Updated: Aug 18, 2021
As a real estate agent, if you’re trying to get by with good looks and flying by the seat of your pants, you might wanna listen up. The more you prepare for the different types of situations you’ll encounter in this business, the more successful you’ll be.
There are 3 presentation types you should be aware of, learn when to use, and master. These presentation types can be used as a guide to perfect your scripts and presentation. These should be practiced until they just roll off your tongue with perfection.
Assessment. Ask an opening question to get them to tell you about the situation. This should be done in a relaxed, non-confrontational manner. You ask questions, let them talk.
Discovery. Based upon their answers, you may find areas that need more explanation, like issues they are currently facing, or goals they want to achieve. Activation. This is where you show that you are the expert and are listening to them by repeating back to them their dilemma and adding to it from your experience.
Activation. This is where you show that you are the expert and are listening to them by repeating back to them their dilemma and adding to it from your experience.
Projection. Now you can put them at ease by painting a picture of how you can help them solve their problem or achieve their goal.
Transition. This phase is also the trust phase, where you move into assuming the role as the chosen expert to help them.
This is perfect for a listing presentation. Imagine that you went into the appointment to meet with the homeowner. You need to assess their situation and discover what you are working with first. Formulate a plan, a strategy to help them. Then present your solution and why you are the right pick for the job.
Attention. You need to get the prospects’ attention so that you can persuade them. Without the attention, you can’t persuade them.
Interest. Once you have their attention, you need to build interest. Interest keeps their attention.
Desire. Once they are interested, you need to build the desire to act. When you build the desire and get them excited, there is no hard-selling. They are the ones who are acting.
Action. This is where the rubber meets the road and the process begins. Imagine meeting a buyer for the first time. Following these steps, you will be able to control the situation, build rapport and engagement. This builds trust, which translates to sales.
Show. Show the benefits, upgrades, and features of the home, or your marketing strategy.
Explain. Explain the benefits of using you, or the benefits of the home.
Lead. You will need to lead your prospects through the process, retaining the value of the benefits.
Listen. After these steps, let them talk about the benefits and process. After all, it is about them and not you.
Imagine showing a home and it has all the bells and whistles they are looking for. Right neighborhood, size, condition, etc. You show and explain the benefits of the home and the area. Lead them through the emotional decision-making process and then let them talk about how they see themselves living there, and about how it is perfect for little Jimmy and Sally. WOW look at this yard...
These concepts will help you control the situation and become uniform in your skills. Often we hear the term “script." A script is nothing more than a systematic process and flow of words to get you to the desired result. Agents get carried away looking for the magic script, however those scripts were written by someone else and may not reflect your uniqueness. We are all unique and not one script fits us all, so develop yours.
It is best to create your unique scripts, following these methods. Perfect them and use them in your unique situations. When you read someone else’s script, you need to remember how it goes and what to say. When you create your own, it is ingrained in your subconscious. It becomes part of your own vernacular, so it is part of you and will flow freely off your tongue. This allows it to be natural, and to not sound canned or rehearsed.
Every phone these days has a video and voice recorder. Record yourself. Play it back. What did you like? What did you not like? Adjust. Rerecord and review.
Keep this process going until you are happy with the results, and it naturally flows off your tongue.
Till next time,
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