How Should My Realtor® Be Marketing My Home For Sale?
When selling a home, one of the most important factors other than proper pricing that will lead to a successful home sale or not is marketing. A very popular FAQ from home sellers relates to real estate marketing and how their real estate agent should be marketing their home.
One of the biggest complaints from unhappy sellers is that they don’t feel their real estate agent is marketing their home properly or enough. There are many real estate marketing techniques that top real estate agents utilize. Some of these real estate marketing techniques relate directly to promoting a sellers home and others do not but certainly have a huge indirect impact on the overall marketing of a sellers home.
As one of the top real estate agents in Webster NY, I believe it’s extremely important that my sellers understand where their home will be marketed, how it will be marketed, and why. Additionally, it’s important for all home sellers to understand that there are many other real estate marketing techniques that top real estate marketers are using to improve their overall marketing exposure behind the scenes.
If you’re selling a home or thinking about it and you’re wondering what real estate marketing strategies a top real estate agent should be using, read on to find out. Below are some of the most creative and unique real estate marketing strategies!
Print Advertising & Traditional Real Estate Marketing Techniques
There are many real estate agents who believe that print advertising and traditional real estate marketing techniques do not work. While the impact that print advertising and traditional real estate marketing strategies has decreased over the years, they still can be a good marketing avenue for sellers.
Below are some of the top print advertising and traditional real estate marketing strategies that top real estate agents are utilizing.
Depending on your location, the newspaper can still have a large number of readers. The readership in Western New York for example typically ranks as one of the highest in the country, meaning people are still reading the newspaper. Many newspapers have their own real estate section where you can find what homes are for sale, what the upcoming open houses are, and other real estate information.
One of the biggest spikes in newspaper readership has been the online readership. The digital audience for newspaper has been consistently growing over the past several years. Newspaper companies have realized the impact that the internet makes and have shifted their focus to digital editions of their papers. Most newspapers now have digital editions of their papers that allow readers to read the news on their computers, iPads, Tablets, and other mobile devices. Convenience is the key!
Newspaper advertising is still an effective real estate market strategy and is proven that when a home is advertised for sale that the web traffic increases for a few days after the ad is run. This is most likely because if a potential buyer sees a home for sale in the newspaper, the first thing they will do is search online for it to learn more.
Local Gazettes, Heralds, & Posts
In addition to a cities newspaper, many communities have their own local newspaper or magazine. There is still some value in advertising in local gazettes, heralds, posts, and other local newspapers in real estate.
The biggest reason that advertising in a local publication can be beneficial is because the audience is very specific to the local residents. Residents that are living in a town, in many cases, will move but will not leave the specific town. For this reason, promoting a home for sale in the local newspaper can potentially attract some solid buyers.
Ever catch yourself repeating a quote or saying from a commercial that you saw on television the previous day? I’m sure you’re nodding your head agreeing. Another real estate marketing strategy that can be very effective is television advertising.
Depending on what real estate company and what area you’re selling a home, television may or may not be a viable option for a real estate agent to market a home for sale.
For example, my real estate broker, Nothnagle Realtors, has a weekly television show called the “Showcase of Homes” which reaches over 40,000 Greater Rochester NY residents each week. The Showcase of Homes is a 30 minute show that highlights about 40-50 homes that are for sale in the Greater Rochester NY area.
Postcard & Direct Mail Marketing
Another popular print advertising strategy that top real estate agents will use to sell a home are postcards. Postcards sent to a local neighborhood are a great opportunity to inform the neighbors that a home in their neighborhood is for sale with pertinent details relating to the home.
This can be an effective real estate marketing tool, mainly because neighbors who receive the card may know of a family member or friend who is looking for a home in their neighborhood. An informative postcard can easily be passed on to someone who potentially is looking for a home.
Postcard marketing does require a real estate agent to spend money they haven’t earned yet, however, it can be a great marketing technique. There are many things that sellers should expect from their real estate agent when selling a home and one of them is creative marketing strategies that cost them money before they’ve earned it.
Real Estate Marketing Strategies For Maximum Online Exposure
Did you know that over 90% of home buyers are beginning their home search online? If that staggering statistic doesn’t catch your eye, it should! It’s extremely important when selling a home that your home is being exposed everywhere online. Top selling real estate agents have a strong online presence.
Below are some of the most important real estate marketing strategies that lead to maximum online exposure that top real estate agents use.
Going out on a limb, I’d bet that all real estate brokers have websites in 2016. Just because a real estate broker has a website does not mean all their agents have their own website. To receive maximum online exposure when selling a home, it’s very important that real estate agents have their own website.
