Real Estate Blog - Strategy: Do Photos On Flyers Help Sell Listings?

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Strategy: Do Photos On Flyers Help Sell Listings?

The other day I stopped in at a local office that I used to call on when I worked for the title company. I had an appointment, but I wasn't charging for my time. The purpose of this meeting was to exchange information and maintain my relationship with that office. I've never been a broker or an agent, so I learn by listening.

I asked an assistant about listing flyers to see if they used corporate resources, free templates, or local talent. The answer, much to my surprise, was that they did their own black and white flyers in Microsoft Word with no photos.

"Why no pictures?", I asked.

"He says he doesn't want to give it all away", the assistant replied.

Is that an excuse or a clever strategy to get people to come and see the property for themselves?

Before you answer, I should let you know that this broker personally closed almost 20 transactions in 2007. I verified it with an outside tracking service. That number puts him in the top 1% in Santa Clara County.

It would be unpardonably arrogant of me to dismiss sales tips from a veteran broker who consistently delivers strong numbers even during a down market. I have to be open to the possibility that he's on to something.

Do any of you avoid "giving away" photos on your listing flyers?

Frank Jewett

Posted by Frank Jewett on 04/18/2008 04:49 AM

Comments (4)

strategy, listing, flyer, photos

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4 Comments on Strategy: Do Photos On Flyers Help Sell Listings?

APR

2008

I would have never thought that but it makes sense. Give them data and information to make them want to see the house. I always used many photos and few words. I like the old saying: "A picture is worth a thousand words".

Hi Frank - If that veteran broker is in the top 1%, I would predict he is able to convince sellers to price their properties where they will cause excitement and interest. It could also be that he has such an intensive internet marketing campaign that photos on listing flyers are totally unnecessary? Would you be able to check his web page and listings to see if he "gives photos away there", or is true to the concept of not giving too much information?

In answer to your question, yes, I "give the photos" away. not only on listing flyers, but on the MLS with many listing pictures and virtual tours.

Gary, his flyers are "just the facts" without a lot of poetic embellishment. He doesn't use industry cliches like "cozy" and "charmer" as euphamisms for "small" and "old."

Jim, he does post pictures on the MLS, but he doesn't use virtual tours. I guess what he is trying to avoid is drive bys who slow down to grab a flyer rather than stopping to see for themselves. He sees the interior of the house as part of the draw. This is approach is so different from what I usually see that I had to mention it.

Thanks!

Frank Jewett

APR

2008

I see too many buyers just pass over anything that doesn't have pics. And, I would rather have 10 people that liked what they saw that a bunch of curious people that aren't serious.

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