Supercharge Your Listing Presentation: Build a Packet Like a Pro

Eric Bramlett, Sep 2, 2022

There's no debate that real estate agents who build a full-scale listing presentation are more successful as listing agents. They have long-term success because they close leads more regularly.

A listing presentation demonstrates how you will market and sell your prospective client's home. It is what shows your expertise as a real estate sales agent. A well-done listing presentation goes a long way in determining whether or not your prospect will sign your listing agreement.

If you are an agent in a pretty competitive market, read on to learn how you can supercharge your listing presentation to stand out among the thousands of real estate agents in your market.

Why is a Listing Presentation Packet Important?

A listing presentation is the first thing sellers look at when choosing an agent. Considering that a seller will typically interview at least three agents, a great listing presentation packet is a must have to stand out from the pack.

Creating a robust listing presentation is important in winning clients. Sadly though, most real estate agents ignore this crucial part of the process. Most just walk into a listing consultation with nothing more than a couple of brochures and contracts and wonder why they don't close clients.

A listing presentation packet is a great opportunity for you to make a lasting first impression on your prospective client. It is also a perfect way to demonstrate your expertise in the local real estate market and the value you can offer to the seller. In addition, it will help you demonstrate that you have the experience and arsenal of tools to close a purchase.

A listing packet is also helpful to the seller. It provides all the information they would love to know about the home selling process and the local real estate market. It also helps them know how competent you are as a real estate agent. From the listing packet, the client will instantly decide whether or not they can trust you with selling their property.

What's Included in a Winning Listing Presentation?

Before booking your listing appointment, ensure that your presentation packet includes all the below key points:

  • Market Statistics
  • Comparative Market Analysis (CMA)
  • Marketing Strategy
  • Multiple Offer Strategy
  • Market Seasonality
  • Listing Agreement

This will not only blow your competition away but will also ensure that your prospective client has all the right information they need to choose you as their agent.

Market Statistics

Show your prospect you’ve done your homework by providing intensive market research. A deep understanding of the market informs the seller that you have expertise in the neighborhood.

Showcase your knowledge by giving the seller an overview of the current local real estate market using data from trusted sources, such as Statista, to support your analysis. Many sources online can provide you with these statistics, so make use of those. Cover important stats like the local market trends, listing prices, absorption rate, the current inventory of homes listed, and the best days to go on the market. Also, include any obstacles that may affect the market value and explain how you will overcome these obstacles.

Also, indicate whether it's a buyer's or seller's market, or a balanced market. These labels indicate the housing supply and demand in a given market. In a seller's market, the conditions favor the sellers. Because buyers compete for the few homes on sale, your client can sell at a higher price and in less than three months. In a buyer's market, the demand for housing is low; therefore, your client may sell at a lower price, and it may take more than six months to get a buyer. In a balanced market, both the sellers and buyers stand to gain, and there may be between three to six months of inventory. Explaining the current state of the market to the client and letting them know how long it may take to get a buyer is important in managing their expectations. Provide steps on how you will make their listing stand out in the buyer's market so that they can get a solid return on their investment.

Comparative Market Analysis

You’ll also want to include at least six months' data of similar properties sold in the local and nearby markets. Give an overview of the listing price as well as reveal the active and pending properties in the same location, and briefly explain the statuses. Further, highlight at least three to six properties you sold in the same or nearby neighborhood that are similar in size, finishing, and asking price. Use the comps data to estimate a fair price range of your client's property.

Don't stop there. Go beyond the CMA report and use other price determinants like the market season and market conditions, such as absorption rate, current months of inventory, and average selling time. These will guide you further on whether you should price higher or lower.

Marketing Strategy

Your prospect would like to know if you have a marketing plan that works. Otherwise, they won't hesitate to turn to the next available agent. Including a detailed marketing plan in your listing presentation is crucial, and oftentimes, it is what sets you apart from the pool of agents waiting to grab your prospect's attention.

Your marketing strategy should start with property preparation, where you advise the client on what improvements and upgrades they should make to their property to ramp up its value and make it sell faster. Then take them through the staging process. This is critical in helping buyers visualize themselves in the property. Explain to them the different types of staging services you offer. Let them know whether you offer full staging or vignette staging for vacant homes or staging consultation for occupied homes.

Photography is another key component to include in your marketing strategy. Let the seller know if you have a trusted photographer who does the job for you and share samples of their high-quality professional photos that show listings from different angles and viewpoints to give the seller an idea of what level of photography is needed. High-quality photography is crucial; it helps capture the attention of buyers.

