Isn’t everything done best via the MLS? Lets look.

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Loves `em:

1. Often seller(s) who want a highly controlled, minimally invasive, & best outcome approach to the selling process… a “rifle style”.
2. The agent/broker who wants to take the time, target the marketing, minimize interference without publishing so much history and pricing data that it works to the buyers, not yours (the seller’s), favor.

Hates `em:

1. The websites that sell ‘buyer leads’, they need to control the data. (Zillow/ Trulia/ Estately/ Redfin…)
2. The buyer or buyers agent that wants as much control over the seller and their ‘story’ as possible.
3. The ‘nosey neighbors’.
4. The friends that want to know know more about you!
5. A less than scrupulous agent that wants to put your house on ‘the tour’. In reality your home is a stop on the way to the one they want you to write an offer on.
6. These are NOT real & qualified buyers of interest. They like the “shotgun style”

Perhaps look at it this way: Do you prefer thousands of curious lookers, or the highest thousands of $’s?

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Selling a house ? Its about 1 buyer, not ‘# of hits’, not ‘# of showings’.

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35 yrs as a Realtor/ Broker, always as an independent, not a franchise. Why?

Those ‘online dating’ sites make you wonder what you are getting.

• Wow, lots of lookers! Are they potential/ qualified buyers or just ‘photo surfers’?
• Ya, lots of dates – aka: showings. But again ready to act buyers … or just neighbors getting decorating ideas or agents using your house to compare against the one they plan on showing after yours?

Franchises are fine. They have a place. But my clients find when they ask for “Mr/Ms Top Producer”, they really get a group of less experienced ‘specialists’ & ‘processors’, etc. lacking a global vision. Marketing ? Those producers do have their systems, yet are they customized enough to make you feel you are getting:

• All the data you need to make a big decision?
• ‘Drill down’ marketing that will bring out the ones that really truly want your place (and will pay for it)?
• ‘Property Specific’ (not plug-n-play/ off the shelf):
  • Comparative Market Analysis (CMA) that takes more than a few minutes. Most are very over-simplified in methods AND accuracy? See my Zillow reviews.
  • Pre-listing ‘to do’ list?
  • Custom made mailers?
  • Website that shows your property ONLY without distracting ‘click-aways’?
  • Web advertising using specific demographics & interests unique to your offering?
  • Videos of not only your property but also the area leading to your home?
  • ‘Adwords’ on different search and social platforms?
• Your very own portal space – feedback and doc’s area to enjoy (or ignore) 24/7.

Summary: Make sure your selling agent/ broker can get past the ‘plug into’ format. Quick-n-easy tools are great for the new agent – often simplistic/ standardized. Are they best for you? Remember what you need. A buyer – 1 buyer to be exact.

Are the 1000 hits and 25 showings qualified and interested? or curiosity seekers? It is the ‘drilling down’ on that 1 unique buyer to get the best price with the least interference, at least in my approach!