What should a listing agent's marketing plan include?
A solid plan covers six things: a pricing strategy backed by recent local sales, a preparation plan, professional photography, video, and floor plans, a planned NWMLS launch that reaches the major home search sites, targeted online and social promotion, and a showing and feedback process with regular reporting to you. Ask to see it in writing before you sign a listing agreement. If an agent can't explain who the likely buyer is and how they'll reach that buyer, that's a red flag.
"We'll put it on the MLS" isn't a marketing plan. It's the bare minimum.
In a more balanced Pierce County market — with more inventory and buyers who compare carefully — how your home is presented and promoted affects both your price and your timeline. Two similar homes on the same street can have very different results based on the first week of marketing.
Here's what I believe every seller should expect, and the questions to ask any agent you interview. For the bigger picture on pricing, preparation, and costs, see our guide to Selling a Home in Pierce County.
1. A pricing strategy, not just a price
Marketing starts with price. The best photos in the world won't overcome a price buyers see as unrealistic.
Your agent should show you:
- Recent comparable sales — and why they chose them
- Active and pending competition — what buyers will compare you to this week
- Search brackets — where common price filters fall (for example, $750,000 or $800,000) and how your price fits
- A plan for adjustments — what activity level would prompt a conversation at the two- or three-week mark
2. A preparation plan before anything goes live
The marketing plan should include a clear list of what to fix, clean, declutter, or stage — and what to skip. Good agents are honest about which improvements matter and which don't. If you're weighing it, here's whether home staging is worth it in Pierce County.
3. Professional visuals
Online photos are the first showing for nearly every buyer. A complete plan typically includes:
- Professional photography — taken in good light, with every key room, the exterior, and the yard
- Video or a walkthrough tour — useful for out-of-area and relocating buyers
- A floor plan — buyers use it to judge flow and furniture fit, especially in larger homes
- Aerial or twilight photos when the lot, views, or setting are selling points
- A property description written for real buyers — features, upgrades, and practical details like utilities, lot size, and parking
Ask to see a few recent listings from the agent so you can judge the quality yourself.
4. A planned launch on the NWMLS
Most Pierce County homes are listed on the Northwest Multiple Listing Service (NWMLS). That listing feeds the major home search sites buyers use and puts your home in front of other brokers and their buyers.
Ask your agent:
- When will the listing go live, and on what day of the week? Many agents prefer launching just before a weekend.
- Will there be any pre-marketing or "coming soon" period? NWMLS has rules about this, so your agent should explain what's allowed and what tradeoffs come with limiting exposure.
- How will offer review work if there's strong early interest?
My take: For most sellers, broad exposure in the first two weeks gives the best chance at the strongest offer. Limiting exposure can make sense for privacy or special situations, but understand what you may give up.
5. Promotion that reaches the likely buyer
A good plan names your likely buyer and explains how to reach them. In Pierce County, that might be a move-up buyer in Puyallup, a buyer relocating from King County, or someone stationed at JBLM.
Promotion can include:
- Social media and digital ads targeted to the likely buyer's location and interests
- Email to local brokers and the agent's database
- Open houses when they fit the price point and home
- Print materials for showings — feature sheets, floor plans, and upgrade lists
- Outreach to past clients and neighbors who may know someone moving
All advertising must follow Fair Housing rules. Marketing describes the property — never who should live there.
6. Showings, feedback, and reporting
Marketing doesn't end at launch. You should know:
- How showings are scheduled and what notice you'll get
- How feedback is collected from buyer agents
- How often you'll get updates — showing counts, online views, feedback themes, and market changes
- What happens if activity is slow — a plan for price, presentation, or terms, not just waiting
If showings come in but offers don't, the data tells a story. Here's what to check if your house isn't selling. For what to expect day to day, see our guide to showings and open houses.
Questions to ask in a listing interview
- Who is the likely buyer for my home, and how will you reach them?
- Can I see the full marketing plan in writing?
- Can I see three recent listings you marketed?
- Who takes the photos, and are video and a floor plan included?
- When and how will the home launch on the NWMLS?
- How often will you report activity to me, and in what format?
- What's your plan if we don't get the activity we expect in the first two weeks?
For the rest of the interview — licensing, experience, and communication — see how to choose a listing agent in Pierce County. And before you sign, make sure you understand the terms in your listing agreement, including the marketing services included.
Frequently Asked Questions
What should be included in a real estate marketing plan?
A complete plan includes a pricing strategy, preparation recommendations, professional photography with video and a floor plan, an NWMLS launch plan, targeted online promotion, a showing and feedback process, and regular reporting to the seller.
Do I need professional photos to sell my house?
In most cases, yes. Buyers see your home online first, and professional photos help them understand the space and decide whether to schedule a showing. Ask any agent you interview to show examples of recent listing photos.
Is a floor plan worth it when selling a home?
Often, yes — especially for larger homes or unusual layouts. Floor plans help buyers judge flow and furniture fit, and they're especially useful for relocating buyers who can't visit easily.
Should I do a "coming soon" period before listing?
Sometimes. A pre-marketing period can build interest, but it may limit exposure and must follow NWMLS rules. Talk with your agent about the tradeoffs for your home and goals.
How often should my listing agent update me?
At minimum, weekly. Updates should include showing counts, online activity, buyer feedback themes, and any changes in competing listings.
Expect a plan, not a promise
The right marketing plan is specific, written, and built around your home's likely buyer. It should also come with a clear plan for adjusting if the market responds differently than expected.
If you'd like to see the plan we'd build for your home, book a Home Selling Strategy Session with The Barnard Group. We'll walk through pricing, preparation, launch, and how we'll reach your buyer.
About Josh Barnard
Josh Barnard is the founder of The Barnard Group and has spent over 20 years helping families navigate some of life’s biggest moments through real estate. Known for his “Work Hard. Be Kind.” approach, Josh combines expert market knowledge, innovative marketing, and genuine care to help homeowners make confident decisions about their next chapter. Whether someone is buying their first home, moving up, downsizing, or relocating to Pierce County, his mission is simple: serve people well, create unforgettable experiences, and help families build a life they love.
Researched October 5, 2026. Listing rules and services vary by brokerage and agreement. This is general information, not legal advice.
