I am Cassandra: I wrote a long thread on Twitter last fall on how to list a home so it will sell for top-dollar on the first weekend. The response? Crickets. The truth is that most real estate agents are very bad at selling homes, by my standards, and yet all of them are convinced they have nothing new to learn.
Here’s the way the world works: The only remaining marketing channel for a residential listing is the MLS – by way of sites like Zillow and Realtor.com. I do everything I can think of to supplement the listing, but, in a world where no one looks up from the cell phone, the cell phone is the only way you have to reach buyers.
Hence: More than ever, real estate is not just a marketing praxis but a publishing job: To be effective, the listing must make your home’s ultimate buyer crave the property. The analogy of the Christmas Wish Book is spot on: If I can get you to peruse my listing over and over again – you’re not looking at anyone else’s.
And that’s my job. Over time, we’ll talk more about how I work; as noted, I have no fear of my competitors learning anything from me. For now, take this away: The listing is the invitation to the showing, and the showing to the offer. The marketing strategy that works is the one that gets buyers off their phones and into your home – before anyone else can steal it away.
Urgency. Fear of Missing Out. Sold. And it all starts with the MLS listing…
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