Successful listing agents know that winning a listing starts long before they even walk in the door. Preparation is what allows you to lead the conversation, answer questions confidently, and avoid being caught off guard during the appointment.
This guide explains exactly how to set up a listing appointment and how to navigate it once you’re there. You’ll find a practical listing appointment checklist, important questions to ask sales clients, conversation starters and tips you can use before, during and after your next appointment to help you secure more listings.
Why an appointment checklist is important
Whether it’s your first listing appointment or you’re a seasoned professional, any listing appointment can go sideways quickly if you go in unprepared. Salespeople ask unexpected questions all the time and the conversation can jump around a bit. If you’re suddenly trying to remember everything you intended to cover, you’ll have a hard time building trust. A checklist gives you something consistent to refer back to so you don’t have to rush to remember every last detail.
Having a simple plan keeps the appointment moving smoothly without making it sound scripted. You know what you want to ask, what you need to explain and what needs to happen next before you leave. Your confidence will shine and salespeople will be able to hear it.
Final listing appointment listing
This checklist guides you through what to do before, during and after a listing appointment, and the right questions to ask at each stage. Use it as a guide, not a script. The goal is to stay prepared while keeping the conversation natural.
Prepare and set the tone
- Contact the sellers quickly to understand their situation before you meet in person and ask a few probing questions.
- Prepare a comparative market analysis (CMA).
- Review public records, the appraiser’s database and any previous MLS listings to understand the property’s history before you arrive.
- Confirm the listing appointment the day before by text or phone.
Important Questions
- “When would you like to be taken out and when to be closed?”
- “Tell me about your situation and your intentions to sell your home.”
- “How did you find me or my team?”
- “I understand you are interviewing several agents. What are you looking for in an agent, and what factors will help you make your decision?”
- “How much money do you have in mind?”
What will you take with you?
- A detailed list of the latest comps, in print or available on an iPad or laptop.
- Your list packet, printed or electronic.
- Printed checklist or notes for reference and note taking.
- Several pens. You never know when someone will run out.
- All contracts, disclosures and listing documents. Even if you plan to send them electronically, it’s always a good idea to leave a paper copy.
- Your business cards.
- A clipboard or folder to easily take notes as you move around.
Lead the conversation
- Towards the end of the appointment, make sure nothing is missed.
- At the beginning of the appointment, try to learn more about the sellers and set expectations.
- Go through the material while asking questions and taking notes.
- Decide who will make the decisions and clarify any submissions regarding the sale.
Important Questions
- “Have you made any improvements or repairs at home?”
- “What are some of your favorite things about living here?”
- “Are there any lighting equipment, electrical equipment or window repair equipment that you plan to take with you?”
- “Is anyone else involved in sales or decision-making?”
- “Is there anything you were hoping we could talk about that we haven’t met yet?”
Follow up and deliver
- Export an editable net sheet, such as a Google Sheet.
- Send a thank you note. A handwritten note always makes it feel personal!
- Bring a completed CMA that has been updated to reflect the home condition and your travel notes.
- Send listing documents electronically if they were not signed by the deadline.
Tips for winning more real estate listings
A big part of winning the list has nothing to do with fancy things or using perfect words. It’s about how you present yourself at the appointment, how you listen to the salesperson’s needs and how comfortable they feel when they have you in the room. Here are some small, but practical things you can do that often make a bigger difference than agents realize.
Tip 1: Arrive early, don’t rush
Get on the road a few minutes early. Call the place if you don’t know, take a breath and reset before you go to the door. You want to appear calm and focused, not distracted by traffic or trying to find a parking spot.
Tip 2: Practice the appointment in advance
The more comfortable you are with the flow of the conversation, the easier it is to stay present with the salesperson. Simulate an appointment at your colleague’s or friend’s home and practice as if it were the real thing. Confidence comes from repetition.
Tip 3: Listen more than you talk
This is not the time to sell yourself or rush to talk about the areas you are talking about. Ask reasonable questions and actually listen to the answers. A listing appointment is as much about eligibility as it is about experience.
Tip 4: Build rapport quickly, but keep it real
Be friendly, look good and be careful. Look for natural areas of communication at home or in conversation and use them to build trust. Keep it real. Forced enthusiasm is easy to spot.
Tip 5: Choose a kitchen table over a sofa
It may sound old school, but the kitchen table sets a professional tone and keeps the meeting focused. The sofa can feel comfortable in a way that works against you.
Tip 6: Avoid locking in a specific price early
Share a range instead of a single number and explain why. Markets change quickly, and pricing decisions are often best made closer to the listing date. Let salespeople feel involved in the decision rather than being told what the number is.
Tip 7: Take photos and videos if the seller allows you
A quick exterior photo and a short interior video can help you plan your staging, marketing and next steps. Once hired, that exterior image can also be useful for early marketing.
The first directory of the appointment chat
Even when you’re ready, listing appointments don’t always flow as smoothly as they do in your mind. Salespeople are often jumpy and sometimes emotions can run high causing the conversation to stall. These listing conversation starter scripts are the kind of sentences that will help you keep things moving without sounding repetitive or salesy.
Breaking the ice
“We don’t have to make this official. I just want to understand what you expect and see if we’re a good fit.”
“I’ll run you through the list as I usually do, but this is meant to be a conversation, not a pitch.”
When you need to change directions
“Let me stop for a while and change gears for a while.”
“Before we go too far down that road, I want to make sure we’re talking about _______.”
If the price does not meet the seller’s expectations
“Price is one of those things that tends to come up in several conversations, not all at once.”
“I’d rather give you a realistic grade now and consider it closer to listing than chasing a number today.”
When salespeople seem unsure or frustrated
“You don’t have to decide anything today. This is about making sure we’re on the same page.”
“My job is to guide you through this so there are no surprises later.”
Closing without pressure
“Based on what we talked about, here’s what I would suggest as a next step.”
“I will follow up on everything we discussed so you can check if it doesn’t happen at the same time.”
Full image: Final checklist for listing
Scheduling appointments is a big part of this business, and it can feel overwhelming, especially when you’re making arrangements, negotiations and follow-up all at the same time. Having a checklist doesn’t mean it’s set in stone. It gives you something to lean on to keep you present and confident instead of trying to remember everything in the moment.
When you take the time to prepare, appointments start to feel easy and natural. You don’t guess what he’s going to say or campaign for next steps. And at the end of the day, that’s what marketers are responding to. They are not looking for perfection. They are looking for someone who is prepared, confident and genuinely there to help them move to the next stage of their lives.
About Ashley Harwood
Ashley Harwood began her real estate career in 2013 and built a six-figure business as a solo agent before launching. Move over Extroverts in 2018. He has created training materials, classes, and training programs for his fellow beginners. As of 2020, Ashley has served as Director of Agent Growth in three Keller Williams offices in the Boston metro area. He is now the Lead Listing Agent for the Fleet Homes group in Massachusetts and is a regular contributor to Vetted by HousingWire. He created The Quiet Success curriculum and has taught thousands of real estate agents across the country. He has also been a guest speaker at top industry events and has been named a top real estate coach by prominent industry publications.