An agent not only needs to have their own website, but it also has to be user friendly and a highly ranking website. Some of the top signs of a user friendly and high ranking website include an interactive home search feature, detailed community pages, and mobile compatibility.
Below is an example of a basic home search form that buyers can utilize to search Irondequoit, NY homes for sale as well as homes for sale in other Greater Rochester NY real estate communities.
It’s important that when selling a home, your real estate agent has a website that is truly a one-stop shop for their real estate needs. Having features such as a fully interactive home search and information relating to the local real estate communities is typically a sign of a top real estate website.
Informative & Updated Blog
An obvious sign of a real estate agent with a strong online presence is whether or not they have an informative and regularly updated blog.
A real estate blog can be beneficial for a seller as it gives an agent the opportunity to discuss their home in detail. Since most multiple listing services (MLS) limit the amount of characters and photos an agent can utilize, a detailed blog post about a sellers home can be a killer resource to provide to potential buyers.
Another reason top real estate agents will have an informative blog is because it gives them the opportunity to share their knowledge and experience with potential buyers (and sellers).
For example, if a seller has a home that is likely to attract first time home buyers, it can be extremely beneficial if an agent has an article that is tailored to first time home buyers. Not only does providing first time home buyer tips benefit a buyer but also benefits a seller if the information provided helps make a transaction go smoother because the buyer is informed about the home buying process.
Nothing is more frustrating to a seller than a buyer who ends up with cold feet and backs out of a deal because they didn’t know what to expect during the home buying process.
High Quality Photos
Since the internet is the place where most buyers are beginning their home search, it’s vital that a real estate agent is using high quality photos. When selling a home a seller should expect the photos a real estate agent uses to market their home are nothing short of spectacular.
There are some real estate agents who will hire a professional photographer to take photos of their listings. While this is an additional expense, it can make a huge difference. This is especially the case when selling luxury homes since there are typically tons of photos that can be taken.
Some real estate agents do not hire a professional photographer and don’t need too, if the proper techniques and equipment is utilized. It’s imperative that when looking for prospective real estate agents to sell a home, homeowners are aware of the quality of photos the agent takes for their listings.
If a real estate agent is marketing their listings with poor quality images it can make a huge difference in whether a home sells or not.
People love video, period! The impact that video has had on real estate marketing has been monumental. In 2016, buyers can now sit in the comfort of their home and virtually walk through a home, how awesome is that.
When selling a home, you should expect that the real estate agent you hire is utilizing some type of video. Whether it is a video they produce by themselves by stitching together photos or a video they have professional designed, it is important.
Below is an example of a video that was produced while selling a waterfront property in Rochester, NY.
Real estate and social media are like peanut butter and jelly. Sellers should expect that their real estate agent is utilizing social media in their real estate marketing strategy. There are several social media websites that top real estate agents are utilizing to help give their sellers homes additional exposure.
Below are some of the most popular social media websites that sellers should expect their real estate agent to use while selling their home and some reasons why.
There aren’t too many people left who don’t know what Facebook is or better yet, don’t have a Facebook profile. Facebook allows real estate professionals the opportunity to reach tons of local residents, hopefully potential buyers.
As a seller, it’s important to realize the power of Facebook marketing for real estate. Not all Facebook marketing needs to be focused on the newest listing in XYZ neighborhood, but certainly is incorporated in many real estate marketing plans. Top real estate agents will have their own business page that is frequently updated with not only listings but also with quality real estate advice.
Providing quality real estate advice is a great way for a real estate agent to interact with their followers, many of which maybe potential buyers. Facebook also allows real estate agents to utilize targeted ads that can be demographically targeted to residents in a specific neighborhood who are looking to purchase a home, how awesome is that!
If you’re selling a home, you can tell pretty quickly if an agent is utilizing Facebook the proper way or not. If you go to their business page and there is little interaction in forms of comments, likes, or shares, it’s likely they are not.
Below are results from an example of a Facebook contest that was run recently that exposed a sellers Penfield, NY home to over 10,000 residents before the home was even listed for sale!
If you’re thinking of selling your home or are selling your home, you should expect that Twitter is a part of your agents real estate marketing strategy. While the chances that a home buyer finds a home on Twitter are slim, Twitter can be a great tool for building authority in a local community if it is used properly. Online “authority” is when a person is viewed by others as an expert in their field.
