Building relationships that swiftly turn warm leads into devoted clients is the one ability that distinguishes top-producing buyer's agents from those who only close a few sales each year. That is what a well-planned buyer presentation can achieve. It will not only help you and your lead get along better, but it will also lay the groundwork for a long-lasting professional relationship.
Since it only takes 15 minutes to provide a buyer presentation to your lead, I'm going to share a template with you today from real estate coach Chris Linsell. Additionally, I'll go through some pointers for giving a presentation that is effective and watch some real-time role-playing films of top agents giving their own buyer presentations.
What Is A Buyer Presentation, Fundamentally?
In order to establish a foundation for a business connection, buyer's agents present to leads in a brief, semi-formal manner known as a buyer presentation. Agents utilize buyer presentations to better understand the true desires of their leads and to establish expectations for the market and the client-agent relationship.
10 Tips for Delivering a Buyer Presentation That Builds a Strong Buyer/Agent Relationship
Now that you have a template prepared, let's discuss some advice for delivering it in a way that contributes to laying the groundwork for a solid buyer/agent connection.
1. Start A Conversation With Small Talk...
Although it might seem obvious, a lot of agents go into "sales mode" anytime they have to give a presentation of any kind to a potential customer. They treat the person seated across from them more like a target than a fellow human being because they are so eager to pitch someone.
Instead, treat them as you would like to be treated if you were in their shoes. Small talk at the beginning of your presentation will not only help to break the ice but also may help to establish rapport more quickly than your entire presentation.
2. Be Careful Not To Overdo It!
Another thing to keep in mind is that the person sitting across from you is essentially a captive audience! They agreed to meet with you to get to know you better and learn more about the way you manage your business, but that doesn't imply they have the energy or time to engage in nonstop small talk!
Some people (like myself) don't care much for small talk and just want to get the conversation going. So before you talk about the weather for five minutes, survey the room to make sure your lead isn't an introvert looking for a way out.
3. Explicitly State The Duration Of The Presentation
Even though your prospect agrees to meet with you, it doesn't necessarily follow that they want to listen to a drawn-out sales speech. They might not even want to be there if you scheduled your presentation before taking them to their first exhibit. Therefore, address their concern about time commitment immediately away and let them know how long your presentation will take.
Of course, you won't be able to tell them it will take 17 minutes and 22 seconds unless you're an expert at these, but providing them with a particular time will put them at ease and encourage them to open up to you.
4. Create A Buyer Profile By Asking Specific & Open-Ended Questions
Take a moment to ask questions that will help you create a buyer profile after establishing a rapport through small talk so you can focus on what they are actually looking for. Even though you probably already have a rough idea of what they're searching for, going a bit farther now will prevent a lot of future problems.
Even if you don't get any conclusive responses, it will assist motivate them to consider their search a little more carefully.
To gather information for your profile and to elicit an open response and ideally some enthusiasm about their search, you should always attempt to ask a combination of detailed and more open-ended questions.
In order to create an actionable buyer profile during your presentation, consider the following questions:
- What day and time of the week is best to contact you?
- Which method of contact would you prefer?
- Why are you looking for a new residence?
- Why are you searching right now?
- What amount of a monthly payment could you handle?
- Would you choose a fantastic home, a great price, or a terrific location if you had to pick only one?
- Do you have a certain school district in mind?
- How crucial is it to arrive at work quickly?
- How soon do you plan to find a place to live?
- How much knowledge do you have about purchasing homes?
- Do you have any prior experience working with buyers' agents?
- How much exposure to the mortgage process have you had?
- What do you want the impression of your house to be?
- How do you feel about fixer-uppers?
- Which types of homes do you genuinely adore? Modern? Victorian?
Starting off with inquiries like these also makes it easier to modify your presentation to suit their needs. For instance, if they claim to have extensive expertise in purchasing and selling properties in your rural area, you can skip or tone down the section on the advantages of using a buyer's agent. You can go into more detail in this part of your presentation if they have little to no experience.
5. Role Play Your Presentation With Another Agent Before Doing It Live
Having a fantastic presentation to work with is one thing; delivering it to a different individual is quite another. You might discover that your description of the purchasing procedure sounds fantastic in your imagination but is uninteresting in person. You can iron out the kinks by practicing your presentation with a friend or another agency.
6. Send Them a PDF of the Presentation & Real Estate Buyer Packet
Even though we kept this presentation brief and sweet, a prospective buyer may become confused by unfamiliar jargon and the intricacies of the purchasing process. Therefore, be sure to provide them with a PDF of your speech and your buyer packet for real estate as soon as you finish giving it.
A PDF of the entire presentation will be provided to them after the meeting, along with your real estate buyer packet, so be sure to let them know at the outset of your presentation that they don't need to worry about memorizing anything.
If you truly want to wow them, include an e-book about the local market and buying process with your presentation and packet. You may also bring checklists with you.
7. Try to Give Your Presentation in Person if Possible, but Avoid Coffee Shops
Although adopting Zoom for business meetings seems to be a sweeping trend, avoid providing your presentation electronically whenever possible. Although agents can meet with clients electronically thanks to Zoom, it's far simpler to establish a rapport in person.
But resist the urge to deliver your speech in a coffee shop. Trying to have a crucial talk with someone in a situation you have no control over can quickly turn sour.
If you have access to a big video monitor, your business conference room is the perfect venue to deliver your presentation.
8. Use A Big Tablet Or Big Monitor For Your Presentation
Use a large tablet or monitor whenever possible to deliver your presentation.
No one likes having to give up their personal space to read the fine print on your listing presented on a tiny screen, even in the absence of social distancing rules. Anyone who has poor vision will become immediately irritated if you make them squint to read text on a small screen.
Consider combining your resources with other agents in your office to buy a large tablet specifically for presentations and e-signing papers in the office if you don't have a conference room with a large monitor or can't afford a large iPad. Better still, persuade your broker to purchase one for you!
9. Do Not Request Their Signature On An Exclusive Buyer Agreement Just Yet
Although there are differing views in the business on this, we advise against requesting a signed exclusive buyer agreement during your buyer presentation. After a 15-minute conversation, you don't want to come across as being that hostile!
Instead, explain the agency disclosure agreement to them and let them know you don't want them to sign an exclusive contract until they have a better understanding of you. I'll earn their loyalty, I swear.
10. Keep in Mind: Knowledge Equals Confidence
If you experience anxiety before presentations, keep in mind that knowledge—rather than skill or personality—is the secret to being a confident agent. You'll feel more secure the more you know. In order to become a better agent, be sure to always study more about your industry, the purchasing process, and business practices. An excellent first step is to join our free, perpetual email list to receive our in-depth buyer's guides, product reviews, and practical strategy articles.