Editor’s note: This article does not constitute legal advice. This information does not represent the opinion of Inman. Before embarking on a new strategy, review best practices for state and national law with your supervising broker.
Every listing agent knows the feeling when a new listing hits the market and then sticks. The days on market counter starts to climb, buyers start to wonder what’s going on, and seller confidence starts to fade. Time on market is an actual test of value.
But what if waiting wasn’t necessary? What if, before you spend a single dollar on photos, advertising or staging, you could generate serious buyer interest and perhaps sell your listing in a day or two?
That’s possible. It requires no marketing budget, no complicated technology, just a phone, a little initiative and a strategy that few agents know or use.
The buyers you are looking for are already there
Here’s the truth most real estate agents overlook: the best buyers for your new listing are already on the move. They visited similar homes in the area, turned down a few and are still looking. They are qualified, motivated and ready to buy.
That means you don’t have to wait for them to discover your listing online. You can reach them first.
A few phone calls, a big advantage
The smartest time to have these conversations is not after you accept the listing. Are for the appointment, while you prepare for the first meeting with the sellers.
Call the agents who already have offers similar in price and location to the one you are going to present. Introduce yourself, mention that a new home is coming onto the market soon and ask about their showings, recent activities and possible upcoming price reductions.
That feedback will give you valuable insights that you can share with homeowners who are considering selling. It also shows them that you’ve done extra research on competing homes, a way to differentiate yourself from other agents who arrive with nothing more than a CMA.
During those calls, explain that once your sellers confirm their price and decision to list, you will immediately call back with all the details so that these agents can be the first to show the home to any qualified buyers they may have. Then add an incentive they will love:
“If you share the names of agents who have recently shown your listing, I will contact them and give their buyers an initial, pre-MLS opportunity to view and purchase my upcoming listing. And I will pay you a 20 percent referral fee if one of those buyers purchases the home.”
Once you have the new listing, call the first agent who seemed most willing to help before contacting others. Then when you speak to subsequent agents, include the names of agents you already have as exclusions so that you don’t have to pay the same referral fee multiple times if different agents share overlapping lists of listed agents.
This process does not violate the Clear cooperation policy. One-on-one contact with other agents about a possible upcoming listing is specifically exempt from the rule and is not considered public marketing.
Done well, these conversations transform potential competitors into partners. Instead of seeing each other as rivals, nearby real estate agents become a motivated network, each with a reason to help you sell your listing quickly.
Thus, a few thoughtful phone calls can unlock the hidden question already waiting nearby.
The power of the VIP show
When those pre-MLS buyers walk through your listing, the experience feels exclusive. They know they will get an early private visit before the house appears online. That sense of privilege creates urgency.
If they like the house, they will usually act quickly and make fair offers to head off future competition when the house goes public. You can get excellent deals before you even schedule professional photos.
And because the price-pressing clock of “days on market” hasn’t started ticking yet, there’s no stigma that previous buyers rejected the house because it’s too expensive or because something is wrong.
Why calling works
This strategy isn’t just about selling a listing quickly. It’s a multi-faceted approach that can strengthen every part of your business:
- It helps you get listings. Sharing this concept when offering appointments will impress sellers and set you apart from agents who rely on traditional “hope marketing.”
- It helps you earn faster. A few phone calls before you even launch can lead to a sale within days. In that case, the 20 percent referral fee is a small price to pay for skipping marketing costs and earning a quick commission.
- It builds your network. The process naturally puts you in touch with the most active real estate agents in your area; ones that are likely to help you with future listings.
- It generates referrals. Sellers remember the real estate agent who sold their home before it ever hit the market. They will tell the story repeatedly.
A little effort, a big return
Will it always work? No. Sometimes those calls don’t yield anything. But it’s a small time investment: phone calls you can make while driving between appointments, with a big potential return.
At worst, you’ll have gained insight into your local market and strengthened professional relationships. Best case scenario, you’ll have earned a quick commission, built goodwill with fellow agents and enthusiastic salespeople who will refer you for years to come.
Sometimes success in real estate isn’t about spending more; it’s about thinking and acting smarter. A few strategic calls can be all it takes to turn your next listing into a one-day sale.
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