# Listing Proposal Builder Research

## Purpose

- Supports `skills/brokerage/listing-proposal-builder.md`
- Intended for U.S. seller-side investment sales brokers preparing a proposal to win and launch an assignment

## U.S.-Only Assumptions

- Focus is seller-side commercial investment sales brokerage
- Proposal work precedes or accompanies the listing agreement
- The skill supports positioning, process design, and scope framing, not legal listing agreement drafting

## Source Table

| Source | Publisher | URL | Publish Date | Access Date | Source Type | Notes |
|--------|-----------|-----|--------------|-------------|-------------|-------|
| MLS Commercial Handbook | NAR | https://www.nar.realtor/sites/default/files/documents/2024-08-02-commercial-mls-handbook.pdf | 2024-08-02 | 2026-04-22 | Primary industry handbook | Listing types, authorization, office exclusive, status changes |
| 2026 Code of Ethics & Standards of Practice | NAR | https://www.nar.realtor/about-nar/governing-documents/code-of-ethics/2026-code-of-ethics-standards-of-practice#article12 | 2026 | 2026-04-22 | Primary industry standard | Competence and contemplated-interest disclosure |
| Consumer Guide: Listing Agreements | NAR | https://www.nar.realtor/the-facts/consumer-guide-listing-agreements | n.d. | 2026-04-22 | Primary industry guidance | Listing agreement fundamentals |
| Commercial MLS Handbook - listing contracts section | NAR | https://www.nar.realtor/sites/default/files/documents/2024-08-02-commercial-mls-handbook.pdf | 2024-08-02 | 2026-04-22 | Primary industry handbook | Exclusive right to sell / lease and exclusive agency distinctions |
| Work With a CCIM | CCIM Institute | https://www.ccim.com/choose-excellence | n.d. | 2026-04-22 | Institutional positioning | Client expectation of analytical value and process clarity |
| About SIOR | SIOR | https://www.sior.com/whysior | n.d. | 2026-04-22 | Institutional positioning | Brokerage professionalism and specialization expectations |
| Commercial Real Estate Disposition: A Complete Guide | Trinity Real Estate | https://trinityre.com/cre-disposition-management-services/ | n.d. | 2026-04-22 | Practitioner process guide | Broker selection, data room, buyer qualification, process strategy |
| The Strategic Sale: A Guide to Maximizing Value in Commercial Real Estate Disposition | One West Group | https://theonewestgroup.com/the-strategic-sale-a-guide-to-maximizing-value-in-commercial-real-estate-disposition/ | n.d. | 2026-04-22 | Practitioner process guide | Structured process, call-for-offers, diligence management |
| Building Sale Process | Kidder Mathews | https://kidder.com/wp-content/uploads/page/Building-Sale-Process.pdf | n.d. | 2026-04-22 | Market-participant process guide | Sequenced seller-side process map |
| Commercial Real Estate Insights Series | CCIM Institute | https://www.ccim.com/commercial-real-estate-insights-series | n.d. | 2026-04-22 | Institutional thought leadership | Broad market-facing professionalism signal |

## Key Findings

- A strong listing proposal should sell the **process**, not only the broker.
- Seller-side listing proposals need to cover:
  - market and asset positioning
  - pricing and value framing
  - marketing strategy
  - buyer universe
  - process timeline
  - reporting cadence
  - fee and scope framing
- The proposal should distinguish between:
  - broad marketed assignment
  - targeted / selective process
  - confidential process
  - office exclusive
- Because listing mechanics depend on written seller authorization, the proposal should not blur into legal listing agreement advice. It should set the strategy and commercial expectations that counsel or approved forms will later document.

## Benchmark and Process Decisions

- The skill should output a seller-facing proposal, not a broker internal memo.
- Required sections:
  - assignment summary
  - market position and opportunity
  - proposed pricing stance
  - recommended process
  - marketing deliverables
  - buyer qualification approach
  - timeline and milestones
  - fee and reporting framework
- The proposal should include a clear statement of what the broker team will and will not handle, especially around legal drafting, diligence review, and appraisal advice.

## Conflicting Source Resolution

- NAR listing guidance governs listing mechanics more directly than brokerage marketing guides.
- Brokerage process guides differ in how customized or standardized they make proposals; the skill should focus on seller clarity and execution-readiness, not firm-specific formatting.
- CCIM and SIOR sources support standards of professionalism but do not prescribe one proposal template.

## Edge Cases and Red Flags

- Seller wants full confidentiality and maximum exposure at the same time
- Seller expects the proposal to function as binding legal engagement language
- Seller timing goal is inconsistent with the diligence package or market absorption reality
- Broker lacks credible comps or process logic but is asked to promise pricing certainty

## Open Questions

- Whether future versions should include a separate private-client / family-office proposal pattern
- Whether later releases should split institutional process proposals from smaller private listing proposals
- Whether future brokerage packs should include fee-structure alternatives as a separate knowledge base
