2016 LISTING PRESENTATION
Do Agency Quality Work for Your Listings
Every agent knows how important it is for their listings to be placed on the internet via Realtor.com, Trulia.com, Zillow.com and other highly effective sites. What many agents fail to recognize is how important it is for listing information to be presented in the best possible way. How often have you researched information on the MLS or looked at photos and been shocked at the poor quality of the photos or lack of information that is provided? The lack of effort that many agents exhibit in posting listing information isn’t consistent with giving your clients the highest quality of service.
In most industries, companies will hire marketing agencies to brand their product or services. These companies recognize that the first impression a prospective buyer gets is usually a lasting impression. This is especially true when competition is fierce. Here are some mandatory rules that should be applied to the way you are presenting your listings to the world:
- Listing Photos– The expression is “A picture is worth a thousand words“. Unfortunately, this is the one area that seems to cause the biggest problem for agents. How often have you looked at photos of a home that a buyer may want and been surprised at the poor quality of the photos? These pictures are usually taken by an agent with no sense of creativity who is in a rush to get the listings into the MLS. This is not the way to help your sellers get the highest price. If you want to get a $1 million-dollar offer, present the home as you would a $1 million-dollar property. Provide as many good lifestyle photos as possible.
- Listing Remarks– Once again, there are many agents that make little effort when it comes to sharing key information about a listing. Don’t use generic terms or descriptions that will be similar to those used for many other listings. Before you input comments, ask yourself:
- “What are the most compelling selling features of the home?”
- “What is my target market, or who is most likely to buy the home?”
- Once you’ve identified the key points and the most likely buyer, prioritize the key points and share them with the most important features first.
- Complete and Accurate Information– Be sure to fill in as many blanks as possible. When key information is excluded, more often than not, buyers will move on to other listings that provide better answers to the buyer. It’s even worse when information is provided that isn’t accurate. Buyers are less likely to buy if they find mistakes in data provided.
- Enhancements– If you can provide additional photos or videos, be sure to do so. The more visual the information is that is provided, the more likely it is that the property will be shown.
Keep in mind when inputting information about the listing that the world will see, your goal is not to sell the listing from the photos and descriptions. The goal is to get as many prospective buyers as possible, to come to see the home.