Homes are taking longer to sell - how agents keep sellers happy by utilizing systematic customer service systems about listing exposure & agent marketing efforts.
As listings take longer to sell across the country, real estate agents are entering unfamiliar territory. For many, this is the first time they’ve had to manage the expectations of sellers in a slower market. If you’re not shifting your systems to meet the moment, you’re already behind.
At Icenhower Coaching & Training (ICT), we’ve been here before. We’ve helped our clients navigate market downturns, longer days on market, and frustrated sellers. And one thing always holds true: when homes are taking longer to sell, how agents keep sellers happy becomes the key to success.
VIDEO: Homes Are Taking Longer to Sell – How Agents Keep Sellers Happy
The Market Shift: What’s Happening?
The spread of longer listing periods isn’t limited to just a few states. It started in high-growth areas like Texas, Florida, and Tennessee and has now crept into over half the country. This trend will likely continue because, quite frankly, it takes years to stop housing supply once it’s in motion.
Even if interest rates start to decline, that won’t be the silver bullet. Rates come down slowly, and buyers often wait for them to drop even lower. Agents banking on interest rate relief are playing a dangerous game. Instead, we must shift to actionable systems that keep our sellers informed, calm, and confident in our process.
Stop Selling. Start Exposing.
One of the biggest mindset shifts agents need to make is understanding that we don’t sell listings. Our job is not to talk someone into buying a home—it’s to expose the property to as many people as possible. From there, it’s either price or patience that does the work.
“If we get the maximum exposure and the home still hasn’t sold, it’s either priced too high—or we need to wait for the right buyer.”
That means your marketing efforts, online visibility, and communication systems are more important than ever. You’re not selling peanuts on the side of the freeway—you’re managing a long-term, high-investment product that requires strategy, not scripts.
Educate Before You List
The best time to solve seller dissatisfaction is before it starts. That means every listing appointment must include:
A breakdown of the real estate process
An explanation of how exposure leads to offers
A realistic timeline and expectations for feedback
A clear communication plan with weekly updates
You must explain that your silver tongue won’t make someone buy their home. What sells a home is maximum exposure, and what keeps sellers happy is transparency about that exposure.
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Admin & Operations Round Table Group Coaching Program
Introducing the Admin & Operations Round Table Group Coaching Program with Jamie Rauhut!
Join this versatile group of real estate operations and administrative staff to roundtable best practices, systems, processes and ways to support our real estate teams and brokerages at the highest level.
Weekly calls: Tuesdays at 10am CST
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ADMIN: The Training Process for Real Estate Administrative Assistants
ONLINE COURSESQuickly educate and empower yourself to own the administrative and transactional duties of your real estate business
Designed for all learning types
Video Training
In-depth professional video training on every module, presented by the author, Brian Icenhower.Written Modules
Detailed and downloadable written modules with detailed graphics, scripts, spreadsheets, forms, and so much more.Audiobook
Since real estate agents are always on the move, your training must be too. This course provides a professional downloadable audiobook.Course curriculum
Enrollment includes access to the following course materials for 2 years
Module 1: Introduction- Module 1 Workbook: Introduction
- Video: Communication Foundations
- Get to know the DISC Profiles
- Module 2 Workbook: Understanding Job Roles
- Video: Job Roles for Admin Staff
- The Solution Triangle
- Module 3 Workbook: The Administrative Manager
- Video: The Administrative Manager: Creating Structure
- Sample Weekly Calendar
- Active Listing – blank (fillable)
- Sample Buyer Inventory
- Daily Contact Form (fillable)
- Sample Year-to-Date Check-Up Form 1
- Sample Year-to-Date Check-Up Form 2
- Lead Tracking Sheet (fillable)
- Sample Pending Inventory Pipeline
- Sample Dashboard 1
- Sample Dashboard 2
- Year-to-Date Check-Up Form (fillable)
- Active & Pending Inventory Lists (fillable)
- ICC Team Dashboard (fillable)
- Module 4 Workbook: The Listing Manager
- Video: The Listing Manager: From Listing to Contract
- Listing and Pre-Listing Checklists
- Listing to Contract Checklist
- Pre-Listing Checklist
- Seller Lead Sheet
- Assistant’s First Call Checklist
- Assistant’s First Call Checklist (fillable)
- Defining Moments in Real Estate Transactions
- Module 5 Workbook: The Transaction Coordinator
- Video: The Transaction Coordinator: From Contract to Closing
- Buyer-Seller Checklist
