AI Systems Instructor • Real Estate Technologist
Quick Answer: Generate slide-by-slide content using the HOME Framework with property-specific data. AI creates the CMA narrative, marketing plan, pricing strategy, and FAQ responses. You provide the data, local expertise, and presentation delivery.
A listing presentation is your pitch for the biggest contract in your business. Most agents use a template deck with generic slides about 'our marketing plan' and 'our team.' This guide shows you how to use AI to build a listing presentation that's customized to each seller's property, neighborhood, and concerns—so you walk in with a presentation that feels built for them, because it was.
Tools Needed
ChatGPT Plus or Claude Pro, your Context Card, MLS data, presentation software (Canva, PowerPoint, or Google Slides)
Before building slides, spend 15 minutes researching: property details from MLS or tax records, comparable sales, the neighborhood's market trajectory, and anything you can learn about the seller's situation (are they relocating? downsizing? divorcing?). The more you know about their specific concerns, the more targeted your presentation. This research feeds your Context Card for the session.
Tip: Check if the seller has tried to sell before (expired listings). If so, your presentation should address what went wrong and how your approach differs. Reference the OODA Loop for iterative improvement.
A winning listing presentation has 8-10 slides: title slide with property address, about you (60-second credibility), market conditions overview, property-specific CMA analysis, pricing strategy with rationale, your marketing plan (specific to this property), timeline and expectations, testimonials or recent results, and next steps. Plan the structure before generating content.
Tip: Put the CMA and pricing strategy in the middle of the deck, not at the end. Sellers are anxious about price—address it head-on rather than building to it.
For each slide, use a separate HOME Framework prompt. Hero: You are a listing presentation writer. Outcome: Write content for the [Market Conditions] slide (3-4 bullet points plus talking points). Materials: Your market data and property details. Execute: Each slide should have a headline, 3-4 key bullet points, and 2-3 sentences of talking points (what you'll say, not what's on the slide). Slides show the highlights—you deliver the depth.
Tip: Generate talking points separately from slide bullets. The slide should have 15-20 words max. Your talking points should be 50-100 words per slide. This prevents the 'reading from the slide' trap.
Generate a property-specific marketing plan, not a generic one. Use AI to create: a custom photography shot list for this property, a social media content calendar for the first 14 days, targeted advertising copy for Facebook/Instagram, and an open house strategy. Apply the OODA Loop: does each marketing element specifically serve this property, or is it generic? Sellers can smell a template presentation.
Tip: Include a visual marketing calendar showing Day 1-14 activities. 'Day 1: Professional photos. Day 3: MLS live + social media launch. Day 7: Broker open. Day 10: Open house.' Timelines build confidence.
Use AI to generate responses to the 5 most likely seller objections based on your research: pricing disagreements, commission conversations, marketing skepticism, competing agents' claims, and timeline concerns. Then practice the full presentation out loud twice. The AI wrote the content—your delivery and confidence win the listing. The 5 Essentials framework reminds us: AI is a tool. Your expertise closes the deal.
Tip: Record yourself delivering the presentation on video. Watch it once. You'll immediately spot where you sound confident and where you sound rehearsed. Fix the rehearsed parts.
[Context Card loaded] Hero: You are a listing presentation content writer for real estate. Outcome: Write content for the 'Marketing Plan' slide and talking points for a listing presentation. Materials: - Property: 4BR/3BA in Brentwood, TN, $725K - Key selling points: outdoor kitchen, walkable to library, 10-ft ceilings - Target buyer: families with kids who love to entertain - My marketing capabilities: professional photography, drone, video tour, social media campaign, targeted Facebook ads, broker open, public open house, email blast to 2,000 agents Execute: Slide should have a headline and 5 bullet points (under 8 words each). Talking points should be 100 words expanding on each bullet. Specific to this property, not generic marketing speak. Reference the target buyer in the marketing strategy.
SLIDE: Your Home's Marketing Strategy 1. Professional photography + drone aerial 2. Cinematic video tour highlighting outdoor kitchen 3. Targeted social campaign to family demographics 4. Broker open Day 7 + public open Day 10 5. Email blast to 2,000+ active agents TALKING POINTS: "Here's how I'd market 456 Oak Ridge specifically—not a template, but a plan built for this home. First, professional photography and drone. Your outdoor kitchen is the hero feature—we need aerial shots that show the full backyard setup. Most buyers will decide to schedule a showing based on photos alone. Second, a 60-second video tour. We lead with the outdoor kitchen and the 10-foot ceilings. I'll post this on Instagram and Facebook targeting families within 30 miles who are actively browsing real estate content. Third, targeted Facebook ads. I'm not boosting a post and hoping. I'm running ads specifically targeting families with children in the Brentwood, Franklin, and Nashville area who've shown interest in home buying. Your target buyer has kids and loves to entertain—that's a demographic I can reach precisely. Fourth, a broker open on Day 7. I have relationships with agents across Williamson County, and I'll personally invite the top 20 who work with family buyers in your price range. Day 10, we hold a public open house. Fifth, an email blast to over 2,000 active agents across Middle Tennessee the day we go live on MLS. First-week exposure is everything."
Build a master listing presentation template with 10 slides, then use AI to customize the data-driven slides (market conditions, CMA, marketing plan) for each listing appointment. Your branding and 'about me' slides stay the same.
Generate a one-page 'executive summary' leave-behind that summarizes your pricing recommendation and marketing plan. Sellers share this with their spouse or co-owner after you leave. AI writes it in 2 minutes.
Include a 'Recent Results' slide with specific numbers: homes sold in the past 12 months, average sale-to-list ratio, average days on market. Specific numbers beat vague claims. Context Cards help you present data consistently.
Always end with a clear next step, not an open-ended question. 'I'd like to get professional photos scheduled for this Thursday or Friday. Which works better for you?' is stronger than 'What do you think?'
Using a generic template presentation for every listing appointment
Fix: Customize at least 3 slides per appointment: CMA data, marketing plan specifics, and pricing strategy. AI makes customization take minutes, not hours.
Putting too many words on slides and reading from them
Fix: Slides show headlines and key data. Talking points deliver the depth. Generate both separately with AI. 15-20 words per slide max.
Skipping the pricing conversation until the end of the presentation
Fix: Address pricing in the middle of the deck. Sellers are anxious about price from the moment you walk in. Addressing it early lets them relax and actually hear the rest of your presentation.
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