Lastly, walk the client through how you intend to get maximum exposure for their listing. Putting the listing in front of thousands of potential buyers will ensure your client bags more offers. And the more offers, the more likely you will score the best possible price and terms for the client. Some of the ways to get maximum exposure include but are not limited to:

  • Listing in multiple listing services
  • Submitting the listing in IDX ( Internet Data Exchange) feeds syndication sites and national real estate portals
  • Providing printed materials such as postcards, flyers, brochures and pamphlets
  • Creating single-page websites for the listing and promoting it
  • Posting the listing on social media platforms
  • Publishing ads in newspapers and trade magazines
  • Scheduling days for an open house
  • Putting up virtual house tours

If possible, include a marketing case study demonstrating the tactics you used to sell a similar home successfully. The case study should detail specifics like listing price, marketing channels used, and listing duration on the market. Sharing all these details with prospective buyers will give them confidence in your marketing skills.

Multiple Offer Strategy

Present the client with suggestions, options, and alternatives on how you will handle multiple purchase offers. Also, let them know that you will set a listing timeline that will include a timeline for buyers to submit their offers and the deadline for accepting offers. The listing timeline should factor in the market demand. Some of the best practices to include in your multiple offer strategy include:

  • Setting a longer deadline to allow more buyers to submit their offers, to increase the chances of higher offers and better terms
  • Updating the multiple offer status online to give time to buyer’s agents to plan their offers and counter-offers
  • Not revealing specific details of the offers to entice buyers to follow through with their contract
  • Converting good offers into great offers by communicating the ideal terms to the buyers
  • Asking for more time to think through the offer
  • Offering non-winning buyers the chance to submit a backup contract

Keep in mind that the goal of the multiple offer strategy is to ensure that you get the highest offer and best terms possible for your client.

Market Seasonality

Talk about the seasonality of the local real estate market and how it will affect the pricing. Using a graph, provide data on the local market's peak and off-peak seasons to inform sellers when the best time is to put up their houses on sale. Be prepared to answer questions like what improvements they should make to increase the sales price and similar questions.

Listing Agreement

Everything you've walked the potential client through up to this point is meant to lead to this stage - sign them up as a client. The listing agreement is the final bit of your listing presentation.

Walk the seller through what a listing agreement is and make them understand that it is legally binding. Because of the intricate nature of agreements, you want to be as clear as possible. The listing agreement may vary with clients, but it should essentially outline the following key things:

  • Names and contact information of both you and the seller
  • Listing timeline
  • Property listing price
  • Type of listing
  • Description of the property
  • The commission you will get as the seller's real estate agent
  • Mediation terms
  • Contract expiration date

Having a detailed and polished listing presentation is one step closer to signing a new client and getting more commissions. It's an important tool for every real estate agent who wants to stand out among the nearly 2 million agents in the U.S. While creating a listing presentation packet, keep in mind that clients vary, and therefore, it's important to tailor your listing presentation for each prospective client. Take into account the financial needs, selling timeline, and the seller's motivation for moving.

About the Author

Eric Bramlett is the broker and owner of Bramlett Residential, a mid-sized brokerage in Austin, Texas. Eric is a 19 year veteran in the Austin real estate market and specializes in building systems and technology. Bramlett agents pride themselves on their exceptionally high standards for client service and both industry and market competency. Eric lives in central Austin with his wife and son. In his spare time, he enjoys cycling, climbing, and traveling to be in the mountains.

Last updated: 11/03/2022

2100+ Client reviews!

Bramlett Residential, and more importantly Joe Gage were amazing at helping my wife and I buy our very first home. Bramlett & Joe made the whole process stress free, and really helped expedite the process for us. We had no idea we would find exactly what we were looking for so quickly! Joe was very knowledgable on numerous things such as market strategy, what things to look for while touring homes, and he quickly understood exactly what type of home my wife and I were looking for. He was also in constant communication with us throughout the whole process which helped us feel very comfortable in a situation that could have been stressful. I will confidently recommend Bramlett & Joe Gage to anyone in the Austin area going forward!


