Step 1
Learn the seller before you go
Before the appointment, write down what the seller already told you: why they're moving, by when, and the number they have in mind. That number is the conversation you're walking into. Everything you bring should help you answer it.
You do
- The first call, and the questions about why and when they're moving
Hand off
- A one-page brief of what the seller told you and what you still need to ask
Step 2
Bring comps you can defend
Pick recent sales that match the home, leave out the ones that don't, and know why you left each one out. Show a range before you say a number. When the seller's number is higher, you point to the sales, not to your opinion.
You do
- Choosing which sales to keep, and explaining why
Hand off
- Pulling the recent comparable sales
- A CMA the seller can keep
Step 3
Show the net, not just the price
Sellers think in what they walk away with. Bring a net sheet at your recommended price. When a seller names the amount they want to net, work back to the sale price that gets them there. A net sheet is an estimate; the final numbers come from the closing statement.
You do
- The price conversation
Hand off
- A seller net sheet at each price you discuss
- Working back from the seller's target net to a sale price
Step 4
Show the launch plan and the update schedule
Show the seller the launch date and what happens before it. Then make one promise in writing: how often they'll hear from you and what each update covers, for example a progress report mid-month and at month-end with the showings, the feedback, and the online activity.
You do
- Making the promise, and keeping it
Hand off
- The launch plan, with a date for each task
- Drafting each progress report before its date
Step 5
Follow up the same day
Send a short email the same day: your recommended range, the net at that price, the next steps, and the agreement to sign. If the seller is talking to other agents, your email is the one they read again at the kitchen table.
You do
- The call the next day that asks for the listing
Hand off
- The follow-up email, drafted with the CMA and the net sheet attached
- The listing agreement, filled and ready for your review
Set it up once
Send Reddy this message once, in your own words. Reddy saves it as a playbook and follows it each time you book a listing appointment. You can read and change it in the Workspace.
When I book a listing appointment, pull comps for the home and send me a CMA, then make a seller net sheet at the middle of the range and ask me for anything you need for it. After the appointment, draft my follow-up email to the seller with the CMA and the net sheet, and fill my listing agreement for me to review.
Where Reddy fits
When you book a listing appointment, Reddy makes a pricing brief on its own. Send it the home's address, and it pulls recent comparable sales, gives an estimated value and a price range, and sends a client-ready CMA as a PDF. Give it the price, the commission, and any payoff, and it sends an itemized seller net sheet as a PDF, asking for anything it still needs instead of guessing. It writes your follow-up email as a draft in your own mailbox, and you send it.
Check the comps and the numbers before you share them. The appointment, the price conversation, and the ask stay with you.
Questions agents ask
What should be in a real estate listing presentation?
What the seller needs to decide: the comparable sales behind your price range, a net sheet at that price, the launch plan with dates, and how often you'll update them and what each update covers. Your marketing and your track record support those; they don't replace them.
Should I send the CMA before the listing appointment?
Keep the full CMA for the meeting, where you can explain which sales you left out and why. A CMA sent without that reasoning invites the seller to pick the highest number on it. If the seller asks for something first, send the price range and the date you'll walk them through it.
What do I say when the seller wants a higher price than the comps support?
Show the net at both prices and the sales behind yours. If they still want to start higher, agree in writing on the date you'll review the price together and what you'll look at that day: showings, feedback, and online activity.
How do I follow up after a listing presentation?
The same day, by email: your recommended range, the net at that price, the next steps, and the agreement to sign. Then call the next day and ask for the listing.
Can AI help me prepare a listing presentation?
Yes, with the parts that are research and writing: pulling comps, building the CMA and the net sheet, and drafting the follow-up email. Check every number before you share it. The conversation in the room stays with you.