Today, dear class, is part one of a two-part discussion on the art of making a listing presentation, where we are discussing the anatomy of a really bad listing presentation.

This is a presentation given with very little preparation, other than “running a CMA” and “knowing the market.” It is given without a formal presentation that builds trust, establishes needs, demonstrates your services, or results in a saleable addition to your inventory.

Here’s how a really bad listing presentation usually goes:

Agent: “Thank you for allowing me to present my services. As you may know I am with the greatest office in the world and my broker is fabulous.”

Sellers (to themselves): “Aren’t you all?”

Agent: Opens briefcase and lays flyers, real estate magazines, office brochure, and a map showing their worldwide reach to other Realtors.

Sellers (to themselves): “This looks pretty much like what the last Realtor showed us.”

Agent: “Let me tell you about my services.”

Sellers (to themselves): “Tell me you will advertise my home, place a sign in my yard, and hold an open house.”

Agent: “I will advertise your home, place a sign in your yard, and hold an open house.”

Sellers to (themselves): “We are already doing that. He left out “MLS”

Agent: “And of course, most importantly, I will place your home in MLS.”

Sellers (to themselves): "So I am going to pay how much commission just to get my home in MLS?"

Sellers to Agent: "I only have two questions. How much is your commission and can it be cut?"

Agent: “Yes. I can reduce it some, but I am not going to because I know the value of my services.”

Sellers (to themselves): “I’m glad someone does.”

Sellers to Agent: "Well, your competitor said he would do it for x percent."

Agent: "Okay. I will do it for that also."

Sellers to Agent as he looks over the CMA: ”What do you think our home should sell for?”

Agent: My strong recommendation would be to list it at $200,000 tops."

Sellers to Agent: “We have to net $200,000 so we would not be able to pay your commission."

Agent: “Tell you what. I will add my commission to the price you have to have, and we will see what we can do. After all, when your listing hits MLS you will have thousands of other agents working for you."

Sellers To Agent: "Sounds good. If you will cut your commission to x and list if for $218,000 to allow some bargaining room, we will list with you."

Agent: "Great!"

The result? This agent got the listing. What the agent doesn’t have is the seller’s trust or respect. Nor does the agent have a listing that will sell in a reasonable time, if at all. In my next column, we will discuss what a professional listing presentation sounds like. Hint: it will center around a professional power point or table top presentation.

Published: April 13, 2004

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David Fletcher has been a Florida licensed real estate broker and new homes sales and marketing consultant for 30 years. Along the way, he has sold more than $3 billion in new homes and condominium products for developers and builder/developers. He has been broker of record for 16 rental conversions and marketing consultant in 29 lender workouts for major communities and condominium projects, a featured speaker at the National Association of Realtors, and chaired the Florida Home Builder Association's Sales and Marketing Council. In 2008 he was named a 'Lifetime Achiever' by Keller Williams Realty's International Division. You may contact him at or call him at 407.234.2349.