Real Estate Should Talk Without The Words. Marketing Property.

By
Real Estate Agent with MOOERS REALTY ME Broker License 106759

    

Saw Sherlock Holmes flick last Thursday night. His powers of observation would make him a heck of a REALTOR.

When a real estate broker approaches a property, his mind whirls in to overdrive. What to capture, rebroadcast for listing elements to showcase what the seller owns. Where this property is coming from. What it has been through, good and bad.  You learn alot about the owners too. You see what has happened here, and understand why. Seeing the pieces, assembling them for others on line to form the same property scene. Like a mental Rubik's Cube put back in to proper color formation on the other end ofhoulton maine window,stained glass rays the wire or fiber options.

     Weaving those pieces, individual images in to a running video which is 30 "images" per second. The sounds of the property like the wind in the trees on a woodlot. Or the chimes singing by a lake cottage, tinkling melodically.

Wildlife audio like chipmunks arguing, loons crying, bees buzzing as they make multiple stops in their direct flight to the beehive somewhere near the property.

     Marketing of real estate is like that. The technique should not show. Transport of the buyer to the place you are collecting information the goal. Just the facts, the black and white of it all in your inspectors top ring binder reporters notebook gets collected. Your marketing should follow the AIDA approach. You need to get the attention of the on line, print, whatever medium you use buyer. Then the images/video hopefully hits a personal interest button. The desire to watch closely, ask questions hopefully kicks in to gear. And action...you need Joe and Jane Might-Like-To-Buy to visit your area. Or at least to call, watch the local videos you produce about where the property is located.

     So in many ways we are Inspector, Detective Holmes. Taking it all in, collecting the pieces, elements of the property. All of them put up in the light, studied one by one and considered for the listing presentation you produce. Each property different, the approach varied according to the need and what you have to work with. If you took ten of the countries best property marketers, the splash, the media on this new listing would be ten different colors. No two the same. Like a jeweler with a ten carat diamond to cleave, break up to maximize the return on that diamond. Not a lot of room for mistake, error. Marketing real estate should be just as serious. It is. The most important investment a buyer and seller will probably ever make right?

Maine REALTOR Andrew Mooers

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Rainmaker
559,979
Ken's Home Team LLC. | 360.609.0226 | Portland, OR & Vancouver, WA Real Estate Team
Ken's Home Team LLC. - Vancouver, WA
- SOLD IS OUR FAVORITE 4 LETTER WORD -

Nice post, good info.

Jan 31, 2010 01:08 AM #1
Rainmaker
47,576
Nicole Borsey
Coldwell Banker Residential Brokerage - Stamford, CT
CDPE | Stamford CT Real Estate

Exactly right!  Great Post :) We ARE detectives. Marketing the home is THE most important task of the agent - next to determining correct market value :)

Jan 31, 2010 01:09 AM #2
Rainmaker
1,945,792
Andrew Mooers | 207.532.6573
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

Noticing the details, capturing them in imagery, video and not just trying to write the copy to try to convey the "colors" or the flavor of what we have here for a property to consider. I have seen brokers with only 8 crayons that are masters at getting the property "out there". And other flancy smancy big crayon boxes that had the tools, but missed the clues. REALTORS have lots of skills/tools in the utility belt they wear. Powers of observation and making the jump to get that over the wire for buyer to connect with is why video is soooo powerful. Thanks Nicole and Ken!

Jan 31, 2010 01:16 AM #3
Rainmaker
1,004,102
Kevin J. May
Florida Supreme Realty - Hobe Sound, FL
Serving the Treasure & Paradise Coasts of Florida

Andrew, there would be some tough competition if Sherlock were in the fray.  He certainly could teach us a thing or two along the way.  Thanks!

Jan 31, 2010 01:21 AM #4
Ambassador
1,485,851
Jim Crawford
Crye-Leike REALTORS® - Atlanta, GA
Jim Crawford Atlanta Best Listing Agents & REALTOR

Well said Andrew!  Never underestimate the power of observation.  We learn a lot from it.  It is elementary!

Jan 31, 2010 01:55 AM #5
Rainmaker
1,945,792
Andrew Mooers | 207.532.6573
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

If the broker sees the property thoroughly but leaves it out of the marketing, something about the property puzzle is missing for the buyer. You only have so much time to get his interest. And knowing how much to consisely but fully get out there in front of him is the challenge. To entice him come in to your real estate marketing tent for more instead of continuing to wander and back to surfing the net.  Should be elementary.I think when the office gal writes the copy for the mls and not you, that is where something is vastly wrong and lost in translation.

Jan 31, 2010 02:37 AM #6
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Rainmaker
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Andrew Mooers | 207.532.6573

Northern Maine Real Estate-Aroostook County Broker
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