Advertising Real Estate

Your REALTOR® will know when, where and how to advertise your property. There is a misconception that advertising sells real estate. The NATIONAL ASSOCIATION OF REALTORS® studies show that 82% of real estate sales are the result of agent contacts through previous clients, referrals, friends, family and personal contacts. When a property is marketed with the help of your REALTOR®, you do not have to allow strangers into your home. Your REALTOR® will generally pre-screen and accompany qualified prospects through your property. (To read the full article by NAAR, go here)
 

Now, does this mean there is no marketing necessary for a REALTOR when listing real estate? Of course not. Marketing and advertising are not exact synonyms. Marketing includes benefits such as having your home populate on REALTOR.com or REMAX.com websites. There are no advertising dollars associated with these benefits, but there are association dues, corporate dues, broker fees, MLS fees, etc.

Sending a buyer demographically directed mass emailing to agents that are most likely to represent the buyer pool that would most likely be interested in that particular property would be marketing and not necessarily advertising.

Word of mouth through out the real estate community and past clients would be marketing and not advertising (at least not paid advertising).

Most people associate advertising with placing an ad in the local news paper (bad results, waste of money); or paying for an ad in the local homes for sale magazine, or REMAX magazine. Even both of these venues are more likely to be used as a listing tool in future listings "look, see what I do?" then to actually sell a home.

Should your REALTOR still use these avenues when marketing, and advertising your home? YES. At least in most cases. A REALTOR's goal should be to market to as wide of an audience as feasibly possible with in a reasonable amount of time.

However, never loose observance of the fact in the first paragraph. "  .....82% of real estate sales are the result of agent contacts through previous clients, referrals, friends, family and personal contacts."

Networking, marketing and lastly advertising are what will sell a home with all other aspects equal.

Your thoughts? Comments?

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