What About The Claim That Marketing Does NOT Sell Homes?

March 14th, 2016

PriceSellsHomesDavid in Tucson, AZ recently said:

We received an e-mail from an agent recently. The agent was promoting himself by educating potential clients that “Marketing does NOT sell homes, but the market itself sells homes.” He argues that homes that are priced incorrectly will NOT sell. We have all seen instances where this is true. I would argue that we are in the marketing business and that the presentation is an integral part of the sale, not just the sale price. Here is the video that accompanies his piece.

I would like to hear your readers take on this subject.

Yes, the argument that Kevin (in the YouTube video) is making is very common and to a large extent, he is right. Price is the most important factor in selling a home. If you have a property priced wrong, no amount of marketing will make it sell. Does this mean marketing has zero effect on selling a property? Probably not. There is evidence that marketing, in many markets in many price ranges can help a correctly priced property sell for more but it’s not proof because not all homes are priced right and there are many factors involved in home sales.

As an ex-Realtor, I can assure you that the most significant reason for marketing a property is to get the listing agent more listings! I’ve been to literally hundreds of listing presentations with my wife and frequently all home sellers want to talk about is what we will promise do to market their property. And the listing agent with the best story and best marketing record will get to list their home! The vast majority of home sellers are convinced that marketing is important whether or not it actually is. Also, the majority of our listing customers over the 10 years I worked with my wife found us because of what we did to market other homes in their neighborhood. Great marketing is part of a top listing agent’s brand!

So the bottom line is, real estate photographers don’t need to prove that their product sells a property. Marketing in most markets is in high demand by sellers.

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29 Responses to “What About The Claim That Marketing Does NOT Sell Homes?”

  • My first thought was that it would be a waste of time to comment on this, it’s so obviously false. The fallacy is one of false equivalency. Yes, a home that is priced too high for the market will not sell at that high price (Duh!). But, a home that is priced correctly will not sell either if no one sees it. The main purpose of marketing (mainly driven by great photographs BTW), is to attract buyer traffic to the home. Getting more listings for the agent is not the main purpose — it’s more a nice side effect IMHO — that works for the agent because sellers know that good marketing works.

    Note that Kevin in the video doesn’t offer ANY evidence that “Marketing doesn’t sell homes”. He simply states it as if it is a given and asks, “so what DOES sell homes?”. “The market sells homes” is like saying that the grocery store sells bread.

    As every agent knows, the factors that determine sales are: Price, Location, and Condition. But without marketing, none of those work. Marketing is THE key element. Buyers must know that the home is for sale and must be attracted. Putting a sign in the yard is marketing. Adding a listing in your MLS and on the web with good photos is marketing. Does Kevin do none of these?

  • When teaching photography to REALTORS, I start by asking the question, “What’s THE MOST IMPORTANT think in getting a house sold?” The answer: Price. An overpriced home will not sell. And as a REALTOR myself, I cringe at photographers who say it was their photos that sold the house because it sold soon after they photographed the it. The photographer neglects to say a new agent picked up the listing and that the price was reduced.
    But I will tell you that good photos ARE of paramount importance. I have had several agents tell me a house sold soon after I photographed the living for them and that showing traffic significantly increased. I can say one of my own recent listings had a written offer within six hours of being put on the MLS in great part because of the photos. So photography is incredibly important, but the house must also be priced right.

  • I agree that the fundamental reason for listing photos is to impress sellers and to generate more listings. However, if photos of homes have no benefit for marketing homes themselves, then why do merchant home builders routinely use professional photography to help market their homes? And they are not trying impress sellers or win new listings, since they are the sellers and only sell the homes they build. Trying to impress their construction lenders? Perhaps in part, but I hardly think that would be the only possibility. They want to sell the homes as quickly as possible to pay off their construction loan and free up resources for the next project, and selling the homes sooner rather than later will generate the most profit for them. These builders tend to work on relatively tight margins, so you can bet that they are very careful with their money and do not want to spend a penny on anything unnecessary.

  • While I am in Switzerland this month, in April when back in the States intend to create a video that is counter to that propaganda. Call it what it is…propaganda to spend the least so the Realtor makes the most and is not necessarily for the owner’s benefit. Any sell at any price is a payday, period! but the math hurts the seller, not the Realtor. For example, consider a $5000 reduction, after commission splits is about $50 to the selling agent where the owner takes a $4500 hit. (Probably won’t have that math in the video, but discuss in more advanced terms. “Yes, this is a good offer…we need to accept it!” KA-CHING – payday!

