There is more to selling a home than most people realize, and that's
where a Realtor adds value. In addition to taking care of all the
numerous details associated with a transaction, Realtors provide the
marketing expertise necessary to generate the best exposure when selling
"A seller hires a Realtor because he is a professional and trusts that
he will do the best job he can to properly market their home. Counseling
the home seller on what needs to be done to market their home is the
first step," said Dennis Byron of Byron and Associates and chairman of
the Los Gatos Saratoga District of Silicon Valley Association of
Byron usually walks through a home with the sellers and advises them on
what needs to be done. Depending on the condition of the home, he
suggests several professional services such as gardeners, stagers,
contractors and inspectors. Then he takes on the task of readying the
home for the market by coordinating the ensemble of professionals.
"Once the house is ready for the market, it is necessary to decide what
media is best for the situation. The Multiple Listing Service is the No.
1 way to sell a home. Over 90 percent of homes are sold through the
Multiple Listing Service," Byron said.
Of course, the home must be available and easy to show to clients, so
Byron believes a lockbox is a must. "Buyers are an impatient lot and
will not wait to see a house 24 hours later if there is one available to
see now. A true professional will call first, but knows the buyer will
not wait 24 hours," he said.
When it comes to advertising, Byron recommends local advertising as the
next best media after the Multiple Listing Service, especially if the
home is affordable. He doesn't like ads that showcase the Realtor, but
feels the advertising should showcase the home. If the house is in the
upper end of the market, more advertising is warranted, and Byron likes
to use international publications or national and international
"I also like CDs as the new wave of showcasing a home. However, if it is
a foreign market, you need to consider the technical capabilities. I
once made my video on a PAL format rather than a VCR to send to the
British buyers on a Cotswold Tutor home in Hillsborough," Byron said.
Open houses can be a way to impress the seller, but are at the bottom of
the scale when it comes to selling your home, said Byron. "It is a good
way for a Realtor to pick up clients, but is a poor way to sell the
home. At an open house you are showing your home to the neighbors and
dozens of unqualified buyers."
Byron advises showing homes only to pre-approved buyers. He suggests
sellers vacate their home on weekends when most of the showings are done
to let the Realtor show the home in the best light possible.
in Cupertino, said Realtors sometimes differ in their opinion about the
value of open houses.
"We believe that it is our responsibility to make the property available
to as many interested persons as possible. Our Realtors are willing to
be available on the weekend to answer questions that prospective buyers
have regarding our listing. We hold open houses as often as necessary to
sell our client's home, but because we do a good job of marketing, we
often sell the home at our first open house."
believes clients should expect their Realtor to provide them with a good
marketing plan, including proposals on how to market the property,
professional brochures, and advice on how to present the home and to
whom their home is marketed, including both Realtors and buyers.
mentions using traditional methods such as open houses and marketing
meetings as well as the more updated methods of using emails, online
open houses and virtual tours.
"Effective marketing means that the home is professionally presented to
the largest number of people,"
said. "Professional marketing means that the Realtors should take time
to prepare a good brochure, flier or plan that is aimed at the general
public as well as to Realtors. It is important to remember that for
every home a buyer or seller sees, a Realtor has seen many more. A
trusted Realtor can do a much better job of marketing a seller's home
than a seller can."
In addition to using open houses, the Multiple Listing Service, broker
tours, color fliers that can be emailed or Internet open houses,
thinks virtual tours are one of the best marketing tools currently
"The decision for a buyer to see a property is quickly enhanced when a
prospective buyer views a virtual tour. We invite everyone to 'walk
through' the home by taking a virtual tour,"
said. "This is a great service for buyers, because it allows them to
qualify their interest in a certain home. It's also great for the
sellers, because they know that the people who come to see their home
after viewing it on virtual tour are people who are more interested in
the property than those who have not seen it."
defines marketing as doing "anything we can do to promote the selling of
our clients' property in the shortest time and for the best price. That
means we promote the property to the real estate community, we
prominently advertise on the Internet, and we inform the neighbors, our
personal contacts and our affiliates."
What can be expected from a Realtor when marketing a home and how the
disclosure process plays an important role in the process.