How to Market Your Real Estate Listings to Other Agents
The vast majority of real property transfers in the United States are a result of their listing in a multiple listing service (MLS) and the cooperation of agent and broker members of that MLS. Learning to use the MLS and a few other approaches will help you to more effectively market your properties to your peers.
Talk About Your Listings
At that next board luncheon, when you're talking to your peers about your day, your latest client horror story, etc., be sure to ask about the buyers they're working with. If one of their buyers sounds like a fit for one of your listings, tell the other agent about it. Don't be shy, as they may have been busy and missed it.
Making it a priority to check the daily new listings will help you immensely. Many MLS systems also allow agents to set up a buyer profile to alert them about matching new listings, so be sure to take advantage of this feature.
Create Special Agent-Oriented Flyers
The beautiful brochure you produce on each listing for the public could be given to other agents, but you should consider a slightly different approach for them. Modify that consumer brochure a bit to include information that will aid other agents in showing your listing, such as warning the broker to prepare their clients for things like a cluttered tenant living space. There are a number of things which you wouldn't put in a customer-facing marketing brochure, but which would be useful to a fellow broker, such as a warning about short-term construction or animals living in the house at the moment.
Be sure to get this flyer out to all the agents who are effective buyer representatives in your MLS.
Email—But Only With Courtesy
You'll get vehement opinions from agents regarding whether they want to receive those highly graphic new listing emails. The emails can be effective, but the best practice would be to send a normal email to your list and ask them first. No response or a negative response should be your signal to remove those agents from the list to which you're sending your new listings.
Emailing random buyer prospects with new listing info is not a good idea, but if you have a buyer prospect and a new listing that definitely fits what the buyer is looking for, you should let them know. Don't be aggressive about it, but a heads-up on the new listing will likely be appreciated.
Give Tours and Open Houses for Agents
Always place your listings on the agent tours. You might want to do a special open house for agents, perhaps with refreshments. Regardless of which you do, ensure that your listing is prepared to win the heart of an agent. Experienced agents and brokers can tell you that they have had listings sell faster because an agent fell in love with the property and showed it extensively.
Market Your Listing Online for More Exposure
These days it's all about the internet, so you really need a website presence, preferably your own site. At the very least, you must have your listings on your brokerage website. You'll then need to syndicate the listing across the major real estate sites for more exposure.
Your next step will be to go to the social media sites and publish posts about every new listing and link back to it on your site and/or the MLS Internet Data Exchange (IDX) listing. You can also, if your budget permits, buy ads targeting other agents on Facebook and other sites to promote an individual listing or your listings page in general.