Guides
January 19, 2026
How to Get Real Estate Listings: Proven Prospecting and Marketing Tips
Table of Contents
Getting a steady stream of real estate listings isn't about luck or chasing one-off deals. It’s about building a system—a repeatable machine that brings sellers to you. This all starts with creating a rock-solid personal brand and a sharp strategy that makes you the obvious expert before a homeowner even considers selling.
It's a foundation built on truly knowing your market, clearly communicating your value, and consistently being present where your future clients are looking.
Building Your Foundation for a Steady Flow of Listings
Every top producer I know shares a secret: listings don't just fall into your lap. They're the predictable result of a deliberate, well-oiled strategy that kicks off long before a "For Sale" sign ever hits the grass. If you want to get listings consistently, you have to build a foundation that attracts homeowners, nurtures that interest, and ultimately converts them into clients. This is how you move from random marketing acts to running a predictable business.
This foundation really rests on a few key pillars. Get these right, and everything else falls into place.
Define Your Niche: Let's be honest, you can't be the perfect agent for everyone. Real success comes from pinpointing your ideal client and farm area with almost surgical precision. This goes beyond just drawing a circle on a map; it's about understanding the motivations, the headaches, and the mindset of the sellers you truly want to work with.
Craft a Powerful Brand: Your brand isn't just a logo or a catchy slogan. It's the promise of expertise and trust you send out with every interaction. From your email signature to your social media presence, every single touchpoint needs to hammer home what makes you different and better.
Master the Core Channels: Shiny new tactics come and go, but the fundamentals of finding listings are timeless. Your system absolutely must include proven strategies for tapping into your sphere of influence (SOI), expired listings, and For Sale By Owners (FSBOs).
Establish Your Unique Value Proposition
So, why should a seller pick you over the agent who lives down the street? The answer is your unique value proposition (UVP). It’s a simple, clear statement that spells out the benefit you deliver, how you solve their problems, and what truly sets you apart from the competition.
For example, don't just say, "I sell homes fast." A much stronger UVP would be something like, "I use hyper-local market data and a targeted multi-channel marketing plan to sell homes in this neighborhood for an average of 3% over the asking price." See the difference?
This is where modern tools can give you a massive edge. Imagine sitting at a listing appointment and telling a potential seller that your marketing plan includes reaching thousands of local homeowners through broadcast TV ads. That’s a conversation-stopper. Platforms like Adwave make this a reality, letting you build the kind of brand awareness and authority that digital-only agents simply can't compete with. Having the right tools in your belt is non-negotiable.
The Power of Broad-Reach Marketing
Look back through real estate history, and you'll see a clear pattern: agents who master broad-reach advertising consistently own their markets. The data backs this up. We're seeing pending home sales rise month-over-month across all U.S. regions, and the global real estate market is valued at over $4 trillion. You can dig into these trends over at the National Association of REALTORS®.
The takeaway is simple: visibility drives business.
When you build a foundation that makes you both visible and valuable, you create a pipeline of seller leads that just won't quit. For a deep dive into the entire process, I highly recommend consulting the ultimate guide on how to get real estate listings.
Mastering Prospecting with a Modern Approach
You've laid the groundwork, but listings don't just fall into your lap—they're the result of smart, consistent outreach. Prospecting is the engine that drives your real estate business. While the core methods haven't really changed over the years, the way we approach them absolutely has.
Forget about those old-school, aggressive cold-calling tactics. Today's top agents win by leading with value, building genuine rapport, and positioning themselves as trusted advisors, not just another salesperson trying to make a buck.
It's all about turning what could be an interruption into a welcome conversation. The trick is knowing what to say, when to say it, and how to follow up in a way that builds a pipeline of sellers who are actually happy to hear from you.
This simple breakdown illustrates how defining your market, building your brand, and nurturing relationships all work together to bring in more listings.
Think of it this way: a strong brand makes your prospecting calls warmer and more effective, and consistent nurturing is what turns those initial contacts into loyal clients for life.
Tapping Into Your Sphere of Influence
Your Sphere of Influence (SOI) is, without a doubt, your most valuable asset. It's also the one most agents forget to work on consistently. These are the people who already know you, like you, and trust you. That's half the battle right there.
Don't just take my word for it. The National Association of Realtors found that 41% of sellers found their agent through a referral from a friend or family member.
