List Price

No matter how much advertising is done - a home that is priced too much over market value is just not going to sell. Of course, a home that is undervalued will magically disappear in a blink - with apparently no advertising at all. Priced right, it will receive consideration from all prospective buyers and bring the best price for the sellers. Work carefully with your Realtor in determining a list price, and your battle is more than half won.

Multiple Listing Service (MLS)

Assuming your home is accurately priced, nothing has the marketing power of the MLS. The MLS is a computer database that allows Real Estate professionals to quickly and easily search for homes that match their client's individual needs. There are also features of the MLS system which an astute Realtor will use to the benefit of their clients, such as Prospect Matching, Interior Photos and Targeted Remarks. Some Real Estate boards have eligibility rules for homes to be listed on the MLS. Be sure you understand these requirements before you list. In Calgary, "Exclusive" listings and listing contracts less than 60 days in duration do not qualify for inclusion on the MLS.

Internet

The importance of a comprehensive Internet marketing strategy can not be stressed enough. A growing majority of prospective buyers are using the resources of the Internet to preview homes and gather information and if you don't address this segment, you are missing a huge opportunity to market your home. Simply put, the more information you have online, the better. The MLS has put a limited form of their databases online (mls.ca) which gives only basic information.

A quality Realtor will supplement this with a website of their own showcasing additional information and multiple exterior and interior photos of your home. The websites should be easy to navigate, and the information should be presented without the visitor being required to "sign up" or disclose any personal information.

Yard signs, Open Houses, Print Ads & TV

Often motivated purchasers are driving through the areas they are interested in on a regular basis. They'll see your sign and call if they're interested or visit your pictures online if your yard sign has an Internet address.

Open Houses do tend to be a bit of a hit and miss affair, attracting more neighbours than genuine buyers. They work better in inner-city neighbourhoods and during nicer weather.

Print and TV ads rarely work and tend to promote the Realtor more than the property. The target market for these ads are people who are browsing, or who suspect they may be in the market to buy a home "someday soon". When the prospective buyers are actually ready to buy, they generally enlist a Realtor and begin a systematic search using the MLS.

Vanity Ads

Vanity marketing includes such things as Bus Stop advertisements, fancy cars, hot air balloons and similar things which promote an individual Realtor or Real Estate company, but not a specific property. Prospective buyers will generally have their own Realtor representation, and as such, could really care less who is representing you or what kind of car they drive. Considering the money for any advertisement ultimately comes from your commission fees, you may be doing yourself more harm than good by choosing someone who has a lot of these.