Marketing a home is arguably the most important job a seller’s agent has, but it can be tough during the busy spring season when there is a lot of competition for the attention of buyers.
Real estate professionals advise their peers to do what works best for their clients and have shared some of their secrets to success with The Mortgage Note.
Rob Jensen, broker/owner of the Rob Jensen Company, said that marketing a home should be done with an “all hands on deck” approach that does not necessarily need to be linear to be effective. Located in Las Vegas, his company specializes in guard-gated, luxury communities.
“Our goal is to give you the greatest amount of exposure to the highest number of qualified buyers to get you the best price in the shortest amount of time,” said Jensen.
“Marketing campaigns should be like a Fourth of July firework display: this big spectacular flourish of direct mail, digital marketing, open houses, email blasts, ads in publications, cold calling, and inviting locals.”
Adding balloons to a For Sale sign is an easy and cost-effective way to draw attention to the home. Jensen said he always sets up a For Sale sign on the front lawn with a flyer box.
“It is one of the best ways to create awareness among nosey neighbors and those driving by,” he said.
When does marketing begin?
Katie Jaffe, a sales associate with Weichert Realtors in New Jersey, said she starts thinking about marketing during the initial walk-through of a property.
“I ask questions, I take notes, and then I use those materials to create the listing description to make a home look great online. But it starts with that initial walk through,” said Jaffe.
Jaffe suggests hiring a photographer who specializes in real estate so the MLS listing stands out when buyers are comparing their options.
“Your photos will pop if you hire the correct person. I use a professional real estate photographer and it pays off. You can hire someone who does portraits but the final product won’t come out the same versus hiring someone who solely does real estate photography,” said Jaffe.
Jules Zaphire, a real estate professional at The Pantiga Group who is licensed in New York and Connecticut, said the next step is to make sure a home is properly priced. Setting the property at a competitive price point is paramount to igniting a bidding war.
“Inventory is tight, so a home that is properly priced will attract a whole lot of attention. The hope is that you end up with offers over asking or, even better, a bidding war. People will check out the home if it’s overpriced, but it won’t get the same traction,” said Zaphire.
Old school vs. online
Jaffe said she will utilize all marketing pieces provided by Weichert, which include directional signs and door hangers.
Zaphire said he doesn’t use mailers because they get tossed in the trash. He doesn’t advertise in newspapers because social media is cheaper and more effective for him.
No matter the type of marketing – whether it be old school or on social media – Jensen said ad dollars need to be put behind it for it to be effective.
When it comes to social media, that means spending money to boost posts.
“300 organic views just isn’t going to cut it in this market. Invest in boosting your posts on social media because it is affordable but also effective.”
What is working on social media?
Video is the big winner for real estate professionals.
“Video is the number one form of content to boost business, especially if you have closed captions because it is all about the visuals,” said Jaffe.
Zaphire said a popular type of video is one that mimics a showing.
“The goal is to give viewers a feel of what the property is like without having to physically be there. I am hosting, but for the camera. Physically walk through the space because it can give people a great perspective of its actual size,” he said.
The length of the video matters, according to Zaphire. Keep videos short and visually appealing because today’s consumers have short attention spans.
“I try to keep posts to about a minute long. When I am scrolling, I can watch about 60 to 90 seconds. If it’s longer than that, I personally get burnt out,” he said.
Jaffe said the most important rooms to highlight are the home’s kitchen and bathrooms.
“Kitchens and bathrooms sell homes, especially if updated, so I will highlight them in my posts when appropriate. It is one less thing someone has to spend money on if they buy the house,” she said.
Another area to focus on is features that make the property stand out.
“For example, in the city, having a private side or backyard is highly sought after so that is what I am going to mention in anything I post about the home,” said Zaphire. “I will also highlight the transportation situation or local attractions because what is around the home is just as important as what is in the home.”
Hashtags work, according to Jaffe.
“I always put the town and other hashtags that relate to the post,” explained Jaffe. “For example, if it’s a new listing, I will use #justlisted, #openhouse, or #openhouseNewJersey. You want to keep these as local as possible. You are basically tagging your posts so that other people who wouldn’t necessarily be looking for real estate will stumble upon your content along the way.”
Open houses are key to reaching buyers who are in the market.
Zaphire said he will first post about a property on a Monday or Tuesday before an open house and then on Thursday to give people time to work the event into their schedules.
“You give them a first look on Monday or Tuesday and then post information about an open house on Thursday because that is when people are starting to prepare for the upcoming weekend,” he said.
Open houses are especially important after the National Association of Realtors’ settlement last year.
Under the settlement, homebuyers are now expected to enter into written compensation agreements with their real estate agents and it is optional for sellers to pay for the buyer’s agent commission.
“Now with the new laws, open houses are the only way people have the opportunity to check out a home without the pressure of signing on with an agent,” said Jaffe. “You are more likely to find a buyer at an open house than you are at a private showing.”
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