A Six Step Listing Presentation Framework

We explain the Mastering Your Real Estate Framework Conversation, using a proven listing presentation model developed for Hocking Stewart.

• framework organizes the listing presentation into three stages and six key decisions
• Stage 1 – Preparation: selecting the agent and method of sale (auction vs. private treaty/ceiling price vs. non-ceiling)
• Stage 2 – Marketing: choosing the visual communication plan and campaign activation date
• Stage 3 – Outcomes: negotiating price and setting a date to move, applying the principle that price equals time
• this structured approach compresses time, clarifies messaging, and strengthens influence, avoiding lengthy, unfocused discussions
• provides owners with clarity, confidence, and trust in the agent while enabling a smooth decision-making process

A practical guide to delivering a convincing, high-impact listing presentation that simplifies complex decisions for the seller and demonstrates professional expertise.

Hosted by Lee Woodward Training Systems

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Transcript

Lee Woodward: 0:02

Hello and welcome to the podcast We Are Selling. My name's Lee Woodward, Head of Education at Realtair. Today's topic is Mastering Your Real Estate Framework Conversation. The example I'd like to give is a very famous listing presentation that I built for the incredible Hocking Stewart. Greg Hocking was at the brand at that time and had an amazing request, as there was 247 agents that we wanted to get a consistent message across the group. And also there was some incredible high performing agents doing 10-15 listings a month. And quite often there's always a goal in leadership to bring everyone on the same page, but when someone's doing 10 or 15 listings a month, they've got their own groove, stay out of their way. So my focus was to actually work on the bulk of the group to get a consistent message with clarity where an owner could make a decision. And the breakthrough was amazing. The framework I chose was to say to the owner, should you decide to engage our services and our team, we're going to take you through three stages and six decisions you need to make. And the first stage is preparation. And in preparation our first two decisions are one, selecting the agent, and then the method of sale. Now in selecting the agent, we would love it to be us, but we have to prove to you that we have the knowledge to bring this all together. Let's discuss method of sale. Have you sold a property before? If so, how did you go? We would let the owner respond. Are you thinking to sell it with a ceiling price or a non-sealing price? Out of dialogue, which is Latin for auction or for sale. The owner would respond, chit chat would happen. Let's discuss stage two. The second stage is our marketing. And the next two decisions you need to make is firstly, what visual communication plan best suits the property in the marketplace we are in? And you would chat about value performance advertising. The second decision is the campaign activation date. And we would ask that great question, when were you hoping to see the property advertised? And this would create a brilliant conversation with the owner as they would say, Oh no rush next week, and we'd have to explain that 14-day preparation process that is required to bring this all together at the highest level. But that end stage one and two. Stage three is our outcomes. And in our outcomes of real estate, the two decisions we have next is our negotiated price, what you would feel comfortable to release the asset at, and then finally a date to move. We would explain to the owner that price equals time, and this is the very best way to determine how the property should be sold. And remembering the golden rule of real estate the longer your property is on the market, the less purchasers expect to pay. The Hawking Stewart listing framework was a great breakthrough. There was only three stages and six decisions. And in review they were preparation, selecting an agent, method of sale. Then we went on to marketing, visual communication, campaign activation date. And then finally, our outcomes, which is a negotiator price and a date to move. This type of communication, conversation framework brings clarity to the consumer. It also compresses time and makes you a far more convincing, influential presenter as you're not umming and ring and chatting for an hour but said nothing. You are right on point and present with powerful information that allows them to understand you know what you're doing, you are capable, and you are sending the right signals. So, in summary, there is only three stages and six decisions an owner needs to make to get their property success from the marketplace. Communicating with your potential seller, powerful, passionate information in a simple framework definitely has the cut through. I've designed eight or nine different frameworks for different people and companies over my career, and you see that significant impact and breakthrough as they get to get far clearer messages delivered in the shortest amount of time. Thank you for listening to We Are Selling. My name's Lee Woodward, Head of Education here at Realtair, the home of Pitch, Sign and Sell. For full details, call us on 1300 367 412 or visit Realtair.com and book a demo. Thank you for listening.