Relationships vs. Research: How Sellers Pick Listing Agents

This graph (courtesy of 1000watt marketing agency) shows the top 6 ways home sellers find and choose their listing agents. 1000watt has effectively outlined where you should focus your time and energy to attract and win more listings.

I mentioned earlier this week that, per NAR, 81% of sellers go with the first agent they talk to. This highlights two key points. First, the importance of being that first call—this chart shows you where sellers are finding you, mostly through relationships and research. Second, 1000watt’s data explains why sellers often don’t bother talking with other agents: they either already know you (relationship), or they’ve vetted and compared you to others in advance (research).

If your marketing isn’t A. Reminding your database contacts to think of you for referrals, and B. Positioning you to win in online research—whether through reviews, agent directories like HomeLight, or other platforms—you’re definitely missing opportunities.

Sellers Want the Spotlight: Marketing Strategies for Top Listing Agents

What sets you apart from other listing agents? In today’s competitive real estate market, sellers expect more than just the status quo. They’re looking for innovative strategies that give their homes a competitive edge. Marketing a home involves more than just syndicating through the MLS. So, how are you stepping-up your sellers’ experience and ensuring their property stands out?

Consider Brad McCallum, who’s created a distinctive “seller stage” through his YouTube channel. His property tours aren’t just videos—they’re like HGTV episodes that captivate viewers and attract thousands of potential buyers. Sellers see this and think, “That’s the kind of exposure I want for my home.”

But you don’t have to be a video extraordinaire to create your own stage. The challenge is to find what works best for you in your market. Maybe it’s a well-curated email list full of potential buyers, a locally-concentrated social media following, or an event strategy that drives major buzz and press. The key is to think beyond the conventional methods and build a platform (i.e., a “stage”) that highlights your listings in a way that resonates with today’s sellers.

 The possibilities are endless, but the goal is the same: to offer something more, something memorable that makes sellers confident in your ability to market their home.

So, what’s your seller stage? How are you setting the scene to ensure your listings get the attention they deserve? The real estate market is evolving, and the agents who thrive will be those who continually innovate and captivate their clients.

Short-Term Savings, Long-Term Loss: How Cutting Marketing Affects Sales

Feeling frustrated because your listings are taking too long to sell? It’s understandable to feel the urge to cut back on marketing efforts to save money, but DON'T! While it might seem like a smart move to neglect social media, ditch professional videos, or trim your ad budget for short-term savings, this strategy won’t sell houses.

Every seller demands and deserves world-class marketing, and cutting corners can have serious consequences. In today’s competitive real estate market, if a listing isn't given a robust launch, it lingers on the market. When a listing lingers, it not only becomes less attractive to potential buyers, but it can also result in price reductions and longer sale times, causing frustration and financial loss for the seller.

So, rather than cutting back, invest in comprehensive marketing from the start. Doing so will give your listings the best chance to sell quickly and at their full value.

Strategic Pricing: Attracting and Retaining Homebuyers

Effective marketing is only as good as the price it promotes.

A property is never more valuable to a buyer than on the day it’s listed, spurred by the urgency to act quickly for fear of losing out. However, as days turn into weeks, that urgency fades—and so does the property’s perceived value.

Across the country, days on market are rising and, as expected, so are price reductions. Price reductions serve as a correction to initial overpricing (usually), aiming to bait interest and rekindle competition. However, they often shift power to the buyer, signaling a reactive rather than proactive strategy.

For instance, a home valued at $1.5M was listed at $1.7M, sat on the market, and had its price reduced by $100K. It eventually got an offer for $1.3M, and the seller had to negotiate up to $1.4M. Had it been priced to sell from the start—luring competing parties—the seller’s outcome might’ve been different.

Effective marketing is only as good as the price it promotes.

One Simple ChatGPT Prompt to Ace Your Next Listing Appointment

Use one simple ChatGPT prompt to prep for your next listing appointment.

ChatGPT’s Data Analysis feature enables it to process and understand various media formats, such as documents, spreadsheets, images, and more—far beyond just text. To use it, look for the paperclip icon in the message bar where you type your prompts.

For instance, you can export your MLS search results to a spreadsheet (most MLS systems allow this), attach the file to your ChatGPT conversation via the aforesaid paperclip icon located in the message bar, and let ChatGPT extract and generate incredible insights. You’ll sound like a genius at your next listing appointment!

