Thoughts on Marketing…

What’s going on? Why are so many people interested in firing their Realtors?

Is this a sign that Realtors are not marketing their listings, or is this a sign that Realtors are not communicating with their listing clients?

The reason I ask is because an article that I wrote and posted to EzineArticles.com back in January of 2006 is once again in the monthly “most viewed” articles category. Over the past 4+ years that article has been viewed 6,218 times – keeping it consistently in my overall “top 3” category.

The title? “How to Fire Your Realtor.”

In April it was viewed 219 times – coming in 2nd to an article entitled “How to Choose the Realtor Who Will Really Sell Your House.”

Interestingly, that article hasn’t been in the top 3 monthly for a long time – But it has been viewed 3,392 times since I posted it back in February of 2007.

What does this tell you?

It tells me that some agents are listing homes and hoping someone else will sell them, but it also tells me that agents who are working hard to market their listings might need to give similar effort to communication with clients.

It’s hard to call someone and tell them you don’t have any news – like an offer. But those listing clients do want to hear from you. They don’t want to feel like they’ve been forgotten, so hearing bad news is better than hearing nothing.

Plus, if you’re working to market their homes you should let them know what you’re doing. Don’t let them think their listing is just sitting there in MLS waiting for a buyer to come along. Tell them about the times you’ve suggested their home to a buyer or an agent. Tell them about inquiries you’ve answered. Tell them about ads you’ve placed or new photos you’ve added to their virtual tour. And… tell them about feedback from buyers and their agents, even if you know they won’t like to hear it.

The truth is, most clients have no idea what you’re doing behind the scenes. That’s one of the reasons why so many people think Realtors are overpaid, by the way. So let them know.

Then confront the tough issues:

• If the price is the problem, go to them with a current market analysis and lay it on the line. If they need to sell in this market, they absolutely must be realistic about the price.
  

• If the condition of the house is the problem, you need to confront the issue – even though it might be even harder for you than discussing their unrealistic price.

I know it was always gut-wrenching for me when I had to say “You need to clean your house.” Saying that just feels so – rude.

But if you want to keep the listing and get it sold, you do need to insist on your sellers’ cooperation. Otherwise you can work day and night and the house won’t sell – and it will be your fault.

Create a relationship of trust with each of your listing clients – then they won’t be looking at articles about how to fire you.