Broker and attorney Greg Hague says agents can tap into motivated buyers already in motion before they spend a dollar on marketing.
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Editor’s note: This article does not constitute legal advice. This information does not represent the views of Inman. Before starting any new strategy, make sure to review best practices for state and national law with your supervising broker.
Every listing agent knows the feeling when a new listing hits the market, then stalls. The “days on market” counter begins to climb, buyers start to wonder what’s wrong, and the seller’s confidence begins to fade. Time on the market is an actual test of value.
But what if waiting wasn’t necessary? What if, before spending a dollar on photos, ads or staging, you could generate serious buyer interest and maybe even sell your listing in a day or two?
You can. It takes no marketing budget, no complicated tech, just a phone, a little initiative and a strategy that few agents know or use.
The buyers you want are already out there
Here’s the truth most agents overlook: The best buyers for your new listing are already in motion. They’ve toured similar homes nearby, rejected a few, and are still looking. They’re qualified, motivated and ready to buy.
That means you don’t need to wait for them to discover your listing online. You can reach them first.
A few calls, a big advantage
The smartest time to make these calls isn’t after you’ve taken the listing. It’s before the appointment, while you’re preparing to meet the sellers for the first time.
Call the agents who already have listings similar in price and location to the one you’ll be presenting. Introduce yourself, mention that you may have a new home coming to market soon, and ask about their showings, recent activity, and possible upcoming price reductions.
That feedback gives you valuable insight to share with homeowners considering selling. It also shows them you’ve done extra research on competing homes, a way to stand out from other agents who arrive with nothing more than a CMA.
During those calls, explain that as soon as your sellers confirm their price and decision to list, you’ll call back immediately with full details so those agents can be the first to show the home to any qualified buyers they have. Then add an incentive they’ll love:
“If you share the names of agents who recently showed your listing, I’ll reach out to them and give their buyers a first, pre-MLS opportunity to see and buy my upcoming listing. And I’ll pay you a 20 percent referral fee if one of those buyers purchases the home.”
Once you have the new listing, call the first agent who seemed most willing to help before you contact others. Then, when you speak with subsequent agents, reference the agent names you already have as exclusions, preventing you from paying the same referral fee multiple times if different listing agents share overlapping lists of showing agents.
This process does not violate the Clear Cooperation Policy. One-to-one outreach to other agents about a potential upcoming listing is specifically exempted from the rule and is not considered public marketing.
When done right, these conversations transform potential competitors into partners. Instead of viewing each other as rivals, nearby listing agents become a motivated network, each with a reason to help you sell your listing quickly.
That’s how a few thoughtful calls can unlock the hidden demand already waiting nearby.
The power of the VIP showing
When those pre-MLS buyers walk through your listing, the experience feels exclusive. They know they’re getting an early, private look before the home appears online. That sense of privilege creates urgency.
If they like the home, they will usually act quickly and make fair offers to head off what they perceive as future competition when the home “goes public.” You can secure excellent offers before you’ve even scheduled professional photos.
And because the price-depressing “days on market” clock has not yet started ticking, there’s no stigma that previous buyers have rejected the home because it’s overpriced or something is wrong.
Why calls work
This strategy isn’t just about selling a listing quickly. It’s a versatile approach that can strengthen every part of your business:
- It helps you get listings. Sharing this concept in listing appointments impresses sellers and sets you apart from agents who rely on traditional “hope marketing.”
- It helps you earn faster. A few calls before you even launch might lead to a sale within days. In that case, the 20 percent referral fee is a small price to pay for skipping marketing expenses and earning a quick commission.
- It builds your network. The process naturally connects you with the most active agents in your area — the ones most likely to help you with future listings.
- It generates referrals. Sellers remember the agent who sold their home before it ever hit the market. They’ll tell the story repeatedly.
A small effort, a big return
Will it always work? No. Sometimes those calls yield nothing. But it’s a small investment of time — calls you can make while driving between appointments with a great potential return.
At worst, you’ve gained insight into your local market and strengthened professional relationships. At best, you’ve earned a fast commission, built goodwill among fellow agents and delighted sellers who will refer you for years.
Sometimes success in real estate isn’t about spending more; it’s about thinking and acting smarter. A few strategic calls may be all it takes to turn your following listing into a one-day sale.
Greg Hague is the CEO of 72SOLD and has been a real estate broker and attorney specializing in real estate law since the 1970s. Connect with him on Facebook or LinkedIn.
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