Should a Uniform Marketing Plan Be Used With All of Your Listings?

By
Real Estate Agent with DDR Realty

In response to the competitive nature of obtaining property listings, real estate agents vie to offer potential seller-clients bigger and better marketing plans. The logic is simple: homeowners are looking for the most bang for their buck.

So what does the well prepared listing agent offer? There are of course the old tried and true basics;

  • Basic Listing on an MLS
  • Basic Print Ads
  • Open House

And then there are the newer additions to the marketing plan;

  • Professional Quality Pictures, Pictures, Pictures
  • Virtual Tours
  • Audio & Video Promotion
  • Home Staging
  • Listing on Real Estate Company Websites
  • Listing on Agent Website
  • Listing on Multiple Public Real Estate Websites
  • TV Ads
  • Etc.

It is easy to see the appeal a thorough marketing plan has for a seller. After all, more is better, or is it?

A thorough marketing plan requires of the agent imagination, expertise, and increased time and expense. That is all worth it when a property has the potential to show well and bringing in top dollar, but the fact of the matter is not all properties have that potential.

So, what do you offer your seller-clients? Do you tailor your market plan to fit each situation, or is your marketing plan one-size-fits-all?

 

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Show All Comments
Rainmaker
223,559
Laurie Mindnich
Centennial, CO

Rosario, this market establishes the following budget:

An overpriced potential listing that will provide front yard signage:$0. (just matching my return).

A listing that will sell, based on gut, and seller motivation/comprehension of reality: ONGOING- in this market, just getting buyers out is the hard part. All available (and mentioned in your strategy) methods taken and paid for.

May 25, 2008 08:31 PM #48
Rainer
31,176
JoEllen Stranger-Thorsen
Eustis, FL
Lake County, FL

I don't think you can use any "one plan" for every situation. When I present to a seller I tell them I will tailor a marketing plan specifically for them that includes MLS, print, on-line.

May 25, 2008 09:53 PM #49
Rainer
2,133
Jill McGovern
Wailea Makena Real Estate Inc - Wailea, HI

I stick to a plan however believe that all good plans can be changed if need be. For me open houses and broker preview and second to good pricing! A nice house helps as well!

May 25, 2008 09:56 PM #50
Rainmaker
170,953
Svetlana Stolyarova
Local-n-Global Realty, Cleveland and International Real Estate Solution - Mayfield Heights, OH
Local-n-Global Realty, Broker 216-548-4663

Great post - just timely! There are so many sellers looking for someone special to sell their home on buyer's market. There are so many great agents delivering wonderfully designed marketing plans. And - there are still tons of expired homes and many frustrated sellers who never heard of any marketing plan from their agents! Sometimes I wonder why people keep hiring ahents who are not qualified to do their job. Maybe that's just me, as I sell a lot of previously expired listings...

I present my detailed Sample marketing plan to any seller which we then modify according to the seller's needs. There is a standard which is the same for any listing regardless the price

 

May 25, 2008 10:41 PM #51
Rainer
213,039
Doreen McPherson
Homesmart ~ Scottsdale ~ Tempe - Tempe, AZ
Phoenix Arizona Real Estate ~

Rosario, Thank you for asking the questions.  There are some great responses here.  I am making notes! 

 

May 25, 2008 11:49 PM #52
Ambassador
551,022
"The Lovely Wife" (Broker Bryantnulls Wife) The One And Only TLW.
President-Tutas Towne Realty, Inc. - Kissimmee, FL

You're welcome :)

Got the message. Just to explain I know you haven't put up a post since the 5th of May. I know because I have been waiting for you to put something so I could comment on it :)

TLW...ROAR!

May 26, 2008 10:46 AM #53
Rainmaker
506,756
Ann Heitland
RE/MAX Peak Properties - Flagstaff, AZ
Flagstaff Real Estate - Associate Broker, GRI, CRS

This is a good thread! I'm coming back to study it. My own way is "one-size-fits-all" but that's because after years of trying other things, I've found what works. The keys are price and staging -- and, of course, those are individually tailored!

May 26, 2008 11:30 AM #54
Rainmaker
1,072,255
Gary White~Grand Rapids Home Selling Pro Call: 616-821-9375
Flexit Realty "Flexible Home Selling Solutions" - Grand Rapids, MI
Real Estate Services You can Trust!

The marketing plan in my estimation has to be geared to best promote the property and it's features while maintaining the goals of the sellers.  So not all plans will work for every listing.  Congrats on the feature Rosario, nice post.

