I saw a presentation last year at a conference with a top Realtor from out of state.  This speaker made the point that marketing should not be at the core of your value proposition.  I had never really thought of it that way, but I agree completely.

I recently lost a listing to another agent. Its been almost 6 months and the listing has not sold. The seller called me recently considering a change. They let me know they chose the other agent because the had a better “presentation” as it pertained to marketing. Within 24 hours of my explanation of the market and why they hadn’t sold, they lowered their price. Actually, they lowered it to the price I recommended 6 months ago. Its unfortunate because they completely missed the best 2 or 3 months to sell a home that we have seen in a while.

Marketing is important, but its not where I try to differentiate myself.  I work hard to make sure I understand all the ways to get information to buyers right now, but I don’t spend much time on it. Its so fundamental to the process, its like putting a lockbox on the house and putting in the MLS. You have to do it and you have to present the home as well as you can. I try to differentiate myself by displaying an expertise related to market conditions, the transaction, the negotiation, and a network of resources to acheive my clients’ goals.  I work hard on analysis that will show my clients what they need to know to make good decisions.  If presented correctly, the data speaks for itself.  I don’t tell the client what they want to hear. I tell them what they need to hear. I do my best to help them sell their home in the shortest amount of time, for the most money, without any legal entanglements.

It does not bother me that I didn’t get this particular listing. Its just business and people need to do what they think is best for them. However, I don’t like to see people miss the market and ultimately take longer to sell for less, when it was very likely avoidable.

If you need to interact with this market, make sure you are seeking competent advice to help you achieve YOUR goals.