Listing Kit Studio
A brokerage marketing coordinator checklist for every new listing is a fixed, repeatable list of tasks that takes a property from signed agreement to live marketing without missed steps. It covers four stages: intake and assets, compliance and brand review, launch week deliverables, and ongoing updates through closing. This article gives you each stage as a checklist you can copy, adapt and hand to your agents.
Why every new listing needs one repeatable checklist
When you support several agents, every listing arrives in a different state. One agent sends 40 photos and no description. Another sends a description and asks you to "grab the photos from the MLS." A third wants a flyer by tomorrow morning. Without a standard process, you spend your day chasing details instead of producing marketing.
A single checklist fixes that. It tells agents exactly what to hand over. It tells you what to check before anything is published. And it makes the work predictable enough that a new coordinator or assistant can step in and follow it.
A good checklist also protects the brokerage. Missing license numbers, off-brand colors and risky ad language usually slip through when people work from memory. Written steps catch them every time.
If your team is still building its broader process, our guide to the real estate team marketing workflow for new listings shows where this checklist fits.
Brokerage marketing coordinator checklist for every new listing: intake and assets
Intake is where most delays start. Ask for everything in one request, ideally through a shared form, so you never send a second email asking for the square footage.
Listing details to collect
- Full property address, including unit number
- List price and listing status (coming soon, active, etc.)
- Bedrooms, bathrooms and square footage
- Lot size and year built, if relevant
- Top 3 to 5 features the agent wants highlighted
- Open house dates and times, if scheduled
- Go-live date and any MLS entry date
- Listing agent name, phone, email and license number
- Co-listing agent details, if any
Photos and media
- Final edited photos from the photographer, in full resolution
- Agent's choice of hero image (usually the front exterior or best room)
- A short list of 5 to 10 favorite shots for social and print
- Video, drone footage or floor plan, if ordered
- Confirmation that the photographer's license allows marketing use
Branding assets
- Current agent headshot
- Brokerage logo in the approved format
- Team logo, if the agent is on a team
Keep headshots and logos in a shared folder so you only collect them once per agent, not once per listing.
Compliance, MLS and brand review before anything goes live
Nothing should be published until it passes review. Build this step into your timeline so it never gets skipped on a rushed listing.
Fair housing and ad language
Describe the property and its amenities, never the people who should live there. Wording that names a type of household, an ideal buyer or a judgment about how safe an area is can create fair housing problems under the US Fair Housing Act and NAR advertising guidance. Rewrite those lines as facts about the home: "three bedrooms on one level," "a 10-minute walk to the park."
If agents or coordinators use AI to draft copy, run every piece through our fair housing checklist for AI-written real estate ads before it goes anywhere.
Required disclosures
- Brokerage name appears on every piece where your state rules require it
- Agent license number included where required
- Equal housing logo or statement on print and email, per your brokerage policy
- Price, beds, baths and square footage match the MLS entry exactly
MLS and timing rules
Check your local MLS rules on when public marketing can begin, especially for coming soon listings. Confirm the agent has the seller's written permission to market the property and use the photos. If the listing is not in the MLS yet, make sure any early promotion follows your market's rules.
Brand review
- Correct logo version, colors and fonts
- Headshot is current and consistent with the agent's other materials
- Phone number and email are correct and match the agent profile
- No outdated taglines or old brokerage names
For more on keeping a whole office on brand, see how brokerages keep agent branding consistent on social media.
Launch week deliverables: social posts, email blasts and print pieces
Launch week is when the most pieces go out at once. Decide the standard set of deliverables in advance so agents know what they'll get and when.
| Deliverable | Typical format | When it goes out | Who approves |
|---|---|---|---|
| Instagram Story | Vertical image, 1080 x 1920 | Day 1 | Listing agent |
| Short video reel | Vertical MP4 | Day 1 or 2 | Listing agent |
| Feed post or carousel | Square or portrait images | Day 1 to 3 | Listing agent |
| Email blast | HTML email, about 600 px wide | Day 1 or 2 | Agent and coordinator |
| Print flyer | 8.5 x 11 inch, print-ready PDF | Before first showing | Agent and coordinator |
Launch week steps
- Write one approved property description and reuse it across every format.
