listing to other local Realtors and across the internet to potential buyers. • "P"ut a Sign in the Yard. Where allowed, this is a great idea ... for the agent to find buyers who may prefer to buy a different home. • "P"ray that it Sells! Sad but true in so many cases. The truth is that most agents, even experienced ones, don't have a real Marketing Plan. They hope that a buyer finds the home, or that another agent brings a buyer. Back to our scenario. John owned one of the nicest homes in the area, and his home had many features the other homes didn’t have. John knew this. He was reluctant to reduce the price even though most other agents he interviewed all offered the same tired advice: "Reduce the price."
At this point, John had two options:
Option #1: n #1: Drop the price. Most of the agents he talked to told him his home was not worth what he wanted. They told him he should just “be reasonable” and drop the price to $1,350,000. Option #2: n #2: Hire an agent who could sell the home for what it was actually worth. This agent’s marketing would need to get one special buyer so excited about the home that they would be willing to pay full price. Fortunately for John, he picked Option #2. He contacted an agent who specialized in selling homes other agents could not sell. This agent took a closer look at the home and launched his own specialized marketing plan.
• New professional pictures were better than the first agent’s cell phone pictures. 5
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