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 a 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 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.