for sellers, the days of the Hope Marketing Strategy are long gone! What is
Hope Marketing? Remember when agents would bang in a buy me sign and upload a
few photos to the internet— and sit in an office hoping for buyers to simply
walk in the door or call? Terms like “discount commission”, “free marketing”,
“pay on sale” were good indications of typical Hope Marketing strategy agencies.
your biggest asset get stuck in the past with the hope marketing methodology of
Seek Fair Market Share or Best Value
Sure, if a seller wants simply to sell based on price alone; then
this strategy may work. But, if looking for fair market or best value for your home,
don’t rely on a real estate team that uses this outdated strategy.
Since the number of properties on the market and information
available to buyers is endless— selecting the right agent to sell their
property is even more important than before; especially if they hope to achieve
the best result possible.
Know the Difference Between Advertising & Marketing
Unfortunately, most salespersons in the real estate industry don’t
know the difference between Advertising and Marketing. Be sure to select a marketing specialist with a proactive, modern,
cost-effective, targeted marketing strategy as this is the key to success for
the seller, and for that matter, the buyer also.
whether used correctly or incorrectly, still costs the same with internet,
newspaper and signage costing tangible dollars.
Marketing isn’t an extra cost to the seller. It is the intellectual
skill of the agent. Sellers pay for marketing in the form of commissions
paid to the agent on the sale of their property. Marketing is the strategy that
the agent will use to get a property sold. There should be no charge for
marketing if the property is not sold.
Marketing Specialists Place the Property in the Buyer Spotlight
Marketing specialists understand that every advertising dollar spent
should place the property in the buyer spotlight. The advertising should be targeted
for maximum effectiveness for the property and the seller in attracting the
best buyer. Advertising is not about spotlighting the agent or agency with
A real estate marketing specialist will have a well proven
strategy and can clearly explain how this strategy will add value to the
transaction, give voice in negotiations and how he/she has the vision required
to make it happen.
Any real estate salesperson can claim to be a marketing strategy specialist,
but simply turning up to a listing appraisal with a one size fits all
advertising schedule in hand that just outlines costs— isn’t a marketing
Relevant, up-to-date information is the key to success for all involved.
Be sure to ask questions.