Marketing & Advertising
Letterhead & Fax Sheet
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Business Cards, Name Tags, Signs & Printing
The company's name and logo(s) are registered trademarks. Whenever the company's name is used, it must always be used with the "®" symbol next to it - i.e. Realty Benefit®.
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Marketing: Points of Interest
Listingbook for Agents - get a FREE trial account with Listingbook for Agents. This marketing tool provides many benefits, including the ability to create a custom website for yourself, manage all of your clients and prospects in one convenient place, review Sales Trend, Monthly Summary and Listing Activity reports and more. Click here to learn more. REALTOR® Content Resource - powered by houselogic, is your source for ready-to-use articles on all aspects of homeownership, including homebuying and selling, for your client communications. It's a FREE way to keep in touch with your clients and provide relevant information in a newsletter, on your website or blog, or in an e-mail. Click here to learn more. Housing Trends eNewsletter - is a monthly real estate market update to share with your clients and prospects via email, your website, blog, e-mail signature and social media sites. Housing Trends eNewsletter is filled with local and national real estate sales and price activity provided by MLSs and the National Association of REALTORS®, U.S. Census Bureau key market indicators, housing market video reports, blogs, real estate glossary, maps, mortgage rates, calculators and consumer articles. Click here to learn more.
ClientDIRECT® - C.A.R. provides you with ClientDIRECT free of charge with your board membership. This is a valuable marketing system that enables you to reach your entire farming list on a monthly basis with an e-mail newsletter.
Advertising is one of the most important tools for success in real estate, however, it must be used carefully. As an associate and licensee, you have both a legal and ethical obligation to be truthful when advertising property or services. Legally, you may be held liable for fraud, intentional misrepresentation, or negligent misrepresentation, if you make material false statements or material omissions in an advertisement. Additionally, you may face disciplinary action from the Bureau of Real Estate.
Finally, licensees who place listings in the Multiple Listing Service in expectation of compensation are responsible for the truth of all representations in such listings which the licensee had knowledge, or reasonably should have had knowledge, to anyone injured by their falseness or inaccuracy.
Remember: ALL advertising must be approved by the Broker before placement or use.
- Your advertising must be truthful and not misleading. It must comply with all state and federal advertising requirements as well as the N.A.R. Code of Ethics. Any false or misleading advertisement will immediately be withdrawn by the Broker and you may be terminated from the company.
- You may only advertise property actually listed for sale or for rent by this office. Anytime you advertise property, you must include the term "Broker," "agent," "licensee" or "REALTOR®."
- You may not engage in any advertising that is discriminatory on the basis of race, color, religion, national origin, sex, handicap or familial status.
- Your advertisement should be "facially neutral" and should not describe items in or using racial or ethnic terms.
- Your advertising may not contain limitations on the number or ages of children, or state a preference for adults, couples or singles.
Listing Presentation Guidelines
All of your marketing efforts will be a waste if you don't have an effective listing presentation. If you are a new licensee, don't be afraid to ask for help. The Manager or an experienced associate/mentor will be more than happy to help you develop an effective listing presentation. If you are an experienced associate, it never hurts to review your presentation with other associates. Practice makes perfect.
For an effective presentation, here are a few guidelines to follow:
- Always prepare a Market Analysis for the Seller's use.
- Always leave a copy of signed contracts with the seller - it’s the law.
- Be confident, positive and truthful.
- Don't exaggerate or mislead.
We strongly recommend you use the following tools to help you get the listing:
- Competitive Market Analysis (CMA)
- Estimated Seller Proceeds (form ESP)
Guidelines for Showing Property
Whenever possible, preview the property before showing. If you are familiar with the property you will be more effective when showing it to your client. Also, you may find that despite contrary representations, the property really is not suitable after all for your client. Your time and your buyer's, as well as the seller's time, are valuable - don't waste it:
- Whenever possible call the seller before showing.
- Give the seller reasonable time to make the property ready for you and your client.
- Give the seller an estimated time frame within which you expect to arrive. Be prompt. If you will be considerably later, call the seller.
- If no one is available, leave a message or call the listing agent for assistance.
- If you have not heard from the seller before arriving, or if you are using the lockbox, go to the door first without your client.
- If the seller is home, explain the situation and ask for access. Remember, be respectful.
- When using a lockbox, always ring the doorbell and/or knock loudly several times and allow time to respond.
- Enter the property first and verify that no one is there.
- Open curtains and turn on lights as necessary.
- Allow sufficient time for your client to view each room and the property. Be mindful to look for any potential "red flags" about the property (for potential disclosure).
- Do not leave your clients unattended in or on the property. You don't want to be blamed later if any items are missing from the property.
- When you are finished, leave your card inside the property in a conspicuous place, and return the property to its original state (turn off appropriate lights, reset any alarms and lock the doors).
- If for some reason you don't show the property call the seller as soon as possible to cancel.
Cold calling (telemarketing) is commonly used by real estate companies and associates to solicit prospective clients for sales, property management, or loan transactions. It generally involves messages or telephone calls to promote the purchase, rental and financing of real property and services provided incidental to such activities. Cold calling does not apply to your existing clients - people with whom you have an "established business relationship", or where the party has made an inquiry, application, purchase or transaction regarding the product or service you are offering.
You are encouraged to explore cold calling as a method of business promotion. But just as with advertising, there are pitfalls to be avoided and laws to be followed.
If you make cold calls, your calls must conform to all federal and state law requirements. Additionally:
- You or the telemarketer must maintain a "do-not-call" list.
- You must not call a residence before 8:00 AM or after 9:00 PM.
- You must provide the called party with your identity and telephone number or address where you may be contacted.
- You must not call any emergency lines, health care facilities, radio common carrier services (cellular or paging services) or any service for which the called party will be charged for the call.
If you use an auto dialer, it must:
- State the nature of the call and the name, address, and telephone number of the business or organization.
- Inquire as to whether or not the person called consents to hearing the prerecorded message.
- The line must be disconnected upon termination by either the telemarketer or the person called.
You must not send unsolicited or "junk faxes" either.