1. Objective

This SOP defines how a Virtual Assistant manages the full listing coordination workflow for a real estate agent. It covers everything from the moment a signed listing agreement is received through MLS activation, active listing management, and handoff to the transaction coordinator (or closing) once an offer is accepted.

The goal is that every listing the agent manages has zero administrative gaps — the MLS listing is accurate and live on time, sellers receive consistent communication, showings are coordinated smoothly, feedback is collected and delivered, and nothing falls through because the agent had to chase a paperwork detail.

This is the master SOP for the listing side of the business. It references subordinate SOPs for specific tasks. When a task has its own SOP, follow that SOP. When it doesn't, follow the guidance here.

Where this SOP starts: Signed listing agreement received from the agent.
Where this SOP ends: Accepted offer confirmed and file handed off to TC (see Transaction Coordination Master) or listing expires/is withdrawn.

Success looks like: The agent focuses on client relationships and negotiations. Every logistical detail — MLS accuracy, seller updates, showing coordination, feedback collection, vendor scheduling — is handled without the agent having to ask twice.

See also:

• Pre-Listing Appointment Prep
• Listing Agreement Review & Filing
• Property Intake & Data Collection
• Seller Disclosure Request & Document Collection
• Vendor Scheduling
• MLS Data Entry & Listing Input Standards
• Listing Photo Review, Sequencing & Upload
• Coming Soon Campaign Management
• Listing Launch Day Checklist
• Transaction Coordination Master

2. Your Role & Boundaries

2a. What you handle independently

• Review and file the signed listing agreement per Listing Agreement Review & Filing
• Enter the listing into the MLS per Property Intake & Data Collection and submit for agent activation
• Coordinate photography, videography, and staging vendor scheduling per Seller Disclosure Request & Document Collection
• Upload all media to the MLS and verify accuracy before going live
• Execute the marketing launch checklist per Vendor Scheduling
• Schedule and confirm showings per showing platform and agent-defined rules
• Collect and log showing feedback from buyer's agents
• Send the weekly seller update report using the approved template
• Maintain the listing file (all documents, feedback logs, communications organized)
• Log all communications in the CRM
• Prepare and submit MLS status changes when agent confirms an accepted offer
• Coordinate vendor appointments (inspectors, photographers, sign installation) once agent has approved

2b. What requires agent approval before acting

• Any MLS data change after the listing is active (price, status, descriptions, field corrections)
• Any communication with the seller beyond scheduled updates and logistics confirmations
• Any response to a buyer's agent inquiry beyond confirming showing availability
• Any showing restriction or blackout period change requested by the seller
• Processing a price reduction — requires agent written instruction before any change is made
• Responding to any feedback that includes a buyer or agent complaint
• Any vendor choice that is not on the agent's pre-approved vendor list
• Any deviation from the standard showing rules (e.g., seller requesting same-day notice only)

2c. What you never do

• Negotiate on the agent's behalf under any circumstances
• Provide pricing opinions, valuations, or market analysis to the seller, buyer, or any third party
• Tell the seller what their home is worth, what they should price at, or whether to accept an offer
• Sign or initial any document on behalf of the agent or client
• Communicate directly with a buyer or buyer's agent about contract terms, pricing, or strategy
• Advise the seller on whether to accept, reject, or counter an offer
• Make any legal interpretation of contract terms, listing agreement provisions, or disclosure requirements
• Change the listing price in the MLS without written confirmation from the agent
• Release any information about the seller's motivation, timeline, or bottom line to any party

When in doubt: Draft and flag. Never act unilaterally on anything that touches price, contract terms, or seller-buyer communication.

3. Listing Phases Overview

A listing moves through five phases. Each phase has its own trigger and its own checklist. The master checklist below gives you the full picture at a glance. Detailed instructions for each phase are in Sections 4–8.

