Free template for real estate and property agents
Listing presentation template: what to ask, what to show, and what to send when they say they'll think about it
A one-page outline for the listing appointment: the questions to ask first, the price talk, the fee talk and how to ask for the listing, with the follow-up for the week after. Print it, copy it or download it for Word.
Search for a listing presentation and you'll find slide decks. The seller at the kitchen table wants something else: to be asked about their move, to see sales they can check for themselves, and to know what you'll do each week. This outline runs about 50 minutes in that order and ends with you asking for the listing. When they say they'll think about it, the follow-up is on the same page, with the day you'll call.
The listing appointment on one page, in the order you'll talk
Listing appointment: [seller's name], [property address]
Date: ______ Time: ______ Agent: [your name and number]
Before you go
Why they're moving, and by when: ____________
Three recent sales nearby, with prices and dates: ____________
Who decides, and whether they'll all be at the table: ____________
At the table
1. Ask first (10 minutes). Why sell now? Where are you moving, and by when? What will you miss about this place? Who else have you spoken to?
2. Walk the home (10 minutes). Note what buyers will like and what they'll ask about. Ask what's been fixed or changed since they bought.
3. Price (10 minutes). Show the three sales and where this home sits against each. Give a range, not one number, and say when you'd look at it again.
4. How you'll sell it (10 minutes). Photos, the listing, the viewings: who does what, and by when. The day each week they'll hear from you.
5. Your fee and the agreement (5 minutes). What the fee pays for, how long the agreement runs, and the clauses you'll read through together.
6. Ask for the listing (5 minutes). "Is there anything stopping us from going ahead today?" If there is, write it down and answer it.
What sellers say, and what to say back
"Another agent said it's worth more.": "They might find that buyer. Here are the three sales we can both check. Which one is your home closest to?"
"Can you lower your fee?": "What would you like me to leave out of the plan to do that?"
"We'll think about it.": "Of course. What's the one thing you want to think over? I'll call you on [day] with an answer to it."
"We'd rather wait a few months.": "That's fine. What would need to change for you to list? I'll check in on [date]."
After the appointment
The same evening: a thank-you message with the three sales and your range
Day 2: call with the answer to the one thing they wanted to think over
Day 7: call and ask for a decision
The result and the next date: ____________
Work out what the listing pays you with the real estate commission calculator
Book more listing appointments with the real estate prospecting guide
If the seller expects slides: eight, in the order you'll talk
The outline above works without slides. Eight slides is enough, in the same order as the outline: what the seller wants, recent sales they can check, your price, the likely buyers, how viewings work, your fee, what happens after an offer, and the next step.
Before your listing appointment: three things to find out about the seller
Ask on the phone when you book it, so you walk in knowing.
- Why they're moving, and the date they need to be gone by
- The recent sales nearby they've already looked at, and what they made of them
- Who else decides, so everyone is at the table when you ask
What to say when the seller wants a higher price or a lower fee
Answer with something they can check, then ask a question back.
- A higher price from another agent: show the sales, and ask which one their home is closest to
- A lower fee: ask what they'd like left out of the plan
- "We'll think about it": ask what the one thing is, and name the day you'll call
- "We'd rather wait": ask what would need to change, and put a date on it
Ask for the listing agreement before you leave the table
Ask once, plainly, at the end, then let them answer.
- Say it in one line: "Is there anything stopping us from going ahead today?"
- Stop talking and wait for the answer
- If there's a reason, write it down, answer it and ask again
- If they still want time, agree the day you'll call before you stand up
After the listing appointment: what to send, and when
Three touches in seven days, each with something new.
- The same evening: thank them, with the three sales and your range in the message
- Day 2: call with the answer to the question they wanted to think over
- Day 7: call and ask for a decision, yes or no
- Write the result and the next date on the sheet after each one
Talking about your fee in Singapore: what CEA tells sellers
The Council for Estate Agencies (CEA) tells sellers two things about the fee, in its page on engaging a property agent.
- "Commissions are not fixed, and you are free to negotiate the amount or rate."
- Sellers should "discuss and document the agreed commission rate using one of CEA's Prescribed Estate Agency Agreements".
- CEA also tells sellers to "ask your property agent to go through the clauses in the agreement with you." Step 5 of the outline is where that happens.
Source: CEA, What to take note of when engaging a property agent (last updated 13 May 2026, read 29 September 2026).
One listing appointment, from the first question to the signed agreement
- Before: the Garcias need to move by March for a new job. Three nearby sales: $612,000, $629,000 and $641,000.
- At the table: they'd hoped for $680,000. Maya showed the three sales and gave a range of $620,000 to $640,000.
- The ask: "We'll think about it." The one thing: would a lower price mean a quick sale at a loss? Maya said she'd call on Thursday.
- Thursday: Maya called with the numbers on what they'd paid and what they'd owe. They booked a second chat for the next Tuesday.
- The next Tuesday, day 7: they signed.
10 + 10 + 10 + 10 + 5 + 5 = 50 minutes at the table. Then one message and two calls in seven days, and one signed agreement.
Keep every 'we'll think about it' on a date
Palby CRM is the CRM we make. It doesn't find sellers or list properties. It keeps the sellers you've met on your follow-up list.
- Set a date and the seller's back at the top of your list when it's due
- Every message, meeting and note about the seller on one page
Questions
Start from what the seller wants, then show sales they can check, your price and why, how you'll market the home and your fee. End by asking for the listing or a date to decide. Eight slides is plenty, in that order.
The meeting where you ask a seller to list their home with you. You ask about their move, walk the home, talk about price and your fee, and ask for the listing.
The seller's reasons and timing, recent sales nearby, a price range, how you'll market the home and keep them updated, your fee and the agreement, and a clear ask at the end. The outline has all six, in order.
About 50 minutes at the table. The outline gives each part its minutes, so the price talk doesn't eat the ask.
No. Three recent sales on one printed page and the outline in front of you are enough. If you like slides, keep the order and use them for the sales.
Ask what the one thing is they want to think over, and agree the day you'll call with an answer. Then call on that day. The follow-up is at the bottom of the outline.
Yes. CEA tells sellers that "Commissions are not fixed, and you are free to negotiate the amount or rate", and to put the agreed rate in one of its Prescribed Estate Agency Agreements.
Count how many listing appointments your income goal needs, and plan the week around booking them. The real estate business plan template works it out.
Yes. Copy it, print it or download it, and change it to fit how you work.
Walk in with a plan. Leave with the next step dated.
Palby CRM keeps every seller you've met on your follow-up list, with the date you said you'd call.
30 minutes. You choose the day and the time.