The Listing Presentation Script, Word for Word (Plus the Computer Example for Price)

Welcome back to my channel in this video I'm going to take you through how to make a great listing presentation I'm actually going to take you through my script word for word and I'm also going to explain to you the logic and the reasoning behind the script because the more you understand what you are doing and why you are doing which is the logic and reasoning the more powerfully you'll be able to do it whatever it is now before we start make sure that you download my free script book the link to download it is in the description of this video you'll have not only the listing presentation script there that I'm going to take you through you're

Going to have all of my scripts so let's get started the listing presentation has four parts part one is you show up introduce yourself and you confirm their motivation part two is the marketing plan your marketing plan in essence what you're going to do to sell the house and part three is price having a conversation about price and then the last one is just ask them to sign the contract it really is very simple so like I said I'm going to take you through the script word for word I have my iPad here I have the script in front of me so I can read it to you and then explain explain it to you part one the introduction and confirming their motivation now remember you ask them

Questions about their motivation when you were pre-qualifying this appointment that's why you're confirming it because you already know you ask the pre-qualifying questions and motivation is where when and why where they're moving to what's the time frame and what's the reason for the move great so part one you show up say their name and Mr Smith I am really excited to work with you in the sale of your home and before we start I want to assure you that my goal in selling your home is to sell it for the most money possible in the least amount of time and with the least amount of hassle that is what you want isn't it now notice I'm exemplifying to you body

Language tonality the the emphasis with which I delivered the script all of this makes a huge difference the script is great having the words the delivery is even more important then confirm their motivation and I would do this as they are walking you through the house because you're GNA get there and they're going to show you around the property which I believe is the best thing to do there are people out there that say no no no tell them to wait at the kitchen table and you go look at the house without them I never did that it's not a comfortable feeling and I always believed that while they're showing you the house is a great opportunity to

Rebuild that Rapport you had over the phone and actually confirm the motivation so when you have a moment as you're looking through the property Mr. Seller you mentioned to me over the phone that you're going to be moving to Dallas and your goals to be there by the end of April right and you did mention that you're moving there to be closer to family which is obviously a great thing to do and is there anything else uh Mr. Seller about the move that is important to you that I should know about and you wait for the answer that's part one very simple part two is your marketing plan and like I said you downloaded the script book my script book already so you have the script in

Front of you if you see me looking down I'm looking on my iPad because I want to make sure I cover this uh with you word for word so now your marketing plan what are you going to do to sell the house Mr. Seller are you familiar with the difference between passive and active Marketing in regards to to real estate doesn't matter what they say yes no maybe okay great if they say oh yeah I think it's this or that you acknowledge it and if they say well no really what what do you mean Mr Sal a passive approach is what 99% of Agents do they put your home in the multiple listing service they put it on hundreds of websites out there they may do open houses you know you could even add some

Things I mean on the screen to just mention those two and then they basically hope and pray that somehow the somehow the house will sell now the trouble with these methods Mr. Seller is that the agent once these these marketing tools are in place agent basically like sits around and wait for a buyer to call them this passive approach is the main reason why the average agent sells a handful of homes a year well I have a goal Mr. Seller to sell 25 homes this year you tell them your goal whatever your goal is now obviously Mr. Seller some of these passive tools are very powerful such as the multiple listing service and even obviously online exposure we're going to

Talk a little bit more about that in a moment so in addition to these passive marketing tools I am also an active and aggressive agent my job this is actually not on the script so it's a little bonus you could write it down my job Mr. Seller when you hire me is to go find the buyer for your property and I imagine that's what you would expect an agent to do for you isn't it great now let me show you Mr. Seller or let me let me share with you exactly how I'm going to do that the first thing I do is I personally contact the top agents in our Market to personally share with them information on your property time out now the importance of this is that you need to convey to the seller

What it it doesn't matter how you contact the agents okay it could be a text message it could be an email you could call them if you want which is way more time consuming if there's some agents that you know personally you might want to make a phone call but you want to text or email the information on the property so that these top agents are aware of how great your home is and they could bring in their buyers now this this is important Mr. Seller again this is this what I'm saying now is not on the script so you want to understand the logic this is really important Mr. Seller because currently in our multiple listing service there are thousands of homes for sale so unless I

Personally contact these top agents it would be very easy for your home to get lost in the shuffle in while we have so many properties for sale so that will be done the next thing I do Mr. Seller is in regards to online exposure I'm sure you are aware that most buyers start their search online and from there they contact a local agent in fact 87% this is the latest that I know from n Ro flower buyers and sellers 87% of the properties sold last year in our country in United States they were sold by agents there was a there were agents handling those transactions so even though most buyers start the search online they eventually contact a local

