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3 Essentials of Marketing Real Estate Listings

Essentials of Marketing Listings

With summer in full swing, marketing listings is top-of-mind for many Realtors®. Listings are the core of many agents’ businesses, and it’s always useful to make sure you’re covering the essentials.

You want to move well beyond the “Put up a sign, put it in the MLS, and pray” strategy. Here are three essentials that will get your listing in front of the right buyers so you can close the deal!

Avoid Obvious Problems

It’s no secret that some listings sit for months due to completely avoidable issues. Pricing is one of the biggest. A home should be priced appropriately for its condition, location, and market conditions. If a seller won’t agree to those terms, don’t compromise. Move on!

Social media has made buyers more visually motivated than ever. If you don’t have beautiful pictures of a home, and the home isn’t gorgeous to buyers who tour it, you won’t move the property quickly. Some sellers completely miss the point that the home shouldn’t be decorated for them anymore. It should appeal to the largest base of buyers possible.

Finally, make sure your writing is compelling as you promote the home. The best pictures in the world won’t cover for bad copy! There are a variety of ways to make your listing description captivating to draw in agents and buyers. Highlight the home’s character and how it differs from other properties in the neighborhood.

Use a Variety of Marketing Methods

Every listing should have a clear marketing plan created. When you have a plan, not only does it help you win listings up front, it also directs your daily actions. You can move forward purposefully, knowing that you have a set plan, you’ll be focused and sell the home quickly.

A marketing plan often includes:

If you only market one way, you’re missing out on potential buyers. People are active online in a variety of ways, and there’s less competition in the mailbox than ever. By taking a multi-faceted approach, you’ll be able to access all potential buyers.

Network with Other Realtors®

Other agents aren’t your competition, they’re a great source of buyers for your listing! There are a variety of ways to connect to other real estate agents to find buyers.

Reverse prospecting on the MLS is one idea. Through saved searches, you can find Realtors® who have buyers that might be interested in your new listings. Once you ensure that the buyer is still active, don’t forget that you need to sell the agent on why your listing is perfect for their client.

You can also find other agents on Instagram. When you have an active account, Instagram is a great way to showcase your listings and connect with other Realtors®. You can find buyers, or buyer’s agents – either way, you win!

Of course, networking with other agents in person and through agency and industry events is important as well. You never know when the Realtors® you meet will be just the connection you need.

When you cover these three fundamentals, you’ll be doing a very solid job of marketing your listings. The more creative you can be, the better! We’re in a powerful seller’s market in 2017, so there is no excuse not to move homes quickly.

Are you ready to set up a Just Listed and Just Sold campaign? Interested in other print marketing materials? We’re here to help. Contact Printerbees today!

How to Help First-Time Sellers Through a Sale

Helping First-Time Sellers

Winning a listing is always exciting because many Realtors® see them as the bread and butter of real estate. However, you can end up putting in a lot of extra time if you’re working with a first-time seller. You certainly don’t need to shy away from these listings, but it does help to have a plan. Here are some ways you can help a first-time home seller through the process.

Help Them Handle Emotional Attachment

A first-time seller is parting ways with a home that has hosted a huge part of his or her life. While people move apartments frequently, many homebuyers forge a special emotional attachment to their first home.

The longer the seller has lived in the home, and the more that has happened there, the stronger the emotions are likely to be. Here are some things you should be prepared to handle:

  • A desire to price the home higher than the market
  • Wavering about whether they should sell right now
  • A tendency to leave their collections and knick-knacks out during showings
  • Resistance to changing the home in accord with buyer requests

You aren’t in real estate to be a therapist, but with a first-time home seller, you will need to do a little hand-holding. Encouraging them to let go of their emotional connection and helping them look forward to their new home is step one.

Provide Clear Expectations & Frequent Communication

First-time homebuyers are nervous and don’t know what to expect. They will assume that most showings are serious buyers and that open houses will lead to offers in a few days. If this does not happen, they may become frustrated or even re-think the listing entirely.

By helping them understand exactly what will happen and what likely timelines will be, you can calm their nerves. Ask them how often they would like updates, and if they want to hear from you even if nothing has changed. Provide the communication they are looking for, and they will be thrilled with your service. A happy seller means more referrals and more listings!

