The Listing Launch SOP
A guided discussion for your mastermind. You already have a listing launch package in your head — it's just not written down, so you rebuild it from scratch every listing. Over one hour of conversation, the room writes it down together: vendors, templates, timing, money rules. Everyone leaves with the SOP they'd hand a new assistant on day one.
The discussion flow
Six segments, 60 minutes. This is a discussion, not a presentation: each segment poses one anchor question for the room, with a few sparks beneath it to get wheels turning.
Opening
8 min
What happens between “signed” and “live”?
Kickoff: Go around the room — one sentence each: how much time do you give yourself between the listing appointment and launch day?
Is that stretch a written process — or a scramble you rebuild every listing?
Do you call vendors before the listing appointment to check schedules — so you can set dates at the kitchen table?
If yours works — what were you doing before, and what made you switch?
Could anyone else run it from what's written down?
“If it's in your head, you can't hand it off — you can only be interrupted about it.”
Referrals
8 min
What happens to the vendor referrals you ask for?
Kickoff: Everyone: name your photographer's backup. Out loud.
When someone hands you a name — does it go in your phone? Contacts? A spreadsheet? Anywhere at all?
Or do you go hunting for that text thread or email again when you finally need them?
The stager this group recommended last month — where is that name right now?
Who has a backup for their photographer?
Who could get a plumber out same-week — today?
“Referrals are this group's shared asset — and most of it evaporates.”
Pens up — pages 1–2: your vendor roster and repair bench.
Packages & tiers
8 min
What does your launch always include — and when does a listing get more?
Kickoff: Around the room: how many tiers does your launch have, and what do you call them?
Aerials? Video? Twilight? A separate videographer?
What makes a listing 'luxury' for you — price, land, the house itself?
Who's added or dropped something from their standard package this year — and why?
“The rule doesn't need to be scientific — it needs to be pre-decided. One judgment call replaces fifteen.”
Pens up — page 3: name your template and write your one-line rule.
The trigger map
20 min
For each service: when does it fire, who orders it, who pays, and how do they get in the door?
Kickoff: Pens up — start with your photographer's row and fill all four columns before you move on.
Launches run on status changes, not dates: Signed → Photo-Ready → Coming Soon → Active → Under Contract → Closed
Does anyone know their photographer's booking lead time?
The driveway call: the vendor is at the house and doesn't have the code.
If the team covers photos — whose card, and who touches it?
When the seller pays the vendor directly — who chases that invoice?
Free tip: invite the seller to the photo-shoot calendar event.
Pens up — page 3: fill the trigger map, one row per service. Don't skip the last rows — sign removal and lockbox pickup fire at Closed.
What paper can't fix
8 min
Where does this system still break?
Kickoff: Pick your last listing and say the number: what did it cost to get it launched?
The handyman slips two days — cleaning, staging, and photos are all booked. Who calls whom?
Does the photographer know the stager is there till 2? Who mentioned the dog?
At how many concurrent listings does being the switchboard break — and then what? Another assistant? A paid launch coordinator?
“A listing agreement gets signed while you're in the mountains with no cell service. Does the launch start — or wait for you?”
The executable version
8 min
Everything we just wrote down is a screen in Tally.
Your session sponsor
Everything on the worksheet is a screen in Tally
Tally — “Uber Eats for real estate services.” Vetted local vendors, transparent pricing — order and track everything for a property from one place. Built to solve exactly the coordination problems we just spent an hour on. The worksheet is three pages because paper can't do lookups. The app can.
| On the worksheet | In Tally |
|---|---|
| Vendor roster & repair bench | Vendor marketplace |
| Launch template per tier | Listing templates & packages |
| 'Fires on' status column | Status-anchored scheduling |
| Who pays: team | Organization billing |
| Who pays: client / split % | Client & split billing at checkout |
| Client info to vendor | Handled automatically — vendor never asks |
| Property access column | Lockbox access grants — logged & revocable |
| What a listing really cost me | Every order on the property, one place |
| The whole SOP, handed off | Assistant accounts with scoped permissions |
Take the SOP home — on paper or in the app
Print more worksheets any time, or set up your vendors and launch templates in Tally and let the SOP run itself.