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Does your Naples FL Real Estate Agent have a Single-channel or Multi-channel Marketing Plan —


Does your Naples FL real estate agent have a single-channel or multi-channel marketing plan?

When driving up and down the streets of Naples, FL, on almost every street, you will see at least three to five, if not more, for sale signs with the name of a Naples FL real estate agent in many of the front yards. The signs advertise a variety real estate professionals, and if you are thinking about selling your home, your instinct may be to call the phone number on the sign advertised. However, when you make that call to hire a Naples FL real estate agent, you may want to ask them what type of marketing plan they will implement to sell your home — is it a single-channel or multi-channel marketing plan?  Naples FL Real Estate Agent

A good Realtor® will have a marketing plan, and they will do more than just list your property on Multiple Listing Service (MLS) and place a for sale sign and lock box in the yard. You may want to ask the Realtor® about their thoughts on direct mailings and email blasts to target prospective buyers.

For example, there are a lot of Just Listed post cards that are sent to neighbors when a home is first listed, and while that postcard may have a nice photo of your house, you may want to ask yourself if that postcard markets your home or the agent? If a person already owns a home in your neighborhood, are they a buyer for your home? Perhaps your neighbor may know somebody that wants to buy a property; in this case, the piece works. However, could it be that the agent’s goal is to entice your neighbors with a price point so that the person living next door to you also lists their house with the real estate agent? This is a good tactic for the agent if it is a sellers’ market. Another thought with a Just Listed postcard is that if the community has a lot of annual and seasonal rentals,  the postcard may be effective if a renter wants to buy a home.

In addition to mailings, a more targeted email campaign to known buyers may achieve even better results because it can be tracked. If the agent is able to send an email campaign, track results, and follow up with a phone call when the buyer shows interest, chances are the person is a qualified lead. The real estate agent should have a data base of prospective buyers, and the agent should be prepared to explain how they generate leads by sending email campaigns. However, if that email lead does not get a follow up call by the agent, and/or the lead fails to make contact with the agent, the lead is lost. That is why it is important that the real estate professional understand multi-channel marketing. Realtors® need to utilize a variety of mediums to sell your property.

Next month, I will discuss how internet postings on Zillow, Trulia, and are great, but why understanding Search Engine Marketing (SEM) and Social Media is also important to generate leads.

If you or if you know someone interested in selling or buying a home, please call/text me at 239.631.2561 or email Or, drop by the South Bay Realty office, 9060 Gulf Shore Drive, on Thursdays or Sundays from 12 to 4 pm. I’d love to chat with you about a multi-channel marketing plan to sell your home.

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