1. Objective
This SOP defines how a Virtual Assistant prepares everything an agent needs before walking into a pre-listing appointment with a potential seller. It covers CMA research, seller packet assembly, property research, and appointment logistics.
The goal is that when the agent walks out the door, they have accurate data, a complete packet, and no open logistical questions. The seller has already confirmed the appointment. The agent can focus on the conversation — not the prep.
Where this SOP starts: Agent confirms a pre-listing appointment with a seller prospect.
Where this SOP ends: Agent has departed for (or opened) the listing appointment, all materials delivered and calendar confirmed.Success looks like: The agent walks into the pre-listing appointment with a complete data package, fully assembled seller packet, and zero outstanding questions about time, location, or access. The seller is expecting them.
2. Your Role & Boundaries
2a. What you handle independently
- Pull CMA data from the MLS (active, pending, and sold comparables — last 90 days)
- Research property data from county assessor website (ownership, tax history, lot size, year built, permit history)
- Look up HOA status and contact information if applicable
- Check for prior MLS listing history and flag to agent if the property was previously listed
- Assemble the seller packet with all standard components
- Confirm appointment date, time, and address with the seller via approved template
- Add the appointment to agent's calendar with a prep note
- Send a 24-hour pre-appointment reminder to the agent
2b. What requires agent approval before acting
- Any response to a seller inquiry that goes beyond confirming appointment logistics
- Using a CMA tool that requires agent login — confirm access method with agent during onboarding
- Contacting the seller about anything other than appointment confirmation
- Distributing the seller packet through any channel other than the one the agent has specified
2c. What you never do
- Provide pricing opinions, valuations, estimated sale prices, or market analysis to the seller, prospect, or any third party
- Tell the seller what their home is worth or what price the agent might suggest
- Negotiate on the agent's behalf under any circumstances
- Sign or initial any document on behalf of the agent or client
- Share CMA data or comparable sale prices directly with the seller — the agent presents that information
- Advise the seller on whether this is a good time to sell, what strategy to use, or whether to list at a particular price
When in doubt: Draft the content, flag the question, and wait for agent direction. Never guess and send.
3. Schedule & Trigger
This SOP activates when the agent confirms a pre-listing appointment. "Confirmed" means the agent has a scheduled date and time with the seller prospect and has notified you to begin prep.
Standard prep timeline:
| When | Task |
|---|---|
| Day 0 — appointment confirmed | Begin property research and CMA pull |
| Day 0–1 | Assemble seller packet |
| Day 1–2 (or 48 hours before appointment) | Confirm appointment with seller |
| 24 hours before | Send agent pre-appointment reminder |
| Day of | Confirm all materials are delivered to agent |
If the appointment is scheduled with less than 48 hours' notice, compress the timeline and notify the agent of anything that cannot be completed in time so they can adjust.
4. CMA Research
The CMA gives the agent market context for the conversation. Your job is to pull the data and organize it. The agent interprets it and decides how to use it.
4a. What to pull
Pull four sets of comparables from the MLS:
- Sold listings — closed sales from the last 90–180 days (most important — what buyers actually paid)
- Active listings — properties currently on the market that a buyer could choose instead of the seller's home
- Pending listings — properties under contract but not yet closed (most recent market signal)
- Expired/withdrawn listings — properties that failed to sell (shows what buyers would NOT pay — useful price ceiling reference for the agent)
Default search radius: 1 mile. Default timeframe: 90 days for sold comps. In slower markets with fewer transactions, expand to 180 days and note the timeframe. If there are fewer than 3 sold comparables at 1 mile, expand to 1.5 miles, then 2 miles until you have at least 3 sold comps. Note the radius you used.
4b. Comp selection criteria
For each comparable, confirm:
- Proximity — within the radius, same neighborhood or subdivision preferred
- Size — within 10–15% of the subject property's square footage
- Age — within 10–15 years of the subject property's year built, unless the neighborhood is uniform
- Condition — similar condition class where discernible from MLS remarks
- Type — same property type (single family to single family, not condo to single family)
Do not force a comparable that doesn't fit. It is better to note "fewer comps available" than to include a poor comp.
4c. What you deliver vs. what the agent interprets
You deliver: a clean, organized list of comparables with address, list price, sale price (for solds), square footage, beds/baths, days on market, and list-to-sale ratio. You do not calculate or suggest a value range. You do not analyze what the data means for the subject property's price. That is the agent's job.
Save the CMA data to the listing prospect folder using this naming convention: [Seller Last Name] — CMA Data — [Date]
4d. Common CMA tools
| Tool | Notes |
|---|---|
| MLS built-in CMA | Default — use agent's login per credential protocol |
| Cloud CMA | If agent has a subscription — confirm access during onboarding |
| RPR (Realtors Property Resource) | NAR member benefit — agent provides login |
| Manual spreadsheet | Use if no tool is available — pull comp data from MLS and organize in a table |
Confirm with agent during onboarding which tool they prefer and how you access it.