Far too many agents are using Twitter only to blast their newest listings, which is one of the most common social media mistakes made by real estate agents. Sellers should expect that their real estate agent has a solid local following on Twitter and that they are consistently providing helpful information, not only listings.
The old saying, “give to get” is a great way to understand the mindset that real estate agents should have when utilizing Twitter as a part of their real estate marketing strategy to sell a home. If an agent is providing top notch real estate information to local residents and followers, the chances their followers contact them when they want to buy a home increases exponentially.
This is important for a seller seeing as top real estate agents love selling their own listings and a potential buyer from Twitter maybe the next owner of their home!
As mentioned above, high quality photos are a very important piece of a successful real estate marketing plan. Pinterest is another excellent social media outlet for real estate agents to promote their sellers listings as well as other quality content and information.
Like Twitter, it’s unlikely a buyer will find their dream home while on Pinterest. It is possible that a buyer is interested in a specific neighborhood or is looking for quality real estate information. Top real estate agents will provide excellent information not only on the local communities they sell in but also general real estate information on Pinterest. Pinterest allows real estate agents to show potential buyers that they are experts in their industry and chances that a buyer reaches out to an agent because of this increase greatly.
Below is a board of the top real estate articles worth reading on Pinterest. As you will see, there are pins that link to information relating to almost every single real estate related topic you could think of.
A great place for real estate agents to be active on is LinkedIN. Similar to Twitter and Pinterest, LinkedIN is a great place to build authority with local residents in a community. It’s important when selling a home that your real estate agent is utilizing LinkedIN to connect with local residents who maybe in the market to purchase their home.
On LinkedIN you will also find local groups that are filled with local residents of any given community. Real estate agents should not blast listings on LinkedIN, however, it can helpful if they provide information relating to the local communities or upcoming events.
For example, on LinkedIN there is a Rochester NY residents group in which I share helpful information relating to Rochester. Recently I wrote and shared an article into this group regarding the top dog parks in Rochester, NY that was very well received and deemed by many as helpful.
While an agent may not receive instant results from LinkedIN in the form of buyers and sellers, building their authority on LinkedIN can definitely lead to future clients and should definitely be a part of their real estate marketing strategies.
Google Plus is a social media site that most sellers are not aware of or familiar with. Top real estate agents will incorporate Google Plus into their real estate marketing plan for a number of reasons.
Since Google Plus is a Google product, when something is shared on Google Plus the chances that it is indexed quicker by a search engine increase. If a specific domain gets lots of shares to Google Plus, the chances that Google views this domain as a solid source of information increases. This ultimately means that a sellers home has a greater chance to be found by buyers doing online searches for their home or homes for sale in general.
Google Plus, like LinkedIN also is a place for local communities. In any given city there may be a couple or dozens of local community groups. Local communities provide real estate agents another venue in which they can prove to the local residents that they are the real estate expert.
When selling a home, many homeowners wonder what top real estate agents are doing behind the scenes. One of the most important real estate marketing strategies that sellers should expect from their real estate agent is top notch content curation.
The easiest way to describe content curation is the process of sorting through vast amounts of content on the internet and presenting it in a meaningful and well organized way around a specific topic, in this case real estate.
Content curation is important for sellers because if properly done can make a huge impact on the traffic a website receives and subsequently, the more traffic and social shares a real estate website gets the higher it ranks. The higher a real estate website ranks the more local traffic and views a sellers home will receive.
Below are a handful of the best places a real estate agent can curate content on and what sellers should expect their real estate agent incorporates into their real estate marketing strategies.
Have you ever been in searching for a specific topic but cannot for the life of you find quality information. Bundlr is a great content curation site that allows real estate agents the ability to create “Bundles” of articles relating to a specific topic.
Every homeowner who is selling their home or thinking about it would love to know how to sell their home easily, right? Over on Bundlr you will find an example of the top real estate resources for home selling that provides links to only top notch home selling advice.
Do you love lists as much as I do? I don’t know many people who don’t like them actually. Listly is another excellent curation tool that allows real estate professionals the ability to simply cut and paste links into specific topic driven lists.
If you happen to be selling or buying a home during the winter, it is important to realize that there are certain tips that should be followed. If you were looking for information on this topic, how awesome would it be to see a list of the top winter real estate articles for buyers and sellers? Thanks to Listly you are able to get your wish and you get many of the best winter real estate articles!
Another very convenient and user friendly curation tool that top agents are utilizing as part of their real estate marketing strategy is Learnist. Learnist is similar to Listly and Bundlr as it provides agents the ability to provide top articles in a specific niche in one place.
