asking a simple but revealing question: “Who exactly are you targeting with direct mail for my home?” The answer matters. An agent who can clearly articulate a buyer- focused strategy is working in the seller’s best interest. Vague answers or deflection often indicate that the campaign is designed primarily for the agent’s future business, not the current listing. Asking this question helps homeowners distinguish between marketing that looks impressive and marketing that is actually aligned with selling their home. Open Houses — Used Strategically, Not Automatically: Open houses can be useful, but they are not a one-size-fits-all solution and they are not automatically what sells a home. Weekly public open houses often serve the agent more than the seller, providing opportunities for agents—or newer associates—to meet potential clients, many of whom are not serious buyers for your specific property. Most agents won’t volunteer this reality, but sellers deserve to understand whether a marketing activity is designed to sell their home or grow the agent’s business. That doesn’t mean open houses should be dismissed altogether. A broker open, where experienced agents preview the home and provide informed feedback, can be far more valuable and targeted. When it comes to public open houses, the decision should be made on a case-by-case basis, based on the property, the market, and whether the seller is still living in the home. For owner-occupied homes, rather than inviting unvetted foot traffic and curious neighbors to walk through personal spaces, a more effective strategy is scheduled, pre-qualified showings within a defined time window—often referred to as semi-private open houses . This approach not only protects privacy and minimizes
60
Powered by FlippingBook