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. Download it here.
Accurate valuations. Powerful presentations. Proven ways to leverage technology to win more listings. That's where The Art of the CMA comes through for you.
The CMA is real estate's most versatile marketing platform. Equip your team with the playbook to win more listings, sales, and loyalty.
Brokers and agencies: Give your entire team the playbook to real estate success, with proven tools and systems for accurate pricing and compelling presentations. Help them create incomparable CMAs, generate new leads, and win more listings.
What if all your agents had a proven system for presentations that make it simple for selllers to say yes? We provide aggressive pricing and bonus training content to help your team level up.
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 are the selling secrets to include in your CMAs that others don't.
Chapter 6: The Kitchen Table Battlefield
Be prepared. Learn a simple but powerful three-step presentation framework to overcome objections and increase your chances of winning every listing appointment.
Chapter 10: Using AI to Create a Winning CMA
Artificial Intelligence cannot replace you. But It absolutely can help streamline your CMA process. In this chapter, you'll learn how to turn data into a clear pricing strategy, use AI in a safe and compliant manner, and save time on scripts, explanations and follow-ups.
Chapters 4 & 9: How to leverage Zestimates and iBuyers
Don't get mad, get the advantage! Today's top agents and brokerages must compete offline and online. Learn how to leverage Zillow's Zestimates and iBuyer offers to generate new business and create a listing presentation that wins hearts and minds.
About the Authors
Greg Robertson
Greg Robertson has spent his career at the intersection of real estate and technology. He co-founded W+R Studios, the company behind Cloud CMA — the comparative-market-analysis tool used by more than 500,000 agents to win listings, later acquired by Lone Wolf Technologies.
He's also one of the industry's most consistent voices: founder of the influential blog Vendor Alley, host of the Listing Bits podcast, and co-host of Industry Relations with Rob Hahn. He also runs a organized real estate consulting company Giant Steps
Greg lives in Huntington Beach, California with his wife Jennifer, their three kids.
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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.