Most real estate principals blame their vendors when listings sit on the market too long.

“The price is unrealistic.” “The property just isn’t appealing.” “The market’s shifted.”

But here’s the truth: when you’ve got well-priced, quality listings in your portfolio, anyone could sell them. The real test of a systematic business is whether you can move the vulnerable stock—the overpriced properties, the less desirable listings, the ones sitting at 60+ days on market.

That’s where most agencies fall apart. They don’t have a process. They react instead of executing a plan.

Let me walk you through the Sales Flow System we implemented with a principal in Geelong who was running around $300K to $400K in annual revenue. Within twelve to eighteen months, his business crossed the million-dollar mark—an increase of over $600K—by systematically addressing the listings everyone else would’ve written off.

This system operates on a simple principle: every listing sits in one of three phases on any given Monday morning. Your job as a leader is to identify which phase each listing occupies, then execute the specific actions required to move it forward.

Here’s how it works.

Phase 1: Inspection

If you’ve got an overpriced listing, inquiry is naturally going to be low. That’s not a vendor problem. That’s a systems problem.

The first phase focuses on driving inspections—because you can’t gather accurate feedback without getting buyers through the door.

We use two strategies here:

The One-to-Three Inspection Rule: When buyers inquire about your active listings, redirect a portion of them to inspect properties that aren’t generating inquiry. If someone’s looking at a $700K property, get them through your $650K listing that’s been sitting for 45 days.

The 20% Rule: Take the listing price, reduce it by 20%, and start calling buyers in that price bracket. Now, you might be thinking, “Why would I waste time with buyers who can’t afford the property?” Because buyers lie. Or more accurately, buyers don’t know what they actually want until they see it. How many times have you had a buyer tell you they’re spending $500K on the south side, only to buy a $700K property on the north side a month later? It happens constantly. The 20% rule gets bodies through doors—and that’s what creates momentum.

Phase 2: Feedback

Once you’ve driven inspections, the next phase is about gathering accurate, quality feedback and building what we call a vendor platform.

This isn’t about collecting vague comments like “it’s nice” or “we’ll think about it.” This is about structured conversations with every buyer that walks through, documented in a way that creates an undeniable narrative for your vendor.

Most agents avoid this step because they’re scared of the vendor conversation that follows. But when you’ve got a platform of consistent feedback—ten buyers all saying the same thing—you’re not delivering bad news. You’re delivering market reality backed by evidence.

Phase 3: Reposition

This is where the system converts vulnerable stock into saleable listings.

With a solid platform of buyer feedback, you’re equipped to have a quality vendor conversation that leads to a price reposition. Not a panic drop. Not a desperate discount. A strategic adjustment based on documented market response.

When you execute this phase well, listings that were sitting at 60+ days on market suddenly become active opportunities. And that’s when your cash flow shifts from reactive to predictable.

Here’s what transformed this principal’s business: every Monday morning, he identified where each of his 20 to 30 listings sat within the three phases.

Five listings needed inspections. Five needed feedback loops. Five were ready for reposition conversations. Four were moving toward settlement.

The game plan was clear. But the execution plan—the percentage of follow-through on that plan—was what determined his results.

He started at 50% execution. Then 60%. Then 70%. By the time he hit consistent 100% execution on his Monday game plan, his business was running past the million-dollar mark.

The growth didn’t come from better market conditions or luckier listings. It came from implementing a system and executing it relentlessly every single week.

Most principals walk into the office on Monday morning without a clear plan for every listing on their board. They react to whatever fires need putting out. They take calls. They chase inquiries. They hope something moves.

The agencies that scale don’t operate that way. They walk in with a documented plan that identifies exactly which phase each listing occupies and exactly which actions need to happen that week to move those listings forward.

When you get Monday right, massive growth occurs.

If you’re sitting on listings that aren’t moving—and you’re tired of blaming market conditions or difficult vendors—it’s time to look at your systems.

We’ll take you through a two-tiered assessment that identifies how much unsalable versus saleable stock you’re currently carrying, then give you a thirty-day roadmap to start moving those listings and creating predictable cash flow.

Book your brainstorm call here and let’s build the systems that turn vulnerable stock into consistent sales.