Seller's Losing Faith? Do this. (And Keep Your Credibility)

One of the hottest questions I get from agents is:

“How do I keep the seller on board when the listing is just sitting?”

If you’ve got a listing that’s sitting, here’s the truth:
It’s not what you say—it’s how you handle the situation that keeps the client on board.

When sellers get emotional (yes, shocker), most agents either avoid the conversation, sugarcoat it, or go quiet altogether.

But your job isn’t to react—it’s to lead.

And the only way to do that is by pulling your seller out of their emotional brain and into their rational one.

That’s where the Property Progress Report comes in.

It’s not that same old "checking-in" email that works in easy times. It’s a structured, tactical email that hits the key points your sellers need to see—so you can guide them toward one of three smart next steps.

Yes—this should go out once a week (or every other week for high-volume agents) and cover these four critical pillars:

1. Performance vs. Average Days on Market
What’s the average DOM for a property like theirs—and where do they stand?
If they’re getting antsy too soon, this data anchors their expectations back to reality.

2. Performance vs. Similar Active & Pending Listings
What’s moving—and how do they compare?
Use 2–3 strong active comps and bring them into every update. If nothing is selling, it ain't personal.
But if everything else is selling and theirs isn’t—it’s time for a hard convo and a strategy shift.

3. Engagement, Showings & Buyer Feedback
What’s the market telling us?
Include total clicks, recent showings, and any real feedback you’ve gathered.
Hits and clicks = showings, and showings = offers.
Use visuals (Insights Reports, ShowingTime logs, ad reports, etc.) to give your words weight.

4. What’s Been Done—and What’s Coming Next
Remind them what you’ve done since list date (this is where you show your strategy and effort)
Then end with a clear recommendation:

• Stay the Course: We’re early—pack your patience. Let’s give this the necessary time.

• Change the Condition: Improve the showing experience (paint, lighting, repairs—anything negative from feedback).

• Change the Price: The biggest lever we have when it’s time to reposition.

These reports help you stay ahead of seller doubt, avoid emotional back-and-forth, and retain control of the narrative.

And why email?
Because it’s the only guaranteed way to say everything you need to say—without getting cut off, derailed, or misunderstood.
So yes, it’s tactical to use email for the tough stuff.

Wrap it with:
“Happy to hop on a call to discuss further or talk about next steps.”

Want my plug-and-play template? Just reply and I’ll send it over.

– Jonathan