Marketing Opportunities — Taken & Missed The MLS database has two places — “Public Remarks” and “Agent Remarks” — where listing agents (representing the Seller) can describe the property. Good agents use the Agent Remarks field to supplement and punctuate the home’s key selling points, as described in the Public Remarks. That’s especially the case...Read More
Home Measurements & Real Estate Conventions Real estate marketing is all about “putting your best foot forward”: accentuating (but not lying) about a home’s strengths, while defusing any negatives (one of the best ways: tackle them head on, to get them out of the way). That applies to a home’s measurements, too. So, Realtors will...Read More
“OK” . . . “Better” . . . “Best” Not all Realtors are created equal (or charge the same). To give just one example of the difference between a mediocre Realtor and a stellar one, consider the following approaches to photography (I’m leaving off the rung below “OK” — “Abysmal”): “OK”: takes their own shots...Read More
Real Estate Names With — and Without — Cachet Where would you rather pop for a $2 million home: a town named “Seabreeze” — or one named “Lump?” Or ponder this one: Which list of city names, “A” or “B,” is more suggestive of affluence and status? List A: Sag Harbor; Huntington Beach; Boca Raton...Read More
Showing Directions asMarketing 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...Read More
Real Estate Marketing 101 Realtors use “sign tents” in a variety of situations (it’s a called a “tent” because it’s in the shape of a triangle, and looks tent-like). The standard sign, of course, is “Please Remove Shoes.” But custom signs are a great way to call attention to hidden home features. So, I’ve had...Read More
