Does marketing a home really matter?

By
Real Estate Broker/Owner with Catarra Real Estate, Inc CA BRE #01191946

The MLS is pretty powerful.  When you post a home on it, within minutes or hours you start getting interest.  There are those who feel that simply putting a home on the MLS is enough. Put up a couple of pictures, hold an open house, and it sells.  Good enough, right?

Wrong.

There's an impression among consumers that simply putting a home on the MLS is enough.  That's one reason many feel commissions are inflated.  Guess what?  There's lot more to it.  Good marketing is about making the home - the product - look as good as it can and getting that message to as many possible buyers.  Just putting it on the MLS doesn't do that.

Marketing Matters...

  • Quality photos show perspective and detail, whether professionally taken or not
  • Staging is critical - even in a well decorated home
  • Good flyers show and describe the home to remind consumers how good it is
  • Virtual tours let consumers see the home as if they were there
  • Video tours are creative and reach millions of people on Youtube and other sites
  • Broker tours inform agents who can then inform buyers
  • Print advertising can be effective and does get the word out
  • Online advertising is very effective and may go places the MLS doesn't
  • Distinctive marketing with things like books, events, parties, twilight tours, mini-movies, etc really create a "buzz"


The truth is, marketing is necessary and expensive.  Agents do it so a home will be seen by as many people as possible to obtain as many offers as possible.  A cellphone photo and quick post of the MLS will never achieve that.

My team offers a wide range of distinctive marketing services including artistic photography, narrated video tours, custom books, marketing events, and more.  Call me to see examples of how effective quality marketing can be.

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Gabe Sanders 08/06/2012 03:26 AM
Topic:
Home Selling
Groups:
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Realtors®
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effective marketing

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Ambassador
1,167,208
Tammie White
Benchmark Realty, LLC (615) 495-0752 or www.TWRealtyGroup.net - Franklin, TN
TW Realty Group, Franklin TN, South of Nashville

Bryan, all agents are not created equal. A good marketing plan includes so much more than just putting a listing in the MLS. The sooner sellers recognize this, the better off they will be to seek out an agent who provide a comprehensive marketing plan.

July 29, 2012 06:50 PM #21
Ambassador
767,136
Hannah Williams
Re/Max Eastern inc. - Philadelphia, PA
Expertise in NE Philadelphia & Bucks County

Bryan  Way to go not all agents are created equally . It amazes me what some agents get away with .

July 29, 2012 06:54 PM #22
Rainmaker
133,055
Donna Quinlan
Keller Williams Realty - Newburyport, MA
Realtor CRS,GRI, Newburyport, Boston's North Shore

Bryan - Great photos are so important. In fact everything you mentioned in your post is, but all of those things can be done and if the home is not priced right it will not sell, so pricing is crucial. 

July 29, 2012 07:03 PM #23
Rainmaker
343,371
John Mosier
High Country Realty - Prescott - AZ - Prescott, AZ
Prescott's Patriot REALTOR & Land Man 928 533-8142

Marketing is critical, especially if a home or a land parcel is to be sold for the best possible price. In order to reach this maximum price, an abundance of Buyers need to be aware of the property.

July 29, 2012 07:57 PM #24
Rainer
204,518
Mark Delgado
houses for rent, Solano County & Glen Cove - Benicia, CA
Benicia and Vallejo, Property Management, rental h

I couldn't agree with your topic more.  Marketing has helped our firm to stand apart from the competition.  Of course, reliability and service are needed in order to maintain that good reputation, but it does start with marketing.

July 29, 2012 08:04 PM #25
Rainer
148,101
Mike Warren
Real Estate - Colorado Springs, CO

Yeah, I agree. Marketing is a long way process. There are may things to do in order to make your property visible for bigger audience. Seeing it by more people is better. Thanks for sharing these.

July 29, 2012 08:16 PM #26
Rainmaker
973,701
Sharon Alters
Coldwell Banker Vanguard Realty - Fleming Island, FL
Your Fleming Island Relocation Agents.

Bryan, if the photos on the MLS aren't quality and reasonable in quantity, the property may be passed over - especially in price ranges where there is an abundance of listings.

Sharon

July 29, 2012 08:44 PM #27
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Praful Thakkar
Keller Williams Realty - Andover, MA
Andover, MA: Andover Luxury Homes For Sale

Bryan, quality of marketing means a lot - and I also believe which sites you market on (for Internet Marketing) is very important, too. (I have seem a million dollar homes on Realtor.com with just few pictures...and no showcase listing etc etc - and I know, some agents do not like Realtor.com - this is just an example.)

