All in practice

We're not doing surface-level here. This is the actual system that's helped me secure hundreds of listings and close them efficiently — phase by phase, from the moment a lead comes in to the day you go live. This is the part of the business most agents wing. You won't. This is your brand standard, and it's the process your reputation rides on.

Phase 1: Pre-Listing

Lead comes in — tag it and track it in your CRM (this is exactly why we built the database).
Call within 1 hour — and book the first appointment with enough margin to prep properly.
Mail + email the seller their pre-listing guide in a custom box — so they're informed before you ever walk in. Guides were covered in Chapter 5 (Full box details below.)
Set up a property search alert so sellers are staying current on what’s happening in their neighborhood. Let them know you’re doing this.

Pro tip: People don't want to be presented to anymore. They want information before you arrive so they can come to the table with questions. The guide + box do that work for you.

Phase 2: Initial Appointment

Tour the property.
Ask high-leverage questions: "What's your goal? What's your timeline? What's your biggest concern?"
Confirm expectations around CMA delivery, pricing, and next steps before you leave.

Phase 3: CMA Presentation

Schedule a time to review the CMA in person or on Google Meet/Zoom.
Deliver the CMA digitally — live, not printed. You walk them through it; you don't hand them a packet.
Use the 3-column pricing framework: comps / stretch / irrelevant. Comps are what supports value, stretch is the aspirational ceiling, irrelevant is what's distorting their expectations — and naming that third column is what gets you to a real number.

The Seller Presentation Box

This is the "custom box" from Phase 1, and it's the move that sets you apart before you've said a word. You mail it to an interested seller in preparation for meeting in person.

The seller box includes:

The Seller's Guide
A handwritten note card
Your business card, tucked inside a 3x5 plexi-glass frame

Where to get the pieces:

The box → giftboxmarket.com A4 shallow magnetic gift boxes — multiple colors, minimum order 12, about $10 each + shipping.
The gift filler (classic crinkle paper) → Amazon
The 3x5 plexi-glass frame for your business card → Amazon

Your Seller's Guide (and the Buyer's Guide for the buyer version of this box) are customizable templates — we build them in Market + Convert, and they live in the Toolbox Templates Library so you can grab and brand your own. (The buyer box — Buyer's Guide + Buyer Representation Agreement + note + card — lives in the Buyers chapter.)

Seller Lead Templates

Below you’ll find the core pack of templates we use when working with a Seller lead. Templates were covered in Chapter 5.

RGCO Seller Lead Email Templates by Rebecca Green + Co.

Let AI run the busywork

Once your process is set, AI executes the repeatable parts:

Build the SOP: talk Claude through these four phases and have it write your Listing Process SOP so your team runs it the same way every time.
Prep the CMA narrative: feed Claude the comps and have it draft your comps / stretch / irrelevant talking points so you walk in ready to let the data explain the number.

Seller Lead