Use this comprehensive list to customize your plan for each listing by adding strategies that will work best for your client, budget, property, and market.

1. Get to Know the Listing

• Identify the home’s unique selling features: Meet with your seller and discover the home’s unique features and how your sellers have benefited from them. The home features could be a gourmet kitchen or an oasis in a backyard. You’ll use these descriptions to craft your tailored real estate marketing plan for sellers.
• Consider lifestyle: Think of your target buyer and what would be most important—is it to live as close as possible to the beach? Or is it to cut down on their commute to work? Or maybe it’s the slower pace of a suburban city? When you determine the audience you’re selling to, creating marketing materials to fit that demographic will attract the right buyers. 
• Research the neighborhood: Learn as much as possible about the area around the listing, including any future developments. Note proximity to important features like highways, mass transit, airports, large corporations, and schools. But be careful to follow all fair housing laws when talking with your clients.

2. Develop Your Pricing Strategy

• Prepare a CMA: The comparative market analysis (CMA) is one of the best tools in your real estate listing marketing plan because it gives you and your clients tangible data to base pricing on. Get a baseline of value for the listing, then discuss options for pricing above or below market value.

• Discuss options with seller: Discuss all options with your seller, including expected responses from each strategy. You can price it high, allowing the market to catch up to your homeowner’s expectations. You can price just 1% to 2% below to help your listing stand out and drive the demand. Feel out what the sellers are comfortable with before deciding on a final price. 
• Local market considerations: Be sure to study your current market before deciding your pricing strategies. Research DOM, current pricing, new construction, mortgage interest rates, and changes in the community—anything that can affect how quickly your listing will sell. Add these to your real estate listing marketing plan and discuss them with your seller.

3. Prepare the House for Sale

• Clean and declutter: Help your sellers determine what should be stored, including anything personalizing the home to the owners (like pictures on the wall). Then, consider hiring professional cleaners to do a deep cleaning. 
• Repairs and touch-ups: Depending on your sellers’ reason for selling and their timeline, they may need to make a few small repairs before listing it, like a fresh coat of paint or replacing carpet. But make sure to weigh the pros and cons of paying for major repairs or renovations.
• Add curb appeal: Whether your listing needs a little pop of color in the flower bed, a good power washing, or a whole virtual makeover, spend a little time making sure your listing’s curb appeal is inviting for future buyers.

• Staging: If the house is vacant or the decor is subpar, consider staging your listing or hiring a professional staging company to add context to empty or not-so-appealing spaces. Staging is a must-have in your real estate listing marketing plan for luxury homes in particular.
• Virtual staging: If traditional staging isn’t in the budget, an alternative is virtual staging, which can also be done for vacant or furnished homes. Use a professional company like Apply Design to give your vacant listing a stunning makeover.

4. Collect Visual Assets

• Professional photography: Hire a professional photographer to create stunning images that showcase the best features of your listing. If you want to DIY, follow our tips for taking the best listing photos possible.
• 3D Tours: Invest in 3D virtual tours with a company like Matterport or with your pro photographer. 
• Promo video and virtual tours: Create walkthrough videos with music and text overlays for your marketing. You can create walkthrough videos with your phone in portrait mode that work well with social media.
• Aerial photography and video: Hire a drone photographer to capture overhead aerial images and videos for your listing, get a birds-eye view of the neighborhood, and showcase proximity to beaches, universities, golf courses, and more.

5. Create Listing & Post Everywhere

• Write a property description: Make sure to focus on the benefits and not just the features of your listing when drafting your property description. Describe the lifestyle and paint a picture using powerful descriptive words. 
• Post on local multiple listing service: Post your listing on your local MLS with images from your pro photographer. Make sure you feature the best images of your listing.
• Post on brokerage and personal websites: Share your listing on your brokerage website. If you have your own website, you can feature your listing prominently on the first page of your site. Add a CTA to get more engagement.
• Post on additional MLSs: Depending on your listing’s location, it might make sense to post to nearby MLSs to expand your reach.
• Syndicate your listing: Include permission for your listing to be syndicated to other listing portal sites like Zillow, Trulia, and Realtor.com.

• Prepare a listing book: Put together a book with information unique to your community, parks, attractions, shopping, restaurants, and more. Add more in-depth information about your listing in the book and make it attractive. It’s a great idea to include local comps in your book.

Pro Tip: You can use an AI chat tool, like ChatGPT, to help you draft the perfect listing description or help perfect the marketing materials of your listing. Check out our complete guide to ChatGPT to learn some great prompts.

6. Conduct Open Houses

• Traditional open house: Schedule a grand opening-style open house. Sit down with your seller and decide when would be the best time. Ensure they have cleaned and arranged to be away for the open house. Don’t forget to set up Curb Hero to capture all those sign-ins from your attendees.
• Virtual open house: Schedule a virtual open house through a platform like Facebook and invite nonlocals to attend. 
• Open house by appointment: If you have a seller who doesn’t want many people in their home, you might schedule an open house by appointment only. You can be in attendance to monitor the shoppers and address any questions. The buyers should also be with their agent.
• Follow up with open house attendees: Once the open house is complete, you should have a list of everyone who attended the event. Reach out and follow up with all of them. Ask for their feedback and encourage them to address any questions to you.

7. Use Digital Marketing

• Create a single property website: You can easily build a single-property website for your listing complete with lead capture forms. Use a company like Canva for a low-cost site you can build in minutes with one of their stunning templates. For a more luxury site, check out some of the real estate-specific site builders like Sierra Interactive.
• Create ads for Facebook and Instagram: You can create targeted ads on Meta Business for both Facebook and Instagram as part of your real estate marketing plan for agents. Create your ads, set your budget, and you’re all set.
• Create a Google ad: Use Google’s massive data collection to target your audience with Google ads. Some lead generation websites like Real Geeks and Sierra Interactive allow you to capture the contact information of potential buyers for your listings.

• Create posts for Facebook: Post your listing in local Facebook groups that feature homes for sale, and share in real estate agent groups. And don’t forget about Facebook Marketplace.
• Create posts for LinkedIn: LinkedIn is primarily a professional networking site, but it’s a great location to share your intimate knowledge of real estate in your local area. It’s also a perfect place to market investment opportunities.
• Create posts for Pinterest: Use one of your professional photos, then set the destination link as your lead capture page when you create your pin so motivated buyers can quickly get in touch with you.
• Create posts for Instagram: Similar to Pinterest, Instagram posts are all about images. Sharing beautiful photos of your listing will attract homebuyers and show sellers that you take real estate marketing seriously. If you need some sweet ideas for your social media, you can check out our article, 31 Top Ideas (+ Examples) For Social Media Posts.
• Create posts for TikTok: Post a short video (set to trending music) of a unique listing feature—a swimming pool, gourmet kitchen, or a sunset from the deck—and hundreds of potential buyers can see it.
• Post on Craigslist: You may not think of Craigslist when you start mapping out your marketing strategy, but don’t discount how many eyeballs you can capture on the platform for your listing. It doesn’t work for every listing, but some will be a perfect match.
• Launch a remarketing ad campaign: One of the best strategies for efficient digital marketing is remarketing, which reengages your existing customers through email or paid ads. Set up your remarketing campaign in your Google Ads account.

8. Dive Into Traditional Media Marketing

• TV: Use the power of TV advertising to reach your audience who doesn’t spend all their time on their phones. Depending on your target demographic, TV ads may produce powerful results and are a great asset to your overall listing marketing plan.
• Radio: Place ads for your brokerage to run on popular radio stations in your area. 
• Home magazines: Every community is different, but if your community has a glossy magazine that features homes for sale, consider taking out a large display ad for your listing.

• Listing flyers: You can create flyers for your listing that highlight the features along with a QR code for more information. Leave these in your listing and your brokerage office. Use a display stand in your listing. 
• Newspaper display ads: Don’t discount the power of print newspapers! Sellers love seeing their listings in print. And newspapers have digital display ads online, too.

9. Apply Neighborhood Marketing

• Yard signs: As part of your real estate marketing checklist for every listing, you should make sure your yard signs are in great condition and represent your image professionally.
• QR codes: Add a QR code to your signage and flyers directing your potential buyers to your single-property website. Create your QR code easily in Canva for each listing marketing campaign.
• Geo-based property ads: Use a geofencing marketing company to advertise to those who come within the perimeter of your property.
• Branded directional signs: Invest in branded directional signs to stand out and attract more buyers to your open house.
• Postcards and door hangers: Use a company like ProspectsPLUS to create marketing postcards for your listing and send them out with just a few clicks.

• Circle prospecting: Get out and knock on doors around your open house to encourage people to visit. “Lookie-loo” neighbors sometimes bring referrals, so make nice with them.

10. Market to Your Sphere

• Share your listing with your office: Spread the word about your listing to everyone you already work with. They may have a buyer who is the perfect fit.
• Market to outside agents and brokerages: Share your listing with any real estate forums or groups you belong to. 
• Email blast to your sphere: Send your listing out through your entire sphere of influence. Send a single email or include your listing in your email newsletter. 
• Send a newsletter: If you have an email newsletter, include your listing as a featured listing.
• Share with local businesses: Send your listing to all of your contacts, including your list of local businesses. 
• List on a broker tour or broker caravan: Showcase your listing through your local broker tour. Create feedback forms for agents to share their thoughts on how you can improve your listing.
• Update seller weekly: Share weekly updates with your seller, even if there’s nothing new to report. Open communication is vital for a solid working relationship.

Bonus: Luxury Listing Marketing 

1. Polish your brand: If you’re breaking into the luxury market, you’ll want to make sure your brand is ultra-high-quality and promotes you as a luxury brand.
2. Produce a custom video: You must step up your marketing game when working with high-end sellers. Invest in a custom video from a professional video production company.
3. Create a high-quality brochure: By the same standard, your print marketing materials have to be next-level as well. Invest in full-color, 100-pound card stock and book-style folding brochures for your listing. When you have a high-end listing, your marketing collateral should be too.
4. Market nationally and internationally: With a luxury home, you’ll be marketing to people who may not be local. You may even be marketing to buyers looking for a coastal home or a second home. Place ads in multiple markets. You can reach out to agents in other high-end markets directly to let them know about your listing. Make sure your listings are visible in other countries, like Canada, China, India, Mexico, and Brazil. Foreign investors have been hitting the southern states, especially over the last few years.
5. Host a broker’s open: Search similarly priced listings sold in the past year. Personally invite both the listing and buyer’s agents. Serve high-end food and drinks, and maybe even provide them with a small gift for attending.

Bringing It All Together

In the current market, learning how to put a real estate marketing plan for sellers together and execute it will make a big difference in your level of success. What strategies do you use in your own real estate listing marketing plan? Let us know in the comments. 

The post The Ultimate Real Estate Listing Marketing Plan (PDF Checklist) appeared first on The Close.

Photography Fails

1. House Flipping?

Why it’s bad: The photo was uploaded to his MLS without verifying the photos were in the upright position.

Fix: When adding photos to your listings, make sure you get them uploaded correctly before you push that publish button.

2. Virtual Staging Gone Rogue

Why it’s bad: if you’re looking for weird real estate photos, virtual staging is the ticket. The virtual staging in this photo obviously was not done by a professional and looks that way. 

Fix: If you want to use virtual staging, use a professional company like Apply Design to make sure it looks realistic. And make sure your photos are well-lit, professional photos before you add virtual staging.

Pro Tip: Get results like THIS for just $7 per photo.

With virtual staging companies charging $30 to $100 per picture these days, most agents only use them for luxury listings. Sure, there is DIY staging software out there, but most are a pain to use, and the quality is awful. That is until Apply Design came along.

Apply Design is the first DIY virtual staging software that is easy to use, easy to get professional-looking results from, and, best of all, affordable enough for any agent. They even have a 100% money-back guarantee, and you can stage your first room for free.

3. Blurred Lines

Why it’s bad: This photo is so blurry it’s unrecognizable. It looks like it was blurred for the protection of the seller.

Fix: When adding photos to your listings, don’t upload any photos that are so low quality that no one can see them.

4. A Fracture in Space

Why it’s bad: It’s difficult to make out exactly what’s going on in this photo. Is it a portal in the space-time continuum? Hard to say for sure.

Fix: This photo could use a little context. Reflections in the glass are creating a bizarre effect that could really throw off potential buyers. Get more of this room in the lens. 

