The traditional listing presentation is evolving. Sellers today are more informed, more cautious, and more emotionally invested in the process than ever before. Winning their business is no longer about who can talk the fastest or show the flashiest comps. It is about who can build trust in the shortest amount of time.
In the latest episode of The Leads Are Sh*t, Andrew Fogliato and Taylor Hack explored how agents can rethink their pitch, whether in a living room, on stage at a competition, or online in front of thousands.
Here are the key takeaways:
Lead with story, not data
People remember stories, not spreadsheets. A seller is more likely to trust you when they hear about a family like theirs. It might be parents who needed more space, downsizers worried about timing, or a couple navigating a divorce. Storytelling creates empathy, which builds the foundation for trust long before numbers enter the conversation.
Certainty is more persuasive than price
Most agents default to talking about price. Sellers are not looking for a number as much as they are looking for certainty. They want to know you have guided people like them through uncertain markets before. When you show a clear, step-by-step process backed by results, the specific number becomes less important than the confidence you inspire.
Sell the experience, not the features
Marketing plans and checklists do not win clients. What sellers care about is how the experience will feel. Will they be surprised? Will they be stressed? Will they be supported? The best presentations make it clear that there will be no guesswork, no black holes of silence, and no confusion. Sellers want to know what is coming before it happens.
Turn presentations into assets
A listing presentation does not need to happen only in the living room. Record a version once, polish it, and publish it where sellers can watch before they ever meet you. That way, the pitch begins long before the appointment. Instead of repeating the same talk over and over, your presentation becomes a scalable marketing asset that warms leads before you walk in the door.
Win hearts first, then back it with proof
Sellers make decisions emotionally, then justify them logically. A great presentation acknowledges their stress, their hopes, and their urgency. Once that connection is made, back it up with case studies, reviews, and results. “We have done this before” lands much more powerfully when it comes after “We understand what you are going through.”
The takeaway
The future of listing presentations is less about price charts and more about positioning yourself as a trusted guide. The agents who win will be the ones who:
- Tell stories that resonate
- Provide certainty in uncertain markets
- Make sellers feel understood
- Leverage content at scale
- Balance emotional connection with credibility
Done well, a presentation is not just about securing the listing. It is about creating a relationship that carries all the way through to the sale and beyond.
Watch the full conversation on The Leads Are Sh*t:
Don’t miss the next episode of The Leads are Sh*t!
The leads aren’t the problem, the strategy is. Leads Are Sh*t is your weekly deep dive into smarter real estate marketing to help you attract, convert, and close more deals.
📅Live every Thursday at 2:00 PM EST. 🎥 Don’t miss out! Click here to secure your spot.
Related Posts
What separates agents who close from those who complain
The agents who consistently win in real estate aren’t necessarily better at finding leads. They’re better at managing, nurturing, and converting the opportunities they already have.
What Realtors can learn from a live pitch competition
Authenticity, preparation, and empathy – not polish – are what truly win listings, whether you’re on stage or at the kitchen table.
The Canadian Real Estate September Market Breakdown
Join REM’s Daniel Foch as he dissects the latest trends affecting Canada’s housing market, from interest rates to trade wars. Catch the insights you need to advise your clients effectively!
Content by REM Bot has been created with the assistance of AI. Audio and video interviews, conducted by our team with real people, are transcribed and repurposed into text for those who prefer reading. REM Bot articles are reviewed by staff before publication to ensure factual accuracy and maintain editorial standards.
