The minute you finish your listing presentation and get that listing signed, the pressure is on. The longer a home sits, the more service you owe your sellers. If communication breaks down, things can get messy in a hurry. Sellers can lose their minds, refuse price adjustments, and dig in their heels on offers, even when it hurts them. Why? Because they’re upset with you.
They’re not trying to sabotage themselves, but when they feel left out of the loop, their stress skyrockets. So, let’s talk about what it really takes to service a listing after the listing presentation and keep your sellers happy (and keep your sanity).
The Real Work Starts After the Listing Presentation
Here’s my first tip: don’t rush out the door once the listing is signed. Stick around for another 15 or 20 minutes after the listing presentation. This is when they’ll actually listen to you, so set the expectations. Let them know the property needs to be accessible and sharp. Tell them how many showings they’re likely to have. Don’t let that “25 offers tomorrow” fantasy linger. In their mind, the house will sell overnight with a dozen offers. If you don’t manage those expectations during and after the listing presentation, you’re setting yourself up for disappointment—yours and theirs.
And remember, even the nicest people can lose it under the stress of selling. If you’ve ever sold your own house, you know—seeing that sign day after day with no movement is demoralizing. Every day you pull into your garage, you see that sign and wonder, “Why hasn’t anyone bought my house?” It’s easy to forget, as agents, that while we do listing presentations every day, they might only do this once or twice in their life. Their stress is real. Be patient. Walk a mile in their shoes.
Why Communication is Everything
If your sellers have to chase you for updates, they’ll get aggressive. Now you’re on the defensive. Avoid that by asking for permission, right from the start, to be direct and honest. I always say, “Do I have your permission to be completely honest, even if the truth is painful?” That way, when it’s time for a tough conversation, you can remind them: “You gave me permission during our listing presentation.”
This permission isn’t just for your benefit; it’s for theirs. When you need to have a tough conversation about price, feedback, or market conditions, you can fall back on that agreement.
“I made you a promise during our listing presentation, and you gave me permission to be direct. I’m going to keep that promise now.” It takes the sting out of difficult news and builds trust.
Setting the Communication Plan
Next, set a communication plan. My go-to? “Every Monday between 1:30 and 3:30, I’ll call you with updates, activity, and what I’m doing next. Write down any questions for me in between.” Don’t leave it loose. If you say, “Call me anytime,” they absolutely will. And you know what? That’s not what you want.
Be clear about how and when you’ll communicate after the listing presentation. I always told my sellers, “You can expect to hear from me every Monday. If you have questions during the week, jot them down or email me, and I’ll be sure to address them during our call.” This structure keeps you in control and reassures your sellers that they won’t be left wondering what’s going on.
Don’t be afraid to talk about electronic reports or updates you’ll send. If you’re using a CRM, set them up with listing alerts or market reports so they can see what’s happening in their area. The more informed they are, the less likely they are to panic after the listing presentation.
Discover Their Ideal Service Scenario
Ask your clients to describe what a true five-star experience would look like. “Winston, in terms of an ideal service scenario, is a Monday call enough communication for you?” If they want daily calls, negotiate. Maybe twice a week works. The point is, you need to know what they expect so you can deliver—or at least negotiate something that works for both of you. These are the conversations that should start during your listing presentation.
Always have a theme for your calls—price adjustment, feedback on condition, accessibility, proactive updates, new competition. Keep a list so you’re never at a loss for what to say, even if the house has been on the market forever. I used to keep a list of themes on my wall. If I was ever stuck on what to talk about after the listing presentation, I’d pick one that fit the situation. Sometimes it’s as simple as saying, “This week, I’m going to be looking in the MLS for agents who have buyers but haven’t shown your house yet. I’ll be reaching out to them directly.”
Know Their Priorities
One of the most powerful questions you can ask at the listing presentation is, “What are the expectations you have of the sales professional you will hire?” Don’t ask, “What are you looking for in an agent?” That sounds weak. You want to know what matters most to them.
If they say marketing is important, make a note. When you show up, lead with what matters to them. If communication is the hot button, emphasize your plan for that. If they want daily calls, explain why that’s not practical and negotiate something that works for both of you. The listing presentation is your opportunity to lay this foundation.
Tough Love and Setting Boundaries
Sometimes, you’ll want to fire a seller. Before you do, try tough love first. “You’ve burned through two other agents. I’m the third and about to let you go. Can we create a new communication plan that works for both of us?” If not, let them go. You know in your heart when it’s the right time to walk away. If they’re consuming every waking moment of your day, it’s time to have that conversation. Set your boundaries early and stick to them. The listing presentation is the perfect time to communicate your boundaries.
