The Pre-Consultation Work That Makes Listing Appointments Easy

Most agents walk into listing appointments hoping to impress sellers. You should walk in already knowing if you want the listing.

The difference? Pre-consultation work.

Why Pre-Consultation Changes Everything

Here's what happens when you do the work before the appointment:

Your listing appointment is efficient and focused. You show up confident because you already know the property's value. Sellers see you as prepared, not desperate. You close at a higher rate because there are no surprises. You present a complete marketing plan, not promises about what you'll do.

Most agents treat listing appointments like first dates. They show up, ask questions, promise to "run numbers," and schedule a follow-up.

That's two appointments to maybe get one listing.

Agents who do pre-consultation work get the listing on the first visit. No follow-up needed.

The Numbers on This Approach

Single appointment listings close at 73% versus 41% for two-appointment processes.

Why? Because momentum matters. The longer you wait between appointments, the more time sellers have to call other agents.

When you bring complete data and a finished marketing plan on your first visit, you control the process. When you promise to "get back to them," you lose control.

Your Pre-Consultation Checklist

Before you set foot in that house, complete these six tasks.

Task 1: Pull a Complete Manual CMA

Stop using automated tools. Run your comparables manually.

What you need:

6-9 sold properties within the last 90 days Properties within 10% of the subject's square footage Bathroom counts as close as possible Same neighborhood or micro-market Active listings at similar price points Expired or withdrawn listings from the past year

Why manual matters: You need to explain why you included each property and why you excluded others. Automated CMAs can't do that.

Task 2: Research the Property's History

Pull these details before your appointment:

How long the current owner has lived there Purchase price and date Any previous listing attempts Tax assessment history Recent sales in the immediate area (same street if possible)

When you reference their purchase without asking, sellers notice. It shows you did your homework.

Task 3: Identify the Seller's Likely Personality Type

Look at their communication style from previous interactions:

Quick texts with minimal detail? Probably high D (direct, results-focused) Long emails with lots of questions? Likely high C (analytical, detail-oriented) Warm, relationship-focused communication? Probably high I (social, enthusiastic) Cautious, asking about process and timelines? Likely high S (steady, risk-averse)

You'll adjust your presentation based on what you find. High D sellers want the bottom line fast. High C sellers want to see every data point.

Task 4: Prepare Your Comparable Discussion Points

For each property you're using as a comparable, know:

Why you included it What makes it similar What makes it different How those differences affect value

You're not presenting slides. You're having a conversation about the market using real examples.

Task 5: Build a Complete Marketing Plan

This is where most agents lose listings. They talk about what they'll do. You need to show them what you'll do.

Your marketing plan should include:

Professional photography timeline and vendor Staging recommendations with specific contact information MLS listing strategy and syndication plan Social media posts already designed for their property Print marketing materials with their address already on them Open house schedule for the first three weeks Email campaign to your database featuring their listing Direct mail pieces to their neighborhood Website featuring and any premium placement details

Bring physical examples. Show them the Facebook ad design. Show them the postcard that will go to their neighbors. Show them the email their listing will appear in.

Generic promises lose to specific plans every time.

Task 6: Know Your Questions Before You Arrive

Write these down and bring them:

"What's your timeline for moving?" "Are you looking to sell quickly or get top dollar?" (Make them choose) "What concerns do you have about selling?" "Have you talked to other agents?" (If yes: "What did they tell you about pricing?")

These questions should drive your entire appointment. Their answers tell you how to position the listing.

The Single-Visit Listing Appointment Structure

Here's how the appointment breaks down when you've done pre-consultation work:

Part 1: Rapport Building

Tour the home. Ask about updates. Let them talk about what they love about the property.

Don't skip this. But don't let it run long either.

Part 2: Market Data Review

Pull out your manual CMA. Walk through each comparable.

"Here's a property three streets over that sold last month. Similar square footage, same bedroom count. It went for $X because of Y."

Show them why you included properties. Show them why you excluded others.

Let them see that you understand the micro-market.

Part 3: The Marketing Plan Presentation

This is where you separate from every other agent they'll talk to.

Walk through each piece of your marketing plan. Show them the physical materials.

"Here's the Facebook ad I designed for your property. This will run to 5,000 people in your zip code plus anyone who's searched for homes in your price range."

"Here's the postcard that goes to 200 homes in your neighborhood. Your neighbors know buyers."

"Here's the email that goes to my database of 847 contacts on the day we go live."

Don't tell them you'll do professional photography. Show them examples from your last three listings and tell them which photographer is scheduled.

Don't promise social media. Show them the posts already created with their address.

The marketing plan proves you're ready to start working before they sign.

