Listing presentation ENG
LISTING PRESENTATION SCRIPT
“Hey, thanks for having me over.
Are you excited about moving to X?”
(pause)
“Do you mind if I give myself a quick tour?”
“Did you have a moment to review the package I emailed over last night?”
So I’ve actually written down a few questions and I want to make sure I do a very thorough job
for you because my goal is to get you across the finish line, (their motivation) and give you the
best information I can, ok?
So I have three important questions for you:
Number 1.. Are you definitely ready to sell your property?
Number 2. Will you price it to where it will sell or are you ok with it just sitting on the market for
an extended period of time?
Number 3..Most importantly… Do you want me to get it sold for you?
The Purpose of our meeting today is 2 fold.
Number 1 is for me to provide you with some
important information about what it’s going to take to get your property sold for top dollar so you
can get to Florida by October right?
And number 2 is for us to decide today if the right thing for you is to partner with me in the sale
of your home. Does that sound fair enough?
And whether you… decide to hire me or not… I hope it becomes clear to you through our
meeting that my goal is to help you get what you want. If I can’t help you, I’ll tell you today.
Because I’m not interested in just taking another listing. I’m interested in helping you get your
home sold so you can move to florida. Because that’s what you want right?
Great. Then we’re on the same page.
Now... There is really one key Item for us to address today and that is to determine the right
price… to set on your home… that will cause it to sell.
Right?
Because obviously… you don’t want to put it on the market to have it not sell right?
So when you hire us… we’re going to get your home exposed to… every single qualified buyer
out there because that’s one of the things we specialize in. ok.
So the key today is for us to... establish the right price… that will make all of the qualified
buyers… excited about your house when they see it. Does that make sense?
In preparing for our meeting today… I did a thorough market study for your home. Also known
as a comparative market analysis. Are you familiar with this?
There are 3 main parts to the market study:
First are the active listings. We call this “fantasy land”… because it’s what people want to get
for their home… but we don’t know what it’s actually going to sell for. Right?
Second are the expired listings. Do you know what these are? Right. Homes that didn’t sell at
all. They wanted to sell, but something didn’t go right. So we call this “never never land”… can
you see why? Cus you never want to be here. Right?
Third are the sold houses. This is reality because it’s what homes are actually going for in
today's market. Are you with me?
So in order to get you to Florida, my goal is to help you end up in reality. Make sense?
The purpose of the market analysis is to determine the value of your home.
First, as buyers will look at it. Second, as an appraiser will look at it. I’m sure you can
understand why that’s important right?
First the appraiser because that’s who the lender will hire to determine the value of your home
based on what comparable homes are actually selling for… which is what buyers are paying
now. Does that make sense?
Second.. To make sure we price it in a way that will… make it attractive to buyers… because is
a buyer only going to look at your home OR are they going to shop around and compare your
home with others?
So as they shop around… what do you think they are comparing?
Exactly. Features such as quality, condition… AND they are comparing the price right?
Theyare going to decide. When I walk in… which home is the clear choice. We want them to know
it’s the clear choice as soon as they walk in.
###
LISTING PRESENTATION LIGHT VERSION
LISTING PRESENTATION SCRIPT
ROBIN:
Thank you so much for having me over.
Before we go into the details,
let’s recap what we spoke about on the phone.
Your goal is to move to MARS,
start a new chapter, and ideally do it quickly.
(pause)
You’ll need to sell here in MIAMI first, right?
HOMEOWNER:
Yes, I need the money to move.
ROBIN:
Got it.
That means occupancy is important
(pause)
you’ll need to stay in the house for 60–90 days after the sale
so you don’t have to do a stressful double move.
Correct?
HOMEOWNER:
Yes, the more time I can stay, the better.
ROBIN:
Perfect.
And you mentioned you want a good school district,
preferably private,
and close to JUPITER
(pause)
That sound right?
HOMEOWNER:
Yes.
ROBIN:
Great.
I’ll also connect you with a trusted agent in MARS
who specializes in those areas.
(pause)
They’ll put you on a property search, send you videos,
and even do FaceTime showings
so you’re ahead of the game before you move.
PRE-CLOSE
ROBIN:
Now before we go through everything, let me ask:
If what I show you today makes sense,
and you feel comfortable and confident with my price recommendation
and marketing plan,
(pause)
are you ready to put me to work for you tonight?
HOMEOWNER:
This is my first time selling.
I have a lot of questions.
