Supercharge Your Listing Presentation: Build a Packet Like a Pro

, Sep 2, 2022

There's no debate that real estate agents who build a full-scale listing presentation are more successful as listing agents. They have long-term success because they close leads more regularly.

A listing presentation demonstrates how you will market and sell your prospective client's home. It is what shows your expertise as a real estate sales agent. A well-done listing presentation goes a long way in determining whether or not your prospect will sign your listing agreement.

If you are an agent in a pretty competitive market, read on to learn how you can supercharge your listing presentation to stand out among the thousands of real estate agents in your market.


Why is a Listing Presentation Packet Important?

A listing presentation is the first thing sellers look at when choosing an agent. Considering that a seller will typically interview at least three agents, a great listing presentation packet is a must have to stand out from the pack.

Creating a robust listing presentation is important in winning clients. Sadly though, most real estate agents ignore this crucial part of the process. Most just walk into a listing consultation with nothing more than a couple of brochures and contracts and wonder why they don't close clients.

A listing presentation packet is a great opportunity for you to make a lasting first impression on your prospective client. It is also a perfect way to demonstrate your expertise in the local real estate market and the value you can offer to the seller. In addition, it will help you demonstrate that you have the experience and arsenal of tools to close a purchase.

A listing packet is also helpful to the seller. It provides all the information they would love to know about the home selling process and the local real estate market. It also helps them know how competent you are as a real estate agent. From the listing packet, the client will instantly decide whether or not they can trust you with selling their property.


What's Included in a Winning Listing Presentation?

Before booking your listing appointment, ensure that your presentation packet includes all the below key points:

  • Market Statistics
  • Comparative Market Analysis (CMA)
  • Marketing Strategy
  • Multiple Offer Strategy
  • Market Seasonality
  • Listing Agreement

This will not only blow your competition away but will also ensure that your prospective client has all the right information they need to choose you as their agent.


Market Statistics

Show your prospect you’ve done your homework by providing intensive market research. A deep understanding of the market informs the seller that you have expertise in the neighborhood.

Showcase your knowledge by giving the seller an overview of the current local real estate market using data from trusted sources, such as Statista, to support your analysis. Many sources online can provide you with these statistics, so make use of those. Cover important stats like the local market trends, listing prices, absorption rate, the current inventory of homes listed, and the best days to go on the market. Also, include any obstacles that may affect the market value and explain how you will overcome these obstacles.

Also, indicate whether it's a buyer's or seller's market, or a balanced market. These labels indicate the housing supply and demand in a given market. In a seller's market, the conditions favor the sellers. Because buyers compete for the few homes on sale, your client can sell at a higher price and in less than three months. In a buyer's market, the demand for housing is low; therefore, your client may sell at a lower price, and it may take more than six months to get a buyer. In a balanced market, both the sellers and buyers stand to gain, and there may be between three to six months of inventory. Explaining the current state of the market to the client and letting them know how long it may take to get a buyer is important in managing their expectations. Provide steps on how you will make their listing stand out in the buyer's market so that they can get a solid return on their investment.


Comparative Market Analysis

You’ll also want to include at least six months' data of similar properties sold in the local and nearby markets. Give an overview of the listing price as well as reveal the active and pending properties in the same location, and briefly explain the statuses. Further, highlight at least three to six properties you sold in the same or nearby neighborhood that are similar in size, finishing, and asking price. Use the comps data to estimate a fair price range of your client's property.

Don't stop there. Go beyond the CMA report and use other price determinants like the market season and market conditions, such as absorption rate, current months of inventory, and average selling time. These will guide you further on whether you should price higher or lower.


Marketing Strategy

Your prospect would like to know if you have a marketing plan that works. Otherwise, they won't hesitate to turn to the next available agent. Including a detailed marketing plan in your listing presentation is crucial, and oftentimes, it is what sets you apart from the pool of agents waiting to grab your prospect's attention.

