“Success usually comes to those who are too busy to be looking for it.”– Henry David Thoreau
You just won a listing—the hard part is over, right? Not quite. In reality, winning the listing is just the beginning.
From strategic pre-listing marketing to utilizing cutting-edge technology, the real work begins now. So today, I’m taking you through the key strategies that will not only help you make the most of your listing but also elevate your real estate game to the next level.
Pre-Listing: Why “Coming Soon” Marketing Matters
In my DC Metro market MLS, we were allowed up to 21 days of “Coming Soon” to market the property. In most parts of the country, there is little to no “Coming Soon” time frame allowed. With the recent fallout from the MLS lawsuits, we’re now allowed an unlimited “Coming Soon” period and can even publicly market our office-exclusive listings.
I know what some of you think: “No showings during coming soon marketing? What is the point?”
Some agents do not utilize this timeframe, which can be a big disservice to the sellers. This is the prime time to roll up your sleeves and get to work. When used correctly, it can be a game-changer for both you and your sellers.
Pre-listing marketing allows you to:
- Do as much promotion as humanly possible for the sellers.
- Showcase your listings to as many potential neighbors and future clients as possible.
- Gather as much data for your clients as possible so that you can go into your Active/For Sale period listing knowing you nailed the price. Or, if needed, so you can have a conversation with your clients before going live.
Consider the “Coming Soon” period as the “dress rehearsal” before the grand opening night of a Broadway show. You would not raise the curtain without a final run-through, right? So why would you list a property without the necessary prep work? This is when we call in our home-stager for a consultation and address any repairs or renovations needed. We are essentially giving the property a transformation.
We encourage our sellers to have their homes looking ready for professional photos and video by the end of the second week of coming soon (at the latest). We kick off the first week with some aerial drone photography of the exterior, a captivating listing description that would make even David Ogilvy envious, and those crucial floor plans.
Why send in a staging consultant? Ever heard the phrase “Don’t Shoot the Messenger?” It is a real thing. Sometimes, sellers can be a bit sensitive about their homes, and it is easier to hear constructive feedback from a neutral third party. The staging consultant can provide objective advice on making the house more appealing to buyers without any risk of you ruffling feathers.
Think of this as the tantalizing trailer for your home. We are not revealing the entire plot, just enough to leave potential buyers eagerly awaiting the opening night, Playbill in hand.
The Art of the Listing Description: The More You Tell, The More You Sell
The listing description is not just a few lines of text; it’s the narrative of the home. It is the story that will captivate potential buyers and make them fall in love with the property. It is the difference between a casual browser and a serious buyer.
I have had team members tell me, “Nobody wants to read a novel about a house,” or “Brevity is Beauty.” The famous copywriter Howard Gossage once said, “Nobody reads ads. People read what interests them. Sometimes it is an ad.”
You might not want to read a 500-word description of a house in Washington D.C., but that’s because you are not looking to buy a home in Washington D.C. If you were, wouldn’t you want to know every detail? Wouldn’t you want to know about all the capital improvements, the property’s history, and the unique features that make it special? I bet you would. Make the home the hero of your listing description. Long listing descriptions convey the impression that this house has something important to say, whether the buyers read the description or not.
Do your homework.
You do not stand a chance of writing a compelling listing description unless you start by doing your research. Study the city first. Then the neighborhood. Have the seller send you the complete list of all capital improvements and the year in which they were completed. Tell the sellers no detail is too small.
The more you tell, the more you sell.
Writing a detailed listing description is like painting a picture with words. It is about creating a vivid, compelling image in the reader’s mind, about making them feel like they are already at home.
Does the length of the listing description really matter that much? It does! Through my own extensive A/B split-testing on Facebook ads, I have discovered that long descriptions are not just more informative, they are also more effective.
In fact, ads with longer descriptions received 71% more clicks than their shorter counterparts. That is right, 71%! Don’t be afraid to go lon; your click-through rate will thank you.
Writing a 500-word listing description can feel like running a marathon. It is time-consuming and daunting. That’s where our buddy ChatGPT or Claude come into play.
Check out Chapters 20 – 25 of my book Six Weeks To Real Estate Success to see how you can leverage ChatGPT and Claude for your website’s search engine optimization and get it on the first page of Google.
