Expert: Jessica Bryan - 1/3/2006

Question
My wife and I are thinking about starting a small business.  Our idea came about when we remembered the tedious search for homes.   We have bought and sold two homes in the last few years.  One of the primary reasons we purchased the homes we did was because of the flyers in the front yard.  We were able to have a reference to that home and something to compare with that was tangible.  We noticed many homes in our area do not have flyers.  We decided to start a small business that creates, produces, prints and delivers real estate flyers.  During our initial research I made some cold calls and made inquiries as to why many realtors did not use flyers.  Almost every single response I got said they do not use flyers any more.  It seems that realtors are missing a huge market of customers who drive by and get flyers from homes.  My questions are as follows:  
1.   Why aren't flyers being used much any more?  
2.   What other services could realtors use to make their job easier and focus on their primary duties?
3.   What would be the best way to approach realtors with this kind of service?  

Answer
Hi Steve;
I don't know the reason that the REALTORS in your area are not using flyers. I do know why I prefer not to...They are expensive and tend to disappear from the information box without getting any calls from those who have taken the information.  In one home, I went through 1000 flyers without a single phone call even though the home was priced well and had lots of showings from other agents.  This tells me that people pick up flyers to do their shopping and when they see the price, square footage, or other information, they toss the flyer after they get home.  When I get a call from a yard sign, the first question is "How much is the home?" When I answer, (and then ask if that was the price range they were looking for)if the home is not in the person's price range, they let me know.  This eliminates my doubt as to why they don't want to see the home.  If the home doesn't meet other criteria, I also find that out by talking to them.  Sometimes, I can even handle certain objections and get them to view a home they might otherwise not want to see. It gives me a certain amount of control and lots more feedback to my clients (the Sellers.) Let's say, for example, I list a home that doesn't have good curb appeal. I try to get my sellers to do a little landscaping and painting but they refuse. Everyone who calls thinks that the home was in a different(lower)price range. I go to my sellers with this information showing them that their home doesn't present well for the price range it is in. With that information they might be convinced to make some improvements or to lower their price.  Without this feedback they are often reluctant to do anything.  

Most people who are interested in a home these days seem to find information online.  My listings all have interior photos and lots of information.  If someone is interested in seeing the home they can then contact their agent or me to view the home.  Once inside, I have very lovely brochures they may take with them.  To me this is a much better way to spend my marketing dollars.

As for services we could use: having someone do flyers or brochures, mail-out post cards, professional looking photos, or postings on the web would be the best service.

The best way to approach REALTORS is to do a flyer and distribute to all of the offices in your area or mail to individual agents.  Once someone begins to use you...if the marketing materials look good and the agent is pleased with your service word will travel fast.  We are always looking for speedy and cost-efficient services. I am always asking my associates for names of services that are better or less expensive.

I hope that this answer helps you in your business decisions.

Sincerely,
Jessica Bryan
Managing Broker
House to Home Realty Services