Price cuts are rising. Listing cancellations are rising. And agents are getting fired.
If you don’t want to be one of them, your service needs to stand out. Especially now.
In this market, the difference between a seller sticking with you and replacing you comes down to one thing: communication. Not just when the listing goes live, but every single week until the home sells.
Here are three non-negotiable communication points every agent needs to lock in with their sellers, starting on Day One.
1. The Weekly Phone Call (Not a Text, Not an Email. A Call)
Too many agents go silent the moment they feel a hard conversation coming. They know the home isn’t getting offers, they know a price adjustment is probably in the cards, and instead of stepping up, they ghost the seller. That’s how you get fired.
What works? A weekly phone call. Not when you “have time.” Not when things are going well. Every single week.
Set the expectation for that call at the listing appointment. Put it on the calendar. Let your sellers know exactly when they’ll hear from you, every time.
Here’s what I cover on these calls:
- Feedback from showings: What buyers are saying, both good and bad. No showings? Give them that data.
- Sales activity in the area: What’s selling, what’s sitting, and what it means for your listing.
- Progress updates: Any serious interest, offers in the pipeline, or changes on the horizon.
- Future pacing: If we need to adjust the price, this is where I start prepping the conversation.
And here’s what I do not do: wait for the client to call me first. That never ends well.
If the home hasn’t sold after the first weekend, I’ll remind them of the average days on market. I’ll tell them what to expect next. That kind of calm, proactive communication builds trust.
End every call with a version of this:
“You’ll hear from me again by [insert day] to keep you updated.”
That sentence alone will make your seller feel more supported than most agents ever bother to make them feel.
2. Unfiltered Feedback From Buyers (Not You)
We changed our showing feedback questions a while back, and it’s made a massive difference.
Instead of the default questions (“What do you think of the price?” or “Is your client interested?”), we now ask:
- What is your interest level?
- What price would your buyer be willing to pay?
- What’s holding you back from making an offer right now?
- Any additional comments or specific interest?
Then we send that feedback directly to the seller. No editing. No sugar-coating.
Why? Because third-party validation is powerful. If the seller hears the same thing from multiple buyers, that the price is too high, or the lighting is off, or there’s an odor issue, they’re more likely to take action.
It also removes you from the line of fire. You’re not the one making judgments about their home. You’re just delivering the message.
And when you do have to suggest a price drop or repairs, you’ve got buyer feedback to back you up.
3. Weekly Web Traffic Reports
Your seller should never have to ask, “What are you doing to market the home?” If they do, you’ve already lost control of the narrative.
Instead, send out weekly web traffic reports that show:
- How many people are viewing the property online
- How many have saved it on sites like Zillow
- How many times the listing has been emailed or shared
- How your listing compares to similar properties in the area
In Bright MLS, for example, you can see how many prospects have been matched with the listing and how often it’s been sent out. When sellers see these metrics, they understand that the marketing is working, even if the showings are lagging.
You’re showing them there’s interest. And if that interest isn’t translating into tours, then you’ve got more ammo to explain what might need to change.
These reports don’t just keep sellers informed. They reinforce your value. They show you’re doing the work.
Clarity Builds Trust
Price cuts and cancellations are climbing because sellers feel like they’re in the dark. And when they don’t hear from you, they assume you’re not doing anything.
Don’t let it get to that point.
Lock in these three communication pillars:
- A weekly phone call, scheduled and consistent
- Raw buyer feedback, delivered directly
- Web traffic reports, automated or curated and sent every week
The more clarity you provide, the more your sellers will trust you. And the less likely they are to fire you before the job’s done.
