For a while I have been seeing what might be considered “ads” designed to benefit Real Estate agents. In years gone by one might see “ads” like the ones I am about to describe to you in print but it was rare because most agents concluded it wasn’t cost effective. These days, where most agents have embraced using social media and the internet in general to do most of the heavy lifting advertising wise, this is proving to not be the case. Because of this and also I suspect there might be a little vanity showing through in the ad itself, we see the infamous “Sold” Signs as the actual ad.
What makes these SOLD sign ads different is the consumer almost always sees the new buyers holding the Sign over their heads almost as a celebratory gesture like holding a GO BILLS sign. The agent is using the photo of the buyers as an ad to show off how effective they were as their agent. The buyer is featured and the agent is not. Why the noticeable change? Certainly one could say that the Real Estate community has finally figured out it is less about the agents and more about the clients they serve. That would make some sense but I think there is something else going on here. With the ridiculously low inventory, the market is so tight and there are so few opportunities for buyers to snag a house, it almost feels like they have won the lottery in addition to buying a home. There is a feeling of WINNING (having beaten out the competition and having become victorious after several multiple offer scenarios.)
Actually, I think this is smart advertising on the agents’ part. These kinds of ads offer two benefits.
- It shows that the agent sold the house but clearly puts the clients first.
- It allows the client to give a super glorious endorsement (and testimonial) of how well the agent did, by bringing them to the winner circle.
This is extremely powerful marketing. even subconsciously, especially in the good old USA, everyone loves a winner. So why not show it off in your marketing. Why not take advantage of the reach of social media and hit your prospect base “where they live” on Facebook. So the next time you see one of those smiling faces of a young couple holding that SOLD sign over their heads, chalk it up to being the most accurate sign of these ever changing, inflationary, times.
Hey, I wrote the book on Real Estate, literally.”
Author Brendan J. Cunningham is a New York Licensed Associate Real Estate Broker, lead of the Platinum Team at HusVar Real Estate, as well as an accomplished writer, Shakespearean trained professional actor, and podcaster.
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