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      Greg Harrelson - 9/18/2025

      Why Listing Presentations Matter

      Most agents train on scripts, objections, and lead generation—but not enough on the listing presentation itself.

      A scripted 30–45 min presentation is a mistake. What sellers want is dialogue, not interrogation.

      Confidence beats competence every day. Simplicity and authenticity win listings.

      Pre-Presentation: 3 Essentials

      1. Identify Motivation – Don’t stop at surface answers. Go 2–3 layers deeper to find the real why.

      2. Identify Price – Ask what price they’re hoping to get. “Hope” disarms the “You’re the professional” objection.

      3. Identify What They Want in an Agent – This tells you exactly how to “show up” (communication, follow-up, pricing detail, etc.).

      Presentation: 4 Stages

      1. Foyer – Assume the hire. Greet with gratitude and confidence: “Thanks for having me over. I’m excited to help you get your property sold.”

      2. Tour – Build rapport by listening. Take notes on benefits/features—but ask for forgiveness, not permission. This opens sellers up and deepens trust.

      3. Kitchen Table – Transition naturally: “Great home, lots of notes for marketing. While we’re here, let’s sit down.”

        • Frame the conversation around 3 things: track record, marketing, price.

        • Control the dialogue: they almost always choose price first.

        • Lead into marketing → then price.

        • Emphasize “different over similar” to stand apart from other agents.

      4. Close – Always present a range with 3 pricing strategies:

        • Quick sale (≤60 days)

        • Medium (2–4 months)

        • Longer (5–6 months)
          Each includes price, net, and days on market.

        • Close confidently: “Which pricing strategy should we start with?”

      Golden Rules for Winning the Listing

      • Sellers choose by process of elimination, not selection.

      • They want confidence over competence (though both is best).

      • Always present something different—not similar to other agents.

      • Speak as if you’ve already been hired.

      • Simplicity + authenticity = maximum conversion.

      Examples of “Different” Marketing

      • Bring a buyer list (names, phone numbers, emails) tied to that neighborhood.

      • Personally call top agents who’ve sold in the area recently to match them with the listing.

      Key Takeaways

      • Don’t overcomplicate—keep it conversational.

      • Confidence in your delivery outweighs a polished script.

      • Follow the structure: 3 Pre-Presentation Questions + 4 Presentation Stages + 3 Pricing Options.

      • Practice, role-play, and seek critique until you can deliver with certainty.