A listing presentation is one of the most important steps in building a relationship with a new client. It creates trust necessary to ensure clients feel comfortable taking your advice. 

Plenty of new real estate agents get nervous about listing appointments. Once you understand the psychology of clients, however, it's much easier to foster genuine rapport.

Taking time to think deeply about this will also put you way ahead of many others who might be tempted to use high-pressure sales tactics.

To succeed in listing presentations--for yourself and your clients--use these techniques:

1. Use Active Listening
   Even before your listing appointment, you'll have great opportunities to learn about a prospect. Everybody loves to know they are really being heard, so start there. Practice active listening and ask open-ended questions about the client, his or her goals, and the property. This gives you a leg up on the process and establishes that you truly care.
   
   
2. Set Expectations
   Many clients you work with will be first-timers – that is, this is the first time they've had to list a property. Whether they're trading up or downsizing, it's a major life event. They don't know what the process is like or what to expect, so set parameters early on.
   
   In particular, be sure they understand that at the end of the listing appointment, they will have the opportunity to sign an agreement that empowers you to start marketing their property. When they know this upfront, they will be less likely to raise their guard later.
   
   

3. Inspect the Home with Your Seller
   No matter what else might be going on, nobody knows more about the home than the seller. As the real estate agent, you have a chance to really use that treasure trove of knowledge – and, at the same time, honor the client's ability to be a leading participant in the sales process.
   
   You can make this an active and even enjoyable process. Go through each room of the home in detail and have your sellers point out every feature of each one that they love. Take notes as you go using voice-to-text. Also take photos; after all, you'll need them later.
   
   By taking your time, you are differentiating your service on quality rather than price.
   
   

4. Find Client Interest in Your Marketing Strategy
   As a real estate agent, you bring unique marketing skills to the table. Still, it's vital not to lose the clients' attention as you shift from something they're genuinely interested in – the property – to something less central to them, your credentials. Nobody likes to be sold to!
   
   For a marketing presentation that makes a splash, prioritize attention-grabbing images. Text should be sparse, used only as a prompt to hit your points. As you move toward a discussion of pricing, emphasize it's about what buyers might pay – not what you think the home is worth.
   
   
   
5. To Simplify Pricing, Use Data
   A data-driven conversation about pricing avoids hurt feelings from sellers who have an inflated sense of what their property "should be" worth. Don't open by asking what the seller thinks of a price: Instead, introduce hard facts on the recent sales prices of similar homes in the area.

There's a learning curve to listing presentations, but following this process means consistent success sooner. Just ask yourself: Why a career in real estate? In the end, helping clients is key.

Join BHHS Homesale Realty and you'll have access to the best training, technology, and tools. To get started, simply contact BHHS Homesale Realty today.