Create Compelling Listing Presentations With Tools from RPR

Your listing presentation is one of the most important pieces of communication you can share with potential clients. It’s your resume, a capabilities brochure and a first impression all rolled into one.

As a REALTOR®, you can create data-centric, top-of-the-line, professional looking listing presentations by accessing Realtors Property Resource®. Using RPR to create your listing presentation is a smart and savvy way to impress your clients and give you a sharp, competitive edge.

Here’s some information to get you started…

RPR is Your Ticket to Building a Better Listing Presentation

The first thing you’ll want to do is have a discussion with your potential client. During this first step, make sure you do plenty of listening. Ask leading questions that get them talking about why they are selling (or buying.) Find out all you can about their priorities and goals.

Doing this type of homework will help you tailor the presentation around their needs. For sellers, the most important part of working with a REALTOR® is the agent’s ability and experience in pricing the home. This is where you and RPR come together to form an unstoppable team.

21 Steps to a Stellar Listing Presentation

The Realtor Valuation Model®

RPR conducted a survey late last year, the 2018 REALTOR® State of the Listing Presentation. The report includes findings from a survey of more than 450 REALTORS® and highlights trends on what sellers want from a listing presentation.

The survey revealed many helpful findings, but it really shed light on the fact that home valuations are one of the the most crucial parts of a listing presentation for both REALTORS® and sellers. Eight out of ten 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.

Given the importance sellers put on valuations, lets now discuss how RPR’s pricing tools can help. RPR’s Realtor Valuation Model® (RVM®) sets the standard for automated real estate valuation models. The RVM® goes beyond the traditional AVM by incorporating listing and sales data from the MLS into the equation.

The RVM® is also accompanied by a Confidence Score—a value between zero and five stars that indicates the level to which each of the multiple models agrees with other estimated values for a given property. High confidence scores indicate that other models yield similar estimates for the property. Watch this short video see how the RVM® can work to your advantage.

Now that you know how to track down the automated valuation, let’s move on to creating your Comp Analysis.

Comp Analysis

RPR’s Comp Analysis is used to determine a price or price range for a property that is both quantitative—based on comps and market information, as well as qualitative—reflecting your knowledge of the property, neighborhood and market.

RPR’s wizard walks you through five simple steps to generate a comparative analysis. You’ll confirm the home’s facts, search for and adjust comps, and land on your own list price by reviewing the analysis.

Refine Value

If your seller has home upgrades, consider RPR’s Refine Value tool to determine the value of a home based on property characteristics, improvements made and market conditions. For example, show clients what a $40,000 remodeled kitchen from 2015 is worth today. You can also show them what spending $7,500 on a bathroom remodel will return in list price. Perhaps they have the largest lot on the block, more privacy, no neighbors to one side, or other favorable property details.

Use the simple sliding scales to refine the home’s value based on your assessment of local market conditions, the interior and exterior of the home’s condition, lot size, view and privacy.

Add Your Own Custom Pages

In addition to all the pricing, valuation, and market information you can provide to clients, you’ll also have to ability to customize your listing presentation with your professional background, style of work, and accomplishments. It’s easy to add PDFs that include:

  • Your bio: Share information that demonstrates your capabilities and makes you seem personable. Past sales activity, awards, credentials, community involvement, volunteer projects and information on your experience are a good place to start.
  • Client testimonials and/or case studies: Capture testimonials and success stories from former clients and include those along with any other details that verify your work ethic.
  • Service levels: What types of services do you offer that will exceed seller expectations?
  • Marketing plan: Create a plan for the client in a timetable format to show the exact measures you will take and when.

Seller’s Report

Now bring it all together with the RPR Seller’s Report. This custom report can be created quickly, and includes a photo of the property, plus your photo and contact information. Inside, you’ll find details on the subject property, local market conditions, side-by-side property comparisons, mortgage and distressed information, tax assessment history, and more.

Here’s a guide to learning all the details about a RPR Seller’s Report.

The Wrap Up

To create a truly compelling listing presentation, you must stand out from all the other agents, provide relevant data and prove your local market expertise. You must convince the owners that you’re the best REALTOR® to help them realize their home selling goals.

By tapping into RPR as your listing presentation guide, you can do all that and more. Visit or download the RPR mobile app today.

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