Your marketing strategy should start with property preparation, where you advise the client on what improvements and upgrades they should make to their property to ramp up its value and make it sell faster. Then take them through the staging process. This is critical in helping buyers visualize themselves in the property. Explain to them the different types of staging services you offer. Let them know whether you offer full staging or vignette staging for vacant homes or staging consultation for occupied homes.

Photography is another key component to include in your marketing strategy. Let the seller know if you have a trusted photographer who does the job for you and share samples of their high-quality professional photos that show listings from different angles and viewpoints to give the seller an idea of what level of photography is needed. High-quality photography is crucial; it helps capture the attention of buyers.

Lastly, walk the client through how you intend to get maximum exposure for their listing. Putting the listing in front of thousands of potential buyers will ensure your client bags more offers. And the more offers, the more likely you will score the best possible price and terms for the client. Some of the ways to get maximum exposure include but are not limited to:

  • Listing in multiple listing services
  • Submitting the listing in IDX ( Internet Data Exchange) feeds syndication sites and national real estate portals
  • Providing printed materials such as postcards, flyers, brochures and pamphlets
  • Creating single-page websites for the listing and promoting it
  • Posting the listing on social media platforms
  • Publishing ads in newspapers and trade magazines
  • Scheduling days for an open house
  • Putting up virtual house tours

If possible, include a marketing case study demonstrating the tactics you used to sell a similar home successfully. The case study should detail specifics like listing price, marketing channels used, and listing duration on the market. Sharing all these details with prospective buyers will give them confidence in your marketing skills.


Multiple Offer Strategy

Present the client with suggestions, options, and alternatives on how you will handle multiple purchase offers. Also, let them know that you will set a listing timeline that will include a timeline for buyers to submit their offers and the deadline for accepting offers. The listing timeline should factor in the market demand. Some of the best practices to include in your multiple offer strategy include:

  • Setting a longer deadline to allow more buyers to submit their offers, to increase the chances of higher offers and better terms
  • Updating the multiple offer status online to give time to buyer’s agents to plan their offers and counter-offers
  • Not revealing specific details of the offers to entice buyers to follow through with their contract
  • Converting good offers into great offers by communicating the ideal terms to the buyers
  • Asking for more time to think through the offer
  • Offering non-winning buyers the chance to submit a backup contract

Keep in mind that the goal of the multiple offer strategy is to ensure that you get the highest offer and best terms possible for your client.


Market Seasonality

Talk about the seasonality of the local real estate market and how it will affect the pricing. Using a graph, provide data on the local market's peak and off-peak seasons to inform sellers when the best time is to put up their houses on sale. Be prepared to answer questions like what improvements they should make to increase the sales price and similar questions.


Listing Agreement

Everything you've walked the potential client through up to this point is meant to lead to this stage - sign them up as a client. The listing agreement is the final bit of your listing presentation.

Walk the seller through what a listing agreement is and make them understand that it is legally binding. Because of the intricate nature of agreements, you want to be as clear as possible. The listing agreement may vary with clients, but it should essentially outline the following key things:

  • Names and contact information of both you and the seller
  • Listing timeline
  • Property listing price
  • Type of listing
  • Description of the property
  • The commission you will get as the seller's real estate agent
  • Mediation terms
  • Contract expiration date

Having a detailed and polished listing presentation is one step closer to signing a new client and getting more commissions. It's an important tool for every real estate agent who wants to stand out among the nearly 2 million agents in the U.S. While creating a listing presentation packet, keep in mind that clients vary, and therefore, it's important to tailor your listing presentation for each prospective client. Take into account the financial needs, selling timeline, and the seller's motivation for moving.

About the Author

Last updated: 03/23/2023

2300+ Client reviews!

I cannot speak highly enough about the outstanding service we received from Kasey Gilliam and Kim Jowers with Bramlett Residential Real Estate during the recent sale of our home. They are a fantastic team! From our initial consultation to the successful closing, Kasey proved to be an invaluable asset, guiding us through every step of the process with expertise and professionalism. Kasey demonstrated an in-depth understanding of the local market dynamics and economic headwinds. Throughout the entire process, Kasey was proactive, communicative, and always available to address any questions or concerns we had. She provided regular updates and feedback that kept us informed and reassured, making the selling experience remarkably smooth. I wholeheartedly recommend Kasey to anyone looking for a top-notch real estate agent who truly prioritizes her clients’ needs!

