Your Listing Agent Needs a Communication Plan, Not Just a Marketing Plan

by Mike Ferrante

If you've ever interviewed listing agents, you've probably seen a lot of marketing plans. Professional photos, video, social media, the MLS, open houses. Some are more polished than others, but they tend to look alike.

What you almost never see is a communication plan. And that's a problem, because poor communication is the reason sellers leave their agent.

I recently had Chris Smith on my show, Best Advice Ever. Chris co-founded Curaytor, wrote The Conversion Code, and co-wrote Exactly What to Say. He made a point that stuck with me, and I think every homeowner getting ready to sell should hear it.

The marketing plan and the communication plan are two different things

Chris put it simply. A marketing plan explains how your agent will get your home in front of as many buyers as possible. A communication plan explains how you will know exactly what your agent is doing, every step of the way.

The first one faces outward, toward buyers. The second faces you.

Chris said that if you handed him a thousand listing presentations, nearly all of them would have a marketing plan and almost none would have a communication plan. I believe it.

Why sellers really switch agents

Here's the part that should get your attention. If you ask sellers whose listing expired or who pulled their home and relisted with someone else why they switched, the most common answer isn't the price or the photos. It's that they didn't hear from their agent.

Think about what that feels like from the seller's side. Your home is on the market. You're keeping it clean, leaving for showings, and waiting. If nobody tells you what's happening, it's natural to assume nothing is happening.

Most of the time the agent is working. They're running reports, calling other agents for feedback, adjusting the marketing, watching the competition. The seller just never sees it.

Doing the work isn't enough anymore

I've said this to my team for years, maybe less eloquently than Chris does. It's not enough to do the work. You have to tell your clients you did it, what the results were, and what's going to happen next because of those results.

Listings don't sell themselves the way they did a few years ago. Sellers deserve to understand the plan and see it being carried out, week after week.

What a good communication plan should include

When you interview agents, ask them to walk you through how and when you'll hear from them. A solid answer covers:

A regular schedule. You should know which day you'll get an update, not just "I'll keep you posted."
What happened last week. Showings, feedback from buyers and agents, online views, and any open house traffic.
What's happening next week. The next steps in the marketing and why they were chosen.
How the market around you is moving. New competing listings, price changes nearby, and homes that went under contract.
Your preferred channel. Text, email, or a phone call. The update is only useful if you actually read it.

Your marketing plan should last as long as your listing might

Chris raised another point I love. Ask an agent how long their marketing plan runs and many will say a week or two. Then ask about their average days on market, and it might be 40 or 50 days.

So what's happening between week two and week six? Often, not much.

When we recorded this episode, our average days on market was 17 days, which is fast. But in plenty of markets it's longer, and the plan should match. A good listing agent can show you what they'll be doing on day 3, day 15, and day 30, not just launch day.

Questions to ask before you sign a listing agreement

How often will I hear from you, and in what format?
What will each update include?
How do you collect showing feedback, and will I see it?
How long does your marketing plan run, and what happens after the first two weeks?
If we're not getting the activity we expected, when will we talk about it and what are our options?

If an agent can answer those clearly and confidently, you're likely talking to someone who takes communication as seriously as marketing.

The bottom line for sellers

The most important marketing your agent ever does might be the marketing they do to you. Every text, email, and phone call is a chance to show you the work, explain the results, and keep you confident in the plan.

If you're thinking about selling in Northeast Ohio and want to see how we approach both sides of that, reach out. I'm happy to walk you through it.

Want to hear the full conversation? Listen to my interview with Chris Smith on Best Advice Ever.

Mike Ferrante
The Mike Team at LPT Realty
www.21mike.com
Google Business Profile: https://g.page/r/CSQoYzel0Z68EAE
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