“It Takes One to Know One”

Which Realtors (besides me) do the best job marketing their listings?

Ask other Realtors.

While the general public receives Realtor postcards, fridge magnets, solicitations to price their home, etc., Realtor-to-Realtor marketing these days is 99% electronic — specifically, emailed flyers touting pre-listings, new listings, and price reductions.

To catch busy Realtors’ attention, it has to be succinct, eye-catching, and most of all, relevant.

Which means targeted.

Retail vs. Wholesale Marketing

So, no, I don’t have any clients who want strip malls in Topanga Canyon, CA (please take me off your list already!).

But I do have Buyers right now who are looking in Plymouth, Edina, and around the (city) lakes.

How does an agent with such a listing find me?


If they’re with Edina Realty (like I am), by networking their listing at company meetings and internally through Edina’s Web site.

If they work for another broker, they can do what I do:  search the area around their listing, and identify the top 25 most active agents.

Then, put together a custom email list, and email them timely, well-presented information.


P.S.:  So, what do Buyers’ agents market?

What their clients are looking for (“Buyer needs”).

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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