- Pick the hero photo and the supporting photos once, then use the same set everywhere.
- Produce all pieces in one sitting so the details match.
- Send the full set to the agent for a single approval round.
- Deliver final files in a named folder: address, status, date.
- Log what was sent and when in your listing tracker.
If agents ask whether to lead with a video or a carousel, our breakdown of listing video vs photo carousel helps you set a default.
Ongoing promotion: open houses, price changes and status updates
Marketing doesn't stop after launch week. Each status change is a new reason to post, and each one needs its own small set of pieces.
Status update checklist
- Open house: date, time and address are correct; post a few days ahead and again on the day.
- Price reduced: new price matches the MLS; old price removed from all active ads.
- Under contract: confirm the agent and seller are fine with announcing it.
- Back on market: update all live materials and remove "under contract" posts.
- Just sold: confirm sale is closed and recorded before posting; check whether the sale price can be shared.
Each update should go through the same compliance and brand review as launch. It's easy to rush a "price reduced" post and leave the old price on a flyer at the front desk.
For posting rhythm across a listing's life, see how often real estate agents should post on Instagram.
How to cut checklist time with templates and batch production
The checklist tells you what to do. Templates and batching make it fast.
Use templates for every repeat piece
Build a template for each format and each status. When the layout, fonts and disclosures are already set, you only change the photos and the details. That removes most of the brand review work, because the brand is built in.
This is where a tool like Listing Kit Studio fits. You fill out one form with the listing details and 5 photos, and you get an Instagram Story, a 10-second MP4 video reel, an 8.5 x 11 inch print flyer at 300 dpi and a 600 px wide HTML email template. It covers 8 kit types: Just Listed, Just Sold, Open House, Coming Soon, Price Reduced, Under Contract, For Rent and Back on Market. You set up each agent profile once (name, phone, brokerage, license number, headshot and logo) and it's added to every kit.
Keep in mind what it doesn't do. It doesn't pull details from the MLS, so you still enter them. It doesn't edit photos, and it doesn't post or schedule for you, so your publishing step stays in your checklist.
Batch your production
- Set fixed production blocks, such as Monday and Thursday mornings.
- Ask agents to submit intake by a cutoff so listings land in the next block.
- Produce every format for one listing before moving to the next.
- Run compliance review on the whole batch at once, with fresh eyes.
Batching cuts context switching. You stay in "production mode" instead of jumping between a flyer, an email and a phone call.
Frequently asked questions
What should a brokerage marketing coordinator collect for a new listing?
Collect the full address, price, beds, baths, square footage, key features, open house dates, final photos, the agent's hero photo choice and the agent's contact and license details. Gathering all of it in one intake form saves follow-up emails later.
How long should listing marketing review take?
Plan for a single review round per listing, built into your timeline before the go-live date. Using approved templates shortens review because brand elements and disclosures are already in place.
Does every listing ad need the brokerage name?
Many states require the brokerage name on real estate advertising, so check your state's rules and your brokerage policy. The safest habit is to include it on every piece.
Can a team share branding in Listing Kit Studio?
Yes. The Team plan is $39/month for 5 seats with shared branding, and it's available on the web. You can find more answers on the Listing Kit Studio FAQ.
Next steps: turn your checklist into a reusable listing kit
Start by copying the checklists above into a shared document or project tool. Trim what doesn't apply to your market and add your state's specific disclosure rules. Then send the intake list to your agents so the next listing arrives complete.
Once the checklist is set, turn your launch week deliverables into a standard kit. With Listing Kit Studio, the free plan lets you create and preview 1 Just Listed kit (watermarked, no downloads), and Pro is $12.99/month for unlimited kits, all 8 kit types and MP4 video export. Kits are saved on your dashboard, so you can download them again when an agent asks. If you work from your phone, the iPhone app adds one-tap sharing to Instagram Stories.
Ready to test it on your next listing? Create a free listing kit and see how it fits your checklist.