How to Use an Estima Report During a Listing Presentation

A valuation report should support the conversation, not replace it. Begin the presentation by asking about the owner’s objectives:

• Why are they considering selling?
• What is their preferred timeline?
• Have they already received other valuations?
• What price do they currently expect?
• What matters most to them when selecting an agent?

After understanding the owner’s position, introduce the report. A useful presentation order is:

• property summary;
• current local market conditions;
• comparable properties;
• differences between the comparables and the subject property;
• estimated price range;
• recommended listing strategy;
• proposed next steps.

Do not spend the entire meeting reading the report page by page. Use it to answer questions and reinforce the recommendation.