SIGNPOST or INTERNET the best advertising bet? Buyers: lay odds.Monday, November 26, 2007
Which came first–the chicken or the egg?
If you had to bet, what would you guess…
Reading a controversial blog at www.ActiveRain.com, I was confronted with a point blank “either or” question. What do people think about advertising and marketing strategies? Do buyers really find property by searching the Internet, or do they see signs first and then head home to look the homes or property up? Honestly, I think that particular aspect of an unknown variable it is a sincere and legitimate question: both to pose to the present market community–and, as real estate agents, to further take the time to ask various generationally divided buyer groups we encounter.
WHAT IS THE ADVANTAGE OF A SIGN POST IN THE YARD OF A LISTING
In a modern marketplace, with busy commuters hustling and bustling blindly past hundreds of signs on any given commuting day, most people searching turn to the Internet as a condensed portal into the virtual market area in which they desire to buy or reside in a home. However, you can’t replace the neighborhood gossip value when any new home “for sale” yard signs swings from a freshly installed post. Talking neighbors are likely to go home and research your listings as an agent, and will also be looking to you to be posting or emailing market watch information about their community homes.
SO THE SIGN HELPS, BUT THE INTERNET SERVES COMMUNITIES “IN THE KNOW”
For a house to sell expediently, ANY agent you work with should be offering personal listing service and extended Internet marketing for every listing. By hiring an agent or team willing to keep pace and follow the pragmatic service miles, you will surely have an advantage over many other home-sellers on the marketplace who rely solely on the manpower of 1940s-1980s real estate sales era techniques to facilitate the sale of a home. Knocking on doors and cold calling as an agent can help you meet people in the short run, but you have to have the long term know how to build your business with you as a resource to sell what you know.
CHICKENS CAN’T KEEP GOING WITHOUT LAYING EGGS ANY MORE THAN REALTOR SIGNS WON’T WORK IN TODAYS MARKET WITHOUT INTERNET HENTRACKS [DIGITAL FOOTPRINTS]
Regardless of the mechanism that ultimately draws the buyers, listing agents must continue to fine new and fresh ways to effectively increase the selling advantages and odds.
Technology is here to stay–and we can no longer deny that more and more each new generation of buyers is coming to rely on the Internet and the convenient services it provides them. However, with our baby boomer generation and their downsizing parents beginning to offer up the bulk of family properties for sale on the present market, we have to remember what day and age we live in as service providers.
Real people still continue to interact in real life, and many people in the 50+ markets, any age new in areas and seeking neighborhoods they might not know, or first time buyers will still still drive through neighborhoods seeking for sale signs in the yards of homes. For that reason, folks, as agents we have to be ready willing and able to provide “dual services” to market both electronically and through our desktop publishing fliers and sign posts.
FINAL CALL: ALL BETS ARE IN NOW
My final bet is that there is no answer that allows me, as a RESPONSIBLE agent, to bypass one side of listing service or the other. A successful agent has to be willing to bypass the question of the most expedient or effective media, and logically focus on improving the selling chances of any property or home. In that sense, both you and your client “hedge your bets”, placing you in a much more protected gamble in a selling position during questionably predictable market conditions. To that end, I wholeheartedly recommend all agents educate their clients to think of each Internet ad placement as a metaphoric “double post”.
Kindest regards, everyone… don’t forget to decorate your signposts this holiday season to share some warmth, and to add a digital wreath or candle to the bottom of your UPCOMING December posts.
Kae Davis, Licensed VA Sales Associate
Coldwell Banker Residential Brokerage Ashburn Dulles