Jeff Glover - 7/14/25

Powerful Listing Appointment Techniques: How to Take More Listings and How to Get Them Sold in Today's Market

Step 1: Assume the Listing (7:53)

• Speak as if you've already been hired: “Looking forward to getting your home to the closing table.”

• This sets a confident, professional tone early on.

Step 2: Lower Their Guard (10:40)

• Use the "One of Three Things Will Happen" script to ease seller defensiveness:

  1. They may want to work with you.

  2. They may not, and that’s okay.

  3. You may choose not to take the listing if you feel you can’t help them.

• This demonstrates confidence and positions you as selective, not desperate—making you stand out from other agents.

Step 3: Remind Them WHY They Are Moving (15:16)

• Focus on their motivations and destination, not the process of selling.

• “No one likes to sell, but everyone loves to move.”

  • Ask more than surface-level questions. Use:

    • “What’s important about ___?”

    • “How is ___ important to you?”

    • “What will that ultimately do for you?”

• These questions uncover emotional drivers and deepen rapport.
• Delay discussing commission or pricing until later, to avoid derailing the conversation too early.
• Ask questions that bring out their emotional reasons (e.g. downsizing, health, better climate, hosting holidays).

Step 4: Confirm the Home Specs (21:08)

• Review the home’s details (bedrooms, upgrades, square footage, etc.) before the CMA.

  • This avoids confusion during the pricing discussion.

  • Example: They upgraded the office and bath, invested $100K, and want $1.5M.

• Acknowledge their improvements and affirm your role in maximizing their return.

Step 5: Timing Analysis (23:20)

• Present a visual breakdown of the timeline from listing to closing.

  • Includes steps like photography, marketing, pending offer, closing, and move-in.

• Ask questions like:

  “Do you want to be moved by Thanksgiving, or settled by Thanksgiving?”

• This creates reverse urgency, shifting their mindset from “we’re not signing anything” to “we need to move quickly.”

• Helps justify aggressive pricing to meet their desired deadline.

• All agents should present a timing analysis—especially if they’re hearing hesitation or stall objections.

Step 6: Presenting the CMA (Comparative Market Analysis) (28:23)

• Focus on:

• • Actives – Current competition.

  • Pendings – What buyers are choosing right now.

  • Solds – What an appraiser will use to value the home.

    • In slower markets, place extra emphasis on actives since homes are sitting longer.

    • Emphasize the reality: even if you agree on a price with a buyer, the appraiser's valuation can ultimately impact the deal.

• Involve sellers in the process to increase buy-in on pricing.

Step 7: Close for Price (31:13)

• Ask: “Based on the actives, pendings, and solds, what price do you feel we should use to create value in the eyes of the buyer?”
• Then zip it and listen.

Step 8: Handle Pricing Objections & Close (32:08)

• When sellers want to “start high,” explain that days on market is the enemy of value.
• Use their own buying behavior as an example to show how stale listings get negotiated down.
• If necessary, ask: “When buyers ask why your home is priced $100K higher than others, how should I respond?”
• Reinforce that pricing too high shrinks the buyer pool and delays selling.

Step 9: Present the Marketing Plan (40:25)

• Differentiate between:

• • Institutional advertising = brand awareness (e.g. signage, social media presence)

  • Promotional advertising = tactics to sell that specific home (e.g. MLS, open houses)

Step 10: Close for Marketing and Price (43:14)

• Confirm agreement on price and marketing, then ask: “Do you believe I can sell your home?”
• Use the “yes set” technique—get them to agree to price and marketing before commission.

Step 11: Present Terms & Handle Commission Objection (44:50)

• On commission objections: “We charge everyone the same, or we’d be doing a disservice to past clients.”

Step 12: Close for Signature (46:05)

• If they say, “We want to sleep on it,” respond: “You probably just want a few minutes to talk privately. I’ll step outside and you can wave me back in.”
• This method gets a listing about 2 out of 3 times.

Step 13: Assume the Sale (47:52)

• Come back in confidently and proceed with next steps as if they've already chosen you.
• If they say you’re persistent, say: “You’ll want me to follow up just as persistently with buyers, won’t you?”

Final Points

• Listings are won or lost based on how you present price.

• Stay firm—don’t accept an overpriced listing just to win the client.

• Promote your brand (institutional) to help boost visibility and showings.

Free Resources from Jeff

• Take advantage of all the free resources. You can find them at: www.gloveru.com
• Jeff Glover's listing plan of action:

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https://www.gloveru.com/