Are Your Real Estate Marketing Messages Missing the Sales Target?

Selling our home has exposed me to a variety of Realtors. What I have learned is 90% or better of the real estate marketing messages we have received are missing the sales target.

direct-mail-postcardsProbably because these real estate marketing messages have worked in the past with less educated sellers, realtors continue to engage in the same marketing channels such as direct mail postcards, advertising banners on Internet real estate for sale websites. The messages are all pretty much the same, bland, boring and all about them.

For example, I have receive several direct mail postcards asking the same question about running out of time.  Had these real estate agents made any personal outreach they would have learned this card is not for us.  No we are not running out of time, but you have with these poor real estate marketing messages.

Then there are the mailings about guaranteed programs to sell our home.  Sure if we both agree to a price. Therein is the kicker. I already know many real estate agents will not agree to a price that requires them to:

  • Actively sell not market our home
  • Accept a selling price higher than the comparables

From my experience, many real estate agents want the quick sale to showcase their numbers.  This is called ego selling it is all about me the Realtor and not about you my customer.

Finally there are also the price real estate marketing messages.  “How about 3% commission?” stated one such direct mail piece.  Again knowing what we want for our home, knowing we do not have to move and knowing the ideal buyer for our home is probably 10% of all home buyers in this price range, I really could care less about your commission. Personally if you sell our home at the price we want, you deserve a 5% commission. Heck, if you sold our home above our asking price and we walk away with our bottom line, I would be willing to pay even a higher commission.   Price is should never be a fallback position for any salesperson.

Time are changing. Today’s homeowners are far more educated. Outdated marketing messages remind me of people attempting to sell buggy whips in the 21st Century. If you want to increase sales, make sure your real estate marketing messages are connecting with the value drivers of today’s marketplace and not yesterday’s.

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Leanne Hoagland-Smith is THE People and Process Problem Solver. She supports forward thinking leaders in bridging the gaps between the two problems restricting strategic business growth – people and processes. Leanne can be reached at 219.508.2859 central time USA.  Follow her on Twitter or check out her profile on LinkedIn.

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