🏠 Sellers Listing Presentation

👋 Introduction

📋 Listing Presentation Outline

A residential listing presentation is a critical opportunity for a real estate agent to demonstrate their expertise, value, and strategy to potential clients. It is the agent's chance to showcase how they can effectively market and sell a homeowner's property.

Residential Listing Presentation Outline:

  • Personal Introduction: Who you are and your background in real estate. If you are new and do not have years of experience, focus on your affiliations. You are a member in good standing with the National Association of Realtors, your State Board of Realtors, your local Board of Realtors, and your local MLS.

  • Overview of the Presentation: Set expectations for what will be covered. You are going to share with them all of the details you have to share with their potential buyers about their property. You have the latest Market Statistics, Neighborhood Information, and Area Information.

🤝 Your Company & Team

Provide a brief history and the reputation of the brokerage. This presentation is not about your company; it is about what you do for the seller and how you market the property. But you want to assure them that you are working with a well-respected network of people—people with the years of experience that you can rely on for guidance if needed. Your team can also include the title company that you work with and others in the industry that you can go to for answers. If you work for a small independent brokerage, you may want to refer to it as a "hyper-local boutique with international reach!" (Once you are on the internet, you are international and global). If you work for a midsize franchise, you probably have national or even international exposure for your listings.

🛠️ Services You Offer

  • Consultation for Repairs or Improvements: Suggesting updates that would increase the value of the property. If Curbio covers your area, include their services in your presentation.

  • Cash Buy-Out Option: If your company offers a cash buy-out or you have investors that would make cash offers as an option.

📈 Market Analysis

  • Current Market Conditions: Discuss if it is a buyer's market, seller's market, or balanced.

  • Comparative Market Analysis (CMA): Recent sales, active listings, and expired listings comparable to the client's property.

  • Pricing: Recommended listing price and the rationale behind it.

  • Mortgage Analysis: Is the seller's mortgage assumable? This service is one that the majority of agents will not offer, and it will make you stand out.

  • Assumable Loans: USDA, FHA, and VA loans are assumable when certain criteria are met. The buyer need not be a military member to assume a VA loan. Buyers must still qualify for the mortgage. An assumable mortgage gives their home an advantage over other homes on the market.

  • Staging: You can help them get their property market-ready by making suggestions about curb appeal and staging inside the home. Staging can be as simple as a good cleaning and making the beds. If that is all that can be done, do not stress about it. You cannot care more than the homeowners.

📣 Marketing Strategy

  • Advertising: Print, digital, online platforms, circle direct mail, etc.

  • Social Media Strategy: Which platforms, frequency of posts, and content type.

  • Open Houses: Frequency, advertising, and benefits. Offering open houses to other agents means more frequent open houses.

  • Photography and Videography: Importance and examples.

  • Home Preparation Recommendations: Do this after you have a signed listing contract. I have lost listings because I suggested storing furniture. They had five couches! Instead of just telling me they did not want to do that, they hired someone else.

  • Offering Allowances: Offering a flooring allowance for worn-out carpeting is easier than replacing the floor covering and allows the new owners their choice in the matter.

  • Contract Guarantee: Making a contract guarantee is an easy thing for you to do by simply stating it in your listing contract: "If you are unhappy with me for any reason, you can void this contract at any time." This puts your sellers at ease that they are not locked into a contract they cannot get out of. You would rather lose an unhappy client than have an unhappy client bad-mouthing you all over social media.

📑 The Sales Process

  • Overview: Overview of the sales process from listing to closing.

  • Expected Timeline: Average days on market (found in your CMA), inspection period, and closing period (both found in the Sales Contract). Talk with your local title company about typical days to close. Most mortgage loans are going to take 30 days to process. Some government loans may take longer. Before you write an offer, tell your buyers to ask their loan officer for the first day they can close. Then the loan officer will know you are writing an offer, and you just made another fan.

  • Communication: How and when you will update the seller. This one is CRITICAL. The most common complaint that sellers have about their real estate agents is that they never hear from them. Set up a day of the week and time block to talk to each of your sellers. Then keep your word; if you say Friday morning and it is noon and they haven't heard from you, they will not be happy. Look for the Listing Activity Report on your MLS. The Flexmls is the one I am currently using, and there is a setup where I can have the report sent directly to my seller. Then they are seeing the same information that I am. I do teach them how to read it.

  • Negotiation Strategy: How you will handle offers and negotiations to get the best price.

⭐ Client Testimonials & Success Stories

  • Share stories from past clients. Just do not get carried away with the "sold in hours" stories. If theirs does not sell that quickly, they will blame you.

  • As you get testimonials, you can add them to your website and your listing presentation. That way, they are reading them for themselves without you telling them.

🖊️ The Listing Agreement

  • Go over the contract step-by-step. (DO NOT use any real estate slang! They will have no idea what you are talking about. They won't ask, and I guarantee you are not impressing anyone.) Explain especially what they are obligating themselves to. If the house is vacant, you will need the utilities kept on so that you can show it. A freezing, cold, dark house can be a hard sale. If the house has to be winterized, that is doable if the lights are still on.

  • Commission & Duration: Discuss commission, listing duration, and other obligations. The commission is the most common question. The commission split with the different agencies can be confusing. The buyer's agency is changing in the industry; if a seller does not want to pay the buyer's agent, do not lose the listing over it. There are ways that a buyer's agent can negotiate for part or all of their commission to be paid. The buyer's agent could raise the sale price and then ask for a "seller assist" by paying their commission.

