by Rebecca Chandler
Has this ever happened to you? You are at dinner with friends and the conversation rambles to some obscure trivia question such as – “Did Mary Ann on Gilligan’s Island have a job?”Hmmmm…
Or “Who is leading the MLB Eastern Division for the National League?” Find Out!
Or “How many days left of Shark Week? Is it really just a week?”
Everyone reaches for their smart phone to look it up.
We have become so accustomed to the immediacy of information that the slightest delay in satisfying our curiosity can become painful. (You really do want to know if Mary Ann had a job, don’t you?) And, the abundance of available information can sometimes be overwhelming. You start looking at Mary Ann from Gilligan’s Island and then you learn she has a cookbook on Amazon, was arrested for marijuana in 2008 (the charges were dropped), and she had an extensive acting career other than Gilligan’s Island.
The point is that the immediacy of an abundance of information make finding out whatever you want to know whenever you want to know it however you want to find it – pretty easy. But it’s also easy to become distracted and overwhelmed by non-related and non-relevant information. (What was the question, again?)
Let’s apply this to real estate. There are literally thousands (and thousands) of real estate websites. comScore estimates that the real estate sites they track have in total over 65 million unique users per month. And yet, the National Association of REALTORS® estimates that a littleover 5 million homes will be sold this year.
The large difference between shoppers and sales are attributable to online surfing trends and to the abundance of real estate websites in general.
For example, most home shoppers visit multiple websites – sometimes in the same session – going to page after page and site after site – becoming easily distracted from their original mission or question. And there are thousands of sites to visit, thus multiplying each shopper over and over to reach the 65 million shoppers. There are not more shoppers. They are shopping more sites. This means that agents who rely solely on web exposure as a marketing vehicle for their listed homes for sale are, literally, drowning in a sea of online data, waiting for a potential buyer to search and find the home. And while home sellers certainly should expect their home to be made available to the wave of online shoppers, they should also expect a much more robust advertising campaign for their home from an agent to whom they are paying a commission.
More like – a very direct path to a specific property presented to those with the ability and likelihood to buy the property with a benefit statement, a strong call to action, and a lead capture mechanism.
We call that advertising.
Targeted advertising programs using multi-media platforms have become readily available, easily executable and extremely affordable for today’s real estate professionals – at hundreds of dollars per month for basic marketing services for all their listings – including print, web, mobile, social, direct mail, corporate relocation, text codes, single property mobile websites – and more – meaning, that depending on the number of listings the agent has, the price per listing could be quite low.
And, better marketed homes sell more quickly and for a better price and everybody wins.