    Another thing I need to update is the newest research survey by NAR (I am using 2014 data) that feedback from consumers held photos as #2 most beneficial…even above their realtor who was #3 or #4. A lot of tidbits in that annual research report the supports advanced marketing vs the self serving argument such as presented in the video.

    Basic storyline – and would appreciate feedback. Also, feel free to create similar as more presenting the same message, the better.
    – Setting, either sofa in a high end home or perhaps lakefront dock and posing the question “How much is you commission” which is never answered directly.
    – Abolish the word “Commission” (Exploding Graphic) and call it what it is “Seller’s Marketing Budget” (avoiding the word ‘expense’.) brought in via graphic.
    – Every seller of every product has a marketing budget to link buyers with the product they sell
    – B-Roll examples – Ford F-150 brochure, Walmart Sunday ad, noting the quality of the photos as they seek to entice you away from the competitors with same/similar products, or loss leaders to get you in the store to buy other things. They have marketing departments that know the value of marketing and don’t send employees around with an iPhone to take marketing photos. B-Roll, lousy RE photos raising the question, “Does your home look at least as good as the Walmart quality of the $0.50 dog food they are selling.
    – Shifting tone. You are the CEO of a company selling a product – your home(s) – and have hired the Realtor as your marketing and consulting department. It differs from virtually every other business, including FSBO, in that they pay the marketing budget up front with the hope of a successful campaign recouping the budget. Here, the Realtor assumes all cost and you don’t pay unless actually sells. That is a huge difference and it is to their advantage to spend less, generating more for them and potentially cost you a bundle. While arguably, price is most important, that again is self serving. Marketing has little to do with price, but creating interest to drive price and the negotiation skills that support it.
    – Closing. Perhaps the better question to ask is not “How much is your – that word I can’t remember” TO has best is my marketing budget being utilized at the Realtor’s expense to generate the most interest to support the higher return.

  • Nowadays, people who want to buy a house search mostly on internet (in UK it’s Rightmove & Zoopla), so the presentation is a key. Nice photos will certainly help to sell the house and there is no doubt about it. Also, I would like to point that an overvalued house must be overvalued for a reason and marketers should do everything to point out why its price is higher than other similar houses in the area.

    However, Kevin is partially right, marketing doesn’t sell the house, it’s the price. But there are other important factors:
    – location
    – agent’s service & reliability (if a crappy agent has a decent house to sell but its service is poor, the house won’t sell either)
    – patience (an overvalued house will eventually sell even at high price, maybe not as fast as cheaper similar houses in the area, but there is always someone there who is willing to pay certain amount of money)
    – luck

  • Nowhere in the video, in the comments below the video and in the link to the author’s blog does he define marketing. So what is it? Marketing can be defined as “the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer, including advertising, promoting, pricing, branding, distributing, storing and selling”. I get the impression that he really means advertising because if he doesn’t, how would people know it’s on the market and for how much? The author’s YouTube channel has a number of videos with no views after a year (I bumped some of those up to one – hope he appreciates it!), so maybe he’s basing his claim on his own experience. 😉

    When people say to me “I hope your photos sell our property quickly/for lots of money”, I tell them that the photos are like burley (“chum” to you ‘mercans – the stuff you throw in the water when you’re fishing). It will never catch any fish but it will attract them to the bait. I liken burley to the photos that will hopefully draw in potential buyers, the hook, line and sinker to the price (which hopefully reflects the location, features and quality of the home), and the fisherman to the agent who’s skill it takes to catch buyers and reel them in. I wouldn’t get offended if people tell me their property didn’t sell because of my photos – one way or another it’s almost always about the price.

  • So, all good.. But it marketing doesn’t sell why is he marketing himself with websites, videos, etc… Non Sense… Go figure…

  • Pricing is part of marketing. A time tested way of breaking down the components of marketing is the 4 P’s…Product, Price, Place and Promotion. In our business the “place” or distribution system is the MLS and all it’s component parts including buyers’ agents. There is no general formula that applies to each piece of real estate. There are some properties that can only be sold on price. There are some properties, especially luxury homes, where the listing price is simply where you begin negotiations. The role of promotion, which is largely where the photography comes in, is to get showings. Showings are the most important part of the sales cycle of a home.

