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A proven word-for-word script to win more listing presentations. Used by top-producing agents.

Complete word-for-word script
Objection handling responses
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Listing Presentation Script

A Proven Framework to Win More Listings

The best listing agents don't wing it - they follow a proven structure. This script gives you exactly what to say at each stage of a listing presentation. Customize the [bracketed sections] with your own details.

0

Before the Meeting

30 min prep

Preparation Checklist:

  • Research the property (public records, previous listings, tax history)
  • Prepare CMA with 3-5 comparable sales
  • Drive the neighborhood - note condition of nearby homes
  • Research the sellers (LinkedIn, social media - to find connection points)
  • Prepare printed materials (CMA, marketing plan, testimonials)
Pro Tip: Arrive 5 minutes early. Use that time to observe the exterior and take mental notes on curb appeal.
1

The Opening (Build Rapport)

5-10 min
Say This:

"Thank you for having me over! Before we dive into anything, I'd love to hear the story of how you found this home - what made you fall in love with it?"

Let them talk. Take notes. This tells you what they value and gives you emotional language to use later.

Then Ask:

"And what's prompting the move now? What does the ideal outcome look like for you?"

Why This Works: Sellers want to feel heard, not pitched. Starting with questions positions you as a consultant, not a salesperson.
2

The Property Tour

10-15 min
Say This:

"Would you mind walking me through the home? I want to see it through your eyes - and I might notice some selling points you've forgotten about."

During the tour, look for:

  • Upgrades and improvements (ask when they were done)
  • Unique features buyers will love
  • Areas that might need staging or minor repairs
  • Natural light, flow, storage - things photos can't show
Compliment Genuinely:

"I can see why you loved this [kitchen/backyard/view]. This is exactly the kind of feature that photographs beautifully and attracts buyers."

3

Your Value Proposition

10 min
Transition:

"Now let me share a bit about my approach and how I'll get you the best possible outcome."

Cover These Points:

  • Your experience: "[X] years in real estate, [X] homes sold in [neighborhood]"
  • Your marketing: Professional photos, video tours, social media, targeted digital ads
  • Your network: Database of active buyers, relationships with other agents
  • Your availability: How quickly you respond, how you handle showings
  • Your track record: Average days on market, list-to-sale price ratio
Use Social Proof:

"Let me share what a recent client said..." [Read a short testimonial that mirrors their situation]

4

Pricing Strategy

15 min
Say This:

"Now let's talk about the most important decision we'll make together - the price. I've done a detailed analysis of recent sales in your area."

Walk through your CMA:

  • Show 3-5 comparable sales (similar size, condition, location)
  • Explain adjustments for differences
  • Show active competition (what you're competing against)
  • Present a price range with a recommended list price
Present the Range:

"Based on my analysis, your home's market value is between $[low] and $[high]. I recommend listing at $[price] because [specific reason - attracts more buyers, competitive with recent sale, etc.]"

"But our neighbor sold for more..."
"Great point - let's look at that sale specifically. [Pull up details] You'll notice they had [extra bathroom/larger lot/more recent updates]. When we adjust for those differences, your home is actually priced very competitively."
"Zillow says it's worth more..."
"Zillow's estimates are based on algorithms that can't see inside your home or account for updates. Their margin of error in this zip code is actually [X]%. That's why a local expert analysis like this CMA is so important."
5

The Marketing Plan

10 min
Say This:

"Here's exactly how we'll get maximum exposure for your home..."

Your Marketing Includes:

  • Professional photography & video - Twilight shots, drone footage, video tour
  • MLS & syndication - Zillow, Realtor.com, Redfin, 100+ sites
  • Social media marketing - Targeted Facebook/Instagram ads to likely buyers
  • Open houses - Agent preview and public open houses
  • Email marketing - To my database of [X] active buyers and agents
  • Print materials - Flyers, postcards to neighbors (for word-of-mouth)
Create Urgency:

"The first two weeks on market are critical - that's when we get the most buyer attention. That's why I recommend launching on [day] with everything ready to go."

6

The Close

5 min
Trial Close:

"Based on everything we've discussed, do you feel confident that I'm the right agent to sell your home?"

Wait for their response. If positive:

Ask for the Listing:

"Great! I'm excited to get started. The next step is signing the listing agreement so I can begin our marketing plan. Do you have any questions before we do that?"

"We want to think about it..."
"Absolutely - this is a big decision. What specifically would you like to think through? Maybe I can help clarify now so you can move forward with confidence."
"We're interviewing other agents..."
"That's smart - you should feel 100% confident in your choice. What's most important to you in an agent? I want to make sure I've addressed everything you're looking for."
If they won't commit today: Set a specific follow-up: "I'll call you tomorrow at 2pm to answer any remaining questions. Does that work?"

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