My narrative moving forward will be to clearly message exactly what I do. In the 'old days' I may have sent out a message to the world, either via social media, a mailing, newsletter, etc, boldly claiming: "SOLD IN 3 DAYS!"
I probably showed an image of the property, maybe the price, some basic info and not much else as I was likely busy prepping another home for sale or meeting a buyer to tour multiple properties.
As of today, I plan to modify this message now that I have proof that this messaging only serves class action lawyers well, fueling a false impression that what I do is fast, easy and overpaid. Yes, I will continue to message how fast something sold if it makes sense but I will ALSO message what it took to make that happen. Provide more context and detail.
Such as:
This Home Sold In 3 Days On The Market....WHY?
1. I met and spoke with the owners multiple times many months before listing their home to fully evaluate the market, their valuation and timing considerations
2. I spent many weeks preparing the property to show at its very peak, including repairs, painting, staging.
3. Prior to listing the property I photographed, prepared a custom professional video and created floor plans for brochures. I gathered all disclosures, wrote the property and neighborhood description and cross-checked all data (RE Taxes, Assessments, Room Dimensions etc.
4. I ran an inspection of the property to ascertain any major repairs required.
5. I ran a 'coming soon' campaign to allow some early exposure and also help evaluate pricing aspirations.
6. I advertised via digital, print and social media in a carefully structured marketing and advertising campaign.
7. I distributed the listing globally via multiple aggregators and the MLS systems.
6. I did extensive market research, evaluating which properties we were competing with and exactly how the sellers compared.
7. I priced strategically to attract the most qualified, real buyers and bidders. The price was designed to encourage bidding and fueling a sense of urgency.
8. I evaluated multiple bids, ran a 'best and final' and helped the sellers navigate which offer was in their best interests.
9. I coordinated the contract signing, I scheduled the inspections, appraisals, etc.
10. I recommended the assistance of an Attorney who I have worked with for years and is reliably efficient.
11. The inspection revealed some issues that required us to negotiate a dollar value closing credit.
12. The property closed 7 weeks after the contract had been signed.
13. The entire process took about 4 months of work, even though it was on the market for just 3 days.
14. Now closed, my work continues, being available to all involved for all real estate related matters 365 days of the year.
While everyone is captivated by a headline, people equally love a story. Each marketing effort has a story to tell. I know these stories are often long and complicated, much more so than the headline.
Maybe it's time to tell the FULL story - or most of it, to inform the world exactly what I do, not that glammed-up stuff that has tarnished our reputations unnecessarily and only benefited a handful of agents?
Maybe this is the dawn of a new era where substance and context enter our over-messaged world whereby headline volume is replaced with real substance of real value to the recipient.
