Marketing skills set top agents apart

Stacey Moseley

Real estate agents are transforming themselves into marketing specialists to set themselves apart from the pack, according to a senior executive from listing website Domain.

Gone are the days of a one-size-fits-all approach to marketing homes, Tony Blamey, general manager – real estate at Domain, which is owned by Fairfax Marketplaces, told Real Estate Business.

Traditionally, agents have been known to use simplistic methods to market a home, but all that is changing, he said.

“What we use to see in advertisement in the past was a one-size-fits-all approach," he said.

“If you have a bigger house, you had a bigger advertisement, and if you had a smaller house, you had a smaller ad.

“I think the practice of agents now is much more sophisticated, so they’re looking at each property on its merits, what the goals of the vendor are, whether they want to sell it quickly, whether they’re after a certain price and what sort of audience or buyers they’re going to target.”

Mr Blamey said the agents that are able to communicate a more in-depth and structured marketing campaign will stand out as best practice agents.

“Gone are the days where you could have a cookie cutter approach to marketing. It shouldn’t be something that just happens behind the scenes, like a kind of back-office service; now it should be up front, it should be the conversation the agents have in the living room with a vendor,” he explained.

“It will really differentiate a successful agent who wins the listing from someone who doesn’t.”

Stacey Moseley

Real estate agents are transforming themselves into marketing specialists to set themselves apart from the pack, according to a senior executive from listing website Domain.

Gone are the days of a one-size-fits-all approach to marketing homes, Tony Blamey, general manager – real estate at Domain, which is owned by Fairfax Marketplaces, told Real Estate Business.

Traditionally, agents have been known to use simplistic methods to market a home, but all that is changing, he said.

“What we use to see in advertisement in the past was a one-size-fits-all approach," he said.

“If you have a bigger house, you had a bigger advertisement, and if you had a smaller house, you had a smaller ad.

“I think the practice of agents now is much more sophisticated, so they’re looking at each property on its merits, what the goals of the vendor are, whether they want to sell it quickly, whether they’re after a certain price and what sort of audience or buyers they’re going to target.”

Mr Blamey said the agents that are able to communicate a more in-depth and structured marketing campaign will stand out as best practice agents.

“Gone are the days where you could have a cookie cutter approach to marketing. It shouldn’t be something that just happens behind the scenes, like a kind of back-office service; now it should be up front, it should be the conversation the agents have in the living room with a vendor,” he explained.

“It will really differentiate a successful agent who wins the listing from someone who doesn’t.”

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