May 26, 2008 12:36 PM #55
Rainer
103,798
Rosario Lewis
DDR Realty - Newburgh, NY
GRI, SRES - DDR Realty - Orange County, NY

Ann has it correct. This is a great thread with lots and lots of excellent info! Thanks to everyone for making this blog sing.

May 26, 2008 08:03 PM #56
Rainer
67,272
Lu Kalaj
Vision Realty Centers - Brighton Township, MI

You have great blogs.  Keep up the great work.  It is always good to see your wisdom. Thanks again for your faithful advise.  Lu

May 26, 2008 09:46 PM #57
Rainmaker
175,248
Rebecca Levinson, Real Estate Marketing and Online Advertising Consultant
Real Skillz-Clear Marketing for Your Real Estate Vision - Lake Geneva, WI

Rosario,

Great questions in this post.  I would think that in some cases, a house that doesn't show as well would require some extra marketing efforts, or a house with unusual circumstances.  You'll see this often with houses that are being sold by a third party relocation company.  House that the transferee's company has bought and now the third party has to sell.  There are some real doozie's, I once worked on a house that the staircase would around like a tree house, over 100 steps, and narrow too.  Not an easy sell by any means. There was a lot of marketing and incentives placed on that  house.

May 27, 2008 05:45 PM #58
Rainmaker
807,358
Anthony Stokes-Pereira
Better Homes and Gardens Rand Realty - Nanuet, NY
Realtor

Hi Rosario;

I always enjoy reading your post, you are very knowledgeable and a pleasure to be corresponding with you. I Thank you again for the very important post.

May 29, 2008 06:51 AM #59
Ambassador
887,891
Margaret Woda
Long & Foster Real Estate, Inc., Crofton, MD 21114 - Crofton, MD
Maryland Real Estate & Military Relocation

Congratulations on topping 100,000 points!  And yes, I have a basic marketing plan - it doesn't change, except as dictated by the property, but my presentation is very individualized and personalized.

May 29, 2008 09:11 PM #60
Rainmaker
506,756
Ann Heitland
RE/MAX Peak Properties - Flagstaff, AZ
Flagstaff Real Estate - Associate Broker, GRI, CRS

Congratulations on the star for this post - well-deserved!

May 30, 2008 12:32 AM #61
Rainmaker
1,072,255
Gary White~Grand Rapids Home Selling Pro Call: 616-821-9375
Flexit Realty "Flexible Home Selling Solutions" - Grand Rapids, MI
Real Estate Services You can Trust!

Rosario, your post generated a a huge response and many informative options...again congrats.

June 15, 2008 03:04 PM #62
Rainmaker
506,756
Ann Heitland
RE/MAX Peak Properties - Flagstaff, AZ
Flagstaff Real Estate - Associate Broker, GRI, CRS

Have a safe and happy Independence Day, Rosario!

July 03, 2008 12:21 PM #63
Rainer
207,933
James Wexler
wexzilla.com - Scottsdale, AZ

I have really enjoyed reading your blog. I am relatively new to AR and have noticed you have received a lot of points and have achieved a remarkable high ranking. Congratulations! May I ask if you have had success in turning your high ranking into business? I am curious if it has been a profitable venture personally as well as financially. Thanks for sharing and best of luck in your business.

July 19, 2008 11:42 AM #64
Rainmaker
139,761
Utah Dave
UtahDave.com Neighborhood Experts - South Jordan, UT
Homes for Sale - Utah

ONe time I remember learning about the buyer that was about to go preview a property.  He was a young executive sports news caster.  I immediately changed the flyers to be oriented towards his lifestyle instead of a family home.

He bought the home for more than any condo had sold for.  Not only that, there wasnt another condo during the market boom that sold for more than his in over a year.

I believe tailoring it to the consumer instead of blanket marketing helps greatly!

Utah Dave

utah homes for sale

July 19, 2008 12:18 PM #65
Rainmaker
187,073
Marty Remo
RE/MAX Benchmark- Marty Remo-CDPE, E-Pro - Monroe, NY
HV Home Team

I think you have to tailor each marketing plan to a certain degree. It really depends on your target market for the particular property.

January 04, 2009 12:23 PM #66
Rainmaker
178,153
Christina (Asad) Cavins
Irongate Inc. REALTORS - Centerville, OH
www.DaytonOhioHouse.com Search Ohio Homes For Sale

Don't forget blogging and social networking advertising!

April 14, 2009 11:15 PM #67
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Rainer
103,798

Rosario Lewis

GRI, SRES - DDR Realty - Orange County, NY
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