5. Property Research
Before the appointment, build a complete picture of the property from public records. Do not rely on the seller's description — always verify against public data.
5a. County assessor / recorder data
Navigate to the county assessor or recorder website for the property's county. Search by address.
Collect and record:
| Data Point | Source |
|---|---|
| Owner of record | County assessor |
| Vesting (how they hold title) | County recorder / title |
| Year built | County assessor |
| Square footage | County assessor (note: may differ from agent-measured — flag if conflict exists) |
| Lot size / acreage | County assessor |
| Bedrooms / bathrooms | County assessor |
| Annual property taxes | County assessor |
| Legal description | County recorder |
| Parcel / APN number | County assessor |
| Permit history | County building department (may be a separate site — confirm with agent) |
Square footage sourcing rule: Always note where the square footage figure came from. If the county records and any other source conflict, flag it immediately. Never average, estimate, or interpolate. The agent will decide which figure to use and how to disclose the discrepancy.
5b. HOA research
Check whether the property is in an HOA. Sources: county records, MLS (if previously listed), seller's own disclosure (unverified — use as a lead to confirm, not as the source).
If the property is in an HOA, locate:
- HOA name
- Management company name, phone, and email
- Monthly dues amount (if publicly available)
- Any pending special assessments (if publicly available)
If the HOA information cannot be confirmed before the appointment, note what you could not find and flag to agent so they can ask the seller directly.
5c. Prior MLS listing history
Search the MLS for the property's address. Look for any prior listings.
If the property was previously listed, record:
- Previous list price(s)
- Days on market
- Why it came off the market (expired, withdrawn, or sold — note outcome)
- Prior listing agent (do not contact)
Flag to agent immediately if the property previously expired or was withdrawn — this is information the agent needs before the appointment, not a detail to bury in the packet.
6. Seller Packet Assembly
The seller packet is what the agent leaves with the prospect (or presents during the appointment). Your job is to assemble it completely and in the correct order. The agent reviews it before the appointment.
6a. Standard packet contents
| Document | Notes |
|---|---|
| Listing agreement (blank draft) | Use agent's standard form — do not pre-fill with price or terms |
| Marketing plan overview | Agent's one-pager or standard marketing checklist |
| "What to expect" seller timeline | Covers listing through closing — use agent's approved version |
| Agent bio / presentation packet | Use current version from digital asset library |
| Seller disclosure forms | Blank copies only — seller completes after listing |
| Net proceeds estimate (blank) | Agent fills in during appointment — do not calculate |
| CMA printout | The data you pulled in Section 4 — agent presents it, not you |
Confirm with the agent during onboarding whether they have a standard pre-listing packet template. If yes, use it. If no, assemble from the items above.
6b. Delivery format
- In-person appointment: Print and organize in the order listed above. Place in a folder or presentation binder per agent preference.
- Virtual / Zoom appointment: Assemble as a single PDF with a cover page. Send to agent via email or save to shared folder before the appointment.
Confirm delivery format with the agent during onboarding. Record their preference in the client setup doc.
6c. Agent review before delivery
Send the assembled packet to the agent for review at least 24 hours before the appointment. Use this message format:
Hi [agent name] — the pre-listing packet for [Seller Last Name] is ready for your review.
Appointment: [date / time / address or platform]
Packet: [link to folder or attached PDF]
CMA data: [link or attached]
Property research summary: [brief — e.g., "Previously listed in 2022, expired at $X. County sq ft differs from MLS by 40 sq ft — flagged."]
Let me know if anything needs to be updated before [appointment time].
7. Appointment Logistics
7a. Confirming with the seller
Once the agent has confirmed you should reach out, send the seller a confirmation using the approved template below.
Send confirmation at least 48 hours before the appointment. If the appointment was booked with less than 48 hours' notice, confirm within 2 hours of the booking.
Appointment Confirmation Template:
Subject: Your Appointment with [Agent Name] — [Date]
Hi [Seller First Name],
This is [Your Name], [Agent Name]'s assistant. I'm writing to confirm your appointment:
Date: [Day, Date]
Time: [Time, Time Zone]
Location: [Full property address] or [Video meeting link if virtual]
Please let us know if anything has changed or if you have any questions beforehand. We look forward to speaking with you.
[Agent Name]'s Team
[Phone number]
Do not add commentary, value opinions, or information about what the appointment will cover beyond what is in this template.
7b. Agent calendar
Add the appointment to the agent's calendar with the following in the event description:
- Seller name and phone number
- Property address
- Notes: "Pre-listing packet: [link]. CMA: [link]. Property research: [flag any items needing discussion]."
7c. 24-hour agent reminder
Send the agent a brief reminder 24 hours before the appointment:
Heads up — pre-listing appointment with [Seller Last Name] is tomorrow at [time].
