Property Marketing & Sale Proposal Proposal Template
A seller comparing agents is comparing commission percentages and little else. This template moves the conversation to what actually gets done — the photography, the portal placement, the buyer outreach and the feedback they receive after every viewing — so the fee sits against a list of work rather than against a rival percentage.
Take the whole thing
The scope, deliverables, timeline and client questions — as plain text you can paste anywhere. No signup.
The scope, as written
Selling a property takes more than a listing. I'll price it against real comparable evidence, put it in front of qualified buyers online and through my own network, manage every viewing, and negotiate through to a signed contract. This proposal sets out the marketing plan and my fees; the signed agency agreement is the document that governs the appointment, the commission, and the term, and nothing here overrides it.
How to price this work
We looked for survey-grade pricing for this kind of work across our markets — India, the UAE, the UK and Brazil — and did not find any we would stand behind. What is published is mostly agency price lists, which quote the agency, not the market. Rather than average those into a number that looks authoritative and is not, we have left this blank.
What we can tell you is how to arrive at your own number:
- Start from hours, not a feeling. Estimate the work in the deliverables below, add the revision rounds you actually grant, and multiply by the day rate you need to hit your yearly target.
- Add the invisible work. Calls, briefs, feedback rounds and project management are usually a third of the real time and the first thing left out of a quote.
- Price the outcome where you can. What the work earns or saves the client is a better anchor than your hours — the hours are your floor, not your price.
- Quote one number, then hold it. The scope below is what protects that number; discounting a vague scope is how a profitable project becomes a loss.
What's included
- Comparative market analysis with evidenced pricing recommendation
- Professional photography, floor plan, and virtual tour coordination
- Listing copy and publication across the major portals in your market
- Targeted social campaign plus direct outreach to my qualified buyer list, by WhatsApp where buyers prefer it
- All enquiries qualified and every viewing accompanied and managed by me
- Weekly written performance and buyer feedback report, with pricing recommendations if the market says so
- Offer handling, negotiation, and progression through to signed contract
Worth adding for this kind of work
- Listing period fixed in writing, with a scheduled pricing review before any extension
- Feedback after every viewing named as a deliverable, not a courtesy
- The commission structure stated separately from the upfront marketing package
The timeline
- Valuation visit + proposal review
I inspect the property, present the comparable evidence behind my price recommendation, and we discuss the plan. No cost and no obligation at this stage.
- Sign the agency agreement
This is the prerequisite, not a formality. The agency agreement names the commission rate and how it is calculated, the term and exclusivity period, the marketing budget and who pays which cost, and the notice terms. It is a regulated instrument in most markets and carries the disclosures your jurisdiction requires. I do not spend a currency unit of your marketing budget, list the property anywhere, or accept a marketing fee until it is signed — and you should not appoint any agent who does.
- Marketing fee settled + preparation
The upfront marketing fee covers photography, floor plans, virtual tour, and portal listing costs, and is non-refundable once those costs are committed — they are paid to third parties whether or not the property sells. Shoot completed and listing copy approved by you in writing.
- Listing goes live
Published across the agreed portals and pushed to my buyer list. Any premium or featured portal upgrade is an optional extra cost identified in the agency agreement and paid by you — I'll recommend it only where the evidence supports it, and never take a rebate from a portal without telling you.
- Viewings and weekly reporting
I qualify every enquiry and accompany every viewing. You get feedback after each one on WhatsApp and a written summary weekly, including honest advice on price if the response tells us the market disagrees with us.
- Offers, negotiation, and completion
Every offer presented to you in writing with what I know about the buyer's position and funding. I negotiate on your instructions, then keep the sale moving with both legal representatives through to completion, when the commission falls due.
Where this proposal usually goes wrong
Presenting only a commission rate.
Lead with the marketing work. A percentage with no scope beside it can only be compared downward.
Leaving the listing period open-ended.
Fix it at 90 days with a review. An unsold open listing becomes a stale one nobody revisits.
Implying legal fees are covered.
State that conveyancing is separate and paid to the seller's own advisor.
Questions clients ask about this work
What exactly will this cost me, and when?
Two separate things. First, the upfront marketing fee in this proposal — it pays third parties for photography, floor plans, the virtual tour, and portal listing costs, and it is non-refundable once committed because that money has left for suppliers. Second, the commission: a named percentage of the achieved sale price, stated in the agency agreement and payable on completion, not on offer acceptance. If the property doesn't sell, you pay no commission. Extras that are only ever charged with your written approval beforehand: premium or featured portal placement, staging, additional photography after a refurbishment, and any specialist advertising. Legal fees, survey costs, and any statutory transfer or registration charges are yours and go to your chosen professionals directly.
Why does the commission rate live in the agency agreement rather than here?
Because that is the document that legally governs the appointment, and in most markets the form, the disclosures, and the licensing behind it are regulated. A proposal that takes your money while leaving the commission "to be agreed later" is one you should refuse, from me or anyone. So: we agree the exact rate and how it is calculated before you sign anything, it is written into the agency agreement in full, and this proposal simply points at it. Read that agreement properly — it is the one that matters, and I'd rather you took it to your lawyer than signed it in front of me.
How long am I tied in, and what happens at the end?
The agency agreement states the exclusivity period and the notice terms. During it I am your sole agent, which is what makes it worth me spending money and reputation on your property rather than hedging. At the end of the period, if the property is unsold, it does not roll over silently — we sit down with the data from every viewing and enquiry and decide together whether to re-price, re-market, change strategy, or part ways with no hard feelings. If you extend, we agree that in writing. One clause you should know is in there: if a buyer I introduced during the period completes a purchase after it ends, within the period stated in the agreement, the commission is still due. That is standard, it protects against an introduction being used to cut the agent out, and it is stated plainly rather than buried.
Why are you more expensive than the agent quoting a lower rate?
Sometimes I am, and it is a fair question. What you're buying is that I accompany every viewing personally rather than handing keys to an unqualified enquiry, that I qualify a buyer's funding before your time is spent, and that I will tell you your price is wrong instead of quietly listing high to win the instruction and grinding you down over four months. The cheapest quote is often the agent who overvalued to get the listing — that costs you the first six weeks of buyer attention, which is when a property is worth most. Ask every agent you meet for their average time to sell and their average sale price against original asking price. Ask me too; I'll give you mine.
What if I get an offer privately, or decide not to sell?
Tell me straight away and we'll deal with it honestly. Whether commission is due on a buyer you found yourself depends on the type of agency in the signed agreement — sole agency and sole selling rights differ, and I'll explain the difference before you choose, because most sellers are never told. If you decide to withdraw the property entirely, you can; the marketing fee is not refundable as it has already been spent with suppliers, and depending on the terms and the stage a withdrawal fee covering committed work may apply. All of that is stated in the agreement, not sprung on you afterwards.
What are your legal and confidentiality obligations to me?
I act on your instructions and in your interest, and I disclose anything that affects that — including if I have any connection to a prospective buyer or would receive a referral fee from a mortgage broker, portal, or conveyancer. Your financial position, your reason for selling, and your minimum acceptable price are confidential and never disclosed to a buyer without your say-so. Local licensing, registration, and disclosure requirements apply to this appointment and to the marketing itself; the agency agreement carries them and I comply with them. If anything in this proposal ever conflicts with that agreement or with local regulation, the agreement and the regulation win.
A template gets it written. Tracking gets it signed.
You already have the document — copy it above and send it however you like. What a copy cannot tell you is whether anyone read it. Send this same template from ClosingMoment and you will know the moment your client opens it, which sections they read, and how long they spent — so you follow up while they are still deciding.