Don’t fall prey to real estate mythology

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Experience teaches us how and where to market homes and that there is no one-size-fits-all marketing plan for all housing types in all neighborhoods and price ranges, but there are some basic rules. It has always surprised me that there is so little data on how to market real estate. The pieces of data that we have become the cornerstone of real estate marketing legends and mythology. Last week I watched a video that was advertising a marketing system for real estate agents. It used what I call a leap of logic based on one statistic: People like video and 72 percent of home sellers want agents to use video. Therefore, the agent who used video would attract crowds to an open house, while the agent who did not use video would sit in an open house all alone with no visitors at all.   Seriously? Does anyone even know if video helps sell houses? How do 72 percent of sellers want us to use video? I have never had a seller ask me to provide video -- why don't they ask for wh...