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Why We Really Should Be ‘Marketing Executives’

Much of what Realtors do is perceived as Sales, but when I think of a salesperson, I think of 1960 when men in suits traipsed door-to-door with gigantic vacuum cleaners or suitcases full of Encyclopedias. These were real sales people. These were unique skills that persuaded folks to purchase items they didn’t necessarily need. This is much different than what I do.

Once I list your home, I have a checklist of mini jobs to perform. I’ll be advertising the property in the local papers, scheduling Open Houses and Broker Tours, developing print campaign mailings, utilizing my social media and web outreach, and maximizing the Prudential name. By doing this, I am working to get your property the biggest and best targeted exposure that I can. Each of my listings has a personalized marketing plan based on demographics such as first-time home buyers, unique homes, commuters, etc. I am marketing your property, not selling it. I can’t force the buyers to be interested in your home. Perhaps it only has three bedrooms and they need four. Perhaps it boarders a main road and they’re insistent on a neighborhood. Perhaps they need a two car garage for their motorcycles and boat and your home only has one. Remember, you can lead a horse to water, but you can’t make them drink.

The selling part comes into play when the buyers show interest. Once a buyer starts to envision themselves in your home, Realtors are able to reach into their sack of sales skills and start selling. That’s when I would point out the benefits your home has to offer – for example, how the pool is great for those hot summer days or the fact that there are so many kids in the neighborhood, the local elementary school can only send one bus to the neighborhood. I’d mention how low the taxes are for such a great house or how the home is wired for a generator. This is our time to shine and get the sellers the best possible market value dollar for their home.

When you hire me to represent you as a seller, we become a team. I’m out there looking out for your best interest. You can trust that I’m working daily to make sure your house is getting market exposure through every possible avenue I can access. My passion for this job is unlike any other role I’ve ever had and I want to help you meet your goals while also meeting your expectations.

“Well, Zillow told me…”

Whether I’m meeting someone for the first time or gathering at a family function, the topic of Real Estate these days always surfaces for conversation. It often starts with, “Oh you’re a Realtor? Tough market, huh.” or “How’s business, Allyson? I hear it’s just a bad time to sell.”

My question back is, “Where did you hear that?” and most of the time the answer is “From Zillow (or Trulia, or some other third party website).”

Zillow and Trulia and other sites are fantastic resources for people who are just beginning their search as buyers. They help provide a lay of the land so to speak – a 100,000 foot view of what each town is producing as far as home sales. They know what sold last month versus what sold that same month last year and they can provide a nice visual graph to illustrate that.

These websites compile their information from public record. They know what a home is assessed for (which is the amount the homeowner pays their taxes on, NOT the market value of the home), they know the price it was last sold for and the date it was sold. They are able to compare your house to your neighbors house or any other house on your block or in your town. They know how many bedrooms you have, how many bathrooms you have, how many acres you have. They know if you have a pool.

Here’s what they don’t know:

They don’t know if you just updated your kitchen with granite and top of the line appliances.

They don’t know if you have beautiful crown molding or other unique architectural flair.

They don’t know if the barn on your property has a legal in-law apartment above it.

They don’t know if the neighbors house has an easement in place allowing the other neighbor to use part of their property to access their own.

They don’t know if you have a shared driveway or own the private road leading to your house.

They don’t know that you just put on a new roof, put in new windows, replaced your boiler, or resurfaced the driveway.

They don’t know that the square footage on the tax record doesn’t include your finished basement that also includes a pool table and wet bar.

And more…

Yet they give you an estimated market value price without this knowledge; without the whole picture. These prices are very skewed from the REAL market value of your home.

When I come to your home to give you a complimentary Qualified Home Assessment, I want to hear all about your home. I want to know about the updates and changes you’ve made while you’ve lived there. I want you to point out the fresh paint, the new molding, the new windows. These are all things I will take into consideration when giving you a list price range and a sales price range. I will also take into consideration all the recent home sales and which were foreclosures, short sales, or flip homes. This is another factor that third party websites can’t figure in with their numbers.

If you are a homeowner that’s thinking of selling and you are waiting for Zillow to tell you when the time is right, you are missing out. Give me a call or send me an email. I’d be happy to meet with you and discuss your needs. Now is the time to make your move. I’m here to help.

 

Allyson Headshot

Allyson Kane is a certified professional Realtor(R) licensed in the State of Connecticut. Having lived in the area for nearly 20-years, Allyson brings hometown knowledge together with her corporate marketing background and passion for the real estate industry to provide her clients with the best professional service in northern Fairfield and southern Litchfield counties. If you’re looking to sell your home, contact Allyson today.