Download the full prompt here:

Be the First Call: How to Become the Go-To Agent for Sellers

It’s startling but true: 81% of recent sellers contacted only one agent before making their decisions (NAR). The way I see it, this statistics underscores the critical importance of being the FIRST agent sellers think of.

This means building a strong, recognizable brand, maintaining a visible presence in your community, and continuously engaging with potential clients long before they decide to sell.

Timing and Pricing: Key Strategies for Selling Properties Quickly

What’s your take? How are you approaching and advising your sellers on pricing in today’s market?

The way I see it, a property is never more valuable to a buyer than on the day it’s listed—spurred by the buyer’s instinct to act quickly for fear of losing out to someone else. However, as days turn into weeks, the urgency fades—and, consequently, so does the property's perceived value.

What’s more, a property attracts the most attention on the day it's listed because popular search platforms prioritize new listings. As the listing ages, however, both visibility and buyer interest inevitably decline.

Get More Real Estate Listings: Expert Audience Targeting Recommendations for YouTube Ads

YouTube ads pack a punch for a variety of reasons:

• YouTube ads are cost-effective: You only pay for views that last 30 seconds or more, or for clicks. If viewers skip before the 30-second mark, it costs you nothing, ensuring that you only invest in high-intent viewership.

• YouTube ads grab attention: Their unique format captures the audience's interest in a way that harks back to the golden era of TV commercials, making your ad memorable and impactful.

• YouTube ads offer advanced targeting capabilities: Leveraging these capabilities allows you to pinpoint ONLY the most relevant audiences. Here are my top FIVE target audiences to consider if you're looking to attract sellers:

  • Geographic targeting: Focus on your local area to connect directly with potential sellers.

  • Homeowners: Target ads specifically to property owners, perhaps one day considering a sale.

  • Future buyers: Engage those who are actively looking to purchase, as they often consider selling too.

  • Relocation clientele: Reach individuals planning to move soon, tapping into their current needs.

  • Real estate agents”: Target an audience searching for agents and reviews, a group often composed of prospective sellers.

On a scale of 1 - 10, how seriously are you taking your YouTube advertising strategy in 2024? If you need some step-by-step help running the ads, tap here.

P.S. Are you doing all you can to generate listing opportunities? Listings are the lifeblood of this business. Discover new strategies every month to fill your pipeline with a 14-day free trial of LISTING LEADS. You can access it here.

Maximizing Opportunities: 3 Key Moments to Market Your Listings and Attract More

How well are you leveraging your current listings to position yourself for future opportunities? Many agents claim, “There's such low inventory and homes sell so fast, there's no time to market them.” That's a misguided approach! My philosophy is simple: When the market speeds up, your marketing should too.

Why not “live off your listings”? Use each one to its fullest potential—not only to showcase your skills but also to maximize your seller’s benefits. More marketing means more exposure, helping your sellers achieve better outcomes. This, in turn, positions you to win the next listing, and the next, and the one after that. Don’t squander what you’ve got!

Here are three video ideas that capture the “marketable moments” of your listings:

1. Post a Could-Be Coming Soon Instagram Story like @krysbenyamein.

Krys knows how to create excitement and urgency around his listings. By teasing potential buyers with a "Could-Be Coming Soon" Instagram Story, he taps into their fear of missing out. Mentioning the quick turnover of homes in the area adds a sense of exclusivity, while inviting viewers to join a VIP List makes them feel special and valued.

2. Post a Sale-Sign Celebration Instagram Reel like @The.Mangin.Team.

Shannon from The Mangin Team knows how to celebrate a successful sale in style. Her energetic and enthusiastic sale-sign installation reels not only showcase her personality but also serve as powerful social proof. Seeing her clients celebrate with her builds trust and reinforces her reputation as a trusted name in real estate.

3. Post a How We Did It! Instagram Reel like @TheBarrettTeam.

Faith Barrett and her team understand the power of showcasing success. Their "How We Did It!" Instagram reels provide valuable insights into their sales process while highlighting their impressive results. By setting a benchmark with their successful sales, they inspire future sellers to expect nothing less than top-tier results from their listing agents.

By incorporating these key moments into your marketing strategy, you can elevate your real estate game, attract more buyers, and conquer your market with confidence. Don’t make your marketing a mystery; show sellers how you can serve!

