Recently featured in Inman News, Scott Einbinder wrote an excellent article, entitled "Death of the listing presentation", calling to attention the ineffectiveness of today's current listing presentations.

This article really hit home - sellers don't want to know every accolade you've earned, they don't want to be drowned with pretty graphs and a host of facts and figures, and they definitely don't need slide after slide of AVMs and CMAs they can easilly obtain on their own. All of these things are great, but 1 or 2 slides in an entire listing presentation would easilly suffice.

They want a plan - no - they want a detailed plan of how you intend to sell their home. Not a series of advertising actions, but a well laid out plan, including the services you will use, and how they jive with one another to create an overall marketing campaign.

Scott Einbinder thinks we should change the name of the process from a Listing Presentation to a Listing Education, and I couldn't agree more. RE agents need to educate their consumers on the services available, which ones they use, and how they are effective. It is this sort of presentation that will capture sellers and turn prospects into clients.