Even Previous Sellers Can Feel Like Newbies

If it has been 20 years since a homeowner last moved, they are likely to feel incredibly uncertain and out of place. Even though they have sold a home in the past, the market conditions and marketing techniques have changed dramatically.

Reassurance is a valuable tool for this type of home seller. Let them know that you are an expert in all the new marketing avenues and that you know exactly how to position their home for a quick sale. Remind them that people’s basic needs don’t change even when technology does and that the perfect buyer is out there. You just have new ways of reaching them.

No matter who you’re helping sell a home, it’s a competitive marketplace out there. Your goal isn’t just to find a buyer, it’s to find a serious, qualified buyer whose offer will hold up through closing. That’s the expertise you bring, and by providing that service, you’ll be sure to delight new and experienced sellers alike.

Ready to market a new listing? We have all the print marketing tools you need. Check out our postcards, fliers, and more today!

The Art of the Deal: Marketing to FSBOs

Marketing to FSBOs: Art of the Deal

When I see a FSBO sign in someone’s yard, I always feel a bit sorry for them. Not in a condescending way, simply because I know they are leaving money on the table. And because I know they are getting themselves in over their heads.

Homeowners don’t seem to understand everything it takes to close a deal. I think that represents a huge marketing opportunity as you reach out to FSBOs this summer. Letting a seller know who has to be involved in a home transaction and what it takes to make things go smoothly can really open their eyes.

First Part of the Deal: Time

Homeowners don’t realize how much time it really takes to market a home correctly. Simply placing it on the MLS is not enough to get a great offer. You have to take professional pictures, create marketing materials, and spread the word.

The value you bring as a Realtor® isn’t just your time and money. It’s also your network. You know other real estate agents who represent buyers. You know who you can contact to get great Just Listed and Just Sold postcards. You have connections on social media and through your website that can help you sell a home.

A homeowner doesn’t have these specialized connections. They also don’t have the time, money, and expertise it takes to market their own home effectively.

Second Part of the Deal: Negotiating

Do you know how to drive a hard bargain? Do you know exactly how to price a home to maximize the value to the homeowner? If you’re a Realtor®, your answer should be a resounding YES! But most homeowners cannot say the same.

Negotiating starts with setting the right price, which takes market knowledge and business skill. Then, you weed out the looky-loos and negotiate with serious buyers. Sometimes you need nerves of steel to stand your ground against an aggressive buyer’s agent.

Let’s be honest. People are afraid of negotiating over a car. Dealerships market themselves as “no haggle” to attract customers. What makes homeowners think they can handle negotiations on a house, which is worth 10 times as much, by themselves?

Of course, you can’t say things that way in your marketing outreach to a FSBO, but you can point out that negotiating is hard on small things. It’s even more difficult when hundreds of thousands of dollars are at stake. A buyer’s agent won’t respect a FSBO and may take advantage of them. Having a Realtor® on the seller’s side offers protection.

Third Part of the Deal: People & Paperwork

Remember when I mentioned how much your network is worth? Your sales network is only half the story. The people you know that help you close the deal are equally valuable. As I mentioned in a previous post about the five people you should know, a great Realtor® is well-connected.

The connections you have with mortgage brokers, home inspectors, insurance agents, and escrow officers are extremely valuable to a seller. They almost certainly don’t know how to connect with high-quality professionals and may be in for a shock when an inexperienced inspector or escrow officer scuttles a deal.

Then, of course, there’s paperwork. The mountain of paperwork and disclosures required to sell a home would intimidate anyone, and it all has to be done right to protect the buyer and the seller. Without proper documents, a seller may be hit with extra fees or find themselves on the hook for post-sale repairs. Having a professional prepare and execute the closing documents is a huge relief for a seller.

You’re Worth More Than You Know

The next time you’re reaching out to a FSBO, look over all the value you bring to the table. Consider how much training, experience, and knowledge you bring to a transaction. You have mastered the art of the deal.

That poor FSBO doesn’t know what he or she is missing. But with the right marketing focused on the many services you provide, including time, negotiation, your network, and making the transaction go smoothly. How can a seller say no to that?

If you’re ready to reach out to FSBOs in your area, let us help. We have a variety of FSBO marketing postcards that can help you connect. Check them out today!

Taking Zestimates to Court

Taking Zillow to Court

Well, it finally happened. I had guessed that Zillow would eventually run into trouble with its estimates since the error rate is 5% or more on most homes. Given that the median sale price of a home in May 2016 was $230,000, Zillow costs people $11,500 or more per home.

