The Ultimate Destination Checklist (+ Tips & Scripts)
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Successful listing agents know that the key to securing a listing is preparation. Proactive agents get the job done ahead of time and know what to expect when they walk into each listing appointment. Check out our comprehensive checklist, tips and scripts, plus ten key questions to ask. We cover what to do before, during and after your next listing appointment to help you list more properties!
Summary
10 key listing placement questions to ask your seller clients
Whether you're answering these questions before or after your listing appointment, it's important for you to know the answers so you can accurately value the property, understand the seller's unique terms and goals, and win the listing.
- “Tell me about your situation and goals in selling your home.”
- “When would you ideally like to move and close?”
- “Any home improvements or repairs you've done?”
- “Will anyone else be participating in the sale?”
- “What price do you think?”
- “How did you find me/my team?”
- “Is there anything you'd like us to discuss yet?” (ask this at the end of the meeting)
- “I understand you are interviewing several agents. What are you looking for in an agent and what factors will help you make your decision?'
- “What are your favorite things about living here?” (use their answers in your marketing)
- “Are there any light fixtures, appliances, or window treatments we should exclude from your take-home list?”
The Ultimate Listing Appointment Checklist
We've put together a handy checklist to help you prepare for your listing appointment. It includes the elements we consider essential for an effective listing presentation.
How to prepare for listing
- Get on the phone with the sellers quickly to ask them about their motivation, timeline, and what price they're thinking about. Do this before your appointment and refer to our list of questions for specific information.
- Prepare your preliminary comparative market analysis (CMA). It is important to know as much as possible about the property before you arrive. View old MLS listings and public records and check the appraiser's database.
- Confirm your listing appointment the day before by text or phone.
What to bring to your listing meeting
- A detailed list of recent compositions (comparative features sold) in print or on your iPad or laptop.
- Your print or electronic listing package.
- A printed list of questions you want to be sure of. This is to help you remember your presentation and to have paper handy to take notes.
- A few pens.
- All contracts, disclosures and paperwork must be signed by your supervisor to hire you as their listing agent. You can send everything electronically if they want, but I always like to have hard copies on hand to make it easier for sellers.
- Business cards. If the salesperson asks you for your business card, you'll want to have one handy.
- A clipboard or folder, something to make it easier to write while walking around the house.
What will be sent after your appointment to the list
- An editable grid sheet (I like to use Google Sheets for this).
- A thank you letter, preferably handwritten, is sent by snail mail.
- Listing documents – unless you sign hard copies at the listing meeting.
- Digital comparative market analysis or CMA (after updating it to reflect the state of the research object).
We love Highnote for its sleek, beautifully designed list presentation capabilities. Developed by highly experienced, successful brokerage owner Mark Choey, Highnote is the perfect drag-and-drop digital tool to replace all others (including PowerPoint, .pdf files, and printed presentations).
7 tips to win more real estate listings
- Come early. Do not approach the door early, come to the street early. If you don't know the neighborhood well, drive around to get a feel for it and take a few minutes in your car to just breathe and focus. You want to arrive at their door calm and cool.
- Practice and role play. The more you practice what to say and how to say it, the more lists you will gain. I recommend setting up a role play at someone's house and practicing as if it were a real date. Use your colleague's or friend's house!
- Listen. Listen. Listen. Ask more questions and listen more. Contrary to what you might think, it's not the time to sell. This is the time to determine if you and the seller are a good fit to work together.
- Build rapport and trust as quickly as possible. Be cheerful, positive, friendly and complimentary (stay on the side of truth; don't be too loud) – and find common ground with the seller. Use clues like sports equipment at home: “Oh, my boyfriend is into the Patriots! He would love your framed picture of Gronk!”
- Sit at the kitchen table, not the couch. It may be an old wives tale, but I find it pretty accurate. The kitchen table feels more professional and formal, a better place for a business meeting. Several times I sat on the sofa, lost the list.
- Be vague in your price recommendation. Give a range instead of an exact price, or better yet, encourage the seller to choose a price. Chances are you won't list the house the next day. There will likely be at least a week or two between the meeting and the live broadcast on MLS, and the market varies from day to day. So give a range and tell the sellers that you will schedule a phone call to decide on a pricing strategy the day before the listing.
- Take outdoor photos and indoor videos. If the seller allows you to, take photos and videos of the property so you can better prepare for any staging needs later. After the seller hires you, the exterior photo can also be used in your pre-marketing campaign.
Full picture: Crush your next list meeting
Listing assignments are an important part of our job and include many things. However, if you plan ahead and prepare using our listing appointment checklist, you'll see your listing business grow and your meetings will be easier and more seamless. After all, sellers are just people with special needs that you can help them with!
About Ashley Harwood
Ashley Harwood began her real estate career in 2013 and built a six-figure business as a solo agent before launching in 2018. He has developed training materials, lessons and training programs for his fellow introverts. Beginning in 2020, Ashley served as Director of Agent Growth at Keller Williams' three offices in metro Boston. He is now the Lead Listing Agent for the Fleet Homes team in Massachusetts and is a regular contributor to Vetted by HousingWire. He created The Quiet Success curriculum and has taught thousands of real estate agents across the country. He has also been a guest speaker at top industry events and has been named a leading real estate coach by prominent industry publications.
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