Latest / The Real Estate Agent Playbook / High Inventory, Low Attention—Master Listing Marketing in 2025

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High Inventory, Low Attention—Master Listing Marketing in 2025 · The Real Estate Agent Playbook

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  how do you stand out in a more crowded room
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  this is absolutely something that us as agents
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  and especially listing agents need to understand
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  with listings up nationwide
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  28.5%
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  and having 10000+ units alone here in the my market
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  Denver Colorado
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  we must look at this not as a panic
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  but as an opportunity but where there's opportunity
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  we need to apply strategy
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  so that's what we're gonna talk about today
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  what's up guys
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  I'm Jeremy Kane with the real estate agent playbook
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  I help agents just like you solve all the problems
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  figure out exactly what's going on with your clients
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  with your transactions but more importantly
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  how we get to a point where we can be consistent
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  and scale our business
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  and win every single day at the game of real estate
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  organically if you like that
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  if you're one of those people that's struggling
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  and just needs a little pick me up
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  please book a call with me below
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  I'd be happy to chat with you
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  because I have helped agents just like you
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  take their business from stale to thriving
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  just like we need to do with these listings
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  so let's address this inventory increase
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  we aren't in a buyers market
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  but we're certainly not in the hot sellers
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  market of 2020 2021 etcetera
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  we need to understand exactly
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  what we are doing as agents
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  that is causing listings to stagnate
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  to have that anxiety of picking up your phone
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  and calling the seller
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  with yes another week of few showings
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  little feedback and what do we do now kind of mentality
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  this is something that we haven't had to deal with
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  across the board for a long time
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  as real estate agents and listing agents
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  with this active inventory up
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  and all of the things that is going on in our market
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  there is so many calls right
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  AI coming to save the day or this listing platform
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  or that listing platform or this video strategy
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  and at the end of the day
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  we just need to step back
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  and actually have a true audit of our process
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  and it starts with the launch right
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  the pre listing and the launch is super important
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  but as in times of past we had to have a launch
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  you know strategy
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  have everything out there
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  if we wanted to have any sort of personal brand
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  on that listing and that's just not the case anymore
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  we need a good launch strategy
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  but we can't throw the kitchen sink in upfront
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  because honestly we need to slow down
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  to speed up
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  and have an understanding of days on market
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  and what's going on
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  because the post and pray is failing in most cases
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  sure the odd part of this market is that
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  some things are going well
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  it's not that odd it's the turnkey
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  properties that are priced aggressively
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  that have you know
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  sellers who are you know
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  happy as a clam that they bought in 2,010
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  and have absolutely
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  capitalized on their real estate investment
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  but there's also sellers out there that aren't in that
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  that boat and that's where it gets difficult when that
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  you know desired you know
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  walk away price is getting closer to you know
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  not being possible right especially
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  if they've bought in the last two or three years
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  so the post and pray
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  strategy and methodology just isn't working
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  in this market for listings across the board
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  perfect turnkey homes are going quickly
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  we need to understand what that's gonna look like
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  and guess what
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  if we have some content on a house that we put out
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  or we don't put out because it's a delayed strategy
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  we can still use that in our branding to talk about it
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  and do the things so it's not all for waste
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  and that's what we really need to focus on
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  because ultimately when the listings start to pile up
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  we can't you know
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  be running around to film new content
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  every single chance we get
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  so content is a huge thing
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  and we're gonna get into that
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  and talk about how we can change
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  what we are doing as agents
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  to not only sell the property that is in front of us
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  but absolutely leverage the
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  opportunity to grow that personal brand
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  and get that out there and highlight that property
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  and your personal brand simultaneously
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  across the entire days on market
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  that the listing is on so now you say okay Jeremy
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  that sounds great what are we gonna talk about
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  and this is where the content creation
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  and the development
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  the use of AI to analyze your properties
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  and do these things for you
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  and help you with some marketing
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  some scripts and however you create that content
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  we need to go wider right
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  we need to quit talking
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  all about the specs and the price and
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  you know that's it we need to create a lifestyle
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  we need to tell the story
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  and that starts with communication on the front end
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  right I'd love to ask my clients
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  what do you love most about being at this you know
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  property
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  what do you love most about living in this town
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  and take that as
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  a roadmap to how you need to market it
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  cause the truth is
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  is that those people that lived in the home
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  are probably your target market
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  just a little bit earlier in life
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  and so as we move forward
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  it's about telling stories
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  it's about putting out creative content you say well
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  you know I'm I'm busy
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  I have this I have that
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  we can put out creative content surrounding listings
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  by asking the seller we can ask our trusty friend
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  chat GBT and we can do a lot of different things
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  it's not about buying the next thing
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  and purchasing this you know
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  fancy add on and so on certainly
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  there's some
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  some ideas out there and I'm gonna talk about a few
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  here shortly
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  that will help with that and help the visibility and
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  you know tried and true
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  you know ways that we can invest smartly
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  to get those listings moved
