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Business Marketing

Listing Agents: Where’s The Beef?

heres-the-beef.jpgHow do you market yourself to sellers? Do you harp on about your track record, or how you won the gold star award 2 years in a row back in 2002? Do you flash cool agent extensions such as e-Pro, and say that you know how to “harness” the power of the “Internet” (that’s the one with the email..right?)? Do you use clever slogans that rhyme so well they baffle the mind?…

Of course you do! And there is nothing wrong with that. But please, for your own sake, do not stop there. Like any service-based business, you must define deliverables . As an agent, you may not want to do this, but there is real value in eliminating the mystery from your service offerings. What will I get when I hire you to sell my house? People are tired of empty promises, because these days, they are a dime a dozen. “I will work tirelessly to sell your home at the right price”… Well, how? “We use online tools and marketing techniques to effectively market your house”… What tools?

These questions can be answered easily, but you really can’t publish them unless you define real marketing processes and commit to them. Do you always hire a professional photographer? Do you make a 4 page flyer every time? Do you use video or virtual tours? Online listing services and classifieds? Which ones? How many? I could go on and on.

“It depends on price”… This may be true, but even if you define the bare minimum marketing practices, you will go a lot further with potential clients than with nothing at all. When you define expectations, your trust level will skyrocket over your competition and puncture a hole in their hot-air balloon. This is especially true in online marketing, where the customer may not know you. If you have a blog that is helping them get to know you, useful and honest information about local market conditions, as well as a clearly defined list of deliverables you use when listing every home… You may be irresistible. This is before first contact!

Trim the fat and show me the beef!

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Written By

Writer for national real estate opinion column, focusing on the improvement of the real estate industry by educating peers about technology, real estate legislation, ethics, practices and brokerage with the end result being that consumers have a better experience.



  1. Mariana

    October 26, 2007 at 2:57 pm

    I feel that it is important to provided detailed examples of what is going ot be offered to Sellers. I also believe that there should be systems in place that keep the agent accountable to the Seller for everything that the agent promised.

  2. Benn Rosales

    October 26, 2007 at 4:37 pm

    The fear of this approach is once you set in stone what you will do, it’s not enough and you lose them. Many feel it is better to get in front of the seller and demonstrate. Have you ever seen a good example of this firm approach related to real estate?

  3. Carson

    October 30, 2007 at 3:26 am

    Well, no. But I would think if an agent had a ton of tools and methods they use, it would be a good idea to list them out… So when a prospect learns of these tools through your site and then asks another realtor (R?) if they list on Trulia or something, and that realtor has no idea what that is (totally possible), you will appear to be a genius. Just a theory.

  4. Kelley Koehler

    October 30, 2007 at 4:47 pm

    Hmm. I’m in the not detailing out a specific plan camp. I want my Sellers to buy into me as their marketing expert – therefore this is generally what I am going to do, here is data on why it works, here’s an example, and this is what my systems look like, and here’s how you’re always going to know exactly what I’m doing and when, so that you and I both know what’s going on.

    I go into great detail for a few tools/methods as examples, a demonstration that I can leverage that medium beyond the typical agent, and always hit internet advertising in detail – as a differentiation tool – but try to keep the marketing presentation part short and sweet. If I can’t get someone to trust me and want to hire me in 15 minutes or less, I’m not sure that blabbing on for half an hour or more will change their minds. I want people to be convinced I’m an expert and hire me for that – hire me because they believe in my abilities, not because I pitched a specific plan, or (horror) said I’d do a virtual tour.

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