Listing Appointment – Step-by-Step Blueprint 🏡

PART 1 – BEFORE YOU GO

1.  Confirm the appointment & set expectations

Goal: Sound calm, organized, and in control.

Quick call or text script:

“Hi <Seller Name>, this is Katie Hoffman with Realty ONE Group Results. I’m looking forward to meeting you on <day> at <time> to see your home at <address>.

We’ll do a quick tour, talk through your goals and timing, and I’ll walk you through pricing and what the process would look like.

Will all decision makers be there? And is there anything specific you want to be sure we cover?”

Write down anything they say (timeline, money worries, divorce, relocation, etc.).

2.  Do your homework (at least a few hours before)

a)  Pull the basics:

●     County tax record (owner name, sqft, beds/baths, lot size, year built, tax value)

●     Any previous MLS listing for this address (photos, old description, old list price, days on market)

●     Check Google Maps:

○     Busy road?

○     Near railroad, commercial, power lines, etc.?

○     Any neighborhood amenities?

b)  Run a simple CMA:

Pull:

●     Active listings similar in size/age/condition within ~0.5–1 mile (or similar area)

●     Pending comps

●     Sold in last 3–6 months that are close matches

Make a quick price range, not a final number yet. Example:

●     Likely range: $340,000–$360,000

●     Stretch top if perfect condition: $365,000–$370,000

●     If updates needed: closer to $330,000–$340,000

You’ll refine once you see condition in person.

c)  Prepare a simple Estimated Net Sheet (optional but powerful)

For 2–3 price points, have a rough estimate of:

●     Price

●     Minus: commission, taxes, typical closing costs

●     Estimated net to seller

You do NOT have to be perfect. The goal is to show you understand the ballpark and can walk them through a rough net.

3.  Print / bring these items

Put everything in a neat ROG Results folder.

●     ✅ Printed CMA summary (1–3 pages, not 40 pages of data)

●     ✅ Simple “Our Plan to Sell Your Home” one-pager (timeline + marketing bullets)

●     ✅ Estimated Net sheet(s)

●     ✅ A few sample professional photos / flyers you or your office have used

●     ✅ Draft listing agreement (you can fill in details if they’re ready)

●     ✅ Required brochures/forms for your area (like WWREA, disclosures, etc.)

●     ✅ Seller questionnaire (you can use verbally or leave behind)

●     ✅ Your business cards

And most important:

●     ✅ Pen and a small legal pad – you’ll be taking notes the whole time.

PART 2 – HOW TO SHOW UP (Energy & First 5 Minutes)

At the door:

Smile, make eye contact, speak slowly.

“Hi <Name>, I’m Katie – thank you so much for having me over today. I know letting someone walk through your home is personal, and I don’t take that lightly.”

Inside the door, before the tour:

“Here’s how I’d love to use our time, if that’s okay with you:

1.    You give me a quick tour of the home and tell me what you love and what you’ve updated.

2.    We’ll sit down at the table and talk about your goals, timing, and what matters most to you.

3.    Then I’ll walk you through pricing, marketing, and what the next steps would look like.

Does that plan sound good?”

This makes you sound very seasoned. 👍

PART 3 – THE HOUSE TOUR

What to do during the tour

●     Let them lead.

●     Walk with a notepad.

●     Ask gentle, open questions.

Tour questions to ask:

●     “What made you choose this home when you bought it?”

●     “What are your favorite features or spaces?”

●     “Have you done any updates or improvements since you moved in?”

○     (Write down: roofs, HVAC, windows, flooring, kitchens, baths, major systems)

●     “If you were staying, is there anything you’d still want to change?”

●     “How old are the roof and HVAC, roughly?”

●     “Is there anything a buyer might not notice right away that you think adds value? (storage, insulation, wiring, etc.)”

You are gathering condition + upgrades + potential objections. What to say about condition (without sounding critical):

“My job is to see your home the way a buyer and an appraiser will see it. I’ll be really honest with you about what helps value and what might hold it back, but we’ll talk about solutions and options – not judgment.”

Don’t give a price while walking. Save that for the table.

PART 4 – THE SIT-DOWN CONVERSATION

Sit at the kitchen or dining table with your folder. This is where you get to sound like a pro.

1.  Start with them, not you

“Thank you for walking me through your home. Before we talk numbers, I’d love to understand your goals a little bit better, so I can focus on what really matters to you.”

Key questions (write these down on your pad):

1.    Motivation & timing

○     “What has you thinking about selling right now?”

○     “Ideally, when would you like to be moved?”

○     “Is there a date you really need to be closed by?”

2.    Where they’re going next

○     “Do you already know where you’re headed next – staying local or moving out of the area?”

○     “Will you need to sell this home in order to buy the next one?”

3.    Financial / price expectations

○     “Do you have a price range in mind that you’re hoping for?”

○     “How did you come up with that number?”

○     “Is there a bottom-line number where, if we couldn’t come close, you’d rather wait than sell?”

4.    Past experience

○     “Have you sold a home before? How was that experience?”

○     “Was there anything you loved or did not like at all about the agent you worked with?”

5.    Concerns / fears

○     “What worries you most about selling?”

○     “What would make this process feel like a win for you?”

