Convert Real Estate Listings into Signed Contracts in 5 Simple Steps

How do you turn 85% of all listing appointments into signed listings? We know that listing appointments are the lifeblood of our real estate career. Today, I’d like to share a proven 5-step lead conversion strategy by Lee Stern, a 54-year real estate veteran who has perfected the art of converting listing appointments into signed contracts. She executes five key steps at a high level and is a proven model from the Millionaire Real Estate Agent (MREA) playbook that can bring certainty back into your real estate business. Here’s what you need to know:

1. Content creation. It’s about creating content that highlights your unique value. Lee calls it her “Strategic Selling System,” which sets her apart from the competition. The main points of this system include:

- Effective marketing: strategies that maximize the seller’s profit.

- Pricing strategy: ensuring the best final sales price.

- Strong visuals: supporting your claims with great visuals.

Additionally, tie your strategy to the seller’s motivations and adapt your system to your strengths. This approach brings certainty and helps you develop your own effective selling system without starting from scratch each time.

2. Practice. Once you’ve got your content, you have to practice. How you deliver your content is as important as the content itself. Lee likes to count what we call “Assumptive Closes.” When you get to five assumptive closes in a presentation, you can be sure you’ve locked in your seller as a client for life.

An example of an assumptive close is, “Since we’re staging your home, can we have our photographer reach out in ten days to schedule the photos?” Practicing your presentation helps you clearly express your unique selling points and effectively communicate the benefits to the seller.

3. Delivery. Lee starts her presentation with a structure called the “Safe Island,” which sets clear expectations for the appointment. Here’s how it works:

- Understand your seller: begin by asking questions to understand the seller’s wants and needs.

- Request a property tour: Have the seller show you around the property as if you were a buyer. Ask them to grab a notepad to take notes on the tips you’ll share.

- Share your process: Explain your approach to selling homes.

- Present market data and analysis: Share recent sales data from their neighborhood.

- Closing: If you can agree on the price, ask, “Would it be okay to get the ball rolling tonight?”

This approach fosters engagement and establishes your authority.

4. Communication. You’ll want to communicate multiple times before the appointment to demonstrate professionalism and keep the seller engaged. But how do you do this without being annoying?

First, thank the sellers for agreeing to meet and express your excitement about seeing their home. Next, send an email outlining what they can expect during the appointment. On the day of the appointment, text to convey your excitement without confirming the meeting; simply let them know you’re looking forward to meeting them. Finally, make a phone call an hour before to let them know you’re on your way.

5. Pre-appointment package. This is a package of information that can be sent in person or via email to your client and will set you apart from others. Here’s what it includes:

- Video overview: send a video explaining the key points you’ll cover during the appointment and highlighting what makes you different from other real estate agents. This evergreen video should be sent to all your potential sellers.

- Strategic Selling System: include a copy of your Strategic Selling System that you will present to your clients.

- References and reviews: include references and reviews from other clients to show credibility.

- What happens next: explain what will happen after they list their home with you, emphasizing the importance of keeping sellers informed throughout the process.
- Seller Property Condition Disclosures: to streamline things, provide a copy of the Seller Property Condition Disclosures, which helps prepare them for any questions they may have during your meeting.

Wouldn’t you like a proven strategic selling strategy that converts appointments into contracts at a high level? I recommend attending our in-person events with Lee Stern and myself. To book a seat at these events, check out the event links below:

Seal the Deal: Proven Listing Presentation Secrets with Lee Stern

March 5, Wednesday, from 12:00 p.m. to 1:30 p.m. at KW Salt Lake City Training Room

Seal the Deal: Proven Listing Presentation Secrets with Josh Stern

March 28, Friday, from 12:00 p.m. to 1:30 p.m. at KW Utah Training Room

If you’re curious about the other Millionaire Real Estate Agent’s proven models, book a one-on-one call to personalize the models with daily action steps for your needs and goals. You can do both of those things on our website. You can also email us at headcoach@kwutahcoach.com or call (801) 252-5226.