    Location is part of the product. We’re not just selling bricks and mortar. The community, neighborhood, amenities, services (as by an HOA) are all part of the package but are often ignored in descriptions in the MLS.

    One of the problems that a lot of listing agents are struggling with is giving up the idea that you are just marketing your listings to get more listings. This was fine during the boom and there is no question it helps to be successful but with fewer qualified buyers in a lot of areas you really do have to market the home to attract the fewer buyers that are out there.

  • When homeowners just look at the numbers and price their properties based on those numbers, they leave $ on the table no matter what the market is doing.

    The market price is unknowable until we do our merchandising (staging, photography, video). We are only right about a price when the market tells us so.

    IMHO, A realtor’s job is to bring traffic to the home. A monkey can set price but it takes a marketer to make it look as though the buyer will be getting a lot for their money. It’s not price that sells a home, it’s the perceived value.

  • Good Marketing and Advertising helps sell everything. Accurate, honest pricing and counseling Sellers is the Realtors most important job. The main and valid point should be that great marketing/advertising cannot over-come poor pricing. Duh! I’d put this in the “click-bait” category ~ say something outrageous to get attention. Watch a Buyer look at properties online and see how they just skip right over the homes with bad photographs. At times I’ve had to tell a Buyer, I know this property and even though the photos are ugly, you should see it! The job of good marketing and photography is to present the property to well qualified buyers and bring them to the home. That’s it and that’s a lot! After that it’s the Realtors job and it’s much more challenging than most people know. But if the Buyers don’t know about the property they can’t buy it and if the property is an ugly, unprofessional marketing presentation, sadly everyone loses!

  • I will agree that price has a large influence on selling a home. However using incorrectly priced homes to prove marketing doesn’t work is like saying marketing doesn’t work because the home with untreated black mold didn’t sell. Good marketing can temper but not necessary over-come other negative features of a home. Price is one of the main features on selling a home. Can good marketing temper for a home being over-priced, yes it can. Homes are sold every single day that are over-priced. Can good marketing completely negate a very over-priced home, not likely.

    I really doubt that the agent in the video believes that market doesn’t help sell homes. The first thing he did in the video blog was to market his site, the blog itself is an example of marketing. The piece appears to me to be trying to get people to listen by making an outrageous claim. It also appear that he is trying to get listing that he can turn over quickly because they are under-priced. That make him money, but at the cost of the seller.

    All marketing is, is making sure that the right people are presented the product in the best way possible. If you really don’t think that marketing works, then try this experiment. Walk into you basement and tag everything you don’t want as for sale for $0.25. Don’t tell anyone that you did this or that you are interested in selling anything. In a month, tell us if anything has sold. There is a trillion dollar industry that proves that market does work and it does help sell a product. Marketing has convince people they like wines they really don’t like, that watery beers are less filling, that over-processed foods are tasty and that we can stop aging by rubbing oils on our skin. Do you really think that marketing can’t overcome some minor problems with a house???????

  • After his trash talking marketing with the final call to action to explore what he could do, I had to look at his website. It borders on hypocritical as it is a marketing machine. First house was over $1M and had obvious professional photography – primarily HDR, straight verticals, good window views, and distortion with UWA relatively controlled. Tried going down to something in the $200K range, and each thumbnail looked good, but when I clicked on one, greeting with lead capture sign-in . So much for trash talking marketing. Then YouTube advanced to a video and it was on of the worst I have seen – 4 minute unstabilized iPhone walkthrough while talking, and filming portrait 9:16 with frame boxing rather than landscape 16:9.

  • If ten fisherman are in the same section of the river, but only 1 has a worm, guess who get’s the bites?

    We are the worm. 😉

  • He sure looks like he has some marketing going on!

  • Price without context is meaningless.

    Photography helps provide context.

    Without marketing those listings sit like stones in the field, no one notices till they stub their toe.

  • If you are in the business of marketing luxury property, your potential buyers are more sophisticated than you think.
    The average luxury market buyer is inundated every day by retail images, catalogues and print marketing by visual retail market masters like Pottery Barn, West Elm, Restoration Hardware and residential design magazines. This retail photography standard determines their perception of luxury and it is set very high by constant sophisticated retail imaging for everything they buy.
    When luxury level buyers set out to shop for a new home their visual concept of what constitutes a luxury home has been created by the retail marketplace, not the real estate marketplace. It’s the realtors’ job to accommodate that visual expectation and that’s where truly professional photography is essential.
    So while price is an essential factor, it’s not the only factor.

