I began my real estate career ten months ago as an agent on a team, where our team leader was responsible for handling all of the advertising. I was not involved in any aspect of the advertising process other than admiring the ads once they were printed in various publications. I could definitely handle that task. At the time, that was a huge relief for me, as I knew nothing about advertising, and wouldn't have even known where to begin. Having been a member of this team for nearly a year, I began to contemplate the pros and cons of being on a team versus being a stand-alone agent. In the end the decision was made to work as a stand-alone agent, fully aware of all of the responsibilities that would go along with this change.
Work has been a whirlwind since the moment I changed to a stand-alone agent. The initial 3 weeks were extremely hectic with office work as well as client management tasks. It wasn't until recent that I had to make a decision about advertising my listings in print publications. Wow, what a chore. Which publication do I advertise in? Do I sign a long-term contract? Do I advertise month-to-month? Do I advertise in more than one publication? Do I advertise my open-houses? Do I advertise other agents' high-dollar listings with mine? Do I advertise in print at all????? Every agent has their own opinion on this subject....only newspaper, only magazines, both, alternate months, every month, etc...The bottom line for me initially was that I need to make my clients happy, if they ask for it, they get it. I spoke to the owner of one of the real estate magazines and had pretty much decided that I was going to sign a 13-issue contract. Then I woke up.
The very next morning I attended a class about FSBOs and Expireds. At some point during the class the agent/instructor shared her listing action plan with us. Low and behold there was no mention at all of publication advertising. We could not believe it. She explained to us what sells houses: Price, Condition and Agents, not advertising. She also told us that she actually called, not emailed, the top 20% of agents in her market and told them about her listings. She also showered her selling agents with closing gifts, which is where she spent her marketing dollars. The more she rationalized her theory, the more convinced I was that I was about to make a big mistake. I thanked the Lord that I went to this class prior to making that phone call to the magazine to sign my advertising contract.
So, what do I do? I believe in my heart that what she said is true, yet my clients obviously ask and expect me to advertise their properties in magazines and the local newspaper. I advertise my listings heavily on the web and hold open houses. I am going to implement the "Top 20% Calling", but is that really enough? Do I make my clients happy by advertising their properties or by selling their properties?
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