Latest / Massive Agent Podcast / Why Your Listing Presentations Aren't Working

Transcript

Why Your Listing Presentations Aren't Working · Massive Agent Podcast

• 0:00
  SPEAKER_00: I see so many listing presentations that are pure garbage, and then agents wonder why they don't win the listing.
• 0:07
  SPEAKER_00: It's really not that hard to do a listing presentation that wins.
• 0:10
  SPEAKER_00: So today I'll tell you how to do that.
• 0:14
  SPEAKER_01: The massive agent podcast.
• 0:17
  SPEAKER_01: We lead generation tips and strategies to get you more leads and sell more homes.
• 0:22
  SPEAKER_00: I love to buy houses, I like to sell houses.
• 0:27
  SPEAKER_01: Wait a minute.
• 0:31
  SPEAKER_01: I've had better.
• 0:33
  SPEAKER_01: Oh, I got your attention now.
• 0:36
  SPEAKER_01: Here's your host, Dustin Brohm.
• 0:41
  SPEAKER_00: What is up, everybody?
• 0:42
  SPEAKER_00: Welcome to episode 141 of the Massive Agent Podcast.
• 0:45
  SPEAKER_00: Today we're talking about listing presentations and a few key points that you really need to make sure your presentations have.
• 0:52
  SPEAKER_00: If you can just get the concepts right that I'm going to talk to you about today, you're going to win more listings.
• 0:58
  SPEAKER_00: And I see so many people, so many agents doing them wrong because you're focusing on the wrong shit.
• 1:03
  SPEAKER_00: You're focusing on stuff the sellers don't care about.
• 1:06
  SPEAKER_00: Okay, so we'll jump into that.
• 1:08
  SPEAKER_00: Welcome to the show.
• 1:09
  SPEAKER_00: If you are new to the show or have a horrible memory, um, either way, you know, it's cool.
• 1:14
  SPEAKER_00: Like some people are new and have a horrible memory, and you won't even remember listening.
• 1:18
  SPEAKER_00: Hopefully, we'll make it memorable.
• 1:20
  SPEAKER_00: Anyhow, my name is Dustin Broome, your host.
• 1:23
  SPEAKER_00: I am an agent in Salt Lake City, Utah with EXP Realty.
• 1:26
  SPEAKER_00: I'm the co-founder of the Industry Syndicate Real Estate's Podcast Network.
• 1:30
  SPEAKER_00: Uh, when we do have conferences when they actually exist, I'm a national speaker on all things real estate, marketing, social media, podcasting, and lead generation, and the founder of the Massive Agent Society, our lead generation training and coaching program.
• 1:47
  SPEAKER_00: And you can find out more at MassiveAgent Society.com.
• 1:50
  SPEAKER_00: What you need to know is we only accept one agent per market.
• 1:54
  SPEAKER_00: So as long as there's an active agent in your market, um, unfortunately, you will not be able to join.
• 1:59
  SPEAKER_00: But you can claim yours and be the only agent in your market.
• 2:03
  SPEAKER_00: All you have to do is go to MassiveAgen Society dot com, click claim market, and you can see the map of what's available and uh sign up there.
• 2:13
  SPEAKER_00: All right, listing presentations.
• 2:16
  SPEAKER_00: When I first started in the business about uh what, nine and a half years ago now, almost 10 years, um, I, you know, I'm like, oh, listing presentations.
• 2:25
  SPEAKER_00: Okay, now I have to sit down with with a seller and convince them why they want to hire me instead of Bill or Susie or or Shannon or whoever comes next.
• 2:36
  SPEAKER_00: And it for me it was really hard because I'm like, well, how the hell do I do that?
• 2:39
  SPEAKER_00: I don't know what I'm talking about.
• 2:41
  SPEAKER_00: The very first thing you need to do, okay, confidence is everything in a listing presentation.
• 2:46
  SPEAKER_00: It's well, it's not everything.
• 2:47
  SPEAKER_00: Confidence is huge, but you also have to speak the seller's language.
