Skill: charlie-morrison/real-estate-listing-coach (version 1.0.0)

--- name: real-estate-listing-coach description: Coach real-estate agents and FSBO sellers through listing optimization — pricing strategy, MLS description writing, photo direction, staging priorities, marketing channel mix, open-house playbook, and negotiation prep. Diagnoses overpriced/stale listings, weak photos, weak description, wrong price band positioning. Calibrates by market type (seller's, balanced, buyer's), property type (SFR, condo, multifamily, land), and price tier (entry, move-up, luxury). Also coaches buyer's agents on offer strategy and listing critiques. Use when asked to write or improve a listing description, set list price, plan a listing, get a stale listing unstuck, prepare for an open house, structure a price reduction, write an offer, or critique a listing. Triggers on "real estate listing", "MLS description", "list price", "stale listing", "price reduction", "open house", "FSBO", "for sale by owner", "real estate marketing", "offer letter", "buyer offer". metadata: tags: ["real-estate", "listings", "mls", "sales", "marketing", "fsbo", "negotiation", "agents"] --- # Real Estate Listing Coach Coach a listing through pricing, marketing, presentation, and negotiation — like a top-producing agent in the same market. Assumes the user is either a licensed agent looking for a critique or a FSBO seller who can't afford one. ## Usage **Basic invocation:** > Write an MLS description for a 3BR/2BA Craftsman in Portland, OR > My listing's been on market 45 days with 3 showings — diagnose > Set list price for [address or specs] > Plan my open house this weekend **With context:** > 1924 Craftsman, 1,820 sf, walkable East Portland, garage ADU rental potential, original woodwork. List target $725k. > Suburban Texas SFR, 4/3, 2,800 sf, neighborhood comp range $410k–$485k, just appraised at $458k. > NYC 2BR coop, $1.4M, 4 weeks, 12 showings, no offers. Maintenance $2,800/mo. > Tampa FL condo, 1/1 oceanfront, $389k, hurricane insurance issue surfaced after offer. The coach takes inputs (listing specs, market data, photos if available, days-on-market, showing/offer count) and returns a diagnosis, fixed-position recommendations, and ready-to-paste copy. ## Coaching Modes The agent runs different playbooks based on what the user needs: 1. **New listing prep** — pricing, photos, description, marketing plan, open-house calendar 2. **Stale listing rescue** — diagnosis (price, presentation, exposure, terms), corrective plan 3. **Description rewrite** — MLS-compliant, SEO-aware, agent-voice copy 4. **Pricing strategy** — comp analysis, market-condition adjustment, price-band positioning 5. **Open house playbook** — timing, signage, sign-in process, follow-up 6. **Buyer offer prep** — offer letter, escalation clause, contingency strategy, counter playbook 7. **Listing critique** — read a competitor's listing or your own as a third party ## Pricing Strategy The job: find the price that maximizes seller's net while clearing in target days. Inputs: - 3 active comps (currently listed) - 3 sold comps (last 90 days, same submarket, same property type, ±15% sf, ±20yr age) - 1–2 expired/withdrawn comps (warning data) - Market temperature: months of inventory (<3 = seller's, 3–6 = balanced, >6 = buyer's) - Seasonal adjustment (Spring 5–8% premium in most US markets) - Property condition relative to comps - Unique features (view, lot, ADU, energy, etc.) Three pricing approaches: | Approach | Use when | |---|---| | **Anchor below psychological band** ($999k vs $1.05M) | Hot market, need showings, buyers searching with caps | | **Market-rate, room to negotiate** | Balanced market, comp range tight | | **Above market, "luxury / unique"** | Truly differentiated property, willing to wait, price-discovery | **Pricing red flags the coach calls out:** - "I want $X" pricing without comp basis — this is how listings die - Pricing based on what was paid + improvements (sunk cost; market doesn't care) - Pricing $1 above a search-cap threshold ($500,001 vs $499,000 = invisible to a search bracketed at $500k) - Net-pricing for FSBO without buyer-agent commission accounted for **Days-on-market triggers for adjustment:** | Market type | DOM trigger | Action | |---|---|---| | Seller's (<3 mo inventory) | 14 days no offer | Quality issue (photos/desc/showings) | | Balanced (3–6 mo) | 30 days | Reduce 2–3% or improve presentation | | Buyer's (>6 mo) | 45 days | Reduce 4–6% or significant change | Price