The Ultimate Listing Marketing Checklist (With a 14-Day Launch Plan)

Most listings don't "fail" because the home is bad. They fail because the launch is sloppy, the marketing is inconsistent, and the follow-up is basically vibes.

This guide fixes that.

You'll get:

• A printable checklist you can reuse for every listing
• A 14-day timeline (what to do when)
• Copy/paste templates (seller prep, captions, email, text)
• A simple optimization loop so you're not guessing in Week 2

Homelytics shortcut: If you want the descriptions, social posts, emails, landing pages, and seller updates generated in minutes (instead of you doing it manually), that's literally what Homelytics is for.

Quick Start

If you only have 30 minutes before a listing goes live, do this:

• Confirm price + terms (and what you'll adjust if needed)
• Ensure pro photos + hero photo selected
• Draft MLS remarks + compliance check
• Publish a single listing landing page (lead capture + CTA)
• Post launch announcement to your #1 channel (FB/IG/LinkedIn)
• Email your database + text the "hot list"
• Schedule 3 follow-up posts for the next 7 days

Then come back and run the full plan.

Part 1: Pre-Listing Setup (Day -21 to Day -7)

1) Strategy + Positioning

• Pull comps + pricing strategy
• Identify the top 3 buyer personas (e.g., first-time, downsizer, remote worker)
• List the 3 headline features you'll market everywhere (repeat them relentlessly)
• Note deal-breakers and how you'll address them honestly (age, busy road, small yard)
• Decide your "Plan B" if Week 2 is quiet (open house, broker tour, price adjustment)

Deliverable: A one-page "marketing brief" you can share with the seller.

2) Seller Prep (So Your Media Doesn't Look Like a Crime Scene)

Seller Prep Checklist (send this)

• Declutter: counters, shelves, floors, corners
• Depersonalize: family photos, names, sensitive documents
• Deep clean: kitchens + baths especially
• Lightbulbs match temperature + all work
• Hide pet stuff + manage pets on shoot day
• Make beds, stage towels, remove shower items
• Yard: mow/edge, remove hoses/toys, tidy porch/patio
• Park vehicles away from the home

Template: Seller Text Message

Hey! Photo day is coming up. Quick checklist: declutter counters, hide personal photos/docs, deep clean kitchen/baths, and remove pet items. Aim for "hotel clean." I'll send a room-by-room list too.

3) Asset Planning

• Professional photography booked
• Twilight photos (optional, but great for higher-end)
• Video walkthrough (vertical + horizontal cuts)
• 3D tour/floor plan (when it makes sense)
• "Neighborhood shots" (parks, trails, coffee spots — check your local rules)
• Create a shared folder for all assets

Choose your "Hero Set"

• 1 exterior hero photo
• 1 kitchen
• 1 primary bedroom
• 1 primary bath
• 1 "wow" feature (view, pool, office, fireplace)

4) Copy + Compliance Prep

• Gather property facts (square footage, year built, upgrades, HOA details, utilities)
• Confirm what can/can't be said in public remarks for your MLS
• Fair housing awareness check (avoid protected-class language)
• Collect disclosures and required docs early

Copy inputs to gather before you write anything

• Top 10 features (seller's words)
• Renovations and dates
• Neighborhood highlights
• Commuting + lifestyle perks
• What makes this property different from comps

Part 2: Launch Prep (Day -7 to Day 0)

5) Build the Listing Pack

• MLS remarks (public + agent remarks as appropriate)
• Photo captions (yes, they matter)
• Feature sheet (PDF)
• Property website / landing page
• Open house plan (if applicable)
• Email campaign (at least 2 emails)
• Social media content (minimum 7 posts planned)

Minimum viable listing pack (don't skip this):

• MLS description
• Landing page link
• 7 social posts queued
• 2 emails written
• Showing instructions are clear

Homelytics shortcut: This is where people waste hours. If you can generate the whole pack from photos + facts, you win.

6) MLS + Syndication Setup

• All required MLS fields completed
• Verify price, address, APN, taxes, HOA, inclusions/exclusions
• Upload photos in the best order (lead with your hero set)
• Add open house dates/times (when known)
• Double-check showing instructions + access notes
• Verify syndication settings (Zillow/Redfin/etc where applicable)

Quality check before publish

• Spelling/grammar
• No misleading claims
• Amenities match what's actually there
• Photos are upright, bright, consistent

7) Social Media Launch Plan (Queue It, Don't "Wing It")

Post plan for the first 7 days

• Day 0: "Just Listed" + hero photo
• Day 1: Feature spotlight (kitchen/primary)
• Day 2: Neighborhood/lifestyle post
• Day 3: Short video walk-through (vertical)
• Day 4: "3 things you'll love" carousel
• Day 5: Open house invite / showing availability
• Day 6: FAQ post (HOA, schools, utilities, upgrades)
• Day 7: "Still available" + new angle + CTA

