The Soft Launch – How To Land More Listings When Sellers Have Such An Abundance Of Choice
There’s something electric about being first — first to call, first to market, first to get the listing.
But what happens when sellers aren’t choosing the first Realtor they meet?
In today’s market, especially across the GTA and Durham Region, we’re not always in a blazing-hot seller’s market anymore. We’re in a reality where sellers have more choices, and they’re taking their time. And when people have options, you better believe they’re comparing, questioning, hesitating — and waiting to be impressed.
That’s why we need to rethink our approach to winning listings. Enter: the soft launch.
This isn’t about diving headfirst into a listing presentation with printed comps and a PowerPoint. It’s about earning trust before you pitch, building warmth before asking for commitment, and positioning yourself as the clear choice — before they even realize they’re making one.
Let’s dive into how a “soft launch” approach can help you win listings more consistently, especially when sellers are shopping around.
Why Sellers Are Slower to Commit Right Now
We need to talk about the elephant in the room: choice fatigue.
In 2020 and 2021, if you knocked on a door with a “Just Sold” flyer, someone might have been ready to list by the next day. Now, sellers are:
- Interviewing multiple agents
- Watching the market cool and warm in cycles
- Listening to media fear-mongering about interest rates and home values
- Second-guessing the timing
And on top of all that, they’re savvy. They’ve been watching HGTV, stalking agents on Instagram, and talking to their neighbour who “flipped two houses and retired early.” They’re cautious — and that’s fair.
So as agents, we need to slow down to speed up.
What Is a “Soft Launch”?
Think of a soft launch the way tech startups use the term: a low-key, strategic rollout before the full launch. It’s a time to test the waters, build buzz, and start building relationships before going all in.
In real estate, a soft launch isn’t about secretly listing a property — it’s about creating early engagement with potential sellers before you’re even invited to the table. It’s your pre-listing relationship phase.
This strategy is perfect for:
- Warmer leads from open houses, past clients, or your sphere
- Sellers who say, “We’re thinking about listing, but not yet”
- People sitting on the fence, waiting for “the right time”
The Soft Launch Strategy: Step-by-Step
Here’s a breakdown of how to apply this approach in your business — especially in competitive markets like Pickering, Ajax, Whitby, and the GTA where sellers are often interviewing 2–3 agents minimum.
1. Start With Curiosity, Not Conversion
When a seller says they’re “thinking about selling,” don’t jump into your pitch. That’s what every agent does.
Instead, say something like:
“That’s great — before you make any decisions, would it be helpful if I sent you a quick, no-pressure prep list based on what buyers are loving in this area right now?”
This subtle offer positions you as a helpful expert, not a pushy salesperson.
You’re giving before asking. That’s the cornerstone of a strong soft launch.
2. Build Value Asynchronously
Before you meet, warm them up. Send a voice note. Share a short, personalized video that says:
“Hey Mike and Sarah, just toured a home in your neighbourhood that got 5 offers in 3 days — even in this market. I thought of you. I’ll send you a breakdown of what they did right.”
You’re building rapport without needing their time.
This makes it easier for them to trust you when they are ready to meet. Plus, you’re seeding proof of your expertise — live from the field.
3. Create a “Preview” of Working With You
Before the listing presentation, give them a taste of what it would be like to work with you. Some powerful ways to do this:
- Offer a complimentary staging consult with your designer
- Share a 5-minute custom market video (walk through their area stats and buyer activity)
- Send a private “seller story” video case study of a similar client you helped
You’re giving them what feels like VIP service…before they even sign.
And guess what? Most agents won’t do this — so you’re creating contrast by default.
4. Lean Into Emotion, Not Just Logic
Sellers don’t choose agents based on commission splits and comps alone. They choose based on how they feel.
Do they trust you?
Do they feel heard?
Do they think you’re going to go to bat for them?
That means your soft launch should include emotional touchpoints. Ask questions like:
- “What’s most important to you about this next move?”
- “What’s been stressing you out about the selling process?”
- “What would a win look like for you in the next 90 days?”
You’re not there to sell them — you’re there to understand them. And when people feel understood, they stick around.
5. Offer a Unique, Low-Pressure Listing Agreement
Once the relationship is warm, and the trust is building, here’s where you can offer something innovative: a flexible listing agreement.
For example:
- Short-term commitment: “Let’s test the waters with a 30-day agreement — no pressure.”
- Pre-marketing package: “Let’s start with pre-listing marketing to build buzz and see how the market responds. No MLS yet.”
- Try-before-you-fly approach: “If after two weeks you don’t feel like I’ve delivered what I promised, we can part ways with no hard feelings.”
This makes you feel safe and strategic — which is the magic combo sellers are craving right now.
Real Talk: This Isn’t About Manipulation
The soft launch isn’t a “tactic” to trick people into working with you.
It’s a philosophy shift — from aggressive pitching to thoughtful positioning.
It’s about building so much trust, value and goodwill ahead of the appointment that by the time the seller sits down with you, you’re already the obvious choice.
Bonus: Tools to Support Your Soft Launch Strategy
Here are a few tools you can use to elevate your soft launch game:
- Loom: Record quick, personalized videos (https://www.loom.com)
- Highnote: Build beautiful pre-listing digital presentations (https://www.highnote.io)
- Canva: Customize branded prep lists, checklists, and local guides (https://www.canva.com)
- Follow Up Boss or Realvolve: Build out nurturing sequences and soft touchpoints
Don’t underestimate the power of packaging. When your materials look pro, your perceived value skyrockets.
In a Sea of Options, Be the Anchor
Sellers today have more access, more information, and more Realtors in their DMs than ever before.
But here’s the kicker: more choice doesn’t always mean more clarity.
What people crave in uncertain times is someone who can make the path forward feel clear, personal, and safe.
That’s what a soft launch does. It says:
“I see you. I hear you. I’m not just here to list your house. I’m here to guide you home.”
And when you show up like that — not as another option, but as the right one — that listing isn’t going to someone else.
It’s yours.
For other great articles specific to buying a home and selling a home, click here and check out these articles for homeowners also!
If you’re thinking about buying, selling or investing in Durham Region or Toronto, let’s chat! I can be reached at 647-896.6584, by email at info@serenaholmesrealtor.com or by filling out this simple contact form. You can also kick off your search for Durham Region homes for sale by clicking here.
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