  • Compensation for Your Services: If you are afraid to charge for your services, it simply means you are not confident in your skills. The more skills you attain, the more confident you will become. The public at large thinks that real estate agents do not do anything to earn their commission, so it is our job to help them understand. Once you put together a pre-listing package that shows the seller everything that you do to market their property, they will understand that you are worth every penny.

  • Commission Options: Sometimes new agents, desperate for anything, will offer deeply discounted commissions. Sellers will quickly learn that they get what they pay for, and the new agent will quickly learn that they will face the wrath of every legitimate agent in their market. It undermines the entire industry.

  • Broker Minimums: Real estate companies will have a minimum commission they charge for a transaction. If someone wants you to list a small lot and your company's minimum is $1,500.00, that may not work.

  • Variable Commission Rate: Some agents agree to have the seller pay less commission if the property is sold by the listing agent or by an agent in the same company. This is called a Variable Commission Rate and must be disclosed to all member agents in the MLS.

  • Handling Questions: If you do not know an answer, tell them: "That is an excellent question! I don't know, but I will find out and get back with you."

❓ Q&A Session

  • Allow the homeowner to ask questions.

  • Clarify any doubts or concerns.

🏁 Closing Remarks

  • Reiterate your dedication and commitment. Your excitement about bringing their property to market will help you win that listing over more experienced agents who have a "let me know" kind of attitude.

  • Gratitude: Express gratitude for the opportunity. From the first time I get the call, I am telling them, "Thank you for the opportunity!"

📞 Follow-Up

  • Leave them with a packet that contains all the discussed materials.

  • Set a follow-up appointment or call before you leave.

📄 Handouts For Sellers

Reinforce your value and illustrate your expertise by educating your sellers with these NAR downloads:

📂 The Listing Presentation Strategy

Before you create a presentation, you must have a conversation with the seller to find out what their needs are. Some are looking for top dollar with extensive marketing, and some are looking for a quick cash sale. It would be ideal if you could see the property first and have that critical conversation about why they are selling, their timeline, and their goals.

They will press you for what you think the property value is. DO NOT SAY. They will tell you they have no idea, but they do have a number in their heads and you are being baited. Tell them you need to do your research and come back with accurate numbers based on the current market.

🖼️ Listing Presentation Example

Hello there! My name is Sheila Wiley, I am a REALTOR®, I hold a Broker-Salesperson license, and I work as a Seller's Limited Agent in Springfield, Missouri. I broker homes in Springfield, Republic, Nixa, and Ozark.

Real estate is much more complicated than anyone outside looking in could imagine. I am going to go over my responsibilities as your Limited Seller's Agent, outline my services, what I do to market your property locally and on the internet, and the selling process.

Marketing done poorly does not reflect on the agent; it reflects on the home. Past a certain point, buyers begin to think that there is something wrong with the house. I work with EPIQUE Realty and have access to several upfront equity cash solutions. Taking advantage of these to do needed repairs or even partial remodeling can make the home sell faster and for a higher asking price.

🕵️ What Is A Seller’s Limited Agent?

Explain what your state laws consider a Seller's Agent. In my state the Missouri Broker's Disclosure Form states a Seller's Limited Agent has a duty to perform the terms of the written agreement, exercise reasonable skill and care, and promote the interests of the seller with utmost good faith, loyalty, and fidelity. I will advise you in every situation so that you can make an informed decision. I work for you.

🔑 Showing Your Property

Go through what they can expect when you or other agents come on to the property.

🤝 Once You Accept An Offer

Step through the process from an accepted offer through closing.

🌐 Marketing Your Property

  • Local: Promoting local businesses and meeting neighbors during Open Houses.

  • Internet: Aggressive digital marketing including professional photography, extra photos of yards/outbuildings, and neighborhood reports.

  • Unbranded Content: Over 70% of homes are sold by cooperating buyer's agents. By creating marketing materials without my branding, other agents can use them, which increases the number of potential buyers.

  • Promoting The Area: I provide neighborhood reports that automatically update every 48 hours. As a Local Google Guide, I share local businesses to attract residents moving to the area.

  • Custom Property Web Page: Each listing gets a page with the 3D Tour, Drone Video, Professional Photos, Narrated Walk-Through, and links to Disclosures.

📁 The Property Binder

The magic that is going to win you this listing is the Property Binder. It will hold all of the information you collect about the property (Deed, Tax Receipt, Aerials).

  • Listing Presentation: Use the binder during the presentation.

  • Sellers Add to the Binder: Add disclosures, inspections, warranties, and paint samples.

  • Open House: Keep it available for potential buyers to see how well the property is marketed.

  • New Owner Gift: The Property Binder is a gift to the new homeowner! It holds all the warranties, extra keys, and remotes.

  • Seller's Agent: The back cover has your contact info for when they decide to sell!

🖇️ Property Binder Components

You will need a 3" Binder with clear view pockets.

  • The Front: Picture of the house and the address.

  • The Spine: Property address.

  • The Back: Your flyer showing what you do to represent the seller.

  • Supplies: Clear page protectors (about 20), expandable document envelopes for warranties, and a binder pocket for extra keys and remotes.

🎨 Creating The Listing Presentation Content

Collect documentation from your county (Assessor, Recorder, and Tax Collector).

  • PRC (Property Data Card): Shows size, materials, and building dates.

  • Aerial: Satellite image with property lines.

  • Deed: Legal proof of ownership.

  • Tax Receipt: Matches the deed and shows taxes are current.

  • RPR Reports: Property and Neighborhood reports.

  • HOA/Covenants: Copy of the rules.

  • Local Info: School districts, community clubs, and recreation.

📊 Sellers Report Data

  • Pricing: Sellers prioritize pricing competitively to capture equity.