Part 4: The Pricing Conversation

Ask the critical question: "Based on what you're seeing in the market data, where do you think your property fits?"

Let them name a price first.

If they're close to market value, support their number with your data.

If they're high, show them what happened to properties that started too high. Use your expired listings research.

If they're low, ask why they think their property is worth less than comparable homes.

Part 5: The Close

"Based on our conversation and the market data, does [their price] feel right to you?"

When they agree, move to paperwork.

"I brought the listing agreement with me. Let's get you on the market this week."

No second appointment. No "let me run these numbers and get back to you."

Why Most Agents Don't Do This

They think it's too much work for a listing they might not get.

That's backwards thinking.

You should know before you walk in whether you want this listing. If the property is overpriced and the sellers are unrealistic, why waste time with a second appointment?

Pre-consultation work filters your pipeline. You spend time on listings you can actually sell.

The agents who skip this step are the same ones complaining about overpriced listings that sit on the market for 120 days.

The Marketing Plan That Wins Listings

Your competition shows up with a generic marketing plan in a binder. Stock photos. Generic language. Nothing specific to the seller's property.

You show up with marketing materials that already have their address on them.

Which agent do you think gets the listing?

The marketing plan should answer one question: "What happens the day after I sign?"

Most agents can't answer that. They'll "order photography" and "get the listing live" and "start marketing."

You already ordered photography. You already created the marketing. You're ready to go live tomorrow.

That's the difference between hoping to get a listing and deserving to get a listing.

What Your Week Looks Like

Monday through Friday: 2 listing appointments per day with full pre-consultation

Pre-consultation work per listing: 2 hours (CMA, research, marketing plan creation) Appointment time: 45-60 minutes Follow-up needed: zero

That's 10 quality listing appointments per week. If you close at 70%, that's 7 new listings.

Compare that to the agent who does 10 appointments with no prep, spends 2 hours at each, schedules follow-ups, and closes at 40%. That's 4 listings for way more time invested.

The Daily Breakdown

For each listing appointment scheduled:

Day before: Complete CMA, research property history, identify personality type, build marketing plan (2 hours) Day of: Review notes, prepare questions, print materials (15 minutes) Appointment: Execute single-visit structure (45-60 minutes) Same day: Send listing agreement if not signed, or input listing if signed (15 minutes)

Total time per listing: 3.5 hours from start to signed agreement.

Most agents spend 4-6 hours across two appointments and still lose deals.

Your Next 48 Hours

Stop reading and do these three things:

Pull your next listing appointment and complete the pre-consultation checklist today. Create a marketing plan with the seller's address already on it. Design the social posts. Draft the email. Create the materials. Count how many listings you've closed on one appointment versus two. If your one-appointment close rate is under 60%, fix your pre-consultation process.

The Reality Check

Pre-consultation work isn't fun. Pulling manual CMAs takes time. Researching property history is tedious. Creating custom marketing plans is work.

But showing up to a listing appointment without this work is worse. You look unprepared. You make promises you have to keep later. You give sellers time to interview other agents.

The choice is simple: Do the work before or do twice the work after.

What Your Appointments Could Look Like

Walk in knowing the property's value. Show sellers you've already analyzed their market. Present a complete marketing plan with their address already on the materials. Have a pricing conversation based on data, not opinions. Get the listing signed before you leave. No follow-up appointments. No competing against agents they call while waiting for your "second visit."

While your competition is scheduling follow-ups and promising to "run numbers," you'll be inputting new listings.

The Bottom Line

There are two types of agents: those who prepare before appointments, and those who hope to figure it out during the meeting.

Guess which ones have higher close rates?

Your competition is winging it. They're showing up with pretty presentations and generic market data. They're scheduling second appointments because they didn't bring what they needed the first time.

You should be showing up with complete data, specific comparables, custom marketing materials, and the confidence to close on the first visit.

Pre-consultation work doesn't guarantee every listing. But it guarantees you're spending time on the right listings.

Your homework: Pull a manual CMA for your next listing appointment. Research the property history. Identify the seller's personality type. Create a custom marketing plan with their address on it. Close it on the first visit.

Tiffany Hampton is a seasoned real estate leader and MAPS Coach with over two decades of experience helping agents succeed through leadership, coaching, and strategy. As the founder of AgentGrowth365.com, Tiffany delivers proven systems, tools, and training that empower agents and market center leaders to grow with clarity and purpose. Whether you're looking to hit 24 transactions, streamline your coaching systems, or lead your business with impact, AgentGrowth365 offers a full suite of solutions designed to meet today's challenges and scale tomorrow's success.