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Examining How Realtors Approach the Listing Presentation to Home Sellers

How Realtors Approach the Listing Presentation

Relationships and home valuations are key for successful listing presentations, according to a new survey by Realtors Property Resource ™®.

Underscoring the value of client relationships, most Realtors still deliver listing presentations to prospective home sellers in person and follow up with a phone call, according to a new survey from Realtors Property Resource ™®.

The 2018 REALTOR® State of the Listing Presentation, which included findings from a survey of more than 450 Realtors®, revealed trends on what sellers want from a listing presentation. Realtors Property Resource is a wholly-owned subsidiary of the National Association of REALTORS®.

According to the survey, personal interactions prove successful, as nearly half of respondents said a listing presentation resulted in a signed contract 76 to 100 percent of the time. When delivering the presentation, most Realtors (89.6 percent) still prefer a binder; a tablet, while the second-most popular choice, was only preferred by 27 percent. References were cited by 63 percent of respondents as having the most impact in being selected; having an online presence was cited by nearly 46 percent as having the most impact.

The survey also revealed home valuations are, perhaps, the most crucial part of a listing presentation for both Realtors® and sellers. Eight out of 10 respondents agreed it is extremely important to provide an accurate valuation to a seller in the listing presentation. More than 40 percent of sellers request a valuation ahead of the listing presentation. Half of Realtors® include a valuation in their pre-listing package, and nearly 80 percent always provide one during the listing presentation.

“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.”

Additional key findings from the 2018 REALTOR® State of the Listing Presentation Report  include:

  • An overwhelming majority (93 percent) of Realtors® hold their listing presentations face-to-face. A majority follow up via a phone call, with over 40 percent even sending a handwritten note.
  • 84 percent of Realtors® agree that it is extremely important to present an accurate valuation model in the first meeting with a seller.
  • 21 percent of Realtors® report the top questions they are asked during a listing presentation are questions about home value. Additionally, 19 percent said the top questions are about how much the home will sell for or the listing price.

Realtors Property Resource ® provides Realtors® with many tools to increase the effectiveness of their listing presentations, including customizable property reports and comparable market analysis. To aid Realtors® in conversations about valuations, RPR also offers the Realtors Valuation Model®. RVMs allow Realtors® to estimate valuations based on factors AVMs do not take into account, thereby showcasing their expertise in the industry.

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