Listing Mistakes

For Real Estate Professionals 5 Listing Presentation Mistakes to Avoid Score more listings by dodging these common missteps

Table of Contents Your Make or Break Moment Let’s get real, real estate agents: listing presentations will make or break you. Can you build a rapport fast with the home seller? Can you quickly communicate what makes you unique? Or do you give a one-hour, one-way lecture all while hyperventilating and sweating through your outfit? While you’re drying off, do yourself a favor and read on to learn about these five common mistakes you must avoid in your listing presentation. If you can dodge these rookie moves, you’ll master the art of the listing presentation and score more listings, closings, and happy clients. Mistake #1: Be Unprepared ............................................................................................... 4 Mistake #2: Don’t have a unique marketing plan ........................................................... 6 Mistake #3: Give a lecture rather than have a conversation ........................................8 Mistake #4: Don’t know what makes you stand out. ...................................................10 Mistake #5: Don’t leave your contact information and don’t proactively follow-up ..12 The Best Way is a Two-Way Conversation .....................................................................14 5 Listing Presentation Mistakes to Avoid © 2018, Matterport. All rights reserved. Matterport and the 3D cube logo are trademarks of Matterport, registered in the United States and in other countries. All other trademarks are the property of their respective owners. 3

MISTAKE #1: Be Unprepared If your listing presentation starts during the presentation itself, you’ve already lost. While a goal of the meeting is to learn more about the individual, you need to come prepared. BAD ADVICE GOOD ADVICE Don’t speak to the Have an initial phone prospective client before the conversation with your lead. listing presentation: you want Learn why they’re selling the to walk in cold and win this property (upgrading? baby on the on charm and poise alone. way? job transfer?) and what their selling goals are (speed? profit?). Be sure to not to know anything about the property, Learn what they’re looking for neighborhood, or estimated in an agent and how many other property values. Make sure agents they’re interviewing. This the presentation is the first can help you position yourself time you’ve been to the against the competition, or strike property. There’s something while the iron is hot if you’re the special about that first time only one they’re considering. you arrive, so cherish it. Learn about the property. Drive by the property and snap a photo, which can help you get a sense for the neighborhood and learn what’s unique about the property you could highlight in the listing. Run a competitive market analysis (CMA) to learn about the active, pending, and sold listings in the area. While it does MISTAKE #1: take extra effort, it’ll help you in the presentation set expectations Be Unprepared for the home seller about what their home might be worth. 4 MATTERPORT.COM [email protected] +44 (0) 20 3874 7580 © 2018, Matterport. All rights reserved. Matterport and the 3D cube logo are trademarks of Matterport, registered in the United States and in other 5 countries. All other trademarks are the property of their respective owners.

MISTAKE #2: Don’t have a unique marketing plan Your competition will have the same bells and whistles as you, so lean into new technology like a Matterport 3D walkthrough to be at the front of the latest trends disrupting real estate listings. BAD ADVICE GOOD ADVICE Have a basic, run-of-the-mill Have a comprehensive marketing plan. Let the home marketing plan in place - seller know you’ll put up a traditional tactics like signs and sign, host an open house, open houses and digital tactics and put a listing online for like Facebook and YouTube ads them. If you’re feeling a little (check out our Matterport eBooks extra, set up a few Facebook on how to use Facebook and or YouTube ads. But let’s be YouTube to drive your business). honest: most sales happen the old fashioned way: Bring a one-sheeter about your someone drives by the house, marketing plan to leave behind, sees a “FOR SALE” sign, and and use your time in person to immediately signs a contract. highlight a few tactics that make you unique. Explain you’ll be putting a 3D virtual tour of their property online using a Matterport 3D camera. The easy-to-use camera captures an exact 3D scan of the property which prospective homebuyers can view in a virtual tour online. In 2017, nearly a quarter million listings had a Matterport 3D scan which drives interest and help close sales. For MISTAKE #2: bonus points, bring a VR headset so the homeseller can experience Don’t have a unique a virtual tour of another property marketing plan you’ve sold. 6 MATTERPORT.COM [email protected] +44 (0) 20 3874 7580 © 2018, Matterport. All rights reserved. Matterport and the 3D cube logo are trademarks of Matterport, registered in the United States and in other 7 countries. All other trademarks are the property of their respective owners.

