JL's Columbia SC Real Estate Blog: That's a Nice Sign in the Yard...Have Thought of Marketing the Property

That's a Nice Sign in the Yard...Have Thought of Marketing the Property

 The fact of the matter is that there are a lot of Realtors out there that are all too comfortable with listing a property on the MLS, throwing a sign in the yard, and just waiting around. Don't kid yourself, that is not how it works, and there is lot more involved than that. Maybe when the market is ultra hot, you can get away with it due to the overwhelming interest in the market and the mass of buyers beating down the door. However, in this day and age, that will get you two things, an expired listing and an angry client.

 Take a long hard look at the property you list and decide how to effectively market said property. Let's say for the purpose of this conversation that you have listing a $250,000 house in a community with 3 bedrooms and two baths. What can you do to insure that this property reaches maximum exposure for your clients and ultimately sells? Well, market the property of course.

 I like to send out just listed post cards when I list a home for sale. Yes I am aware of the fact that it is print media and that print media is a little out of style at the moment, but some times it still works when done correctly. For the listing above I would find communities that are just under the price range of the listed house. Therefore I would find communities in the same area of town as the listed property that are in the $150,000 to $200,000 range as these are the people that are most likely to move up to the $250,000 price range for their next purchase.

 Then of course there is the Internet. I mean I know it's a long shot what with practically no one using that thing in this day and age, but we have to try. I have a list of about 40 websites that I will advertise my listings on. Not all of them are huge name websites like Zillow or Realtor.com, but I am a firm believer that the more places people can find a property, then the more people will find it. That's why I advertise on so many of them. It's a matter of trying to leave no stone unturned and in today's market we really can't afford to in my opinion.

 Then I do open houses. I do them on Saturdays and Sundays when people are more likely to be out and about looking for their next home. I do them in the afternoons usually from 2pm to 5pm and some times longer if the traffic is good. Don't short yourself by not spending enough time on your open houses. I bake cookies and provide drinks for those that pass through. I also put out as many directional signs as I possibly can, because that will be the main way to drive traffic to your open house. Put them on every major road near the property and make sure you put one at every turn to ensure that people find the house with ease.

 Here in Northeast Columbia, we have a military base close by, Fort Jackson. They have a housing department and you are allowed to advertise your listing there provided you go through the proper channels. If I list a house in Southeast or Northeast Columbia, as they are closest to the Fort, I send in the info to the housing department so relocating soldiers will be able to see that it is for sale. We have many soldiers here and we a lot that relocate here due to the fort, so it can be a great resource for advertising a home.

 Yes in this day and age we can't sit back and hope that another Realtor just hands us a deal. And while I have seen some really nice for sale signs, they shouldn't be your last line for marketing either, just a part of it. We have to act like we want to sell the property and the best way to do that is through aggressive advertising and marketing.

 

www.jlboney.com.

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JL Boney, III - Columbia, SC Realtor - Coldwell Banker Residential Real Estate

 I specialize in Columbia, SC real estate and the surrounding areas, including Blythewood, SC, Kershaw County, Fairfield County, and Lexington, SC. If you are in the market to buy or sell a home in Columbia, SC or any of the surrounding areas, I would love the opportunity to speak with to see how I can help. Thanks for reading and feel free to contact me if I can be of service to you.

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Comment balloon 32 commentsJL Boney, III • February 17 2009 01:10PM

Comments

I think this is true with a lot of listings out there.

Posted by Chuck Carstensen, Minnesota Real Estate Expert (RE/MAX Results) over 9 years ago

Chuck- Unfortunately I think you're right.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) over 9 years ago

You are right ...The best price and a good Internet campaign is the key!

Posted by Gary L. Waters Broker Associate, Bucci Realty, Fifteen Years Experience in Brevard County (Bucci Realty, Inc.) over 9 years ago

Gary- I sure think so, glad to see I'm not alone.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) over 9 years ago

Who uses the internet?  You are really so out of date:)

If folks aren't used to hustling, they better get used to it real fast.

Posted by Jason Sardi, Your Agent for Life (Auto & Home & Life Insurance throughout North Carolina) over 9 years ago

Sardi- I know, I'm a little out of touch with modern ways. I think there will be a lot of people relearning how to hustle before this is over with.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) over 9 years ago

Just listed cards, aren't exactly "print media"... they are more "direct mail marketing" which has been proven to have  3-6% return.  Much better than the shotgun advertising of a major metropolitan newspaper.

Posted by Alan May, Helping you find your way home. (Coldwell Banker Residential) over 9 years ago

Alan- Not exactly a form of print media I know, but it gets clumped in there from time to time. I still use direct mail and will continue to do so.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) over 9 years ago

Direct mail is a much more "personal" form of printed marketing, and has a proven track record.... I too, am comfortable using it.

Posted by Alan May, Helping you find your way home. (Coldwell Banker Residential) over 9 years ago

The value of MLS is diminishing, we are all best to start relying upon our own efforts sooner rather then later.

