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. 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, now it is time to sell your home and you need a real estate agent 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.
Although real estate agents can (and do) work with both
buyers and sellers, most tend to concentrate more on one than
the other. They specialize. 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 (buyer's agent).
As a result, many homeowners expect their listing agent to
do the same things that a selling agent does – find
someone to buy their home. After all, they do the things you
would expect 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. Your house is proudly displayed on the Internet.
But this is only "surface" marketing. More important 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 homebuyers.
The "For Sale" Sign
It seems fairly obvious that when you put your house up for
sale that your agent will put a "for sale" sign
in the front yard. The sign will identify the agent’s
company, the agent, and 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.
Also, take a look at the sign and see if it seems more interested
in generating calls from buyers, or if it seems more oriented
toward advertising your agent’s listing services to
your neighbors.
Flyers and a Brochure Box
Your agent should prepare a flyer that displays a photo and
provides details about your house. There should also be
a phone number so buyers can contact your agent to get
additional information. The flyers should be displayed
in a prominent location in your home and also in a brochure
box attached to the "for sale" sign.
The brochure box is convenient for those 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 they are interested in your house.
Tips brought to you by Real Estate ABC's.
About Blaine Morris, Marin Properties
As a top-producing licensed REALTOR with Frank Howard Allen in Greenbrae, California, Blaine Morris specializes in Central and Southern Marin County. Always just a phone call or email away, Blaine works seven days a week for his clients, providing them with the utmost in fast and efficient service and follow through. Whether you are searching for the home of your dreams, or thinking of selling it, Blaine can turn your dreams into reality! Behind Blaine is the strength and stability of the Central Marin office of Frank Howard Allen, the #1 office of the #1 Brokerage in Marin County.
Contact him today at 415.925.3279 or click here.