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Marketing/Advertising Plan So you think it might be time to part with your shore property. We recognize this is not only a financial decision but often a very emotional decision as well. Your property is probably one of the largest assets you have and you want to be sure you find the right real estate agency to effectively and successfully market your property, and make the process as hassle free for you as possible.
Following are some general areas of concentration where we believe a Realtor must have expertise in order to accomplish these goals:
It’s a tall order if done correctly .Each home is unique and each owner’s motivation differs. The good agent makes sure to tailor the Marketing Plan for the property so that it meets and hopefully exceeds each owner’s needs and wants. We can not go into every facet of Coldwell Banker Sand Dollar’ s marketing program here because of all the personal variables that exist. (Bet our competitors were hoping we would!) But Coldwell Banker Sand Dollar does offer all of our Sellers their own personalized Marketing Plan --with a guarantee: If we do not perform as clearly stated, you may fire us. That is how strongly we believe in our marketing approach to the LBI real estate marketplace. Now, let’s analyze one area that most home owners seem to key in on—the advertising of the property. Following gives the national averages of where Buyers originally look to make their purchase -- note the difference in just a few years..
Where Homebuyers Really Look to Buy in 2003 Real Estate Professional - 38% Internet - 15% Yard Sign - 16% Home Book/Magazine - 2% Open House - 7% Friend/Relative - 7% Newspaper Ad - 5%
Where Homebuyers Really Look to Buy in 2005 Real Estate Professional - 36% Internet - 24% Yard Sign - 15% Home Book/Magazine - 7% or less Open House - 7% or less Friend/Relative - 7% or less Newspaper Ad - 7% or less
( These are national averages posted by the National Association of Realtors.Obviously, each market area is unique and the above list will vary a bit in the order of importance.)
The Real Estate Professional is always number one and rightly so. And we don’t mean your listing agent, we mean the ‘other guy’ who didn’t get your listing. When you list a property, you want the exposure of the local Multiple Listing Service and hundreds of Realtors working for you, not just your listing agent or just their office.Your listing agent should be the ‘quarterback’ of the team, and that team should be the entire real estate community. Therefore, it is important that your property is not ’pocketed’ by the listing agent or their company but put quickly into the MLS System. You must be sure your agent and his/her company are known as a co-operating agency -- one that actually welcomes other Realtors to show their listings and does everything they can to educate ‘outside’ Realtors to the attributes of your property. This is an advantage we at Coldwell Banker Sand Dollar Real Estate recognized many years back and have always encouraged and helped the ‘other guy’ to show and sell our listings.
PRINT ADVERTISING At one time, print advertising was the main focus for promoting a property. As you can see from the latest surveys, the Internet is now ahead of print media. Print advertising will continue to slowly lose out to the Internet. (Click our 'Library Page' for the latest article about Internet Advertising.) We at Coldwell Banker Sand Dollar early on believed strongly in the use of the Internet, knowing that the average buyer of LBI is more 'connected' than the general public. We have been ahead of the curve in offering exclusive Internet programs for both Buyers and Sellers for several years. We have integrated our print advertising to take advantage of the many offerings we have on our company site, LBIrealestateNews.com and have found the results to be excellent. For LBI, it is very important to find the correct print media in which to advertise. It must target the profile of the buyer of your LBI property. We focus locally but also realize the importance of out-of-area publications. Our buyers are usually here for only a week or two during the summer and ‘home’ the rest of the year. We need to reach them at ‘home’ and we know we need to reach the more upscale buyer.
Coldwell Banker Sand Dollar Real Estate's Advertising Some of the publications we advertise in are mentioned below. (This is by no means a complete list, but rather a sampling of the more important and unique ones for gaining the most exposure for your property.)
Local
Regional
National (for high end properties)
THE INTERNET Some Recent Findings about the Internet:
You will find us fully represented at:
Some Facts about LBIrealestateNews.com
Our web site is currently averaging 35,000 requests a week. Many potential buyers are taking advantage of our exclusive Early Buyer's Alert program. This program gives us continuous access to buyers who have given us their buying parameters and their time frame for a purchase on LBI. When we list a property that fits an Early Buyer's Alert request, we email the buyer (s) a link to that property's information. Our 'This Week on LBI' keeps our buyers coming back time after time to find out what has just 'been listed' and 'sold' each week, as well as headline news from LBI. The latest market statistics and real estate newsworthy information is constantly being updated for the potential LBI purchaser. We have been highly recognized on the Google/Yahoo search engine. Our next highest contributor or lead generator is from our sister site: www.SummerRentalsDirect.com. This taps those renters who are beginning to contemplate a purchase on LBI long before they show up for their summer vacation. Plus our links from our web pages at realtor.com and coldwellbanker.com to LBIrealestatenews.com account for almost 40% of our viewers -- so a successful 'funneling effect' is occurring. We also know that the highest usage of our site is after 5pm until the wee hours of the morning. Other offices may be closed, but we aren't.
No one on LBI has dedicated their resources like Coldwell Banker Sand Dollar Real Estate to developing such innovative marketing programs.
What does this mean to you? At Coldwell Banker Sand Dollar Real Estate, there is no doubt in our minds, that a web presence is the most important marketing tool a real estate firm will have to offer its customers and clients today -- and most certainly tomorrow. It can not, however, just be a presence. By that, we mean, a static site of a few pages that rarely if ever change from the day it was created. If it is, people will not return or recommend it to others.
Coldwell Banker Sand Dollar is putting tremendous resources into the Internet. Real estate is a business of people and a business of networks. Contact with people creates opportunity and the Internet allows us to reach more people more effectively than ever before.
In 2005, we were ranked in the top 10 of all New Jersey Coldwell Banker affiliates for generated sales commission. We are also ranked in the top 10 real estate companies on LBI. We are by choice a "boutique" company, which allows us to bring to you the highest level of commitment, creativity and expertise in the LBI real estate market.
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