What Can Go Wrong in a Listing Transaction?

“Let me go through this with you together, and let’s complete this together before we publish it.”

- Dan Rochon

Episode Summary

When I first started in real estate, I thought getting a home listed was all about marketing, pricing, and putting it in the MLS. What I’ve learned—sometimes the hard way—is that the conversation you have with the seller before going live can make or break the entire transaction.

I had a seller once where I made the mistake of emailing over the listing remarks without a conversation. To him, it felt like I was presenting something final, not partnering with him. That one misstep set off a chain reaction:

• The contractor I referred was late by a month.

• We overpriced the property by $100,000.

• The listing sat without selling.

• Another agent listed it for $100,000 less and sold it.

• And finally—I got hit with a bad Zillow review months later.

The truth? I lost his trust early on. And when trust is gone, everything else—price reductions, negotiations, feedback—becomes an uphill battle.

How to Build Trust from the Start

The single most important step in a listing is partnering with your seller from the very beginning. That means sitting down with them and saying:

“I’ve put together a rough draft of the listing remarks. Your contribution is more important than mine, so let’s go through it together and finish it before we publish.”

That approach changes everything. Instead of presenting, you’re partnering. Instead of dictating, you’re collaborating. And collaboration builds trust.

Prepping for Predictable Problems

Here’s another lesson I’ve learned: when you don’t prepare sellers for the inevitable hiccups, you become the target of their frustration.

Some predictable problems you need to cover up front:

• No-shows or late-showing agents. Let your seller know this happens, and that it’s not on them—or you.

• Lights left on. Prep them that agents may forget. Let them know you’ll set expectations, but you can’t control everyone’s actions.

• Random drop-ins. Sometimes buyers show up unannounced. Tell sellers how to handle it (let them in if comfortable, or require a scheduled showing).

• Feedback (or lack of it). Share that you’ll solicit feedback and offers from every showing, but not every agent will cooperate.

By preparing them, you take control of the emotional energy in the transaction. Instead of frustration landing on your shoulders, the seller feels empowered and understands the process.

The Bottom Line

Listing a home isn’t just about contracts, photos, and MLS input. It’s about setting expectations and building trust. One missed step in the beginning can snowball into six months of stress, wasted opportunities, and even bad reviews.

But when you partner with your sellers, prepare them for predictable problems, and keep the conversations open, you set yourself up for success—and you protect the trust that’s vital to getting homes sold.

So next time you take a listing, remember: don’t just email the remarks. Call them. Partner with them. Walk through it together. That’s how you create no broke months.

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