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Advertising in General

Every home seller likes to be assured that their listing agent or the real
estate company will run ads featuring their home. Newspaper ads
could be large display ads with lots of listings or small classified ads
featuring just your property. Ads may also appear in local real estate
magazines and your listing will also show up on the Internet.

Of course the agents and companies will run ads featuring your house,
but not for the reasons you expect.

You see, the main job of advertising is not to sell your house directly.
Advertising creates phone calls and some of those callers become
clients of the agents answering the calls. This builds up a pool of
homebuyers looking for property in general, all represented by selling
agents (buyer's agents). Multiply this by all the agents and companies
who also advertise homes, and there is a large pool of homebuyers in
the market at any given time all of whom are represented by selling

The agents representing those homebuyers know about your home
because it is listed in the Multiple Listing Service, has been on office
and broker preview, and because your agent may have also sent flyers
to all the local real estate offices.

The agents match up their clients with available homes, one of which
may be yours. Then they show the homes to their clients, who
eventually make an offer on one. That is how your house gets sold.

Ads create a pool of clients, one of which buys your home. Ads do not
usually sell your house directly.

copyright 2000 by Terry Light and RealEstate ABC, revised 2002


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