Real estate is not just about making sales. It’s about helping people.
And sometimes it’s that people element that kinks the marketing procedure.
Sometimes people want what they want, whether it’s useful or not. (I mean, how else would knitted beard-hats ever have become a thing??)
Real estate is not immune to these kinks. Or at least, it shouldn’t be.
Sometimes business decisions can’t be about financially effective or time-efficient. Sometimes, our decisions are straight-up based on what makes the client happy. And really, that is its own kind of effective, isn’t it? That’s a result I want, and results cost. That’s why I use these three ineffective tools anyway:
3 Ineffective Tools I may Use Anyway
- Open Houses
I have never, ever yielded a sale as a result of an open house. Most agents in rural areas haven’t, and it’s why many agents prefer not to do the open house. It makes developers and clients happy though, to see that we, the agent, are putting our time and dime in this game. We’re on their side, and it shows. So, we do Open Houses, at the seller’s request. Better yet, we offer an online open house.
Yes, I dare to paint Kijiji with the brush of inefficiency – for selling homes. Kijiji is a meeting place for bargain hunters, and they expect to haggle. I don’t expect a kijiji bargain hunter to pay market value for a property. My goal is to get my seller top dollar. Most every message I have ever received through Kijiji ads has been a waste of time. But. Clients, having had success selling everything from DVDs to fishing boats, insist their ad be placed on this site. It may not yield leads, but it will yield a happy client. So we do the kijiji thing. Upon request. Better yet, we offer to put our listings on multiple websites that are specific to real estate so that the buyer who is actually searching for homes will definitely come across our listings. We even pay extra to have our listings be featured on key real estate related websites. You know, the ones that actually attract buyers that are shopping for property?
- Newspaper Ads
You’re not really that surprised I label newspaper ads as inefficient, are you? I mean, the last time you wanted to buy a house, where did you look? I have a hunch that the newspaper was not the first place. Again, newspaper ads may be a fine place for job ads or event announcements, but not so great for generating leads for a home sale. People just don’t look there when they’re house hunting. They get an agent, or look on MLS. Most sellers understand this. However, we do feature our listings in the local property guide which is targeted especially to buyers and potential buyers interested in real estate. I see people of all ages enjoying flipping through this glossy magazine.
These methods may be ineffective in producing leads or sales, but they’re pretty effective at pleasing clients. In the end, Real Estate is about people. Invest a little time and money into your client’s happiness, and you’ll find even ineffective can become worthwhile.