Posted by Robert May, Real estate consulting (Robert W May - Lethbridge Real Estate) over 9 years ago

I do the Just Listed also and have action on them.  I do have Open Houses and have sold one at the Open House.  I do see a lot of 1 or 2 pictures in the MLS or no pictures at all on land.  I think we owe it to our clients to do the best job we can but unfortunately some are lazy or just don't care and that give us a bad name.  Hustle or Cowboy UP as they say or Cowgirl Up in my case ;O) Good Post!

June Tassillo

Posted by June Tassillo, Let me help you with the next phase of your life! (Owner/Broker RE/MAX Elite Realty) over 9 years ago

We also use a variety of marketing options for our listings like you: just listed postcards, internet. etc.  The one that we really don't use much anymore are open houses (unless the seller is specifically looking for one.  We use to do them all the time, advertised them, brought snacks, giveaways, etc.  and in our area they seem to almost never work.  I guess they work better is some areas than others.  Otherwise we do the same as you.  We are earning a commission and like any other job out there, we need to work for our money.

Posted by Jennifer Kipila, The Muldowney Team - Ocean County Homes (Van Dyk Group) over 9 years ago

Hey JL, I wonder what would happen if the MLS was to disappeared and it was against the law to post a sign in the front lawn of houses. Now what?  LOL

 

                                                          ~ LIfe is Good

 

                                                                                   

Posted by Roy A. Peterson, P.R.E.I. (Domicile Analysis of Texas) over 9 years ago

Alan- They are a little more personal.

Robert- I agree.

June- I think we all need to cowboy up a little more, or many of us may have to step aside.

Jennifer- We need to work for it and we need to show our clients that we are willing to work for it.

Roy- Let's don't get too crazy here alright.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) over 9 years ago

Jl...for many this is business as usual.  It takes a lot more than this to sell a property even in a good market!

Posted by William Feela, Realtor, Whispering Pines Realty 651-674-5999 No. (WHISPERING PINES REALTY) over 9 years ago

Bill- That it does, but like you say, for many this is the norm.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) over 9 years ago

JL, you are so right, it is MUCH more than just throw a sign in the yard, listing and praying. Good overview of all those OTHER things.

Posted by Gary Woltal, Assoc. Broker Realtor SFR Dallas Ft. Worth (Keller Williams Realty) over 9 years ago

Gary- And that's just some of the other things that go along with it.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) over 9 years ago

JL:  Most of my marketing money goes into online resources.  That's where folks look the most.  But you're right, doing a sign and MLS listing aren't enough.

Posted by Chris Ann Cleland, Associate Broker, Bristow, VA (Long and Foster REALTORS®, Gainesville, VA) over 9 years ago

Hi JL.  Sounds like a great work ethic.

I believe you do all you can for your customers.

Keep smiling.

Ken

Posted by Ken Tracy, Helping clients buy and sell since 2005 (Keller Williams Realty Infinity) over 9 years ago

Chris Ann- That's where folks look the most, so that's where I go the most.

Ken- I do what I can.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) over 9 years ago

JL - I dont understand why that still happens.  I've actually called a Realtor lately (someone I work with) that has a Realtor in her office that just sticks the signs outside.  Nothing else is done, that I can see or find.  No Open House, No Flyers, No introductions, nothing (that I can find).  How do they expect to sell?

Posted by John Cannata, Texas Home Mortgage - Purchase or Refinance (214-728-0449 http://TexasLoanGuy.com) over 9 years ago

John- I guess they are just hoping for luck.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) over 9 years ago

My listingpresentation touches all of this. I don't just throw a sign in the yard. I actually try and sell the homes, what a concept huh?

Posted by Chip Jefferson (Gibbs Realty and Auction Company) over 9 years ago

Laura- Sounds crazy, so crazy it just might work.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) over 9 years ago

JL, to represent your clients in the best possible way, it is important to market in as many ways as possible if they're effective.

Posted by Gabe Sanders, Stuart Florida Real Estate (Real Estate of Florida specializing in Martin County Residential Homes, Condos and Land Sales) over 9 years ago

Gabe- That's the truth sir, thanks for stopping by.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) over 9 years ago

None thing is off the table in these times.  Do whatever to spur some traffic.

Posted by Mike Johnson (Mike Johnson Construction, Inc) over 9 years ago

Gary- Now is not the time to leave a stone unturned.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) over 9 years ago

I'm just beginning to establish a new marketing system for each new listing.  Some good ideas here.

Posted by Todd Kevitch, Mortgage Loan Officer - I get deals done! (Paramount Residential Mortgage Group Inc - PRMG) over 9 years ago

Todd- I hope some of them help, best of luck with your new marketing system.

Posted by JL Boney, III, Columbia, SC Real Estate (Coldwell Banker) over 9 years ago

we also send on online newletter every week to our warm market....we get referrals fo friend all the time for our listings

Posted by Tucson Real Estate Experts Anne McKechnie, Previews Property Specialist (Coldwell Banker Residential Brokerage) over 9 years ago

Participate