What Is a Seller Report? The Complete Guide for Listing Agents
TL;DR: A seller report is a recurring written update, usually weekly, that a listing agent sends to a home seller covering everything happening with their listing. It exists to answer the one question every seller has before they have to ask it.
What is a seller report?
A seller report is a recurring update, usually weekly, that a listing agent sends to a home seller showing everything happening with their listing: portal views, showings and feedback, comparable homes that hit the market or changed price, marketing activity, and what the agent did behind the scenes. It exists to answer the one question every seller has ("what is happening with my house?") before they have to ask it.
Most sellers only hear from their agent when there is news. A seller report flips that: the seller hears from the agent every week, whether there is news or not. That difference is what separates agents who keep listings through a price reduction from agents who lose them.
What goes in a seller report
A complete seller report has five sections:
1. Portal traffic. Views, saves, and shares from Zillow, Realtor.com, and the brokerage site. Trends matter more than totals: is attention rising or falling week over week?
2. Showings and feedback. Every showing that happened, requested, or cancelled, plus any feedback from buyer agents. Showing services like ShowingTime, Aligned Showings, and BrokerBay all produce this data. The report is where the seller actually sees it.
3. Market movement. New listings, price changes, and pendings among comparable homes. This is the section that makes an eventual price conversation a continuation instead of an ambush.
4. Marketing activity. The social posts, ads, email features, open houses, and broker outreach the agent ran that week. Agents do this work anyway. The report is how they get credit for it.
5. The summary. Two or three sentences in plain language: what happened, what it means, what happens next. This is the part sellers actually read first.
Why weekly reports change the listing relationship
The seller report is a trust instrument, not a stats dump. Sellers do not churn because their home has not sold yet. They churn because they feel left in the dark while it has not sold. A weekly written update removes the dark.
It also compounds for the agent:
- The "any updates?" calls stop, because the update already arrived.
- Price reductions get easier, because the seller has watched the market data build for weeks.
- The listing presentation gets stronger, because "here is the report you will get every week" is a concrete promise competitors rarely match.
- After closing, the report trail becomes proof of work that drives reviews and referrals.
How agents produce seller reports
There are three ways agents do this today:
Manually. Pull portal stats, showing data, and comps by hand, assemble them in Canva or a document, write the summary. Thorough, but it takes hours per listing every week, which is why most agents quietly stop after week three.
Portal stat emails. Forward the automated Zillow or brokerage traffic email. Fast, but it only covers one section of the five above and reads like a machine wrote it, because one did.
Seller report software. Purpose-built tools generate the report automatically. Beacon, for example, builds the full report from one listing address: photos, portal views, comps, showings, social posts, and an AI-written summary, refreshed weekly, shared as a link or PDF, with the weekly seller email written for you. More than 1,600 agents use it across 7,000+ listings. Beacon estimates its agents have saved 4,900+ hours of manual report building.
See one get built
The fastest way to understand a seller report is to watch one come together. Chris Smith, author of The Conversion Code, builds a complete A+ seller report live from nothing but a listing address in a free on-demand session: Watch Me Build an A+ Seller Report. No email required. It starts when you press play.
Frequently asked questions
What is a seller report in real estate?
A seller report is a recurring written update from a listing agent to a home seller covering portal traffic, showings and feedback, market movement, and the agent's marketing activity for the week, with a plain-language summary on top. Most top agents send them weekly, on the same day, from list date to closing.
How often should agents send seller reports?
Weekly. A weekly cadence answers questions before sellers ask them, builds a paper trail of the agent's work, and makes price conversations easier because the data was shared all along. Monthly is too slow: sellers form their opinion of an agent's effort in the first two weeks.
How long does it take to build a seller report?
By hand, one to several hours per listing per week. With seller report software, minutes: Beacon builds the report automatically from the listing address and keeps it updated weekly.
Do seller reports help agents win listings?
Yes. A weekly written report is a concrete, provable promise at the listing presentation, and delivering it protects the relationship when the market demands a price adjustment. Agents who can prove their process with data win more listings than agents who promise results without showing the work.
What should a seller report include?
A complete seller report includes five things: portal traffic trends (views and saves from Zillow, Realtor.com, and your brokerage site), showing activity and buyer-agent feedback, market movement among comparable listings, your marketing activity for the week, and a plain-language summary written first and put at the top.
What happens if I skip a week?
The seller fills the silence with their own explanation, and the explanation is never "my agent is working hard behind the scenes." Send the update even during quiet weeks. A written plan for a slow week keeps more listings than a great call after two weeks of silence.