Instead of the tired, generic "Who do you know that's looking to sell?" line, try offering specific, tangible value. Give them a reason to think of you.
Offer a Free Annual Home Equity Review: Frame it as a financial check-up, not a sales pitch. You could say, "Hi [Name], I'm doing my annual home equity reviews for friends and past clients. It only takes about 15 minutes to give you an updated look at your home's value, even if you have zero plans to move. Would that be helpful for you?"
Share Hyper-Local Market Insights: Send a quick call or text with a relevant piece of local news. "Hey [Name], just saw the house on Elm Street sold for $50,000 over asking. The market here is incredible right now! Just wanted to keep you in the loop."
The whole point is to become their go-to resource for all things real estate. When they—or someone they know—even thinks about selling, your name should be the only one that pops into their head. This consistent, low-pressure contact keeps you top-of-mind without ever feeling pushy.
Converting Expired and FSBO Listings
Expired listings and For Sale By Owners (FSBOs) are some of the most motivated sellers you can find. They’ve already raised their hand and announced to the world, "I want to sell my house!" Their initial plan just didn't work out.
This is your chance to come in with a better strategy.
With expireds, empathy is your most powerful tool. These homeowners are likely frustrated and disappointed. The last thing you want to do is criticize their previous agent. Instead, focus on what you’ll do differently.
Expired Script Example:"Hi [Seller Name], my name is [Your Name] with [Brokerage]. I noticed your home just came off the market and I can only imagine how frustrating that must be. I actually specialize in helping homeowners who were previously on the market re-assess their strategy to get the result they're looking for. Would you be open to a quick 15-minute chat about a different approach?"
FSBOs, on the other hand, are often trying to sell on their own to save money on the commission. Your job is to gently prove that your value is far greater than your fee.
FSBO Script Example:"Hi [Seller Name], I'm [Your Name], a local real estate specialist. I saw your beautiful home for sale online and wanted to offer you a free resource I put together—it’s a guide to navigating home inspections and appraisals. I know it can be the trickiest part of the process. I can email it over, no strings attached."
This value-first approach opens the door for a real conversation down the road, where you can then explain your marketing firepower and negotiation expertise. For a deeper dive, check out these powerful real estate lead generation ideas that can really fill your pipeline.
Become the Neighborhood Expert Through Farming
Geographic farming is a long game, but the payoff can be huge. It often delivers one of the highest returns on investment in this business. The concept is simple: you become the one, undeniable real estate authority in a specific neighborhood through consistent, valuable communication.
This is about so much more than just mailing out generic postcards once a month. A modern farming strategy integrates multiple touchpoints to stay in front of people.
A monthly neighborhood-specific market report (sent via email or direct mail).
Sponsoring a local community event (think a food truck at the block party or a banner at a school fundraiser).
Running targeted social media ads that are only shown to homeowners in your farm area.
When you start combining these targeted tactics with broad-reach brand-building, like an affordable TV ad campaign from Adwave, your presence becomes unavoidable. Homeowners in your farm will see you on Facebook, in their mailbox, at the neighborhood cookout, and on their TV screens. That kind of multi-channel saturation builds incredible trust and makes you the only agent they'll even think about calling.
Winning Seller Leads in the Digital Space
Let's face it, almost every home search today starts with a Google search. If you're not visible online, you're practically invisible to potential sellers. Your digital presence isn't just a nice-to-have anymore; it's your primary storefront, and it needs to be where homeowners are looking the moment they even think about selling.
This isn't about throwing spaghetti at the wall and hoping something sticks. You need a smart, focused strategy that makes you the obvious choice in a crowded market. It's about mastering the right platforms with a message that actually connects with sellers and building systems that nurture those relationships long before you ever have a conversation.
Be the First Agent They Find with Local SEO
When a homeowner in your target neighborhood types "best real estate agent in [Your Town]" into Google, your name has to pop up first. That's the power of local Search Engine Optimization (SEO), and honestly, it’s one of the most potent ways to get listings today.
Your first move, and this is non-negotiable, is to claim and meticulously optimize your Google Business Profile.
Fill Out Everything: Don't skip a single field. Business name, address, phone number, hours—get it all in there. Use professional, high-quality photos of yourself, your team, and maybe even a few happy clients at closing.
Become a Review Magnet: You need to actively ask for reviews from every happy client. A consistent flow of recent, five-star reviews is a massive signal to Google that you're the real deal.
