Win More Listings

WIN MORE LISTINGS
5 Keys to Closing 90% of Your Listing Presentations

Total Expert, Inc – Quick Overview
 Founded in 2012, currently helping 500+ agents in nine
states earn over $20,000,000 in commissions and rapidly
growing.
 All-in-one, fully-compliant web platform giving real estate
professionals everything needed to grow and manage
their business online, saving them both time and money.
Follow Us – Get Tips, Advice and More:
www.TotalExpertInc.com
Facebook.com/TotalExpertInc
@TotalExpertInc
Who We Are
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Joe Welu
CEO , Total Expert Inc
joe@totalexpertinc.com
• Co-Founder of a Top-Producing Real
Estate Team with $40-50M in annual sales
production
• Marketing and International Business &
Sales Experience and Education
• Strategic Thinker, Implementation Expert,
and Technology Entrepreneur
• Real Estate Technology Mentor, Coach
and Instructor

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What we are covering today:
 A proven strategy for winning your
listing presentations and closing the
deal.
 How to segment your audience base
and the tactics to use for each segment
for the best results.
 How and what technology highlights
your personal brand and makes you
look your best.

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Issues and Challenges:
 Not every client is the same. How do
you know what works with each
client and how do you demonstrate
differently to each?
 Realtors constantly fight for listings.
How do you stand out from the other
agents/brands?
 Technology is accelerating quickly,
how do you use it to your advantage
and leverage your close rate?

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5 Keys that work and bring results:
1. Segment and understand your clients.
2. Standing out! Be Impactful!
3. Use a Pre-Listing package that WOW’s
4. Make an irresistible Listing Presentation.
5. Setting expectations early and then…
FOLLOW UP!

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Key 1. Segmenting Your Clients
Research Define Execute

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Research:
 Know who you are presenting to –
find out as much as you can about
them from inquiry to looking online.
 Train your staff to gather as much
information as they can on the initial
phone call. *good idea to have an
information gathering form*
 Begin to create client profiles – what
they like, birthdays, what makes them
happy and not, etc.
 Preparation is key!
Segmenting Your Clients

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Under 50 years old
 TECH Savvy. Want to be WOW’d.
 Want their home sold QUICKLY.
 Focused on Competitive PRICING.
 Preferred contact method
 Email
 Text Message
 Preferred Marketing Channels
 Websites
 EDDM
 3rd Party Aggregators
Define Your Audience:
Over 50 years old
 Prefer to deal with FRIENDS.
 TRUST is crucial.
 Clients want to know their house cared for.
 Agent is EXPERT within neighborhood.
 Preferred contact method
 Face-to-Face
 Phone Call
 Preferred Marketing Channels
 Open House
 Yard Signs
 Video
GET TO KNOW YOUR CLIENT!
Source: 2014 Realtor® Profile of Home Buyers and Sellers

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Under 50 years old
 Use Tech – As much as you can!
 Laptop, iPads, Phones, Video, Digital.
 Take them through the consumer process.
 How would someone buy their home?
 Start in Google and go on the home
search.
 Show them their home won’t show up in
an organic search without your help
 Showcase your digital expertise.
 They want to know you are using all the
channels to make the sale.
 Talk about syndication and 3rd party
aggregation.
Execute According to Segment:
Over 50 years old
 No laptops!
 Use the tech to market, but don’t scare
the client with tech in the presentation.
 Print out your slides and give them a paper
packet.
 Bring pens so they can take notes!
 If they have a good feeling about YOU,
they will do business with YOU.
 Focus on your accolades, but don’t boast. Be
genuine.
 Prove you know their neighborhood.

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Key 2. Stand Out – Make an Impact!
And Prove your VALUE
Differentiate YourselfShow Expertise

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Show Expertise:
 Play to your personality & strengths.
 Show you know the current market and
have the tools to prove it.
 Digital Channels are IMPORTANT!
 Emphasize your niche.
 Are you the Expert on a certain
community/neighborhood? Stager? Luxury?
 Highlight the strengths of your staff as
well so they know all they are hiring.
 Testimonials drive the point home.
 Social Proof is helpful – client testimonials
impactful.
Stand Out – Make an Impact!

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Differentiate Yourself:
 Highlight the strength of your
Personal Brand and/or Brokerage
 Brand familiarity can mean something –
you’re bigger than just you.
 Market share charts are useful, but
consumers are less trusting of them.
 Show why you care more about the
client than others will.
 Highlight awards/accolades. – Show
Proven Results.
 Again, social proof is powerful.
Stand Out – Make an Impact

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Key 3: Design Your Pre-Listing Package to WOW!
Technology UpgradeWhat to Include

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What to include:
 Talk through your value proposition.
 Highlight your VALUE as an agent and
as a brand.
 Go over the process that you use to
prepare the home for sale.
 Be brief but thorough.
 Highlight unique preparation aspects.
 Talk about how you will work directly
with the client to make their home
attractive to buyers.
Pre-Listing
Package

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Upgrade your Tech
 Use VIDEO!
 Within every client segment, video is a
growing strategy.
 Video produces higher engagement and
will differentiate you from competition.
 Keep the length around 2 minutes.
 Create a core video then record a
custom 30 second intro.
 Be sure to mention the clients name!
 Must have client’s email address to
deliver.
 Gathering your clients email address
should happen during research phase.
Pre-Listing
Package

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Key 4: Create Irresistible Listing Presentations
Formatting “Must Have” Slides

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Formatting your Presentation:
 Start with a Template.
 For unique properties (+$750,000) include
extras.
 Do not use too many slides!
 10 – 15 MAX.
 Avoid “Slide Coma”
 Emphasis on QUALITY of slide over
quantity.
Presentation “Must Haves”

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Slides you NEED:
 Agent / Team Profile
 Differentiation slide
 Sales Statistics
 Syndication Slide
 Staging/Preparations Slide
Presentation “Must
Haves”

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Key 5. Follow Up – It Works
2 Step Process Closing the Deal

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Two Step Process:
 If the listing is competitive, set up a
second meeting.
 Especially if they are meeting with a
second agent after they meet with you.
 Likely hood of choosing you after meeting
with second agent goes down by 50%.
 15-20 Minutes in length – talk about
specific pricing strategy and answer
any follow questions they may have.
Follow Up Plan

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Close, Close, AND Close.
 If you did not close the business at
the first meeting, do so on the second
meeting.
 If you don’t close at this meeting,
follow up immediately the next
morning.
 Call until the client says they will list with
you or states someone else.
 Being aggressive in getting their business
will show them you will be aggressive
when selling their property.
Follow Up Plan

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Summary: The Keys To Success
 Know your audience.
 What is your “WOW” factor.
 Listen more than you talk.
 Focus on what is important to the client.
 Always do two meetings when competing for a listing.
 Follow up like crazy.

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What Questions Can I Answer?
www.TotalExpertInc.com

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