Agent to help them with a property and in the midst of thousands of properties for sale online it is my job to make sure that every detail of how your property appears online is absolutely perfect from the photos and obviously professional photos and the description and every detail of your property stands out amongst all of the other homes that are for sale so the buyers and the a agents that are seeing your property will want to bring will want to come and see it and the Agents will want to bring their buyers now the next part of what I do Mr. Seller which quite honestly in for me is the most exciting one what really Separates Me from other agents is the

Fact that Monday through Friday from 8:00 a.m. till 12 12 p.m. I am on the phone prospecting which means I am looking for people who want to buy or sell their home in fact that is how I found you I called you and you're obviously interested in selling and here we are this is what I do every day Monday through Friday again from 8:00 a.m. to 12:00 p.m and I actually Mr. Seller speak with 40 to 50 people a day about buying and selling real estate time out you're it says on the script but it's not part of the script when you download the script book you'll see it says there you can and you should expand on this point by telling the seller who do you call what do you

Say and just I I used to when I used to go on list stream presentations and I would tell them this I would actually like recite the script to them when I'm making calls around their listing when you're making Circle prospecting calls you'll have that script in my script book as well I would actually tell them the script and every fible and expired I talk to everyone I talk to my past client fear of influence whoever you're calling at the end of the script even if it's unexpired or fible you always ask thank you for your time before I let you go can you think of anyone that will be that is looking to buy or sell real estate in our area right now that I can

Help you are asking everyone you talk to do you want to buy or sell do you know anybody that I can help and this is a very very powerful part of your listing presentation and think about it that it really is what separates you from all the other agents that are just sitting around and waiting when I used to share this with sellers on the listing appointment they would look at me like puzzled and confused like what you know they they're talking to all these other agents they never heard that like and they would look at and say do you do you really do that wow they would be really impressed and then you can go on to say and Mr. Seller as I mentioned

To you earlier you and I both know there is a buyer for your house out there my job is to go find them and as a matter of fact you're welcome to if if you work out of an office I always worked from home so I didn't do this part but if I worked out of an office I would definitely do that and Mr. Seller you're you're welcome to stop by my office Monday through Friday from 8:00 a. till 12: p.m and watch How I work and how I do this because I I am gonna I am G to find the buyer for your property and I know that's what you would expect me to do now uh let me see that's it for the marketing plan you could expand on it there's more you can say about it but

That's part two now part three is the price this is a very critical part of your listing presentation obviously because your job is to take listings your responsibil responsibility to the homeowner is to get it sold and properties that are overpriced don't sell sell and it doesn't matter how much marketing you do how much time you spend how much money you spend if it's overpriced it's not going to sell so you have to master this pricing conversation by the way I'm going to take you through the basic script but in my script book that you will download after this video is finished you'll be able to find some pricing script as well and price reduction script so you start the

Pricing part of the presentation with Mr. Seller as a professional real estate agent or a real estate expert I study the real estate market every day my goal is to share some information with you so that you can clearly understand what is going on in our market today and then together we can agree on a price that will get your home sold so you can get to Dallas by the end of April that sounds great doesn't it now the script says so together my I'm going to share market information with you so together we can agree on a price your job at the listing appointment is not to tell them the price it's to help them understand the price you come to a conclusion about

What the price should be based on the market analysis supply and demand what's going on in the market in general so don't tell them educate them help them understand because now when they had come to the same conclusion that you came to it's there's no arguing about the price there's no like well yeah but I want a higher price I mean you there could be obviously but the goal is that when they understand it now they own it it's not like they have a different opinion than you they may still want to overprice the property and try High a higher price to see how it goes but they they will make that decision knowing full well that it's not going to happen okay unless the prices

Start to go up all of a sudden so anyway by the way when they say I want to start high and we can lower later there are scripts for that too so that was just an example I gave you so then you go on with the script you say Mr. Seller let's think like a buyer for a moment let's say you want to buy a new computer you go to one store and you find the exact computer that you're looking for and it's $1,000 like most consumers Mr. Seller you're not just going to buy it from this the the first store that you go to natur naturally you're going to do some comparison shopping you're going to go check out other stores or online or whatever to see if you can find a better