5. Rex Discovers a Portal to Another Dimension

Why it’s bad: Aside from the fracturing of the space-time continuum, there probably shouldn’t be a dog’s head in the photo.

Fix: This is more careless than anything else. If your photo looks like this, take another one while holding the camera still long enough for it to finish collecting the image.

6. My Selfie Stick Makes This Easy

Why it’s bad: Just what everyone wanted to see—your head in front of the sofa.

Fix: OK, I’m going to be blunt—if you don’t know how to use these properly, please don’t. It’s called a selfie stick because it puts you in the picture. You don’t need to be in any of the listing pictures, so just don’t.

Staging and Decor Disasters

7. Living Inside a 90s Taco Bell

Why it’s bad: This room is filled with color—so much so that a potential buyer might be overwhelmed and miss the features of this home.

Fix: Your sellers don’t have to do a complete overhaul of their home for it to sell. But you can use your knowledge of home staging basics and help them cut down on some of the clutter to minimize the sensory overload.

8. Eat More Chicken

Why it’s bad: Let’s just be honest—everyone has their weird kinks, and that’s perfectly fine. But when it’s time to sell, you probably don’t want to advertise those kinks to the whole internet.

Fix: Before you list a new property on the MLS, you might encourage your sellers to invest in some paint to get the home back to a more neutral tone.

9. The Corpse Dino

Why it’s bad: Again, we all have our idiosyncrasies and bizarre hobbies. But there’s no need to broadcast them to the world.

Fix: As an agent, when you tour a room like this with your sellers, you should look at it as the perfect opportunity to discuss what “declutter” means.

10. Grecian Sanctuary

Why it’s bad: You have to wonder how they get the toilet lid to stay open if they need to sit down. And just how bad is someone’s aim if you need that much plastic on the floor?

Fix: Sure, this is just another example of DIY home design gone wild. But you can coach your sellers to remove some of the extra, including the plastic sheet on the floor before picture day. 

11. Too Many Options

Why it’s bad: It’s great to have options when using a washroom, but this one is actually overwhelming. Why are there two (or is it three) toilets? And only one roll of toilet paper?

Fix: The angle on this image does not do this bathroom any favors. 

12. Zero Gravity

Why it’s bad: This listing definitely deserved two images. First, it’s a million-dollar listing, but it’s also one of the most cluttered homes ever. There is a mannequin hanging from the ceiling in not one but two separate images. The realtor said the buyer of this home would be able to see the forest through the trees. Seriously, this whole listing is chock full of funny real estate photos that will have you scratching your head.

Fix: It’s important to help your sellers understand the importance of depersonalization. Please have this conversation with them.

13. It’s About Damn Lime

Why it’s bad: In a minute, I’mma need a bucket o’paint! I had a listing for a room painted this color once. No buyers could get past it. 

Fix: I can’t tell you how many buyers said, “Just show us—we can look past [insert bad house feature here],” but then balked when I showed them the home. Don’t believe your buyers. Don’t show homes that are not show-ready. But when you do, use virtual staging to show buyers how a little paint can work some magic.

14. Under the Sea

Why it’s bad: There’s just no accounting for people’s taste. But that doesn’t mean you have to put it on display. 

Fix: No doubt about it, this floor needs some creative photography best left to the pros. And quite possibly a flooring allowance.

15. Just Add Glitter

Why it’s bad: This bathroom definitely needs more sparkle … and a toilet paper roll holder!

Fix: There’s so much color in this tiny bathroom. Certain colors can make a space feel even smaller, while others can help open up a tight space. You might encourage your sellers to paint this bathroom a color that adds some area.

16. Some Like It Ugly

Why it’s bad: Are you listing a funhouse? There are so many colors! It may be a lot to ask your sellers to remove all the clutter and repaint.

Fix: It may be a lot to ask your sellers to remove all the clutter and repaint the house, but you should definitely give it one helluva try. Or at least consider some virtual staging and a paint allowance. 

Unexpected Occupants

17. Send in the Clowns

Why it’s bad: There is a lot going on in this image, not the least of which is the 4 ft. clown statue in the corner. Some of the most awful real estate photos feature really creepy clowns.

Fix: Have thorough conversations about neutralizing the home to provide potential buyers with fewer distractions.

18. Life on the Serengeti

Why it’s bad: You’ll notice there are many images on this list with a lot going on, like this photo filled with taxidermy from exotic lands.

Fix: Sit your sellers down and encourage them (strongly) to minimize the clutter in the home. Offer to help them find a storage location to house their many prized possessions that might detract from buyers focusing on the home rather than their collection.

19. Master of Multitasking

Why it’s bad: Clearly, this seller is a DIY type, based on this terrible real estate photography.

Fix: Your MLS photos should not have anyone in them, especially if they’re actually sitting on the toilet. Pop for some professional photos to make sure the job’s done right.

20. Mane Entry

Why it’s bad: Why would anyone snap a photo before the horse was out of the way?

Fix: Photography for your listing should not be taken so carelessly. Plan out your photo shoot, make sure you have great lighting in every room, and clean up any extraneous items so your photos are clean and show the home in its best possible light.

21. Holy Cow!

Why it’s bad: How lonely do you need to be to install this oddly well-dressed, life-sized creature in your home? And why is it there for photos?

Fix: It’s highly recommended to be present when your listing is scheduled for photos. Perhaps if this agent had been present, they could have moved Mrs. Heifer to the other room while this pic was taken.

22. Photo Bomb

Why it’s bad: Sure, dogs are amazing, and no one loves them more than I do. But this dog takes the cake! How in the hell did he even get up there?

Fix: As cute as this little guy is, he’s just another distraction taking away from the house. When taking photos, make sure you don’t accidentally capture a lovable mutt in the frame. And I suppose you should look up as well.

Structural and Design Oddities

23. M.C. Escher Fanboy Homebuilder

Why it’s bad: The photo isn’t the problem here; it’s the home itself. (Where are all those steps going?)

Fix: Every home you list won’t be magazine-worthy. All you can do is make the best of what you’re working with. Treat every listing equally, and make sure you’re doing all you can to showcase the best features. Find clever ways to highlight the positives!

24. Bed, Bath, and Be-gross!

Why it’s bad: It’s hard to know where to begin with this photo, but it will probably be the bunk bed over the tub.

Fix: If you absolutely must list a photo like this, at least make sure it’s tidy. And you should probably get creative with your listing description.

25. I Can Really See Myself Living Here

Why it’s bad: Why anyone would want to see an infinite number of themselves on the toilet or naked in the tub is beyond me. Anything with this many mirrors ranks up there with bad real estate pictures that you probably can’t fix.

Fix: Hire a professional photographer. Hopefully, they’ll have a few creative ways to shoot this room to tamp down the effects of all those mirrors.

26. Outdoor Facilities

Why it’s bad: No matter how you look at this photo, it’s not showing anything positive about the house.

Fix: For the love of all that’s holy, please don’t take a picture of the house with someone taking a piss right on the side of it! Just no.

27. For Emergency Evacuations Please Use Stairs

Why it’s bad: Not sure who thought this was a good place to install a bathroom, but here we are.

Fix: Because of the refracted lighting, the toilet is overexposed while the corner with the sink is dark. Make sure your lighting is balanced, or correct it in post.

28. Fertility Window

Why it’s bad: This home’s unique structural design conjures intriguing thoughts. Amirite?

Fix: When your listing has unfortunate features, the best way to offset them is to get images from different angles that de-emphasize the issues. Best left to the pros.

Cleanliness and Clutter Issues

29. Where’s the Remote?

Why it’s bad: Let’s face it—not all of your sellers are going to be the cleanest. But you should not broadcast that information to the entire internet.

Fix: This is the perfect situation where you will benefit immensely from offering to pay for a cleaning service for your sellers.

30. This is Where I Like to Go to Cry

Why it’s bad: Listing photos should give viewers a feel for what it’s like inside the home while showing off its best features. Not sure if this one gives that vibe.

Fix: When shooting photos and videos of your listing, don’t let obstructions get between your viewer’s eyeballs and the space.

31. Elder Enclosure

Why it’s bad: To be completely honest, I’m not sure why this pic would even make it to your actual listing.

Fix: When choosing images for your listing, it’s important to ask yourself, “Will this photo help me sell this house?”

Inappropriate or Bizarre Content

32. Fire Sale

Why it’s bad: I don’t know where to start. An image of a home on fire in the MLS? That’s got to be up there among the most terrible real estate pictures ever, right?

Fix: Listing photos should highlight the home’s best features. Show your listing in its best light.

Fix: When adding photos to your listings, don’t upload any photos that are so low quality that no one can see them. 

33. No Realtor Needed

Why it’s bad: Anything that detracts from the home’s features should be eliminated.Fix: This is what happens when sellers think they can sell their home as easily as any agent. Check out the Zillow FSBO listings, and you’ll find a veritable gold mine of sellers out there who desperately need your expertise.

Pro Tip: Spend a few minutes scrolling through any FSBO site, including the FSBOs on Zillow, and you’ll learn just how horrible 99% of FSBO marketing is. When you finish scrolling (and laughing), our best FSBO scripts article will be waiting for you.

34. Valley of the Dolls

Why it’s bad: It’s the one lying on the ground like she’s in a 90s music video for me.

Fix: Again, when there’s so much stuff in a room that it distracts the buyer from the home’s features, it needs to go. Help your sellers find temporary storage for their bizarre collections.

35. Percy Jackson

Why it’s bad: This house is really gorgeous. The female rabbit statue is a little questionable, but the minotaur in the hallway is haunting my dreams!

Fix: Any potential buyers would naturally be scared away if they saw this image in the MLS. Stage the home tastefully and remove distractions like this monstrosity.

36. It’s a Jungle out There

Why it’s bad: Now might be a great time to discuss curb appeal.

Fix: As a listing agent, you’ll want to make sure this doesn’t happen to your listing. Hire a landscaper to keep the jungle trimmed and neat.

37. Target Your Audience

Why it’s bad: Do I really need to explain why this photo might turn off buyers? 

Fix: Humans are interesting, with lots of interesting hobbies. But maybe some things should only be known by those closest to you. Pack up the gun collection for pictures and showings, just to be on the safe side.

38. This Could Have Been So Much Worse

Why it’s bad: It would be kind of funny if it wasn’t so horrifying at the same time.

Fix: Don’t have your naked seller take photos of your listing. Not to mention, the lighting in this bathroom is really bad.

39. Stunning Art

Why it’s bad: The lighting is good, the bed is made, what could possibly…??? Oh, that!

Fix: I’m all for embracing sexual exploration. But when you put your house on the market, you might want to tone down anything that could embarrass buyers who come through your home. They’ll be so stunned, they’ll walk away from your listing without any further consideration.

40. Lifestyle Goals

Why it’s bad: This photo is a blatant abuse of Photoshop and really bad graphic design and should be avoided at all costs.

Fix: In all seriousness, what exactly does this photo have to do with this house? That pool certainly doesn’t come with its own dolphin-riding agent. It’s just silliness.

41. Slow Market

Why it’s bad: “What’s your average number of days on the market for listings?” 

Fix: You gotta love people’s senses of humor. While this skeleton will make some people laugh, it could also upset others. It’s best not to use the MLS for your (or your seller’s) practical jokes. 

42. Thoughtful Closing Gift

Why it’s bad: This would be a perfectly lovely image of this little cottage if only Baxter had gone earlier when we made that stop.

Fix: I feel like a broken record, but listing photos should not be some offhanded thing you do just as you’re leaving the property. Make sure your images are free from distractions (and debris).

43. Stock Photo

Why it’s bad: It’s the juxtaposition of the stockade footboard, complete with leg restraints, against the Stitch-themed bedspread for me.

Fix: If you come across a situation where too much of your sellers’ sex life is on display, you might try to find creative ways to disguise it. For example, I may have removed the leg restraints and covered the footboard with an afghan so it’s less obvious. Just my thoughts after staring at this photo for longer than I care to admit.

44. Too Intimate?

Why it’s bad: “The painting on the wall is custom art …”

Fix: Not everyone’s taste in art will be the same. For many, this intimate portrait of a birth may be off-putting. Best to remove it for photography and showings. Agree?

45. Nightmare Listing

Why it’s bad: Can you imagine seeing this as a potential buyer on the MLS? I mean, the lighting is atrocious!

