How To Use Real Estate Data to Create Better Listing Presentations

Disclaimer: This article is for educational purposes. PropStream does not offer financial advice.

Many top-performing agents use listing presentations to win over sellers. Whether done in person or over a virtual call, presentations can be an effective tool for showcasing your experience and professionalism.

But turning a real estate lead into a committed client takes more than a confident speech and stunning presentation slides. To truly win a seller’s trust, you need to use data in a compelling way to highlight your research skills and industry knowledge.

In this article, we’ll explore real estate data’s crucial role in winning over sellers—plus what kinds of insights to include in your listing presentations.

Why Use Data to Win Over Real Estate Leads?

Over the last several decades, the real estate industry has become increasingly complex. Sellers face more pressure and uncertainty due to:

• Higher home prices and mortgage rates
• Greater buyer access to online information
• Digital tools that give other sellers a competitive edge
• Real-time market updates that require sellers to act quickly to attract buyers

Today’s sellers need agents who know how to use data to make the best decisions for their property. Case in point: the top two services sellers want from agents are strategic pricing and effective property marketing (both 23%), which are only possible with the right data.

So, how can you demonstrate to a seller during a listing presentation that you know how to handle data to make research-backed decisions? Let’s take a closer look.

Comparative Market Analysis

By far, comparative market analysis (CMA) is the most common way to incorporate data into your listing presentation, with over 85% of REALTORS® doing so, according to a 2021 study. Around 80% go even further to include an estimated home value.

A CMA looks at recent sales in the seller’s neighborhood. The key is to find properties as similar as possible to the seller’s so you can reach a strategic listing price.

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When introducing a CMA in your listing presentation, start by explaining to the seller what it is and how it helps you set the best price for the home. Then, present the real estate comparables you analyzed along with your insights and takeaways.

You can also use this time to present active listings to demonstrate current pricing trends. Expired listings, too, can be helpful in discussing the pitfalls of overpricing or poor marketing.

Market Analysis

Market analysis is another common aspect of listing presentations, with nearly 77% of REALTORS® opting to include it.

While a CMA looks at similar sales to reach a strategic listing price, a market analysis takes a broader look at the real estate market’s performance to better understand pricing, marketing, and demand. In doing so, you can help set sellers’ expectations for how much and how quickly they may be able to sell their home.

Here are some specific metrics to analyze for your market analysis:

Days on market (DOM): This tells you the average number of days a home is on the MLS before it’s sold. Typically, when DOM is higher, it’s a sign that sellers need to price more competitively if they want to sell quickly.

Pricing trends: You can use this information to show a seller how prices have fluctuated in their neighborhood over time. If prices are currently high, this may give them more confidence to sell now. 

Inventory levels: This metric tells you how many available homes are on the market. You can use this information to help a seller understand supply and demand trends in their area.

Neighborhood insights: Consider using neighborhood demographic data (like age groups, income levels, or family sizes) to explain what kind of buyers might be most interested in the seller’s home. Share how this informs your marketing, such as staging to attract likely buyers.

Buyer Demand Insights

Sellers may want to know the number of active buyers in their area, recent buyer activity, and what homes are selling fastest right now. This is a helpful way to gauge buyers’ interests, their priorities, and market competition.

Next, explain how this information equips you to tailor the seller’s listing to attract buyers and meet market demand.

Data-Informed Marketing Strategy

Your marketing plan is another important section in your listing presentation. Over 72% of REALTORS® regularly include it.

Instead of just telling sellers how you plan to market their property, highlight how data informs your marketing decisions. This includes which platforms you choose for advertising the property, how you target buyer demographics, and even what renovations you recommend to the seller before putting their home on the market.

Past Marketing Performance Data

Let your results speak for themselves by sharing how your past listings have performed. Consider sharing exact numbers for online listing views, social media outreach, virtual tour engagement, and more.

Sharing this information tells sellers that you’ve achieved success for past clients—and you can do it for them, too. It also sets their expectations for their own property’s marketing performance.

Seasonal Selling Trends

For sellers who are interested in timing the market, consider sharing data on when homes sell fastest and at the highest prices. If the market is currently performing well, it may be a good idea to use this data for sellers who are on the fence about selling now. Even if they decide they’re not ready to sell yet, you’ll be top of mind when they are.

Renovation ROI

If clients are thinking of fixing up their homes before moving, be sure to include data on which renovation projects provide the best return on investment (ROI). For example, installing a pool might seem like a lucrative way to increase a property’s sale price, but the ROI for that project hovers at a mere 50%. Meanwhile, minor bathroom remodels provide an impressive average ROI of 120%.

Final Tips for Presenting Real Estate Data in Your Listing Presentations

Tip #1: Use visual data tools

On its own, data can be very confusing and complex to potential clients. Visual aids like charts, graphs, and infographics can help you present data in a way that’s easily digestible and persuasive for sellers.

Tip #2: Use reliable, accurate real estate data software

It’s easy to stumble across inaccurate or misleading data. Make sure the data sources or software you use are up to date, pulled from reliable sources, and accurate.

Tip #3: Make your data all about the seller

Avoid including real estate percentages and figures in your listing presentations just for the sake of using data. Sellers will quickly lose interest if they don’t immediately understand what the information means for them. Every time you bring up data, share how it can benefit the seller.