July 29, 2012 09:22 PM #28
Ambassador
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Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 800-610-7253 DRE01267479 - Costa M

Bryan - I prefer the pictures that are taken from a slowed down car with a corner of the window in them.  LOL!

July 29, 2012 11:46 PM #29
Rainmaker
1,057,280
Ginny Gorman
Phillips Post Road Realty ~ 401-529-7849~ RI Waterfront Real Estate - North Kingstown, RI
Homes for Sale in North Kingstown RI and beyond

Bryan, what sellers many time do not realizze (and it amazes me) is that they do not check what the listing agent is doing for them...with your largest asset you are not monitoring it?!  OMG, I lay everything out for my clients...good list!

July 30, 2012 04:14 AM #30
Ambassador
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Amanda and Jared Christiansen, YOUR Fort Wayne Realtors
Century 21 Bradley (260)704-0843 - Fort Wayne, IN
Century 21 Bradley.

Great post Bryan.  We use a professional photographer, a home stager, and do most of the other things your team does.  Congrats on the well deserved feature!  

July 30, 2012 04:52 AM #31
Rainmaker
1,851,848
Gita Bantwal
RE/MAX Centre Realtors - Warwick, PA
REALTOR,ABR,CRS,SRES,GRI - Bucks County & Philadel

Congratulations on the featured post. There are agents who enter wrong information in the mls.

July 30, 2012 05:20 AM #32
Rainmaker
347,932
Shannon Milligan, Richmond VA Real Estate Agent
RVA Home Team with Jefferson Properties - Richmond, VA
RVA Home Team - Winning with Integrity.

Fabulous marketing skills is the backbone of any great listing agent. Yes, there will be those homes that sell themselves within a day before you can even finish the marketing, but for the most part having your home found by the masses is mandatory in my opinion.

July 30, 2012 05:34 AM #33
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Bryan Robertson
Catarra Real Estate, Inc - Los Altos, CA
Broker, Author, Speaker

Thanks for all the great comments!  Glad so many of you agree that just slapping a home on the MLS isn't enough.  Just to be clear, and to Barbara's point, we absolutely need the MLS but it's important that it be filled with quality photos and information.  It's frustrating seeing listings with just a couple of photos that show nothing.  My pet peeves on MLS photos include:

  • Not enough
  • Bad angles
  • Bad lighting
  • Date/time stamp
  • Taken with a cellphone
  • Taken from the car
  • Taken too far away

Anyone got more?

July 30, 2012 05:54 AM #34
Rainer
91,091
Tanja Cisliek
Future Home Realty - Seminole, FL

The photos with the pets in them, and the refrigerator full of papers and magnets! It's not much work to empty the front of the fridge of all the clutter, and same with removing the pet. When taking the photos, it is an excellent opportunity to tell the Homeowner that the fridge should remain clutter-free, and pets need to be put away/secured during showings.

July 30, 2012 06:28 AM #35
Rainmaker
262,986
Pat & Steve Pribisko
Keller Williams Greater Cleveland West - Westlake, OH

Marketing is a must.  Not only are you investing in a listing, you are also getting the attention of prospective sellers.

July 30, 2012 06:55 AM #36
Rainmaker
448,603
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Bryan- Excellent points, whether be an equity seller or an REO, well planned out marketing is essential and will attract buyers as well as agents.

July 30, 2012 10:25 AM #37
Rainmaker
398,592
John Cannata
214-728-0449 http://TexasLoanGuy.com - Frisco, TX
Texas Home Mortgage - Purchase or Refinance

There are still a few agents that think its acceptable just to list it on MLS and plant a sign in the yard. Home sellers still think that way as well. Luckily its a minority that feel that way and not the majority.

August 01, 2012 08:46 AM #38
Rainmaker
443,508
Kathy Stoltman
Rockwood Realty - Ventura, CA
Ventura County Real Estate Consultant 805-746-1793

Well stated, pictures speak volumes and everyone wants to see pictures.  A good market description bringing attention to the highlights of the property is essential as well.

August 01, 2012 11:38 AM #39
Rainmaker
288,663
Carol Faaland-Kronmaier
Weichert, Realtors; Hillsborough - Hillsborough, NJ
PhD, e-PRO, Manville, Hillsborough, Somerset NJ Homes

Bryan, Great post, You are so right, MLS is good, but it's certainly not all that we do as good Realtors!

August 02, 2012 03:34 PM #40
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Bryan Robertson

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