5 Listing Presentation Scripts from #1 RE/MAX Agent Jordan Cohen

Jordan Cohen is the #1 RE/MAX agent in the world six years running. He does roughly $300 million a year with two assistants and wrote The Agent's Edge. At his BAMfest fireside with Byron Lazine he walked through five listing presentation scripts he actually uses. They are specific, repeatable, and built around what sellers actually respond to at the kitchen table. Here they are.

What are Jordan Cohen's 5 listing presentation scripts?

The person: Jordan Cohen is #1 RE/MAX globally six years running.

Author of The Agent's Edge. Roughly $300 million in annual volume with two assistants.

At his BAMfest fireside with Byron Lazine, he walked through five paste-ready scripts.

The tension: Most agents describe their marketing at the kitchen table.

Cohen performs it.

The takeaway: Pick one. Rehearse it once. Use it at your next appointment.

The five scripts:

1. Photography: Dusk shoot with curated shots
2. Wrap: CEO of the sale, chairman of the board
3. Close: Confidence as strong as your own
4. New agent: No old habits, trained for today's market
5. Higher price point: Market the house, not your headshot

You do not need all five. You need the one that makes this appointment feel different from the last three decks your seller sat through.

Start with photography or the wrap.

How do you pitch listing photography so it is not "we shoot nice photos"?

Cohen's photography script:

Shoot at dusk. Before the sun goes down, as it goes down, and after. Interiors look better with less glare. Curate about 20 shots, not 70. Never toilets. Never crowded closets. Vertical for social. Horizontal for print and the web.

The steal: Then land the line that matters.

You are not selling the home from photos alone. You are creating enough excitement to get a buyer through the door so you can do the job they are paying you for, which is to sell the home.

Say it out loud once before the appointment.

If it sounds like a brochure in your mouth, cut words until it sounds like you.

How do you wrap the appointment as CEO of the sale?

Cohen's wrap from the BAMfest session:

You are the CEO of the business of selling their home. You curate the photos. You market it. You show it. You get buyers and other agents excited. That is a business, and you run it.

They are the chairman of the board. You work for them. They still call the shots on their dirt, their wood, their mortgage.

Then the confidence close:

Your goal is for them to be as confident in you as you are in yourself that you are the right agent. You already showed the marketing level. Nobody else is going to match the specific pieces you just walked. Mic drop. Nod yes.

Why it works: The energy in the close is not a request. It is a statement.

Cohen shakes his head yes because he expects the yes.

Do not soft-pedal that close into a question mark.

What do you say when you are new, or when you want to raise your price point?

New-agent script: one year in can be an edge.

No 25-year-old habits to break. Trained for today's market, today's social, today's tactics.

Higher price-point script: you are not mailing a photo of yourself on the phone with a dog.

It is about the house. You get paid when you sell it, not when you list it.

The takeaway: Both are optional steals.

Prefer the dusk photo pitch or the CEO wrap for most appointments unless you are specifically competing against a 20-year veteran as a new agent, or pitching a move up-market.

What do you say when your seller says every agent brings the same deck?

You say: Jordan Cohen is #1 RE/MAX six years running.

He runs the appointment as CEO of selling the house and casts the seller as chairman of the board.

Same discipline on photography: dusk shoot, curated shots, no toilets, no crowded closets, excitement to get buyers through the door.

I am going to say my version of one of those scripts right now, and then we talk about your house.

Then say it. Stop selling the deck. Say the thing.

Frequently asked questions

What are Jordan Cohen's 5 listing presentation scripts?

Five scripts from his BAMfest conversation with Byron Lazine: dusk photography with curated shots, CEO-of-the-sale and chairman-of-the-board wrap, confidence close, new-agent "no old habits" pitch, and house-not-headshot marketing when raising your price point.

What is Jordan Cohen's dusk photography script?

Cohen tells sellers he shoots at dusk (before, during, and after sunset), curates about 20 shots, skips toilets and crowded closets, and aims to create enough excitement to get buyers in person rather than trying to sell the home from photos alone.

What is the CEO of the sale and chairman of the board line?

Cohen wraps by saying he is the CEO of the business of selling the home and the seller is the chairman of the board. He works for them and they still control the final calls. Then he closes hoping the seller is as confident in him as he is in himself.

How many of the five scripts should you use at one appointment?

One. Pick the one that fits the seller in front of you, rehearse it out loud once, and use it. Reciting all five turns the appointment into a book review of The Agent's Edge.

What is Jordan Cohen's annual volume?

Roughly $300 million in annual volume with two assistants. He is #1 RE/MAX globally six years running.

Sources: 5 Scripts from #1 RE/MAX Agent Jordan Cohen for Your Next Listing Presentation.