• 2:51
  SPEAKER_00: You have to actually have to focus on what they care about.
• 2:54
  SPEAKER_00: And I'll tell you what that is here in a second.
• 2:56
  SPEAKER_00: I think we all know what it is, but it's amazing how many of us still don't make what the what the seller cares about the focus of our listing presentation.
• 3:06
  SPEAKER_00: So we're going to do that.
• 3:09
  SPEAKER_00: I got uh when I was learning how to do listing presentations for the first time, I shadowed my mentor and went along and I noticed he was using uh he had a listing presentation printed out in a folder and he would just be flipping through the pages.
• 3:22
  SPEAKER_00: And this was back in what, 2011, so I don't even think the iPad was out then.
• 3:26
  SPEAKER_00: And so, but quickly, once I uh, you know, once I started to learn that it was his confidence and his knowledge of the market, uh, or even his knowledge of the market that gave him confidence, that was really helping him win listings in some situations.
• 3:44
  SPEAKER_00: And he was able to speak the language of the seller.
• 3:46
  SPEAKER_00: Now it's 2020.
• 3:48
  SPEAKER_00: We have all sorts of technology.
• 3:50
  SPEAKER_00: I believe at a minimum, okay, you need to have your listing presentations on an iPad.
• 3:55
  SPEAKER_00: If you show up with a printed listing presentation or one in a folder or something, and you're gonna convince them that you're the best person to market their home in 2020 and beyond?
• 4:07
  SPEAKER_00: Seriously?
• 4:08
  SPEAKER_00: Like they're not gonna buy that.
• 4:10
  SPEAKER_00: Should they buy that?
• 4:11
  SPEAKER_00: I mean you're there to show them that you're the best person to get them the most money.
• 4:19
  SPEAKER_00: That's all they care about.
• 4:20
  SPEAKER_00: They they don't give a shit about anything but how much are they going to walk away with after the sale?
• 4:26
  SPEAKER_00: And how easy are you gonna make this process on us on us?
• 4:30
  SPEAKER_00: If you can show that you're gonna make the process easy, show them what what kind of work or stress you'll take off of their plate or off of their shoulders, and you'll you can net them the most money and show them how you do that, show them exactly how you do that, you're gonna win.
• 4:46
  SPEAKER_00: As long as you do it with confidence.
• 4:48
  SPEAKER_00: So if you're brand new, study the market.
• 4:51
  SPEAKER_00: Study the stats, study all all the nerdy shit that's on your MLS and that your local board gives out.
• 4:58
  SPEAKER_00: Study all that stuff.
• 5:00
  SPEAKER_00: Okay, you may never need it, but just knowing it, it it's amazing what just knowing that you have the answer, if they start asking you technical market-related questions, just knowing that is gonna give you a huge confidence boost.
• 5:14
  SPEAKER_00: A lot of times they don't even ask.
• 5:16
  SPEAKER_00: I mean, I can't, I could probably count on one hand how many sellers um you know, since you know, in the last almost 10 years have asked me about the absorption rate and months of inventory and stuff like that.
• 5:30
  SPEAKER_00: Uh most of them don't know.
• 5:32
  SPEAKER_00: They don't know to ask those questions, they don't really care.
• 5:34
  SPEAKER_00: But if you know the answers to those, if you understand the concepts behind the stats, and you're not just spouting off a stat that they don't understand anyways, you're going to show up with a ton of confidence.
• 5:46
  SPEAKER_00: Now, this is where you need to have your marketing plan, your system, if you will, dialed in.
• 5:53
  SPEAKER_00: So you have your iPad.
• 5:55
  SPEAKER_00: Uh, if you want to get a listing presentation from your brokerage, you know, a lot of brokerages provide a PDF listing presentation or uh like a keynote or a PowerPoint that you can edit yourself and customize.
• 6:05
  SPEAKER_00: That's what I did, you know, it works.
• 6:08
  SPEAKER_00: Um but you you want to you want to make sure that you switch out all the crap about the history of your company.
• 6:15
  SPEAKER_00: Okay.
