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Average days on the market are increasing in most markets. This leads to the question: How do you market your listings in a way that they can stand out from the crowd? Here’s a step-by-step process professional agents can use right now to make sure their listings garner the most attention possible to help them sell faster and for the highest possible price.
1. Make the buyer agent’s job easy
One of the best ways to make your listing stand out is to make the buyer agent’s job as easy as possible. Odds are they are going to be asked to provide details on several homes their buyer clients see online.
The first step is to have everything the buyer might want in the documents section of the listing on MLS. This could include cost-to-own details, HOA documents, previous surveys, inspections the seller did prior to listing the home for sale, and any additional information the prospective buyer might ask their agent to request.
In addition, I would have all the details in a ready-to-text or email pdf, including whether the seller is offering buyer agent compensation. We can debate whether the seller should or should not offer compensation, but the bottom line is that every buyer is going to want to know whether the seller is providing compensation or if they will be responsible for compensating their agent before they see a home.
Another way to make the buyer agent’s job easier is to respond to requests or details about a home you have listed as quickly as possible. The faster you provide the buyer’s agent with details about your listing, the quicker the buyer receives them as well. While other agents may drag their feet in response, have your info readily available and provide it as fast as possible.
2. Take your agent hat off, and put your buyer hat on
I had an aha moment a few months ago while listening to a presentation by Mark Stark, former CEO and founder of Berkshire Hathaway HomeServices Arizona/California/Nevada properties. He said the best way to succeed in real estate is to take your agent hat off and put your buyer hat on.
In other words, quit thinking and marketing like an agent and start providing marketing that appeals to buyers. This process should involve the following three main questions.
Who is the ideal buyer for your listing?
Every home has an “avatar” or certain type of probable buyer. It might be a newly married couple or empty nesters that are downsizing. It might be a single person or an expanding family. Once we’ve identified who the probable buyer might be, we can begin to shape our marketing strategy.
What information do they want and need?
What details are important to that “avatar” buyer? Is it the living space or are outdoor amenities a highlight they will desire? Are there specific landmark amenities like schools, hospitals, or shopping/restaurant areas the buyer might desire to be in proximity of? Whatever it is that might be important to the probable buyer of your listing, make it readily available and highlighted in your marketing.
Where does this ideal buyer spend time?
Does the prospective buyer spend time on Instagram or Facebook? Are they on YouTube or LinkedIn? Wherever your ideal buyer spends time is where your marketing should be focused.
When you’re able to think like the buyer, the marketing strategy you implement will be more in line with the buyer’s needs. This type of marketing is much more valuable than the vanity marketing many agents produce that makes them feel good about themselves but serves very little purpose for prospective buyers.
3. Launch the listing like a movie premiere
Another aha moment for me came when Jimmy Mackin, co-founder of Listing Leads, suggested listings should be launched onto the market like a movie premiere. He gave an example of how the stars of a movie are on all the talk shows, giving teaser videos and interviews about the premiere of the movie weeks before it is released.
He then said the marketing is elevated right before the release day and through the first weekend of the release. He finished by saying the successes of the launch weekend are then utilized as the marketing at the end of the launch weekend to keep the momentum moving.
So how can you launch your new listing utilizing this marketing strategy as a model?
Coming soon marketing
Begin teasing the release of your new listing a few weeks before the actual launch of your listing. This should be focused on building awareness and anticipation of your new listing going live. One way to do this is to record a green screen video for Instagram reels with a map of the area behind you.
Tease with a line like:
“I’ve got a new listing coming to market in the next couple of weeks in the area you can see on the map behind me. I can’t give you all the details until it is live on the MLS, but it will be a four-bedroom home in this highly sought-after area. If you’d like me to share details with you or someone you know as soon as I can, DM me and I will get everything to you ASAP so that you can be one of the first people to know all the details.”
Day of launch marketing push
Maximize the day of launch marketing to create as much exposure for the new listing as possible. Just like a movie launch, I’ve always preferred taking a new listing live on the MLS on a Thursday.
The busiest day for traffic on our local real estate websites is the most trafficked day, so launching our new listing on that day ensures it stays at the top of search portals throughout the week until Saturday morning. Utilizing AI during this marketing phase will help maximize exposure and reach potential buyers effectively. By highlighting successes, whether the home sells or not during the first weekend, we can continue the momentum and attract more potential buyers.
Using AI tools like ChatGPT, we can create SEO-optimized posts for Facebook, Instagram, LinkedIn, YouTube, and brainstorm unique marketing strategies to promote the new listing. Customizing marketing messages for different groups, such as the sphere of influence, neighbors, agents, and consumers, helps target the right audience and maximize exposure.
Building strong relationships with other agents is crucial in the real estate business. Collaborating and communicating effectively with other agents can lead to more listing opportunities in the future. Developing a comprehensive marketing plan and focusing on building better agent relationships will ultimately lead to better results and more listing opportunities. By implementing your marketing strategy, you can unlock the potential for increased sales and listings. Trust the process and watch your efforts translate into tangible rewards. Connect with Jimmy Burgess, a real estate agent and national team builder at Real Brokerage in northwest Florida, serving markets like 30A, Destin, and Panama City Beach. Follow him on Instagram and LinkedIn for valuable insights and industry updates.