Marketing Tools

Full-Service MLS Listings
While we recognize that each and every seller has different needs, and every home has specific marketing opportunities, we find that in the vast majority of cases marketing a home on the multiple listing service is the best means to meeting our sellers' goals. When a home is marketed on the "MLS" it gets the most exposure available. For starters, agents from every brokerage belonging to the various Boards of Realtors in and around the Twin Cities will have virtually instant internet access to the property detail and the professional photographs and supplements that we upload along with the usual property data when the listing is placed on the internet.

The Internet Equals Mass Exposure
When those agents have buyers looking in a certain market and price range, they will automatically be made aware of the listing, typically either via email or by checking in on the custom search they should have set up for that buyer. In addition, home buyers with their own custom searches will similarly be alerted to a new listing in their area and price range of interest. If they have their custom search set up on our Property Finder or another Edina Realty search engine, they can be alerted to new listings via e-mail. With powerful tools like these, it's perhaps not surprising that in some cases we'll send out a new listing via Edina Realty web sites to the e-mail accounts of a couple hundred potential buyers within a matter of a few days.

Internet exposure is great, but it's showings that matter
That's good news, but only the beginning. It's easy to get caught up in these numbers. But what really matters, of course, is whether the prospective buyer or agent actually comes to see the house. To increase the chances of that happening, the person creating the listing profile on the internet better know what they're doing. There is no shortage of listings currently on the MLS with undesirable photography, incomplete information and missed opportunities to ignite interest among those searching the internet for homes to see. It is at this point where the details, experience and perseverance that we bring to the table can make a big difference in market time, as well the ultimate sale price of the home.

Finally, while we do refer to these as "MLS" listings, there is a lot more going on with our listings besides simply putting the home on the internet. After all, advertisers of consumer goods and services don't just run a single television ad and call it a day. In today's busy world, advertisers know they must acknowledge the need for multiple impressions at multiple points of contact in order to reach their target audience. That is why we employ an array of marketing tools capable of meeting the needs of virtually any seller. To look at some of the tools we use, check out our marketing toolbox

The first several times a potential consumer is exposed to a message, they may be distracted in some way and not receptive to "taking in" the message. For example, if an agent or prospective buyer has had a busy day at work, and then had to rush to a child's school concert or some other matter, that agent may not be as mentally committed to taking in much new information when they check their MLS buyer searches before shutting out the light. Or what if they did see you listing and went to print it out and the printer ran out of toner and they forgot to go back and print a copy later? It's important in these scenarios to remember that there are usually literally hundreds of new listings hitting the market daily. It's not difficult for a new listing to slide under the radar screens of some potentially important agents or buyers. That's why we put together specific marketing plans for our sellers that include continual exposure to both buyers and agents.

In nearly all cases, for example, we will hand-deliver color brochures to area agents. In addition, in nearly all cases we will host open houses during the customary Tuesday broker open house period, as well as several public open houses. Further, we do a lot of marketing and networking before a house actually hits the market, in hopes of alluring a prospective buyer with the opportunity to see the house before it hits the MLS. For some sellers in certain circumstances, we might also launch a mass-email campaign targeting likely buyer agents with on-line color brochures. This is an important period that many agents do not attempt to leverage. After our listings hit the market, we utilize a call-capture lead generation tool in conjunction with our signage at the property called the Edina Realty hotline. To enhance the likelihood buyers who visit the property will find it memorable, we also as a policy always print our in-home brochures in full color on glossy paper, and include supplements of all the updates and features the home may boast. It is this level of detail that sets us apart and leads to attractive offers for our sellers.


Insight Team