• 6:16
  SPEAKER_00: I see so many of these company-provided listing presentations that is so heavy on the company.
• 6:23
  SPEAKER_00: Here's what we have this many agents and you know we've been in business for this long, or we have a red, white, and blue hot air balloon, or whatever, right?
• 6:32
  SPEAKER_00: Well, the seller doesn't care about that.
• 6:34
  SPEAKER_00: They don't care that that um Mr.
• 6:37
  SPEAKER_00: Billy Remax uh back in 1953 founded the company with his last fifty dollars um that he had.
• 6:45
  SPEAKER_00: Or whatever.
• 6:46
  SPEAKER_00: I'm I'm completely making up a story here.
• 6:48
  SPEAKER_00: I know Remax didn't start in 1953, but you get the point.
• 6:52
  SPEAKER_00: They don't care.
• 6:53
  SPEAKER_00: They don't care if you started it yourself or whatever, okay?
• 6:57
  SPEAKER_00: They don't care.
• 6:58
  SPEAKER_00: As long as there's some credibility there, but you bring the credibility, you bring it.
• 7:04
  SPEAKER_00: It's amazing how often I speak to agents who who want to leave their brokerage.
• 7:09
  SPEAKER_00: Uh maybe they want to come join my team, or you know, they just want to switch their brokerage in general, and they're like, well, but I don't know uh because so-and-so company isn't really well known in my market, or you know, people don't know of it.
• 7:22
  SPEAKER_00: And I'm like, cool, like most of my clients don't know who my brokerage is.
• 7:26
  SPEAKER_00: They're hiring me, they're and they're hiring my brand, Search Salt Lake, who's powered by EXP Realty.
• 7:33
  SPEAKER_00: Like, they don't know who EXP Realty is, they don't care.
• 7:36
  SPEAKER_00: Like, should they care?
• 7:37
  SPEAKER_00: I'm compliant, you know, I I disclose it everywhere that I need to to be compliant, but the clients don't care.
• 7:43
  SPEAKER_00: Okay, unless you're a luxury agent in in certain markets where maybe the brokerage can bring you a certain level of credibility or at least get you in the door, it doesn't matter.
• 7:54
  SPEAKER_00: Or it's not nearly as important as you think.
• 7:58
  SPEAKER_00: Maybe once, maybe once over a 10-year period, I've had someone that's like, well, I really want to work with uh like a Century 21 agent or a Coldwell agent or whatever.
• 8:07
  SPEAKER_00: I'm like, okay, you go do that then.
• 8:11
  SPEAKER_00: Because if all they care about is is the name uh you know the brand, then well, they're probably not gonna make the right choice of the individual to help them accomplish their goals.
• 8:21
  SPEAKER_00: So, anyhow, um there's a nice long meandering squirrel moment, but I think it's important.
• 8:28
  SPEAKER_00: Now I'm going to attempt to get back on track here with the listing presentation.
• 8:32
  SPEAKER_00: So ultimately, don't make it about your company.
• 8:36
  SPEAKER_00: I mean, maybe if you want to mention one little thing, like, you know, we have we're the biggest brokerage in the state, we have, you know, 2,500 agents, so that but you also need to tell them why that matters to them.
• 8:47
  SPEAKER_00: What do they care how many agents you have?
• 8:49
  SPEAKER_00: The reason that's important is because I have a large network of other agents who will now know about your listing.
• 8:56
  SPEAKER_00: And one of them most definitely has a buyer for your property.
• 8:59
  SPEAKER_00: Okay, that that that's how you make that important.
• 9:01
  SPEAKER_00: If you're with like a like my broker, for example, I have a huge network of 33,000 agents around North America and the world who I can now leverage uh to see your property.
• 9:13
  SPEAKER_00: You know, like the referral network that I have of out-of-town agents with out-of-town buyers is huge.
• 9:19
  SPEAKER_00: It's 33 33,000 agents strong.
• 9:22
  SPEAKER_00: Now, that is a truthful statement.
