Technology

Indie brokers: How to rock at double-ending deals

Hometown Realty uses Facebook ads, mailers, videos and outreach to reel in buyers

Hometown Realty launched a muscular marketing campaign when it signed a $1.1 million listing last spring. The San Marcos, California-based brokerage produced a video celebrating the listing's motocross track, pushed Facebook ads to users who liked motorcycles, and fired out promotional postcards to hundreds of homeowners and real estate agents in the area. “The results were multiple full-price offers within 14 days and the highest sale in the valley over the past several years,” said Mary Maloney, co-owner of Hometown Realty. Some brokerages list homes and wait for buyers. Hometown Realty hunts them down. The tight-knit brokerage employs a wide array of aggressive marketing tactics such as targeted Facebook ads, direct outreach to prospective buyers, promotional postcards and lifestyle-focused listing videos. The hard-driving approach often helps the brokerage spear unrepresented buyers, and double-end an unusually high number of deals. Indieway or the highway ...