I can always tell when an agent is not marketing to the masses. Most rely on their sphere of influence and networking for new business because it doesn’t cost money. When that happens, often the agent has inventory that falls within a certain price range. That agent’s inventory is not a variety of properties in many price points because the agent’s sphere of influence may be too narrow.
When your inventory is a variety of properties, your phone calls will come from a variety of socio-economic levels. It’s to an agent’s advantage to develop a good selection of properties. These properties may range from an entry level price to whatever high end is in your marketplace. You will want a variety of single family homes, condos, new construction, land and multi-family properties.
The easiest and quickest way to accomplish this is through direct mail marketing to the masses. A great cross section of homeowners will result in listings that are within all price ranges and all types of properties. Inventory with variety is the best way to make your phone ring. The options are certainly greater for increased phone calls. Change your marketing and your inventory will follow suit.
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