How to beat discounters at the listing table

ORLANDO, Fla. – July 15, 2008 – Agent Craig Proctor of RE/MAX Worldwide underscores the importance of the listing presentation and provides several tips to help real estate agents effectively present their marketing plans.

He encourages agents to make eye contact with prospective clients equally, as well as address them by name. Also, agents should take a couple of minutes before beginning to assess prospects’ personalities and then determine whether to present many details or provide an abbreviated version; but all information must be presented regardless of the manner of delivery.

Proctor suggests that agents offer a warm handshake at the start of the presentation and lightly touch the prospect’s arm to ensure that he or she is paying attention, but he cautions that too much touching will be perceived as an invasion of personal space.

He says agents should use questions leading with “How would you feel if I told you …” as a way to get prospects to make key points themselves, and they should avoid questions that can be brushed off by asking, “Would Tuesday or Wednesday evening be better for you?” instead of asking whether they would like to make an appointment.

The prospect’s needs should be the core of the presentation. Agents should avoid pitting themselves against a particular competing agent, instead pointing out the things that they will do better than other agents to ensure a sale.

Source: RISMedia (07/09/08) Proctor, Craig

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