You only have to ask these calmly and listen. Listening makes you sound experienced all by itself.

2.  Your mini “about me” & brokerage

Now give a short confidence-building summary: “So here’s what I bring to the table:

•  I’m backed by Realty ONE Group Results, a top-performing brokerage in our area.

•  We use professional systems, marketing, and support so you’re not just getting me, you’re getting a whole team behind the scenes.

•  My job is to guide you clearly through pricing, prep, showings, negotiations, and closing so you’re never wondering what’s next.”

If they ask directly, “How long have you been in real estate / how many listings have you had?”, use this kind of answer:

“I’m newer to having my own listings, but I’m not doing this alone. I’m in a brokerage where we list and sell homes every single week, and I’m coached and supported step-by-step on pricing, marketing, and negotiations. You get my energy and attention, plus the experience of my team behind me.”

PART 5 – TALKING ABOUT PRICING (Without Sounding Unsure)

Pull out your CMA summary.

“Let’s talk about pricing. I did some homework before I came, and then seeing your home in person helped me fine-tune that.”

Walk them through:

1.    A couple of sold comps

○     “This home on <Street> sold for <price>. It’s similar in size and age, and it took

<#> days to sell.”

2.    Any key differences

○     “Yours has a larger yard / updated kitchen / finished basement, which helps us.”

○     Or: “This one had a brand-new kitchen and baths, so that’s why it sold a bit higher.”

Then give a range, not a single number:

“Based on the data and the condition of your home, I see a realistic range of about

$X to $Y for your list price.

●     If we position you near the top of the range, we’ll need the home to show really sharp – decluttered, clean, and photo-ready – and we might expect a bit longer time on market.

●     If we position closer to the middle or slightly under, we can often create more interest quickly and sometimes even multiple offers.

Where do you see yourself in that range?” Then pause. Let them react.

If they want higher:

“I totally understand wanting to get as much as possible. My promise is to be honest about how buyers think and what the market is actually doing, so we don’t sit on the market and chase the price down later.

If we start a little higher, I’d recommend we also decide ahead of time when we’d adjust if we’re not getting the activity we want in the first 2–3 weeks. That way we’re not guessing; we’re following a plan.”

PART 6 – MARKETING & PROCESS (Your Plan)

Now show your “Our Plan to Sell Your Home” one-pager. Hit these beats:

1.    Prep & photos

○     “We’ll start with a prep checklist so you’re not overwhelmed. I’ll help you focus on the 5–7 things that make the biggest difference in photos and showings.”

○     “We’ll use professional-quality photos so your home stands out online from day one.”

2.    Online exposure

○     “Your home will go on the MLS, which feeds to the big sites buyers search. I’ll also push it out on my social media and to agents I know who have buyers looking in this area.”

3.    Showing process

○     “We’ll talk about showing windows that work for your schedule. You’ll get notice before showings, and I’ll watch feedback so we know how buyers are responding.”

4.    Communication

○     “I’ll send you a quick update at least once a week with what’s happening: showings, feedback, online activity, and next steps. And of course, you can call or text me anytime.”

5.    Offer to closing

○     “When we get offers, I’ll walk you through every term – not just the price – so you understand due diligence, earnest money, timelines, and contingencies. We’ll talk about which offer is really strongest for your goals.”

PART 7 – ASKING FOR THE BUSINESS (The Close)

Once you’ve covered:

●     Their goals

●     Your plan

●     Pricing range

…you’ve earned the right to ask directly and confidently.

Simple close:

“Based on everything we’ve talked about, I’d be honored to help you sell this home.

Is there anything you need to feel 100% comfortable moving forward with me as your agent?”

If they say yes, we’re ready:

“Wonderful. The next step is to complete the listing agreement so I can start working for you officially. We’ll confirm the price, your ideal go-live date, and a few details about the home. Then I’ll send you a prep checklist and we’ll schedule photos.”

If they want to think about it / talk to others:

“I completely understand. This is a big decision.

I’ll leave this folder with my plan, your pricing range, and my contact information. If questions come up tonight, write them down or text me.

When would be a good time for me to follow up with you – tomorrow evening, or the next day?”

Then actually follow up when you said you would.

PART 8 – AFTER YOU LEAVE (Same Day Follow-Up)

Within a few hours, send a thank-you text:

“Thank you again for having me over today. I really enjoyed meeting you and seeing your home. If any questions pop up tonight as you’re thinking things over, don’t hesitate to text or call. – Katie”

If they didn’t sign, send a short recap email/text within 24 hours: “Just a quick recap from our visit:

•  Estimated price range: <X–Y>

•  Ideal timeline we discussed: <your note>

•  Key next steps if you decide to move forward with me: <photos, prep, paperwork> I’m here when you’re ready. No pressure – just support. 😊”

QUICK CAR CHECKLIST (To glance at before you walk in

🚗)

Right before you goes in, you can read:

●     ✅ I know their names & basic motivation.

●     ✅ I have the folder, CMA, net sheet, and a pen.

●     ✅ My goal: listen more than I talk.

●     ✅ I will: tour → ask about goals → review pricing → explain plan → ask for the business.

●     ✅ I don’t have to know everything – I just have to be honest, calm, and clear.