Taking Real Estate to New Heights: The Sky’s the Limit with Drone Technology
Today’s drones are easy to fly, and they can save you a lot of money in the long run. Hiring a drone pilot to shoot exterior shots can cost anywhere from $300 to $700 a pop.
That is a lot of money for a few aerial photos.
You could buy your own drone for less than the cost of two professional shoots (Costco regularly carries them in a great bundle package). If you are willing to splurge a bit, the newer models have an extra trick up their sleeve: they can shoot both vertically and landscape. This makes them perfect for Instagram Reels, TikTok, and YouTube videos. Plus, they will come in handy later when we dive into the world of SEO.
Why hire a drone pilot when you can be the drone pilot? Not only will it save you money, but it will also give you the freedom to capture your listings from a whole new perspective. You’re probably thinking, “I’ll never learn how to fly that thing.”
The DJI drones are all very easy to fly and the software is intuitive. The drones are a bit like Teslas, with AI built in for obstacle avoidance and pre-scripted flight paths.
Blueprints for Success: The Power of Floor Plans in Real Estate Marketing
Every agent should utilize the CubiCasa app. This is the same tool that professional photographers use, but you will pay a quarter of the amount by cutting out the middleman.
You might be thinking that floor plans are a bit overkill, but let me tell you, in the world of marketing, there is no such thing as overkill. There is only “just enough” and “not enough.” And we always want to be in the ‘just enough’ category.
Not only do they provide an extra nugget of value for potential buyers, but they also help clear up any confusion that might arise between a tax record and an MLS listing. Ever had a buyer question the square footage of a property?
With a floor plan, you can point to it and say, “See, this is the layout of the house. It is all there in black and white.” Also, appraisers absolutely love it when you provide them with professional floor plans. It makes their job so much easier and may make the difference in them fighting for a tough-to-justify appraised value for your seller.
Do not underestimate the power of a good floor plan. It is the thing that tips the scales in your favor when a buyer is deciding between your property and another one. Plus, it gives you an extra edge of professionalism that can set you apart from other agents. In this business, every little bit helps.
Your Property’s Personal Billboard: The Magic of Single Property Websites (SPW)
Once you have captured the “Coming Soon” exterior/drone shots, written your Pulitzer-worthy listing description, and drawn up the detailed floor plans, it is time to roll out the red carpet for your single property website (SPW.) You can usually create these through your CRM, but if you are feeling a bit more adventurous, Listing-to-Leads (L2L) is our preferred option.
Why? Because if this listing takes off, you can backlink the SPW back to your main website, which will help you with SEO (more on this later). Plus, it is as easy as copying and pasting the MLS number and importing it directly to L2L.
Before you unleash your SPW onto the unsuspecting world, send it to your clients for their review and edits. It allows them to spot any listing features and benefit omissions before publicly advertising. The last thing you want is for a potential buyer to point out an error that you and your client missed.
NEVER send potential buyers to a Zillow or Redfin link. They are all too eager to snap up your clients’ data, slap it onto their pixels, and re-target them with ads. It is like inviting a vampire into your house—once they are in, they are hard to get rid of.
Instead, we want to be the benevolent Big Brother in this scenario.
We want everyone to come to us, to our SPW, where we can control the narrative, protect our client’s data, and ensure that their property is always seen in the best light. Take the time to create a stellar SPW and let your clients give it the once-over. It is a small investment of time that can pay off big in terms of client satisfaction and, ultimately, a successful sale.
Picture Perfect: The Power of Professional Photography
Imagine you are browsing through an online store. You come across a product with blurry, poorly lit photos. Would you add it to your cart? Probably not. The same principle applies to real estate listings. If your property’s photos look like they were taken with a flip phone from 2005, potential buyers are going to keep on scrolling.
It is astonishing how some agents still manage to get business without investing in professional photography. You have one shot at a first impression.
Investing in professional photography is like giving your property a high-definition makeover. It is a small cost that can yield big rewards. We are talking about a couple of hundred bucks to make your property look like a million-dollar listing. It is a no-brainer.
These photos are for more than just the MLS listing. They are going to be the star of the show on your SPW, on your flyers and brochures, on your open house invitations, and on the face of all of your targeted advertising. They are going to be working hard to show the quality that you represent, so you want to make sure they are up to the task.
Don’t be the agent who tries to save a few bucks by taking their own photos. Leave it to the professionals. They have the equipment, the skills, and the eye for detail to make your property shine.
