Listing Launch Checklist: 27 Steps Before You Go to Market
Run this checklist on every listing to ensure nothing falls through the cracks — from asset documentation to launch-day execution.
Key takeaways
- Complete asset docs before contacting designers
- Warm your buyer list 2+ weeks early
- Launch email before portal listings
- Prepare a 5-touch follow-up before launch day
1. Gather all asset documentation
Rent roll, trailing 12 financials, title report, survey, environmental reports. Everything marketing needs before the first design file opens.
2. Complete intake questionnaire
Capture the asset story: investment thesis, top 3 selling points, known objections and responses, target buyer profile.
3. Set listing price and deal structure
Confirm with seller: list price or call for offers, financing assumptions, desired closing timeline.
4. Brief your marketing team or platform
Share the intake form, key dates, and any brand requirements with whoever is producing the OM, BOV, and listing website.
5. Build and segment your buyer list
Pull contacts who have bought similar assets, expressed interest in this submarket, or are in active 1031 windows. Tag them for priority outreach.
6. Draft OM and BOV
Using IntellCRE or your existing template. Ensure the asset story is consistent across both documents. The offering memorandum should lead with the investment thesis — not the property address — from page one.
7. Set up listing website
Launch a dedicated listing website with gallery, financials, and a clear CTA (tour request, OM download, NDA submission).
8. Create social content
Draft 3–5 LinkedIn posts for launch week: investment thesis hook, key highlights, market context, Q&A follow-up.
9. Schedule "coming soon" email
Send to your pre-warmed list 5–7 days before launch. No OM yet — just enough to create anticipation.
10. Queue launch-day email
Full OM, deal summary, tour availability, and LOI deadline if applicable. Ready to send at 7–8am on launch day.
Frequently asked questions
How long before launch should I start this checklist?
Start 3–4 weeks before your target launch date. The first 5 steps (documentation, intake, pricing) take the most time and unlock everything downstream.
Do I need a dedicated listing website for every deal?
For any asset over $3M, yes. Listing websites dramatically increase OM engagement and give you a shareable asset that works across email, social, and broker networks.