2. Hire a “Marketing” Agent
Simply put, “marketing rules”. The majority of sellers pick an agent who is someone they know or based on the recommendation of a friend. This may well work in your favor or it might not. Remember that selling your house is a business transaction. Selling a house is also a marketing endeavor. I use the term “marketing agent” because of the tremendous opportunity agents have to incorporate some or all of the marketing “tools” at their disposal today, such as:
- Professional Photos: Homes listed with professional photos sell faster and for more money. A PR Newswire report states that homes listed with professional photos sell 32% faster than homes without, and other studies put that number at 50%. Make sure your agent uses a professional photographer, since currently, less than 35% of real estate agents use them.
- Use of Video: 85% of sellers prefer to work with an agent who uses video marketing. Video done well, simply put, is HUGE. Real estate listings WITH video are 53 times more likely to be on the first page of a Google search result. Also, listings with videos have a 41% higher click-through rate. Animated still images set to music is NOT video content. The most effective listing videos are made by professional cinematographers. They incorporate storytelling, skilled lighting techniques, camera movement, post production and sound, or better yet, an engaging voice-over to make your property stand out. A 2018 National Association of Realtors survey reported only 11% of listing agents nationwide currently use video marketing.
- Drone Footage: Depending on the house and location, the use of well done aerial imagery is paramount in highlighting the property’s features in a unique way. The best footage comes during the morning or evening hours, when the sun is lower in the sky. Again, drone footage is a specialty and since real estate footage is for commercial purposes, only FAA licensed drone operators (FAA Part 107 remote pilot certificate) can be used.
- Digital Distribution & Marketing Strategy: Instagram alone has over 800 million monthly users and is the fastest growing social media platform. Since 66% of first-time home-buyers are millennials, it is critically important for “marketing agents” to understand how to use an effective content delivery strategy to attract buyers. This involves targeting specific audiences with unique ads and listings, utilizing multiple distribution platforms, and leveraging engaging video content that makes people stop scrolling and watch. Sales has always been referred to as a “numbers” game, but today, more so than ever, it is an “effectiveness game”. Putting the right content, in front of the right people, at the right time is what drives results.
