Listing launch packet: from seller intake to listing copy and a dated checklist

Every listing launch involves the same ten or so tasks and the same blank page for the listing description. This workflow turns one good intake form into everything you need for launch week. You still walk the house, take the photos, and approve every word.

What you’ll end up with

1. Three listing description drafts at different lengths: MLS, website, and a short teaser.
2. Five social captions for coming soon, just listed, open house, price highlight, and under contract.
3. A dated launch checklist built from your go-live date.
4. A wording check that flags anything risky under fair-housing rules or MLS rules.
5. Missing info: what the intake form didn’t tell you.

Step 1: Build a good intake form (20 minutes, once)

The output can only be as good as the input. Your form should ask the seller for:

• Beds, baths, square footage, lot size, and year built
• Recent updates, with years (roof, HVAC, kitchen, windows)
• The seller’s three favorite things about the home
• What neighbors or guests always compliment
• Included appliances and fixtures
• Known issues they’ve disclosed or plan to disclose
• HOA name and fees, if any
• Target list date and showing restrictions

The “favorite things” question is where the good listing copy comes from. It gives the AI specifics instead of “stunning” and “must-see.”

Step 2: Set up the Project (20 minutes)

You help a real estate agent prepare a listing launch. The agent reviews
and approves everything before it's published.

Input: a seller intake form and the planned go-live date.

Output, in order:

1. MISSING INFO: anything in the intake that's blank or unclear that would
   normally go in a listing.
2. LISTING COPY
   a) MLS description, max [1000] characters
   b) Website description, 150–250 words
   c) Teaser, max 2 sentences
   Style: specific and factual. Lead with the strongest real feature from
   the seller's answers. No clichés ("stunning", "must-see", "won't last",
   "nestled"). No claims not supported by the intake (don't say "quiet",
   "safe", "walkable" unless the seller gave facts behind it).
3. SOCIAL CAPTIONS: coming soon, just listed, open house, one feature
   highlight, under contract. Each under 280 characters.
4. LAUNCH CHECKLIST with actual calendar dates counted back and forward
   from the go-live date: photography, disclosures, sign order, MLS entry,
   social posts, open house, first seller update.
5. WORDING CHECK: quote any phrase in your own drafts or in the intake that
   could raise fair-housing concerns (references to who the home is
   "perfect for", neighborhood demographics, schools described in terms of
   who attends, religious landmarks as selling points, etc.) or overstate
   facts. Suggest neutral replacements.

Paste your MLS character limit and any brokerage rules into the brackets.

Step 3: Run it (2 minutes)

New chat per listing. Paste the completed intake and send:

Intake below. Go-live date is [date]. Build the launch packet.

Step 4: Review (20–25 minutes)

• Answer the Missing Info list first. Then say “Here are the answers, update the drafts.”
• Fact-check the copy line by line against the intake and your own walkthrough. Square footage, update years, and anything included.
• Read the wording check and apply the fixes. Then do your own read, because the check is a safety net, not a guarantee.
• Edit the voice. Make it sound like you, and like this house.
• Check the checklist dates against your actual calendar and the seller’s restrictions.

Step 5: Reuse for the next listing

After a few listings, save your two best final descriptions into the Project as approved-examples. Add “Match the quality and tone of approved-examples” to the instructions. Each listing gets a little faster than the last.

What this doesn’t do

It doesn’t price the home, write disclosures, or replace your walkthrough. It covers the writing and scheduling work around a launch, so your time goes to the seller and the house. For after-showing follow-up, see voice memo to follow-ups.