Having a controversial title like “Most Real Estate Agents Are Terrible!” is something that I will get heat for from my colleagues but I cannot stay silent about my industry any longer. The truth is that most agents will do the bare minimum that is required of them to sell a home. Why? It’s because most real estate agents are trying to spend as little money possible to maximize their commission check. The problem is that real estate agents are responsible for selling one of the largest investments you own, your home. If you choose the wrong agent, they can cost you 10’s of thousands or 100’s of thousands of dollars.
I am not going to bash real estate agents any more in this article but I am going to share my marketing plan on one of my recent listings so that you can hold your agent accountable and make sure they are following an aggressive marketing plan like mine to sell your home for the most amount of money in the shortest amount of time.
Drone Virtual Tour with Story
You are competing with hundreds or thousands of similar homes. You need a way to stand out online, this one trumps all virtual tours.
3D Virtual Tour and Digital Floor Plan
Your home should have an interactive 3D. If a buyer that lives in another state or overseas is looking to buy a home in your backyard, they no longer need to get on a plane to see your home.
Technology allows buyers all across the world to virtually walk themselves through your home. Many times buyer can confidently make an offer on your home without ever stepping foot in your home. If you are interested in demoing a 3D tour visitwww.chicago3Dtour.com
High Resolution Virtual Tour
This is a more traditional virtual tour but uses high definition video in contrast to most virtual tours you see online which are just pictures with music.
Professional High Resolution Photos
When someone sees a picture of your home online, it will take them a split second to decide if they are interested in clicking your listing to learn more. If their brain tells them no, they will move on to the next property and will likely never look at your property again. You need to make their brain say Yes!
According to the National Association of Realtors, 95% of all home buyers begin their search online. More importantly they state that your home will be overlooked 75% of the time if you don’t have the most vibrant and most high resolution photos.
Many real estate agents try to save money by taking the photos themselves and it ends up costing their seller thousands of dollars. Always get a professional photographer whether you work with an agent or if you try to list it yourself!
Your home should have a unique URL and custom website. If you live at 123 Main St, you should have a website called 123main.com
This is important for people who are driving by your home and do not want to get out of the car. Try it, text “moody” to 79564 and get information sent instantly to your phone.
The sign in the yard should have a custom rider made for your home so people can text the hotline, scan the QR code, or visit the website from their smart phone.
Send out 1000 Mailers
The mailers are a personal touch and will direct potential buyers to your website, virtual tours, and 3D tour. We do not want buyers only going to consumer websites like Zillow or Redfin with 1000’s of competing homes listed for sale. Rather, we want 1000’s of buyers going to your website to view your home exclusively.
4 Page – Full Color Brochure
Many agents will tell you that print advertising is dead. The reason they say this is because they do not want to spend money on it. You should have a nice brochure that people can take with them after they view your home. This will remind them of your home after they view it which allows you stay in front of them for days or weeks after the showing.
Your agent should create a unique Facebook page for your home. They can invite their friends and family to like the page and you can do it too! This can potentially get 40,000 eyeballs on your property!
When you click the SHARE button, you can send this to your friends and family. I recommend you sending this message when you click SHARE:
“Hi this is (Your Name). As a friend, I wanted you to know that I have a home in (City) for sale. Please LIKE my Home’s Page. If you or someone you know is in the market to purchase a home, please contact me. Also please click your SHARE button and send a personal message to your friends letting them know my home is for sale. Possibly one of your friends is in the market to purchase a home. Please ask them to LIKE my Home’s page. I appreciate your help!”
Facebook allows you to run very targeted ads. In the ad, you can specify the age, the income, and the neighborhood that your prospect lives. This makes it possible to run ads to the people you want viewing your home. We set a $200 budget to get the most qualified eye balls on your home.
See the picture to see how all of the marketing comes together. The person who commented in the red box not only saw the post card, but they also saw the home on Facebook. You want to completely saturate the market so people are seeing the home in multiple places. Over 7,000 people saw the home from a $200 Facebook ad!
Consumer Websites and Youtube
You home should be broadcasted out to all the consumer websites, youtube, and social media. The MLS (Multiple Listing Service) automatically blasts your home out to all the consumer websites like Zillow, Trulia, Refin, etc but the MLS does not send it to youtube or social media. Youtube is the second largest search engine behind google! Your home should be on youtube and it should be titled so that it can be found on youtube.
Within 1 day, I received 127 views on youtube because of the right title, right tags, and a high quality virtual tour.
Within 24 hours, I received over 1,000 views, 13 shares, 99 likes, and over 20 comments on Facebook!
The biggest mistake I see real estate agents make in my market is the listing price. Many agents will list a $200,000 home for $199,000.
The reason most agents do that is the same reason candy bars are 99 cents. It sounds cheaper than a dollar. The problem with this logic is that buyers look at price ranges in $5,000, $10,000, and $25,000 increments, not $1,000 increments. For example, if a buyer’s pre-approval letter is for $225,000, they are probably set up on a search to look at homes priced between $200,000 – $225,000. They are most likely not set up on a price range search to look at homes between $199,000-$225,000 but $200,000-$225,000 and now your home is not even seen by those buyers if your home is listed at $199,000.
I have run tests with a tool that shows me exactly how many buyers working with a Realtor are looking at specific price points. Homes that are listed at $199,000 vs $200,000, there are always less buyers looking at the $199,000 price point because we are missing out on everyone looking for houses listed at $200,000 and up. I have seen where there are 50% less buyers on a $1,000 list price difference.
The prove the point, take a look at how all the consumer websites are set up. They do not have an option to look at homes starting at $199,000. If you listed your 200k home at $199,000, your home would not be seen on any of Zillow, Trulia, Redfin, and hundreds of other sites!
List at 12:01am
Days on market are extremely important! I have seen real estate agents list homes at 9pm at night. When an agent does this, they waste a day on the market. You want to try to sell your home while it is considered new. By listing at 12:01am, you are catching the late nighters and the early risers.
Mega Open House
All of this marketing is used to drive massive amounts of buyers to your open house and create the most demand for your home. You want to have a minimum of 10 directional signs and hold the open house on Saturday or Sunday. I do not mind nosy neighbors at my open house because serious buyers will see the massive amount of traffic at the home and force them to take action if they like the home. People want what they can’t have and if they see 10 groups of people in the home, it will create a frenzy for your home.
Sell For the Most Amount of Money
You can only sell your home for the most amount of money in the shortest amount of time by using aggressive marketing that makes buyers want to break down the door to buy your home and agents begging to sell it. If the next agent you hire does not use some of the strategies mentioned in the article, you might be leaving money on the table.