What Kind of Marketing Should Sellers Expect from Their Agents? Part 2

In Part 1, I discussed how sellers must ensure they hire an agent who utilizes multiple forms of marketing to ensure the seller's property gets exposed to the largest market possible. What worked yesterday doesn't necessarily work today - just planting a sign in the ground and sticking the listing in MLS won't expose the seller's listing to everyone who needs to see it.

Sellers must demand their agents "overwhelm" the marketplace to ensure the widest possible exposure. The more buyers who see a property will increase the likelihood of the "right" buyer seeing it - thus the increased potential that an acceptable offer will be received and a closed transaction will be the result.

In addition to the listing of marketing tools and techniques discussed in Part 1, here are additional marketing methods that a seller should require from his/her agent:

• 24-hour IVR (interactive voice response) hotline (a toll-free phone number with a dedicated "talking-ad" for the seller's property, usually advertised on the flyers and websites)
• "Just Listed" postcard marketing (sent to area homes and potential buyers)
• Email marketing to local agents (the buyers usually are represented by agents, so the agents must be marketed to)
• Custom home book (a customized property binder available at the property that details area demographics, schools, community information, etc.)
• Realtor networking (Realtors know other Realtors who have buyers who may be interested in the seller's listing)
• Active buyer search (agents need to get on the phone and search for buyers)
• Real estate Blog marketing (like the blog you are currently reading, blogging is becoming more and more popular - your listing should be marketed on a blog, too)
• TV marketing (it's becoming more popular to advertise "on demand" on cable)

Notice than open houses and newspaper advertising weren't covered here. I did that on purpose. Studies show that newspaper ads don't sell homes like they used to. People are heading to the classifieds section of the paper less and less and heading to the internet more and more. The internet is where a strong presence is needed.

As for open houses, they have their place and can work. However, usually a home doesn't sell because of an open house. If your agent does them, that's great; if not, you're not losing out.

In reviewing parts 1 and 2 of this topic, you'll notice many of the marketing tools involve the internet. That is by design. The internet is where the majority of buyers begin their property search. It's vitally important that you hire a Realtor with strong experience in marketing online and with a strong track record of closed sales.

If you have any comments about this article or any other on our real estate blog, or if you have an idea for other information you'd like to see discussed, please contact us directly or leave a comment on our blog.