The First Few Weeks After the Listing Presentation: Your Chance to Wow
The first few weeks are your chance to wow them, especially FSBOs or expireds. They’re watching you like a vigilante, waiting for you to drop the ball. Show extra attention early and you’ll calm them down. Drop the ball in those first two weeks, and it’s hard to recover.
Keep your promises, be prompt, and do everything you said you would during the listing presentation. Your goal isn’t just to meet their standards—it’s to exceed them. And remember, once you win their trust, they’ll be more forgiving if you make a mistake later. But in those first couple of weeks? Not so much.
Adapting to Personality Styles—A Skill for Every Listing Presentation
People are different, and you need to adapt your communication to their style. High D? Bottom line, facts only, email is fine. High I? They want to talk and be involved. High S? Be calm and patient—they struggle with big decisions. High C? Give them data, bullet points, and time to process. Recognizing this during the listing presentation will make your service more effective.
If there’s more than one decision-maker, don’t just talk to the easy one. Communicate with both, or you risk losing control of the conversation. If owner number one hears your explanation and owner number two doesn’t, you’re in trouble. Make sure both are in the loop, especially for big decisions like price adjustments. This is something to address during your listing presentation. Discover your personality style by taking the free DISC Assessment here.
Baseline Activities and Keeping Sellers Informed
Let’s talk about your baseline activities. Regular scheduled calls, listing alerts, online preview stats, feedback, and interesting articles. If you have staff, make sure they’re trained to handle communication the right way. If they mess up, the whole situation can blow up. Give your staff the heads up on the seller’s personality style and communication preferences—something you should have learned during the listing presentation.
Share articles or big-picture market information. If you find a Wall Street Journal article that backs up your conversation, send it to your seller—it adds authority to your advice. Use your CRM to automate as much as you can, but don’t forget the personal touch.
When It’s Time for a Price Adjustment
When it’s time to recommend a price adjustment, say it with confidence. Don’t apologize. You didn’t create the market. Give them the data, keep your word on communication, and detach a little from the outcome. If they don’t listen, that’s their choice.
Be the doctor, not the patient. Present the facts and your recommendations, but don’t take it personally if they don’t follow your advice. You can’t force them to act, but you can give them what they need to make an informed decision.
If you have a lot of listings, cycle in your staff for routine updates. Your admin or listing manager can handle feedback and logistics every other week, giving you time to focus on the big conversations that you set in motion during your listing presentation.
Handling Frustration and Objections
If your seller is frustrated, don’t react defensively. Acknowledge their feelings and discuss solutions. “I completely understand. If I were you, I’d feel exactly the same way. That’s why we need to have this conversation.” If they refuse a price adjustment, set a time to revisit with new data. Don’t force it—you won’t win. If they become defensive, end the meeting and call back the next day.
If there’s activity and no offers, the price is likely at least 5% too high. No activity? At least 10% too high. Ask for big adjustments, not small ones. If they say no, keep asking. Sometimes, you’ll ask for an extension instead, but always come back for the adjustment if it doesn’t sell.
Checking the Property’s Condition
Don’t forget to check the property’s condition regularly. What looked perfect at listing might be a mess weeks later. Beds unmade, dishes in the sink, dog food on the floor—these things happen. Remind your sellers to keep the home in show-ready condition. If it’s not selling, look for other factors beyond price. Accessibility, condition, and competition all play a role—just like you discussed during the listing presentation.
Proactive Marketing
When it comes to marketing, focus on proactive efforts. Don’t just rely on online exposure. Invite the community to open houses, reach out to your database, reverse prospect to other agents, and share the listing with your office. Spending a fortune on ads doesn’t always get results. Be creative and persistent. Make sure your sellers know about your proactive marketing plan during the listing presentation.
Handling Staff and Communication Breakdowns
If a seller expresses frustration to your staff, get involved immediately. Don’t let a small issue become a big problem. Train your team to escalate any concerns to you right away. And if you have a lot of listings, use your CRM to stay on top of things. Set reminders for important dates, like 30 days before the listing expires, so you have time to prepare your report and recommendations for an extension.
There’s Still Time to Crush Your Goals—Make Every Listing Presentation Count
We’re zooming into the second half of the year, and there’s still plenty of time to have an awesome finish. Take a minute to look at your tools and your processes. Are you using everything at your disposal to serve your clients? Do you need to revisit your communication plans with current sellers? Don’t let complacency cost you business.
And if you need help, reach out. I’m always happy to talk about what you need to make the most of the months ahead. Let’s go make some money for our sellers—and ourselves.
