Marketing Guide
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Transcript of Marketing Guide
TABLE OF CONTENTS o How Buyers Find Homes Today
o MarkeDng FoundaDon
o OpDmizing MulDple LisDng Services (yes plural)
o CreaDng a Digital Hub
o SyndicaDng Across the Web
o Buyers Comparison Shop Online
o Agents Show Your Home
o Collect Feedback
o Contract NegoDaDons
o Closing Path
Today’s Sales OpportuniDes begin online
Before ever stepping foot in a physical store, dealership, office, etc., consumers are increasingly researching purchases from their smartphone, tablets and laptops, oVen for months at a Dme – parDcularly with purchases that involve a high degree of financial complexity and planning.
The digiDzaDon of lisDng data has rapidly moved the home search from the car to the couch. A recent study by Google revealed that during the research process, 64% of home shoppers rely solely on the Internet, and 90% use it at some point during their home search. Furthermore, nearly 56% of people begin that search on their phone. The NaDonal AssociaDon of REALTORS (NAR) reports 76% of buyers find their home via Internet or Agent MLS database.
How Buyers Found the Home they Purchased
Source: NAR profile of buyers and sellers.
Professional Photography BeauDful photos that look great on all devices combined with an accurate, detailed, descripDon of the property form the foundaIon of a good markeIng plan.
Two Local MLS’ North Metro Atlanta is one of the few markets in the country with 2 MulDple LisDng Services. Agents use the MLS to find homes and schedule showings. We pay for your home to be in both databases to reach the maximum number of agents.
Digital Base Camp pathpost.com is designed to showcase your property be_er than any other site. Other sites serve as outposts direcDng acDvity to pathpost.com. Here we track clicks, favorites, and shares in order to gauge buyer interest.
Strategic SyndicaIon Three main portals dominate real estate searches. While we syndicate your property to many, we spend over $60,0000/year on the top three
VALUE PERCEIVED ONLINE
Buyers Compare Online BeauDful photos and opDmized lisDng details allow buyers to preview your home on the device of their choice 24/7. Today’s buyers analyze hundreds of properDes before selecDng homes that fit their needs and desires. Buyers request a showing if they perceive the home to be a good value compared to all the others they considered.
Agents Show In Person 95% of showings occur with other agents represenDng buyers, but only aVer value has been perceived from website or MLS comparisons. This trend leads to less showings, but those who do schedule a tour are more commi_ed or interested because of the value comparison already completed digitally. The showing is when Buyers get to realize the value of your property first-‐hand. VALUE REALIZED
IN PERSON
Buyer & Agent Feedback AVer showing your home, the most effecDve way to get feedback from buyers and agents is to send an email request. Phone calls get ignored and texts are too intrusive and short to receive quality feedback. We make three a_empts aVer every showing to contact the buyer agent. We collect this feedback in a tool called Showing Suite which is shared with you. Feedback provides construcDve advice on potenDal improvements to consider. It also allows us the opportunity to overcome any objecDons.
RepresentaIon > MarkeIng Many agents focus solely on markeDng, mostly because they don’t have a track record of success in negoDaDng solid agreements that benefit their client. Path & Post has successfully negoDated over 750 contracts in the past five years, all with the sole intent of gekng the best terms on behalf of our client. The best agents save you Ime and money from Contract NegoIaIon to Closing.
A Successful Journey More sales and more 5-‐Star Reviews than any other local agent is social proof of our commitment to being the ulDmate guide on your path of transiDon.
“Becky told us what we needed to do to get our house ready for sale. She had lots of potenDal buyers look at the house the first couple of days it was on the market. We had two offers for over the list price in two days. She did a fantasDc job of negoDaDng with the buyers agent.“
-‐ Sold a Single Family home in 2014 for approximately
$275K in Canton, GA.
RESULTS MATTER