1. Objective
This SOP defines how a Virtual Assistant (VA) collects showing feedback after each completed showing, logs it systematically, and surfaces patterns to the agent — so the agent and seller have the market intelligence they need to make informed pricing and positioning decisions.
Showing feedback is not a courtesy. It is market data. When six buyers in three weeks each independently mention "the price feels high for this neighborhood," that is not bad luck — that is a pricing signal. The VA's job is to collect consistently, log accurately, and flag patterns before the agent has to ask.
The rule: Every completed showing gets a feedback request within 24 hours. No exceptions, no waiting to see if the agent's platform sends one automatically.
Where this SOP starts: A confirmed showing is completed.
Where this SOP ends: All feedback is logged, patterns are flagged to the agent, and the weekly summary is compiled for the seller update.Success looks like: The agent opens the weekly seller update knowing the VA already has the feedback summary ready — compiled, interpreted, and waiting.
2. Your Role & Boundaries
2a. What you handle independently
- Sending feedback requests within 24 hours of each completed showing
- Following up once (48 hours after the initial request) if no response
- Logging all feedback in the showing feedback log
- Identifying recurring patterns across multiple feedback responses
- Flagging patterns to the agent after 3+ similar responses
- Compiling the weekly feedback summary for the seller update
2b. What requires agent approval before acting
- Any communication with the seller about specific feedback — the agent decides what to share and how
- Any communication to the showing agent about their client's feedback — the VA does not respond to or discuss specific buyer feedback with anyone
- Any decision about how to respond to a pattern (e.g., price reduction, staging change) — that is the agent's call
- Any exception to the standard feedback script — if the agent wants to customize the request, confirm first
2c. What you never do
- You never negotiate on the agent's behalf under any circumstances.
- You never provide pricing, legal, or strategic opinions to any party.
- You never sign or initial any document on behalf of the agent, client, or any party.
- You never communicate directly with the other party's client.
- You never share specific buyer names, agent names, or verbatim buyer quotes with the seller without the agent's explicit approval.
- You never interpret or editorialize feedback to the seller — that is the agent's job.
- You never send more than one follow-up per showing — one initial request, one follow-up, then log as no response.
When in doubt about what to share: Give the summary to the agent. Let the agent decide what the seller hears.
3. Schedule & Trigger
Trigger: Confirmed showing completed — showing platform marks the showing as complete, or the agent confirms it happened.
Timing: Feedback request sent within 24 hours of showing completion. The showing agent is still thinking about the property and their client's reaction. The longer the wait, the less useful the response.
Sequence context: This SOP runs continuously throughout an active listing. Feedback is collected after each showing and compiled weekly for Weekly Seller Update. Feedback patterns are a key input for any price reduction conversation (see Price Reduction Process).
If you are unable to complete this task: Notify the agent at the start of your absence or as soon as possible. Flag any open or time-sensitive items. The agent will determine whether to delegate or defer. Never let a recurring deadline pass without flagging it to the agent in advance.
4. Feedback Request Protocol
Step 1: Confirm Showing Completion
Before sending a feedback request, confirm the showing actually took place. A no-show or cancelled showing should not receive a feedback request.
- Check the showing platform — was it confirmed as completed?
- If uncertain, check with the agent briefly: "Did [Address] showing at [time] happen? I want to send feedback."
Step 2: Send Feedback Request
Preferred method: Use the showing platform's built-in feedback tool (ShowingTime, Aligned Showings, etc.) if available — this centralizes all responses in one place.
If the platform does not have a feedback tool: Send directly to the showing agent's email.
Send within 24 hours of the confirmed showing completion.
Feedback request template:
Subject: Feedback Request — [Address]
Hi [Showing Agent First Name] —
Thanks for showing [Address]. Your client's feedback is very helpful to our sellers.
Could you take 2 minutes to share:
1. Overall reaction: High interest / Some interest / Not a fit
2. What your clients liked most?
3. Any concerns or objections?
4. Is your client considering making an offer?
Reply directly to this email or use the feedback link in the showing confirmation.
[VA Name] on behalf of [Agent Name]
Step 3: Follow Up Once
If no response within 48 hours of the initial request:
Subject: RE: Feedback Request — [Address]
Hi [Showing Agent First Name] — just a quick follow-up on feedback for [Address]. Even a brief reply is helpful for our sellers.
No worries if you're not able to — thanks for the showing!
[VA Name] on behalf of [Agent Name]
After one follow-up with no response, log as "No Response" and move on. Do not send a third request.
