Show the Marketing Before They Hire You (Jimmy Burgess's 3 P's Listing Script)
TL;DR: Jimmy Burgess prints three MLS descriptions and the launch posts before the listing appointment. Then he names the 3 P's: Put it in MLS, Place a sign, Pray. Close with "My job is not to list your home, my job is to sell your home." Show the work before they hire you.
Your seller, at the table: "We're talking to a few agents before we decide."
Do not describe your marketing.
Hand them the folder.
What do you put in the listing-appointment folder before they hire you?
You put three different MLS descriptions for their home, already printed, plus the Facebook post, Instagram post, and YouTube script you would run if they hire you (Jimmy Burgess, public listing-presentation script on LinkedIn).
Burgess's setup line:
My job is to help you market your home in a way that gets as many people as possible to see your home as quickly as possible, so that we can find the ideal buyer who sees the value of your home and is willing to pay the highest price possible.
Then the buy-in:
I went ahead and put together three different potential MLS descriptions for your home. One is in a professional tone, one in a luxury tone, and one in a more conversational tone. I'd love for you to read over these to see if there are any features I left out, and to see which style stands out for you. Odds are, the ideal buyer for your home will be someone like you.
Hand them the pages. Let them mark one. That is the buy-in.
Promising to stick a sign in the yard and a listing in the MLS is not compelling. The pre-listing packet sets the stage.
What are Jimmy Burgess's 3 P's of real estate marketing?
Burgess's 3 P's are Put it in MLS, Place a sign in the yard, and Pray that a buyer comes along and finds the home (LinkedIn / YouTube 2026 listing presentation).
Most agents stop there. You name the 3 P's out loud, then you do not stop there.
This is the Facebook post. This is the Instagram post. This is the YouTube script. This is the list of unique ways we will market this house.
| 3 P's agent | Folder-first agent | |
|---|---|---|
| Before hire | Describes marketing | Prints three MLS tones + posts |
| At the table | Sign + MLS promise | Seller picks a tone |
| After MLS live | Hope | Launch posts already drafted |
| Close line | "I'll market it hard" | "My job is not to list your home, my job is to sell your home." |
Close on Burgess's line, not a coaching pitch:
My job is not to list your home, my job is to sell your home. Can you see how this plan can help you get your home sold faster and for the highest price possible?
Why does printed marketing beat a verbal marketing promise?
Printed marketing beats a verbal promise because sellers comparing agents can mark a tone before they sign (Burgess LinkedIn script).
NAR's 2025 Profile still puts marketing the home, pricing it competitively, and selling within a specific timeframe at the top of seller priorities. The folder is how you prove the first one before the signature.
If they do not sign at the table, send the folder PDF the same night. Do not "just check in." Ask which of the three tones they want live for next week's buyer-agent hot sheets.
Do not blend this with a price-cut conversation. This is marketing proof at the hire, not a later reduction script.
What do you say when your seller is interviewing multiple agents?
You say: Good. Ask every agent to show you the MLS description and the launch posts before you hire them. Most will describe the 3 P's: put it in MLS, place a sign, pray. I printed three versions of your description and the posts we would run this week. Pick the tone.
Then shut up long enough for them to read.
Frequently asked questions
What is Jimmy Burgess's 3 P's listing script?
Jimmy Burgess's 3 P's are Put it in MLS, Place a sign in the yard, and Pray a buyer finds the home. He names that pattern, then shows printed Facebook, Instagram, and YouTube assets so the appointment does not stop at the 3 P's (LinkedIn pulse; YouTube walkthrough).
What should you print before a listing appointment?
Print three MLS descriptions in professional, luxury, and conversational tones, plus the social posts and YouTube script you would launch if hired (Burgess public script). Let the seller mark a tone before they sign.
What is the closing line after you show the marketing folder?
Burgess's closing line is: "My job is not to list your home, my job is to sell your home." Ask whether they can see how the plan helps them sell faster and for the highest price possible.
What if they do not sign at the kitchen table?
Follow up until they hire someone. Send the folder PDF the same night and ask which of the three tones they want live for next week's buyer-agent hot sheets. Do not send a vague check-in.
Source: Chick-fil-A, Sunday, ChatGPT, and the listing presentation, Jimmy Burgess on LinkedIn. Supporting: YouTube walkthrough; Easy Agent Pro on why agents lose listings.