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How Rodney Dangerfield Helped Me to Close a Commercial Real Estate Listing Presentation

By Jim Gillespie | February 7, 2012

Years ago I was making a listing presentation along with a broker I had never teamed-up with before. We decided that we were going to share some of our listing opportunities together, and this was the first listing presentation that we had ever made together.

As we got to the end of our presentation, and we asked the owner of the building to sign the listing, the owner then put the listing aside and told us he’d need several days to think about it.

Then my partner completely stunned me by launching into the following…

He grabbed the knot in his necktie, started moving it around, and then launched into a full-on Rodney Dangerfield impersonation! He stood up right in front of the owner, began imitating Rodney’s voice, and then said, "I tell you I get no respect. We prepare a listing presentation for you, we deliver the presentation, and then you tell us you need several days to think about it. I tell you I get no respect."

I was stunned as I watched this happening. But I was equally stunned by the owner’s reaction to it. He was laughing hysterically, he grabbed the listing and signed it, and he then told us to get out of the office and find him a tenant for his building.

Now, more than 20 years later, this reminds me that sometimes you really have to be more outrageous in your presentation style. Commercial real estate brokerage is an arena where people are very serious, yet most everyone we know loves to be entertained. My listing partner recognized this, he launched into what typically would have been an outrageous presentation style within our industry, and it couldn’t have worked out any better!

So remember this…

People love to laugh and be entertained by others, and if you can accomplish this within your presentations while you’re also showing them that you’re a true real estate professional, you now have an amazing skill set that can definitely lead to more new business for you.


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