My next door neighbor recently listed her home for sale and this Saturday it was held open for the first time. What a spectacular home! Over 5000 sq. ft. of pure beauty, and the agent who has the home listed had really nice marketing materials to match the elegance of the home. Trust me when I tell you, my photos of his marketing materials don’t do them justice, but it is a 11X17 folded brochure, printed on 14 pt. cover stock and it’s beautiful. This listing flier is so eye-catching that as my children passed by it on the kitchen counter, they all stopped and took note of it. Each of them said “Wow, this is one of the nicest marketing pieces I’ve seen in a long time,” and they see a lot of marketing pieces. His business card is printed on a 16pt. matte finish with gold foil printing and they definitely stand out.
Here’s my one problem with his approach to marketing this house. He didn’t let any of us (the neighbors) know it would be open on Saturday. This agent clearly understands that marketing is a necessary investment with the look of his marketing materials. They’re stunning!
My thoughts are that those marketing materials would impress a lot of the people in this neighborhood if they were invited to stop by. Open houses are “nosy neighbor magnets!” Nosy neighbors who are many times interested in home values, the market and in many cases trying to determine if it’s a good time to sell. Neighbors are like low hanging fruit on the tree of real estate agent leads, you just need to harvest them by inviting them to stop by.
Here’s some ideas on how to invite the neighbors:
- Go door knocking and personally invite them, provide them with a listing flyer in the event they can’t make it. Make sure to ask them if they have any questions about the market.
- Use services like Cole Information Systems to get a current mailing list of the surrounding homes and call those that have phone numbers, invite them to stop by. (Mention this magazine/PrinterBees when contacting Cole and receive a 25% discount!)
- Send out Just Listed/Open House postcards with an invitation to stop by. (Cole Information Systems provides the needed mailing list)
- Use door hangers as you walk the neighborhood and become a familiar face.
- Include a sign rider on your for sale sign saying “open this weekend.”
- Hire some teenagers to hand out “Open House Fliers” to advertise the upcoming event and so they know they’re invited.
Activity breeds activity and people like doing business with someone they view as successful and busy. You’re missing out on a tremendous opportunity to grow real estate business if you’re not exploiting the opportunities you have to be in front of people, while you have the activity of a listing.