5% may sound modest, but keep in mind that 25 percent of the time Zillow is off by 10%, and ten percent of the time they are off by 20% or more. That can represent an enormous amount of money.

Of course, Zillow claims that their estimates don’t cost anyone money, after all, it’s just an educated guess. But tell that to this seller, who alleges that the Zestimate for her home is inaccurate to the tune of $100,000 and as a result, she can’t sell her home for a fair price.

She is filing an injunction for Zillow to remove or amend the estimate for her home. She also wants Zestimates to be regulated as appraisals or removed. Currently, she’s not looking for financial damages.

An Appraisal by Any Other Name…

Realtors® have known for years how inaccurate Zillow’s estimates are. Unfortunately, consumers tend to take what they see at face value. That leaves sellers fighting an uphill battle if their homes are undervalued.

It can also cause headaches for Realtors® who are trying to sell a home at a fair price that happens to be below the Zestimate. Some sellers consider the Zestimate to be the price they should sell their home for and won’t take no for an answer.

It makes sense to me that something advertised as boldly as Zillow’s estimates cannot be protected by an asterisk. Both buyers and sellers are taking these numbers seriously, and I personally am glad someone is trying to hold Zillow accountable.

Protecting Yourself from Zestimates

In the meantime, Realtors® need to have a clear strategy for defending against Zillow’s faulty estimates. Both buyers and sellers can be fooled, and as a real estate agent, it’s important to be prepared for both.

Talking a Seller Out of a Zestimate

The first step is to point out Zillow’s own disclaimer that they are inaccurate on a regular basis. From there, you can educate a homeowner on the specific factors that affect home pricing.

After you’ve discussed general pricing influences, you can talk to them about their particular home and how those issues impact them specifically. You can wrap up with an honest opinion about how much they should price their home for, and let them know that the over-high Zestimate will help their home sell faster because buyers will think they are getting a bargain.

At the end of the day, if a seller won’t back down from an illogically high price, you don’t want the listing. There are plenty of other folks you can help that are ready to sell at a reasonable price.

Talking a Buyer Out of a Zillow Estimate

Buyers can be harder to reach because they may not even ask for a showing if they feel the price is too high. They also won’t believe you have their best interest at heart since you work for the seller.

The best thing to do with buyers is to point out the features that make the home worth the price, and mention how much nearby houses are selling for. You might also approach the buyer’s agent and explain the Zillow situation, and have them talk to the buyer directly about how Zestimates are often wrong.

The seller may be able to update their home’s facts, but that won’t necessarily improve the Zillow estimate, which is based on an undisclosed algorithm. If the home is dramatically wrong on Zillow, you may just need to take the bull by the horns and address directly in the marketing you do for the home.

Having a flyer that specifically says, “Why is Zillow so wrong about this home?” and talking about true pricing factors can be an excellent way to address this issue.

Will the Court Case Change Anything?

Given that Zillow discloses that estimates are 5% or more incorrect, they don’t expect to get in trouble for Zestimates. However, if a court finds that the estimates are causing material damage to homeowners, the situation could change quickly.

It’s certainly worth keeping an eye on this case and seeing what happens!

If you want to do consumer education about Zestimates, brochures are a great way to get the word out. We have several templates you can choose from – click here for more information!

Creative Ways to Market Real Estate Listings

Real Estate Listings Marketing

For some reason, spring always gets me thinking about listings. It must be the warm weather and the fact that the busy season for real estate is just around the corner.

Marketing for real estate listings is something that you can develop a system for. You can make sure you always take certain steps to get the word out – Just Listed postcards, open houses, letting other Realtors® know about the property, and so on.

But I like to think outside the box too. So today, I’m sharing some creative ways to market your listings this spring.

Offer an Immersive Neighborhood Experience

Buyers looking at real estate listings often have a hard time imagining themselves living in a new community, and they may worry about what there is to do or whether they can fit in. One great way to set yourself apart and help the buyers see themselves in the new location is to offer an “Uber and Dinner” package to serious customers.

This just involves making a reservation at a local restaurant – the more unique, the better – and ordering an Uber to take the buyers to and from the dinner. Having a ride allows the customers the chance to notice things they might not see otherwise. And a nice dinner helps them relax.

