If a prospect reaches out to you, there’s a good chance you’ll get new business. Recent data says 85% of Texas homesellers hired the first agent they contacted. But don’t take anything for granted; you still need to make the case that you are the best person to handle the largest financial transaction of your prospect’s life. You can do that with your listing presentation.

“I teach agents to use the listing presentation as a way to educate the seller on the selling process from make-ready to contract to close,” says Texas REALTORS® instructor Darian Rausch. “It’s a way to answer any questions and explain your value proposition. There’s over 225,000 licensed agents and brokers in this state. You need to stand out among the competition.”

Rausch is the broker/owner of Urban to Suburban Realty in Leander. He teaches the course Make a Lasting Impression with Your Listing Presentation. He recommends these steps to wow your future clients.

Before Your First Meeting

Your first phone call with a prospect is a great time to learn about the prospect’s goals and constraints. Rausch asks the following questions:

• Why are you moving? This basic question will tell you a lot of important information.
• What is your timeframe? This is another commonsense but essential question.
• What would you say your home is currently worth? This question tells you about your prospect’s expectations.
• What do you owe on the property? This information will help you create an estimated net sheet so your seller will have an idea of the net proceeds at closing. “I prefer to run three different net sheets using three different pricing scenarios,” Rausch says.
• Are there any special features of the home? What enhancements and improvements have you made? These questions can help you find the best comps for your analysis.
• Is the interior in good shape? Since any publicly available photos you find might be outdated, it’s important to ask about the condition inside the home.
• Does the home need any repairs? Known issues should be factored into your calculations.

Your prospect’s answers will help you research the property and prepare your pre-listing kit.

Build Your Pre-Listing Kit

A pre-listing kit is a collection of important documents you can email to your prospect. It’s intended to clear the runway so the listing presentation can be all about the transaction and your services, Rausch says. The pre-listing kit can include:

• Your resume and cover letter: Treat it like a job interview.
• Your professional bio: This is your story in narrative form. It highlights your specialties, accomplishments, and approach to real estate.
• Client testimonials: Make sure to get past clients’ written permission to include their testimonials in your marketing materials, Rausch says. If your testimonials are recorded, bring a tablet or another device to play the video at the listing presentation.
• Online accounts, especially LinkedIn: Many prospects will research you online before ever contacting you. It’s helpful to include all of your professional social media accounts. Make sure your online presence is professional, updated, and complies with NAR and TREC rules. Don’t forget to update your profiles on third-party sites as well.

Preparing for Your Listing Presentation

Preparation is key to a great listing presentation. The more homework you can do before the meeting, the smoother the presentation will go.

Utilize the Residential Listing Checklist (TXR 1415) as a guide and reminder of matters that you may need to complete and as a record of completion of those matters. The checklist is an internal working document only and is not designed to be provided to the customer or the client.

Verify that the property is owned by the person who has reached out to you as the owner. Seek to meet the prospective client before the listing and ask for identification to see if it matches property records filed with the county or at least what is shown in appraisal district records.

Research the property before you meet the prospect. Find out if the property is in a municipal utility district, homeowners association, planned unit development, or a public improvement district. Find out about the school zoning and relevant taxing entities. Learn the home’s age and tax history.

Put together a comparative market analysis (CMA) and use the answers from your first call to refine your comps. Your CMA will give you a snapshot of local market conditions as well as answer questions about a likely sales price range, Rausch says. Ensure that CMAs, including those generated through third-party sites, comply with TREC and Code of Ethics rules.

Refresh your knowledge of coming-soon rules. Some MLSs allow properties to be marketed as coming soon under specific conditions. Others do not. Check with your local MLS before meeting with a prospect.

Bring the following documents to your listing presentation:

Information About Brokerage Services (TXR 2501, TREC IABS 1-0): You are required to share the notice with a party during the first substantiative communication about a specific property.

Residential Real Estate Listing Agreement, Exclusive Right to Sell (TXR 1101): When you ask for your prospects’ business, make it easy for them to hire you on the spot by handing them this form mostly completed, Rausch says.

T-47 Residential Real Property Affidavit (TXR 1907): Use this form in case your prospect wishes to use an existing survey for the property.

Seller’s Disclosure Notice (TXR 1406): As part of educating the prospect on the selling process, you can walk the prospect through the document, Rausch says. Remember that it is the seller’s responsibility—not yours—to complete the notice.

Create an agenda of what you plan to talk about with your prospect, Rausch recommends. This way, you don’t forget anything. It’s up to you whether to send the agenda to your prospect before the meeting. If you do, bring an extra copy so your prospect can follow along and take notes.

Lastly, Rausch will often write a thank you note before the meeting. After the meeting, he mails the note so it is on its way to the prospect as soon as possible.

The Listing Presentation Itself

Hopefully, your prospect has reviewed your pre-listing kit, and you can dive into getting acquainted with your prospect.

Rausch recommends sitting down at the dining room table and building rapport. “One mistake agents make is that they don’t get to know the seller,” he says. “They don’t take the time to understand their real motivations.”

Answer any questions your prospect has about the pre-listing kit. Next, start discussing the property itself. Share what you’ve learned from your database research. Talk about the comps and explain why these recent sales are worth considering. Discuss what’s going on in the market right now.

Educate your prospect about each step of the selling process. Talk about the showing process and what to expect. Tell your prospect how to prepare the home for showings. Go into how you will market the property.

Be sure to tell your prospect that, as a REALTOR®, you have exclusive access to powerful databases such as MarketViewer and RPR. Explain how those databases can help you help your prospect get the best sales price and connect with a great buyer.

Give an overview of the home inspection process and what it takes to close on the property. Talk about situations to avoid, such as closing delays and wire fraud. If time permits, you can even give an overview of the One to Four Family Residential Contract (Resale) (TXR 1601, TREC 20-17) and what to expect.

Once you’ve discussed all that, then you can ask your prospect to show you around the property. “During the tour, take diligent notes about make-ready suggestions, pricing strategy, and marketing,” he says.

One way to build credibility with your prospects is to tell them what they need to hear, not what they want to hear. They may need to hear that their garage-turned-living room should go back to being a garage. “You’ve got to tell them. You’re the expert,” he adds.

Before you go, talk about your communication plans, Rausch says. How will you stay in touch? What are their communication preferences? “I have some sellers who prefer to text. Some prefer email, while others like face-to-face. Learn whatever that looks like.”

Ask if your prospect has any additional questions. Make sure your prospect understands all of the topics you’ve discussed.

Lastly, and most importantly, you want to ask directly for the prospect’s business. Rausch suggests telling your prospect you would like to work together. If your prospect agrees, take out the mostly completed paperwork and formalize the business relationship.

For prospects who aren’t ready to take that step, ask when they might decide to move forward with listing the property. Then ask when can you follow up.

Even though most people hire the first agent they contact, your prospect may be interviewing several agents. If that’s the case, a well-planned and thorough listing presentation will demonstrate why you are the best agent for the job. Thank the prospects for their time, and don’t forget to put that thank you card in the mail that day, says Rausch.