How to Achieve Listing Success: The Social Media Advantage in Real Estate

Ever wondered what sellers truly look for in a listing agent? According to a recent survey by @1000watt_agency, social media marketing has emerged as the most valued method for listing promotion. It even outshines popular platforms like Zillow or the MLS by a significant margin.

So here are a few important questions to reflect on:

1. Showcasing Your Expertise: Are you effectively showcasing your social media content in a way that captures the attention of prospective sellers scrolling through their feeds? Your online presence could be a key differentiator in attracting new clients.

2. Crafting a Winning Presentation: Does your listing presentation highlight your social media strategy prominently enough? In a competitive market, having a thorough plan for promoting listings on social media can set you apart from competitors.

3. Beyond the Basics: How creatively are you highlighting your listings on social media? Move beyond the conventional "just listed" posts and explore innovative ways to showcase properties. Engaging content can captivate your audience and make your listings stand out.

Now, it's time to unleash your creativity and position yourself as a forward-thinking, tech-savvy professional, ready to meet the evolving needs of today’s sellers.

Mastering the Year Ahead: A Marketing Game Plan

Industry experts forecast that next year's market will be pretty much on par with this year's in terms of challenges.

Remember, though: tough markets make top performers 👊

Just tossing in my quick thoughts on your marketing game plan. You might want to focus on these key areas within your overarching strategy:

1. Your "Listing Leverage" approach, which empowers you to turn your current listings into opportunities for more listings, whether from neighbors or your existing database.

2. Your “I See You Everywhere!” branding efforts, aimed at making you the name everyone thinks of in your market, are vital to maintaining visibility and recognition.

3. Your “Agent-for-Life” strategy, which ensures that the know, like, trust vibe remains strong with your database contacts, building lasting relationships.

Challenges may lie ahead, but they're the stepping stones to success. Your dedication to marketing is your secret weapon. Keep pushing, keep adapting, and keep moving forward for a successful year ahead!

The Dangers of Undervaluing Your Role: How to Convey Your Value as a Listing Agent

Are you underselling your role as a Listing Agent in your marketing, at the listing appointment, and/or throughout your transactions working with clients?

If so, you're risking potential clients missing out on the full range of your expertise. And if they remain unaware of what you can do for them, you risk being overlooked, undervalued, or potentially passed-over for competitors who more precisely communicate the benefits of their services.

So how certain are you that prospective sellers truly grasp the immense value you bring as a listing agent?

My advice:  don't shortchange your services—highlight the THREE fundamental roles you perform as a ListingAgent:

1. Marketing & Exposure -  You're not just listing a property, you're strategically showcasing it—implementing marketing tactics that cast your listings in the best light to attract the right buyers.

2. Negotiation High-Ground -  You don't simply accept offers—you tactically navigate them. By establishing a strong negotiation foothold, you work to secure the best possible price and terms that favor your clients.

3. Deal “Life-Support” - You're not just an observer—you're the linchpin ensuring a smooth transaction from contract-to-close. As many sales fall apart, your steadfast guidance and process helps hold deals together.

The Comeback of Home Valuation Ads: a Step-by-Step Guide to Generating High-Quality Seller Leads

If you're a real estate professional who’s been in the industry for a few years, you probably remember the trend of using your own home valuation landing page to generate seller leads. Basically, your own version of a “Zestimate.” While the method was effective in the beginning, it became a tad worn out over time.

But everything comes full circle — what goes around comes around, so to speak. Once again. Home valuation ad campaigns are crushing as a means to generate listing leads.

With the current (and fluctuating) state of the housing market, many homeowners are questioning the value of their homes, so they're turning to Google and searching for answers. Herein lies a unique opportunity to capture seller leads by creating home valuation landing pages and running ads to drive traffic to those pages.

FOLLOW THESE STEPS TO GENERATE HOME VALUATION SELLER LEADS:

1. Set-up or Selerct a Home Valuation Lead Generation Service: You can either set up your own landing page using whatever your website provider offers (e.g. Ylopo, BoomTown, Chime, Real Geeks, Real Estate Web Masters, et al.) or choose a specialized service to host and publish a customized home valuation landing page, such as Home Value Leads, Prime Seller Leads, or other similar services.

