The Components of a Modern Listing Marketing Strategy
As a modern, successful real estate agent in 2021, you know that the push to digital has considerably changed the way properties are marketed and sold.
It’s no longer acceptable to simply put a listing on MLS and hope for the best. You need to be strategic, and you need to think digitally. Consumers and clients alike will demand it.
Nowadays, your listing marketing strategy is all about making potential buyers feel like they’re actually there, when in fact, they could be miles away and may never even see the property in person; and that requires agents to pivot their listing marketing strategies, and as well, pivot the way they pitch their services.
During that initial meeting, prospective clients are certainly going to want to know the normal details, like market data, your neighborhood knowledge, your historical experience, etc, but chances are, they’re also going to want to know about your digital marketing strategy and overall digital competence when it comes to marketing and listing their home for sale.
And if you don’t have a digital marketing strategy, you’re likely to lose out business to someone that does.
So, what makes up a strong listing marketing strategy?
Telling a potential client that you’ll upload their listing to MLS isn’t enough; you need to have a strong, digital platform that showcases their property in the best light and in front of the most people; and that starts with your website.
Your website is the primary place you should be marketing your property. If you have a well-built and well-planned digital strategy, then this will be good for both you and the client because you’ll get more traffic and their property will get more exposure.
The more information you have the better. Think about what’s usually on the MLS for a listing: a bunch of data, some small pictures, and maybe a click out to a virtual tour. That’s not enough anymore.
On your own, non-templated website, you can usually put a lot more, and I personally think that you really can’t have too much information if it helps the potential buyer feel like they’re actually there. For example, you could have:
- A gallery pictures taken during the day time
- A gallery of pictures taken at dusk
- An embedded overhead, drone neighborhood video
- An embedded property walk-through video
- An embedded backyard dusk video
- An embedded 3D walkthrough tour
- An option to tour the home in VR
- Downloadable features sheets and floorplans
- Signup for Facebook/Instagram live open house tours
- An embedded neighborhood map with nearby highlights plotted
- Walkscore and additional neighborhood data
- And so much more…
As part of your initial pitch, you should be able to say: Yes, your home will be on MLS, but also, it will be marketed on my personal website, which gets a lot of traffic and will be seen by a lot of people, where it will also look beautiful and will really give potential buyers the feeling of being there.
An approach like that is a lot more powerful and substantially separates you from your competition.
And if your website gets a lot of traffic, and more people take notice of how well you market properties, chances are, they’ll be reaching out for you to list their homes too.
Nowadays, both potential buyers and sellers are demanding more, and the more you can confidently show them that you have a strong, modern, detailed listing marketing strategy that makes people feel like they’re there, the better for everyone.
With up to date marketing trends relevant to today’s market, our report is a selection of curated content, information, and data that will give you an outline of what’s working right now in real estate marketing.
