Recently I started doing some continuing staging education. I tell you honestly that after four years in business, I did it primarily to get more web presence and referrals, and I didn't think the credential would hurt with agents. Quickly I am seeing there is a lot more to be learned and to be re-learned.
One of the first (smart) things it tipped me to was to constantly watch listings for a number of variables. Of course I did that time to time, but I had never really looked in terms of the agent's marketing strategy. Today I noticed some stuff that really surprised me.
One, that in my area at least, the higher the listing, the less marketing material seems to be available, and the more likely the property is vacant. It seems to me that while it makes sense not to disclose the address or maybe the exterior with house number, it makes no sense not to have a slideshow and above all not to stage. That's a nice piece of change there. Is the philosophy that the high end listings have a limited market and will sell themselves? You would think with a six figure commission as the goal, marketing would be stellar. Can someone explain this thinking to me?
Just the variability of what gets done to market listings online is amazing. Some agents offer a full package with at least an attempt at staging, and a video clip and some extra shots taken well in good lighting. Others offer no picture at all, or four shots of which three are exterior and the fourth is so dark you can't see the features.
Is this because of marketing budget? I can't see why. Now I understand the trick is to get that four shot agent to see the value in what his competition is doing. You would think the homeowners would be insisting on competitive marketing.
Oh well, I am off to some open houses tomorrow that look as though they could use some help, armed with what comparables are doing and wish me luck.
Cheers
Debbi
Comments(7)