The Listing Marketing System That Gets Homes Sold and Wins More Listings
- Colby Casoria
- Jul 17
- 13 min read
EMC Mastermind Recap Featuring Anthony LaBella
Winning a listing is only the beginning.
What an agent does after the listing agreement is signed can determine how effectively the property is promoted, how confident the seller feels, and whether that single listing creates future buyer leads, seller opportunities, referrals, and repeat business.
During this Every Move Collective Mastermind session, top-producing Long Island real estate agent Anthony LaBella shared the step-by-step system he uses to market listings, communicate with sellers, run open houses, capture leads, and turn each transaction into momentum for his business.
This recap breaks down the most valuable lessons from the session so agents can quickly review the strategy and begin applying it to their own listing process.
AI and Marketing Update: Exploring ChatGPT Codex
Before the main presentation, Tony Cruz of Apex Agent shared a brief update on ChatGPT Codex and its potential applications for real estate professionals.
Codex was discussed as a more accessible alternative to coding-focused tools such as Claude Code. According to Tony, the platform can help users build agents, automate tasks, respond to messages, and create customized workflows.
His main takeaway was not that agents should immediately abandon the tools they already use. Instead, they should remain aware of emerging technology and begin experimenting with platforms that may eventually save time or simplify repetitive work.
For agents who feel overwhelmed by advanced AI tools, the advice was simple: start small. A basic setup may only require a short amount of time, while deeper customization can happen gradually.
The Four Parts of a Real Estate Business
Anthony began by dividing a real estate business into four connected stages:
1. Lead Acquisition
Lead acquisition includes the activities agents use to attract potential clients.
Examples include:
Online lead platforms
Facebook and Instagram advertising
Social media
Postcards and direct mail
Referrals
Networking
Conversations with people in the community
This stage can become expensive, particularly when an agent depends heavily on paid leads.
2. Lead Conversion
Once leads enter the business, the agent must follow up, build trust, and convert those opportunities into clients.
Many agents invest heavily in generating leads but lose opportunities because they do not have a consistent conversion and follow-up process.
3. Client Fulfillment
Client fulfillment begins once the agent has secured the business.
For a listing agent, this means delivering on every promise made during the listing presentation. The goal is not simply to put the property in the MLS. The goal is to create a marketing and service experience that makes the seller feel fully supported.
4. Client Care
The relationship should not end when the property closes.
Anthony challenged agents to stop thinking of people as “past clients.” Instead, they should view them as lifelong clients or, as Eva Casoria suggested during the call, “preferred clients.”
Ongoing communication and client care can create a flywheel in which satisfied clients repeatedly introduce the agent to friends, family members, neighbors, and colleagues.
When this happens, the agent becomes less dependent on expensive lead acquisition because referrals arrive with trust already established.
Stop Winging It: Build a Repeatable Listing System
Real estate agents deal with constant interruptions.
Phones ring. Showing requests arrive. Inspections uncover problems. Contracts need attention. New leads require follow-up.
Because of this, Anthony believes agents should never rely on memory alone after taking a listing.
Instead, they should build a checklist that outlines every marketing, communication, and follow-up activity required during the life of the listing.
He compared this approach to other industries built around consistency:
Pilots use detailed procedures and landing checklists.
Restaurants use standardized preparation systems.
CrossFit gyms provide a written workout instead of asking members to improvise.
The same principle applies to real estate.
A checklist allows an agent or team to deliver a predictable standard of service, even while managing multiple listings and other daily responsibilities.
The checklist can be created in a spreadsheet, project-management platform, CRM, or transaction-management system. What matters is that every task is documented, assigned, and tracked.
Step One: Build a Local Agent List
One of Anthony’s first steps is identifying the agents who are actively doing business in the listing’s market.
He uses MLS data to find the agents involved in recent transactions within the property’s ZIP code or surrounding area. From there, he gathers their phone numbers and email addresses.
This list can be used in several ways:
Call agents directly and tell them about the listing.
Email the listing and open-house information.
Invite agents to schedule showings.
Add eligible contacts to a targeted advertising audience where permitted.
Keep the property visible to professionals who may already have qualified buyers.
Agents should not assume every local professional has seen a new listing in the MLS. Direct outreach makes the listing harder to overlook.
It also creates another opportunity to build relationships with agents who regularly work in that market.
Step Two: Identify and Target Nearby Homeowners
The next stage involves building a list of homeowners surrounding the listing.
Anthony demonstrated how agents can use property-data tools to identify residents within a selected geographic area. Depending on the local MLS and available subscriptions, agents may have access to platforms such as Remine or similar prospecting services.
The immediate neighbors are important because they may:
Know someone who wants to move into the neighborhood.
