A real estate marketing plan involves a combination of online and offline tactics, including listing syndication, social media promotion, print advertising, open houses, and more. A well-executed approach can make all the difference in attracting potential buyers and securing a quick sale at the right price.
When you’re selling, it’s essential that you work with a real estate agent who understands your local market and can tailor a marketing plan to highlight your property’s unique features.
Nip possible issues with your agent’s proposed marketing plan in the bud during their listing presentation — when an agent makes his or her initial pitch to represent you in the sale of your home, and you get the chance to ask questions.
“During the agent’s listing presentation, see if their messaging is generic, lacks strategic direction regarding who the target buyer audience is, and lacks understanding of the home’s unique selling points,” says Chad Martin, president of Element-360, an award-winning real estate marketing agency in Asheville, North Carolina. “See if the agent lacks a background and track record in the respective market niche. Pay attention to how well they listen.”
Here are 7 key questions to test if your agent’s real estate marketing plan is up to snuff.
1. What kind of outreach will you do to draw in buyers?
An agent’s marketing plan for your home should provide a clear course of action for how they plan to attract buyers and generate buzz about your listing.
“The marketing plan is at least 50% of how a home gets sold and why you’re hiring a Realtor,” says Tiffany Fykes, a top-selling real estate agent in Nashville, Tennessee. “If an agent can’t tell you what they’re going to do to market the home, then they’re just going to post it on the MLS (Multiple Listing Service), put a sign in the yard, and pray that somebody comes to buy it.”
Considering that 96% of homebuyers use the web during their home search, see if your agent discusses strategies such as:
SEO and SEM
SEO drives free traffic to a web page (such as your real estate listing) from search engines like Google. SEM directs paid search engine traffic, such as pay-per-click ads, to places like your agent’s website to boost your home’s listing exposure.
Does your agent talk about optimizing your listing to include commonly used, sought-after keywords?
When it comes to promoting your home on social media, you’ll want to be sure your agent is well-versed. See if they’re familiar with using Facebook’s audience ad targeting, and ask if they can show you examples for how they’ve used Facebook to promote a Sunday open house or drum up buzz around listings with a “coming soon” or “just listed” ad.
Also inquire about whether your agent leverages any other platforms such as Instagram and YouTube, or whatever’s worked well for them in the past.
Are they offering up creative ideas specific to your home, like highlighting your spacious kitchen with the two Viking stoves, or posting a digital tour of your house on Instagram or TikTok to tease the listing? What about a video that spotlights backyard amenities like the in-ground pool and children’s treehouse?
Here you’re checking to see if your agent’s plan will hit buyers in as many places on the web as possible in creative ways that highlight your home’s unique selling points.
Spreading the word about your house to local real estate agents and the neighbors
Your marketing plan should also have methods for cultivating interest in your home among other real estate agents, such as those who’ve brought buyers to the table elsewhere in the neighborhood.
Find out if your agent has plans to:
- Talk up your listing around the office
- Call buyer’s agents to generate buzz that’ll lead to showings of your home
- Shoot out an email blast to buyer’s agents in their network
- Send direct mailers to buyers in hopes of getting them to attend an open house
- Place ads in newspapers and magazines targeted at buyers who are in the sweet spot for your home’s price range
Ask to see an example of your agent’s past marketing materials. Ads in print publications as well as fliers should feature some key components:
- An eye-catching, professional design
- Simple, easy-to-read fonts
- The home’s full address
- Basic property details such as number of beds and baths
- A few high-quality listing photos (one of your home’s front exterior; one back exterior; and a couple of the best or most updated rooms in the house, such as the remodeled kitchen, or primary bedroom with vaulted ceilings)
- Proximity to walking trails, local hot spots, top school district, or other attractions
- Catchy copy to describe your home’s most desirable qualities, such as “turnkey” or “$20,000 worth of upgrades”
- A list of all your upgrades, such as a finished basement or brand-new master bath
- Your agent’s name, brokerage, phone number, email, and website