When it comes to the real estate listing process, winging it won’t cut it. You can have all the charm in the world, but if you don’t have a solid, repeatable process, you’re leaving money (and listings) on the table. I’ve coached thousands of agents, and the ones who win consistently? They treat their real estate listing process like a system, not a guessing game.
A Predictable Process Produces Predictable Results
Upgrade everything you do and leave nothing to chance. Competition is fierce. In this kind of market, every detail matters. The professionalism you demonstrate by having a flawless real estate listing process sets you apart and allows the seller to see the value that justifies the commission.
Your Pre-Listing Package: The Wow Factor
Your pre-listing package can be bigger and beefier—think of it as your thud factor. Deliver a physical copy and email an electronic version. Start with the tools your company provides and customize from there. Your bio should speak to the markets you serve, the niches you specialize in, and the magic you bring to the table.
Include:
- Who your company is and why that matters
- What you will do to sell their home (the marketing strategy)
- The buyer pool you have access to
- How you identify and find ideal buyers
- Your database and connections
- Your collaboration with other agents
- Proof of your work—reviews and testimonials
Script for when you deliver the pre-listing package: “If you will take a few moments to review the information, it will make our appointment more productive.”
Bring a shorter version if needed.
Be Assumptive, Be Prepared
Ask them to prepare a list of their favorite features. Ask them to have a key made. Always—take the listing agreement with you! Confirm all decision-makers will be present. Be prepared 24 hours in advance. Warm up beforehand by reviewing their expectations, identifying their hot buttons, and understanding their personality profile. If you haven’t already, consider taking the DISC Assessment yourself to better understand your own communication style and how to adapt to theirs.
Ask: “What are the expectations of the sales professional you will hire?” Listen and note their response—this will help you discover their true motivations.
Even with friends or referrals, show up polished, early, and professional. Practice and personalize your presentation.
Marketing Begins at the Curb
Set verbal expectations. Be careful with the property tour—it’s where many agents lose the listing. Take control of the meeting by asking to move to the table. Ask if they prefer to start with pricing or marketing.
Mastering the Pricing Conversation
How you handle price may make or break the appointment. Eliminate the word “comp.” Instead say, “Let’s look at the data buyers will be looking at when they make a decision.”
Ask: “What would you like to sell for?”
Share the 3 Pricing Strategies:
- Below the data – to spark multiple offers
- To the data – for a fast, fair sale and appraisal
- Retail pricing – to stretch as high as the market may bear
If they want to start high, don’t say, “We can try it.” Don’t criticize the home. Ask instead, “What do you think a buyer might use against us in negotiations?”
Have the contract visible at all times. Transition to close with: “By when would you like your home sold to the right buyer?”
Handle Objections Like a Pro
“I need to think it over” isn’t real—it’s a smokescreen. Drill, practice, and rehearse the top 5 objections with 2-3 responses each. Close gracefully 3-6 times.
Once Listed: Set Expectations Early
As part of your real estate listing process spend another 20 minutes post-listing to set the stage for smooth sailing. You will want to discuss:
- The communication plan
- Timeline of activities
- Their ideal service expectations
- How days on market work against them
- Price reduction if not sold in 2-3 weeks
Presenting offers or requesting price changes? Get everyone involved. If sellers resist a price change, ask for an extension. If they want to withdraw, ask for a commitment to relist later.
Own Your Real Estate Listing Process
A well-built real estate listing process is your power tool. It creates trust, communicates value, and drives results. Success doesn’t happen by accident—it’s built, one consistent action at a time.
Rehearse. Polish. Sharpen every edge. Let’s go get those listings—you’ve got this.
