A hundred listings in less than five months. That’s not a typo.
Our team has been averaging close to one listing a day, which works out to just over 20 a month. To put that in perspective, the top 50% of listing agents in the country sell two or three listings a year. We’ve done a hundred in under five months.
And here’s what happened: we broke our own system.
Two full-time listing managers. A full marketing department with video, photography, and a marketing coordinator.
We overwhelmed all of them. It’s a great problem to have, but it’s still a problem. Our listing coaching got so strong that the infrastructure couldn’t keep up.
When you hit that wall, the right question to ask is how you got so productive in the first place. I want to walk you through exactly what we did, because every piece of this is something you can take and plug directly into your business.
Step 1: Build a Scalable, Scripted Listing Presentation
The first thing we committed to was a listing appointment with real structure. Scripted, formatted, and built around what actually resonates with sellers.
I’ve been refining this for over 26 years. The presentation covers three core areas:
- Product: How to get the home ready so buyers have the right emotional reaction when they walk through the door
- Price: How to position the home to be one of the next to sell
- Promotion: How to get the right exposure, online and offline
You’ve probably heard other coaches talk about the three Ps. We live by them.
The reason a scripted appointment matters so much is that listing appointments go off the rails constantly. Sellers say unexpected things, conversations drift, objections come out of nowhere.
When you have a script and a structure, you always know how to get back on track toward the one goal that matters: getting the contract signed.
Without that foundation, you can’t take listings at a high level. Because you’re improvising every single time.
Step 2: Implement a Proven Pre-Appointment Process
Having a great appointment isn’t enough if you’re just showing up cold. The pre-appointment process is what sets the stage before you ever walk in the door.
Here’s what ours looks like:
- Schedule the appointment and send a text reminder
- Send a personalized video email explaining what you’re going to do to sell the home
- Make a confirmation call
- Show up on time, dressed for success
On that last point: I am not going to a listing appointment in what I’m wearing to film a video. I’m in a suit: jacket, tie, dress shirt, dress shoes. If I’m running late, I call ahead. Every time.
This process has produced a 71% sign rate over more than 26 years. It’s documented and proven. Before I walk into any appointment, the seller has already seen our resume, read our reviews, and watched a personalized video that creates real excitement around the meeting.
We’re not hoping it goes well. We know exactly what we’re walking into.
Step 3: Track Lead Sources and Double Down on What Works
Once you have the appointment and the pre-appointment dialed in, you need to know where your business is actually coming from. We track everything, and we coach our agents to do the same. I’m personally in the trenches making 500 to 700 lead generation calls a week.
What the data keeps showing us is that over 66% of sellers list because of proximity: your sphere, your closed clients, people who already know you. Your database is where listings live.
To stay in front of those people consistently, we use every channel available:
- Email campaigns, including holiday calls, birthday calls, and anniversary calls
- Text scripts for when you don’t reach someone by phone (we use the FORD approach: family, occupation, recreation, and dreams)
- Social media
- Direct mail
That’s five channels, not counting face-to-face, all hitting people who already know us, like us, and trust us. Many of them have used our services before.
Repeat and referral business doesn’t happen by accident. It happens because you stayed in front of people long enough and consistently enough that when they’re ready to move, you’re the obvious call.
Beyond your database, online leads have been a strong source for us. Roughly 41% of buyers also have a home to sell, so every inbound buyer lead is potentially a listing.
We’ve also used expired listings and home valuation software like Fello, which is a great tool for engaging your database around home value.
One thing I’ll say about expireds and FSBOs: in our Philadelphia market right now, there are maybe seven for-sale-by-owners in the entire metro area outside the city. You can go after them, but there’s only so much addressable market there.
Focus on where you can generate listings consistently, and let the tracking tell you where that is.
Step 4: Master Follow-Up and Use Your CRM
Everything above falls apart without serious follow-up. Some of the listings we’re signing now have been two, three, even four years in the making. Sellers don’t always move on your timeline. Your job is to stay in front of them until they’re ready.
The way we manage this is by putting sellers into the right stages in our CRM and assigning a specific follow-up cadence to each stage.
The approach changes depending on where someone is in the process:
- Met with in person: Follow up more frequently. They invited you into their home. They’re warm.
- Spoken to but not yet met: Follow up consistently, but give it room to breathe.
- In the database, not yet engaged: Nurture through marketing channels until motivation emerges.
When you’re following up, always be thinking about motivation. Is this an estate situation? A divorce? Are they upsizing or downsizing? Motivation is what drives transactions. When someone has a real reason to move, they’re going to sell.
Your job is to be the person they call when that moment arrives.
Putting It All Together
Here’s what’s driving over 20 listings a month for our team:
- A scripted, repeatable listing presentation built around price, product, and promotion
- A pre-appointment process that primes sellers before you walk in the door
- Tracking that shows exactly where business comes from so you can do more of what works
- Consistent, CRM-driven follow-up that converts long-term leads into signed contracts
None of this is complicated. All of it requires commitment. If you want to take more listings, build the system first. Then scale it.
We learned that lesson the hard way when 100 listings in five months broke our infrastructure.
Get the foundation right, and the volume will follow.
