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Selling or renting real estate is a game of competition. In any market, but particularly in a market like we have been in, it is imperative that you take qualified prospects and usher them into your private presentation domain. We will focus in other articles about how to attract qualified prospects, but for now let’s focus on why you need to get them away from the competition and over to your presentation arena.

By Presentation, we mean any and all mediums you choose to use to present your property in the very best light. What happens when you succeed in getting a Prospect your presentation?

First, you are in a focused environment that is protected from the overcrowded marketplace. You can’t control the way your competitors are going to present their products. You can only control the way you want to present. The marketplace is loud and crazy and competitors are willing to do things that you wouldn’t do just to get ahead. A confused mind is one that will not make a decision. You need to attract them to an environment where all of there focus is on just your Presentation.

Second, you get to present the story the way you want it presented and not the way a listing service says it should be presented. Buyers and renters are hungry for information and will appreciate a different approach. Aggregators and their systems work because they deliver a uniform product to users across all properties. Unfortunately, they sacrifice pizzazz and creativity along the way. You as the property Seller or Renter suffer.

Third, when you control the process, you can guarantee that you will be at your most persuasive 100 percent of the time. This is because you are going to force prospects to listen to your story only after you have polished it and locked it into place. We are not talking about a physical live presentation here. Rather, a pre-prepared presentation that can iterate over and over. No worries about having a bad day, or a sleepless night, or personal problems. Your prospects are going to listen to you every time when you are the most compelling.

Fourth, your presentation will allow you to market on something other than price. Aggregation services, although beneficial to the user/prospect, present lots of competing products in a fashion where everyone looks the same. Unfortunately, the default selection criteria for Prospects in this environment is often–price. By getting your Prospect in front of only your presentation, it will give you the opportunity to persuade someone that your property is special enough that they should pay more than competitors are willing to offer their properties.

Finally, in a protected, focused environment, you can offer your prospect the immediate opportunity to view your real estate, after they have been marketed to and are excited about your property.

As we like say, help your Prospects to get from confusion and uncertainty to focused and directed. Focus all of your marketing on persuading your prospects to come to your private real estate message, whether that is a website or a pre-recorded 800 telephone number. At this point you have the highest chance of capturing a great Prospect for your rental or sale.

Growing a business in the MLM industry can not only be tough, but almost impossible without a system. I am talking about a simple step by step system your team can use to sponsor new reps. Every great MLM team uses a system. A system to generate leads, prospect people and sponsor new reps. Without a system to follow, your personal reps will drop out your company in a flash.

Every great Network Marketer uses three things, systems, tools and presentations. Those three things are usually responsible for growing multimillion dollar MLM organizations. You need tools like websites, autoresponders and even things like business cards to keep a business running.

You need presentations to be able to sponsor a group of people into your MLM company at one time. Without presentations, there is no way of recruiting large numbers of people into your MLM organization at once. As you should know, without recruiting large numbers of people at once, you’re not going to grow a very big team.

Essentially, a system is something you and your team can use to grow your business. Most people can’t think for themselves which means in order to use your team to the max, you must tell them what to do. People are like sheep, it’s a sad fact, but it’s the truth. Another fact is that over fifty percent of your team will never pick up the phone and try and recruit someone.

Instead they just wait around, order some company products and wait a few for months before they leave. After realizing that it actually requires work to make money in MLM, people quit. So, in order to make the most of your team members, you must tell them what to do.

You must give them a system they and their team members can use. A system to generate traffic, leads and sponsor new reps. This can be done by sending your team 15 CDs each week to give out to their friends. This way, they will always have a job to complete. You could even have your team pitch ten people a day on Facebook asking people to visit your MLM company presentation. As long as you have a system in place for new members to recruit, some tools and presentations, you will succeed.

Have you noticed how some people manage to make presentations which leave you feeling extremely impressed? You may not know if it’s been the content or the style; but if they were selling, you’d certainly be buying! So what’s their secret?

These presenters know people buy as much on feelings as on facts, so they deliberately design and deliver their presentation to generate particular emotional states in their audience. They:

a) Know what state their audience will be in at the start

b) Decide what state they want them to be in at the end

c) Work out the stepping stone states they need to take them through

d) Lead them through these states in their presentation

By knowing in advance the sequence of these states they’re able to apply the right actions that keep their audience emotionally and mentally engaged with them. Let’s take an example of how you can do this.

Imagine you’re presenting your company’s new service to a group of business people.

a) Define their current state – e.g. Indifferent.

b) Define the desired state – e.g.  Engaged

c) Define the intermediate states – e.g. Skeptical: Curious: Interested

d) Link these states in sequence – e.g. Indifferent – Skeptical – Curious – Interested – Engaged

e) Decide what evidence you need to indicate they are in the state you intend them to be in. e.g. What do you want to hear them say or do?

f) Select an action to move them from one state to the next – e.g. Indifferent – Skeptical:

Talk about a company that has used your new service. (Likely reaction – “Just because it’s worked for them doesn’t mean it’ll work for us.”

Skeptical – Curious:

Pick a specific business issue they are grappling with and show how your service can benefit them. (Likely reaction – “We can see the merits, but can it really work for us?”

Curious – Interested:

Take another of their issues and go into detail about value/cost, modus operandi etc. (Likely reaction – “Yes, we can see the potential and exactly how it could work.”)

Interested – Engaged:

Move into your call for action, whatever that may be.

The actions to lead them through the sequence of states are key. For example, you may conclude that one-to-one meetings might work better at the start, and having a well prepared case-study is essential.

Interestingly as you plan it out you may even realize that a presentation isn’t going to be the best way to get the result you want. And avoiding wasting other people’s time in presentations is a particular value of knowing this secret!