Greg Robertson’s updated field guide shows agents how to combine better technology with the distinctly human skills that win listings
Artificial intelligence can analyze property data and generate a valuation in seconds. That does not mean it can win a homeowner’s trust.
That distinction sits at the heart of the newly released second edition of The Art of the CMA, written by longtime proptech innovator Greg Robertson and marketing strategist Charles Warnock. The expanded book offers real estate agents and brokers a practical playbook for creating stronger comparative market analyses, delivering more persuasive listing presentations, and demonstrating their value in an increasingly technology-driven market.
Greg is a friend, an industry colleague, and someone whose work I have followed for many years. He has spent more than three decades building real estate technology companies and helping professionals use technology to improve—not replace—the work they do for consumers. This book distills much of that experience into a resource agents can put to work immediately.
Its arrival is timely.
Today’s agents face elevated interest rates, constrained inventory, affordability challenges, growing competition, and higher costs for marketing and lead generation. At the same time, sellers have immediate access to automated valuations, online market data, and increasingly sophisticated AI tools.
Having access to data is no longer a differentiator. Knowing how to interpret that data, place it in context, and turn it into a sound strategy is.
As Greg explains, “Technology can estimate property values, but only exceptional agents can create massive value for buyers and sellers.”
That is exactly the opportunity this book addresses.
A field guide for winning more listings
The second edition of The Art of the CMA goes well beyond instructions for operating a CMA platform. It presents a three-step framework for winning listings and explores how agents can combine data with the human skills that create lasting value.
The expanded edition includes:
- Best practices for developing AI-enabled CMAs and listing presentations
- Updated valuation strategies for today’s market
- Modern scripts and techniques for handling objections
- Practical guidance for telling a compelling story with market data
- New perspectives on transparency, compensation, and consumer trust
- Original research on CMA and presentation practices
- Expanded discussion of Zillow, iBuyers, and evolving consumer expectations
That makes the book valuable for new agents learning how to conduct a professional listing consultation, experienced agents seeking greater differentiation, and brokers or team leaders looking for a practical training resource.
It is also a reminder that a strong presentation is not about overwhelming sellers with charts and statistics. Its purpose is to help them understand what is happening, what their options are, and why the recommended strategy makes sense.
The best agents turn information into clarity. They help consumers make confident decisions during what is often one of the largest financial transactions of their lives.
Technology raises the bar for professionalism
AI is not lowering the importance of real estate expertise. It is raising the standard by which that expertise will be judged.
When every agent has access to similar technology, competitive advantage comes from how well that technology is used. Agents who understand their market, verify their information, ask better questions, communicate clearly, and connect pricing recommendations to a seller’s goals will continue to stand apart.
That is why I believe The Art of the CMA deserves a place in the professional library of every residential agent, broker, team leader, trainer, and coach.
Greg and Charles have created more than a guide to producing a better report. They have developed a blueprint for organizing the entire listing conversation around the value an exceptional real estate professional brings to the client.
The tools will continue to change. The responsibility to interpret, advise, negotiate, and earn trust will remain.
If you want to become more effective at winning listings—and more confident in explaining your value in the age of AI—I encourage you to order the new edition of The Art of the CMA.
The book is available in paperback and digital formats at TheArtOfTheCMA.com. You can also download a complimentary sample chapter and review the 2026 Survey of Best Practices for CMAs and Listing Presentations.
