The Average Agent’s Marketing Plan
Is This Good Enough?
Agent Staging– The first issue is, staging isn’t to be taken lightly. It really is The Foundation to a good listing. Most agents understand the concept of de-cluttering, however very few grasp the complexity of staging. I’ll be the first to admit I’m not one who grasps it well, so I hire out EVERY time. I can renovate a whole house, but to create an intangible emotion from a mixture of colors, accessories, and furniture is something else entirely. I can apply my own style and biases to a home, but a good Stager is trained to remove themselves completely and apply the style that best serves the home itself. It truly is an art. The second issue is, the importance of staging. Take a look at The REAL Value of Staging for a better idea…..and the third issue, getting a reluctant seller to do it.
Property Photos– Photos from a phone really aren’t the issue here. Phones now-a-days are able to take pretty nice pictures. The issue is how casual and careless it is. If the agent treats it casually, the homeowner will too. Take a look at one of my biggest pet peeves (didn’t have to look very long to find one):
“Ready or not, here I come”
The agent should invest in a decent camera or again hire it out. For agents that take their own photos, there are 2 additional issues. The first, photography skills. The second, editing skills. Like staging, photography is an art. There’s more to it than point and shoot and get as much of the room in the picture as possible. When it comes to editing, some do too much. HDR (High Dynamic Range) is becoming more popular and easier for the average person to do, and it shows. It can be very useful if done in a limited and strategic fashion. Agents do their properties (clients) a disservice when they manipulate colors and turn it into a cartoon. A more detailed explanation HERE.
Photos are meant to set a buyer’s expectations for when they go to walk through in real life. The last thing you want is for them to be disappointed and feel deceived.
The MLS– Listing a home on the MLS for an agent is very simple, especially if they have their office assistant do it for them. There are many agents out there that this is as far as they go. Some are up front about it and offer a discount and others do not. The virtual tour is also worth mentioning as it’s thrown around as an added value when in reality it’s a link to a slideshow of the same pictures they posted in the listing.
Social Promotion– Promoting the listing on social media is anyone’s guess as there are so many variables here (The agent’s influence, leverage, systems, ads, etc.)
Sign/Flyers– The good ole sign ‘n flyers. No one can dispute the effectiveness of the sign, however the flyers are debatable in this day ‘n age. Neighbors are usually the ones that empty the box right away as they’re curious about the details, leaving it empty for the occasional drive-by. Keeping it filled is an annoying distraction.
Postcards– Ask to see samples of the agent’s postcards that will be going out. This isn’t the most effective way to gain exposure, but is A way. Some leverage it a lot better than others.
Realtor Network– Agent notifications aren’t anything special. That’s what the MLS and auto-sheets are for. In the off chance an agent has a buyer that would be interested, it might get them to take a closer look. This shouldn’t be a promoted item of value.
Brokerage Newsletter– This can be effective, but it’s available to any agent and depends on the size of the brokerage’s database. One may think the larger the brokerage the better on this one. Think again. It’s really a matter of quality over quantity.
Listing Updates– This shouldn’t just be a status update. It should be an analytical update. We work in a numbers game, and those numbers tell a story. Make sure your agent is telling you what the numbers are and what they mean…(ahem) every week.
Negotiations– Negotiations are hard to break down in value. Their real agenda here is to work out a deal that is palatable to the sellers in order to get the deal closed. The real master they’re serving is Time. If time is a top priority, then this isn’t necessarily a negative.
Closing Gift– Everyone loves a fruit basket ? The issue here is if the closing gift is used as an item of value instead of appreciation. Like people say, it’s the thought that counts. It should be a token of an ongoing relationship, evidence of something more than the agent receiving $ and giving you a portion back. A gift card to Home Depot signifies you had a pretty generic connection and puts the focus on “how much you get versus how much they got.”
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Where’s the Value?
I’m a huge advocate for REAL Value. It may seem obvious that real estate agents, succeed and fail based on the value they provide. It may not be as obvious what that value is. A true Agent of Value is going to create value where the client will not only see it but feel it. Most of the above mentioned items are helpful but expected. The experience of True Value needs to be so real that it’s almost tangible. Unfortunately, most are too preoccupied with checking off the boxes to create that experience. Check out My Marketing Plan compared to the average agent’s.