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Too often, agents rely solely on rapport or recent sales when presenting to a potential vendor. While those things matter, they are not enough to instil full confidence in the process – today’s sellers want clarity, writes Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions.
They want to know what is happening, why it is happening, and what to expect next. This is where objective data becomes a non-negotiable part of your listing presentation.
Set clear benchmarks from the start
From the very beginning, sellers need a transparent understanding of what success looks like during a sales campaign. Without that, they have no frame of reference when you update them later. Objective data allows you to outline exactly what they should expect throughout the campaign, which might include:
- How many web views to expect in the first seven to 10 days.
- What a strong turnout at the first open home looks like.
- How many contract requests typically indicate solid buyer interest.
- The likelihood and timing of first offers.
- What a request to amend the contract signals.
- The role of building, pest, and strata report activity as buyer intent indicators.
This data is your way of giving the client an inside look into how the market tends to respond when a campaign is working.
Help the owner understand what they do not know
The truth is, most sellers have never sold before, or if they have, it was many years ago in a very different market. They are not sure what to expect, and many will not speak up to ask. If you do not provide a basic benchmark, they will often feel uncertain or worse, disengaged.
By giving them tangible numbers to expect, you avoid vague conversations in your weekly updates. Instead of saying the campaign is going well, you are able to explain that buyer views are in line with similar properties, that the number of enquiries is consistent with a successful outcome, or that interest levels have dropped and a change in strategy is required.
Make informed recommendations as the campaign progresses
Every week, you meet with the vendor to review where the campaign is at. Without numbers, those conversations become based on feelings or general impressions. With objective data, you can track movement, spot slowdowns, and identify areas for improvement.
From there, you are better positioned to make clear recommendations around what you can control. That includes the property’s price, the way it is being presented, and how it is being marketed.
Data builds confidence
Sellers are not just hiring you to sell their property. They are relying on you to guide them, to educate them, and to give them peace of mind throughout a process that is often emotional and uncertain.
Objective data gives your presentation structure. It removes guesswork. It allows you to speak with authority and keep your clients fully engaged and informed at every stage of the campaign.
The best listing presentations do not just talk about past results. They provide a plan and back it up with data that makes sellers feel confident moving forward with you.
Adrian Bo, CEO of Adrian Bo Real Estate Training & Auctions
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