The four-step real estate listing framework for more signed agreements

"The most important sale you ever make is not the house it's yourself. Before you can talk about market stats, professional fees or marketing plans, you have to connect on a human level. Rapport is about building trust and creating a sense of safety in the conversation. Think about it: would you hand over the keys to one of your most valuable assets to someone you didn't feel comfortable with? Neither would your clients."

"Arrive curious, not scripted. Ask about their family, their history with the home, or their upcoming plans. Show genuine interest in them as people. Mirror their energy. If they're high-energy and excited, meet them there. If they're quieter and more cautious, slow down your pace and tone. Share something personal. A short story or anecdote can help create common ground."

"That's why I created the R.E.A.L. framework a four-step structure for conducting a powerful listing conversation that leads to more signed agreements and stronger client relationships. REAL stands for: Rapport Engage with questions Advise List and leave Each stage is designed to flow into the next, giving you both the confidence of a proven process and the flexibility to personalize the conversation for each homeowner."

The R.E.A.L. framework is a four-step structure for conducting listing conversations: Rapport, Engage with questions, Advise, and List and leave. Rapport focuses on connecting on a human level, building trust, and creating conversational safety through curiosity, mirroring energy, and sharing brief personal anecdotes. Engagement emphasizes understanding seller motivations and priorities before presenting services. Advice covers offering market context, pricing guidance, and a tailored marketing plan. The List and leave step centers on securing the agreement while honoring the client's decision-making process. The framework balances a proven process with flexibility for personalization to strengthen client relationships and increase signed agreements.

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