I like to know all the inventory in my core area. But, I won't save a flyer or brochure unless I have a reason to pass it on to a client. In my core area, I never know when a discussion might ensue about a particular property, so I simply want to know them all.
Once I get to the peripheral edges of my core area, your marketing efforts may guide my attention to a property that I might have otherwise overlooked. While I check the MLS daily, or multi times per day for new properties or status changes in my core area, I may not notice the MLS info in the nearby adjacent areas.
I donâ€™t recommend too much print advertising for Realtor-to-Realtor marketing. Only if I have a client, do I want your print brochure. If you hold a special event, a handwritten note card could be effective. If you are promoting a Broker Open House, email may be the most cost effective. If your property is not in MLS, itâ€™s important for you to communicate that. I might skip your email or snail mail flyer, assuming I can always learn about the property from MLS.
If I have a potential client match, previewing a listing, or learning about it moves up to the top of my priority list. Conversely, I wonâ€™t show a home that does not meet my clientâ€™s criteria, regardless of how awesome your promotion. Getting agents to preview is necessary to get agents talking about your property. That can lead to showings that might not have happened any other way.
For Realtor-to-Realtor marketing, I think you can stick to the basics, keep it brief and tell me in just a few words who this property is for and why. Let me know where I can go to get more info, but donâ€™t overload me in your outreach. I donâ€™t like unsolicited faxes, and tend to discard immediately. Special event marketing can be effective when tied to a particular type of property. i.e. A historian providing insights and information, doing a book signing, or the like at a historic property. A yacht broker parked at the dock of a luxury waterfront estate. Those would be â€œoutside the MLS boxâ€ type of approaches that would catch attention.