For years sellers have confused advertising with marketing. In real estate advertising only does not sell homes - it’s Realtors way of shifting the buyer pool from one company to another. It’s a fishing expedition to make the phone ring and get buyers. Homes on the market acts as bait so that when a buyer answers an ad it is the agent’s job to reel them in, get the appointment, and show them all the inventory within the price range. Statistically 50% of the buyers who respond to an ad can afford to spend more, and 50% are unqualified.
In real estate advertising does not sell homes. In the past, the main advertising venues in real estate were classified newspaper advertising and limited print display ads. There were no photos, and advertisements only appeared once a week resulting in limited exposure. A great deal of money was spent to enable a consumer to visualize your property.
According to National Association of Realtors statistics, only 5% of today’s buyers find the house they bought through print advertising.
In the past lead generator #1 for the Realtor were singes, today lead generator #1 has become Internet. Today, more than 80% of home buyers use the Internet when looking for a home. Through the power of the Internet, your house is always open to tour. Home buyers using the Internet will be able to view customized listing information, a photo gallery, school and community information, and even maps specific to your property. When online buyers inquire about your house, they have already completed the first step of the home buying process and come to your property as an informed buyer.
When you are interviewing a broker, always ask what kind of Internet exposure they offer.
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