The Listing Agent - Preliminary Marketing of Your Home
The "Real" Role of a Listing Agent
you bought your home, you probably used the services of a real estate
agent. You found that agent through a referral from a friend or family
member, or through some sort of advertising or marketing. The agent
helped you in many ways and eventually you found the house of your
dreams, made an offer, closed the deal, and moved in.
whatever reason, now it is time to sell your home and you need a real
estate agent again. Many home sellers, especially those selling their
first home, tend to think all agents are similar to the one that helped
them buy their home.
real estate agents can (and do) work with both buyers and sellers, most
tend to concentrate more on one than the other. They specialize. When
you bought your home, you probably worked with a "selling agent" - an
agent that works mostly with buyers. Because of the nature of real
estate advertising and marketing, the public's main image of the real
estate profession is that of the selling agent.
a result, many homeowners expect their listing agent to do the same
things that a selling agent does - find someone to buy their home. After
all, they do the things you would expect if they were searching for
buyers. A sign goes up in the front yard. Ads are placed in the local
newspaper and real estate magazines. Your agent holds an open house on
the weekend. Your house is proudly displayed on the Internet.
this is only "surface" marketing. More important activity occurs behind
the scenes. After the "for sale" sign goes up and flyers are printed,
your agent's main job is to market your home to other agents, not to
The "For Sale" Sign
seems fairly obvious that when you put your house up for sale that your
agent will put a "for sale" sign in the front yard. The sign will
identify the agent's company, the agent, and have a phone number so
prospective buyers can call and get information.
are great at generating phone calls, even if very few actually purchase
the home they call about. However, you might be one of the lucky ones.
For that reason, you should determine what happens when someone calls
the number on the sign. Does a live person answer the phone or does the
call go to a voicemail or recorder?
want someone to answer the phone while the caller is "hot." When buyers
call the number on the sign, the call should go to a live person who
can answer questions immediately. A potential buyer may be on the street
outside your home, placing the call using a cell phone.
Flyers and a Brochure Box
agent should prepare a flyer that displays a photo and provides details
about your house. There should also be a phone number so buyers can
contact your agent to get additional information. The flyers should be
displayed in a prominent location in your home and also in a brochure
box attached to the "for sale" sign.
brochure box is convenient for those buyers who drive by and just
happen to see the "for sale" sign in front of your house. It provides
enough information so they can determine if they want to follow up with a
phone call or inform their own agent they are interested in your house.