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Last week, I shared information about how Realtors help clients market their properties. This week, I’ll share a few more nuggets of wisdom on that topic.

As a reminder, two things sell real estate: price and exposure. Sellers set home prices and Realtors expose properties to potential buyers. No matter how perfectly your house is priced, if no one knows it’s available, it’ll never sell, and all the exposure in the world won’t sell a house for twice its value.

Of course I’m biased, but years of experience have shown me a good Realtor makes a home-buying or home-selling experience smooth and profitable; whereas, going it alone can be expensive and frustrating. Here’s why:

1. REALTORS KNOW HOW TO MARKET TO VARYING GENERATIONS

Sales is a competitive, ever-changing business. To stay relevant, and to assure they can continue to put food on their tables, Realtors keep up with the latest marketing trends and tailor their approach based on their clients’ preferences. They understand that a 65-year-old client may want to receive information in hard copy, while a 45-year-old client prefers to receive an email attachment and a 25-year-old client simply wants a text. They also understand that your property may appeal to a certain audience—and they’ll make sure that audience can find it, whether it means using social media, a postcard campaign, personal networking, or other strategies.

2. REALTORS KNOW HOW TO GRAB ATTENTION

When a Realtor assesses your property, he or she will find the features that set it apart and make it memorable. Then, they will create a speech to describe it in 30 seconds or less—an elevator speech. The goal isn’t to share every detail, but to highlight the benefits of your property that would make someone sit up and take notice. 

3. REALTORS KNOW HOW TO SELL THE AREA, NOT JUST THE PROPERTY

Location. Location. Location. We’ve all heard it, and while people have more flexibility in where they live because of technology these days, location is still a huge factor. A Realtor can help prospective buyers see the benefits of your property in the broader scope of day-to-day living. Is it close to work? Schools? Shopping? Healthcare? Recreation? When a new buyer comes to town, a Realtor doesn’t just drive them from property to property, he or she shows them Lake Mendocino, local wineries, Mendocino College, School Street shops, the new hospital, the Farmers’ Market, and other points of interest based on the buyers’ needs and desires.

4. REALTORS KNOW CONSISTENCY WORKS

Working with an experienced Realtor means benefitting from their established relationships. Realtors who’ve been in the business a while often swear by tried-and-true marketing strategies, like sending regular postcards or e-mails to share useful information to previous and prospective clients. This means, your Realtor has access to a ready-made market that could be ripe for buying your property or helping you find your dream home.

5. REALTORS KNOW OPEN HOUSES INVITE INTEREST

Speaking of tried and true, open houses continue to be an effective way to pique people’s interest. Who can resist touring an open house? (Okay, I realize some of you would rather get a root canal than walk around empty houses; but for many of us, viewing properties is fun!)

If you are interested in buying or selling a house, the most important thing is to find a Realtor you like and trust, one with the knowledge and experience to provide you with the service you expect and deserve. If you don’t have a relationship with a Realtor, ask friends and neighbors who they recommend, and don’t be afraid to ask a Realtor to provide you with references. Good ones will be happy to do so.

If you have questions about real estate or property management, please contact me at rselzer@selzerrealty.com or call (707) 462-4000. If you’d like to read previous articles, visit my blog at www.richardselzer.com. If you send me an idea I use in a column, I’ll send you a $5 gift card to Schat’s Bakery. Dick Selzer is a real estate broker who has been in the business for more than 40 years.