Million Dollar Team Principle #72
Would Your Entire Staff Pass the Listing Presentation Test?
Every person in your organization should know how to present the listing and buyer presentation.
“To sell is to be human.” – Daniel H. Pink
One of the biggest mistakes real estate leaders make is assuming that only agents “sell.”
Every single person on your team—assistants, transaction coordinators, listing coordinators, photographers, marketers, even the courier who puts up the sign—plays a role in the sales process.
Selling is about giving value, stating value, and demonstrating value at every touchpoint with the client.
Great Organizations Understand: Everyone Is in Sales
- Nordstrom – Every employee is trained to deliver legendary customer service.
A stock clerk who finds the right size shoe is “selling” just as much as the associate at the register. Their culture ensures no client interaction is wasted. - Ritz-Carlton – Every team member, from housekeeper to general manager, is empowered to resolve guest issues up to $2,000 on the spot.
They know the guest experience is the sale, and every employee is trusted to deliver it. - IBM – For decades, IBM trained not just salespeople but engineers and programmers to articulate the value of their products.
Clients didn’t just buy technology, they bought confidence from every IBM employee they interacted with. - Southwest Airlines – Flight attendants, gate agents, mechanics—they all sell the brand with humor, care, and reliability.
They aren’t “selling tickets”; they are selling trust in a safe, enjoyable experience.
Sales isn’t a department—it’s a culture.
Application for Real Estate Team
- Your assistants should be able to explain your value proposition as clearly as your agents.
- Your photographer should know how to talk about why your marketing makes homes sell faster and for more money.
- Your TC should know how to explain the benefits of your systems to nervous clients.
When every team member knows the listing and buyer presentation, you create an organization where value is reinforced at every step of the client journey.
The Principle
Stop thinking sales is just about signing agreements.
Sales is about culture. And culture is built when every single person knows, owns, and delivers your value proposition.
That’s how you win trust.
That’s how you win listings.
That’s how you win market share.
Do you want me to go back through all six posts (this plus the earlier five) and add a uniform “Principle” close like this, so they all end with the same kind of punch? That would make them read like a polished series instead of standalones.