- Active Listing – blank (fillable)
- Buyer Closing Checklist
- Buyer Inventory
- Buyer Lead Sheet (fillable)
- Listing Inventory
- Pending Contracts – blank (fillable)
- Pending Inventory Pipeline
- Seller Closing Checklist
- Buyer and Seller Checklists (fillable)
- Module 6 Workbook: The Marketing Director
- Video: The Marketing Director: Building your real estate business
- Buyer Closing Checklist
- Client Event Contact Plan
- Listing to Contract Checklist
- Script: Contacting past and existing clients
- Pre-Listing Checklist
- Seller Closing Checklist
- Module 7 Workbook: Your Sphere of Influence
- Video: Your Sphere of Influence
- Team Scoreboard
- Graphic: The SOI Core
- Module 8 Workbook: Creating the Ultimate User Experience
- Video: Creating the Ultimate User Experience
- Policies and Procedures Handbook
- First Day Welcome Orientation Checklist
- First Quarter Checklist – Admin – alternate
- Editable First Day Welcome Orientation Checklist
- Module 9 Workbook: Conclusion
- Video: Above and Beyond
- Leader vs Manager
- Production Growth Budget Schedule
- Staff Self-Performance Appraisal
- Sample Team Annual Business Plan
- Editable Blank Business Plan
- Editable Blank Action Steps
About this course
- $199.00
- 72 lessons
- 4.5 hours of video content
Immediate Takeaways
Here is what you can expect to gain from taking this online course.
- CHECKLISTS for listings, open houses, closings etc. Active Listing Checklist, Sample Buyer Inventory, Daily Contact Form, Lead Tracking Sheet, Listing and Pre-Listing Checklists, Listing to Contract Checklist, Assistant's First Call Checklist, First Day Welcome and Orientation Checklist, First Quarter Checklist, and more.
- SCOREBOARDS to track success and editable forms to document everything. Sample Scoreboards and fillable ICC Team Scoreboard.
- RESOURCES for new hires, including orientation templates and policy and procedure handbook templates. Sample Weekly Calendar, Sample Year-to-Date Check-Up Form, Sample Pending Inventory Pipeline, Active and Pending Inventory Lists, Seller Lead Sheet, Client Event Contact Plan, Policies and Procedures Handbook, Staff Self-Performance Appraisal, Blank Editable Business Plan, and more.
- SCRIPTS for the administrative assistant. Contacting Past and Existing Clients Script, and more.
- OPTIONS for how you learn best. Each module provides a downloadable PDF chapter as well as a featured video of Brian Icenhower, teaching the topic at hand. At the beginning of the course, you are also provided with a full audiobook to listen to. So however you learn best -- we have an option for you!
Reviews
"I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations."
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income."
Dennis Adelpour
Luxury Agent - West Los Angeles
"When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends."
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations.
Jake Rockwell
Over 500 Units Sold Annually I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income.
Dennis Adelpour
Luxury Agent - West Los Angeles When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends.
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume Instructor Brian Icenhower.Having someone back in the office helps agents amplify their sales potential. They can focus on generating business, following up on leads, conducting appointments, and writing offers/negotiating contracts -- all things that create more income.
This 9-module course not only identifies the four key roles of a real estate assistant, but it also breaks down the precise workflows when serving as a listing manager, transaction coordinator, marketing director, and administrative manager.
Whether you’re an agent learning how to train your assistant, an assistant looking for your own training process, or you’re both reading through these materials together, this course provides the explanations and concrete examples of best practices in real estate offices so you don’t have to.
Make administrative tasks easy.
Whether you’re an assistant or a solo agent, systematizing adminstrative processes will increase your efficiency. This course gives you the strategies, tools, and techniques to master administrative processes so your agents are free to focus on generating, nurturing, and converting leads. Add to Cart Checkout CourseTalk to a coach
If you've been considering hiring a coach, now's the time. Book a FREE coaching consultation session with your purchase of this course! Book Your Call
See all courses
The Magic Month: When It Matters Most
The first 30 days on the market—what we call the Magic Month—are critical. This is when your listing hits all the major platforms and gets the most eyeballs. If you don’t get showings or offers during this window, it’s time to revisit the pricing strategy.
Using data from the MLS, Zillow, Realtor.com, and other portals, your team (or you, if you’re a solo agent) should track weekly online views and showing activity. Communicate this with your sellers every Thursday to set the tone before the weekend and avoid reactive calls that disrupt your personal time.