Fix: But seriously, don’t be this agent. This photo is only causing serious anxiety for most of the viewers who encounter it. It does nothing to help sell the property. 

How to Get the Most From Your Real Estate Photos (And Never End Up On This List!)

Look, I get it. Taking Instagram-worthy pictures of creepy and cluttered houses isn’t easy. But a listing is a listing, right? So if you want to actually sell the property, you’re going to have to do your best to present the house in its best light. And maybe not every listing needs professional photography, although that’s a debatable topic for another article. Here are six simple tips to take better pictures of visually challenged homes.

Tip 1: For the Love of All That Is Holy, Put the Toilet Seat Down!

One of the first things I learned from my professional real estate photographer is to put the toilet seats down before you snap those photos. My photographer went through the house and made sure they were all closed before he took even one photo. So, before you start clicking, go through the house and close all the toilet lids, regardless of everything else that might be wrong.

Tip 2: Offer to Pay for a Decluttering & Cleaning Service

A dirty house filled with junk is always going to be the last one buyers schedule a tour to see. That means your listing will sit on the market longer, and you might need to lower the price to get the house some love. So if your homeowner refuses to clean or move the Star Trek collection to the garage, consider paying out of pocket to get the job done.

Tip 3: You Don’t Need to Show the Weirdness

I’ve already touched on this, but everyone has their own weird things. But there are exactly zero reasons to upload pictures of your homeowner’s weird belongings to Zillow. Try to convince your sellers to move their personal stuff to a storage unit while you’re trying to sell the home. Offer to pay for a storage unit if you have to. But remind them of the objective—depersonalize so buyers can see themselves in the home, not the sellers.

Tip 4: Resist the Urge to Edit Your Own Pictures

Unless you’re a professional editor, editing your own listing pictures is never a good idea. It is absurdly easy to make a mediocre picture worse, and you can hire a professional editor for a small fee. So do yourself a favor and leave it to the pros. You’ll thank me later.

Tip 5: Use a Professional Virtual Staging Service or App

Be extremely careful with virtual staging. It’s so easy to overdo it and make your listing photos look ridiculous. Hire a professional or use a company that specializes in real estate virtual staging. Sure, it’s a little more expensive than professional photo editing, but it’s always a great investment when trying to get a challenging home sold. You have so many more options today, with more coming in the near future. 

Tip 6: Learn the Basics of Photography

If you insist on taking your own pictures instead of hiring a photographer like every successful real estate agent, at least take a few hours to learn the basics. Professional real estate photography is not easy, but it’s also not as hard as you think it is. Check out our deep-dive guide on photography to learn how to take pictures that won’t end up on this list.

Bringing It All Together

Have some unbearably bad real estate photos to share or a real estate photography tip that works every time? Send it to us at hi@theclose.com or share it with us on Instagram via @theclosedotcom. Use the hashtag #realestatepictastrophes 

The post 45 Bad Real Estate Photos Agents Actually Posted (+ How to Fix Them) appeared first on The Close.

• Spacio (by HomeSpotter): Best for lead generation
• Curb Hero: Best for digital sign-in
• Open House Wizard: Best for staying connected
• Houzz View in Home: Best for virtual staging
• Open Home Pro: Best for affordability
• Happy Open House: Best for intuitive setup

The Close’s Picks for Best Open House Apps

Don’t be afraid to try a few of these apps since many of them are free or offer a free trial. See what features add value to your business to find the best open house app for you.

1. Spacio

• Best for: Lead generation
• Pricing: Starts at $25 a month
• Available on:

What Is the Spacio App?

Spacio is a game-changer for real estate agents looking to streamline their open house process and capture more leads. Think of it as a lightweight CRM focused on listings. This handy app replaces old-school pen and paper with a digital sign-in, ensuring you get accurate visitor info every time.

Spacio Features That Make Open Houses Easier

With automated follow-ups via email and text, staying in touch with potential clients is easy. Spacio integrates seamlessly with popular CRMs, offers real-time analytics, and has a customizable sign-in form. Don’t worry about security—all data collected is secure with privacy settings. If you want to take your open houses to the next level, Spacio has you covered.

2. Curb Hero

• Best for: Digital sign-in
• Pricing: Free
• Available on:

What Is the Curb Hero App?

Elevate your open house game with Curb Hero. This sign-in open house app is becoming extremely popular with agents, and it’s easy to see why. For starters, it’s 100% free for agents. That’s right, free! The app offers branded templates for popular brokerages like Compass, Century 21, and Keller Williams with automated follow-up to keep your leads engaged. 

Curb Hero Features That Make Open Houses Easier

One standout feature Curb Hero offers agents is a touchless sign-in option. Instead of typing on your iPad, your open house guests can scan a QR code and sign in on their phones. If you get a stand for your iPad and place it at the entrance, your guests can quickly and easily sign in without you hovering over them—giving you more time to connect with visitors. Curb Hero also integrates over 2,000 CRMs, built-in verification, and background information collection.

3. Open House Wizard

• Best for: Staying connected
• Pricing: Starts at $18 a month
• Available on:

What Is the Open House Wizard App?

Are you looking for a magic wand to assist you with your open house prep? Open House Wizard makes open houses a breeze with open house checklists. Digitally capture visitor info and keep the conversation going with automated follow-ups. 

Open House Wizard Features That Make Open Houses Easier

Connect the app to your favorite CRM for smooth integration and a peek into how your open houses are performing. Amp up visitor experience with branded content that fits your style. One neat trick? It sends out follow-up emails right after, so you can keep the convo going with potential buyers. Make your open houses epic and snag those top-tier leads with Open House Wizard.

4. Houzz View in Home

• Best for: Virtual staging
• Pricing: Free
• Available on:

What Is the Houzz View in Home App?

Houzz View in Home is a feature of the Houzz app that lets agents choose furniture, tile, and more to preview how it will look in a room. This augmented reality tool can help your clients visualize their perfect space.

Houzz View in Home Features That Make Open Houses Easier

Use Houzz’s app to show an open house guest what a kitchen or bathroom might look like with a new tile backsplash or to preview couches, tables, chairs, beds, and more from its enormous selection of products. Crush objections to dated features by using the app to show the home’s potential to future buyers. 

5. Open Home Pro

• Best for: Affordability
• Pricing: Free
• Available on:

What Is the Open Home Pro App?

Recently acquired by Placester, Open Home Pro is one of the first open house sign-in apps used by more than 90,000 agents. Like Spacio, Open Home Pro offers premium marketing and lead follow-up features. The best part? It’s free!

Open Home Pro Features That Make Open Houses Easier

Open Home Pro integrates with your preferred CRMs, allows you to customize your brand, and offers tools that make your open houses stand out. The free plan includes digital sign-in on unlimited open houses, but keep in mind you’re only able to view up to 25 guests. The paid plan removes this limitation and offers agents customized lead follow-up emails, in-app lead tracking, and automated seller reports.

6. Happy Open House

• Best for: Intuitive set-up
• Pricing: Starts at $10 a month
• Available on:

What Is the Happy Open House App?

Ok, I have to admit, I personally love this app. The Happy Open House app is a paperless, touchless sign-in process for a simple entrance to your open house. Bring your open house ideas to life with the app’s intuitive set-up. It allows you to include property details and photos and customize questions for your visitors. 

Happy Open House Features That Make Open Houses Easier

Never miss a great opportunity with Happy Open House. The hot leads indicators notify you of visitors who have viewed your property more than once. Integrate with your CRM, send mass messages, and generate reports with the click of a button. You can even spice up your listings with your own flair with personalized branding—think colors, headshots, and logos! The icing on the cake is a 14-day free trial for you or your team.

Honorable Mention: Not Available on App Store or Google Play

These last three programs are worth mentioning, even though an app isn’t available. They may not be widely known, but that doesn’t mean they can’t make a big impact on your business. Take a look at these web-based products to see if any of them are right for your business.

Pro tip: You can make any web-based program a button on your phone’s home screen so it appears as an app and is easily accessible.

• For iPhones: When you’re on the website, tap the menu button (looks like a rectangle with an arrow pointing up). Scroll down and select “Add to Home Screen.”
• For Androids: Go to the website you want to add and tap the menu (looks like three dots in the upper right corner). Tap on “Add to Home Screen.”

Showable

• Best for: Maximizing showings
• Pricing: Starts at $49 a month
• Available on: Web Only

What Is the Showable App?

Showable is your new secret weapon for killer open houses! This open house app includes all of the perks and simplicity of digital sign-in with the added benefits of appointment scheduling, virtual tours, email templates, and marketing. 

Showable Features That Make Open Houses Easier

Showable handles follow-ups for you, so staying in touch with potential clients is a snap. Connect with agents who have shown the home by sending broadcast emails directly from your dashboard. Agents can also request showing appointments quickly through an online booking calendar, making scheduling showings hassle-free.

Kagent

• Best for: Showing feedback
• Pricing: $25
• Available on: Web Only

What Is the Kagent App?

Kagent is a super-easy-to-use open house sign-in app designed to streamline and enhance your visitor’s open house experience. You can easily generate a QR code to send visitors to a sign-in page—with a reason to do so. The company sponsors a monthly $500 drawing for guests who guess the closing price within 1% (which Kagent verifies via the MLS once the property closes).

Kagent Features That Make Open Houses Easier

Kagent simplifies open houses with QR code generation, quick surveys, and a streamlined design. It took me less than five minutes to assemble an open house sign-in sheet, including setting up my account. Kagent connects with over 3,000 CRMs and other real estate tools. You can give Kagent a try with a 14-day free trial period.

Real Team Code

• Best for: One-click reports
• Pricing: Starts at $22 a month
• Available on: Web Only

What Is the Real Team Code App?

You suggested, we listened. Next on the list is the Real Team Code app. Recommended by our readers, we dug into the details of this app and found some pretty cool features. Starting with a digital sign-in sheet, it breaks down the whole process into three easy steps, making it feel like you’ve got a map to success in your hands.

Real Team Code Features That Make Open Houses Easier

Coordinate with agents, gather feedback from visitors, and handle other essential tasks related to hosting a successful open house. Step One? Create your event. Step Two? Manage communications and collect information. Step Three? Download the data and generate reports. Everything you need for a successful open house and lead generation is at your fingertips.

Frequently Asked Questions (FAQs)

Should I serve food at an open house?

Do scripts work at an open house, or should I ditch them?

How do I host an online open house?

Bringing It All Together

Hosting an open house should be fun and focused on building relationships to sell your listing. Ditch the old-school pen and paper that can get lost and messy. Open house apps allow tech-savvy agents—or not so tech-savvy agents—to get quality contact info and feedback while spending more time getting to know potential clients.

What open house apps do you use to connect with leads and promote your listings? I’d love to check out some new and upcoming apps to review. Let me know in the comments!

The post 6 Open House Apps Tech-savvy Agents Use to Get More Leads appeared first on The Close.

In a rush and just want a free template you can customize now? Download ours below:

Free Open House Flyer Templates

There are many places online to create real estate flyers using free templates. These free resources are a budget-friendly solution, especially since you’ll still need to pay to print and distribute your real estate flyers.

1. Neutral Modern Real Estate Flyer

• Price: Free on Canva
• Best for: Updated listings with great photography or competitively priced
• Why we love it: With its unique font choice and warm neutral colors, this template is inviting and professional. If you have a competitively priced listing, this flyer could be a great option since the price is highlighted directly in the middle of the template and pops out before any other details.

2. Colorblocked Open House Flyer Template

• Price: Free on Marq
• Best for: Listings with great curb appeal
• Why we love it: The use of bold colors and classic font on this listing template offers a simple yet striking way to showcase the listing photos. This template would also be ideal for an open house advertisement since it has just enough photos, an agent headshot, and enough room for a detailed property description.

3. Minimalist Open House Flyer

• Price: Free on Canva
• Best for: Modern or luxury listings
• Why we love it: Some listings just need more than one page to highlight all their unique features. This open house flyer template is double-sided, with enough room to share five photos, a detailed property description, and a brief agent bio. Its modern fonts and design elements make it great for luxury listings or modern listings with top-notch photography. This template or style could make a real estate brochure with more in-depth information.

