Part 1: Is Your Real Estate Agent Focused on Selling Your Home, or Just Getting More Listings?
The glossy postcards and brochures arrive, filling your mailbox with smiling faces and impressive neighborhood sales figures. You hire a Realtor to sell your home, not just list it. Too often, agents rely on tired tactics—open houses, online listings, and a prayer—while eyeing their next listing. Are you getting the strategic expertise you’re paying for, or are they already moving on? Homes sold with a strategic, buyer-focused marketing plan can fetch 5-10% more than those relying on standard tactics alone.
Real estate is a business, and most agents operate as independent entrepreneurs. This isn’t inherently bad; every business needs customers. However, the industry’s traditional focus on sales volume and lead generation – often reinforced by seminars and coaching programs – can create a disconnect between the agent’s goals and the seller’s goals. The pressure to generate leads and build a geographic ‘farm’ can sometimes overshadow the individual seller’s needs. The “standard” marketing playbook, while extremely effective in building an agents business, often benefits the agent’s visibility more than the seller’s bottom line.
The Business Model: Listings vs. Advocacy
Agents operate as entrepreneurs, balancing their business growth with your home sale. Here’s the disconnect:
- Listing Agent: Markets your home to attract more sellers (e.g., ‘JUST LISTED/SOLD’ neighborhood postcards and brochures), benefiting their brand over your sale.
- Seller’s Advocate: Targets buyers with tailored strategies (e.g., data-driven ads and campaigns, unique events), driving demand and maximizing your price. Standard tactics like MLS listings and open houses are automatic and free. A true advocate invests beyond this—using tools like data driven buyer demographic targeting.
This isn’t just a theoretical distinction. It has real-world consequences for your bottom line. Many agents prioritize activities that build their brand, often at the expense of maximizing your home’s selling price. As I explain on my ‘Selling Your Home‘ page, a truly strategic approach requires a dedicated focus on increasing the attention of qualified buyers, not just more listing opportunities.
Your home is likely your largest asset. You deserve an agent who is unequivocally committed to your best interests, not just building their own brand. By understanding the crucial distinction we’ve explored today, you’re already one step closer to making an informed decision that can significantly impact your financial outcome.
This is just the beginning of our journey to unmask what every home seller needs to know. In Part 2 of this series, we’ll dive deeper into the business models of each, revealing exactly how their marketing strategies differ and, more importantly, who truly benefits.