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Where Should a Listing Agent's Marketing Really Be Directed?

By
Real Estate Agent with Hilton Head Lowcountry, LLC dba Keller Williams Referrals

Homeowners I meet who are interested in selling their home ask a lot of questions about the advertising plans I have for their home.  And it is customary in the real estate business to promote the many unique and creative methods we have developed to find buyers for their property.  Real estate magazines flood the market with listings, most of which prominently promote our own name and logo as well.  But there are other strategies that may actually bring more buyers to our listings.

Cynics would say that one reason we place so many of these advertisements is (1) to demonstrate to the seller how active we are in promoting the sale of their home and (2) with striking personal listing advertisements, we are able to attract even more sellers who want to list with us.

Of course, I do actually believe that listing advertisements directed nationally to buyers are important despite the intended or unintended consequences above; But I received an email today from a Realtor announcing a new listing with a link in her message to a website with a beautiful description of the home for sale and a dozen spectacular pictures.  Nowhere to be found on the site was any mention of the listing agent.  In the same vein, I attended a broker's open house recently where I picked up a striking brochure with a blank space for contact information.  Both of these Realtors invite and encourage other agents to use this material liberally as their own.

Sellers themselves don't often appreciate that a listing agent does more for them when marketing efforts are directed at other Realtors, not the public generally.  Realtors who understand this and creatively find ways to empower their "team" of other Realtors throughout their region and beyond may exponentially increase the exposure of their listings.

Comments (6)

Chip Jefferson
Advanced Building LLC - Lexington, SC
Yes it is a avenue of exposure that I look at. We elimintaed having to hire outside agents by placing my wife with a well known organization. Now we see exposure form day 1 on the listings!
Apr 23, 2008 11:47 PM
Gary McAdams
GMAC Schwartz Property Sales - Key West, FL
I focus most of my marketing on the internet.  I ask a seller, "If you were looking to buy a home, or any large item for that matter, where would you start your search?".  Nine times out of ten they say on line.  Then I focus on how many websites my company has.  In that rare case they say somewhere else they have already given me the answer.  If they say "News Paper" I know with this one I need to be in the news paper.  People will give you the answer they want to hear if you just ask.
Apr 23, 2008 11:50 PM
Gary L. Waters Broker Associate, Bucci Realty
Bucci Realty, Inc. - Melbourne, FL
Eighteen Years Experience in Brevard County
Call me old fashioned but I think the Internet is the way to market...is that old fashioned yet?
Apr 23, 2008 11:55 PM
Nancy Brenner
Referral Associates of Georgia, Inc. - Roswell, GA
Roswell Georgia Real Estate Agent
Definitely on the internet.  I also hang a flyer of my listings in our office window.  But I like Gary McAdams' method.  I'll try that on my next listing.
Apr 24, 2008 12:12 AM
Scott Guay
Berkshire Hathaway Home Services PenFed Realty - Ocean Pines, MD
Associate Broker. Ocean City and Ocean Pines MD
I think it is a powerful message if you can prove to the seller that their listing will be on page one of the major search engines. Google "4 windward ocean pines Maryland"  All but 1 are a result of my marketing and two are a result of AR and Localism.
Apr 24, 2008 12:20 AM
Jerry LaRose - Orlando Fl Real Estate Expert
Orlando Realty Partners, Orlando Short Sale Specialists - Orlando, FL
Orlando Fl Real Estate Expert, Short Sale Expert
Rick - Internet is it. From Postlets, craigslist to blogging about it. exposure..exposure..exposure. However, I do like the thought of dloing flyers for homes and not having your info. on it. That way prospective buyers with their agents will take one. I know I've been a little reluctant at times for my buyer to take flyers from the homes we're looking at with other RE agents info. on it. I think I may try that.
Apr 24, 2008 12:37 AM