Once you have those stunning photos, you can take them to the next level with another tool, BoxBrownie. This nifty website can touch up grass, remove unwanted objects, virtually stage rooms, and even create twilight photos.
Rolling Action: The Power of Video in Real Estate
If I could turn back time, one of the first things I would do to kickstart my real estate career is to go much harder and faster with video marketing. I waited until my sixth year in the business to embrace video and looking back, it was a huge mistake.
I used to watch other agents’ listing videos with a cynical eye, thinking that the agent was making it all about themselves and not the property. I was convinced of this. Then, two agents joined our team (Kathy and Deirdre) who were already creating these HGTV-style videos, and I couldn’t help but take notice.
Being the data-driven, split-testing enthusiast that I am, I compared the results of my YouTube ad campaigns to theirs.
What I found was a wake-up call: videos with agents in them were significantly more effective. Driving more views on an a/b split test than a standard walk-through video.
Fast forward to today, and we have agents on our team who are raking in repeat and referral business thanks to their engaging, personality-filled videos. Everyone is on board because as we like to say “Quality is the Business Plan.”
Looking back at my old standard walk-through videos is like watching a snail race. Even with the evidence staring me in the face, I was still reluctant to step in front of the camera. When an old neighbor asked me to sell their home, I was ready to pass it off to a team member and avoid the video spotlight. Devon, my wife and team President, stepped in and said, “You are always praising the listing agents on the team for their videos. You are constantly going on about ‘First Class Everything.’ It would be pretty hypocritical if you did not do one yourself.”
She had me there. I will not lie, it was a bit uncomfortable doing my first video, but it turned out to be one of the best decisions I have made in my business. That single listing video brought me three additional townhouse listings in the neighborhood. Check out Devon’s latest below:
Want to know the secret to creating killer listing videos? It is simple: become a student of the game. Follow the top agents in your area who are acing the video marketing game. Study their style, their approach, their storytelling.
Who is making the videos that make you stop scrolling and pay attention? Look for any
clues that might reveal who their videographer is. A watermark, a credit, anything. Or better yet, just ask! We use Firetoga here in the DC Metro area. You would be surprised how many agents are more than willing to share their secrets. Most understand that a rising tide lifts all boats.
Here is where I see a lot of agents dropping the ball. They shell out big bucks for a professional videographer, create a stunning video, and then let it gather dust. That is like buying a Ferrari and leaving it in the garage. You’ve got to take that beauty out for a spin!
Promote your video far and wide. Yes, it costs money, but consider it an investment in your brand.
Quality gets noticed. Deirdre, one of our top agents, created a video in which she was literally standing on a roof, which caught the eye of the producers of the PBS show Where We Live.
Next thing she knew, she was featured in an entire episode. Just imagine the kind of exposure and credibility that brings! Do not skimp on quality. You never know when it will pay off in ways you never imagined.
Throwing an Open House Party that is the Talk of the Town
When it comes to hosting an open house, you want to create an atmosphere that is not just inviting, but downright irresistible. Think less formal viewing, more neighborhood block party. How do you get the neighbors to swap their cozy couch for a tour of a house that is not even theirs?
There are two main strategies: sweat equity and check equity.
Sweat equity involves good old-fashioned door-knocking. It is a tried-and-true method that is as effective as it is traditional. You meet the neighbors face-to-face, introduce yourself, and personally invite them to the open house. It is a great way to make a lasting impression and it has a solid return on investment.
Check equity, on the other hand, involves sending out mailers to all the homes in the neighborhood. It is less personal, but it is also less time-consuming. Plus, you can add a little modern flair by including a QR code with a call to action (CTA) to check out a video of the property.
Of course, if you are feeling particularly ambitious, you could always do both! Knock on doors and send out mailers. Cover all of your bases and leave no stone unturned. For a more detailed open house step-by-step guide, check out “How We Secure 2.3 More Sales from Every Open House.”
Check the link HERE below for an example of the open house invitation letter I send out. It includes all the details about the food, drinks, and fun:
The QR code on your invitation is not just a fancy barcode; it is a portal to a cinematic experience. Next to it, you will find a note that says, “Grab some popcorn and check out the blockbuster video we made of your neighborhood!”
This is not a gimmick. It is a way to engage the neighbors, give them a fresh perspective on their own locale, and show them what first-class marketing really is.
