All playbooks
Playbook 4

The Just Listed Launch

Announce the listing through approved channels and turn the attention into real conversations.

Listing Leverage Philosophy: Philip DeMatteo

What

A coordinated set of announcements the day the listing status permits public marketing.

Why

The first days bring the most attention. A property-specific message gives you a reason to contact people.

Who

Your sphere (with permission), interested buyers, neighbors, and cooperating agents.

When

Once the listing status permits each communication.

How

  1. 1Confirm MLS status and which channels are permitted.
  2. 2Prepare a property-specific announcement led by a verified feature—not "Check out my new listing!"
  3. 3Notify sphere contacts who have agreed to hear from you, individually or in small groups.
  4. 4Invite buyer inquiries and ask for referrals without implying exclusive access.
  5. 5Contact neighborhood homeowners appropriately.
  6. 6Reach cooperating agents: office meeting, calls to agents who sold nearby.
  7. 7Track which channels create actual conversations.

Weak vs. strong announcement

  • Weak: "Just listed! Check out my new listing."
  • Strong: "Just listed in [Neighborhood]: a single-level home with a [verified feature]. If you know someone who's been looking for less maintenance without leaving the area, I'd love to show it to them."

Choose your approach

Essential
  • One social post
  • 20 personal messages
  • Office announcement
Growth
  • Email, social, and MAXA graphic
  • 50 personal messages
  • Agent outreach
Advanced
  • Multi-channel launch with video
  • Full permitted sphere outreach
  • Broker caravan where available

Tools

MAXA Designs Luxury Presence Follow Up Boss CRMLS Coming Soon Guidance CRMLS Clear Cooperation

Completed when

  • Announcement published with correct status
  • Sphere outreach logged
  • Agent outreach done

Measure

  • Messages sent
  • Replies
  • New conversations
  • Showings requested

Follow-up

Respond to every inquiry personally within the same day.

Scripts for this playbook

Just Listed · Email

Just Listed Email

For: Sphere and past clients
Subject: Just Listed in [Neighborhood] | [Property Feature] I just brought a new property to market in [Neighborhood], and I wanted to share it with you. [Brief, accurate description] What stands out most is [Verified Feature]. You can see the property here: [Approved Listing URL] If you know someone this could be a great fit for, feel free to pass it along. And if you've been considering a move yourself, I'd be happy to help you understand what your current home could sell for and what the next move might look like. [Agent Signature and Required Brokerage/Email Information]

Needs personalization · 6 remaining: Neighborhood, Property Feature, Brief, accurate description, Verified Feature, Approved Listing URL, Agent Signature and Required Brokerage/Email Information

Original unfilled template

Subject: Just Listed in [Neighborhood] | [Property Feature] I just brought a new property to market in [Neighborhood], and I wanted to share it with you. [Brief, accurate description] What stands out most is [Verified Feature]. You can see the property here: [Approved Listing URL] If you know someone this could be a great fit for, feel free to pass it along. And if you've been considering a move yourself, I'd be happy to help you understand what your current home could sell for and what the next move might look like. [Agent Signature and Required Brokerage/Email Information]

How to personalize: Send individually or in small groups, never as a cold bulk blast. Add one personal line for each close contact.

Reminder: Confirm the listing status permits public advertising. Send only to people who have agreed to hear from you. Open-house attendance is not blanket marketing consent; check permissions in Follow Up Boss.

Editable proposed script. Not a verbatim quotation from Cam, Lisa, or Philip.

Referrals · In person / phone

Referral Conversation

For: Sphere, past clients, neighbors
If you know someone who is trying to figure out how to move from one home to another, I'd be happy to help them think through the timing and options. Sometimes putting the strategy together is just as important as finding the right next home.

Ready to copy

Original unfilled template

If you know someone who is trying to figure out how to move from one home to another, I'd be happy to help them think through the timing and options. Sometimes putting the strategy together is just as important as finding the right next home.

How to personalize: Use it at the end of a real conversation, not as an opener.

Reminder: Ask permission before contacting anyone who was referred to you.

Editable proposed script. Not a verbatim quotation from Cam, Lisa, or Philip.

HomeRun 360 Original Training

HomeRun 360 Listing Strategy with Lisa Vincent HomeRun 360 Open House Checklist (DOCX) HomeRun 360 Listing Calendar (DOCX)

Verify current MLS rules, brokerage policies, seller instructions, and applicable laws before executing marketing or showing activities. HomeRun 360 is an agent implementation tool, not legal advice, MLS software, or a substitute for brokerage supervision.