Use this listing presentation script to set expectations in slow markets to help home sellers price their homes correctly.
When homes are taking longer to sell, the rules of the game change. In slower markets, you can’t rely on quick sales or bidding wars to get listings under contract. Instead, you need to carry more inventory to close the same number of deals—and more importantly, you need to get laser-focused on managing your sellers’ expectations from day one.
In this article, I’m going to walk you through a proven listing presentation script to set expectations when the market slows down. This script isn’t just about the words you say—it’s about what you show. Because when sellers understand what’s happening in the market and what your role really is, they’re far more likely to trust your pricing recommendations, stick with your plan, and ultimately get their home sold.
Let’s dive in.
VIDEO: Listing Presentation Script to Set Expectations in Slow Markets
The Myth of the Agent’s Job: We Don’t “Sell” Homes
One of the biggest misconceptions sellers have is that real estate agents actively “sell” homes. The truth is, we don’t sell—we expose.
Your job as a listing agent is to get as many eyeballs as possible on a home. That’s how homes sell—by being seen. Especially in the first 30 days, when online views are at their peak, exposure is everything. After that window, traffic drops dramatically, and the odds of getting a near-asking price plummet.
That’s why this listing presentation script to set expectations is so important. It lets you shift the conversation from defending your performance to demonstrating your value—and that starts with the right data.
Show, Don’t Tell: The Listings vs. Sales Tool
At Icenhower Coaching & Training, we give our clients a simple yet powerful spreadsheet to use in their listing presentations. It breaks down how many listings are on the market vs. how many have actually sold—by price range.
You only need to update it once a month. Pull your MLS data for active listings, pendings (last 30 days), and average days on market in $50,000 price increments. The spreadsheet auto-generates a chart that tells the full story.
Let’s say you’re listing a $500,000 home. Your chart shows:
30 homes are for sale in that price range
Only 2 went pending in the last 30 days
That’s a 1 in 15 chance of selling
Average days on market: 60
Now compare that to a price range just below, say $450,000–$499,000. Maybe 49 homes are listed and 7 sold—still only a 1 in 7 shot. Or go lower to $400,000–$449,000, where 15 out of 56 homes sold—a 1 in 4 chance.
Suddenly, your seller can see what you’re up against. You’re not just “waiting for a buyer.” You’re fighting for visibility in a crowded field.
Use This Script During the Listing Presentation
Here’s how you use the data tool in your listing presentation script to set expectations:
“Let’s look at what’s happening in your price range. Right now, there are 30 homes for sale priced between $500,000 and $549,000—and only two of those sold last month. That means only one in fifteen sellers were successful.
What do you think made those two sell? They looked the best, were priced right, and had the most appeal to buyers and buyer’s agents.
If we price too high, we’re gambling with your money—and the odds aren’t great.
But if we price strategically—just below where most competition sits—we can get more exposure, better offers, and ultimately sell faster. That’s what I want to help you do.”
It’s not about convincing—it’s about showing. That’s the power of data.
Pricing Strategy: Why Conservative Pricing Wins
Many agents ask sellers, “Where do you want to price your home?” That’s a mistake.
Your primary job as a listing agent is to price the property appropriately. If you miss the mark in the first 30 days, the listing becomes stale. You lose momentum, online views drop, and you end up needing price reductions that cost your client more in the long run.
If your seller insists on pricing high, use the chart to show the odds of selling at that price point. Then show what happens when they drop into the next price bracket—how competition decreases and sell-through increases.
This is how you guide pricing conversations with confidence, backed by market data. It also ensures your clients understand you’re not the reason the home isn’t selling—it’s the market dynamics.
Monthly Market Updates & Re-Engaging Sellers
Don’t just use this chart at the listing appointment. Revisit it after 30 days if the home hasn’t sold.
Update the numbers and go back to your seller with the new data:
“Only three homes sold in your price range last month, and unfortunately, yours wasn’t one of them. Our exposure has dropped significantly. We’re no longer in that high-visibility window, so it’s time to talk about adjusting price.”
This makes your conversations proactive, not reactive. You’re not scrambling to justify a price reduction—you’re simply following the data.
The truth is, we don’t sell—we expose.
Your job as a listing agent is to get as many eyeballs as possible on a home. That’s how homes sell—by being seen.
Brian Icenhower
The Real Audience: Other Agents
It’s worth reminding your sellers—and maybe even yourself—that 95% of homes are sold by agents representing buyers. That means your marketing efforts are aimed at agents, not just the public.
You’re not out there chasing down individual buyers. Your job is to make sure agents want to show your listings to their clients. And that starts with great pricing and high visibility.
The Takeaway: Demonstrate, Don’t Defend
This is why having a strong listing presentation script to set expectations is critical in slow markets. You need to:
Set the tone early
Use visuals and data, not sales scripts
Revisit the conversation monthly
Position yourself as a pricing expert, not a cheerleader
Emphasize your role as a marketer to agents, not just consumers
If you show your value instead of trying to talk your way into it, sellers will respect your expertise and follow your lead.
Ready to Elevate Your Listing Presentations?
Start using this Listings vs. Sales by Price Range tool at every appointment. Pull your MLS data monthly, create a graph, and make it a staple in your listing packet. It takes 30 minutes, but it sets you apart from 90% of agents who walk in with nothing but a CMA.
In markets like these, you win listings by setting expectations and showing your work.
Let’s go get those listings sold—strategically.
