By Craig Rowe
A lot rides on an agent’s presentation skills. They need to win listings, advise buyers, and sign that prized top producer.
Rare is the CE course that covers what tools to leverage or data to include in a listing, recruiting, or buyer representation presentation. Content decisions matter. How much of yourself should you include? Am I using my brokerage logo correctly? Is this a good comp?
How To Create A Real Estate Presentation With A Clear Outcome
Asking prospects what they’d like to take away from a meeting ensures you both leave knowing the relationship status.
Most real estate presentations are transactional. They offer something—effective, dependable representation—in return for a commission. You can’t build a long-term relationship in one meeting, but that’s certainly where they start. Future business is earned in how you handle the present and fulfill the promises made in your presentation.
Benchmark every slide against what the lead told you they want to learn. It’s hard to go wrong when clarity drives your content.
Ensure Your Presentation Isn’t All About You
It’s difficult to prove value before an agreement is signed. But too many agents try exactly that, leading to an overly self-serving and unclear message.
The best presentations create discussions around the listing or the buyer’s needs, they’re a table of contents for the meeting. Don’t make assumptions. Instead, aim to draw out what interests them.
Consider striking about a 90/10 balance between the problem you’re offering to solve and your resume or performance history. You’re already in the living room; what you did last year has already proven itself.
The best real estate presentations refer to the person’s needs often, share figures that demonstrate how it’s been solved in the past, and identify current challenges. Never tell them it’s going to be easy, that suggests their needs are the same as everyone else’s. No one enjoys being told their home or needs are the same as another’s. Acknowledge their problem and present what you think is the best way to solve it.
How Your Presentation Can Stand Out In A Competitive Agent Market
Start by being the agent without an error in their presentation. It’s common for rushed or anxious agents to include a misspelled name, incorrect zip code, or out-of-place comp. Avoid messing up the easy stuff.
Send your presentation ahead of time, as a URL, preferably. Avoid attachments if you can.
Doing so emphasizes a couple of things; 1. that you’re prepared, and 2. you’re confident in your content. This gives your presentation time to sit with the customer, encourages them to respond, and allows the in-person to be more about conversation than what’s on the screen.
Demonstrate in your presentation that your services are a team effort. Include transaction coordinators, marketing assistants, or junior agents. This shows a lack of vanity, and that you’ll be someone available whenever a need arises. Include your preferred vendors, too.
Bonus Tip: The Money Is In The Follow-Up
How you connect after the meeting is an extension of your presentation. Include a clear next step and ask the lead to tell you how they want to hear from you. Email? Is texting okay? Deploy marketing automations that overlap with the prospect’s preferences in both delivery and subject matter.
No lead comes free, and every meeting is an investment. Don’t let the presentation cost you even more.