Be considering selling their own home.
Share the property with friends or family.
Attend the open house.
Evaluate the listing agent for a future transaction.
A listing therefore becomes more than a property to sell. It becomes proof that the agent is actively doing business in the neighborhood.
How to Narrow a Direct-Mail Audience
Mailing thousands of postcards for every listing can become expensive.
Anthony explained how he narrows a large homeowner list into a more targeted audience.
Possible filters include:
Properties that are not currently listed
Owner-occupied homes
Single-family homes
Owners who have lived in the property for a certain number of years
Homes within a market-relevant price range
Properties located within a defined radius of the listing
Using these filters, an agent can reduce a list of several thousand properties to a few hundred higher-priority households.
That smaller group can receive a series of postcards throughout the transaction, including:
Just listed
Under contract
Just sold
Agents should customize the criteria for their own market rather than copying a specific price point or ownership period.
Colby also suggested making direct mail feel more personal and less like generic advertising. One idea is to use a neighborhood-inspired image with a genuine message on the back instead of relying entirely on standard templates.
Step Three: Launch the Just-Listed Campaign
Once the listing is ready to launch, the marketing checklist begins.
Anthony’s process includes publishing the property across multiple channels rather than depending on a single post or portal.
The campaign may include:
Just-listed postcards
Facebook posts
Instagram posts and Reels
TikTok
YouTube
Brokerage communication platforms
Email outreach to local agents
Email outreach to nearby homeowners
Paid advertising
Community Facebook groups
Google Business Profile updates
Facebook Marketplace, where appropriate
The objective is repetition.
A buyer, neighbor, local agent, or future seller may not respond after seeing the property once. Multiple touchpoints increase awareness and give the listing more opportunities to generate interest.
Step Four: Create a Listing Video for YouTube
A listing video does not always require an expensive production.
Agents can create a simple property video using listing photographs, short video clips, music, branding, contact information, and editing tools such as CapCut.
The video can then be uploaded to YouTube and used for:
Organic property exposure
YouTube advertising
YouTube Shorts
Website traffic
Social-media content
Future listing presentations
Search visibility
The value extends beyond selling the current property.
After the campaign, the agent can show future sellers the number of views and impressions the listing received. This turns marketing activity into visible proof of performance.
Instead of merely telling a potential client, “I will market your home everywhere,” the agent can show actual results from previous campaigns.
Step Five: Use YouTube Advertising as Proof of Marketing
YouTube ads can help agents promote property videos to selected geographic areas and audiences.
Depending on the campaign setup, an agent may optimize for:
Video views
Website visits
Channel growth
Local awareness
A modest advertising budget can create meaningful reach and produce metrics the agent can later include in seller reports or listing presentations.
Anthony emphasized that these numbers help differentiate an agent from competitors.
A future seller may be impressed by evidence that a previous listing received thousands of views or tens of thousands of impressions. Those results demonstrate that the agent does more than place a property in the MLS and wait.
Advertising metrics become part of the agent’s value proposition.
Step Six: Run Facebook and Instagram Listing Ads
Facebook and Instagram ads can promote the listing while also generating leads.
Anthony discussed using a simplified listing-marketing platform rather than building every campaign manually inside Meta’s advertising interface.
In one example shared during the session, a relatively small ad spend generated thousands of impressions and multiple buyer leads.
The benefit is not limited to finding a buyer for that particular home.
When someone responds to an ad, the agent can determine:
Whether the person is interested in that property
What type of home they want
Whether they need to sell before buying
Whether the opportunity should be referred to a team member
Whether the lead belongs in a longer-term follow-up campaign
A single listing ad can therefore produce both buyer and seller opportunities.
Agents must follow all fair-housing rules, platform restrictions, brokerage policies, privacy requirements, and applicable advertising laws when building campaigns or uploading audiences.
Step Seven: Target Where Buyers Actually Come From
A standard geographic radius does not always reflect real buyer behavior.
Anthony used a Long Island example to show why agents should consider migration patterns before choosing the center of an advertising area.
If most buyers for a neighborhood typically come from one direction, placing the advertising radius directly over the listing may waste part of the campaign on areas that rarely produce buyers.
Instead, agents can use their local knowledge and available data to position the campaign around locations that are more likely to generate demand.
Useful sources of insight may include:
Previous transaction patterns
Showing activity
Website analytics
Portal traffic
Buyer inquiries
Search behavior
Local migration trends
Agent experience
The lesson is simple: do not target an area simply because it is geographically close. Target it because the people living there are likely to care about the listing.
Step Eight: Use Google Business Profile for Visibility
Anthony encouraged agents to consistently update their Google Business Profile.