Tara McGuire recently sold our house in Circle C and did an amazing job. She is so easy to work with, knowledgable, and responsive. I believe she got us top $$. Highly recommend working with Tara and her team at Bramlett! Their service was all inclusive with staging, marketing, etc. No nickel and diming. Just great service.

It was pleasure working with Tammy Costello from Bramlett Residential Real Estate in finding our home. We could not have imagined the process to be as seamless and easy as it was! As first-time home buyers, Tammy walked us through the process and guided us through each step. She is meticulous, has great communication and negotiation skills. With her help and years of experience, we were able to find our dream home. Thanks for making it so easy, Tammy!

I had the pleasure of working with Vicki Duran and I couldn’t be happier with the experience. From the very beginning, Vicki demonstrated deep knowledge of the market and a genuine commitment to understanding my needs. Her communication was exceptional – always prompt, clear, and informative. Throughout the process, Vicki went above and beyond, negotiating on my behalf, explaining the process/each step along the way, and ensuring every detail was taken care of. Her professionalism, dedication, and personalized approach was exceptional. She truly cared and I felt like I was working with a close family friend (having never met her before the process began). I can’t emphasis enough how seamless she made the process for me. People have the perception that buying a house is an extremely stressful process. My experience could not have been farther from the truth. I joked with her at times how smooth/easy buying a house was, all because of Vicki!

I could not have asked for a better agent. I’ve already referred a few friends to Vicki and will continue to do so in the future. Thanks again, Vicki!

Blessed to have connected with Kristen! I can’t say enough great things about Kristen. Her professionalism, market knowledge, and communication were beyond compare. She was incredibly patient throughout our home search. We looked at a countless amount of homes (we are very picky), and never once felt she was trying to push us in to something that wasn’t the right fit for the sake of a sale. We always felt she had our best interest in mind. Couldn’t recommend her more!!!

Sally was referred to me via a business network when I first moved to Austin in 2022. She helped me understand the area, evaluate my options, and find the perfect spot in a tough market. Sally has been a joy to work with because she creates partnerships + friendships with her clients!

I was impressed by Sally’s expertise in selling both my investment property and my primary residence, and in helping us buy our dream home. At our initial meeting, we found Sally knew the real estate market, but found even more impressive her emotional quotient in understanding and navigating the differences between my partner’s and my very different personalities. For my investment property, she timed the showings and sale perfectly and created a helpful Excel spreadsheet comparing the many offers. She was also savvy enough to suggest we pay the tenants a fair amount of money to make the property available for viewing from 9am – 5pm on the first weekend to make it as easy as possible for potential buyers to get through, and we let her deal directly with the tenants because we could tell her people skills would serve us well

We got multiple offers by the deadline on Monday afternoon with one outlier that was $150K higher than what we had unsuccessfully listed the property for (with a different realtor) a year earlier!

When it came to selling my primary home, Sally’s expertise in the luxury market, and in historic homes in particular, truly shone. She understood that selling a high-end property, with various restrictions, required a different approach. Sally crafted a listing for the home that perfectly captured its unique character and premier location. Her marketing strategy was well timed and appropriate for the more limited market, attracting the right buyer pool and creating a sense of exclusivity around the property. She suggested listing it on the private market for a week or two before sending a message that it would be listed on the MLS. She organized private showings that allowed buyers to experience the warmth and charm of the home and the neighborhood, which I believe was instrumental in securing a sale.

The pricing and marketing strategy Sally recommended was spot-on, and we sold the home at a price that far exceeded our expectations. Sally helped thread the needle perfectly.

