So please people, tell me something. Why is it that (now these are NAR numbers BTW) 86% of all consumers find their homes on the net ----66% of all consumers ONLY click on virtual media buttons like the spinning house.....BUT! only 2.67% of all listings have virtual media? NATIONWIDE!
That's like me deciding to put my billboard out on a small rural road because there are a bunch of rich mucky-mucks that live off that road, as opposed to putting my billboard on the main freeway in Southern California??? It costs me a few bucks more but the exposure is staggeringly better and my ROI becomes obvious after a shorter span of time.
Here's another one:
When I am ready to sell an old car of mine that's been sitting around gathering rust in my 3rd car garage. I think OH YEAH! LA TIMES!!! So I call them up and they tell me it will cost 65 or 85 bucks a week for a 3 line NO PICTURE ad. 1 week later....Hmmm why am I getting only kids calling.....2 weeks later...hmmmmm why does everyone have their own MECHANIC that they need to take MY car to, to see if it's ok (here's the keys "guy" I don't know...) 3 weeks.... 4 weeks...WAIT!! screeeeeeeeeech I am now into a marketing budget of over 300 bucks on my 4000 dollar car and I realize MY PRICE is WAY off! So I reduce the price to , say $3300.
What I should have done is called, AutoTrader and had them come out for 135 beans to take a few pictures (crappy pictures unfortunately) and they would expose it until it ---get this.........SELLS!! WHAT A CONCEPT!
That is why I am discombobulated with so many agents NOT getting on the stick and marketing their properties..ummmmm how shall I say this? CORRECTLY? And it doesn't matter of the market is good or bad because we heard in the killer markets from the same people..."OH I don't NEED to market, in fact I pride myself on spending the least amount in this entire brokerage" I AM NOT KIDDING ---an agent told me that exactly and many others in different words. Now the excuse is; "I don't (whinnnnne) have the money". Well then perhaps when the cycle turns again you might consider stashing away a bit of that so you can actually keep you business running in the dire times which are guaranteed to happen again. Either that or go get a job washing cars because then --you don't need to spend money to make money.
One last thing.....Since print ads have virtually gone the way of the do-do bird there is NO excuse not to have a budget that is specific to the needs of YOUR CLIENTS!
Please 'SPLAIN this to me so I am not such an overt dinglefritz next time I talk to a prospect.
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