How Much Is Enough?
August 7th, 2009 categories: Real Estate News, Relocating
In an e-mail I received last week, another agent reminded me of the public’s perception of the real estate profession; not good.
Earlier this week, a local Broker relayed the story of her most recent marketing appointment. It took place in a home situated in a local neighborhood, The Glens, in Stafford, VA.
Its developer, Augustine Homes, has a reputation for outstanding craftmanship and a quality product. Homes in their subdivisions aren’t cheap. Their neighborhoods and accomodations are anything but sparse. As a matter of fact, they’re some of the most expensive homes in the area. And, their subdivisions are the kind you and I wouldn’t mind living in. Homes in the Glens hover around $1,000,000 +.
But, back to the Broker’s story. Evidently, the marketing appointment wasn’t simply to discuss the remarketing of the home, but also the failures of the agent who previously listed the property. According to the Broker, the previous agent hadn’t bothered to make brochures or any other hard copy take away items for prospective buyers. No video of the home either. Other than the Multiple Listing Service (MLS) exposure, no other internet listing presence. But, the agent did put a sign in the yard.
And we wonder why the public’s image of real estate professionals is so low? But, before we begin to smear agents with a broad brush, this poor display of real estate practice isn’t the norm, but the exception.
Here, we have a million dollar listing, and next to no marketing. One has to wonder why. If it wasn’t the desire of the homeowner, and according to the broker, it wasn’t, then why would an agent not do a better job of show casing the property? Did not they not realize the contractural agreement they entered into with the homeowner bound them ethically to use their best efforts to accomplish their client’s objective…in other words, to market and sell the home?
While there is no perfect method of marketing a home, there are some basic practices that serve as a foundation for providing a homeowner the services necessary to sell their home. “Best effort” encompasses not only the scope of the effort, but, just as importantly, the quality.
When it comes to listing or marketing a property, what methods do the job effectively? How much marketing is enough? That will be the subject of an article later this month.
