Agent wants 6 listing presentations a month at $250 each plus first look at her expireds

Dumb question first: what is actually in a listing presentation? I've only ever seen the seller side of one and it was a printed booklet the agent left on the counter.

Second thing, and I think it matters more than your hourly. The expired list isn't a thing you can hold her to. If she gets busy, or her broker tells her the pipeline stays in-house, that half of the deal evaporates and you're left at $62.50 an hour doing decks for someone who now expects same-day turnaround. Price the cash side as if the data is worth zero, because it might be.

Your 4 hours is the 4 hours of a person who built the template and knows where the comps live. First time she asks you to redo the pricing page because the seller pushed back, you're at 6 hours on that deck and $41 an hour. I ran into the same thing with vendor reporting on my portfolio, the first version is cheap and the second version is where the time goes.

Cap it. One revision round included, second round billed at a stated hourly, and put the hourly in writing before deck one.

How did you end up in a position where a listing agent asks you for this? I've been trying to get any agent to answer a second email. Was it just that you kept asking her for data until you became useful to her?

Five years of this on my side and the pattern is always the same. Per-deck pricing trains the client to think of you as an errand. The monthly number trains them to think of you as their marketing person, and the marketing person gets asked for the email campaign, the open house sheet, the annual review letters. That's where the money is.

So I'd go monthly, cap at 6 decks, one revision each, and state a turnaround of 2 business days with a rush fee for same-day. The rush fee is not about the money, it's how you find out whether her "fast listing appointment" happens twice a year or twice a week.

Also: one agent is one agent. If she goes to a team with in-house marketing you lose 100% of this line in a month.

The math you posted is the easy part. $1,500 a month at 24 build hours is $62.50, and every reply above is right that revisions are what determine the real number. Assume 25% revision overhead on presentation work sold to a single agent with no defined scope and you're at 30 hours and $50 an hour. That's your realistic floor, not your ceiling, and it goes up only if you cut build time with reusable components.

The answer depends on one assumption: whether you are selling deck production or selling win rate. Deck production is the part generative AI compresses fastest. An agent with a decent prompt habit can produce a passable pricing narrative in twenty minutes, and some already do. What she cannot produce quickly is the comp selection judgment that makes the pricing page survive a seller who has three other agents' numbers in front of her. If your differentiation is the comps, price the comps and treat layout as included. If your differentiation is layout, expect the rate to fall.

On the expired pipeline, sequence without exclusivity is worth something only if the timing gap beats the dialers in your market. You said it doesn't reliably. So value it near zero in the price and treat any deal that comes from it as upside.

One more number to run before you sign anything. Concentration. One agent at $1,500 is your whole line, and the agent population is consolidating into teams that bring marketing in-house. Two more clients at $700 each is a less profitable and more durable book. Decide which of those you're building before you set the price, because the price you quote her becomes the anchor for everyone she refers.

I'd push back on compass and rena-expert a bit. You already build comp lists for yourself, so the deck work is close to free marginal effort on top of research you'd do anyway. That makes the data access the whole reason to say yes, even unexclusive.

But structure it. Ask for a standing weekly file of expireds and withdrawns from her, on a day, in a format. "I'll send you stuff" dies in week three. A recurring calendar item survives.

What happens when she changes brokerages? I'd want to know whose templates and whose brand files those decks live in, because if you build everything in her brokerage's approved format you may find half your work is unusable at the next place, and she'll expect you to redo it for free. Also worth asking what her broker's rules are on non-licensed people producing client-facing marketing, since advertising and licensing rules differ by state and her compliance person may have opinions you'd rather hear now.

One question worth asking: how does she pay? I've billed agents on the management side for years and commission-timed cash flow is real. She's flush the week a deal closes and slow the six weeks before. Card on file, charged on the first, no exceptions, or you'll be chasing $250 invoices in month four while still delivering same-day decks.