Updated Draft - The Master Guide to CBA Listings

THE MASTER GUIDE TO COLDWELL BANKER ADVANTAGE

LISTINGS Integrate this CBA listing checklist in your daily practices to help expand your listing reach.

COLDWELL BANKER ADVANTAGE

Listing Master Checklist

The purpose of this checklist is to equip you with a structured, escalating strategy to ensure your listings stand out and consistently beat the average Days on Market (DOM). Inside, you will find a comprehensive checklist covering everything from the initial listing appointment prep to closing day.

You are never in this alone. This entire plan leverages the full power of Coldwell Banker Advantage (CBA) staff support and resources to give you a competitive edge. We are here to provide the support and freedom to grow beyond your goals

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TABLE of CONTENTS Section 1: Prep-Work to Listing Day I. Seller Motivation II. Pricing Strategy III. Marketing Plan IV. CBA Value Proposition

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Section 2: Nurturing Your Listing Days 1 - 7: Foundational Check & Early Outreach Days 7 - 21: Digital Enhancement & Feedback Review Days 21 - 30: Core Refresh & Market Re-Alignment Approaching Average DOM: Price Reality & Incentivization

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Section 3: Listing Strategy Shift Phase 1: Brainstorm Session & Review Phase 2: Visual Relaunch & Presentation Overhaul Phase 3: Advanced Agent Outreach & Buyer Targeting Phase 4: The Full Listing Reset

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Section 4: Listing Advertising Options Digital Presence Listing Promotion Targeted Mailers Social Media Strategy

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PRE-WORK to LISTING DAY I. Seller Motivation Ask strategic questions during the initial call (example: "Why are you moving?", "What is your timeline?").

Use the first 10-15 minutes of the in-person meeting to tour the home while the seller speaks and noting everything.

Inquire about previous real estate experience, noting what they liked and what they would want to change.

Ask the seller to describe their ideal outcome ("magic wand" scenario).

Review the pre-listing 1-to-10 house rating and discuss specific items needed to reach a 10.

Determine if the seller prefers to price the home in its current condition or after making improvements.

Identify exactly which improvements the seller is willing and able to complete.

Ask the seller what key information they need to know before moving forward.

Adapt the entire presentation to their specific pain points and motivations (e.g., peace of mind, less stress, highest sales price, least risk).

II. Pricing Strategy Demonstrate hyper-local knowledge using neighborhood comps, absorption studies, and market stats.

Educate the seller on the dangers of overpricing.

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SIX-STEP PRICING ANALYSIS:

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Analyze micro-market data (subdivisions, school districts); pull comparable properties (0.5 to 1-mile radius); and review market activity from the last 90-120 days.

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Review Solds, Pendings, and Actives to understand validated prices, real-time movement, and current competition.

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Distinguish between maintenance and high-ROI renovations; perform an "eye test" against professional photos of sold comps.

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Adjust pricing based on fluctuating interest rates and buyer purchasing power; evaluate neighborhood absorption rates.

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Price at fair market value to maximize visibility during the first 14 days.

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Subtract estimated closing costs, taxes, and commissions to confirm final bank account expectations.

III. Marketing Plan 1. PRE-LISTING STRATEGY & PREPARATION Determine the unique angle or hook for the property.

Describe the ideal demographic (example: first-time homebuyers, retirees) and build a "Gemini Buyer Profile."

Tour competing active listings with the client.

Complete a pre-home inspection, title documentation and appraisal (Blue Ribbon Property).

Invest in virtual/physical staging or aggressive decluttering.

Secure the complimentary home warranty with 2-10.

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2. MEDIA & LISTING CONTENT Book Professional Photography.

Host a non-branded walkthrough video on YouTube, Vimeo or per your MLS rules.

Download Zillow 3D Tour app and upload the free Zillow 3D Tour.

Create an elevator pitch for the first sentence; paint a picture of living there, highlighting amenities and local keywords.

3. DIGITAL DISTRIBUTION & AGENT OUTREACH Use Social Bay Automated Materials (flyers, postcards, brochures, social posts).

