Turn three comps into a signed listing with this powerful playbook.
From the team that created real estate's most versatile marketing tool, here's the The Art of the CMA, 2nd Edition.
At the center of every real estate transaction is a value exchange. For your clients, accurate valuations can mean increased leverage, multiple offers, and faster sales for more net profit.
When accuracy truly matters, AI and algorithms need help. The best way to determine the true value of a home is by combining data with your local human expertise.
Zestimates and iBuyers offer ballpark figures, but a professional CMA that combines timely data and your local market knowledge can help your clients win every presentation.
Pricing is the #1 way agents lose the listing. Here’s how to win.
The numbers are clear. Our 2026 Survey of Best Practices for CMAs and Listing Presentations polled 2,165 U.S. real estate pros, and 89% said that CMAs are more relevant than ever.
Accurate valuations. Powerful presentations. Proven ways to leverage technology to win more listings. That's where The Art of the CMA comes in.
Chapter 2: The Anatomy of a CMA
Does your CMA do that? How do top agents and brokers use CMAs to win more listings? Here's what to include in your CMA reports that others don't.
Chapter 6: The Kitchen Table Battlefield
Be prepared. Learn a simple but powerful three-step presentation framework to increase your chances of winning every listing appointment.
Chapter 8: Using CMAs for Prospecting
You've got a lead! Modern CMA software enables you to quickly create custom, local landing pages you can easily link to social media platforms. Drive traffic to your own website, engage new prospects and expand your sphere.
Chapters 4 & 9: How to leverage Zestimates and iBuyers
Don't get mad, get even! Today's modern agents and brokerages must compete offline and online. Learn how top agents are leveraging Zillow's Zestimates and iBuyer offers to help them generate new business and create a listing presentation experience like no other.
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Brokers, teach them to fish. Give your agents the new playbook to real estate success. Help them create incomparable CMAs, generate new leads, and win more listings.
About the Authors
Greg Robertson
Greg Robertson has been in real estate for over 28 years. He is the co-founder of W+R Studios , which acquired by Lone Wolf Technologies in December 2020. He now serves as their Head of Enterprise Sales. Greg is on the "Power 200", a list of the most influential people in real estate. He has served as a director on the Council of MLS (CMLS), an organization dedicated to improving the Multiple Listing Service industry. He publishes the popular real estate technology blog, Vendor Alley. He also hosts two podcasts, Listing Bits and Industry Relations.
Greg lives in Huntington Beach, California with his wife Jennifer, their three kids, and dog Molly.
Follow Greg on Twitter
Charles Warnock
Growth Marketer, Content Strategist, Author, and Tech Journalist based in the San Francisco Bay area. Charles is the Director at Content Marketing Factory, a marketing agency specializing in media and marketing assets for enterprise tech and SaaS companies. He has 15 years of experience in real estate and mortgage marketing and communications. In addition to The Art of the CMA, he is the co-author of Future Ready: A Changemaker's Guide to the Exponential Revolution.
He lives in Livermore, California, with his wife Annette and daughter Sophia.