You're pitching for a listing tomorrow. The vendor's seen two other agents already. A scribbled-down number on a piece of paper won't beat them. A polished CMA PDF with comparables, photos, and a clear valuation rationale might.
The CMA is the document that wins or loses the meeting before you arrive.
What goes in a CMA
Cover page with vendor name and property address. Executive summary with the valuation range and rationale in one paragraph. Comparable sales — three to five recent transactions in the same area with photos and sale prices. Current market analysis — what's on the market now and at what asking prices. Marketing strategy summary. Closing page with next steps and contact.
Build the content in Word
Draft each section in Word, including tables of comparables and any charts. Convert to PDF when complete. If the comparables come from your MLS as PDFs, merge them into the right section. The result should read as one polished document, not a Frankenstein of attachments.
Photo presentation
Each comparable should have one good exterior photo. Don't dump four photos per property — the vendor only needs to see one to register the comparison. Compress PDF once the full CMA is assembled to keep the file under 10MB for easy email.
Brand the cover
The cover page is what the vendor sees first. Agency logo, property address, vendor name, and date. Make it look like an effort was made. A generic-looking CMA loses to a personalised one almost every time. Use annotate PDF to add the vendor's name dynamically if your template is otherwise generic.
FAQ
How many comparables should a CMA include?
Three to five. Fewer feels thin; more loses the vendor's attention. Each comparable should have a photo, sale price, date, and a sentence on why it's relevant.
Should I include comparables that didn't sell?
Yes — properties withdrawn or with significant price reductions illustrate the market floor. Include one or two to balance the picture.
How long should a CMA be?
Eight to twelve pages including cover. Anything shorter feels rushed; longer loses attention.
Should I leave a printed CMA at the meeting?
Yes — bring two printed copies and email the PDF afterwards. The vendor often shares the email version with a partner who wasn't at the meeting.
The CMA wins the meeting before the conversation. Build a polished CMA in Flint and you arrive ahead.