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.
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The Seller Lead Conversion Process
ICT Online CourseSeller Lead Conversion
Learn how to turn every listing opportunity into a signed agreement with proven seller conversion systems, scripts, and strategies.
Step-by-step training to convert listing leads from online sources, referrals, and open houses
Discover how to prequalify sellers and conduct powerful listing consultations
Master scripts and dialogues to handle pricing objections and commission conversations
Build trust quickly with communication strategies that position you as the expert
Implement follow-up systems to stay top of mind with seller prospects over time
Includes listing presentation templates, pre-listing checklists, and objection-handling scripts
Convert More Listings
Use proven scripts and systems to turn seller leads into signed listing agreements.
Build Trust & Confidence
Guide homeowners through the listing process with professionalism and clarity.
Stay Top of Mind
Follow up strategically to maintain relationships and win future listings.
Designed for all learning types
Video Training
In-depth video training walking you through each module of the course, explaining the strategies, tips, and best practices for using Canva for real estate agents.
Written Workbook
Detailed and downloadable written workbook that provides you with a bullet point outline, summarized text, action steps, key takeaways, as well as space for taking notes.
Instructor Materials
Teach this course at your organization with the help of our downloadable presentation notes, presentation files, and Instructor's Manual.
Course curriculum
Enrollment includes access to the following course materials for 6 months
Course materials- The Seller Lead Conversion process
- Video Part One: Overcoming common objections
- Video Part Two: Getting answers
- Video Part Three: The pre-listing packet
- Video Part Four: The kitchen table consultation
- Seller Lead Sheet
- Quiz
- Action Steps
- The Listing Consultation Script
- Scripts for Listing Consultation Objections about Price
- Objections about Finding a Home to Buy Before Listing
- Urgency Objections
- Overcoming Objections about Paying a Commission
- Price Reduction Graphic
- Listing Consultation
- Pre-Listing Consultation Video Scripts
- Pre-Listing Video #1 Script
- Pre-Listing Video #2 Script
- Pre-Listing Video #3 Script
- Pre-Listing Video #4 Script
- Pre-Listing Video #5
About this course
- $149
- 23 lessons
- 2 hours of video content
Certification & Designation Upon Completion
In this ICT online course, you will receive an official designation of "Certified Listing Specialist" or CLS upon completion, as well as a downloadable (and printable) Certificate of Completion. Add your designation seal, as well as your designation letters, to your email signature to bolster your reputation and show off your expertise to clients and colleagues alike.
Reviews
"I use ICT systems, the Icenhower Institute, and the coaching program to coach and train my team of over 30 agents. I use the ICT 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 ICT for over five years. ICT 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 ICT 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
InstructorBrian Icenhower.
Are you ready to revolutionize how you think about closing, and get more listings than ever?
This condensed course gives you the tools and techniques you need to leverage your sphere of influence in all the right ways, focusing in on how you can convert leads into listings without getting stuck or getting ahead of yourself. With ICC's tried and tested scripts and systems, you'll have everything you need at your disposal to make the most of your networks and take full advantage of every opportunity to close on a seller lead.
Turn every seller lead into a listing opportunity.
Enroll in Seller Lead Conversion Process (ICT) to master the conversations, scripts, and systems that help top agents secure more listings and serve clients with confidence. Build consistency, trust, and long-term success in your listing business.
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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
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1×1 Solo Agent Weekly Coaching Program
This 1×1 Solo Agent Weekly Real Estate Coaching Program designed to help you increase your production and your commission income with strategies and systems for sustainable business growth.
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICT for over five years. ICT 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 ICT 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
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.