We worked with Crystal Hirst and she did an amazing job. She went above and beyond to make sure that we found the right property for us. Our search initially was all over the place and we didn’t even know what kind of property we wanted. Nonetheless, Crystal was incredibly helpful and patient while working with us to find our home. Crystal would point out all the pros and cons for any place that we would consider and we felt we could trust her. As first-time homebuyers we felt this was important because we did not know what red flags to look for in a property. Additionally, she was communicative and extremely responsive throughout the entire process. We were very satisfied with Crystal and would recommend her to anyone with no reservations whatsoever.


It was a pleasure working with Shaun, he is a very pro-active person and move things fast, communication was assertive and clear. As a first time buyer I could not have been in better hands and would recommend him a hundred percent.


Jan was wonderful to work with!  Bringing a toddler while house-hunting can be a nightmare, but Jan made it fun for all of us.  It felt more like exploring the area with family.  We didn’t feel any rush or pressure to buy, and we knew Jan had our best interests in mind.  She was always friendly, but when it came time to negotiate, she fought hard to get us the best deal.  I would highly recommend working with Jan whether you are buying or selling.  If we ever move, we’ll definitely be asking for Jan again.

Jan is fantastic!  We moved from out of town, and she was great about showing us around and researching schools and home-builders for us so we could make the right choice.  Jan showed us both rentals and new builds in a rainy, single-day house-hunting trip, and, despite the weather, her enthusiasm never wavered.  We have been in Leander for two years now, and Jan still keeps in touch and serves as a source for local info!  If we ever move again, she’ll be our first call!

Because we were first-time home-buyers, Jan was the wind beneath our wings while we worked with her.  She listened to what we wanted and made sure that we weren’t getting into something that would damage us in the long run.  She was passionate, caring, and very knowledgeable.  We were from out of town, and she taught us a lot about the area and gave us some insider knowledge that helped lead us to a great home.  She gave us advice for the future when we might become serious about homes, and she prepared us not just for purchasing our home but also for potentially reselling it years down the line.  Working with Jan was easy and enjoyable; she was on our side from day one.  She went above and beyond my wildest expectations and really raised the bar for realtors in my eyes.

Jan Daum is a realtor with panache!!!  When you sign up with her to sell your house, you can rest assured she will get it done fast, at the best possible price, and with all the tools in her toolbox put to use.  I’d no sooner signed on the dotted line than Jan showed up with a stager and a photographer.  My home went online with a very classy display and sold over asking in less than a week, and with multiple offers!  Jan did not even get a chance to hold the planned open house.  Jan was with me every step of the way and kept in touch constantly.  I would recommend Jan Daum as a realtor for any property and at any price point.  You will not be disappointed with the service or the results.

Corrine was a dream to work with. She kept us up to date and was transparent with us through our house hunting experience. She connected us with great people to work with to get our place to close quick and easy. Will definitely recommend her and was a great pleasure working with!


We had the pleasure of working with Elken Miller and we loved our experience working with her. She is knowledgeable in her filed and will give you her honest opinion and she held our hand the entire process and we bought in 2021 which was a very competitive market at the time and she was absolutely awesome in helping us secure the house we wanted!
She is warm and always returns your calls and is on top of things you may not have even thought of. I highly recommend Elken Miller!


I started working with Elken summer of 2020. I had just moved to Austin and had no idea where to start looking given my tight budget and all the bidding wars happening. Elken helped me navigate that process every step of the way with ease. She was able to find me a new built in Elgin that fit perfectly with my needs. She is incredibly knowledgeable in the housing market, has great business acumen and is very resourceful. Elken also assisted me in negotiating with builder, lenders, and third parties (e.g. alternative “buy before you sell” type of lender, etc.) and did not stop until I got a great deal. In addition, she is thorough and proactive ensuring that all your questions are answered and that your expectations are met. Lastly, she is friendly and kind and never ceased to go above and beyond for me during my home buying journey. I will absolutely work with Elken again whenever I am ready to find a new place.


We enjoyed working with Elken at Bramlett Residential Real Estate for buying our first home. She’s detail oriented, help us address concerns, and always willing to answer questions that we have along the way. Highly recommended and we would definitely work with Elken again when an opportunity comes in the future.


As first time home buyers and new to the area, Elken Miller was a true blessing. Elken went above and beyond to search for a perfect home for our growing family, before the baby’s arrival. She listened to our needs, wants and stayed within our budget. She walked us through each step and treated us like family. We are now first time home buyers of a brand new build, in a beautiful area with a large backyard where we can create memories with our baby! Elken is professional, knowledgeable, caring and will not give up on what you’re searching for until she finds it. She’s the best and we truly thank her for everything.