  • Valuation Gap: Agent-assisted median sales price is $425,000 vs. FSBO at $360,000. That is a $65,000 argument for professional valuation!

  • Seller Loyalty: 80% of sellers only interview one agent. This presentation is your high-stakes shot.

☎️ Property Service Accounts

Include a "Property Service Companies" sheet with:

  • Fire Department (needed for insurance).

  • Utilities (account numbers and phone numbers).

  • Maintenance (Landscaping, Pest Control, Chimney Sweep).

  • "Tell them [Your Name] Sent You!" at the top of the page.

💡 What Else Can You Do For A Seller?

  • Home Warranty: EPIQUE agents can offer ten items of coverage for sellers for free while listed.

  • Seller's Shield: Offers protection to sellers should they ever be sued over disclosures.

  • Signage: Include a mock-up of your sign and riders (e.g., "Home has a Pool").

  • Vacant Land & Farms: Include Soil Surveys and Topographical Maps.

🕯️ The First Visit

I bring LED Daylight bulbs, two small moving boxes, and tape.

  • Bulbs: Replace one "Warm White" bulb with a Daylight LED to show them how much better the house looks for photos.

  • Boxes: For them to start packing small valuables. It is a security measure. Remind them: "You are moving!"

🚫 FSBO, Expired & Canceled Listings

🙋 For Sale By Owners

Respect their decision to save money. Call and ask to "preview" the property. Tell them: "I'm not calling about listing your home. You have a beautiful property in the area I work. If you are open to working with REALTOR®s, I would love to see it." Bring the Property Binder with just the Seller's Report as a gift. Don't pitch! Just ask questions and take notes.

Offer to do an Open House for them. They get more exposure to potential buyers, and you know that the chances that the buyer of that home will not come through the door during your Open House, but it gives you the opportunity to reach more potential buyers with your OPEN HOUSE & Discover Our Neighborhoods Self Driving Tour, and you get the opportunity to reach out to all of the neighbors. Win for them, win for you.

Ask to add their home on your next OPEN HOUSE Discover Our Neighborhoods Self Driving Tour! Another win for them, more exposure to their home for sale, and you have kept your promise to the buyers that come to your OPEN HOUSE, by adding homes not on the MLS, to the Discover Our Neighborhood Self Driving Tour.

OKAY, HERE’S THE BOMB! As you are leaving, casually say: "You have such a beautiful place, it's a shame most qualified buyers will never see it. There are so many pitfalls in real estate, they always hire a Buyer's Agent to represent their interests, they just aren't comfortable buying on their own. Ironic isn't it? You are willing to pay a Buyer's Agent, and most agents never reach out to owners selling themselves."

 

📉 MLS Expired & Canceled Listings

These people are frustrated. Instead of aggressive scripts, ask a simple question: "I saw that your home listing didn't sell, what happened there? I am a local REALTOR®, I just wanted to call and see if I can help." Then let them talk. They have a story, and no one is asking to hear it.

 

Listing Presentation Example

Hello there!

My name is Sheila Wiley, I am a REALTOR, I hold a Broker-Salesperson license, and I work as a Seller's Limited Agent in Springfield Missouri. I broker homes in Springfield, Republic, Nixa and Ozark.

Real Estate is much more complicated than anyone outside looking in could imagine.
I'm going to go over my responsibilities as your Limited Seller's Agent, outline my services, what I do to market your property, locally and on the interne the selling process. Also cover what I do to promote businesses and the lifestyle in our area and why that is important.

There is quite a bit to properly list and market a property to sell it for the highest possible price in the shortest amount of time, and you don't want to make a mistake.

Marketing done poorly does not reflect on the agent, it reflects on the home.  Each time a property is listed the total Days on Market (DOM) are shown until it sells. Past a certain point, buyers begin to think that there is something wrong with the house. It is critical that you hire an agent that has the resources to properly present your property to the market.

I work with EPIQUE Realty, and have access to several upfront equity cash solutions that you can take advantage of.  You could have a full cash in hand offer, cash to make repairs before you sell, or cash to buy before you sell, or cash for other things, like moving. Taking advantage of these to do needed repairs, or even partial remodeling, can make the home sell faster, and for a higher asking price.

What is a Seller's Limited Agent?

The Missouri Broker's Disclosure Form says Seller's Limited Agent: "Duty to perform the terms of the written agreement made with the seller or landlord, to exercise reasonable skill and care for the seller or landlord, and to promote the interests of the seller or landlord with the utmost good faith, loyalty, and fidelity in the sale, lease, or management of the property. Information given by the buyer/tenant to a licensee acting as a Seller’s or Landlord’s Limited Agent will be disclosed to the seller/landlord." See the entire Missouri Broker's Disclosure here. MREC Missouri Broker Disclosure

  • I will advise you in every situation to the best of my ability by giving all of the information so that you can make an informed decision. I work for you. Throughout the transaction I will work in keeping your best interests.
  • You will have access to my network of professionals like Title Agents, CPA's, Real Estate Attorneys, Home Inspectors, Home Repair.

I want to make sure that you have access to the advice that you need, when you need it. Listing and selling a property is a journey, and I will be there with you every step of the way.I will keep you informed about the market, how your property is doing in the market, you will receive a weekly report of listing activity from the MLS.

