When you bought your home, you probably used the services of a real estate agent. You found that agent through a referral from a friend or family member, or through some sort of advertising or marketing. The agent helped you in many ways and eventually you found the house of your dreams, made an offer, closed the deal, and moved in. For whatever reason, now it is time to sell your home and you need a real estate agent again. Many home sellers, especially those selling their first home, tend to think all agents are similar to the one that helped them buy their home.
Although real estate agents can (and do) work with both buyers and sellers, most tend to concentrate more on one than the other. They specialize. When you bought your home, you probably worked with a "selling agent" – an agent that works mostly with buyers. Because of the nature of real estate advertising and marketing, the public’s main image of the real estate profession is that of the selling agent.
As a result, many homeowners expect their listing agent to do the same things that a selling agent does – find someone to buy their home. After all, they do the things you would expect if they were searching for buyers. A sign goes up in the front yard. Your agent holds an open house on the weekend. Your house is proudly displayed on the Internet.
But this is only "surface" marketing. More important activity occurs behind the scenes. The real marketing is in preparing the home for sale and creating a dynamic story around your home, to attract a wide network of people to see the value and opportunity in your home.
With this marketing story in place – which includes the listing price, the prepared home, and the supporting materials – there are six paths to fully expose your home on the market.