Our Newspaper Ad Never Has Prices Or Text For Homes | Only the Address

Services for Real Estate Pros with RE/MAX Executive Realty 104763


Listings are our bread and butter, as they have always been. When I was active, I was a listing agent. I’ve drilled the importance of that into Tammy & Andy.

When I market their listings, I use both online and offline. The offline is there for future home sellers to see. I do not market for buyer calls and fully expect all buyers to have a buyers’ agent.

A very important source for offline marketing is print marketing with a full page of listings in the local newspaper.  Every listing that I’ve seen in that newspaper, from other agents, has an address and a “price.”

I give the address of every home so buyers can drive by and see the home and the area. However, I never post a price. Never with print marketing, only online in a blog post.

Homeowners who have not listed yet will always keep our full page ad they receive in the mail every month. We see it on the table along with the postcards during our listing presentation.

As I continually state, we must think as the homeowner thinks, when we prepare our marketing pieces. When I see homes by other agents in the newspaper, I often see “Price Slashed” and “Price Reduced.” That works AGAINST the agent with potential sellers who are reading that newspaper. Homeowners will be questioning the ability of the agent to price properly; or may be thinking that agent “bought the listing” and was not honest with the pricing, just to secure the listing.

Homeowners see prices of other listings that are on the market and always think those homes are not as good as theirs.  Then their thoughts become out of control, with illusions of grandeur about their home. Of course, we resolve all of those thoughts with our detailed Market Analysis.

We need to be mindful of how every marketing piece will be interpreted by the people we are targeting. We must ALWAYS think as they might be thinking.

That last statement holds true for online marketing, as well; and that’s the main reason for thinking about the comments you write on another agent’s blog post.  Potential homeowners are reading those comments. Agents who are commenting on a listing online should state their thoughts in a manner that a homeowner would interpret properly to the agent’s advantage, when reading!! 

Just a few thoughts for the moment….

Posted by


Barbara Todaro

Marketing Agent for The Todaro Team

308 W. Central St...suite E

Franklin, MA 02038


Exclusive Marketing Agent for The Todaro Team


             Copyright © 2009 - 2019 Barbara Todaro

                               All Rights Reserved



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Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Hello Marbara, The MARKETING GURU, This should be in chapter 3 of the Marketing book you should write.  It would be a best seller!!

Apr 14, 2019 09:05 AM #21
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Sheila Anderson that's the ONLY way to think if you want to attract homeowners....

Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400 (Sheila)...they could at least "clean it up" to reflect something other than a fire sale.... Improved Price reads better if one must drop a price..... 


Apr 14, 2019 09:12 AM #22
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Dorie Dillard CRS GRI ABR always know your audience and learn to think as they think so your marketing will attract them...

Nina Hollander a few comments reflected the fact that all areas are different.... People are people!!! it's all about them, the homeowner, and I think it's reasonable to say that people having "similar profiles" would often think similarly....profiling a client is important no matter where the client lives.... think as he/she thinks and you'll be on track to close.

Apr 14, 2019 09:20 AM #23
Debe Maxwell, CRS
www.iCharlotteHomes.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

I totally agree with not stating the price, Barbara - I WANT my phone to ring, whether it's buyers or agents on the other end. There's NO ONE who can romance my listings like I can (or you can) - I know the property like the back of my hand. Other agents don't!

So, I don't care if they have an agent, I would still like to be the one sharing the information with them - romanticizing the heck out of my listing! Then, they can bring their agent by for a showing, knowing more about the property than their agent does.

Apr 14, 2019 10:05 AM #24
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Good Sunday afternoon, Barbara. 

Have an outstanding week.

Apr 14, 2019 10:11 AM #25
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Debe Maxwell, CRS and that's why you make money, no matter what the market conditions may be....and that's a conversation and/or a section I'd include in the pre-listing presentation.... it's important for your seller to know that you want everyone to call you directly and not an agent who is not familiar with the property....your job is to get people through that listing.... if they don't see it, they'll never buy it....and you can get them pumped up....

just as you say, they can bring their agent along with them.... buckle that agent in the back seat!!

Apr 14, 2019 10:13 AM #26
Patricia Feager, MBA, CRS, GRI,MRP
Selling Homes Changing Lives

Barbara Todaro - I applaud you for your critical thinking, putting yourself in the buyer's shoes when advertising listings and sales prices.

Texas is a non-disclosure state; therefore it is an advertising violation for agents if we do that in my state. But I have to say, even if I were to expand my business into another state or move to a different state where it is okay to advertise with the list price, I would continue to market as you described. 