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  but ultimately it's a major opportunity
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  for you to get some content out there
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  about lifestyle
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  about the areas and all the things and the truth is
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  if we are driving content to the community
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  or to that specific listing
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  it's only gonna help our personal brand overall
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  and the sellers love it right
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  if it's a little bit different
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  they're gonna love the videos
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  some of my sellers say you know
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  please don't take that video down ever
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  because we want to keep it as a
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  you know keepsake of our house
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  because you highlighted it so beautifully and so on
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  and so it's about telling the story
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  so
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  create a mini buyer Avatar for your specific property
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  keep in mind it's likely the seller's age
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  when they bought the property or
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  you know maybe things have changed
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  but if they loved living there
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  they were there for a long time
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  that's a perfect Avatar to target
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  as somebody that you are speaking to
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  what are they gonna like and the truth is
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  it's an easy hack
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  because you have somebody that can tell you
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  in most cases exactly what
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  you know they loved about the property
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  and then you can just go back to chat
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  GBT and research those things
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  and highlight them in a creative way
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  that will give you multiple layers of content
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  that tell the entire story
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  and not just square footage and bedrooms and
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  you know backyards
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  so this is something that we have to kind of step back
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  and it's hard right
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  because I I have it too the anxiety of oh man
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  I gotta call this seller
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  and we don't have much to tell them well
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  if you don't have much to tell them in this case
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  at least you have hey
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  these are you know
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  kind of the social media posts we're putting out
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  this is what we're doing
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  this is what we're looking like on homes.com and so on
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  and we can start to really dial this in
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  and understand exactly what the Avatar needs
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  and it's a full circle method
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  because we actually have the opportunity
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  to leverage this listing right
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  list to last it's a huge it's an old school
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  you know saying
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  but the truth is is that the longer we have the listing
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  the more chances we have to market in creative ways
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  and bring more new relationships
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  and get more new eyes on how we are marketing listings
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  which means more
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  more listings coming in some buyers maybe that
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  you know are driving by scanning
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  you know QR codes and things like that
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  that we can take to the next level
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  ultimately it's about platform distribution
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  and this is kind of counter to a lot of my teaching
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  as far as focus on one platform
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  and build it up
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  the cool part is if you focused on one platform
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  built it up stayed consistent
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  then you're onto the next one
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  and the next one you have a couple opportunities
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  however platforms do not to be
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  do not have to be fully optimized
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  and up and working for you to use them right
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  maybe
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  these pieces of content will help spur that momentum
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  and get things moving on that platform
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  that just seems to you know
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  be a little stagnant for you
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  so as we dive in right
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  you have you know
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  our our short term
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  you know attention span for sure is a thing right
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  so obviously short form content tagging
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  you know the location
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  the city doing things that we can do to
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  not only reach our audience
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  but pull someone in
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  I just posted a story today and I said
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  you know
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  what location Longmont
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  Colorado and the Instagram
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  story format and it
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  already has multiple views
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  from people that saw that tag
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  and looked at the video so
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  there are certain ways to do this
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  when you get into social media
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  and you have these things
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  that will also grow your reach
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  not just hit your personal people
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  and you know
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  that's that's the beauty of algorithms for sure
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  next we have the old trusty Facebook
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  you can always get the Facebook ads
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  but I think you know
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  highlighting a native Facebook video
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  um obviously we've
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  we've heard all about the links
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  and how Facebook is definitely
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  even removing some of those posts
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  so if we're doing video natively into Facebook
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  more people are gonna see it
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  people love you know
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  the lifestyle they love property tours
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  and so if you're utilizing this and say
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  you're doing it for YouTube
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  we'll pull that native video and throw it on Facebook
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  and start to stir up at least some views right
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  because ultimately we're just collecting
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  data to show our clients what we are doing differently
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  than just posting in the MLS
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  and if you're you know
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  utilizing these pieces of content natively
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  in different ways across multiple platforms
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  those views are gonna start to stack up
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  and instead of being fearful
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  you can say hey
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  you know 5,000 people saw it on Facebook and Instagram
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  we had
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  another 300 views of the property tour on YouTube
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  and you can start to break this down right
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  if you use YouTube as a sticking point
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  or maybe this is how you launch a YouTube channel right
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  YouTube is great for SEO and searching
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  and as we know it's owned by Google
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  so if you get that right and you learn that platform
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  which we have the greatest that ever done it
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  Mike Sherard in our organization
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  and you get that his entire Social Agent Academy
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  for absolutely free when you join us
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  so if
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  some of these social media platforms are something
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  you wanna do
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  you wanna get better at reach out
• 11:14
  you can book a call below
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  and I can talk about getting it all to you
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  for absolutely free
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  and then let's talk a little bit about
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  some of the platforms that I am using
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  that I've seen great success in recently
