Showing Directions as
Marketing Strategy

One of the most famous lines in sales is “always be closing” (“ABC”).

Less well-known — but equally important — is “always be marketing.”

I was reminded of that yesterday when I was showing homes to Buyers yesterday in the West suburbs.

“Out of Bounds” Showing Directions

Prior to meeting clients to tour “For Sale” homes, Realtors will typically print a map with all the homes they’ll be visiting.

However, once the Realtor gets close to a particular home, it’s common to consult the MLS listing info and follow the listing agent’s directions.

Which I did.

About halfway through my (especially scenic) drive through Cedar Pass — a newer, upper bracket neighborhood in Minnetonka — I realized what the listing agent was up to.

On the west side of the “For Sale” home — the more convenient and closer approach — is a neighborhood of older, more modest homes.

On the east side is Cedar Pass.

Best foot forward
, indeed.

P.S.: And no, I don’t think such a tactic is out-of-bounds (pun intended); it’s actually very good marketing!

About the author

Ross Kaplan has 19+ years experience selling real estate all over the Twin Cities. He is also a 12-time consecutive "Super Real Estate Agent," as determined by Mpls. - St. Paul Magazine and Twin Cities Business Magazine. Prior to becoming a Realtor, Ross was an attorney (corporate law), CPA, and entrepreneur. He holds an economics degree from Stanford.

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