Agent

Why you simply can’t do enough marketing for a buyer

Joseph Rand shares lessons he learned from the other side of the real estate business -- the client side
  • As a buyer and as a client, here's what I will tell you: You can’t do enough marketing for me.
  • Most agents leave me hungry -- starving, even. There are listings without enough pictures, listings with three-line descriptions rife with clichés.
  • An agent who does a good job marketing listings is probably pretty good at any aspect of her job.

In Part 4 of his "Realtyperson, heal thyself" series, Joseph Rand shares lessons he learned from the other side of the real estate business -- the client side. Read Part 1, Part 2 and Part 3. I will never understand real estate agents who do a lousy job marketing a home. Do a search of your local MLS for an average-priced listing in your market. Look at, say, five listings. How many of those do you think are well-marketed? I'm not talking about whether they have a video or a 3-D walkthrough or any of the higher-end bells-and-whistles. I mean, how many of them are fundamentally well-marketed, with a reasonably comprehensive and engaging property description and a full range of pictures showing all the features of the home with well-lit, high-resolution photos? How many of the five? If it’s any more than one or two, then you probably need to raise your standards. Most property marketing is horrendous. I went through the homebuying process three times in the past si...