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  I became a member of homes.com
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  it was super high price when they first launched the
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  you know Super Bowl ads
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  they're coming at us pretty hard
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  and it just didn't make sense for my business
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  then they came back again after a year and you know
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  it still wasn't a number that worked well
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  now they've changed their you know
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  pricing platform
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  and it's just based on your listing sides
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  and so I was able to get a very good deal
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  considering I do have some listings on the market
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  and even some stagnant ones
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  I'm not gonna lie uh
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  it within one week of being on homes.com
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  and having that membership
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  I was able to put a listing under contract for $5,000
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  under list net price you know
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  that weekend after being on the market for 70 days
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  maybe a coincidence maybe not
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  I also had another stagnant listing
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  that got multiple showings
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  that first weekend that I was on there and
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  you know
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  it's continued to get views and and showings and so on
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  so if we can kind of step back and understand that
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  maybe some of these platforms that are listing focused
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  and not lead focused
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  may be something worth looking into
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  I'm not gonna promise you success right away like that
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  cause that's pretty wild but ultimately
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  if we're able to do that
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  that's just another metric we can pull in and in fact
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  homes.com sends my clients a listing rundown of
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  you know
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  total views and favorites and things like that
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  and that goes a long way when we're
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  you know had few showings in a week
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  or no showings in a week
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  after we've been on the market for a while
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  these platforms are helping us just show the statistics
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  the metrics and so on
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  and so if you make a distribution checklist
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  and you have that
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  you can include that in your weekly update
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  um that you should be having with your clients on
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  you know the listing what it's looking like how
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  how things going
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  and ultimately when you have all this data
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  then we can start to you know follow up right
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  because we have the data for retargeting
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  we can talk about geofencing
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  we can talk about you know where we go
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  but then what if you know
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  the the fourth week or the third week we're on
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  and we're going to do local business collabs
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  or we're highlighting local businesses
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  getting more people into our ecosystem
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  that then may see that listing and be like
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  oh that's a perfect backyard
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  I need it right and so as we do this
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  if we can add some of these in to our mix
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  we can absolutely make this an amazing thing
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  and I am building a GPT
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  that you as an agent can use for absolutely free
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  by commenting listing GPT below
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  I will send this to you and if you do that
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  you can have a tool
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  that will help you assess what to do
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  will help you create content
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  will help you you know
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  go through your listing
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  and make sure that you're hitting all of this
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  so you can get organized
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  so that you can then take that information
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  to your clients and and that
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  you know weekly call isn't so stressful
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  and isn't so anxiety ridden
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  because at least you have the data
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  and once we have the data
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  guess what
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  that's when maybe a price reduction is needed
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  sometimes it is the price
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  I'm here to say it but it's not all the time
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  so if you have this data and you're doing these things
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  and you're have this marketing piece about getting
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  you know
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  these listings in front of people and on their eyes
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  and everything that you can do
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  then we go to them with that
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  and now we have data to back up a price reduction
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  versus just saying well
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  you know it's it's not showing we you know
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  we must be overpriced you very well may be overpriced
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  but let's put some data together
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  and let's get some real information
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  so that that that conversation isn't as hard right
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  because we've all had that conversation
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  where you have a 750 thousand dollar listing like okay
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  let's drop the price 10,000 dollars
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  because then we can go to the data
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  that's provided by our MLS
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  or provided by our realtor boards
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  and say the average price reduction was this
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  here's what happened
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  here's how many houses went under contract
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  that had price reductions
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  and so on and then we're taking a data driven approach
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  we're removing the emotions from it because it's
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  it's laid out in front of them
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  if they've had 10,000 you know
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  impressions or views on the multiple platforms
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  and two showings and the showings
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  you know feedback said overpriced or whatever it was
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  you know there's different circumstances everywhere
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  if we can have that information
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  then that price reduction
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  and the appropriate price reduction
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  conversation gets a lot easier
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  so if you want to start having these listings
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  not only sell
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  but leverage them and have an assistant in your pocket
• 16:07
  please comment listing GPT below
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  and I'll make sure that I get that to you
• 16:12
  while you're here if you like what you heard
• 16:14
  we talk strategies like this all the time
• 16:17
  sometimes about building your business organically
• 16:19
  which by the way this is an absolutely
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  massive piece of building a business organically
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  is the repeat and referral clients
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  and if you can show up in a professional manner and
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  dictate exactly what the statistics are
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  and what's going on and we communicate
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  we will win
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  and you will get referrals and more listings in that
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  same neighborhood because let's be real
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  we don't control the market however
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  we control
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  the information and the metrics and all the things
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  with all the tools that we have
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  to put in front of our clients
• 16:52
  to make educated decisions
• 16:53
  and they understand that it's
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  you know not our fault in most cases
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  but they understand more if they see the numbers
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  and they see what's going on
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  and they see the additional marketing
• 17:02
  that you're putting into it
• 17:03
  so I hope this helps like comment subscribe
• 17:06
  I would love to see you in our communities
• 17:09
  um and if you're interested
• 17:11
  in any of the things I talked about
• 17:12
  please do what I told you to do
• 17:15
  follow those call to actions
• 17:16
  and we'll see you next time bye bye