Which Comes First: Sales or Marketing?

Several years ago I was working as a Realtor with a private real estate firm in Florida. While still a “rookie” agent, I was presented the opportunity of being handed a “dead” listing by one of the senior members of the firm. He had been trying—unsuccessfully—for over a year to move the century plus old house without a single offer. And now, it was mine!

With tape measure and legal pad in hand, I met with the owners as they proudly took me on a memorable tour of the property. They had been using the downstairs as a neighborhood beauty salon and had a tenant renting space towards the back for a photography studio. A “personal” photography studio which I quickly surmised from the feather boas, claw footed tub, and the pair of toy six guns hanging from the props rack…but I digress…

The attic was typically large and airy for this once proud Victorian, were it not for the six plus inches of rat poop through which I had to carefully navigate—I was of course wearing my totally professional executive black pumps [heels]. The basement was dark, damp, and I know I saw little eyes peeking out from behind the crumbling brick piers more than once.

It was a disaster. The house was priced lower than other homes in the area. It was near a busy street and who in their right mind would ever want to live here? I went back to the office, reviewed my notes, went through the file, remembered to disinfect my shoes, and then it happened.

I had an idea! For the past year, the property had been marketed as a house—residential listing. Period. But the current zoning permitted many other uses including business and light commercial. I had been too focused on the product and NOT focused on the marketing. I immediately set up a meeting with the owners and told them what I needed to do.

First, I needed to RAISE the asking price. Then I needed to reclassify the property as “commercial” NOT residential, that meant RAISING the commission as well. I explained that we had a better opportunity to market the property this way and that business owners view a property’s location as more important than condition.

They bought it. And so did a young attorney two weeks later, for the full asking price. Once we stepped back and analyzed the situation, the solution was obvious, but the critical factor was clear: it wasn’t lack of sales effort or ability which prevented the other agent from obtaining the sale; he was targeting the wrong market.

If your sales are not where should be, the problem just might be with your marketing plan, not your sales folks.
Remember, every marketing plan must have accountability; it MUST be reviewed, reworked, re-implemented continually to keep your product or service moving successfully. It’s not a question of which is more important, sales or marketing, but knowing you need BOTH.

Sales without marketing is like sailing a boat in the middle of the ocean without a map and compass. You might eventually find land, but by the time you do, it could be too late.

Market wisely…market well.

Debra D. Kujawa
President/CEO
Ki-neckted, LLC

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