We just had the introduction of the iPhone 5S a couple of days ago here in Silicon Valley. With each iteration of the phone, there is an improvement, and one of the improvements is the camera with a larger sensor for improved quality photos. That is a fantastic idea, but simply giving a better camera to Homer Simpson who has no eye for composition or who simply does not know how to use it, will not result in better quality photos. It will just yield higher resolution junk photos. The same can be said about his real estate marketing. There has to be planning and a good marketing campaign to yield good results. If there is no vision, there is no good result. And Homer has no vision or plan.
The MLS is the market place where we put our listings out to the world to sell for the highest price. You get one shot to make a lasting impression, which will result in the most money possible in your pocket. This is the time to put out your best effort to get the best results. This is where you release the best images of the home for the world to devour. If you are not up to the task yourself, then you hire a professional.
This is probably the most important phase of the marketing campaign. This is where the planning, the prep work, the cleaning, the fix-up, the inspections, the staging, the photography, the post-processing and most of the heavy lifting will take place. This is what will determine if you will make money or leave money on the table.
Yet for some people, during this pivotal point in the listing process, they simply pull out their smartphones or worse and snap a few photos without doing all of the necessary prep work to create the perfect moment. No artistic vision of how the property should be presented to the world. Snap. Snap. Done. The Homer Simpson style of real estate marketing.
And the results? Well, see for yourselves.
These are actual photos pulled from all listings that are between $750,000 - $1,000,000. The photos in the video represent a very small segment of llstings with horrible photos. A price point where considerable thougth should have been given to the marketing campaign and how to maximize the sales price. These listings are still available for sale. None of these are distressed properties: meaning they are not short sales or REO properties where the lenders will not pay for any marketing efforts.
So are these sellers getting value for their real estate services from Homer Simpson? Are their listings being presented in the best light? Will these photos and their concurrent marketing efforts contribute to realizing maximum sales price of their homes? They had a choice in who they hired to sell their most imporant asset.
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