Who you work does indeed matter.

The Importance of Agency Marketing

A good listing agent lives and dies by marketing. That is because proper publicizing of a home is what makes the sale. Ask to review a complete copy of the agent's marketing plan. You should specifically ask what the agent's plan is for selling your home. For reference, here is the bare-bones minimum you should expect:

• Professional signage, including an agent's cell phone number
• A real estate lockbox
• Daily electronic monitoring of lockbox access
• Follow-up reports on buyer showings and feedback to the seller
• Broker previews
• Incentives for broker and office previews
• Staging advice
• Digital targeted marketing
• Advertising in local newspapers, only if it's warranted
• Multiple listing service (MLS) exposure with 36-plus professional photographs
• Virtual tour options
• Distribution to major websites
• Four-color flyers, if warranted
• Financing flyers for buyers
• A minimum of two open houses, provided that its location is a candidate
• Direct mail to surrounding neighbors, out-of-area buyers/brokers
• Exposure at Board of Realtor meetings
• Feedback to sellers on buyer sign calls and buyer showings
• An updated comparative market analysis (CMA) after 30 days
• Email feeds of new listings that compete
• Updates on neighborhood facts, trends, and recent sales

Remember: No single tactic sells homes. It's a combination of all of these methods that sells homes. 

 

Characteristics of a Good Listing Agent

You will be in a relationship with your listing agent for a month or two (or longer). Choose an agent you like and can relate to. Here are some of the characteristics that sellers say they want in an agent:

• Experience: You want an agent who's sold many homes in the past and has learned from his or her mistakes elsewhere.
• Education: Ask about degrees and certifications.
• Honesty: Trust your intuition. Your agent should seem sincere.
• Networking: This is a people business. Some homes sell because agents have contacted other agents.
• Negotiation skills: You want an aggressive negotiator, not somebody who is out to make a quick sale at your expense.
• Effective communication: Sellers say that communication and availability are key.

Frequently Asked Questions (FAQs)

What is a fair commission for a real estate agent?

A real estate commission is usually between 5% and 6% of the sales price, with that total split between the buyer's agent and the seller's agent. You might be able to get a lower commission if there is no buyer's agent involved or if you take on more of the legwork in selling your house. However, that range is typical for most agents.

How do I determine the listing price for my house?

Ultimately you decide on the list price for your house, but your agent can help you make the decision. They should pull comparable sales for you to look at, discuss current market conditions with you, and review improvements you've made to the house to help you arrive at a price that will attract offers.