4. Photo Collage Open House Flyer Template

• Price: Free on Marq
• Best for: Modern homes or homes with a few specific features to highlight
• Why we love it: With space for three large images, this house for sale flyer does an excellent job of showcasing the right listing. Its simple design with white space, modern font, and a simple color scheme makes the property and flyer feel high-end. This listing template would work well for a luxury listing or a listing with a few specific home features that local buyers want.

5. Black and White Open House Flyer Template

• Price: Free on Marq
• Best for: Agents who want to provide more written detail about a property instead of photography
• Why we love it: Many open house flyer ideas focus on photography, but let’s face it—sometimes photos of the home just aren’t worthy of marketing. This open house template shows just one listing image and provides enough room for a few short paragraphs with details. It even includes a decently-sized realtor headshot and room for a few branding elements like your logo, a review, and contact info. This template is highly versatile, fitting for luxury listings, agents building brand recognition, or even fixer-uppers.

6. Hexagonal Design Open House Template

• Price: Free on PosterMyWall
• Best for: Agents wanting a unique and eye-catching flyer design
• Why we love it: Sometimes your open house flyers need a creative twist to draw attention. The unique hexagonal designs of this template, combined with the warm color palette, will grab the attention of potential guests who want to learn more about your listing. It provides a short list of home features and a QR code in the corner to direct traffic to your website or online listing. The simplicity of this template could easily be transferred to other marketing materials like real estate postcards.

7. Trendy Aesthetic Open House Flyer

• Price: Free on Canva
• Best for: Printed or digital flyers or for listings that are ideal for trendy buyers
• Why we love it: The use of simple design elements on this flyer makes it more likely to spark interest from younger or trendier buyers and realtors. This type of design would be great for flyers or farming postcards when you want to attract a specific kind of buyer. For example, it would be great to highlight a listing in a hip and trendy neighborhood or a retro-inspired home. This flyer’s font choices, design elements, and color palette make it easy to read, fun, and professional.

Pro Tip: Take note that many open house and real estate agent flyer templates choose color palettes that complement the real estate photography. In this example, the green and beige colors directly reflect the color of the wood slats and the lawn in the listing photo.

8. Simple Open House Flyer Template

• Price: Free on PosterMyWall
• Best for: Keeping the flyer focused on essential information
• Why we love it: Some open house flyer ideas are too busy with multiple images, graphics, logos, and text; ultimately, a lot of the information gets lost. That’s why we love this incredibly simple, elegant template. It makes it easy to simply choose one photo of the listing, input the basic information about the property and event, and leave potential buyers wanting to learn more. Plus, because this template is so simple, it would be ideal to repurpose it as a door hanger or even a thank-you note.

Paid Open House Flyer Templates

While plenty of great free flyer templates exist, sometimes investing in a paid template is worthwhile. Here are some open house flyer examples that require a subscription to a resource that can offer an incredible return on your investment. 

9. Bold Open House Flyer Template

• Price: Included in Canva Pro subscription ($15 per month)
• Best for: Listings that don’t have high-quality photos
• Why we love it: There are so many ways to make bold flyer designs, but sometimes the most simple solution is the most effective. We love how this template uses a large, bold font to show the “open house” and the property address. Plus, the faded background is a great way to draw attention to a listing that may not have high-quality photos, like a fixer-upper.

This template is only available to Canva Pro members. Learn more about Canva features for real estate agents in our complete guide, or click the button below to visit Canva directly.

10. Co-listed Open House Flyer

• Price: Available with a subscription to Lab Coat Agents Marketing Center ($59 per month)
• Best for: Agents or teams listing a property with more than one agent
• Why we love it: If you’re co-listing a home with another agent, then this flyer from LabCoat Agents Marketing Center is made for you. This flyer features just one eye-catching photo of a modern property at dusk, leaving enough room for company details, event details, and two headshots.

11. Agent Introduction Flyer Template

• Price: Included with Coffee & Contracts Subscription ($54 per month)
• Best for: Introducing yourself to your farm area or open house guests and marketing your services
• Why we love it: Although this example isn’t exactly an advertisement for an open house, it is a great flyer to give the guests of your open house! Including this personal introduction is a great way to get more leads from your open houses or events. You could also repurpose this flyer template within a direct mail or email campaign, along with regular real estate newsletters.

12. Colorful Photo Collage Open House Flyer Template

• Price: Included in Canva Pro subscription ($15 per month)
• Best for: Mid-century modern homes or trendy neighborhoods
• Why we love it: This flyer features a bold color and three colorful listing photos. The layout and text are simple and minimal, which keeps the focus on the property photos and the trendy design. The combination of color and font also gives this flyer a retro charm that will attract a younger audience of buyers.

13. You’re Invited Template

• Price: Included in Canva Pro subscription ($15 per month)
• Best for: Delivering to potential guests directly or by direct mail
• Why we love it: Since the goal of an open house is to get a steady flow of visitors, it’s hard to go wrong with a flyer that starts with an invitation. Plus, this template uses three images with a similar color scheme to show a cohesive home.

14. Photo-centric Luxury Listing Template

• Price: $5 on Etsy
• Best for: Showing listings with beautiful images and multiple property features
• Why we love it: This listing flyer packs in a lot of information without feeling cluttered. There’s enough room for a hero image at the top, event details, icons with important home features, a description of the listing, four additional listing photos, and your name, contact info, and headshot.

15. Simple Collage Flyer Template

• Price: Included in Canva Pro subscription ($15 per month)
• Best for: Visually attractive homes, like luxury listings or Victorian homes
• Why we love it: This listing template includes only the most important information about the open house event and the agent. The primary focus of this template is the four photos in the center of the flyer. This option is a great way to promote a recently updated listing.

16. Modern & Muted Open House Flyer

• Price: Included in an Agent Crate subscription ($29 per month)
• Best for: Personal branding, luxury homes
• Why we love it: This beautifully modern flyer from Agent Crate is perfect for agents who are building their real estate brand within their farm areas. The headshot is front and center, highlighted against a muted background and a circle graphic. The image is also muted and focused on one space in the house—not even a whole room! This really draws interest and makes potential buyers want to see more.

Tools & Software to Create Open House Flyers

Now that you’ve seen various examples of open house flyers, you probably have a better idea of what you want your flyer to look like or include. To create real estate flyers, you need to use an online tool or software to customize the details and the design. Here are a few of our favorite design tools for realtors and how they compare:

Platform	Features	Starting Price	Learn More
	Over 1,000 open house templates User-friendly editing tools Templates made for printing	Free	Visit PosterMyWall
	Digital and print marketing templates User-friendly templates and design tools Paid plan for more templates and capabilities	Free	Visit Canva
	Library of real estate postcards, videos, logos, flyers, and more Social media-specific templates and resources Real estate AI assistant for help with designs and marketing	$29 per month	Visit Agent Crate
	New editable marketing content every month Modern templates for print and digital marketing Extensive library of resources	$54 per month	Visit Coffee & Contracts

Platform	Features	Starting Price	Learn More
	Over 1,000 open house templates User-friendly editing tools Templates made for printing	Free	Visit PosterMyWall
	Digital and print marketing templates User-friendly templates and design tools Paid plan for more templates and capabilities	Free	Visit Canva
	Library of real estate postcards, videos, logos, flyers, and more Social media-specific templates and resources Real estate AI assistant for help with designs and marketing	$29 per month	Visit Coffee & Contracts
	New editable marketing content every month Modern templates for print and digital marketing Extensive library of resources	$54 per month	Visit PosterMyWall

Why Open House Flyers Are Important

With so many online marketing methods to promote listings and events, you may wonder if real estate flyers are worthwhile. However, statistics show that direct mail has an average ROI of 161%, significantly higher than other methods like email marketing or paid search. Plus, you can multiply the effectiveness of open house flyers by distributing them in multiple ways, like by mail, in person, or online.

To make sure your flyers generate traffic to your open house, make sure you include:

• Property address
• Clear, professional photos
• Date and time of the event
• Home features
• Your contact information
• Your logo or broker logo
• Any other enticing details you choose to add about the event (i.e., refreshments, a raffle, etc.)

FAQs

What do you say in an open house flyer?

How to make a flyer for an open house?

What to put on real estate flyers?

Bringing It All Together

Open house flyers can be incredibly versatile. You can customize them to fit almost any listing and any brand. This article should help you find a flyer template that suits your needs and a tool to help you find or create one.

The post 16 Open House Flyer Templates that Get Leads (Free & Paid Examples) appeared first on The Close.

• CINC: Best for AI lead generation and nurturing
• Saleswise: Best for AI real estate marketing text creation
• Style to Design: Best for AI virtual staging
• VEED.IO: Best for AI video creation
• Lofty: Best for AI-enhanced CRM system
• ChatGPT: Best for AI real estate content creation tools

The Close’s Picks for Top AI Tools for Real Estate Agents

AI Tool	Best for	Starting Monthly Price	Learn More
	Lead generation and nurturing	$899	Visit CINC
	Marketing text creation	$39	Visit Saleswise
	Virtual staging	$149	Visit Style to Design
	Video creation	$25	Visit VEED.IO
	AI-powered CRM	$39	Visit Lofty
	Content creation	Free	Visit Chat GPT

AI Tool	Best for	Starting Monthly Price	Learn More
	Lead generation and nurturing	Contact for pricing	Visit CINC
	Marketing text creation	$39	Visit Saleswise
	Virtual staging	$149	Visit Style to Design
	Video creation	$25	Visit VEED.IO
	AI-powered CRM	$39	Visit Lofty
	Content creation	Free	Visit Chat GPT

1. CINC: Best for AI Lead Generation & Nurturing

Pros	Cons
Lead nurturing is available 24/7. It has real estate-related conversation scripts. It has AI-powered workflows. Nurturing via text message is available.	Pricing is expensive compared to other options. It must be used in conjunction with CINC’s CRM. It has no ability to turn off middle-of-the-night chat inquiries. It has no AI capabilities via email.

• Pricing: $899, custom pricing available

Why I Picked CINC

CINC AI is dedicated to turning potential leads into clients with Alex, its AI lead expert. I appreciate that Alex engages in conversations with new leads, categorizing them into three categories: new, active, and old leads. Agents will then receive notifications about these leads, including the latest message from Alex, so they know where to pick up the conversation. The AI at CINC was created through a partnership with Structurely and is designed to make these interactions with clients more human-like, relevant, and with improved scripting.

Use Cases for CINC:

• Priorite leads based on scoring algorithms to know which ones to focus on. 
• Send automated follow-up emails and texts so no leads are missed. 
• Track lead interactions and engagement to reduce the need to remember where you left off.
• Generate scripts for cold calling and prospecting for new listings.

2. Saleswise: Best for AI Real Estate Marketing Text Creation

Pros	Cons
It provides access to millions of property records. It has flat-rate pricing. It has website content creation. Free seven-day trial is available.	It cannot create content for business operations like handbooks, onboarding, and job advertisements. It does not incorporate video editing for listings. It has no CRM integration. It has no automatic workflows.

• Pricing: $39 per month

Why I Picked Saleswise

From a marketing and creative perspective, Saleswise has all the tools available to help you market yourself and your listings. I like that this is one of the AI real estate tools offering a flat-rate pricing and no long-term contracts for all the tools, so you’re not constantly being upsold on additional services. The tools provided to you by Saleswise can collectively replace a marketing coordinator, a virtual renderer, a copywriter, and more. I also appreciate that Saleswise considers property and listing data along with market insights to create less generic real estate marketing content.

Use Cases for Saleswise:

• Write new listing descriptions for third-party lead-generation websites. 
• Transform images to show clients a space’s potential after a remodel. 
• Schedule and post on social media automatically.
• Send personalized email campaigns to clients.

3. Style to Design: Best for AI Virtual Staging 

Pros	Cons
It has customizable design templates. Staging and design courses are available. Design team is available for simulations. It has an extensive furniture and decor library	It requires a minimum commitment for pricing plans. It cannot edit images other than property photos. Pricing is high if you don't have a lot of listings. Coaching is only offered in enterprise plans.

• Pricing*:
  • Individual Membership: $149 per month
  • Team:  $299 per month
  • Enterprise: Contact for pricing

*Minimum three-month commitment for all plans

Why I Picked Style to Design

Style to Design is not limited to real estate agents and brokerages. Anyone who wants to be an expert on listing marketing and image rendering can utilize this software. The memberships are affordable and cost less than outsourcing the work to other creative professionals. The seamless virtual staging experience allows agents to transform empty spaces effortlessly into beautifully staged homes. Agents can leverage the tool to promote that they have a marketing team when pitching for new business without the added overhead costs of having multiple employees.