2. Customize Your Landing Page: Once you’ve chosen a service provider, customize your landing page to ensure it reflects your branding and messaging. For instance, make sure the landing page is mobile-responsive and visually appealing, with a clear and concise headline that aligns with the offer—i.e. prospective sellers looking for a home valuation.
   
   What’s more, make sure the page is “beefy” in that you’ve added-in relevant and informative content:  e.g. text, videos, images, keywords, and more. Finally, make sure to include a compelling call-to-action (CTA) that encourages visitors to fully submit their information.

3. Drive Traffic to Your Landing Page: Use a mix of online and offline marketing channels to reach potential leads. For example, you can run targeted ads on social media platforms like Facebook and Instagram, create Google Ads campaigns with relevant keywords and ad copy, or even use QR-coded direct mail campaigns to targeted neighborhoods. Once again, ensure that your ad campaigns have a clear and compelling message that resonates with your target audience and drives them to your landing page.

4. Follow-Up with the Seller Leads: Once a lead has submitted their information on your landing page, it's essential to follow up with them in a timely manner. Ideally, you should call, text, video-message, and/or email as quickly as possible to capitalize on the recency of their form completion, and thus, work to build a relationship by answering whatever questions they may have. Use a CRM system (e.g. Follow Up Boss, et al.) to organize and track your leads, and set reminders to follow up with them at regular intervals.

5. Book Listing Appointments: The ultimate goal of generating home valuation leads is to book pre-listing or listing appointments. Be both persistent and patient with your leads, and try to build a relationship based on trust and value. Perhaps consider offering some additional resources, such as free home seller guides, market reports, or personalized consultations to further nurture your leads and increase your chances of conversion.

And by the way… The best part about these campaigns right now is that the leads generated through these ads have an unusually high rate of conversion. What I’m saying is that agents and teams have been very effective at getting appointments and actually taking listings because of them. So not only are you generating leads at a low cost per lead, but you're also getting high-quality leads that are more likely to convert.

Home valuation ads may be an "oldie," but they are certainly a "goodie" in today's market. If you want to grow your business and stay ahead of the curve, it's important to adapt to changing market conditions and utilize new (and/or “renewed”) methods of lead generation.

Attract More Listings: Key Strategies for a High-Ranking Google Business Profile for REALTORS®

Want to become the go-to REALTOR® in your area? Then you oughta optimize your Google Business Profile!

FACTS:  Google is (by a mile!) the top-used search engine, receiving approximately 8.5-billion searches daily. What’s crazy, though, is that roughly 46% of all those Google searches are conducted with local intent.

What I’m getting at is that potential clients are actively searching for businesses like yours in their area. What’s more, buyers tend to search Google for homes whereas sellers will more readily search for agents. So, if you want more “come-list-me” calls and listing opportunities, it’s crucial to have a strong online presence—especially on Google.

Here are some steps to help with optimizing your Google Business Profile:

• Focus on client reviews: Invite your past (and current) clients (especially sellers!) to leave reviews on your Google Business Profile. Doing so will improve your profile’s ranking and visibility and will also give potential clients the confidence they need to contact you as their REALTOR®.

• Keyword optimization: Make sure to include keywords throughout your profile (its Description, Services section, and elsewhere) that are relevant to the services you offer, such as "listing agent,” “REALTOR,” and where you do business. This will help your profile show up in relevant search results. It’s also important to dial-in keywords across your website, which is presumably linked to your Google Business Profile.

• Consistent media updates: Posting media like photos, videos, and updates on your Google Business Profile will not only keep your profile fresh and engaging, but it will also help to improve its visibility. If you’re willing to do a bit of extra work, try geo-tagging your photos to further cement your profile’s relevance in your local area.

Remember, when it comes to attracting listings, it's all about positioning your business in the best light possible. By optimizing your Google Business Profile, you'll be on your way to attracting more clients and becoming the go-to REALTOR® in your area.

Home-Valuation Seller Lead Generation Campaigns for Realtors in 2023

About two weeks ago I participated in a MEGA listing-agent mastermind hosted by Tom Ferry. We’re talking about agents/teams listing-and-selling hundreds of homes a year.

Each member of the mastermind shared their top tactics for generating seller business and, to my surprise, home-valuation styled campaigns are paying-out dividends right now.