Showing Your Property -

You will know when it is being shown, with the agent's name and company. I do not use a showing service, because I believe in responsibility. I believe that you are expecting me to be responsible with how your property is shown, and know who is on the property.  I use appointments and lockboxes. One lockbox is required by our MLS, and it records each of the member realtors that accesses the key.  I use a separate combination lockbox for those realtors that do not use the MLS required lockboxes, so they don't have a way to access them, and appraisers, home inspectors, and anyone else that would need access. Two lockboxes increases the opportunities to have your property shown, and makes it much easier for the appraisers and others. Which they greatly appreciate.

When an offer is delivered to me I will get with you as soon as possible and we will go over the offer so that you can make the necessary decisions.

 I am a master negotiator.
 I will do my best to get your property sold for the highest possible price in the shortest amount of time. Having my own real estate company with agents that worked with me for over 20 years I was able to gain a lot of experience in negotiating not just my own transactions but those of my agents.

Everyone thinks that everyone else's transactions going smoothly, and it is just theirs that has problems that come up. Truth is every transaction has something come up that needs to be dealt with. You just don't know how big the problem with be, or how long it will take to deal with it.

Once You Accept An Offer
 There are numerous deadlines, and the clock starts ticking. I have Transaction Coordinators whose job it is to make sure that every person is kept informed, and that every deadline is met. You will keep you informed through every step,  and know when and who is going to be on the property throughout the process. There will be inspections, and appraisal, and may be some people do repairs if necessary.

Marketing of your property

  • My marketing locally involves promoting local businesses, and meeting some of the neighbors during Open House.
  • The internet marketing is aggressive.
  • Professional Photographer to do inside the home.
  • Extra Photos of key parts of the home that need special attention in the marketing.
  • Extra Photos of the Yards and Outbuildings.
  • Neighborhood Reports that share the lifestyle and demographics.

Over 70% of homes are sold by a co-operating Buyer's Agents—not the listing agent—By creating all of the internet marketing materials without my branding on them, it can all be used by all agents, and that greatly increases the number of potential buyers that will see your property.

Promoting The Area
 Buyers can come from anywhere, and we know chances are good that they are coming from outside the area. I have area information, and Neighborhood Information and Neighborhood Reports that automatically update every 48 hours, through dynamic links.

A Local Google Guide
Every business I visit I take pictures and leave them a review, people follow my posts because I share local businesses.

Google Business Page 
Your listing will be upload on my Google Business Page, for more exposure.

Custom Property Web Page
I create a custom Property Web Page for each of my listings. The page has everything that was created to market your property on this page. The 3D Tour, The Drone Video, the Professional Photos, and all the Extra Photos. The Narrated Walk Through Video, and links to all of the Sellers Disclosures, and the MLS Detail Page.

Property Binder

The magic that is going to win you this listing is the Property Binder. It will hold all of the information that you collect about the property, like the Deed, Property Tax Receipt, the County Assessor's Property Data Card, Aerials, etc. You will use the Property Binder as part of your Listing Presentation. But it will also help you show the property, and close the property. Below is a summary of how it is used and its components.

The Life Cycle of the Property Binder

Listing Presentation  Every document, Report, and Marketing piece for this property will be in the Property Binder. So you will be using the Property Binder as part of your Listing Presentation.

Sellers Add to the Binder You and the Sellers will add items like the Seller's Disclosures, Home Inspection, Termite Report, Home Warranties, Appliance Warranties, Paint Samples, everything that belongs to the property.

Open House  The Property Binder will be available at an Open House. You want every potential buyer to see the Neighborhood Reports, but you also want them to see the CMA, the Inspections, Sellers Disclosures.

You want the visiting buyers to see how well this property is being marketed and understand there are a lot of people looking at this property.

Sellers also come to Open Houses, to see what it is that you do. This binder could easily win you additional listings.

New Owner Gift  The Property Binder is a gift to the new Home Owner!
They have all of the information on the house, and the neighborhood. They have all of the warranties that belong with the house, paint samples, extra keys and remotes.

They have the binder to add their information to as they paint, change locks, and buy new appliances with a place to hold the warranties.

Seller's Agent The back cover is all of your services for Seller's Representation and contact information for when these new owners decide to sell!

Property Binder Compotents

You will need a 3" Binder that has clear view pockets on the front, spine and back. (shown below) You may think that you don't need a 3" Binder, but keep in mind that documents like warranties are bulky, and you don't want the binder replaced. It is important that they keep and use the binder you created

The Binder Front Picture of the house, or a nice satellite image of the entire property if it is acreage. Either above or below the picture add the address.

The Spine print the property address.

The Back create a flyer to advertise yourself. Show what you do to get a property sold, and represent the Seller's interests.

Clear Page Protectors, Expandable Document Envelopes and a Binder Pocket.
 (Pictured below)

Clear Page Protectors will hold all of the documents so they can be read without removing them from the binder. You will probably need about 20 page protectors, since 2 pages go back to back in a page protector.

The Expandable Document Envelopes are for bulky documents like Warranties.

The Binder Pocket will hold extra keys, remotes, little items that stay.

Purchasing Links

White 3" D Ring Binder with Clear View Pockets

Black 3" D Ring Binder with Clear View Pockets

Click here to order 3" Binder Spine Blanks for printing

(30) Clear Sheet Protectors

(3) Binder Pouches

12 Expandable Document Envelopes

Creating the Listing Presentation

Collect the following documentation from your county. It all should match, same address, same owner, (or trust), same legal descriptions. Think about how the pages of the binder are going to open and which pages of information are going to be across from one another. Compile your pages so they have a flow and make sense to the way you are going to go through it with your property owners.  I would put all of the information from the courthouse first starting with the Deed, then the Aerial, the PRC, and the Tax receipt. Then the RPR Reports, Seller's Report, Property Report.