Use Cases for Style to Design:

• Launch a virtual staging company to produce staged images for the real estate industry. 
• Obtain new real estate listings for agents through add-on service offerings. 
• Quickly prepare virtual renderings for listing meetings. 
• Create visually appealing property images for social media posts and advertising. 

4. VEED.IO: Best for AI Video Creation

Pros	Cons
It has an easy-to-use video editing interface. It has AI-driven video editing. Easily create AI avatars. Create AI-generated art and images from text.	The technology required to record videos is not offered. It cannot offload editing work to the VEED.IO team. Video export length is dependent on the price plan. It has no mobile app for basic or free plans.

• Pricing (per user, per month):
  • Basic: $25
  • Pro: $38
  • Business: $70
  • Enterprise: Contact for pricing

Why I Picked VEED.IO

VEED.IO makes it easy to produce high-quality videos that can help agents engage potential buyers. Agents can leverage the platform to edit their videos as much or as little depending on their needs. For example, this AI for real estate agents is helpful in cropping, trimming, and adding text to a video, or agents can create their avatars to star in the video themselves. I like that there are affordable tiered plan options, making it accessible for agents at all budget levels and team sizes.

Use Cases for VEED.IO:

• Use their AI eye contact tool to edit videos where you don’t look like you’re reading off a prompter or screen. 
• Add voice-overs to videos by cloning your voice and reduce the need to record yourself for virtual tours.
• Create professional videos by using their text-to-video tool that uses just a text description. 
• Use the technology to create training and onboarding videos to replace an HR team. 

5. Lofty: Best for AI-enhanced CRM System

Pros	Cons
It has long-term campaigns to turn warm-up cold leads. Customized workflows are provided. It has an AI-powered website chatbot. It has lead qualifying and appointment-setting.	It requires an initial learning curve. You need to purchase the CRM packages in addition to the AI cost. The Core package for CRM is quite expensive. It does not offer AI-produced conversation scripts.

Why I Picked Lofty

Lofty is an exceptional CRM system that leverages AI for real estate to provide deep client insights and automate routine tasks. Its AI assistant can analyze client interactions to predict their needs and preferences. In addition, it can schedule and send automated follow-up reminders while creating personalized communication templates. I picked Lofty because, unlike many CRMs that demand significant daily effort, Lofty’s AI assistant automatically handles these routine tasks for agents. This feature gives agents peace of mind, knowing that essential but time-consuming activities are efficiently managed.

Use Cases for Lofty:

• Add a chatbot to your website to generate organic AI for real estate leads. 
• Segment clients based on behavior and preferences for targeted email campaigns.
• Analyze client data to predict potential property interests and personalize listings.
• Have the AI assistance help with deal closure communication to ensure all necessary paperwork is requested. 

6. ChatGPT: Best for AI Real Estate Content Creation Tools

Pros	Cons
Team collaboration workspaces are available. It has real-time content suggestions. It can create content across multiple industries. It provides natural language processing.	You must know how to prompt the AI to produce the correct responses. Information produced can be false. It is unable to review spreadsheets or images.

• Pricing (per month):
  • Free: $0
  • Plus: $20
  • Team: $30 per user
  • Enterprise: Contact sales for pricing

Why I Picked ChatGPT

ChatGPT offers a simple user interface, allowing you to draft prompts that generate high-quality, engaging content quickly. There is a mobile app that allows you to generate content on the go. Its natural language processing capabilities ensure the generated content is coherent and relevant. I picked ChatGPT as the most innovative AI real estate content creator because it can provide you with copy, plans, forms, and suggestions across all aspects of your real estate business. This versatility ensures that you have high-quality content that can enhance your business and productivity.

Use Cases for ChatGPT:

• Help generate content for your website blog or open house flyers. 
• Create listing descriptions for advertisements or listing websites. 
• Assist with creating a business plan for growing your real estate team. 
• Help with creating materials for new hire job descriptions for your growing team.

How We Selected the Best Real Estate AI Tools for Agents

Our methodology at The Close ensures that our team of professionals, writers, and editors thoroughly analyzes each platform. We meticulously evaluate the features, usability, integration capabilities, performance, and affordability of the AI tools available for real estate. 

We selected the most effective and reliable real estate AI tools for agents to support business growth and success. This rigorous process ensures that our recommendations help agents streamline operations, enhance client interactions, and achieve business goals.

Detailed criteria included the following to determine the best AI in real estate tools: 

• Feature set and functionality: We evaluated the range of features each tool offers and focused on how impactful this feature is to the real estate operations. 
• Usability and user experience: We looked for tools with intuitive interfaces, straightforward navigation, and comprehensive support resources such as tutorials, FAQs, and customer service. We want to ensure a platform can be launched easily and integrated into an agent’s workflow. 
• Integration capabilities: Because so many tools are needed in the real estate industry, we want to ensure that an agent’s technology stack can communicate with other tools necessary for business. 
• Effectiveness and performance: We considered the effectiveness of each tool to make sure that it increased productivity and would achieve the desired outcomes that it promises. 
• Affordability and value for money: Cost was an important consideration. We looked for tools that provide a good balance of features and affordability.

Frequently Asked Questions (FAQs)

How much technical skill is required to use a real estate AI tool?

How does AI improve real estate lead generation and nurturing?

Can real estate AI tools integrate with an existing CRM system?

Bringing It All Together

Leveraging AI for real estate is not as daunting as it may initially seem. AI tools can automate routine tasks, provide data-driven insights, and enhance client interactions. Yes, technically, you’re having a robot help you with your business. However, the time saved allows you to focus on higher-value activities like building client relationships and closing deals. This increased efficiency will improve your productivity and enhance the overall client experience to ensure you keep filling up your sales funnel.

The post The 6 Essential Real Estate AI Tools for Agents in 2024 appeared first on The Close.

Bonus: Download the Recipes for these Open House Food Ideas

Why Provide Food & Beverages at Open Houses

Picture this: it’s a crisp autumn day, and you step into a house filled with the irresistible scent of freshly baked chocolate chip cookies. How does that make you feel? Research shows that our sense of smell can stir up nostalgic memories and emotions. It’s no wonder why real estate agents often bake cookies during open houses—it creates a warm and welcoming atmosphere. But it’s not just about the smell—offering snacks and drinks adds to the feeling of togetherness and hospitality, like gathering around a kitchen table.

When people feel welcomed, they tend to relax and open up more. Regardless of whether or not the home you’re selling is the perfect fit for them, they will still enjoy getting to know you and how you presented the home. This added touch could lead to them wanting to work with you to find a home that does work for them.

Savory Foods

People tend to enjoy savory foods because they provide a sense of comfort. When you greet potential buyers arriving at the open house, guiding them to the food and drink creates a warm and inviting atmosphere. This warm welcome also helps them feel at home and relax while interacting with you. 

Examples of Savory Foods:

1. Charcuterie board: The possibilities are endless when it comes to putting together a charcuterie board. The classic combo of cured meats, cheeses, crackers, and fruits is always a hit, or you can customize it however you like. You can even get creative by serving everything in individual bowls.
2. Skewers: Skewers are awesome because they’re easy to eat. You can also easily mix and match with vegetarian and meat options. 
3. Mini nachos: Set up a fun mini nacho bar. You can lay out individual servings of tortilla chips with the option to add melted cheese, salsa, guacamole, or sour cream. This way, everyone can make their own nachos just the way they like.
4. Sliders: If you’re looking for something a bit more filling, try sliders. Go with a standard burger slider, or opt for pulled pork or chicken. These bite-sized snacks are easy to eat and can be paired with one of our other open house food suggestions as well. 

Sweets & Baked Goods

Sweet treats have the power to bring people happiness. And there’s nothing better than seeing happy guests as they explore your listing. After the open house guests sign in, offer them a delicious treat while they get to know the home. This simple gesture creates a positive and memorable experience for them.

Examples of Sweet Foods:

5. Brownies or cookies: Don’t underestimate the power of these classic treats. Who doesn’t love a delicious brownie or cookie? And if you’re feeling fancy, you can even get a baker to decorate the cookies with your own custom designs.
6. Candy: Use mini chocolate bars and other candies to create a candy assortment. Guests can customize their own sweet goody bags, choosing their favorites to take home.
7. Pastries: If you’re looking for an option that pairs well with coffee or tea, go the pastry route. Serving puff pastries, cannolis, or danishes makes it feel like an open house tea party.
8. Cupcakes or muffins: Cupcakes and muffins are the perfect individual portion size, making them ideal for an open house. Whether you bake them in regular or mini sizes, the variety of flavors you can use allows for a diverse and enjoyable selection.

Pro Tip: Do a little cross-promotion. Swing by a local bakery for some baked goods and ask if you can leave your open house flyer there for their patrons to see. It’s a great way to promote your open house and support a local business.

Finger Foods 

Remember that presentation is everything when setting up food for an open house. Even if you’re not serving a fancy meal, you can still make it look appealing. Finger foods are a hit and easy for guests to grab, so add a reminder on your open house checklist to keep some extras in the fridge to refill the table as the event goes on.

Examples of Finger Foods:

9. Pinwheels or finger sandwiches: When guests come to an open house, they love to snack on easy-to-grab treats. Finger sandwiches are perfect because you can offer different flavors to cater to everyone’s tastes.
10. Mini bagels: Mini bagels are a great choice for your open house and require little prep. Make them extra tasty by including toppings like cream cheese, peanut butter, regular butter, or jam. And if you feel like providing a more savory option, consider making mini pizza bagels.
11. Mini quiche: If you like the idea of providing bite-sized deliciousness, mini quiches are a fantastic choice. You can load them up with your favorite veggies or simply use cheese. They’ll go wonderfully with some of our other open house food ideas, giving your guests a delightful brunch experience.

Snacky Foods 

Food and drinks are usually not top priority when attending an open house, as they mainly want to see the home and gauge how they feel. However, offering refreshments can also serve as a takeaway for open house guests to snack on between visiting different homes. This added touch could also help them remember your listing when you send your follow-up by saying something like, “It was great to meet you at my open house on Main St. I hope you enjoyed the trail mix!”

Examples of Open House Snack Ideas:

12. Popcorn: Popcorn is a versatile snack that you can easily customize to match the theme of your choice. Create individual servings and place your logo on the bag or cup. With a wide variety of flavors to choose from, there’s something to satisfy every craving.
13. Pretzels: You’ve got a lot of options to choose from – soft or hard pretzels in various flavors. You can also enhance the experience by offering delicious dipping sauces like cheese or chocolate. It’s an easy yet impressive way to elevate your hosting game with minimal effort.
14. Chips: When it comes to easy, no-cook snacks, chips are a great choice. Grab a variety pack with different flavors and even pair them with your favorite dips if you’d like. For a homemade option, make your own in an air-fryer!
15. Trail mix/Mixed nuts: Mixed nuts are another easy open house snack. These can be pecans, cashews, almonds, and more. You can even take it up a notch by adding raisins or chocolate chips to create a trail mix. Just divide it up into individual servings, and you’re all set.

Themed Foods 

The beauty of providing snacks for open houses is that they really can be anything you want. So when compiling open house food ideas, we couldn’t leave themed options out. Have some fun with the refreshments you provide and make a lasting impression on the attendees.

Examples of Themed Foods:

16. Holidays: If you’re hosting an open house around a holiday, make it even more fun by incorporating holiday-themed snacks. For instance, you can add a festive touch with Reese’s eggs or trees. Or, you can create a patriotic atmosphere by offering snacks with a red, white, and blue theme for the Fourth of July celebration.
17. Seasonal: As you plan your open house, consider offering apple cider in the Fall or hot cocoa in winter. You could even host a lively football-themed open house during football season, with a game on the TV and all! Offering refreshments with a seasonal theme is a fun and creative way to spice up your open house.
18. House specific: If the house or town has an interesting feature, tailor your refreshments to reflect that. For example, consider providing deviled eggs or pigs in a blanket if the home is a farmhouse.

