25 Tips From Top Agents on Working With Sellers

Selling a home is an art and a science. Effective listing agents need to rely on intuition and relationship-building, but they also have to be data-driven experts when developing a strategy.

Striking that balance is no easy feat, so we compiled expert advice and insights from Zillow Agent Advisory Board members with decades of experience, focus groups of agents across the country, and original research. Of sellers who use an agent, almost 40% contact more than one, per a recent Zillow survey. Here are tips for winning their business from the first call and building trust throughout the selling process.

Connecting on the first call

1. Keep the conversation under five minutes. Top-performing agents emphasized that the goal of the call is to secure a listing appointment, not capture every detail. So briefly make a positive first impression without stretching out the conversation.

2. Hone in on the seller’s goal(s). This is your chance to cut to the chase, make the seller feel heard, and gather high-level intel on what they want most. One Agent Advisory Board member likes to lead with: “What does a win look like for you?”

3. Talk timelines. You’ll approach a 3-month window much differently than a 1-year timeline. Plus, this info will help you set expectations about where the market could be.

4. Try not to talk price. It may be inevitable if the seller’s goal is a certain dollar amount, but do your best to avoid committing to a price on the call. Acknowledge the seller’s point and say you’ll show them a data-driven recommendation during the listing appointment.

5. Save your questions once the appointment is confirmed. Once the seller agrees to the appointment, politely wrap up the call and hold extra questions so you can unpack them in a longer in-person discussion.

Preparing for the listing appointment

6. Set aside an hour. Top-performing Premier Agent partners said they typically spend up to an hour conducting research and planning for a listing appointment.

7. Templatize, then personalize. You don’t have to build from scratch for every appointment. Create a professional template for marketing materials, then look for simple ways to add a personal touch, say, by adding the seller’s name or incorporating their goals in your listing packet.

8. Create a comparative market analysis (CMA). This is standard practice, but Advisory Board agents focused on three areas to communicate a sound pricing strategy:

• Public tax records of the property
• Recent sales of comparable properties through your MLS
• Existing property images and details available through Zillow or your MLS

9. Compile your listing packet. Most packets look the same, but remember this is an opportunity to differentiate yourself if you use drone footage, interactive tours, etc. Top-performing agents recommended including the following:

• CMA 
• Agent/team/brokerage marketing materials
• Home marketing samples
• Listing agreement
• Net sheet explaining typical costs

10. Practice objection handling. Be prepared to defend your strategy and pricing recommendation. If sellers stand firm on an unrealistic price, some Advisory Board members get around this thorny topic by outlining a contingency plan: list the seller’s preferred price but agree upfront to change it after a few weeks if no offers come in.

Mastering the listing appointment

11. Make the seller feel comfortable. Soft skills can be just as important as your strategy, even for little gestures and body language. For example, one Advisory Board member takes off their shoes if they see sellers don’t have shoes on.

12. Take handwritten notes. It signals you’re paying attention and value their thoughts. You can do it on a device, too, but that might give the appearance you’re distracted.

13. Build their confidence by adapting the pitch. For first-time sellers, that could mean spending extra time on how the process works; for investors or experienced sellers, maybe you focus more on nuances of past sales.

14. Filter feedback through examples. Your constructive criticism, even if it’s justified, can upset the seller. Top-performers frame suggestions through potential buyers and concrete examples. So instead of “I think we should repaint the kitchen,” try “a recent client had the same color and got a better offer after repainting.”

15. Confirm the listing. Your ultimate goal is to get the listing agreement signed. Advisory Board members told us their odds of getting the listing noticeably drop if the agreement remains unsigned after the first appointment. If that happens, they draft clear next steps and deadlines for each side to confirm the listing.

Building and showing the listing

16. Stay responsive. According to a recent Zillow survey, 75% of buyers and sellers said they chose an agent because they were responsive. Once the listing is yours, it’s crucial for you to be in close communication, especially in the first 10 days. As one agent put it, this is a smart way to “show your work.”

17. Recommend vendors. If repairs are needed, you can add value by suggesting painters, cleaners, landscapers, contractors, or handypeople.

18. Align on staging. This is ultimately the seller’s call, but you may be able to help them by referencing past success stories and recommending stagers.

19. Coach the seller. Sellers could be feeling a swirl of stress, excitement, sadness, and relief as they get ready to make such a major life change. Listing agents may become de facto therapists during this time, but you can help sellers manage emotions by reiterating market conditions and setting expectations.

20. Protect the seller’s schedule. Unless you’re working with an investor, showing a home causes disruption. Make sure you account for the seller’s scheduling preferences – in ShowingTime, Premier Agent partners can set available times and request up to a 1-hour notice so sellers have time to vacate.

Completing the sale

21. Evaluate offers. Sellers may ask for your guidance once they receive offers. Some top-performing agents enlist a template or spreadsheet to make it easy for sellers to compare offer prices, down payments, close dates, contingencies, and other key factors.

22. Manage paperwork. Another great chance for agents to show their work: Take away the headache of endless paperwork. Support the seller by assisting with everything from contract amendments and title work to repair warranties and the settlement statement.

23. Answer questions. Not just from the seller, but for the seller as well. After checking with your client, see if you can proactively deal with lenders, buyer’s agents, escrow officers, and lawyers, when appropriate.

24. Ask for a testimonial (if things went well). Interestingly, only 15% of sellers we surveyed had past experience with the agent who sold their home. Getting a testimonial after the sale not only helps your business short term, but it could also lead to repeat clients long term if they ever sell again.

25. Keep in touch. After bonding through such a major life event, remember to say hi and check in every one in a while. Social media makes it easy to maintain a positive relationship, and it’s a great way to stay top of mind for referrals.