Importance of Agent Marketing
This is an excerpt from an article on agent marketing written by Elizabeth over a decade ago for a publication. It is still very relevant today. Compare today’s marketing trends to a decade ago. Enjoy.
Beyond the expensive car or fancy clothing, a good listing agent lives and dies by marketing. Because marketing sells homes. Ask to review a complete copy of the agent’s marketing plan. Precisely, what is the agent going to do to sell your home? Here is the bare-bones minimum you should expect:
- Professional signage, including an agent’s cell phone number
- Daily electronic monitoring of lockbox access
- Follow-up reports on buyer showings/feedback to the seller
- Broker previews
- Incentives for broker/office previews
- Staging advice
- Digital targeted marketing
- Advertising in local newspapers, only if it’s warranted
- MLS exposure with 36+ professional photographs
- Virtual tour
- Distribution to major websites
- Four-color flyers, if warranted
- Financing flyers for buyers
- Minimum of two open houses, providing its location is a candidate
- Direct mail to surrounding neighbors, out-of-area buyers/brokers
- Exposure at Board of Realtor meetings
- Feedback to sellers on buyer sign calls and buyer showings
- Updated CMAs after 30 days
- E-mail feeds of new listings that compete
- Updates on neighborhood facts, trends, and recent sales
Remember, no single tactic sells homes. It’s a combination of all those methods that sell homes.
Characteristics of a Good Listing Agent
You will be in a relationship with your listing agent for a month or two or longer. Choose an agent you like and can relate to. Here are some of the characteristics sellers say they want in an agent:
- Experience: Let new agents learn the business on somebody else’s dime.
- Education: Ask about degrees and certifications.
- Honesty: Trust your intuition. Your agent should speak from the heart.
- Networking: This is a people business. Some homes sell because agents have contacted other agents.
- Negotiation skills: You want an aggressive negotiator, not somebody out to make a quick sale at your expense.
- Good communicator: Sellers say communication and availability are key.
Finally, ask for a personal guarantee. If the agent won’t guarantee performance and release you from a listing upon request, don’t hire that agent.
*The reason top producers who are team leads usually do not offer discounts is that the team leader might not work with buyers. She might assign her seller to a team member for the buying end of the transaction.