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Winning a listing doesn’t come down to charm or luck — it comes down to process. It’s a skill, a system and most importantly, a mindset. To elevate your listing game, you must master each of the three stages: pre-listing, listing and post-listing.
These stages are your roadmap — not just to secure the listing, but to earn trust, stand out from the competition and turn your sellers into raving fans. Let’s break them down.
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Stage 1: The pre-listing advantage
Most agents lose the listing before they ever show up because they don’t take the pre-listing stage seriously.
Before you walk through the door, your job is to gather intel, build trust and position yourself as a professional.
That starts with asking the right questions in your pre-listing call:
- What updates or renovations have you done to the home?
- What are your favorite parts of living here?
- If you could change anything about the home, what would it be?
- Why are you moving?
- What are you hoping this move will do for your lifestyle?
These questions don’t just give you insight into the property — they tell you what matters most to the client. They also allow you to relate on a human level. Are they relocating? Starting a new job? Going through a life transition? That’s your cue to share a personal story, build empathy and create a connection.
Bring a pre-listing packet. Confirm the appointment with intention. And always, always show up with a mindset of service, not just presentation.
Stage 2: The listing appointment
This is your moment to lead. To show up prepared. To demonstrate that you’ve done your homework.
That means knowing the comps, the actives, the pendings and the properties that didn’t sell. The last thing you want is to get stumped by a seller who says, “Well, what about that house around the corner?” and you have no idea what they’re talking about.
The listing appointment is not just about pricing, though that’s a big part of it. It’s about presenting your process, articulating your marketing strategy and helping them feel confident that you’re the right person to guide them through the sale.
And here’s a hard truth from my own experience: Don’t forget to bring the agreement. Years ago, I went on a listing appointment, crushed the presentation, and the sellers told me they wanted to work with me. The only problem? I didn’t have a listing agreement with me. I figured I’d send it the next day.
Big mistake.
By the time I followed up, they had changed their mind and listed with someone else. Always be ready to close. When sellers are excited and ready to go, don’t let the opportunity pass you by.
Stage 3: Post-listing follow-up
Whether you win the listing or not, the post-listing stage matters just as much.
If you secure the listing, it’s now time to execute. Schedule the staging. Get the photographer. Start the marketing machine.
But more importantly, communicate. I recommend doing weekly seller huddles. Keep them updated on showings, new listings in the neighborhood and feedback from potential buyers. Even if there’s no news, that is the news. Don’t leave your clients guessing.
If you don’t get the listing? Don’t disappear. That’s where your follow-up game kicks in. Send a thoughtful thank you. Maybe they mentioned a life event — follow up with a small gesture that shows you were listening.
You never know when the first-choice agent will drop the ball. Stay top of mind, stay professional, and keep the relationship alive.
So many agents pour all their energy into the listing appointment itself, but if you’re not putting equal effort into the before and after, you’re missing out on business you could’ve had.
Pre-listing is about positioning. The listing appointment is about performance. Post-listing is about professionalism.
Nick Schlekeway is the founder of Amherst Madison, a Boise, Idaho-based real estate brokerage. Connect with him on LinkedIn.
