How to Win More Listings in a Buyer-Favored Market (2025 SLC Area)

by Emma Romney

In 2025, Realtors in the Salt Lake area face a more challenging environment for winning seller listings: Inventory is increasing, buyers have more options, and sellers are feeling pressure to make concessions. If you want agents to choose you (your brokerage) as their home for growth, you need a messaging playbook—not fluff. Below is a concrete, tactical “listing edge” guide you can use (or teach your agents) to win more listings in this shifting environment.

Market Context: Why Sellers Are Hesitant (and Opportunity for You)

Utah is experiencing increased Inventory and slower absorption, turning parts of the state into a buyer’s market.
In Salt Lake County, median home prices continue to rise (~5% year-over-year), but days on market are increasing (from ~35 to 45 days last year).
In Weber County, the median sale price decreased ~2.2% year-over-year, and homes now stay on the market ~48 days.
More Inventory means more choice for buyers—and more pressure on sellers to make concessions (e.g., closing cost credits, rate buydowns).
Sellers are pulling listings or reducing prices rather than waiting for the market to improve.

These trends create real risks for real estate agents who can’t pivot. However, they also create opportunities for those who can explain value convincingly and negotiate aggressively on behalf of sellers.

Below is your “listing edge playbook” you can deliver, repeat, and train your agents on.

Core Strategies to Win Listings in 2025

1. Position Your Negotiation Edge to Sellers

In a buyer-leaning market, sellers will be skeptical. You must prove you will protect their bottom line. Key messaging and tactics:

“I will negotiate a stronger seller concessions strategy than any other agent.” Emphasize your experience in structuring deals where buyer credits, repair demands, appraisal shortfalls, and financing contingencies were handled favorably.
Use real examples: show past deals in which you negotiated credit back to sellers or minimized buyer demands without blowing up the contract.
Prepare fallback positions in advance: for example, “If buyer demands $10,000 in closing cost help, I will push them to cover their own inspections or reduce repairs instead.”
Highlight your reputation or track record in getting sellers more net proceeds—even when buyers “ask for the stars.”
Use data to show that homes are sitting on the market longer, and that buyer offers often include concessions in this market. (Cite the longer days on market in SL County and Weber County trends above.)

2. Overdeliver on Marketing & Seller Confidence

When sellers feel uncertain, the agency that shows up strong wins the listing. Your marketing must justify the premium.

Propose a 3-phase marketing launch
1. Teaser / “coming soon” exclusive previews to your top buyers list & local agent network
2. MLS + top syndication + paid digital reach (geotargeted ads in SLC / Northern Utah / Weber County)
3. Retargeted ads + social proof + open houses + video walkthroughs
Emphasize professional photography, video, drone, staging, floor plans, and neighborhood reels—not just “good enough.”
Use localized campaigns: e.g., “Salt Lake listing strategy 2025 Realtor” as tags in your digital ads, neighborhood-specific landing pages, SEO for “Northern Utah get listings” or “Weber County real estate agent tips.”
Include buyer-incentive offers (e.g., closing cost credits, rate buydowns) baked into the ad copy to attract more showings and offers.
Ensure you incorporate market updates/data transparency in your listing presentations so sellers feel informed—not blindsided.

3. Build a Seller Education Funnel (Before They Call You)

If you can get sellers to start trusting you before they pick up the phone, you win more listings.

Create content (blogs, short videos, PDF guides) titled:
- “Why Sellers Must Be Flexible in 2025: Utah Real Estate Tips”
- “Comparing Buyer Concessions: What Sellers Should Expect in SLC / Weber Areas”
- “7 Mistakes Utah Sellers Make When Inventory Rises”
Use SEO keywords like “Salt Lake listing strategy 2025 Realtor,” “Northern Utah get listings,” “Weber County real estate agent tips.”
Offer a free “2025 Seller Strategy Audit” (with comps, estimated net proceeds, risk-adjusted scenario) as a lead magnet.
Let that funnel feed into proposals—sellers who already understand concessions will more easily trust your negotiation plans.

4. Manage Seller Expectations, Then Exceed Them

In a shifting market, overpromising is fatal. Instead, underpromise and overdeliver.

Be brutally honest: tell sellers that they may need to offer concessions, as the market is not as aggressive as in prior years.
Use analytics (days on market, Inventory, absorption rates) to calibrate a realistic timeline.
Offer to revisit pricing in X days if no offers come through.
Promise and deliver regular communication, including weekly updates, feedback from showings, and marketing analytics.
Demonstrate your willingness to adjust and pivot (e.g., price drops, buyer incentives) proactively—not wait.

5. Use Buyer Behavior Insights as Market Advantage

Understanding buyer psychology in a buyer’s market provides valuable insights into negotiating with sellers.

Buyers today expect seller concessions (rate buydowns, closing credit, repair credits). Let sellers know that in many contracts, some concessions will be requested.
Emphasize speed and responsiveness: buyers will gravitate to listings that are in pristine condition, well-marketed, and easy to transact.
Counteroffer aggressively on timing, inspection windows, and financing contingencies.
Educate sellers to prefer stronger offers with fewer contingencies over high-dollar offers with heavy demands.
Use backup offers and escalation clauses defensively to maintain leverage for sellers.

Sample Pitch Outline to Use with Prospective Sellers

Market Reality: “Inventory has jumped, homes are taking longer to sell, and buyers are demanding concessions. But with the right negotiation and marketing, we can still protect your proceeds better than others.”
Edge = Negotiation + Marketing: “I specialize in strong negotiation tactics and high-impact marketing to maximize buyer pressure.”
Scenario Plans: Present 2–3 scenarios (best-case, realistic, worst-case), including price, concessions, days on market, and net proceeds.
Guarantee Structure: Offer a performance guarantee (e.g., if no solid offer is received within 30 days, we revisit the plan) or a “cancel anytime” clause.
Commitment to Communication: Weekly reports, feedback surveys, flexible pivots.
Call to Action (for them): decision timeline, commitment, ask to sign or enter an agreement.

Work With Me

If you’re a Realtor in Salt Lake City, Northern Utah, or Weber County and ready to dominate listings even in a market where buyers are gaining more power, let’s talk. I offer guided, hands-on support to help you win more listings, strengthen negotiation strategies, and leverage marketing that actually moves the needle. Chat with me today to see whether joining my brokerage is the smart move to accelerate your business in 2025.

Send me a message or reply here — I’m ready to help you take your listing game to the next level.

Sources

Salt Lake County market stats (median price, days on market) Redfin
Weber County median price & days on market Redfin
Utah homes staying longer on market, sellers offering concessions The Salt Lake Tribune
Utah’s spring inventory increase & sales drop Deseret News