MARKETING
ROBIN:
Of course.
Let’s start with marketing.
Who do we market your property to?
My answer is simple: everyone.
We don’t believe in limiting exposure.
(pause)
The more eyes we have,
the more demand we create.
More demand means more showings,
and more showings lead to stronger offers.
HOMEOWNER:
I was thinking about going off-market.
ROBIN:
I’d strongly advise against that.
Selling off-market is like whispering
(pause)
you want buyers to know the property exists,
not keep it a secret.
(pause)
Unless this was a $100M estate,
keeping it off-market
would only hurt you.
CREDENTIALS
ROBIN:
Let me share a little about the company we represent.
As a seller with a REAL Broker agent,
you get a tech-driven and personalized selling experience
designed to get your home sold for the best possible price.
Here's what that means for you:
Targeted marketing:
Our Team leverages cutting-edge technology
to showcase your property with high-quality,
professional marketing.
We create eye-catching social media posts to virtual tours
that put your home in front of the right buyers.
Expert negotiation:
We focus on getting you the best offer.
The technology and internal support system handle the time-consuming administrative tasks,
and we focus on skilled negotiation and client communication.
bla bla bla....make an elevator pitch
PRICING
ROBIN:
Now for the fun part: pricing and comps.
You have four legal bedrooms, three baths, 2,600 square feet,
plus a garage conversion we’ll market as flexible space.
Average days on market here are about 60.
Average price per square foot is $1,000.
Homes listed at $1,200 per foot are expiring unsold.
When you listed at $2.8M (around $1,200/ft), that’s why it sat.
Based on comps, the realistic action zone is closer to $2.69M
just under $2.7M.
That creates urgency, drives showings,
and opens the door to multiple offers.
HOMEOWNER:
What if we list at $2.8M and see what happens?
ROBIN:
Here’s the risk:
Carrying costs here are about $8,000 per month.
Six months unsold equals $48,000 lost
2 to 3% of your net.
That’s more than the difference between $2.69M and $2.8M.
Pricing correctly now could net you more in less time,
and with my marketing we could create a bidding situation above asking.
COMMISSION
HOMEOWNER:
Another agent offered me 4.9%.
ROBIN:
That’s creative
(pause)
not even 5%.
Did they show you recent sales,
or did they just want the listing?
HOMEOWNER:
They just promised they’d sell it.
ROBIN:
Promises don’t sell homes.
Let me ask
(pause)
if I can’t defend my own commission in front of you,
how could I defend your $2.6M property
when buyers try to negotiate down?
Protecting commission is practice
for protecting your net.
OBJECTIONS
HOMEOWNER:
What if my friend buys the house?
ROBIN:
We can do an exclusion list.
If they buy, no commission owed.
But let’s be real
(pause)
if they were serious,
they would’ve already made an offer.
Open market creates urgency and stronger offers.
HOMEOWNER:
I need to sleep on it.
ROBIN:
Totally understand
it’s a big decision.
But let me ask:
when buyers tell me they want to “sleep on it,”
do you think I accept that,
or do I push for them to write an offer?
I have to treat you the same way I treat buyers
persistent, focused, and results-driven.
CLOSE
ROBIN:
You want to move to MARS,
get your kids into school by August,
and not lose more money to carrying costs.
We have the plan, the marketing,
and the network to make that happen.
Within 72 hours I’ll have professional photos,
MLS exposure, and a full campaign live.
(pause)
By Friday, we’ll be on the market.
Let’s list at $2.69M, six percent commission,
occupancy up to 90 days, and start immediately.
All we need
are your initials here and your signature there.
HOMEOWNER:
…Alright.
ROBIN:
Perfect. We’ll take care of the rest.
###
We use this example because we feel it gets the point across really well.
Story Telling example of value...
“Let’s say you’re going to go PORSCHE shopping today okay.
And you’ve got a $175,000 budget.
We go to dealership A
and we find a perfect 911,
but you’re not sold yet…
you want to make sure
you’re getting the best deal.
So we go to dealership B.
There’s another 911,
it’s exactly thes ame.
It’s $175,000.
Except,
this dealer is gonna throw in a CUP HOLDER + ,
a fancy upgraded
navigation system,
and the fanciest wheels.
For the same price, which one is the best value…
A or B?
B right, because you’re getting something extra for it.
Now…
what if dealership A said,
“it’s the end of the year,
we gotta get this car off the lot and we’re gonna lower it to
$155,000 today.”
