IT'S OVER, MLS AND A SIGN ON THE LAWN IS NOT MODERN (DIGITAL) MARKETING

The real estate industry has come a long way since the days of putting a "For Sale" sign on the lawn and listing a property on the Multiple Listing Service (MLS). While these were once effective marketing strategies, they no longer hold the same weight in today's Digital Age. In this blog post, we'll explore why the MLS and a sign on the lawn are no longer good marketing strategies for selling a property.

1. LIMITED EXPOSURE

While the MLS was once the primary source of real estate listings, it's no longer the case. With the rise of online real estate marketplaces and social media, there are now numerous ways to market a property beyond the MLS. In fact, many home buyers begin their search online, meaning that properties listed solely on the MLS and syndicates may not even be seen by a large portion of potential buyers.

2. LACK OF CUSTOMIZATION

The MLS is a standardized platform, which means that all listings look the same (boring). This lack of customization can make it difficult for a property to stand out from the crowd, using video and 3D.   A basic listing on the MLS may not provide enough information to entice potential buyers, and it can be challenging to showcase a property's unique features and amenities.

3. NO TARGETED ADVERTISING

When it comes to marketing a property, targeting the right audience is key. The MLS and the sign on the lawn do not provide any targeted advertising capabilities. This means that a property may be seen by people who are not interested in buying a home, wasting valuable marketing resources.

4. LIMITED COMMUNICATION

Selling a property requires effective communication between the seller, agent, and potential buyers. A sign on the lawn and the MLS do not provide any means for direct communication between these parties. This can lead to delays in the selling process and missed opportunities for negotiations.  Things like text and QR codes can begin the discussion with potential clients.  

5. LACK OF ANALYTICS

In today's digital age, analytics is a crucial tool for measuring the effectiveness of marketing campaigns. The MLS and the sign on the lawn do not provide any data or analytics, making it difficult to determine if a marketing strategy is working or if adjustments need to be made.

In conclusion, while the MLS and a sign on the lawn were once effective marketing strategies, they no longer provide the same level of exposure, customization, targeting, communication, and analytics as other modern marketing tools. To effectively market a property in today's digital age, real estate agents and sellers need to embrace a variety of marketing channels, including online real estate marketplaces, social media, and targeted advertising. By doing so, they can reach a wider audience, showcase a property's unique features, and maximize the potential for a successful sale.