Marketing a listing . . . Enigmatic . . . Necessary? #in

By
Real Estate Broker/Owner with Pareto Realty TN #251071

Some random thoughts about to flow here, so just hang on for the ride.

Have you ever really wondered if marketing a listing actually WORKS?

Given the time, effort, and MONEY we all spend marketing our listings and/or services, what is the RESULT that you can DIRECTLY attribute to your marketing?

Are you getting the biggest bang for YOUR buck?

In this internet age, your listings automatically get pretty darned good exposure the minute you enter them into your MLS . . . and most Buyers are doing their home searches on the internet . . . and all of the IDX feeds from the same database (your MLS) . . . and google and other web search engines are spider-botting information about your listing all over the place.

What possibly could little old YOU with your limited resources of money, time and energy do that would significantly impact THAT?

Sure . . . Market DIRECTLY to REALTORS!

That's a GREAT idea. How are you going to do it?

Paper flyers delivered to offices?

Email flyers delivered by email?

Agent open Houses?

Direct phone calls to agents who work in the area?

Will that result in more showings and/or offers?

Networking and creating a NICHE!

The most successful marketers are unique (just ask Seth Godin).

People pay more attention to their products/listings because there's something special about doing business with them . . . something different from the others.

This is "Niche Marketing" . . . create a special look, feel, product . . . and network with people who seek just that.

so . . .

IMHO - The most effective Marketing really is not much more than an extension of your personality.

See?

Most business people screw up their marketing efforts from the get-go by abandoning their own authenticity. BE who you ARE in everything you do, and the rest will take care of itself.

Of course, this will require a HUGE dose of faith . . . but then, that'll have to be another story told another day :-)

I'm just sayin'

Best,

b

 

Posted by

Barry Owen

Founder
Principal Broker
Pareto Realty
Nashville, TN

615.502.2080
www.paretorealty.co  
Call me: 615-568-2123
email me: barryo@comcast.net

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Simply & BOLDLY Living the FourFold Way in Open Space!

Quintessentially connected to the real estate industry to offer the ultimate experience for Home Buyers and Sellers in Middle Tennessee . . . Inquire within!

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Rainmaker
331,189
BethAnn Long
RE/MAX Inland Empire - Spokane, WA
Realtor, CRS, e-PRO, Spokane Wa Real Estate

I would like some more specific examples of what you do.

I agree with Julissa...

I am pretty creative with my marketing!

Jun 15, 2010 04:13 AM #9
Rainmaker
856,462
Barry Owen
Pareto Realty - Nashville, TN

great comments all . . . I like the idea of "Long Tail" marketing . . . the sum of all of the small components bringing in 20% of the Buyer is STRONG. thank you for the input.

Funny thing . . . It's usually the posts I put the least amount of thought into that end up being featured . . . Go figure.

b

Jun 15, 2010 04:18 AM #10
Rainmaker
272,565
Ross Quintana
Real E Smarter - Spokane, WA
Real E Smarter Real Estate Coach - 509-362-1966

Hey Barry, Good overall post, I think it left the topic at the end. The question was does marketing make a difference. I think it does. We are high brand high exposure marketing agents and we sell homes about twice as fast as our market avergae and for 1-3% more list to sale ratio. So in that sense I think marketing makes a difference. I also think in a compatitive market you can make your property stand out one of two ways, by lowering the price or having better marketing. The first costs the seller net returns and the second doesn't. This is why we are very busy right now.

Jun 15, 2010 04:22 AM #11
Rainmaker
490,387
Lorraine or Loretta Kratz
Crescent Moon Realty, Inc. & Land N Sea Auctions. - San Marcos, CA
Certified Negotiation Consultants

Barry:

I find that marketing is a key factor and can be what seperates you from the crowd. I recently was ask at a listing appointment --what are you going to do differently then all these other agents that I interviewed to sell my home.

When that question comes up --- you best be prepared.

Penguins

Jun 15, 2010 04:27 AM #12
Rainmaker
145,705
George Fanucci
CoreFact.com - Los Altos, CA
Internet - Technology - Business - Solutions

Good points.  Clearly, don't hide your light under a bushel basket.  Marketing to the neighborhood who may want to help you spread the word is also a good idea.  Send a Just Listed postcard to the radius .. Open House too ..

Jun 15, 2010 04:50 AM #13
Rainmaker
145,705
George Fanucci
CoreFact.com - Los Altos, CA
Internet - Technology - Business - Solutions

 .. also. don't miss out on the power of CraigsList.org as the average "Just Listed" ad gets about 100 pairs of eyeballs, about 10 ~ 20 new visitors to your website for Virtual Tour... and 2 ~ 4 new followers on your website.  (See www.iNetMore.com for more info about that waterfall effect.)

Jun 15, 2010 04:55 AM #14
Rainmaker
406,598
Marian Goetzinger
Pine Knoll Shores Realty 252-422-9000 - Pine Knoll Shores, NC
Crystal Coast Real Estate NC

Barry,  I am a writer.  In fact, a pretty good one.  I find it really funny that the posts that I write using my fabulous creative expertise (LOL) often don't even merit a comment and then I throw soemthing together and it gets featured!  Probably a good lesson to us to stop overthinking everything.

Jun 15, 2010 05:10 AM #15
Rainmaker
856,462
Barry Owen
Pareto Realty - Nashville, TN

The best part of being featured is all of the great comments and ideas that come out of it. :-)

Jun 15, 2010 05:15 AM #16
Rainmaker
313,378
Glenn Roberts
Retired - Seattle, WA

There's advertising and then there's marketing. Marketing is directed to a particular audience for a particular reason. It's way more than just 4 bdrs/2bths, pristine condition. That's advertising.