Partner with local influencers. Invite them for a private tour or let them do a "social media takeover" of the property.

Syndicate qualifying listings through the CB Global Luxury Program.

Ensure listing announcement emails sent to all local agents.

4. TARGETED ADVERTISING & PROMOTION Connect accounts to Social Bay for automated posting (Facebook, Instagram, X, YouTube, TikTok, LinkedIn).

Leverage the complimentary CBA AutoList ads program (7-day targeted ad on FB/IG).

Work with the dedicated six-person marketing team for custom marketing materials.

Deploy data-informed reverse marketing based on the ideal buyer persona.

Offer tangible perks like paying the initiation fee or first year’s dues for a local membership (example: country club, gym).

Provide area maps, a video showing local perks, and display List Reports amenities.

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5. SHOWINGS & OPEN HOUSE MANAGEMENT Detail the strategy for open houses, including social media content and presentation setup.

Request Certified Open House Agents via CBA Empower to host open houses.

6. PERFORMANCE MONITORING Track real-time metrics via ListTrac across Zillow, Realtor.com, and brokerage websites.

IV. CBA Value Proposition Share tangible statistics (list-to-sale price ratios, average days on market).

Utilize targeted client testimonials and case studies.

Outline brokerage guarantees, handle objections, and ask for the business.

Show a portfolio of professional photos/videos and explain the Next Door Photos partnership; highlight the CB Global Luxury Marketing Program for high-end homes.

Show the seller exactly how you actively push their home to buyers.

Prove that you track the numbers and actively market to the local agent network.

Provide immediate, tangible perks that prove your premium value on the spot.

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NURTURING Your LISTING As a Coldwell Banker Advantage real estate expert, we use a structured, escalating strategy to ensure our agents beat the average Days on Market (DOM). This plan outlines suggested actions at critical intervals, moving from minor adjustments to complete listing refresh, leveraging Coldwell Banker Advantage (CBA) staff support and resources.

Days 1 - 7: Foundational Check & Early Outreach Proofread the MLS listing to ensure complete accuracy and every possible field is filled in.

Also all supporting documentation is uploaded.

ExecuteMLS Reverse Prospecting by calling or texting relevant agents with a value-driven message, such as offering a list of recent home upgrades.

Initiate Phase 1 marketing by running Geo-Targeted (marketing based on physical location) Social Media Ads for upcoming open houses.

PRE-EVENT MARKETING Invite the immediate neighborhood for a private 30-minute showing before the public open house.

Drop flyers or door hangers to 50–100 surrounding houses inviting them and apologizing for extra traffic.

Run a Facebook/Instagram ad targeting a 5-10 mile radius with a video teaser. Reach out to your MSS for assistance.

Send a targeted email blast to agents who recently sold or represented buyers similar to your listing in that specific zip code.

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Days 7 - 21: Digital Enhancement & Feedback Review Collect showing feedback emails from buyers’ agents and discuss this feedback with the sellers to identify any needed changes.

Add a 3D Tour (like the free Zillow 3D Tour) or upload a non-branded walkthrough to the MLS per your MLS requirements.

Ensure your listing remarks "Sell the Lifestyle" and "Lead with the Best Details," making sure to highlight major recent upgrades right at the top of the description.

Promote virtual access with a QR code at your next open house and ensure you are using a digital lead capture method that routes attendees directly to your CRM.

THE FOLLOW-UP Send a Monday morning email to your database with a link to the virtual tour or walkthrough video.

Text or email a quick, generic selfie video from outside the house thanking attendees and offering private tours to captured leads.

Send a thank-you note and property information to the agents of any represented buyers who attended.

DURING THE EVENT Spend 15 minutes walking through the house on Facebook/Instagram Live 30 minutes before or after the event.

Post a QR code linking to the virtual open house on all physical flyers.

Bring in a local coffee cart, bakery treats, or an interior designer to co-host, and tag them on social media.

Have a preferred lender on-site for financing questions and quick pre-qualifications.

Use a QR code to route attendees directly into your CRM.