Price so you actually find somewhere else the same exact computer except this one has a much faster processor and it's the same price as the first one it's $11,000 so in that case which one one would you buy and they will say well I I' buy the one with a faster processor it's the same price so why not exactly now let them answer these questions right I'm playing both parts here so when you ask a question shut up and let them answer okay so then you say exactly and of course you would buy the second one because in this case it's a better value because you're getting more for the same price now Mr. Seller think about this even if you don't necessarily need

A faster processor you would still buy the second one because why not it doesn't cost you any more money now what if Mr. Seller the second store priced their computer with the faster processor at $1,500 so now we're talking $500 more for something that you don't really need which one would you buy then well I think I would just buy the first one exactly see Mr. Seller that is because if they charge more for the extras the value is no longer there if the price if you're getting more for the same price that increases the value but if you're charging for the extra now the value is no longer there that makes sense doesn't it great see Mr. Seller home buyers think

Exactly the same way you just did they have a lot of choices in today's market and actually the average buyer looks at 10 homes before choosing which one to buy so your house is competing against nine other Homes at any given time and buyers look at home after home after home and they actually choose the one that offers the most features and updates for the least amount of money now see Mr sellers buyers just like you they look for more for the same price or a lower price when you think about it it's all about price isn't it now now you're going to take out the market analysis obviously you know you give them a chance to respond if they have questions you answer so Mr. Seller

In order for us to determine what is the highest price that we can sell your property for in today's maret Market I have carefully prepared a comparative market analysis let's take a look at some of the homes that are currently for sale and a few homes that have recently sold so we can decide what we should price your home at to make sure that your house is the next sale in this area okay now in red on your script you're going to see this now you're going to walk them through you're going to show them you have the market analysis in front of you whether you bring it on an iPad or a piece of paper you're going to go through each comparable in detail

You're not just going to Big Mess no this is the first property that's for sale here's the next one I recommend four active listings and for recent sales because if you put way too much information it becomes confusing for them sometimes less is more so four and four is what I've always used go over each one of the comparables ask them questions tell them the address are you familiar with this home as you could see it's three bedrooms to Bath asking engaging them not just lecturing them okay engaging speak confidently you're the expert help them understand get them involved okay and then once you go through all of the actives and all of the closed sales

Ask them this question so now Mr. Seller based on all of this information what price do you think we should put on your property so we can make sure that buyers choose your home versus all the others ask the question and wait for an answer if they say sometimes they do they they might tell you a price once in a while they may say well uh you're the expert you tell me so that's on your script too okay if they say that you say absolutely Mr. Seller and as I mentioned to you in the beginning of our meeting my goal is to help you understand what's happening in our market today so you can feel comfortable with the price that will get you to Dallas by the end of April So

Based on everything that we've looked at what price do you have in mind I'm still not telling them if they insist again for me to tell them I'm going to take them through the market analysis oh well what do you think Mr. Seller let's take a look at this together now I'm going to just look at the recent sales I'm going to go over it again so you see this home is just like yours same square footage blah blah blah and bedrooms and bath and condition and compare now this is not part of the script but I want to mention it to you because it's really important the recent sales is critical information because that's what it's the same information that appraisers use when appraising the

Property so homeowners they may want a higher price but they can't ignore the recent sales because once you find a buyer for the property and they accept an offer the house has to appraise and even if it's a cash buyer and it doesn't require an appraisal unless your Market is just like really low inventory and prices are going up like crazy well then it's a little bit of a different story because prices are going up there the next home is going to sell higher than the one before but there's still challenges the property has to appraise and cash buyers don't go around overpaying for homes not usually that's an exception that could happen but you

Can't like make decisions based and help a seller understand based on exceptions so the appraisal is critical and you can help them understand it as well even though that's not part of the presentation but if they give you resistance with the price that's something very important for you to uh mention to them so they understand and then once you they you agree on a price you and the seller agree on a price you already have your listing agreement completely filled out it should have been sitting on the table from the beginning of your presentation with a pen on top of it and the only thing that's not filled out is the price so once you agree on a price with the

Seller you pick up the pen you write the price great Mr. Seller so let's go ahead and price your home at $5.99 and then you turn the agreement to them and then point to the signature line and just say I just need your signature right here so we can go ahead and get this property sold that's it that's part four is asking them to sign don't skip part four because if you don't ask chances are they're going to give you an objection and you just be in a loop of objections until you're out the door without a signed listing agreement so make sure that you follow the script it's short to the point and it's going to get you signed listing agreements which is

Obviously the goal thanks for watching this video again I mentioned it a couple of times make sure you download my free script book the link is in the description of this video and I will see you on the next one