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The Disingenuous Bashing of Traditional Real Estate Marketing

Paraphrasing a well-known real estate team leader, “Old-school traditional real estate marketing only gets you so far. Today, you need much more than what agents were doing 20 years ago.”

This sounds entirely logical, but it’s actually incredibly deceitful.

It’s like saying, “The only thing that hockey player is good at is scoring goals!” 

Indeed there’s more to the game of hockey than scoring goals, but let’s be honest. It’s a darn important part!

So, what exactly is this agent saying?

For starters, let’s define what he means by “traditional real estate marketing.” He’s referring to “slapping your listing on the MLS system and hoping for the best.”

(To get the full intended effect, you must say this with a scowl on your face and your voice dripping with contempt.) 🤣

As with all misrepresentations, there is some element of truth. For example, if your agent truly “slaps your listing on the MLS” with no care or concern (or skill), I completely agree with the scornful sentiment. 

However, the statement (and delivery) purposely draws attention away from what is the most important thing your agent can do in terms of marketing IF IT’S DONE WELL.

It’s like a prolific scorer in hockey compared to the player who trips over their own stick and can’t hit the broad side of a barn. There are degrees of skill in hockey, as in real estate. 🏒

Think about it. You list your home. How exactly do potential buyers find out about it? 

It’s through the MLS System, of course! And yes, it’s been this way for 20+ years. But today, it’s even MORE important than ever.

The QUALITY of the presentation on the MLS System is BY FAR the most critical component in the marketing of any property; including the calibre of the images, how those images are presented, the compelling story told in the ad copy, etc. 

EVERYTHING ELSE comes a distant 2nd, 3rd, 4th, etc.

So, why would any REALTOR® downplay the importance of the MLS presentation?

I’ll tell you why. It’s because they’re lousy at it. 

And they want you to think “all their other marketing” will help you much more than having a powerful, compelling presentation on the MLS System. Pffft.. 🙄

So, what exactly is “all their other marketing”?

It’s image marketing. Billboards, radio ads, TV ads, Google ads—all the things that do ABSOLUTELY NOTHING to help sell your home. 

This type of advertising does allow them to attract more clients (for their team), but it’s completely disingenuous to imply it’s being done for the seller’s benefit.

Perhaps you’re wondering—aside from producing the most potent and compelling ads possible on the MLS System—do I do other advertising?

Of course! I do some image marketing, as mentioned above (to promote myself). And I’m doing other stuff, like professional-quality videos for my high-end properties. (You can check them out on YouTube.)

And lots of other stuff! But the truth is that NONE of it comes close to the powerful results I can achieve for my clients through a carefully crafted, compelling presentation on the MLS. This is why we put so much effort into this critical aspect of marketing our listings.

Of course, contrary to the big team leader’s assertion (that it’s all about marketing), there’s much more that goes into the consistent delivery of great results to my clients. For example, NOT having a team of inexperienced, poorly trained, poorly paid, script-reciting agents. 😉

See you next month!