|The Listing Agent - Marketing Your Home to
Advertising in General
Every home seller likes to be assured that their listing agent
or the real estate company will run ads featuring their home.
Newspaper ads could be large display ads with lots of listings
or small classified ads featuring just your property. Ads may
also appear in local real estate magazines and your listing will
also show up on the Internet.
Of course the agents and companies will run ads featuring your
house, but not for the reasons you expect.
You see, the main job of advertising is not to sell your house
directly. Advertising creates phone calls and some of those
callers become clients of the agents answering the calls. This
builds up a pool of homebuyers looking for property in general,
all represented by selling agents (buyer's agents). Multiply
this by all the agents and companies who also advertise homes,
and there is a large pool of homebuyers in the market at any
given time – all of whom are represented by selling agents.
The agents representing those homebuyers know about your home
because it is listed in the Multiple Listing Service, has been
on office and broker preview, and because your agent may have
also sent flyers to all the local real estate offices.
The agents match up their clients with available homes, one of
which may be yours. Then they show the homes to their clients,
who eventually make an offer on one. That is how your house gets
Ads create a pool of clients, one of which buys your home. Ads
do not usually sell your house directly.