Beacon is a robust weekly report that sellers love because it keeps them in the loop about what you are doing to EYC (earn your commission).
Last week, I built one live. The whole A+ seller report, on camera.
Watch me build the seller report 👀
We showcase a lot of amazing marketing in this newsletter; just make sure you are showcasing it to your sellers, too.
Now, let’s get into this week’s edition of B.I.T.S.…
🏆 [B]est in Class: She spends $5,000 on a listing video
🧠 [I]deas That Work: AI's advice on price reductions is spot on
📈 [T]raffic & Attention: 707 Zillow views vs 3,200 people in a Facebook group
🔔 [S]eller Signals: They fire you for the conversation you skipped
🏆 [B]EST IN CLASS - Real campaigns by top listing agents
She spends $5,000 where most agents spend $300
Paige Steckling is one of the best listing agents in Utah, but she still walks into appointments against four other top agents.
One pitch is always that they are cheaper and still put the house on Zillow.
Her pitch is the video.
Most agents spend about $300 on the listing video. Paige spends about $5,000.
She collapsed two budgets into one.
She spends money on marketing the client's house. Not on buying leads.
Last year she did over $67 million in sales.
Zero cold calls. Zero Zillow ads.
The listing video is seller proof.
Her next seller has already watched it.
What's working
You are not buying a commercial. You are putting the marketing on the house so the next appointment has already seen the work.
She still has to win the listing. Four other top agents are in the room.
Her videos are what they cannot copy cheaply.
Key takeaway
Spend the money on advertising the house. The listing leads will chase you instead of you chasing them.
🧠[I]DEAS THAT WORK - Strategies listing agents should use
He asked AI for advice about price reductions and it was spot on
Jimmy Burgess coaches Berkshire Hathaway agents on how to ask for a price reduction on a listing that is sitting.
His philosophy is spot on…
You do not want to damage the relationship. You do not want them to think you gave up. You do not want them to think you just want the commission.
He asked AI how to get the cut without blowing up the trust.
It gave him conversation pieces he had not used.
Goal, not price
Has your goal changed?
School. The job. The next house. Whatever they said the day you took the listing.
Once they reaffirm it, you stop arguing the number. You are protecting their goal.
Then: with that in mind, here is the plan to hit it. Price is one piece. The biggest lever is putting the house where a buyer sees value.
Facts, not your opinion
If you vanish for six weeks and then ask for a cut, you look like you want a faster check.
Jimmy’s version is a weekly video: what went pending in their band, what listed, what sold, the showings you had.
The cost of waiting
They only see what a reduction costs.
The house sitting has a cost too. Mortgage. HOA. Risk of being labeled a lemon.
Use their real monthly number. Then waiting has a real price.
Buyer psychology, not seller logic
Flip the hat. How are buyers searching? Which of these four houses would you pick if the emotion was gone?
You are not asking them to lose. You are asking them to be the next house that sells.
A strategy, not a cut
The adjustment is the one thing you need from them so you can do 10 to 15 more outreaches.
48 hours at the top of the portal price-reduction lists. Notify the neighbors. Every agent who already walked the house gets sent a message.
That is the next phase. Not “please go lower.”
What’s working
Do not open with the number.
Open with the goal. Then the plan the number unlocks.
Key takeaway
The cut is not the conversation.
Has your goal changed? Then show the strategy that new number unlocks.
📈[T]RAFFIC & ATTENTION - Listings going viral (and why)
Her Facebook Group beat Zillow, and it wasn't even close
Liane Jamason is a broker-owner in St. Petersburg, Florida, at Corcoran Dwellings.
On August 13th, 2026, she shared that “My Facebook group beat Zillow on my own listing. It wasn't close.”
Three days on Zillow: 707 views.
Three hours in the local Facebook Group she runs: 3,200 people reached.
That is 4.5 times the number of people in 1/24th the time.
And she did not pay a nickel.
The group has about 44,000 local members.
That said, Facebook reach is not a Zillow view.
3,200 people reached is not 3,200 listing views.
But it worked; it went pending in three days, and later closed at full asking price.
Big numbers feel good. Local numbers sell houses.
You do not need 44,000 people, and she is not telling you to go start a Facebook Group.
Start small. Be useful before you're selling.
Post one useful thing a week. Answer the question you got five times this month. Let people talk, even when it stings.
Key takeaway
Portal views are not the only attention that counts. Most listings get syndicated. Not all of them go viral on Facebook.
A smaller local number can beat a bigger national counter, especially when the price is right.
🔔[S]ELLER SIGNALS - Conversations agents are having with sellers right now
Why luxury sellers fire agents who are a “yes woman”
Cara Ameer writes a lot of luxury listing descriptions.
She says luxury sellers rarely fire you over the photos, the video, or a broker open that did not produce a showing.
They fire you for the conversation you skipped the day you took the listing.
You get swept up in being chosen. You tell them what they want to hear.
Unrealistic price. Taste-specific décor. Clutter. Showing rules nobody can live with.
You wait and see. Maybe it sells at that number. Maybe someone looks past the stuff.
Hope is not a strategy.
Days on market climb. Showings stay thin. Then you finally say the real reason.
Too late. They are resentful. Your credibility is gone.
Advisors tell the truth. Yes-agents get fired.
If they will not hear it, better to know early and walk than spend the listing defending a story you never told.
All foam, no beer
You promised a buyer pool, an elite network, special access, immediate interest.
Then the listing is all foam and no beer. Lots of talk. Little substance.
No meaningful outreach. No conversations that actually move the needle.
They notice.
When your seller says...
"Just market it. The price is fine. We can talk about the rest later."
Luxury sellers do not fire you over the photos.
They fire you for the conversation that never happened at the listing appointment.
You price it, you name the clutter, you name the showing rules, now.
Or you are the yes-agent they fire later.
Do not walk into your next listing appointment empty-handed.
Take a Beacon to the listing table and watch what happens.
Thanks for reading the entire newsletter.
We’ll see you next week.
- Chris Smith and Jimmy Mackin
