The Quality Listing Check: Motivation, Price and Marketing

Here’s a simple question:

How do you know you’ve got a quality listing?

Not just a listing.

A quality listing.

Because there’s a big difference.

A quality listing comes down to three things:

Motivation.
Price.
Marketing.

And you need to be checking all three.

1. Is the owner motivated?

This is the first question.

Do they actually want to sell?

Are they ready to make a decision?

Or are they simply testing the market, having a look around, or waiting to see what happens?

Because if the motivation isn't there, even the best agent in the world is going to struggle to get the transaction across the line.

2. Is the price right for this marketplace?

This is where things can get interesting.

The owner might be motivated.

The marketing might be working.

You might have buyers coming through the door.

But if the price isn't aligned with the current marketplace, you've got a problem.

And here's the important part:

You can't solve a pricing problem with more marketing.

You can spend more money.

You can create more noise.

You can generate more inspections.

But if the price isn't right, you're simply putting more people in front of a property that isn't positioned correctly.

3. Is the marketing doing its job?

Now, is the property being presented properly?

Is the marketing appropriate for the property and the marketplace?

And most importantly:

Is it attracting the right buyers?

Because enquiry on its own isn't the measure.

We want the right enquiry.

We want genuine buyers who are capable of buying the property and who are prepared to engage in the process.

So, what's your QLC telling you?

Imagine you run the check.

Motivation? Yes.
Price? Yes.
Marketing? Yes.

Great.

That's a quality listing.

But what if it looks like this:

Motivation? Yes.
Price? No.
Marketing? Yes.

Well, you've got a pricing conversation to have.

And this is where great agents earn their money.

Because sometimes the owner isn't ready to hear what the market is telling you.

You might have a very good offer.

It might be a very good offer for these market conditions.

But if the owner isn't in a position to accept it, the problem isn't the buyer.

The problem is that we haven't yet created the understanding around where the property sits in the market.

That's why the Quality Listing Check matters.

It's not about finding someone to blame.

It's about knowing where the opportunity or the problem actually sits.

So, the next time you look at your listings, don't just ask:

“How many properties do I have?”

Ask:

“How many quality listings do I have?”

Check the motivation.

Check the price.

Check the marketing.

And then look at the buyer response.

Because when those four things are working together, you've got a listing that's genuinely positioned to sell.