I know, I know… you’re thinking… “Weren’t those overplayed like four years ago⁉️” That’s what I thought too.

However, as real estate headlines fear-monger about the future of housing ad-nauseam, consequently, many homeowners are wondering about A.) the value of their home and B.) the timing of their next move.

Tools like HomeBot, NAR’s REALTOR® Property Resource (RPR), CloudCMA, or HomeValueLeads, for instance, equip agents and/or teams with websites that capture seller contact info when performing an automated/aggregated range of value to inquiring homeowners. Just like always, though:  the money’s in the follow-up. 📲

At a super high level, there are a couple different ways to deploy a campaign like this:

• PAY-PER-CLICK:  Setup search campaigns across Google, YouTube, Bing, and DuckDuckGo that link to your home-valuation landing page.

• DIRECT MAILERS:  Print and distribute a simple mailer that states the offer directly above a QR-code hyperlinked to your home-valuation landing page.

The part that was most astounding to me was the impressive rate of conversion these agents/teams have been achieving -- anywhere from 1.5% up to 10% of leads entering into signed listings w/in 30 days of initial lead-capture. In case it’s not self-evident:  WOW! 🤯

13 Real Estate Listing Marketing Ideas (That’ll Attract MORE Listings)

Now’s the time to listing launch “your face off,” friends 😅

As the real estate market continues to adjust and decelerate, far too many agents are slashing their marketing budgets, essentially cost-cutting their way into “feeling safe.”

Listing agents are reducing their property marketing efforts to “save money” – super bad timing, if you ask me. For them!—it’s GREAT for you. Why? Because when homeowners see what you’re prepared and able to do versus your competitors, chances are good you’ll have it in the bag at your next listing appointment. It’s a simple matter of VALUE.

What’s more, with mortgage interest rates more than DOUBLING in the past year, the pool of prospective buyers is extremely transitory—as in, here to day, gone tomorrow. That is, unless your seller is willing to drop the price to keep downward pace with them!

It’s simple math: when rates increase, budgets shrink. Thus—if you over-price or under-present—the listing is gonna sit. Tick-tock, says the clock ⏳

So, whatcha gonna do to promote that property? Here are some ideas.

13 Real Estate Listing Marketing Ideas (that’ll attract MORE listings)

1. Publish vertical videos galore! For example, hyperlapse walkthroughs, selfie-gimbal tours, “What $###,#### get’s you in {CITY}”-styled videos, and more.

2. Target the neighbors/area with skippable YouTube Commercials. Pro tip:  make sure your opening line addresses the subject audience. For instance, “Hey South Nashville homeowners…” That’ll capture their attention. (Click HERE to review a YouTube ads tutorial.)

3. Try out TikTok ads. These ads are super affordable and TikTok has less restrictive geo-targeting limitations than other ad platforms.

4. Facebook/Instagram ads still work. In fact, try running multiple ads! Target your database, your marketplace, Boost your post(s), utilize new placements, like Reels and/or Story ads, and more. There’s a lot of potential with FB/IG ads.

5. Run Google Display ads — i.e., the banner ads you see as you peruse the web. Your ads should feature images of the property with your FACE and NAME superimposed. It’s strategically critical for the neighbors to see YOU outworking your competitors. (Click HERE to review a Google Display Network ads tutorial.)

6. Bring back the MEGA Open House!Run this Google search🔎:  “Tom Ferry MEGA Open House”—you’ll find endless content and resources.

7. Step-up your signage:   yard-signs, directional signs, QR code signs, et al. Figure out what is/isn’t allowed in your marketplace and get to work 👊

8. Send postcards to the neighbors. You also oughta consider sending them to your database contacts — it’ll help to position you as an established listing agent. Maybe even consider handwritten-note announcements using a tool like Audience.co.

9. Email blasts.  If you’re sending a weekly newsletter, for instance, try featuring your listings within its contents. When the time comes to list, your subscribers will wanna see their listing in that email. Don’t SPAM people (obviously).

10. Try to get your listings featured in notable publications or popular social accounts that feature select listings.

11. Post your listings on buy/sell forums like Craigslist and Facebook Marketplace. Btw, these sites are good spots to generate leads/inquiries.

12. Utilize profile links::  e.g. your link-in-bio (like Liinks.co or LinkTree, for instance), the Products section of your Google Business Profile, and so on.

