📖 Today’s lesson
Lesson 25: A listing presentation is an argument, not a brochure.
Most presentations are a company history followed by some photographs. An argument has a claim, evidence and an answer to the obvious objection — and a model is good at imposing that structure on what you already do.
Why this matters: You are being compared to two other agents in the same week, often on price alone. The one who presents a reasoned case rather than a brochure is the one who gets to hold the line on fee.