One great example of how awesome Learnist is for providing top notch content is this board that provides links to articles relating to first time home seller tips. If you’re selling your first home you can see how easy this resource is to follow and also how helpful it is.
One of the more well known curation sites that top selling real estate agents are using is Tumblr. Tumblr allows agents the ability to create their own posts about various real estate topics.
If you’re selling a vacation home and a buyer was wondering how to buy a vacation home, a Tumblr blog post would be pretty helpful, right? If a buyer was surfing Tumblr and came across a post that discusses tips on buying a vacation home, it potentially could help them determine whether it is a good idea or not. If they decide it is a good idea, having an understanding about the things to consider will make the transaction much easier.
Consumers want to find information easily and do not want to sift through terrible article after terrible article. BagTheWeb is another content curation site that real estate marketing plans need to include.
Owning a home has many tax implications and many homeowners have no idea about many of them. If a homeowner was looking to learn about real estate tax related articles, a convenient list would be very helpful. As you see in this list there are 6 top notch tax related articles that are sure to help any homeowner, all in one place!
Many LinkedIN users have no idea that recently they created a place where you can curate content. LinkedIN Pulse is basically a blog within your LinkedIN account and can be a great real estate marketing tool.
Anytime something is published on LinkedIN Pulse, a users connections are notified of a new publication. Top real estate agents will be connected with many local residents and it’s a great opportunity to share quality information and further prove authority. An example of how LinkedIN pulse can be used is this article that discusses why people move to Rochester.
Top real estate marketing strategies should definitely include Behance in their content curation toolbox. Similar to Tumblr and LinkedIN Pulse, Behance allows real estate professionals the ability to have their own blog on a popular website.
There are many things when selling a home that sellers do not want to do. Overpricing, picking the wrong agent, or not allowing their home to be shown are just a few examples. If a seller came across this excellent article on Behance that provides the most important things a seller should not do when selling their home would be very helpful.
Another very simple content curation tool that agents should include in their real estate marketing strategy is Scoop.it. Scoop.it allows curators the ability to create categories and to share quality articles relating to the topic and add their own insight.
Whether buying or selling a home, it’s almost a guarantee that some type of research will be done throughout the process. Providing one place where buyers and sellers can find quality information is much appreciated and Scoop.it is a great way to do so. Check out the very best real estate related articles from Scoop.it that provides helpful information for both buyers and sellers.
Storify is one of the easiest and most visually appealing content curation sites available for real estate professionals. Storify allows curators to create an informative “storybook” style article that can be extremely helpful.
It would be helpful for someone who was interested to learn about some of the top Greater Rochester NY real estate communities if they could find it all in one place. Over on Storify in this article you will find out quality information and links to information regarding the top notch Rochester NY real estate communities.
Real estate marketing is a vital to home selling success. There are certain real estate marketing techniques that you should expect from a real estate agent when selling a home.
If a real estate agent utilizes print advertising, has a strong online presence, utilizes social media, and knows how to curate great real estate content, the chances they sell a home increases significantly. A real estate agent who does not believe in or utilize these forms of marketing can potentially cost a seller thousands of dollars and months of aggravation.
Other Top Resources Relating To Real Estate Marketing Strategies & Home Selling
- Top Interview Questions For Realtors®
- Social Media Groups For Real Estate via Maximum Real Estate Exposure
- Signs You Hired The Wrong Real Estate Agent
Are you selling or thinking about selling your Rochester, NY home? If so, it’s vital that you’re receiving top notch real estate marketing services from your Rochester real estate agent. If you have not hired a top Rochester NY real estate agent, contact me, as I’d love to explain how my real estate market strategies will get you top dollar for your home in a reasonable amount of time! I promise that no other Rochester NY Realtor® will provide the amount of exposure that I will generate for your home.
About the authors: The above article “What Real Estate Marketing Strategies Should My Agent Be Using?” was provided by the Keith Hiscock Sold Team (Keith & Kyle Hiscock). With over 30 years combined experience, if you’re thinking of selling or buying, we’d love to share our knowledge and expertise.
We service the following Greater Rochester NY areas: Irondequoit, Webster, Penfield, Pittsford, Fairport, Brighton, Greece, Gates, Hilton, Brockport, Mendon, Henrietta, Perinton, Churchville, Scottsville, East Rochester, Rush, Honeoye Falls, Chili, and Victor NY.
Visit our website at www.HiscockHomes.com.
© 2016, Kyle Hiscock. All rights reserved.