Master Checklist

Phase 1 — Intake & Setup → Section 4
- ☐ Signed listing agreement received and reviewed
- ☐ Listing file created in transaction management system
- ☐ Seller contact record added or updated in CRM
- ☐ Key dates entered into agent calendar
- ☐ Listing agreement filed in brokerage compliance system (if required)

Phase 2 — Pre-Launch Preparation → Section 5
- ☐ Photography/media vendors scheduled and confirmed
- ☐ All media received, reviewed, and uploaded
- ☐ MLS data entry complete and submitted for agent review
- ☐ Seller disclosures received and filed
- ☐ Marketing materials prepared (social post drafts, flyer, email announcement)
- ☐ Showing instructions confirmed with agent and seller
- ☐ For Sale sign ordered and installation scheduled

Phase 3 — Active Listing Management → Section 6
- ☐ MLS status confirmed Active
- ☐ Marketing launch executed (social, email, MLS syndication check)
- ☐ Showing platform configured per agent's rules
- ☐ Seller welcome message sent
- ☐ Weekly update schedule established

Phase 4 — Ongoing Management (Repeat Weekly) → Section 7
- ☐ Showings coordinated per platform and showing instructions
- ☐ Feedback collected and logged within 24 hours of each showing
- ☐ Weekly seller update sent every [day agent specifies]
- ☐ MLS listing accuracy spot-checked weekly (photos, description, status)
- ☐ Any price reduction or marketing change flagged to agent if activity metrics drop

Phase 5 — Offer Received Through Accepted → Section 8
- ☐ Agent notified immediately of all received offers
- ☐ Offer presentation packet assembled for agent
- ☐ Accepted offer confirmed in writing from agent
- ☐ MLS status changed to Pending
- ☐ Seller congratulations message sent
- ☐ File handed off to TC per Transaction Coordination Master

4. Phase 1 — Intake & Setup

4a. Trigger

This phase begins when the agent sends you the signed listing agreement and authorizes you to begin listing coordination.

4b. Listing file creation

Create the listing file in your transaction management system immediately. File naming convention: [Seller Last Name] — [Street Address] — [MLS Number when assigned]

Minimum folder structure within the file:

/[Seller Last Name] — [Address]
  /Listing Agreement
  /Disclosures
  /MLS
  /Photos & Media
  /Marketing
  /Showings & Feedback
  /Correspondence
  /Closing (activate when under contract)

4c. CRM record

Add or update the seller's contact record. Required fields:

4d. Key dates calendar entry

Add to the agent's calendar:

• Listing start date
• Listing expiration date (set a 30-day-before reminder)
• Photography appointment (once scheduled)
• Any seller-specified blackout dates

4e. Brokerage compliance filing

If the agent's brokerage requires listing agreement submission, file it per the brokerage's process within the required window. Confirm the deadline and submission method with the agent during onboarding.

Note: Filing deadlines vary by brokerage. Confirm the window during onboarding and add it to your new listing intake checklist so it is never missed.

5. Phase 2 — Pre-Launch Preparation

5a. Photography and media

Coordinate per Seller Disclosure Request & Document Collection. Summary:

1. Confirm agent's preferred photographer from the approved vendor list
2. Schedule shoot — confirm date and time with seller via approved template
3. Receive, review, and upload all media to the MLS and shared file
4. Verify: minimum photo count meets MLS requirements, lead photo is exterior front, all photos are in logical showing order

5b. MLS data entry

Complete per Property Intake & Data Collection. Summary:

• Enter all required MLS fields using only verified data sources (county records for square footage, listing agreement for price)
• Write or use agent's approved property description — submit to agent for review before activating
• Upload photos, virtual tour link, and documents
• Submit the draft listing for agent review and activation — never activate the listing yourself without the agent's explicit instruction

5c. Disclosures

Track all required seller disclosures. The list of required forms varies by state and property type — confirm with the agent during onboarding.

If a required disclosure has not been received by the day before the listing goes active, escalate to the agent immediately.

5d. Showing instructions

Before the listing goes live, confirm the following with the agent (the client setup doc captures these — reference it):

• Showing notice: How much advance notice does the seller require? (Default: 2 hours)
• Showing hours: What days and times are allowed?
• Access method: Lockbox / showing service code / call agent / other
• Seller present: Yes / No / Prefer not
• Pet/special instructions: Note any access-specific details in the showing platform

Configure the showing platform per the confirmed instructions before the listing goes active.

5e. Marketing materials

Prepare drafts for agent review per Vendor Scheduling. Do not publish anything without agent approval.

