Pre-Listing Checklist

The listing coordinator verifies that the exclusive right to sell agreement is fully executed with both spouses on title (if applicable), the term and commission are filled in, and the state agency disclosure is signed at first substantive contact. Missing agency disclosure is one of the most common file-review citations.

Review the seller's property disclosure form line by line with the seller — don't email it and hope they fill it out. Sellers routinely leave items blank that they actually know about (foundation cracks, prior flooding, roof leaks). Post-closing buyer claims trace back to this step.

Pre-1978 homes require the federal lead-based paint disclosure, the EPA "Protect Your Family" pamphlet, and a 10-day inspection opportunity (waivable in writing). EPA fines for missing LBP disclosure are substantial.

If the property is in an HOA or condo association, order the estoppel and CC&Rs now — turnaround can run 10-15 business days. Some states (CA, FL, VA) give the buyer a rescission window if HOA docs are delivered late after contract.

Listing agent walks every room and the exterior with the seller, identifying declutter, depersonalize, paint touch-up, landscaping, and deep-clean recommendations. Document the agreed scope in writing so there's no dispute later about what was supposed to be done before photos.

Vacant homes and dated furnishings benefit most from staging; cost typically runs 1-1.5% of list price for a 60-day engagement. Confirm who pays (seller, brokerage credit, or split) in writing before scheduling the stager.

Staging must complete before the photographer arrives — re-shoots are expensive and delay MLS launch. Build at least a 2-day buffer between stager finish and photographer call time.

Use Cloud CMA or RPR with comps closed in the last 90 days, adjusted for square footage, condition, and lot. In rapidly-moving markets, weight the most recent pendings heavily — 6-month-old comps will mis-price the home. Present three scenarios (aggressive, market, conservative) and let the seller choose with informed input.

Book HDR photos plus Matterport 3D and floor plan in a single shoot when the budget allows — return trips are expensive. Confirm drone coverage (Part 107 pilot if used) for properties with acreage or notable exteriors.

MLS photo caps vary (commonly 25-50). Lead with the strongest exterior, then the kitchen and primary suite — those drive click-through on Zillow and Realtor.com syndication. Order matters more than total count.

Avoid language that signals protected-class preference: "family neighborhood," "perfect for empty nesters," "walking distance," "safe area," references to schools by name beyond factual district. Describe the property and its features, not the buyer the seller wants.

Marketing coordinator produces the property flyer, social graphics for Instagram and Facebook, just-listed postcards for the neighborhood farm, and a single-property URL. Include the brokerage name and agent license number per state advertising rules.

Some sellers want a quiet listing — auto-syndication to Zillow and Realtor.com violates that request. Set MLS opt-out flags at input, not after the fact. Confirm any "Coming Soon" period the local MLS allows.

Install the Supra iBox at an approved location, configure showing instructions in ShowingTime (notice required, occupancy notes, alarm code if any, pet warnings), and confirm the seller's preferred showing window. Test access on the way out.

Enter all required fields: bedrooms, baths, square footage with source (tax record, appraisal, or measurement), year built, lot size, room dimensions, features, HOA dues, taxes. Square-footage source is a frequent broker file-review citation when left blank.

Within 24 hours of going Active, verify the listing appears on Zillow, Realtor.com, Redfin, and Homes.com (or the chosen subset for quiet listings). Check that photo order, price, and description rendered correctly — syndication feeds occasionally truncate or drop fields.

Send a just-listed email blast through Follow Up Boss or kvCORE to the agent's sphere and cooperating brokers, post to Instagram / Facebook / LinkedIn, and drop the neighborhood farm postcards. Tag the seller in the social post only with their explicit permission.

Send the seller a single email with the MLS link, all syndication links (Zillow, Realtor.com, Redfin), the single-property site, and the showing-feedback cadence they should expect. Sellers compulsively check their own listing on day one — beat them to it.

By day 14, expect at least 8-12 showings and steady online traffic in a normal market. Below that signals a price or condition issue, not a marketing one. Document the showing count and feedback themes before the conversation with the seller.

Bring updated comps, showing-feedback themes, and online traffic data (Zillow saves, views, ShowingTime requests). Frame the recommendation as a market read, not a critique of the home. Document the seller's decision in writing whether they reduce or hold.