Don’t Forget The Drinks…

It’s not just about the food. Quench the thirst of your attendees with some of these open house refreshment ideas. I’ve hosted many open houses, and I’ve come to realize that people are much more likely to grab a drink. I believe the easier it is to “grab and go,” the better and more popular it will be among potential buyers.

Examples of Drinks:

19. Water: Try custom water bottle labels with your logo and contact information.
20. Soda: There are a wide variety of soda options, most of which come in mini sizes. Choose some popular flavors, as it’s a safer bet that people will enjoy them.
21. Juice: The best thing about soda, water, and juice is that you can usually find mini bottles rather than full-size bottles. You might even consider juice boxes for the kids who attend with their parents.
22. Coffee: Try a local coffee shop that provides a carafe of coffee to make it easy and simple.
23. Tea: Since you can snag a variety of individual tea bags, this option requires only hot water, cups, and maybe some honey!
24. Hot chocolate: In the cooler months or around the holidays, providing hot chocolate is a great choice.
25. Alcohol: Proceed with caution when providing alcohol, as you’ll want to monitor the amount served. However, a workaround to overserving would be to offer a mini champagne bottle with a mini orange juice bottle for a single-serve mimosa.

Pro Tip: Have a plan for the leftovers. If you still have quite a bit after your open house and don’t want to get stuck with it, take it to a nearby shelter. Remember, not everyone is comfortable eating food provided at an open house. So don’t take it personally if people pass up on the refreshments. 

Tips for Serving Refreshments

When serving food to guests in someone else’s home, it’s important to take certain precautions to ensure everyone’s safety and respect the space. By keeping these tips in mind, you can provide refreshments in a way that is enjoyable and considerate to the homeowner.

Tip 1: Stick with individual or pre-packaged items. 

Providing individual servings helps keep everything more sanitary and may encourage attendees to indulge. Look around the home for any wrappers or packaging left behind by guests. 

Tip 2: Present refreshments in a grab-and-go style setup.

Open house guests may not initially want to take any refreshments you’re offering. However, after they’ve walked through the home, they may change their mind on the way out. A grab-and-go setup allows for easy access; anyone coming or going can take what they’d like. 

Tip 3: Keep it simple with items that aren’t messy or hard to eat. 

It’s best to choose refreshments that won’t cause a mess you must clean at the end or that the sellers find later. Also, remember to have trash cans available to keep the space clean when guests are done with their food or drink.

Tip 4: Display allergen and alcohol disclaimers next to the food.

It’s impossible to know the dietary restrictions of those attending your open house, so if you’re providing foods that are common allergens or there is alcohol in a beverage being offered, be sure to have a sign or label making guests aware. 

Tip 5: Make sure to leave the home tidy. 

Since you’re providing the refreshments, make sure to take everything with you and clean up at the end. The goal is to leave the home in the same or better condition than when you arrived.

Tip 6: Customize refreshments to match your branding with water bottle labels, stickers, or tags that can be hung on baggies. 

Branding your refreshments can help you stand out among the other homes guests may be seeing that day. If they take a water bottle with your contact info on it, for instance, they may be more likely to remember your listing or reach out to you with questions. 

FAQs

How do you prepare for an open house?

Is it required to provide food at an open house?

Should I serve refreshments at a broker open house?

Bringing It All Together

Hosting an open house is a chance for you to really bring the home to life. Have fun with it, and don’t forget to inform the homeowner what refreshments you’ll provide. What do you usually serve at an open house? Let us know in the comments.

The post 25 Open House Food Ideas That Will Help Sell Your Listing appeared first on The Close.

Download The Close’s Listing Presentation Template

What Is a Listing Presentation?

A real estate listing presentation is like the championship finals of selling homes; we want to claim victory. Normally, a potential seller shortlists a few real estate agents to meet with before selecting who will represent them in selling their property. This meeting is your opportunity to demonstrate your skills and expertise. You will have the chance to explain what makes you stand out and how you will assist the sellers in achieving their goals.

Benefits of a Listing Presentation

It’s important to understand the value of having a strong listing presentation. It’s not just about being prepared—there are so many benefits to having one ready to go. If you haven’t nailed yours down yet, here are some great reasons to consider putting one in place. 

• It builds credibility, trust, and rapport with potential clients. 
• It gives you a chance to set clear expectations.  
• It gives you the opportunity to increase your income and commissions.
• It improves your confidence and performance as a real estate agent.
• It showcases your expertise and experience in the real estate industry.
• It helps you stand out from other agents who may be competing for the same business.
• It highlights your marketing strategy for selling a home.
• It demonstrates your attention to detail and professionalism.

Components of an Effective Listing Presentation & What to Include 

When it comes to your listing presentation, it’s important to feel confident and prepared. Everyone has a unique approach, so using tried-and-true methods customized to your personality will ensure you feel your best when presenting. Let’s break down the essential factors of each part of the listing presentation to give you a solid yet flexible structure to work with.

1. Introduction & Competitive Advantage

Let’s be real. The true first impression happened when you nailed down the listing appointment. Take the confidence from knowing they’ve shown interest in you and run with it. This is your opportunity to really connect and earn the seller’s trust. Share more about yourself and your background to show them how you can help sell their home.

Examples of What to Include:  

• Years in the industry and any awards and accolades you’ve received 
• Your expertise and knowledge of the local market
• Any relevant stats that show your sales history and the list-to-sale price ratio you get your clients 
• Don’t be afraid to include past client testimonials. 
• Explain the benefits of your brokerage, including the tools and resources provided to you to sell this house.

Pro tip: If you are a high-volume agent, that’s great! It’s totally fine to talk about the busy business you’re running to demonstrate to potential sellers that you are in demand and fully capable. Just remember that some might be concerned that they won’t have your undivided attention if you’re juggling a lot. Use this chance to highlight how you effectively run your business, including any talented team members or agents who assist you in closing deals.

On the other hand: If you’re a new agent and don’t have a portfolio of sales to showcase, highlight your determination to put in the work and give your full attention to their home sale. You can also invite a more seasoned agent to join you to show that you have support and experience on your side. Or, if you’re on a team, leverage the expertise and accomplishments of the team. 

2. Client Questions  

Now that your client knows a little bit about you, give them a chance to share more about themselves, their home, and their goals. This is your opportunity to demonstrate genuine interest and care, showing that your focus goes beyond securing the listing. This may also allow you to discover valuable information that will enable you to customize your presentation as you go.

Examples of What to Include:  

• When do you need to move by?
• Why are you moving?
• Are you purchasing another home? If so, do you need this home to sell in order to purchase? 
• Let’s talk about your backup plan if your home doesn’t sell in the timeframe you need. 
• Are there any issues with your home that I should know about? 

3. Tour the Home 

A realtor listing presentation is not just about showing the client what you can do to sell their home but also about building a relationship. Starting the presentation with some conversation that helps you get acquainted is a way to allow everyone to let their guard down and feel more comfortable. 

Taking a tour of the home will then ease into pricing and strategy conversations. It’s important to allow the seller to guide you through their home before you get into these conversations so that you can get an idea of how the property stacks up to the competition and adjust as needed.

Examples of What to Do While Touring:  

• Compliment the positive aspects of the home. 
• Make a note of things that could be improved to help the sale. 
• Take pictures to remind yourself of things you may want to address. 
• Discuss or take room measurements. 
• Talk about any updates that have been done to the home.  

4. Comparative Market Analysis (CMA)

Now that you’ve had a chance to check out the home, it’s time to review your CMA with the seller. This is the part where you really get into the nitty-gritty of the numbers. Use all the info you gathered during the home tour and apply it to the comparables you share. 

It’s your chance to show the seller how important it is to price their home appropriately and how that directly impacts market time. Since sellers often have a specific price in mind, this may involve some back-and-forth, so make sure you have the data to back up your pricing strategy.

Examples of What to Include:  

• Include roughly three to five homes sold within the past three months. If you need to adjust because of the time of year, try to stay within six months. 
• Look within a half-mile radius of the subject property. If you need to look further out to get comps, increase by half a mile if you’re within the same zip code or school district. 
• Homes that are of similar types of properties
• Square footage and the number of bedrooms and bathrooms
• Include your price range estimate. 

5. Marketing Strategy 

When it comes to listing a property, it’s all about marketing. This is your chance to impress the sellers with your creative ideas to get their home sold. Besides the standard MLS listing, professional photography, video tours, and just listed mailers, show them what makes your selling strategy unique. 

Talk to the sellers about the many different ways you can market their home for sale. This includes off-market options such as promoting their home as a pocket listing before going live on the public market. How about hosting fun-themed broker opens or open houses? Do you have a standout social media strategy? Share some examples, and remember to be transparent about the cost associated with your services.

Examples of What to Include: 

• Package options for professional photography, video, and floor plan  
• How you’ll use direct mail marketing and social media campaigns to get in front of more buyers   
• Home staging and virtual staging options 
• When and how you’ll use reverse prospecting  
• Any additional tools and resources that you can access will help you sell their home. 

6. Home Selling Tips

In addition to showcasing your creativity with marketing, give the sellers some tips on how they can enhance their home’s appeal to potential buyers. Involving sellers in this process will also ensure they actively contribute to selling their homes. Encourage decluttering and suggest small yet impactful changes like a fresh coat of paint, which can help the home sell faster.

Examples of What to Include: 

• Explanation of how decluttering and depersonalization help buyers visualize a home being theirs 
• Before and after pictures of home staging
• How to improve curb appeal  
• Why it’s good to do things like tighten loose screws and replace lightbulbs and outlets before an inspection 
• Staying in the habit of keeping the home clean while showings occur 

7. Your Role & Responsibilities

You’ve discussed your experience, built a solid rapport with the seller, learned more about the property, and discussed your winning strategy. Now is the time to drive home and explain why you’re the right agent for the job. Take this moment to highlight the exceptional support and guidance you’ll provide the seller throughout the transaction. This will give them a better understanding of your responsibilities and what they can expect from you.

Examples of What to Include: 

• Thoroughly review the listing agreement and sales contract that will be used and address any questions. 
• Review your open house strategy. Discuss dates and times so that the seller is in the mindset of working with you.   
• Explain how you will conduct home showings and ask if they have any restrictions on days or times. 
• Reassure the seller that you will provide regular feedback on listing updates and showings. 
• Detail how you will handle price adjustments. 
• Explain the process of presenting offers and negotiating. 
• Reassure the sellers that you will guide them through every step, including during the inspection, appraisal, and closing. 

8. Call to Action

Once you have reviewed and gathered all of the necessary information, it’s time for the final push. Wrap up the real estate listing presentation with a call to action, encouraging the seller to sign the listing agreement. Be prepared for possible objections, as some sellers may not want to sign anything right away. Give them a taste of your negotiating and persuasive skills that you use when working on a deal. 

Examples of What to Ask: 

• Based on the information presented today, are you confident in moving forward with signing the listing agreement?
• I’d be honored to represent you in the sale of your home. Are you ready to kick-start this process by signing the listing paperwork today?
• After reviewing everything today, do you feel confident I can sell your home quickly and for the best price?

Pro tip:  During this last part of the listing presentation, you may experience seller objections like “The Zillow Zestimate is higher than your suggested list price” or “You’re charging more commission than another agent.” Learn how to tackle these objections in our article, “10 Real Estate Objections + How to Overcome Them.”

Overcoming Seller Objections

Although you may boast confidence and feel like you covered all your bases, the decision to sell is big, and some sellers may feel unsure for various reasons. If the seller you are meeting with is struggling to move forward, be prepared to tackle some objections they may throw your way. Here are just a few common examples you may encounter: 

• The Zillow Zestimate is higher than your suggested list price. 
• You’re charging more commission than another agent they met with.  
• They’re considering selling without an agent. 

9. Master the Follow-up

Although this is not part of the actual presentation, following up is a crucial step, regardless of the outcome of your listing presentation. The type of follow-up you send will depend on whether or not the seller signed the listing agreement with you. 

Even if you didn’t secure the listing this time, you never know when the sellers might want to work with you directly or refer you to someone in the future. And if they did sign with you, now is the time to start wowing them and proving why you were the perfect choice.

• You got a signed listing agreement. Send a thank-you and the next steps in the listing process. This would include things like scheduling photography and drafting the MLS listing. 
• The sellers have not signed with you yet. Even though you didn’t get the business this time around, be sure to thank the sellers for their time and encourage them to reach out if they have any questions. You can also add them to an email drip campaign if they have not yet decided to list and sell. 