• 9:24
  SPEAKER_00: It doesn't mean that I'm gonna go blast every agent with my brokerage with the listing, but it's the network.
• 9:31
  SPEAKER_00: Okay, the the seller wants to know that you are that that you know other agents.
• 9:36
  SPEAKER_00: And it's it's funny.
• 9:39
  SPEAKER_00: There's like this mythical thing, the out-of-town buyer, right?
• 9:42
  SPEAKER_00: Like all these sellers are like, we need to find an out-of-town buyer.
• 9:46
  SPEAKER_00: The thought or the thinking there is the out-of-town buyer is gonna just overpay for their property, right?
• 9:51
  SPEAKER_00: If if the property is worth$300, an out-of-town buyer will pay$390.
• 9:55
  SPEAKER_00: Okay, maybe they will.
• 9:57
  SPEAKER_00: I don't know.
• 9:57
  SPEAKER_00: Like, but why would they pay more than they need to, right?
• 10:00
  SPEAKER_00: They're not stupid.
• 10:02
  SPEAKER_00: So but that remember, that's in the back of the minds of a lot of sellers.
• 10:06
  SPEAKER_00: So if you say, hey, I'm actually I have a very large referral network of other agents from all around the country and even the world, um, you know, and and I have relationships with them.
• 10:18
  SPEAKER_00: And so we actually have a very, very large buyer database.
• 10:21
  SPEAKER_00: And uh, you know, sellers care about that stuff because again, they care about how much money they're going to make.
• 10:27
  SPEAKER_00: They care about getting the property sold, how much is it gonna sell for, how fast are you gonna do it, and how are you going to make it happen?
• 10:35
  SPEAKER_00: So talking about how big your network is, even if you maybe you are an admin of a Facebook group with 4,000 agents.
• 10:42
  SPEAKER_00: Like, for example, when I started the Snappack Facebook uh, you know, the Facebook group, I talk about that.
• 10:48
  SPEAKER_00: Like I'm an I run a Facebook group of 4,000 agents from all around the country.
• 10:53
  SPEAKER_00: I let them know that.
• 10:54
  SPEAKER_00: That impresses the seller.
• 10:56
  SPEAKER_00: It doesn't mean that I'm gonna go post all my listings in the group, which, you know, if if you're a member of the group, you know that that's the quickest way to get your ass kicked out.
• 11:03
  SPEAKER_00: And so we don't allow listings posted in there, but it's the relationships with other agents in there who know me as the Salt Lake agent, and you know, it it impresses sellers.
• 11:14
  SPEAKER_00: So talk about the network.
• 11:15
  SPEAKER_00: If you are uh, you know, whoever your brokerage is, um if it's if it's KW or you know, one of these larger ones, just like we hey, we have 160,000 agents around the world, and you know, I'm plugged into these very large Facebook groups and have a lot of uh you know a lot of relationships with with agents here, sellers like that, okay?
• 11:35
  SPEAKER_00: Because it's it's it's you speaking to how one of the ways or let me let me rephrase this.
• 11:43
  SPEAKER_00: It speaks to can you actually deliver on what you're promising?
• 11:46
  SPEAKER_00: Okay, just by saying, hey, I'll net you more money, they're thinking, okay, cool, can this agent deliver?
• 11:53
  SPEAKER_00: If you start breaking down their objections or their concerns and say, hey, I'm a respectable agent.
• 12:00
  SPEAKER_00: Um, I have a large network of other agents, I have a I have a buyer database.
• 12:04
  SPEAKER_00: Talk about your database of buyers.
• 12:06
  SPEAKER_00: If you have uh a CRM with a few thousand contacts in there, that you probably you may have a buyer for their home.
• 12:14
  SPEAKER_00: Let them know that you have 3,000 buyers sitting in your database that you're going to notify about this new listing, right?
• 12:21
  SPEAKER_00: You you should be sending out your new listings to your database.
• 12:24
  SPEAKER_00: So that's what I do.
• 12:25
  SPEAKER_00: I've built up thousands and thousands of potential buyers just from the Facebook ads I've done over the years.
