Stop 2 of 8 · Weekly
The listing package
Property facts and photos in, description at three lengths, feature list, showing notes and the seller update out, every draft fair housing checked.
One input, five outputs
Taking a listing live used to be five separate writing jobs on the same Tuesday night: the public remarks, the private showing notes for other agents, the feature sheet for the counter, the email to the sphere, and the first seller update. Daniel wrote them in that order and each one drifted a little further from the data sheet.
They are one job now. The MLS data sheet, the preliminary title notes and the photos go in once, and the package comes out together, which is also why the facts stay consistent across all five.
What goes in
| Source | What it gives the draft |
|---|---|
| MLS data sheet or CRM export | Beds, baths, square footage, lot, year, systems, HOA |
| Twenty photos in shooting order | Condition, finishes, light, the flow of the rooms |
| Your seller intake notes | What the owner changed, what they hid, why they are moving |
Photos are the part people skip. A description written from a spec sheet alone reads like a spec sheet. A description written with the photos names the wide plank floors and the window seat, because they are visible.
Three lengths, once
| Where it goes | Shape |
|---|---|
| MLS public remarks | To the field limit exactly, features and facts, no adjectives about people |
| Portal listing and email blast | Two short paragraphs, one specific hook in the first line |
| Postcard, sign rider, story card | One line under fifteen words |
Ask for all three in one reply. Asking three times gives you three different houses.
[paste the MLS data sheet and attach the photos] This is a new listing for me, Daniel. Before you write anything, tell me in a short list what the photos show that the sheet does not, and separately what you are inferring rather than seeing, so I can confirm it. Then write the package: public remarks to the character limit I will give you, a portal version of two short paragraphs, and a one line version under fifteen words. Then a bulleted feature list grouped by kitchen, primary suite, outdoor, systems. Every claim traceable to the sheet or a photo. Nothing about who the buyer should be, no schools, no neighbourhood character, no safe, no perfect for. Finish with a fair housing pass listing anything you changed.
Write the private agent remarks for this listing: how to get in, where the lockbox is [describe], what to point out that a buyer will miss, the two questions I expect and my honest answers, and the offer instructions. Under a hundred and twenty words, plain, no selling language. Do not include the seller's schedule or reason for moving.
Turn these showing logs and feedback notes into the weekly update for my seller: how many showings, how many repeat visits, the themes in the feedback, and the one decision I need from them this week with the date. Six sentences, no price recommendation, no percentages. [paste the showing log and the feedback]