March 14th, 2016
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.