The ultimate checklist for an advertising appointment (+ tips and scripts)

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Successful listing agents know that preparation is the key to securing a listing. Proactive agents do the work in advance and know what to expect at each listing appointment. Check out our comprehensive checklist, tips and scripts, plus ten key questions to ask. We’ll discuss what to do before, during, and after your next listing appointment to help you list more properties!

10 important listing appointment questions to ask your seller clients

Whether you answer these questions before or during your listing appointment, it’s critical that you know the answers so you can make an accurate assessment of the property, understand the seller’s unique circumstances and objectives, and win the listing .

1. “Tell me about your situation and goals in selling your home.”
2. “When would you ideally like to be moved and closed?”
3. “Have you made any improvements or renovations to your home?”
4. “Will anyone else be involved in the sale?”
5. “What price do you have in mind?”
6. “How did you find me/my team?”
7. “Is there anything you were hoping we would discuss that we haven’t yet?” (ask at the end of the appointment)
8. ‘I understand you are questioning several officers. What are you looking for in a real estate agent and what factors will help you make your decision?”
9. “What are some of your favorite things about living here?” (use their answers in your marketing)
10. “Are there any lighting fixtures, appliances or window coverings that we should exclude from the listing you are bringing?”

The ultimate checklist for an advertising appointment

To help you prepare for the listing appointment, we have put together a handy checklist. It includes items we believe are essential for an effective offer presentation.

How to prepare for a listing appointment

• Contact the sellers quickly to ask them about their motivation, timeline and price they have in mind. Do this before the appointment and refer to our list of questions for more information.
• Prepare your initial Comparative Market Analysis (CMA). Before you arrive, it is important to be as informed as possible about the property. Review the old MLS listing and public records and check the assessor’s database.
• Confirm your advertising appointment the day before via text or telephone.

What to bring to your advertising appointment

• A detailed list of recent listings (similar properties that have sold), printed or on your iPad or laptop.
• Your promotional package, printed or electronic.
• A printed list of questions you want to be sure to ask. This is to help you remember your presentation and have paper available for taking notes.
• Different pens.
• All contracts, disclosures, and paperwork your lead will need to sign to hire you as a listing agent. You can send everything electronically if they want, but I always like to have paper copies on hand in case it’s easier for the sellers.
• Business cards. When the salesperson asks you for your business card, you’ll want to have one on hand.
• A clipboard or folder, something to make writing easier as you walk around the house.

What to send after your listing appointment

• An editable grid sheet (I like to use Google Sheets for this).
• A thank you note, preferably a handwritten note, sent by post.
• Listing documents – if they did not sign hard copies during the listing appointment.
• A digital comparative market analysis or CMA (after you have updated it to reflect the condition of the property in question).

We love Highnote for its sleek, beautifully designed list presentation capabilities. Designed by Mark Choey, a highly experienced, successful real estate agent owner, Highnote is the perfect drag-and-drop digital tool to replace all others (including PowerPoint, .pdf files, and hardcopy presentations).

7 tips to win more real estate listings

1. Arrive early. Don’t walk to the door early, but arrive early. Drive around to get a feel for the neighborhood if you don’t already know it well, and take a few minutes in the car to breathe and focus. You want to arrive on their doorstep calm and cool.
2. Practice and role play. The more you practice what you’re going to say and how you’re going to say it, the more offers you’ll win. I recommend organizing a role play at someone’s home and practicing it as if it were a real date. Use a colleague’s or friend’s house!
3. Listen. Listen. Listen. Ask more questions and listen more. Now is not the time to sell, contrary to what you may think. This is a time to determine if you and the seller are a good fit.
4. Create a good understanding and build trust as quickly as possible. Be cheerful, positive, friendly and complimentary (err on the side of sincere though; don’t talk too much) – and look for things in common with the seller. Use clues around the house, such as sports equipment: “Oh, my boyfriend is obsessed with the Patriots! He would love your framed photo of Gronk!
5. Sit at the kitchen table, not on the couch. This may be an old wives’ tale, but I think it’s pretty accurate. The kitchen table feels more professional and formal, a better place for a business meeting. The few times I’ve sat on the couch I’ve lost the entry.
6. Be vague in your price recommendation. Give a range rather than an exact price, or better yet, encourage the seller to choose the price. Chances are you won’t list the house the next day. There will likely be at least a week or two between the appointment and going live on the MLS, and the market changes from day to day. So specify a range and tell the sellers that you’ll schedule a call the day before the listing to determine a pricing strategy.
7. Take an exterior photo and an interior video. If the seller allows it, take photos and videos of the home so you can better prepare for any staging needs later. Once the seller hires you, the exterior photo can also be used in your premarketing campaign.

The full picture: Crush your next listing appointment

Advertising agreements are an important part of our business and there is a lot involved. But if you plan and prepare in advance using our listing appointment checklist, you’ll see your listing business grow and your appointments run easier and smoother. After all, salespeople are just people with a specific need that you can help them with!

About Ashley Harwood

Ashley Harwood started her real estate career in 2013 and built a six-figure business as a solo agent before launching Move over extroverts in 2018. She developed training materials, classes and coaching programs for her fellow introverts. As of 2020, Ashley served as Director of Agent Growth for three Keller Williams offices in the Boston metro area. She is now the Lead Listing Agent for the Fleet Homes team in Massachusetts and is a regular contributor to Vetted by HousingWire. She created The Quiet Success curriculum and has taught thousands of real estate agents across the country. She has also been a guest speaker at top industry events and has been named a leading real estate coach by leading industry publications.