Why Do Agents Advertise?
What sellers don’t realize is that a listing agent’s main marketing emphasis is
directed toward other Realtors, not the general public. Their main goal is to
convince the selling agents (buyer's agents) to find buyers and make offers.
This is a good thing because if you are selling a home, you want as many
Realtors as possible bringing buyers around to take a look. Most of a listing
agent's marketing efforts toward other Realtors are invisible to the general
public, but it is where an effective listing agent does a home seller the most
good.
One reason listing agents advertise homes in newspapers and magazines is to show
their clients that they are aggressively marketing the property. When home
sellers constantly see ads from a particular Realtor, they are inclined to want
to list with that Realtor. So even though the ads look like they are directed
toward home buyers, they often have another purpose. To attract home
sellers.
Selling
agents (buyer's agents) do advertise homes for sale in order to attract buyers.
However, they don't really expect you to actually purchase the home you
originally call on. They would be happy if you do, but it happens so rarely
that they do not expect it.
When you call on a real estate ad, you often schedule an appointment to go look
at the advertised home. While you are out looking at that home, you will
probably want to look at a few others, too. Eventually, you and the Realtor will
zero in on what you need and like in the proper price range and you will make an
offer.
That is one way of finding
your Realtor by accident.
Mortgage Glossary3
