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The Listing Agent - Preliminary Marketing of Your Home
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Back to: Seller Tips | Next Article: The Listing Agent - Marketing Your House to Other Agents
The "Real" Role of a Listing Agent
 When you bought your home, you probably used the services of a real estate agent. You found that agent through a referral from a friend or family member or through some sort of advertising or marketing campaign. The agent helped you in many ways and eventually you found the house of your dreams, made an offer, closed the deal, and moved in.
For whatever reason, it is now time to sell your home and you need the services of a real estate agent once again. Many home sellers, especially those selling their first home, tend to think all agents are similar to the one that helped them buy their home. This isn't necessarily the case.
Although real estate agents can (and do) work with both buyers and sellers, most tend to specialize and concentrate more on one than the other. When you bought your home, you probably worked with a "selling agent" - an agent that works mostly with buyers.
Because of the nature of real estate advertising and marketing, the public's main image of the real estate profession is that of the selling agent. As a result, many homeowners expect their listing agent to do the same things that a selling agent does, such as find someone to buy their home. After all, they do the things you would expect them to do if they were searching for buyers. A sign goes up in the front yard, ads are placed in the local newspaper and real estate magazines, your agent holds an open house on the weekend and your house is proudly displayed on the Internet. However, this is only "surface" marketing.
The most important marketing activity occurs behind the scenes. After the "for sale" sign goes up and flyers are printed, your agent's main job is to market your home to other agents, not to actual homebuyers.
The "For Sale" Sign
It seems fairly obvious that when you put your house up for sale, your agent will put a "For Sale" sign in the front yard. The sign will identify the agent's company, the agent, and it will also have a phone number so prospective buyers can call and get information.
Signs are great at generating phone calls, even if very few actually purchase the home they call about. However, you might be one of the lucky ones. For that reason, you should determine what happens when someone calls the number on the sign. Does a live person answer the phone or does the call go to a voicemail or recorder?
You want someone to answer the phone while the caller is "hot." When buyers call the number on the sign, the call should go to a live person who can answer questions immediately. A potential buyer may be on the street outside your home, placing the call using a cell phone.
Flyers and a Brochure Box
Your agent should prepare a flyer that displays a photo of your home and provides details about the property. There should also be a phone number for buyers to call so they can contact your agent to get additional information. The flyers should be displayed in a prominent location in your home and in a brochure box attached to the "For Sale" sign.
The brochure box is convenient for buyers who drive by and just happen to see the "For Sale" sign in front of your house. It provides enough information so they can determine if they want to follow up with a phone call or inform their own agent that they are interested in your property.
All Articles ©2000 Real Estate ABC
No articles may be reprinted or displayed without permission
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This information is deemed to be accurate but not guaranteed.
You are advised to independently verify any information
or data that influences your decision to purchase or sell
a property. The current listings & closed transactions
are taken from the Southern California Multiple Listing Service
and may not be the work product from any one agent or broker.
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Tony Dove, REALTOR®
Direct: (714) 283-1116
Office: (714) 282-4300
Toll Free: (800) 615-2707
Email: Tony@TonyDove.com
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© 2006-2009 Tony Dove
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