5. Feedback Logging
Log every showing in the feedback log — whether or not feedback is received. A "no response" is still data (it tells you the showing agent's engagement level).
Showing Feedback Log — column structure:
| Column | Content |
|---|---|
| Date of showing | Confirmed showing date |
| Time | Confirmed showing time |
| Showing agent | Name and brokerage |
| Feedback received | Yes / No (follow-up sent) / No Response |
| Interest level | High / Medium / Low / No Interest / No Response |
| What they liked | Verbatim or paraphrased — note if direct quote |
| Concerns / objections | Verbatim or paraphrased |
| Offer likely? | Yes — considering / Maybe / No / Did not respond |
| Notes | Any other relevant information |
File location: Transaction file → 05 - Showings → Feedback Log — [Address]
6. Pattern Recognition
The feedback log is most valuable when read across multiple showings — not one at a time.
After every three new feedback responses, scan the log for recurring patterns:
Patterns to watch:
| Pattern | What It Signals |
|---|---|
| Price mentioned in 3+ feedback responses | Pricing is likely above market perception — flag to agent |
| Same feature mentioned repeatedly as a concern | Property has a known objection point — agent may want to address proactively (staging, disclosure, pricing) |
| Same feature mentioned repeatedly as a highlight | Use this in future marketing language |
| Low interest rate despite high showing volume | Buyers are coming but not connecting — may be a presentation or pricing issue |
| High interest but no offers | Gap between showing appeal and offer willingness — often a price issue |
Flag protocol: When a pattern reaches 3+ similar responses, send the agent a note:
Hi [Agent Name] — pattern flag for [Address].
[X] of the last [Y] feedback responses mentioned [price / the kitchen / the lot size / etc.]. Sharing in case it's useful context before [the seller update / a pricing conversation].
Full feedback log is in the transaction file if you want the details.
[VA Name]
Do not editorialize or recommend action — just flag the data and let the agent decide.
7. Seller Communication Protocol
The VA summarizes feedback for the agent. The agent decides what to share with the seller.
What the VA can include in the weekly seller update (compiled for the agent):
- Total showings this week and cumulative
- Number of feedback responses received
- General themes (e.g., "3 of 5 feedback responses noted interest in the backyard; 2 mentioned price as a consideration")
- Interest level distribution (e.g., "2 high interest, 1 medium, 2 low, 3 no response")
What the VA never includes in seller-facing material:
- Specific buyer names or agent names (without agent approval)
- Verbatim negative buyer quotes that could be hurtful or inflammatory without context
- Any interpretation of what the feedback means for pricing or strategy — that is the agent's analysis to deliver
The weekly feedback summary goes to the agent first. The agent reviews it, adds context, and decides whether to send it as-is, edit it, or have a phone call with the seller instead.
8. Weekly Feedback Summary Format
Compile this for the agent each week, to be included in the weekly seller update (Weekly Seller Update):
Showing Feedback Summary — Week of [Date]
Showings this week: [X]
Feedback received: [X] of [X] requests
No response: [X]
Interest level breakdown:
- High interest: [X]
- Some interest: [X]
- Low / not a fit: [X]
- No response: [X]
Top themes — what buyers liked:
- [Theme 1, mentioned by X of Y responses]
- [Theme 2]
Concerns / objections mentioned:
- [Theme 1, mentioned by X of Y responses]
- [Theme 2]
Pattern flag: [If applicable — "Price was mentioned in [X] responses this week"]
9. Checklist
Per Showing
- ☐ Showing completion confirmed before sending feedback request
- ☐ Feedback request sent within 24 hours via showing platform or direct email
- ☐ Feedback received — logged immediately
- ☐ No response after 48 hours — one follow-up sent
- ☐ Follow-up with no response — logged as No Response, no further action
Weekly
- ☐ Feedback log reviewed for patterns after every 3+ new responses
- ☐ Pattern flag sent to agent if applicable (3+ similar responses)
- ☐ Weekly feedback summary compiled for agent
- ☐ Summary included in seller update per Weekly Seller Update
10. Tools & Access
| Item | Details |
|---|---|
| Showing platform | [ShowingTime / Aligned Showings / other — confirm during onboarding; use built-in feedback tool if available] |
| Feedback log | [Google Sheets — Transaction file → 05 - Showings → Feedback Log — [Address]] |
| Showing agent contact | [From showing request — email confirmed at scheduling] |
| Weekly seller update | [Feedback summary feeds into Weekly Seller Update] |
| Agent's preferred channel | [For pattern flag escalations] |