Listing Presentation Scripts Agent Scripts & Dialogues Listing - - PDF document

Listing Presentation Scripts

Agent Scripts & Dialogues

Listing Presentation Script for Real Estate Agents – Learn the listing presentation scripts and dialogues that top agents use in listing consultations to list more homes for sale. An effective listing presentation script allows agents to conduct an efficient consultation by focusing on questions to determine the needs of clients rather than presenting a long and drawn out value proposition containing all of the agent’s marketing activities and other credentials. The idea is to come from curiosity to determine the needs of the clients instead of simply telling sellers what you think they should want to hear in a traditional “dog-and-pony show” marketing presentation. Not only does asking questions engage clients and build rapport, it also enables agents to quickly ascertain client needs and concerns so that they can be addressed right away. Although agents should bring a marketing presentation materials to leave with their clients, it should only be referenced to address specific concerns that clients may raise during the consultation.

Listing Presentation Scripts

Listing Presentation Scripts: Before Viewing the Home

SCRIPT No. 1 – “I’m going to walk through the home with you looking at it through the eyes of a buyer, speaking aloud and candidly about what I see as a buyer would. Is that alright with you?” (“Yes”) “What I’m hearing from you is that you want me to be honest with you, correct?” (“Yes”) “So if I think there is something in your home that will hurt you financially, like something that needs to be updated, improved or fixed, you will want me to tell you?” (“Yes”) “Great! Then let’s get started.” SCRIPT No. 2 – “Would you mind quickly filling out this quick Home Seller Information Questionnaire while I look through the home on my own so that I can see it through the eyes of a buyer to evaluate how updated it is and to see if there are any repairs needed that would prevent us from selling?” SCRIPT No. 3 – “On a scale of 1 to 10, with 10 being the most honest, how honest do you want me to be?” (“10”) “Great. Now I’m not going to go through your home and tell you to move walls around, but I will provide you with some suggestions that will help you sell your home faster and give you the best return on

• investment. Does that sound good to you?”

Listing Presentation Scripts: Sitting Down at the Table

SCRIPT No. 1 – “Besides price, is there anything else you would like to know?” SCRIPT No. 2 – “Now I’ve got a lot that I can show you today, but before we get started, tell me what questions you have for me?” SCRIPT No. 3 – “First tell me, what are you most concerned about with selling your home?”

Listing Presentation Techniques

After you have viewed the property and sat down at the kitchen table, asking questions about their concerns and needs regarding the sale of their home will start to uncover all of their objections to

• selling. Typically, these objections will be about price, timing, condition, commission or motivation. Refer to
• ur Agent Scripts Library to learn how to isolate and overcome each of these objections one-by-one. Also

be sure to sit at a table with the clients close together, rather than spread out in a living room that is not conducive to signing a listing agreement. Most importantly, it is imperative to ask multiple questions about their motivation for moving regardless of whether they raise the issue or not. Use our Needs Analysis Script to help conduct this series of questioning to demonstrate a higher level of customer service by uncovering the needs of clients while also tapping into the motivators that get them into immediate action.

Listing Presentation Scripts Needs Analysis Script for REALTORS

Agent Scripts & Dialogues

Learn the needs analysis script & talking points top real estate agents use to unlock client motivation to buy

• r sell a home. This step-by-step needs analysis process allows agents to demonstrate a higher level of

customer service by uncovering the needs of their clients while also tapping into client motivators that get them into immediate action.

Needs Analysis Step 1: PLEASURE

The first step in conducting a needs analysis requires agents to learn what pleasure their clients will get out

• f moving into a new home. Whether they are moving for more living space, to be closer to family or to get

into a better school district, agents must come from curiosity by asking a series of questions to completely unlock the “why” behind the move. Understand this is not about what the agent has to offer in a value

• proposition. Instead, a true needs analysis begins with a thorough line of questioning to uncover all of their

client’s motivators. In order to fully unlock client motivation, it is imperative to tap into the emotions they will experience after they have moved. How will being closer to their family make them feel? How will that change their quality of life? People can’t say NO to their own goals, so it is essential to ask the extra questions to bring the emotion behind their goals to the forefront prior to making important decisions regarding the sale or purchase of a home.

Needs Analysis Step 2: PAIN

What happens if your clients are unable to move because they are unwilling to make necessary repairs or price their home correctly? Many agents will learn why a client wants to move, but few will walk clients down the path of self-discovery necessary to determine the pain that will result from a failure to take specific

• actions. Understand that people move away from pain much more quickly than they move towards

pleasure, so pain is often what gets them into movement.

Needs Analysis Step 3: WEIGH ACTION vs INACTION

Ask them to make the decision here. What is more important to them, the pleasure they will receive from moving or the pain that will result from inaction? Remember, if they author it they will own it, so it is imperative that they self-discover their decision through questions. A way to ask this question might look like this:

Listing Presentation Scripts

“Remember that I work for you, so all I can do is provide you with information and let you make the important

• decisions. So what is more important to you, saving the $10,000 price reduction to get the home sold or

being able to move closer to your family?” This helps them frame the issue and makes their decision very clear. They are able to self-discover their

• wn denial and quickly make the choice that is in alignment with their goals.

Needs Analysis Step 4: HANDLE OBJECTIONS

Experienced real estate agents know that objections are typically just excuses for clients to avoid the uncomfortable actions that stand in the way of reaching their goals. So the key is to isolate the

• bjections and weigh them one-by-one against the pleasure they will receive from moving. So if clients

express that they “don’t want to give the home away”, simply ask them: “What is more important to you, being closer to your family or not having to give the home away?” Repeat this with each objection to show how each basis for inaction is not in alignment with their reasons for moving.