Fairfield County Homes for Sale: Selling Your Home in a Buyer's Market: Marketing Your Home

Selling Your Home in a Buyer's Market: Marketing Your Home

Print advertising is dead.  Well, almost!  Newspaper circulation is down and newspapers are shutting their doors across the U.S.  In tracking my Return on Investment (ROI) in advertising, I have seen print advertising decrease in effectiveness and Internet marketing increase. 

Let's talk a bit about the difference between marketing and advertising.  Advertising is when you pay the media to announce details of your product or service, such as when your agent takes an ad out in The Real Estate Book, a publication that is distributed at grocery stores, gas stations, and other public places.  Marketing involves all other methods to bring attention to your home and encourage its sale.  Open Houses are one form of marketing, mailers are another, and the MLS is yet another.

The closer the marketing gets to an actual buyer, the more effective it is.  MLS is one of the most effective forms of marketing because buyer agents search for properties for their clients and the public side of MLS using Listingbook or IDX allows the public to view the MLS data from various sites.  Because the MLS is one of the most important marketing vehicles for your home, the description, data, and photos must not only accurately describe your home, but highlight its features.  There is a saying in real estate that "Photos sell a home".  They may not sell a home, but they certainly increase showings.  You want the best possible photos of your home that still show your home in a realistic light.  I've seen some professional aphotographers use ultra-wide angle lenses that make the foyer look like a ballroom.  You don't want potential buyers to be disappointed when they enter your home.  The depiction should be realistic, but your home at its best. 

If your home is in a niche market, you'll want to know that your listing agent has figured out the channels to reach that niche market and draw the buyers in.  If the niche is a geographic one, for example, yard signs with the agents name on them may cause potential buyers to call the agent and even if the home isn't right for that buyer, if the agent has a number of listings in that location, he/she may be able to redirect the call to your property. 

If your agent has a blog that attracts buyers for your niche market, that is also an important source of buyers.  Ask to see the Technorati and Alexa rankings for your agent's blog and ask for an analysis of traffic to the blog.  Are the visitors to the blog from areas that most of the prime buyers of properties in your niche market come from?   Does your agent have e-mail subscribers to updates to their blog?  If so, how many?

Ask about the social and professional networking capabilities of your listing agent.  Many homes are sold by agents who get the word out to people they know.  Sometimes even when the right buyer is found there is an element of getting the buyers to feel comfortable with the community and introducing them to others so they can envision themselves happily living there.  This goes beyond marketing and isn't always necessary, but if the community itself is part of the buying equation, you'll want to be sure your listing agent will go the extra mile to make buyers feel welcome.





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Comment balloon 6 commentsGail Robinson • August 21 2009 07:37PM


Gail, great post.  Now more than ever it's important for agents to be involved in the technological age to get the homes out there to the buyers to see and get them sold. 

Posted by June Piper-Brandon, Piecing Dreams One Home at a Time (The Traczyk Team at Remax New Beginnings ) about 9 years ago

Great post..... interactive and instant connection to properties, pictures and agents is the key to today's instant expectations.

Posted by Brad Snyder (Sierra Vista Realty) about 9 years ago

Gail, I have seen your INCREDIBLE pictures and any seller would be doing themselves a service by having you as their listing agent.  My husband has been taking my inside pictures and he is becoming quite good.  He uses the program that you told us about by the way.

Posted by Marchel Peterson, Spring TX Real Estate E-Pro (Results Realty) about 9 years ago

June - I see you have your e-Pro designation as well.  I learned about AR through e-PRO.

Brad - You are right.  Buyers want to see all the info they can about the property right away and to be able to talk to someone.  I should have included info on how accessible the listing agent is to talk to potential buyers.  I may go back and edit this post to include that info as it is very important.

Marchel - Thank you so much.  I think HDR (High Dynamic Range) photography ads so much value to my listings.  It's an enormous amount of work, but it makes a big difference in the number of showings.  Photography is a hobby of mine, so I enjoy the time I spend on it, but I realize not every agent will do this or pay for a professional photographer.  (I always use a professional photographer on my high end listings).

Posted by Gail Robinson, CRS, GRI, e-PRO Fairfield County, CT (William Raveis Real Estate) about 9 years ago

Gail -- very nicely done.  Both the content and the graphics are very helpful.

Posted by Joan Whitebook, Consumer Focused Real Estate Services (BHG The Masiello Group) about 9 years ago

Joan - Thank you.  I'm always on your blog picking up tips. 

Posted by Gail Robinson, CRS, GRI, e-PRO Fairfield County, CT (William Raveis Real Estate) about 9 years ago

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