When a real estate agent gets a new listing, a flurry of
activity ensues. The contract gets signed by the client and
reviewed by the broker of record. Files are created both for paper
and on the computer. Pictures of the property are taken. The
information about the property is submitted to the Multiple Listing
Service (MLS), and to Internet websites. Newspaper ads are created.
Tours are arranged.
When a real estate agent gets a new listing, a flurry of activity ensues. The contract gets signed by the client and reviewed by the broker of record. Files are created both for paper and on the computer. Pictures of the property are taken. The information about the property is submitted to the Multiple Listing Service (MLS), and to Internet websites. Newspaper ads are created. Tours are arranged.
Amidst this frenzy a flier or brochure is typically created. These advertising pieces are often placed in brochure boxes on the For Sale sign in the yard, though sometimes they are left only inside the sale property. Their purpose is to give information about the property to prospective buyers.
Let’s look at fliers, and explore what they can – and cannot – do for you as a seller of a property or as a buyer of a property.
Each agent has his or her own philosophy of fliers. Some agonize for hours over them, playing with fonts and colors until they are little art masterpieces. Others merely print out the information that has been entered into the MLS.
Some agents adorn each sheet with glossy photos of the property. Others create brightly colored fliers with borders and clever graphics. Some include pictures, some don’t. Some agents don’t believe in making fliers at all.
Real estate agents differ on the importance of inclusion of the price as well. Some feel that, since your neighbors want to know anyway, you might as well include the listing price. Others purposely leave it off so prospective buyers will call them for information about the property.
Whoa, doggies! So what is the “best” type of flier or brochure?
Well, let’s look at the purpose of a flier. Basically, a flier provides two services. First, it helps prospective buyers weed out inappropriate properties. For instance, if I’m looking for a four-bedroom home, I look at a flier for a home with two bedrooms and immediately cross it off my list of possibilities.
Second of all, it serves to help buyers keep houses straight in their minds. If I’m a buyer, and I’ve looked at five houses in one day, I can easily start thinking, “Now, was that the one with the covered patio and built-in barbecue in the back?” A flier can jog the memory.
Other than that, a flier can’t really do too much! I don’t know of anyone who has ever bought a property because the flier was good-looking. Nor will your home be overlooked if every improvement or amenity is not listed in great detail. In actuality, the flier often advertises the agent more than the home.
When it comes to day-to-day tasks like fliers or advertising, you as a seller are best served by letting a professional do what is effective in today’s real estate market. Spend some time choosing a really good agent, and then don’t second-guess the process!
Have a Happy New Year and be kind to your Realtor!
Nants Foley is a Broker Associate at Intero Real Estate Services, and can be reached at 630-1300 or [email protected]