Weekly Listing Reports: The Secret to Seller Satisfaction
Our ICT administrative teams and solo agents use a proven tool: the Weekly Listing Activity Report. It includes:
Online view counts from all major platforms
Number of showings
Social media and marketing efforts
Feedback from buyers’ agents
Upcoming strategy suggestions
NAR’s pricing adjustment guidelines
This report is the foundation of a weekly email sent on Thursdays—paired with a quick phone call from the listing manager or admin. The goal? Proactive communication that shows you’re on top of things. You’re not just sitting around hoping a buyer walks through the door. You’re working a plan.
The Power of Administrative Support
Here’s the harsh truth: if you don’t have administrative systems in place, this market will expose you. Many agents relied on per-transaction virtual assistants or tried to juggle it all solo during the hot market. That won’t cut it anymore.
At ICT, we’ve always coached our clients to build strong admin support teams. Now is when those teams shine. They’re tracking online views, gathering feedback, managing the listing reports, and contacting sellers every week.
“The tide has gone out—and we’re about to see who’s been skinny dipping.”
If you’re a team leader or broker, lean into your admin support. If you’re a solo agent, start small and build from there. Either way, you must deliver high-level service to keep clients happy and retain your listings.
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Quick View
ADMIN: The Training Process for Real Estate Administrative Assistants
ONLINE COURSESQuickly educate and empower yourself to own the administrative and transactional duties of your real estate business
Designed for all learning types
Video Training
In-depth professional video training on every module, presented by the author, Brian Icenhower.Written Modules
Detailed and downloadable written modules with detailed graphics, scripts, spreadsheets, forms, and so much more.Audiobook
Since real estate agents are always on the move, your training must be too. This course provides a professional downloadable audiobook.Course curriculum
Enrollment includes access to the following course materials for 2 years
Module 1: Introduction- Module 1 Workbook: Introduction
- Video: Communication Foundations
- Get to know the DISC Profiles
- Module 2 Workbook: Understanding Job Roles
- Video: Job Roles for Admin Staff
- The Solution Triangle
- Module 3 Workbook: The Administrative Manager
- Video: The Administrative Manager: Creating Structure
- Sample Weekly Calendar
- Active Listing – blank (fillable)
- Sample Buyer Inventory
- Daily Contact Form (fillable)
- Sample Year-to-Date Check-Up Form 1
- Sample Year-to-Date Check-Up Form 2
- Lead Tracking Sheet (fillable)
- Sample Pending Inventory Pipeline
- Sample Dashboard 1
- Sample Dashboard 2
- Year-to-Date Check-Up Form (fillable)
- Active & Pending Inventory Lists (fillable)
- ICC Team Dashboard (fillable)
- Module 4 Workbook: The Listing Manager
- Video: The Listing Manager: From Listing to Contract
- Listing and Pre-Listing Checklists
- Listing to Contract Checklist
- Pre-Listing Checklist
- Seller Lead Sheet
- Assistant’s First Call Checklist
- Assistant’s First Call Checklist (fillable)
- Defining Moments in Real Estate Transactions
- Module 5 Workbook: The Transaction Coordinator
- Video: The Transaction Coordinator: From Contract to Closing
- Buyer-Seller Checklist
- Active Listing – blank (fillable)
- Buyer Closing Checklist
- Buyer Inventory
- Buyer Lead Sheet (fillable)
- Listing Inventory
- Pending Contracts – blank (fillable)
- Pending Inventory Pipeline
- Seller Closing Checklist
- Buyer and Seller Checklists (fillable)
- Module 6 Workbook: The Marketing Director
- Video: The Marketing Director: Building your real estate business
- Buyer Closing Checklist
- Client Event Contact Plan
- Listing to Contract Checklist
- Script: Contacting past and existing clients
- Pre-Listing Checklist
- Seller Closing Checklist
- Module 7 Workbook: Your Sphere of Influence
- Video: Your Sphere of Influence
- Team Scoreboard
- Graphic: The SOI Core
- Module 8 Workbook: Creating the Ultimate User Experience
- Video: Creating the Ultimate User Experience
- Policies and Procedures Handbook
- First Day Welcome Orientation Checklist
- First Quarter Checklist – Admin – alternate
- Editable First Day Welcome Orientation Checklist
- Module 9 Workbook: Conclusion
- Video: Above and Beyond
- Leader vs Manager
- Production Growth Budget Schedule
- Staff Self-Performance Appraisal
- Sample Team Annual Business Plan
- Editable Blank Business Plan
- Editable Blank Action Steps
About this course
- $199.00
- 72 lessons
- 4.5 hours of video content
Immediate Takeaways
Here is what you can expect to gain from taking this online course.