Extra Tips for a Successful Listing Presentation

You now have everything you need to truly impress potential sellers! Just remember to focus on the little details that will help you hone your skills and improve your presentation. Keep these extra prep tips in mind before meeting with clients.

• Practice the presentation beforehand with a colleague or record yourself. 
• Keep the length of the real estate presentation between 30 and 90 minutes. 
• Leave behind a copy of the presentation or any marketing samples. 
• Leave time for questions and provide an FAQ sheet with commonly asked questions. For example, “Do you work as a dual agent?” or “What mistakes should I avoid in this process?”
• Conduct yourself with confidence. 
• Make sure to follow up after the appointment.
• Use a graphic design program to ensure that your presentation looks professional. 

FAQs

What are the steps to planning a listing presentation in real estate?

What is the difference between prelisting presentation and listing presentation?

Bringing It All Together

You may have heard the phrase “list to last,” which means having a strong inventory of listings is essential for long-term success in the real estate industry. Listings play a crucial role in attracting potential buyers and help boost your marketing efforts. So, honing in on your listing presentation can significantly improve your chances of securing more listings and expanding your business.

While you’re sure to find plenty of listing presentation examples online, keep in mind that what makes it unique is you. What is your favorite aspect of your listing presentation?

The post The Complete Guide for Effective Listing Presentations (+Template) appeared first on The Close.

What is the Zestimate & How Does Zillow Get It?

The Zestimate is a home valuation based on a sophisticated algorithm that considers many factors and data points and is delivered in real-time for both on- and off-market properties. However, it’s important to note that a Zestimate is not the same as an appraisal conducted in person by a trained professional. When a property is evaluated in person, considering all data points, the condition of the property, and any upgrades, it will be the more accurate valuation.

 According to Zillow, there is a method to the madness regarding the Zestimate, which includes a “nationwide median error rate.” For on-market homes, the error rate is 2.35%, and for off-market homes, it’s more than three times that, at 7.74%. Zillow breaks it down even further and shows the percentage of properties within 5%, 10%, and 20% of the sale price.

These numbers show that the Zestimate is generally good at getting within 20% of the market price, gets within 10% a little more than half the time, and only gets within 5% a third of the time. Roughly 20% of properties are off by 20% or more. This discrepancy is real money clients might be leaving on the table—or expecting to pocket. 

Variations to Consider 

• On-market: Zestimates are based on listing price, description, comparable homes in the area, and days on the market.
• Off-market: Zestimates are determined by tax assessments, prior sales, and other publicly available records.
• Geographical: State-by-state data varies in accuracy. The Zestimate in West Virginia, for example, misses the sale price by more than 20%, nearly a third of the time. Properties in western states, like Utah and Nevada, are within 5% almost half the time. 
• Planned communities: They tend to have more accurate Zestimates because the properties are much more homogeneous, making it easier to calculate accurate comps.

How Is a Zestimate Calculated?

A property’s Zestimate is calculated by complex software using an “automated valuation model” that analyzes data points collected from users, public records, and multiple listing services. According to Zillow, here’s what goes into that equation:

• Recent comps (geographic area can be as large as an entire county)
• Home features (bedrooms, bathrooms, and more)
• Physical attributes (square footage, acreage, and more)
• Historical data
• Tax assessments
• MLS data
• Listing price
• Market trends (and seasonality)
• Public data
• User-submitted data

Zillow constantly tweaks and improves its algorithm, and the information input can change over time. For example, it used to be that Zillow didn’t include listing price data, but now it does. Additionally, not all MLSs participate in Zillow’s massive data collection. This results in a much more limited data set, further skewing a Zestimate, so understanding your MLS’s relationship with Zillow is also important.

Are Zestimates Accurate?

There is often a debate about the accuracy of the Zillow Zestimate, and we’ve all seen the jokes. But as much as some real estate agents claim the Zestimate is completely inaccurate, it’s not that cut-and-dry. As a real estate agent, I have learned to use the Zestimate as a guide to help my clients better understand their home value. Let’s break it down further to answer whether Zillow is accurate.

Zestimate accuracy can fluctuate depending on the data Zillow has access to. The listings on Zillow get updated when information is publicly available. So, for instance, if a homeowner makes improvements to their property, this will increase its value. However, unless the local property tax authority adds that information to the public database, Zillow does not know there have been updates, and therefore the Zestimate would be skewed.

Where Zillow shines is in the on-market Zestimates, which are based on the list price data and are far more accurate than the off-market Zestimates. However, neither compares to a custom comparative market analysis (CMA) from an experienced real estate agent. In any case, a Zestimate is great to use as a starting point and could even be a catalyst for someone’s decision to hire a top-notch real estate agent.

Pro tip: Sellers typically already have a perception of what they think their home is worth, often due to the Zestimate, so don’t avoid talking about it. Add a section to your listing appointment checklist that touches on the Zestimate, and use that time to explain it further.

​​Strategies for Talking to Clients About a Zestimate

Believe it or not, the Zestimate has existed for almost 20 years. It launched in 2006 and evolved over time. By this point, the general public has a better understanding that the true value of their home cannot be determined by the Zestimate alone. And while this may be the case, answering “Is Zillow accurate?” is still something we, as real estate agents, have to battle with occasionally. 

We still have clients who use the Zestimate to support an inflated listing price or devalue a home they want to buy, leaving you to answer, “How accurate is Zestimate?” Let’s discuss ways to combat seller objections and leverage the Zestimate with your knowledge. 

Strategy 1: Use Your Data

When conducting your listing presentation, this is your chance to show why you are confident in your listing price. Walk the seller through your customized CMA and compare it to the Zestimate to help give the seller a complete picture of accurate pricing. This is a good time to explain how a Zestimate is calculated and why variances exist.

Pro tip: If you are getting a lot of pushback from the seller because their Zestimate is different from your suggested list price, offer to test the market with the Zestimate price as a pocket listing for a specific period of time. 

Strategy 2: Apply Your Local Expertise

You know your local community better than Zillow does. Use this expertise to illustrate how your price considers new zoning, a great new donut shop coming in around the corner, whether you’ll need flood insurance, or that buyers paid more for the neighbor’s house because it had a brand-new HVAC system. You have the advantage of proximity. Remind your clients that when making giant financial life decisions, it’s OK to back away from a computer and rely on an actual human being. 

Strategy 3: Show Proof of the Inaccuracies

To paint a full picture, it’s important to acknowledge and discuss the potential inaccuracies that can come with the Zestimate. Our clients hire us to help them sell their homes for the highest and best price in the fastest timeframe possible. Pull some examples of Zestimate inaccuracies and explain why that can happen. Remind your clients that a home is only worth what a buyer is willing to pay and that sold homes reflect that accurately. 

Strategy 4: Practice With a Script

Feeling comfortable having difficult conversations with clients comes with time and experience. If you’re unsure how to approach a discussion about the Zestimate, try this script.

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I know you don’t want to undervalue your home, and online estimates, like Zestimates, can be attractive. But here’s the thing—those estimates don’t always reflect the local market or take into account your home’s unique value, and they can be misleading.

My CMA is based on in-depth research of the local area, current market trends, and years of local expertise. It’s designed to help you price your home strategically so you can sell quickly and for the best possible price.
I know it’s hard to hear your home might not match an online estimate, but my goal is to be your advocate and help you get the best outcome. I’m not trying to undervalue your home, but I want to make sure it’s priced right for this market.

Let’s review my CMA together and discuss a pricing strategy that positions your home for success. I’m confident we can agree on a price you’re comfortable with and that attracts serious buyers.

Remember, the longer a home sits on the market, the harder it becomes to sell. Let’s work together to price it right from the start and get you moving forward.

How is the Zestimate helpful? 

While there are many reasons real estate agents don’t like battling the Zestimate or constantly answering, “Is Zillow accurate?” learning to use it as a tool can actually be beneficial.

• The Zestimate is a great conversation starter. 
• You can leverage the Zestimate to show your expertise and further dive into the details of a CMA. 
• It can be a door opener for new business. 
• It can act as a bridge to have difficult conversations, including those about price reductions. 

FAQs

Is Zestimate or Redfin more accurate?

Can a seller change the Zestimate?

Bringing It All Together

Embracing technology and tools in the real estate industry is a way to keep evolving your business. Especially since we’ll likely continue to see more tools and tech in years to come. Zillow was ahead of its time when it rolled out the Zestimate. While frequently getting asked, “How accurate is the Zestimate?” and having to defend local market valuation data can still be frustrating to deal with at times, it continues to improve. Consider it part of your market research and use it to your advantage to help educate your clients.

The post How Accurate is Zestimate? appeared first on The Close.

1. Repaint Doors & Windows

• Estimated cost: $50-$100
• Will you need to hire a contractor?: No

One of the most affordable curb appeal ideas is applying a fresh coat of paint to your front door, adding a pop of color that catches a passerby’s attention. Repainting the window frames can make them cleaner and newer, adding to a more polished exterior.

2. Create a Welcoming Entryway

• Estimated cost: $500
• Will you need to hire a contractor?: Yes

A home’s entryway is one of the first things visitors see when approaching. To achieve a welcoming entryway, consider adding stone steps. Opt for limestone, bluestone, or granite, as they are durable and slip-resistant. Remember to complement the stone steps with outdoor lighting to ensure safety and highlight their beauty. Also, add potted plants to either side of the steps for some touch of color.

3. Upgrade House Numbers

• Estimated cost: $100
• Will you need to hire a contractor?: No

Did you know that new house numbers are an excellent and affordable way to boost home curb appeal? Buyers will look for them when trying to find the listing, and installing stylish house numbers shows that you pay attention to detail.

4. Get New Door Hardware

• Estimated cost: $80-$300
• Will you need to hire a contractor?: No

Replacing cheap door knockers or handles is another fun way to make a great first impression. Since the hardware is the focal point of most doors, upgrading it can instantly elevate the door’s appearance. You can go for gold door knockers if you have a modern home listing. But if you have a rustic property listing, opt for brass door handles or knockers.

5. Replace Outdoor Furniture

• Estimated cost: $300
• Will you need to hire a contractor?: No

Besides being a great home staging idea, upgrading your listing’s outdoor furniture can significantly enhance the aesthetic appeal of your porch or front yard. To ensure longevity, opt for stylish, durable, and weather-resistant furniture. Choose coordinating cushions or mix-and-match furniture for a cohesive look.

6. Get a New Mailbox

• Estimated cost: $50-$200
• Will you need to hire a contractor?: No

Since they’re right out front and often feature the house number, mailboxes are an easy fix to help improve house curb appeal. You don’t have to replace the whole thing; you can replace the box instead of the entire post. Choose a stylish design that complements the house exterior. And while at it, consider repainting the post and planting flowers around it.

7. Add Flower Beds

• Estimated cost: $50-$250
• Will you need to hire a contractor?: No

How to increase curb appeal? Adding flower beds is an excellent way to introduce colors and greenery to your front yard. Well-maintained flower beds beautify your listing and create an inviting environment for potential clients. When you go plant shopping, opt for flowers and plants that can bloom throughout different seasons. Having flower beds in your property listings will make for wonderful real estate photos for your website.

8. Use a Nice Doormat

• Estimated cost: $50-$150
• Will you need to hire a contractor?: No

An attractive doormat can instantly enhance the look of your listing’s entryway. It sets a positive tone for guests as they approach the home. Need some help choosing a doormat? Choose one with a cheerful design or a personalized message that reflects the homeowner’s personality and style.

9. Add Window Planters or Flower Boxes

• Estimated cost: $50-$150
• Will you need to hire a contractor?: No

Window planters are a simple and affordable way to add a pop of color and texture to the front of a home. They don’t always have to be filled with flowers. Depending on your local climate, you can plant ivy or succulents in window planters just as easily.

10. Plant Trees

• Estimated cost: $150-$300
• Will you need to hire a contractor?: Yes

Not that this needs any explanation, but planting trees in your yard offers numerous benefits. Trees provide shade and improve air quality, creating a healthier environment and making outdoor spaces more enjoyable. Consider planting river birch or a flowering pear if you’re looking for fast-growing trees.