Of course, this is a “Wow” experience that sets you and your sellers apart as you compete for the buyer. It will impress sellers that you think outside the box and help you win listings as well.

If you don’t like Uber and Dinner, you can offer a guided tour of the neighborhood or take advantage of any local, fun activities that would help the buyer feel like they’ve experienced the area in a new way.

Hold an Event Instead of an Open House

Open houses seem to be on their way out, for safety reasons as well as because they’re poorly attended. People prefer to look online at pictures and videos, view the house on their own time, and then make a buying decision.

Unfortunately, this doesn’t give you the opportunity to build buzz about your real estate listings, get more prospective buyers in, and create interest. So, try something new – hold an event instead of an open house.

You can choose and host the event yourself, or you can contact charities or organizations you know that are looking for a space to hold a fundraiser or public activity. Work with your homeowners to see what they’re most comfortable with – maybe they’d prefer a backyard affair with tours available, for instance, rather than an indoor event.

Inviting people from the neighborhood is a good start, and then you’ll want to let other Realtors® know about it. Realtors® will be a lot more likely to bring buyers over if there’s something fun going on, so your event will attract a lot of attention!

Hold a Virtual Open House on Facebook

Facebook allows you to host events online. You can invite people you know, or even target people using Facebook’s demographic and psychographic tools.

Facebook has an excellent guide for creating and managing events on their platform. Also, consider these ideas:

  • Use Facebook Live to do a virtual home tour. Because it’s live, people can ask questions and you can answer them in real time. You can highlight areas that people ask about and share specific features. Best of all, when you’re done, the video will be available to others who visit your event page.
  • Invite the friends and family of your sellers, and ask them to invite people they know. You can get a big organic reach by starting with who you know and moving outward from there.
  • Use Facebook ads to reach those who live in the area, are in the target demographic, and/or are likely to move soon. It’s amazing how specific you can be when you use Facebook for targeting. Don’t miss the opportunity to bring in a very specific audience!

A virtual open house saves you and your sellers time and money. It secures your safety and the security of the home. It also shows that you’re savvy with technology, which can help you win a listing from an uncertain seller. Win-win-win!

These three ideas are just the surface of what you can do to be creative in your marketing. Of course, you should do the things you already know work – postcards and flyers, featuring the property on your website, networking, and more. These new ideas just add to your arsenal!

Incentives for Listings Beyond Price

Incentives Beyond Price

You’ve got a great listing and it’s priced right, but it simply isn’t getting the attention you know it deserves. What do you do to drum up more customers?

There are a lot of answers to that question, but there’s one you may not have thought about: adding additional incentives to the sale.

Builders use incentives to sell new construction all the time, but Realtors® often skip this tactic when it comes to reselling a home later. Thinking outside the box regarding incentives may be exactly what you need to sell homes quickly at top dollar.

Closing Costs

Since many buyers will be cash-strapped after buying a home, offering a hotel package or another incentive that will cost the buyer additional money isn’t likely to get much traction.

Instead, focus on saving the buyer money in places other than the price. By offering help with closing costs, you’ll be able to get budget-minded buyers interested in your seller’s home instead of another property.

If you phrase closing costs in terms of percentages – covering 10% of closing costs, for example – you can offer an attractive incentive for far less cost than a price drop on the home.

Help With PMI

Many buyers have trouble saving up 20% for a down payment, so they will be saddled with PMI when they buy a home. If you offer an incentive to help pay for that, you can get a lot more interested buyers.

Since PMI is generally 0.5% – 1% of the total loan amount annually, a buyer could be looking at $1,000 per $100,000 of home. Offering to cover 25% of the PMI for one year could be an excellent incentive that would attract buyers’ attention.

Items of Value to the New Homeowner

Not everything has to be financial. While arbitrary free items may not hit the radar of most buyers, you could offer freebies that are directly helpful to a new homeowner.

If there’s some high-quality furniture that fits perfectly in a room, see if the seller would throw that in as an incentive. Other items that may be helpful include exercise equipment, child’s play equipment in the backyard, and more.

Of course, all of this must be high-quality and in top shape. No buyer wants to end up with broken or worn-out items that the seller was just tired of!

Think Outside the Box

The goal with incentives is to find a new way to compete for buyers’ attention. Dropping the price can cost your seller thousands of dollars. Many of these incentives will only cost a few hundred, but they are unique and will stand out in a sea of homes for sale.