6. Phase 3 — Active Listing Management

6a. MLS activation

Once the agent activates the listing, verify within 1 hour:

• ☐ Status shows Active
• ☐ All photos are displaying correctly
• ☐ Lead photo is correct
• ☐ Property description is the approved version
• ☐ Price matches the listing agreement
• ☐ Key listing fields are accurate (beds, baths, sq ft, lot size, year built)
• ☐ Virtual tour link is live (if applicable)
• ☐ Open house entered (if agent has scheduled one)

If any field is incorrect, flag to agent immediately before taking any action. Do not correct MLS fields without agent confirmation.

6b. Showing platform

Confirm the showing platform is live and configured before the MLS status changes to Active. Test: attempt to schedule a showing as if you were a buyer's agent to confirm the system is working.

6c. Seller welcome message

Once the listing is active, send the seller a confirmation message:

Subject: Your Home is Live on the MLS — [Address]

Hi [Seller First Name],

Your listing is now active on the MLS. Here's a summary of what to expect now that your home is live:

Showings: Buyer's agents will request appointments through [showing platform]. You will receive [notification method] for each request. [Insert showing instructions summary — e.g., "We need 2 hours' notice, and showings are available Monday–Saturday between 9 AM and 6 PM."]

Updates: I'll send you a weekly summary each [day] with showing activity, feedback, and any next steps.

How to reach us: For anything time-sensitive, contact [Agent Name] directly at [phone]. For general questions, reply to this email and I'll make sure it gets to the right person.

We're excited to get your home in front of buyers.

[Agent Name]'s Team
[Phone number]

7. Phase 4 — Ongoing Active Listing Management

This phase repeats continuously until an offer is accepted, the listing expires, or it is withdrawn.

7a. Showing coordination

Coordinate per the showing instructions captured in Section 5d and the client setup doc.

Default workflow:
1. Showing request received via showing platform
2. Confirm availability against seller's showing restrictions
3. If available: approve the showing and notify the seller per their preferred method
4. If unavailable: decline and offer the nearest available window
5. Log all showings in the Showings & Feedback folder (date, time, showing agent name and brokerage)

Note: Never approve a showing that falls outside the seller's stated restrictions without asking the agent first. Even if the time "seems fine," the seller's boundaries are the showing platform rules — do not override them.

7b. Feedback collection

Timeline: Send the feedback request within 4 hours of the scheduled showing end time. Follow up once if no response within 24 hours.

Feedback request template:

Subject: Feedback Request — [Address]

Hi [Buyer's Agent Name],

Thank you for showing [Address] today. Your feedback helps our seller understand how buyers are responding to the home.

If you have 60 seconds, we'd appreciate your thoughts:
- Overall impression: Strong interest / Moderate interest / Not a fit
- Price: Priced right / Slightly high / Too high
- Condition: Move-in ready / Minor updates needed / Significant updates needed
- Top objection (if any): ___________
- Any other feedback: ___________

Thanks again.

[Agent Name]'s Team
[Phone number]

Log all feedback — including non-responses — in the Showings & Feedback tracker. Non-responses after one follow-up are logged as "No feedback received."

Do not share raw showing feedback directly with the seller. The weekly update report (Section 7c) is the delivery vehicle. The agent reviews and decides what to communicate directly. Exception: if the agent has explicitly authorized you to share feedback in real time, follow that instruction.

7c. Weekly seller update

Send every [day — confirm with agent]. The agent should specify the delivery day during onboarding. Default: Monday morning.

Weekly Seller Update Template:

Subject: Weekly Update — [Address] — Week of [Date]

Hi [Seller First Name],

Here is your weekly listing update:

Listing Status: Active — Day [X] on market
List Price: $[X]

Showing Activity This Week:
Total showings: [X]
Feedback received: [X] of [X] showings

Showing Feedback Summary:
[Brief summary — e.g., "3 of 4 buyers cited price as their primary concern. 1 buyer noted strong interest and we are monitoring for a follow-up."]

MLS Statistics (if available from your MLS):
Views this week: [X]
Saves/favorites: [X]

Upcoming:
[Any scheduled showings, open houses, or next steps]

Questions? Contact [Agent Name] directly at [phone or email].

[Agent Name]'s Team

On high-volume weeks (5+ showings), send a mid-week activity note in addition to the weekly report so the seller is not surprised by volume.