COUNTY ASSESSOR'S OFFICE
PRC (Property Data Card)  This shows everything about the property, when the current owners bought it. When the buildings were built, from what materials, the size of the building. The size of the lot, or the acreage, the position of the buildings, the dimensions of the buildings. If it is printed on both sides put it in a protective sheet by itself.

Aerial This is a satellite image of the property, shows the property lines, and the dimensions.

COUNTY RECORDER'S OFFICE
Deed  Legal proof of ownership and that it is correct in detail.

COUNTY TAX COLLECTOR 
Copy of the current Tax Receipt  Shows the correct property, matches the deed and the PRC. Shows taxes are current. If they are not current find out why, and if you need answers about procedures and consequences talk with the county collector first. Don't forget your Broker, they are a wealth of information and they are there to help you.

Most folks haven't seen all this information from the county, so they may want to stop and read it over. Just mention that you will be leaving the binder with them so that they can spend time on reading over all of it later. Tell them you need to know if they see anything that is not correct.

RPR (Realtors Property Resource) Property Report (US Realtors) https://narrpr.com 
These is a variety of different reports that you can run. There is an extensive Seller's Report, that you can use for your Listing Presentation, and then there is a Property Report that is better suited to public information. You could put both in the binder to start and remove the Seller's Report before you use the binder for an Open House.

Property Report is the one that provides information for potential buyers.

Neighborhood Report provides information also of interest to potential buyers.

HOA Information from the Homeowners Association

Subdivision Covenants Have a copy of the covenants.

Other Rules or Restrictions Have a copy in the binder

School District Information with contact information that includes names.

Community Clubs & Organizations Create a list that includes clubs and organizations for all ages of people. Seniors, Families, Kids, Business. Everything you can think to put together. Keep it current.

Recreation All types of Recreation, what does the area offer?

You are working on a Listing Presentation to sell a single property, but the more information on the entire area, and what it offers will attract the most potential buyers to your information and you!

Everything that you are collecting to add to your Listing Presentation can also be added to your website. The very largest online companies are paying researchers to create neighborhood information. It is that valuable. But a researcher can not find out what you already know. You know the business owners, when you mention a business, mention the owner! You know where the kids sign up for soccer, mention the head of the team organizer and give them some praise for the great job they do every year for the area kids!  You know when the public pool opens, and you know that they just added a few Pickle Ball Courts to Park Tennis Courts. Use your expertise to attract the buyers looking to move to your area to you! Tell stories, use names, show off your town!

Sellers Report

What Sellers Want Most

The report identifies three primary tasks that sellers prioritize when choosing a REALTOR®. Pricing remains at the core of the relationship:

  • Pricing the home competitively: This remains a top priority, as sellers are often balancing the desire to capture record-high equity with the reality of higher mortgage rates affecting buyer pool depth.

  • Marketing the home to potential buyers: Sellers want to ensure their valuation is supported by maximum exposure.

  • Selling within a specific timeframe: Accurate valuations are the primary driver of meeting these timelines.

2. The “Valuation Gap”: Agent vs. FSBO

The 2025 data provides a stark financial argument for professional valuations. The report found a significant price gap between homes sold with an agent versus those sold by the owner (FSBO):

  • Agent-Assisted Median Sales Price: $425,000

  • FSBO Median Sales Price: $360,000

Key Insight: Homes sold with a professional agent (and thus a professional valuation/pricing strategy) sold for a median of $65,000 more than FSBO homes.

3. Seller Loyalty and Selection

The 2025 report shows that the "Listing Presentation" is often a high-stakes, single-shot opportunity:

  • The One-Agent Rule: 80% of sellers only interviewed one agent before deciding who to hire. This means the valuation provided in that initial presentation or pre-listing package is often the deciding factor in securing the listing.

  • Reliance on Reputation: 35% of sellers cited an agent's reputation as the most important factor, which is frequently built on a track record of accurate pricing and successful sales.

Accounts  for the Property Information

Download this Property Service Companies.docx for your binder. You can use it as is or modify it but be sure and use your letterhead so that it has all of your branding and contact information on it.

Fire Department address - Homeowners Insurance asks for nearest Fire Department. Also helpful to know the nearest hydrant.

Home Owners Insurance - Company, Agent's Name and contact information.
The quickest way to get a home insured is through the existing insurer.

Utilities - Account Numbers and telephone number to open new account.
Gas/Propane/Oil - Account Number Company Name and contact numbers to open new account.

Cell Phone - Company and contact information
Internet - Company and contact information
Cable - Company and contact information

Firewood - Firewood delivered by a local? Name and contact information.
Landscaping - Weekly lawn service? Name and contact information.

USPS - You can easily add a change of address card to the binder so that it is there for the new owner.

Dock Maintenance - Name and Contact Information

Termite Maintenance - Copy of Maintenance Agreement Name and Contact Information
Pest Control Maintenance - Copy of Maintenance Agreement Name and Contact Information

Chimney Sweep - Name and Contact Information

Neighborhood Information Sheet

Pin your property location on Google Map and go out 10 miles in every direction to pick up on businesses that you can add to your Neighborhood Information Sheet.
Start with Utilities, School Districts, Grocery Stores, Pharmacies, Medical Clinic, Pet Groomers, Veterinarians. You can also add your local Handyman, CPA, or other services that people new to the area would appreciate knowing.

Put "Tell them First Name Last Name Sent You!" across the top of the page.

What else can do you for a Seller?

Home Warranty - Do you work with a Home Warranty company? EPIQUE agents have access America's Preferred Home Warranty that will cover ten items for sellers for free while the home is listed with an EPIQUE agent.