Continue to think outside the box and consider what incentives may work. Often, the solution will be very individual, depending on the type and location of the home, the property the sellers have, and what stage of life potential buyers are in.

Ready for some just listed postcards to highlight your unique incentive? We’ve got just what you need – contact us today!

Advice Your Sellers are Getting: The Good, Bad, and Ugly

Interested in advice your buyers are receiving? Check out the previous post!

Advice Sellers Receive

Do you shudder when you see some of the advice that’s given to people about to sell their homes? You’re not alone. A lot of the advice given to sellers would be laughable if it weren’t so damaging.

Fortunately, it’s not all bad. Some of the advice sellers get is actually helpful. Regardless, being a great seller’s agent means knowing what your prospects are being told and how to respond to common misconceptions, questions, and concerns.

To help you, here’s a list of common advice sellers are getting and how to be ready to respond.

“Depersonalize Your Home to Sell It Fast”

The Advice:

This practical advice is very helpful. It’s a big put-off to a buyer to come into a home where the walls are covered with the seller’s wedding photos or pictures of their kids. It makes it very hard for the buyer to imagine themselves there.

How to Respond:

You want to encourage sellers to follow this tip. If you’re having a hard time with sellers who want to keep everything they way they wanted it when they lived there, remind them that this is essentially no longer their home. It’s not about what they want anymore, it about what the new homeowner will want.

“Audit Your Agent’s Marketing Techniques”

The Advice:

The idea here is that a seller should look for a quality agent. As a result, sellers who receive this advice may ask a lot of questions about what, exactly, you do to market properties. It may mean that the seller will try to be very hands-on, but it may not.

How to Respond:

The best response to this is to use the prospect’s interest in your marketing to really set yourself apart with your expertise. Describe the various marketing techniques you use and why they’re effective. Whatever you do, don’t get caught unprepared to answer questions about marketing!

“Post a Video Love Letter About Your Home on YouTube”

The Advice:

This hilarious piece of advice tells sellers to get an inexpensive flip camera and walk through the home and neighborhood. Sellers are supposed to narrate what their family loved about the home and the neighborhood, sharing memories and favorite coffee shops.

How to Respond:

The problem with the advice is that buyers aren’t interested in the seller’s experience in the home, they want to imagine their own experience. Assure the homeowner that you will post high-quality photos and video of the home online, and that you will clearly describe the benefits of the home and neighborhood. Explain that you realize telling a story is important, but that it needs to be the buyer’s story.

“Make a Lot of Showing Times Available”

The Advice:

If a seller wants to sell their home quickly for a good price, they need to make it easy for prospective buyers to see the house. This advice tells sellers to make it easy for buyers and Realtors® to schedule a showing by not making the timeframes super restrictive, or their home may be skipped in favor of others.

How to Respond:

While this is generally good advice, as a Realtor® it’s important to make sure your client understands what it takes to have the home ready for a showing. When the seller is clear about how clean it needs to be, they’ll be able to decide how much notice they need before a showing. It’s vital that your client not just leave everything as it lays right before a showing!

“Underprice Your Home to Create a Bidding War”

The Advice:

The idea is that if the home is a great value, more people will be interested, which will increase the number of bids received. This can create a bidding war where the seller gets more than originally anticipated – maybe even more than the house was expected to be worth.

How to Respond:

This is terrible advice for a variety of reasons. First, underpricing a home sends a message to buyers that there must be something wrong with it. Or, they may realize that the seller is trying to create a bidding war, and avoid the drama by looking elsewhere.

Secondly, if a bidding war is created and the selling price is too high, it might not stand up under appraisal, which would nullify the deal and leave the seller worse off than they were before.

Essentially, there’s never a good reason to misprice a home. It’s not strategy, it’s just foolish.

“Do an FSBO to Maximize Your Profit”

The Advice:

This advice is fairly standard – save the commission of your Realtor® by putting the home on the market and “letting it sell itself.”

