What do sellers want in a listing presentation?

For most Realtors®, the majority of listing presentations end in a signed contract.

But what do most sellers request of Realtors® before a listing information?

The most popular answer isn’t surprising. According to Realtors® surveyed by Realtors Property Resource® for the 2018 Realtor® State of the Listing Presentation, the most-requested information for a listing presentation is estimated home value (44.81 percent), followed by market analysis (43.44 percent) and home valuation (42.08 percent). Realtors® said they typically include comp analysis (81.97 percent), market analysis (79.51 percent), estimated home value (79.23 percent) and a marketing plan (75.41 percent).

Other information Realtors® like to include in a listing presentation is seller tips, copy of a contract and agency disclosure and past sales in the area. More than 90 percent of Realtors® report meeting with the client face-to-face for the listing presentation, while less than 5 percent communicate the information via phone. Seventy-one percent of Realtors® said they make a pre-listing presentation package for the seller prior to the listing presentation. More than 80 percent of Realtors® believe it’s important to present an accurate valuation model in the first meeting with a seller.

“The survey indicates home valuations are the subject of one of the most-asked questions during a listing presentation,” said Reggie Nicolay, RPR® vice president of marketing. “Valuations are confusing to many sellers, and a listing presentation is the perfect opportunity for Realtors® to educate clients on how valuations are calculated.”

To follow up, the majority of Realtors® call the client and/or send an email, while nearly 41 percent send a handwritten note. Less than 1 percent do not follow up at all.

To get listings, most Realtors® say references are key. Nearly two-thirds said references are the top way to get listings, followed by online presence and being a community or local expert.