And let me tell you, when you pair that with an enticing food and drink invitation, you will have neighbors flocking to your open house. They will be pouring in, complimenting you on your video, and getting a taste of the quality they can expect when they choose to work with you.
Printed Materials: Your High-Quality Handshake
High-quality, glossy brochures are not just a “nice-to-have.” They are an absolute must. They are your silent ambassadors—your paper handshake if you will. Just like a handshake, they can tell a lot about you.
It is not just about brochures. We are talking floor plans, MLS sheets, capital improvement lists, the works. All of these need to be top-notch, regardless of the price point of the property.
If you are thinking, “Surely, I can skimp on this for fixer-uppers or lower price points, right?” You are wrong! You are being judged at all times by neighbors, potential seller listings, and buyers. They are not just looking at the property; they are looking at you.
Whether you are selling a charming fixer-upper or a luxury mansion, your printed materials need to scream “high quality.” You want people to pick up your brochure and think, “Wow, this agent really knows their stuff.”
Invest in high-quality printed materials. Give them something they will want to keep, something that will make them remember you. After all, you never get a second chance to make a first impression.
Monday Updates: Your Weekly Digest of Home-Selling Progress
Ahhh…the magic of Mondays. No, I am not talking about the joy of your alarm clock ringing at 6:00 am or the thrill of that first cup of coffee. I am talking about our “Monday Updates.”
Every Monday, come rain or shine, we send out these updates to keep our clients in the loop. We are delivering the exact details of what we are doing to sell their home.
We give our sellers transparently our advertising results, mark important dates on their calendars, share the latest feedback from showings, and give them the lowdown on open house attendance. We send these updates even if we have been chatting with our clients throughout the week. Why? Because it is a neat little package that wraps up the week and sets the stage for the coming week.
If you are a fan of staying informed and love the idea of getting a weekly digest of your home-selling journey, your future sellers are going to love Monday Updates. They are the perfect way to start your week, and they are just one of the many ways we go the extra mile for our clients. See an example of our Monday Updates HERE.
Mastering the Art of Timing: Offer Deadlines and Price Adjustments
Timing, as they say, is everything. Especially when it comes to setting offer deadlines and considering price reductions. Imagine it is Friday morning, the birds are chirping, the coffee is brewing, and your listing is going live. Ah, the sweet smell of potential offers wafting in the air!
Why Friday, you ask? Why not go live earlier in the week? Let me tell you a little secret. Buyers are a bit like Cinderella at the ball. They do not like waiting around for their prince (or in this case, their offer response) for more than a few days. They are more likely to turn into a pumpkin (or retract their offer) if they have to wait too long.
We set our offer deadlines for 4:00 pm sharp on Monday. This gives us just enough time to let the buyers know their standing if they’ve submitted their offer before 9:00 am on Monday. However, if they are the last-minute Larrys who submit right before the 4:00 pm deadline, we simply will not have time to update them. This strategy, of course, only applies to homes we know will have multiple offers. This is all the more reason to take full advantage of the “Coming Soon” time frame allowed in your local MLS.
Quality: The Secret Sauce of Success
If you are going to be known for anything in real estate, let it be a mark of quality. It is like a signature perfume, a unique scent that follows you wherever you go. In our team, we do not just talk about quality; we live and breathe it.
It is embedded in our core values:
- Quality Governs Everything We Do
- Go First Class Everything
- We Set the Standard
- Quality IS the Business Plan
Yes, you read that right. Quality is not just a part of our business plan; it IS the business plan.
We make a promise to our sellers, a promise of quality, and we keep our promises. We do not just want to be good; we want to be the best. Quality is not a destination; it is a journey. You do not just wake up one day, declare, “I have achieved quality,” and then sit back and relax. Quality is a relentless pursuit. It is a never-ending quest for improvement. Do not just sit there, basking in the glory of your achievements. Instead, be your own harshest critic. Look at your business every day and ask yourself, “How can I make this better?”
Keep pushing yourself, keep striving for excellence, and keep raising the bar. Quality is not just a nice-to-have; it is a must-have. It is what separates the good from the great, the ordinary from the extraordinary, and the successful from the super successful. So, go ahead, embrace quality, and watch your business soar to new heights!
For more real estate tips, tricks, and marketing tactics, check out my book Six Weeks to Real Estate Success.