  • BS. If marketing does NOT sell a home, then I DARE him to list a house on MLS with NO photos whatsoever. I DARE him. Or, I DARE him to list a house with no verbal description of the house including the neighborhood in which it’s located.

    Marketing IS in fact, listing the features and showing the features of a home that will make it attractive to buy. Perhaps in a communist country where your housing is assigned to you, marketing doesn’t matter. But in a system where we get to choose where we want to live and choose options for our house, marketing is indeed important.

  • It seems he’s preparing his clients to expect no marketing from him when it comes to selling their property, which is rather odd.

  • The word MARKETING means different things to different people. Some use that term to describe the process of de-cluttering, staging, & professionally photographing a property. At Blackburn Coastal Realty, we call that process MERCHANDISING, which is presenting and displaying a product for sale. (Making it stand out on the shelf next to other products on the same shelf.) In other words, we make sure our listings look better than the competition through merchandising. However, we use the word MARKETING to mean getting the word out.

  • You gotta give the guy credit for coming up with some great “click bait.” Contrarian statements like his sure get everybody going.

    But I agree with Trevor and others and I’d take it a step farther. If you think of marketing at its most fundamental as “communication,” then no marketing would also mean no yard sign, no fliers, no information of any kind to other agents (let alone the public), no posting of any kind on the agent’s website or MLS or Zillow etc. In other words, the perfectly priced home actually wouldn’t sell because nobody would know it was for sale!

    Of course, marketing only starts with communication. Presentation does matter. And if you don’t believe that let me tell you about a house an agent showed my husband and I back in the day that was exactly in our price range but in every room there was a pile of dirty laundry.

  • I like to define good marketing as making an existing product irresistible to a target audience. The entire process of listing a home for sale falls under marketing in my opinion. This includes setting a market price, a fresh coat of paint, cleaning, staging, writing a good listing copy and of course, capturing all of this magic in media (our job). We know that our part will be ineffective if all of the other marketing is not done first. Professional photos and video of an ugly house = just ugly. This group by nature tends to work with agents who believe in marketing but the truth is, most agents just don’t.

    Any agent can list an ugly house with ugly photos at 2-10% below market value and quickly find a buyer with little work. The trick, of course, is to get 2-10% above market value which requires a significant effort. The reason most agents don’t want to make the effort is simple, it does not pay off for them in the short term. Here’s the math -> If they leave $25,000 on the table by not marketing, it only costs them about $600 in commission. That’s $600 for all the time and effort of helping to arrange cleaning, remodeling, staging, media, advertising, etc…

    Bottom line, good marking is great for sellers and helps hard working agents get more listings.

  • As a photographer who provides the images for use in marketing, I am hardly an expert on marketing real estate. But as a photographer, I ask my clients about their marketing and what their main marketing specifics are for whatever property I am shooting so I can be sure to cover them visually. In the course of that, inevitably we discuss their entire marketing strategy for any property and on a wider context, their marketing strategy in general. Some, amazingly, actually just sort of play it by ear or have not moved on with the times and still only really do print. Others are on the cutting edge with sending out ConstantContact emails for each property to their mailing list which certainly includes potential owners they want to list as well as other agents. Thus they build their brand all across the board. But that also lets me know how to prepare all the visual materials I then supply them. In this I work just as I did for over 30 years with art directors in ad agencies and graphic design firms only they tended to give me specific directions on almost every shot. Here, it is up to me to interpret the needs and wants as well as preferences of my RE clients and hope I get it right. They are not always good at verbalizing what they see in their heads which is to be expected.

    And indeed as you Larry and others have pointed out, I have seem properties I have shot move from realtor to realtor and they still will not sell simply because the price was too high and/or just the right buyer has to be found that actually has the same taste as the owner.

    But even if the property is priced right for the market, unless the market can find the listing and then can see what it looks like and find it appealing, it still won’t sell whereas it would if the marketing was well done. Part of that is the photographs, and these days the videos, and part is where and how that marketing is published. I have seen that 80% of buyers find the properties first on the internet. I have not yet seen a similar study on owners wanting to find the right realtor.

  • As a top producing agent that sells millions every year, managing broker with 2 offices and 20+ agents AND owns $50K in equipment, has a full-time videographer/photographer on staff….I can say that this guy is spot on! Nobody takes marketing more serious than I do and yes…price sells and marketing gets me more listings.

