|The Listing Agent - Preliminary Marketing
of Your Home
The "Real" Role of a Listing Agent
When you bought your home, you probably used the services of a
real estate agent. You found that agent through a referral from
a friend or family member, or through some sort of advertising
or marketing. The agent helped you in many ways and eventually
you found the house of your dreams, made an offer, closed the
deal, and moved in.
For whatever reason, now it is time to sell your home and you
need a real estate agent again. Many home sellers, especially
those selling their first home, tend to think all agents are
similar to the one that helped them buy their home.
Although real estate agents can (and do) work with both buyers
and sellers, most tend to concentrate more on one than the
other. They specialize. When you bought your home, you probably
worked with a "selling agent" – an agent that works mostly with
buyers. Because of the nature of real estate advertising and
marketing, the public’s main image of the real estate profession
is that of the selling agent (buyer's agent).
As a result, many homeowners expect their listing agent to do
the same things that a selling agent does – find someone to buy
their home. After all, they do the things you would expect if
they were searching for buyers. A sign goes up in the front
yard. Ads are placed in the local newspaper and real estate
magazines. Your agent holds an open house on the weekend. Your
house is proudly displayed on the Internet.
But this is only "surface" marketing. More important activity
occurs behind the scenes. After the "for sale" sign goes up and
flyers are printed, your agent’s main job is to market your home
to other agents, not to homebuyers.