I’ve signed 15 listings since January 1st, and one of the key strategies I use before every listing appointment is sending a well-crafted pre-listing appointment email.
While I didn’t invent the concept of sending a pre-listing email or dropping off a package beforehand, I’ve fully embraced it as a way to set the stage for a more productive conversation with the seller.
This email allows us to spend the appointment discussing what’s most important to the client instead of covering basic information that could have been reviewed in advance.
Below, I’m breaking down the structure and content of this email so you can apply it to your own business and increase your conversion rate.
The Structure of the Pre-Listing Email
I always send this email the day before the appointment. The email begins with a warm, personalized greeting, such as:
Hi [Seller’s Name],
I’m really looking forward to meeting with you both tomorrow afternoon. I want to be able to answer all your questions and best take advantage of our time together.
So, whenever you have a moment, go ahead and check out the homes I’ve sold nearby that are good comparable homes for us to consider, as well as a little bit about me and my team.
Please let me know if you have any questions in the meantime.
I guide them to review those key materials in advance so they come into the meeting informed and engaged.
Three Essential Hyperlinks to Include
The next section of the email contains three strategically chosen hyperlinks that help educate and build confidence in the seller before we meet:
Comparable Sales Data
- Email text: “Check out these homes that have sold nearby.”
- Hyperlink to: My Cloud CMA (Comparative Market Analysis), where they can review comparable homes in their neighborhood.
- Purpose: Helps sellers get familiar with pricing trends and market conditions, reducing the likelihood of unrealistic expectations.
Marketing Portfolio
- Email text: “Check out some of our work.”
- Hyperlink to: A Google Drive folder containing my team’s marketing materials. This includes:
- A sample magazine we create for listings
- A sample bifold brochure
- Video recaps of past launch parties and marketing campaigns
- Purpose: Gives sellers a preview of our professional marketing approach, demonstrating our value before we even meet.
Client Testimonials
- Email text: “Check out what people are saying about us.”
- Hyperlink to: My Google Reviews page.
- Purpose: Reinforces trust by showcasing social proof and past client satisfaction.
Adding a Video Element to Showcase Expertise
After the hyperlinks, I include another short paragraph:
“Lastly, I’m going to include three of the many videos on our YouTube channel so you can get an idea of how we market homes. No other team or agent in our area produces more video content or gets more views than we do. This leads to greater exposure for your home and ultimately a higher sales price.”
(I borrowed that language from my friend Shane Burgman, a Space Coast, Florida Realtor.)
Following this, I insert three YouTube links featuring property tours that are either related to the home I’m about to list or highlight our best work. Some agents, like Shane, prefer to include just one video, but I’ve found that three works effectively for me.
Why This Email Works
- It sets expectations – Sellers come to the appointment informed and ready to have a meaningful discussion.
- It builds credibility – By showcasing past sales, marketing materials, and client testimonials, the seller sees you as the clear choice.
- It positions you as the expert – The inclusion of video content and strategic framing reinforces your authority in the market.
If you’re not sending a pre-listing email yet, I encourage you to use this structure as a template for your next listing appointment. Try it out, tweak it to fit your style, and see how it improves your interactions with potential sellers.
If you found this strategy helpful, make sure to share this blog with an agent who could benefit from it. And for more in-depth real estate training, check out our BAMx Skool community!
