Property Marketing Plan Checklist

Use comps closed within the last 90 days, plus active and pending listings within a half-mile. In a moving market, six-month-old comps will mis-price the home; check absorption rate and median days on market for seasonality.

Likely buyer type drives photo emphasis, copy, and channel mix — first-time buyer (FHA-friendly framing), move-up family (school district focus, but only on request to avoid steering), downsizer, investor. Keep neighborhood discussion factual; avoid "good area / bad area" framing that crosses into Fair Housing steering territory.

Post-NAR settlement, buyer-agent compensation is no longer published in the MLS. Capture seller's offered concession in the listing agreement or a separate compensation addendum so co-broke isn't disputed at closing.

Identify declutter, depersonalize, and curb-appeal items room by room. Note deferred maintenance the seller should address before photos — touch-up paint, burned-out bulbs, landscaping, deep clean.

Pre-1978 homes require federal lead-based paint disclosure, the EPA pamphlet, and a 10-day inspection opportunity (waivable). Missing this triggers EPA fines and buyer rescission rights.

Send the federal LBP disclosure form and EPA "Protect Your Family From Lead" pamphlet to the seller for completion before going active. File the signed form in the transaction folder (Dotloop / SkySlope).

Schedule the stager (or virtual staging vendor) and a deep clean to complete the day before the photo shoot. Confirm with seller that the home will be in shoot-ready condition — pets out, vehicles off the driveway, toilet seats down, lights on.

Book the shoot for the day after staging completes. Confirm drone permissions if planned — Part 107 pilot, no controlled airspace issues. Typical turnaround for edited photos and Matterport is 24–48 hours via Aryeo or HomeJab.

Most MLSs cap photos at 25–50. Lead with the strongest exterior, then living, kitchen, primary suite, additional beds, baths, outdoor. Order matters for syndication thumbnails on Zillow and Realtor.com.

Stay Fair Housing compliant — avoid "perfect for families", "walking distance" (ableist), "safe neighborhood", religious or ethnic references, and any protected-class language. Lead with the home's three strongest features; reference school district by name only, not quality adjectives.

Designated REALTOR / brokerage name, agent name, and license number must appear on every piece per state advertising rules. Build the just-listed Instagram, Facebook, and postcard variants from one source file.

Ask the seller explicitly: full syndication to Zillow / Realtor.com / Redfin, or quiet listing? MLS opt-out flags must be set at input, not after — once syndicated, retraction is messy. Confirm ShowingTime instructions, lockbox type (Supra eKEY), and notice window.

Complete every required field: bed/bath, square footage with source, year built, lot, room dimensions, HOA fees, taxes. Wrong square-footage source is the most common MLS data correction. Upload photos in selected order; set Matterport URL.

Flip status to Active (or Coming Soon if applicable). Verify syndication appears on Zillow, Realtor.com, and Redfin within 24 hours; ListHub feeds occasionally drop fields. Confirm Supra access and ShowingTime are live before the first showing request.

Send to sphere and cooperating brokers via Follow Up Boss or kvCORE. Include the Matterport link, photo highlights, and showing instructions. A BombBomb video walk-through from the listing agent typically triples broker engagement.

Target 200–400 homes in the immediate neighborhood. Include brokerage name and agent license number per state advertising rules. Time the drop so cards land 2–3 days before the open house.

Broker preview Thursday or Friday; public open house first weekend after going live. Set up Spacio or Open Home Pro for sign-in and lead capture; auto-tag leads into the team CRM rather than personal phones.

Pull ShowingTime activity, syndication views (Zillow / Realtor.com), and saved-listing counts. Share with the seller so the conversation is data-driven, not anecdotal.

Triggered when traffic is below expectation. Bring updated active/pending comps, days-on-market trend, and the showing-to-offer ratio. A 5–7% reduction generally re-energizes search filters more than two 3% reductions.