MISTAKE #3: Give a lecture rather than have a conversation A listing presentation should be a listening presentation. Invest in the seller and learn about their wants, and they’ll want to hire you as their agent. BAD ADVICE GOOD ADVICE Give a pre-scripted Build a relationship with the presentation to the home home seller. Show a genuine seller, projecting as if you’re interest in the sellers as people, presenting to an audience and understand a bit about of 1,000. Avoid eye contact, what’s driving their decision to ignore questions, and after sell. your 3-hour presentation is complete, leave immediately. Don’t come across as salesy. After you’ve wow-ed them While you want to appear with your memorization skills, professional, there’s a fine line they’ll have no choice but to between being too formal and select you as their agent. sleazy and being prepared. Do your best to make the Come across as a sleazy, home sellers comfortable, and used-car salesman. Be on communicate your selling points your cell phone while giving without overtly selling them. the presentation, chew gum, and randomly answer your Keep it short and sweet. A great phone and yell, “BUY! BUY! listing presentation isn’t about SELL! SELL!” to show them how long you kept their attention, how loud you are and how it’s about how big of an impact many decisions you can make you made. A great presentation in four seconds (four, the could be done in 15-30 minutes, answer is four). and should rarely last longer. MISTAKE #3: Do your best to make the home sellers Give a lecture rather than comfortable, and communicate your selling have a conversation points without overtly selling them. 8 MATTERPORT.COM [email protected] +44 (0) 20 3874 7580 © 2018, Matterport. All rights reserved. Matterport and the 3D cube logo are trademarks of Matterport, registered in the United States and in other 9 countries. All other trademarks are the property of their respective owners.

MISTAKE #4: Don’t know what makes you stand out If you don’t know what makes you unique, you can’t expect the homeowner to figure it out. Stand out to be memorable and win the listing. BAD ADVICE GOOD ADVICE Blend in with your Know what makes you special competition, not making and make sure the home seller an effort to be different, so knows, too. Leave the sellers you’ve got equal chances with an undeniable answer to the to get picked. It’s all about question, “Why are you the best luck anyway, so make sure person to help sell my home?” It you seem just like the next could be your personality, your person. And whatever you do: knowledge of the area, or your don’t highlight what makes use of Matterport 3D virtual tours your marketing plan unique. for all homes. They’ll think it’s weird. Whatever your edge, make sure you state it very clearly, especially at the end of your listing presentation. People will remember their first impressions, and the last thing you say. So be sure what makes you unique and better than the competition comes through. MISTAKE #4: Don’t know what makes you stand out 10 MATTERPORT.COM [email protected] +44 (0) 20 3874 7580 © 2018, Matterport. All rights reserved. Matterport and the 3D cube logo are trademarks of Matterport, registered in the United States and in other 11 countries. All other trademarks are the property of their respective owners.

MISTAKE #2: Don’t leave your contact information and don’t proactively follow-up It sounds obvious, but make sure you give the homeowner your contact information. Tell them how and when you’ll follow up, then do it ASAP. BAD ADVICE GOOD ADVICE Give your potential client Leave a business card and let some space and don’t follow the homeowner know you’ll up for at least a week. You follow up with an email and/ don’t want to come off as or phone call later that day or MISTAKE #5: pushy, so it’s important to the following day. In that note, give other agents a chance to reiterate things you discussed, steal your client. showing you listened to their Don’t leave your contact wants, and re-state your unique information and don’t value proposition. proactively follow-up 12 MATTERPORT.COM [email protected] +44 (0) 20 3874 7580 © 2018, Matterport. All rights reserved. Matterport and the 3D cube logo are trademarks of Matterport, registered in the United States and in other 13 countries. All other trademarks are the property of their respective owners.