    Sorry guys, but if you want to sell your services to agents you need to show them how your services will sell THEM! otherwise you are just another expense….necessary evil in their business and if they can get out of it they will.

  • +1 Jason
    I was going to show an inventory home yesterday, but the driveway was just poured and we couldnt show it. The builders rep today told me it is sold “…we cant build them fast enough”. The mls images were renderings and drawings of the facade and no photos. IT IS about the market.
    Another possible reason agents dont hire photographers, per a 2014 Federal Reserve study, 52% of the people could not afford a $400 suprise expense without resorting to a credit card.

  • I have a camranger. If the folks at camranger would have chosen to never do any marketing, I probably would not have one. For me, it’s as simple as that.

  • Hmmm, my clients know how much professional photos help their customers sales goals whether it’s a fast sale or getting top dollar.

    A point that I didn’t see mentioned was attracting home buyers from out of town. Somebody relocating to an area they are not familiar with will likely be creating a short list of homes to view from online. 5 out of focus and poorly composed images are going to get a home passed over. The price could be below market, but without any appeal, why would somebody with limited time bother to look.

    The bread analogy breaks down if you are a brand manager. While the supermarket is going to sell bread without any marketing, a particular brand on the shelf isn’t going do very well especially if it’s artisan and more expensive without there being some demand created through marketing.

  • This is just another example of a cheap, lazy agent that only has his interests, not his clients in mind. Over the years I have seen to many home owners complain about the lack of service from these types and how they felt pressured into accepting the first offer that came along for their home, only to realize later that all the homes around them were going for thousands more. What this yahoo fails to realize is that pricing is a PART of the marketing strategy and if he really had his clients interests in mind, he would be aiming to get multiple offers for the property, rather than turn and burn for himself.

    The fact is that the best photos in the area will not sell an over priced property, yet those photos will get the most exposure that property could get a chance at. Exposure is important, without photos, you have a big hole that can not be filled. A few weeks ago, I shot a home that had been on the market for almost a year. It was picked up by a new agent after the 2 other agents failed to sell. This agent was able to sit down with the owners and have a come to Jesus talk that persuaded them into staging, landscaping and having a pro shoot the property if they wanted to stay with the price point they wanted. Bottom line, they got multiple offers and ended up selling a little over the asking price within a couple of weeks.

  • One of the basic principles of marketing is to “identify your segment”. There are many different segments in real estate, but they can fit into two broad areas:
    1. Wholesale – the flippers.
    2. Retail – those buyers looking for a new home.
    Flippers are not interested in quality images. In fact, when they look for property to buy, they are primarily motivated a good deal that they can buy really low and with effort and resources, fix up and re-sell for a profit. In their initial search, they go throw out all the good, high quality images because they know this kind of property will not fit their primary need of “a good deal”.

    The Retail market is quite different. People looking for quality property to live in for a long time go search homes on the internet entirely differently. After they get a qualified list of homes with the features they need (i.e. bedrooms, baths, schools, location, price range) they now want to narrow down the many homes in the search down to a few prominent homes that they want to seriously consider. So, they go through this big list of property and will throw out all the homes they don’t want to consider — usually the ones that are messy, and have dingy poor quality images. And this is backed up by the NAR’s recent release of the 2015 Profile of Home Buyers and Sellers where they show that “87% of home buyers found that the internet and pictures” were important in making their choice in buying a new home. And in an older Redfin market study also showed that quality images (taken with quality cameras – they don’t say professional photographers) attracted 160% more showings of properties than those taken with low quality cameras.

    When we look at OUR MARKET SEGMENT:
    We RE photographers must also be aware of our major market niche also and how to approach it. Should we be telling our potential clients, “I am going to help you sell more homes.”? Or “With quality images, you will be able to attract more, higher quality showings so you will be able to prove to your potential listing customers that you will be able to help them sell their home more rapidly, and within the upper end of the market pricing range. In other words – faster and for more money.
    Remember the Features that we can offer Our Market Segment – Real Estate Brokers – are:
    !. Attract higher quality showings
    2. More Credibility with their potential listing clients.
    3. Faster Sales
    4. Present their properties in the best possible manner.
    But remember- we photographers while we are an important part of the marketing process of real estate – we don’t sell homes – but we can and do attract more and better home buyers.

    Thank you Larry, for all your hard work and compelling topics.