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Days 21 - 30: Core Refresh & Market Re-Alignment Present a "CMA Update" to the seller that includes current absorption rates, the new average DOM for the neighborhood, and recently sold properties.

Include the listing on the Office Property Tour to gather agent feedback and provide the seller with a direct buyer's agent perspective.

Gather and share agent feedback to provide the seller with a buyer's agent perspective.

Pull local MLS data to find agents actively closing similar properties in the specific zip code and call them directly to pitch the listing.

Feed the property’s specific features, price point, survey answers, and local market trends into Gemini to generate a hyper-detailed "Ideal Buyer Persona" for reverse marketing.

Schedule a 30-minute meeting with staff support and a manager to discuss the property and the answers to the questions below.

How many showings have you had?

Please break this down by total showings vs. showings in the last 14 days.

Is the listing priced competitively?

Looking at the most recent comps in the neighborhood over the last 21-30 days, how does the list price per square foot compare? Is it time for a price improvement?

What feedback are you receiving?

What are showing agents and prospective buyers consistently saying? Are there recurring objections regarding layout, condition, price, or location?

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Approaching Average DOM: Price Reality & Incentivization Evaluate if the listing is priced competitively by looking at the most recent comps in the neighborhood over the last 21-30 days to determine if a price improvement is necessary. Also review active competition.

If pricing is a consistent issue in feedback, take the seller on a showing trip to tour competing active listings so they can see condition and pricing firsthand to justify adjustments.

If the seller is hesitant to drop the price, offer value-add incentives that can outperform price reductions, such as a Closing Cost Credit, Premium Home Warranty, or a Mortgage Rate BuyDown.

Offer a 2-1 or 1-0 temporary rate buy-down to reduce the buyer’s initial monthly payments. Partner with a lender.

Offer to pay the first 6 to 12 months of HOA fees or the first year of property taxes.

Reduce the buyer's out-of-pocket expenses by offering a credit toward their closing costs, making the purchase more accessible without lowering the home's value.

Upgrade to a premium 1 or 2-year warranty covering the roof, HVAC, and major appliances.

Offer a "Design Credit" (example: $5,000 for flooring or paint) paid at closing.

Provide a professional deep cleaning, carpet cleaning, and a month of lawn care prior to move-in.

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LISTING Strategy SHIFT While seeing a property remain active past the typical MLS Days on Market (DOM) average can be discouraging, it serves as a distinct indicator that a strategic pivot is required. (DOM), but this is a clear signal that the market is asking for a change. As Coldwell Banker Advantage (CBA) real estate experts, we rely on a structured, escalating strategy to combat a stale listing. When a listing moves into the "Over Average DOM" phase the strategy shifts from minor adjustments to a dramatic change in presentation or a complete reset.

Here is your comprehensive checklist for tackling an active listing that has exceeded the average DOM:

Phase 1: Brainstorm Session & Review Before making major changes, it is essential to pause, review the data, and collaborate with your support team to adjust the approach.

Show current absorption rates, the new average DOM for their neighborhood, and recently pending or sold properties.

Refresh the seller on current marketing plan and on the future marketing plan?

Set up a meeting with your staff support and manager to discuss the listing's performance, strategy and the answers to the questions below.

What’s the big unique angle or hook for this property? What is the standout feature?

Is it the school district, the lot size, recent upgrades, or proximity to local hubs like the Triangle or Triad, beach or mountains?

Describe the buyer. Who is our ideal demographic? Are we looking for first-time homebuyers, retirees relocating to NC, growing families, or investors?

What is your current listing strategy? Where is the property being marketed outside of the MLS? Are you running social media ads, hosting open houses, or doing targeted email blasts to local brokerages? Are you utilizing all CB/CBA tools? Detail the strategy for Social Media content, materials for Open Houses, and the setup for prospective buyer presentations.

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Re-evaluate the property's primary unique angle or value proposition, whether it is the school district, lot size, recent upgrades, or proximity to local hubs.

Break down your showing activity to compare total historical showings against those strictly within the last 14 days.

Review all agent and buyer feedback to pinpoint recurring objections related to the layout, condition, price, or location.

