in front of me because I can do this without looking at it but my purpose here is to actually take you through step by step so you understand this process and exactly what to say now this listing presentation is applicable and usable for every single listing appointment you go on expired listing or anyone else except for sale by owners for sale by owner appointments are different it's a different conversation it's about money saving the commission and showing your value in a different way obviously you've got to show your value meaning what do you do for

The money you charge to everyone that you present to otherwise they won't want to list with you but physicals are different anyway for everybody else there are four parts to this listing presentation part one is you're gonna introduce yourself and you're gonna confirm their motivation to sell and I say confirm because when you pre-qualify this appointment you ask questions about their motivation so here you're just gonna say oh so you told me you're moving to dallas and ideally you want to be there before the end of the year motivation is where when and why part number two is your marketing plan you gotta talk to the seller about every seller wants to know can you sell my house and you need to explain to them in your marketing plan

What is it that you're gonna do to sell the house and this you're gonna you're gonna see when I go through the script with you your marketing plan needs to be focused on what do you do differently from 99.9 percent of the agents because you need to stand out otherwise you're just one more real estate agent a dime a dozen out there you do everything that everybody else does that doesn't make you stand out part three is the market analysis the cma and when you go through the market analysis remember your goal is to help them understand the price you don't just put a marketing analysis in front of them show them the confidence tell them what they need to price it at they need to understand how you came to the conclusion that you came to

In regards to the price what is it that you're looking at in the evidence that got you to understand the price and part number four ask them to sign the listing agreement it's just asking for the signature so part one I said I'm gonna take you through the script so that's what I'm gonna do I'm gonna I'm gonna read it to you and then I'll add little things here and there Mr. Seller if the seller's name is john john I'm really excited to work with you in the sale of your home and before we start I want to assure you that my goal is and there are three parts to this okay my goal is to sell your home for the most money possible you know that's what they want

In the least amount of time and with the least amount of hassle that is what you want isn't it okay it's a script now we're gonna confirm their motivation where when and why so john when we spoke over the phone you said that you're moving to dallas and ideally in an ideal world you'd like to be there before the end of the year so we're looking at about three months from now great and I remember you also saying that you're moving to dallas because you have family over there and you got a new job as well so that would be just the perfect place for you to be right that's right I want you to notice that when I say that's what you want isn't it that's that isn't it is a tie

Down right is a tie down and what I'm doing but there's a lot of language patterns on this I'm not going to be interrupting and and going over that with you but when you use tie downs this is important for you to remember you're engaging the the listener continuously because they're when you say that's what you want isn't it they say yeah that's what I want um and you're moving there because you're getting close to family and you have a new job right right yes so that engagement meaning you're not just standing there and talking and lecturing them because if you do that people tune out you know their their mind goes to la la land they're not even

Listening anymore now question is there anything else john that's important to you about the move that I need to know about now if there is you you get him talking you know this presentation is not just you talking this is part number one that's it simple as that part number two your marketing plan john are you familiar with the difference between a passive and an active agent and the difference between the marketing strategies or passive and activation in regards to real estate they may say no or they may make something up it doesn't matter so now you go on john a passive is what 99.9 of agents do they put a house in the multiple listing service they put it

On hundreds of websites and you know they may do open houses they may put a sign in your yard professional photos and basically at that point once all of these marketing tools are in place they just sit around and hope and pray that somehow the house somehow the house will sell the trouble with these methods john is that the agent basically sits around waiting for a buyer to call them this passive approach is the main reason why the average agent sells a handful of homes a year while I have a goal to sell 30 homes this year whatever your goal is now john in addition to these passive marketing strategies that other agents use of course I do those things

You know obviously the ones that you do I never did open house so you got to be careful you know whatever you list if you don't do an open house you got to explain why that'll be another video so in addition to these passive marketing strategies that other agents use I will also market your home actively and aggressively let me show you how I'm going to do that so now needless to say that when you're going through this script and when you're on a presentation you need to speak confidently you need to sound knowledgeable because homeowners are not going to list their house with uh an agent that lacks confidence bad lacks knowledge so you know you gotta embody this way of being before you show up another video too so

Let me explain to you how I'm gonna do that you know the active and aggressive marketing number one john I will personally contact the top agents in our area to let them know that your home is for sale and invite them to bring their buyers now here you want to explain to them that five percent of the agents sell 95 of the homes and you're gonna focus on making sure that that five percent of the agents that are selling most homes know about their home and wouldn't they know about the home if it's in the multiple listing service uh no not really because in most mls's there are thousands of homes for sale so their home is just one more it could be it can get lost in the shuffle very very easily so point number two