- CHECKLISTS for listings, open houses, closings etc. Active Listing Checklist, Sample Buyer Inventory, Daily Contact Form, Lead Tracking Sheet, Listing and Pre-Listing Checklists, Listing to Contract Checklist, Assistant's First Call Checklist, First Day Welcome and Orientation Checklist, First Quarter Checklist, and more.
- SCOREBOARDS to track success and editable forms to document everything. Sample Scoreboards and fillable ICC Team Scoreboard.
- RESOURCES for new hires, including orientation templates and policy and procedure handbook templates. Sample Weekly Calendar, Sample Year-to-Date Check-Up Form, Sample Pending Inventory Pipeline, Active and Pending Inventory Lists, Seller Lead Sheet, Client Event Contact Plan, Policies and Procedures Handbook, Staff Self-Performance Appraisal, Blank Editable Business Plan, and more.
- SCRIPTS for the administrative assistant. Contacting Past and Existing Clients Script, and more.
- OPTIONS for how you learn best. Each module provides a downloadable PDF chapter as well as a featured video of Brian Icenhower, teaching the topic at hand. At the beginning of the course, you are also provided with a full audiobook to listen to. So however you learn best -- we have an option for you!
Reviews
"I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations."
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income."
Dennis Adelpour
Luxury Agent - West Los Angeles
"When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends."
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC dashboard systems to keep my entire team accountable for their activities and set proper expectations.
Jake Rockwell
Over 500 Units Sold Annually I have coached with ICC for over five years. ICC has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income.
Dennis Adelpour
Luxury Agent - West Los Angeles When we started coaching with ICC we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends.
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume Instructor Brian Icenhower.Having someone back in the office helps agents amplify their sales potential. They can focus on generating business, following up on leads, conducting appointments, and writing offers/negotiating contracts -- all things that create more income.
This 9-module course not only identifies the four key roles of a real estate assistant, but it also breaks down the precise workflows when serving as a listing manager, transaction coordinator, marketing director, and administrative manager.
Whether you’re an agent learning how to train your assistant, an assistant looking for your own training process, or you’re both reading through these materials together, this course provides the explanations and concrete examples of best practices in real estate offices so you don’t have to.
Make administrative tasks easy.
Whether you’re an assistant or a solo agent, systematizing adminstrative processes will increase your efficiency. This course gives you the strategies, tools, and techniques to master administrative processes so your agents are free to focus on generating, nurturing, and converting leads. Add to Cart Checkout CourseTalk to a coach
If you've been considering hiring a coach, now's the time. Book a FREE coaching consultation session with your purchase of this course! Book Your Call
See all courses
-
Quick View
Administrative & Operations Coaching Program
This Administrative & Operations Real Estate Coaching Program is for Administrative Assistants, Transaction Coordinators, Marketing Directors, Listing Managers, Administrative Managers, Operations Directors and any other administrative staff position on a real estate team or brokerage.
Here’s the harsh truth: if you don’t have administrative systems in place, this market will expose you.
Brian Icenhower
Use NAR’s Pricing Guidelines to Set the Stage
Educating your clients with data from the start prevents awkward conversations later. Use the following pricing indicators to guide expectations:
No showings in the first 7–10 days? You’re likely 5–10% overpriced.
10–12 showings and no offers? A 3–5% price adjustment is needed.
Still no activity after 30 days? Begin 1–3% adjustments until you find the market.
These benchmarks reduce the emotion around pricing and keep your sellers focused on facts.
Show Your Work. Prove Your Value.
When homes are taking longer to sell, how agents keep sellers happy depends entirely on what they can see. If you’re not showing your marketing efforts, your sellers assume nothing’s happening. But when you give them data, updates, and strategy each week, you gain their trust and loyalty.
This isn’t just about keeping one listing. It’s about getting referrals, preventing expired listings, and growing your reputation as a true real estate professional.
Final Thoughts from Brian Icenhower
Now is the time for agents to step up. This slower market is actually an opportunity to shine. Great agents and teams will differentiate themselves by the systems they implement and the support they provide.
Use your administrative power. Report your marketing activity. Set expectations. Track your metrics. Show your sellers that you’re not hoping for results—you’re working a strategy that gets homes sold.
When homes are taking longer to sell, how agents keep sellers happy is the difference between surviving and thriving.
Let’s make sure you’re the one thriving.
