The word marketing can mean many things. In most cases marketing might be; thought of as advertising, sign boards and broker cooperation by means of computerization and multiple listing publications. Beyond this comes the difference between ordinary and extraordinary.

An outstanding agent goes beyond the basic procedures and promotes his or her listings in a more dynamic fashion. Some of the avenues include taking it to the streets and letting neighbors know by phone or door knocking of the availability of a new listing or of a price reduction.

Press releases with photographs are another way of making a public announcement and separating one listing from the masses. Running an ad in any of a variety of newspapers targeting specific geographical areas is yet another marketing technique. Calling agents and making a personal invitations to them for a preview showing or advising them of a price reduction is also considered good business and a technique used by many of the more successful agents.

Agents with a support staff often employ an individual to make many of the calls and efforts in addition to the personal attention that is given to marketing by the primary agent. A good agent may make as many as 60 or 79 phone calls to agents inviting them to a broker caravan in addition to sending out a personal written invitation and publishing in real estate magazines. Also, door knocking or mailing post cards with the heading of "Help Us Find You A New Neighbor," is a great way of letting the local homeowner help locate a friend or colleague that may be interested in living near by.

Mailings, ads, announcements, caravans, notifying near by businesses and relocation divisions are all ways of going that extra mile. if the property is located near a university, major business park, film studio, hospital, industrial center, or large corporate headquarters, a good agent will notify the human resource center, housing divisions or recruiting employment center with information about their listing. An outstanding agent will follow up newspaper announcements of executive promotions, marriage and birth announcements with a note of congratulations. Sometimes these extra steps lead directly to the sale of an agent's listing and are all part of an aggressive marketing program.

Copyright© Ron Wynn 2000