Active and aggressive marking online exposure now Mr. Seller most buyers start their search online and they go from there they contact a local agent eventually because 92 percent of buyers actually buy through an agent even though at some point they're searching online in the midst of hundreds of thousands of homes for sale around the country and thousands of homes for sale here in our local area the most important thing that will attract buyers to your home is the price we'll talk about that in just a few minutes the other critical aspect in creating on exposure Mr. Seller is making sure that we have beautiful professional photos and an excellent

Description of your property that will cause your home to stand out I am an expert at that and then number three Mr. Seller here's what separates me from other agents monday through friday from 8 a.m until noon I am on the phone looking for buyers and sellers I speak with 40 to 50 people a day every single day I am looking for people who want to buy and sell real estate you could expand on this I'm not going to expand on it right now I'm giving you the basic script and when I say expand is give the seller details on how you do that who are you talking to what are you saying I used to do that on my listing appointments I would say I I'm going to call around your neighborhood and here's how I'm going to get the contact

Information the names and phone numbers you know the system iu I tell them I use the system and then I would say I'm going to contact 300 or 400 of your neighbors and this is what I'm gonna say I would actually say the script I remember sellers looking at me like what you do that I mean like they they don't hear that from any agent and then I'm calling expireds for sale by owners I explain to them how I mean these are other scripts this is the basic stuff that I'm giving you here I keep looking at the paper because I want to I want to give you the script as it's written okay because I can certainly paraphrase and do this whole thing as I've done thousands of times but I want you to get the actual script

Here's a great line Mr. Seller you and I both know that there is a buyer for your house out there and my job is to go find them that's what you would expect an agent to do for you isn't it yes that's it that's your marketing plan okay what really separates you from everybody else is the prospecting that you do now if you're really if you're really looking for high high accountability you can say to the seller something like this Mr. Seller I invite you to come into my office any monday through friday between 8 am and noon and see exactly how I do what I say to you I'm doing can you imagine they show up on monday morning at 10 a.m and you're not actually

Prospecting talk about being held accountable at the highest level possible and you know a lot of real estate agents say yeah I need a coach because I want accountability listen you have to have internal accountability ultimately a coach is not going to make you do something that you're not internally accountable to yourself for this is probably one of the best ways for yourself for you to hold yourself accountable and then part number three the price and the market analysis so Mr. Seller as a real estate expert I study the real estate market every day my goal is to share some information with you so you can clearly understand what's going on

In our market today then together together we can agree on a price that will get your home sold for get your home sold by a certain amount of time so you can get to dallas that sounds great doesn't it make sure that what you say in your body language you don't want to say that sounds great doesn't it that sounds great doesn't it yeah the video and audio match okay great so let's think like a buyer for a moment now there are different ways of of using this I've used in the past um if you're buying a car if you're buying a computer my favorite comparison here so they can understand how a buyer thinks is to put him in the position of a home buyer so if they're moving to dallas you can say something like this now Mr. Seller

When you get to dallas you mentioned to me that you're going to be buying another home there right and you're going to say yeah that's right so I want you to think about it this way Mr. Seller when you get to dallas and you choose and well you may not really know what area you're going to live in so you're you're going to consult with a real estate agent you may read online once you narrow it down and you know where you want to live in dallas will you only look at one house that is full for sale in that area or would you want to see several homes in that neighborhood so you can compare and see which one makes the most sense for you to buy naturally they're going to say well yeah no I'm not just going to buy the first house that I see

I want to look at several homes yes absolutely I agree with you 100 Mr. Seller that's probably what you did when you bought this home the average home buyer looks at 15 to 20 homes before they they decide to buy one so I want you to consider this Mr. Seller let's see you you know exactly what you're looking for in terms of number of bedrooms and baths you see a beautiful home in your price range they're asking 450 000 which is in your price range and you love this home then you go around the block and you see another home for sale very similar to the first home that you saw same square footage number of bedrooms and baths same year built it has a brand new kitchen

You love all the features they're very very similar except this second home they're asking 399 000 so if in your opinion both homes are equal which one would you buy clearly you would be buying the one for 3.99 right and they're gonna say yeah of course absolutely Mr. Seller what would have to happen for you to make a decision to buy the home that's asking 450 000 either they add some benefits to this transaction they give you something that's worth money in this case fifty thousand dollars or they lower the price of the home right and they're going to agree with that so see Mr. Seller how buyers think and you'd be thinking the same way they're

Comparison shopping and ultimately and this is the why the price is so important because the buyer for your home they're gonna be looking at other similar homes that are for sale in your area and they're gonna do exactly what we were just talking about they're going to compare now this market analysis that I prepared for you Mr. Seller has two parts part one are the active listings and active listings means like these are properties in your area that are currently for sale so when we put your home on the market today buyers are going to look at yours and these other homes here I like to have no more than four I always used four comps okay four actives and four recent sales