Post Regular Updates: Treat the "Updates" feature like a mini-blog. Share new listings, quick market snapshots, and links to your helpful content. This tells Google your profile is active and relevant.
Beyond your Google profile, start creating content on your own website that answers the specific questions local sellers are asking. Think blog posts like, "The Seller's Guide to [Neighborhood Name]" or "What's My Home Really Worth in [Your City] in 2024?" This stuff positions you as the local authority and pulls in highly motivated traffic from people ready to make a move.
Run Smart Ads on Social Media and Google
While SEO is your long game, paid ads on platforms like Facebook, Instagram, and Google can bring you seller leads almost overnight. The trick is to stop running generic "I'm a great agent" ads and start speaking directly to a seller's curiosity and concerns.
For instance, instead of just a headshot, run a targeted campaign to homeowners in a specific zip code offering a free, instant home valuation. The ad copy could be as simple as: "Curious how much equity you've built in your [Neighborhood] home? Get a no-obligation estimate in 60 seconds."
This approach gives them something of value right away in exchange for their contact information. You're not just asking for their business; you're solving a problem they already have. For a deeper dive, you can learn more about how to advertise real estate effectively.
Use Automated Emails to Stay Top of Mind
Getting a lead is just the starting line. The real work—and where most agents drop the ball—is in the follow-up. An automated email nurture sequence is your secret weapon here.
The moment someone downloads your home valuation report or selling guide, they should automatically start receiving a pre-written series of helpful emails from you.
A great nurture sequence doesn't just sell; it educates and builds trust. You're providing consistent, valuable market insights, positioning yourself as the go-to expert. So when they’re finally ready to sign a listing agreement, you're the only agent they even consider calling.
This multi-channel approach creates a powerful digital ecosystem. With 97% of homebuyers kicking off their search online, your visibility is directly tied to your ability to secure listings. That single statistic shows how critical it is to be seen.
By weaving together search, social ads, and email, you create multiple touchpoints that build familiarity and authority. When you layer a broad-reach branding tool like an affordable Adwave TV campaign on top of this digital foundation, you amplify your message everywhere. This solidifies your status as the go-to agent in your market, ensuring you’re not just another name, but the name in real estate.
Become the Go-To Agent in Your Town with TV Advertising
While your digital strategies are busy capturing people ready to move right now, what about everyone else? What if you could become the most recognized real estate expert in your entire market? This is where you can leapfrog the competition by thinking beyond the crowded world of online ads.
Believe it or not, TV advertising gives you a unique chance to build serious authority and credibility. It’s how you become the first agent homeowners think of when the idea of selling even crosses their mind.
For most agents, the thought of running a TV ad sounds completely out of reach—something only the big-name brokerages with massive marketing budgets can afford. That's old news. Today, new platforms have made broadcast advertising surprisingly affordable and accessible, even for individual agents and small teams.
Yes, You Can Actually Afford TV Ads
Platforms like Adwave were built to tear down the old barriers to television advertising. They've made it simple and cost-effective for local businesses, especially real estate agents, to get on screen.
Forget about hiring a film crew or a scriptwriter. Modern tech has changed the game completely. Adwave, for instance, has an AI-powered platform that can generate a professional, broadcast-ready TV commercial using just your website's URL. You can have a polished ad ready to go in minutes, with zero video production experience.
The real magic, though, is launching hyper-targeted campaigns without breaking the bank. You can start reaching potential sellers in your target zip codes for as little as $50. Your ad could be running on major channels like NBC, Hulu, and ESPN, reaching an audience your competitors are completely ignoring with their heads buried in social media ads.
Cut Through the Digital Noise with Instant Credibility
Think for a second about the difference in perception. You see an agent's sponsored post on Facebook, and you scroll right past. But what happens when you see that same agent on your TV during the evening news? It’s a totally different ballgame.
TV carries an inherent sense of trust and authority. When homeowners in your farm area see your ad pop up during their favorite show, it instantly elevates your status. You're no longer just another agent in a sea of faces; you are the local market expert.
This is a long-term play that’s incredibly effective for generating listings. You’re planting a seed long before someone is even ready to interview agents. By the time they decide to sell, you’re not a stranger—you’re the familiar, trusted professional they’ve been seeing in their living room for months.