Caption formula (works everywhere)

1. Hook: who it's for
2. Proof: 3 features
3. Details: price + location + key spec
4. CTA: book a tour / get the link / DM 'INFO'

Example caption template

Looking for a [buyer persona] home in [area]? This [beds]/[baths] has [top feature], [top feature], and [top feature]. Listed at [price]. Want the full photo tour + details? Grab the link: [landing page]

8) Email + Text Campaign (The Unsexy Traffic That Converts)

Email 1 (Day 0): New listing announcement

• 3 best photos
• 3 features
• Link to landing page
• "Reply to schedule a tour" CTA

Email 2 (Day 3-4): Feature + urgency

• Video clip or feature focus
• "Open house this weekend" (if applicable)
• Link + CTA

Text script (hot list / neighbors)

Hey! I just listed a home in [neighborhood]: [beds]/[baths], [top feature]. Want the link?

Part 3: Launch Day (Day 0)

9) The Launch Checklist

• MLS goes live (verify public view)
• Landing page live + lead capture working
• "Just Listed" post published
• Email #1 sent
• Text outreach done
• Open house created in MLS + promoted
• Update signage + lockbox/access confirmed
• Notify seller that launch is complete + what's next

Seller message (simple and calming)

We're live. Here's the link buyers will see: [link]. Over the next 7 days you'll see a burst of interest as the listing hits feeds. I'll send you an update on views, inquiries, and showing feedback on [day].

Part 4: Week 1 (Day 1-7)

10) Run the Feedback Loop

• Track: inquiries, showing requests, open house attendance, feedback themes

• Ask every showing agent for feedback within 24 hours

• Log objections by category:

  • Price
  • Condition
  • Layout
  • Location
  • Competition

If-This-Then-That Rules (so you're not guessing)

• High views, low showings → photos/copy/price mismatch
• High showings, low offers → price/condition/inspection concerns
• Repeated same objection → address it publicly (FAQ post) or adjust price/terms

11) Content Rotation (Keep It Fresh Without Lying)

• Reorder photos if needed (lead photo matters)
• Add a new video cut or carousel
• Post 2 "feature spotlights"
• Post 1 FAQ answering the #1 objection
• Post 1 neighborhood/lifestyle angle

FAQ template post

Q: [common question]

A: [clear answer]

Want the full details + photo tour? [link]

Part 5: Week 2 (Day 8-14)

12) The Week 2 Decision Point

By Day 10-14 you should know whether the market is saying "yes", "maybe", or "no."

"Yes" signs

• Strong showing volume
• Positive feedback
• Multiple interested buyers

"Maybe" signs

• Decent views but inconsistent showings
• Mixed feedback
• One recurring objection

"No" signs

• Low showings AND/OR consistent "price" feedback
• Buyers compare it unfavorably to a specific comp

Actions to take

• Update copy (tighten the hook + buyer persona)
• Add better media (video, twilight, floor plan)
• Host an open house or broker preview
• Adjust price/terms strategically (not randomly)

Part 6: Open House Playbook

13) Open House Checklist

Before

• Add open house to MLS early
• Create event posts (FB/IG)
• Directional signs planned (and allowed)
• Sign-in method ready (QR code + backup paper)
• Property info sheet printed

During

• Create a "front door station" (you control entry)
• Ask visitors one question: "Are you working with an agent?"
• Offer a single CTA: "Want the full details + updates? Scan to get the link."

After

• Tag leads as hot/warm/cold
• Follow up within 2 hours
• Send the listing link + ask for tour scheduling

Open house follow-up text

Great meeting you today at [address]. Here's the full link with photos + details: [link]. Want to schedule a private tour?

Part 7: Templates You Can Steal

14) "Just Listed" Social Post (Copy/Paste)

JUST LISTED in [neighborhood] 👀

[beds] bd | [baths] ba | [sqft] sqft Highlights: • [feature 1] • [feature 2] • [feature 3]

Price: [price] Want the full tour + details? [link]

15) Seller Weekly Update Script

Here's what happened this week:

• Views: [views]
• Inquiries: [inquiries]
• Showings: [showings]
• Feedback themes: [themes]
• Recommended next step: [next step]

Next update: [day/time]

Homelytics shortcut: A clean, shareable seller report link beats a wall of text every time.

Final Section: The "Don't Be Dumb" Mistakes

• Launching without a plan for Week 2
• Publishing without verifying the public view
• Ignoring feedback because it hurts your feelings
• Posting once and calling it "marketing"
• Changing price without changing the story

If you run this checklist consistently, your listings won't just hit the MLS—they'll actually get marketed like you want to get paid.

Want the whole listing marketing pack generated automatically?

If you're tired of spending 5+ hours per listing writing descriptions, captions, emails, and seller updates… Homelytics automates it from your listing photos and details.

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