13. Doubtlessly, your listing will be distributed/syndicated from your MLS to all the real estate feeds. On your own website, however, make sure to showcase your listing using an optimized landing page. Make sure it’s properly indexed with Google for search-ranking purposes, integrate geo-tagged images, embedded videos, keyword-rich text, and more.

As a listing agent, it’s on you to expose a property to the LARGEST pool or ready, willing, and able buyers... So get the word out 📢

Top 3 Job Functions and Skills of a Listing Agent (Real Estate)

When you’re on a listing presentation vying for a seller’s business, how are you communicating the full scope of your services? Loads of agents presume the seller only cares about how you’ll MARKET the property, and so that’s all they discuss. Big mistake—for a couple of reasons:

1. Marketing on its own doesn’t fully reflect the value of your fee.

2. You’re setting yourself up to blame if all doesn’t go to plan.

Not to sound like Spock🖖—but selling homes is "only logical;” it follows a predictable sequence of events.

(A) Market a property strategically to get it in front of as many (interested) eyeballs as possible. (B) After that, you should expect buyers to schedule showings. If they don’t, then there’s a leak. It’s either that the marketing was lousy (e.g. bad photos, etc.) OR that the property didn’t match-up with buyer expectations (e.g. condition, price, etc.). No matter what, though, it’s a datapoint. (C) If there are showings, then, after a certain point, it’s reasonable to expect at least one of those buyers oughta submit an offer. If they don’t, then—once again—it’s a data point (e.g. the house smells funny, etc.).

What I’m getting at is that the role of a listing agent is way more than just marketing a property.

7 Nonobvious Ways to Market a Listing (For Real Estate Agents)

Let’s get the obvious stuff out of the way. Yes, you should market a listing via: email campaigns, listing videos, circle-prospecting, door-knocking, open houses, MLS syndication, social media posts (+ ads/boosts), and so forth.

But how else can/should you market a listing? Scan the images above for A BUNCH of detailed ideas.

As a listing agent, it’s on you to expose a property to the LARGEST pool of ready, willing, and able buyers... So get the word out. 📢

(P.S. Here’s a link to the training I promised on Dynamic Google Search Ads—just copy/paste the URL: https://bit.ly/DYN-ADS.)

The Best Source of Real Estate Listings in 2022

@jasonpantana ♬ Big Energy (Instrumental) - Diamond Audio

Want more listings in 2022?—take another look at your database. Per NAR, 67% of sellers procure their Listing Agent by way of repeat/referral.

1. Be a connector: parties, pop-bys, or even private Facebook Groups—it’s mission critical to create a sense of community and culture.

2. Be a resource: w/ ALL your content (e.g. blogs, videos, emails, social media posts, and more), create it as if it was made solely for your database! Be the knowledge broker!

3. Be a friend: send birthday greetings, “text-in to check-in,” get personal w/ handwritten notes, proactively DM/comment on social, and even be thoughtful (not necessarily lavish) w/ your gifts.

4. Be inevitable: position your brand strategically: retarget your database w/ paid ads promoting your content on social, utilize Google Display Ads, distribute value-packed emails weekly, run YouTube ads, send out postcards, and so on. Do whatever it takes to be the agent-of-choice!

Fact is, your database is probably your best source of business, period — and I’m willing to bet you’re hardly cracking the surface!

2022 Real Estate Listing Attraction Marketing Strategies for Realtors

Inventory is pretty darn thin these days—feels a lot like it did at the start of 2021. Listings few and far between, buyers competing to win contracts. (Not trying to be negative… just making an observation )

Last year I published a handful of trainings designed to generate listings and win multiple offers. I think they’re worth revisiting.

I’ve linked ‘em up in my LINK-IN-BIO. Go to my profile, tap the link in my bio, and press the “Listing Leads & Multiple Offers” button.

Go get some listings and win some contracts!

The trainings listed include:

1. “NAME YOUR PRICE” database email

2. “At what price are you CRAZY not to sell?” Facebook/Instagram ad

3. The “Off-Market Match-Maker”

4. “How to Win Multi Offers” top-producer panel

5. “How to Buy-&-Sell at the SAME Time!” Facebook Ad Campaign

What else is working to source listings and/or win offers? Would love your input in a comment, please.