Look at the most recent neighborhood comps over the last 30 to 60 days to determine how the price per square foot compares and if a price improvement is definitively needed.

Phase 2: Visual Relaunch & Presentation Overhaul To change the digital vibe and attract a fresh wave of online views, the visual presentation requires an immediate upgrade.

Replace seasonal photos immediately. Add twilight photos or drone footage to change the digital vibe.

Invest in physical or virtual staging for key rooms if the home is empty.

Work with the sellers to aggressively declutter occupied homes to achieve a modelhome feel.

Phase 3: Advanced Agent Outreach & Buyer Targeting Broad marketing becomes less effective as a listing ages, requiring highly targeted outreach to specific buyers and agents.

Feed the property features, price point, and market trends into an AI tool to generate a hyperdetailed "Ideal Buyer Persona."

Utilize this new buyer persona to launch data-informed reverse marketing campaigns.

Call or text them directly, leading with a value-driven message (example: offering a list of upgrades, a pre-inspection, or mentioning seller motivation) rather than just asking for a showing.

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Pull local MLS data to find agents who are actively closing similar properties in your specific zip code or neighborhood. Call them directly to pitch your listing for their buyers.

Provide potential buyers with area maps and videos that highlight local perks.

Offer to pay the initiation fee or first year’s dues for a local membership to a country club, pool, golf course, or premium gym.

Phase 4: The Full Listing Reset If the property remains unsold after significant time on the market, execute a strategic withdrawal and relaunch to reset its footprint.

Temporarily withdraw and relist to reset days on market and trigger new listing alerts (ensure compliance with local NC MLS rules; noting the 90-day CDOM reset rule).

Boost buyer confidence by proactively completing a pre-home inspection, title documentation and appraisal.

Consider using interactive listing platforms to turn the listing into an interactive digital experience and track engagement.

If the property is luxury or new construction, ensure it is added to specialized marketing pools for highlighting listing emails sent to other agents and buyers.

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LISTING Advertising OPTIONS Digital Presence Optimize your Google business profile for local SEO to capture "realtor near me" searches.

Maintain a site integrated with local MLS (Triad, Canopy, or Triangle) and update agent profiles.

Update headshots and bios on Zillow, Realtor.com, and Homes.com.

Actively manage accounts on Instagram, Facebook, and LinkedIn. Collect reviews aggressively on Testimonial Tree, Google and Zillow to build trust.

Listing Promotion Verify accuracy on CBAvantage.com and national portals.

Utilize Meta Ads, Zillow Showcase, Boost by HomeSpotter, and Nextdoor.

Deploy YouTube property tours and Instagram Reels.

Execute Mega Open Houses, circle prospecting, and "Just Listed" mailers.

Use MLS Reverse Prospecting and brokerage networks like Empower.

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Targeted Mailers Target move-up prospects, downsizers, out-of-area landlords, and immediate neighbors.

Use Social Bay for postcards and mailing.

Include targeted QR code for listing page on all print.

Synchronize mailings with geo-targeted digital ads across three stages (Coming Soon, Active, Just Sold).

Social Media Strategy Start with a 3-second hook of the home's best feature; avoid static slideshows.

Use polls, countdown stickers, and DM automation to drive engagement and capture leads.

Run lead generation campaigns with geo-targeting and required housing compliance categories.

Upload cinematic tours optimized with SEO titles to attract out-of-state buyers.

Use "Just Sold" posts to detail successful marketing strategies and data-driven results.

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Remember, as you implement these strategies, you are never navigating the market alone. Your dedicated marketing team, your Broker-in-Charge, and the entire CBA leadership team are in your corner, ready to support you at every stage of the listing lifecycle. We are committed to providing the resources, guidance, and backing that you need to turn every challenge into a closed deal.

Step into every appointment with confidence, knowing you have the strength of a premier firm behind you. Be bold, be proactive, and be proud of the exceptional service you provide to your clients. You are a Coldwell Banker Advantage agent—equipped for success, backed by the best, and ready to lead the market!

THE MASTER GUIDE TO COLDWELL BANKER ADVANTAGE

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