How to Respond:

Homes don’t sell themselves. Unfortunately, real estate agents seem to constantly be in the position of proving their value. Point out these facts:

  • No one buys a home they don’t know about. Realtors® have the time and expertise to market a home correctly and get the best price in the shortest time.
  • Realtors® can provide expert advice about staging, landscaping, pricing, and more that will help the home sell more quickly. A seller doing this on their own is shooting in the dark.
  • The paperwork involved in properly financing and selling a home is complex and is a major headache to an inexperienced and busy homeowner. As a Realtor®, you know exactly how to do it right and include all of the needed provisions and conditions.

Are You Ready for Your Seller?

This is just a sampling of all of the advice a seller may receive before working with you. It pays to be aware of what people are being told so that you can respond appropriately – in fact, you can answer some objections in advance!

Use some of these pieces of advice as discussion points on your farming postcards. Ask the question, “Should you do X to sell your home?” and then discuss the answer on the postcard. We at Printerbees would be delighted to help you set up the design!

Potential sellers will be very interested in these postcards and will respect your expertise as you answer the exact questions they had in mind! It’s a great way to build rapport through print marketing.

What’s the craziest seller’s advice you’ve heard? Share in the comments!

Copywriting: Sell Real Estate With Your Words

Copywriting - Sell Real Estate Your Words

Realtors® are often very focused on having great images in their marketing. They want the best pictures of the home and neighborhood to share on postcards, social media, and more.

There’s a good reason for that! Pictures tell a lot of the story when it comes to real estate marketing. As they say, “A picture is worth 1,000 words.”

But I’m going to create a new adage: “A picture with the right words is worth a million bucks.”

Let me explain.

What Words Do in Real Estate Marketing

Why do we use words at all in real estate marketing? We do it because the picture alone isn’t enough. It doesn’t tell the whole story.

Pictures alone allow the viewer to draw their own conclusions. They may decide a bedroom is too small, without knowing how big it really is. They may decide a kitchen doesn’t look new when in reality it’s recently been remodeled.

Words also help answer questions. What is the neighborhood like? How does the layout feel? What kind of life can you live in this home? What brand is the furnace, and how new is it?

Most importantly, though:

Words tell a story that creates emotion.

Buying decisions are made based on emotions and then rationalized with logic. With great copywriting, you can help a buyer fall in love with a house, and then fill them in with the details to help them justify buying it.

How to Create Emotions with Words

There are a lot of ways to create feelings with words, but many Realtors® don’t take the time to do so. Unfortunately, many agents have a “Just the facts, ma’am” approach to copywriting.

If you could take 30 more minutes to craft your message, and sell your listing significantly faster for a much higher price, would you do it?

I hope so!

Tell a Story

Stories are incredible at creating emotions. When you tell a story, people set aside some of their biases, concerns, and fears. Great storytellers can create a broad range of emotions in a short time – we see this in good movies, good books, and even good news stories.

You want to do the same thing. Tell a story that allows the buyer to imagine themselves living in the home. Talk about what they might do there on a Saturday. If it’s a family-oriented home, talk about their children enjoying the neighborhood and schools.

Tell a story that makes the buyer feel comfortable, happy, and fulfilled. When you connect that story with owning the home, you’ll have created a powerful emotional draw.

Use High-Emotion Words

Decide what emotions you want to elicit from the buyer. This will differ depending on where you’re advertising.

If you are advertising on social media or through the mail, you need them to respond. So work on creating curiosity and urgency.

  • Have You Heard
  • Insider
  • Off-the-record
  • Missing Out
  • Left Behind

If they are on your website, focus on happiness, comfort, and fulfillment.

  • Lifetime
  • Completely
  • Peaceful
  • Cheerful
  • Heartfelt

As you are showing the home, work on creating feelings of safety and satisfaction with choosing this home to make an offer on.

  • Certified
  • Protected
  • Official
  • Long-term
  • Durable

You can find comprehensive lists of words that help create these emotions – I’ve provided just a few to get you started.

Are You Ready to Sell?

When you combine great pictures with exactly the right words, the results really are worth a million bucks. When you prepare your listing, tell stories and use the right kinds of words. You’ll be amazed how much your sales will improve.

If you’re ready to get a new set of Just Listed or Just Sold postcards out the door with the perfect combination of images and words, we’d love to help. Contact us today!

Let Other Realtors® Help You Sell Your Listing

Let Other Realtors Help Sell Your Listing

It’s always great to have help selling your new listing quickly to an interested buyer. Often, other real estate agents are your biggest allies. There’s a high likelihood that another Realtor® has a buyer client that’s interested in purchasing a home in the neighborhood you’re selling in.

