Jeff Glover's PLACS Model: The Secret to Building a Massive Listing Inventory

During our 30-Day Listing Challenge titan speaker session, Jeff Glover, CEO of Live Unreal Companies, coach, and agent who personally averages over 100 transactions annually, shared his PLACS model — a strategic framework developed after reviewing all of the Glover Agency's sources of leads, business, and listings taken — and realizing that more than half were taken because of the process before the agent even went to the appointment.  

Watch Jeff's entire 30DLC session for all the details to leverage the PLACS model →

P – Pre-appointment Process, Routine, and Marketing

Jeff emphasizes that 50% of seller decisions are made before agents arrive at appointments. Today's sellers research you online, check your social media, and form judgments before you walk through their door. Your pre-appointment work is critical to success.

5 Touches Prior to Appointment:

• Immediate text message: "I look forward to going to work for you this [day] at [time]." Using the exact phrase "going to work for you" positions you as already being their agent.
• Physical pre-appointment package: This should include high-resolution visuals, promotional and institutional marketing, pricing, testimonials, and a section about you!
• Pre-qualifying call: Ask specific questions to understand their situation and needs before arriving.
• Video message: Send a simple, 30-second selfie video outlining the appointment structure.
• Morning-of text message: "Look forward to going to work for you tonight at [time]." This often draws out objections early, giving you time to address them before arriving.

L – Leads (Where Listings Come From)

Understanding your highest-return lead sources allows you to focus your energy where it matters most. These are Jeff's and the Glover Agency's top 4 sources of listing leads:

1. Database (includes social media followers): Evaluate what you're sending your leads.
   • Ask yourself: "Honestly, would I get value from that?" about everything you send
   • Formula: Send one thing of value per month for 12 months
2. Expired listings
3. For Sale By Owners (FSBO)
4. Hybrid Farming: A combo of traditional farming and circle prospecting. Focus on neighborhoods with 5%+ turnover rate (vs. typical 2% average)

Use Fello CEO Ryan's Business Metrics Tracker for a 360º view of your business →

A – Actual Appointment

While 50% of the seller's decision happens before you arrive, the other 50% happens at the kitchen table. Mastery here is critical, because what separates top agents from the rest of the pack isn't just talent — it's disciplined practice.

How to Master the Listing Appointment:

• Write your listing appointment script one time per day for 30 days.
• Chant it once per day for 30 days (out loud).
• Role-play it once per day for 30 days.
• At the end of 30 days, record your presentation, watch it, and take notes.

Jeff's team does this exercise ANNUALLY, even the experienced agents. They play recordings of their presentations at sales meetings and the agents grade each other on energy, enthusiasm, closing frequency, pricing presentation, and plan-of-action delivery.

C – Close and Handle Objections

The agents best at handling objections are only as good as the steps they follow when delivering their responses. Without proper delivery, even perfect scripts fail.

Guidelines for Handling Any Objection:

• Always agree with them first — "I can certainly understand why you'd ask me to reduce my fee. If I were in your shoes, I'd probably ask the same question."
• Restate the objection in a positive way, such as the above.
• Replace "but" and "however" with "and" to avoid sounding defensive.
• Maintain positive tone — smile and be natural while handling objections.
• Always close after handling an objection — never leave the conversation hanging.

Download CEO Ryan's "Don't Get Outscripted!" Playbook to handle any objection →

S – Spread the Word

You work hard to get listings, so make each one work harder for you. Jeff holds every listing accountable for generating two transactions, not just one. Jeff's steps for maximizing every listing allow you to build your reputation as a strong listing agent while delivering excellent service to current clients.

How to Maximize Every Listing:

• Glover U's 2-for-1 Checklist: A detailed 11-point system to generate additional transactions from each listing.
• 3 Reasons to Post: Use each listing to create at least 3 social media posts, such as Coming soon, just listed, price adjustment, open house, just sold, etc.
• Script for Seller Understanding: Be ready to explain to sellers why you'll be on your phone during appointments and open houses (driving more traffic and getting them top dollar).

The Bottom Line

Jeff's PLACS system has enabled his team to maintain 75–100 listings monthly even as inventory has decreased market-wide. His approach focuses on building systems that work consistently in any market conditions by:

• Dominating the pre-appointment process
• Strategically generating leads from multiple sources 
• Mastering the actual appointment through disciplined practice
• Confidently handling objections with a positive approach
• Maximizing each listing to generate multiple transactions

— — —

The Glover Agency is a Fello team, so in addition to having a solid, proven process for dominating the pre-appointment process, they don't waste time going through every lead in their database to find a listing — Fello's AI and automation helps elevate the hand-raisers with real-time alerts when they're ready to sell.

Schedule a demo to see how Fello can help pull the sellers from your database, too. 

Want more from Jeff Glover? He hosts Live Unreal events throughout the year. His next retreat is June 17–20 in Traverse City, Michigan. You can also text "morning" to 55444 to receive his free daily messages designed to help you list and sell more homes.