If you have a listing in today's market (or any market), you should maximize its potential!
It really bothers me when agents share just one generic 'just listed' social post and then... nothing. We don't hear about the listing again until maybe there's a price reduction, and hopefully, when it sells.
Every listing you take isn't just an opportunity for a future closing check. It's a prime strategy to generate more buyer leads and listing appointments—leading to more closings!
Implementing a Comprehensive Listing Marketing Plan
I recommend you implement a comprehensive listing marketing plan for every property. This should include social media, traditional methods, and in-person/direct connection. All the activities you do prepping a listing, promoting it while it's actively for sale, and even post-closing are all marketing touchpoints to attract new customers.
Recently, I conducted an in-depth training on creating a listing marketing strategy and shared the templates I recommend. But today, I wanted to share a few tips with you.
Tip 1: Start Promoting Before the Listing is Live
When you're marketing a listing, you're also marketing yourself as a listing agent. You're establishing your brand in a local area as an agent who lists and successfully sells homes. Don’t forget that. Everything you do for that listing showcases all the hard work you put in to be the go-to listing agent.
Now, I don't recommend doing any prelisting marketing that might be out of compliance in your area. But here are some ideas you can try:
- **Create a reel in the community where the listing is located.** Say something like, "Looking to live X minutes from XYZ in a home under $XXX,XXX? Then keep following along because I have a (DESCRIBE LISTING) that will be going live soon. Comment FIRSTLOOK to be notified when it's on the market."
- **Film yourself preparing a CMA for the seller at a listing presentation.** Share what the behind-the-scenes process looks like and how you analyze the overall market. Don’t share the address or personal info, but this is super interesting and relevant.
- **Provide an inside look at getting all the marketing materials ready.** You could be on your way to meet with a photographer, creating marketing materials on your computer, or sharing a sneak peek of filming a listing video.
You can generate tons of content about a listing in a specific area before it's even live!
Tip 2: Highlight the Community in Your Marketing Materials
You don't just buy a home; you also buy the surrounding lifestyle. We all know how important location is in real estate, so your marketing should emphasize it. With longer days on the market, you need to keep promoting the home for longer. Focusing on the area will give you more opportunities to do this.
I recommend showcasing the area by including it in any reels you create, social posts, print marketing, property descriptions, and videos. Doing this also benefits your SEO on social media and your website! Plus, it helps with agent branding and farming as well!
Tip 3: Move Beyond Basic 'Just Sold' Posts
While I love a heartfelt post congratulating a customer on their closing or celebrating over champagne at the closing table, I want you to go further. How did you sell this home? What did you do? What stats can you highlight? How can you inform neighbors who might be thinking of selling?
Social posts, postcards, and even prospecting letters are the answer here! This is your chance to share what you did differently and get people interested in working with you. To do this, it’s all about the language you use.
Every marketing effort you make is another opportunity to connect with a potential seller.
What if You Don't Have a Listing Right Now?
You might be thinking, "I don't have a listing right now." You don't need a current listing to leverage listing marketing. I'll say that again for agents in the back! You don't need a current listing to leverage listing marketing.
There's no reason you can't share your listing marketing strategies and what you do to market properties, even if you don’t have one right now. You can also use past listings as examples. If I saw an agent sharing all kinds of posts about marketing listings on social media, I'd think they were the agent to market my home. By focusing on listing, you'll generate more listings.
I hope you found these tips helpful! Go out there and get to marketing, and remember, together let's LevelUp!
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