A recent Featured Blog by Carole Cohen talked about missing photos and information in the MLS.
You only get one chance to make a first impression, whether it's in the MLS to agents and their clients who are getting a daily Flash of new listings, or when it hits realtor.com. If they skip it because it doesn't have photos, or don't find it because it doesn't have a visual tour on realtor.com and they're searching only for properties that do, or there isn't a description to read, or directions, then you've lost that chance. The best buyers are the ones that are ready, waiting to pounce on something new and buy.
To combat this lack of information, we discuss the preparation with our sellers, and ask them to sign the listing papers 3 days to a week before the listing goes live in MLS, so that we can have everything there for the first impression. We want to have all the photos, with proper lighting, and perhaps a night shot; we want to really spend time on lengthy descriptive remarks that feature all the high points of the house; we want to have all the correct zoning information, and homeowner/condo association rules and fees if they apply; we want our Visual Tour to be done and linked; we want to have our separate property web site finished and connected; we want the neighborhood photos for our Visual Tour and property website - on a sunny day, not a rainy or cloudy one, and take the photos at the time of day when the sun best shows the house.
We want the sign(s) to be on the property when the property hits the MLS (and with huge inventory we often have a 3 day wait for the sign companies to make the sign post and then install the sign) and have a flyer box on it, filled with flyers, which need time to be done professionally, with lots of photos, information and enticing text.
We want our coded electronic lockbox to be on the property, after we've made extra keys in case one gets stuck in the lockbox.
We want everyone on our team (four of us) to have seen the listing, and for the information to be on the "cheat sheet" we carry with us.
Certainly we don't want all of our extra marketing efforts to be apparently lacking, because all of this couldn't be done within 24 hours of listing.
Whether it's painting a house, presenting a speech, or putting a home into the MLS system - good preparation is the key.
Sharon,
I totally agree. Especially the photo part. Just yesterday I sent 4 listings by email to my buyers. They returned that they wanted to see three. They did not mention the one without the photo.
I had already seen (in person) the one without the photo and it was perfect for them. So I am taking them there anyway. But I had to do more research on this one when it could have been "done right the first time"
Sharon
What a complete approach! You've given me some new benchmarks for good service. I am one of the few agents in my market who insists on photos in the listing the first day.
Thanks for the ideas!
Sharon I couldn't agree more! It was harder as a brand new agent to understand this concept completely (well to understand how to really make it work) but now that I have some experience under my belt: it's creating a sense of excitement for the new listing, and that can't happen unless the items are in place which you mention above.
I have a potential new listing (fingers crossed) for a live/work space that is historical, and would appeal to a few unique target markets. Long story short, I have a marketing plan ready to get to him this afternoon and it includes photos being done before the sign ever goes in the ground...and that means a certain property prep on his part before the photos can be taken.
great points!