Buyers: Is Your Agent Marketing YOU?

It’s no secret within the real estate community that agents love listings.  They are, by nature, terrific opportunities to build business through sign calls and prospective future buyers.

But that doesn’t mean that an agent’s current buyers should be treated with anything less than exceptional, thoughtful care.  When the market favors sellers – as it does in this early part of 2013- savvy real estate professionals are putting in the effort to ensure that their buyers are well-positioned to have their offers accepted.

Marketing houses is pretty simple stuff.  You take lots of great photos that showcase a property’s distinct appeal, utilize comprehensive advertising opportunities online, in print and through networking, and guide the seller through the process of fielding offers.  But buyers can – and should – be marketed as well!

Think about where you live right now.  Do you know your neighbors?  Do you appreciate them?  Many sellers have established relationships with their neighbors, and would be thrilled to know that the people coming into their homes will mesh well with the community at large.  There’s also a significant emotional tie that cannot be discounted; it’s not uncommon for sellers to give as much weight to who is moving into their home, as to how much they’ll be receiving for the sale.  For some that’s hard to believe, but it’s the truth. 

So is your agent investing her time and energy into marketing you?  When my clients are looking for a home in a particular area, I’m not just waiting for properties to show up on the multiple listing service (MLS).  I’m door knocking in that neighborhood, asking residents whom they know that might be interested in selling.  Once we place an offer, you can bet that I’m guiding my clients through the process of writing a wonderful, heartfelt letter to the sellers, letting them know exactly why they have chosen that particular home.  It’s a powerful thing, and it can make the difference.