Your first listing clients will most likely come from within your sphere of influence. They will likely be either people you know or people who have heard about you from friends, family, and acquaintances. Your family members might list with you no matter how you present your skills and qualifications to them, but people who are less connected with you will expect you to show them why they should choose you as their listing agent. Start developing your listing presentation as soon as possible and refine it as you learn which aspects of it consumers respond to best.

Tell your broker-in-charge and other agents in your office that you would like to go along with them to listing appointments. Real estate is a competitive business, so you'll find that many agents won't be willing to share their techniques with you, but some will. Every bit of experience you can get will help you develop your own presentation skills. An offer to help take square footage measurements or assist in other ways might be better received than a request to simply tag along. Be creative — think of ways you can be a genuine help to the other agent.

Pay close attention to property owners as the agent makes her presentation and stay alert during your own presentations to recognize how people react. Are there elements of the presentation that seem to turn off sellers completely? Do they become bored and distracted during certain discussions? Which topics interest them the most? Every listing presentation you take part in makes you aware of the things you should — and should not — do when talking to property owners.

Your listing presentation will change as you gain experience and work with enough clients to get a feel for what works best in your area. You'll also discover that a presentation that one client likes won't impress another. Start with the basics and tweak your presentation and handouts until you find a combination that works for you.

Essential presentation items include:

• Your marketing strategy for the property

• A sample listing agreement and property disclosure

• A sample offer to purchase form

• Copies of forms and brochures required by law in your area, such as lead paint information for homes built prior to 1978

• A copy of one of your marketing brochures or a mock-up brochure for that property

• A short biographical sketch of yourself and your firm

• An estimated closing statement

Today's affordable computer systems, digital cameras, and color printers make it possible for you to produce colorful, high-quality handouts for every potential listing client, instead of reserving that type of package for high-end properties, as was common in the past. If your office doesn't supply equipment for agent use, invest in the equipment you need as soon as you can afford it. It will add a professional touch to your presentation, and it will reflect the effort you have put in for your clients.

Prepare a CMA ahead of time, but don't present it until you've established a rapport with the sellers. If you prepared it with sketchy knowledge of the property, the pricing might need to be adjusted. Showing it to the sellers before they are acquainted with you could be an immediate turnoff.

Make changes to the CMA with the sellers by your side (the best solution if you have sellers who want to list immediately) or ask to return again after you've had a chance to update the report (an alternative that keeps you in the minds of sellers who are interviewing other agents).