reductions of <3% are usually a waste — pull back to a fresh search bracket (round number) or skip. ## Description Writing (MLS) Constraints: - MLS character limit (varies, typically 800–1500 for public remarks, 200–300 for headline) - Fair Housing compliance — no language about target demographics, no "perfect for", no community demographic descriptors, no school commentary that implies exclusion - No URLs, phone numbers, agent contact in public remarks (varies by MLS) **Anatomy of a great MLS description:** 1. **Hook** (first sentence) — the one thing this house has that the comps don't. Lead with it. 2. **Story paragraph** (3–5 sentences) — the lifestyle, the flow, the moments. Specific, sensory, not flowery. 3. **Spec paragraph** (3–4 sentences) — bedrooms, baths, square footage, lot, garage, year built, recent updates. Numbers and facts. 4. **Location paragraph** (2–3 sentences) — neighborhood, walkability, commute, named landmarks (no schools). 5. **Call to action** (1 sentence) — "schedule a private showing" / "open Saturday 11–1" / "offers reviewed Tuesday 5pm." **Writing rules:** - Specific verbs over adjectives. "Sun pours through south-facing windows at breakfast" beats "lovely natural light." - Concrete details over labels. "Hand-honed soapstone counters and a 36-inch dual-fuel range" beats "chef's kitchen." - Cut "must-see," "won't last," "rare opportunity." Lazy and meaningless. - Use the property's actual era and architecture. "1926 Craftsman" lands; "charming home" floats. - Don't oversell. Buyers are spooked by hyperbole. **Headline templates (200 char):** - "1924 Craftsman with original millwork + garage ADU, 4 blocks to Hawthorne" - "Renovated 4/3 with primary suite addition, walk to top-rated [district name]" - "Top-floor 2BR coop with park views, low maintenance, prewar charm" **Public remarks template (full):** > Sun pours through original leaded glass and a freshly refinished oak floor — this 1924 Craftsman in Portland's Sunnyside has been quietly modernized without losing its bones. The 1,820-square-foot floor plan opens at the front porch, flows through a formal dining with built-ins to a renovated kitchen with quartz, soapstone island, and Bertazzoni range. Three bedrooms upstairs, including a primary with a walk-in closet built behind original moldings. A finished, permitted detached ADU above the garage rents at $1,650/mo or hosts visitors. Newer roof (2022), updated electrical and plumbing, mini-split HVAC. Two blocks to Hawthorne Boulevard, four to Mount Tabor. Offers reviewed Monday 5pm. ## Photo Direction Even the best description loses to a flat photo. Coach checklist for photographer brief: - Hero exterior shot — twilight or "golden hour" if architecture justifies; bright daylight otherwise - Wide-angle living spaces but NOT distorted (90° lens max, not fisheye) - One vertical for each major room (works in carousel and PDF flyer) - Detail shots: hardware, original features, custom millwork, new appliances, fixtures - Yard / outdoor: at least 3 if there's any outdoor amenity - Floor plan as image #5 or #6 (buyers consume floor plans heavily) - Aerial / drone for >0.25 acre lot, view, or unique site - Twilight shot if the home has a strong street presence or interior lighting - 25–30 photos optimal; 40+ shows desperation; 12 shows laziness **Pre-shoot checklist sent to seller:** - All countertops cleared - Toilet seats down - Beds made hotel-style - All blinds at the same height, fully open - Lights on in every room (yes, even if photographer adjusts) - Cars off the driveway, trash bins moved - Fresh flowers on dining table, fruit in a bowl on kitchen island - No personal photos, no kid's art on fridge - Pets out for the day ## Marketing Channel Mix | Channel | Use when | Effort/cost | |---|---|---| | MLS + Zillow / Realtor / Redfin syndication | Always | Auto | | Listing-specific Instagram reel (60s) | Photogenic property, agent has audience | M | | Single-property website | $1M+ or unique architecture | M | | Facebook ad to local zip codes (radius targeting) | Slow market or unusual property | $300–800/wk | | Just-listed mailer (1-mile radius, 500–1000 doors) | Neighborhood-pride markets | $500–1200 | | Email blast to agent's database | Always | Low | | Broker tour / agent open | $500k+, every listing | Low | | Public open house | First weekend, then judiciously | Low | | YouTube walkthrough | Luxury or vacation home | M | | Print (newspaper, magazine) | $2M+ or local convention | $$$$ | ## Open House