Listing-related updates may include:
Just listed
Open house
Under contract
Just sold
Market updates
Listing videos
Community content
An agent can repurpose a social-media graphic, upload it as a business update, write a short description, and include an appropriate link.
Regular updates can strengthen the agent’s online presence and give searchers more opportunities to discover current activity.
It can also support broader search visibility by connecting the agent’s business profile, property content, and YouTube videos.
Step Nine: Promote Open Houses as Events
Open houses should be marketed before the signs go up.
Agents can create event-style promotions through:
Facebook events
Google Business Profile updates
Community groups
Email campaigns
Social posts
Direct invitations
Brokerage networks
Personal outreach
Anthony also recommended joining local Facebook groups connected to the property’s community.
These might include real estate groups, neighborhood groups, local parent groups, community pages, or other relevant spaces that permit real estate posts.
Agents should always review group rules and avoid posting in a way that feels repetitive or spam-like.
Step Ten: Give the Seller a Shareable Social Post
The seller’s network can significantly expand a listing’s reach.
Rather than asking the seller to write something from scratch, the agent can provide a ready-to-post caption, images, video, and the correct property link.
When the seller shares the listing, it may reach:
Friends
Family members
Coworkers
Neighbors
Community contacts
People who already have a connection to the area
This exposure can generate buyer interest and place the agent in front of future clients.
Anthony also advised agents to be intentional about which property link they share. The preferred destination should support the listing agent’s lead-capture strategy rather than send visitors to a page that may route inquiries to a competing agent.
A custom property website or agent-controlled landing page is often the strongest option.
Repeat the Marketing at Every Listing Milestone
The promotional system should not stop after the just-listed announcement.
Many of the same marketing principles can be repeated when the property goes:
Under contract
Pending
Just sold
Each milestone gives the agent another reason to contact the neighborhood, update social media, run advertisements, communicate results, and demonstrate local activity.
A sold property is especially valuable because it provides proof that the agent can take a listing from launch through closing.
Step Eleven: Build a High-Impact Open House
Anthony views an open house as more than an opportunity to showcase the property.
It is also a chance to:
Meet buyers
Meet future sellers
Strengthen neighborhood visibility
Demonstrate professionalism
Generate leads
Create urgency around the property
Invite the Neighbors
Before the open house, agents can door-knock the surrounding area with a printed invitation.
The approach should be helpful rather than aggressive.
For example, the agent might tell the neighbor that the open house is expected to be busy and provide contact information in case cars block the driveway.
This creates a natural reason for the conversation while personally inviting the neighbor to attend.
Anthony does not separate neighbors from buyers with a private neighborhood-only event. A busy public open house can create social proof and urgency among serious buyers.
Call Your Database
Agents should personally invite relevant people in their database, especially active buyers and high-priority leads.
Do not rely entirely on social-media posts or automated emails. Direct outreach can produce stronger attendance.
Prepare the Materials in Advance
Open-house materials may include:
Buyer guides
Seller guides
Property flyers
QR codes
Sign-in systems
Market reports
Marketing-plan handouts
Business cards
Directional signs
Flags or balloons
Refreshments
Music
Property information
Preparation should happen well before the event, not minutes before the first guest arrives.
Know Every Detail About the Property
Neighbors who ask detailed questions may be evaluating the agent for a future listing.
The agent should know the home’s features, improvements, systems, layout, and relevant property details.
An informed, confident answer can leave a lasting impression.
Step Twelve: Turn Open-House Traffic Into Leads
Every open-house visitor should have a clear path into the agent’s follow-up system.
Lead-capture options may include:
Digital registration
QR codes
Text-for-information codes
Property landing pages
Printed flyers
Buyer guides
Seller guides
Flyer boxes outside the property
The agent should also ask qualifying questions.
Is the visitor only buying, or do they also have a property to sell?
Based on the answer, the agent can provide the appropriate resource and begin a more relevant conversation.
Someone who walks into the open house as a curious neighbor may leave as a future seller lead.
Step Thirteen: Follow Up for More Than a Few Days
Open-house follow-up should not end with one generic email.
Anthony described a longer-term follow-up system that can include:
Text messages
Emails
Phone calls
Personal video messages
Direct-mail postcards
Property updates
New-listing alerts
Market information
A structured campaign can continue for several months.
The goal is to remain relevant without making every communication feel automated or impersonal.
One of Anthony’s strongest recommendations was sending personal video texts.
A brief message acknowledging where you met the person and offering help can feel more genuine than another templated email—particularly at a time when consumers are increasingly accustomed to automated content.
Step Fourteen: Send Weekly Seller Updates
Seller communication was one of the most important sections of the presentation.
