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The "Real" Role of a Listing Agent
When you bought your home, you probably used the
services of a real estate agent. You found that agent through a referral from a
friend or family member, or through some sort of advertising or marketing. The
agent helped you in many ways and eventually you found the house of your
dreams, made an offer, closed the deal, and moved in.
For whatever reason, now it is time to sell your home
and you need a real estate agent again. Many home sellers, especially those
selling their first home, tend to think all agents are similar to the one that
helped them buy their home.
Although real estate agents can (and do) work with both
buyers and sellers, most tend to concentrate more on one than the other. They
specialize. When you bought your home, you probably worked with a "selling
agent" â an agent that works mostly with buyers. Because of the nature of real
estate advertising and marketing, the publicâs main image of the real estate
profession is that of the selling agent.
As a result, many homeowners expect their listing agent
to do the same things that a selling agent does â find someone to buy their
home. After all, they do the things you would expect if they were searching for
buyers. A sign goes up in the front yard. Ads are placed in the local newspaper
and real estate magazines. Your agent holds an open house on the weekend. Your
house is proudly displayed on the Internet.
But this is only "surface" marketing. More important
activity occurs behind the scenes. After the "for sale" sign goes up and flyers
are printed, your agentâs main job is to market your home to other agents, not
to homebuyers.
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