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While many agents focus on perfecting their CMAs or creating flashy marketing materials, top-producing agent Laurie Reader knows that the true secret to success lies in mastering the entire process of the listing consultation itself.
As the CEO of the Laurie Finkelstein Reader Team one of South Florida's top real estate mega-teams with thousands of homes sold and more than 8,700 customers served, Laurie has refined her approach to listing consultations into an art form. Recently, she shared her wisdom during Fello's 30-Day Listing Challenge, and her insights are too valuable not to pass along.
Watch the entire Laurie Reader's entire titan webinar here →
Before diving into tactics, Laurie emphasizes that consistent success stems from a strong foundation of core values that guide every interaction. Her team operates on five core principles:
These values aren't just wall decorations — they're the standards by which every team member operates, creating a consistent experience for sellers, regardless of which Laurie Reader Team agent they work with.
"Every appointment is going to be different. But if the core values and our principles and our standards are all standardized, then we can assume the client is going to have the experience that we're looking for," Laurie explains.
Once you've scheduled a listing appointment, Laurie warns against the common mistake of simply waiting until appointment day. The period between setting and attending the appointment is critical for building rapport and preventing cancellations.
For a typical 5-day window, here's Laurie's communication strategy:
Day 1 (after setting appointment): Send a personalized video text message within 1–3 hours. Keep it brief (15 seconds) to introduce yourself, express excitement for the meeting, and offer availability if they need anything before then. Put a face to the name they invited to their home.
Day 3-4: Send a follow-up email confirming the appointment. This is your opportunity to future-pace the seller by asking them to prepare certain items (home warranties, extra keys, etc.) that subtly position you as their inevitable choice for listing agent.
Day of Appointment: Send a simple text reminder an hour before: "Looking forward to seeing you soon!"
As Laurie notes, "Between the day you set the appointment and the day you go, they talk to friends who recommend other agents. The communication has to be strong during this period."
Check out Jeff Glover's PLACS model about preparing for the listing appointment →
Laurie approaches each appointment with the mindset that she's not there to sign papers — she's there to build a relationship. Her preparation reflects this philosophy:
When it's time for the appointment, Laurie's approach is methodical yet adaptable:
When sellers immediately want to sit at the table with paperwork, Laurie redirects: "Would you mind if I put my things down? I would love a personal tour of your home and all the things that matter to you."
During the tour, she looks for:
"We never talk about price of house during the tour. We're building a relationship. I'm asking questions. They love that I love their house."
Watch Laurie's 2024 30 Day Listing Challenge presentation for more tips! →
After the tour, when finally sitting down:
If sellers aren't ready to commit, Laurie future-paces another meeting: "What would be more comfortable for you? Do you want to sign paperwork now, or I'm good, I can come back Thursday or Friday. What's easier?"
If they mention interviewing other agents, she employs a brilliant strategy: "If somebody does come to you with a much higher price, please promise me that you will get that data in writing... and that you would put in your listing agreement that under no circumstances will you do a price reduction."
This subtle move positions Laurie as an honest agent while exposing competitors who might be artificially inflating prices to win the listing.
What makes Laurie's approach so effective isn't just her tactics — it's her genuine care for the seller's journey.
"Every single salesperson has their own unique superpower. It is not the CMA. It's not your marketing, it's not your trend graphics," she explains. "Mine, I'm clear on it... I genuinely care about the person's journey."
This authentic concern translates into a patient approach where Laurie is willing to invest significant time into building the relationship, sometimes spending hours at a single consultation because she knows the long-term value outweighs the short-term time investment.
Watch Laurie's 2024 30 Day Listing Challenge presentation for more tips! →
What truly matters is building genuine rapport with sellers, understanding their motivations, and positioning yourself as a trusted advisor rather than just another salesperson.
By following Laurie's methodical approach to listing consultations — from pre-appointment communication to home tour strategies to sitting at the table — you'll increase your conversion rate and build a listing-focused business that thrives in any market. The paperwork signing becomes the easy part when you master the art of the consultation itself.
Remember, as Laurie says, "All the gold is in the details." It's these small, thoughtful touches that differentiate top performers and create the experiences that generate referrals for years to come.
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Ready to find the homeowners ready to sell who are already in your database? Book a demo today to see how Fello's AI, automation, and personalization can help you elevate the sellers out of your database.
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