The Buyer's Home Warranty that becomes effective with the sale of the home is different. But the Seller's coverage is designed to help keep the home in good working order while it is listed. They offer marketing material and sign riders for the asking.

Mention Home Warranty in your Listing Presentation, and have all of the necessary consumer information brochures that you can add to the binder. You want to make sure that everyone understands the costs, and what is covered under the warranty.

Have an application in the Listing Binder so that it is handy when it comes time to purchasing a home warranty. Have all of the contacts information with the application so no one has to go searching for someone to talk to for answers.

Seller's Shield - Seller's Shield is a company that offers Seller's Disclosures and protection to sellers should they ever to sued. It is free to real estate agents to sign up. Click here for additional information: Seller's Shield

MLS

You can print out a sample page of the MLS Detail as a placeholder for your listings MLS Detail Page. You can also have Homes.com open on your computer so they can see what the public sees when searching properties. You can point out how important it is to do everything possible to get people to stop scrolling. You can talk about what you do that makes that happen.

Flyers - If you are going to distribute Flyers to invite people to an Open House for your listing you should create that Flyer and add it to the binder.

Webpage - If you do a single webpage to help advertise your listing, you should print out the first page of the webpage and advertise the web address on this page. During your Listing Presentation have that webpage open to show them on your laptop. Even if it isn't complete, think how impressed they will be to see that they already have a web page!

Postcards - If you use Postcards to mail to a neighborhood for Just Listed, you should do a mock up page in Word with a picture of one of your postcards.

Walkthrough Video - If you do a Walkthrough Video to use on the internet you need to do a mock up in Word to show that.

3D Tours - If you do 3D Tours for your property you should create a mock up in Word to show the details of your 3D Tours.

Photography - Do you take your own pictures, or hire a photographer? A mock up of what your seller can expect for still pictures should be added to the binder.

Drone Footage - Even a house in a subdivision could have some drone footage of the neighborhood, a circle around the golf course, or the public pool, the kids sports center to show off the baseball fields.

Real Estate Sign & Riders

Don't take anything for granted. I once heard Rick Geha tell a story about losing a listing to another agent. When he asked the homeowner why she chose the other realtor she said "She is going to put a big sign in the front yard! and she is going to put on property on the MLS!"

Your binder should include a mock up of your real estate sign and what it will look like on the property. Is it a pretty 18" x 24" on a white colonial post with a rider that shows the home has a pool?

Do you use Brochure Boxes or Tubes?

What is in the Boxes or Tubes? Print out of the MLS Detail, a custom printed brochure,

Maybe it is 4' x 8' Board that is advertising a large acreage.

Do you use QR Codes on your signs, on your brochures?

Do you advertise your properties on Social Media? Which ones?

Do you advertise your properties on speciality websites like Lake Properties?

Showing the Property

Do you set up a Showing Service that agents call, or do you have lockboxes? Explain what they are and how they are used.

VACANT LAND & FARMS

Soil Surveys, Topographical Maps, & Google Satellite Images.
Those should be included in your Binder.

If you don't know anything about these, no worries! The Action Plan in April - Creating a Property Listing I am going to teach you how to create Topographical Maps, how to read them, Soil Surveys, and their reports, and how create property maps using Google Satellite Images.

If you're listing and selling land and farms, you're going to love it!

The page order that you put everything into the Property Binder is entirely up to you.

Play with it, and think about how you want to talk through the presentation as you turn the pages. If it is a couple, I would sit them at the kitchen table with the Property Binder in front of them and turn the pages as necessary.

Personally I start with the Deed, the PRC, and Aerial. Move through all the Marketing Materials. Have my laptop set up and open to all of the tabs ready for websites that I need to go, like their Property Webpage, the 3D Tours, Homes.com.

First Visit

First time that I visit with a Seller I have a few things with me. LED Daylight bulbs, two small moving boxes and box taper.

Most people still use "Warm White" bulbs which throw a dingy yellow light over everything. That yellow light shows up in pictures. Change out one of the Warm Whites to one of the Daylight LED bulbs, and they will instantly see the difference. I bring a box of 24 as a gift, but you can buy them in boxes as small as four.

The two small moving boxes,  are for them to start packing the small valuables that they have around the house. It is a security thing. Small valuables can easily slip into a pocket. Better safe than sorry. Remind them that they are moving.

When I come back to do the Listing Presentation, they greet me with a smile. I've already brought them value. They want me to see they have changed out all the light bulbs!

Purchase link for (24) - 60W LED Daylight Bulbs

Purchase link for (25) - 12" x 9" x 4" Moving Boxes

A US E26 will fit in a European E27 base, and E27 will fit in a E26 base. The only difference is the voltage (for light bulbs). In fact there is only 1 mm difference between the threads of E26 and E27, so they are virtually identical.

Network of Professionals

Sellers can have a lot of different needs that come up through the listing process. It is helpful if you have a network of professionals that you can refer them to for advise, like CPA's, Real Estate Attorneys, Estate Attorneys, Home Repair & Remodeling, Pest Control, Inspectors. the list goes on.....

I best represent my Seller's interests by finding them the best advisors for everything outside of real estate. In other words, only advise your Sellers about real estate, stay in your lane. Getting out of your lane is where you risk making yourself and your brokerage liable and open to being sued.

For the real estate part I give my Seller's the best advice by giving them all the information I know to give, so that they can make an informed decision. It is not our job to try and sway them towards what we think would be best for them. Never hold back information, good or bad, and never let what you need enter into the conversation at all.