Packet: [link]
Property address: [address]
Seller phone: [number]
Flagged items: [any unresolved research gaps or items agent should know]
8. Post-Appointment Follow-Up
Your work continues after the agent has left for the appointment. These tasks happen the same day or the next morning.
8a. Seller thank-you message
Once the appointment has taken place, send a brief thank-you message to the seller on the agent's behalf. Use an approved template. Do not send this before the appointment.
Subject: Thank you for your time today
Hi [Seller First Name],
Thank you for taking the time to meet with [Agent Name] today. We appreciate the opportunity and look forward to [next step — e.g., "getting you the information we discussed" or "being in touch shortly"].
Please don't hesitate to reach out if you have any questions in the meantime.
[Agent Name]'s Team
[Phone number]
Confirm with the agent during onboarding whether they prefer to send this personally or have you send it on their behalf.
8b. CRM update
After the appointment is complete:
- Add or update the seller's contact record in the CRM
- Log the consultation date and any notes the agent provided about the conversation
- Assign the appropriate pipeline stage (e.g., "Pre-Listing Consultation Complete," "Awaiting Listing Agreement," or "Not Moving Forward" — per agent's CRM structure)
- If the agent confirmed a listing is moving forward: begin Listing Agreement Review & Filing
- If the seller did not list: update status and confirm with agent whether to enroll in a follow-up sequence
9. Pre-Listing Appointment Prep Master Checklist
Phase 1 — Research
- ☐ Appointment confirmed by agent — date, time, address received
- ☐ County assessor data pulled and recorded
- ☐ Square footage source noted; any conflict flagged
- ☐ HOA status confirmed (yes/no); if yes, management company and dues documented
- ☐ Permit history checked (note source and date checked)
- ☐ Prior MLS history checked; any prior listing flagged to agent
- ☐ CMA data pulled: active comps, pending comps, sold comps (last 90 days, 1-mile default)
- ☐ CMA organized and saved to prospect folder
Phase 2 — Packet Assembly
- ☐ Listing agreement (blank draft) included
- ☐ Marketing plan overview included
- ☐ "What to expect" seller timeline included
- ☐ Agent bio / presentation packet included (current version)
- ☐ Seller disclosure forms (blank) included
- ☐ Net proceeds estimate form (blank) included
- ☐ CMA printout included
- ☐ Packet formatted per agent preference (print or PDF)
- ☐ Packet sent to agent for review (at least 24 hours before)
Phase 3 — Logistics
- ☐ Seller confirmation sent (at least 48 hours before)
- ☐ Appointment added to agent's calendar with description
- ☐ 24-hour pre-appointment reminder sent to agent
Phase 4 — Post-Appointment
- ☐ Seller thank-you message sent (agent sends or VA sends on agent's behalf — confirm preference)
- ☐ CRM record updated with consultation date and notes
- ☐ Pipeline stage updated to reflect outcome
- ☐ If listing confirmed: Listing Agreement Review & Filing initiated
10. Escalation Protocol
Triggers — escalate to agent immediately
- Seller responds to the confirmation message with questions about price, timing, strategy, or "what should I list for"
- Property research reveals a significant discrepancy (square footage conflict, ownership irregularity, an unresolved lien visible in county records)
- Prior MLS history shows the property previously failed to sell and you do not know whether the agent is aware
- Seller cancels or requests to reschedule the appointment
- Any communication from the seller that is beyond simple logistics confirmation
How to escalate
- Do not respond to the seller beyond acknowledging their message (if any response is needed at all)
- Text or message the agent through their preferred urgent channel within 15 minutes
- Use this format:
Heads up — [Seller Last Name] sent a message that needs your attention.
[Brief description of issue]
No reply sent from me. [Action I took, if any — e.g., "I've noted it in the prospect file."]
Let me know how you'd like me to proceed.
If agent is unreachable
If you cannot reach the agent within 2 hours and the issue involves a seller communication requiring a response, send only a brief holding message to the seller:
Hi [Name] — thank you for your message. [Agent Name] will be in touch with you directly shortly.
Do not attempt to answer the seller's question. Log the communication and your holding message in the prospect file.
11. Tools & Access
| Item | Details |
|---|---|
| MLS access | [Confirm login method during onboarding — never store credentials in this SOP] |
| CMA tool | [GoHighLevel / Cloud CMA / RPR / MLS built-in — confirm with agent] |
| County assessor website | [Fill in — varies by county and state] |
| Agent calendar | [Google Calendar / Outlook / other — confirm access during onboarding] |
| Prospect / listing file | [Google Drive / Dropbox / transaction management system — confirm location] |
| E-signature platform | [DocuSign / DotLoop / Authentisign — for listing agreement — confirm with agent] |
| Pre-listing packet template | [Confirm location of agent's approved version during onboarding] |