Playbook **Pre-open:** - Sign-up reminder via Just Listed neighbors - Yard signs go up Friday afternoon, directional signs Saturday morning at 6 corners min - Stage with light scent (lemon/herb, not cinnamon — too aggressive) - Tunes low — instrumental, classical, jazz - One light on every floor, blinds all open - Print 25 4-page color flyers + 1-page agent contact - Set up sign-in at the entry — names + email/phone, gentle ask - Tray of water, light snack, but not branded coffee shop - Bathrooms staged with fresh towels, flowers, soft soap **During:** - Greet, point them to flyer, mention three highlights - Let buyers move freely; don't follow - Listen — buyers say what they want when they think you're not listening - Note any agent (other agent walking through = potential offer source) - Strong closing on serious-looking buyers: "If you came back tomorrow, what would your offer feel like?" **Post:** - Same-evening text to every sign-in: "thanks for coming, here's the flyer link" - Within 24h: phone follow-up to anyone who lingered - Week-of: feedback summary to seller (turnout, comments, weak spots) ## Stale Listing Diagnosis When a listing isn't moving, the issue is one of four: 1. **Price** — Most common. If showings >5 and no offers, price/value gap. 2. **Photos / presentation** — Showings <2/week in active market = top-of-funnel issue (photos, headline, syndication). 3. **Property issues** — Smell, layout, deferred maintenance, neighbor noise. Buyers come, leave fast. 4. **Terms / commission** — Buyer-agent commission below market in MLS = fewer agents push it. Co-op compensation matters. The coach asks for these data points and runs the matrix: - Price vs comps (over 5%? over 10%?) - Showings per week (under benchmark for market temp?) - Offer count (any low offers indicate price; zero offers indicates listing-side issue) - Average DOM in submarket vs this listing's DOM - Photos compared to top-3 active competitors - Description compared to top-3 active competitors Then proposes one of: - **Refresh** — new photos, rewrite description, withdraw and relist with fresh DOM - **Reduce** — to next bracket break (round number) - **Restage** — declutter / move out / professional staging - **Re-strategy** — different agent, different MLS sub-area, different listing approach ## FSBO Mode (no agent) When the user is a FSBO seller, the coach addresses three things agents normally handle: 1. **Pricing** — without MLS access, use Zillow / Redfin / public records; pull 5 sold comps within 0.5 mi, 6 mo, ±15% sf. 2. **Photo / description** — pay $250–500 for pro photographer; copy the structure above. 3. **Buyer-agent commission** — offer 2.5–3% in the MLS or via flat-fee MLS service ($300–600); without this, agents won't bring buyers. FSBO disclosure: by 2026, NAR settlement changed buyer-agent comp display. Verify what your local MLS rules require. ## Buyer Offer Strategy Seven knobs an offer can use to win, in order of typical importance: 1. **Price** — 1–10% over list in hot market, at-list in balanced, below in cold 2. **Earnest money** — 1–3% standard; higher = signal of strength 3. **Down payment / financing** — cash > 25% down > 20% conventional > FHA/VA (perceived risk) 4. **Inspection contingency** — info-only inspection, shorter window, or limited remedy 5. **Appraisal contingency** — partial waiver up to $X gap; full waiver only with cash reserves 6. **Close timing** — match seller's needs (fast / leaseback / specific date) 7. **Personal letter** — banned/discouraged in many markets due to Fair Housing risk; coach default = skip **Escalation clause template:** > Buyer agrees to pay $X over the highest competing offer up to a maximum purchase price of $Y, provided that Buyer is notified of the competing offer in writing with seller's name redacted. Cap escalation at $Y to maintain budget discipline. Don't escalate without a cap. Don't waive inspection if you don't have $20–50k in reserves for surprises. ## Output Format The coach returns: 1. **Diagnosis** (if rescue mode) — top 3 reasons it's not selling 2. **Pricing recommendation** — list, target close, walk-away 3. **Description** — paste-ready, MLS-compliant 4. **Photo brief** — list of shots needed, staging requests 5. **Marketing plan** — first 14 days timeline 6. **Open house plan** (if applicable) 7. **Negotiation prep** — what offers to expect, counter strategy No fluff. No "synergize." Just the play that wins this listing.


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