Jun 15, 2010 05:19 AM #17
Rainer
53,589
Lesley Wagstaff
Re/Max Results Realty in Vancouver, BC - Coquitlam, BC
For Real Estate and Mortgages

I agree market to agents works, but I only find it works when you add a bonus or something like that. I also get emailed listing or flyers and just throw them out.  Be sure you are offering something special and the realtors will be interested.

Jun 15, 2010 05:25 AM #18
Ambassador
1,514,065
Joe Pryor
The Virtual Real Estate Team - Oklahoma City, OK
REALTOR® - Oklahoma Investment Properties

I send all emails from Realtors to my junk mail. They should first ask for permission. If I don't work the price range, the area, or just don't have a client at that time, it is junk to me that clogs my inbox. I have a novel idea, I will get my buyers to sign an exclusive agreement while the listing Realtor prices correctly and uses the mighty resources of the internet to creat awareness.

Jun 15, 2010 05:26 AM #19
Rainmaker
288,924
Pippa Mac
Chevaux Group Realtor, The Woodlands and Spring - The Woodlands, TX
The Woodlands TX Real Estate

Barry ... thats funny about the ones "you put the least into" get featured .... you never know!!

Jun 15, 2010 05:44 AM #20
Rainmaker
856,462
Barry Owen
Pareto Realty - Nashville, TN

OBTW - Don't throw ALL of those brochures away . . . I saw one come through email that offered $100 gas card drawing from cards of agents who show it in a 7 day period . . . I was showing in that area but didn't have that house on my list because it was $5,000 over our range . . . I showed it - Won the gas card - Gave feed-back that it was overpriced (because it was) - Seller reduced $30,000 . . . and we may actually end up with a deal out of it . . . None of that would have happened had I deleted that email :-)

I'm just sayin'

Jun 15, 2010 05:57 AM #21
Rainmaker
221,197
Richard Strahm
American Foursquare Realty - Lansdale, PA
Lansdale and North Penn Real Estate

Ugh - I get way too many email flyers already!  I do not even look at them.  DELETE!  If I'm interested in a property for one of my clients, I'll find it on the MLS.  Give me a single property web site I can then point my clients to.  I have one for every single property i list.

Jun 15, 2010 07:32 AM #22
Rainmaker
302,277
Kate McQueen
CB&A Realtors - Cypress, TX
Tailored service for your real estate needs!

When I receive fliers from other agents, etc., I give them a cursory glance at best.  They go in the trash.   I attended Stefan Swanepoel's conference this morning on current trends and came home to find that Active Rain has posted Social as a free download.  Social is the way to go, but an occasional print ad doesn't hurt either.  Thinking like your target market and being where they will likely go is the key.   

Jun 15, 2010 09:30 AM #23
Ambassador
1,022,168
Margaret Woda
Long & Foster Real Estate, Inc. - Crofton, MD
Maryland Real Estate & Military Relocation

Lenn Harley had an excellent post on marketing your listings today.  You might want to check that out, too.

'Can't believe agents really delete listing fliers without looking at them.  I ALWAYS look... if someone is going to drop a property into my lap, why not?

Jun 15, 2010 09:38 AM #24
Rainmaker
155,183
Ted Tyndall
Davidson Realty Inc. - Saint Augustine, FL
I will help You find the Home YOU want to Buy

Barry, nice post. it definately works but takes more than one avenue.

Jun 15, 2010 10:24 AM #25
Rainmaker
508,224
Karen Feltman
Cedar Rapids/Iowa City, IA KW Legacy Group - Cedar Rapids, IA
Relocation Specialist in Cedar Rapids, Iowa

I think that it is great that you can put your own twist on your marketing!  Be who you are and you will never go wrong, there is nothing better that working with people that like you and that you like too!  Great post!

Keep smiling,

Karen

Jun 15, 2010 10:51 AM #26
Ambassador
1,701,830
Tammie White, Broker
Franklin Homes Realty LLC - Franklin, TN
Franklin TN Homes for Sale

I try to be authentic in everything I do.  Good food for thought.

Jun 15, 2010 11:25 AM #27
Rainer
17,607
Lynn BEHLENDORF
HomeSmart Real Estate - Phoenix, AZ

I concur with your thoughts and all those others listed here. I worked in journalism (radio, TV, print) and marketing communications for corporate firms before I started in real estate. I love listing properties because it gives me an opportunity to showcase my marketing abilties and creative efforts. I agree that a home which shows well and is priced right is usually the first to sell regardless. However, I have noticed that a lot of Realtors don't include a good number of photos that show off the property. In the Arizona Regional MLS, we can put as many photos as we like. Obviously, the main or primary photo on the front page of the listing is the most important. I have also recently attended classes about creating videos and posting them on U-tube. It is not hard to set up a U-tube account and its the second largest search engine after Google. People are visual and don't be afraid to add photos of the garage inside if it has something the might appeal to someone, a nice epoxy floor, bullt-in cabinets, a workbench. It might be at the end of the photos of the inteior of the house, exterior and yard but it's there I have one client that loves to barbecue and his present home has a nice built -in gas barbeque, so a photo of that would be something that might help put him over the edge on a property.

 

Also put in all the details you can in the listing and make the listing sheet as complete as you can including room sizes, utility companies, HOA information, community amenties. And spice up your writeup and include as much as you can in the description.

 

And push it out to as many websites and social networks as you can. You never know where that one buyer is going to come from.

 

But have fun with it and as you alluded to, make it an extension of your personality.

Jun 16, 2010 01:15 PM #28
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