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A GUIDE TO MODERN REAL ESTATE MARKETING THE WORLD HAS CHANGED HAS YOUR REAL ESTATE AGENT?

Marketing Guide

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A  GUIDE  TO  MODERN  REAL  ESTATE  MARKETING  

THE  WORLD  HAS  CHANGED  HAS  YOUR  REAL  ESTATE  AGENT?  

TABLE  OF  CONTENTS    o  How  Buyers  Find  Homes  Today  

 o  MarkeDng  FoundaDon  

 o  OpDmizing  MulDple  LisDng  Services  (yes  plural)  

 o  CreaDng  a  Digital  Hub  

 o  SyndicaDng  Across  the  Web  

 o  Buyers  Comparison  Shop  Online  

 o  Agents  Show  Your  Home  

 o  Collect  Feedback  

 o  Contract  NegoDaDons  

o  Closing  Path  

Today’s  Sales  OpportuniDes  begin  online  

Before  ever  stepping  foot  in  a  physical  store,  dealership,  office,  etc.,  consumers  are  increasingly  researching  purchases  from  their  smartphone,  tablets  and  laptops,  oVen  for  months  at  a  Dme  –  parDcularly  with  purchases  that  involve  a  high  degree  of  financial  complexity  and  planning.  

The  digiDzaDon  of  lisDng  data  has  rapidly  moved  the  home  search  from  the  car  to  the  couch.  A  recent  study  by  Google  revealed  that  during  the  research  process,  64%  of  home  shoppers  rely  solely  on  the  Internet,  and  90%  use  it  at  some  point  during  their  home  search.  Furthermore,  nearly  56%  of  people  begin  that  search  on  their  phone.  The  NaDonal  AssociaDon  of  REALTORS  (NAR)  reports  76%  of  buyers  find  their  home  via  Internet  or  Agent  MLS  database.  

How  Buyers  Found  the  Home  they  Purchased  

Source:  NAR  profile  of  buyers  and  sellers.  

Professional  Photography  BeauDful  photos  that  look  great  on  all  devices  combined  with  an  accurate,  detailed,  descripDon  of  the  property  form  the  foundaIon  of  a  good  markeIng  plan.    

Two  Local  MLS’  North  Metro  Atlanta  is  one  of  the  few  markets  in  the  country  with  2  MulDple  LisDng  Services.  Agents  use  the  MLS  to  find  homes  and  schedule  showings.  We  pay  for  your  home  to  be  in  both  databases  to  reach  the  maximum  number  of  agents.  

Digital  Base  Camp  pathpost.com  is  designed  to  showcase  your  property  be_er  than  any  other  site.  Other  sites  serve  as  outposts  direcDng  acDvity  to  pathpost.com.  Here  we  track  clicks,  favorites,  and  shares  in  order  to  gauge  buyer  interest.  

TWO CLICKS

TO YOUR HOUSE

pathpost.com  any  device  any  Dme  

Strategic  SyndicaIon  Three  main  portals  dominate  real  estate  searches.  While  we  syndicate  your  property  to  many,  we  spend  over    $60,0000/year  on  the  top  three  

VALUE  PERCEIVED  ONLINE  

Buyers  Compare  Online  BeauDful  photos  and  opDmized  lisDng  details  allow  buyers  to  preview  your  home  on  the  device  of  their  choice  24/7.  Today’s  buyers  analyze  hundreds  of  properDes  before  selecDng  homes  that  fit  their  needs  and  desires.  Buyers  request  a  showing  if  they  perceive  the  home  to  be  a  good  value  compared  to  all  the  others  they  considered.    

Agents  Show  In  Person  95%  of  showings  occur  with  other  agents  represenDng  buyers,  but  only  aVer  value  has  been  perceived  from  website  or  MLS  comparisons.    This  trend  leads  to  less  showings,  but  those  who  do  schedule  a  tour  are  more  commi_ed  or  interested  because  of  the  value  comparison  already  completed  digitally.    The  showing  is  when  Buyers  get  to  realize  the  value  of  your  property  first-­‐hand.       VALUE  REALIZED  

IN  PERSON  

Buyer  &  Agent  Feedback  AVer  showing  your  home,  the  most  effecDve  way  to  get  feedback  from  buyers  and  agents  is  to  send  an  email  request.  Phone  calls  get  ignored  and  texts  are  too  intrusive  and  short  to  receive  quality  feedback.  We  make  three  a_empts  aVer  every  showing  to  contact  the  buyer  agent.  We  collect  this  feedback  in  a  tool  called  Showing  Suite  which  is  shared  with  you.    Feedback  provides  construcDve  advice  on  potenDal  improvements  to  consider.  It  also  allows  us  the  opportunity  to  overcome  any  objecDons.  

RepresentaIon  >  MarkeIng  Many  agents  focus  solely  on  markeDng,  mostly  because  they  don’t  have  a  track  record  of  success  in  negoDaDng  solid  agreements  that  benefit  their  client.      Path  &  Post  has  successfully  negoDated  over  750  contracts  in  the  past  five  years,  all  with  the  sole  intent  of  gekng  the  best  terms  on  behalf  of  our  client.  The  best  agents  save  you  Ime  and  money  from  Contract  NegoIaIon  to  Closing.  

A  Successful  Journey  More  sales  and  more  5-­‐Star  Reviews  than  any  other  local  agent  is  social  proof  of  our  commitment  to  being  the  ulDmate  guide  on  your  path  of  transiDon.  

“Becky  told  us  what  we  needed  to  do  to  get  our  house  ready  for  sale.  She  had  lots  of  potenDal  buyers  look  at  the  house  the  first  couple  of  days  it  was  on  the  market.  We  had  two  offers  for  over  the  list  price  in  two  days.  She  did  a  fantasDc  job  of  negoDaDng  with  the  buyers  agent.“  

-­‐  Sold  a  Single  Family  home  in  2014  for  approximately  

$275K  in  Canton,  GA.  

RESULTS  MATTER