Something that never sits well with me is words, "Price Reduced," "Price Just Slashed," etc. I just don't think it's smart advertising and you never know what consumers are thinking. But even worse, how it impacts the Seller, their family, friends, co-workers, Adult Children, or the neighbors. There are some things that should remain personal and confidential between agent and sellers and in my opinion, price changes don't need to be advertised. To me, it's a disservice to the seller, especially if a new buyer just started looking. 

Apr 14, 2019 12:52 PM #27
Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Patricia Feager, MBA, CRS, GRI,MRP we must always remember first and foremost to remember who we represent....and we need to think as that person thinks when we prepare our materials for marketing....  agents are never taught to market in this manner... marketing is more than describing the property.....it's become a psychology 101....and beyond!

Apr 14, 2019 01:10 PM #28
Kristin Johnston - REALTOR®
RE/MAX Realty Center - Waukesha, WI
Giving Back With Each Home Sold!

I can see why Kathy chose to highlight your post this week!  Great job!

Apr 15, 2019 06:30 AM #29
Kat Palmiotti
Grand Lux Realty, Monroe NY, 914-419-0270, kat@thehousekat.com - Monroe, NY
The House Kat

This is great information about works (and doesn't work) in newspaper marketing. Thanks!

Apr 15, 2019 07:08 AM #30
Mike Cooper, GRI
Cornerstone Business Group Inc - Winchester, VA
Your Neighborhood Real Estate Sales Pro

Great points, Barbara. We definitely need to be a support system for our colleagues.

Apr 15, 2019 08:22 AM #31
Graziella Bruner
NCS Premier Real Estate - Detroit, MI
Associate Broker - Serving Wayne & Oakland County

Great post and great concept.  As Agents, we should be helping and assisting each other. I agree with not putting the list price on advertisements, it really does help our sellers. Have an awesome week.

Apr 15, 2019 09:03 AM #32
Paula Hathaway, REALTOR, LBA
Douglas Elliman Real Estate - Southampton, NY
...The Most Informed Agent In The Hamptons!

Hi Barbara: What a great post! ...and useful too! It is such a different world out there and I agree that we need to think about the way the public sees us and our listings, more than ever. Thanks for a great read!

Apr 15, 2019 09:30 AM #33
Sharon Tara
Sharon Tara Transformations - Portsmouth, NH
New Hampshire Home Stager

A great choice for Kathy's weekly selections!

We need to be mindful of how every marketing piece will be interpreted by the people we are targeting. We must ALWAYS think as they might be thinking.

Apr 15, 2019 01:35 PM #34
Margaret Rome, Baltimore Maryland
HomeRome Realty 410-530-2400 - Pikesville, MD
Sell Your Home With Margaret Rome

Barbara Todaro I did not think you could teach an old dog a new trick. Just recently stopped putting prices in but not for your reason. Would love to talk about this. Are you up for phone call this week?


Apr 15, 2019 10:35 PM #35
Jim Buff

I would love to see how your advertising appears in the paper. Care to email me an ad?
I love the idea of no price.
Jim Buff
Asheville, NC

Apr 16, 2019 05:53 PM #36
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

Personally I have never liked the Words "slashed" or "Price Reduced" ... in fact, I believe I have only used the Rider two times ( and only because the seller demanded it ). I think it just SCREAMS "Agent Priced this one TOO High!"

Apr 16, 2019 09:40 PM #37
Ron Aguilar
Continental Mortgage - Saint George, UT
Mortgage & Real Estate Advisor since 1995

Barbara, thanks for your post. I completely agree with your strategy. 

Apr 17, 2019 07:01 AM #38
Jane Chaulklin-Schott
TEAMCONNECT REALTY - (407) 394-9766 - Orlando, FL
TeamConnect Luxury Homes - Orlando, Florida, 32836

And you write, "...Just a few thoughts for the moment..."  and the readers stand in awe.  As Will Hamm wrote and others also, write your marketing book, Barbara Todaro;  it will be a best seller!! 

Apr 17, 2019 09:43 AM #39
Kimo Jarrett
WikiWiki Realty - Huntington Beach, CA
Pro Lifestyle Solutions

While not posting a list price adds drama to the property, it also adds drama to the listing agent, doesn't it? How much drama will be a positive outcome? Researching the property in the MLS will provide the good, bad or ugly perspective drama that surely will unfold, yet, I'm betting on your marketing experience the results will be extremely positive. However, most, if not many, listing agents will not be as successful. 

Apr 21, 2019 04:07 PM #40
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Barbara Todaro

Marketing Agent for The Todaro Team
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