• 12:31
  SPEAKER_00: If you guys are running ads, it doesn't matter where the ads are, but you're filling up your pipeline with potential buyers.
• 12:38
  SPEAKER_00: Let the seller know that you have this pipeline of buyers.
• 12:40
  SPEAKER_00: Let them know.
• 12:41
  SPEAKER_00: Like if it's, you know, you have 800 of them or 3,000 or whatever, tell the seller and and then tell them we actually, every time we get a new listing, we blast it out to all of these buyers.
• 12:54
  SPEAKER_00: When you list your home with me, we will actually send it out to our entire buyer database of 3,000 people, whatever.
• 13:02
  SPEAKER_00: That is it, that's attractive to them.
• 13:04
  SPEAKER_00: I've actually lost out on listings before because I didn't, I was not convincing enough to let the seller know that I may already have a buyer for the home.
• 13:15
  SPEAKER_00: I've lost out numerous times to uh to listing agents who uh were more convincing that they may already have a buyer.
• 13:23
  SPEAKER_00: And as soon as I started focusing on how big my database is and how I'm gonna let them know about the new listing, that is what really matters.
• 13:31
  SPEAKER_00: Now, if you take it a step further and say, and we'll also target that group, that our buyer database, with Facebook ads, because we understand the Facebook pixel, we understand what's called retargeting.
• 13:44
  SPEAKER_00: And remember, you have to explain concepts to them because they're not marketers, most of them, they're not marketers.
• 13:49
  SPEAKER_00: So we actually so here's what I like to do.
• 13:53
  SPEAKER_00: And I show screenshots of Facebook ads in my listing presentation as I'm you know flipping through the uh the iPad presentation.
• 13:59
  SPEAKER_00: I say, here's what we do.
• 14:01
  SPEAKER_00: Because we're very savvy with Facebook advertising, you know, have you ever have you ever gone to Amazon and looked at a certain product and then all of a sudden you start seeing that product in your Facebook news feed?
• 14:12
  SPEAKER_00: Well, we can actually do that with your listing.
• 14:14
  SPEAKER_00: If whenever somebody uh looks at your listing on our website, they'll actually start seeing it in their feed.
• 14:22
  SPEAKER_00: Or those who are already in our buyer database, we can actually show your listing to just those people.
• 14:28
  SPEAKER_00: And we're gonna show it to those who are not in our database as well.
• 14:31
  SPEAKER_00: So if you start to explain what can be done with your Facebook advertising knowledge, it's huge.
• 14:38
  SPEAKER_00: Absolutely huge.
• 14:39
  SPEAKER_00: So you're not just saying I'm gonna net you the most money, you're del you're showing them how you're gonna deliver on it.
• 14:45
  SPEAKER_00: That's a very, very big deal.
• 14:47
  SPEAKER_00: It's not just about telling them, it's about showing them can you deliver on it?
• 14:52
  SPEAKER_00: If you can do these things and and visually show each one of these things in your presentation with screenshots and even lay it out with bullet points, you're going to win so many more listings.
• 15:03
  SPEAKER_00: Okay, if you have a website that gets, let's say, 10,000 visits a month, or maybe maybe 4,000 visits a month, that's not an insignificant amount of traffic.
• 15:12
  SPEAKER_00: Let them know, hey, we actually have one of the highest, uh, you know, what one of the most visited websites, real estate websites in the city.
• 15:19
  SPEAKER_00: So, like, we'll actually put you there as a featured listing.
• 15:23
  SPEAKER_00: That's something you get from us.
• 15:24
  SPEAKER_00: And then talk about the things if you include staging, if you include uh professional cleaning or drone photography or drone video, all that stuff.
• 15:34
  SPEAKER_00: Make sure that you mention what they're going to get included by working with you.
• 15:39
  SPEAKER_00: Guys, as long as you can switch your whole approach to having confidence, but but showing them how you're gonna get them the most money and how you're going to accomplish it so that they actually believe you can, you're gonna win a crap load more listings.
• 15:56
  SPEAKER_00: Thank you guys for listening this week.