In the past, word-of-mouth and relationship building were the only ways to access these buyers. You had to be fortunate enough to know the right person and have a good relationship with them. Fortunately, there are two other ways to find a real estate agent with an eager buyer.

Are you ready to let other Realtors® help you sell your listing?

Reverse Prospecting on the MLS

Usually Realtors® use the MLS to discover homes for sale that their buyer clients might be interested in buying. However, you can also use most MLS systems to reverse prospect – that is, search for Realtors® who have buyers that might be interested in your new listing.

Once you have a list of agents who have buyers interested in your area, reach out and let them know about the new listing. Make sure the buyer is still active – some saved searches stay in the MLS for a long time. Don’t forget though – you still have to sell the other agent.

If you have access to the features the Realtor® used in the saved search, be sure to highlight them in your conversation. Your job is to get the other agent so excited about the match that he or she then sells it to their buyer for you.

Reverse prospecting on the MLS has been around for several years, so if you don’t take advantage of it, you’re missing out!

Finding Other Agents on Instagram

Some real estate agents are hesitant to use Instagram to advertise their listings, because they don’t believe that buyers are looking there for homes.

In reality, buyers are definitely looking for homes on Instagram, especially from agents who aren’t afraid to share glimpses into their daily lives. But more importantly, other Realtors® are on Instagram. Even if you don’t connect with a buyer directly, connecting with a buyer’s agent will get you similar traction.

The keys to using Instagram are simple:

If you do these things, you’ll not only attract buyer’s agents, you’ll be in a great position to attract buyers directly as well!

Selling listings doesn’t have to be a one-agent show. Word-of-mouth and relationships are still important, but when you add reverse prospecting and Instagram to the mix, it’s easier than ever to connect with buyer’s agents to get help selling your listing.

Ready to get some great Just Listed and Just Sold postcards to market your listings? We have dozens of customizable templates for you to choose from. Let us know how we can help!

Two Unique Ideas for Open Houses

Unique Ideas for Open Houses

I’ve heard a lot of Realtors® say that open houses simply don’t work. Open houses have also been under fire due to safety issues.

However, I like to keep an open mind, and I recently discovered two unique ideas about how to maximize the impact of an open house. Both of these come from Realtors® who are actually doing them. I’d love your opinion – would you conduct an open house this way?

Limit to One Open House & Create an Offer Deadline

Having endless open houses is not only a hassle for the agent and homeowner; it creates absolutely no urgency on the part of buyers. There’s a feeling that you need them more than they need you.

To combat this, consider having only one showing and creating a deadline for making an offer. When there’s only one open house, you’ll have more buyers come in, which makes it more worth your time. When it’s crowded, that also creates the perception that there will be a lot of offers, which encourages buyers to make a higher offer than they might have been planning to.

You can also create a short timeframe for receiving offers after the open house. If the open house is on Saturday, you can create a deadline for receiving offers of noon on Monday. It helps create a sense of urgency to act, and you also reinforce the idea that there will be a lot of competition for the home.

Because people want what other people seem to be interested in, you can use this scarcity and deadline strategy to create interest and move a home quickly.

Hold a Community Event in a Staged Home

Those looking to really draw a crowd to a listing may plan to hold a social event at the home. This is not just an open house – it’s planned as a full community event.

Holding an event, complete with food, drinks, and even live music can be a great way to showcase a home’s potential for entertainment and fun. It will draw a bigger crowd than a traditional open house, and that helps build interest and create competition.

You can advertise this kind of open house event on social media, neighborhood websites, and even in newspapers or through printed flyers and postcards. It’s a way to take a boring, regular open house to a whole new level – in fact, you might even find yourself having fun!

In all likelihood, this type of open house event would only be suitable for a larger home that was at a higher price point. However, it could be a great way to showcase that luxury listing.

Thoughts on Open Houses?

I think it’s pretty clear that boring, regular open houses are on the way out, if not completely gone already. However, there are still agents out there being creative and finding new ways to elevate open houses as a marketing tool.

What do you think? Would you do either of these? If you have already, what was your experience? I’d love to hear from you!

If you’re ready to advertise your next open house, be sure to take a look at Printerbee’s large collection of customizable Just Listed postcards and property flyers. We’d love to help you get the word out!