Posted by Learn how to evaluate a realtor’s marketing plan to ensure your property gets the visibility it deserves in a competitive market. When I decided to sell my first home, I made the classic mistake of choosing a realtor based on a charming personality and a strong sales pitch. It wasn’t until three weeks into our contract, with barely any showings, that I realized I’d never actually seen their marketing plan. The generic yard sign and MLS listing weren’t cutting it in a competitive market, and by then, I was locked into a contract with an agent who had no real strategy. This painful lesson taught me how to properly evaluate a realtor’s marketing approach before signing anything.
The first thing I learned is that serious realtors come prepared to listing presentations with a customized marketing plan specific to your property. Not a generic brochure or a one-size-fits-all approach, but an actual tailored strategy that addresses your home’s unique features, target buyers, and the current market conditions. When I eventually sold my second home, the right realtor arrived with a bound presentation that included professional photography samples, comparable property analyses, and even social media targeting strategies for my specific neighborhood.
One of the most revealing questions you can ask is how they plan to market your property beyond the Multiple Listing Service. While MLS is essential, it’s essentially the bare minimum—like listing a product in a catalog without any advertising. A strong marketing plan should include professional photography (not just snapshots with a phone), virtual tours, targeted social media advertising, email campaigns to their database of buyers, and relationships with other agents who might have interested clients. My current realtor even included a detailed digital strategy showing where my home would appear online and how often.
Understanding the photography plan is crucial. I now ask to see examples of their previous listings’ photos and whether they use professional real estate photographers. Do they use drone photography for larger properties? Will they schedule photography at the right time of day to capture the best light? These details matter immensely because in today’s market, over ninety percent of homebuyers start their search online, and poor photos can kill interest before buyers ever step through the door.
The open house strategy tells you a lot about their approach. Some agents use open houses primarily to attract new buyer clients rather than to sell their specific home. A good marketing plan should specify whether they’ll hold broker open houses (for other real estate professionals) and public open houses, and how they’ll promote these events. My neighbor’s realtor actually created a targeted Facebook campaign inviting people in specific demographics and zip codes to their open house, resulting in multiple offers.
Ask about their pre-marketing preparation plan. The best realtors I’ve worked with don’t just list the property immediately. They often spend a week or two building anticipation through teaser campaigns, networking with other agents, and preparing the home for maximum impact. This might include professional staging consultations, minor repairs, or strategic improvements that yield a higher return. One realtor I interviewed proposed a “coming soon” campaign that generated thirty buyer inquiries before the property even officially hit the market.
Digital marketing expertise is non-negotiable in today’s market. A strong realtor should be able to explain their social media strategy, which platforms they use most effectively, and how they target potential buyers. Do they use Facebook and Instagram ads? Are they on TikTok or Pinterest if that’s appropriate for your property type? How do they leverage their professional networks online? When I sold my downtown condo, the agent’s targeted Instagram campaign reached young professionals in specific apartment buildings nearby, resulting in a bidding war.
The communication plan for feedback and updates is part of the marketing strategy that many sellers overlook. How often will they update you on showings, feedback, and market response? Will they provide detailed reports or just quick calls? A good marketing plan includes regular communication protocols so you’re never left wondering what’s happening with your largest financial asset.
Testing their knowledge of your specific market segment is crucial. When I sold my historic home, I asked potential realtors how they would market its unique architectural features. The best candidate discussed specialized historic property websites, preservation society newsletters, and architectural digest ads, showing she understood exactly how to reach the right buyers.
Finally, look for creativity beyond the standard approach. The realtor who sold my friend’s unusual property created a video tour specifically highlighting how the space could be used for a home business, which attracted exactly the right buyer. Another agent I know writes personalized letters to neighbors since they often have friends or family who want to move into the area.
References
National Association of REALTORS®. (2017). Marketing – National Association of REALTORS®. https://www.nar.realtor/marketing
Bakri, A. A., Rosman, S. H., & Ismail, S. (2020). Success factors of marketing strategy in real estate business. ASEAN Entrepreneurship Journal, 7(1), 20-26. https://ir.uitm.edu.my/46905/1/46905.pdf
Pratama, N. R., & Hamid, M. F. A. (2023). Marketing strategy design for housing property company using structural equation modeling and strategic management approach. European Journal of Science, Innovation and Technology, 3(4), 317-330. https://ejsit-journal.com/index.php/ejsit/article/view/261
Onuchukwu, S. E., Elamah, D., & Ekwelem, O. (2024). Impact of digital marketing strategies on performance of real estate companies in Anambra State. International Research Publications. https://irespub.com/wp-content/uploads/2024/10/Volume3-Issue4-ED-N.01-P.1-8.pdf