11. Light Up the Landscaping

• Estimated cost: $50-$500
• Will you need to hire a contractor?: Maybe

Since potential buyers might tour the home at dusk or in the evening or do nighttime “drive-bys” of homes they’re considering, adding dramatic lighting to highlight the landscaping can greatly enhance landscape curb appeal. Choose from pathway, string, step, and accent lights to highlight the garden and other architectural features. If you’re looking for a budget-friendly option, opt for solar-powered lights to keep energy costs low. You can even mention the use of solar lights in your property listing descriptions!

12. Hang a Seasonal Wreath

• Estimated cost: $50
• Will you need to hire a contractor?: No

Here’s one of my favorite curb appeal ideas: hang seasonal wreaths throughout the year to make your property listing look inviting. Spring has sprung? Hang a colorful wreath that reflects the homeowner’s personality. Is it Halloween season? Bring out those spooky decorations. This small effort of putting up wreaths can make the property feel more welcoming, which appeals to visitors and potential buyers.

13. Install Outdoor Art

• Estimated cost: $20-$200
• Will you need to hire a contractor?: No

One of the best curb appeal ideas is installing outdoor art on your porch or front yard. For some great conversation starters, get art pieces that reflect your clients’ style, such as sculptures, metalwork, garden ornaments, or an outdoor mirror. Ensure the outdoor art pieces can withstand the changing weather conditions.

14. Upgrade Outdoor Light Fixtures

• Estimated cost: $150-$500
• Will you need to hire a contractor?: Maybe

Another DIY trick to enhance curb appeal is to replace outdated light fixtures. Consistent updating of the property’s light fixtures ensures the home looks well-lit, safe, and inviting. Consider using energy-efficient LED bulbs to reduce energy consumption and provide long-lasting lighting.

15. Improve Fencing

• Estimated cost: $200-$800
• Will you need to hire a contractor?: Maybe

Improving your property listing’s fencing can boost curb appeal and enhance security. If the fences only need new paint or stain, you can get paint cans and do it yourself. But if the fence needs replacing or upgrading, hiring a contractor is better. Choose fence materials that suit the property, such as wrought iron, horizontal metal panels, wood, or vinyl. Remember to remind your clients about the regular maintenance of their fences! Painting or staining will prolong the fence’s lifespan and keep it looking new.

16. Splurge on a Hanging Chair or Porch Swing

• Estimated cost: $300-$500
• Will you need to hire a contractor?: Yes

If you’re open to slightly more expensive curb appeal ideas, installing a porch swing can instantly elevate the charm of your property listing, especially if you’re marketing a listing like a quaint wooden cottage or some craftsman bungalows. Hanging chairs or porch swings are cozy spots for relaxation, making the property feel more inviting even from afar.

17. Clean Up the Landscaping

• Estimated cost: 0-$250
• Will you need to hire a contractor?: Maybe

Trimming overgrown hedges, bushes, and trees is a must to get top dollar for your listing. You can trim hedges independently, but since tree trimming can be dangerous, hire a professional to handle overgrown trees to ensure safety. A professional arborist has all the tools to achieve the best results, preventing damage to the property.

18. Add a Natural Stone Retaining Wall

• Estimated cost: $3,000+
• Will you need to hire a contractor?: Yes

If you want to add old-world charm to the front of the home, a natural stone retaining wall is a great way to do it. They’re not cheap, but a natural stone retaining wall would be a classic choice if you want your listing to sell quickly. Natural stone retaining walls can create terraced gardens, emphasize property boundaries, and manage soil erosion.

19. Revamp the Porch

• Estimated cost: $1,000-$3,000
• Will you need to hire a contractor?: Yes

Changing the porch flooring can refresh the look of your listing’s entryway. Since some porches may be exposed to weather elements, choosing durable and slip-resistant materials is essential. For a stable surface, consider flooring materials made of cedarwood, vinyl, plastic wood, ceramic tiles, brick, or natural stone. This porch flooring update will improve curb appeal. 

20. Freshen Up the Walkway

• Estimated cost: $150
• Will you need to hire a contractor?: Maybe

Another cost-effective way to improve your listing’s front yard curb appeal is to power wash the dirt and grime from your walkway. This simple cleaning method can brighten the appearance of your entry path, making it look as good as new. Pressure washing can extend your walkway’s life by removing mildew, mold, and other harmful substances that could eat away the concrete. I guarantee you everybody loves a clean walkway!

21. Repaint the Home’s Exterior

• Estimated cost: $3,000+
• Will you need to hire a contractor?: Yes

Repainting the property’s exterior gives it an updated look, significantly boosting its curb appeal and yielding a 55-150% return on investment. Aside from modernizing the exterior, high-quality paint can protect it from weather damage. You can paint it yourself, but hiring a contractor isn’t so bad and won’t cost too much.

Did you know? New homebuyers consider greyish beige or “greige” the most attractive color for home exteriors. 

22. Conceal Garbage Cans & A/C Units

• Estimated cost: $500
• Will you need to hire a contractor?: Maybe

Hiding garbage bins and air conditioning units can greatly improve your listing’s exterior. You can use a trash enclosure, wooden planks, or lattice screens to keep garbage out of sight. If you’re feeling fancy, you can invest in privacy landscaping by adding tall shrubs or more decorative plants to blend these unsightly items into your yard.

23. Upgrade the Garage Door

• Estimated cost: $2,000
• Will you need to hire a contractor?: Yes

Garage doors are a significant part of a home’s exterior. If your property listing’s garage doors look old and rusty, it’s time to upgrade! Choose garage doors that complement the home’s style. Should you get rustic wooden garage doors or modern steel ones? Did you know that garage doors sold today come with improved security features and better insulation?

24. Replace Outdated Siding

• Estimated cost: $1,500+
• Will you need to hire a contractor?: Yes

If there are already cracks, holes, or rotten pieces of wood on your property listing’s siding, it’s time for a replacement. Replacing the siding can enhance the property’s curb appeal, insulation, and energy efficiency. Choose from various materials and colors, including fiber cement, vinyl, or wood. To ensure the best results, hire a professional for siding installation, especially if the job requires removing old siding and dealing with water damage or structural repairs.

25. Build an Arbor or Pergola

• Estimated cost: $1,500+
• Will you need to hire a contractor?: Yes

Here’s an excellent way to make a dramatic difference in the home’s curb appeal. Install an arbor or pergola to highlight an entryway. If you don’t know the difference between them, pergolas generally have flat tops, and arbors are rounded. Climbing plants, like wisteria, roses, honeysuckle, or jasmine, can grow over the structure, adding natural beauty and shade.

FAQs: Curb Appeal Ideas

What is the cheapest way to increase curb appeal?

What adds the most curb appeal?

How can I make my front yard more appealing?

How do you add a curb appeal to a boring house?

Bringing It All Together

Boosting your property listing’s value doesn’t have to cost too much. By incorporating any of the front yard curb appeal ideas I’ve listed above, you can enhance the attractiveness and marketability of a property. Do you have any curb appeal tricks up your sleeve? Want to share them with your fellow agents? Type them in the comments!

The post The 25 Best Curb Appeal Ideas for Every Budget appeared first on The Close.

What Is Real Estate Data Analytics?

Real estate data analytics is an umbrella term that describes using different types of data to make better business decisions. It includes collecting data, analyzing it, and applying it. Data can be gathered, analyzed, and even applied manually or using a real estate tech tool.

What Can Agents Use Real Estate Data Analytics for? 

Real estate professionals often use data and analytics even more than they think in their day-to-day work. The term “data analytics” might sound like complex, highly advanced technology—and sometimes it is. Other times, it actually describes tasks and processes that agents have used for decades.

A few examples of data analytics in real estate include the following: 

• Analyzing the housing market: Using data from national real estate companies makes it easy for agents and brokers to evaluate market trends, anticipate inventory challenges, and help clients set realistic expectations to get the best value from their sale or home purchase.
• Conducting property valuations: Listing agents can accurately price a home for sale by having data like current and past property values and sale prices of similar homes. 
• Leveraging predictive analytics: Predictive analytics companies use historical data combined with user behavior to predict things like future listings and market fluctuations.
• Creating a comparative market analysis (CMA): A CMA gathers details about recent sales and estimates a property’s worth based on the sales of similar properties in the area.
• Keeping track of social media conversations: Social media listening is a new strategy used by real estate data analysts to gather information about how a topic is discussed. For example, Sprout Social uses an artificial intelligence (AI) listening tool to determine how many people are talking about a specific topic, how they’re discussing it, and the audience demographics.
• Evaluating marketing performance: Analytics are important for every area of online marketing, including social media, digital ads, and websites. These real estate analytics help you determine which areas of your marketing strategy are successful and which areas need more attention.

Benefits of Real Estate Data Analytics + Case Studies

The biggest benefit of gathering data in real estate isn’t just the data—it’s the ability to leverage the information to make intelligent, educated decisions for your business. Website visits, social interactions, email activity, and real estate portals generate great data, but you must know how to translate that data into strategic business decisions. A few of the main benefits of using data in real estate include the following:

• More insight: Having real-time data helps develop a deeper understanding of the real estate market or the behaviors of your target audience.
• Better decisions: Data helps you make decisions based on facts and data instead of guessing or following other trends.
• More effective marketing: By knowing how your audience is behaving, you can craft marketing funnels that appeal to them more directly and personally.
• Continuous improvement: Real estate data analytics shows you exactly what is working and what is not working so that you can make the most strategic and effective adjustments.

Case Study One

Many people publish a real estate website and then barely look at the site’s performance. However, learning to understand the analytics will help you see things like:

• How people are finding your website
• How many, or few, pages they are visiting
• Which website pages are getting the most visits

With this valuable information, you can change your website to guide viewers to the right places and ultimately generate more leads. These updates could include refreshing search engine-optimized keywords to target the right audience, adding alternative text to images to make your site more accessible, and ensuring your site is optimized for mobile. 

Case Study Two

By incorporating additional tools, you can even further leverage the power of real estate data analysis to generate and nurture new leads. An example of this is Homebot, a predictive analytics tool that allows website visitors to see the estimated value of their home automatically. It also provides additional tools for different types of leads or website visitors, like home buyers and homeowners looking to maximize the value of their homes.

The platform gathers data from the user’s behavior and generates customized landing pages for each type of visitor. Learn more about Homebot in our review.

Case Study Three

It’s no secret that social media can be a massively powerful strategy to grow a real estate business. While Instagram, Facebook, and other real estate social networks will provide basic analytics for users with business accounts, you can make a huge impact by leveraging data from social media.

For example, one real estate brokerage started focusing on its social media data and saw a 100% increase in monthly website visitors and a 10% increase in clicks from its campaigns. Instead of guessing what your audience wants to see and manually posting content, use social media marketing tools to gain more insight and automatically improve your techniques.

Social media analytics can help you determine:

• The best times to post for your specific audience
• Which content gets the highest engagement rates
• The most relevant hashtags and topics to reach your audience
• How your competitors are using social media and how to improve on it

Top Tools for Real Estate Data Analytics

There are many different areas of real estate analytics, from marketing to economics and demographics. As you learn how to successfully use data in real estate, consider investing in some of the best tools for gathering, organizing, interpreting, and applying valuable insights.

A few of the best real estate data analytics tools include the following:

• Zillow: Zillow’s website has a section dedicated to providing users with current housing market data, such as current home values and predicted home values in any given region. For Zillow Premier Agents, it also tracks the performance of every lead.
• Offrs: This predictive analytics platform identifies properties and homeowners most likely to sell in the coming year.
• Homebot: This predictive analytics tool helps nurture leads with customized information and marketing.
• RealPage: This property management software provides data and tools for leasing, marketing, and managing tenants, as well as finances.

Zillow publishes valuable data for the real estate industry and provides many tools to help agents build their businesses. Realtors who become Zillow Premier Agents get to connect with buyer leads directly from the platform, and since Zillow is the most popular real estate website, this is an ideal way to generate leads. Learn more about Zillow Premier Agent in our review.

FAQs

How is data science used in real estate?

What is the best source for real estate data?

What should I look for in a real estate data tool?

Bringing It All Together

Data is a huge part of real estate; the most successful agents learn how to leverage it to build a strong business. Real estate data analysis can help you serve your clients better, reach new leads, understand the real estate market, customize and automate your marketing strategy, and close more sales—there are almost no limits! How will you use data to move your business forward?

The post The Ultimate Guide to Real Estate Data Analytics appeared first on The Close.