The goal of TV isn't just about getting a lead today. It's about building such powerful top-of-mind awareness that homeowners don't even think of calling anyone else. It's a branding move that makes every other piece of your marketing work that much better.
Creating a Multi-Channel Strategy That Dominates
When you integrate TV into your existing marketing plan, you create a powerful flywheel effect. A potential seller might see your commercial on TV, then get hit with one of your targeted Facebook ads, and a week later, receive your neighborhood market report in the mail.
This multi-channel saturation makes your brand feel omnipresent. It reinforces your message at every turn and builds an unshakable presence in your market. It's how top-producing teams use Adwave to expand their reach and book high-quality listing appointments that other agents can only dream of.
To see exactly how this works in practice, you can dive deeper into our guide on using TV advertising to secure real estate listings.
Comparing Digital Ads vs. Adwave TV Ads for Listings
So, how does a TV advertising strategy through a platform like Adwave really stack up against the standard digital ads you're probably already running? Here's a quick comparison focused on the all-important goal of generating listings.
Ultimately, the smartest approach isn't about choosing one over the other. It's about combining the broad-stroke brand building of television with the precision of digital marketing to create a listing generation machine that your competitors can't touch.
From Presentation to Paperwork: Securing the Listing
Every phone call, email, and door knock has led to this exact moment: the listing presentation. Getting in the door is a huge victory, but this is where the real work begins. Your goal is to walk out with a signed agreement, and that means shifting from being just another agent to becoming their trusted, must-have partner.
This isn’t the time for a canned sales pitch. A truly great presentation is a blend of deep preparation, genuine empathy, and sharp strategy. You're not just there to spit out data; you're there to build confidence, solve their problems, and map out a clear, winning path forward.
Nail Your Market Analysis and Pricing Strategy
Showing up to a listing appointment without a bulletproof Comparative Market Analysis (CMA) is professional malpractice. Your pricing strategy can't be based on a hunch; it has to be anchored in solid, compelling data. Your role here is to educate the seller and empower them to make a smart decision, not just to give them a number you think they want to hear.
Don't just hand them a stack of papers. Tell a story with your CMA. Guide them through the key comparable properties—the active listings, the pending sales, and the recent solds. Point out the specifics of each one. Talk about the updated kitchen in one, the less desirable location of another, and how all of it ties directly back to their home's value.
Your pricing recommendation should feel like the only logical conclusion based on the evidence you've laid out. I always frame it as a team decision: "Looking at all this data, a price between $X and $Y will get us the most attention from serious buyers right out of the gate. Where in that range do you feel most confident?" This simple question turns a potential argument into a partnership.
Create an Irresistible First Impression
Buyers form an opinion in seconds, and you never get a second chance to wow them. Helping the seller prepare their home for the market is one of the most valuable services you can offer. It's where you prove you know how to market a product, not just list a piece of property.
Your pre-market plan should be filled with concrete, actionable advice:
Professional Photos are a Must: This is a non-negotiable. I like to show sellers a side-by-side comparison of professional photos from one of my listings next to an iPhone shot of a similar home. The difference is so obvious it makes the point for me.
Smart Staging Advice: You don't have to be a designer, but you need a good eye. Give them a simple checklist for decluttering, neutralizing bold paint colors, and rearranging furniture to make rooms feel bigger and brighter.
A Curb Appeal Consultation: Walk the property with them and point out the quick wins. Fresh mulch, a newly painted front door, or a power-washed driveway are low-cost items that scream "this home is cared for."
Articulate Your Unbeatable Marketing Plan
This is your moment to shine and prove your worth. Anyone can put a sign in the yard and post the home on the MLS. What are you going to do that no one else will? This is the perfect time to pull out your secret weapon.
Lay out your complete multi-channel strategy. Talk about your digital marketing prowess, your deep local network, and your unique approach to generating mass-market buzz. This is where a partnership with a service like Adwave can be a complete game-changer.
You can look them in the eye and say: “On top of a powerful online campaign, we do something most agents can't. We will feature your home in a professionally produced TV ad that runs on major networks like NBC and streaming services like Hulu, reaching thousands of potential buyers right here in our area. It’s a level of exposure that sets our listings apart.”
A statement like that instantly elevates you above the competition. Securing real estate listings is all about standing out, especially as market dynamics shift. Recent data shows that with listings rising faster than expected, the average time on the market has dropped from 82 to 50 days. You can read more about these surprising market shifts, but the takeaway is clear: a superior marketing plan gives sellers a compelling reason to sign with you, not the next agent.
