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The chance to market a luxury property often means designing a luxury real estate listing presentation that will win you a brand-new client. After all, luxury real estate is a tight market, and clients are typically incredibly selective in their choice of an agent. With so many other agents in your area, it can be tough to win the opportunity, but these real estate presentation ideas can help.
1. Realize That It’s More Than a Presentation
Presentation means you talk and someone else listens. This opportunity is much more than that. Instead, it’s a meeting between the two of you where you have a chance to let them know how you can help and they have a chance to let you learn more about the property, the sellers, and the situation. Not every opportunity is going to be right for you, and while you’ll certainly want to come prepared to this meeting, you’ll also want the chance to discover more about this property. Reframing it in this manner means giving yourself the ability to do just that.
2. Offer Information Before The Meeting
The chances are good that you only have a certain amount of time available for this appointment. Ideally, you’re going to spend most of that time discussing the property itself and your plans to move forward. If you spend half of the meeting talking about your background and your company, though, you’ve wasted a valuable opportunity.
Give your potential clients some notes about your background and career well before the meeting. You may even want to offer a few examples, let them know more about your price, and help them understand the key details that apply to every situation. It will save some of the wasted small talk that often does little to move the meeting forward.
3. Do Your Homework
Do not walk into this meeting with no knowledge of the property. Instead, do all of the research you can before you ever appear. Find out more about the history of the home, what it has inside, and what the neighborhood is like. Find out what the comps look like, how long they were on the market, and whether they went in the buyer’s favor. Having that knowledge at your fingertips will not only impress a potential client, it will also help you know more about what strategy you might use going forward.
5. Take Time to Listen
During your meeting, you want a seller to walk you from room to room. Find out what they like and dislike about the home. Figure out why they bought it, what they love and hate about the neighborhood, and why a potential buyer might love this home too. The more you know about the situation itself, the better able you’ll be to put together a solid marketing plan that works for everyone. Listening can sometimes mean answering questions your potential clients have. Understand what their concerns are, and address them as specifically as possible.
6. Think Visual Examples
Potential clients want to know what you can do, but society is more visual than ever, and showing them exactly what you can do will far outweigh anything you can say. Bring sample marketing materials with you. Brochures are great, but so are flyers and examples of your previous digital advertising. As you show them each sample, be sure you let them know the data behind each of those sales.
How many views did it take to reach success? What was the selling price? How happy was everyone with the process as a whole? Data matters in a listing presentation, so make certain you incorporate that. Remember to highlight your value proposition clearly both in your visual examples and in your talking points.
7. Make Sure It’s Right For You
If you feel at any point in time this may not be the best move forward, don’t take the job. It’s possible the seller may not have realistic expectations on price or time on the market. It may be that they’re not willing to pay your price. Either way, be open and upfront. If the two of you can’t come to an agreement, be ready to walk away.
8. Build Your Own Real Estate Presentation Checklist
Once you know what you need to do to ace your next real estate listing presentation for luxury buyers, build a checklist you can use again and again. It will help guide you with every presentation you prepare and ensure you’ve done everything you can to win those clients. Don’t hesitate to look at other real estate buyer presentation examples to make sure you’ve covered everything in yours.
It’s the best way to move forward into unfamiliar territory as a real estate agent. Remember, practice makes perfect, so as you learn more about the process, take the time to practice as regularly as possible.