Less is not enough and more it can actually be confusing because it's way too much information and you want to make sure that you select comparables in this case active listings and recent sales that are as close to their property as possible because the last thing you want is them for so well but you know just they they always think their house is better than all the others but the last thing you want is for for the comp really not to make sense and if it is if you're not able to find comparables that are very very similar you need to be able to explain to the seller the adjustments that you would make to the price based on additional things that that home has that theirs don't have or additional

Things they have that these comparables don't have that's how appraisers think they adjust for differences in the homes that they're using for the appraisal you need to be able to have that conversation the same way so two parts part one are the active listings or the ones that are for sale and part two are the recent sales and we focus in the last six months because again that's what an appraisal will be looking at there's an entirely other presentation that goes around that and now you're gonna take them through each comparable one by one you're gonna show them you know you're gonna look down and you're gonna show them property number one you're gonna say this is a four bedroom three bath

It's about three thousand square feet this is the year built all the main things it backs up to this or that it has a food doesn't have whatever the things are whether it has some remodeling features a new kitchen whatever it is you gotta take him slowly you don't just like rush through a cma because you this is the purpose of this to help them understand understand what when you walk into a listing appointment after doing the market analysis you have an opinion of the price your opinion of the price is based on the market analysis and it's also based on the market conditions which there are a lot of things that affect market condition I'm not going to get into that but your job when you're discussing prices to help the

Seller understand how you came to the conclusion that you came to about the price so you're looking at comparables and you're saying well if these houses are for sale and buyers are comparing how do we price your home so you're the next one that's going to sell and so you got to take them through it slowly and you should ask them are you familiar with this home have you ever been inside the home why is that a great question to ask because you're you're going to be talking about these properties and if they've been inside the home chances are they know the house before uh better than you do and if that's the case uh you want to know before you open your mouth and start talking okay so it's always a great

Question to us you're going to take them through each comparable one by one take your time ask questions make sure they understand the adjustments the differences and then you're going to go through the recent sales within the last six months and when you're done going through these comparables you're gonna ask them a very important question and here's the question so Mr. Seller when you look at these recent sales and all of these act you know these these active listings here in your area that your property is basically going to be competing with what do you think we need to price your home at so it is the next property to sell in your area that's the question and I know this is not an easy thing

To do what I'm going to say to you right now but when we ask a question you need to shut up you don't ask a question and then start talking and give him the answer you just pause and let them speak now they may say they may give you an answer and I'm not going to go through this right now because that would be a pricing conversation and handling pricing objections but they may say a price that makes no sense they may see a price that's too high so now you gotta actually what you would do I'm not gonna give you pricing information here now but if they if they say well I don't know you tell me or they give you a price that's too high the first thing you're going to do is you're going to go back to the comparables

Back to the active listings back to the recent sales if they have not been able to figure it out and you got to share some information about the market conditions too I'm not going to talk about that now but if they have not been able to figure it out you got to go through it again until they actually come up with a price and if again it's still too high you got to help them understand why pricing it too high is not in their best interest is going to help the competition sell there are a lot of different scripts that you can use for that and then part number four the easiest one when you've done a great presentation getting the signatures closing for the signature should be easy and automatic you

Know what you should do what we need what you need to do okay from now on when you get to a listing appointment the first thing you do is you take your listing agreement which is completely filled out with the exception of the price so their name their address the commission the expiration date everything that needs to be filled out so the price is blank and you put it on the table where you're like in front of them okay like if I'm doing my presentation right here I put the listing agreement here you take a pen and I set right on top of the listing agreement and I just leave it there it's a subliminal close they know what it is you don't need to wall who

Does not know just leave it there the whole time and when it gets time to ask for the signature obviously for you to ask for the signature you agree on a price right you handled all the pricing conversation you and the seller agree on a price the listing agreement is right here you grab your pen and you say great Mr. Seller so we're gonna price it at 375 and you're writing as you say and then you put a little x on the signature line you hand them the pen you turn this agreement over it's on the table and you just say I just need your signature right here and you hand them the pen that's it and then you shut up and you just keep knotting your ass

And handing them the pen until they pick it up in the sign and one of two things will happen they will either pick it up and sign or they'll give you an objection and if they give you an objection you're gonna handle that objection you're gonna ask them to sign again the same way one of two things will happen they'll grab the pen and sign or they'll give you another objection and that's it that's the process and you're gonna keep going through that until they sign or they throw you out of the house remember eighty percent of the time people say yes and sign and agree after asking five times now that's absolutely true on your prospecting when you're in order to set an appointment but I believe that when you make a

Great listing presentation it doesn't take five closes they shouldn't have when you pre-qualify well you know what their objections are you show up and you make a great presentation they may have a question you know they may have an objection but it's not likely to take you five times asking for them to sign okay if they're really giving a lot of objections something in this process and this process starts over the phone with the first phone call there were gaps they're not convinced that you are the right agent unfortunately because by the time you get to ask for the signature that should be a given it should be easy for you to get these listing agreements tonight