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The Listing Agent - Marketing Your Home to
Homebuyers
Advertising in General
Every home seller likes to be assured that their listing agent or the real
estate company will run ads featuring their home. Newspaper ads could be large
display ads with lots of listings or small classified ads featuring just your
property. Ads may also appear in local real estate magazines and your listing
will also show up on the Internet.
Of course the agents and companies will run ads featuring your house, but not
for the reasons you expect.
You see, the main job of advertising is not to sell your house directly.
Advertising creates phone calls and some of those callers become clients of the
agents answering the calls. This builds up a pool of homebuyers looking for
property in general, all represented by selling agents (buyer's agents).
Multiply this by all the agents and companies who also advertise homes, and
there is a large pool of homebuyers in the market at any given time – all of
whom are represented by selling agents.
The agents representing those homebuyers know about your home because it is
listed in the Multiple Listing Service, has been on office and broker preview,
and because your agent may have also sent flyers to all the local real estate
offices.
The agents match up their clients with available homes, one of which may be
yours. Then they show the homes to their clients, who eventually make an offer
on one. That is how your house gets sold.
Ads create a pool of clients, one of which buys your home. Ads do not usually
sell your house directly.
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