If you get in any trouble, the first call you make is to your broker. They are experienced, and people appreciate hearing from the broker when something has gotten confused, or just gone wrong. They are your back up. (If you don't agree with this statement, don't feel like you could go to your broker, then we need to talk)

Power Point Presentation

If there are parts of your Listing Presentation you have information that is the same for every seller you may want to create a Power Point Presentation that you can use in addition to using the binder.

This 20 minute video will teach you the basics.
Link to Microsoft Power Point Presentation Training Video

These pages might be information on additional services or things that don't make sense to have in the binder.

Seller's Shield Insurance
Home Warranty Program

Or Basic Information on your
MLS
Yard Signs
3D Tours

Real Estate Forms

Because each real estate agent is going to have their own forms to work with I can only give you a general idea of how to go through your forms.

I would start with the property disclosures, briefly explaining the function of each one, but leave them as "homework" for the property owners to complete. Because they are property disclosures I would never fill them out, not even help anyone fill one out. I give them brief instructions that if they know the answer to fill it in, if it doesn't apply to their property or they don't know the answer to leave it blank.

In the U.S. any home built before 1978 is required to have a Lead Based Paint Disclosure filled out, and each person that receives this disclosure is also required to receive the Lead Based Paint in Your Home Brochure published by the EPA of the Federal Government. Here is the link to their site, the brochure is available in different languages. https://www.epa.gov/lead

If you have different types of Listing Contracts available to you, then I would recommend that you talk with your broker and learn the differences. Even when different types of Listing Contracts are available, your brokerage may not want accept all of them.

For instance, in many parts of the U.S. there are still what is called Open Listings, where a seller can hire as many different real estate companies as they wish, and still retain the right to sell it themselves. These listings are not accepted on the MLS, and are considered simple in-house listings. Real estate companies do little to even advertise these "Open Listings".

Again, here is the U.S. in many parts of the country there are Exclusive Listings, which means that the seller hires one real estate company, but they still retain the right to sell the property themselves. Here in Missouri we used to work with For Sale by Owners using this type of listing. They were legal on the MLS, and they still gave the cooperating broker a commission split. If you still have this type of Listing Contract available to you then you can work on converting For Sale by Owners to list with you.

If you work with a Home Warranty company, go over the option of offering the buyers a Home Warranty. It may be covered in the Listing Contract, so by going over the option now, you will know the answer when you get to the contract.

Are there other requirements of the Seller by the Listing Contract? Surveys, Inspections, Permits, Zoning, anything that is required by the Seller to complete, I would go over it all with them before you go through the Listing Contract.

Once you have completed all of the paperwork you and your Seller need a break. I usually start some other part of the project so they are free of me, or leave the property with an appointment to return for the next part of the process.

Read through all of the forms and make sure that everything is filled out correctly, and that you understand them well enough to answer questions. You don't want to be in front of a client trying to read and understand any part of these legal forms.  Our legal forms have changes made to them as necessary, so never use a blank form you had on file. Always access the latest forms, even when you need to print them out.

Sellers need copies of everything that they signed.

When you get the disclosures back all filled out, read their answers. I know it sounds obvious, but it is easy to just make copies so you can get them uploaded to the MLS and not take the time to read them. You want to make sure that they haven't answered something that alerts you to a problem that needs addressed, or given an answer that is confusing, or something that you just weren't aware of, and need to be. For example, I had a property that had two wells, one went to the house, the other was just used for the yard and garden. We inspected the well that went to the house and everything was fine.  The property went under contract with a government loan, and both wells had to be inspected. The second well was contaminated water, and the seller had known all along, it was the reason they had drilled the second well. We tried shocking it, and the water test still came back bad. The only way the government would allow us to close was to fill the well with cement.

If your sellers or buyers have not gone through the listing and selling process, or it has been awhile, be sure and tell them that everyone thinks that their sale is the only one with problems. Truth is, most have some type of glitch that pops up, you just don't know how big of a problem it is going to be, or what it is going to take to get it fixed. I can almost guarantee you that the time will come when you will have to remind them that you did warn them that every real estate transaction runs into some kind of problem.

As their real estate agent, just know that there isn't anything new under the sun. Whatever the problem is, there is an answer. The first people to go to are going to be the Title Agents, the Loan Officers, the Brokers. Don't hesitate to reach out to the people who have the experience for the quickest answers.

FSBO, Expired & Canceled Listings

FOR SALE BY OWNERS

This is so easy, you are going to wonder what you were ever afraid of!

I have heard so many "scripts" about how to deal with FSBOs. Every single time they make them sound like they are something to be overcome, somehow subdued into submission. Please, if you get ahold of scripts that include "Overcoming Objections" just know, that you are not serving, you are targeting.

Folks that want to sell their property themselves have a made a decision. It may be the first home that they are trying to sell themselves, it may be that they have sold homes themselves before. Either way, it was a decision that they made, and you need to respect that. If you asked them why, the overwhelming answer is going to be to save money. There is a ton of information out there with statistics that show that properties sell faster and for more money using a realtor, but I am not going to give you any of that information. Because that is exactly what other agents are doing, and I am going to teach you to win by doing what other agents are not doing.

I contacted a for sale by owner one time and found out that their plan was simply to see which realtors would contact them when they put a sign in the yard. I was impressed with that one. Smart. But I think that is a pretty rare tactic. Yes I was first, and I got the listing.

You will find owners several ways, most can be found on websites that provide a place for them to advertise their property. If you want to find them just Google, Sell my home myself.