Sally is also accessible. We found more well-known realtors would respond to our email days later, whereas she was always available right away to answer my questions, and provided us with regular updates, making sure every detail was handled with care. Selling a high-end property can be a stressful experience with fewer potential buyers and some downtime inherent in waiting for the right buyer, but Sally made it a smooth and surprisingly easy process encouraging us to be patient while giving us enough information on what was happening to satisfy both me and my partner. In the end, we were thrilled with the results

Sally’s rep of us as sellers could not have been more professional, but her work repping us as buyers is the most memorable. We were trying to be our dream home in an overheated market, and Sally gave us advice that at each turn proved invaluable. She recommended offering just the right amount above the offer price for us to make it to the next round of offers. She handled a very difficult appraisal process by advising us on financing sources, even offering to help us put down a higher amount by loaning us money herself! We were able to finance the home without taking her up on that offer, but how many realtors make that kind of offer to their clients? In the end, we closed on the house ontime and ended up with the home of our dreams, thanks to Sally’s world-class advice and service.

We cannot say enough good things about Sally’s technical knowledge, people skills, and responsiveness. You won’t find a better realtor in Austin.

I have lived here in Austin for more twenty-five years, and have bought and sold several homes and rented others during those years. I have worked with five realtors during that time. SALLY IS BY FAR THE BEST OF ANY IN TOWN. Her work ethic is simply unmatched. She hides her competitive streak underneath a layer of Austin hip and friendly, but she will absolutely get you the best home, the best deal, and stop at NOTHING to get your home sold as well!

Sally loves real estate. She has a genuine passion for Austin, too, and for her client’s well-being. She took time to understand my needs and was always available to answer any questions and provide me with honest and insightful advice.

We toured many homes in Barton Hills and settled on a great home that was hotly contested by builders and homeowners. Sally understood how we could be the preferred buyer without getting into a bidding war. She knew the motivations of the Seller and we maneuvered and negotiated the contract and secured my dream home.

Furthermore, at the 11th hour, the day before we were set to close, our lender said we needed to put a fence around the pool before they would release the funds. The seller was not inclined to extend the closing again. We were out of town. Sally saved the day by racing to Home Depot and getting the largest tarpaulin available and then securing it over the pool at the house. Sent pics to the lender and we were set to close.

In short, Sally will work harder and smarter than anyone. She’s simply the best.

Sally is incredible! She spent nearly 2 years with us – understanding our very specific preferences and needs – to help us find our dream home. She was the first agent to reach out when the home was listed and negotiated the contract astutely so that we secured the home. The home was only in the framed stage, still had a few months until completion. Once it was completed, however, our plans had changed and we needed to get out of the contract. We were expecting to have to relinquish our very considerable deposit. But Sally spent the entire weekend working on a way to get us out of the contract AND get our deposit back. Everyone we have spoken to about this extraordinary outcome has been surprised that Sally managed to get our deposit back for us. Thank you Sally, we can’t recommend her highly enough.

Sally is reliable, diligent in her research, prompt on exchanges, creative in deal making, and has a tremendous work ethic. She is the sole reason we were able to close on our primary residence, which has been our dream home and a fantastic investment. From there, we’ve gone on to close on multiple rental property purchases in Austin together. Thanks to her astute analysis, we’ve passed on many deals as well, which has proven just as valuable. I cannot recommend her highly enough.

I highly recommend Kiel if you’re looking to rent a place in Austin. We originally met him to look around a particular unit, and when it was not to our satisfaction, he was able to quickly take us around many more units that day. He also set up a whole day of viewings for the very next day! Within 48 hours we had done enough viewings to be confident in choosing a new home. The landlord accepted our offer and Kiel handled all of the paperwork, even stopping by our hotel to pick up the needed checks. We couldn’t be happier.
Kiel is highly organized and unlike some realtors in the Austin area, he is responsive and ready to move quickly. We were always able to contact him and never left waiting.

Kiel has your BACK!! We are so grateful to have had his guidance and knowledge while navigating the intense, frustrating and way competitive Austin rental market. He quickly picked up on our taste and designed a game plan to help us push through the clutter and get to the properties that best suited us. He was ALWAYS available to us and answered our emails, calls and texts with great speed. We’re so grateful to have had him on our search team. Because my goodness, it really is a crazy market out there!

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