The Listing
Agent - Marketing Your Home to Other Agents
The Multiple Listing
Service
Even before the sign is up and the
brochures are ready, your agent should list your property
with the local MLS (Multiple Listing Service). The MLS is
a database of all the homes listed by local real estate agents
who are members of the service, which is practically all of
the local agents.
Important information about your property is listed here,
from general data such as square footage and number of rooms,
to such details as whether you have central air conditioning
or hard wood flooring. There should also be a photo, and a
short verbal description of what makes your house "special."
Agents search the database for homes that fit the price
range and needs of their clients. They pay special attention
to homes that have been recently placed on the market, which
is one reason you get a lot of attention when your house is
first listed. Many agents will want to preview the home before
they show it to their clients.
The main point about having your house listed in the MLS
is that you expand your sales force by the number of local
MLS members. Instead of having just one agent working for
you, now you may have hundreds or more, depending on the size
of your community.
The listing agent’s main job to make sure that the
other MLS members know about your house. This is accomplished
through listing your house in the Multiple Listing Service,
broker previews and advertising targeted toward other agents,
not homebuyers.
Office Preview
If your listing agent belongs to a fairly sizable office,
an "office preview" will introduce your house to
other agents working in the same office. In effect, they get
a "head start" on selling your property. Once a
week, the office’s agents will get together, share vehicles,
and "caravan" to all of the new listings. They generally
pull up in front of your house at about the same time (some
even use a bus) then file quickly through your home like some
bizarre "follow the leader" game.
It can be amazing to watch.
They go through very quickly, since most of them are familiar
with similar models of your house. They are usually looking
for anything memorable or different and to determine if your
house is one they would be proud to show their clients. Then
they all pile back into their cars and move on to the next
house on the tour.
But some of them come back…with buyers.
Broker Preview
Broker preview is very similar to an office preview, except
it is open to all the members of the local multiple listing
service. It usually occurs within the first week your house
is placed on the market, just after the office preview. However,
there are lots of new listings to choose from, and not all
the agents preview all the new listings each week. You may
not get as many agents visiting your home as there were on
the office preview.
Unless your agent "entices" them to come. This
is where you could provide some help, if you are so inclined.
Though it may seem funny, nothing seems to attract a real
estate agent like the offer of free food. So if your agent
offers "free eats" at a broker preview, you are
likely to get more visitors than if nothing is offered. Realize
that many agents have been on this weekly circuit for years,
so "boring" food does not really accomplish much.
In other words, sandwiches supplied from the local grocery
chain are not very interesting.
If you want to help your agent sell your home quickly, try
and help them be creative and original in the choice of a
culinary treat.
Of course, some agents will actually come to look at your
house, too – whether food is offered or not.
Office Flyers
Your agent will undoubtedly prepare flyers about your property
so that prospective homebuyers can be informed about the attractive
features of your house. These flyers (or similar ones) should
also be sent to all the local real estate offices, too. Most
areas have a weekly flyer service that delivers advertisements
to all of the local offices. Since agents get these flyers
every week, they do not always look at them. However, a large
percentage of them do. Some agents will keep the flyer and
bring buyers to your house.
The flyer should be done professionally and photocopy well.
Ask your agent to show you copies of office flyers they have
done in the past.
Association Marketing Sessions
Your agent probably belongs to a local association of Realtors
and they often have meetings once a month. At these meetings
there is often a "marketing session" where some
agents stand up and tell about their listings and other agents
stand up and tell about their buyers. Your listing agent has
an opportunity to "pitch" your house at these marketing
sessions.
At the same time, these sessions may not be as effective
as they were in the past. One reason is that they are often
more social occasions than serious business meetings. Another
reason is that, as technology has expanded, local associations
have tended to merge and create larger Multiple Listing Services
and Associations. Local meetings have become poorly attended
gatherings. Often the most professional agents do not even
attend.
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About Blaine Morris, Marin Properties
As a top-producing licensed REALTOR with
Frank Howard Allen in Greenbrae, California, Blaine Morris
specializes in Central and Southern Marin County. Always just
a phone call or email away, Blaine works seven days a week
for his clients, providing them with the utmost in fast and
efficient service and follow through. Whether you are searching
for the home of your dreams, or thinking of selling it, Blaine
can turn your dreams into reality! Behind Blaine is the strength
and stability of the Central Marin office of Frank Howard
Allen, the #1 office of the #1 Brokerage in Marin County.
Contact him today at 415.925.3279 or
click here.
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