Our Company Philosophy
Think of us as an ad agency that sells homes. We specialize in marketing homes where nearly
90% of homebuyers do their home shopping – the internet. Better marketing. No cheesy sales people.
It wasn’t that long ago that, if we wanted information about practically anything, the solution was to go, during limited hours, to an ugly, quiet, and mildly-depressing place called a library to check out a book. Then, book stores started becoming popular. Instead of going into a fluorescent forest with burnt sienna carpeting, readers flocked to comfy chairs, coffee, and happy people behind a Customer Service counter.
These days, I still like going to a book store; there’s just something about holding something in my hands that appeals to me. I can’t, however, tell you the last time I set foot in a library — my best guess is that it was when I was in college. Still, the way I shop now is completely different that it was even a few years ago. I rely on the internet more and more for product information and to make sure I’m getting a good deal.
- Good marketing establishes a connection with you on an emotional level. When is the last time you emotionally connected with a fly swatter? (That episode with your husband doesn’t count… ;-)). People don’t make purchase decisions based on what a sales person tells them, they make them based on how a marketing person makes them feel about what they are buying. In other words, your home is much less likely to sell because a sales person held it open on a Sunday afternoon. It is much more likely to sell because it has an established marketing presence through various forms of media that are consistent with each other and that are appealing for its target audience.
- Good marketing always provides a next step, and encourages a response when you are comfortable. Are you really that impressed when you receive a “Just Sold” postcard in the mail or does it go straight to the recycling bin? A sales person thinks that good marketing makes consumers aware of their accomplishments. A marketing person thinks good marketing offers a targeted consumer something of value, and asks you to respond for more information.
- Good marketing is trackable. When you list your home with an agent, do you wonder what they are doing to get your home sold? Most sales people are hard workers who, unfortunately, use an outdated philosophy that says “I do as much as possible and see what results I get.” A marketing person believes “focused work gets results.” They live and breathe statistics, and back up their recommendations with reports and data. They can readily and easily provide answers to questions you may have, like How many people have viewed my property online? How did those prospects find my home? Is interest in my home increasing or decreasing? How many calls were received on my home? How many showing appointments did I have? What was the feedback from those appointments? Are the prospects interested in writing me an offer? Why or why not?
Note the above questions follow a progression — we call that the “Marketing-to-Sales Funnel.” We won’t bore you with the details here, but you should ask about it when we meet. It’s part of what makes our approach to getting your home sold unique, and how we give focus to our efforts of market- ing your property for the most effective (read: highest sale price, shortest marketing time) results.
If an agent can show you strong results of their efforts and your home isn’t sold, perhaps a price reduction is in order. If your agent comes to you and says “I need a price reduc- tion.” you should ask what have been the results of what they have done to market your home so far. If they can’t provide you any quantitative results showing they have been doing their job, you don’t need a price reduction — you need a new agent.
All the best,
Roger A. Clark
(925) 230-8375 (direct)
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