Learn to Improve Your Listing Style Like a Professional

As an agent or broker, you will have a natural and preferred way of approaching the listing process in the commercial, industrial, or retail property.  You will likely already know how you like to discuss the alternatives of sales and leasing with a client or prospect.  Somewhere in those alternatives will be the client and their business ‘character’.

So, as part of the listing, there is a ‘character match’ to occur between yourself and the client to ensure that you are ‘tuned’ to their challenges, targets, and property facts.  The best agents know how to ‘tune’ their business to the client and the property type.


Clients are Always Different

There are always differences between people in our business. Be ‘professionally flexible’ as you connect with all client and prospect types.  Consider these questions with your ‘listing style’:

  • Do you like to dominate and or direct a listing process?
  • How are you on property knowledge for the area and the property type?
  • Do you ‘shape’ the listing process and provide clear recommendations?
  • Are you analytical in the display of information?
  • Do you like to avoid pressure and conflict, or do you relish it?
  • Are you a ‘closer’ of transactions or a ‘facilitator’ of results

When you are comfortable with your listing style and professional skills, you show a degree of confidence that the client can appreciate; they will know it as valuable in resolving the property challenge.


Create Listing Focus and Property Relevance

Here are some ways to improve your listing style and systems:

  1. Connecting with clients – Prepare for all client meetings beforehand. Prepare your presentation tools, recommendations, and questions so that you show a solid base of commercial and retail property knowledge for the area.
  2. Discussing the property market – Graphs and statistics will help the ‘visual’ side of your listing presentation with the client. Carry a set of property market trends in hard copy and on your laptop or tablet computer.  Access those things at the right time.
  3. Reviewing the property – Know the property comprehensively before you talk about recommendations. Take internal photos that you can use in your listing discussions with the client.
  4. Setting the marketing plan – While you will prefer marketing the property in a particular way, show the client or prospect a few alternatives. Having choices will make it easier for them to move through decisions.
  5. Making listing recommendations – Using market evidence and other properties locally, you can make clear recommendations that are direct and deliberate to resolve the property challenge. Show the client that you know what they are needing to do in listing their property, what their concerns are, and how you are going to make that property transition easier for them.
  6. Preparing the negotiation groundwork – Protecting your client and the ‘working relationship’ is critical for all agents and brokers. Start early in providing your client with all the local property information that they need to understand things and pressures in the location.
  7. Resolving things in a timely way – Time is important in working on a property. Exclusivity will allow you to find qualified buyers and tenants faster.  Ask for ‘exclusivity’ as part of every listing.

With all these things, you can understand and improve your listing style and preferences as a commercial property agent or broker.  Seek to improve your listing skills through practice and local area awareness.

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