I don't think it is a purely academic question to ask whether "listing agent" or "listing broker" is the best way to refer to the agent representing the Seller. The clear implication is that the primary task of this agent is to "list the seller's property on MLS." Sure that is an important reason why sellers come to us -- they want us to list their property for sale by other agents in the network. But the agent representing the seller cannot earn their commission simply by listing the property for sale.

A recent blog posted by Bryant Tutas Broker/REALTOR(R),Tutas Towne Realty, Inc, Poinciana, FL made some very important points regarding the role of the agent representing the seller. My first reaction to his blog was the way he uses the term "marketing". He wrote, "In this day, of disintermediation and transparency, I truly believe that it is the intangibles that will make or break us. There is no doubt that Sellers can find everything they need, to sell their property on their own, online. Heck, they can even get their property placed in the MLS for just a few hundred bucks. And the reality is MOST properties, by far, sell through the MLS. I think the figure is about 85%." Okay so far, but then he says, "They do not need me to "market" their property and that's a fact."

My problem is that this is not what marketing means to me. Marketing is not the listing of property on the Internet -- at best, that is a part of selling, not marketing. Marketing is the total process involving the "product, price, placement, and promotion."  It involves doing whatever it takes to help our clients sell their property at the highest price, in the shortest possible time, with the least amount of inconvenience and stress on their part.

Broker/Realtor® Tutas pushed my hot button again when he continued, "So why pay me x% to market their property? They shouldn't. If all they needed me for was marketing their property then I agree completely they are wasting their money. Hire a marketing company like "For Sale by Owner" and have at it." No, no, no! Companies like "For Sale by Owner" are not "marketing companies." They are companies that sell services to homeowners that assist them in attempting to do their own marketing. There is a world of difference between companies that do this and professional realtors® who engage in the total marketing function on behalf of their clients.

But before I had time to react further I read on, and realized that my differences with Tutas were more a matter of semantics than substance. I totally agreed with him when he said that if the owner wants to handle their own marketing they should …

Be prepared to pay them [companies that offer "For Sale by Owner" tools] upfront.
Be prepared to arrive at your own pricing.
Be prepared to arrange all of you own showings.
Be prepared to screen potential Buyers.
Be prepared to negotiate your own deal.
Be prepared to complete all contracts and disclosures required by law.
Be prepared to deal with inspection issues.
Be prepared to deal with unscrupulous REALTORS®, lenders and Buyers.
Be prepared to deal with your own emotional issues with no one to turn to for advice and comfort.
Be prepared to dispute a bad appraisal.
Be prepared to find another Buyer when yours decides to walk at the last minute because you lost your temper with them over a $100 washing machine.

Yes, yes, yes! That's what I'm talking about. Marketing is to total process involving pricing to market; making sure the property is market ready; preparing a special website to promote the product (the property) effectively; making sure that agents who may represent buyers who are looking for properties like this one know it is on the market; negotiating a contract that is a good deal for both parties; following the transaction to closing making sure that a good deal doesn't go south before closing; etc., etc., etc.

Although Tutas and I may continue to differ over semantics, we have no disagreement when it comes to substance. As the listing agent/marketing agent it is my responsibility to provide total marketing service to my clients. If I do this well, you won't hear them asking, "How do you justify your commission?" Instead, they will lavish praise to the point of embarrassment sometimes because of the way you have helped them accomplish their goals. And they will do this even when their property sells the first weekend it is listed!