How I coach my team to win listing presentations (lessons for every industry)
One of the biggest traps I see real estate agents fall into is overthinking the listing presentation.
They rehearse the script on their way to the appointment and try to impress, beat other agents, and ultimately, to win. The problem is it’s all performative, when it should be about presence and connection.
There’s a quote I often share from a mentor of mine, Lee Woodward: “Questions get answered. Statements get judged.”
When agents obsess over their pitch, they lose sight of the person sitting across from them. But when they lead with questions – real questions – they earn trust. And trust is everything in business.
Here’s how I coach our agents to reframe their approach.
1. The listing starts long before the appointment
Great agents don’t wait for the appraisal request to start to build the rapport. They’re already known in the community and have added value before. They’ve had conversations that weren’t about a listing.
So, when a client finally reaches out, they’re not cold. They’re already warm, and sometimes halfway sold.
2. The pre-appointment phone call is a goldmine
Coach your agents to stop selling on the phone. Instead, help them get curious by building a strong question set:
- Why have you chosen now to move?
- Have you sold before?
- Are you buying and selling at the same time?
- Do you have a broker or conveyancer yet?
- What would a great outcome look like for you?
This does two things: - It shows professionalism and care
- It gives them the insight to tailor the appointment, not deliver a cookie-cutter pitch
3. Aim for presence, not a presentation
Coach them to slow down, listen more, and read the room. To walk through the door with the mindset of: ‘I’m here to learn, not to impress.’
Get them asking more questions, not just delivering information.
What are the sellers going through? What’s motivating the move? What worries them most?
4. Pitch through problems, not talking points
Instead of listing features and hoping something sticks, guide your agents to match their value to the seller’s pain points.
If it’s a separation, downsizing, or a family estate situation, they’ll see right through scripted lines. Instead, guide the conversation with questions/comments like:
- “Would it help if I handled the logistics with our trades team to make this easier on you?”
- “We could start with an off-market strategy to reduce stress. Would that feel better for now?”
They’re solving, not selling.
5. Friendly, focused follow-ups
A great presentation without a clear follow-up plan is a missed opportunity.
Coach your team to send a proposal that outlines:
- The steps they’ll take next
- A realistic pricing strategy
- Marketing options tailored to the seller’s goals
- A clear timeline and plan.
This will make the seller feel safe and in good hands.
Final thought:
When you coach your team this way, you’ll start to see the numbers shift. Listing conversions go from 50% to 70-80%.
Your team becomes known for being relational, not robotic. You build reputations rooted in trust, not just tactics. That’s how you grow a high-performance (and profitable) sales team.
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