Your Top Questions About Getting Listings Answered
As you start putting these strategies into action, you're going to have questions. It's only natural. Building a pipeline of listings isn't just about mastering scripts; it's about navigating the practical side of the business, from managing your budget to setting realistic expectations.
Let's dive into some of the most common questions I hear from agents who are serious about building their listing inventory. Think of this as the final huddle before you go out and execute the game plan.
How Long Does It Take to Actually See Results?
This is the million-dollar question, isn't it? The honest answer is, it really depends on where you're putting your energy. Getting listings is a blend of quick wins and long-term brand building, and you need both.
Quick Hits (Days to Weeks): Your Sphere of Influence (SOI) is always the fastest path to a commission check. A single conversation with someone in your network can turn into a listing appointment overnight. The same goes for expireds and FSBOs—if you hit the phones hard, you can land appointments within a week or two.
Steady Momentum (1-3 Months): This is the sweet spot for paid advertising. A well-tuned PPC campaign or a targeted social media push can start generating seller leads almost immediately. This is also where a broadcast TV campaign with a platform like Adwave really starts to pay off, building that "I see you everywhere" brand recognition that gets homeowners to call you.
The Long Game (3-6+ Months): Think of local SEO and geographic farming as planting seeds. It takes time for your website to climb the Google rankings or for your name to become synonymous with a specific neighborhood. The payoff, though, is huge: a consistent, predictable flow of high-quality leads that you don't have to pay for with every click.
The real secret is to do a little of everything at once. While your SEO is quietly building momentum in the background, your SOI calls and TV ads are bringing business in the door today.
What's the Best Way to Get a Listing if I'm Broke?
When you're just starting out or working with a shoestring budget, you have to trade money for hustle. And that's perfectly okay. Some of the most effective strategies don't cost a dime.
Your Sphere of Influence (SOI) is, without a doubt, the undisputed champion of low-cost lead generation. It’s completely free and runs on the trust you've already built. After that, your next best bet is hitting the phones and prospecting FSBOs and expired listings. It takes thick skin and persistence, but your only investment is your time.
Here's another great one that's often overlooked: offer to host open houses for the top producers in your office. You get face-to-face with active buyers and, more importantly, with curious neighbors who might be thinking about selling.
Once you get that first commission check from one of these "sweat equity" methods, you've got a decision to make. Reinvest a portion of it into something that scales. A starter Adwave TV campaign is a smart first move, letting you leverage that initial success to build a much bigger brand presence.
How Do I Make My Listing Presentation Actually Stand Out?
In a sea of agents all saying the same thing, a generic, cookie-cutter listing presentation is the kiss of death. To win, you have to go deeper and offer something tangible that your competition can't.
First, your market analysis needs to be more than just a printed CMA. Tell the story behind the data. Show them trends, explain absorption rates, and position their home within the current market narrative. But the real knockout punch is unveiling a marketing plan that makes other agents look lazy.
This is where you show off your unique arsenal. Talk about the professional photography, the 3D virtual tours, and then drop the bomb: you market their home on television.
Imagine looking them in the eye and saying: "On top of our aggressive digital strategy, we're also going to feature your home on major TV channels through our partnership with Adwave, putting it in front of thousands of potential buyers right here in our community."
That's not just a value proposition; it's a mic drop. It instantly sets you apart and makes your commission feel like a bargain.
Is TV Advertising a Realistic Option for Me?
Absolutely. The old idea that TV is only for the giant, multi-million dollar brokerages is completely outdated. Technology has changed the game, making broadcast television a surprisingly accessible and powerful tool for individual agents and small teams.
Platforms like Adwave were built for exactly this purpose. They use an AI-powered system that lets you create a polished, professional commercial in minutes—no camera crew, no expensive editing suite.
Best of all, you can launch a targeted local campaign on major networks and top streaming services for as little as $50. It's an incredibly affordable way to build massive credibility and reach the huge segment of local homeowners your competitors are completely ignoring online. This gives you a real, tangible advantage in your mission to get more listings.
Ready to become the agent everyone in your market recognizes? With Adwave, you can get a professional TV ad on the air in minutes, on a budget that makes sense for your business.
See how it works and start building your brand at https://adwave.com.