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Every Real Estate Marketing Effort And Strategy Is Not The Same Due To Uniqueness Of The Property.

    

A brain surgeon, diamond cutter, defense lawyer, carpenter all need to develop a strategy before the operation starts.

 Every listing a real estate agent/broker takes requires a different approach. The stategy varies because every property is different. Every market varies. All locations are not the same and offer something special to brag about, to talk up or obstacles to over come. No home, farm, waterfront cottage, mom and pop business is identical. Like being dealt a hand of cards, study of those cards before playing is key. And there is a clock ticking...the seller's need to get the sale completed, and another listing clock that reminds you time is precious and retreat to redo a faulty approach is not an option.

     Some properties have issues, former owners or renters that were not so good for the place. Or instead of abuse it may entail just neglect and deferred maintenance. A REALTOR's own doubts on who would want to buy this property has no place in the day to day real estate operation. Shut down that knee jerk reaction to the smells, the ills, the impression of the place and reserve judgement, becoming the real estate's biggest fan. Money from seller to correct the problem may not be available or diminishing returns syndrome kicks in on other new listings because too big a job list. Sometimes, other than a good cleaning, removal of rubbish, debris and rotweiler imagea few light bulbs, a mowed lawn is all you have to work with. Like finding only a can of corn in your cupboard, a few potatoes left with a little milk in your refrigerator, so it looks like corn chowder for dinner. Too complicated a surgery sometimes so be honest, down to earth, one on one with the customer. 

Don't let the listing growl at you, intimidate you. Don't be scared of your listing, or dwell on the negative, what's lacking, why it will never sell.

Be happy, don't worry now... mon (song chorus in background.)

     So you tackle, study, plan and advise the owner on the highlights, the best effort to put into the place with the maximum return and from which direction or approach you prescribe.  You the professional with vision to decide what are the highlights to weave into your marketing propaganda, where the place excells, what makes it stand out. In the case of a plain jane, lack luster listing, the price may be the saving grace to spotlight, showcase, shout out to the world. Before you take images, shoot video, post the property in blogs, on realtor.com, on your website and do the sad kids,splash, do you have a mental blueprint of how the real estate marketing approach for that listing is going to unfold and look like? Every property is not alike. This is not your first rodeo and you have a drawer full of event t-shirts to prove it right?

     Remember the location, location, location chant or mantra your practices real estate instructor taught and quizzed you on? Also remember the supply of the property out there like it, and find distinctions to make it shine, rise above, get exposed and sold in the shortest marketing time.  Like a doctor's physical, a real estate agent/broker studies each listing one by one to not make them all market the same, to avoid all the copy sounding interchangeable, to assure a listing is not blah, boring, neglected or lost on real estate radar. 

      Like a large family, there are other company listings competing for attention with a good supply these days. Creativity is easy. Just watch in other markets how each property layout is done, the copy written, the images and video used to create something that makes an impression. Create layouts, copy, imagery, video that goes deep in the customer and is remembered after learning about it. Broadcast it, plaster it, expose it everywhere. That's how you sell lots of real estate. Many times its where the property is is all you have to beam about, that takes up center stage and you remember our three "L" stutter. Be happy, get excited not sad about your real estate listing.

Maine REALTOR Andrew Mooers - Maine Living Is Simpler, Healthier, Down To Earth And Friendly.

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Comment balloon 7 commentsAndrew Mooers | 207.532.6573 • May 25 2009 08:00AM

Comments

The realtors who use a "one size" fits all plan soon find out it doesn't fit anyone...and is likely to lanquish on the market longer than they would like and for sure longer than the seller had in mind...

Posted by Sally K. & David L. Hanson, WI Real Estate Agents - Luxury - Divorce (EXP Realty 414-525-0563) about 11 years ago

Enjoyed reading this blog, probably b/c it's so true! The sellers sometimes are as different from each other as their properties are. Their idea of marketing strayegies are as different as night and day. There are still quite a few who feel you aren't doing the job if you don't hold open house, even though they are not as a rule well attended. Others just want to see that internet presence, and forget everything else. On the beach, many sellers want to see their condos in the real estate magazines. All things considered, variety still is the spice of life, and what makes this job so interesting!

Posted by Margo Currie (Exit 1 Stop Realty) about 11 years ago

Sally and David...right on. They all sound the same like elevator music and pin prick not harpoon you. Make a big splash, a big impression using the properties uniqueness.

Margo...good videos that take the viewer to the property, inside the place where they hear your voice which is just as unique as Paul Harvey or Mister Rogers is the key. Show them the place, tell the one on one in a friendly, helpful not read but at the property dialogue about the place to give them something to take away. That is your 24-7 open house. The newspaper today was pretty skinny so that tells you where the ads are...on line, instant, quick working around the buyer's schedule not showing up once a day. Internet means your listing, video, images and copy are on the information highway within twenty minutes of listing. That is powerful, quick, effective. But every one has to be a little different, somehow special. Make it memorable.

Posted by Andrew Mooers | 207.532.6573, Northern Maine Real Estate-Aroostook County Broker (MOOERS REALTY) about 11 years ago

I agree with you but so many agents don't take the time to do an assessment of the property for use as a marketing strategy tool.  What I like to do is assess the property (pros and cons), then develop a profile of the ideal buyer/renter of the property, I then develop my version of where to best find the targeted market, and then I develop my marketing plan. It seems to work for me. 

Posted by Gloria Laughton Allston, Realtor(NJ)/Broker(NY) (COLDWELL BANKER RESIDENTIAL BROKERAGE) about 11 years ago

Gloria, plan your work, work you plan kicks in. Time to make the donuts. But is it you make the same ole donuts, or do you create a donut like no other. That is where passion for what you do shines thru. Selling real estate requires marketing excitement or your listing is lost on real estate radar. You size up the property, the possible buyer, the motivation of the seller and their expectations educating them about the property after your turn you head and cough real estate physical.

Posted by Andrew Mooers | 207.532.6573, Northern Maine Real Estate-Aroostook County Broker (MOOERS REALTY) about 11 years ago

Yup. "Do your worrying before you place your bet, not after the wheel starts turning."

There is always a strategy to formulate and the time to do it is with your client, before inking the paperwork . . .

Posted by Candice A. Donofrio, 928-201-4BHC (4242) call/text (Next Wave RE Investments LLC Bullhead City AZ Commercial RE Broker) about 11 years ago

Such a good post, very thoughtful, and I hope everyone reads it.   

Posted by Li Read, Caring expertise...knowledge for you! (Sea to Sky Premier Properties (Salt Spring)) about 11 years ago

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