At a time when real estate markets across the US and Florida began to shift, the Ellis Team at Keller Williams Realty began to shine. Nationally, home sales began to slide in the 2nd half of the year. Locally, home sales began to slide in the 4th qtr. of 2018. Ellis Team sales rose 55% in 2018.
So why do some agents shine when others begin to fail in a changing market? Successful agents who’ve been through many cycles know one thing. You don’t stop marketing in a shift.
Typical Agents
The typical agent cuts back on everything in a shift. Sales begin to slow, and it proves their point that the market isn’t what it used to be, and sellers just need to get more realistic.
The Ellis Team has been called in many times after a home has expired and sold it. We’ve had several already this year, and we’ve already closed on them. Price wasn’t the issue. Let me say that again. Price was not the issue. We did not lower the price. It was the marketing, and experience in handling negotiations to get it done.
While pricing is important, marketing is the other single most important thing a Realtor can do to get your home sold. Sellers are tempted to hire a Realtor with lower commissions only because they believe they’ll end up with more in their pocket at closing. Naturally you would think that. Pay less, net more, right? The truth is marketing is what brings in more buyers. When you have more buyers to choose from, you get a better selection of offers.
You must also think about the co-broke fee. That is the fee a listing agent pays out to other agents in MLS. If the co-broke fee is lower, you must wonder if agents will be as motivated to show your home. We want the best agents highly motivated to show our listings. Agents in SW Florida know the Ellis Team has been around for years and we’re professionals, so they like to show our listings. It’s much easier to cooperate with a pro than a beginner or part-timer. Some agents even have a reputation of being difficult to deal with, so agents don’t show their listings as much.
The Agent You List With Matters
The agent you list with matters. Ellis Team listings net more on average than other agents. Source: MLS Data That’s why it can cost you to list with an agent that doesn’t market like we do. Our listings sell Fast too, in fact about 20% faster than the average agent. Source: MLS Data
Pricing is the other critical step. Sellers don’t want to reduce until they’re satisfied the home isn’t selling because of the marketing. Only then will they reduce their price. The question we have is this: If you have to question whether it’s the marketing or the price, you’ve probably selected the wrong Realtor.
There should never be a question if it’s the marketing. Of course, when there isn’t much marketing, it’s always a question. Here’s a little tip. Simply placing a home on Zillow, Realtor.com, MLS, Homes.com, and placing a sign in the yard is not marketing. A for sale by owner or discount broker could do all that, and 92% of for sale by owners give up and hire a Realtor to sell their home anyway.
The Difference Can Cost You Money
There is a difference between a full-service Realtor and a full-marketing Realtor. The truth is, most Realtors don’t do all the marketing we do, or even know about some of it. And they certainly won’t pay for it. You see, our broker doesn’t pay for our marketing. We pay for it out of our own pocket, so we know it works. And we do a lot of it, so it Really works.
Call Brett or Sande Ellis 239-489-4042 Ext 4 and let us show you how our marketing is different. Don’t forget to ask about our new secret weapon too! We look forward to helping you.
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