All playbooks
Playbook 10

The 90-Day Listing Multiplier

Turn every relationship this listing created into future business with structured 30/60/90-day follow-up.

Listing Leverage Philosophy: Philip DeMatteo · Original Listing Lead Multiplier: Cameron Merage

What

A follow-up system that continues after the original listing closes.

Why

"1 listing becomes 2, 2 becomes 4" describes the compounding opportunity—not a guarantee. It only happens if you work the pipeline.

Who

Every buyer, homeowner, neighbor, and agent you met through the listing.

When

From closing through 90 days and beyond.

How

  1. 1Review every significant conversation generated through the listing.
  2. 2Identify actual buyer and seller opportunities.
  3. 3Record them in Follow Up Boss with this property as the source.
  4. 4Create meaningful follow-up reasons: a new listing, a nearby sale, a market change.
  5. 5Set up RealScout Home Value and Market Activity Alerts for homeowners who agree.
  6. 6Schedule 30, 60, and 90-day reviews.
  7. 7Track consultations and eventual additional business.
  8. 8Evaluate what worked and repeat it on the next listing.

Philip's emphasis: log it and work it

  • Record every meaningful contact and their original property connection.
  • Follow up when a relevant property circumstance changes.
  • Keep looking for the next transaction while serving current clients.

Choose your approach

Essential
  • Personal follow-up at 30/60/90 days
  • Simple outcome tracking
Growth
  • Follow Up Boss action plans by segment
  • RealScout alerts
Advanced
  • Team pipeline reviews
  • Quarterly homeowner reports
  • ROI review

Tools

Follow Up Boss RealScout

Completed when

  • All contacts reviewed
  • 30/60/90 cycles complete
  • Outcomes recorded with attribution

Measure

  • Consultations
  • Listing appointments
  • Additional listings
  • Additional closings

Follow-up

Duplicate this campaign to start your next listing with what you learned.

Scripts for this playbook

Long-Term Nurture · Text / email / call

Long-Term Homeowner Follow-Up

For: Homeowner with a future move
You mentioned that a move might make more sense around [Timeframe]. No pressure to make a decision now. Would occasional updates on [Neighborhood/Property Type] be helpful, or would you prefer that I check back around [Agreed Time]?

Needs personalization · 3 remaining: Timeframe, Neighborhood/Property Type, Agreed Time

Original unfilled template

You mentioned that a move might make more sense around [Timeframe]. No pressure to make a decision now. Would occasional updates on [Neighborhood/Property Type] be helpful, or would you prefer that I check back around [Agreed Time]?

How to personalize: Put the agreed check-back date in Follow Up Boss immediately.

Reminder: 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.

Buyer Follow-Up · Text / email

Post-Open-House Follow-Up

For: Guest who asked for follow-up
Thanks for visiting [Property] today. You mentioned that [Specific Interest or Question]. I wanted to follow up with [Relevant Information]. Let me know if you'd like to discuss the property further or look at a few other options.

Needs personalization · 3 remaining: Property, Specific Interest or Question, Relevant Information

Original unfilled template

Thanks for visiting [Property] today. You mentioned that [Specific Interest or Question]. I wanted to follow up with [Relevant Information]. Let me know if you'd like to discuss the property further or look at a few other options.

How to personalize: Send the same day. Reference the exact thing they said.

Reminder: 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.

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.