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The Two-Sentence Listing Presentation Close

Mar 10, 2021 6:35:00 AM


Don’t Need a Full Listing Presentation?
Try a Two-Sentence Close.

In some cases, giving a full listing presentation just isn't necessary. If you sense that someone is ready to list with you, try an alternative I like to call the two-sentence close.

If the homeowners aren't interviewing anyone else and they've made comments about working with you prior to the appointment or when you were looking at the home, they might be anxious to get started.

All you have to do is ask two questions before you pull out your tablet or laptop — whatever you use for your listing presentation — and see what they have to say. If they say yes, you've got the listing!

If they say no or that they are interviewing other agents and want to see what you have to say, then continue the listing presentation as planned. 

Here’s what I'd recommend saying before you pull out your listing presentation:

1. “My goal is to sell your home for the most money possible in a timeframe that is acceptable to you. Does that sound good to you?”

After you say it, wait for an answer. Be sure to look them in the eye (but not in an intimidating way). If they say yes, move on and list the home.

If they say yes, you can also use this time to determine their motivation for selling. Try asking this:

2. “So tell me again, how soon do you want to sell?”

The reason for asking this question is that you want them to elaborate on why they need to sell. They may respond with something like, “We just got a job relocation and we need to be out of here in two months, so we want to sell this thing ASAP" or “We already purchased a new home, so we need to be out of here before the kids start school.”

Whatever the answer may be, connect with their reason and timeframe. Then say: “So, just to confirm, you need to sell within the next three months because you're relocating for a new job. Is that correct?” That's when you pull out the listing agreement. Start with the smaller commitments. I wouldn't recommend starting with your commission or the listing price because those are bigger obstacles to get through.

Instead, start with the disclosure agreement or anything else you need to “check off” on the list because the further they get into the process, the more committed they are to listing with you and the harder it is for them to back out when you get to the commission or the listing price. 

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