In most real estate sales, agents list properties, buyers search for the properties of their dreams, agents set up showings, and buyers decide which property to submit an offer on. Sometimes agents join the search for those dream properties.
Conventional real estate marketing includes: listing the home in the local multiple listing service (MLS), on Realtor.com, Zillow, Trulia and other major real estate website directories. The new listing is also emailed to all local area agents and may be advertised in local newspapers and magazines.
While all of the above is effective in the home selling and home buying process, some savvy real estate agents go above and beyond (especially when the listed property is a luxury or unique home) and employ creative marketing methods. They actually find the buyers for these special properties.
Here are some examples of how some real estate professionals enhance their marketing and advertising:
• An agent lists a $2 million, 5-acre, 5,000-square-foot home that has a separate stable and fenced corral for a few horses. In addition to using conventional real estate marketing, the agent uses target marketing to select magazines (e.g., Horse Illustrated, Horse & Rider, Equus, etc.) to attract potential home buyers.
• An agent lists a $1.5 million, 2-acre, 4,500-square-foot home that has an attached townhome and a fully equipped apartment above the detached garage. To find additional buyers who might be interested in this multi-generation property, additional advertising is directed to lifestyle magazines (e.g., AARP, Retirement Living, House & Home, etc.)
• An agent lists a luxury $1 million 3,500-square-foot home with its own boat slip, and a great view overlooking the marina. To increase the pool of buyer prospects, the listing agent goes outside the box and promotes the property to local area yacht brokers and in boating magazines (e.g., Yachting, Boating, Cruising World, etc.).
Special interest blogging is another way to find select buyers for special properties. Active Rain is just one real estate blogging platform, with 288,821 real estate members and many more consumer visitors. When it comes to blogging venues, the list seems never ending.
Larry Stoller is the broker-owner and Realtor with Real Estate Five of the Lowcountry. Larry@RealEstateFive.com or RealEstateFive.com