If You Know What They Want, You'll Know What to Do:
Do Your Research:
Talk to the prospect when you make the appointment. Ask questions about reasons for selling. It's even OK to ask what they want to realize monetarily from the sale.
Get the tax records.
See if the property sold in past MLS records.
Do a drive-by photo. We'll use it later.
Ask them how many real estate agents they're interviewing and ask to be the last appointment.
Do a Comparative Market Analysis for a List Price Range:
Not having seen the home yet, the more consultive approach would be to have a CMA that is broad with a range for listing price. You would arrive with this knowledge, but then view the home and talk with the sellers. Getting more information and returning with a refined listing price recommendation would be the plan.
Have a Professional Listing Marketing Package Prepared:
We're not talking about the CMA here, but more the print or online display materials that you're using to promote your services and those of your brokerage. It's better to bring very little than to bring inferior brochures or less-than-professional marketing materials.
Know Your Strengths and Be Ready to Communicate Them:
If It's a Feature Service, Have a Demo If Possible:
If You Provide a Service, Make Sure that It's Presented:
You showed them your spiffy virtual tour, and of course you attach it to the listing. Isn't that obvious? Apparently not, as you lost the listing by not letting them know the obvious. Your marketing materials need to feature everything you do for your clients, no matter how mundane you think it is. They're not in the business, and it may not be obvious to them at all.
Update Your Data if the Presentation is Postponed:
Watching the hot sheet for new activity could save you some embarrassment and make you look good by having the very latest info about the neighbor's home that just listed the day before.
The Devil is in the Details:
As a real estate agent, you are responsible for your business success, so put together a presentation plan and package that puts all your services forward to the seller prospect in the best light. If you show up and they perceive you as prepared, professional and competent, you have a leg up on the competition. Update: Check out my article about the Android Office here. It's getting far easier to make a great computer listing presentation.