On the properties that you would love to list, you are going to make a call to the owners and simply ask if you can make an appointment to preview the property. Do not tell them that you have a buyer, or any other nonsense. When you call, especially if the home has been on the market for any length of time, one of the first things they are going to say is "We don't want to list the house" Tell them, "I'm not calling about listing your home. You have a beautiful property in the area that I work. If you are open to working with realtors, I would love to see it."  I could sit in a room full of real estate agents scared to death to call a for sale by owner and make calls all day long, make appointment after appointment with just that simple conversation.

Do not keep them on the phone, do not tell them that you have a gift for them. Make the appointment, follow it up with a text confirming the date and time, and your contact information, then get ready for the appointment.

Make up a Property Binder with all the outside pockets completed, but with just the Seller's Report inside. When you get to the house explain that it is a gift, that it provides information for them about their property and the market that is only available to REALTORS, but that the binder also gives them a place to start gathering up things like appliance warranties, paint samples, extra keys, anything that will be of value to the next owner. That's it, don't make a huge deal about the binder, just put it in their hands with that brief explanation, and then ask if they would show you the property. If you make a big deal about the binder at this point, they will assume you are going to pitch them for a listing. Which you are not.

During your visit, ask if you can take a few pictures to use as reference, and learn as much as you possibly can about the property. I go in with an open notebook attached to a clipboard so that I can easily take lots of notes. If you are going to use your phone as your camera, have it turned to airplane mode so it doesn't beep, ring, or otherwise make distracting noises. You are having them teach you how to sell their property. Questions might be what made them buy the property, what is their favorite thing about the property.....listen to their stories, because stories sell properties.

You can ask them about their plans, where are they moving to and find out why. Ask pointed questions if appropriate, like what their next place might look like. Are they downsizing, need more bedrooms, want a Condo? Don't push! This is a fact finding mission, you are not going to pitch yourself, or anyone else on this first visit. You are simply asking questions to learn.

As you are getting ready to leave ask if you can drop by again in about a week, that you have a current market report you would like to share with them.
You can keep adding valuable information to their Property Binder while you stay connected. Bring them a copy of their Deed, (you were at the Courthouse picking up another deed....), some Home Warranty information......you have a whole binder to fill.

OPTIONS: 
If you want to reach out to a lot of for sale by owners, and just want to just start with a near no cost approach to introduce yourself, you could just deliver the Sellers Property Report. It will be around 28 pages long, so it provides a lot of information. Drop by, introduce yourself and give them the Seller's Report. Ask if you can drop by next week, with another current market report. You have provided them with information that they can't get themselves, and no one else has offered it to them.

OKAY, HERE’S THE BOMB!

It is my honest opinion that people who try to sell their property themselves have not thought it through, or have all of the information to make a decision. So, if you want to drop a bomb, here's a doozey......casually make this comment, (but I wouldn't do it until right as I was leaving, because you want them to really think about what you just said). "You have such a beautiful place, it's a shame most qualified buyers will never see it. There are so many pitfalls in real estate, they always hire a Buyer's Agent to represent their interests, they just aren't comfortable buying on their own."  "Ironic isn't it? You are willing to pay a Buyer's Agent, and most agents never reach out to owners selling themselves."

What if, after all your effort, they sell the property themselves? Who is the Seller going to recommend to friends and neighbors? and don't forget the back cover of the binder tells the new owners all about you and your services, whenever they are ready to sell. How cool is that?

MLS Expired & Canceled Listings

These folks trusted an agent, and for whatever reason their property didn't sell. Or maybe it did! The first thing you need to do is double check the history of that listing, and make sure that it isn't sold, or active. Both could easily make listings no longer needed by the agent, so they mark them expired or canceled.

Every single broker out there tells agents they need to do lead generation every day. The broker tells stories about how they would get in at 5AM so they would get to all the expired listings before anyone else! For the seller, the day that their property comes up on the MLS as Expired or Canceled, their phone is going to ring, they may even have agents knocking on their front door at 7AM. They are hit with a barrage of super hungry, aggressive agents that are asking them really stupid questions, like "Why do you think your property didn't sell?"  Again with the scripts, if your scripts include "Overcoming Objections" then you are not serving, you are targeting.

Value First Marketing - If you are going to call, just make it a simple, "I saw that your home listing was canceled, that your home didn't sell, what happened, there? I am a local realtor, I just wanted to call and see if I can help."  Then let them talk!  This property owner has a story, and no one is asking to hear their story, and no one is simply offering their help. Just offering to help, will bring you business. Hard truth, when a listing expires, chances are better than not, that they will list again with the same agent. They certainly have had an awful experience with the agents that called so far. They at least know the agent they listed with before.

If you are going to knock on the door, you can ask the same question, but also have something in print that you can leave them to consider hiring you if they decide to list again. Maybe just hand them the printout and ask for their consideration if they decide to list again. Do not ask for an appointment, you haven't earned an appointment. Give them the power over this situation, you interrupted their day.

I personally don't call expired or canceled listings. I think chances are better to win listings to go back in the MLS history and talk with owners with properties that have been off the market for awhile. Ways to double check that it is the same owner, is to check the records at the County Assessor's gis website and the property tax record at the County Recorders website. At one point they wanted to sell, but then for whatever reason, it didn't sell, and it hasn't come back on the market. Those are worth reaching out to.

To find the county gis website, just Google your county assessor, then look for the property owners website, commonly called gis websites. The gis websites have guest visitor passes that will give you basic information like the owners name and the parcel number. Some also offer subscriptions, so that you can access more detailed information like the PRC's (Property Record Cards).

The County Collector will have the real estate tax records, usually available by searching the property address, owner's name or the APN (Assessor's Parcel Number).

They respond, and want to meet with you about listing their property, then prepare your Property Binder and win that listing!

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