A weekly seller update does not need a slide deck, a long edit or a new piece of software. It needs to help the seller understand what has changed and decide what to do next.

That distinction matters when a listing is taking longer to sell. Sending a client more property links is easy. Explaining which changes matter to their home, and what you recommend doing about them, is the work.

On The Leads Are Sh*t, Taylor Hack described a weekly video built around four questions: What happened? How does it affect this listing? What are the options? What do you recommend?

The result is a repeatable outline for a personal conversation. The structure stays the same. The advice changes with the listing.

Start with what changed

Hack reviews new competing listings, price changes, sales, pending sales and properties that have left the market without selling. Each helps explain the choices buyers are making and the competition a seller faces.

A new listing may give buyers another option. A price change may alter how the seller’s home compares. A property that leaves the market without a buyer offers a reminder that listing a home and selling it are different things.

The update should connect those facts to the client’s position. A list of sales is information. Explaining how those sales affect the next decision gives the seller something to use.

Finish with a recommendation

The four questions give the video a simple order.

First, explain what happened in the relevant market. Then explain how it affects this listing. Lay out the available options. Finish with what you recommend and why.

That last step is easy to lose in a long market report. A seller may be able to see that another home reduced its price. What they need from their agent is a clear view of whether it changes their own plan.

Hack described supporting a proposed change with the reasons behind it. The client can then respond to an actual recommendation, rather than trying to turn a collection of links into a strategy.

The goal is not to generate a new decision every week. It is to keep the seller informed enough to understand the advice when a decision does come.

Give both decision makers the same explanation

Hack sends the video by email so both decision-makers can hear the same message. He includes links to the properties he discusses and follows up by phone when needed.

That avoids relying on one person to retell the agent’s advice to the other. They can each hear the reasoning, revisit a point and look at the examples.

A video is not a reason to avoid a call. In Hack’s process, it gives many clients enough context for a reply, while leaving room for a conversation when the situation calls for one.

Keep the process small enough to repeat

Hack’s update is usually a face-to-camera video. He uses Loom to send it, but the useful part is the explanation. Graphics and a complicated setup are not required.

His first update after opening weekend covers activity such as viewings, open houses and the homes competing with the listing. Later updates can build on that first explanation as the market changes.

He usually records on Tuesday, after weekend activity and Monday updates have had time to appear. That is his working rhythm, not a rule every market must follow. The broader lesson is to choose a consistent time that fits the information your clients need.

Adding production steps can make a helpful weekly habit harder to maintain. Start with a clear outline, the relevant property links and your camera.

Protect the part the client needs from you

The hosts pushed back on using an AI clone to deliver this kind of update. It is a chance for the seller to see and hear the person advising them.

Elsewhere in the episode, they explored a different kind of task: routine showing requests, with short-notice requests, cancellations and unclear replies brought back to a person. That was a proposed workflow, not a completed integration.

The distinction is useful when reviewing your own week. A repetitive admin task may be worth investigating for automation, subject to platform rules and client-data requirements. Your judgement about a client’s next move is part of the service they hired you to provide.

For the next seller update, try the four questions. Keep the recording simple. Send it to both decision-makers. Give them a clear recommendation they can respond to.

Join the conversation live

The Leads Are Sh*t is a weekly strategy lab where Andrew Fogliato and Taylor Hack break down what is working, fix what is not and test ideas inside an actual real estate business.

Join the show live every Thursday at 2 p.m. ET to ask a question, take the hot seat and stay for the off-the-record After Show, which is not included in the replay.

Register once and save your spot for the next live session.

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