• 15:58
  SPEAKER_00: We're gonna wrap it up here, make it a little quicker episode.
• 16:01
  SPEAKER_00: Um, we did, you guys probably noticed in the feed, we we had the bonus episode that we dropped on Monday with Todd Duncan talking about his sales mastery event.
• 16:10
  SPEAKER_00: Go listen to that.
• 16:11
  SPEAKER_00: If you haven't listened to the bonus episode yet that came out just before this one, go do it.
• 16:15
  SPEAKER_00: Um, I've never done a bonus episode before.
• 16:17
  SPEAKER_00: We've only had episodes every Thursday, but um, I'm a big believer in what Todd and his high trust company do.
• 16:25
  SPEAKER_00: His sales mastery event is absolutely world class.
• 16:28
  SPEAKER_00: I I'm lucky enough to be part of it this year.
• 16:30
  SPEAKER_00: Um it's September 16th through the 18th, and it's virtual because of stupid frickin' COVID.
• 16:36
  SPEAKER_00: The stupid frickin' COVID that I'm so sick of, and I'm sure you guys are too.
• 16:40
  SPEAKER_00: But it's virtual.
• 16:41
  SPEAKER_00: What that means is it's so much cheaper.
• 16:44
  SPEAKER_00: You don't have to travel, you don't have to do all the bullshit.
• 16:46
  SPEAKER_00: Um it's just, you know, for less than$300, you can attend the full conference virtually, you'll get the replay of it.
• 16:53
  SPEAKER_00: I'm gonna be on two different panels on Salesmastery or at Salesmastery, whatever you want to call it, since it's virtual, I guess it's not at, it's in.
• 17:04
  SPEAKER_00: Wow, this whole virtual thing's throwing me for a loop.
• 17:07
  SPEAKER_00: But I'm gonna be part of Sales Mastery.
• 17:09
  SPEAKER_00: And I was actually in Atlanta a couple weeks ago doing some promotions, doing some planning and strategy with Todd, uh, with the industry syndicate and all that.
• 17:17
  SPEAKER_00: So um I highly recommend you guys do that.
• 17:19
  SPEAKER_00: Hopefully, even if you listen to the bonus episode, you at least picked up some tidbits that can help you.
• 17:24
  SPEAKER_00: Um, we're not gonna be doing these bonus episodes a lot.
• 17:27
  SPEAKER_00: I I mean, I have no idea when or if I'll ever do another one, but I thought that was a good one to put out there and to let you guys know if you want to be a part of Salesmastery or get a ticket, you can get it the cheapest.
• 17:40
  SPEAKER_00: It it there's literally no discount better than the one you can get through the industry syndicate.
• 17:44
  SPEAKER_00: Just go to industry syndicate.com slash salesmastery and find out all about it and uh grab your ticket.
• 17:52
  SPEAKER_00: So go listen to the bonus episode.
• 17:54
  SPEAKER_00: Thanks again, everybody.
• 17:55
  SPEAKER_00: We're gonna wrap it up here.
• 17:56
  SPEAKER_00: I want you to focus on the listing presentation.
• 17:59
  SPEAKER_00: If you if you got some ideas, if there's things that that you're like, oh, I gotta do that, or I'm gonna go add this to mine, or I'm gonna go tweak mine, do it now.
• 18:07
  SPEAKER_00: I'm not gonna go pontificate for another 30 minutes just to fill up time.
• 18:11
  SPEAKER_00: Go get it done.
• 18:12
  SPEAKER_00: Improve your listing presentation, focus on what the seller actually cares about, and you're going to win a shitload more listings.
• 18:19
  SPEAKER_00: Let me know how it goes.
• 18:20
  SPEAKER_00: Let me know.
• 18:21
  SPEAKER_00: Uh I wanna hear, I wanna hear your success stories.
• 18:23
  SPEAKER_00: DM me at MassiveAgent on Instagram.
• 18:26
  SPEAKER_00: Best of luck, guys.
• 18:27
  SPEAKER_00: Go sell some homes.