The listing presentation is not just for the seller's benefit. It is also an opportunity to demonstrate your ability, and get the listing. It is your chance to differentiate yourself and place yourself above the competition for consideration.

Once the initial appointment is set to meet with the homeowners it is time to start preparing and gathering the information you need to make a comprehensive and winning listing presentation. Since you will only have one opportunity to convince the seller of pricing, terms, and your capability, it is imperative that you cover all the bases, and yet not overwhelm the seller with information overload.

It is a good time to throw away the old real estate preconception that the only thing that matters to sellers is a competitive market analysis (CMA) and your commission. As a fine chef knows, people will pay more if the presentation is superb. So there is more to it than a CMA, price and fees. It is how the facts are delivered and received that can make the difference.

What the seller needs may be very different that what you plan to show them. They want to know about your abilities: staging the home, selling tips, and realistic expectations of the selling time frame and costs. What you need to present is a marketing plan so thorough and concise that no one else can compare with it. The listing presentation should sell you, and eliminate the competition. The seller should be left with a sense of awe at the end of the presentation, so much so that it wouldn't be prudent to choose anyone else. So how can you accomplish this? The answer is simple, by research and due diligence.

It is usually wise to print a quick summary of market activity for the neighborhood or community where the home is located. Look for identical matches in Actives, Solds, Under Contract, Pending, Withdrawn and Expireds. This summary will be used for your reference and to further familiarize yourself with the immediate neighborhood.

Drive by the subject property and take as many digital photos as possible. Then take digital photos of the all comparable properties and even the entrance to the subdivision or neighborhood. This photo safari will not only give you a chance to gather materials, but will allow you the opportunity to view first-hand the condition of the property and make notes of the positives and the negatives. Make notes on everything that stands out.

Look at the seller's home as if you were the buyer. Ask yourself buyer questions: What are the negatives? Does it back to a road? Is it under power lines? Does it need paint? How does this home compare to other homes in the neighborhood? Does it have potential? Rate the curb appeal if any. This is an opportune time to gather presentation information with a digital camera. Visuals are a great way to overcome objections.

While preparing the presentation, make sure your presentation does not look the same as everyone else's. A black-and-white CMA from your MLS -- that is what everyone else will do. I would suggest if you are doing a web or PowerPoint presentation that you also have a color print copy.

If you plan to make a print presentation only, then a full color, bound presentation is best. It should include a color cover sheet, customized photo of the home (soft crop, custom frame, and/or drop shadow), and "Especially prepared for (the owner's name and address)," making it a personalized marketing piece. There are many great software programs to accomplish this easily. It is simple to create a template in MS Word, HP Real Estate Software, IMPREV or MS Publisher.

In today's hi-tech world there are several ways to put together a great presentation, however, you must take into account that all sellers are not the same. Some will want it in print, others may prefer an online presentation, and others a laptop presentation. So it's wise to be flexible. If you see that a person is falling asleep while you go through a laptop presentation, end it and go to your print materials.

What to Include:

• A full-color personalized (CMA).
• Concentrate on Sold properties and Days on Market. Use as a historical pricing base.
• Deduct closing costs and points paid by sellers to reflect actual sale prices.
• A personalized cover letter that reflects your professionalism and experience.
• Comparative Sold and competing Active properties with color photos (Which can be downloaded from the MLS).
• All Active listings, Pending Sale, Under Contract, Withdrawn, and Expireds.
• Days on market of all categories.
• A color pricing chart that reflects current market conditions.
• Full-color market charts reflecting current market from MLS or company.
• All property info that is available: tax info, plats, recent sales history or mortgage, etc.
• A market absorption analysis that includes how many similar homes are for sale and historically how long it will take to absorb or sell that amount of homes.
• Your cumulative sales highlighting any in their neighborhood.
• Testimonials from past clients
• A concise marketing plan to sell the home including print, media, virtual tours, and web marketing.
• Full color flyers, "Just Listed!" postcards, and marketing materials with their home's pictures (watermarked "SAMPLE!" so they cannot use them if you don't get the listing).
• Web statistics from your website including your web site placement.
• Your resume including credentials, designations, awards, accolades and achievements.
• A listing pack with all forms filled out and a listing agreement with price left blank.
• A seller's checklist to prepare the home for sale.

One note from experience: Leave no printed materials that the seller or other agent that may get the listing can use in their marketing if the seller does not list with you. That is why a laptop or Internet presentation has advantages. It's also more prudent not to give a specific listing price. Work within a realistic price range where you feel you can sell the home in current market conditions.

The smartest thing about having a well-prepared listing presentation is that it gives you, the listing agent confidence. There should be no question that you are not prepared to answer, and you will not look like you are pulling numbers out of the air and faking it! Smart research will place all the facts in front of you and you'll be familiar with the home and community. With confidence in your abilities, you will not only be able to get the listing, but you will be able to do so on your terms. Now go for it!

Published: November 21, 2003