Good systems don’t just tell you if something isn’t working. They tell you when it’s about to start working again.
Yesterday I was talking about something I do that no other agent I know does.
Or if they do, they don’t tell me about it.
I can’t say for sure why. Maybe they haven’t thought of it. Maybe they don’t want to spend the time. But most likely, they don’t want to spend any more money than they absolutely have to.
When the market is soft, that’s exactly when you should be spending more on marketing, not less. The more common approach is to list it, hope for the best, and avoid spending anything.
That’s not how I operate.
It’s not a magic bullet. Sometimes it tells you things you don’t want to hear.
The lot market has been very soft for almost two years now, basically since interest rates moved higher. When rates are one and a half to two percent higher, it matters. A buyer might spend $200,000 on a lot, then borrow $500,000 to $700,000 to build a nice custom home. That difference shows up every month.
A lot of people want that kind of property. Nobody needs it.
They already have somewhere to live. So they wait. And when enough people wait, lot sales slow down.
I have a listing right now where my marketing efforts are getting no traction. Zero.
That’s not what we want, of course. But at least we know where we stand. Instead of letting it sit out there for years, we can let it expire and bring it back later.
And I’ll be the first to know when the timing changes.
The marketing on that particular property may stop, but the overall program continues. We’re not flying blind.
Most agents don’t do this. I do.
When it’s time for you to sell, who do you want on your side?
A few of you didn’t click through yesterday to see how this works. If you want another look, here it is.
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