You market a new listing outward — the boost, the reel, the just-listed email to everybody at once. The people most likely to care are already in your database, and there is a way to have them named for you before you spend a dollar.
Pantana demonstrated a tool he calls a Heat Sheet. You give it two things: an area and a price range. It comes back with three.
First it pulls the last ninety days of Zillow activity for that segment and benchmarks how hot it is — views, price cuts, days on market, what actually sold. Then it searches the agent's own CRM for prospective buyers whose saved preferences and activity match that segment. Then it drafts the outreach to those specific people, as email and as text.
The order matters. Most listing marketing starts with the property and looks for an audience. This starts with a price band, establishes what the market is doing inside it, and only then names the people who already told you they wanted it.
He gave the tool away to attendees and was explicit that it is not meant to run unattended — in his words, "you got a hand by the wheel and a foot by the brake."
“it pulls live Zillow data on the past ninety days to benchmark how "hot" that price point is (views, price cuts, days on market, what's sold); it scans the agent's CRM database for matching prospective buyers; and it drafts tailored outreach scripts”
You do not need his tool to use the idea. The move is to stop treating listing marketing and database marketing as two separate jobs, because they are the same job pointed in opposite directions.
The version an agent can run today is a standing prompt: name the ZIP or subdivision and the price band, pull current inventory, days on market and recent reductions, then match that against the buyers in your CRM who saved anything in that range. What comes back is not a blast. It is fourteen names and a reason to text each of them.
The message that comes out the other side is also better than a listing alert, because it carries market context the buyer cannot get from a portal notification: there are four homes in your range that fit what you told me, one of them just came down forty thousand, three are worth seeing.
The honest limit: this was a demo at a summit. There is no conversion figure attached to the Heat Sheet, and the tool is Pantana's. The workflow is the part worth taking.