The Listing Agent - Marketing Your Home to Homebuyers
The Purpose of Advertising in General
home seller likes to be assured that their listing agent or the real
estate company will run ads featuring their home. Newspaper ads could be
large display ads with lots of listings or small classified ads
featuring just your property. Ads may also appear in local real estate
magazines and your listing will also show up on the Internet.
Of course the agents and companies will run ads featuring your house, but not for the reasons you expect.
see, the main job of advertising is not to sell your house directly.
Advertising creates phone calls and some of those callers become clients
of the agents answering the calls. This builds up a pool of homebuyers
looking for property in general, all represented by selling agents.
Multiply this by all the agents and companies who also advertise homes,
and there is a large pool of homebuyers in the market at any given time -
all of whom are represented by selling agents.
agents representing those homebuyers know about your home because it is
listed in the Multiple Listing Service, has been on office and broker
preview, and because your agent may have also sent flyers to all the
local real estate offices.
agents match up their clients with available homes, one of which may be
yours. Then they show the homes to their clients, who eventually make an
offer on one. That is how your house gets sold. Ads create a pool
of clients, one of which buys your home. Ads do not usually sell your
Real Estate Office Advertising
mentioned previously, advertising your home in newspapers and magazines
rarely sells your home directly. More likely than not, the buyer who
eventually purchases your home will have called on a totally different
house. The same thing happens with buyers who call on your house. They
will probably buy something else.
still want to be certain the real estate company selling your house
runs ads in the local and major newspapers, whether they feature your
house or not. The ads generate phone calls to the real estate office,
and if those agents viewed your house on the office preview, they will
be familiar with it. This is how your property is sold.
Or you could be one of the lucky ones - someone calling on your house may actually end up buying it.
should also realize that when a company advertises the homes they have
for sale, there is more than one objective. Sure, the real estate office
wants to generate phone calls and sell houses, but the advertising also
shows home sellers how effectively they market properties. This
impresses not only you, but others who may be thinking of selling their
Individual Agent Advertising
agents may advertise your home for the same reasons as companies do.
They usually advertise in classified ads or in specialty magazines
featuring houses available for sale.
in other types of advertising, these ads rarely sell your home. Once
again, the main goals of advertising are to accumulate homebuyers as
clients, and to impress you and future home sellers with how well they
market their listings. Some agents actually do sell their own listings,
but not that often.
It is much
more productive and beneficial if your listing agent directs most of his
or her marketing efforts toward other agents. Since this is "behind the
scenes" marketing that you don't actually see, it is often difficult
for you to measure how hard the agent is working for you.
is a mistake to measure your agent's effectiveness solely by counting
the number of newspaper and magazine ads featuring your property.
you first list your home many agents send "announcements" to all of the
other houses in your neighborhood. This can be done in the form of
postcards, a letter, or flyers left hanging on the front door. These are
important because your neighbors might have friends who are looking to
buy a house.
The announcements create "word of mouth" advertising, which is the best kind.
open house when your property is first placed on the market can be very
important, but not for the reasons most homeowners think. Just like with
advertising, most visitors to open houses rarely buy the house they
come to look at. They may not even know the price of your home when they
stop by to visit - they probably just followed an "Open House" sign to
An open house
performs a similar function to the neighborhood announcements - it lets
all of your neighbors know that your house is for sale, and it
practically invites them to come "take a look." Being generally nosy, a
lot of your neighbors will take advantage of the invitation.
And they may tell their friends about your house, creating more "word of mouth" advertising.
course, there are other reasons for holding open houses, too. Listing
agents who "farm" a particular neighborhood use them as an opportunity
to meet with other local homeowners who will someday be selling their
home. Your agent may hope to list their homes in the future.
houses held after your home has been on the market awhile do not
usually serve a useful purpose in selling your home. Most of the
neighbors already know your house is for sale and open house visitors
rarely buy the homes they visit.
if you really want more open houses, your listing agent may allow other
agents to hold it open. Open houses attract prospective homebuyers and
agents hope to convince some of those homebuyers to become their