By Deborah Ann Spence
How to get listings as a real estate agent. As a real estate agent, you know that the lifeblood of your business is listings. Without them, you’re stuck on the sidelines, watching the market move without you. But here’s the problem: everyone else knows this, too. Competition for listings has never been fiercer, and traditional methods are getting stale. So, how do you cut through the noise and stand out in a saturated market?
The key to securing listings today is understanding exactly what homeowners need right now and positioning yourself as the agent who can deliver on those needs. Let’s break down a few innovative strategies that will help you attract listings in this competitive landscape—not about cold-calling or mass mailers but about building trust, standing out, finding your niche, and delivering value.
1. Become the “Neighborhood Expert” (But Actually Live It)
Every agent calls themselves a neighborhood expert, but few truly embody it. To genuinely own this title, go deeper than just knowing the comps and local coffee shops. Research the issues that matter most to homeowners in your area. Are there new developments planned? School district changes? Traffic pattern updates?
This is the pathway to get listings as a real estate agent.
Create content around these hyper-local insights. Start a monthly email newsletter or a “Neighborhood Update” video series that covers what homeowners are actually curious about—beyond just the housing market. Homeowners are more likely to reach out to someone they see as their go-to source for all things local, not just real estate.
Pro Tip: Interview local business owners, community leaders, or school principals. This will both broaden your network and build your credibility as the agent who truly understands the pulse of the neighborhood.
2. Use “Soft Qualifying” Social Media Ads to Get Listings As A Real Estate Agent
Facebook and Instagram ads are nothing new, but here’s a twist: instead of going for the hard sell, use these platforms to run “soft qualifying” ads that target homeowners specifically. Think of ads that are informational or helpful rather than direct marketing pitches.
For instance:
- Create an ad offering a free “Home Value Report” for people considering selling.
- Run a video ad that explains how the local market has changed in the last 6 months and what it means for homeowners.
Once people click on these ads, you can follow up with value-driven emails or content that answers their questions and builds rapport. This strategy works because it gently qualifies leads—people who click on a home value ad are probably curious about selling—without being intrusive.
3. Offer a “Pre-Listing Strategy Session” – It’s More Than a Listing Presentation
The idea of a listing presentation feels tired and, honestly, a little intimidating to homeowners. Instead, position your service as a “Pre-Listing Strategy Session.” This small reframe makes the process feel less like a pitch and more like a valuable conversation. The session should cover:
- Current Market Trends: Explain in simple terms what’s happening in the market and what it means for their specific neighborhood.
- Pricing Strategy: Provide a range rather than a firm price, discussing different strategies (e.g., pricing low to attract offers or pricing high to leave room for negotiation).
- Timeline and Preparation: Give them a rough roadmap of what’s needed to get their home market-ready. Include tips on staging, decluttering, and minor repairs.
Positioning this as a “strategy session” rather than a “presentation” puts you on the same side as the seller, building trust and reducing pressure. You’re collaborating to maximize their outcome, not just selling yourself.
Photo by Tracy Le Blanc: https://www.pexels.com/photo/person-holding-iphone-showing-social-networks-folder-607812/
4. Build Trust with “Social Proof” Videos
Nothing beats the power of social proof when it comes to building trust with potential clients. Instead of the standard testimonial quotes on your website, create short, authentic video testimonials from past clients. These don’t need to be professionally produced—in fact, a genuine, less polished video can feel more relatable.
Ask past clients to share their experience with you, specifically highlighting:
- Why they felt comfortable choosing you
- How you helped them navigate the process
- The outcome and how they felt about it
Share these videos on social media, your website, and your email newsletter. Social proof gives prospective clients a tangible sense of their experience working with you and shows that you have a track record of success.
5. Host “Home Selling 101” Workshops
One underutilized strategy for attracting listings is hosting free, educational workshops for homeowners who may be thinking about selling. These can be in-person (great for building connections) or virtual (perfect for a larger reach). A “Home Selling 101” workshop should focus on educating potential sellers rather than overtly selling your services.
Topics to cover might include:
- The Selling Timeline: What sellers can expect from listing to closing.
- Market Trends & Pricing Insights: Explain why it’s a seller’s market or how to price competitively in a buyer’s market.
- Preparation Tips: From decluttering to photography, explain how sellers can get the best return on their home with minimal effort.
This kind of workshop allows you to demonstrate your expertise without pressure, positioning you as the natural choice when attendees are ready to list. Plus, it’s an opportunity to collect contact information from genuinely interested leads and follow up with valuable content.
6. Send “Personalized Market Update” Videos
The days of one-size-fits-all market updates are over. Instead of sending a generic “Here’s what’s happening in the market” email, try creating personalized market update videos for homeowners in specific neighborhoods or with certain types of homes.
Use a tool like BombBomb or Loom to record a quick video where you talk directly to the homeowner (you can send it via email). Reference specifics about their property type or neighborhood trends. For example:
“Hi [Homeowner’s Name], I just wanted to share a quick update on what’s happening in the market here in [Their Neighborhood]. Homes similar to yours are currently selling for [price range], and I’ve noticed a trend in [unique local trend or buyer preference]. If you’re curious about what this could mean for the value of your home, let’s chat!”
This personalized touch shows that you’re paying attention to their specific situation, not just mass-marketing. Homeowners will remember this individualized approach when they’re ready to list.
7. Build Partnerships with Local Service Providers
Finally, think beyond the traditional networking sphere. Build partnerships with local service providers who interact with homeowners in transition—contractors, landscapers, cleaners, and organizers, for instance. These professionals are often among the first to know when someone is thinking about selling their home, even before an agent does.
Consider creating a referral network where you mutually recommend each other’s services. You could even offer a “home prep package” with their services as part of your listing package, which adds value for the seller and reinforces your commitment to making the selling process smooth and successful.
Wrapping Up
Getting listings as a real estate agent in today’s market isn’t about pushing harder or being louder; it’s about being smarter. By positioning yourself as a local expert, creating value-driven content, building trust, and approaching potential sellers with empathy and authenticity, you can attract quality listings in a way that feels natural—and sustainable. Remember, homeowners are looking for someone who understands their needs and is committed to helping them reach their goals. When you’re that agent, the listings will follow.