The Best Way is a Two-Way Conversation A listing presentation is a two-way conversation where you can learn about the home and homeowners you might be selling, and also share what unique value you’ll bring to the listing if you’re selected. It’s a delicate conversation, where being prepared, sincere, and assertive will set you up for success. Dodge these five rookie mistakes and you’ll be on your way to scoring more listings and closing more homes. Here’s a fancy graphic for you to print out and put on your desk: Prepare Learn about the homeowner, home, and neighborhood Present a Comprehensive Marketing Plan Highlight what makes your marketing plan unique (i.e. Matterport 3D scans) Have a Conversation, not a Lecture Aim for a 50/50 split between how much you talk and the homeowner talks State What Makes You Unique Reiterate what makes you better than the rest Follow-Up Follow-up via email and a voicemail the following day, and let them know you’ll be doing so The Best Way is a Two-Way Conversation 14 MATTERPORT.COM [email protected] +44 (0) 20 3874 7580 © 2018, Matterport. All rights reserved. Matterport and the 3D cube logo are trademarks of Matterport, registered in the United States and in other 15 countries. All other trademarks are the property of their respective owners.

BONUS Top agents use Matterport as their listing presentation closer to wow their seller leads and win that listing. Want to give it a try? Use the free Matterport 3D Showcase for iOS app on your iPad or iPhone in your next listing presentation, and wow your prospective seller with one of our demo walkthroughs. To get started, download our free listing presentation guide today >> How to win your next listing with Matterport. “ With Matterport, I improved my listing appointment conversion from 65% to 95% and reduced days on market by 56%.” - G. Howarth, RE/MAX FIRST CHOICE “ We haven’t lost a single listing since we began using Matterport in our listing presentation.” - M. McKenna, Keller Williams Bonus: Win Listings Was this helpful? Visit matterport.com/resources for more ways to build your business with Matterport or email [email protected]. (with absolutely no commitment) DOWNLOAD our Listing Presentation Guide to win a listing with Matterport. 16 MATTERPORT.COM [email protected] +44 (0) 20 3874 7580 © 2018, Matterport. All rights reserved. Matterport and the 3D cube logo are trademarks of Matterport, registered in the United States and in other 17 countries. All other trademarks are the property of their respective owners.

ABOUT MATTERPORT Congratulations. Matterport is an immersive media technology company that delivers an end-to-end system for creating, modifying, distributing, and navigating immersive 3D and virtual reality (VR) versions of real-world spaces on Web, mobile devices, and VR headsets. The Matterport Pro Camera and Cloud You are ready to win your next listing Services make it quick and easy to turn real-world places into immersive virtual experiences. using Matterport. Matterport’s unique 3D media solution revolutionizes the way businesses in various markets, including real estate, travel and hospitality, architecture, engineering and construction, media and entertainment, and other sectors, share the details of their properties. To date, over 700,000 Once you schedule the listing presentation with the home properties have been captured, generating more than 250 million views across 80 countries. seller, win their business by showing them how you will use 3D and VR to market their homes. WWW.MATTERPORT.COM Matterport has taken care in the preparation of the content of this ebook. The information presented is believed to be reliable, but is provided for informational purposes only. In no event and under no circumstances is Matterport to be held liable for any loss that may arise from the use of information within this ebook. © 2018, Matterport. All rights reserved. Matterport and the 3D cube logo are trademarks of Matterport, registered in the United States and in other countries. All other © 2018, Matterport. All rights reserved. Matterport and the 3D cube logo are trademarks of Matterport, registered in the United States and in other 18 MATTERPORT.COM [email protected] +44 (0) 20 3874 7580 trademarks are the property of their respective owners. 19 countries. All other trademarks are the property of their respective owners.