  • This whole topic is a bit strange to dig into because there are so many “versions of the truth” and individual comparisons, non-real estate examples and illustrations, and not-the-whole-story truths confuse the issue.

    Ultimately, the bottom line reality is that “the marketing” and “good real estate photography” does not “sell houses”. That is…it is not a determining factor in whether a home gets an offer and gets to the finish line. Let’s examine a bit closer…

    Extreme counter arguments such as “try to sell a house without any pictures or description in the MLS at all” seems to stack the deck in favor of marketing playing a big role in the sale of the home. The argument is more form than substance though because there are tens of THOUSANDS of homes that are sold every year as pocket listings without even being exposed to the open market. These pocket listings are not the kind where a listing agent wants to get the full commission so he holds it back from the MLS. No I’m talking about rich people who want their home sold on the sly by word-of-mouth in the who-knows-who database of the Rich Muckity-Muck Coop International. No marketing. No photos. Just a “hey I know about this house over one….it’s $15 million…and it’s a steal at that price…you want to see it?” SOLD. No marketing.

    The gentleman who used that “I bought a camranger because they were doing marketing” example doesn’t know it but he’s made an ineffective comparison. Camranger is a simple and mostly unique product. There is no “open market” for Camrangers like there is for real estate. Sure there is the ultra broad idea of “the market” that exists in capitalist economies…but that’s not what we’re talking about here.

    Real estate is in a very real “market” similar to the commodities market. If you are “into” trading commodities futures contracts in that market then you don’t need someone to convince you that you want to buy a contract of September 2016 Orange Juice. You already want to buy an orange juice contract…the only question is at what price.

    The Camranger example is flawed because the company has to “do marketing” in order to achieve two goals. First it has to make photographers aware that the produce exists at all in the first place. If nobody knows your product is out there, then your customer can’t make a buying decision at all. So marketing overcomes hurdle #1 which is simple product awareness. It then has to move on to goal #2 which is to move that same customer from “skeptical about overall value to me and so I won’t buy” over to “I’m convinced this product has more value to me than the money I’ll trade it so I will now CHOOSE to buy”. This is very difference from the guy who already knows he wants to buy contracts of Orange Juice.

    The real estate “market” is a strange hybrid. It’s like the commodities market in that the people who are going to buy the item in question (the property) already know that they want to buy it. They don’t need to be convinced that they want a home. They are also very much price driven, but in an unusual way. People want to buy THE BEST HOUSE that they can afford. In fact, they’d like to buy a better house than that but money constrains them. So price is THE major factor because it forms a barrier that forces people to focus their search in a small range of the market.

    Ultimately, as long as you have the house in the MLS with halfway descent pictures and a legible description that gives the buyer a ballpark idea of what they’re going to get….AND….the house is priced properly….then it will sell. Because it’s been exposed to an open market of active buyers who don’t need to either be made aware that the produce exists nor be convinced that they want to buy that product in general. They’re like OJ traders in that respect.

    From this point though…that general truth starts to get fuzzy. The reason is because homes are not a uniform product like Orange Juice contracts are. They are all unique and different. Also, buyers buy homes from an emotional perspective. Remember, they want the BEST HOUSE that they can afford. The biggest hurdle is the “that they can afford” part. But once a house is priced within the $5,000 or $10,000 or $50,000 price window that they’re looking at….it all comes down to the marketing.

    Good marketing (and it almost might just be find to say “good photography” because the photography IS the only piece of the marketing that really matters in most cases) will not determine if a house sells. But it very often DOES determine how much it sells FOR.

    Buyers buy from an emotional perspective. There are countless examples where more people toured a home because the photography reached out and created an emotional connection with a number of buyers who all walked through and then ended up in a bidding war thus driving the final sales price of the house up. The same house would have sold for less had there been poor quality photography because one of the buyers involved in that bidding war needed to be “wowed” a bit more in order to break away from their busy schedule and take a tour of the house than other buyers did. Failure to use great photos then leads to a subsequent failure to create a multiple offer situation which could have been otherwise orchestrated. And the truth is that you never know what the highest price you could have possibly gotten for a house really IS…unless there IS a bidding war.

    In conclusion, the full and final truth of the matter is that in an focused, active, and open market like the real estate market…”good marketing” is NOT necessary in order to see a home sold and closed. Otherwise high-end, speak easy pocket listings would always fail to sell. It IS necessary however to have good marketing in order to really have a fighting chance of selling the home for the highest possible price it could ever go for at that particular point in time.

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