What to look for in a Marketing Program

Marketing is one of the key factors that determines how much and how quickly a home will sell. The more people who are aware of and attracted to your home, the better the odds for a successful and happy ending.

As a consumer, you should examine carefully the marketing programs offered by a Realtor. As you’re the one paying for it (either in Realtor commissions or in a reduced sales price due to poor marketing), be critical. Make sure that the proposed program is effective and will achieve your goals. Ask questions such as:

What specific types of marketing will you do?
What is your marketing schedule?
Will I get copies of all marketing materials?
Who will your marketing be targeted at?
Will your marketing reach the correct buyers?

Types of Marketing
Major types of Real Estate marketing include:

Multiple Listing Service: The MLS markets to Real Estate agents and their buyers. This service is very effective and relatively inexpensive. Unfortunately, it only reaches those buyers with a Real Estate agent.
Internet Sites: Rapidly growing in importance (as evidenced by your presence here!). Although there are literally thousands of Real Estate sites, some are much more effective than others. Where does the agent advertise? How many sites? Will buyers easily find the sites? Do the sites just show an outside photo or can a buyer tour the inside of the home?
Institutional Advertising: This area includes newspapers and homes magazines (Homes Illustrated, Homes & Land, etc.). Where does the agent advertise? Does it include a photo or just a line ad? How often will it run? What type of market coverage will the periodical provide?
Direct Mail: Useful for targeting a specific market. Where does the agent advertise? Is the marketing area geographically or demographically selected? Examine the pieces to be used. Do they include a photo?
Physical Marketing: This refers to the marketing actually at or near the property. What type of signage does the agent use? Does it stand out? What types of flyers, brochures or books are available to a prospective buyer? Do they reflect favorably on the property? Do the materials make your home stand out from the other 30 homes that a potential buyer is looking at?
Services Marketing: Includes home preparation services, home warranties, pre-inspection services, open houses, home tours, etc. What does the agent offer or not offer? What benefits are provided by each service?

Obviously, marketing is more than just putting a sign in front of a home. This is why over 80% of the people who attempt to sell their home themselves end up hiring a Realtor.

Since you, the consumer, are paying for the marketing program, make sure that your Realtor has designed a comprehensive and appropriate marketing strategy. Focus on the effectiveness of the program. It makes no sense to save $1,000.00 on a cut-rate agent and lose $10,000.00 because the right buyer was looking for a home like yours but wasn’t made aware of it’s availability. Poor marketing, no matter how little is charged, is too expensive.

If you have additional questions about marketing or would like learn about Ed’s comprehensive marketing programs, simply call or email him today. Find out the difference that the right Realtor can make!

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