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These may seem like pretty harsh words, but they’re valid. The point being made here is that real estate agents that use the open house strategy are actually using it as cynical way to find other clients that stop by to view your home – they have very little expectation that your home will sell as a result of the open house.

The JRS Realty Group takes a totally different approach to the open house concept. We actually place a separate sign on your lawn that advertises an “Everyday Open House”. All the potential buyer has to do is call the number on the sign and the on-call agent is contacted by text to contact the prospective buyer. Before they’re allowed in a seller’s home they’re vetted using a reputable lender to ensure their interest is genuine. It’s a system that has a lot more success than the traditional open house.

Other innovative marketing approaches that The JRS Realty Group use are also spelled out in this section. One of them is the offer of a concierge service in the client package. Basically, what this entails is access to our extensive list of contacts and trusted vendors. The idea is to make selling your home as simple and stress free as possible:

“When clients use my concierge trusted advisors service, they never have to guess if the professional will be able to meet their needs. A member of my brokerage personally matches every homeowner who calls with the appropriate vendor. Our goal is to build relationships with our clients, therefore creating raving fans as well as being an active part of the community.”

The only surprising thing about this strategy is that more realtors don’t offer a similar service. It’s a sound strategy that provides real value to the client and I have staked my reputation on it.

Another important strategy for marketing a home that’s suggested in this book is the use of current technologies to increase the visibility of a home. MLS listings are a good starting point to give your home an online presence, but there are some other effective tools that should be implemented as well. One of these is a tool called Team Phone which empowers a real estate team to keep in constant contact with each other to follow up on leads and to provide clients with the best possible service and answers when they need them.

Towards the end of section four the book also covers specialized cases such as selling homes for seniors and distressed home sales. The marketing needs of these clients are slightly different from typical sellers. Providing these types of clients with the best possible options requires specialized knowledge and the best approaches to follow are highlighted in this section.