Anthony sends a listing update every Monday.
The report may include:
Portal views
Website traffic
YouTube views
Advertising impressions
Social-media performance
Showing requests
Completed showings
Open-house attendance
Buyer feedback
Marketing activities completed
Upcoming promotional plans
The seller should never have to ask, “What is happening with my listing?”
The agent should answer that question before the client thinks to ask it.
Regular reporting helps the seller understand how much work is being done behind the scenes. It also builds trust and creates a record of the marketing strategy.
If the listing is receiving strong exposure but not generating offers, the report can support a more productive pricing conversation.
Instead of debating whether the property has been marketed, the agent and seller can review the evidence and focus on the market’s response.
Communicate in the Seller’s Preferred Format
There is no single communication method that works for every client.
At the beginning of the relationship, Anthony asks sellers how they prefer to receive updates.
Possible options include:
Email
Phone call
Text message
Video message
A combination of methods
The most effective format is the one the seller will actually review.
Anthony personally favors video because it allows the agent’s tone, personality, and authenticity to come through. However, the client’s preference should guide the system.
Use Listing Results to Win Future Listings
The marketing process creates a valuable library of proof.
After completing several listings, agents can add the strongest campaign results to their listing presentation.
Examples may include:
YouTube views
Advertising impressions
Social reach
Number of inquiries
Open-house attendance
Website traffic
Number of marketing channels used
Examples of postcards and social posts
Weekly seller reports
Lead-generation results
This evidence helps future sellers understand the difference between an agent who promises to market a home and an agent who can demonstrate a complete promotional system.
The listing itself becomes a case study.
Tools Mentioned During the Session
Several tools and platforms were discussed throughout the presentation, including:
MLS systems
Remine
Vulcan7
Mojo
Espresso Agent
Mailbox Power
Listings-to-Leads
CapCut
YouTube
Facebook
Instagram
Google Business Profile
Canva
ChatGPT
Gemini
ListTrac
These tools are examples, not requirements.
Agents should choose technology that fits their market, budget, brokerage policies, skill level, and existing systems. The strategy is more important than any individual platform.
The Complete Listing Marketing Checklist
Here is a condensed version agents can adapt for their own business.
Before Launch
Create the listing checklist.
Gather local agent contact information.
Build a list of nearby homeowners.
Segment the direct-mail audience.
Prepare photos, video, graphics, and property links.
Create the listing video.
Build email and advertising audiences where permitted.
Just Listed
Send postcards.
Email local agents.
Call active agents in the area.
Email nearby homeowners.
Publish across social-media platforms.
Upload the YouTube video.
Run YouTube ads.
Run Facebook and Instagram ads.
Post to the Google Business Profile.
Share through brokerage channels.
Post in relevant community groups.
Give the seller shareable content.
Before the Open House
Create event promotions.
Invite neighbors.
Call priority leads.
Prepare buyer and seller guides.
Set up QR codes and sign-in tools.
Prepare signs, flyers, music, and refreshments.
Review every property detail.
Arrive early.
After the Open House
Send personal follow-up messages.
Call high-priority visitors.
Begin email and text campaigns.
Send video messages.
Add relevant contacts to long-term nurture plans.
Provide the seller with an attendance and feedback update.
Every Week
Gather listing-performance data.
Report views, showings, inquiries, and feedback.
Explain completed marketing activities.
Share upcoming actions.
Address pricing or positioning when needed.
At Each Milestone
Promote under-contract status.
Promote pending status.
Promote the sale.
Share the result with the neighborhood.
Add campaign results to the listing presentation.
Continue nurturing the seller after closing.
The Biggest Takeaway
The biggest lesson from Anthony’s presentation was not simply that agents should do more marketing.
It was that marketing, client communication, lead capture, and follow-up should operate as one connected system.
A well-managed listing can help an agent:
Sell the property
Serve the seller at a higher level
Attract buyers
Meet future sellers
Build neighborhood recognition
Generate referrals
Strengthen a listing presentation
Create repeatable business growth
The objective is to make every listing work harder.
Instead of treating the transaction as one isolated sale, use it as a platform to demonstrate expertise, create conversations, produce measurable results, and build long-term relationships.
Final Thoughts
A strong listing process should be organized enough to repeat, detailed enough to delegate, and visible enough for the seller to understand its value.
Agents do not need to implement every strategy at once.
Start by creating a basic checklist. Add the marketing channels that fit your business. Improve your open-house follow-up. Establish a weekly seller-update schedule. Track your results.
Then refine the system after every transaction.
The more consistent the process becomes, the easier it will be to provide outstanding service—and the more likely each listing will lead to the next opportunity.
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