In The Absence Of Real Marketing, There Is Syndication

By
Real Estate Agent with The Maine Real Estate Network

In the absence of real marketing, there is syndication.

When new sites began to pop up offering additional exposure for property listings, the whole idea seemed like a good one.  More online exposure should lead to an increased chance for a successful sale, right?  The proverbial smelly substance hit the fan recently when a San Diego agency decided to pull all of their listings from syndication...and did so publicly.  You may agree or disagree with their decision, but their actions have certainly caused many to take another look at the topic.

Has all of this listing syndication resulted in more sales, better deals, or a stronger real estate market? Has it improved the marketing efforts of Realtors®?  In my opinion, the short answer is no.  Online Marketing or Syndication

Out of all of the tools available to today’s Realtors®, massive syndication has proven to be the least effective.  Sadly, many agents tout listing syndication to their potential clients as something that makes them stand out in the crowd, but do little else to actually market a home.  The truth is that any real estate agent that belongs to a local MLS (i.e. almost ALL of them) has access to listing syndication.  Load a few photos and the basics into the MLS and “voila,” they can point to a bunch of websites where “they” posted the client’s home and call it online marketing.

Statistics show us that most buyers do begin their home search online.  They start looking online as soon as they have started to think about moving.  Once they are serious about purchasing a home (and even before that point in many cases,) almost all buyers will start to contact Realtors® to assist them with their home search.  Once they are actually ready, willing, and able, they will have signed an exclusive buyer agreement with the agent of their choice.

At this point, their agent does NOT instruct them to continue to look at third party websites like Realtor.com, Zillow, and Trulia until they find something and then call them.  Their Realtor® links them directly into the local MLS and starts sending them homes that meet their criteria.

Ironically, the effectiveness of these third party sites is cut out as soon as buyers are actually ready to get serious about buying.

Real Estate MarketingSo what really sells a home?  Beyond appropriate pricing, it is the marketing content and strategy created by the Realtor® that actually fosters an emotional connection between the potential buyer and the home...leading to a successful sale.  Most buyers make their purchasing decision based on emotional rather than logical reasoning.  Effective marketing appeals to and fosters this emotional attachment.

Real marketing starts with:

  • Quality photos of the home, and lots of them.
  • A professional looking virtual tour, or better yet, a video.
  • Professional mail pieces, electronic flyers, and property websites.
  • Creative and effectively written property descriptions designed to draw in potential buyers.
  • A strategy that guides the tone of all of the above and is specifically targeted to the most likely buyers for the property.


Real marketing continues with a consistently executed plan including continual and effective posting of the quality marketing content created by the agent to social media sites, craigslist, newsletters, email, and yes, sometimes even print media.

Real marketing elements are the driving force that gets the attention of potential buyers and influences their decision to schedule a showing for a home.

In the absence of real marketing, there is always syndication.



If you are considering selling your home, you deserve more than listing syndication, call me to find out what a real marketing strategy can do for you. 207-240-2250

Posted by

The Maine Real Estate Network - Kristen Wheatley - Lewiston-Auburn Maine Real Estate

Maine Realtor Kristen Wheatley  

Kristen Wheatley is a Maine Realtor working and living in Central Maine.  She specializes in the sale of residential and investment property in the Lewiston-Auburn area and surrounding towns.  Kristen uses the latest tools and mobile technology to provide a superior experience and results for her clients and enjoys sharing these technology skills and teaching other real estate professionals and local small business owners.

The Maine Real Estate NetworkKristen Wheatley, Associate Broker
The Maine Real Estate Network
34 Center Street - Auburn ME 04210
mainehomeseller@gmail.com
207-240-2250     www.lamainerealestate.com

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  1. Wallace S. Gibson, CPM 05/03/2012 10:38 AM
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Topic:
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Groups:
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Social Media Marketing
Tags:
selling your home
listing syndication
real estate marketing

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Rainmaker
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Janis Borgueta
LIC R.E Salesperson - Homes for Sale Newburgh NY
Key Properties of the Hudson Valley ~ 845-527-7115

the amount of incorrect info is amazing. YET buyers seem to think they are the place to be... even when shown how wrong the info truly is. The syndication has great advertising and consumers get sucked into that.

May 06, 2012 09:58 AM
Ambassador
2,272,842
Patricia Kennedy
For Your Home in the Capital
Evers & Company Real Estate, Inc.

Hey, Kristen, I included this post in Last Week's Favorites.  So welcome to Active Rain, and have a great week.

May 06, 2012 10:52 AM
Rainmaker
263,702
Kristen Wheatley
Lewiston/Auburn Maine Real Estate Agent
The Maine Real Estate Network

That's really true Janis.  When I've spoken with buyers, it is the format that they really like, plus they feel like they are getting insider information with the extras that are listed.  Too bad they don't realize how inaccurate it all is.  Some of the idx tools available in other states do a great job of presenting info in a user friendly way as well, sadly my state MLS does not cooperate with them so we are unable to provide the best looking ones to consumers.

Thank you Patricia for including me in your list!

May 06, 2012 11:10 AM
Rainer
91,083
Tanja Cisliek
Future Home Realty

This is a great post, you are right, many agents don't invest enough thought in the marketing. I'm glad Pat included you in her favorites, I would have missed your post otherwise!

 

May 06, 2012 07:51 PM
Rainmaker
263,702
Kristen Wheatley
Lewiston/Auburn Maine Real Estate Agent
The Maine Real Estate Network

Thanks Tanja.  I am constantly amazed at the lack of marketing that some sellers will tolerate.

May 07, 2012 05:38 AM
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Kristen Wheatley

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