Which one would you choose?
A…
Me too because we can add some pretty nice things
to the car for $20,000.
So it’s the same way in real estate.
You know, buyers are gonna look at features and benefits
and even though you have some upgrades…
if they can find a better deal somewhere…
they may be willing to give up your upgrades
for a home that doesn’t have those
IF they feel it’s a better deal.
So if we have those upgrades
and we use them as bait,
right those shiny objects,
and we price our home the same as others…
and we have more than they have.
Who's the
clear choice then?
Right we are… and that’s the goal today.
Because real estate
is a commodity in an open market…
An auction… you have buyer’s
competing against each other.
Just like in an auction…
the bidder will usually start
the number lower to attract a larger number of bidders.
There’s a reason investment bankers
use auctions when they sell a company.
Do you know why that is?
It’s because it’s how you attract the highest price possible.
The more prospective buyers,
the more likely you are to attract the buyer
who falls in love with your home.
Ultimately,
making sure you’re putting the most money possible
in your pocket at the closing table.
So let me show you what I mean here.
Are you ready to take a look at the comps?
This home is comparable to yours…
Notice, how many bedrooms? ( )
How many baths? ( )
How big is the garage? ( )
What year was it built? ( )
How many square feet? ( )
[Wait for them to answer,
and then affirm each answer.]
Have you seen this home?
Your house has more value than this one...because…
This property is a little nicer than yours...because…
This property is very comparable to yours…
Does that make sense?
*
What was/is their price?
Notice how long on the market?*
How’s that going to work to get you to ________
by ________ [motivation]?
So based on what the market is telling us.
What price do you feel will… get buyers excited…
about choosing your property over our competition?
After reviewing your home and taking a look at what the market is telling us…
I’m suggesting we list the house for ______________.
And you can see why that’s the right price, correct?
Because…
that will get you the best price for your home in this market,
in the best time possible…
so we can get you to ___________ by __________ .
Won’t that be exciting!? ( ) Fantastic.
Do you have any questions about anything we’ve covered? ( ).
Are you ready for the next step?
The net sheet
gives you all the costs associated with selling your house...
and how much you
are actually going to walk away
with after the sale of your house.
That is something you
would like to know, correct?
These are all standard closing fees
and expenses for Sellers.
Any questions on that?
Based on a realistic sales price of $___________
and a closing date of_________
…here are the ESTIMATED total net proceeds to you
at closing (and after your tax escrow refund)...
____________, is that a number you can live with?
(Yes/No.)
[If they say yes, go to DECISION.
If not:]
I understand…
it’s less than you were expecting.
Is it a number you could live with if you
had to?
(Yes.)
Excellent.
So we’ll...get it on the market at $__________…
which we agreed is the right price, correct?
(Yes.) Excellent!
Well… I’m ready for you to…
put me to work!
Are you ready… for the next step?
(Yes.)
Awesome!
Can I lay out for you what’s going to happen next?
Here are the highlights...
First we want to make sure the house shows at its best, right?
(Explain staging and Photography)
Second…
I will be preparing the marketing for your property and…
launch my premarketing
campaign immediately…
because you did… want us…
to get the most exposure to the market
as fast as possible, correct?
Next, we launch...our Exclusive 10-Day Marketing Blitz!
Your property will be marketed to every
potential buyer out there, and promoted to every licensed Realtor
and their buyers through the
Multiple Listing Service.
Plus...I have it syndicated to over
5,200 real estate websites...
including all the most popular ones buyers go to online.
Of course, you understand how important that
kind of internet exposure is for you, right?
[Go through the other highlights of your plan...]
Because you do...
want me to give you the right exposure…
that will get the best buyers in here, right?
(Yes.)
Awesome.
Because that’s exactly
what you’re going to get with me.
And with that exposure,
assuming the market responds as we expect,
we will be getting lots of
buyer traffic.
I’ll be following up with all of that...
which will then give us the best offers.
Then I’ll be negotiating all offers we get...
to ultimately…
get your property sold…
for top dollar…
and get you ______________.
Are you ready for that?
So...are you ready to...start packing?
( ) …I don’t mean today...but soon!
Any questions...before you’re ready to…
let me help you… make this move happen… and get
to ___________?
I’m going to have you…
initial right here…
on the CMA and the Net Sheet…***
And then we’ll
take care of the rest of the paperwork…
and we’ll get to work!
Congratulations!
###
