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What REALLY happens when you list your home with a Realtor?

Every time you see the little red “For Sale By Owner” sign, you can guarantee that the homeowner has had a poor experience with a Realtor. With so many Agents in Collier County, and the recent boom in the Real Estate Industry, the Real Estate market has become aggressive to say the least, and the need for a ‘listing’ has taken over what used to be the top priority - client satisfaction. But what happens these days when you hire a Sales Associate to sell your property? Usually their ‘marketing plan’ means dropping your home into the MLS (a database of available homes for sale), and they hope somebody else can move it so they can get a cut of the commission. Most ‘marketing strategies’ mean just that, and usually only that. Most Agents do not have ANY experience or knowledge in the marketing field. Their ‘marketing guy’ is usually a son or daughter still in high school, working part time for a little extra cash, or an assistant working for minimum wage, which leads to the question, “Can they REALLY get the job done?” Advertising is done as inexpensively as possible because most don’t have the funds, resources, or common sense, to market a property. Your home is often seen as a ‘percentage’and not thought of as individual or unique - each home is different and requires a customized approach if it is expected to sell. Out of the few Realtor’s that hire ‘professionals’ to do their marketing, they are often seeking the ‘cheaper option’, leaving them with companies that have nothing to offer other than amateur marketing abilities and not enough talent to take a decent photograph. Incorrect choices in marketing approaches can leave even the most beautiful home looking like an eyesore, turning off potential buyers for your home. I have come across hundreds of Realtor’s that like to keep their budget even tighter, and experiment with ‘their own designs’ when it comes to advertising. I’m sure you have seen many visual display’s of property that leave much to be desired in the sophistication area, without giving a single thought to their target market, and more importantly, your investment.

1) BEWARE OF THE “I NEED INVENTORY” LINE!
If you have ever searched through the the MLS database, you will already know that Realtor’s, have access to thousands of available properties, and they can sell each and every one of them. Their inventory is huge, and if somebody is asking for more, pay attention to what they are REALLY saying - maybe they have no buyers at all, which will take us back to stage one -dropping a property into the MLS database with the hope that somebody else can sell your home so they can gain a percentage of the commission. If a Realtor is advertising for listings, they are probably unable to find a buyer, otherwise they would be selling property to make money instead of relying upon another Realtor to find a buyer.

2) ASK WHAT THEIR ‘MARKETING GUY’ HAS DONE FOR OTHERS!
Take a look at how they have represented previous homes, and ask yourself if this is how you would like YOUR investment represented. If all they are doing is spending $100 to advertise in a local magazine or newspaper (if you take a look at those ads you'll see that they are using that space primarily to advertise THEMSELVES rather than your home!), then why not just spend the $100 yourself instead of paying a Realtor tens of thousands of dollars just for that privilege. If you are selling a home that might appeal to a part-time Naples resident, how are they going to know about your home if it is only advertised locally? International buyers are not likely to pick up any of these magazines!

3) DOES YOUR REALTOR HAVE GREAT PEOPLE SKILLS?
If you could not spend a couple of hours over coffee or tea with a Realtor, and feel good about them, the chances are potential buyers couldn’t do it either. Are you prepared to give somebody tens of thousands of dollars out of your OWN investment to do something that you could quite easily do a better job of yourself? Face it, it's probably easier to get a Real Estate License than it is to get a Drivers License, and judging by the intelligence and common sense of some of the Realtors I have met, I am surprised they managed to attain either of the two licenses.

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