What Does a Listing Agent Do?

A real estate agent is not required to sell a home, the internet is filled with opinions on that. Those enticing clickbait headlines mask a simple truth; it talks a significant amount of work to make a transaction look boring. Those that have experienced trouble with a real estate transaction quickly realize a few things; lawyers don't solve every issue and when things go wrong, they tend to do so in very expensive and very stressful ways. So no, an agent isn't required but an experienced listing agent brings calm to chaos.

What Does a Listing Agent Do?

Buyers tend to dictate the pace of the home buying process, sellers tend to be more responsive. It's essential to present the home as attractively as possible and get those buyers through the door. A skilled agent understands this; knows how to cultivate and develop opportunity for the seller. Below are many of the key things a quality listing agent should do; it is by no means all inclusive as every transaction and situation is different.

• Define Success. Understand what the best possible outcome is for the seller
• Prepare the Home. Develop and review a "to do" list for the seller, review paperwork,  
• Market Analysis. Prep an appraisal level data review, develop pricing strategy, review options with seller
• Prep Media. Work with photographer, create media, prep marketing materials and strategy
• Manage Listing. Control showings, push market to agents and media sources
• Feedback. Provide seller with accurate and timely agent feedback on the home
• Available. Be available virtually 24/7. By phone, text, email. Respond when contacted, be conscience of timelines, understand this is not a part time job.
• Work Buyer Agents. Be responsive, communicate effectively, be proactive 
• Contract Review. Review offers in writing, discuss and advise seller, prep counter offer
• Contract Management. Work with buyer agent, negotiate inspection, meet and control appraisal, handle all issues
• Closing. Review closing documents, assist seller, coord walkthrough, ensure all is handled
• Post Close.  Ensure seller has all closing docs, verify all is good

Experienced agents understand how to accurately present and price a home. The opportunity to catch a buyer's attention is short, if the listing is not compelling the buyer is gone. If the agent is not responsive, the buyer is gone. The idea that all you need is an MLS listing is understandable, but foolhardy. Zillow and Redfin, both are popular sites and together they lost almost $1B in value during the post covid market frenzy. Both are discount brokers, Redfin going so far as to "rebate" sellers and buyers. We all saw how that's worked. There is no substitute for an experienced agent, the key is verifying everything. Spend a few minutes on Google, ask questions, read reviews and treat selling a home like the major business transaction that it is.

Real estate is easy until it’s not, it takes a significant amount of work to make a transaction look boring. When things go wrong they do so in very expensive and emotionally draining ways. Do your part as a seller and ensure that you properly qualify every agent and work only with professionals. Be certain to visit our ADVICE PAGE for all of the latest blog posts broken out by category...