Pricing and marketing expertise are key to building trust and demonstrating your value in a thoughtful listing presentation, writes broker Nick Shulkway.
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Securing a listing is all about preparation and clear communication. Success in the real estate industry does not happen by chance, but is the result of a well-thought-out approach and precise execution. Over the years, I’ve developed strategies to make myself stand out, lock down listings, and build strong customer relationships. I would like to share some of these insights with you today.
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Remember that preparation is the beginning of success
When it comes to creating a list for your presentation, the preparation you do before you walk into the room can be the deciding factor between success and failure. I treat every listing presentation like a job interview. Because, in many ways, that’s exactly what it is. Potential clients are evaluating whether you are the right person to represent one of their most valuable assets. If you are not ready, you will not be listed.
Preparation begins with a deep understanding of several things, including the general (macro) economic and market conditions, the micromarket surrounding the property (especially at the neighborhood and street level), the property itself, and the owners you will be interviewing.
This means knowing the condition of the property, recent sales in the surrounding area, and just as importantly, understanding the seller’s goals and expectations. The more information you have, the better you can present your strategy and demonstrate your expertise.
Match price and seller commitment
Once in the room, the first step is to make adjustments to your pricing strategy and market positioning. It’s not just about offering a price, it’s about setting a realistic range that reflects the seller’s willingness to prepare the property for the market. I make it clear that the price range I suggest is dependent on their commitment to staging, showing availability, and preparing the entire property.
We emphasize that this process is a partnership. Without the seller’s full cooperation, it is difficult to achieve the desired result. This sets the tone for the entire relationship. Just like in sports, the best ability is availability. If the seller isn’t proactive from day one, that’s a red flag.
Create marketing that speaks for itself
In marketing, I move from promises to proofs. Every time I go public, I aim to make a good impression with tangible results. I don’t just tell my clients what I can do, I show them. I provide high-quality print, glossy brochures, and video marketing that bring your property to life. “Seeing is believing” and my clients understand the type of service they are receiving when they see the level of detail and care I put into my marketing.
The rule of thumb is: Always show actual results. If you want to sell your ability to generate online views, present an actual campaign with insights to support your claim. If you believe that digital materials, images, or real estate websites may have an impact, please present them during your interview. Real examples are important.
Don’t leave anything to chance
A strong presentation is only half the battle. To ensure your listing, you need to be prepared for potential objections and be able to deal with them on the fly. Your goal is to close your commitment with a signed listing agreement in hand. Time kills all deals, so don’t leave without doing your best to secure the deal.
Be sure to have your listing agreement ready for signing. The longer a client takes to “think things through,” the less likely they are to get the listing. I’ve seen countless agents lose opportunities simply because they didn’t prepare a contract. And if for some reason you can’t close the deal on the spot, follow up relentlessly. Consistent and proactive follow-up often turns a “maybe” into a “yes.”
Sign a contract from the beginning
Winning a listing isn’t about luck; it’s about preparation, strategy, and execution. Know your market, adjust your prices, prove your marketing skills, and be ready to close deals.
These basics are non-negotiable if you want to excel in the real estate field. Remember, every listing presentation is an opportunity to build trust, showcase your company’s value, and ultimately grow your business.
Nick Shulkway is the founder of Amherst Madison, a real estate brokerage firm based in Boise, Idaho. Connect with him on LinkedIn.
