Our real estate coaching clients often ask us what to say at listing appointments to convert more clients.
If you get your listing appointment script and presentation optimized, you can get hundreds of listings from that upfront effort over time. And if you scale a real estate team that also uses that script, then it really pays to make every part of that presentation sing.
In this post we’ll give you three tips for creating an effective listing appointment script. But first, let’s talk about our listing presentation script and how we’ve optimized it.
Our listing presentation script (and how we developed it)
Every day in the Washington, DC Metro area our agents use our listing appointment script to get listing agreements signed.
Our team sold over $393 million in real estate volume in 2019, according to REAL Trends as seen in The Wall Street Journal. We’re still growing. In the month of June 2020 alone, our team sold 100 homes.
Our listing appointment script and presentation is informed by thousands of appointments. Along the way, we’ve tested lots of what seemed like good ideas… and figured out what does not work. We’ve also learned some breakthrough strategies and tactics along the way — including an overhaul that tripled our listing conversion in 90 days.
We want to help you put your listing appointment script on the right track quickly so you can get more libsting agreements signed, make more money, and save yourself a lot of trial and error.
Listing Appointment Script Tip #1: Never Do This at a Listing Appointment
Want to get 5-star client reviews and save yourself a lot of time in the process?
Then don’t spend the listing appointment chatting with the seller or learning every nitty-gritty detail about the seller’s home. There are better and more efficient ways to learn what you need to know about the seller’s home. And there are better ways to establish rapport than idle chatter.
The real way to get five-star reviews and referrals from your next listing client is to take control, set the agenda of the listing appointment, and confidently position yourself as the agent who can sell that home for the most money in the least amount of time.
Who’s more charismatic and convincing: the agent who’s desperately complimenting the house and trying to be the prospect’s best friend… or the agent who’s taken control, demonstrated expertise, and confidently demonstrated their processes?
Instead of walking through the home to start, take a seat with the sellers to talk about your results, your strategy, and what they can expect from the home selling process.
ADD THIS TO YOUR LISTING APPOINTMENT SCRIPT:
Where’s the best place to sit down and strategize about how to sell your home?
Let all the other listing agents compete with each other to be the home seller’s best friend — you don’t need to. Instead, you’ll be focused on becoming the home seller’s trusted real estate agent.
Listing Appointment Script Tip #2: Show, Don’t Tell!
The real secret to listing appointment scripts is that it’s not just about what you say.
Listing prospects are even more convinced by what you show them.
What’s more impactful — saying “Our marketing retargets interested buyers”… or actually showing the listing prospect how your retargeting ads follow those warm leads?
If you have an ISA or an agent you’ve partnered up with, you can even make a dramatic demonstration of inquiring about one of your own listings on Zillow, entering your phone number, and showing the listing prospects how quickly your cell phone rings as your team member follows up with you.
Everywhere you can in your listing appointment script, look for ways that you can show instead of tell. Show them real examples of your marketing. Show them real market stats to back up your points. Show them actual listings and properties that have sold in the area if you need to reset any unrealistic expectations.
When other agents talk, and you give a dramatic demonstration, you win the listing.
Listing Appointment Script Tip #3: Get the Listing Agreement Signed
Yes, you can get a listing agreement signed on the very first listing appointment. And you can do it while providing great service.
Many real estate agents are actually a little afraid to talk about signing the listing agreement — it’s a high-stakes moment for both the home sellers and for the agent.
Be honest with yourself: Does asking for a listing agreement feel a little scary to you? If you are afraid, be aware that you need to roleplay and practice and work on that. Even a momentary hesitation will signal your discomfort to the seller, so practice until it feels confident and natural. Ryan Serhant agrees on this point, by the way: Practice is everything.
At any point in your listing appointment script, you can set the agenda and set the sellers’ expectations that they’ll sign a listing agreement during this appointment.
Add this to your listing appointment script after your sit-down presentation, right before you get up together to take a tour of the home:
Do you feel confident, based on everything we’ve discussed today, that I’m the right agent to get your home sold?
You will often discover objections at this stage — and that’s better than encountering them later. Now is the time to draw out objections so you can isolate and overcome them, appealing to the seller’s needs and presenting them with options.
UPDATE: Adapt as Necessary to 2020’s Unique Challenges!
Here’s an additional challenge that listing agents face in 2020, as pointed out by guest Sharran Srivatsaa on our HyperFast Podcast:
- As usual, we need to get the listing prospect to say yes to an appointment with us
- We also need the prospect to say yes to signing an agreement with us at the appointment
- AND given the events of 2020, we also need to get them to say yes to the very idea of listing their homes right now!
Check out the full podcast episode below for Sharran’s thoughts on this unique challenge:
Go Get Those Listings!
If you made the changes to your listing appointment script that we suggested above, your script now:
- Gets right down to business and sets the appointment agenda
- Dramatically demonstrates your strategy, marketing, and your professional results to home sellers
- Goes for the close
Now it’s time for you and/or your team’s agents to roleplay and go secure those listing agreements! Good luck.
Learn the same strategies and tactics that TRIPLED our team’s conversion rate — take our Dominate the Listing Game course on HyperFast Academy. Learn how our top-producing team overcomes objections, gets listing agreements signed, and provides 5-star service to listing clients… so they refer all their friends and family for years to come.
Want to get our listing presentation — and a whole lot more — for a dollar? We want driven, motivated agents to join our Inner Circle program. Inner Circle members get a community of support and mentoring, including live Q&As with billion-dollar real estate agents and innovative digital marketing experts. Try the Inner Circle for 30 days for just $1! Click here to learn more about our Inner Circle.