MARKETING WITHOUT A REALTOR

This is a tough market, and that lends itself to folks’ being skittish about marketing their homes without a realtor.  True, good realtors are great at using multiple media in a coordinated way to get a house seen and sold.  However, realtors are expensive.  If you are a little bit creative, willing to give it thought and work at it, and have a little money to invest in the project, we can help you market like a realtor.

So how does a realtor market property?

By using a multi-media marketing plan, of course.  (Don’t throw a shoe at me, we’ll get to what this snazzy phrase means.)

It’s simple really.  A realtor uses a variety of media in an organized way to let people know that your home is For Sale and where they can get more information.  Each thing cross-references something else.  In practical terms, this works as follows.  Your For Sale sign includes your phone number so people can call for an appointment, but it also includes your home’s web address so they can see photos of the inside and outside of your home if they’re not quite ready to make an appointment.

Speaking of photos on the internet, your ads there should have lots of good photos of your home, garden, views, details of architectural interest, neighborhood amenities, and the like.  It should also include your contact information, and your address and a link to mapquest (or a similar site) to make it easy for people with some interest to drive-by to decide if they’re still interested after they’ve seen the neighborhood and the exterior.  Your internet ads should also include room measurements, how many cars can fit into the garage (if you have one), the fact that there’s great shopping and a wonderful park nearby (if it’s true), what appliances convey, and anything else that’s true and you think would please a buyer.

When those drive-bys get to your home, there should be a brochure with pictures and other info in a box near the curb.  Some people will know all that from the internet, but the brochure will help them remember it.  Besides you want them to have your phone number handy so they can call for an appointment.  Some people will just have been in the neighborhood and seen your sign, so for them it’s new info. 

Similarly, your classified ads should include your phone number and your home’s internet address.  Be sure it says there are pics.

Even your home’s answering machine should mention the sale, offer to make an appointment to view, and tell the caller where photos are available on the internet.

Let’s face it.  Most people today start their search for a home on the internet, but not everyone does.  Some check the classified ads.  Some check out neighborhoods they like.

Also, some people are willing to talk to the owner at an early point in time.  Others want to hold back and be sure they’re really interested before announcing themselves.  People are not all the same.  That’s why it’s necessary to use a variety of tools to let people know your home is For Sale.  When enough people have seen it, in enough ways, the person for whom it’s “right” will surface, and your marketing job is finished.

In the meantime, you can do it expensively or “on the cheep,” but keep your marketing program in high gear until you attract your buyer.

Raynor James
8-10-2010