We have been talking about improving our listing presentation game in the Collective recently and there is one word that clearly defines a good listing appointment.

Empathy.

You should be more caring or empathetic in our listing appointments.  There, I said it.

I was listening to an Unleashed listing agent’s listing appointment “script” if you will, and I was astonished how this “heavy hitter” went on and on relentlessly bragging about how wonderful he was and how he’s number one, blah, blah, blah.

Sellers don’t give a rats ass about how wonderful you are.

What they do care about is how wonderful you are as it relates to THEM achieving their goals.

Here’s a rule of thumb:  when you are mentioning your accomplishments, why you are number one, why you are so great, so beautiful, so talented, whatever, ALWAYS tie it back to THEM. 

How can it help them?

You’re number one in sales in the Universe?  Why is that good for them?

You’re a specialist in your neighborhood/city?  Why is that good for them?

You don’t have to suck up to them and grovel.  Just be more empathetic.

When you are empathetic with them and THEIR goals, they sense that.  That makes them more comfortable with you.  It makes them want to work with you.  It makes them like you.

So stop marveling at how gorgeous you look in your glamour shot and start making it all about them.