The MLS Listing is Crucial. Here's Why...

Your home’s listing on the Multiple Listing Service (MLS) is sent out
to over 700+ third-party websites, and will be the mechanism that
puts your home in front of the agents and the potential buyers of
your home. All of that exposure means this part of the process has
to be absolutely perfect, both in strategy and execution.
At the Eaves Realty Group, we have spent a ton of time and energy
on learning not only the science, but the psychology of how listings
are marketed.

In order to nail the MLS listing, we have to understand that there are
four pillars to a successful MLS listing. They are Pricing Strategy
(60%), Photo Strategy (30%), Property Description (5%), and Ease of
Showings (5%). You’ll notice, we’ve included percentages to notate
the weight that each pillar in the system holds. 

ERG Pricing Strategy®

Without getting into the weeds, pricing your home is about more
than just comps. You could have a Realtor®, an appraiser, a
neighbor, and a homeowner all run comps on the same subject
property, and come out with vastly different opinions of value.
That being said, there is a more scientific way to price real
estate. The method is so simple it will bore you to tears, but it
works like a charm. We have the stats to prove it!

Photo Strategy

Most people – though not all – know that professional
photography is a must in showing off your property in its best
light. But tons of homes with beautiful photos are cancelled or
expire from the market each year.
So what gives?
Did you know that buyers look at an average of 3 to 4 photos
before determining whether or not they’re interested in a listing?
Yeah… That’s it. So doesn’t it make sense that we show off the
home’s best features first? Too often do we see 1) Front of the
house, 2) Front of the house, 3) Front of the house, 4) Back of
front door, and that just doesn’t make any sense. Here at ERG,
we know how to order the photos to wow your prospective
buyer before photo 5…

Property Description

Does this sound familiar?
“Beautiful 3 bedroom, 2 bath, 2500 square foot home on half an acre!”
We know, you’re just dying to see it, right? Doubt it. See, logic makes us think, but emotions are what make us act. Why would we use up our property description to talk about things that the prospective buyer already knows about the property? Surely they had to put that info into MLS, Realtor.com, Zillow, etc. in order to find your listing in the first place? Then they get down to a property description to find that their search criteria has been repeated in sentence form… Try this instead.

"Nestled among the trees of The Woods in desirable Oakmont Country Club, this sprawling home has been meticulously maintained and opulently updated! This exceptional residence features brilliant bamboo wood floors, an enormous kitchen with extraordinary upgrades, and a living room soaked in natural light. With its truly split-bedroom floor plan, this home includes a master retreat underscored by a grand ensuite, complete with frameless shower and separate water closet, yet still leaves plenty of room for a second bedroom and full bath on the first floor. Step into the spacious backyard to find a particularly private oasis shaded by the canopy of a glorious oak tree. This suburban manor is sure to impress!"

Ease of Showings

Finally, we come to the topic of showings. Look, long story-short, make the property as easy to show as possible. Don’t block out showing times on weekdays, evenings, and middays, and if a buyer wants to come by in 1 hour sharp, get out. 8 showings on average equal 1 offer. The idea is to get those 8 showings through the home as quickly and efficiently as possible, with as little headache. The best way to avoid the pain of showing your home is to make it easy upfront, so you don’t have to keep doing it months down the line.

Reverse Prospecting

You’ve probably seen Realtors® put flyers out in front of their listings, buy ad space in local newspapers, and host open houses in order to attract buyers. But did you know that 89% of real estate transactions in the USA are broker-to-broker? That means that an overwhelming amount of deals are closed because one agent listed a property, and another agent brought a buyer. So how do we market to brokers? Well, folks, it’s almost too easy. Our Multiple Listing Service actually allows us to see virtually every single agent in the MLS who has a buyer whose search criteria matches our listing. Day 1 that the home hits the market, our team calls, texts, and emails every agent who is a match to let them know they need to schedule a showing for their buyer.

The sad part? Most agents in our market area have absolutely no idea that this feature exists. It was added to our platform in late 2013, and most agents just never bothered to learn the new tricks. Their loss!

The Migration Study

If we could find out exactly where the purchasers in your neighborhood are moving from, and then target our marketing efforts to those specific areas, would that have value for you? That’s exactly what we do. We determine whether a trend can be Inferred regarding the migration flow into your neighborhood, then we fire everything we’ve got in our consumer marketing cannon right at that specific region.

The Blue Ribbon Cutting

The grand opening of any great business has a ribbon cutting. To us, your home is our shiny new business location, and we want to attract as much attention as we can to ensure you have unrivaled exposure to the market. So invite your neighbors (actually, we’ll do that), and give your home the proper introduction to the market that it deserves!

Text For Info Signs

Have you ever driven past a home on the market and seen a box full of soggy flyers? Yeah… We retired that years ago. The problem with those flyers is that they aren’t trackable. I don’t know if a prospective buyer took one, or if the neighbor kid just used it to make a paper airplane. Instead, we use custom sign riders that allow prospective buyers to get 24-hour information about your listing. In addition, we receive their info so we can call them, qualify them, and convert them to buyers for your home.

Facebook Ads

We use specific consumer profile targeting to get your home in front of the people most-likely to be interested in purchasing it. Facebook is the new Zillow, and your agent should be leveraging it!

Property Websites*

Ever noticed that when you try to find a neighborhood listing online, you end up at a web address that resembles the book of Genesis. It’s an extraordinarily long URL that takes you to the farthest reaches of the internet. Your listing can’t afford to be this obscure on the world wide web. Our solution? We buy your web address. If you live at 123 Main Street, we’re going to purchase 123mainstreet.com, and drive your internet traffic to a state-of-the-art website that is designed to qualify and set appointments from prospective purchasers.

Staging

No furniture? No problem. We use professional photography, and innovative virtual staging to make your vacant home look warm, inviting, and impeccably staged. If your home is in the $500,000 and up range, we offer free physical staging where applicable.

Professional Commercials*

We often produce 2 commercials - one for consumers, and one for brokers - to attract buyers for your unique property from around the country. For some listings, this type of advertising is overkill, but for those luxury properties where supply is high, and demand is low, this is the advertising that makes mincemeat of your competition.

Keller Mortgage

One of the main objections that homebuyers, particularly first-time homebuyers, have is the high upfront costs. Much of these upfront costs pertain to lender fees. So we just decided to get rid of those. How? Our firm owns a mortgage company called Keller Mortgage. We have eliminated lender fees. We offer $1000 in closing cost assistance, and a great low rate! We market your home as offering “Special Financing”, significantly increasing the pool of buyers who can afford your home!

The Skills to Get it Done

There are plenty of great marketers out there... and they certainly deserve some respect for mastering their trade. But there’s just something truly valuable about also having the wit, skill, and confidence to take a deal from the marketing stage, through the contract stage, and all the way to the closing table. ERG is an education-based company that just happens to be in the business of real estate. Our agents have completed hours of training, coaching, and mentoring time with the highest minds in real estate. We have leveraged the resources of the #1 Training Company on the face of planet Earth, Keller Williams Realty, and as a result, we are better equipped to effectively and efficiently manage your transaction than any other company. From negotiation, to contract knowledge, to valuable vendor partners, we are an all-inclusive, top down, no nonsense organization who will stop at nothing until you’ve achieved what you’re pursuing.