How to Turn One Listing into Many Transactions
Updated: May 23
Here are 23 ways to market the home and yourself so that you can turn your latest real estate listing into many future deals.
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You did it, you generated a listing! Now your job shifts to getting the home sold. An additional benefit of your new listing is that by using specific strategies, you should be able to generate additional listings and buyers as a result of the listing.
There are four stages in the listing process that offer unique opportunities to market both the listing and yourself. These stages include preparation time prior to taking a listing active, when the listing is active, while the property is pending, and post-closing.
Each stage creates unique opportunities to showcase your marketing expertise while generating buyer and seller leads that can turn one listing into multiple transactions. The following are 23 ways to turn your latest listing into multiple transactions.
Stage 1: Marketing strategies during pre-listing preparation
Many listings have a time of preparation before the listing goes live in the MLS. This may be due to repairs being made, staging the home, or awaiting professional photography. You should always follow the law for your area in regard to what is allowed, but here are a few unique ways to utilize this time to generate multiple transaction opportunities:
1. Teaser coming soon video on social media
Creating curiosity and possibly finding a buyer for your new listing or another property can be accomplished through a teaser “coming soon” video posted on social media.
Here is an example script you can use as an outline for the video:
I can’t wait to share details about my listing that will be coming to market as soon as (whatever is being completed). If you or someone you know is looking for a three-bedroom home with a pool located on the west side of town, message me to be one of the first people to receive details once they are all available.
There will only be one buyer for your new listing, and this strategy has the potential to generate multiple buyer leads.
2. Circle prospecting calls to neighbors about the ‘coming soon’ listing
Calling the neighbors near your listing during the preparation time for the listing is a great way to identify both prospective buyers and sellers.
This is an example script for the calls:
This is (agent’s name) with (agent’s company), and I’m calling the neighbors near (address of new listing) to let you all know that we are about to list the home for sale. We want to make sure the neighbors have this information first and that you have the opportunity to choose your new neighbor in case you have a family member or friend who might be interested in buying a home in your neighborhood. Would you like the details of this home to pass on to anyone?
Always scrub your call list against the do not call list, but this is a great way to engage with homeowners. Let them know that you would be glad to keep them informed about the sale of this home since it will affect their home’s value. If their home doesn’t come up during your conversation, a great closing line is:
We anticipate a lot of activity for this home. I’d be the worst real estate agent in the world if I didn’t at least ask if there is a price where you would consider selling your home.
3. Door-knocking the neighborhood about the ‘coming soon’ listing
This is similar to circle prospecting, but instead of calling, you knock on doors to speak nose-to-nose with the neighbors about your new listing. Having a flyer with details about the new listing with your contact info is a simple way to have something to give them when they answer the door.
This is a great way to build rapport and to meet several homeowners (potential listing leads) in a relatively short period of time on top of them sharing the details with any of their friends that are considering buying a home.
4. Send the ‘coming soon’ teaser video to your database
Like the teaser “coming soon” video posted on social media, this video is sent to your database. It is a great way to add value to your database and potentially double-side the deal. Mastering this basic strategy can lead to potential buyers in your database raising their hands to let you know they are ready to buy.
5. Call your hot buyer prospects with details on the ‘coming soon’ listing
This business is driven by real estate-related conversations. Calling your hot buyer prospects with details about your “coming soon” listing shows them you are going the extra mile for them. Whether this listing fits them or not, it’s a great time to engage with them to see if anything has changed or if they’ve seen any homes online they might want additional details about.
Marketing strategies when the listing is active
6. Social media post announcing your new listing
A listing going live in MLS is a marketing goldmine. Starting your marketing effort with a post on social media is a great way to prompt engagement with potential buyers or friends of potential buyers. These posts should always include a line that asks your connections to please share details about this listing with anyone they know that is considering buying a home.
This often leads to people tagging their friends in the comments. Following up with a private message to the people tagged is a phenomenal way to connect with new buyer prospects.
7. ‘Just listed’ postcard
The reason “just listed” postcards continue to be utilized by listing agents is that they work. Like other direct mail pieces, the response rate is usually between 1 percent and 3 percent. But these are branding pieces as well to show yourself as an active agent working in the homeowner’s neighborhood.
8. Host an open house
One of the best ways to generate both buyer and seller leads while marketing a listing is through open houses. Open houses create an opportunity to meet prospective buyers along with “nosy neighbors” that often visit open houses to get an idea of how their home might compare to the one currently for sale.
If you’re looking for the best way to generate multiple transactions from a listing, hosting an open house is the answer.
9. Door-knocking with an invitation to the open house
This is another soft touch point that gives you the ability to meet other homeowners in the neighborhood. Setting a one-hour time prior to the public open house for neighbors to visit the house before the crowd is expected during the published time is a great way to easily identify the neighbors and, in turn, the potential seller leads during the open house.
10. Circle prospecting phone calls about the open house
Letting the neighbors know about the open house via phone calls is another way to connect with the neighbors via an invitation to the open house.
This is an example of a script that can be used either on the phone or during door-knocking about the open house:
This is (agent name) with (agent company) we just listed your neighbor’s home at (address), and we are hosting an open house this Saturday from 11 a.m. – 1 p.m. We anticipate a big turnout, so we wanted to let the neighbors know that we will be at the home at 10 a.m. if any of the neighbors would like to see the home and avoid the crowd. We hope to see you on Saturday!
11. ‘Behind the scenes’ social media content of the open house
Documenting your preparation for the open house via stories on Instagram or Facebook is a great way to interact with your social media following. This also shows you doing the work, which in turn leads to trust as a professional. That trust is what leads to opportunities to work with your social media connections or their referrals.
A few example video ideas to share about the process include:
A video about prep marketing for the open house.
A video about putting up the signs.
A video about preparing the house.
A video showing a full house during the open house.
A video going over the results of the open house.
12. Short-form video of the home for Instagram Reels, TikTok, and YouTube Shorts
Short-form videos are the most viewed type of content right now. A sped-up walkthrough of the home or a series of fast-moving photos with the home’s highlights is a couple of unique ways to capture a lot of attention with a small piece of content. The organic reach of these videos makes marketing your listing a tremendous opportunity to market yourself.
13. Unboxing video of new listing
One of the most popular types of videos on social media is an unboxing of a new product or anticipated gift.
Brad McCallum, out of Calgary, Canada, was the first person I saw do a video where he unboxed his new listing. These videos typically start by holding a box and saying, “I can’t wait to share with you what I have in this box.” As the box is opened, the agent says something along the lines of “Check out my new listing,” and the camera moves toward the box, fading into the new listing video.
This is a unique way to make your listing video and yourself as a creative agent stand out.
14. Post on a local Facebook Buy, Sell, or Trade Group
Facebook Buy, Sell, or Trade Groups are local groups where thousands of people share whatever it is that they want to sell with the group. Many of these groups allow agents to share listings. This is a great way to promote your listing and yourself to thousands of potential clients for free.