Marketing
What is listing presentation?
A listing presentation is the meeting where an agent pitches to represent a seller, covering proposed pricing, marketing plan, process and fee, in competition with other agents doing the same.
It is a competitive pitch, usually decided on two things: whether the pricing rationale is credible, and whether the marketing plan sounds like a plan rather than a list of activities.
The pricing conversation is the hard part, because the agent who names the highest number often wins the listing and then spends months reducing it. Anchoring to comparable evidence rather than to the seller's hopes is what makes a defensible recommendation.
The marketing section is where most presentations are interchangeable. Specificity — this photographer, this copy, these channels, this timeline — is what distinguishes them.
Listlio automates parts of this for real estate agents.
Generate listing marketingRelated terms
A comparative market analysis is an agent's estimate of a property's likely selling price, built by comparing it against similar nearby properties that have recently sold, are currently listed, or failed to sell.
A listing agent represents the seller, taking responsibility for pricing, preparing and marketing the property, managing enquiries and viewings, and negotiating offers on the seller's behalf.
A listing agreement is the contract between a seller and a brokerage that authorises the brokerage to market the property, setting the price, duration, compensation and the extent of exclusivity.
A property description is the written copy accompanying a listing, summarising its features, condition and appeal to persuade a buyer to arrange a viewing.