7d. MLS accuracy spot-check

Each week, open the live MLS listing and verify:

• ☐ Status is correct
• ☐ Photos are displaying in correct order
• ☐ Price reflects the current list price (flags any discrepancy from a price reduction)
• ☐ Days on market counter is incrementing correctly
• ☐ Any expired open houses have been removed

If you notice a discrepancy, flag to agent before making any changes.

7e. Absence and emergency protocol

If you are unable to complete your listing management duties on any given day due to illness or emergency:

1. Notify the agent as early as possible — before your shift begins if possible
2. Flag any time-sensitive items: pending showing requests, feedback due to sellers, scheduled vendor appointments
3. The agent will reassign or handle those items directly until you return

Do not let showing requests sit unanswered. Unanswered showing requests are a direct failure point — they result in buyers moving to the next listing.

8. Phase 5 — Offer Received Through Accepted

8a. Offer notification

When an offer arrives through any channel (email, fax, showing platform message, direct call to agent):

1. Notify the agent immediately — do not wait
2. Save the offer document to the listing file under /Offers
3. File naming: [Buyer Last Name] — Offer — [Date Received]
4. Log the offer in the CRM (buyer agent name, brokerage, offer date)

Do not share offer details with the seller. The agent communicates the offer.

8b. Offer presentation prep

Prepare the offer presentation packet for the agent:

Present the packet to the agent. Do not send anything to the seller or the buyer's agent without the agent's instruction.

8c. Accepted offer workflow

Once the agent confirms in writing that an offer is accepted:

1. Update the MLS status to Pending — only after written agent confirmation
2. Send seller congratulations message:

Subject: Offer Accepted — Next Steps

Hi [Seller First Name],

Congratulations! [Agent Name] has accepted the offer on [Address]. Here is what happens next:

The buyer will complete their inspections during the inspection period, which ends on [date]. [Agent Name] will keep you informed of any items that come up.

Your next milestone is [date — e.g., appraisal, inspection contingency deadline, closing date].

We'll be in touch as things progress. Please don't hesitate to reach out if you have any questions.

[Agent Name]'s Team

3. Begin transaction coordination handoff per Transaction Coordination Master
4. Close out the active listing phase in the CRM — update pipeline stage to "Under Contract"

9. Escalation Protocol

Triggers — escalate to agent immediately

• Any offer received, regardless of price or terms
• Any buyer's agent communication beyond confirming showing logistics
• Any seller communication expressing dissatisfaction with the listing, price strategy, or agent
• Any showing feedback that includes a complaint, legal concern, or mention of property condition issues
• Any request from a buyer or buyer's agent about the seller's motivation, timeline, or flexibility on price
• Any contact from a media outlet, attorney, or regulatory body
• MLS data discrepancy that cannot be explained by a recent authorized change
• Missed showing (showing scheduled but no buyer accessed the property — flag to agent the same day)
• Any situation where you are uncertain whether to act

How to escalate

1. Do not reply to the triggering communication
2. Notify the agent via their preferred urgent channel within 15 minutes
3. Use this format:

Heads up — [brief description of what happened].

[Who is involved, if applicable]
[What I did and didn't do — e.g., "No reply sent. I've saved it to the file."]

Let me know how you'd like me to proceed.

If agent is unreachable

If you cannot reach the agent and a showing request or time-sensitive seller message requires a response:

• Showing request: Approve only if it falls within the seller's confirmed showing windows. If it falls outside, hold and flag.
• Seller message: Send only: "Thanks for reaching out — [Agent Name] will be in touch with you shortly." Log the message. Do not answer questions.

10. Weekly Report to Agent

The listing coordination weekly report is separate from the seller update. Send to the agent every [day — same day as seller update, or different if agent prefers]:

Listing Weekly Summary — Week of [Date]

Property: [Address]
Days on Market: [X]
List Price: $[X]

Showings This Week: [X]
Total Showings to Date: [X]
Feedback Received: [X] of [X] total showings

Feedback Themes: [Brief — e.g., "Price mentioned in 3 of 5 responses. Condition comments positive."]

Open Items:
- [Any pending vendor appointments, outstanding disclosures, or items needing agent decision]

No action required unless noted above.

11. Tools & Access